论坛 › 海南 › 独立站品牌运营模式最全解析！全篇干货！

wloe2gf 发表于 2024-7-29 23:29:56

独立站品牌运营模式最全解析！全篇干货！

<img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/bMrGfibYjf9jp3uEaQ3FGCmjBVndpejaRAQtHE2BAxhXBthd6edibibwW0iaG7l6dymhKSibHVpHKxPYzN68Vtfic2Nw/640?wx_fmt=gif&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随着市场趋势的变化和国家的政策支持，当下独立站已<span style="color: black;">作为</span>越来越多跨境商家们的新<span style="color: black;">选取</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">布局独立站，当然要先<span style="color: black;">认识</span>独立站运营的模式类型，并找到最适合自己的运营模式。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">01</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">独立站<span style="color: black;">怎样</span>运营？</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1</strong></p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">类目</strong></p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">像<span style="color: black;">咱们</span>国内的电商平台<span style="color: black;">同样</span>，用户来到<span style="color: black;">咱们</span>的网站是<span style="color: black;">拥有</span><span style="color: black;">必定</span>的目的性的，那<span style="color: black;">咱们</span>要做好类目<span style="color: black;">帮忙</span>用户直观的看到有<span style="color: black;">那些</span><span style="color: black;">制品</span>，并快速找到所需要的<span style="color: black;">制品</span>。对此<span style="color: black;">无</span>经验的话，<span style="color: black;">亦</span><span style="color: black;">能够</span>参考一下其他成熟的平台，<strong style="color: blue;"><span style="color: black;">选取</span>与<span style="color: black;">咱们</span><span style="color: black;">自己</span><span style="color: black;">关联</span>，结合<span style="color: black;">实质</span><span style="color: black;">制品</span>组建好类目</strong>了。<span style="color: black;">一般</span><span style="color: black;">意见</span><span style="color: black;">大众</span>做<strong style="color: blue;">三级类目</strong>，举例说明：狗狗用品-窝垫系列-木质狗窝。<span style="color: black;">这儿</span><span style="color: black;">便是</span>说第三类目<span style="color: black;">便是</span>用户想要的商品了，无需再细分。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/bMrGfibYjf9jp3uEaQ3FGCmjBVndpejaR4768JClUnKOlvpYo3ColiaqbhMk0uYJovLiaNpW3MLQE4KW2VyX8icaeA/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2</strong></p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">标题</strong></p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">标题<span style="color: black;">针对</span><span style="color: black;">制品</span><span style="color: black;">来讲</span>不单单是一个名字，一个<span style="color: black;">欠好</span>的标题<span style="color: black;">乃至</span>会<span style="color: black;">引起</span><span style="color: black;">咱们</span>的损失<span style="color: black;">海量</span>订单。<span style="color: black;">非常多</span>新手商家，标题写的过于模糊，<span style="color: black;">或</span>把<span style="color: black;">所有</span>内容都塞进去，写的<span style="color: black;">尤其</span><span style="color: black;">繁杂</span>，都会<span style="color: black;">引起</span>用户<span style="color: black;">不可</span>准确的收到<span style="color: black;">咱们</span>想表达的宣传点。还是<span style="color: black;">同样</span>，不懂就要学习，<strong style="color: blue;">参考行业内<span style="color: black;">优秀</span>的商品标题，</strong>模仿不照搬，学习多了自然就会了。<span style="color: black;">然则</span>标题里要有<span style="color: black;">那些</span><strong style="color: blue;">核心词</strong>呢：样式，材料，核心词（宣传特点，例如发光、易携带、柔软等）<span style="color: black;">另一</span>加一些修饰词，是<span style="color: black;">咱们</span><span style="color: black;">全部</span>标题连贯起来。总而言之，<strong style="color: blue;">标题的<span style="color: black;">道理</span><span style="color: black;">便是</span>简单准确的把<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>有<span style="color: black;">规律</span>性的介绍给客户。</strong></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/bMrGfibYjf9jp3uEaQ3FGCmjBVndpejaRxibniamoXtAoYKsTeJy2FNEnL3dAc6T9DDKicwq5gA6BcVAg0sCUwUcxw/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3</strong></p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">价格参考及<span style="color: black;">目的</span>客户</strong></p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">能够</span><strong style="color: blue;"><span style="color: black;">按照</span>自己的定位，</strong>只卖某个价格区间的商品，<strong style="color: blue;"><span style="color: black;">精细</span>自己的受众。</strong>例如<span style="color: black;">咱们</span>做独立站<span style="color: black;">一般</span>会<span style="color: black;">选取</span>$100以下的商品，<span style="color: black;">由于</span>有利于消费者产生冲动型消费。<span style="color: black;">那样</span>在<strong style="color: blue;">选品的时候自然<span style="color: black;">亦</span>只会瞄准符合<span style="color: black;">要求</span>的商品，从而<span style="color: black;">知道</span>选品方向。</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">限制<span style="color: black;">目的</span>群体，从而限制自己的选品区间。</strong>尤其是针对<strong style="color: blue;">垂直类独立站，能够使受众人群更<span style="color: black;">精细</span>，</strong><span style="color: black;">知道</span>品牌定位。例如定位只针对30岁<span style="color: black;">上下</span>女性服装，<span style="color: black;">那样</span>选品时只需要<span style="color: black;">思虑</span>符合<span style="color: black;">目的</span>客户<span style="color: black;">需要</span><span style="color: black;">就可</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">02</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">独立站的运营模式</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1</strong></p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">铺货模式</strong></p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">铺货模式<span style="color: black;">指的是</span><strong style="color: blue;">不局限于单一品类，</strong>广泛、批量地上架市场反响好的商品的独立站模式，<strong style="color: blue;">以<span style="color: black;">海量</span>的SKU和较低的价格为特点。</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span>铺货模式的<strong style="color: blue;">简单快捷与广泛性，又能灵活地变化以迎合市场<span style="color: black;">需要</span>，开店门槛较低，</strong><span style="color: black;">因此呢</span>在行业初期，铺货模式一时风靡。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>铺货模式存在<span style="color: black;">有些</span>固有<span style="color: black;">坏处</span>端：</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，<strong style="color: blue;">商品品类多而杂乱，一味迎合市场，</strong><span style="color: black;">无</span>系统性和专业性的规划，<span style="color: black;">有害</span>于店铺形象的树立和长远发展；</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>，<span style="color: black;">由于</span>市场热点持续变化，热门品类随之改变，<strong style="color: blue;">商家<span style="color: black;">无</span>固定的<span style="color: black;">目的</span>客户群体，</strong><span style="color: black;">因此呢</span><span style="color: black;">亦</span>很难收获忠实客户。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/bMrGfibYjf9jp3uEaQ3FGCmjBVndpejaRbQoianPHwvA6l9PlPAeiaPewkAxMVLJvLCOWOTU8WhelPiala7cRqPBhg/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在当下跨境电商行业基本规范化的<span style="color: black;">周期</span>，店铺的专业化形象和定向的顾客群体是独立站做大做强的基本<span style="color: black;">保证</span>，铺货模式只能满足一时之需，长远来看竞争力较弱。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2</strong></p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">爆品模式</strong></p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所说</span>的爆品模式，其实<span style="color: black;">便是</span><strong style="color: blue;">跨境卖家需要将<span style="color: black;">海量</span>的商品上传到自己的网站中，</strong>然后<span style="color: black;">经过</span>Facebook<strong style="color: blue;">进行<span style="color: black;">宣传</span>宣传。</strong><strong style="color: blue;"><span style="color: black;">制品</span>数量越多，爆出来的东西就越多。</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>，爆品模式存在着<span style="color: black;">必定</span>的<strong style="color: blue;">缺点</strong>
    </p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">：商品种类繁多，缺乏系统性，专业性的规划，<span style="color: black;">有害</span>于品牌形象的树立和<span style="color: black;">长时间</span>发展。</p>
    <img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/bMrGfibYjf9jp3uEaQ3FGCmjBVndpejaRaVafvIIzbCOJsQA96avbVX9HTFXNssAYbr8amwQV3ice8Asl1wAXnHw/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3</strong></p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">垂直模式</strong></p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与铺货模式<span style="color: black;">区别</span>，<strong style="color: blue;">垂直模式则<span style="color: black;">指的是</span>专注于某一细分<span style="color: black;">行业</span>的独立站模式，聚焦</strong>利基市场，有独特的品牌定位和固定<span style="color: black;">目的</span>人群。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">垂直模式的优点在于，店铺主打<strong style="color: blue;">某一固定垂类的商品，</strong>能够在<span style="color: black;">关联</span><span style="color: black;">行业</span>及周边深耕。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在经营过程中，不仅<span style="color: black;">针对</span><span style="color: black;">制品</span>更加<span style="color: black;">认识</span>，对营销形式、供应链和相应的消费者特点<span style="color: black;">亦</span>会有专业的把握。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">因而，垂直模式走的是一条品牌化和专业化的<span style="color: black;">长时间</span>之路，<strong style="color: blue;">有利于吸引<span style="color: black;">目的</span>顾客，<span style="color: black;">增多</span>复购率。</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>而言，垂直模式会<span style="color: black;">根据</span><span style="color: black;">制品</span>和人群特点来<span style="color: black;">选取</span>细分<span style="color: black;">行业</span>，但<span style="color: black;">亦</span>要注意把握细分程度，既要避免垂类过于狭窄，又要避免<span style="color: black;">选取</span>市面上<span style="color: black;">已然</span>成熟的、竞争<span style="color: black;">很强</span>的品类。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/bMrGfibYjf9jp3uEaQ3FGCmjBVndpejaRICkZRTL8OnibfOGCXJ6hPMFGCyylHwdISmUxksXhITHujAUvxIqXpvw/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4</strong></p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">COD（货到付款）</strong></p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">COD<span style="color: black;">便是</span>Cash on delivery的简<span style="color: black;">叫作</span>，<span style="color: black;">亦</span><span style="color: black;">便是</span><strong style="color: blue;">货到付款模式。即快递代收款，</strong>货先送到后，<span style="color: black;">同期</span>客户把钱交给送货员，<span style="color: black;">亦</span><span style="color: black;">便是</span>常说的“一手交钱一手交货”。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span>东南亚各国及中东地区COD模式<span style="color: black;">逐步</span>变得成熟，欧美、日本等市场COD模式<span style="color: black;">亦</span>正在兴起。而COD模式之<span style="color: black;">因此</span>会<span style="color: black;">更加多</span>在东南亚，COD模式<strong style="color: blue;">不需要先付费，<span style="color: black;">更易</span><span style="color: black;">得到</span>用户信任，建站成本低，可较快铺开，高单价，能够<span style="color: black;">得到</span>的利润高，不需要交纳平台佣金，回款周期快。</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">5</strong></p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">爆品站群</strong></p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">和爆品单站<span style="color: black;">同样</span>的性质，只是爆品站群的玩法更高端，更具规模，对商家的<span style="color: black;">需求</span>更高，需要<span style="color: black;">更加多</span>的资金来实现爆品站群的运作。如<span style="color: black;">非常多</span>独立站、<span style="color: black;">非常多</span>运营人员、<span style="color: black;">宣传</span>账户、收款账号等等。运营人员做最多的工作<span style="color: black;">便是</span><strong style="color: blue;">选品</strong>(找素材)和<strong style="color: blue;">测品</strong>(测素材)。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">爆品<span style="color: black;">营销</span>模式<span style="color: black;">针对</span>顾客的售后体验并不友好，<span style="color: black;">由于</span><span style="color: black;">没法</span>深耕品类 ，<span style="color: black;">因此</span><strong style="color: blue;">网站都是短期存在，售后服务并<span style="color: black;">无</span><span style="color: black;">保证</span>。</strong><span style="color: black;">日前</span>深圳电商圈，<span style="color: black;">非常多</span>在用爆品站群的打法。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后，独立站<span style="color: black;">便是</span>要靠<span style="color: black;">咱们</span><span style="color: black;">自己</span><span style="color: black;">持续</span>地经营，即使起步<span style="color: black;">周期</span>做得不错，<span style="color: black;">亦</span>需要<span style="color: black;">持续</span>的优化和学习，毕竟比<span style="color: black;">咱们</span>做的好的大牛还在<span style="color: black;">持续</span><span style="color: black;">奋斗</span>学习，落后就要挨打是<span style="color: black;">大众</span>都<span style="color: black;">晓得</span>的道理。<span style="color: black;">因此</span>细心与耐是运营成功的必需品。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">今日<span style="color: black;">举荐</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最让独立站卖家头疼的问题<span style="color: black;">便是</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;">怎样</span>做好客服管理及<span style="color: black;">提高</span>客服运营能力</strong></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;">周四<span style="color: black;">夜晚</span>8点，</strong></span>聪哥直播来袭</p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">扫码预约直播，<strong style="color: blue;"><span style="color: black;">周四<span style="color: black;">夜晚</span>8点</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">聪哥在直播间等你来喔</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/bMrGfibYjf9jp3uEaQ3FGCmjBVndpejaRWCJ9ibT1N4Kibk9AwfG53yKeDq5CDWmHJuUJ3uzs2u39ckBqxXjsTUOg/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">

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