单品半年卖出百万套！他决定多站点布局
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span><span style="color: black;">源自</span>：图虫创意</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;">当跨境电商行业<span style="color: black;">显现</span>“用工荒”，企业HR为招聘人才发愁时，福州漂洋过海电子商务有限<span style="color: black;">机构</span>（下<span style="color: black;">叫作</span>“漂洋过海”）却鲜少有人才方面的<span style="color: black;">懊恼</span>，<span style="color: black;">由于</span><span style="color: black;">她们</span>采用的是“创业合伙人”的模式。从一进入校园的大一学生<span style="color: black;">起始</span>孵化和培养，采取合伙人利润分成的模式，鼓励大学生加入其中，<span style="color: black;">一起</span>创业致富。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从学生到合伙人，从创业者到讲师，从B2B到 B2C，从跟踪平台热销品到垂直类目，从铺货到精品再到品牌……这一路走来，漂洋过海的发展路径俨然像是一个跨境电商的小“生态链”。在产业链、供应链、服务链的多方驱动下，“创业合伙人”模式正在行之有效的带领<span style="color: black;">她们</span>步入飞轮式增长。</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;">创业合伙人模式成型，转战东南亚</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“其实一<span style="color: black;">起始</span>的校企合作并不是很顺利，传统学校<span style="color: black;">针对</span>企业合作方的背景<span style="color: black;">需求</span>较强，<span style="color: black;">例如</span>互联网大厂。<span style="color: black;">针对</span><span style="color: black;">咱们</span>这种初创型的企业<span style="color: black;">来讲</span>，并不符合学校的<span style="color: black;">要求</span>。<span style="color: black;">因此</span><span style="color: black;">咱们</span>一<span style="color: black;">起始</span>只是先去学校免费给学生上课。”漂洋过海跨境负责人何安基回忆道。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2017年，校企合作的<span style="color: black;">第1</span>批学生孵化开启，由漂洋过海负责<span style="color: black;">供给</span>前端、后端支持、原始资金和供应链，学生只负责店铺运营，<span style="color: black;">最后</span>再针对纯利润进行分成。该<span style="color: black;">方法</span>施行一年后，这批学生的<span style="color: black;">报酬</span>收益远高于同期的其他<span style="color: black;">朋友</span>。</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源/漂洋过海</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;">这个<span style="color: black;">教育</span>成果不仅<span style="color: black;">得到</span>了学校的高度认可，<span style="color: black;">做为</span>成功案例<span style="color: black;">亦</span>吸引了不少福建高校的目光。<span style="color: black;">最后</span>，漂洋过海从中<span style="color: black;">选取</span>了4所固定高校进行合作。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雨果跨境<span style="color: black;">认识</span>到，2016年至2019年间，漂洋过海辗转了敦煌网、Wish等多个跨境电商平台，从跨境B2B转型到跨境B2C。2018年<span style="color: black;">时期</span>，又针对<span style="color: black;">自己</span>营销模式进行优化，从铺货转型到精品，深耕供应链。在这个过程中，漂洋过海关注到新兴市场——东南亚的崛起。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在何安基看来，彼时的东南亚大有星火燎原之势，<span style="color: black;">亦</span>在机缘巧合下，何安基<span style="color: black;">发掘</span>东南亚电商平台Shopee发起了官方认证讲师培训计划，基于漂洋过海本来就有的<span style="color: black;">教育</span>经验，<span style="color: black;">她们</span>于2019年参与该计划，经过数月学习钻研，成功<span style="color: black;">经过</span>考核，<span style="color: black;">作为</span>Shopee首批培训讲师。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而漂洋过海与Shopee的“缘分”<span style="color: black;">亦</span>就此结下。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2020年，疫情<span style="color: black;">快速</span>蔓延，跨境电商行业爆火。“那时候Shopee在积极拓展海运<span style="color: black;">途径</span>的<span style="color: black;">关联</span>类目，感觉对<span style="color: black;">咱们</span><span style="color: black;">来讲</span>是一个机会。<span style="color: black;">因此</span><span style="color: black;">咱们</span>去<span style="color: black;">科研</span>了海运<span style="color: black;">途径</span>和<span style="color: black;">关联</span><span style="color: black;">制品</span>，<span style="color: black;">发掘</span>家居类目不论是在欧美还是在东南亚，都是一个<span style="color: black;">火热</span>的市场。而Shopee当时比较热门家居类店铺都是售卖轻小件<span style="color: black;">制品</span>，家具仍属于空白市场，<span style="color: black;">因此</span><span style="color: black;">咱们</span>决定转做家具。”何安基说。</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源/漂洋过海</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;">为了抢占市场空白，在<span style="color: black;">第1</span><span style="color: black;">周期</span>，何安基<span style="color: black;">选取</span>将家具<span style="color: black;">各样</span>细分品类、价格、款式的桌子、椅子全“铺”上去，抢占先机。待一段时间的沉淀，店铺流量起来了，再从中挑选表现良好的<span style="color: black;">制品</span>进行精细化运营。</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;">围绕东南亚品牌化的初尝试——<span style="color: black;">制品</span>和服务</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在一次偶然与<span style="color: black;">伴侣</span>的<span style="color: black;">交流</span>中，何安基被<span style="color: black;">伴侣</span>问到“你们做了这么<span style="color: black;">数年</span>，都剩下些什么？”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这令他陷入思考，“<span style="color: black;">好似</span>确实除了培养了<span style="color: black;">有些</span>学生之外，<span style="color: black;">咱们</span>并<span style="color: black;">无</span>真正沉淀下来的品类，<span style="color: black;">这般</span>一来很容易陷入价格战。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在听闻身边<span style="color: black;">伴侣</span>的案例，以及综合思考下。何安基认为，“品牌化是卖家<span style="color: black;">途径</span><span style="color: black;">每一个</span>市场必然经历的发展过程。”</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;">为了更好地在东南亚进行品牌化，漂洋过海做了<span style="color: black;">非常多</span>方面的改变和尝试：</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;">1、取长补短，优化店铺。</span></strong><span style="color: black;">在其看来比较的成本是最低的，<span style="color: black;">经过</span>取长补短，<span style="color: black;">例如</span>参考天猫店铺的<span style="color: black;">制品</span>风格和运营路线，参考各地市场店铺的品牌化、店铺设计，进行<span style="color: black;">制品</span>优化。</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;">2、<span style="color: black;">提高</span>全流程服务体验。</span></strong><span style="color: black;">这部分则<span style="color: black;">包含</span>售前和售后：售前<span style="color: black;">增多</span>场景化的设计，<span style="color: black;">经过</span>为客户构建家居生活场景，让其产生搭配想法，<span style="color: black;">同期</span>下单搭配的<span style="color: black;">制品</span>，<span style="color: black;">例如</span>毛毯、墙纸等。何安基<span style="color: black;">暗示</span>，做完场景化搭配优化后，客户从询问尺寸到到搭配的比例大幅<span style="color: black;">提高</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在售后方面，<span style="color: black;">有些</span>大件家具<span style="color: black;">因为</span>其运输和售后难度较高，容易<span style="color: black;">显现</span>运输破损和买家<span style="color: black;">没法</span>安装的<span style="color: black;">状况</span>。<span style="color: black;">因此呢</span>，何安基便想到寻找在新加坡当地打工的华人，<span style="color: black;">帮助</span>买家进行<span style="color: black;">制品</span>安装。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过前后端的服务优化，漂洋过海总体的客单价<span style="color: black;">亦</span>得到相应的<span style="color: black;">提高</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;">3、扩品类，用户反哺创新<span style="color: black;">制品</span>。</span></strong><span style="color: black;">漂洋过海<span style="color: black;">日前</span>主营的是家具<span style="color: black;">制品</span>，但针对<span style="color: black;">区别</span>用户画像<span style="color: black;">亦</span>会相应<span style="color: black;">研发</span>和上新<span style="color: black;">有些</span>创新<span style="color: black;">制品</span>，<span style="color: black;">例如</span>28-45岁的上班族对按摩椅、上下床、酒桌桌椅以及可折叠桌椅的<span style="color: black;">需要</span><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;">其次，<span style="color: black;">因为</span>东南亚消费者<span style="color: black;">熟悉</span><span style="color: black;">运用</span>社交软件，经常被社交软件上的KOL“种草”，再去Shopee平台上搜索网红同款，如网红椅、网红沙发等。漂洋过海<span style="color: black;">亦</span>会<span style="color: black;">按照</span>这部分买家<span style="color: black;">需要</span>相应地上新或<span style="color: black;">开发</span>新品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谈到<span style="color: black;">这儿</span>，何安基分享了一个非常有意思的<span style="color: black;">制品</span>——自动麻将桌。众所周知，疫情<span style="color: black;">时期</span>居家<span style="color: black;">作为</span>常态化，消费者<span style="color: black;">针对</span>居家娱乐用品<span style="color: black;">需要</span>大涨。而麻将则是一大娱乐消遣、放松的方式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“当时<span style="color: black;">咱们</span><span style="color: black;">已然</span>看到有卖家在卖传统麻将桌，<span style="color: black;">因此</span><span style="color: black;">咱们</span>认为自动麻将桌肯定有<span style="color: black;">需要</span>，便将麻将桌归为居家娱乐板块上新，短期内出了<span style="color: black;">有些</span>订单。”他说。</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;">4、多营销<span style="color: black;">途径</span>布局，<span style="color: black;">提高</span>拉新复购。</span></strong><span style="color: black;"><span style="color: black;">因为</span>大件家具用品非<span style="color: black;">平常</span>生活用品，不属于复购率高的品类。<span style="color: black;">因此呢</span><span style="color: black;">针对</span>卖家而言，<span style="color: black;">怎样</span><span style="color: black;">提高</span>拉新复购就很重要。何安基<span style="color: black;">暗示</span>，2021年，漂洋过海在Shopee平台上加大站内外投放力度，如<span style="color: black;">经过</span>Shopee x Facebook<span style="color: black;">宣传</span>（CPAS）、谷歌<span style="color: black;">宣传</span>的投放，以及跟Instagram的网红或当地的网红合作，进行网红营销或直播带货。<span style="color: black;">据说</span>，2021年11.11大促当天，漂洋过海的单量较平日增长10倍。</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;">围绕东南亚品牌化的初尝试——供应链</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">单量增长的<span style="color: black;">背面</span>以及品牌化践行的过程中，漂洋过海<span style="color: black;">亦</span>曾遇到过<span style="color: black;">各样</span>各样的<span style="color: black;">困难</span>。其中采购和物流是两大<span style="color: black;">重点</span><span style="color: black;">阻碍</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;">01、采购端</span></strong></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;">针对</span>家具卖家<span style="color: black;">来讲</span>，<span style="color: black;">没法</span>像传统电商<span style="color: black;">同样</span><span style="color: black;">海量</span>备货，资金成本压力过高。且前期漂洋过海采用的铺货模式，遇到部分<span style="color: black;">制品</span>缺货断货便得<span style="color: black;">持续</span>地去寻找货源。<span style="color: black;">因此呢</span>，漂洋过海采取与各大产业带进行合作。<span style="color: black;">例如</span>常州的小折叠桌椅，安溪的铁艺家具、北欧风家具等。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f0f34aeb85d2459b806aa4998c3f996b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729324612&x-signature=YM5bN48Ffs%2BXF9uppM56FV93whY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源/漂洋过海</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;">在这其中，卖家<span style="color: black;">怎样</span>联系各大产业带？何安基透露了其中一种方式<span style="color: black;">暗示</span>，“<span style="color: black;">咱们</span>会联系产业带当地协会去工厂实地走访、订货。彼此之间相互背书，<span style="color: black;">大众</span>互惠互赢。”</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;">02、物流端</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在运输大件家具过程中，厂商会将<span style="color: black;">制品</span>进行拆包，分成<span style="color: black;">区别</span>的包裹进行海运<span style="color: black;">传送</span>。这就容易<span style="color: black;">引起</span>，部分买家收到麻将桌时，只拿到了面板<span style="color: black;">或</span>其他零件。</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;">因此呢</span>，漂洋过海的做法是提前跟厂家确认包裹数量，再与买家进行沟通，一共有多少个包裹，物流单号以及预计送达时间。</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;">实质</span>上，Shopee的物流和发货模式<span style="color: black;">重点</span><span style="color: black;">是由于</span>卖家发货到平台国内的集货仓，再由平台进行处理承运。而这种模式相比其他平台则降低了卖家<span style="color: black;">选取</span>物流发货的难度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“多、快、好、省”是漂洋过海做大件家具的<span style="color: black;">优良</span>，<span style="color: black;">亦</span>是服务宗旨。<span style="color: black;">想要</span>达成<span style="color: black;">最后</span>效果，<span style="color: black;">背面</span>离不开团队人员的强有力支撑。<span style="color: black;">据说</span>，<span style="color: black;">日前</span>漂洋过海在Shopee平台上打造品牌的运营团队已将近60人，后端的客服和采购30个人<span style="color: black;">上下</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;">东南亚家具品牌化有很大空间，<span style="color: black;">将来</span>要布局多站点</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在何安基看来，现<span style="color: black;">周期</span>家具品牌在东南亚的仍有<span style="color: black;">非常多</span>发展机会，“我去年在马来西亚看到一个网红锅具拼配，<span style="color: black;">经过</span>TikTok带货，半年销量过百万套。类似这种非大牌<span style="color: black;">制品</span>能够<span style="color: black;">经过</span>TikTok、Google等社交<span style="color: black;">媒介</span><span style="color: black;">途径</span>被<span style="color: black;">公众</span>认可，<span style="color: black;">针对</span><span style="color: black;">大众</span><span style="color: black;">来讲</span>是一种很公平的机会。这<span style="color: black;">亦</span>给<span style="color: black;">咱们</span>打造品牌知名度有了很大的<span style="color: black;">自信心</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;">因此呢</span>，<span style="color: black;">针对</span><span style="color: black;">将来</span><span style="color: black;">长时间</span>的品牌规划里，何安基<span style="color: black;">亦</span>计划<span style="color: black;">保持</span><span style="color: black;">经过</span>Shopee打造品牌，一方面借助Shoppee Live站内直播以及TikTok等社交<span style="color: black;">媒介</span><span style="color: black;">途径</span>直播带货；另一方面铺设线下活动，如找当地的家居体验馆或商场进行<span style="color: black;">制品</span>展示，联系当地做安装和服务团队给用户看到<span style="color: black;">实质</span>的<span style="color: black;">制品</span>效果，再引导用户进行线上购买。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6ed10b7c63c54f6fa6087ab8bc2da1f6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729324612&x-signature=y0cP5n%2BfRQwrqt6s5X7Ph7viNfw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源/漂洋过海</p>
</div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除却服务端和供应链方面的优化之外，在<span style="color: black;">将来</span>的3-5年，漂洋过海在深耕新加坡市场之外，<span style="color: black;">亦</span>计划在Shopee马来西亚、泰国、菲律宾和中国台湾站点进行布局。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在多站点布局方面，需要提醒的是，<span style="color: black;">日前</span>市面上有<span style="color: black;">非常多</span>卖家为了节省物流和库存成本图一时便利，会<span style="color: black;">经过</span><span style="color: black;">有些</span>非正规途径开设本土店、虚拟仓来达到扩张的目的。但<span style="color: black;">实质</span>上这种方式既不被平台认可，<span style="color: black;">亦</span>不符合行业发展趋势。</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>卖家想要进行多站点布局，可<span style="color: black;">经过</span>官方<span style="color: black;">途径</span><span style="color: black;">或</span>官方合作的<span style="color: black;">途径</span>进行开店。<span style="color: black;">例如</span>Shopee官方合作的通途ERP，卖家便可<span style="color: black;">经过</span>一个通途账号管理Shopee多个站点，进行快速<span style="color: black;">制品</span>上新及在线<span style="color: black;">制品</span>的批量管理，<span style="color: black;">亦</span><span style="color: black;">能够</span>做到多站点、多仓库发货自动化管理。如此一来，<span style="color: black;">针对</span>想要布局多站点的卖家而言，就能够省去人力物流成本，<span style="color: black;">同期</span><span style="color: black;">有效</span>运营。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据<span style="color: black;">认识</span>，通途ERP于2016年便<span style="color: black;">起始</span>接入Shopee，是Shopee<span style="color: black;">第1</span>批对接的ERP服务商。紧跟Shopee的发展，通途<span style="color: black;">亦</span><span style="color: black;">发掘</span>了卖家在东南亚市场的<span style="color: black;">需要</span>变化。通途工作人员<span style="color: black;">暗示</span>，“以前，跨境电商其实是在做产品出海，<span style="color: black;">此刻</span>越来越多的中小卖家<span style="color: black;">亦</span><span style="color: black;">认识</span>到品牌的重要性。从通途<span style="color: black;">自己</span>的感觉来看，<span style="color: black;">近期</span>一年来咨询和<span style="color: black;">运用</span>通途ERP的品牌商数量<span style="color: black;">显著</span><span style="color: black;">增多</span>。而卖家在东南亚<span style="color: black;">经过</span>Shopee做品牌出海是一个必然的<span style="color: black;">选取</span>。为此，<span style="color: black;">咱们</span><span style="color: black;">亦</span>将在深耕原有<span style="color: black;">制品</span>的<span style="color: black;">基本</span>上，融入<span style="color: black;">更加多</span>合规方向的功能和<span style="color: black;">需要</span>。”</span></p>
你的见解真是独到，让我受益良多。
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