从三大爆火出海品牌，拆解外贸独立站玩法
<span style="color: black;">在中国出海品牌50强榜单中，有不少资深独立站卖家。<span style="color: black;">例如</span><span style="color: black;">咱们</span>熟知的跨境快时尚品牌ZAFUL，“干掉”华为小米拿下美国运营商的One Plus，还有<span style="color: black;">始终</span>闷声发大财的出海之光 Anker。经过观察总结，我<span style="color: black;">发掘</span>尽管这些品牌所在行业<span style="color: black;">区别</span>，但在制定独立站营销策略时，不约而同将以下三点<span style="color: black;">做为</span>重点工作：</span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">找准<span style="color: black;">目的</span>受众，打造品牌定位</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">视频营销引流，<span style="color: black;">增多</span>品牌<span style="color: black;">揭发</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">搭建站内社区，<span style="color: black;">提高</span>品牌粘性</span></strong></p><span style="color: black;">本期内容，就从以上三点出发，和<span style="color: black;">大众</span>聊聊ZAFUL、One Plus、和Anker三大出海品牌的独立站营销策略，并分享我</span><span style="color: black;">的观察和总结，<span style="color: black;">期盼</span>能给正在做独立站营销的出海企业<span style="color: black;">有些</span>灵感和启发。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">01</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">找准<span style="color: black;">目的</span>受众：打造品牌定位</span></strong></span><span style="color: black;">搭建独立站的<span style="color: black;">第1</span>步，是确定品牌的市场定位。一个清晰的市场定位，能够<span style="color: black;">帮忙</span>商家<strong style="color: blue;">确定品牌推广的方向和重点，并<span style="color: black;">逐步</span>形成独有的品牌调性</strong>。</span><span style="color: black;"><span style="color: black;">初期</span>的ZAFUL参考<span style="color: black;">营销</span>报表数据，将泳装列为其主营品类。<span style="color: black;">首要</span>，ZAFUL将市场瞄准欧美市场，<span style="color: black;">因为</span><span style="color: black;">青年</span>欧美女性人数众多，有<span style="color: black;">必定</span>消费能力，且对<span style="color: black;">鲜嫩</span>事物接受度高，顺利成章<span style="color: black;">作为</span>泳装<span style="color: black;">制品</span>的绝佳<span style="color: black;">目的</span>受众；其次，ZAFUL<span style="color: black;">经过</span>对<span style="color: black;">目的</span>人群的分析，<span style="color: black;">认识</span>到这类人群的消费特点：<span style="color: black;">她们</span>追求个性化款式，更换泳衣频率高，且<span style="color: black;">期盼</span>能在维持少量预算的<span style="color: black;">状况</span>下紧跟市场潮流。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMmFsUSJNmBqfOuv66fsMPrwXE4rUwoNw5vDnCwzBQt2tZeylV41RStxDAVcXAcqqILeEAIFEqzKKA/640?wx_fmt=png&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;"><span style="color: black;">ZAFUL</span><span style="color: black;">：官网<span style="color: black;">制品</span>目录页</span></span></p><span style="color: black;"><span style="color: black;">按照</span>这些特点，<span style="color: black;">咱们</span><span style="color: black;">能够</span>看到在ZAFUL官网的泳装<span style="color: black;">归类</span>下，设置了<span style="color: black;">区别</span>的价格分层，能够<span style="color: black;">帮忙</span>用户<span style="color: black;">快速</span>找到适合<span style="color: black;">自己</span>消费能力的<span style="color: black;">制品</span>，并且单独列出了Shop by Trend栏目，满足消费者紧跟市场潮流的消费心理。据<span style="color: black;">认识</span>，<span style="color: black;">日前</span>ZAFUL的<span style="color: black;">制品</span>从设计到上架平均仅需1-2周，而泳装款式<span style="color: black;">亦</span>高达800+，在消费者心中，<span style="color: black;">逐步</span>形<span style="color: black;">成为了</span>“款式丰富、上新频繁”的快时尚品牌形象。</span><span style="color: black;">OnePlus手机的市场定位<span style="color: black;">一样</span><span style="color: black;">精细</span>且独到，它不直接与<span style="color: black;">哪些</span>定位高端市场的智能手机品牌竞争，而是对用户<span style="color: black;">需要</span>进行进一步细分，<span style="color: black;">最后</span>将<span style="color: black;">目的</span>定为：为安卓系统的粉丝<span style="color: black;">供给</span>一款既便宜，又有出色性能的手机。这种做法能直接将One Plus的<span style="color: black;">目的</span>用户独立出来，从而有针对性地制定推广策略。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/nf31t2PGnMmFsUSJNmBqfOuv66fsMPrwxWpDz5wLSlHfiapv9qNyZLiacO5ZYGD1dOsVpzGgHB2gwG3ghNQBaGyw/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;"><span style="color: black;">One Plus</span><span style="color: black;">：市场定位</span></span></p><span style="color: black;">在One Plus的官方网站，<span style="color: black;">咱们</span><span style="color: black;">能够</span>一眼看到两大重点信息：<span style="color: black;">制品</span>性能的宣传与价格信息，而这与One Plus塑造的品牌价值是高度一致的。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMmFsUSJNmBqfOuv66fsMPrwZQbeON999HFTHHr5MtMbk1lf7pCbxJvG5ScJlPFufZiczya6ibHcmpNA/640?wx_fmt=png&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;"><span style="color: black;">One Plus</span><span style="color: black;">：官网首页<span style="color: black;">制品</span></span></span></p><span style="color: black;">与One Plus的市场定位有<span style="color: black;">类似</span>之处，2010年，Anker的创始人<span style="color: black;">发掘</span>电子<span style="color: black;">制品</span>在海外市场的<span style="color: black;">需要</span>很大，而市面上缺乏价格适中、品质过硬的中国制造<span style="color: black;">制品</span>。于是将其<span style="color: black;">做为</span>突破口，将<span style="color: black;">目的</span>设为打造性价比高、用户体验好的的国产电子<span style="color: black;">制品</span>。Anker在网站宣传中将用户评论放在显眼位置，并<span style="color: black;">注重</span><span style="color: black;">开发</span>团队的拓展，<span style="color: black;">持续</span>优化<span style="color: black;">制品</span>体验，经过近10年的发展，<span style="color: black;">逐步</span>在海外消费者中树立值得信赖的品牌形象。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">视频营销引流：<span style="color: black;">增多</span>品牌<span style="color: black;">揭发</span></span></strong></span><span style="color: black;">在独立站营销中，<span style="color: black;">怎样</span>为网站引流，<span style="color: black;">亦</span>是令不少出海卖家头疼的问题。在引流策略上，这三大品牌不约而同，<span style="color: black;">选取</span>用<strong style="color: blue;">视频营销强化品牌<span style="color: black;">特殊</span>，以最大的传播速率<span style="color: black;">增多</span>品牌<span style="color: black;">揭发</span>。</strong></span><span style="color: black;">ZAFUL采用当下最受欢迎的直播带货形式，在ZAFUL APP、Facebook、YouTube等频道<span style="color: black;">定时</span>开展直播活动，抢占用户碎片化时间，<span style="color: black;">经过</span><span style="color: black;">容易</span>自然的方式渗透品牌<span style="color: black;">认识</span>，推动用户消费转化。<span style="color: black;">日前</span>ZAFUL在Facebook平均<span style="color: black;">每日</span>发布1~2条直播视频，平均每条观看量高达8000<span style="color: black;">上下</span>。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMmFsUSJNmBqfOuv66fsMPrwcOuibnOSWwNUOWyzZXeMGEibOHbf0hpW7EiagSWs0X7bBz79lpBqMWllg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">ZAFUL</span><span style="color: black;">：Facebook页面</span></span><span style="color: black;">在科技类<span style="color: black;">制品</span><span style="color: black;">行业</span>，测评视频<span style="color: black;">常常</span>很受欢迎，<span style="color: black;">因此呢</span>One Plus与许多YouTuber合作，<span style="color: black;">海量</span>发布测评类视频，进行品牌宣传的<span style="color: black;">同期</span>帮消费者扫清疑虑。<span style="color: black;">日前</span>One Plus的YouTube官方频道有近118万订阅粉丝，据粗略统计，YouTube上有4200位博主为品牌做过内容推广，而YouTube<span style="color: black;">亦</span>理所当然<span style="color: black;">作为</span>为官网引流最多的社交平台。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMmFsUSJNmBqfOuv66fsMPrwOicMXgaxdBVdrJSFjia2nlwLnkKYYHXR5BfNzlFJ2icpib0ib3QtoZPx4QQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">One Plus</span><span style="color: black;">：各大社媒平台引流占比</span></span><span style="color: black;"><span style="color: black;">因为</span>Anker<span style="color: black;">非常</span><span style="color: black;">注重</span>用户体验，<span style="color: black;">因此呢</span>它重点打造了一系列指引客户<span style="color: black;">运用</span><span style="color: black;">守护</span>的教程类视频。在YouTube频道，<span style="color: black;">咱们</span><span style="color: black;">能够</span>看到多个How to类型视频合辑，在<span style="color: black;">指点</span>用户<span style="color: black;">运用</span><span style="color: black;">制品</span>的<span style="color: black;">同期</span>，打造专业且值得信赖的品牌形象，在用户中大获好评。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMmFsUSJNmBqfOuv66fsMPrwzFtbhgeiaeiaBeD7KxlXv4vBA9SV0k49rLqnHzTibjdLr0oAriclWk9h1w/640?wx_fmt=png&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;"><span style="color: black;">Anker</span><span style="color: black;">：YouTube频道</span></span></p><span style="color: black;">总结来看，无论是为官网引流，促进转化；还是强化品牌<span style="color: black;">特殊</span>，塑造更加立体的品牌形象，视频营销都是出海商家不容<span style="color: black;">忽略</span>的<span style="color: black;">有效</span>策略，它将更好地助力独立站营销，促进品牌沉淀，为品牌<span style="color: black;">累积</span>客群。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">03</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">搭建站内社区：<span style="color: black;">提高</span>品牌粘性</span></strong></span><span style="color: black;"><span style="color: black;">经过</span>浏览ZAFUL、One Plus和Anker的独立站，<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">发掘</span>，在网页设置中，<span style="color: black;">她们</span>都搭建了站内社区。这不仅能<strong style="color: blue;">为品牌<span style="color: black;">累积</span>私域流量，还<span style="color: black;">能够</span><span style="color: black;">提高</span>客户留存度，<span style="color: black;">加强</span>品牌粘性。</strong></span><span style="color: black;">ZAFUL于2016年上线了Z-Me社区，用于发布热点<span style="color: black;">专题</span>、<span style="color: black;">诠释</span>最新潮流和时尚趋势，鼓励用户互动，并<span style="color: black;">捉捕</span><span style="color: black;">有些</span>购物体验的优化方向。One Plus<span style="color: black;">重点</span>在站内社区发布活动信息，图文版测评<span style="color: black;">文案</span>和用户的<span style="color: black;">运用</span>体验分享。Anker<span style="color: black;">亦</span>单独开设用户论坛，设置问答栏目，发放独家折扣，将站内社区打<span style="color: black;">导致</span>一个线上用户俱乐部。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/nf31t2PGnMmFsUSJNmBqfOuv66fsMPrwGILUS6z5mbhp3dBYYKibYxQ0dcGM3sdP7TAFx7XicAZAhOoMVaWryXUQ/640?wx_fmt=png&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;"><span style="color: black;">Anker</span><span style="color: black;">：站内社区</span></span></p><span style="color: black;">搭建在线社区，属于独立站内容营销的一部分，它有几点好处：<span style="color: black;">第1</span>，能够丰富网站内容，<span style="color: black;">增多</span>用户<span style="color: black;">拜访</span>率，<span style="color: black;">优秀</span>内容的<span style="color: black;">连续</span>输出<span style="color: black;">亦</span>能为网站<span style="color: black;">提高</span>权重，优化SEO排名。第二，<span style="color: black;">针对</span>B2C独立站<span style="color: black;">来讲</span>，搭建一个促进消费者交流的在线社群，能够更好地触达客户，收集用户反馈，是企业优化<span style="color: black;">制品</span>和品牌营销策略的重要参考。最后，一个<span style="color: black;">优秀</span>的站内社区<span style="color: black;">亦</span>有助于打造完整的品牌形象，形成一批固定的客群或粉丝，<span style="color: black;">提高</span>品牌粘性。</span><span style="color: black;">本着向优秀独立站卖家“取经”的思路，出海企业<span style="color: black;">倘若</span>想进阶独立站营销玩法，需在打磨品牌定位、拓展引流<span style="color: black;">途径</span>和优化内容建设方面多下功夫。相信<span style="color: black;">经过</span>积极的尝试和<span style="color: black;">累积</span>，<span style="color: black;">必定</span>能找到行之有效的营销策略，使独立站<span style="color: black;">作为</span>助力品牌出海的<span style="color: black;">有效</span>利器。</span>
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