独立站运营全攻略：从建站到品牌出海
选择SEO推广公司滑县 | Choosing SEO Promotion Company in Hua County
闲鱼谷歌版有没有广告推广？ | Does Xianyu Google Version have advertising promotion?
独立站多年经验分享 | Years of Independent Website Experience Sharing
在讲下面内容之前，首先明确下独立站的概念，简单的说，独立站就是品牌商建设的具有销售功能的官方网站。跨境电商平台如亚马逊、eBay就相当于国内的电商平台淘宝、京东。
Before we proceed, let's clarify the concept of independent websites. Simply put, an independent website is an official website with sales functions built by brand owners. Cross-border e-commerce platforms like Amazon and eBay are equivalent to domestic e-commerce platforms like Taobao and JD.com.
1. 独立站和平台模式分析 | Platform vs Independent Website Analysis
定位差异：做独立站的卖家目的更侧重于打造品牌，做平台的卖家更侧重于"卖货"。
Positioning difference: Sellers on independent websites focus more on brand building, while platform sellers emphasize "selling products".
支出差异：在平台的越久，成本会越来越多，而独立站则相反，独立站使用越久，成本平摊下来，价格会更便宜。
Cost difference: The longer you stay on platforms, the higher the costs become. Independent websites work the opposite way - the longer you use them, the lower the average cost becomes.
运营差异：平台的运营是基于平台的规制和平台用户的属性来决策执行的，是对商品的运营。而独立站是从零开始的，它要面向的消费群体、平台的属性、用户的购物体验等，全都是企业自己设计的。
Operation difference: Platform operations are based on platform rules and user attributes, focusing on product management. Independent websites start from scratch, allowing businesses to design their own target audience, platform features, and shopping experience.
2. 建站平台及系统分析 | Website Building Platform Analysis
目前的建站系统分为两类：
Current website building systems fall into two categories:
开源建站系统：Magento、Opencart、WordPress、DrupalCommerce...
Open-source systems: Magento, Opencart, WordPress, DrupalCommerce...
SaaS建站系统：Shopify、ShopBase、BigCommerce、Squarespace...
SaaS systems: Shopify, ShopBase, BigCommerce, Squarespace...
简而言之，Shopify这类SaaS建站系统比较简单，适合平台卖家转型独立站、传统制造型企业这两种卖家使用。Magento这类开源建站系统比较复杂，但是非常灵活，可以实现个性化定制。
In short, SaaS systems like Shopify are simpler and suitable for platform sellers transitioning to independent websites and traditional manufacturers. Open-source systems like Magento are more complex but flexible, allowing for personalized customization.
3. 独立站基本运营思路和流程 | Basic Operation Strategy
独立站是没有流量的，需要先通过SEO、SEM、EDM、Facebook、Google、INS等这些渠道，把流量引入网站或落地页。
Independent websites have no inherent traffic. You need to drive traffic through channels like SEO, SEM, EDM, Facebook, Google, and Instagram to your website or landing pages.
平台只能利用新访客，流量无法沉淀，再营销模式单一。而独立站则可以实现访客的再营销。
Platforms can only utilize new visitors with limited remarketing options. Independent websites enable effective visitor remarketing.
为什么做独立站？原因其实就这三点：打造企业品牌、跳出政策束缚、实现数据自主化。
Why build an independent website? Three main reasons: building corporate brands, breaking free from platform restrictions, and achieving data autonomy.
品牌出海是跨境电商未来的发展趋势，做独立站是品牌出海的必经之路。
Global branding is the future trend of cross-border e-commerce, and independent websites are the essential path to brand globalization.
