阿里国际开设自营店？跨境品牌卖家再不做独立站就晚了！
<span style="color: black;"><span style="color: black;">近期</span>，阿里巴巴国际站要开自营店的<span style="color: black;">信息</span>引爆外贸圈。除之前上线的医疗<span style="color: black;">制品</span>自营店，近期阿里国际站又<span style="color: black;">弥补</span>了新的自营店铺，<span style="color: black;">触及</span>多个行业，<span style="color: black;">包含</span>：美容、运动、家具、电子，这令<span style="color: black;">非常多</span>出海卖家很震惊。</span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMkJlXZK5pAqJibZToV7RG2SrNKo4OiaJAEv7U6kDavfXY5AJHn5bUAmgpQ7Fur6VuyNvG9jCfBjt4gw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">关于独立站与平台该<span style="color: black;">怎样</span>取舍，我在往期<span style="color: black;">文案</span>中<span style="color: black;">亦</span>做过全面的对比：<a style="color: black;">外贸独立站VS第三方平台，谁是你的最优之选？</a>我认为此次阿里的事件，正是给跨境卖家一个有力的提醒：<strong style="color: blue;"><span style="color: black;">倘若</span>想<span style="color: black;">长时间</span>发展自己的品牌，<span style="color: black;">必要</span>搭建品牌独立站</strong>。本期我就结合几个案例，解释这<span style="color: black;">背面</span>的<span style="color: black;">原由</span>。</span><span style="color: black;">我将<span style="color: black;">原由</span>归结为三点：</span>
<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;">平台竞争激烈，独立站溢价能力强</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;">平台收割流量，独立站沉淀流量</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;">平台追求短期利润，独立站注重长远发展</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">01</span></strong></span>
<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;">平台竞争激烈，独立站溢价能力强</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相<span style="color: black;">针对</span>电商平台，独立站的<span style="color: black;">优良</span>之一重点<span style="color: black;">表现</span>在溢价能力上。<span style="color: black;">因为</span>电商平台聚集了<span style="color: black;">海量</span>同行卖家，商品同质化严重，中小企业想在一众竞品中脱颖而出<span style="color: black;">更加是</span>难上加难。当<span style="color: black;">咱们</span>以买家<span style="color: black;">方向</span>在平台搜索<span style="color: black;">制品</span>，会<span style="color: black;">发掘</span>大批相近款式的<span style="color: black;">制品</span>，且价格波动很小。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMkJlXZK5pAqJibZToV7RG2SrbsusqdFRJ3wl45cicmPqcryniarImiawYTeleMvnrTGOFgnUqX36QjGfA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">点击进入<span style="color: black;">详细</span>的详情页，<span style="color: black;">因为</span>平台规则所限，<span style="color: black;">制品</span>的呈现方式<span style="color: black;">亦</span>很单一，除了依靠价格刺激，很难激发客户的购买欲望。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMkJlXZK5pAqJibZToV7RG2SrYluNAJtsZhf7evWmeOl3QVTUToANFmJibZemZEAZicneBs5fcPzpjxmw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">相反地，</span><strong style="color: blue;">独立站<span style="color: black;">能够</span>强化品牌竞争力</strong><span style="color: black;">，一方面，单独开设站点，用户的横向对比较少，<span style="color: black;">必定</span>程度上避免了竞争。另一方面，独立站的营销自由度更高，<span style="color: black;">经过</span>开设<span style="color: black;">特殊</span>栏目，<span style="color: black;">每一个</span>品牌都<span style="color: black;">能够</span>展示独有的<span style="color: black;">特殊</span>，单独<span style="color: black;">制品</span>的卖点展示<span style="color: black;">亦</span>更加灵活多变。</span><span style="color: black;"><span style="color: black;">例如</span>，这个美妆品牌，以<span style="color: black;">供给</span>定制化服务见长，在独立站中<span style="color: black;">移植</span>了用户肤质调查问卷。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMkJlXZK5pAqJibZToV7RG2Srgdj04s9ibUHnLt3esfPFsgZJndrOeyRoGZTjY64KCHEkvkibnGZaN3tw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">再<span style="color: black;">例如</span>，这个品牌在独立站中对<span style="color: black;">制品</span>卖点的展示很用心，精致的画面设计，让客户过目难忘。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/nf31t2PGnMkJlXZK5pAqJibZToV7RG2SrnXF29m2ZMrJicibiaXucYo08G9fBbIXPY2LaEl3c2xNiaNwjsWEHo0v00w/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">这些<span style="color: black;">一起</span>构<span style="color: black;">成为了</span>独立站的溢价能力，这<span style="color: black;">亦</span>是<span style="color: black;">为何</span><span style="color: black;">一般</span>独立站的<span style="color: black;">制品</span>会比平台价格高，商家可<span style="color: black;">以避免</span>于激烈的价格战，<span style="color: black;">亦</span>不必与平台自营店铺竞争，<span style="color: black;">得到</span>更大的利润空间。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02</span></strong></span>
<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;">平台收割流量，独立站沉淀流量</span></strong></span></p><span style="color: black;"><span style="color: black;">因为</span>平台本身自带流量，会集聚<span style="color: black;">海量</span>的潜在客群，对卖家来说节省了拓客成本，只<span style="color: black;">必须</span>把店铺开好，坐等客户上门就<span style="color: black;">能够</span>收获订单。</span><span style="color: black;">然而<span style="color: black;">长时间</span><span style="color: black;">这般</span>做，其实是将流量白白贡献给了平台，<span style="color: black;">无</span>为品牌收获任何流量。当然，我认为做独立站的一大难点<span style="color: black;">便是</span>为网站引流，前期<span style="color: black;">必须</span><span style="color: black;">持续</span>的摸索和尝试，一旦<strong style="color: blue;">形成清晰的网站定位，制定有效的引流机制，就能为品牌带<span style="color: black;">源自</span>源<span style="color: black;">持续</span>的<span style="color: black;">优秀</span>流量，<span style="color: black;">同期</span>还<span style="color: black;">提高</span>了品牌知名度。</strong></span><span style="color: black;"><span style="color: black;">例如</span>这个品牌：Sugar & Cotton，它的网站定位非常清晰，从Banner上就<span style="color: black;">能够</span>看出，主打价格亲民的珠宝礼品。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMkJlXZK5pAqJibZToV7RG2Sr6tVOiaohgib3fO4R4r4yfl9Z5AcBoUic68dxMEmJ594vHUBtIOpYgSw0A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">值得一提的是，它的引流<span style="color: black;">亦</span>做的非常出色，从数据统计中<span style="color: black;">能够</span>看出，网站流量35.76%来自社媒营销，其中Pinterest尤为<span style="color: black;">明显</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMkJlXZK5pAqJibZToV7RG2SrtHVaVRlT9o4xNKRILgYDJuBjkMQ5keS83dUhiaFvwUZ4c8icM8MAhsZQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">社媒营销引流的好处<span style="color: black;">表现</span>在，品牌能<span style="color: black;">累积</span>这部分流量，<span style="color: black;">逐步</span>形成固有客群，相当于将这部分流量沉淀下来，<span style="color: black;"><span style="color: black;">做为</span>二次营销的宝贵资源。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">03</span></strong></span>
<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;">平台追求短期利润，独立站注重长远发展</span></strong></span></p><span style="color: black;">当然，电商平台<span style="color: black;">亦</span>并非一无是处，平台和独立站能够<span style="color: black;">帮忙</span>商家实现<span style="color: black;">区别</span>的<span style="color: black;">目的</span>：<strong style="color: blue;">平台上手快，<span style="color: black;">能够</span><span style="color: black;">快速</span>带来订单，更适合追求短期利益的企业。而独立站能够为企业塑造品牌形象</strong>，这不仅指<span style="color: black;">制品</span>品牌，<span style="color: black;">针对</span>2B和做代工的企业<span style="color: black;">来讲</span>，<span style="color: black;">亦</span><span style="color: black;">能够</span>打造独特的企业品牌。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/nf31t2PGnMkJlXZK5pAqJibZToV7RG2SrRJN4GqjuWKhDSibpp2UUqngb3ibyibIzD3v8VWrmD8PBvoicPiawTXicDInQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">品牌知名度直接<span style="color: black;">表现</span>在品牌词在谷歌搜索结果的数量中。<span style="color: black;">例如</span><span style="color: black;">咱们</span>之前一家做银幕<span style="color: black;">制品</span>的B2B客户，它的品牌词在 Google的总搜索结果高达43600000个，其中独立站网址排名首位。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMkJlXZK5pAqJibZToV7RG2Sr6N55Z6Dh7Htvy54vf7jTf5mThlWtd1A6eibC9QTN4NmcF6WJw95EWPg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">这<span style="color: black;">亦</span>从侧面证明，有用户主动搜索它的品牌，有<span style="color: black;">必定</span>的品牌知名度，从长远来看，这种品牌生命力更强，发展方向更广。</span><span style="color: black;">总的来看，</span><span style="color: black;"><strong style="color: blue;">独立站营销的<span style="color: black;">优良</span><span style="color: black;">重点</span><span style="color: black;">表现</span>在：自带溢价能力，<span style="color: black;">能够</span>沉淀流量以及塑造品牌的能力</strong>。</span><span style="color: black;">此次阿里开设自营店的事件<span style="color: black;">亦</span>给平台卖家敲响了警钟。<span style="color: black;">期盼</span><span style="color: black;">大众</span>能认真审视两种营销<span style="color: black;">途径</span>的优劣，积极拓展营销方式，尤其是想做品牌的卖家，<span style="color: black;">意见</span>将搭建独立站提上日程，从而灵活应对平台规则的变化。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/nf31t2PGnMkHMpSEBeCwvvribzhvO6qpSzoxlnYXUKNUMsR7AXXBFtMibTmsMibbLGCTGhFyzDGic99MOYqFxKJFXA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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