当前，全球贸易格局深度调整，中国跨境电商正告别规模扩张的粗放式增长阶段，迈入以"智造赋能、合规提 质"为核心的产业升级周期。在此背景下，"智造出海跨境向新"湾区跨境出海论坛近日举办圆桌论坛，五位行业大 咖围绕"智造引擎，AI如何赋能出海增长链"展开深度对话，为中国跨境电商产业高质量发展提供了实战思路与前 瞻洞察。 本次圆桌论坛由南方都市报《湾财出海观》《跨境三猫说》主理人陈盈珊主持，SHOPLINE中国区市场部负责人 毛祖林、九号割草机-未岚大陆高级公关经理王彦桥、Xcotton小棉花SVP庄桂东、斯坦福硕士/消费电子硬件资深 专家周智恒、全球青年跨境协会中国区会长龙淑贞齐聚一堂，聚焦产业转型关键命题，共探出海增长新路径。 2025年12月25日下午，由南都·湾财社、全球青年跨境协会、出海网联合主办的"智造出海·跨境向新"湾区跨境出海 论坛&"海上之夜"私享会，在深圳蛇口希尔顿南海酒店正式启幕。 技术赋能：AI重构产品与平台全链价值 在跨境电商产业向"智造"转型的浪潮中，AI技术正从单一环节突破走向全链路渗透，成为重构产品竞争力与平台 服务能力的核心力量。 在平台端，随着跨境电商产业从"平台依赖"向"品牌自主 ...

Group 1 - Shenzhen has announced rewards for 21 cross-border e-commerce companies, totaling 32.319 million yuan for 36 projects, with notable companies like Saiwei and Chuangxiang Sanwei receiving significant amounts [1] - Six companies, including Xing Shang Chuang Xin and Yun Ji Zhi Neng, received the maximum reward of 3 million yuan each, while others received 2 million and 1 million yuan [1] - Shenzhen is recognized as a core hub for cross-border e-commerce, with policies supporting the development of independent sites to enhance international market competitiveness [1][2] Group 2 - The Shenzhen Municipal Bureau of Commerce has outlined support policies for 2025, encouraging cross-border e-commerce companies to build their own brands and independent sites, with a maximum reward of 1 million yuan per site [2] - Over 100 independent brand sites have been established in Shenzhen, which are becoming crucial for the international expansion of Shenzhen brands [2] - The awarded projects exhibit three characteristics: focus on niche markets, multi-market strategies, and strong technological R&D capabilities [2] Group 3 - Shenzhen's cross-border e-commerce is transitioning from platform dependency to brand building, as traditional sellers seek new growth avenues amid rising platform costs and stricter compliance [3] - The shift from "platform dependency" to "brand creation" marks a new era for Shenzhen's cross-border e-commerce, emphasizing the importance of independent sites [3] - The integration of independent sites and platforms is seen as a strategy to enhance customer acquisition and brand value, positioning brand expansion as a key growth driver for cross-border e-commerce [3]

深圳商报首席记者 刘琼 深圳又给跨境大卖（指在跨境电子商务领域中，销售额高、规模大的企业）发放奖励了！记者从深圳市 商务局获悉，2025年度中央资金（跨境电子商务企业市场开拓扶持事项）独立站项目拟奖励项目近日公 示。据公示名单，21家企业共36个项目获奖，奖励总金额达3231.90万元。赛维、创想三维、云景智能 等知名大卖榜上有名。 记者梳理名单发现，星商创新、云基智能、正浩创新、信诚未来、德兰明海、创想三维等6家企业，每 家都获得了300万元的最高奖励额度；安培时代、创客工场、极腾网络等3家企业各获200万元奖励；赛 维、云鲸智能、华宝新能等企业则各获100万元奖励。 深圳作为中国跨境电商的核心枢纽，企业独立站建设正驶入"快车道"。近年来，深圳发布跨境电商支持 政策和举措，支持独立站发展，鼓励具备一定实力的跨境电子商务企业，通过运营独立站完善自主可控 的自有品牌营销渠道，增强国际市场竞争力。 今年4月，深圳市商务局发布2025年深圳稳外贸支持政策要点。其中提出，支持跨境电商企业打造自有 品牌。鼓励有条件的企业自建独立站，开展选品、引流、运营、支付、物流、培训等跨境电商业务， 为"深圳制造""深圳品牌"出海提 ...

1、店铺申请 2、选品 3、主图制作 4、listing策划，A+优化，装修店铺，SEO优化 跨境电子商务是指分属不同关境的交易主体，通过电子商务平台达成交易、进行支付结算，并通过跨境物流送达商品、完成交易的一种国际商业活动。 我国跨境电子商务及支付交易现状： 跨境电子商务起步晚增速快 .跨境电子商务及支付将成为企业新的盈利点 跨境电子支付结算方式多种多样，可以买facebook的流量，把生意做到全世界去， 很多人想做出口跨境电商，但是不知道从哪里起步。首先我来说一说独立站，可以这么说吧，忽悠新人一开始做什么独立站。shopify+facebook的基本上都 是在割韭菜。别说新人了，据我所知，目前亚马逊老鸟，就是我之前说的大佬，转去做独立站。对的，大佬也做过独立站，基本上血本无归，全军覆没。 再说一下跨境电商平台，目前除了比较火的亚马逊之外，就是wishi 速卖通 lazda shopee这四个平台。亚马逊比较类似国内的天猫和京东。平台上面品类比较 齐全，单品爆款模式是走的通的。而且买家人群价格敏感性相对低。不是一味的追求低价产品，其他那四个平台比较像国内的拼多多，产品都是以低价产品 为主，买家diao丝居多 ...

今年4月，深圳市商务局发布2025年深圳稳外贸支持政策要点。其中提出，支持跨境电商企业打造自有 品牌。鼓励有条件的企业自建独立站，开展选品、引流、运营、支付、物流、培训等跨境电商业务， 为"深圳制造""深圳品牌"出海提供一体化服务方案。每家企业最多奖励3个符合条件的独立站，每个独 立站最高予以100万元奖励。 "企业必须从'流量思维'转向'品牌思维'！"分享会上，深圳艾维联合创始人Lisa表示。她认为，中国品牌 出海已进入"经营力竞争"新周期。当前广告成本攀升、转化波动加剧，从业者应将独立站视为长期经营 阵地，而非短期引流渠道。"唯有通过内容驱动、信任构建与用户沉淀，才能实现从'货架电商'到'品牌 专卖店'的认知升级，真正打造出海品牌的护城河。" 星盘跨境独立站运营经理朱伟斌认为，品牌企业在运营时应具备"独立站+平台"1+1>2的破局思路—— 平台作为"前哨站"实现海量获客，独立站作为"根据地"沉淀私域与品牌资产，在流量、用户、品牌、运 营层面形成互补放大效应。 【深圳商报讯】（首席记者 刘琼）深圳品牌出海，独立站如何打通全链条增长逻辑？11月25日，一场 由深圳市商务局主办、聚焦独立站全链路破局的电子商务分 ...

Core Viewpoint - The disappearance of Alibaba International Station could lead to better profitability for foreign trade businesses by forcing them to establish their own customer channels and brands instead of relying on a platform [2]. Group 1: Building an Independent Presence - Step 1: Transform the independent site into a "permanent showroom" as it is owned property compared to rented Alibaba stores [3]. - Essential Pages: Include "About Us" with real factory videos and team photos to build trust [4], a "Product Center" with high-quality images and detailed specifications [5], "Case Studies" to showcase problem-solving capabilities [6], and a "Blog/Information Center" to attract free traffic from Google [7]. Group 2: Leveraging Google for Traffic - Step 2: Utilize Google as a "top salesperson" by focusing on search engine optimization (SEO) and Google Ads [8]. - Free Strategy: Continuously publish articles addressing customer issues on the blog to enhance visibility [9][10]. - Paid Strategy: Target specific long-tail keywords in Google Ads to drive traffic directly to product pages [11][12]. Group 3: Engaging on Social Media - Step 3: Actively engage on social media platforms where customers are present [13]. - LinkedIn: Optimize company and personal profiles, connect with target company managers, and build a professional image through engagement [13]. - Facebook/Instagram: Showcase factory capabilities and team culture through engaging short videos [14]. - Industry Forums: Participate in relevant online communities to establish expertise [15]. Group 4: Proactive Customer Development - Step 4: Use customs data to identify real importers and their purchasing habits [16][17]. - Google Maps: Search for distributors/importers in target countries to gather company information [18]. - LinkedIn: Identify key personnel in target companies for outreach [19]. - Development Emails: Craft personalized emails demonstrating research on potential clients and offering relevant case studies [20]. Group 5: Converting Inquiries to Orders - Step 5: Focus on professionalism and patience to convert inquiries into orders [21]. - Professional Quotations: Provide clear and detailed quotations to reflect professionalism [21]. - Sample Strategy: Ensure high-quality samples are sent promptly, even at a loss [22]. - Building a Private Customer Database: Collect emails from inquiries for ongoing marketing efforts [23]. Group 6: Long-term Benefits - The absence of Alibaba may lead to increased workload initially, but it results in higher profits without platform commissions [24]. - Businesses will own their customer data, allowing for repeated follow-ups [25]. - Establishing a brand identity that customers remember, rather than being just another store on Alibaba [26].

Core Viewpoint - The Hong Kong government is revising its profits tax policy for the 2025/26 tax year, focusing on tax rate adjustments, expanded incentives, and enhanced compliance regulations, which may impact cross-border e-commerce companies significantly [1] Tax Rate Structure and Incentives - The two-tier profits tax rate structure will see a slight adjustment, with the tax rate for income exceeding HKD 2 million increasing from 16.5% to 17%, resulting in a minimal tax burden increase for medium to large enterprises [1] - The new regulations specify that the two-tier system applies only to companies with substantial operations in Hong Kong; those registered without a physical presence will be taxed uniformly at 17% [2] Additional Tax Deductions - A new provision allows for an additional 100% tax deduction on digitalization expenses related to e-commerce system development and digital marketing tools for the tax years 2025-2027 [2] - The scope of R&D expense deductions has been expanded to include product and operational model development for e-commerce, allowing for significant tax savings compared to previous policies [3] Compliance and Reporting Requirements - New requirements for cross-border e-commerce transaction disclosures have been introduced, necessitating detailed reporting on sales, costs, and related transactions to avoid penalties [6][7] - The criteria for proving substantial operations in Hong Kong have become more stringent, requiring documentation such as rental agreements and local employee records [8] Penalties for Non-Compliance - Penalties for late submissions and tax evasion have been increased, with fines for late filings doubling and harsher consequences for intentional misreporting [9]

Core Insights - The article emphasizes the transformation of digital marketing departments from cost centers to growth engines, focusing on customer-centric and multi-dimensional solution marketing as a response to increasing competition and trade barriers [1][3][34] Industry Trends - Companies are facing intensified competition and increasing tariffs and trade barriers, leading to a shift from traditional marketing methods to solution-oriented marketing that prioritizes customer needs [3] - Digital marketing is identified as a key solution for this transformation, with company websites and independent cross-border platforms serving as essential vehicles for change [3] Case Studies - The article presents two case studies: Nanfu Battery, a well-established brand with significant market share, and LE Yile, a new brand in the vending machine sector. Both illustrate the shift from product selling to providing comprehensive solutions based on user needs and multi-channel brand engagement [5][6] Customer Behavior Insights - Research indicates that 94% of B2B procurement personnel gather information through multiple channels before engaging with suppliers, highlighting the necessity for companies to adopt a multi-faceted marketing approach [8] Strategic Recommendations - Companies should establish a digital marketing department as the core of their marketing infrastructure, acting as the "brain" to coordinate marketing actions, resource allocation, and data analysis [10] - The new marketing department's mission is to create, deliver, and communicate value effectively, ensuring the right products reach the right audience through appropriate content and channels [12] Multi-Channel Engagement - To achieve comprehensive outreach and trust-driven inquiries, companies should utilize various platforms, including Alibaba for international trade and social media like TikTok for promotion, while also establishing a strong independent website [14][16] Data-Driven Marketing Framework - The core of digital marketing strategy is a dual focus on "data + scenarios," which involves precise targeting of audiences and adapting content to fit different customer scenarios [17][25] Content Strategy - Content strategies must be tailored to specific channels, with SEO focusing on keyword selection and deep content, while SEM requires real-time bidding optimization and A/B testing for effective ad performance [19] Customer Journey Management - The customer journey from initial contact to final transaction should be meticulously managed, ensuring each interaction enhances the likelihood of conversion [29][31] Support Services - Companies can benefit from "coaching" services that guide them through the entire process from research to execution, ensuring a seamless transition to a digital marketing department [33]

Group 1: Definition and Core Value of Independent Sites - Independent sites are not merely "self-built websites" but serve as independent commercial carriers for brands online, allowing complete control over sales channels [1] - The core value of independent sites lies in three aspects: absolute data sovereignty, multi-dimensional brand premium construction, and optimization of cost structure [1][2][3] Group 2: Core Advantages and Challenges of Independent Sites - Independent sites have three irreplaceable advantages: long-term traffic accumulation, flexible business model expansion, and autonomous compliance risk management [5][6][7][8] - However, they face three significant challenges: continuous investment pressure for traffic acquisition, the need for technical and operational capabilities, and the difficulty of building a long-term operational ecosystem [9][10][11] Group 3: Operational Models of Independent Sites - The SaaS model is a cost-effective choice for quick startup, suitable for sellers with no technical background [12][13][14] - The open-source model allows for personalized customization, ideal for sellers with technical teams or those willing to learn [16][17][18][19] - The custom development model is the ultimate form for high-end brands, requiring significant initial investment and a dedicated technical team [21][22][23] Group 4: Key Steps and Practical Details for Building Independent Sites - Initial planning should focus on defining the business model and target market, utilizing tools like Google Trends and Ahrefs for market analysis [25] - Domain selection is crucial for brand recall, while page design should optimize conversion rates [26][27] - Payment and logistics configurations are essential to avoid transaction losses [28] Group 5: Operational and Traffic Strategies for Independent Sites - SEO is the core engine for low-cost customer acquisition, with strategies for keyword layout and content matrix construction [29][30][31] - Social media marketing should focus on user engagement and influencer collaborations to drive traffic [32][33] - Paid advertising requires precise targeting and ROI optimization through platforms like Google Ads and Meta Ads [34][35][36] - Email marketing is vital for activating private traffic, with strategies for list building and automated workflows [37] Group 6: Tools and Resources for Efficiency Improvement - Recommended tools for site building and design include SaaS platforms like Shopify and design resources like Canva [39] - Marketing and data analysis tools such as Ahrefs and Google Analytics 4 are essential for performance tracking [40] - Logistics and payment tools help manage operations effectively [41] - Learning resources and community platforms provide ongoing support for sellers [42][43] Group 7: Key Success Factors and Pitfalls in Independent Site Operations - Key success factors include optimizing user experience, data-driven continuous improvement, and establishing a compliance framework [44][46] - Common pitfalls include poor server selection, payment gateway misconfiguration, and ineffective keyword strategies, with solutions provided for each [47][48][49][50][51] Group 8: Long-term Value of Independent Sites - Independent sites represent a long-term brand moat for cross-border e-commerce entrepreneurs, emphasizing the importance of patience and strategic resource allocation [52]

Strategic Value Recognition: Why Independent Sites are Key to Foreign Trade Breakthroughs - Independent sites serve as a core battleground for small and medium-sized foreign trade enterprises, providing three main values: brand autonomy, data asset privatization, and risk resistance [1][2][3]. Brand Autonomy as the Ultimate Carrier - Independent sites allow businesses to design their shopping processes according to brand identity, enhancing brand recognition. For instance, independent sites with a clear brand story have a conversion rate that is 37% higher on average compared to platform stores [1]. Data Asset Privatization - Independent sites enable businesses to track comprehensive user behavior data through tools like Google Analytics, which can guide product optimization. For example, if Spanish users show high browsing depth but low conversion rates, businesses may need to enhance local customer service or logistics options. Email marketing from independent sites can achieve a return on investment (ROI) of 1:42, significantly higher than platform advertising [2]. Strategic Buffer Against Risks - Independent sites are not constrained by single platform rules, allowing for complete autonomy in sensitive product management and promotional activities. They can also utilize long-term strategies like SEO and content marketing to continuously attract customers, avoiding "traffic crisis" situations [3]. Suitable Sellers for Independent Sites - Brand-oriented sellers looking to establish user perception through differentiated visuals and services [4]. - Multi-channel operators already profitable on platforms like Amazon and eBay, seeking to reduce commission costs [5]. - Sellers of high-ticket items requiring detailed product pages and trust endorsements [6]. - Explorers of emerging markets needing localized services [7]. - Unsuitable for sellers with no operational team or a budget below 20,000 yuan per year [8]. Building the Basic Framework: From Type Selection to Cost Breakdown - Three types of independent sites are compared: - SaaS platforms like Shopify, which are cost-effective and easy to use but have higher overall costs [10]. - Custom-built sites for medium to large enterprises, offering complete personalization but at a high cost [11]. - Open-source sites like WordPress, which are free but require technical expertise [12]. Domain and Hosting Selection - Key rules for domain registration include brand consistency, appropriate keyword inclusion, and avoiding infringement risks [13]. - Technical indicators for hosting selection include server location, speed and stability, and security features [14]. Technical SEO: Creating Google-Crawler-Friendly Infrastructure - Core webpage metrics must meet specific thresholds to ensure optimal performance [16][17][18]. - Implementing structured data marking can enhance search result visibility [19][20]. Keyword Strategy: From Broad to Precise Targeting - Tools like Ahrefs and SEMrush can help identify low-difficulty long-tail keywords, while Google Trends can assist in planning for seasonal products [21][22][23]. - Long-tail keyword formulas can improve conversion rates by targeting specific user needs [24]. Content Strategy: From Information Overload to Value Anchoring - Effective product pages should balance pain point descriptions, solutions, and trust endorsements [28]. - Regularly publishing high-quality blog content can enhance SEO and attract potential customers [29]. Promotion and Continuous Optimization: From Traffic Acquisition to Value Extraction - A combination of Google Ads, social media marketing, and influencer collaborations can effectively drive traffic [31][32][33]. - Trust elements should be visually integrated into the site to enhance user confidence [34][35]. - Continuous data-driven iterations are essential for optimizing performance metrics [37][38]. Risk Management and Compliance: Essential Safeguards - Addressing algorithm risks involves creating user-centered content and avoiding keyword stuffing [42][43]. - Compliance with GDPR and payment risk management is crucial for maintaining user trust and legal safety [45][47]. Long-term Commitment to Independent Sites - Establishing an independent site is a long-term process focused on testing business models, improving efficiency, and achieving brand premium through continuous optimization [49].