全域报关行业：谷歌竞价推广新手该选独立站还是跨境电商？
跨境电商圈里关于"做第三方平台还是做独立站更有市场"的讨论，就像咸甜豆花之争一样每次都能掀起一番波澜。从欧美市场购物习惯来看，独立站确实有其必要性！
According to surveys, 52% of overseas consumers prefer shopping on independent websites. European and American consumers not only value product quality but also care about corporate qualifications. Before making purchases, they typically check product reviews first, then search for the brand name through search engines to examine the product display on the brand's independent website and related reports, thereby assessing the brand's credibility.
除了建立品牌形象，独立站还可以进行用户资料搜集和EDM营销，这些都是第三方平台无法获取的宝贵信息。以亚马逊为例，卖家无法直接联系客户，导致客户数据难以沉淀。而独立站可以自定义规则，沉淀客户数据，同时沉淀品牌价值，复购率也相对更高。
更重要的是，独立站作为专属展示平台，消除了客户比价的机会。进入独立站的用户只有两个选择：购买或离开，不必担心客户在货比三家过程中流失。
独立站还具备品牌溢价能力。你可以在站上讲品牌故事，多角度展示产品特色，营造品牌氛围。而且不受第三方平台规则限制，自由度更高，减少了被封号的风险。
Many merchants adopt a dual strategy, operating both independent websites and third-party platforms simultaneously. If you want to divert traffic to third-party platforms, you can set higher prices on your independent site. Conversely, to encourage purchases on your independent site, you can offer lower prices there to collect and retain user data.
简单来说，平台卖家侧重于"卖货"，而独立站卖家更注重"卖品牌"。例如，购买廉价日用品的消费者可能直接在第三方平台搜索→比价→购买。但如果客户访问品牌独立站并完成购买，说明他们对品牌有一定了解和信任，更可能复购甚至进行口碑传播。
Most customers will go directly to independent websites for fast-moving consumer goods because it's convenient and cheap. However, for brand-related products, they usually search on Google for the brand's independent website. If you check the sales of brand products on third-party platforms, you'll find they're generally not very high.
虽然建站容易运营难，独立站没有第三方平台的流量保障，但可开发的流量渠道很多：Facebook广告、TikTok、SEO、网红营销、博客等。尽管近期有同行反映Facebook广告精准度和转化率下降，但它仍是全球最大的社交入口之一，拥有海量用户行为数据。
Regarding KOL marketing, we've encountered situations where influencers received products but didn't create promotional videos. Therefore, careful selection is crucial. As more people recognize the value of influencer marketing, competition intensifies, and some influencers may raise prices or fail to deliver as promised. The key is to gradually test and screen suitable partners.
流量获取确实存在难度，但正是这些门槛创造了机会。如果一个平台没有任何门槛，任何人都能轻松操作，那说明它的黄金时期已经过去。有难度意味着有机会，关键在于如何把握和突破。
