谷歌跨境电商加速中心启用：助力企业独立站战略转型
经济观察网 李静/文 10月15日，谷歌宣布其首个跨境电商加速中心在厦门正式启用。 据了解，该中心是谷歌跨境电商加速计划的一部分，计划第一阶段预计覆盖厦门和深圳两地。
On October 15th, Google announced the official launch of its first Cross-border E-commerce Acceleration Center in Xiamen. This center is part of Google's Cross-border E-commerce Acceleration Program, with the first phase covering Xiamen and Shenzhen.
线下加速中心成立后将聚焦三方面服务功能：市场教育、生态聚合和卖家孵化。市场教育将通过与行业专家合作，提供专业课程，帮助卖家系统理解DTC（独立站）模式。生态聚合旨在推介优质生态服务伙伴，并给予谷歌客户专属优惠及服务，满足卖家独立站的发展需求。卖家孵化则整合谷歌资源，打造独立站一站式解决方案，支持潜力卖家快速启动独立站。
The offline acceleration center will focus on three service functions: market education, ecosystem aggregation, and seller incubation. Market education will provide professional courses through collaboration with industry experts to help sellers systematically understand the DTC (Direct-to-Consumer) model. Ecosystem aggregation aims to recommend high-quality service partners and offer exclusive benefits to Google clients. Seller incubation integrates Google's resources to create one-stop independent website solutions for potential sellers.
在开业典礼上，谷歌数字营销解决方案中国区副总裁梁翠萍对经济观察网表示，一方面，随着出海企业数量的增加，海外市场竞争日益白热化，企业纷纷利用数据并基于数据的分析和洞察来提高其产品和营销的质量。另一方面，近年来国际贸易环境面临诸多挑战，包括各国不同的政策、法规和法律。企业在不同国家落地时，需要考虑当地的文化背景，以适应不同国家消费者多样化的需求。加之科技的快速发展，消费者的需求也在迅速变化。
At the opening ceremony, Liang Cuiping, Vice President of Google's Digital Marketing Solutions in China, stated that as more companies expand overseas, competition intensifies. Businesses are increasingly using data analytics to improve product and marketing quality. Meanwhile, the international trade environment faces challenges including varying policies and regulations across countries. Companies must consider local cultural contexts to meet diverse consumer needs, especially with rapid technological changes driving evolving consumer demands.
梁翠萍观察到，很多企业在出海初期都会选择利用第三方市场平台作为起点，但随着经验的增长和品牌意识的增强，他们开始寻找新的增长空间和机遇，这时独立站出海便成了他们的新选项。"过去几年，独立站成为企业出海拓展业务和实现增长的重要途径。"
Liang observed that many companies initially use third-party platforms when expanding overseas but later seek new growth opportunities through independent websites as they gain experience and brand awareness. "In recent years, independent websites have become a crucial channel for business expansion and growth."
独立站即品牌或企业通过自建的电子商务网站直接向消费者销售产品，不依赖于第三方平台如亚马逊、eBay等。梁翠萍认为，创建品牌独立站对跨境企业而言具有多方面的重要价值，包括提升利润空间、塑造品牌形象、通过用户洞察来驱动增长，以及实现全球市场的多元化推广。这些优势使得独立站在企业的国际化战略中受到日益广泛的欢迎。
An independent website refers to a brand-owned e-commerce platform that sells directly to consumers without relying on third-party platforms like Amazon or eBay. Liang emphasized that independent websites offer multiple benefits for cross-border businesses, including higher profit margins, stronger brand identity, data-driven growth, and diversified global market reach, making them increasingly popular in international strategies.
然而，品牌独立站在为跨境企业和卖家带来好处的同时，也面临不少挑战。相较于平台电商而言，独立站出海在网站搭建、物流配送、支付对接、客户服务流程等环节均有着较大差异，难度更大。商家尤其是中小规模的跨境卖家受到企业规模、资源的限制，在启动独立站业务时往往缺乏有效的营销策略和精细化的运营管理经验，难以应对转型挑战。
However, independent websites also present challenges. Compared to platform-based e-commerce, they require more complex website development, logistics, payment integration, and customer service processes. Small and medium-sized sellers often lack marketing strategies and operational experience, making the transition difficult.
今年6月，谷歌启动了跨境电商加速计划，并与代理商及生态伙伴合作，为出海企业提供了一个跨境电商孵化项目。该项目旨在通过一站式的DTC独立站孵化服务，帮助企业迅速解决在搭建独立站过程中遇到的各种难题，以实现全面的渠道布局。
In June, Google launched its Cross-border E-commerce Acceleration Program, partnering with agencies and ecosystem providers to offer incubation services. The program provides end-to-end DTC solutions to help businesses overcome challenges in establishing independent websites.
梁翠萍认为，从谷歌跨境电商加速计划启动到谷歌跨境电商加速中心（厦门）成立，是谷歌助力跨境电商成长的一个重要环节，即整合资源，从过去主要关注谷歌自身能提供的解决方案，到现在在此基础上整合生态内所有关键环节，帮助企业快速解决在搭建独立站时的各种困扰，使每个环节都做得更好，更轻松地开展独立站业务。
Liang stated that the Xiamen Acceleration Center represents a key step in Google's support for cross-border e-commerce growth. "We're integrating resources across the ecosystem to help businesses overcome obstacles in launching independent websites, making every step smoother and more efficient."