Research On Overseas Marketing Strategy Of China’s Cross-Border E-Commerce Independent Station

China’s cross-border e-commerce export momentum continues to be good.According to data published by the General Administration of Customs,the total volume of cross-border e-commerce imports and exports increased by 9.8% to 2.11 trillion yuan in 2022.Among them,exports were 1.55 trillion yuan,accounting for73.5% of imports and exports,an increase of 11.7%.At present,the cross-border e-commerce industry has made great contributions to the development of China’s abroad trade.With the continual development of the cross-border e-commerce market,the rules of major platforms are becoming increasingly strict in order to regulate the behavior of enterprise sellers.In particular,the large-scale ban on Amazon’s platform in 2021 has made many companies begin to look for independent sites other than third-party platforms for layout.According to the "2022 Independent Station Overseas Payment Research Report" released by E bang Think Tank,the most concerned overseas links of research merchants are product supply chain,overseas marketing,and independent station payment.The questionnaire we collected also showed that the high cost of drainage and low traffic conversion rate in overseas marketing have become problems that plague the vast majority of sellers.Therefore,this paper studies the overseas marketing strategy of China’s independent e-commerce export station.This article first gives a brief introduction to the basic situation of independent websites,such as the background of the rise,the construction process,the comparative characteristics with third-party platforms,some problems encountered in development,and development prospects.Through the form of questionnaire survey,we have a certain understanding of the seller portrait of the layout of independent websites,the advantages of independent websites compared with third-party platforms,etc.,and try to summarize the characteristics of enterprises suitable for the layout of independent websites.Secondly,Anker has accumulated a certain amount of traffic and cash flow by relying on the Amazon platform,and then achieved remarkable results in independent station.Therefore,this article takes Anker as an example,first uses PEST to analyze its outer political,economic,social and technical environment of overseas marketing,and then analyzes its overseas marketing strategy: online and offline dual-channel layout,localized operation,use multiple social media platforms for marketing,and parallel development of multiple brands.Finally,combined with the case of Anker and taking the 4Cs marketing theory as the framework,the optimization strategy is given from four aspects: customer,convenience,communication and cost: Optimizing the shopping process and establishing private domain traffic;Improving payment services and logistics system guarantee;Making good use of social media to spread and attract traffic,and using email to precipitate customer value.According to the questionnaire survey collected by our classmates,nearly half(42%)of the sellers have deployed third-party platforms and independent websites to achieve dual-channel development.The government has given policy support and preferential treatment to some southeast coastal cities with rapid development of foreign trade.The development trend of independent stations is good,however,each enterprise should also pay attention to the impact of domestic and foreign environmental and policy changes in a timely manner,and combine multiple dimensions such as self-volume,development direction,and category operation to clarify what conditions are required to develop an independent station,judge whether it is suitable for layout,and then make corresponding choices.