Web3.0独立站定格未来，品牌+私域助力出海！

（图片来源：图虫创意）

时隔八年，Web3.0概念又卷土重来了，这个概念一开始是由以太坊联合创始人GavinWood于2014年提出，并在2021年受到数字货币爱好者、大型科技公司和风险投资公司的关注。因此，Web3.0与区块链、元宇宙、数字货币等新兴互联网概念都有着千丝万缕的关系，甚至与跨境电商独立站经营也息息相关。

Eight years after , the Web3.0 concept has re-emerged, initially proposed by Gavin Wood, the founder of the Etherms Association, in 2014, and received the attention of digital money fans, large technology companies and venture capital companies in 2021. Thus, Web3.0 is inextricably linked to emerging Internet concepts such as block chains, meta-cosm, digital money, and even to the operation of independent stations for cross-border power suppliers.

一、什么是Web3.0？

What's Web3.0?

中国证监会科技监管局局长姚前于《中国金融》第6期发表文章《Web3.0是渐行渐近的新一代互联网》，对其作出了简单明了的解释：

Mr. Yao, Director General of Science and Technology of the China CSRC, gave a clear and simple explanation for the article Web3.0 as the New Generation of the Internet , published in the 6th issue of Chinese Finance: .

Web1.0为“可读”（read）；

Web1.0 for readable (readable);

Web2.0为“可读+可写”（read+write）；

Web2.0 is read-and-write ;

Web3.0则是“可读+可写+拥有”（read+write+own）。

Web3.0 is read + write + own (read + write + own).

二、独立站经营是Web3.0时代的自然选择

. ii. Independence station operation is the natural option of the Web3.0 era.

为什么说跨境电商独立站业务，迎合了Web3.0的时代趋势？

Why does it say that the operation of an independent station for a cross-border power provider is in keeping with the trend of the Web3.0 era?

对跨境出口企业而言，国际买家的采购行为已发生改变，疫情对线下展会造成冲击，国际买家线上采购行为越发频繁。网络展示产品信息不够全面，卖家参差不齐、鱼龙混杂，导致交易过程中充满不确定因素。

For cross-border export enterprises, the procurement behaviour of international buyers has changed, the epidemic has hit the ground, and international buyers have become more frequent. Web-based displays of products are not comprehensive enough, vendors are mixed and mixed, resulting in uncertainty in the course of the transaction.

在此情况下，“拓展渠道”成为很多跨境出口企业的首要联想，在维持现有经营模式不变的基础上，拓展一条可持续性盈利的营销渠道，独立站成为不二之选，这也正迎合了Web3.0时代的大趋势。独立站符合Web3.0的网络浏览习惯，也将成为流量青睐的焦点。

In this context, “expanding channels” has become the primary link for many cross-border exporting firms, expanding a sustainable and profitable marketing channel on the basis of maintaining the current business model, and becoming an independent station, which is meeting the big trend of the Web3.0 era. Independent stations are consistent with Web3.0 web browsing habits and will also be the focus of attention for flows.

图片来源：图虫创意

三、独立站经营能给跨境出口企业带来什么？

iii. What can stand-alone operations bring to cross-border exporting enterprises?

跨境出口企业近年来想必都有一种体会——“营和销的距离越来越短”“销并非经营的终点，而是运营的开端”。品牌认可度塑造和私域流量运营一体两面，能够给企业带来的益处也是显而易见的。

In recent years,

一方面，Web3.0时代消费者触点不断增多，每个个体的社交影响力逐渐增强。如果可以采取有效手段对用户进行统一管理，就可以形成由点到面的营销宣传矩阵，将高价值用户转变为可持续运营的用户资产。

On the one hand, the Web3.0 era has seen an increase in the number of consumer contacts and the social influence of each individual. If effective means of integrated user management are available, a point-to-face marketing campaign matrix can be developed that transforms high-value users into sustainable user assets.

另一方面，DTC品牌运营思路对私域流量的精细化运营，可以获得更长的用户生命周期和更高的利润率。在流量红利逐渐消退的年代，为品牌的稳步发展提供有力的支撑，因此独立站经营在一定程度上实现了：

产品/服务信息传播权利自我掌握，传播收益由个体所有；

right to disseminate information about products/services self-control, and the proceeds of dissemination are individually owned;

突破消费场景限制，企业个体自由构建消费场景；

breaks the consumption scene limit and individual firms are free to construct the consumption scene;

数据资产自有化，所有营销数据由企业自己独立掌握；

流量获客模式变革，打造自身为核心的流量渠道，构筑牢固的私域流量池。

四、Web3.0数字化营销，打造独立站营销闭环

iv, Web3.0 digital marketing, stand-alone marketing closed

领动领售研究院认为Web3.0数字营销，打造独立站营销闭环的要点有三：

ofpan' > thinks Web3.0' digital marketing, and the key elements for creating a closed marketing loop for stand-alone stations have three : /span >

1、建立一个营销功能完备、用户体验良好、转化率高的独立站作为营销中心，可以承接源头流量，可以进行数据采集&分析，可以持续性获取自然流量，对跨境支付、国际物流和长期安全经营等都有所保障。

1, establishment of an independent station with a well-functioning marketing function, good user experience and high transformation rates as a marketing centre that can absorb source flow, data collection & analysis, sustainable access to natural flows, guarantees for cross-border payments, international logistics, long-term safe operations, etc.

2、精准引流，以较低的经营成本尽可能获取最大化的精准流量，以独立站为流量载体，从搜索引擎、海外社媒等流量源头吸引客户。

2, precision flow, maximum precision flow at lower operating costs, stand-alone stations as traffic carriers, attracting customers from the source of traffic such as search engines and overseas social media.

3、通过内容运营和精细化营销，打造品牌私域流量，最大限度留存客户和塑造品牌认可度。

3 To create brand private domain flows through content operation and fine marketing, to maximize customer retention and brand recognition.

（图片来源：领动）

五、独立站营销闭环

b>v, stand-alone station marketing closed

1、精细化运营打造有效性结果，注重定位和内容输出

1, fine-tuning operation effectiveness results, focusing on positioning and content output

当然，Web3.0数字营销也伴随着困难，比如难以享受资源、流量集聚的福利，对企业资金和团队专业性要求较高等。作为独立站经营的难点，领动领售研究院认为，独立站经营的核心是以有效性的运营来实现针对性的结果。

Of course, Web3.0 digital marketing is accompanied by difficulties, such as difficulties in accessing resources, pooling benefits, and higher demands on business capital and team professionalism. As a stand-alone stand-off, the lead-off competition institute believes that the core of stand-alone operations is effective operations to achieve targeted results.

2、有效性运营可以大致分为站内运营和站外运营

2 and operational effectiveness can be broadly divided into in-station and off-site operations

站内运营主要负责流量承接，即独立站转化，最重要的问题是转化率优化（Conversion Rate Optimization，也称为“CRO”)，着重解决网站流量“严进宽出”问题，提升独立站的流量承接能力与转化率。

The operation of the station is primarily responsible for the transfer of traffic, i.e., stand-alone station conversion. The most important issue is the optimization of conversion rates (Conversation Late Optimation, also known as “CRO”), which focuses on addressing the problem of website traffic “scrambling out and out” and increasing the capacity of stand-alone stations to carry and convert.

用户体验（UX）和转化引导（CTA）都是转化率优化（CRO）的关键：

User experience (UX) and conversion guide (CTA) are key to the optimization of transformation rates (CRO):

1、迅速抓住访问者眼球

1, quickly grab the visitor's eye

While off-site operations are primarily responsible for flow access, the most important issues are “precision” and “best value for money”: .

获取性价比最优的精准流量，其核心在于清晰的产品定位与用户匹配。以优质匹配的内容营销，减少流量跳转，直接触达目标客户，以达到最优性价比。

The core of

独立站引流的主要任务就是精耕两大流量源头，即搜索引擎和社交媒体：

The main task of the independent station is to refine two main sources of traffic, namely, search engines and social media:

1、搜索引擎引流

1, search engine current

“SEO难度太大”或者“SEM费用太高”是很多企业在运营搜索引擎流量时的普遍感受，这很大程度上是由于对谷歌等搜索引擎的运营逻辑理解不彻底。在独立站运营初期，SEM往往见效更直接、更快，且通过精准投放带来的咨询都很精准。但不同产品、不同广告投放策略都会让广告优化周期有所不同，需要一个摸索的过程。

“SEO is too difficult” or “SEM is too expensive” is a common feeling among many companies when they operate search engine traffic, largely because the logic of the operation of search engines such as Google is poorly understood. In the early days of independent station operations, SEM often works more directly, faster, and the advice obtained through precision placement is accurate. But different products, different advertising strategies make advertising optimal cycles different and require a process of tweaking.

而SEO虽然见效慢，却是独立站得以持续性有效经营的重要根基，持续的SEO有利于提高网站信息质量分，获取更好的谷歌排名和流量。与此同时，由于信息质量分的提高，网站SEM也会因此获利，可以通过更低的价格实现更好的广告效果，节约了SEM运营成本。

While and SEO is slow, it is an important foundation for the sustainable and efficient operation of stand-alone stations, which helps improve the quality of website information and access to better Google rankings and traffic. At the same time, as a result of the improved quality of information, the website SEM will benefit from better advertising at lower prices, resulting in savings in SEM operating costs.

2、社交媒体引流

, 2, social media

社交媒体引流的核心难点在于品牌如何把握专业化内容和亲和化形象之间的统一平衡，即将专业的内容调性与品牌相结合，以用户喜闻乐见的方式体现品牌专业性。对缺乏海外营销经验的跨境卖家，领动领售LeadongShop提供专业的营销解决方案，助力拓展国际化业务：包括独立站SEO（搜索引擎优化）优化、Facebook&Instagram等社媒运营、谷歌广告投放、Facebook广告投放、网红KOL合作等一系列营销体系。

The core difficulty of social media attractions in lies in how brands manage the unifying balance between professional content and affinity, combining professional content-modernity with branding, reflecting brand professionalism in a user-friendly manner. Cross-border vendors with no overseas marketing experience, , provide professional marketing solutions that support internationalization: a range of marketing systems such as stand-alone SEO (search engine optimization), Facebook & Instagram, social media operations such as Google Advertising, Facebook Advertising, online KOL collaboration, etc.

领动领售LeadongShop是由南京焦点领动云计算技术有限公司研发，基于领动Leadong建站SaaS平台衍生出的子平台，旨在帮助广大跨境卖家轻松搭建跨境B2C独立站，打通跨境障碍，赢得海外市场，为跨境卖家提供企业级独立站建站解决方案。

, developed by Nanjing Focused Cloud Calculating Technology Ltd., based on a sub-platform derived from the led Leadong station SaaS platform designed to help a wide range of cross-border sellers to easily build cross-border B2C stand-alone stations, create cross-border barriers, win overseas markets and provide business-level stand-alone solutions for cross-border sellers.