如何通过谷歌竞价推广寻找优质出口小商品客户？国内卖家能否抓住独立站机遇？
近年来，跨境电商行业蓬勃发展，而亚马逊的"封店潮"促使众多国内跨境卖家转向独立站布局。社交媒体凭借其庞大的用户基础和互动特性，成为独立站卖家推广商品的重要平台。看到Facebook通过独立站流量采购获得巨大收益，谷歌也迅速跟进。
Recently, the cross-border e-commerce industry has flourished, while Amazon's "store closure wave" has prompted many domestic cross-border sellers to turn to independent websites. Social media, with its vast user base and interactive features, has become an important platform for independent website sellers to promote their products. Seeing Facebook's huge profits from independent website traffic procurement, Google quickly followed suit.
作为谷歌跨境电商加速计划的重要举措，其首个跨境电商加速中心已在厦门自贸片区海上世界正式启用。谷歌表示，该中心将聚焦解决独立站卖家面临的起步难、人才招聘难、出海运营难等痛点，通过市场教育和生态资源整合，为企业提供一站式独立站孵化服务。
As an important initiative of Google's cross-border e-commerce acceleration program, its first Cross-border E-commerce Acceleration Center has been officially launched in Xiamen Free Trade Zone. Google stated that the center will focus on solving the pain points faced by independent website sellers, such as difficulty in starting, talent recruitment, and overseas operations, and provide one-stop independent website incubation services for enterprises through market education and ecological resource integration.
然而，跨境电商独立站的风口期已经过去，现在入场可能为时已晚。事实上，跨境电商独立建站已存在多年，但真正的风口出现在2021年夏季，并在2022年达到顶峰。
However, the golden period of cross-border e-commerce independent websites has passed, and it may be too late to enter now. In fact, cross-border e-commerce independent websites have existed for many years, but the real boom appeared in the summer of 2021 and peaked in 2022.
2021年5月以来，亚马逊开始集中治理"不当使用评论功能"、"索取虚假评论"等行为。这一举措虽然净化了平台环境，但也促使大量"All in 亚马逊"的国内卖家开始思考多元化发展。由于对头部平台的不信任，许多卖家希望将命运掌握在自己手中，独立站因此迎来爆发式增长。
Since May 2021, Amazon has begun to crack down on behaviors such as "improper use of review functions" and "soliciting fake reviews." Although this measure has purified the platform environment, it has also prompted many domestic sellers who were "All in Amazon" to consider diversified development. Due to distrust of leading platforms, many sellers hope to take their fate into their own hands, leading to an explosive growth of independent websites.
独立站是指由商家自行搭建和运营的网站，拥有独立域名和服务器，商家可以完全掌控网站运营。与亚马逊等平台相比，独立站面临的最大挑战不是商品价格，而是品牌影响力。因此，独立站卖家通常非常热衷于投流，例如Meta旗下的Facebook，因为它可以帮助卖家将公域流量转化为私域流量。
An independent website refers to a website built and operated by the merchant itself, with an independent domain name and server, allowing the merchant to fully control the website's operation. Compared to platforms like Amazon, the biggest challenge faced by independent websites is not product pricing but brand influence. Therefore, independent website sellers are usually very keen on traffic investment, such as Meta's Facebook, because it can help sellers convert public traffic into private traffic.
然而，当前跨境电商市场环境已发生巨大变化。导致独立站衰落的首要原因是流量成本上升。由于两年前的跨境电商热潮吸引了太多参与者，导致社媒流量和搜索流量价格纷纷上涨。此外，苹果iOS 14.5的应用跟踪透明度功能和谷歌淘汰第三方cookie的政策，使精准流量与低价脱钩。
However, the current cross-border e-commerce market environment has undergone tremendous changes. The primary reason for the decline of independent websites is the rising cost of traffic. The cross-border e-commerce boom two years ago attracted too many participants, leading to rising prices for social media and search traffic. In addition, Apple's App Tracking Transparency feature in iOS 14.5 and Google's policy of phasing out third-party cookies have decoupled precise traffic from low prices.
另一方面，国内跨境电商"四小龙"（Temu、SHEIN、AliExpress和TikTok Shop）带来的全托管模式，平台负责核价、运营、物流、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"的模式很快赢得了众多跨境电商卖家的青睐。
On the other hand, the fully hosted model brought by the domestic cross-border e-commerce "four little dragons" (Temu, SHEIN, AliExpress, and TikTok Shop), where the platform is responsible for pricing, operations, logistics, after-sales, etc., and sellers only need to supply goods, has quickly won the favor of many cross-border e-commerce sellers.
因此，谷歌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，还需要找出与Temu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 faced by Google's Cross-border E-commerce Acceleration Center is not only to provide cheaper traffic but also to find a differentiated advantage over Temu. Otherwise, this cross-border e-commerce acceleration center may face the dilemma of "a clever woman cannot cook without rice."