跨境电商经营必读一课,止损与折扣零售崛起

所谓寒冬已至,跨境电商是哀嚎遍起。

临近旺季,各大主流平台纷纷举起巨斧,砍死砍伤不少早前无论是有心还是有意还是非常有心有意被记录在案的账号。再加上欧洲vat问题影响渐成铁案,连死撑了许久的爱尔兰与苹果,即使欧盟在去年8月30日裁定爱尔兰与苹果达成的税收协议违法了欧盟法律裁定苹果向欧盟补缴130亿欧元的税款,最近都乖乖低下头。

虽然苹果和爱尔兰都对欧盟的裁定不满,爱尔兰本身不愿意向苹果征收130亿欧元的罚款,苹果也不愿交,但面对欧盟的裁定,而上诉还没有结果的情况下,爱尔兰方面也已决定先遵守欧盟的裁定,向苹果征收130亿欧元的税款。

「这里再次强调一件事」

         欧洲VAT风波并不单单是目前各种做账代理变着花样跟大家讲的那样简单或者恐怖,我前些天抓了个美女基友严刑拷打后她会给我交了份有关欧洲税务规划的稿件大纲,我忙完阵子就出个专题稿。

之所以说是普天同庆且羡慕忌妒恨,因为8月28日是中国传统的情人节:七夕

跨境电商经营必读一课,止损与折扣零售崛起

             预祝单身妹子汉子们表白成功

        昨天我跟几个壕卖家基友喝酒的时候,说起广州的各种菜式已经基本上调和到我这样的土著都分不出哪些是地道粤菜那些是新派粤菜那些是流行的夜店风娱乐营销至上的潮流菜,然后我们又说到了深圳。

其中一个壕卖家这么说过一段话“在深圳貌似更没什么地方特色的品牌菜系,绝大部分的餐厅餐馆,只要满足两点必定火爆,一、近;二,快。深圳的那些卖家太特么恐怖了,你要是跟他讲黑科技跨境电商运营,他可以不吃不喝跟你研究个三天三夜,身边就算为了几十个绝色妹子也不为所动”。

我顿时就黯然泪下了。

因为他道出了目前跨境电商行业里面一个巨恐怖的趋势:跨境电商工作细分变成富士康化人力生产线

这怎么理解呢:所谓的跨境电商富士康化意思是指:

卖家从小到大,尤其是成规模体系的多平台多账号复制战术的卖家企业,基本上把所有的工作都细分到定人定岗,一个人只负责非常简单或者重复性工作的一个萝卜坑岗位。

几百号人可能整整一天在一个占地上千平方米的装潢优美的大厅中一声不吭地各自蹲守在自己的电脑面前,从早到晚就这样完成了自己的日复一日年复一年的工作,然后,几百号人的大厅静悄悄地只能听见电脑主机时不时地响起地诡异的声音。

跨境电商经营必读一课,止损与折扣零售崛起

我实在不想贴你们工作日常的照片

        所以我倒是看到不少的卖家基友三头两天地就带公司的妹子们、汉子们上山下海搞团建呼吸天地精华,这必须值得表扬。

这个话题太沉重后来又转到了我9月份的美国之行,壕卖家问我是不是准备趁办完美国公司的事情再开始带美国跨境电商游学之前,跑拉斯维加去见世界。

我一句话就把他们给堵得想跟我绝交了:

「我计划去研究美国旧金山本地的批发零售业态还有现在美国消费者和投资者都喜爱的折扣门店行业」

问题来了,为什么折扣店行业会受到消费者、投资人和金融街青睐呢?

对于我们来说,比较近的折扣行业就是唯品会。

可是唯品会的发展在过去几年间一直不太顺利。从他们的股价就看到投资者对我之前有看到一些关于唯品会的分析,我回头整理一下再写个专稿。

跨境电商经营必读一课,止损与折扣零售崛起

回到开题所诉,美国的折扣门店跟我们跨境电商有什么关系呢?

关系大着呢!

做生意跟打仗一样,大家可能都懂的乘胜追击。

毛主席大名鼎鼎的那句:宜将剩勇追穷寇 不可沽名学霸王

让解放军乘胜追击打过长江解放除了台湾省以外的中国。

跨境电商经营必读一课,止损与折扣零售崛起

董希文油画作品

可是,毛主席更讲过更重要的一个论点:论持久战

核心要点:

抗日战争是持久战,最后的胜利是中国的,并通过“能动性在战争中”、“战争和政治”、“抗战的政治动员”、“战争的目的”、“防御中的进攻”、“持久中的速决”、“内线中的外线”、“主动性,灵活性,计划性”、“运动战,游击战,阵地战”、“消耗战,歼灭战”、“乘敌之隙的可能性”、“抗日战争中的决战问题”、“兵民是胜利之本”等既独立而又有联系的篇章的阐述,来说明抗日战争为什么是持久战,怎么进行持久战,我们为什么能取得最后的胜利,我们应当怎样做才能取得最后的胜利。

跨境电商经营必读一课,止损与折扣零售崛起

开国不易

这个持久战战术,放在我们商业乃至跨境电商的发展,简单理解就是:

懂得抓高保低,懂得进行商品管理,一方面要在周转速度快、流量品类、高利润品类商品跑起来的时候,狠狠挖掘压榨利润;同时,对于碍滞周转停滞的品类商品,要舍得狠下屠刀进行止损。

「亚马逊在旺季前清理有问题或疑似有问题的账号,其实也是在止损,清理后留下更好为其买家服务的优质卖家」

所谓止损:

止损即停止损失,也叫“割肉”,是指当某一投资出现的亏损达到预定数额时,及时斩仓出局,以避免形成更大的亏损。其目的就在于投资失误时把损失限定在较小的范围内。

止损有两个要点:

1、必须设定止损点:永远不要没有设定止损就开始一笔交易或者项目;

2、坚持预设的止损点:能够严格自律地做到这一点的人很少;

在跨境电商运营中,就是指当一件事情的开始被证明是错误以后果断的放弃,包括放弃你已经付出的时间,感情,努力,金钱;放弃那些侥幸心理;放弃那些脱离实际的想法;理智客观的去进行下一个工作。

从成本分析上说:

1、解决这些呆滞品类项目的直接成本:

精英团队的人工、提成、平台佣金、流量费用、二程配送费用、营销费用、财务费用、销售费用、管理费用

2、解决这些呆滞品类项目的隐形成本:

旺季时间精英团队同样的时间、精力、效率如果放在新账号、新项目、新产品所产出的十倍甚至数十倍相比处理呆滞品产出的收益;

精英团队整体心态的变化「为什么老大不让我们去做新品非逼我们来处理这些问题产品」

算算这盘账,你就晓得,下面我辛苦翻译的这洋洋洒洒几千字对你的价值了。

跨境电商经营必读一课,止损与折扣零售崛起

The Off-Price Retail Boom: Lessons For All Retailers

折扣行业的崛起,所有零售商的深刻一课

跨境电商经营必读一课,止损与折扣零售崛起

The thrill of the in-store hunt is still going strong within the retail industry, as off-price retailers such as T.J. Maxx, Marshalls and Burlington Coat Factory continue to build momentum and outperform traditional department stores.

零售行业中一股店内「狩猎挖宝」特价产品的火爆潮流正在席卷而来。

像T.J. Maxx, Marshalls,Burlington Coat Factory这样的折扣门店以不同于传统的零售门店的形式在持续扩张,其门店发展势头相比更好。

In fact, according to a 2016 report from Moody’s Investors Service, off-price retailers are “anticipated to experience apparel revenue growth of 6% to 8%, outperforming the broader apparel segment by a collective 4% in the next five years.”

事实上,据莫迪投资者服务2016年报中所讲,折扣零售门店被投资者们期待,它们在服饰类目的收入增长可达经历6%-8%,据预测它们在未来五年内在泛类目的服饰板块业务将会有4%的复合增长。

“TJX Companies, Ross Stores and Burlington continue to outpace overall apparel, which are growing at a much slower pace,” said Christina Boni, VP, Senior Analyst for Moody’s in a statement. “In contrast, the department store industry is losing share to off-price and other areas of apparel spending, as online competition increases and mall traffic continues to decelerate.”

据莫迪的副总裁资深分析师Christina Boni在一场声明中所说,“比其他服饰品类同行缓慢的增长节奏,TJX Companies, Ross Stores和 Burlington,它们却有出色表现的持续增长。与此相比,传统百货零售行业正在服饰消费领域和折扣商品领域失去自己的份额,同时他们的竞争对手电商正在快速增长,且大型实体超市还在持续缩减。”

So besides the excitement of finding an unexpected bargain, what draws shoppers to off-price stores? Experts point to a variety of factors:

那么除了发现狩猎意外的折扣优惠所带来的惊喜和兴奋之外,到底是什么把消费者带到折扣门店?有行业专家指出这包含以下系列因素所:

Consumers have become more value- and experience-oriented;

Off-price offers a unique pricing structure that reveals the full price, the discounted price, and the amount of savings on tags; and

Off-price stores are a one-stop-shop offering of apparel, home goods, beauty products and more.

1、消费者变得更追求附加价值和体验导向的消费

2、折扣店有自己独特的与正价、折扣价对比的价格体系,还会在吊牌上告诉消费者他们节约的金额

3、折扣店提供一站式的服饰、家具、美妆及其他产品的一站式购物服务

Off-price retail success relies heavily on customers shopping in stores to hunt for treasures within the constantly-changing influx of inventory. Yet, industry experts agree that omnichannel must be top-of-mind and off-price retailers should start capitalizing on its potential.

折扣门店的成功严重依赖消费者们进入门店内消费,并且在它们庞大库存内搜寻经常变化的各种价廉物美的奇珍异宝。然而行业专家认为多渠道经营必须是它们必需思考的战略,同时折扣门店应该开始为它们未来的资本化可能路线提前做好准备。

While many off-price retailers are looking to keep a majority of their focus on physical stores, there is still a place for an online channel that complements the physical store experience.

当许多折扣门店把他们主要的精力放在不断寻找更多的实体门店的时候,线上渠道在补充实体门店体验上其实有着不可忽视的重要地位。

“I don’t think anyone can avoid the omnichannel phenomenon,” said Paula Rosenblum, Co-founder and Managing Partner at RSR Research. “[Off-price retailers] may not put the entire assortment online and in stores, but a good portion of it must be synchronized. Omnichannel isn’t a ‘nice to have’ anymore. It’s table stakes. And treasure hunts are well and good, but they have to be synchronized.”

“我不认为有谁能逃离多渠道经营现象”,Paula Rosenblum, RSR研究的联合创始人及管理合伙人说。

“线下折扣门店”的经营者们可能不会把所有产品品类都放在线上和线上实体门店,但是他们应该把其中相当部分的产品进行线上线上同步。多渠道经营是不是一个「看上去还不错的选择」 ,它事实上是一个强有力的支持。线下折扣商品狩猎消费者的数据虽然已经看上表现不错,但是其实他们应该要与线上同步。”

Creating An Omnichannel Strategy That Complements Physical Stores

 打造一个多渠道战略来完善实体门店

T.J. Maxx reportedly isn’t terribly concerned with e-Commerce because of its reliance on the in-store treasure hunt experience; and the fact is T.J. Maxx e-Commerce sales “hover at just 1% of the business’ total sales,” according to Bloomberg News.

据报导,T.J. Maxx目前并没有受到其电商竞争对手的更多关注,因为它更依赖消费者在其实体门店特价商品狩猎的体验。

而事实上, T.J. Maxx很早前就开始了电商线上销售,只是根据Bloomberg的新闻报道,“仅占了其整体营业额的1%份额”

But even though the retailer doesn’t rely on e-Commerce sales, the brand still maintains an online presence. The retailer re-launched its e-Commerce web site following a hiatus, which now plays a complementary role to its physical stores.

但即使零售从业者们不依靠来自于电商的销售,他们的品牌也必须在线上进行展示和展现。零售从业者们需要重启他们的电商站点,核心就是围绕一点,补充实体门店的缺漏区域。

“While [e-Commerce] is a small part of our business, we see it as highly complementary to our physical stores,” said Ernie Herrman, CEO of TJX CEO said in May as reported by Bloomberg. “We are being methodical in how we grow this business.”

Ernie Herrman, TJX集团的CEO在五月接受Bloomberg采访时说,“我们将系统地去规划我们电子商务板块的业务战略”

“当电商还是我们整体业务很小一部分的时候,我们已经高度关注它,它将是作为我们实体门店重要的补充。”

T.J. Maxx’s take on “complementing” physical stores with some form of e-Commerce is something experts highlighted as necessary in creating a unified customer experience.

T.J. Maxx在实体门店重要补充战略上进行了线上电商的优化,而这些必要的优化被认为将增强和补充其消费者缺失体验的重要方式。

“I still think that the idea of finding personal treasures at the store is something [off-price retailers] need to capitalize on, and that can drive e-Commerce as well if executed in an online-friendly way,” said Mike Kim, Director at AArete, a global management consulting firm, in an interview with Retail Touch Points.

“我依然认为这些折扣门店经营者需要考虑实体门店狩猎定制化个人“宝藏”的这个业务模式在资本路线上的布局“,Mike Kim,全球资产管理顾问公司 AArete的总监在接受零售行业媒体采访时这么说。

Some ways off-price retailers can keep the fun of the in-store hunt alive include:

折扣门店经营者们保持消费者门店狩猎挖掘商品所带来的乐趣的方法包括:

Offering exclusive promotions from the e-Commerce platform to drive people to the stores;

Having an easy to navigate store locator; and

Developing unique content that inspires consumers, such as how to style items, tips on finding treasures in stores, etc.

1、从其电商平台上为从线上到线下门店的消费者提供唯一独特的优惠方式

2、 更友善地实体门店定位及导航

3、 通过各种方式鼓励进店的消费者们去展示他们收获的独特产品,比如鼓励消费者展示产品搭配的买家秀,分享更好地挖掘店内宝藏的技巧等

Kim also asserted that an imaginative retailer could create an online version of a treasure hunt. “If off-price retailers are to expand their omnichannel strategy, it’ll be about improving and aligning inventory, figuring out how to price for physical and mobile offerings, and continuously engaging the customer, which is best done with data analysis to help map the customer journey.”

Mike Kim,全球资产管理顾问公司 AArete的总监同时描绘了门店宝藏挖掘在线上的美好前景:

“比如折扣门店经营者们持续扩展发展他们的多渠道战略,包括改善和优化其库存管理,探索实现实体门店和线上移动端之间的价格管理体系,并且持续的参与和消费者的良性互动,收集消费者消费习惯数据建立跟更贴近用户的数据画像,指引帮助消费者在挖掘宝藏的线路等一系列技术“

Of course, there are challenges to having a seamless online and offline off-price business. Aside from the inventory’s velocity, the need to align prices across channels and show the levels of inventory at brick-and-mortar stores in real time isn’t easy for any retailer, according to Kim.

当然,按KIM所讲,在折扣门店行业还有着线上线上无缝对接的很多挑战。出了库存更新速度之外,线上线上门店与电商站点在价格、库存数据的实时同步更新对任何零售行业从业者都是一个艰难的任务。

“I would suggest a hybrid approach, where a consistent supply of certain items utilized by an e-Commerce approach, while also maintaining the personalized level of treasure hunting at the brick-and-mortar store for items that are highly fluid,” Kim said. “Focus on the distribution of brands that are high margin consistently over time and adapt that inventory to the omnichannel approach. That way, it minimizes disruption, given the speed at which items move.”

“我会建议一种混合式的方式来解决这个问题:不断地用电商的方式来优化某些流动性强产品的持续供应管理,同时,为实体门店中这些品类进行持续地个性化商品狩猎挖掘指导”,KIM说,“集中精力关注在不同的品牌供应链中那些既在能适应多渠道管理方式,且能持续提供利润高的品类产品。这样,你才能尽最大可能降低运营的干扰,还能以更快的速度管理那些能快速周转销售的商品。

Off-Price Department Stores Flourish 折扣门店的崛起与兴旺

Off-price retail as a segment has expanded significantly within the last several years, with almost every major department store introducing its own off-price brand, including Nordstrom Rack, Saks Off Fifth and Macy’s Backstage. As more traditional retailers introduce off-price brands, the off-price-only retailers are now faced with some heavy competition.

折扣门店作为过去几年内重要的板块在快速地增长,同时包括Nordstrom Rack,、Saks Off Fifth 、Macy’s Backstage在内的几乎所有的大型百货连锁门店到引入自己的折扣品牌项目。随着这些传统零售企业引入更多的折扣品牌项目,目前只有单一业务的折扣门店经营者将面临强力的竞争。

But according to Deborah Weinswig, Managing Director at Fung Global Retail & Technology, consumers are more drawn to off-price-only retailers. “Around half of U.S. consumers buy from off-price retailers; the proportion is slightly higher among the subgroup that also shops at Kohl’s and Macy’s,” she said. “Off-price specialist retailers such as T.J. Maxx continue to be shopped more heavily than off-price or discount divisions of department stores, such as Nordstrom Rack and Saks Off Fifth.”

但是根据利丰全球零售技术研究所Fung Global Retail & Technology的总监

Deborah Weinswig所分析,消费者们在不断地被单一折扣门店所吸引。

“大概有一半的美国消费者从折扣门店购物,甚至比在Kohl’s 和Macy’s所购物的人群的整体占比比例还要高一点。事实上,相比在如Nordstrom Rack 和 Saks Off Fifth这样的传统百货零售门店中的折扣专区进行消费购物,顾客们更频繁地到像T.J. Maxx这样的专门的折扣门店购物”

Experts agree that while the models are very similar, both can coexist without feeling the heat. It essentially comes down to their customer demographics.

专家们同意即使这两者的业务模式很相似,但是事实上他们都能不需要进行激烈的近身肉搏都能找到各自的稳固的业务领域,事实上,从他们的各自的顾客群体画像中就能找到实质的证据证实这样的判读。

“Some of the success of off-price-only retailers so far is due to their conscious efforts to target a different customer demographic,” said Jared Wiesel, Partner at Revenue Analytics. “It’s rare to see the off-price-only retailers in the same areas as the name brand ones. Given they aren’t associated with a full price counterpart, they are not faced with concerns about customers shopping across full-price and off-price locations and potentially trading down. Thus, they are less constrained with the inventory they choose and how aggressive they want to be on price.”

“某些成功的折扣门店经营者们远离了跟这些传统零售折扣专区的竞争区域,是因为他们很清晰地围绕自己不同与传统零售的顾客画像而努力”,Revenue Analytics的合伙人Jared Wiesel说

“大家很少会在已经存在一个折扣品牌的区域附近看到别的折扣门店。由于他们不直接被认为是正价零售店的类似竞争者,所以这些折扣门店不需要面对消费者在购物中关于正价产品的顾虑,或者是折扣门店的位置,或者是潜在的消费降级威胁。因此,他们在供应商的库存商品管理选择上没有那么强势,而他们在价格谈判上则会相对强势,”

It’s safe to say off-price retail isn’t going anywhere and has the potential to grow and expand into different markets. While omnichannel is still important, the physical store will stay at the forefront of off-price strategies to cater to the demands of their customers.

当然你要是说折扣门店行业没有什么发展空间,或者扩展到其他不同的行业,这样也没什么太大问题。然而多渠道依然是很重要,实体门店还在前线作为搬运马车执行一贯的折扣战略以满足消费者的需求。

“We believe that the store will continue to be an integral part of the consumer experience,” said Michael Brown of the A.T. Kearney Consumer Products and Retail Practice. “The off-price sector will be a strong performer in retail going forward because of the opportunity that it offers customers to discover new products in an exciting and surprising way.”

“我们相信实体门店将继续作为消费者体验的必不可缺的组成部分”,A.T. Kearney Consumer Products and Retail Practice的Michael Brown说。

“折扣行业的板块将继续在零售行业发展中扮演着重要的角色,因为它为消费者们提供了以充满惊喜和兴奋方式发现购买新产品的机会和体验”

跨境电商经营必读一课,止损与折扣零售崛起

         看完上文,你就晓得你的呆滞滞销产品其实是打入美国线下渠道获取新的消费者的一件利器,线上线下同步,把你的无论是贸易商独立站品牌还是垂直品类品牌都植入美国线下的渠道,这对你的线上电商有不用我来说你都明白的巨大收益。

 

 

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