SHOPLINE刘元喆：独立站老客复购成本或仅为新客一成

Core Viewpoint - Independent websites are essential for brands going overseas, serving as more than just order-taking platforms, and can significantly reduce customer acquisition costs if utilized effectively [1][5]. Group 1: Independent Website vs. E-commerce Platforms - Many perceive independent websites merely as brand display sites or sales channels, which can limit their effectiveness in driving sales and brand value [2]. - Unlike traditional e-commerce platforms like Amazon, which operate on a shelf-based model, independent websites function more like premium brand stores in key urban areas, requiring a different operational mindset [3]. - Independent websites allow for the conversion of public traffic into private traffic, enabling brands to analyze consumer behavior and enhance brand exposure through tailored store designs [3]. Group 2: SHOPLINE's Role and Value Proposition - SHOPLINE provides a comprehensive solution for Chinese cross-border e-commerce sellers, offering tools for building independent websites, integrating various payment options, and optimizing traffic from different channels [4]. - The value of independent websites includes the ability to create a unique shopping atmosphere and focus on long-tail traffic operations, which are crucial for retaining customers [4]. - Email marketing can significantly contribute to revenue, with some brands seeing up to 40% of their revenue from this channel, highlighting the importance of customer retention over new customer acquisition [4]. Group 3: Future Development of Independent Websites - The independent website sector has faced challenges, including rapid growth and consumer complaints, but is now moving towards more standardized operations [6]. - As regulatory pressures increase and profit margins tighten, the future of independent websites is expected to focus on branding and quality, accelerating the journey of cross-border e-commerce towards brand globalization [6].