谷歌助力国内卖家：独立站风口已过还是新机遇？
近年来，跨境电商发展势头迅猛，与此同时，亚马逊的"封店潮"也促使众多国内跨境卖家开始布局独立站。社交媒体拥有庞大的用户基础和社交互动特性，因此独立站卖家选择 Facebook 作为商品销售和推广的主要基地。
In recent years, cross-border e-commerce has developed rapidly. At the same time, Amazon's "store closure wave" has prompted many domestic cross-border sellers to start building independent stations. Social media has a huge user base and social interaction characteristics, so independent station sellers choose Facebook as the main base for product sales and promotion.
看到 Facebook 通过独立站的流量采购生意赚得盆满钵满，谷歌也坐不住了。日前，作为谷歌跨境电商加速计划的重要一环，其首个跨境电商加速中心在厦门自贸片区海上世界正式启用。
Seeing Facebook making huge profits from independent station traffic procurement, Google couldn't sit still. Recently, as an important part of Google's cross-border e-commerce acceleration plan, its first cross-border e-commerce acceleration center was officially launched in Xiamen Free Trade Zone.
独立站风口已过？
Has the Independent Station Trend Passed?
虽然谷歌助力国内跨境电商卖家的意图良好，但现实情况是，跨境电商独立站的风口已经过去，现在进入可能为时已晚，整个跨境电商赛道的玩法也已经发生了变化。
Although Google's intention to assist domestic cross-border e-commerce sellers is good, the reality is that the trend of cross-border e-commerce independent stations has passed, and it may be too late to enter now. The entire cross-border e-commerce track has also changed.
导致独立站衰落的首要原因是流量成本上升。由于两年前的这一轮跨境电商热潮吸引了大量参与者进入市场，导致社媒流量和搜索流量价格纷纷上涨。
The primary reason for the decline of independent stations is the rising cost of traffic. The cross-border e-commerce boom two years ago attracted a large number of participants to enter the market, leading to rising prices of social media traffic and search traffic.
全托管模式的冲击
The Impact of Fully Hosted Model
国内跨境电商"四小龙"（Temu、SHEIN、AliExpress 和 TikTok Shop）带来了全托管模式，平台负责核价、运营、物流和售后等环节，卖家只需负责供货。这种"让专业的人做专业的事"的模式，很快受到了众多跨境电商卖家的青睐。
China's cross-border e-commerce "Four Little Dragons" (Temu, SHEIN, AliExpress and TikTok Shop) have brought a fully hosted model, where the platform is responsible for pricing, operation, logistics and after-sales, and sellers only need to supply goods. This model of "letting professionals do professional things" was quickly favored by many cross-border e-commerce sellers.
因此，谷歌的跨境电商加速中心面临的最大挑战不仅是提供更廉价的流量，还需要找到与 Temu 不同的差异化优势。否则，这个跨境电商加速中心可能会面临巧妇难为无米之炊的困境。
Therefore, the biggest challenge facing Google's cross-border e-commerce acceleration center is not only to provide cheaper traffic, but also to find differentiated advantages different from Temu. Otherwise, this cross-border e-commerce acceleration center may face the dilemma of "one can't make bricks without straw".
