突破增长瓶颈！中国卖家的独立站流量焦虑有救了！
<img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/ws2KYjKezkbiaOh5v9ozB1LCymlFIswjuUf3oflbTV16l1KBdqKnvh4WDBo2YEs31V1J5HffxN4U75aGu94Bqhw/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">回顾2023年上半年数据<span style="color: black;">发掘</span>，即使在<span style="color: black;">全世界</span>消费经济下行的背景下，<strong style="color: blue;"><span style="color: black;">中国跨境电商出口仍然保持着稳定增长的趋势。</span></strong>2023上半年，我国跨境电商进出口1.1万亿元，同比增长16%。其中，出口8210亿元，增长19.9%，进口2760亿元，增长5.7%，保持向好发展势头，<span style="color: black;">跨境电商正<span style="color: black;">作为</span>我国进出口贸易的新增长点。</span></span><span style="color: black;">这其中，<strong style="color: blue;"><span style="color: black;">独立站在跨境电商市场份额中<span style="color: black;">连续</span><span style="color: black;">提升</span></span></strong>。一方面，<span style="color: black;"><span style="color: black;">因为</span>跨境电商平台的局限性，不少卖家<span style="color: black;">起始</span>寻找新的业务增长<span style="color: black;">途径</span>；另一方面，因独立站能直面消费者、降低成本、<span style="color: black;">提高</span>效率且有利于树立品牌形象而受到中小企业欢迎。</span></span><span style="color: black;">据艾媒咨询数据<span style="color: black;">表示</span>，中国企业在海外<span style="color: black;">创立</span>的独立站数量<span style="color: black;">已然</span>达到20万个。<span style="color: black;">有数据<span style="color: black;">表示</span></span><strong style="color: blue;"><span style="color: black;">预计到2025年，跨境电商独立站的市场规模将增至3.3万亿美元，</span></strong></span><span style="color: black;">占据跨境电商市场的51%。另据</span><span style="color: black;">安克创新发布上半年财报<span style="color: black;">表示</span>，2023年上半年安可创新六大独立站</span><span style="color: black;">（Anker, eufy, soundcore, Nebula, AnkerMake, AnkerWork）</span><span style="color: black;">合计实现收入4.56亿元人民币， 同比增长112.59% ，实现<span style="color: black;">很强</span>突破。</span><strong style="color: blue;"><span style="color: black;">独立站“阵痛”：被流量“压垮”</span></strong><span style="color: black;"><span style="color: black;">虽然说</span>趋势尚好，但不得不承认</span><span style="color: black;">在搭建独立站的过程中<span style="color: black;">亦</span>存在</span><span style="color: black;">流量、<span style="color: black;">制品</span>和认知</span><span style="color: black;">等几大<span style="color: black;">困难</span>。</span><span style="color: black;">最重要的一点<span style="color: black;">便是</span>流量。因</span><span style="color: black;">独</span><span style="color: black;">立站<span style="color: black;">区别</span>于其他第三方平</span><span style="color: black;">台，可依靠平台<span style="color: black;">自己</span>流量来<span style="color: black;">得到</span>转化，其<span style="color: black;">重点</span>流量需</span><span style="color: black;">要卖家自主引流。</span><span style="color: black;">故而<span style="color: black;">针对</span>广大中小卖家而言，</span><span style="color: black;"><span style="color: black;">加强</span>营销主导性、突破平台流量壁垒，</span><span style="color: black;">依然是做独立站最为艰巨的<span style="color: black;">困难</span>。</span><span style="color: black;">有独立站卖家反馈<span style="color: black;">叫作</span>，在流量<span style="color: black;">花费</span>飙升、资金安全得不到<span style="color: black;">保证</span>的当下，</span><span style="color: black;"><span style="color: black;">外边</span>环境压力加之内部运营成本的上涨，独立站好似失去了往日的“光泽”：</span>“以往一个CPC流量可能只需要几毛钱，<span style="color: black;">然则</span><span style="color: black;">此刻</span><span style="color: black;">已然</span>涨到了1美金<span style="color: black;">上下</span>。近年<span style="color: black;">败兴</span>，每月的<span style="color: black;">宣传</span>支出<span style="color: black;">显著</span>上涨，利润率<span style="color: black;">亦</span>较去年下降了5%。”<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大</span><span style="color: black;">环境的冲击、</span><span style="color: black;">自然流量</span><span style="color: black;">被分摊、付费流量越来越贵，“BUFF”叠满</span><span style="color: black;">转化</span><span style="color: black;">效果肯定达不到</span><span style="color: black;"><span style="color: black;">不睬</span>想状态。</span></p><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">纵观当下，独立站卖家在流量端<span style="color: black;">重点</span>遇到的挑战分为以下三点：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"># </span><span style="color: black;">原有的公域流量被瓜分</span><span style="color: black;">，卖家将公域流量转为私域流量的难度越来越大；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"># </span><span style="color: black;"><span style="color: black;">宣传</span>商<span style="color: black;">没法</span><span style="color: black;">精细</span>地将<span style="color: black;">宣传</span>推给需要的人群</span><span style="color: black;">，<span style="color: black;">从而</span><span style="color: black;">导致</span>转化率下降；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"># </span><span style="color: black;">海外线下消费复苏<span style="color: black;">引起</span>线上交易遇冷</span><span style="color: black;">，卖家的获客成本<span style="color: black;">亦</span><span style="color: black;">持续</span>攀升。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">成本日益<span style="color: black;">增多</span>，为突破流量困局，“站外引流”应运而生。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“站外引流”的</span><span style="color: black;"><span style="color: black;">显现</span></span><span style="color: black;">让</span><span style="color: black;">卖</span><span style="color: black;">家</span><span style="color: black;">看到开拓新市场、<span style="color: black;">提高</span></span><span style="color: black;">转化率的新途径，它不仅<span style="color: black;">能够</span><span style="color: black;">做为</span>平台商户新的<span style="color: black;">营销</span><span style="color: black;">途径</span>，<span style="color: black;">供给</span><span style="color: black;">更加多</span>元化的流量<span style="color: black;">源自</span>，<span style="color: black;">况且</span>还能过滤流量，<span style="color: black;">提高</span>平台站内转化率。</span></p><span style="color: black;"><span style="color: black;">那样</span>，<span style="color: black;">做为</span>独立站卖家，<span style="color: black;">怎样</span>把两个<span style="color: black;">途径</span>结合起来，相互扶持增长？是<span style="color: black;">重点</span>问题所在。</span><span style="color: black;">为加速中国品牌<span style="color: black;">快速</span>破圈，<span style="color: black;">降</span><span style="color: black;">低独立站试错</span><span style="color: black;">成本，<span style="color: black;">加强</span>品牌多<span style="color: black;">途径</span>布局成功概率。近期，<strong style="color: blue;"><span style="color: black;">Google与深跨协联合推出「朝阳计划」</span></strong></span></span><span style="color: black;">整合了头部</span><span style="color: black;">平台资源、打造一站式出海服务，集合资金管理、流量引入、站点打造、品牌生态圈等多项服务配套<span style="color: black;">方法</span>，助力中国独立站卖家品牌出海。</span><strong style="color: blue;"><span style="color: black;">Google Ads联合深跨协官方权益：</span></strong><span style="color: black;">#</span><span style="color: black;"> 谷歌官方直客团队“<strong style="color: blue;"><span style="color: black;">一对一</span></strong>”服务，<span style="color: black;">包含</span>品类数据洞察分享、<span style="color: black;">宣传</span>投放支持、Google官方政策合规<span style="color: black;">指点</span>等；</span><span style="color: black;"># </span><span style="color: black;">谷歌<span style="color: black;">供给</span><strong style="color: blue;"><span style="color: black;">免费官方建站</span></strong>咨询服务，满足<span style="color: black;">要求</span>的客户可<span style="color: black;">得到</span>直签开月结算<span style="color: black;">宣传</span>账号；</span><span style="color: black;"># </span><span style="color: black;">该计划整合平台站转独立站的生态资源，面向转型中遇到困难的<span style="color: black;">机构</span>，<span style="color: black;">供给</span><strong style="color: blue;"><span style="color: black;">一站式</span></strong>服务课程体系，<strong style="color: blue;"><span style="color: black;">深度陪跑</span></strong>独立站操盘手；为初阶，中阶和高阶卖家进行独立站转型护航，<span style="color: black;">处理</span><span style="color: black;">区别</span><span style="color: black;">周期</span>卖家在运营过程中所遇到的<span style="color: black;">平常</span>问题。</span><span style="color: black;">这一次，<span style="color: black;">咱们</span>将共享成功经验，重塑<span style="color: black;">商场</span>形态，探索增长机遇，邀请到<strong style="color: blue;"><span style="color: black;">Google大中华区中国新客部副总裁、深圳市跨境电子商务协会执行会长、双轨模式卖家、<span style="color: black;">持有</span>最佳实践的服务商</span></strong>，在变革中找到最有效的共振，启迪新的<span style="color: black;">商场</span><span style="color: black;">将来</span>。</span><span style="color: black;">为预热企业成功开启独立站之路培训《朝阳计划》，获取亿万流量<span style="color: black;">秘码</span>，Google联合深跨协联合多位大咖<span style="color: black;">一起</span>计划在11月10日在深圳举办<strong style="color: blue;"><span style="color: black;">「<span style="color: black;">2023 独出己见，站领<span style="color: black;">将来</span>」</span></span></strong>，本届峰会紧扣现<span style="color: black;">周期</span>科技发展的脉搏，深入研讨“<span style="color: black;"><strong style="color: blue;">平台转型新策略，重塑站外增长新曲线</strong></span>”这一核心主题，<span style="color: black;">帮忙</span>商户实现多<span style="color: black;">途径</span>联合增长。</span>
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