高效的金谷信托：谷歌海外推广与独立站电商平台运营策略
图片来源：图虫创意
在前些日子的雨果大会上，编辑遇到了一位在业内小有名气的亚马逊品牌卖家。在交谈中，这位卖家吐露心声：
"由于团队在选品上的独到心得，品牌在亚马逊平台也有一定的体量。这两年独立站的爆火，也让自己走出舒适区，去尝试新渠道。"
但在过程中却发现，同样的选品放在品牌独立站上，销量却始终不见起色，且自己在独立站的广告支出上，砸的钱也远超亚马逊，达到了5倍之多。
At the recent Hugo Conference, our editor met a well-known Amazon brand seller. During the conversation, the seller revealed:
"Thanks to our team's unique product selection insights, our brand has achieved considerable scale on Amazon. The recent boom in independent websites also prompted us to step out of our comfort zone and try new channels."
However, they found that the same products performed poorly on their independent website, while advertising costs were five times higher than on Amazon.
为什么做独立站的卖家大多数都凉了？
Why Do Most Independent Website Sellers Fail?
该卖家无奈表示，实在禁不住这样的烧钱，只能选择关闭独立站，专注于亚马逊的运营。以此事为契机，雨果跨境采访了具有7年独立站营销运营操盘实战经验的Ada宁瑞静。
The seller had no choice but to shut down the independent website and focus on Amazon operations. Taking this case as an opportunity, Hugo Cross-border interviewed Ada Ning Ruijing, who has seven years of practical experience in independent website marketing operations.
独立站流量变化与卖家影响
Changes in Independent Website Traffic and Impact on Sellers
Ada宁瑞静指出：
一是在全球疫情期间，独立站流量经历一个暴增的阶段，许多中国独立站卖家在这段时期内，营收也达到一个较高的水平。
Ada Ning Ruijing pointed out:
First, during the global pandemic, independent website traffic experienced a surge, with many Chinese sellers achieving high revenue during this period.
谷歌引流 vs. TikTok新渠道
Google Traffic vs. New Channels Like TikTok
谷歌作为当前亚马逊卖家普遍选择的一个渠道，相比TikTok，这类从平台转型独立站的卖家显然在谷歌这个渠道上有更多的沉淀。
Google is currently a common choice for Amazon sellers. Compared to TikTok, sellers transitioning from platforms to independent websites have more experience with Google traffic.
Google、Facebook政策收紧的影响
Impact of Google and Facebook Policy Tightening
正规的玩法通常不会遇到这种问题，中招的多是铺货型卖家。行业内的确会有一些卖家因为追求快速起量，出现一些货不对板的违规操作。
Legitimate operations usually don't encounter such issues. Those affected are mostly sellers focused on bulk listings. Some sellers do violate policies in pursuit of quick growth.
独立站选品与流量成本
Product Selection and Traffic Costs for Independent Websites
适用于独立站的产品类别与亚马逊有很大的区别。归咎到底，一定不能拿亚马逊的思路去做独立站。
Products suitable for independent websites differ significantly from those on Amazon. Ultimately, you can't approach independent websites with an Amazon mindset.
美国市场与新兴市场对比
US Market vs. Emerging Markets
美国市场作为成熟的电商市场，消费者对于品牌的接受程度较高。现在大众所看到的新兴市场，在一定程度上更像是美国市场刚开启时的红利期。
The US market is a mature e-commerce market with high brand acceptance. Emerging markets today resemble the early红利期 of the US market.
独立站运营团队配置建议
Recommended Team Structure for Independent Website Operations
对于中上部的卖家运营独立站基本上需要3-5个人左右。以亚马逊上的亿级卖家为例，他的业务重心依旧是亚马逊。
Mid-to-large sellers typically need 3-5 people to operate an independent website. For example, an Amazon seller with hundreds of millions in sales would still focus primarily on Amazon.
独立站与亚马逊成本比例
Cost Ratio Between Independent Websites and Amazon
行业内很多双轨并行的卖家，其亚马逊与独立站的投入比例大概为3:1，就成本层面上来看，独立站还是占有一定的优势。
Many sellers operating both channels maintain an investment ratio of about 3:1 (Amazon to independent website). From a cost perspective, independent websites still have some advantages.
未来趋势：自营+POP平台
Future Trend: Self-operated + POP Platform
只能说是一个趋势。其实之前环球也尝试做过POP，但是失败了。归咎到底，个人觉得中国卖家的格局还不够开放。
It's just a trend. Global previously attempted POP but failed. Ultimately, I think Chinese sellers need to be more open-minded.
SHEIN的开放平台尝试
SHEIN's Attempt at an Open Platform
目前SHEIN的流量已经不用依靠拼命烧广告去寻找增量，因为它整套的流量运营体系，包括整个供应链的打造，已经变成了其独立站最核心的优势。
SHEIN no longer needs to rely heavily on advertising for traffic growth. Its complete traffic operation system and supply chain have become its core advantages.
独立站卖家与POP平台的机会
Opportunities for Independent Website Sellers and POP Platforms
在目前的这个时间点很难，因为整个行业的流量红利正在消失，对于流量的获取也变得更加精细化。
It's challenging now as industry traffic红利 are disappearing, and traffic acquisition requires more refinement.
