口碑超好的网络营销：谷歌优化的最佳方案助力中国企业出海
谷歌加码中国企业出海战略，重点布局独立站业务
Google intensifies support for Chinese enterprises' global expansion with focus on independent websites
经过超过半年的筹备，在厦门自贸片区管委会支持推动下，谷歌跨境电商加速中心终于在厦门海上世界正式启用。这预示着谷歌对中国跨境出海业务再加码。
After more than six months of preparation, with the support of Xiamen Free Trade Zone Administrative Committee, the Google Cross-border E-commerce Acceleration Center was officially launched in Xiamen Sea World, marking Google's intensified commitment to China's cross-border e-commerce expansion.
独立站：中国品牌出海的新阵地
Independent websites: The new frontier for Chinese brands going global
与中国消费者偏好于在第三方电商平台购物不同，品牌独立站是海外消费者了解品牌、下单交易的重要窗口。在传统外贸时代，中国卖家较多以白牌产品为主，而随着中国产业转型升级，卖家品牌意识逐渐增强，建设独立站需求迫切。
Unlike Chinese consumers who prefer shopping on third-party platforms, brand independent websites serve as crucial windows for overseas consumers to understand brands and make purchases. During the traditional foreign trade era, Chinese sellers mainly dealt with white-label products. However, with China's industrial transformation and upgrading, sellers' brand awareness has gradually strengthened, creating urgent demand for building independent websites.
厦门优势：跨境电商的天然沃土
Xiamen's advantages: Natural fertile ground for cross-border e-commerce
厦门是我国外贸重镇，到2023年，厦门市服务贸易发展规模不断扩大，全年服务进出口总额1010.2亿元，首次突破千亿元。厦门也拥有较大的产业带就近优势，单就眼镜产业而言，全球90%以上的眼镜产自中国，而中国八成以上的中高端太阳镜产自厦门。
Xiamen is a crucial hub for China's foreign trade. By 2023, the scale of Xiamen's service trade continued to expand, with total service import and export volume reaching 101.02 billion yuan, surpassing the 100-billion-yuan mark for the first time. Xiamen also boasts significant advantages in nearby industrial clusters. Taking the eyewear industry as an example, over 90% of the world's glasses are produced in China, with more than 80% of China's mid-to-high-end sunglasses originating from Xiamen.
独立站的四大核心价值
Four core values of independent websites
- 盈利提升：直接接触海外消费者，灵活管理产品定价
- Profit improvement: Direct access to overseas consumers with flexible pricing management
- 品牌打造：完全掌控品牌形象，打造差异化
- Brand building: Complete control over brand image and differentiation
- 数据洞察：挖掘用户数据，实现精准营销
- Data insights: Mining user data for precise marketing
- 用户反馈：收集真实反馈，提升用户体验
- User feedback: Collecting genuine feedback to enhance user experience
独立站建设面临的挑战
Challenges in building independent websites
市场竞争激烈，消费者需求变化快。国际贸易环境中存在许多挑战，有时还需要考虑当地文化情况。独立站建成之后，运营独立站对卖家而言也是一项新挑战。
The market competition is fierce with rapidly changing consumer demands. There are numerous challenges in the international trade environment, sometimes requiring consideration of local cultural contexts. After establishment, operating an independent website presents new challenges for sellers.
谷歌的一站式解决方案
Google's one-stop solution
谷歌希望通过两方面帮助卖家解决这些挑战：一方面是市场培训，另一方面是通过整合市场上许多独立站服务商的资源，为卖家打造一站式解决方案。
Google aims to help sellers address these challenges through two approaches: market training and integrating resources from various independent website service providers to create one-stop solutions for sellers.
独立站市场前景广阔
Bright prospects for independent website market
数据显示，2024年我国跨境独立站规模将达到3.45万亿元，占跨境电商B2C市场的35%。预计到2025年市场份额将从2020年的25%上升至41%。
Data shows that China's cross-border independent website market will reach 3.45 trillion yuan in 2024, accounting for 35% of the cross-border B2C e-commerce market. It's projected that by 2025, the market share will increase from 25% in 2020 to 41%.
