解锁Shopify批发业务，手把手教你构建办法、定价策略、寻找客源
<img src="https://p3-sign.toutiaoimg.com/pgc-image/RYRPZ0X6uj7RdE~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729328786&x-signature=4pd5NQVcAlTR1KEIEgH%2Fq9RzSgI%3D" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你<span style="color: black;">已然</span>受够了<span style="color: black;">持续</span>寻找客户和担心业绩的倒霉日子，<span style="color: black;">期盼</span>能把<span style="color: black;">更加多</span>的精力集中在<span style="color: black;">制品</span>创新、品牌美化和简化运营上，创建“批发”<span style="color: black;">途径</span>或许能<span style="color: black;">作为</span>你“转嫁”责任、解放压力的一个途径。</p>什么是批发？<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">批发是将你的<span style="color: black;">制品</span>批量<span style="color: black;">营销</span>给其他零售商的<span style="color: black;">行径</span>，且<span style="color: black;">一般</span>以折扣价格<span style="color: black;">营销</span>。零售商再将这些<span style="color: black;">制品</span>转售给<span style="color: black;">她们</span>的客户。创建批发<span style="color: black;">途径</span><span style="color: black;">寓意</span>着你<span style="color: black;">能够</span><span style="color: black;">同期</span>将你的<span style="color: black;">制品</span>出售给其它零售商和终端消费者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谈到批发，卖家可能会<span style="color: black;">第1</span>个想到沃尔玛<span style="color: black;">这般</span>的大型实体百货商店。但其实近年来，批发<span style="color: black;">亦</span>因像亚马逊、Wish、Wayfair<span style="color: black;">这般</span>的在线平台而得到发展。虽然电子商务<span style="color: black;">经过</span>降低开店门槛使得DTC品牌（Direct-to-Consumer直接面向消费者）茁壮成长，但批发仍然为消费者<span style="color: black;">供给</span>了便利的购物体验，<span style="color: black;">她们</span>几乎<span style="color: black;">能够</span>在同一个<span style="color: black;">地区</span>找到<span style="color: black;">她们</span>需要的一切。</p><span style="color: black;">为何</span>要创建批发<span style="color: black;">途径</span>？<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新一代的批发<span style="color: black;">一般</span><span style="color: black;">出现</span>在<span style="color: black;">一样</span>吸引DTC品牌的在线平台或小型精品店。以下是创建批发<span style="color: black;">途径</span>的3个有益<span style="color: black;">原由</span>。</p>1、<span style="color: black;">增多</span><span style="color: black;">营销</span>额而不<span style="color: black;">增多</span>营销支出<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">DTC品牌可能需要你在营销上花费大笔的预算<span style="color: black;">才可</span>实现增长，<span style="color: black;">由于</span>它存在较高的获客成本。但<span style="color: black;">经过</span>批发<span style="color: black;">营销</span>，你<span style="color: black;">能够</span>向另一家企业转嫁你的获客成本，并将你的精力和资金投入到其它<span style="color: black;">行业</span>。</p>2、利用其它品牌的现有受众来<span style="color: black;">营销</span>你的<span style="color: black;">制品</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">培养忠实客户并非易事。你<span style="color: black;">能够</span><span style="color: black;">经过</span>与<span style="color: black;">已然</span>在你的利基<span style="color: black;">制品</span>中<span style="color: black;">持有</span>知名度和客户群的品牌<span style="color: black;">创立</span>批发合作伙伴关系，从而利用该<span style="color: black;">机构</span>的良好声誉来促进你的<span style="color: black;">营销</span>。</p>3、降低进入新市场的<span style="color: black;">危害</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">将你的业务扩展到新的国家/地区<span style="color: black;">一般</span>需要仓储、物流、营销等一系列成本。在新市场中寻找一家具备供应链的零售商，<span style="color: black;">能够</span>降低你进军新市场的生产准备成本，从而降低投资<span style="color: black;">危害</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后</span>，批发业务模式将<span style="color: black;">经过</span>提<span style="color: black;">有效</span>率使得零售商和批发商双方受益。零售商<span style="color: black;">因此呢</span><span style="color: black;">能够</span>在不注入<span style="color: black;">开发</span>成本的<span style="color: black;">状况</span>下<span style="color: black;">营销</span>一种新<span style="color: black;">制品</span>，<span style="color: black;">一般</span>是互补<span style="color: black;">制品</span>。批发商<span style="color: black;">经过</span>直接利用零售商的现有客户群而节省了营销<span style="color: black;">花费</span>。</p>批发定价策略<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当你在自己的网站或零售店直接向客户<span style="color: black;">营销</span><span style="color: black;">制品</span>时，你<span style="color: black;">一般</span><span style="color: black;">能够</span>设置50%以上的利润率。在批发业务中，批发商<span style="color: black;">一般</span><span style="color: black;">能够</span>为零售商<span style="color: black;">供给</span>正常零售价50%的折扣。大幅折扣是为在吸引零售商向你采购的<span style="color: black;">同期</span>，为<span style="color: black;">她们</span>留足<span style="color: black;">必定</span>的利润空间。以下是定价策略的示例（其中，批发业务在批发订单上<span style="color: black;">保存</span>50%的利润率，在DTC<span style="color: black;">营销</span>中<span style="color: black;">保存</span>75%的利润率）</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYRPZ0s6h63w3X~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729328786&x-signature=CcX6fFGuir8%2BMuxk718G46yAprs%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">供给</span>大幅折扣有时会给小型企业带来<span style="color: black;">各样</span><span style="color: black;">危害</span>，<span style="color: black;">包含</span><span style="color: black;">出现</span>不盈利的<span style="color: black;">状况</span>。但你<span style="color: black;">能够</span><span style="color: black;">经过</span>多种方式为批发<span style="color: black;">制品</span>定价，以降低亏本<span style="color: black;">危害</span>。其一是<span style="color: black;">按照</span>采购订单数量<span style="color: black;">供给</span>折扣，以此鼓励零售商下大订单来<span style="color: black;">得到</span>更高的折扣，以便<span style="color: black;">她们</span>在转售<span style="color: black;">制品</span>时能<span style="color: black;">得到</span>更好的利润。其二是<span style="color: black;">能够</span>设置发货的最小订单量（MOQ）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你的多个批发零售商间可能会<span style="color: black;">经过</span>压低价格来彼此竞争，<span style="color: black;">因此呢</span>MSRP（制造商<span style="color: black;">意见</span>零售价）<span style="color: black;">亦</span><span style="color: black;">作为</span>你创建批发定价策略中重要的一环。MSRP<span style="color: black;">一般</span>是批发商与零售商之间所签署合同中的一部分，以此<span style="color: black;">保准</span>零售商将<span style="color: black;">保持</span>以MSRP出售，以便<span style="color: black;">制品</span>不论在线上或实体店都能有一个市场统一价。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">批发商在设置MSRP协议时需要<span style="color: black;">思虑</span>：你<span style="color: black;">是不是</span>会在黑五和网一等节假日<span style="color: black;">时期</span>或特定的某一时段在你的网站上向客户<span style="color: black;">供给</span>折扣。<span style="color: black;">由于</span>，<span style="color: black;">做为</span>批发商，你有设定零售商需要遵守的规则的权利，但保持价格的相对平衡对零售商的成功而言至关重要。<span style="color: black;">倘若</span>你的零售商能够<span style="color: black;">经过</span><span style="color: black;">营销</span>你的<span style="color: black;">制品</span>获利，<span style="color: black;">她们</span>将会反复多次地下更大的订单。</p>3种创建批发<span style="color: black;">途径</span>的<span style="color: black;">办法</span>1、加密你的批发商店<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你的批发<span style="color: black;">制品</span>仅向其它零售商出售，则需要创建一个受<span style="color: black;">秘码</span><span style="color: black;">守护</span>的在线商店，<span style="color: black;">仅有</span>你的零售商<span style="color: black;">才可</span>以折扣价格下单。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">能够</span><span style="color: black;">经过</span>Shopify管理界面（Shopify admin）<span style="color: black;">供给</span>的Shopify<span style="color: black;">秘码</span><span style="color: black;">守护</span>功能来加密在线商店。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYRPZ14BGg2u9Y~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729328786&x-signature=s26cjSOrhuI1K32mAsledrUVYuM%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（设置路径：在线商店>偏好设置中的受<span style="color: black;">秘码</span><span style="color: black;">守护</span>）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>创建受密码<span style="color: black;">守护</span>的在线商店，你<span style="color: black;">能够</span>为所有商品设置折扣价，以供零售商购买。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你正在经营一家规模<span style="color: black;">很强</span>的批发企业，且担心你的<span style="color: black;">秘码</span>会被<span style="color: black;">泄密</span>给未授权的零售商，<span style="color: black;">那样</span>你可能需要一个更<span style="color: black;">繁杂</span>的<span style="color: black;">秘码</span><span style="color: black;">守护</span>APP，如Locksmith。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYRPZ1MAOrAGeM~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729328786&x-signature=QxyaRoaugleNbpE67tKRDFn0r0Q%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Locksmith<span style="color: black;">拥有</span>许多自定义功能，<span style="color: black;">准许</span>你锁定单个<span style="color: black;">制品</span>、系列和变体，还可让你高度<span style="color: black;">掌控</span>谁<span style="color: black;">能够</span>看到你的商店以及<span style="color: black;">她们</span><span style="color: black;">能够</span>购买<span style="color: black;">那些</span><span style="color: black;">制品</span>。客户<span style="color: black;">能够</span>创建帐户并设置私有<span style="color: black;">秘码</span>，而不是<span style="color: black;">运用</span>通用<span style="color: black;">秘码</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你还<span style="color: black;">能够</span><span style="color: black;">经过</span>标记客户资料、与<span style="color: black;">她们</span>共享私密链接、<span style="color: black;">按照</span><span style="color: black;">她们</span>浏览的国家/地区以及其它<span style="color: black;">要求</span>来个性化设置库存，从而授予客户<span style="color: black;">关联</span><span style="color: black;">制品</span>的<span style="color: black;">拜访</span>权限。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYRPZ1c3h2r4hz~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729328786&x-signature=0h8%2FUeWCwONI2mogCpCotT%2FVXPQ%3D" style="width: 50%; margin-bottom: 20px;">2、<span style="color: black;">运用</span>Shopify开设独立的批发店面<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>想要为零售商创建批发<span style="color: black;">途径</span>的DTC品牌来说，<span style="color: black;">能够</span><span style="color: black;">运用</span><span style="color: black;">区别</span>的URL设置另一个Shopify店铺，并<span style="color: black;">运用</span>上面列出的两个选项之一来为它加密。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你<span style="color: black;">机构</span>的销量很大，你<span style="color: black;">能够</span><span style="color: black;">思虑</span>升级到Shopify Plus套餐，并利用其批发<span style="color: black;">途径</span>功能。在套餐内，你<span style="color: black;">能够</span>在现有店铺中创建受<span style="color: black;">秘码</span><span style="color: black;">守护</span>的批发<span style="color: black;">途径</span>。你还<span style="color: black;">能够</span><span style="color: black;">按照</span>客户群组自定义定价，百分比折扣或批量下单折扣均可设置。<span style="color: black;">况且</span>，批发业务的<span style="color: black;">营销</span>报告与现有的DTC业务<span style="color: black;">营销</span>报告<span style="color: black;">掰开</span>。</p>3、<span style="color: black;">运用</span>批发应用程序创建批发<span style="color: black;">途径</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在现有的Shopify店铺中创建批发<span style="color: black;">途径</span>的另一种<span style="color: black;">办法</span>是<span style="color: black;">运用</span>Wholesale Club等Shopify应用程序。企业<span style="color: black;">能够</span>将其零售客户划分“等级”，并分配特定折扣，或<span style="color: black;">按照</span>购物车总数和商品数量向零售客户<span style="color: black;">供给</span>批量折扣。该应用程序还<span style="color: black;">拥有</span>内置的营销功能，<span style="color: black;">能够</span>激励客户多多下单以<span style="color: black;">得到</span>更大的折扣。且<span style="color: black;">仅有</span>登录授权的零售商帐户<span style="color: black;">才可</span><span style="color: black;">得到</span>批发价。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYRPZP94xYg5bA~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729328786&x-signature=BFgRxuoYAz5bYigj%2BlPRgapwGlI%3D" style="width: 50%; margin-bottom: 20px;">寻找批发客户的<span style="color: black;">办法</span>1、利用你的DTC网站<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一般</span>，零售商会主动找你。<span style="color: black;">倘若</span>你在DTC业务上<span style="color: black;">已然</span>取得了成功，可能<span style="color: black;">已然</span>有<span style="color: black;">非常多</span>想要在线上或线下转售你<span style="color: black;">制品</span>的经销商拿着“号码牌”在向你发出申请了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当你向在线消费者投放<span style="color: black;">宣传</span>时，可能<span style="color: black;">亦</span>会接触到对你的<span style="color: black;">制品</span>感兴趣的其他企业主，<span style="color: black;">因此</span>记得在你的网站页脚留下批发商咨询链接，以便与你取得联系。</p>2、参加贸易展会<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">贸易展会是批发业务<span style="color: black;">创立</span>联系和寻找零售合作伙伴的传统方式之一。几乎各类零售都有专业的贸易展会，<span style="color: black;">包含</span>婴儿服饰、运动休闲服饰、家具家装等应有尽有。<span style="color: black;">倘若</span>你想要参展，则需要支付<span style="color: black;">必定</span>的展位<span style="color: black;">花费</span>。</p>3、加入dropship（代发货）或批发平台<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">许多想要在在线店铺做dropshipping的卖家会在平台上寻找利基<span style="color: black;">制品</span>和本地供应商。你<span style="color: black;">能够</span>在平台（如Doba、Modalyst）上架你的Shopify店铺<span style="color: black;">制品</span>（<span style="color: black;">一般</span>收取少量<span style="color: black;">花费</span>），并<span style="color: black;">起始</span>你的代发货业务。</p>4、接触互补品牌<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">批发业务相比DTC业务并不<span style="color: black;">必定</span>需要<span style="color: black;">海量</span>的客户<span style="color: black;">才可</span>实现增长。<span style="color: black;">倘若</span>你有<span style="color: black;">少许</span>高质量的零售商，<span style="color: black;">她们</span><span style="color: black;">由于</span><span style="color: black;">营销</span>你的<span style="color: black;">制品</span>而<span style="color: black;">得到</span>了成功，<span style="color: black;">她们</span>会<span style="color: black;">连续</span>复购。要找到这些高质量的合作伙伴，你<span style="color: black;">能够</span>亲自<span style="color: black;">经过</span>社媒、<span style="color: black;">tel</span>或电子邮件与你认为合适的<span style="color: black;">机构</span>取得联系。<span style="color: black;">营销</span>互补<span style="color: black;">制品</span>的企业会是一个不错的资源。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Pehr和Stokke是两个互补品牌之间批发合作的一个成功案例。Stokke是一家制作并<span style="color: black;">营销</span><span style="color: black;">持有</span>设计感的婴儿床和婴儿家具的零售商，Pehr则创建了一条纯有机板材的<span style="color: black;">制品</span>线。<span style="color: black;">此刻</span>双方在各自的网站上<span style="color: black;">营销</span>互补<span style="color: black;">制品</span>。</p>旧模式，新发展<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">电商的蓬勃发展使得DTC品牌能够更快地推出、上线。<span style="color: black;">因此呢</span>，许多人认为批发<span style="color: black;">营销</span>是一种<span style="color: black;">逐步</span>衰退的零售趋势，但<span style="color: black;">经过</span>重新思考批发业务的运作方式，新一代的批发业务其实<span style="color: black;">亦</span>在<span style="color: black;">持续</span>向前发展。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">许多寻求新<span style="color: black;">营销</span><span style="color: black;">途径</span>的DTC品牌，以及<span style="color: black;">期盼</span>节省营销支出的卖家都在<span style="color: black;">研发</span>批发业务。<span style="color: black;">经过</span>正确的定价策略以及设置，你就<span style="color: black;">能够</span><span style="color: black;">起始</span>构建新的创收型合作伙伴关系，你的<span style="color: black;">制品</span>和互补品牌之前可能会<span style="color: black;">出现</span>惊人的“化学效应”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（编译/雨果网 谢欣欣）</p>
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