6257rv7 发表于 2024-10-13 15:12:54

为么90%的Shopify独立站会失败？


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">所有人都<span style="color: black;">晓得</span>跨境做到<span style="color: black;">必定</span>程度要做品牌，做品牌就要做独立站，做独立站最好就用<strong style="color: blue;"><span style="color: black;">Shopify</span></strong>，无论是亚马逊老手还是新手小白<span style="color: black;">皆想</span><span style="color: black;">经过</span><span style="color: black;">创立</span>自己的独立站实现<span style="color: black;">一晚上</span>暴富让自己品牌响彻<span style="color: black;">全世界</span>，但现实是<span style="color: black;">仅有</span>不到10%的Shopify独立站会成功，问题是，<span style="color: black;">咱们</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span>避免<span style="color: black;">作为</span>那失败的90%</span></strong>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">选 品</span></strong></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;">七分靠选品，三分靠运营</span></strong>。<span style="color: black;">制品</span>是独立站的根基，<span style="color: black;">仅有</span>地基<span style="color: black;">牢靠</span>，房子<span style="color: black;">才可</span>盖的又高又稳。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/aa8acba8f2744d868407f00382d4d298~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729337577&amp;x-signature=mbQUeKyirmUbqHVLuuA8pfO9OSU%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>：pixabay</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span>卖家看到什么<span style="color: black;">制品</span>热销就跟卖什么，缺乏充分的市场调研，对<span style="color: black;">目的</span>消费群体的<span style="color: black;">需要</span>和偏好<span style="color: black;">认识</span><span style="color: black;">不足</span>深入，<span style="color: black;">引起</span>站内<span style="color: black;">制品</span>杂乱无章，<strong style="color: blue;"><span style="color: black;">缺乏核心竞争力</span></strong>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">选品更<strong style="color: blue;"><span style="color: black;"><span style="color: black;">不可</span>异想天开</span></strong>，你觉得<span style="color: black;">能够</span>市场却不<span style="color: black;">必定</span>认可，<span style="color: black;">选取</span>了<span style="color: black;">制品</span>市场<span style="color: black;">需要</span>低<span style="color: black;">或</span>竞争激烈，<span style="color: black;">亦</span>是很难成功的。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/82cf6e57b4b74bf497fc51999504a5a0~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729337577&amp;x-signature=d4cQhoqR4Z4xKwgXGrmWifHKoaU%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>：pixabay</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;">制品</span>质量</span></strong><span style="color: black;">亦</span>是非常重要的一环，<span style="color: black;">照片</span>终归看不见摸不着，但消费者一旦拿到货<span style="color: black;">发掘</span>质量<span style="color: black;">不外</span>关，会<span style="color: black;">引起</span>高退货率和差评，<strong style="color: blue;"><span style="color: black;">影响品牌信誉</span></strong>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">品 牌 定 位</span></strong></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;">品牌定位<span style="color: black;">精细</span></span></strong><span style="color: black;">常常</span><span style="color: black;">才可</span><span style="color: black;">很久</span>俘获消费者的心，<span style="color: black;">非常多</span>卖家<span style="color: black;">认识</span>不到品牌力的重要性，只将重心放在<span style="color: black;">制品</span>上，而未能清晰定义<span style="color: black;">目的</span>客户群，<strong style="color: blue;"><span style="color: black;"><span style="color: black;">引起</span>营销信息不聚焦</span></strong>，品牌在受众心中就不会有很高尚的形象。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如品牌<strong style="color: blue;"><span style="color: black;">Jellycat</span></strong>，除了<span style="color: black;">制品</span><span style="color: black;">特殊</span>外，品牌定位为玩偶中的奢侈品，<span style="color: black;">精细</span>吸引了玩偶的狂热<span style="color: black;">兴趣</span>者及消费能力强的人，这让Jellycat品牌<span style="color: black;">作为</span>高端玩偶的代名词。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/de7feb58a8d847eabf673381d5d0ed83~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729337577&amp;x-signature=NO2wAG8CWoN3q4auw2y%2FsTLwhGc%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>：Jellycat社媒账号</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌<span style="color: black;">倘若</span><span style="color: black;">无</span>找到独特的卖点和定位，很容易泯然众人矣。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">流 量 获 取 和 转 化</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">各样</span><strong style="color: blue;"><span style="color: black;">社媒运营</span></strong>是独立站流量获取<strong style="color: blue;"><span style="color: black;">最有效最快</span></strong>的方式，但仅依赖这一种方式获取流量<span style="color: black;">常常</span><span style="color: black;">不足</span><span style="color: black;">精细</span>且粘性不高。<span style="color: black;">因此</span>网站有效的<strong style="color: blue;"><span style="color: black;">搜索引擎优化</span></strong>（SEO）<span style="color: black;">亦</span>是非常重要的，这需要品牌对<span style="color: black;">制品</span>卖点、品牌定位、品牌形象有精确的把握。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/46b8151ac10e4e46a383f66026b75e8a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729337577&amp;x-signature=FYAvQGLfCPrUEutf7LtnoqqslPQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>：pixabay</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如<strong style="color: blue;"><span style="color: black;">Chubbies Shorts</span></strong>这个品牌，竭力打造<span style="color: black;">容易</span>愉悦的品牌形象，在各大社媒发布搞笑视频，并且<span style="color: black;">创立</span>社区<span style="color: black;">守护</span>用户粘性，这一套拳法打下来让品牌脱颖而出。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/8c43bd4e1bf2488eb882926ba1a5b558~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729337577&amp;x-signature=IH2QGplq3Vud42bcV%2B6eKg91BBg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>：Chubbies Shorts社媒账号</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>社区和社媒将流量引到独立站还不算结束，能够转化才算是完成。这就<span style="color: black;">触及</span>到<strong style="color: blue;"><span style="color: black;">网页设计、物流、折扣、<span style="color: black;">制品</span>信息、支付方式</span></strong>等等，这其中有<span style="color: black;">非常多</span>细节需要卖家<span style="color: black;">重视</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">不 够 坚 持</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">很多人Shopify上线几天<span style="color: black;">发掘</span>流量<span style="color: black;">不良</span>，<span style="color: black;">乃至</span>都<span style="color: black;">无</span>复盘运营过程，<span style="color: black;">而后</span>就<span style="color: black;">起始</span><strong style="color: blue;"><span style="color: black;">放弃</span></strong>，殊不知<span style="color: black;">非常多</span>成功的独立站<span style="color: black;">常常</span>都是要度过<strong style="color: blue;"><span style="color: black;">前期漫长的起量期</span></strong>才形成雪球效果一飞冲天，而<span style="color: black;">更加多</span>的人在前三个月就跑路了。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">分 不 清 工 作 重 点</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个正常的Shopify运营工作应该是<span style="color: black;">这般</span>的：商城装修和基建占用<strong style="color: blue;"><span style="color: black;">20%</span></strong>的工作时间；生态维护和选品占用<strong style="color: blue;"><span style="color: black;">25%</span></strong>的工作时间；其他<strong style="color: blue;"><span style="color: black;">55%</span></strong>的时间用于营销。<span style="color: black;">非常多</span>人<span style="color: black;">常常</span>在非重点工作花费<span style="color: black;">海量</span>时间，而结果<span style="color: black;">常常</span><span style="color: black;">亦</span>不及预期。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Shopify独立站是一种<strong style="color: blue;"><span style="color: black;">品牌化</span></strong>的跨境电商运营模式，无论是选品还是运营卖家完全有自主性，一旦运营成熟，它所带来的价值则只属于卖家自己不需要分佣，这<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">此刻</span>常说的<strong style="color: blue;"><span style="color: black;">私域</span></strong>。<span style="color: black;">因此</span><span style="color: black;">针对</span>新卖家而言，有吸引力但<span style="color: black;">亦</span><span style="color: black;">伴同</span>着挑战，需要<strong style="color: blue;"><span style="color: black;"><span style="color: black;">持续</span>学习优化</span></strong>，借鉴有效的运营方式，<span style="color: black;">才可</span>在行业内站稳脚跟，良性发展。</p>




nykek5i 发表于 2024-11-6 13:47:52

论坛的成果是显著的，但我们不能因为成绩而沾沾自喜。
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