外贸独立站VS第三方平台，谁是你的最优之选？
<span style="color: black;">2020年7月，外贸圈屡登中国出海品牌百强榜的Anker<span style="color: black;">最终</span>修成正果，于深交所创业板IPO上市成功，并<span style="color: black;">作为</span>跨境电商<span style="color: black;">第1</span>家独立上市的<span style="color: black;">机构</span>。</span><span style="color: black;">关注过Anker的人都<span style="color: black;">晓得</span>，Anker凭借移动电源类<span style="color: black;">制品</span>在海外名声大噪：短短几年，在收获销量的<span style="color: black;">同期</span><span style="color: black;">亦</span>打造了惊人的市场知名度。这很大程度上归功于它独特的海外营销打法：<strong style="color: blue;">早年间<span style="color: black;">经过</span>平台实现“野蛮生长”，<span style="color: black;">快速</span>在海外市场<span style="color: black;">安身</span>，随着近年来平台红利的消失，Anker<span style="color: black;">亦</span><span style="color: black;">起始</span><span style="color: black;">逐步</span>将营销重心转移到品牌官网的布局，<span style="color: black;">累积</span>用户群体。</strong>2016到2019上半年，从Anker的全<span style="color: black;">途径</span><span style="color: black;">营销</span>数据来看，其亚马逊的收入占比呈现逐年下降趋势，而官网收入占比却逐年上扬。<span style="color: black;">能够</span>看出Anker<span style="color: black;">逐步</span>清晰的品牌意识与转型趋势。</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/nf31t2PGnMkUZCiaKQFh8foRUHdgH3jAKLEibjMsFKNdULmLRe1QQGHAuufrMtrib4j8p8E4xSWh9iciawS3PYalzXw/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;">而<span style="color: black;">针对</span>想“抄作业”的中小出海企业<span style="color: black;">来讲</span>，<span style="color: black;">仅有</span>基于充分的<span style="color: black;">认识</span>，看清<span style="color: black;">区别</span>营销模式的特点，<span style="color: black;">才可</span>在制定策略时扬长避短，<span style="color: black;">精细</span>布局。在《全网营销总裁班》的课堂上，<span style="color: black;">亦</span>有<span style="color: black;">非常多</span>学员咨询我关于独立站和第三方平台的区别，我在现场<span style="color: black;">亦</span>给出了<span style="color: black;">意见</span>，这篇<span style="color: black;">文案</span>就把我在课上的观点整理分享给<span style="color: black;">大众</span>。</span><span style="color: black;">两大营销模式的区别，从<strong style="color: blue;">入门难度、营销自由度、竞争环境、成单效率、客户资源<span style="color: black;">累积</span></strong>五大维度分析它们各自的优劣，给外贸企业在二者之间的布局<span style="color: black;">供给</span>些有价值的参考， 总的<span style="color: black;">来讲</span>：</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;">入驻平台</span></strong><strong style="color: blue;"><span style="color: black;">：入门易，成单快，资金回流效率高。</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;">搭建独立站</span></strong></span><strong style="color: blue;"><span style="color: black;">：营销自由度高、竞争环境宽松、能为品牌<span style="color: black;">累积</span>客群。</span></strong></p><span style="color: black;">在正式<span style="color: black;">起始</span>之前，<span style="color: black;">咱们</span>先来先简单科普一下这两种<span style="color: black;">平常</span>的线上营销模式：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">外贸独立站</span></strong></span><span style="color: black;">指品牌商建设的<span style="color: black;">拥有</span><span style="color: black;">营销</span>功能的网站，有单独的域名和服务器，由企业<span style="color: black;">自动</span>组建的团队负责搭建和运营。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">电商平台</span></strong></span><span style="color: black;">指由第三方运营，为企业或个人<span style="color: black;">供给</span>网上交易或洽谈的平台，外贸业务中<span style="color: black;">平常</span>的跨境电商平台有：Amazon、eBay、Wish等。</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/nf31t2PGnMksuNQeZ5utj53rZVnDDQ5o1dCEx2LRhXEPbWMcyZm8PEVygxlZ41wgWwZzFtnF5iayvmo6bfOoGDQ/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;">这张图能<span style="color: black;">帮忙</span><span style="color: black;">咱们</span><span style="color: black;">快速</span>理解二者的区别：外贸独立站服务于<strong style="color: blue;">单个供应商</strong>，<span style="color: black;">营销</span>过程中<span style="color: black;">仅有</span>买卖双方参与；而第三方平台<span style="color: black;">营销</span>的<span style="color: black;">制品</span>来自<strong style="color: blue;">多个卖家</strong>，<span style="color: black;">营销</span>过程中不仅<span style="color: black;">触及</span>买卖双方，还有平台管理员。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">01</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">入门难度对比：独立站＞平台</span></strong></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;">首要</span>，从两个模式的入门门槛来看，入驻第三方平台的难度<span style="color: black;">少于</span>单独建站。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第三方平台，</span><span style="color: black;">像亚马逊、eBay、Wish等成熟的电商平台都有一套自有的运营模式，卖家只需在平台上开设店铺，上传<span style="color: black;">制品</span>，接着就<span style="color: black;">能够</span>对外<span style="color: black;">营销</span>了。</span></p><span style="color: black;">搭建独立站，</span><span style="color: black;">相对<span style="color: black;">繁杂</span>，它需要你购买域名、设计页面、构建支付系统、且后期还要<span style="color: black;">连续</span>运营<span style="color: black;">守护</span>，<span style="color: black;">保证</span>网站的引流。<span style="color: black;">不外</span>，<span style="color: black;">日前</span>市面上<span style="color: black;">有些</span>自动化建站工具，能够很好地<span style="color: black;">帮忙</span>企业降低建站难度。<span style="color: black;">因此呢</span>在这一点上，平台相<span style="color: black;">针对</span>独立站的<span style="color: black;">优良</span>落差<span style="color: black;">亦</span>在渐渐缩小。</span><span style="color: black;">我的<span style="color: black;">意见</span></span><span style="color: black;">出海企业<span style="color: black;">倘若</span><span style="color: black;">已然</span>组建了技术团队，或有足够的资金支持<span style="color: black;">运用</span>建站工具，不妨<span style="color: black;">思虑</span>搭建独立站；但<span style="color: black;">倘若</span>你前期人力资金紧张，想在<span style="color: black;">短期</span>内促活资金链，在第三方平台开店会是更好的<span style="color: black;">选取</span>。</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;">02</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;">营销自由度对比：独立站＞平台</span></strong></span></p><span style="color: black;">营销自主权的把控，是独立站营销非常<span style="color: black;">明显</span>的<span style="color: black;">优良</span>。<span style="color: black;">倘若</span>你入驻平台，就必须遵守平台的种种政策规定，我经常在逛外贸论坛时看到<span style="color: black;">这般</span>的帖子：</span><span style="color: black;">帖子1：做亚马逊可能<span style="color: black;">导致</span>封店的<span style="color: black;">状况</span>有<span style="color: black;">那些</span>？</span><span style="color: black;">帖子2：亚马逊标题规则出新规，不合格标题<span style="color: black;">所有</span>被禁！</span><span style="color: black;">帖子3：商品合规审查来袭，亚马逊节前大扫荡！</span><span style="color: black;">这些规定使卖家在制定推广策略时束手束脚，店铺中可<span style="color: black;">自动</span>规划的空间<span style="color: black;">特别有</span>限，大部分只能遵循平台的布局。</span><span style="color: black;">而搭建独立站自由度就大了<span style="color: black;">非常多</span>，你<span style="color: black;">能够</span><span style="color: black;">按照</span>自己的规划在网站排布内容，打造符合<span style="color: black;">自己</span>品牌调性的个性化站点，<strong style="color: blue;">不受政策所限，这<span style="color: black;">亦</span>有助于更好的品牌建设。</strong></span><span style="color: black;">我的<span style="color: black;">意见</span></span><span style="color: black;"><span style="color: black;">倘若</span>你的<span style="color: black;">目的</span>是在海外打响自己的品牌，关于品牌建设有独特的创意想法；<span style="color: black;">或</span>你的<span style="color: black;">制品</span>本身缺乏竞争<span style="color: black;">优良</span>，想<span style="color: black;">经过</span>打造个性化卖点实现差异化营销。搭建独立站能更好地<span style="color: black;">帮忙</span>企业达成<span style="color: black;">目的</span>。</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;">03</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;">竞争程度对比：平台＞独立站</span></strong></span></p><span style="color: black;">在第三方平台开店，商家面对的竞争会<span style="color: black;">反常</span>激烈。<span style="color: black;">因为</span>平台上同质化商品密集，<span style="color: black;">倘若</span>你的<span style="color: black;">制品</span>和品牌没什么<span style="color: black;">优良</span>，很容易湮没在海量同类商品中，难以<span style="color: black;">导致</span>消费者的关注。且客户很容易就<span style="color: black;">能够</span>货比三家，<span style="color: black;">因此呢</span><span style="color: black;">她们</span>对商品价格的变动<span style="color: black;">亦</span>格外<span style="color: black;">敏锐</span>，商家之间容易打响价格战，<span style="color: black;">最后</span><span style="color: black;">引起</span>利润空间被一再压缩。</span><span style="color: black;">独立站的<span style="color: black;">状况</span><span style="color: black;">区别</span>，你会<span style="color: black;">发掘</span><span style="color: black;">一样</span>的<span style="color: black;">制品</span>，独立站上的<span style="color: black;">制品</span>定价<span style="color: black;">一般</span>会比平台略高<span style="color: black;">有些</span>，这是<span style="color: black;">由于</span><strong style="color: blue;">独立站顾客<span style="color: black;">一般</span>对价格<span style="color: black;">无</span><span style="color: black;">那样</span><span style="color: black;">敏锐</span>，利润空间的<span style="color: black;">调节</span><span style="color: black;">亦</span>更加灵活。</strong>相对宽松的竞争环境<span style="color: black;">亦</span>有助于企业快速<span style="color: black;">霸占</span>市场份额，使品牌<span style="color: black;">更易</span>在海外市场<span style="color: black;">安身</span>。</span><span style="color: black;"><span style="color: black;">我的<span style="color: black;">意见</span></span></span><span style="color: black;"><span style="color: black;">倘若</span>你的<span style="color: black;">制品</span>在同类商品中更具价格<span style="color: black;">优良</span>，重销量轻品牌，第三方平台是更适合你的营销阵地。但<span style="color: black;">倘若</span>你更看重品牌建设，追求更大的利润空间，和更稳健的成长路径，独立站将是开启你品牌出海之路的不二之选。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">04</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">成单效率对比：平台>独立站</span></strong></span><span style="color: black;">第三方平台发展<span style="color: black;">迄今</span>，<span style="color: black;">因为</span><span style="color: black;">累积</span>了<span style="color: black;">必定</span>声誉和流量，客户转化率高，再加上平台自带完善的支付系统和配送服务，整体成单效率高，很容易形成资金回流。</span><span style="color: black;">独立站不<span style="color: black;">同样</span>，在网站<span style="color: black;">创立</span>初期，<span style="color: black;">因为</span>认识品牌的人并不多，很难<span style="color: black;">精细</span>定位到<span style="color: black;">目的</span>客群，引导转化。<span style="color: black;">另外</span>，还需要进行<span style="color: black;">海量</span>推广引流，累计口碑，且<span style="color: black;">倘若</span>网站<span style="color: black;">无</span>完善的支付系统，还需把交易转向其他平台或线下，有时候光是货款交付就需花上十天半月。</span><span style="color: black;"><span style="color: black;">我的<span style="color: black;">意见</span></span></span><span style="color: black;"><span style="color: black;">倘若</span>出海企业对资金周转效率<span style="color: black;">需求</span>高，<span style="color: black;">意见</span><span style="color: black;">选取</span>第三方平台。<span style="color: black;">倘若</span><span style="color: black;">选取</span>独立站营销，卖家<span style="color: black;">亦</span>需做好<span style="color: black;">初期</span>承担<span style="color: black;">很强</span>资金压力的准备。</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;">05</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;">客户资源<span style="color: black;">累积</span>对比：独立站＞平台</span></strong></span></p><span style="color: black;">尽管平台卖家<span style="color: black;">能够</span>更<span style="color: black;">容易</span>地<span style="color: black;">得到</span>客户，但这些客户资源并不属于卖家，客户一手信息资源始终<span style="color: black;">把握</span>在平台手中，商家<span style="color: black;">没法</span>与<span style="color: black;">她们</span>构建真正的联系。即使消费者购买了你的<span style="color: black;">制品</span>，<span style="color: black;">亦</span>很难对你的品牌有印象，大<span style="color: black;">都数</span>购买只是一次性<span style="color: black;">行径</span>，很难形成复购。</span><span style="color: black;">相反，<strong style="color: blue;">独立站能够<span style="color: black;">累积</span><span style="color: black;">海量</span>的客户资源，</strong>其一</span><span style="color: black;">客户资源再利用，进行“再营销”，引导客户二次下单，<span style="color: black;">提高</span>转化；其二</span><span style="color: black;">客户数据管理及</span><span style="color: black;">分析</span><span style="color: black;">，从而优化网站布局，使品牌定位、推广策略更准确。</span><span style="color: black;">尽管独立站引导客户下单的过程会比较漫长，但一旦有客户下单，就<span style="color: black;">表率</span>对方认可你的品牌，<span style="color: black;">这般</span>形成的合作关系<span style="color: black;">更加多</span>偏向<span style="color: black;">长时间</span>，<span style="color: black;">亦</span>更加稳定。</span><span style="color: black;"><span style="color: black;">我的<span style="color: black;">意见</span></span></span><span style="color: black;">从这个<span style="color: black;">方向</span>看，这两种模式之间的<span style="color: black;">选取</span>取决于你的出海业务定位<span style="color: black;">怎样</span>。<span style="color: black;">倘若</span>你的出海业务<span style="color: black;">目的</span>偏向<span style="color: black;">长时间</span>，<span style="color: black;">期盼</span>能在海外市场打造专属自己的品牌和客群，那独立站<span style="color: black;">便是</span>能够引导你实现<span style="color: black;">目的</span>的最优途径。</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/nf31t2PGnMksuNQeZ5utj53rZVnDDQ5o79VnwUH1ZuCMD2lCmvzp97wfS1FawdMBjRCf51AzcwoJ1p5hNicFZ8A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">入驻第三方平台更适合出海卖家进行短期<span style="color: black;">营销</span>变现，但<span style="color: black;">针对</span>品牌<span style="color: black;">长时间</span>发展却相对受限。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">但<span style="color: black;">倘若</span>企业的<span style="color: black;">目的</span>是想拓展<span style="color: black;">长时间</span>业务，在海外市场打造专属的品牌形象，想逐步形成品牌专属客群，自建独立站<span style="color: black;">必定</span>是线上营销模式中的最优之选。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">《N+1网络营销实战》课程介绍</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">用18个小时<span style="color: black;">得到</span>19年网络营销实战经验</strong></p><strong style="color: blue;">上完这个课程，你将<span style="color: black;">再也不</span>是网络营销新手
</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《N+1网络营销实战》课程体系<span style="color: black;">是由于</span>网络营销实战专家何孔基于19年实战经验<span style="color: black;">基本</span>上倾力打造的一套网络营销<span style="color: black;">教育</span>体系。课程<span style="color: black;">包含</span>：<span style="color: black;"><strong style="color: blue;">网站策划、内容策划、社媒营销、SEM营销</strong></span>四大方面内容，是国内<span style="color: black;">独一</span>一个能全面剖析企业网络营销体系并能落地执行的课程。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在边做边学的过程中，企业能快速<span style="color: black;">把握</span>网络营销整体架构思维，<span style="color: black;">加强</span>对网络营销的认知，<span style="color: black;">提高</span>企业团队实操技能，更能让网络营销快速出效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《N+1网络营销实战》举办<span style="color: black;">败兴</span>，<span style="color: black;">得到</span>广大学员的高度认可。</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;">不讲废话，<span style="color: black;">诠释</span>经典案例</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;">句句干货，拆解营销<span style="color: black;">招数</span></strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/nf31t2PGnMljS6s40VKU72Zf3ap5Bn0HpQPaHjWczKUKmcfY5T1b7JGHU3vfssKtrlULhn13Wpymuib3nSicdpBQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">扫一扫，加助教<span style="color: black;">微X</span>号报名</strong></span></p>
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