欧美本土跨境电商卖家眼中的多渠道战略选择

我们来继续说说欧美本土卖家对于跨境电商多渠道战略战术的理解和执行。

有印象的朋友会记得火爆的陀螺仪,也会记得在亚马逊的招商经理直播的时候,他们也曾讲解过这个现象级事物的背后来由。那么你们一定记得我在下面这个链接里给大家分析的一段话:

亿恩网:亚马逊招商经理告诉你:现象级爆款指尖陀螺幕后的事儿

「指尖陀螺爆火前是有征兆的,在美国各大SNS论坛中,早早的活跃着这样一群人,论坛博主、网红。2016年9月就有卖家意识到这个趋势,开始组织指尖陀螺的生产销售,这一部分国内卖家已经是大赚了一笔了。」

其实这个说法较早前由「跨境电商海运头程海外仓储本地配送的美国邮立达总经理、二货联盟」—米哥接受媒体采访时候已经道出:欧美本土卖家(与中国卖家相比)打法不同,他们会通过事件营销带来的巨量流量把产品炒红,然后收割,撤退之后就留给散户去当接盘侠,接盘过程中也有相当一部分人获利,当然也有一部分人成为单纯的接盘侠。

接着他又用这样的话语打比方:为什么很多人的第二部车都喜欢买SUV?因为SUV坐姿高,看得远,视野广,可以提前预判很多风险、趋势和走势,这可能是突破自己无形天花板的核心能力。所以,我会去挖掘趋势和走势……」

当然,我们说的是高阶、甚至是大神级的欧美品牌卖家(搞不好是华裔卖家,我什么都没说)才有这个能力和魄力实现这样的战略。

那么对于快速成长期乃至中阶的欧美本土卖家,他们是怎么样看多渠道经营品牌战略的呢?

我说的不算,我给大家细细翻译了在资深论坛Webretailers上面一个非常有意思的问答。大家自己细细看:

欧美本土跨境电商卖家眼中的多渠道战略选择

Building a brand and selling on multiple channels is hard work. How do you pick the right channels?What about selling to bricks-and-mortar stores?

建立一个品牌在多渠道销售是一项艰巨的工作。你怎么选择正确的渠道?在线下实体店销售又如何?

Question 问题: Michael L.,L.A.

I’m a brand,selling workout accessories primarily on eBay but also in small amounts on Amazon and

Groupon. I’ve been selling for two years now and I’m keen to expand onto further channels,I’m just not

sure which marketplaces I should expand on to. Maybe Walmart?

我自己是一个品牌商,一开始在eBay上销售一些体育训练周边产品,也在亚马逊和GROUP上有小量销售。我已经做这个买卖两年了,我一直期望去扩充更多的渠道,我就是不太确认什么样的市场或渠道我应该去扩展?也许沃尔玛?

My main goal is to sell more to customers in the long run. For the next few years I want to grow my brand and sell my products not only online but also in bricks-and-mortar stores. But should I focus on both,or just continue selling online for now?

我主要的目标是长远来说,要给我的客户们销售更多产品。在接下来的几年了,我想要培育我的品牌,而我的产品不仅在线上销售,还要进军线下实体门店。但是我是应该两者都关注,还是在现阶段继续专注在线上销售呢?

At the moment,I feel like I’m trying very hard,but I’m currently a little lost about what to do next.

如今我觉得我已经非常的努力了,但是眼前却是一片迷茫,不晓得下一步该做什么。

Answer回答

Hi Michael,Ican sense the fire and passion. That hunger for success you have will be needed

for this to get off the ground. I would be concerned how that hunger translates

if you became a zombie,but for ecommerce,it’s necessary.

哦,亲爱的迈克尔「央视六频道译制片配音既视感」,我可以感觉到你的热情似火。你对事业成功的渴望是你达成目标的必须基础。我倒是有点担忧你会不会因为这样的渴望而变成僵尸?(笑)。但是对于电商来说,这异常必须。

However,we are all limited on time and energy. Even my two-year-old daughter, who has potentially the strongest, longest-lasting battery on the human market ,and can outlast daddy by a two-to-one ratio,eventually needs to rest.

然而,我们在时间和精力上是有限的。即使是我的两岁的女儿,就如一个最强大的最长时间待机室见的行走人形电池,能在二对一的单挑中爆发性胜出,最终也是需要休息。

You sound like you’re aiming to achieve a lot,Michael. You’re a small team I assume. You can’t afford to spread yourself too thin. The biggest companies in the world all started by focusing on something small and getting that right. They built on a singular success and I’d advise you to do the same.

听上去,亲爱的迈克尔「央视六频道译制片配音既视感」,你想要实现目标很多。我估计你现在有一支小团队,但是你却还不能能承受把精力分散做得太细的状态。世界上最大的企业们都从聚焦在一件小事上然后在逐步做得更对更成功。他们通常是在一个点上获得了成功,同样,我也是建议你去做。

Focus hat on!带上你的专注帽!

欧美本土跨境电商卖家眼中的多渠道战略选择

You sound like you’re trying to get product into stores and also sell product in as many places as you can online. Pick just one for the next few months. And in my opinion,pick ecommerce. You’ve already started that,and there’s plenty leftto do.

听上去你好像正在准备把产品在线下门店销售,同时在你计划可能支持的更多的线上渠道,以便销售更多的产品。在我看来,你比较适合在接下来的几个月内只做一个,而这一个事情,我认为是电商,因为你已经开始做,而且你还有很多事情要去做。

Ecommerce,on the other hand,can be run from home,on a far smaller budget,on your recliner,naked.

电商从另外一面看,它适合你在家里用较小的预算运营,甚至,你脱光了躺着都能完成。「PO主异常喜欢这个脱光了躺在家里的躺椅上做跨境电商的梗」

Ecommerce may also help you get product into retail stores. Why?Because buyers for retail chains tend to check product online for reviews,sales velocity and more. If you approach buyers before your products are selling online,you’ll have a tougher battle in that meeting. Your position will be weaker,so they can leverage that against you. The more online history you have for your product,the better. You will know the worth of your market and product. You’ll be more confident to push for better deals,and buyerswill have a harder time refuting your claims.

从另外一面看,电商适合你在家里用较小的预算运营,甚至你脱光了躺着都能完成。电商还有可能帮助你把产品打入零售门店。为什么?因为如今的连锁零售门店消费者们都习惯在线上查找产品的评价、销售速度及其他更多相关信息。如果你在你的产品在线上销售前就去开拓你线下的客户,你将面临一场场硬仗。你身处弱势,而消费者们属于强势可以轻易地影响对抗你。你的产品在线上的历史沉淀越久,你的线下销售会越好。你很快就会发现你在线上市场和产品的影响力价值。这些影响力将让你有更强的信心促成更好的交易,而且买家们将更难反驳你的要求。

Also,those meetings with buyers might be all over the country. Some will come see you for the first round,but many larger operations will ask you to visit them for a demo. Your travel expenses will start to stack up over time and drain your energy.

同时你跟这些买家们的会面合作消息将有可能在整个国家内传播。其他的新买家将会赶来跟你抢第一轮的合作,当然很多大的竞争对手有可能伪装成买家来邀请你给他们讲解你的产品。你的出差费用将有可能几倍增长并吸干你的精力。

欧美本土跨境电商卖家眼中的多渠道战略选择

These deals can also take time to land. They can also tie up stock,because you might have to sell on consignment,which is essentially locking up cash you need to keep the company running. Many contracts have 60 to 90-day payment terms,and buy-back clauses built into their contracts. You don’t want to tie up all that cash and take on those kind of risks until you can afford it,and the company is strong enough to absorb multiple headaches.

这些买卖也需要时间是落实执行。因为你是通过寄售进行销售,这些新买卖有可能让你背上库存压力,而这将事实上锁死你用于公司运营的现金。很多这样的买卖是60到90天的结算账期,有部分还包括回购条款。你不会愿意在公司还没足够强大去解决这些可能的头痛问题,或者你有能力承担这样的风险前把所有的现金绑死在这些该死的风险上。

Ecommerce,on the other hand,can be run from home,on a far smaller budget,on your recliner,naked. Need.I say more?Don’t imagine me as I write this,for your sanity’s sake.

电商,从另一免看,可以允许你脱光了躺着躺椅里用远少于这样的预算在家里进行运营。我只是这么写而已,你可千万别想象我在这样干……

For these reasons,delay thinking about getting your product into stores for now. You should revisit it,but it sounds like you have more to do online first,which works to your advantage. There is an easier path to generating more revenue that you can more directly control. Again,naked,if you want to.

根据上面的分析,我建议你稍微搁置把产品打入线下市场的想法。你可以在你线上的生意做得更好取得优势之后,再回来想想这个能让你取得领先优势的问题。这是目前你能直接控制并更容易创造更多收入的路径。

再一次,我想提醒你,如果你想的话,还可以脱光着做跨境电商。「老外的梗实在是…..」

Which channels?All channels!

什么渠道?全渠道。

Working in this industry,I often get asked by clients,prospects,directors,CEOs and owners,“Which

channels are best to expand onto?”. My reply isusually the same: I have no idea.

在这个行业工作了那么久,经常有些客户比如商务伙伴、总监、CEO和老板会问我“什么渠道是最好的扩充渠道?”我的通常回答都是一样的:我不知道。

Monthsof analysis and preparation work produces about the same outcome as flipping acoin.Sure,we could do a few months of analysis. We could crunch numbers,comparegraphs,rework Excel formulas

and get some ideas. And after a few months,we’ll likelyhave the backbone of an expansion plan.

数月的分析准备工作可能最终产出的同样结果跟抛硬币决定事情一样。

当然,我们可以做几个月的数据分析,我们可以折腾各种数据、图片对比、反复修订excel表格最终得出一些概念结论。然后几个月以后,我们也有可能获得延伸计划的框架。

Guess what?Historically,when we have done this in the past,the plans are 50 percent followed and accurate,and 50 percent dropped and forgotten,or replaced in the first few months. Basically,months of analysis and preparation work produces about the same outcome as flipping a coin.

你猜怎么着?历史性地,当我们在过去做完这些事,只有50%地计划是按被按计划准确执行,50%会被漏掉和忘记,甚至在开始的几个月内被替换掉。基本上上,数月的分析和准备工作最终产生的收获跟抛硬币决定一样。

So the solution is this – don’t pick one,pick them all. Or at least the big ones anyway. Don’t ask yourself if you should sell on Walmart or Amazon or eBay or Newegg or Bluefly or Wish or Groupon or Jet or Etsy or Overstock or Target or… well,you get the point. Don’t try to pick one. Just try to pick which one you moveonto next.

那么结论应该是这样:不要选一个,全选。或者最少无论如何选大的那个。不要问自己你应该在沃尔玛还是亚马逊还是eBay还是Newegg还是Bluefly还是Wish还是Groupon还是Jet还是Etsy还是Overstock还是Target或者其他任何渠道。嗯,你明白我的点了。不要尝试去选一个,只要尝试去选你在往下一步发展的那个。

Amazon,it’s no secret,is colossal.You said you are only selling small amounts there,so it should be high on your list to increase sales. You are already on eBay,but for others it’s forgotten for all the wrong reasons. eBay still has a solid active user base and tons of traffic to tap into,so you could possibly do more there with increased focus and care. Walmart,although massive for physical retail,is a tiny buzzing fly in terms of online revenue. Groupon is small,but still solid for flash deals,and there are manymore!

亚马逊,它没有什么秘密,就是一个巨兽。你说你仅在上面销售很少的产品,那么它应该是在你工作清单首位上并且应该销售在增长。

「PO主也是贝索斯.”姐夫“的铁粉」

你已经在eBay上线了,但是对于其他人来说因为各种错误的原因它被遗忘了。eBay依然是一个拥有坚实活跃用户而且有成吨的流量导入的平台,所以你可能应该做更多来增加聚焦和关注。沃尔玛,虽然是一个巨大的实体零售集团,事实上是一个比较鸡肋的线上销售平台。Groupon很小,但是在闪购秒杀依然很扎实,而且他们还有很多潜能。

Without knowing what you sell in detail,it’s hard for me to tell you which marketplaces to focus on. Some product lines do better than others,depending on the channel. Some channels don’t support all product

lines. But my advice here,at a top level,is to aimfor all of them eventually.

虽然不晓得你具体卖些什么产品,对我来说很难告诉你需要聚焦在什么市场。有些产品品类因为渠道不一样在某些平台比另外一些平台好。某些平台不支持全品类。但是我的建议是:最高级别的战略战术,就是最终针对所有平台的所有品类。

Infrastructure基础架构

This is the key to expansion online. The more automated,centralized and streamlined your infrastructure,the moreprofitable and scalable it will be.

这是在线上进行扩张的关键。你在基础架构上的系统智能自动化越高、聚焦和流程化越好,你的收益和规模效应就越高。

Infrastructure is not an office… in ecommerce it’s often systems and procedures.

基础架构不是一个办公室,在电商中它通常指系统和流程。

Infrastructure is not an office. It’s not staff necessarily,or your own warehouse. It might include those things,but in ecommerce,it’s often systems and procedures.

基础架构不是指一个办公室,它不是招募更多的员工或者是否拥有你自己的仓库。它虽然包括我刚刚说的这些,但是在电商它通常指的是系统和流程。

Simply put,use a channel management system. There are hundreds these days,many with economical packages. They all have different strengths and weaknesses,so you’ll need to spend time sitting through demos and calls,tallying thepros and cons.

简单直接地使用或者套用一个渠道管理系统。如今市面有上百种怎样的管理系统,很多包括划算的模块,它们都有各自的优点和确定,所以你将需要花时间去搭建测试各种模型,尝试各种正反面的数据最终找到符合你需求的系统组合。

欧美本土跨境电商卖家眼中的多渠道战略选择

 

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