怎么用品牌化思路做独立站
发表于:2022-11-24 10:23:32浏览:31次TAG:
最近两年,独立站的玩法在跨境电商圈又一次“火”起来。
原因之一是第三方平台的运营成本增加,头部效应日益明显,并且经常出现罚款或封号等问题,使部分中小卖家开始向独立站点转移。
另外一方面,独立站建设工具开始流行,除了Shopify、Bigcommerce等海外服务公司大举进军中国市场外,国内独立站服务公司也开始兴起,使得独立站的门槛大大降低。
在这里需要区别的是,你是用做品牌的思路做独立站,还是只是换个地方继续沿用第三方平台的铺货玩法。
实际上,独立站的产业今年与前两年相比已经发生了一些变化。独立站在过去的杂货铺形式上有了很大的改进,许多卖家开始经营更专业的产品和更垂直的产品。与此同时,在品牌展示方面,今年独立站的风格更偏向于走品牌化之路。
过去,独立站更多地处于对流量的极度需求之中,其发展好坏在很大程度上取决于能否购买更多流量。现在不同了,在流量获取程度较低的前提下,如何提高流量的保留率和转化率,成为卖家最为关心的问题。
假如通过搜索引擎营销、社交媒体营销等方法将顾客引到独立站,而不做好店铺优化,没有好的相匹配的产品和服务,就无法沉淀流量,形成复购。最终变成,不断砸钱引流,产生订单,再砸钱再引流。
独立站应该更多地扮演一个储存流量的池子的角色。归根结底,做一个独立的站点,流量不贵,而且独立的站点要获得第一个客户比第三方平台要难,因为客户很难找到。但是因为不容易找到,所以买家来了以后,卖家给他提供了好的产品和服务,买家下次再来的几率就很大了。
做独立站,可以把它当作一个长跑过程,要有更好的耐力和计划。虽然独立站是卖家品牌的重要布局,但是独立站并不能决定企业的商业成功,最终比拼的是供应链、产品、营销以及精细运营等多个方面的能力。
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