一文看懂独立站和外贸电商平台的区别
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">独立站推广及电商平台运营均为海外线上获客<span style="color: black;">途径</span>，是大<span style="color: black;">都数</span>外贸企业进行海外<span style="color: black;">途径</span>布局时常用的两种方式。相信<span style="color: black;">非常多</span>外贸人在进行海外客户或同行的背调时都会去搜索引擎<span style="color: black;">查询</span>其独立站（国内<span style="color: black;">叫作</span>官网）、平台店铺（类似阿里巴巴、中国制造网等），</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">经过</span>独立站和店铺信息，<span style="color: black;">能够</span><span style="color: black;">认识</span>企业历史文化、<span style="color: black;">制品</span>详情、企业联系方式等</span></strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">01</span><span style="color: black;"><span style="color: black;">独立站</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">做为</span>海外用户<span style="color: black;">认识</span>企业基本信息的门户，<span style="color: black;">通常</span>有两大功能，</span><strong style="color: blue;"><span style="color: black;">一是用于展示，二是用于推广</span></strong>。<strong style="color: blue;"><span style="color: black;">展示功能</span></strong>是独立站最<span style="color: black;">基本</span>的，<span style="color: black;">重点</span>起着<strong style="color: blue;"><span style="color: black;">向用户传递<span style="color: black;">制品</span>基本属性、企业发展历程及企业品牌价值</span></strong>等。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/bf7484bda4bc4746a27d4a86ac5f5ce3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=RAwtnARjEFctzz%2FkuJCC3AUOe3o%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">独立站企业介绍页</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">独立站推广便是以独立站为载体，</span><strong style="color: blue;"><span style="color: black;">采用SEO或SEM的方式将网站布局到搜索引擎关键词结果页的首页上去</span></strong>，让网站的排名靠前，<span style="color: black;">因此呢</span><span style="color: black;">更易</span>被搜索该词的用户看到。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/cce45f0fd39f4292b9cea87d6315a218~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=e2nrkoMOEJCLWR7cWkkQtN%2BHOX0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02</span><span style="color: black;"><span style="color: black;">电商平台</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">电商平台<span style="color: black;">通常</span>以受众的标准分为两类，一种是B2B平台（类似阿里巴巴、中国制造网）、另一种则是B2C平台（类似亚马逊、eBay）。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">租赁平台店铺后，企业<span style="color: black;">经过</span><span style="color: black;">平常</span>运营<span style="color: black;">守护</span>来吸引平台用户中的潜在客户。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">03</span><span style="color: black;"><span style="color: black;">独立站与平台的区别</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">关于前期搭建</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1.内容资料准备</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">构筑独立站和平台店铺的页面内容时的</span><strong style="color: blue;"><span style="color: black;">资料是<span style="color: black;">能够</span>通用的</span></strong>，<span style="color: black;">由于</span>虽然是两种<span style="color: black;">区别</span><span style="color: black;">途径</span>，但所需要传达给用户的信息都是<span style="color: black;">同样</span>的，即企业、<span style="color: black;">制品</span>的核心竞争力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">但最大的</span><strong style="color: blue;"><span style="color: black;">区别在于独立站<span style="color: black;">制品</span>详情页是不需要设置价格及展示销量或<span style="color: black;">营销</span>额的</span></strong>。在面对平台<span style="color: black;">制品</span>同质化严重的<span style="color: black;">状况</span>下，<strong style="color: blue;"><span style="color: black;">平台所有<span style="color: black;">制品</span>都是明码标价</span></strong>，比价<span style="color: black;">也</span>是常态，利润空间被大幅压缩。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/df143d47613f465089c9dc3eb5e2a89a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=D2Zd622ipat%2FzcpiYfT6E8gNfAA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/8d02459b2af44e3e85eb3d16696d489e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=1ZzVIhjMGAphgHo14vaDtWWiG3Q%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">店铺<span style="color: black;">制品</span>详情页</p>
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<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/394e724037d54d3494b22c4795e83d82~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=skLTZVpDkAsC7OK0k7crgz6Wugw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">独立站<span style="color: black;">制品</span>详情页</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2.页面结构布局</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不管是独立站还是平台店铺，</span><strong style="color: blue;"><span style="color: black;">结构布局清晰便于用户阅读是重点</span></strong>，<span style="color: black;">同期</span>，海外线上获客<span style="color: black;">途径</span>从10年代<span style="color: black;">迄今</span>，页面设计美观度及功能的发展变化肉眼可见。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">然则</span>，在布局上，</span><strong style="color: blue;"><span style="color: black;">平台所有的店铺几乎套用同一种模板，<span style="color: black;">无</span>个性或特点可言</span></strong>，单一模块化的填充式让企业在众多同行中脱颖而出变得难上加难。相对而言，<strong style="color: blue;"><span style="color: black;">独立站的页面设计及交互功能的操作自由度更高</span></strong>，主题<span style="color: black;">选取</span>及结构布局<span style="color: black;">能够</span><span style="color: black;">按照</span><span style="color: black;">自己</span>企业文化及<span style="color: black;">制品</span>理念等为独立站风格增添<strong style="color: blue;"><span style="color: black;"><span style="color: black;">更加多</span>专属的独特标签</span></strong>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/1dd90d5210b94ebe8152f3f85513cedd~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=DS5tz%2FhLbPxIXzlGmPTPUq1x944%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">独立站主页</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3.引流关键词的<span style="color: black;">选取</span></span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">二者所优化的核心关键词均为<span style="color: black;">制品</span>词，如led light。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">平台自带采购属性</span></strong>，<span style="color: black;">因此</span><span style="color: black;">通常</span>拓展核心词时会<strong style="color: blue;"><span style="color: black;">优先<span style="color: black;">思虑</span>添加修饰类词汇</span></strong>，如yellow led light等。但<span style="color: black;">因为</span>搜索引擎的用户群体数量庞大，搜索意图多样，<span style="color: black;">因此</span>需要拓展<strong style="color: blue;"><span style="color: black;">采购<span style="color: black;">行径</span>词来筛选<span style="color: black;">精细</span>用户</span></strong>，如led light supplier等。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/69cd164562ab44c4916dc6f558c34d87~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=0nNExCAKdTjp2KizBl0znS7CEvM%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/d07a522f63d348f3bdae17db275156c2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=dB3H7MLrK%2B5KHnLa2DROAJa%2FsMA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">关于中期<span style="color: black;">守护</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1.<span style="color: black;">守护</span>方式</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">载体搭建完毕后，引流工作便正式<span style="color: black;">起始</span><span style="color: black;">起步</span>，单靠载体能吸引到的用户<span style="color: black;">常常</span>屈指可数，<span style="color: black;">由于</span>竞争者<span style="color: black;">非常多</span>，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">仅有</span>将载体优化或运营到前排<span style="color: black;">才可</span>让用户尽可能地看到你的独立站或店铺</span></strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">独立站优化</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">重点</span>依靠技术手段及内容更新</span></strong>，平台运营<span style="color: black;">重点</span><span style="color: black;">按照</span>平台的规则制定<span style="color: black;">制品</span>策略，<span style="color: black;">同期</span>还<span style="color: black;">包括</span>物料的制作，活动的<span style="color: black;">守护</span>等工作。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2.流量<span style="color: black;">源自</span></span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">独立站的流量<span style="color: black;">重点</span>来自搜索引擎</span></strong>，<strong style="color: blue;"><span style="color: black;">平台</span></strong>虽种类多样，但<strong style="color: blue;"><span style="color: black;">或多或少<span style="color: black;">亦</span>需要<span style="color: black;">经过</span>搜索引擎来引流</span></strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">相对<span style="color: black;">来讲</span>，B2B平台对搜索引擎的依赖程度高于B2C平台，据Simlarweb数据<span style="color: black;">表示</span>，国内热门外贸B2B平台有约70%的流量来自搜索引擎。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p6-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/9859d32002be42d799a2b00460b1aabd~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=C%2BybcLznB1Ol5EX21G05wAPe1mw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/9d66c66698d844608f1095bb059d0195~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=1gGAYEXuvzXELZ9SzJhl4Q5NlRU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/e1210f9a8ce44288aac49787017b2a03~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=TzwNM1ipBrxgoFHEbnYL0FiaezE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3.流量转化路径</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">独立站：用户搜索——词条结果页——<span style="color: black;">选取</span>点击进入网站</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">都数</span>店铺：用户搜索——词条结果页——<span style="color: black;">选取</span>点击进入平台——<span style="color: black;">选取</span>点击进入店铺</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/6c13ece624854714ba61ee63aa7e3c24~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826420&x-signature=wa0RvmUg3o9fW0PVhZvXGmCPbjM%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">关于停止<span style="color: black;">守护</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">若停止<span style="color: black;">守护</span>，独立站属于企业自己的，优化的流量为</span><strong style="color: blue;"><span style="color: black;">私域流量</span></strong>，不会随着优化动作停止而立即结束，但会<span style="color: black;">逐步</span>下降。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而一旦停止租赁平台店铺，</span><strong style="color: blue;"><span style="color: black;">平台上的企业店铺会直接关闭</span></strong>，而流量属于平台的公域流量，自然就<span style="color: black;">无</span>流量了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">-END-</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">文案</span>篇幅有限，若需<span style="color: black;">认识</span><span style="color: black;">更加多</span>关于海外推广<span style="color: black;">途径</span>的<span style="color: black;">仔细</span>内容，请关注<span style="color: black;">全世界</span>搜，后续还会带来<span style="color: black;">更加多</span>干货分享！</span></span></p>
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