独立站卖小小的配饰，到底能有多挣钱？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">配饰</strong><span style="color: black;">做为</span>低成本高利润的火热赛道<span style="color: black;">始终</span>都是商家<span style="color: black;">喜爱</span>的品类，无论是平台大厂还是专注独立站的卖家，<span style="color: black;">皆想</span>在这个赛道跑出自己的竞争力。<span style="color: black;">不外</span><span style="color: black;">针对</span>广大腰部出海卖家<span style="color: black;">来讲</span>，大厂的光环实在过于耀眼，<span style="color: black;">非常多</span>营销方式很难“借鉴”。但<strong style="color: blue;">内核永远是互通</strong>的，<strong style="color: blue;">借鉴的永远<span style="color: black;">不可</span>是表象，而是<span style="color: black;">背面</span>的底层<span style="color: black;">规律</span></strong>，今天来深度剖析一下时尚品牌<strong style="color: blue;">Pura Vida</strong>的成功之路！</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;">产 品 剖 析</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Pura Vida 独立站的<strong style="color: blue;"><span style="color: black;">制品</span>线丰富多样</strong>，手链、项链、耳环....既注重<strong style="color: blue;">时尚与个性</strong>的结合，又注重<strong style="color: blue;">品质与文化</strong>的传承。无论是<span style="color: black;">做为</span><span style="color: black;">平常</span>佩戴的饰品，还是<span style="color: black;">做为</span>送礼的<span style="color: black;">选取</span>，都能为消费者带来美好的体验和感受。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/62f9321f120c4170ac818cbe7c65a3bb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=DvkfSyqMl7lkZd08m0Flk6oTtWw%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;"><strong style="color: blue;"><span style="color: black;">独 立 站 数 据</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Pura Vida独立站月<span style="color: black;">拜访</span>量能有2M，自然流量一直都很<span style="color: black;">安稳</span>且能达到542.4K，说明品牌的<strong style="color: blue;">SEO</strong>做得很不错。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/40a3f3be519e40e6802c66975bb8940e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=G14%2B6%2FKwHwxJTX1pFsREJZ52NBE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/cb55da49661944e6adb3b8171f19617f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=5qcRGDYxSoTQOghgy2DMYWDPUJc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/92349a361165451c97532ab4d328fc84~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=SGfbt5nqnrIGly5LHvweeGPcI%2Bw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">网页权重54，<strong style="color: blue;">品牌在消费者心中认知度很高</strong>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/b4718389e427470ea17ecc427999d6e9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=SUFP%2B8EQgd3n5i2ywj5nK6lM3PE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌流量81.5%，<strong style="color: blue;">品牌的知名度和影响力都很高</strong>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/6e5475376ba34b4e894c69c4cb30ddcf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=smrfJkyPYp0QvjMdrtgO%2Fp4Pv%2BQ%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;"><strong style="color: blue;"><span style="color: black;">网 页 设 计</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Pura Vida独立站的首页采用的是<strong style="color: blue;">一屏式网页</strong>，中间式布局，聚焦自己的<span style="color: black;">制品</span>会吸引消费者<span style="color: black;">重视</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/dec4ee537c754e91930d0da2891969af~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=TQzEK8lr08nPoWicGuD2bZqAugY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每一个<span style="color: black;">制品</span>系列的展示都是用<strong style="color: blue;">高清大图</strong>，<strong style="color: blue;">品牌气质</strong>得到了<span style="color: black;">提高</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/c5983b19eb3644958cf85dce53e97be1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=pCpAxnI%2BVpk7gDtZLokuangb1yg%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;"><strong style="color: blue;"><span style="color: black;">你 可 以 借 鉴 的</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">· 网红计划 ·</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">都<span style="color: black;">晓得</span>利用红人营销<span style="color: black;">能够</span>快速<strong style="color: blue;">为品牌造势</strong>，而Pura Vida <span style="color: black;">亦</span>不例外，并且这一营销<span style="color: black;">作为</span>了<span style="color: black;">她们</span>的<strong style="color: blue;">核心竞争力</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">她们</span>与品牌形象和风格相契合的网红进行合作，<span style="color: black;">按照</span>网红的个性和风格，<strong style="color: blue;">量身定制合作<span style="color: black;">方法</span></strong>，以更好地<span style="color: black;">明显</span><span style="color: black;">制品</span>特点。这些合作可能会<span style="color: black;">包含</span>赞助网红举办活动、发布穿搭或搭配<span style="color: black;">举荐</span>等内容，以及在社交<span style="color: black;">媒介</span>上进行直播互动等。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/dfc21985abe644f3b5025acd9e33d04e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=5MPh24O7aHyjbfTlbPuE%2B1y%2F9KY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">超过12万个中小网红参与了该计划，使该品牌的<span style="color: black;">举荐</span><span style="color: black;">营销</span>增长了300%。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/51194b3e7c8a49f1a4d4e60e32419bb9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=esndllDvRAhv%2F19GMd55hZjBAjk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大规模地利用品牌代言的力量，<span style="color: black;">能够</span>使口碑营销达到一个全新的水平。推出独特的<span style="color: black;">举荐</span>、奖励或网红计划<span style="color: black;">能够</span><span style="color: black;">帮忙</span>卖家<strong style="color: blue;">在<span style="color: black;">全部</span>行业中找到细分市场</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">· 品牌故事赋予<span style="color: black;">制品</span>价值 ·</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">读过我对Sebastian Sochan和Little Beast的案例分析都<span style="color: black;">晓得</span>，这两个独立站在讲故事方面都是<span style="color: black;">能手</span>，其实<span style="color: black;">制品</span>本身是<span style="color: black;">无</span>活力的，永远是静态的，是故事赋予了<span style="color: black;">她们</span>生命力，而<span style="color: black;">非常多</span>时候吸引消费者的<span style="color: black;">便是</span><strong style="color: blue;"><span style="color: black;">制品</span><span style="color: black;">背面</span>的故事感</strong>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/8401554c32ad433db9835259becb09b7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=1qgloxSmel3dm%2BEzGOJAA8TVZmU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/76440e200baf4d00952828077648f09b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=EoPot%2F2uEEVPmW2WdaYZT9FmOVA%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;">非常多</span>独立站<span style="color: black;">常常</span><span style="color: black;">忽略</span>了<strong style="color: blue;">品牌故事部分</strong>的搭建与描述，从而让<span style="color: black;">全部</span>站点缺乏历史积淀，用户抵达站内后，无法形成好的品牌认知，信任度自然下降。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/fe9e3ac1575144afb0356f6e4370089c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=nmHlww7hRfnTnvVjXaDEEYYLRZk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一点上Pura Vida做的<span style="color: black;">能够</span>说是相当好，创始人将自己偶然间在哥斯达黎加旅游，<span style="color: black;">发掘</span><span style="color: black;">海量</span>手工艺人，并在后续<span style="color: black;">经过</span><span style="color: black;">营销</span>手工艺饰品<span style="color: black;">帮忙</span>这部分手工艺人家庭的故事展<span style="color: black;">此刻</span>平台内，<span style="color: black;">这般</span>一个好的品牌故事页面，即<strong style="color: blue;"><span style="color: black;">提高</span>了用户的品牌认知，<span style="color: black;">亦</span>拉近了平台与用户的距离</strong>，有效<span style="color: black;">加强</span>用户信任。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/4c5856fb7f3746ea9f28c8c010b96cd1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=hrfjg%2Fig31g2WWvu0lwe2qjgogE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">· EDM个性化营销，让流失客户“重新复活” ·</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Pura Vida 创始人Griffin Thall 曾<span style="color: black;">说到</span> “<strong style="color: blue;">电子邮件</strong>是<span style="color: black;">咱们</span><span style="color: black;">加强</span>转化最有效的手段之一。”，“在发送之前，<span style="color: black;">咱们</span>需要构想一个场景，顾客坐在家里的沙发上，<span style="color: black;">她们</span>会想要阅读什么样的内容。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Pura Vida 自成立<span style="color: black;">败兴</span>就用<span style="color: black;">这般</span>的模式运作，<span style="color: black;">她们</span><span style="color: black;">经过</span>邮件来推送<span style="color: black;">制品</span><span style="color: black;">信息</span>，在黑五网一<span style="color: black;">时期</span>斩获了 100多万美金的<span style="color: black;">营销</span>额。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在推送给顾客<strong style="color: blue;">个性化的 EDM 邮件</strong>之后，能够让 30% 的顾客支付购物车的订单，这些顾客还会在网站上<strong style="color: blue;">再次下单</strong>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/619da80f3e6640fcbb262f220c5cdf48~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722826135&x-signature=Au1XHDDAEZ%2BoktkfShpdVyj8%2FDA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些<span style="color: black;">办法</span><span style="color: black;">帮忙</span> Pura Vida 独立站收入同比增长了 50%。跨境商家<span style="color: black;">能够</span><span style="color: black;">经过</span>这个策略找到最有效的<span style="color: black;">途径</span>和展示形式，将<span style="color: black;">营销</span>效果最大化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从跨境电商发展趋势来看，DTC 配饰独立站依旧是一条火热的赛道，入局者众多，竞争对手林立，想要脱颖而出，<strong style="color: blue;">专业的建站服务和<span style="color: black;">精细</span>营销的能力都不可或缺</strong>。</p>
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