跨境电商的独立站发展趋向与提升对策

The Development Trend and Promotion Countermeasures of Independent Stations in Cross-border E-commerce

因建站技术门槛减低、平台流量规则变化、数据安全可控需求、竞争加剧品牌出海等原因,独立站已呈现出快速增长态势,成为跨境电商的下一个风口。不同类型的跨境电商卖家都在积极转型做独立站,使得独立站的种类多样化,具体可以细分为官网站和店铺站、综合站和垂直站、单站和站群。独立站自主权极高,在给予跨境电商卖家运营自由的同时,也出现了域名抢注、测款粗暴、跟卖严重、品牌杂乱的问题,应该从弥补政策空白、加大平台风控、提高企业认识、发挥协会功能等方面来创造独立站发展的良好生态,促进独立站成为我国品牌产品的出口新通道。

Due to the reduction of the technical threshold for the establishment of web station,the change of platform traffic rules,the demand for data security and control,and the intensification of competition,the independent stations have shown a rapid growth trend and have become the next outlet of cross-border E-commerce.Different types of cross-border e-commerce sellers are actively transforming into independent stations,which makes the types of independent stations diversified and can be subdivided into official stations and store stations,comprehensive stations and vertical stations,single stations and station groups.Independent stations have extremely high autonomy,which can give cross-border e-commerce sellers the freedom to operate,but there have also been many problems such as domain name cybersquatting,rude payment testing,serious follow-up sales,and brand disorder.It is necessary to fill in policy gaps,increase platform risk control,enhance corporate awareness and give full play to the functions of the association to create a good ecology for the development of independent stations and promote independent stations to become a new export channel for Chinese branded products.