超硬核对比｜独立站VS平台，谁赢了？
<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;"><span style="color: black;"><span style="color: black;">大众</span>好，我是Fun哥。</span></span></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;"><span style="color: black;">搞外贸，<span style="color: black;">非常多</span>人还在纠结一个问题——</span></span></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">做平台还是做独立站？<span style="color: black;">她们</span>到底有<span style="color: black;">那些</span>区别？</span></span></strong></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;"><span style="color: black;">今天，<span style="color: black;">咱们</span>就从几个维度来<span style="color: black;">仔细</span>对比一下。</span></span></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;"><strong style="color: blue;"><span style="color: black;">01.</span></strong></span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">定位对比</span></span></strong></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;"><span style="color: black;">从定义上<span style="color: black;">能够</span>看出两者在定位上的区别。</span></span></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">▍什么是独立站？</span></span></strong></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">独立站是<span style="color: black;">拥有</span>独立域名且不依赖第三方平台的网站</span></span></strong><span style="color: black;"><span style="color: black;">，简单的说，<span style="color: black;">便是</span>品牌自建的官方网站。对买家而言，<span style="color: black;">能够</span>直接在这个网站付款，购买商品，等<span style="color: black;">制品</span>送货上门。</span></span></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">▍什么是第三方平台模式？</span></span></strong></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;"><span style="color: black;">在eBay、速卖通、亚马逊、国际站等第三方商城平台上开设一个店铺，<span style="color: black;">按照</span>平台的规则去<span style="color: black;">营销</span><span style="color: black;">制品</span>，</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">平台制定规则进行把控，收取<span style="color: black;">必定</span>的佣金</span></span></strong><span style="color: black;"><span style="color: black;">，这<span style="color: black;">便是</span>平台模式。</span></span></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;"><span style="color: black;">通俗点说，独立站是卖家负责制定经营规则，自由度高，不受平台约束，<span style="color: black;">能够</span>打造品牌，相当于个体店；平台是卖家遵守平台规则，更注重<span style="color: black;">营销</span>商品，相当于在商店经营店铺。</span></span></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;"><strong style="color: blue;"><span style="color: black;">02.</span></strong></span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">流量<span style="color: black;">源自</span>对比</span></span></strong></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">平台和独立站的流量<span style="color: black;">源自</span>是二者最大的<span style="color: black;">区别</span>。</span></span></strong></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">▍独立站流量<span style="color: black;">源自</span>：</span></span></strong></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;"><span style="color: black;"><span style="color: black;">无</span>自带流量，<span style="color: black;">一般</span><span style="color: black;">经过</span></span></span><strong style="color: blue;"><span style="color: black;">站点优化、Facebook、Google、TikTok等获取站外流量</span></strong><span style="color: black;"><span style="color: black;">，</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">但吸引来的流量是自己的</span></span></strong><span style="color: black;"><span style="color: black;">，能够<span style="color: black;">累积</span>客户，沉淀自己品牌，让客户产生复购。</span></span></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">▍第三方平台流量<span style="color: black;">源自</span>：</span></span></strong></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">平台内有<span style="color: black;">海量</span>的现成的流量，但流量客户都是平台所有</span></span></strong><span style="color: black;"><span style="color: black;">，<span style="color: black;">无</span>办法发展<span style="color: black;">累积</span>固定客户。</span></span></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;"><span style="color: black;">总的<span style="color: black;">来讲</span>，</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">电商平台自带流量，但流量会被分配给其他卖家稀释，独立站需要自己引流，但流量是自己的。</span></span></strong></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;"><strong style="color: blue;"><span style="color: black;">03.</span></strong></span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">花费</span>对比</span></span></strong></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;"><strong style="color: blue;"><span style="color: black;">▍独立站<span style="color: black;">花费</span>：</span></strong></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;"><span style="color: black;">独立站<span style="color: black;">花费</span><span style="color: black;">重点</span>由建站和流量推广<span style="color: black;">花费</span><span style="color: black;">构成</span>。<span style="color: black;">这儿</span>以FunPinPin给企业<span style="color: black;">供给</span>的</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">「建站+海外营销」</span></span></strong><span style="color: black;"><span style="color: black;">服务套餐为例：</span></span></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;"><span style="color: black;">启航版：19800元/年远航版：39800元/年领航版：44800元/年</span></span></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">最低</span></span><span style="color: black;"><span style="color: black;">19800元</span></span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;">就可</span>开启出海掘金之旅。（套餐服务详情可前往</span></span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">FunPinPin建站服务</span></strong></span><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">公ZH咨询）</span></span></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">▍第三方平台<span style="color: black;">花费</span>：</span></span></strong></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;"><span style="color: black;"><span style="color: black;">这儿</span>以阿系国际站为例，它的<span style="color: black;">花费</span><span style="color: black;">形成</span><span style="color: black;">重点</span>由</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">「年费+推广」</span></span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;">构成</span>：</span></span></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">年费：</span></span></strong></span></span></p><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">某口通的年费会员：29800元/年</span></span></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">某品诚企年费会员：促销价格80000元/年</span></span></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">直通车开户：20000/30000元每年</span></span></span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">推广：</span></span></strong></span></span></p><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">橱窗：12000/年</span></span></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">关键词排名：96000/年；43200/年；24000/年</span></span></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>充值：10000-100000元每年</span></span></span></span>
<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;"><span style="color: black;"><span style="color: black;">那样</span>从总体上来看，一个项目还<span style="color: black;">无</span><span style="color: black;">起始</span>盈利，<span style="color: black;">那样</span>就<span style="color: black;">已然</span><span style="color: black;">最少</span>需要</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">10万元</span></span></strong><span style="color: black;"><span style="color: black;">以上的<span style="color: black;">起步</span>资金了。</span></span></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;"><strong style="color: blue;"><span style="color: black;">04.</span></strong></span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">运营方式对比</span></span></strong></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;"><span style="color: black;">独立站和平台卖家的<span style="color: black;">最后</span><span style="color: black;">目的</span>是<span style="color: black;">营销</span>商品，<span style="color: black;">因为</span>流量的差异，两者在运营模式上会有所<span style="color: black;">区别</span>。</span></span></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">▍独立站：</span></span></strong></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;"><span style="color: black;">独立站比较<span style="color: black;">需求</span>运营</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">比较注重推广</span></span></strong><span style="color: black;"><span style="color: black;">，<span style="color: black;">例如</span>Facebook，Instagram，TikTok等站外第三方平台。<span style="color: black;">无</span>第三方的推广平台的流量，独立站很容易变成一个死站。</span></span></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;"><span style="color: black;">独立站不需要遵守<span style="color: black;">各样</span>规则，直接面向消费群体，自主性强，但需要<span style="color: black;">思虑</span>流量、物流、服务、营销。所有的运营和营销方式都是为了服务、沉淀客户、打造品牌。</span></span></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">▍第三方平台：</span></span></strong></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;"><span style="color: black;">平台运营，</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">需要在遵循平台规则和用户属性的前提下，<span style="color: black;">思虑</span>平台内的市场容量和竞争对手。</span></span></strong></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;"><span style="color: black;">第三方平台操作的重点是</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">评论、列表和排名</span></span></strong><span style="color: black;"><span style="color: black;">，以<span style="color: black;">得到</span>平台<span style="color: black;">供给</span>的推广资源。其次，必须要严格的遵守平台的规则，很难在营销上有太多自己的发挥空间，<span style="color: black;">显现</span>丝毫违规，平台分分钟给你关店封号。</span></span></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;"><strong style="color: blue;"><span style="color: black;">05.</span></strong></span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">竞争关系对比</span></span></strong></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">▍独立站：</span></span></strong></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">客户都是自己的，<span style="color: black;">无</span>价格战一说，用户一旦进入独立站，</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">无</span>比价空间，复购率高。</span></span></strong></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">▍第三方平台：</span></span></strong></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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">同行之间竞争激烈，价格战严重。</span></span></strong><span style="color: black;"><span style="color: black;">平台上有非常多的同类型卖家在<span style="color: black;">营销</span>功能和款式高度<span style="color: black;">类似</span>，价格<span style="color: black;">亦</span>非常相近的<span style="color: black;">制品</span>。在<span style="color: black;">制品</span>和品牌<span style="color: black;">无</span>什么<span style="color: black;">优良</span>的<span style="color: black;">状况</span>下，很容易被同类别<span style="color: black;">制品</span>信息打压，难以<span style="color: black;">得到</span>消费者的关注。</span></span></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;"><span style="color: black;">从</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">花费</span>、<span style="color: black;">危害</span>、<span style="color: black;">长时间</span>发展、竞争关系</span></span></strong><span style="color: black;"><span style="color: black;">等方面综合对比下来，其实都不难看出</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">独立站<span style="color: black;">优良</span><span style="color: black;">显著</span></span></span></strong><span style="color: black;"><span style="color: black;">。</span></span></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;"><span style="color: black;"><span style="color: black;">针对</span>外贸卖家<span style="color: black;">来讲</span>，到底是第三方平台还是独立站，</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">要<span style="color: black;">按照</span>卖家<span style="color: black;">制品</span>品类和团队<span style="color: black;">优良</span>，实力<span style="color: black;">体积</span>来决定。</span></span></strong></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;"><span style="color: black;"><span style="color: black;">然则</span>最好的方式是</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">多<span style="color: black;">途径</span>并行，尤其注重布局独立站，打造业务增长的双赛道</span></span></strong><span style="color: black;"><span style="color: black;">。</span></span></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;"><span style="color: black;">决定布局独立站的外贸企业和工厂，欢迎与<span style="color: black;">咱们</span><span style="color: black;">创立</span>深度合作，可前往</span></span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">FunPinPin建站服务</span></strong></span><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">公ZH获取免费咨询。</span></span></span></span></p>
感谢楼主的分享！我学到了很多。 我深感你的理解与共鸣，愿对话长流。 你的见解真是独到，让我受益良多。 论坛是一个舞台，让我们在这里尽情的释放自己。
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