独立站怎么样掌控流量成本，并连续引流？ | MS2017
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/SjJg8IWpbAqFEtC3lg4dmRFJVVJicqJe16iaGxXwfyvdiaRICicaJbTTcZwaIaraC09g0icwpblkOHbOJ6yF830XS6Q/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">文 | Connie</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">跨境</span><span style="color: black;">出口</span><span style="color: black;">电商</span><span style="color: black;">同行业</span><span style="color: black;">竞争</span><span style="color: black;">的<span style="color: black;">同期</span></span><span style="color: black;">，<span style="color: black;">媒介</span></span><span style="color: black;">流量</span><span style="color: black;">资源被</span><span style="color: black;">Google</span><span style="color: black;">、</span><span style="color: black;">Facebook</span><span style="color: black;">等</span><span style="color: black;">几大寡头垄断，</span><span style="color: black;">还要在有限的资源里争夺用户的碎片化时间和<span style="color: black;">运用</span><span style="color: black;">途径</span></span><span style="color: black;">，</span><span style="color: black;">虽然<span style="color: black;">显现</span>了<span style="color: black;">非常多</span>新营销<span style="color: black;">途径</span>和新的<span style="color: black;">宣传</span>形式，<span style="color: black;">然则</span>，流量的成本在大幅<span style="color: black;">提升</span></span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，</span><strong style="color: blue;"><span style="color: black;">在流量成本<span style="color: black;">持续</span><span style="color: black;">提升</span>的<span style="color: black;">状况</span>下，</span><span style="color: black;"><span style="color: black;">怎样</span><span style="color: black;">掌控</span>流量成本，并<span style="color: black;">连续</span>引流</span><span style="color: black;">呢</span><span style="color: black;">？</span></strong><span style="color: black;">8</span><span style="color: black;">月</span><span style="color: black;">9</span><span style="color: black;">日</span><span style="color: black;">Morketing</span><span style="color: black;">举办的</span><strong style="color: blue;"><span style="color: black;">MS2017</span><span style="color: black;">跨境出口电商营销峰会上</span></strong><span style="color: black;">，来自踏浪者营销</span><span style="color: black;">&</span><span style="color: black;">运营副总裁张小腾、价之链营销总监吴武胜和铂金智慧华南区总经理刘艳</span><span style="color: black;">林针对</span><span style="color: black;">独立站在引流过程中遇到的这一痛点进行了深入讨论。其中互联网数据官创始人宋星老师<span style="color: black;">做为</span><span style="color: black;">这次</span>炉边会议的主持人。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下是炉边会议的讨论实录：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价之链吴武胜</span><span style="color: black;">：我是深圳价之链的品牌营销总监吴武胜，价之链有两块业务，</span><span style="color: black;">电商这<span style="color: black;">一起</span></span><span style="color: black;"><span style="color: black;">重点</span>是做亚马逊平台，<span style="color: black;">另一</span>还有为卖家服务的业务。我<span style="color: black;">重点</span>是负责电商的品牌营销，<span style="color: black;">包含</span>站外营销，有机会多跟<span style="color: black;">大众</span>交流一下，谢谢<span style="color: black;">大众</span>！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">踏浪者张小腾</span><span style="color: black;">：我是来自北京踏浪者有限<span style="color: black;">机构</span>的张小腾，负责<span style="color: black;">机构</span>独立站的运营和营销，踏浪者前期</span><span style="color: black;"><span style="color: black;">重点</span>做独立站为主，<span style="color: black;">此刻</span>是独立站</span><span style="color: black;">+</span><span style="color: black;">平台双模式在运营。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">铂金</span><span style="color: black;">智慧刘</span><span style="color: black;">艳林：我是铂金智慧的刘艳林，铂金智慧是一家<span style="color: black;">供给</span>线上用户<span style="color: black;">行径</span>分析和洞察的</span><span style="color: black;">Socical</span><span style="color: black;">工具。<span style="color: black;">另一</span><span style="color: black;">亦</span>有一个整合多个数据源的工具，叫</span><span style="color: black;">DataDeck</span><span style="color: black;">，我<span style="color: black;">重点</span>是做用户<span style="color: black;">科研</span>，洞见用户，<span style="color: black;">由于</span>出口电商分析用户是最为核心的！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">流量成本的<span style="color: black;">状况</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主持人宋星老师</span><span style="color: black;">：<span style="color: black;">日前</span>，流量成本的<span style="color: black;">状况</span>是什么样的？是不是<span style="color: black;">优秀</span>流量<span style="color: black;">无</span>以前<span style="color: black;">那样</span>容易<span style="color: black;">得到</span>了？<span style="color: black;">做为</span>独立站运营的负责人，张总有这种感觉吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">踏浪者张小腾</span><span style="color: black;">：流量成长本身肯定是越来越高，单从跨境电商本身的竞争，<span style="color: black;">已然</span>越来越激烈，再加上<span style="color: black;">媒介</span>资源都被几大寡头垄断了。<span style="color: black;">另一</span>除了跨境电商之间的竞争，还有<span style="color: black;">包含</span>做出海工具类<span style="color: black;">亦</span>存在</span><span style="color: black;">一</span><span style="color: black;">定<span style="color: black;">类似</span>的受众，成本就在<span style="color: black;">持续</span>地增长。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/SjJg8IWpbArR1kbbMOpCuOWFxFDohYhtksB2yBpQhicE3HibPcXR8pqsgm7xul3BZGuYVpVo6Y0jbv7DWaOmB9IQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">踏浪者营销&运营副总裁张小腾</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">所说</span><span style="color: black;">状况</span>，从刚<span style="color: black;">起始</span></span><span style="color: black;">07</span><span style="color: black;">年的电脑时代，到后来的搜索，再到展示</span><span style="color: black;">类<span style="color: black;">照片</span></span><span style="color: black;"><span style="color: black;">宣传</span>，再到<span style="color: black;">此刻</span>很火的社交<span style="color: black;">宣传</span>和视频<span style="color: black;">宣传</span>。对做独立站来讲，流量成本<span style="color: black;">始终</span>在涨，虽然<span style="color: black;">每一个</span><span style="color: black;">途径</span>不太<span style="color: black;">同样</span>，但搜索营销上涨的比例是很高的。</span><span style="color: black;">CPA</span><span style="color: black;">的成本肯定是往上涨，本身同行越来越多，加上客户的<span style="color: black;">需求</span>越来越高，本身转化率上会有<span style="color: black;">必定</span>的</span><span style="color: black;">影响，<span style="color: black;">因此</span></span><span style="color: black;">CPA</span><span style="color: black;">的成本肯定是比</span><span style="color: black;">CPC</span><span style="color: black;">的涨幅会相对高一点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>一个比较好的现象是能够迫使<span style="color: black;">咱们</span>更加专注<span style="color: black;">制品</span>的品质和网站整体的优化，<span style="color: black;">包含</span>客</span><span style="color: black;">服团体</span><span style="color: black;">的专业度的提炼，让<span style="color: black;">咱们</span><span style="color: black;">全部</span>行业更加合</span><span style="color: black;">规化</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价之链吴武胜：</span><span style="color: black;"><span style="color: black;">做为</span>亚马逊的大卖家，感触是<span style="color: black;">此刻</span>站内的成本和前几年比，<span style="color: black;">非常多</span>品类或<span style="color: black;">有些</span>核心关键词的成本是翻了几倍以上，且涨幅很大。<span style="color: black;">针对</span>站外营销<span style="color: black;">来讲</span>，</span><span style="color: black;">核心关键词的搜索，流量成本<span style="color: black;">亦</span>在涨。这个成本与</span><span style="color: black;">ROI</span><span style="color: black;"><span style="color: black;">相关</span>系，有些品类虽然成本很高，但它的</span><span style="color: black;">ROI</span><span style="color: black;"><span style="color: black;">亦</span>高。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>，<span style="color: black;">此刻</span>有<span style="color: black;">非常多</span>新的<span style="color: black;">途径</span>、新的<span style="color: black;">宣传</span>形式<span style="color: black;">亦</span>在<span style="color: black;">一直</span>的<span style="color: black;">研发</span>，可能</span><span style="color: black;">跟数据平</span><span style="color: black;">台端<span style="color: black;">相关</span>系，<span style="color: black;">此刻</span>的数据<span style="color: black;">非常多</span>，<span style="color: black;">然则</span><span style="color: black;">大众</span>的真正转化率都偏低，<span style="color: black;">因此</span>要<span style="color: black;">一直</span>地需要把这些数据进行深挖和转化，来新增<span style="color: black;">有些</span><span style="color: black;">宣传</span>形式，<span style="color: black;">包含</span></span><span style="color: black;">Google</span><span style="color: black;">或</span><span style="color: black;">Facebook</span><span style="color: black;">，这些形式可能还<span style="color: black;">处在</span>比较新的<span style="color: black;">周期</span>，<span style="color: black;">非常多</span>人对其缺少认知，<span style="color: black;">因此</span>这些<span style="color: black;">地区</span>的流量成本反而低<span style="color: black;">非常多</span>，<span style="color: black;">况且</span>转化率相对<span style="color: black;">来讲</span>还<span style="color: black;">能够</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">铂金智慧刘艳林</span><span style="color: black;">：<span style="color: black;">此刻</span><span style="color: black;">非常多</span>主流的观点认为流量红利<span style="color: black;">已然</span>过去，<span style="color: black;">咱们</span>要辩证来看这个问题，相比</span><span style="color: black;">2005</span><span style="color: black;">年到</span><span style="color: black;">2010</span><span style="color: black;">年，那时只要有<span style="color: black;">制品</span>稍微有点价格的<span style="color: black;">优良</span>，即使<span style="color: black;">无</span>运营<span style="color: black;">亦</span>可以有很好的转化。但</span><span style="color: black;">是<span style="color: black;">此刻</span><span style="color: black;">区别</span>了，不管是国内还是国外，用户的<span style="color: black;">重视</span>力越来越碎片化，<span style="color: black;">因此</span>，<span style="color: black;">此刻</span><span style="color: black;">咱们</span>服务的<span style="color: black;">非常多</span>跨境电商的客户都<span style="color: black;">起始</span>关注流量的<span style="color: black;">精细</span>性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/SjJg8IWpbArR1kbbMOpCuOWFxFDohYht7GBSgtr40cKd65tP3BV5awsDHSGZdsXrWyCBRKciaEae3cxeqicFHJmw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">铂金智慧华南区总经理刘艳林</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">流量上涨<span style="color: black;">怎样</span><span style="color: black;">调节</span>营销战略？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主持人宋星老师：</span><span style="color: black;">对这一问题，<span style="color: black;">大众</span>的观点是一致的，<span style="color: black;">首要</span>觉得流量的</span><span style="color: black;">成本涨幅</span><span style="color: black;">很高，尤其搜索这<span style="color: black;">一起</span>涨得更厉害，不仅</span><span style="color: black;">Google</span><span style="color: black;">，百度<span style="color: black;">亦</span>很厉害，<span style="color: black;">大众</span>压力都非常大，<span style="color: black;">亦</span>谈到<span style="color: black;">咱们</span>可能要向内挖机会，<span style="color: black;">咱们</span>面对<span style="color: black;">这般</span>的一个事实的<span style="color: black;">状况</span>下，<span style="color: black;">咱们</span>怎么样<span style="color: black;">调节</span>自己的战略，能够平衡<span style="color: black;">这般</span>的一个<span style="color: black;">危险</span>呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">独立站的运营是一个很大的课题，<span style="color: black;">亦</span><span style="color: black;">特别有</span>意思，<span style="color: black;">因此</span>这个问题先</span><span style="color: black;">问张总，您怎么样优化，<span style="color: black;">怎样</span><span style="color: black;">调节</span>战略？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">踏浪者张小腾</span><span style="color: black;">：流量上涨这个问题是不可回避，<span style="color: black;">亦</span>没办法干预的，踏浪者基本上</span><span style="color: black;">采用了</span><span style="color: black;">SCM+</span><span style="color: black;">搜索</span><span style="color: black;">+</span><span style="color: black;">原创的方式来应对。<span style="color: black;">首要</span>，和<span style="color: black;">咱们</span><span style="color: black;">关联</span>或跟行业、</span><span style="color: black;">竞品比较</span><span style="color: black;"><span style="color: black;">关联</span>的品牌词，<span style="color: black;">咱们</span>肯定还会去买，<span style="color: black;">然则</span><span style="color: black;">咱们</span>会<span style="color: black;">掌控</span></span><span style="color: black;">好比例</span><span style="color: black;">和出价。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一</span>，<span style="color: black;">例如</span><span style="color: black;">咱们</span>有两万</span><span style="color: black;">SKU</span><span style="color: black;">，<span style="color: black;">而后</span>会选出大概几百款</span><span style="color: black;">的爆款去</span><span style="color: black;">支撑<span style="color: black;">咱们</span>去做</span><span style="color: black;">DDM</span><span style="color: black;">的展示类的<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有<span style="color: black;">亦</span>是比较关键的一部分，<span style="color: black;">便是</span>社交类的<span style="color: black;">宣传</span>，<span style="color: black;">咱们</span>几乎<span style="color: black;">每日</span>迭代去实时做竞价，<span style="color: black;">持续</span>地去更换，去推广。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而后</span>，会在<span style="color: black;">制品</span>本身做<span style="color: black;">有些</span>原创的内容，<span style="color: black;">这般</span>更偏社交<span style="color: black;">媒介</span>类的宣传，包</span><span style="color: black;">括论坛等都会穿插地做，<span style="color: black;">尽可能</span>把这个比例去拉升，<span style="color: black;">这般</span>能够节省<span style="color: black;">咱们</span></span><span style="color: black;">SCM</span><span style="color: black;">中间比<span style="color: black;">很强</span>的<span style="color: black;">有些</span><span style="color: black;">花费</span>，<span style="color: black;">由于</span>这类<span style="color: black;">途径</span>，预算相对</span><span style="color: black;">SCM</span><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">来讲</span>是很小的比例。<span style="color: black;">同期</span>，会做<span style="color: black;">有些</span>原创的贴文、视频类、</span><span style="color: black;">Flash</span><span style="color: black;">等来做站外推广。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">站内的运营，<span style="color: black;">便是</span>优化<span style="color: black;">每一个</span>环节使之成功转化，<span style="color: black;">无</span>转化<span style="color: black;">便是</span>垃圾流量，<span style="color: black;">咱们</span>的运营团队会在<span style="color: black;">每一个</span>页面<span style="color: black;">包含</span><span style="color: black;">每一个</span><span style="color: black;">制品</span>、购物流程和支付方式进行优化来匹配市场的<span style="color: black;">需要</span>，基于运营来接流量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后，是偏后端，偏硬度的，<span style="color: black;">便是</span>本地化运营团队<span style="color: black;">包含</span>客服团队的打造。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价之链吴武胜</span><span style="color: black;">：<span style="color: black;">咱们</span>在打造独立站<span style="color: black;">亦</span>好<span style="color: black;">或</span>第三方平台引流<span style="color: black;">亦</span>好，<span style="color: black;">或</span>品牌<span style="color: black;">亦</span>好，<span style="color: black;">由于</span><span style="color: black;">咱们</span>是直接卖家，可能会以</span><span style="color: black;">单品爆款的</span><span style="color: black;">形式做突破点，<span style="color: black;">因此</span>网络营销用的特</span><span style="color: black;">别多，<span style="color: black;">由于</span>它的流量成本、<span style="color: black;">精细</span>程度和投入产出比会比搜索效果好<span style="color: black;">有些</span>，<span style="color: black;">由于</span>搜索更偏品牌营销，投入的时间周期比较固定，即使你的营销策划很厉害，技术<span style="color: black;">亦</span>不可能在短期内给你反馈，<span style="color: black;">因此</span><span style="color: black;">针对</span><span style="color: black;">咱们</span>直接<span style="color: black;">营销</span><span style="color: black;">制品</span><span style="color: black;">来讲</span>，<span style="color: black;">咱们</span>会偏向单品爆款，张总说的<span style="color: black;">哪些</span>，我们<span style="color: black;">亦</span>都会<span style="color: black;">触及</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/SjJg8IWpbArR1kbbMOpCuOWFxFDohYht8YvYl0BNyuD39PGlwvlzZewlGVY1X6XJdNc3EGPkW2HNq5oGYiaVurw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价之链营销总监吴武胜</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">铂金智慧刘艳林：</span><span style="color: black;">流量成本越来越高，企业的营销会有<span style="color: black;">怎么样</span>的变化？可能会有四个方面，<span style="color: black;">第1</span>，流量成本越来越高，<span style="color: black;">针对</span>流量的<span style="color: black;">选取</span><span style="color: black;">或</span>购买就会越来越<span style="color: black;">谨慎</span>，<span style="color: black;">需求</span>更加<span style="color: black;">精细</span>。<span style="color: black;">例如</span>，</span><span style="color: black;">SEO</span><span style="color: black;">的流量成本越来越高，企业可能会<span style="color: black;">选取</span><span style="color: black;">更加多</span>样的<span style="color: black;">有些</span><span style="color: black;">途径</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第二，流量<span style="color: black;">途径</span><span style="color: black;">源自</span>，可能会有一个效果的<span style="color: black;">跟踪</span>和</span><span style="color: black;">考量</span><span style="color: black;">。<span style="color: black;">亦</span>会<span style="color: black;">需求</span>这些流量，<span style="color: black;">跟踪</span>它的效果，分析它的大概<span style="color: black;">状况</span>，铂金智慧、铂金分析是<span style="color: black;">能够</span><span style="color: black;">供给</span>这项服务的，</span><span style="color: black;"><span style="color: black;">况且</span>非常成熟。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第三，除了分析，更重要的是为企业的转化、优化<span style="color: black;">供给</span>启示，<span style="color: black;">例如</span><span style="color: black;">为何</span>在这一段它的流失率变高了，铂金分析是有一个分析热图，</span><span style="color: black;">这个热图<span style="color: black;">能够</span></span><span style="color: black;">直接</span><span style="color: black;">告诉你可能物料创作的问题，或是转化路径设置的问题等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第四，<span style="color: black;">此刻</span>企业<span style="color: black;">逐步</span>会形成一个</span><span style="color: black;">PDCA</span><span style="color: black;">的闭环，每一次的投放可能都会为下一次在流量的<span style="color: black;">选取</span>、<span style="color: black;">途径</span>的<span style="color: black;">选取</span>、用户的<span style="color: black;">选取</span><span style="color: black;">供给</span><span style="color: black;">有些</span>依据，<span style="color: black;">便是</span><span style="color: black;">所说</span>的<span style="color: black;">评估</span>。铂金智慧刚好在这四个问题上都是<span style="color: black;">能够</span>实现。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主持人宋星老师：</span><span style="color: black;">总结刚才三位的发言，独立站有一个很<span style="color: black;">显著</span><span style="color: black;">优良</span>，<span style="color: black;">便是</span>能看到流量进来之后到底是什么样的<span style="color: black;">状况</span>，给流量在前端贴上标签之后，这些流量再进入独立站<span style="color: black;">出现</span><span style="color: black;">有些</span>什么样的事情，在<span style="color: black;">日前</span>流量成本<span style="color: black;">持续</span><span style="color: black;">提升</span>的<span style="color: black;">状况</span>下，能够<span style="color: black;">保准</span><span style="color: black;">咱们</span>流量的效果，<span style="color: black;">例如</span><span style="color: black;">帮忙</span><span style="color: black;">咱们</span>看到有<span style="color: black;">那些</span>无效的花费，<span style="color: black;">而后</span><span style="color: black;">能够</span>省下来</span><span style="color: black;">，这个我<span style="color: black;">亦</span>赞同三位的观点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一</span>，还有一个很重要的观点，<span style="color: black;">制品</span>本身必须是好<span style="color: black;">制品</span>，无论独立站做得多好、优化得多牛，<span style="color: black;">倘若</span><span style="color: black;">制品</span>本身</span><span style="color: black;">不</span><span style="color: black;">OK</span><span style="color: black;">，<span style="color: black;">那样</span>整体还是</span><span style="color: black;">不</span><span style="color: black;">OK</span><span style="color: black;">的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">独立站运营经验分享</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主持人宋星老师：</span><span style="color: black;">谈到流量，三位<span style="color: black;">做为</span>老司机和先行者，你们想给后来者<span style="color: black;">有些</span>什</span><span style="color: black;">么样的<span style="color: black;">意见</span>呢？<span style="color: black;">例如</span>，在跨境电</span><span style="color: black;">商独立站</span><span style="color: black;">的运营<span style="color: black;">行业</span>，无论是流量还是其它方面，有<span style="color: black;">无</span>刚才<span style="color: black;">咱们</span>没谈到，<span style="color: black;">然则</span>您觉得是<span style="color: black;">能够</span><span style="color: black;">意见</span>的，<span style="color: black;">咱们</span>先从吴</span><span style="color: black;">总<span style="color: black;">这儿</span></span><span style="color: black;">来讲一讲。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价之链吴武胜</span><span style="color: black;">：从我接触的国内这些跨境电商从业者来看，<span style="color: black;">发掘</span>单从独立站网站建设方面缺少系统性，数据分析先不说，可能用户</span><span style="color: black;">打开页面这基本</span><span style="color: black;">的验度都</span><span style="color: black;">很差，<span style="color: black;">况且</span>有些独立站的服务器还是国内的，可能<span style="color: black;">她们</span>自己觉得还行，但真正的用户体验上是很差的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我之前是做独立站，当时的技术团队巅峰的时候有</span><span style="color: black;">300</span><span style="color: black;">多人，<span style="color: black;">包含</span>后台数据，<span style="color: black;">全部</span>设计优化等<span style="color: black;">所有</span>是一套体系下来。<span style="color: black;">此刻</span>，<span style="color: black;">倘若</span>基本的友好度都达不到的话，过来的流量，可能<span style="color: black;">第1</span>步的跳出率会极高，<span style="color: black;">而后</span>在中间的<span style="color: black;">拜访</span>，<span style="color: black;">忽然</span>跳出，<span style="color: black;">然则</span>你却不<span style="color: black;">晓得</span>它<span style="color: black;">为何</span>跳出。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>我给个<span style="color: black;">意见</span>，除了引流营销，网站本身的建设是一个<span style="color: black;">基本</span>的<span style="color: black;">基本</span>，要先做好<span style="color: black;">基本</span>工作。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">踏浪者张小腾</span><span style="color: black;">：我的<span style="color: black;">意见</span>是不要轻易做独立站，独立站本身<span style="color: black;">触及</span>到的流程太多</span><span style="color: black;">，<span style="color: black;">首要</span>要有技术团队去搭站，必须要有运营，坦白讲，好的技术团队在北京、上海会比较多一点，后端基本都要放在广深，这就<span style="color: black;">显现</span>了跨异地的管理和沟通的问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一</span>，前期的</span><span style="color: black;">搭站周期</span><span style="color: black;">、流程都比较烦琐，且时间周期比较长，可能几年前<span style="color: black;">大众</span>看到了出海的商机，那时流量确实是红利，有钱就<span style="color: black;">能够</span>投，<span style="color: black;">况且</span><span style="color: black;">必定</span>是好的<span style="color: black;">报答</span>，</span><span style="color: black;">那时<span style="color: black;">亦</span>不<span style="color: black;">触及</span>到怎么去优化这些问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>，那个年代<span style="color: black;">已然</span>过去了。<span style="color: black;">此刻</span>来讲，<span style="color: black;">倘若</span><span style="color: black;">无</span>一个比较完善的后端的体系<span style="color: black;">或</span>供应体系想去做独立站，是非常难的，<span style="color: black;">因此</span>我<span style="color: black;">意见</span><span style="color: black;">大众</span><span style="color: black;">倘若</span>想做出海，<span style="color: black;">此刻</span>有<span style="color: black;">非常多</span>好的平台，<span style="color: black;">例如</span>亚马逊、</span><span style="color: black;">速</span><span style="color: black;">卖通</span><span style="color: black;">都<span style="color: black;">能够</span>去尝试一下，先去试试你的<span style="color: black;">制品</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/SjJg8IWpbArR1kbbMOpCuOWFxFDohYhtwCS1PAchI7WcmIzdZaxPDB7zCQnctVzSSRdKQIxV8tLyziaFic1mYkDQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">现场互动</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主持人宋星</span><span style="color: black;">：关于流量，您觉得这些小卖家刚<span style="color: black;">起始</span><span style="color: black;">做为</span>一个初来乍到的人，<span style="color: black;">她们</span>在流量上，用什么样的流量是比较合适的？<span style="color: black;">便是</span>说刚把独立站架起来，什么样的流量为独立站引流比较合适？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">踏浪者张小腾：</span><span style="color: black;">最前期肯定还是要投<span style="color: black;">宣传</span>，社交</span><span style="color: black;">类展示</span><span style="color: black;">的<span style="color: black;">宣传</span>可能会比较好，独立站运营的品牌肯定是要投，这是毋庸置疑的，<span style="color: black;">倘若</span>前期需要出量<span style="color: black;">或</span>去做增量，</span><span style="color: black;">展示类的会来得比较快<span style="color: black;">有些</span>。<span style="color: black;">倘若</span>想打造爆品，单品，可能</span><span style="color: black;">Google Shopping</span><span style="color: black;">类会更适合。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">铂金智慧刘艳林：</span><span style="color: black;">我有三个点<span style="color: black;">意见</span>，<span style="color: black;">第1</span>，我个人认为独立站还是适合头部的，走在前端的跨境出口电商，它确实需要<span style="color: black;">必定</span>的<span style="color: black;">贮存</span>和实力，</span><span style="color: black;">光供应链可能</span><span style="color: black;">就会是比<span style="color: black;">很强</span>的耗费。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第二，运营的优化，<span style="color: black;">例如</span>用户体验比较差的问题，铂金分析<span style="color: black;">能够</span><span style="color: black;">帮忙</span>独立站<span style="color: black;">发掘</span>运营过程中存在<span style="color: black;">那些</span>问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第三，我想请教吴总和张总，你们都不<span style="color: black;">意见</span>做独立站，难道要<span style="color: black;">始终</span>依赖第三方平台？其实第三方平台确实存在<span style="color: black;">必定</span>的<span style="color: black;">危害</span>，<span style="color: black;">例如</span>政策的<span style="color: black;">危害</span>，在美国市场</span><span style="color: black;">特朗普</span><span style="color: black;">上台是有<span style="color: black;">必定</span>的贸易<span style="color: black;">守护</span>论的；还有<span style="color: black;">便是</span>平台有<span style="color: black;">有些</span>政策可能会经常封你的号，在这种<span style="color: black;">状况</span>下，<span style="color: black;">咱们</span><span style="color: black;">做为</span>国内的出口电商企业在什么</span><span style="color: black;">时间布局独立站会比较好？。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价之链吴武胜</span><span style="color: black;">：</span><span style="color: black;">2014</span><span style="color: black;">年和</span><span style="color: black;">2015</span><span style="color: black;">年做独立站可能还好，但</span><span style="color: black;">2016</span><span style="color: black;">到今年可能压力比<span style="color: black;">很强</span>。<span style="color: black;">咱们</span></span><span style="color: black;">建独立站</span><span style="color: black;"><span style="color: black;">亦</span>是比较晚，其他人建得比较早。做独立站，<span style="color: black;">针对</span>有实力的企业<span style="color: black;">来讲</span>肯定很好，<span style="color: black;">由于</span>价格<span style="color: black;">优良</span>、推广<span style="color: black;">优良</span>都很<span style="color: black;">显著</span>，<span style="color: black;">例如</span><span style="color: black;">一样</span>的<span style="color: black;">制品</span>，相较于第三方平台的<span style="color: black;">花费</span>问题、规则性等问题，独立站的占比是非常高的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>，<span style="color: black;">此刻</span><span style="color: black;">大众</span>同质化竞争非常激烈，<span style="color: black;">无</span>哪款<span style="color: black;">制品</span>是<span style="color: black;">仅有</span>你<span style="color: black;">晓得</span>，我不<span style="color: black;">晓得</span>的，关于这一点，<span style="color: black;">倘若</span>从营销的<span style="color: black;">方向</span><span style="color: black;">来讲</span>，独立</span><span style="color: black;">站<span style="color: black;">针对</span></span><span style="color: black;">成本投入周期是有点长，运营</span><span style="color: black;">投入<span style="color: black;">亦</span>比<span style="color: black;">很强</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>这个企业本身有三五年的独立站规划</span><span style="color: black;">，且本身<span style="color: black;">机构</span>的实力比较强，独立站运营是一个比较好的方向，<span style="color: black;">由于</span><span style="color: black;">针对</span>后期可能爆发<span style="color: black;">或</span>你的<span style="color: black;">营销</span>体量都有很大的<span style="color: black;">帮忙</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">铂金智慧刘艳林</span><span style="color: black;">：我追问一个问题，您觉得一个跨境出口电商，有些什么样的<span style="color: black;">要求</span><span style="color: black;">能够</span>组建<span style="color: black;">乃至</span>是主</span><span style="color: black;">推独立站</span><span style="color: black;">？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价之链吴武胜</span><span style="color: black;">：<span style="color: black;">首要</span>，<span style="color: black;">机构</span>有这个战略规划，<span style="color: black;">由于</span>有些人<span style="color: black;">便是</span>凑热闹，看别人独立站做得挺好，我<span style="color: black;">亦</span>上。还有一个是<span style="color: black;">机构</span>的资本<span style="color: black;">状况</span>，前期投入真的是<span style="color: black;">尤其</span><span style="color: black;">尤其</span>大的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">踏浪者张小腾</span><span style="color: black;">：我认为两点是适合</span><span style="color: black;">建独立站</span><span style="color: black;">，平台那</span><span style="color: black;">块确实</span><span style="color: black;">是做得很好了，有了<span style="color: black;">制品</span>的积淀，和<span style="color: black;">有些</span>服务客户团队的积淀，<span style="color: black;">此时</span>做独立站的目</span><span style="color: black;">的可能不是拉动多少<span style="color: black;">营销</span>，可能有两个目的，<span style="color: black;">第1</span>帮平台清库存，第二可能是把独立站<span style="color: black;">做为</span>一个品牌展示门面，<span style="color: black;">便是</span>做分销<span style="color: black;">亦</span>好<span style="color: black;">或</span>做什么<span style="color: black;">亦</span>好，会直接把站点丢出去，<span style="color: black;">大众</span><span style="color: black;">能够</span>直接在上面</span><span style="color: black;">选品<span style="color: black;">或</span></span><span style="color: black;">下单都是</span><span style="color: black;">OK</span><span style="color: black;">的，我觉得可能是这个<span style="color: black;">功效</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主持人宋星</span><span style="color: black;">：这是非常好的思路，有<span style="color: black;">非常多</span><span style="color: black;">伴侣</span>把独立站和品牌<span style="color: black;">相关</span>在<span style="color: black;">一块</span>，未必需要独立站去取代平台的<span style="color: black;">功效</span>，<span style="color: black;">然则</span>独立</span><span style="color: black;">站确实</span><span style="color: black;">是官方的一个门面，当有人想查这个品牌<span style="color: black;">背面</span>有什么的时候，他</span><span style="color: black;">一</span><span style="color: black;">搜</span><span style="color: black;">Google</span><span style="color: black;">就到了独立站上，独立站是一个严</span><span style="color: black;">谨、<span style="color: black;">美丽</span>、美观大方的，能够<span style="color: black;">帮忙</span>品牌的体验上得到<span style="color: black;">极重</span>的<span style="color: black;">提高</span>，这个独立站的价值</span><span style="color: black;">就发挥出来了，<span style="color: black;">况且</span>这种<span style="color: black;">状况</span>下独立站运营的难度和独立站建设的难度相对<span style="color: black;">来讲</span>要低<span style="color: black;">非常多</span>了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/SjJg8IWpbAqFEtC3lg4dmRFJVVJicqJe1IKdcTDQwwKcgUEvYcAoibPy96WaYT4AOV5H5n4KJ7teQ7czPa1ibfQMQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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