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m5k1umn 发表于 2024-10-12 21:29:51

亚马逊卖家怎么样做独立站

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文分为三部分，<span style="color: black;">第1</span>部分解释亚马逊卖家<span style="color: black;">为何</span>做独立站，第二部分指出亚马逊卖家做独立站的<span style="color: black;">平常</span>错误，第三部分从营销组合 4P （<span style="color: black;">制品</span>、<span style="color: black;">途径</span>、价格、促销）谈亚马逊卖家<span style="color: black;">怎样</span>做独立站。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文中亚马逊卖家<span style="color: black;">重点</span>指专注精品、打造品牌的卖家，本文不<span style="color: black;">触及</span>铺货类型的亚马逊卖家、站群测款的独立站模式，本文谈及的建站工具<span style="color: black;">重点</span>是 Shopify，<span style="color: black;">因此</span>独立站<span style="color: black;">亦</span>会用 Shopify 店铺一词替代。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">阅读愉快！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">内容大纲</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、</span>亚马逊卖家<span style="color: black;">为何</span>做独立站</span></p><span style="color: black;">独立站<span style="color: black;">做为</span><span style="color: black;">营销</span><span style="color: black;">途径</span></span><span style="color: black;">独立站<span style="color: black;">做为</span>品牌官网</span><span style="color: black;">多<span style="color: black;">途径</span>布局分散<span style="color: black;">危害</span></span>
    <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、</span>亚马逊卖家做独立站的<span style="color: black;">平常</span>错误</span></p><span style="color: black;"><span style="color: black;">目的</span>设置难以实现</span><span style="color: black;">流量生态认识不足</span><span style="color: black;">网站运营简单粗暴</span><span style="color: black;">推广资源分配冲突</span>
    <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、</span>亚马逊卖家<span style="color: black;">怎样</span>做独立站</span></p><span style="color: black;"><span style="color: black;">制品</span></span><span style="color: black;"><span style="color: black;">途径</span></span><span style="color: black;">价格</span><span style="color: black;">促销</span>
    <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>总结</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span>亚马逊卖家<span style="color: black;">为何</span>做独立站</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在《</span><span style="color: black;">谈亚马逊卖家转型独立站</span><span style="color: black;">》一文中，笔者梳理了去年 6 月 亚马逊封号风波。此次事件波及超 5 万中国卖家，行业损失预估超千亿元。</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>，国外一批 DTC （direct to consumer）品牌融资上市， 加之 SHEIN 的成功，国内<span style="color: black;">亦</span>有<span style="color: black;">有些</span>新兴品牌<span style="color: black;">得到</span>资本的<span style="color: black;">喜爱</span>如</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">="</p>https://bigbobchang.com/zh/cider-case-study/"&gt;Cider, 成立一年便融资了 4 次。

    <h1 style="color: black; text-align: left; margin-bottom: 10px;">独立站<span style="color: black;">做为</span><span style="color: black;">营销</span><span style="color: black;">途径</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电商<span style="color: black;">注重</span><span style="color: black;">营销</span>额和 ROI ，商家做独立站当然想<span style="color: black;">增多</span>营收。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据 </span><span style="color: black;">Reuters 数据</span><span style="color: black;">，SHEIN 2021 的<span style="color: black;">营销</span>额达将近 157 亿美元，并多次有上市传闻，虽然</span><span style="color: black;">增速放缓</span><span style="color: black;"> （ 2021 年<span style="color: black;">营销</span>额增长 &lt;</span><span style="color: black;">a href</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">="</p>https://www.businessofapps.com/data/shein-statistics/"&gt; 60% <span style="color: black;">上下</span>， 2020 年为 250%），但依旧让众人垂涎。

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而独立站建站工具 Shopify 2022 年 Q1 GMV 已达到</span><span style="color: black;">432 亿美元，</span><span style="color: black;">同比增长 16%。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d784416b4d0343799b519be47f02aa99~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=j%2FLfgdP%2Bog93SxIjy91vU9kMsPg%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: Marketplace Pulse.</p>
    </div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">独立站<span style="color: black;">做为</span>品牌官网</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">有些</span>亚马逊卖家早就布局独立站，<span style="color: black;">然则</span>独立站<span style="color: black;">更加多</span>的是品牌官网的<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;">在 2019 年<span style="color: black;">上下</span>，笔者观察的几个卖家如 Anker, Aukey 的独立站都在为亚马逊引流——<span style="color: black;">制品</span><span style="color: black;">亦</span>的购买按钮引导用户到亚马逊下单。</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;">有些</span>品牌官网<span style="color: black;">亦</span>会为其他<span style="color: black;">途径</span>如众筹网站 Kickstarter <span style="color: black;">或</span>第三方平台引流，<span style="color: black;">尤其</span>是新品发布的时候。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Dreame </span><span style="color: black;"><span style="color: black;">全世界</span>站</span><span style="color: black;">导流到 AliExpress, 不支持购买。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7669549656b84590b5b4fe49c048e40d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=A2GoTTxTV2PA8AhA7qI%2By%2FSw34c%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: Dreame</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Robrock </span><span style="color: black;">S7 MaxV 系列<span style="color: black;">制品</span></span><span style="color: black;">支持用户在官网、亚马逊、沃尔玛购买。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b81fe52d41d64f02826e9d4e740fc41a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=o%2B2nSE%2BIIdMImc042R%2FmwI%2F6vdE%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: Roborock</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌官网虽然承担一部分<span style="color: black;">营销</span>的指标，但<span style="color: black;">亦</span>起到呈现品牌内容如品牌故事、连接用户、<span style="color: black;">处理</span>售前售后问题、沉淀用户数据的<span style="color: black;">功效</span>。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">多<span style="color: black;">途径</span>布局分散<span style="color: black;">危害</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">鸡蛋放到一个篮子是危险的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">风波过后，商家多<span style="color: black;">途径</span>布局减少对单一<span style="color: black;">途径</span><span style="color: black;">尤其</span>是亚马逊的依赖，<span style="color: black;">逐步</span><span style="color: black;">作为</span>共识。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">头部卖家 </span><span style="color: black;">Anker</span><span style="color: black;">财报数据<span style="color: black;">表示</span>，2021年，安克创新实现营收 125.74 亿元 ， 亚马逊销量占比为 54.66%， 而独立站为 3.13%， 线下收入总占比为 36.38% 。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Anker 近几年<span style="color: black;">亦</span>在摆脱“亚马逊依赖症”。部分新品<span style="color: black;">亦</span>是<span style="color: black;">经过</span>众筹<span style="color: black;">途径</span>首发, 如在&lt;</span><span style="color: black;">a href="htt</span><span style="color: black;"><span style="color: black;">ps://http://www.kickstarter.com/projects/ankermake/ankermake-m5-3d-printer-5x-faster-printing-and-ai-camera"&gt; Kickstarter 的 3D 打印机。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了亚马逊，国内卖家<span style="color: black;">亦</span>多会在 AliExpress，eBay, Walmart 等<span style="color: black;">途径</span>开店。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">赛维的</span><span style="color: black;">官网</span><span style="color: black;">如此介绍<span style="color: black;">机构</span>业务。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">赛维时代是一家技术驱动的出口跨境品牌电商，<span style="color: black;">机构</span><span style="color: black;">经过</span>Amazon、Walmart、eBay 、Wish等第三方电商平台和SHESHOW、Retro Stage等垂直品类自营网站向<span style="color: black;">全世界</span>消费者<span style="color: black;">营销</span>高品质、个性化的时尚生活<span style="color: black;">制品</span>，<span style="color: black;">包含</span>服饰配饰、运动娱乐、百货家居等。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>亚马逊卖家做独立站的<span style="color: black;">平常</span>错误</h1>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">目的</span>设置难以实现</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">有些</span>卖家误以为开了 Shopify 店铺，就会有用户来买单。</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</span>，对独立站抱有很大的期望：独立站<span style="color: black;">营销</span>一年内达到 1 个亿。</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>品牌有<span style="color: black;">必定</span><span style="color: black;">累积</span>，会有<span style="color: black;">有些</span>用户到官网来购买<span style="color: black;">制品</span>；而<span style="color: black;">有些</span><span style="color: black;">无</span>知名度的品牌，基本需要靠付费<span style="color: black;">宣传</span>来撑起网站流量。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Shopify 只是一个建站工具，不<span style="color: black;">供给</span>流量。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">流量生态认识不足</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在《</span><span style="color: black;">谈亚马逊卖家转型独立站</span><span style="color: black;">》一文中，笔者比较了亚马逊和独立站的优劣和运营推广的差异。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简单来讲，亚马逊平台门槛较低，<span style="color: black;">关联</span>业务已形成完整生态，且 Amazon 自带流量。用户消费时会在 Amazon 上搜索，这一比例<span style="color: black;">乃至</span></span><span style="color: black;">高于 Google</span><span style="color: black;">。“重<span style="color: black;">制品</span>，轻店铺”的模式对中小卖家更加友好。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而 Shopify 搭建独立站虽然节省了技术成本，<span style="color: black;">然则</span>支付接入、用户管理、数据分析、内容制作等都是不小的挑战。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0b4011d5591b4ac0bcdddff5f1ebcf1d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=%2F42SOLNlTxFTTOAn8c7bAdEuy5w%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: McKinsey &amp; Company</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然，独立站不合规的操作<span style="color: black;">亦</span>会使得 Shopify 账号，PayPal 账号，Facebook <span style="color: black;">宣传</span>账号， Google GMC 账号被封。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而需要认真思考的问题是：网站的流量从何而来？</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;">推广<span style="color: black;">途径</span>对比</span></strong></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0fd0b326b4564b83bcee0e4848c536e8~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=YGVrxVgUnmhXIul7MravG1lqRj4%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: BobzNotes</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Amazon 站外推广用到的 </span><span style="color: black;">Deal发帖</span><span style="color: black;">, </span><span style="color: black;">红人推广</span><span style="color: black;">，群组<span style="color: black;">亦</span>适用于独立站。</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;">不外</span>，独立站的<span style="color: black;">优良</span>在于数据的利用。独立站常用的</span><span style="color: black;">推广<span style="color: black;">途径</span></span><span style="color: black;">有：</span></p><span style="color: black;">SEO</span><span style="color: black;"> (搜索引擎优化）</span><span style="color: black;">SEM (<span style="color: black;">包括</span> Google, Bing 等搜素引擎<span style="color: black;">宣传</span>）</span><span style="color: black;">社交平台<span style="color: black;">宣传</span> （Facebook, Instagram, TikTok, Snapchat, Pinterest 等）</span><span style="color: black;">Affiliate （</span><span style="color: black;">联盟营销</span><span style="color: black;">）</span><span style="color: black;">Influencer/KOL （</span><span style="color: black;">红人</span><span style="color: black;">）</span><span style="color: black;">SNS （社媒账号运营）</span><span style="color: black;">EDM (</span><span style="color: black;">邮件营销</span><span style="color: black;">）</span><span style="color: black;">PR</span><span style="color: black;">有的商家<span style="color: black;">亦</span>有 app</span><span style="color: black;">直播带货</span>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">网站运营简单粗暴</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据笔者观察，<span style="color: black;">有些</span>亚马逊卖家为节省资源，独立站的运营推广就一个人。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个人负责网站运营兼顾多个<span style="color: black;">途径</span>的推广，<span style="color: black;">亦</span>是件匪夷所思的事情。从独立站的人力投入来看，这种<span style="color: black;">状况</span><span style="color: black;">大都是</span>个试水项目。</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;">有些</span>卖家在搭建 Shopify 店铺的流程可能是：</span></p><span style="color: black;">选个免费主题</span><span style="color: black;">上传所有<span style="color: black;">制品</span></span><span style="color: black;">参考竞品页面</span><span style="color: black;">上线万事大吉</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而后</span>问：<span style="color: black;">为何</span><span style="color: black;">无</span>出单？</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;">无</span>动人的品牌故事，<span style="color: black;">无</span>亮眼的模特<span style="color: black;">照片</span>，<span style="color: black;">无</span>流畅的购买体验，<span style="color: black;">无</span><span style="color: black;">精细</span>的<span style="color: black;">宣传</span>投放，除了可能<span style="color: black;">优惠</span>的价格，消费者<span style="color: black;">为么</span>买单？</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">推广资源分配冲突</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">商家布局多<span style="color: black;">途径</span>，资源分配冲突<span style="color: black;">亦</span>是不可避免的问题。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">预算是有限的，分配到哪个<span style="color: black;">途径</span>？<span style="color: black;">怎样</span>分配使得效益最大化？<span style="color: black;">怎样</span>平衡各<span style="color: black;">营销</span><span style="color: black;">途径</span>的关系，<span style="color: black;">包含</span>线上与线下？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总体上，国内出海商家兼做亚马逊和独立站的，<span style="color: black;">都数</span>仍然<span style="color: black;">选取</span>引流到亚马逊。其中，<span style="color: black;">亦</span><span style="color: black;">包含</span>头部大卖 Anker,《</span><span style="color: black;">再谈 Anker 的独立站</span><span style="color: black;">》一文中，笔者已做介绍。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">科研</span> 3D 打印机领导品牌 Creality 时，其网站着实让人疑惑。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">深圳市创想三维科技股份有限<span style="color: black;">机构</span>网站有四个</span></p><span style="color: black;">https://www.cxsw3d.com/</span><span style="color: black;">https://www.szcxsw.com/</span><span style="color: black;">https://www.crealitygroup.com/</span><span style="color: black;">https://www.creality.cn/</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其面向海外消费者的网站是 </p>https://store.creality.com/
    <span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而旗下品牌众创三维又运营着 </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">https://www.creality3dofficial.com/合作的第三方又<span style="color: black;">守护</span>着</p>https://www.creality3d.shop/
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">哪一个是官方？<span style="color: black;">针对</span>一个普通的消费者<span style="color: black;">来讲</span>，真的难以辨别。</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>除了品牌官网，Creality <span style="color: black;">亦</span>在 Amazon, eBay, AliExpress, GearBest, Banggood, Tomtop <span style="color: black;">营销</span><span style="color: black;">制品</span>。<span style="color: black;">针对</span>推广负责人<span style="color: black;">来讲</span>，引导用户到哪里去购买，<span style="color: black;">处理</span>这个问题大概要耗费些时日。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Shopify 店铺想要<span style="color: black;">得到</span><span style="color: black;">营销</span>额增长，需要思考的是：网站相比其他<span style="color: black;">营销</span><span style="color: black;">途径</span>，有任何<span style="color: black;">优良</span>吸引用户购买的<span style="color: black;">地区</span>吗？</span></p><span style="color: black;"><span style="color: black;">为何</span>在京东上买？<span style="color: black;">由于</span>物流快。</span><span style="color: black;"><span style="color: black;">为何</span>用拼多多？<span style="color: black;">由于</span>便宜。</span><span style="color: black;"><span style="color: black;">为何</span>不在京东上买？<span style="color: black;">由于</span>不包邮。</span><span style="color: black;"><span style="color: black;">为何</span><span style="color: black;">不消</span>拼多多？<span style="color: black;">由于</span>假货多。</span>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">3、</span>亚马逊卖家<span style="color: black;">怎样</span>做独立站</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊卖家<span style="color: black;">怎样</span>做独立站？<span style="color: black;">或</span>亚马逊卖家创造 DTC 品牌？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个问题<span style="color: black;">能够</span>写成一本书。经典教材《营销管理》《战略品牌管理》《零售管理》等都从<span style="color: black;">区别</span><span style="color: black;">方向</span>给以了部分答案。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">教科书的框架模式是：</span></p><span style="color: black;"><span style="color: black;">状况</span>分析 （where are we now?）SWOT 模型</span><span style="color: black;"><span style="color: black;">目的</span>制定（what do we want to do in the future?）SMART Goal</span><span style="color: black;">营销战略 STP (segmentation, targeting, positioning )</span><span style="color: black;">营销组合 4P (product, place, price, promotion)</span>
    <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>所谈到的推广<span style="color: black;">或</span><span style="color: black;">宣传</span>只是营销组合中的一部分，即 promotion <span style="color: black;">或</span> marketing communication.</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接下来，<span style="color: black;">咱们</span>以实务<span style="color: black;">方向</span>结合营销组合 4P (product, place, price, promotion ) 来谈下亚马逊卖家<span style="color: black;">怎样</span>做独立站。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">制品</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当谈及<span style="color: black;">制品</span>的时候，除了有形的<span style="color: black;">制品</span>还<span style="color: black;">包含</span>无形的服务。海底捞的贴心服务<span style="color: black;">例如</span>“生日祝福歌”，你<span style="color: black;">是不是</span>印象深刻？</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;">说到</span><span style="color: black;">制品</span>，不得不强调品类。消费者对品类的认知影响其<span style="color: black;">行径</span>决策，这对营销者<span style="color: black;">来讲</span>至关重要。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当提起“咖啡”，<span style="color: black;">咱们</span>可能会想起星巴克；谈及“矿泉水”，可能会想到“农夫山泉有点甜”；而说到可乐，有的人<span style="color: black;">乃至</span>会为可口可乐和百事可乐哪个好喝争吵一番。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">艾·里斯与劳拉·里斯的《品牌的起源》一书指出，“消费者以品类来思考，以品牌来表达”。企业应该开创新品类，抢占用户心智来打造新品牌。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">心智就像是邮局中的归类箱，邮件递送人路径上的<span style="color: black;">每一个</span>名字都有一个格子。每封邮件都<span style="color: black;">按照</span>信上的名字被放入相应的格子里。品牌<span style="color: black;">亦</span>是如此。顾客心智中<span style="color: black;">每一个</span>品类都有一个格子。<span style="color: black;">倘若</span>格子的名字是“安全轿车”，<span style="color: black;">那样</span>这个格子就属于沃尔沃品牌。——《品牌的起源》</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对于 SHEIN 的<span style="color: black;">第1</span>印象可能是一家做服装的<span style="color: black;">机构</span>，虽然它<span style="color: black;">亦</span>有家居、宠物、美妆<span style="color: black;">制品</span>线。买家电类<span style="color: black;">制品</span>，我会<span style="color: black;">选取</span>京东，而服装类<span style="color: black;">制品</span>会是淘宝。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品类<span style="color: black;">区别</span>，相应的品类电商渗透率、市场规模都有所<span style="color: black;">区别</span>。<span style="color: black;">制品</span>的客单价、毛利<span style="color: black;">亦</span>大相径庭。家居大件类<span style="color: black;">制品</span>如户外沙发客单价可能 $1000, 而服装类大致 $40-$60。消费者的购买<span style="color: black;">行径</span><span style="color: black;">亦</span>大不相同——服装类的冲动型消费和高频次消费<span style="color: black;">亦</span>并不适用于家居大件类。家居大件的重货模式物流成本更高，用户退换货麻烦，商家可能<span style="color: black;">安排</span>海外仓。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总而言之，品类影响着消费者认知、市场<span style="color: black;">需要</span>体量、商家业务经营、品牌打造、竞争对手<span style="color: black;">选择</span>。<span style="color: black;">因此</span>，选品（<span style="color: black;">制品</span>和品类）是门大学问。</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;">亚马逊和独立站热卖品类</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊的热卖品类和独立站有什么区别呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">IAB 2020</span><span style="color: black;"> 收录的 250 个值得关注的 DTC 品牌中，85 个服装品牌，50 个食品饮料，30 个个护品牌。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/609c415710de4fa69006f896e4d69549~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=R5jlVFadGYFRHHp1BRgTgKjsd7k%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: BobzNotes 整理</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而笔者去年分析国内独立站流量时，<span style="color: black;">亦</span><span style="color: black;">发掘</span>流量高的站点<span style="color: black;">亦</span>以服装和电子为主，除了 DJI, OnePlus, TP-Link, Reolink, 其他网站 SKU 数量庞大。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a968d152c7cd4f1aa618abd3d6c7ac80~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=4tjqzcyiCaozD839%2FLee%2BbrAjMA%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: Similarweb 9 月流量，单位 M</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">eMarkter</span><span style="color: black;"> 的数据<span style="color: black;">表示</span>，亚马逊美国市场热卖品类<span style="color: black;">亦</span>是电子、服装、家居以及书影音<span style="color: black;">制品</span>。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p6-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ec9db94f3aab4055888c2370d66377d1~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=ZCvNbUWSsRNPWOSOtqKI6yz%2FkpE%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Souce: eMarketer</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总的<span style="color: black;">来讲</span>，服装、电子、家居这三个大品类都适用于亚马逊和独立站。亚马逊更适合标品，而独立站适合非标品，独立站多样化的内容呈现，满足消费者个性化<span style="color: black;">需要</span>。站外推广上，时尚类比电子类<span style="color: black;">制品</span>在社交<span style="color: black;">媒介</span>的互动<span style="color: black;">亦</span>会更高些。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊精品卖家 SKU 数量少，做独立站很难将网站流量做大、用户复购做好。即使能够在<span style="color: black;">有些</span>垂直品类做到 best seller, <span style="color: black;">然则</span><span style="color: black;">一样</span>的<span style="color: black;">制品</span>放到独立站可能无人问津。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所以亚马逊卖家在运营 Shopify 店铺的时候，上架的<span style="color: black;">制品</span><span style="color: black;">是不是</span>和亚马逊<span style="color: black;">同样</span>还是做差异化处理？<span style="color: black;">那些</span>是主打<span style="color: black;">制品</span>，<span style="color: black;">那些</span>是引流款<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;">另一</span>，<span style="color: black;">制品</span>/模拍图，<span style="color: black;">制品</span>介绍，<span style="color: black;">制品</span>评论，<span style="color: black;">制品</span>价格（折扣），<span style="color: black;">关联</span><span style="color: black;">制品</span><span style="color: black;">举荐</span>，<span style="color: black;">制品</span><span style="color: black;">绑缚</span><span style="color: black;">营销</span>，<span style="color: black;">制品</span>上新节奏，新品首发<span style="color: black;">途径</span>等等<span style="color: black;">制品</span><span style="color: black;">关联</span>的问题在运营独立站时，都需要认真对待。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">途径</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊卖家<span style="color: black;">是不是</span>要做独立站这个<span style="color: black;">途径</span>？新入局跨境电商的商家是<span style="color: black;">选取</span>亚马逊还是独立站？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">名创优品的叶智聪</span><span style="color: black;">认为</span><span style="color: black;">，第三方平台和独立站的<span style="color: black;">选取</span>最<span style="color: black;">重点</span>的是<span style="color: black;">思虑</span><span style="color: black;">制品</span>的品类。Anker <span style="color: black;">这般</span>的消费电子类<span style="color: black;">制品</span><span style="color: black;">便是</span>亚马逊友好型，<span style="color: black;">倘若</span>有好的 review 和关键词，销量就能起来，<span style="color: black;">因此</span>平台模式会比较好。而 SHEIN 这种快时尚非标类就属于亚马逊非友好型，SKU <span style="color: black;">尤其</span>多、上新频繁、<span style="color: black;">制品</span>需要<span style="color: black;">经过</span>视频等方式来充分展示，那走独立站会更合适。亚马逊是单品<span style="color: black;">规律</span>，而独立站适合组合<span style="color: black;">营销</span>，<span style="color: black;">不外</span>要打造一个成功的品牌，两种模式都需要做。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创世伙伴资本的</span><span style="color: black;">储霏</span><span style="color: black;">说：“主打性价比路线的商家还是走平台比较多，<span style="color: black;">由于</span>中间环节<span style="color: black;">包含</span>像物流、<span style="color: black;">宣传</span>，走平台肯定成本是相对比较低的；<span style="color: black;">然则</span>从独立站来讲的话，<span style="color: black;">由于</span><span style="color: black;">此刻</span>流量的成本其实是一个比较不可控的<span style="color: black;">原因</span>。”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span><span style="color: black;">有些</span>卖家会<span style="color: black;">选取</span>众筹而不是直接在网站上售卖新品？</p>简单的回答是品牌力<span style="color: black;">不足</span>。强势品牌在发布新品的时候，媒线争先恐后<span style="color: black;">报告</span>，测评 KOL 抢首发。

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span><span style="color: black;">有些</span>卖家将独立站的用户引流到亚马逊而不是直接购买？</p>独立站短期的产出会<span style="color: black;">小于</span>第三方平台。亚马逊的站外引流<span style="color: black;">必定</span>程度能够<span style="color: black;">提高</span> listing 排名，<span style="color: black;">得到</span><span style="color: black;">更加多</span>的流量，<span style="color: black;">更加多</span>的亚马逊用户购买，从而达到正向循环。
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">区别</span>的<span style="color: black;">途径</span>，用户、市场规模、<span style="color: black;">潜能</span>都有差异。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/9ac85fcc0cb048178f782a17960dd81e~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=vRJjmXI6QpBxJ8hkNE7TSadjPFg%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: Marketplace Pulse</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Jungle Scount 的</span><span style="color: black;">调查数据</span><span style="color: black;"><span style="color: black;">表示</span>，相比沃尔玛等其他零售商，消费者<span style="color: black;">爱好</span>在亚马逊购买艺术品、工艺品, 汽车零件和配件，书籍，电子<span style="color: black;">制品</span>，健身用品，以及办公用品。<span style="color: black;">她们</span>更倾向于在 http://Walmart.com 购买必需品，如婴儿用品、清洁用品、杂货。</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;">线下<span style="color: black;">途径</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了线上，线下<span style="color: black;">途径</span><span style="color: black;">亦</span>不容<span style="color: black;">忽略</span>。据 </span><span style="color: black;">WSJ <span style="color: black;">报告</span></span><span style="color: black;">，疫情本应推动所有的网上购物。但事实并非如此——<span style="color: black;">有些</span>顾客<span style="color: black;">已然</span>回到实体商店。2020年第二季度，随着居家<span style="color: black;">办法</span>的实施，美国零售业线上份额占比增长超过四个百分点，达到 15.7% ，而到 2021年第四季度，这一份额已降至12.9%，使消费者的购买习惯大致回到了疫情前的趋势。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/149c81f8d94f4ca7916ac19954aef9fe~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=Er08V%2BV7BJWJskcwxEYE9kHTc5Q%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: WSJ</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊线下零售并非一帆风顺。今年 3 月，</span><span style="color: black;">亚马逊宣布</span><span style="color: black;">，其在美国和英国的所有 68 家亚马逊图书、亚马逊四星级和亚马逊 Popup 商店将被关闭，<span style="color: black;">同期</span><span style="color: black;">机构</span>将重新专注于其杂货和时尚商店。<span style="color: black;">不外</span>亚马逊并<span style="color: black;">无</span>完全退出实体店。<span style="color: black;">机构</span>将继续经营其 Amazon Fresh 和Whole Foods 杂货店，以及其 Amazon Go 无人便利店。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着线上流量成本的攀升，<span style="color: black;">有些</span> DTC 品牌<span style="color: black;">亦</span>在和 Target, Walmart 等第三方零售商开展合作，布局线下业务。可参考</span><span style="color: black;">Insider</span><span style="color: black;"> <span style="color: black;">报告</span>。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">价格</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">整体上，亚马逊上的<span style="color: black;">制品</span>价格便宜。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊卖家站外常用的 </span><span style="color: black;">deal</span><span style="color: black;"> 引流（折扣力度<span style="color: black;">最少</span> 20% OFF ）<span style="color: black;">亦</span>说明用户对价格的<span style="color: black;">敏锐</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;">按照</span> Jungle Scout 的 2022 年亚马逊卖家报告，卖家在亚马逊上列出的<span style="color: black;">制品</span>中，大<span style="color: black;">大概</span>一半的价格在11 美元至 25 美元之间。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1686a54c6b244d76b719a15d33de2e2d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=yr8H%2B8Dnn%2FHCjUZU4ZlADa5%2FOk8%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: Jungle Scout</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Feedvisor 的 2021 年亚马逊消费者<span style="color: black;">行径</span>报告 (基于 2000+ 名美国消费者的问卷数据) 指出，28% 的消费者说在网上购物时，最看重便宜的价格，而10 % 的消费者注重免邮。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而在浏览亚马逊搜索结果时，44% 的消费者<span style="color: black;">暗示</span>，价格是<span style="color: black;">她们</span>最关注的事情。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/92b929c72f0444d0935feb3b06149927~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=1tUd6QFgJ5qXpLyIZBC1h%2BQC4W4%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: Feedvisor</p>
    </div>
    <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;">有些</span><span style="color: black;">媒介</span><span style="color: black;">亦</span>质疑亚马逊的奢侈品业务。</span></p><span style="color: black;">FT</span><span style="color: black;"> | Can Amazon upend the luxury sector?</span><span style="color: black;">SCMP</span><span style="color: black;">| Why Amazon is failing to sell luxury fashion</span><span style="color: black;">Glossy</span><span style="color: black;"> | 6 months in, Amazon’s Luxury Stores remains stagnant</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊卖家在做独立站的时候，<span style="color: black;">一样</span>的<span style="color: black;">制品</span>，独立站的价格<span style="color: black;">怎样</span>设置？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价格的不一致可能会<span style="color: black;">导致</span>客诉。试想下，<span style="color: black;">做为</span>普通消费者，我在官网买的耳机 $99, <span style="color: black;">而后</span><span style="color: black;">次日</span>无意<span style="color: black;">发掘</span>亚马逊上官方店铺卖 $69。</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;">怎样</span>管理官方各<span style="color: black;">营销</span><span style="color: black;">途径</span>以及第三方零售<span style="color: black;">途径</span>的价格，是一个重要问题。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">促销 （推广）</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接下来<span style="color: black;">咱们</span>从实操<span style="color: black;">方向</span>谈下独立站的推广。</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;">区别</span><span style="color: black;">机构</span>组织结构不<span style="color: black;">同样</span>，市场，<span style="color: black;">营销</span>，品牌<span style="color: black;">分部</span>各司其职。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据笔者观察，<span style="color: black;">日前</span>大<span style="color: black;">都数</span>独立站商家各推广<span style="color: black;">途径</span><span style="color: black;">掰开</span>， Google, Facebook, 红人，联盟都会<span style="color: black;">区别</span>的推广团队，而 EDM 有的放到运营团队里面， SEO 可能没招专人做，运营只做些简单的 TDK (标题，描述，关键词）优化<span style="color: black;">罢了</span>。推广的 KPI <span style="color: black;">都数</span><span style="color: black;">亦</span>是<span style="color: black;">营销</span>额和 ROI。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而亚马逊的站外推广基本是红人，deal 站，测评，FB 群组。亚马逊站内<span style="color: black;">宣传</span>花费占据了推广预算的大头。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">独立站的推广依赖于独立站这个载体，推广的效果和独立站整体<span style="color: black;">状况</span>（如落地页设计、网站活动、网站加载速度）紧密<span style="color: black;">关联</span>。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">独立站设计</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">域名设计</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好的独立站从一个简单明了、易于识别/朗读/输入、方便记忆的域名<span style="color: black;">起始</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好的域名示例</span></p><span style="color: black;">http://apple.com</span><span style="color: black;">http://shein.com</span><span style="color: black;">http://anker.com</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">欠好</span>的域名示例</span></p><span style="color: black;">http://jingus.com (域名的 us 是 usa 的意思吗，业务<span style="color: black;">是不是</span>只限美国）</span><span style="color: black;">http://seenebula.com （nebula 为大词，搜索改词品牌官网排名靠后，<span style="color: black;">另一</span>是 see + nebular 还是 seen + ebula <span style="color: black;">亦</span><span style="color: black;">导致</span>困惑）</span><span style="color: black;">vesta-sleep.com, http://foscammall.com（短线“-”<span style="color: black;">不方便</span>输入，<span style="color: black;">有些</span>商家在域名里面加入 official, tech, home, sleep, 3d,mall 等词，并<span style="color: black;">无</span>多大必要。可能<span style="color: black;">思虑</span> 3d, sleep 这些品类<span style="color: black;">关联</span>词可能<span style="color: black;">帮忙</span>联想，域名越简短价格越贵）</span><span style="color: black;">itead.cc,biqu.equipment（电商网站<span style="color: black;">通常</span>是 .com)</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;">网站设计</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊精品卖家可能有多个品牌。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">所有品牌放到一个站点上还是分别设计单独的网站？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">同一品牌，针对<span style="color: black;">区别</span>市场，<span style="color: black;">是不是</span>需要开通相应语种的国家站点？</p>这些都是需要认真规划的。

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Cider 开通了多个语种的站点最后却将其导向主站，详见 《</span><span style="color: black;">疯狂的 Cider</span><span style="color: black;">》。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Anker 的独立站其实<span style="color: black;">亦</span>有些混乱。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f96697b99608490a9c877a801b680316~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=6StAPHf%2FVQyMFxxMffOoG8QD5%2FE%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: BobzNotes</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">网站的架构设计本是 SEO 的工作，<span style="color: black;">不外</span> SEO 在<span style="color: black;">非常多</span><span style="color: black;">机构</span>是缺席的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">统一的品牌视觉呈现，国际化和本土化的平衡，不妨学习 Apple 官网。</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;">网站页面</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">需要强调的是 About us 页面。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">About us 页面介绍了品牌故事。<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>从 Google Analytics 看下用户<span style="color: black;">拜访</span>该页面的数据，<span style="color: black;">一般</span><span style="color: black;">状况</span>下，用户和合作伙伴（联盟客，红人，<span style="color: black;">媒介</span>）都会查看该页面。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">海外品牌在<span style="color: black;">机构</span>信息披露上是比较透明的，<span style="color: black;">例如</span>供应链，环保，联系方式。以 Allbirds 为例，</span></p><span style="color: black;">品牌故事</span><span style="color: black;">可<span style="color: black;">连续</span></span><span style="color: black;">投资者关系</span><span style="color: black;">材料</span><span style="color: black;">California Transparency Act</span><span style="color: black;">隐私页面</span><span style="color: black;">和</span><span style="color: black;"><span style="color: black;">运用</span>条款</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">致力于打造品牌的亚马逊卖家，不妨对比独立站的 about us 页面和<span style="color: black;">机构</span>官网的介绍。对外的品牌故事<span style="color: black;">能够</span>更丰富些。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">独立站推广</h1>
    <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>说下结论。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">效果来看，Google， Facebook <span style="color: black;">宣传</span>是最重要的两个付费<span style="color: black;">途径</span>。<span style="color: black;">而后</span>是联盟和红人，EDM，其他<span style="color: black;">宣传</span>平台 (如 Bing, Yahoo,Pinterest, Criteo, Outbrain 等) ， SEO， 社交<span style="color: black;">媒介</span>运营，官网博客和其他。TikTok <span style="color: black;">宣传</span>的有效性还需要验证，欧美市场直播电商还需市场教育。</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> Google 和 Facebook <span style="color: black;">宣传</span>销量做不起来，其他<span style="color: black;">途径</span><span style="color: black;">亦</span>很难有成效。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">联盟及红人合作产生的内容<span style="color: black;">例如</span><span style="color: black;">媒介</span>测评，红人<span style="color: black;">照片</span>、视频；官方社交<span style="color: black;">媒介</span>、博客、社区<span style="color: black;">亦</span>都是品牌资产，即使短期的销量效果不太理想，<span style="color: black;">亦</span>需<span style="color: black;">连续</span>投入。</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;">另一</span>，EDM 需要避免邮件频繁以<span style="color: black;">引起</span>用户退订<span style="color: black;">乃至</span>投诉。EDM 的用户信息<span style="color: black;">亦</span>能用于 Google, Facebook 等<span style="color: black;">途径</span>投放再营销<span style="color: black;">宣传</span>。<span style="color: black;">不外</span>，用户隐私<span style="color: black;">守护</span>需要商家<span style="color: black;">注重</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;">竞品分析</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊卖家做独立站前，<span style="color: black;">能够</span>看下竞品<span style="color: black;">是不是</span>在做独立站。</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;">或</span>在 Google 上搜索<span style="color: black;">制品</span>关键词，<span style="color: black;">倘若</span>搜索结果<span style="color: black;">第1</span>页以及第二页都是 Amazon, Walmart 这些第三方平台，<span style="color: black;">那样</span>做独立站难度<span style="color: black;">亦</span>是很大的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">垂直品类上国内<span style="color: black;">亦</span>有<span style="color: black;">有些</span>出色的卖家。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4f4f04731eea4070b1c175a69964b8a4~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=akk%2BAsJoS0RsZkTymlwg9%2FLDyhI%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: BobzNotes</p>
    </div><span style="color: black;">耳机如 1More, Soundcore, Earfun</span><span style="color: black;">智能灯泡如 Govee</span><span style="color: black;">智能手表如 Amazfit</span><span style="color: black;">电动牙刷如 Oclean</span><span style="color: black;">安防摄像如 Annke, Reolink</span><span style="color: black;">投影仪如 xgimi, Vankyo</span><span style="color: black;">电动滑板如 Segway</span><span style="color: black;">户外充电如 Bluetti, Ecoflow</span><span style="color: black;">手机壳如 ESR</span><span style="color: black;">家居如 Outer</span><span style="color: black;">3D 打印如 Creality, Anycubic, Snapmaker</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不外</span>垂直站点小而美，独立站的流量 （ Similarweb 月<span style="color: black;">拜访</span>数）<span style="color: black;">常常</span>很难超过一百万。拓展品类<span style="color: black;">或</span>市场<span style="color: black;">亦</span>有<span style="color: black;">很强</span>挑战。</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;"><span style="color: black;">宣传</span>投放</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;">这儿</span>不谈<span style="color: black;">怎样</span>投放<span style="color: black;">宣传</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而是提出一个问题：当<span style="color: black;">宣传</span>停了以后会怎么样？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚马逊卖家<span style="color: black;">倘若</span><span style="color: black;">经过</span>亚马逊<span style="color: black;">得到</span>了<span style="color: black;">必定</span>的用户，<span style="color: black;">那样</span>独立站会有<span style="color: black;">有些</span>直接流量。<span style="color: black;">倘若</span>有一个 SEO 专家操盘独立站，<span style="color: black;">那样</span><span style="color: black;">亦</span>会有<span style="color: black;">必定</span>的自然流量。联盟和红人等资源合作以及社媒官号<span style="color: black;">或</span>社群<span style="color: black;">亦</span>会产生引荐流量。</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;">宣传</span>停了，消费者还记得你的品牌吗？还会购买你的<span style="color: black;">制品</span>吗？</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;">亦</span>许，是时候盘点你的品牌资产了。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">总结</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用一张图和一个经常被联盟客问到的问题<span style="color: black;">做为</span>总结。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b2afa32247054f5fb176ac82513d4fe1~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729324887&amp;x-signature=vrqZoMoQKmmOge7cxNeI73sc%2FLw%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Source: BobzNotes</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">请问你的营销<span style="color: black;">目的</span>是什么？你有多少预算？</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">举荐</span>阅读</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">书籍</span></strong></p><span style="color: black;">The Everything Store</span><span style="color: black;"> by Brad Stone (中文书名《一网打尽》）</span><span style="color: black;">Amazon Unbound</span><span style="color: black;"> by Brad Stone （中文书名《贝佐斯传 : 贝佐斯及无边界的亚马逊》）</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;"><span style="color: black;">文案</span></span></strong></p><span style="color: black;">BobzNotes</span><span style="color: black;"> | 谈亚马逊卖家转型独立站</span><span style="color: black;">出海<span style="color: black;">朋友</span>会</span><span style="color: black;">| Anker 和 SheIn 的模式对<span style="color: black;">咱们</span>有什么<span style="color: black;">指点</span><span style="color: black;">道理</span>？</span><span style="color: black;">Modern Retail</span><span style="color: black;"> | How the growth playbook for today’s DTC brands has changed</span><span style="color: black;">FT</span><span style="color: black;">| Amazon hits US sellers with surcharge to offset inflation and fuel costs</span><span style="color: black;">WSJ</span><span style="color: black;"> | The Pandemic Was Supposed to Push All Shopping Online. It Didn’t.</span><span style="color: black;">WSJ</span><span style="color: black;"> | Small Businesses Lose Confidence in U.S. Economy</span><span style="color: black;">财新周刊</span><span style="color: black;"> | 出口<span style="color: black;">为么</span>降速</span><span style="color: black;">财新周刊</span><span style="color: black;">| 新消费回归传统</span><span style="color: black;">Businessweek</span><span style="color: black;"> | Shein’s Breakneck Growth Slows, Testing $100 Billion Valuation</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;">视频</span></strong></p><span style="color: black;">Private Label Legion</span><span style="color: black;">| Top 5 Mistakes Amazon Sellers Make Selling on Shopify</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;">报告</span></strong></p><span style="color: black;">JungleScount</span><span style="color: black;"> | The State of the Amazon Seller 2022</span><span style="color: black;">JungleScount</span><span style="color: black;"> | Consumer Trends Report | Q1 2022</span><span style="color: black;">Feedvisor</span><span style="color: black;">| The 2021 Amazon Consumer Behavior Report</span><span style="color: black;">BoF</span><span style="color: black;"> | The Future of Marketplaces in Fashion</span><span style="color: black;">Marketplace Pulse</span><span style="color: black;"> | Marketplaces Year in Review 2021</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">更加多</span>内容见博客 bigbobchang.com/zh <span style="color: black;">或</span>公众号 BobzNotes</p>

1fy07h 发表于 2024-10-14 00:48:39

请问、你好、求解、谁知道等。

nqkk58 发表于 2024-11-2 07:04:57

你说得对，我们一起加油，未来可期。

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