论坛 › 甘肃 › 深度对话：看汽配品类跨境电商大卖怎么样逆势增长25%

f9yx0du 发表于 2024-8-23 22:53:59

深度对话：看汽配品类跨境电商大卖怎么样逆势增长25%

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有数据<span style="color: black;">表示</span>，<span style="color: black;">全世界</span>汽配电商零售市场规模将在2023年达到600亿美元，近六年的复合增长率达到13.1%。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在欧美地区，汽车保有者热衷于自己动手进行汽车维修和保养，<span style="color: black;">况且</span>，<span style="color: black;">因为</span>美国<span style="color: black;">无</span>强制的汽车报废制度，<span style="color: black;">寓意</span>着汽车配件有很长的生命周期。与此<span style="color: black;">同期</span>，消费者对汽车配件的<span style="color: black;">需要</span><span style="color: black;">亦</span><span style="color: black;">起始</span>多元化，追求更高质量、<span style="color: black;">更加多</span>功能和外观更独特的汽车配件。</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 style="color: black;">怎样</span>应对瞬息万变的汽配市场和<span style="color: black;">需要</span>多样化的消费者？<span style="color: black;">咱们</span>专访了</span><strong style="color: blue;"><span style="color: black;">适途实业董事长龚海军先生</span></strong>，适途实业在跨境电商<span style="color: black;">行业</span>深耕了10余载，今年全年增速预计将达到25%，相信其企业经营理念和管理经验会带给<span style="color: black;">咱们</span><span style="color: black;">有些</span>启发。<a style="color: black;">深耕汽配品类,这家跨境电商大卖家逆势增长25%</a></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/8c572d73e49c4b29802efa91d282e041~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724953007&amp;x-signature=QjmsTJjfCYYG7KcrM0M1ToiC1CI%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>市场&amp;平台</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;">跨境眼观察：</span></strong><span style="color: black;">据<span style="color: black;">认识</span>，适途较早布局了多平台，<span style="color: black;">针对</span>市场的判断有较高的<span style="color: black;">敏锐</span>度，<span style="color: black;">那样</span><span style="color: black;">选取</span>平台的<span style="color: black;">规律</span>是什么？<span style="color: black;">日前</span>各平台营收占比<span style="color: black;">状况</span><span style="color: black;">怎么样</span>？多平台运营过程中碰到过<span style="color: black;">那些</span><span style="color: black;">困难</span>？又是<span style="color: black;">怎样</span><span style="color: black;">处理</span>的？</span></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;">龚海军：</span></strong><span style="color: black;"><span style="color: black;">由于</span><span style="color: black;">触及</span>到车型数据库的问题，<span style="color: black;">因此</span>汽车配件品类在平台方面<span style="color: black;">无</span>太多<span style="color: black;">选取</span>，当前<span style="color: black;">重点</span><span style="color: black;">包含</span>eBay、亚马逊和沃尔玛三个平台。eBay是最早做汽车配件的平台，在第三方平台里数据最全，沃尔玛这两年<span style="color: black;">亦</span>在<span style="color: black;">持续</span>优化它的车型数据库。<span style="color: black;">咱们</span>95%的营业额来自eBay和亚马逊，<span style="color: black;">详细</span>到营收占比，50%来自亚马逊，45%来自eBay，5%来自沃尔玛。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运营过程中的最大问题是<span style="color: black;">区别</span>平台的规则不<span style="color: black;">同样</span>，虽然看上去大致相同，<span style="color: black;">然则</span>细节还是有<span style="color: black;">非常多</span><span style="color: black;">区别</span>，需要花<span style="color: black;">非常多</span>精力去跟进。这<span style="color: black;">亦</span>反映到人的层面，<span style="color: black;">例如</span>沃尔玛的运营人员，花了<span style="color: black;">一样</span>的精力，其业务提成和<span style="color: black;">薪水</span>未必有eBay和亚马逊平台的运营人员<span style="color: black;">那样</span>高，这会<span style="color: black;">导致</span>不公平现象及工作动力上的差异，<span style="color: black;">因此呢</span>需要进行协调，在起薪和业务提成等方面会略微调高<span style="color: black;">有些</span>。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/79975d95c77749109fd6fcebee97de29~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724953007&amp;x-signature=jOz2T76dVhpyBeQ3pEpvgUAFs%2FM%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span><span style="color: black;">制品</span>&amp;运营</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;">跨境眼观察：</span></strong><span style="color: black;">适途定义和迭代<span style="color: black;">制品</span>的<span style="color: black;">重点</span>依据是什么？需要调研和<span style="color: black;">认识</span><span style="color: black;">那些</span>信息或是数据维度？<span style="color: black;">制品</span>迭代的周期大概多长？能否简要介绍下适途<span style="color: black;">制品</span>策划的流程？</span></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;">龚海军：</span></strong><span style="color: black;">汽车配件品类属于标准件，<span style="color: black;">咱们</span>会<span style="color: black;">更加多</span>地<span style="color: black;">按照</span>北美市面上流行的车型去<span style="color: black;">选取</span><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;"><span style="color: black;"><span style="color: black;">第1</span>，关于<span style="color: black;">制品</span><span style="color: black;">选取</span>，<span style="color: black;">咱们</span>会重点关注市场保有量比较高的车型，而比较高端的车型不<span style="color: black;">必定</span>会<span style="color: black;">选取</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，关于<span style="color: black;">制品</span>迭代，<span style="color: black;">区别</span>汽车品牌发布新车型的时候，<span style="color: black;">咱们</span>会<span style="color: black;">第1</span>时间去<span style="color: black;">认识</span>型号，并跟供应链匹配；<span style="color: black;">咱们</span><span style="color: black;">亦</span>会主动去采购<span style="color: black;">有些</span>样品，送到工厂供借鉴、<span style="color: black;">研发</span>。这过程中最关键在于两个点：一是车型的保有量要达到预期，二是供应链支持<span style="color: black;">制品</span>的<span style="color: black;">研发</span>。这两点都满足后，就要<span style="color: black;">思虑</span>毛利润<span style="color: black;">是不是</span>能达到预期，以及市场的竞争程度<span style="color: black;">怎样</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第三，关于迭代周期，<span style="color: black;">咱们</span>几乎每周都会进行<span style="color: black;">制品</span>更新和淘汰，<span style="color: black;">由于</span>汽车的品牌和车型多，年份跨度大，SKU<span style="color: black;">非常多</span>，<span style="color: black;">咱们</span>在淘汰<span style="color: black;">制品</span>的时候，<span style="color: black;">重点</span>依据年份，<span style="color: black;">例如</span>车型上市20年<span style="color: black;">或</span>15年，就会重点<span style="color: black;">思虑</span>是淘汰还是留存。</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;">咱们</span>会<span style="color: black;">按照</span>现有的SKU、新<span style="color: black;">发掘</span>SKU和厂家<span style="color: black;">举荐</span>SKU，去做横纵向的对比，匹配到配件库，同步会做市场调研，会牵涉到供应商、市场保有量、有多少卖家的调研，调研之后，会<span style="color: black;">按照</span>采购的成本、<span style="color: black;">目的</span><span style="color: black;">营销</span>价格和毛利润，决定<span style="color: black;">是不是</span>新增这个SKU。</span></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;">跨境眼观察：</span></strong><span style="color: black;">适途<span style="color: black;">制品</span>有10万多个SKU，有业内人士认为汽摩配是很适合做精铺的品类，您<span style="color: black;">怎样</span>看？您认为汽摩配品类<span style="color: black;">怎样</span><span style="color: black;">加强</span><span style="color: black;">制品</span>竞争力？从行业来看，适途当前的定位和竞争力<span style="color: black;">怎样</span>？</span></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;">龚海军：</span></strong><span style="color: black;">在汽车配件这个品类，<span style="color: black;">咱们</span>把自己定位为精铺的<span style="color: black;">营销</span>模式。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关于<span style="color: black;">制品</span>竞争力，<span style="color: black;">首要</span><span style="color: black;">咱们</span>占据了时间<span style="color: black;">优良</span>，从2010年转型做汽车配件，到<span style="color: black;">此刻</span>接近13个年头，<span style="color: black;">始终</span>在这个<span style="color: black;">行业</span>深耕，随着时间的推移，<span style="color: black;">咱们</span>在eBay、亚马逊的平台沉淀起到了关键性的<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;">其次，在于<span style="color: black;">制品</span>品控，<span style="color: black;">经过</span>跟工厂的<span style="color: black;">长时间</span>深度合作，<span style="color: black;">咱们</span>在<span style="color: black;">制品</span>质量上<span style="color: black;">逐步</span>形<span style="color: black;">成为了</span>自己的标准，与此<span style="color: black;">同期</span>，采购的规模效应<span style="color: black;">亦</span>带来了品质和价格上的竞争力。汽车配件是安全性<span style="color: black;">制品</span>，<span style="color: black;">倘若</span>一味追求价格而丢失品质，生意注定<span style="color: black;">没法</span><span style="color: black;">很久</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再次，在于供应链的稳定性。在供应链这<span style="color: black;">一起</span>，工厂的<span style="color: black;">敏锐</span>度很高，<span style="color: black;">因此</span><span style="color: black;">咱们</span>在<span style="color: black;">制品</span><span style="color: black;">开发</span>和更新上会<span style="color: black;">协同</span>厂家去<span style="color: black;">认识</span>参数及购买样品，并协同和推动厂家去进行生产。</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;">另外</span>，<span style="color: black;">咱们</span><span style="color: black;">初期</span>的海外仓布局<span style="color: black;">亦</span>起到了重要支撑<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;"><strong style="color: blue;"><span style="color: black;">跨境眼观察：</span></strong><span style="color: black;">海外仓都是布局在美国吗？<span style="color: black;">这般</span>的布局是基于什么<span style="color: black;">思虑</span>？</span></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;">龚海军：</span></strong><span style="color: black;"><span style="color: black;">咱们</span>从2010年出海到<span style="color: black;">此刻</span>，<span style="color: black;">逐步</span>在美国设立了三个自己的海外仓（分别在美西、美东和美南），从一<span style="color: black;">起始</span><span style="color: black;">便是</span>自己管理和经营，这么<span style="color: black;">数年</span>来海外仓的稳定和易仓的系统有很大的关系。虽然<span style="color: black;">咱们</span>会做<span style="color: black;">有些</span><span style="color: black;">开发</span>，<span style="color: black;">然则</span>后面我<span style="color: black;">逐步</span><span style="color: black;">发掘</span>海外仓<span style="color: black;">无</span>一个很给力、很稳定的系统，发展会受到很大的制约。</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;">第1</span>个海外仓布局在洛杉矶（美西），但后面<span style="color: black;">经过</span>数据分析<span style="color: black;">发掘</span>，在洛杉矶发货的目的地有60%不在美西地区，<span style="color: black;">因此</span>就去纽约（美东）开了一个新的仓库，有1万多平方米，但<span style="color: black;">亦</span><span style="color: black;">逐步</span><span style="color: black;">不足</span>用了。当时<span style="color: black;">仅有</span>两种方式，一种是换一个更大的仓库，一种是找一个新的<span style="color: black;">地区</span>再去<span style="color: black;">研发</span>一个仓库。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在美国搬仓库成本和损耗很大，<span style="color: black;">咱们</span><span style="color: black;">最后</span><span style="color: black;">选取</span>在亚特兰大（美南）开了第三个仓库，一方面在于<span style="color: black;">处理</span>库存容积问题，另一方面，<span style="color: black;">经过</span>系统测算<span style="color: black;">咱们</span><span style="color: black;">发掘</span><span style="color: black;">经过</span>三个海外仓<span style="color: black;">同期</span>发货，能把90%的包裹都<span style="color: black;">掌控</span>在第四区范围以内，最大化覆盖范围。</span></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;">跨境眼观察：</span></strong><span style="color: black;"><span style="color: black;">区别</span>尺寸和规格的<span style="color: black;">制品</span>在建仓选址上有<span style="color: black;">区别</span>，那在推广和引流方面呢？汽摩配<span style="color: black;">制品</span>在推广和引流上的策略有<span style="color: black;">那些</span>特殊性？</span></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;">龚海军：</span></strong><span style="color: black;"><span style="color: black;">咱们</span>把引流分为站内引流和站外引流。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关于站外引流，<span style="color: black;">咱们</span>会<span style="color: black;">经过</span>搜索引擎以及<span style="color: black;">有些</span>社交<span style="color: black;">媒介</span><span style="color: black;">例如</span>Facebook、Twitter，<span style="color: black;">或</span>是YouTube上的网络红人。运用搜索引擎进行推广相对来讲会更<span style="color: black;">精细</span>，<span style="color: black;">咱们</span>会<span style="color: black;">持续</span>地在搜索引擎上<span style="color: black;">移植</span>热销<span style="color: black;">或</span>消费者最<span style="color: black;">爱好</span>搜的关键词，<span style="color: black;">这般</span>搜索时会有直观展现。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在社交<span style="color: black;">媒介</span>上<span style="color: black;">更加多</span>的是进行品牌推广，有少部分会用话题的形式，<span style="color: black;">有些</span>修车达人会在拍摄修车时<span style="color: black;">运用</span><span style="color: black;">咱们</span>的汽车配件，会做<span style="color: black;">有些</span>场景化代入。当然，汽车配件品类在推广时跟其他消费品相比，效果不会<span style="color: black;">那样</span><span style="color: black;">显著</span>，它是一个很漫长的过程。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关于站内引流，<span style="color: black;">更加多</span>的是数据优化，<span style="color: black;">包含</span>车型匹配度的优化以及站内<span style="color: black;">宣传</span>推广。<span style="color: black;">咱们</span>很关注站内数据，<span style="color: black;">日前</span>在亚马逊的<span style="color: black;">宣传</span>投入<span style="color: black;">掌控</span>在<span style="color: black;">营销</span>额的3%以内。汽车配件客单价并不低，<span style="color: black;">因此</span>这个投入总额<span style="color: black;">亦</span>不低。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">即使如此，汽车配件品类不像<span style="color: black;">有些</span>消费类<span style="color: black;">制品</span>可能<span style="color: black;">经过</span><span style="color: black;">宣传</span><span style="color: black;">快速</span>放大<span style="color: black;">营销</span>量，<span style="color: black;">更加多</span>的只是让用户有<span style="color: black;">另一</span>一个途径找到你。</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;">详细</span>到站内和站外的<span style="color: black;">花费</span>占比，分别是70%和30%。<span style="color: black;">详细</span>到平台，在亚马逊比在eBay的投入要大。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/3682433fb5904cbeb5d5f1c49d82fd25~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724953007&amp;x-signature=qjaYsZZctJxAA2sIBT1IAMO4D2E%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>组织&amp;人才</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;">跨境眼观察：</span></strong><span style="color: black;">就适途的发展进程和当前体量而言，<span style="color: black;">机构</span>组织架构有<span style="color: black;">那些</span>变化？岗位设置又有<span style="color: black;">那些</span>变化？</span></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;">龚海军：</span></strong><span style="color: black;">组织架构方面，<span style="color: black;">咱们</span>会<span style="color: black;">按照</span>市场<span style="color: black;">需要</span>和内部管理<span style="color: black;">需要</span><span style="color: black;">持续</span>做<span style="color: black;">有些</span><span style="color: black;">调节</span>。<span style="color: black;">例如</span>之前<span style="color: black;">咱们</span>的店铺安全管理是分散在各<span style="color: black;">营销</span>人员手中，后面<span style="color: black;">咱们</span>针对平台安全和店铺安全专门成立了一个<span style="color: black;">分部</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;">同期</span>，随着人员<span style="color: black;">增多</span>，组织架构庞大，内部跨<span style="color: black;">分部</span>协作就变得更加<span style="color: black;">繁杂</span>，<span style="color: black;">因此</span><span style="color: black;">咱们</span>又新成立了一个跨<span style="color: black;">分部</span>协作部，<span style="color: black;">重点</span>对接<span style="color: black;">营销</span>和采购之间的沟通，避免一名采购人员去沟通多名<span style="color: black;">营销</span>人员，而<span style="color: black;">调节</span>为几名<span style="color: black;">营销</span>人员跟进所有采购事宜，简化和规范了数据和流程。</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;">咱们</span>业务团队的高管都是从基层提拔而来，我<span style="color: black;">亦</span>倾向于放权。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/dc76f380180243aea83d83d926d5e2b7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724953007&amp;x-signature=TJvUKEQNbrfZIHa9ZAdwrj%2B%2BQ6w%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4、</span>供应链管理</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;">跨境眼观察：</span></strong><span style="color: black;">适途在筛选供应商时有<span style="color: black;">那些</span>标准？<span style="color: black;">怎样</span><span style="color: black;">加强</span>供应商的<span style="color: black;">协同</span>意愿？</span></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;">龚海军：</span></strong><span style="color: black;">在供应链方面，基本<span style="color: black;">无</span>掉过链子。</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;">首要</span>，<span style="color: black;">咱们</span>在起步时就非常注重供应商的<span style="color: black;">选取</span>，只是当时并<span style="color: black;">无</span>形成<span style="color: black;">制品</span>品质标准，<span style="color: black;">亦</span>不<span style="color: black;">晓得</span>哪家的配件生产得更好，<span style="color: black;">因此</span><span style="color: black;">咱们</span>会采用<span style="color: black;">有些</span>笨办法，<span style="color: black;">例如</span>会<span style="color: black;">选取</span>有<span style="color: black;">必定</span>规模的供应商，<span style="color: black;">由于</span><span style="color: black;">咱们</span>认为有<span style="color: black;">必定</span>规模的企业，<span style="color: black;">制品</span>品质不会太差。这个<span style="color: black;">选取</span>为<span style="color: black;">咱们</span>汽车配件的线上爆发式增长起到了很好的铺垫<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;">其次，<span style="color: black;">咱们</span>不会把账期<span style="color: black;">做为</span>首要<span style="color: black;">思虑</span><span style="color: black;">原因</span>。<span style="color: black;">咱们</span>在货款支付方面很<span style="color: black;">即时</span>，30-60天内支付货款合计占比超过90%。我觉得羊毛<span style="color: black;">必定</span>不会出在猪身上，当你一味跟供应商谈账期，这部分成本会被转嫁到报价里面，<span style="color: black;">况且</span>让供应商无偿<span style="color: black;">供给</span>3-4个月账期<span style="color: black;">亦</span>不<span style="color: black;">恰当</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再次，供应链其实是<span style="color: black;">咱们</span>的衣食父母，我在和供应商沟通以及在供应商会议上<span style="color: black;">亦</span><span style="color: black;">持续</span>强调这一点。汽车配件<span style="color: black;">制品</span>属于被动式消费<span style="color: black;">制品</span>，客户<span style="color: black;">常常</span>不会<span style="color: black;">由于</span><span style="color: black;">照片</span>好看或是价格便宜而购买，<span style="color: black;">必定</span>是车子某个配件坏了才有购买<span style="color: black;">需要</span>，<span style="color: black;">因此呢</span>供应链尤为重要。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在合作<span style="color: black;">数年</span>的供应商中，<span style="color: black;">咱们</span>主动淘汰的不超过3%，<span style="color: black;">况且</span><span style="color: black;">咱们</span>的采购员<span style="color: black;">无</span>权力换供应商，<span style="color: black;">倘若</span>要更换供应商需要<span style="color: black;">机构</span>开会讨论。<span style="color: black;">这般</span>一来，供应商更有安全感，<span style="color: black;">亦</span>不需要成天去公关<span style="color: black;">咱们</span>的采购人员；<span style="color: black;">况且</span><span style="color: black;">亦</span>简化了采购人员的工作，<span style="color: black;">便是</span>谈价格、下单和跟进货物生产等。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/18034e97d82b4e1386b99a2397dd285b~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724953007&amp;x-signature=N5fkMFBa0NlpSxiUV5POcByuvmg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">跨境眼观察：</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>跨境电商行业，缺货或库存滞销等问题很<span style="color: black;">平常</span>，适途的库存周转<span style="color: black;">状况</span><span style="color: black;">怎样</span>？踩过<span style="color: black;">那些</span>坑？有<span style="color: black;">那些</span><span style="color: black;">调节</span>和优化？</p>龚海军：<span style="color: black;">咱们</span>设定了滞销值，整体<span style="color: black;">制品</span>库存大于滞销值的占比为29%。汽车配件和其他品类<span style="color: black;">区别</span>，有些配件的市场<span style="color: black;">需要</span>并不大，<span style="color: black;">然则</span>基于备货的基本原则，有一个起订量，<span style="color: black;">因此</span>有些货要一年<span style="color: black;">才可</span>卖完。
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">导致</span>滞销的<span style="color: black;">原由</span><span style="color: black;">通常</span>有两类：一类是<span style="color: black;">制品</span>过新，汽车的维修周期还没到，<span style="color: black;">例如</span>某车型去年或今年才上市，其配件<span style="color: black;">需要</span>还很小；另一类是车型推出已超过15年，<span style="color: black;">全部</span>市场上该车型配件厂家很少，但仍有<span style="color: black;">有些</span>市场<span style="color: black;">需要</span>。<span style="color: black;">咱们</span>做配件的基本规则是大而全，<span style="color: black;">因此</span>要满足各式各样的客户和<span style="color: black;">区别</span>年份车型的<span style="color: black;">需要</span>，<span style="color: black;">尤其</span>是<span style="color: black;">有些</span>常规配件，<span style="color: black;">不可</span>直接淘汰，还是需要<span style="color: black;">保存</span><span style="color: black;">有些</span>量。</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;">此刻</span><span style="color: black;">咱们</span>95%看历史<span style="color: black;">营销</span>数据，<span style="color: black;">仅有</span>5%的自由裁量权。<span style="color: black;">例如</span>说过去<span style="color: black;">一月</span>你卖了10个，<span style="color: black;">倘若</span>订<span style="color: black;">将来</span>3个月的货量，<span style="color: black;">能够</span>是30个，当然<span style="color: black;">亦</span><span style="color: black;">能够</span>是32个，<span style="color: black;">准许</span>有5%的变动，卡住这个指标之后，<span style="color: black;">咱们</span>后面从50%的滞销<span style="color: black;">逐步</span>降到<span style="color: black;">此刻</span>的29%。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了滞销率的管控，还有缺货率。其实我在今年初设<span style="color: black;">营销</span><span style="color: black;">目的</span>的时候，提出缺货率<span style="color: black;">掌控</span>在5%，<span style="color: black;">然则</span><span style="color: black;">此刻</span>来看这个<span style="color: black;">目的</span>太难达到了。今年<span style="color: black;">咱们</span>缺货率管得最好的时候都有8%，常态化的缺货率则将近10%。基于此，<span style="color: black;">咱们</span>把断货分为两种<span style="color: black;">状况</span>，一种是热门品，一种是冷门品。</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>是冷门品，就不把它算到缺货里，<span style="color: black;">由于</span>冷门品缺货率<span style="color: black;">没法</span>降低，就<span style="color: black;">没法</span>优化缺货率，<span style="color: black;">亦</span>就没法做<span style="color: black;">制品</span>规范，只能<span style="color: black;">经过</span>在库存保有量方面做<span style="color: black;">有些</span>调控，当然，<span style="color: black;">亦</span>有<span style="color: black;">有些</span>相对冷门的<span style="color: black;">制品</span>需要做取舍。</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;">咱们</span>热销的<span style="color: black;">制品</span>缺货率非常低，<span style="color: black;">咱们</span>会把<span style="color: black;">全部</span>SKU的10%评为热销<span style="color: black;">制品</span>，热销<span style="color: black;">制品</span>的缺货率不会超过5%。<span style="color: black;">同期</span>，热销品的属性<span style="color: black;">亦</span>是动态变化的。</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;">首要</span>，分品类定义热销。<span style="color: black;">区别</span>品类的热销数量是不<span style="color: black;">同样</span>的，<span style="color: black;">咱们</span>会从品类去设<span style="color: black;">营销</span>量的等级，<span style="color: black;">而后</span>去看它<span style="color: black;">是不是</span>属于该品类的热销<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;"><span style="color: black;">其次，设时间节点。<span style="color: black;">制品</span>即使卖得好，但<span style="color: black;">倘若</span>车型推出超过<span style="color: black;">必定</span>年限，<span style="color: black;">亦</span><span style="color: black;">不可</span>把该车型<span style="color: black;">关联</span>配件列为热销品类。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再次，热销品等比例置换。<span style="color: black;">全部</span>SKU的10%属于热销品，<span style="color: black;">咱们</span><span style="color: black;">需求</span><span style="color: black;">营销</span>只能在这10%里面做置换，<span style="color: black;">倘若</span>他认为其他90%的SKU里面有一部分是热销品，<span style="color: black;">能够</span>划到这10%中来，<span style="color: black;">然则</span>之前的10%的SKU中就有一部分要划分到非热销品类里。</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;">况且</span>，即使<span style="color: black;">能够</span>变换SKU的热销品属性，但<span style="color: black;">亦</span>不<span style="color: black;">寓意</span>着<span style="color: black;">能够</span>频繁变更，同一个SKU在6个月之内只能有一次进入热销品类范畴的机会。</span></p>

星☆雨 发表于 2024-9-7 12:36:54

我赞同你的看法，你的智慧让人佩服，谢谢分享。

查看完整版本: 深度对话：看汽配品类跨境电商大卖怎么样逆势增长25%