By laying out potential tracks, Anker's half-year revenue has exceeded 200 million!

As cross-border e-commerce enters the second half of its development, sellers are accelerating their efforts to get rid of platform dependence.

When talking about the platform, the first reaction of many people outside the circle is "very profitable"! However, there is a common saying among people in the circle: when everyone knows that the platform is making money, it means that the platform is almost unable to make money.

From the initial development of mainly white-label, cheap products to the development of "product power" which will become the core of future corporate competitiveness, Amazon has long passed the stage of making quick money and is no longer the only cross-border seller.

With multi-platform layout, more and more sellers are "de-platforming"!

How should we do cross-border e-commerce in 2023?

Multi-platform layout has become a consensus among a large number of sellers.

"Putting all my wealth on a single platform makes me feel anxious. The first thing I do every day is to check if my store is still there." A seller said that when he only sold on Amazon, he felt very insecure on a single platform and often wondered what to do if his account on the platform went wrong. In addition, the platform's operating costs were not low and it encountered growth bottlenecks, making it difficult to expand and become stronger, so he thought about doing other channels.

This is also the original intention of many sellers to deploy multiple channels. One more channel means one more channel to diversify risks and one more source of revenue growth.

In the process of sellers' multi-platform layout, which ones are the most popular? Maybe everyone has their own answer. Generally speaking, the "dual track parallel" of platform plus independent website has become the choice of more and more sellers. In 2021, the top five sellers in Amazon's GMV all operate independent websites and third-party e-commerce platforms at the same time.

It is undeniable that independent sites have created new growth space for sellers who rely on third-party e-commerce platforms. Taking Anker Innovations, a cross-border model company, as an example, its six existing brands all have separate independent sites. In the first half of 2022, the independent sites had a total revenue of 215 million yuan, and the proportion of revenue continued to increase .

"After trying multiple channels, I found that independent sites have relatively higher per capita output and higher returns, and are worthy of long-term investment . " In the view of many industry insiders, the development of brands going overseas has been fast-forwarded, and it is a general trend for sellers on third-party platforms to build independent sites. In the future, every brand seller should have an independent site of their own.

Brand and product are the core of e-commerce, and independent websites effectively promote the development of sellers

Independent sites and third-party platforms may be two different operating ideas, but the core of operations is the same - product is king. The two are not contradictory and can operate in coordination.

Cross-border e-commerce is shifting from high-speed growth to high-quality growth, and the focus of cross-border e-commerce users' consumption is gradually shifting to product quality and shopping experience. This also means that excellent products are the best lever to leverage the market. Products are usually inseparable from consumer insights and brand building. Therefore, if sellers want to stand out from their competitors, they must ultimately return to polishing their brands and products. In more detail, sellers need to be proficient in products, familiar with the market, buyer needs, traffic sources, etc.

However, the reality for platform sellers is that it is difficult to obtain multi-dimensional data of users from the platform, to gain insights into consumption trends or to delve deeper into user needs; they also lack a certain degree of autonomy in terms of repurchase and private domain marketing. Different from traditional third-party e-commerce platforms, independent sites can accumulate their own users, facilitate user communication and continuously obtain direct feedback, which helps optimize products and cultivate loyalty .

First, the first-hand user information obtained through the brand's independent website will feed back into product design and operation management. The independent website can fully collect user interaction data. Through the mining and analysis of user data, such as user bounce rate, browsing time, browsing pages, add-to-cart, abandoned cart data, etc., the website and products can be continuously improved; user registration data and purchasing behavior can also be used to analyze and improve customer value.

Secondly, the brand independent website will establish a more direct and continuous connection with consumers, maximizing the lifetime value of consumers. By controlling channels and building a membership management system, brands can establish direct connections with consumers and deliver information such as brand value and product updates to customers as soon as possible.

At the same time, independent sites have a more flexible brand marketing model. For example, sellers can direct traffic to independent sites through various marketing channels such as KOL, Google, and Youtube. The traffic sources are more diverse, the user groups are more diverse, and the user growth is greater. Different brand marketing also means that sellers can conduct multi-faceted product presentation, story promotion, and concept promotion, and reach more users through multi-faceted user interaction.

It can be said that independent websites can build private domain traffic, obtain all data such as traffic sources and buyer consumption habits, and help sellers form a full range of brand operation capabilities including marketing, products, logistics, etc. For sellers who want to accumulate brand value and private domain traffic, building an independent website is the best direction.

Many provinces and cities have invested in encouraging sellers to build their own independent websites! The "Google Overseas Plan" allows you to easily start attracting customers

In recent years, national policies have also provided great support for cross-border sellers to realize brand overseas through independent websites. Recently, many provinces and cities have once again made efforts to encourage and support foreign trade enterprises to build independent websites and promote the "acceleration" of cross-border e-commerce. Among them, Hangzhou stated that it would provide a one-time financial support of no more than 2 million yuan to enterprises that carry out cross-border e-commerce export business through the application of independent websites .

In summary, whether it is the seller’s own need for multi-platform layout, the unstoppable brand expansion overseas, or the policy boost, the three words "independent station" cannot be avoided .

The importance of independent websites is self-evident. Many newcomers may ask: Is the entry threshold of independent websites high? How should sellers build independent websites? Observing the development trend of independent websites, we can find that unlike the past when a lot of money, time and manpower were required for website development, now, independent website building and operation services are very mature. Cross-border e-commerce companies can complete website building by themselves through online tools, or hand it over to professional service providers to quickly start website building and independent website traffic diversion services.

Yien.com learned that in March this year , the "Google Global Plan" was completely upgraded and joined hands with professional official partners to launch a new one-stop service from independent website building to traffic diversion . As long as the seller has the need to build an independent website or needs optimization suggestions for an already built website , it only takes 1 minute to submit the demand form , and someone will contact the service and obtain independent website overseas information.

Through customized diagnosis of sellers' needs, we provide sellers with the most substantial help.

If you are willing to start the independent website mode and need independent website building or optimization services and suggestions, you can click the QR code or link below

https://exporteducationprogram.googlecnapps.cn/home/adsreadiness/?utm_source=kol&utm_content=ennews&utm_medium=post&utm_campaign=ewg_adsreadiness_202303 , join Google's overseas expansion plan and easily start attracting customers!