跨境电商速卖通运营全流程——速卖通小白指南
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以下是全文目录， <span style="color: black;">亦</span><span style="color: black;">能够</span>说是速卖通小白需要学习的技能树。</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;">一， <span style="color: black;">制品</span>上架</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;">二， 订单处理</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;">三， 留言纠纷处理</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;">四， 站内免费营销工具的<span style="color: black;">运用</span></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;">五， 付费推广<span style="color: black;">办法</span></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;">六， 选品</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;">七， 潜爆款推广和<span style="color: black;">跟踪</span></span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/e5bc88dc07714ca9b3a54b7fc7bc956e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725297882&x-signature=MQ5V45yWSWzeRe7ydfp5Hrv7BOs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">一， <span style="color: black;">制品</span>上架：</span></strong></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;"><span style="color: black;">制品</span>上架的核心是标题，主图，定价和详情。</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;">好标题的标准：</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;">1， 字符数在120-128之间。</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;">2， 首字母大写</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;">3， 同一个单词不要重复两次以上。 </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;">4， 标题不要跟别人的爆款完全<span style="color: black;">同样</span></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;">5， 速卖通后台<span style="color: black;">能够</span>加上多语言的热搜词</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;">6， 标题公式：主推词+热搜词+属性词+场景词+热搜词+主推词</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;">主图标准：</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;">a. <span style="color: black;">明显</span><span style="color: black;">制品</span>卖点</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;">b. 差异化：跟<span style="color: black;">重点</span>的竞对差异化</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;">定价：定价前先确定你给这个链接的定位，是<span style="color: black;">做为</span>引流款、利润款还是潜爆款。</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;">潜爆款参考同类型爆款定价方式。包邮还是加运费，走标准还是经济类物流。<span style="color: black;">保准</span><span style="color: black;">最后</span>价格比<span style="color: black;">重点</span>竞对有<span style="color: black;">优良</span>。</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;"> 详情布局：</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;">a. 优惠券+海报+主推<span style="color: black;">制品</span><span style="color: black;">相关</span>+买家好评+商品描述+模特图+细节图+实拍图+售后海报+新品<span style="color: black;">相关</span><span style="color: black;">举荐</span></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;">b. 手机端和PC端<span style="color: black;">掰开</span>设置详情</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">二， 订单处理：</span></strong></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;">需要处理的订单<span style="color: black;">重点</span>有平台取消订单、SKU<span style="color: black;">反常</span>订单、亏损订单和缺货订单。<span style="color: black;">按照</span>各自<span style="color: black;">机构</span><span style="color: black;">需求</span>处理<span style="color: black;">就可</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">三， 留言纠纷处理</span></strong></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;">a. <span style="color: black;">按照</span>类目<span style="color: black;">平常</span>的售后问题，<span style="color: black;">创立</span>客服回复模板，<span style="color: black;">供给</span>客服效率</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;">b. 售后宝<span style="color: black;">第1</span>时间处理，在平台判定前主动跟客户沟通<span style="color: black;">处理</span></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;">c. 非物流纠纷处理流程：判定问题<span style="color: black;">是不是</span>真的存在-确定谁的责任-让客户关闭纠纷-给出<span style="color: black;">处理</span><span style="color: black;">方法</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">四， 免费营销工具的<span style="color: black;">运用</span></span></strong></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;">（1）客户营销：</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;">a.每周<span style="color: black;">按照</span><span style="color: black;">保藏</span>、加购、下单和复购对<span style="color: black;">近期</span>7天的客户分组。并<span style="color: black;">定时</span>给这些客户发送优惠券，推送新品，激活客户</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;">b.<span style="color: black;">每一个</span>平台大促前，提前<span style="color: black;">1星期</span><span style="color: black;">每日</span>给分组客户发送营销邮件</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;"> （2）联盟营销：</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;">a.店铺最低比例佣金：效果相当于整店降价2%-5%个点。会吸引自购客户下单。客单价低的商品<span style="color: black;">针对</span>站外推手<span style="color: black;">无</span>吸引力。<span style="color: black;">亦</span>很难进联盟阵地。</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;">b.加入营销品推广计划，设置7%以上的佣金。<span style="color: black;">针对</span>站外的推手有足够吸引力。平台<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">挣钱</span>，佣金越高，平台赚得越多。<span style="color: black;">由于</span><span style="color: black;">更易</span>进联盟流量阵地。</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;">c.联盟排序规则</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;">1、联盟流量阵地（best.aliexpress.com），商品list页，会基于多个维度综合得分来排序。其中<span style="color: black;">包括</span><span style="color: black;">是不是</span>爆品、佣金比例、历史销量等。</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;">2、联盟流量阵地（best.aliexpress.com），商品在同等的网站综合得分下，佣金比例越高则排序越靠前。</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;">3、AE网站主站上（www.aliexpress.com），联盟的销量在主搜享有加权。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">d. 加入联盟推广的15天后，商家才<span style="color: black;">能够</span>申请退出；退出联盟推广之日起7天后商家<span style="color: black;">才可</span>重新加入联盟推广。退出链接：</p>https://afseller.aliexpress.com/affiliate/exit.htm
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">（3）粉丝营销：</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;">a.把<span style="color: black;">每日</span>的发帖额度都用完，<span style="color: black;">能够</span>发买家秀，上新贴，视频贴等</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;">b.审核<span style="color: black;">经过</span>的帖子会进入Feed流，能让店铺粉丝看到。<span style="color: black;">增多</span><span style="color: black;">制品</span><span style="color: black;">揭发</span>量。</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;">（4）店铺活动：</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;">店铺活动中的六个营销工具，几乎<span style="color: black;">每一个</span>初级运营都会用，<span style="color: black;">然则</span>绝大<span style="color: black;">都数</span>人都<span style="color: black;">无</span>把这些工具用到极致。<span style="color: black;">那样</span>该怎么用呢？</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;">牢记 </span><span style="color: black;"><span style="color: black;">营销</span>额=<span style="color: black;">揭发</span>量*点击率*转化率*客单价 </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;">店铺活动营销工具是<span style="color: black;">独一</span>能<span style="color: black;">提高</span>右边四个数据的利器。要把它们用到极致，<span style="color: black;">咱们</span>需要思考的是<span style="color: black;">怎么样</span>最大程度地<span style="color: black;">增多</span><span style="color: black;">制品</span>的<span style="color: black;">揭发</span>量，<span style="color: black;">加强</span>点击、转化和<span style="color: black;">提高</span><span style="color: black;">制品</span>客单价。</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;">互动活动、搭配活动—<span style="color: black;">增多</span><span style="color: black;">揭发</span></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;">单品折扣，优惠券，满减，优惠码---<span style="color: black;">提高</span>点击率，转化率</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;">满减、优惠券、搭配活动---<span style="color: black;">提高</span>客单价</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;">（5）橱窗： </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;">橱窗是一种速卖通平台推出的推广技术工具，能使<span style="color: black;">运用</span>橱窗的商品排名较自然展现位置更靠前，从而使买家能够优先搜索到<span style="color: black;">运用</span>橱窗的商品。</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;">适合用于有数据<span style="color: black;">基本</span>的listing.</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">5、</span>付费推广<span style="color: black;">办法</span></span></strong></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;">速卖通付费推广<span style="color: black;">办法</span><span style="color: black;">重点</span>有 人工<span style="color: black;">干涉</span>、直通车、平台活动和站外红人推广。<span style="color: black;">针对</span>付费推广的<span style="color: black;">把握</span>程度，<span style="color: black;">能够</span>很好的区分一个速卖通运营的水平。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">初级运营</span></strong><span style="color: black;">： 只用过其中的几种，<span style="color: black;">或</span>所有的推广流程都走过一遍，<span style="color: black;">然则</span><span style="color: black;">无</span>任何自己的心得体会。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">中级运营：</span></strong><span style="color: black;"><span style="color: black;">熟练</span>这些推广<span style="color: black;">办法</span>的基本流程，<span style="color: black;">亦</span>有<span style="color: black;">有些</span><span style="color: black;">自己</span>的采坑教训。但<span style="color: black;">针对</span>何时用什么推广<span style="color: black;">办法</span>，<span style="color: black;">怎样</span>用性价比最高。这些<span style="color: black;">办法</span>有效的底层是什么 <span style="color: black;">无</span>深入思考和专研。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">高级运营</span></strong><span style="color: black;">：<span style="color: black;">熟悉</span><span style="color: black;">把握</span>每种推广<span style="color: black;">办法</span>性价比最高的用法和底层原理，并能<span style="color: black;">按照</span>平台规则的变化<span style="color: black;">持续</span><span style="color: black;">调节</span>推广策略。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">6、</span>选品</span></strong></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;">选品能力是第二种很好区分速卖通运营水平的能力</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">初级运营：</span></strong><span style="color: black;"><span style="color: black;">熟悉</span>平台跟卖、1688选品<span style="color: black;">办法</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">中级运营</span></strong><span style="color: black;">：关键词选品 类目爆款元素选品 多平台交叉选品，爆款衍生选品等</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">高级运营</span></strong><span style="color: black;">：社交网站选品 大数据选品 独立站选品 线下展会选品等 </span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">7、</span> 潜爆款推广和<span style="color: black;">跟踪</span></span></strong></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;">要成功地打造一个爆款，核心在于运营的技能树和<span style="color: black;">机构</span>的供应链。流程如下：</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;">（1） 选品</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;">（2） 竞对分析和<span style="color: black;">连续</span>的<span style="color: black;">跟踪</span></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;">（3） 扎实的基本功上架listing</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;">（4） <span style="color: black;">熟练</span><span style="color: black;">制品</span>和链接的生命周期</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;">（5） 懂得<span style="color: black;">怎样</span>用<span style="color: black;">区别</span>的营销工具来<span style="color: black;">调节</span>价格和毛利</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;">（6） <span style="color: black;">熟悉</span><span style="color: black;">把握</span>付费推广<span style="color: black;">办法</span></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;">（7） <span style="color: black;">制品</span>库存和售后把控</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举荐</span>阅读：</p>
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“BS”（鄙视的缩写）
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