跨境电商：全世界速卖通平台店铺选品策略
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/eyu1BnnzI8QRdnDPquTIdfofT2aTtx9qyb0ChicHnc4VibW98uFR71Micic3jo7kRcBcG0jRGwf8CgXjibuR6edxG5w/0?tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在当前跨境电商愈来愈激烈的竞争<span style="color: black;">状况</span>下，<span style="color: black;">非常多</span>想在速卖通平台上开店的卖家常常被店铺的定位和选品问题<span style="color: black;">困惑</span>，不<span style="color: black;">晓得</span>应该<span style="color: black;">怎样</span>定位店铺，卖什么<span style="color: black;">制品</span><span style="color: black;">才可</span>在竞争激烈的跨境电商市场中站稳脚跟。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">速卖通平台店铺运营策略</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相对此前“大而全”的诉求，移动互联网时代的用户更加青眛灵活敏捷、符合碎片化和快速变化的场景<span style="color: black;">需要</span>的“小而美”的<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新常态下，“小而美”越来越<span style="color: black;">作为</span>商家获取和黏住用户的重要法宝，<span style="color: black;">亦</span>是任何店铺<span style="color: black;">或</span><span style="color: black;">机构</span>做强做大品牌的最佳路径。<span style="color: black;">详细</span>来看，“小而美”店铺的主流运营策略<span style="color: black;">包含</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）价格牌：</strong><span style="color: black;">制品</span>价格依然是买家关注的一个重要内容，<span style="color: black;">因此呢</span>以价格<span style="color: black;">做为</span>切入点来吸引顾客是较为<span style="color: black;">平常</span>而有效的方式。速卖通卖家<span style="color: black;">能够</span><span style="color: black;">经过</span>平价政策来吸引客户，如打造引流款、利润款的<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）专业牌：</strong>既<span style="color: black;">经过</span><span style="color: black;">优秀</span>的专业化服务赢得顾客的认同和青眛，与客户<span style="color: black;">创立</span>起信任关系。如卖家<span style="color: black;">能够</span>充分利用速卖通平台上的店铺页面来想客户展示在<span style="color: black;">关联</span><span style="color: black;">行业</span>的专业化水平。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（3）<span style="color: black;">特殊</span>牌：</strong><span style="color: black;">选取</span><span style="color: black;">拥有</span><span style="color: black;">特殊</span>的<span style="color: black;">制品</span>切入市场，深度挖掘和打造店铺<span style="color: black;">特殊</span>，是有<span style="color: black;">关联</span><span style="color: black;">制品</span><span style="color: black;">需要</span>的客户<span style="color: black;">首要</span>能够想到自己的店铺，并<span style="color: black;">经过</span><span style="color: black;">特殊</span>商品深度激发顾客的购买欲望。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（4）附加牌：</strong>既<span style="color: black;">经过</span><span style="color: black;">增多</span>商品种类、店铺美化、附送商品、优化服务等方式，让消费者感到<span style="color: black;">制品</span><span style="color: black;">或</span>服务与其他店铺相比较<span style="color: black;">拥有</span>更高的价值，形成差异化对比，从而使客户记住自己的店铺并愿意在店铺中<span style="color: black;">连续</span>购。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">速卖通平台店铺的选品思路</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">速卖通平台上有<span style="color: black;">非常多</span>卖家都有遭遇单量瓶颈，既<span style="color: black;">每日</span>虽然有稳定的订单量，却很难继续<span style="color: black;">增加</span>，店铺规模始终停留在一个层次，<span style="color: black;">没法</span>开拓新的的市场，实现<span style="color: black;">连续</span>发展。<span style="color: black;">乃至</span>这种<span style="color: black;">状况</span><span style="color: black;">始终</span>得不到改变的话，卖家的单量还可能会下降，<span style="color: black;">逐步</span>失去已有的市场份额。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">速卖通平台上<span style="color: black;">非常多</span>大的卖家在遇到这一问题时，常会<span style="color: black;">经过</span>优化原有的供应链系统来拓展发展空间，如打造爆款商品，<span style="color: black;">而后</span>交由工厂定制化生产；降低拿货成本<span style="color: black;">提高</span><span style="color: black;">自己</span>利润空间等。而<span style="color: black;">针对</span>刚起步运营的速卖通店铺<span style="color: black;">来讲</span>，<span style="color: black;">第1</span>步是选品，<span style="color: black;">能够</span>从以下三个思路出发：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）找到适合<span style="color: black;">制品</span>的市场 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传统外贸厂家转型做跨境电商时常会采用这一思路。这些外贸厂家的<span style="color: black;">制品</span>本<span style="color: black;">便是</span>针对国际市场的，<span style="color: black;">因此呢</span>相对国内货源<span style="color: black;">来讲</span>，<span style="color: black;">她们</span>的<span style="color: black;">制品</span>更加符合国外顾客的偏好；<span style="color: black;">况且</span>这些厂家在发展运营中<span style="color: black;">亦</span><span style="color: black;">累积</span>了一批<span style="color: black;">长时间</span>合作的老客户。<span style="color: black;">因此呢</span>，相比其他类型的跨境电商，这些传统外贸工厂<span style="color: black;">通常</span><span style="color: black;">不消</span>担心库存的问题，<span style="color: black;">能够</span>直接将<span style="color: black;">制品</span>放到速卖通平台上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>，这些卖家还<span style="color: black;">能够</span><span style="color: black;">按照</span>在速卖通平台上的<span style="color: black;">关联</span>交易数据，<span style="color: black;">精细</span>定位出单量最多的国家和客户群体，从而对最适合自己的<span style="color: black;">制品</span>的市场进行<span style="color: black;">长时间</span>的深耕和<span style="color: black;">守护</span>；<span style="color: black;">另一</span>，这类卖家还<span style="color: black;">能够</span>借助自己的额供应链<span style="color: black;">优良</span>，在速卖通平台上发展高定和批发。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）找到适合市场的<span style="color: black;">制品</span> </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">既<span style="color: black;">经过</span>对<span style="color: black;">目的</span>市场和客户群体的<span style="color: black;">详细</span><span style="color: black;">状况</span>进行分析，寻出最适合的<span style="color: black;">制品</span>。<span style="color: black;">例如</span>，俄罗斯轻工业不发达，服装消费在很大程度上依赖进口。若以俄罗斯为<span style="color: black;">目的</span>市场，则<span style="color: black;">能够</span>针对<span style="color: black;">区别</span>年龄阶层人群的服装偏好进行分析，以此选出收到当地市场青眛的<span style="color: black;">制品</span>，从而大大<span style="color: black;">加强</span>店铺产品的转化率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，选品<span style="color: black;">便是</span>围绕<span style="color: black;">目的</span>市场客户，<span style="color: black;">按照</span><span style="color: black;">她们</span>的<span style="color: black;">爱好</span>和<span style="color: black;">需要</span><span style="color: black;">选取</span><span style="color: black;">制品</span>品类。就像<span style="color: black;">膳食</span><span style="color: black;">同样</span>，<span style="color: black;">区别</span><span style="color: black;">地区</span>的人总有<span style="color: black;">区别</span>偏好，卖家要做的<span style="color: black;">便是</span><span style="color: black;">按照</span><span style="color: black;">目的</span>客户的<span style="color: black;">爱好</span><span style="color: black;">选取</span>售卖的<span style="color: black;">制品</span>。<span style="color: black;">同期</span>，为了更好的<span style="color: black;">精细</span>的<span style="color: black;">认识</span><span style="color: black;">目的</span>市场的消费<span style="color: black;">需要</span>，卖家最好能利用当地的<span style="color: black;">有些</span>网站去获取<span style="color: black;">更加多</span>的市场信息，如在该地区的热销款<span style="color: black;">制品</span>，<span style="color: black;">或</span>被<span style="color: black;">非常多</span>顾客<span style="color: black;">保藏</span>的<span style="color: black;">制品</span>品类，从而使自己的选品更加符合当地的市场<span style="color: black;">需要</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（3）跟卖 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">跟卖<span style="color: black;">便是</span>看市场上什么样的商品品类最受欢迎，就在店铺上架相同的<span style="color: black;">制品</span>，与其他卖家争夺流量。热卖<span style="color: black;">制品</span>的市场<span style="color: black;">很强</span>，<span style="color: black;">因此呢</span>跟卖对<span style="color: black;">提高</span>店铺流量会有<span style="color: black;">必定</span>助益，<span style="color: black;">不外</span>这是一种“取巧”的选品方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>卖家想要做大做强品牌，还是<span style="color: black;">按照</span>热门品类的属性、<span style="color: black;">目的</span>市场客户的特质进行深度选品分析，以借助于差异化策略规避热门品类激烈的竞争，打造<span style="color: black;">自己</span>店铺的<span style="color: black;">特殊</span><span style="color: black;">制品</span>和品牌，有效吸引客户的<span style="color: black;">重视</span>力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">速卖通平台店铺选品实战策略</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>是选品前提，<span style="color: black;">包含</span>自己的兴趣、重量和体积、类目契合度，以及<span style="color: black;">是不是</span>侵权等几个方面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其次是选品<span style="color: black;">办法</span>，<span style="color: black;">包含</span>线上与线下两种路径，线上选品分为站内选品和战外选品，线下选品则<span style="color: black;">包含</span>专业批发市场和合作意向工厂两类。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）线上选品之站内选品</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一<span style="color: black;">办法</span>的优点是卖家容易<span style="color: black;">发掘</span>爆款、引流款、平台活动款等对<span style="color: black;">目的</span>客户<span style="color: black;">拥有</span>较强的额吸引力的<span style="color: black;">制品</span>品类，从而使店铺在初期运营时能有效获取流量；不足之处是加剧了平台中的<span style="color: black;">制品</span>同质化严重的现象，使小卖家店铺的成长空间被大卖家严重挤压，从而影响了店铺的整体效益，弱化了店铺的定位效应。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）线上选品之站外选品</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">watchcount和watcheditem是两个常用的站外选品工具。前一个<span style="color: black;">能够</span>获取某个站点下的关键词所对应的<span style="color: black;">制品</span>的销量、标题、售价及类似款等信息，从而<span style="color: black;">帮忙</span>卖家更好的进行选品；后者<span style="color: black;">经过</span>展示某个站点下关键词对应的<span style="color: black;">制品</span>款式<span style="color: black;">帮忙</span>卖家选品。<span style="color: black;">同期</span>，这两个站外选品工具还有助于<span style="color: black;">刚才</span>成立店铺的卖家更好地学习<span style="color: black;">制品</span>标题的草拟<span style="color: black;">办法</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（3）线下选品之专业批发市场</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">专业批发市场选品与常规的店铺选品<span style="color: black;">拥有</span><span style="color: black;">有些</span>共性，<span style="color: black;">亦</span>是结合店铺的定位和市场的货源进行选品。<span style="color: black;">不外</span>对跨境电商商家而言，这种选品方式对资金的<span style="color: black;">需求</span>比较高，<span style="color: black;">况且</span>难以自由<span style="color: black;">掌控</span>库存。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（4）线下选品之合作意向工厂选品</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与专业批发市场选品相比，合作意向工厂选品更<span style="color: black;">拥有</span>针对性，能够<span style="color: black;">按照</span>店铺的定位预订商品。但与专业批发市场选品<span style="color: black;">同样</span>，这种选品方式<span style="color: black;">亦</span>对资金有比较高的<span style="color: black;">需求</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">货源把控</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）面向订单生产</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种方式有利于卖家把控<span style="color: black;">制品</span>质量以及生产、交货的周期，便于退换货，能有效降低生产成本；缺点是将占用卖家<span style="color: black;">海量</span>资金，订单批量<span style="color: black;">需求</span><span style="color: black;">很强</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）与实体店合作</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种方式使卖家<span style="color: black;">不消</span>承担库存压力，降低了<span style="color: black;">危害</span>；缺点是抬升了人力成本，有物流支出，库存不可控。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（3）大型批发市场批发</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一方式的优点是能为卖家<span style="color: black;">供给</span>丰富的<span style="color: black;">制品</span>品类，且货源相对稳定；不足之处是比较费时费力，对流动资金的<span style="color: black;">需要</span>量很大。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（4）网上批发</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种<span style="color: black;">途径</span>能为卖家<span style="color: black;">供给</span>丰富多元的<span style="color: black;">制品</span>品种，进货方便快捷；不过对订单有<span style="color: black;">必定</span><span style="color: black;">需求</span>，物流成本<span style="color: black;">亦</span>较高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（5）网上代销加盟</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种方式比较省时省力，<span style="color: black;">制品</span>品种丰富，还<span style="color: black;">能够</span>一件代发货；不足之处是卖家<span style="color: black;">没法</span>把控<span style="color: black;">制品</span>质量，<span style="color: black;">亦</span><span style="color: black;">很难</span>开展售后<span style="color: black;">关联</span>事宜。</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;">文案</span>内容整合<span style="color: black;">源自</span>：速卖通草帽</span></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;"><strong style="color: blue;"><span style="color: black;">广而告之：</span></strong></span><span style="color: black;"><span style="color: black;">老魏精心打造的<strong style="color: blue;">《亚马逊实操全阶课程》第34期</strong>将于</span><strong style="color: blue;"><span style="color: black;">7月29-30日</span></strong><span style="color: black;">开课</span><span style="color: black;">，限报50人，详情请点击“</span></span></span><a style="color: black;"><span style="color: black;"><strong style="color: blue;">亚马逊运营实操课程介绍</strong></span></a><span style="color: black;">”</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;">赢商荟跨境电商学院</span></strong></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/eyu1BnnzI8SWGYibg1W0LKlJOg3PpTAXmBJDFYVgPw3lTp30Yr0eWe0ZCRFBrmib7UAibQ0b46nrMAMcV0hQ5PFsg/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;"><strong style="color: blue;"><span style="color: black;">温馨提示：</span></strong><strong style="color: blue;"><span style="color: black;">Pingpong</span></strong><span style="color: black;">优惠注册通道请点击<span style="color: black;">微X</span>公众号菜单栏的"<span style="color: black;"><strong style="color: blue;">收款<span style="color: black;">方法</span></strong></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_png/eyu1BnnzI8S0eyicba03ZErBaCWABthUTyCyTbibtG3w8xuhm2Sdbs45ASibwyibBiacXyF0IPYGDlMHgCbHl5ZiazdA/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
回顾过去一年，是艰难的一年；展望未来，是辉煌的一年。
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