跨境电商企业的前端制品经理
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文深入探讨了前端<span style="color: black;">制品</span>经理的独特之处、挑战和<span style="color: black;">必须</span>技能，从<span style="color: black;">宣传</span>投放到支付方式，再到用户体验的精细打磨。<span style="color: black;">倘若</span>你对<span style="color: black;">怎样</span>在多样化的国际市场中打造出色的电商体验感兴趣，这篇<span style="color: black;">文案</span>将为你<span style="color: black;">供给</span>价值满满的见解和策略。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q1.itc.cn/q_70/images03/20240719/8f8f9528475744eaa7171b4b6e0135bf.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一讲<span style="color: black;">重点</span>谈一下前端<span style="color: black;">制品</span>经理，当然对应的下一讲<span style="color: black;">便是</span>后端<span style="color: black;">制品</span>经理，这俩是一体两翼，缺一不可。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，<span style="color: black;">咱们</span>定义前端<span style="color: black;">制品</span>经理<span style="color: black;">重点</span>指面向c端用户，后者说面向商城的<span style="color: black;">制品</span>经理，<span style="color: black;">重点</span><span style="color: black;">指的是</span>从用户查看<span style="color: black;">宣传</span>、到进入网站，再到完成下单的这一段整体的流程。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>不<span style="color: black;">包括</span>下单之后的履单、发货等流程，<span style="color: black;">然则</span><span style="color: black;">通常</span>又<span style="color: black;">包含</span>了售后流程（<span style="color: black;">亦</span><span style="color: black;">便是</span>下单的逆向流程）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实<span style="color: black;">这般</span>看起来跟传统电商<span style="color: black;">制品</span>经理<span style="color: black;">无</span>太大的区别。<span style="color: black;">那样</span>，<span style="color: black;">咱们</span>看一下到底有<span style="color: black;">那些</span><span style="color: black;">区别</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>，<span style="color: black;">宣传</span>端<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">必须</span>关注。<span style="color: black;">包含</span>但不限于<span style="color: black;">宣传</span>的feeds、<span style="color: black;">各样</span>脚本的埋点、联盟<span style="color: black;">宣传</span>等；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二，登陆方式等<span style="color: black;">区别</span>；<span style="color: black;">例如</span>大部份国家用邮箱就<span style="color: black;">能够</span>了，<span style="color: black;">不可</span>用手机号；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第三，支付方式和<span style="color: black;">途径</span><span style="color: black;">区别</span>。国内<span style="color: black;">通常</span>是支付宝、<span style="color: black;">微X</span>、银行、银联，国外PayPal是大头、信用卡支付、快捷支付、分期支付等；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第四，从用户<span style="color: black;">行径</span>来讲，<span style="color: black;">区别</span>国家的<span style="color: black;">运用</span>体验、语言和文本体验、履单周期、客服<span style="color: black;">信息</span>等<span style="color: black;">亦</span>大不<span style="color: black;">同样</span>；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第五，自研系统和saas系统<span style="color: black;">亦</span>不<span style="color: black;">同样</span>，虽然都是在出需求，<span style="color: black;">然则</span>有些<span style="color: black;">机构</span>直接让<span style="color: black;">制品</span>经理做的<span style="color: black;">便是</span>运营的工作，<span style="color: black;">例如</span>搭建一个商城页面等；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第六，大数据<span style="color: black;">举荐</span>基本用不上，除非像shein这种大平台；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第七，商城的<span style="color: black;">机构</span>地位<span style="color: black;">引起</span>的资源倾斜和心理预期、工作状态和沟通机制<span style="color: black;">亦</span>完全不样。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">详细</span>挑<span style="color: black;">有些</span>重点展开说一下。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>，<span style="color: black;">宣传</span><span style="color: black;">关联</span> </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文所说的前端<span style="color: black;">制品</span>经理<span style="color: black;">通常</span><span style="color: black;">指的是</span>独立站商城的<span style="color: black;">制品</span>经理，<span style="color: black;">因为</span>像amazon 这种平台是不<span style="color: black;">必须</span>前端<span style="color: black;">制品</span>经理的，<span style="color: black;">因此</span>略开不谈。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，无论是叫dtc 还是叫独立站，其实简单对标一下百度搜索就<span style="color: black;">能够</span><span style="color: black;">晓得</span>，<span style="color: black;">便是</span>百度搜索关键字<span style="color: black;">显现</span>某一家或多家官方网站，并且是商城。<span style="color: black;">因此</span><span style="color: black;">这儿</span>官方网站与商城是两个<span style="color: black;">区别</span>的载体，<span style="color: black;">亦</span>要区分。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以Google <span style="color: black;">宣传</span>为例，像普通的展示<span style="color: black;">宣传</span>，<span style="color: black;">咱们</span>投放素材就<span style="color: black;">能够</span>了；关键字<span style="color: black;">宣传</span>更好理解；<span style="color: black;">然则</span>像shopping <span style="color: black;">宣传</span>，就要先上传feeds，<span style="color: black;">便是</span>商品数据传给三方平台，如Google。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span><span style="color: black;">必须</span><span style="color: black;">重视</span>同步的机制和更新频率，尤其是<span style="color: black;">照片</span>和价格。<span style="color: black;">倘若</span>出错，严重会被封停<span style="color: black;">宣传</span>账号。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二，登录 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>是邮箱注册登录；像Google登录喝Facebook登录是常用的快捷支付方式，<span style="color: black;">必定</span>要<span style="color: black;">重视</span>账号等申请和管理要细致，<span style="color: black;">否则</span>容易登录不上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一</span>一点，订阅与登录是不<span style="color: black;">同样</span>的业务场景，不要搞混。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第三，支付方式和支付<span style="color: black;">途径</span> </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个部分非常<span style="color: black;">繁杂</span>。像欧美地区<span style="color: black;">通常</span>习惯于<span style="color: black;">运用</span>信用卡喝PayPal支付，而非支付宝<span style="color: black;">或</span><span style="color: black;">微X</span>，虽然<span style="color: black;">她们</span><span style="color: black;">亦</span>有。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于支付一个最重要的机制问题<span style="color: black;">这儿</span>提一下。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">便是</span>一个用户从下单<span style="color: black;">起始</span>，这个时候用户的信息就会经由<span style="color: black;">咱们</span>的支付平台（如stripe）传递给国际银行监控组织（非学名），<span style="color: black;">而后</span>再进入对应的支付<span style="color: black;">途径</span>（如某银行信用卡），最后经过这<span style="color: black;">全部</span>流程后，<span style="color: black;">咱们</span><span style="color: black;">做为</span>平台方才会接收到支付成功<span style="color: black;">或</span>失败的信息，<span style="color: black;">而后</span><span style="color: black;">咱们</span>再<span style="color: black;">最后</span>形成订单，进入下一步履单的流程。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一</span>，国外的支付方式其实丰富度和种类比国内要多，<span style="color: black;">例如</span>分期支付、先买后付等，用户的<span style="color: black;">选取</span>多，当然<span style="color: black;">每一个</span><span style="color: black;">途径</span>和方式都是要手续费的，再加上支付成功率<span style="color: black;">亦</span><span style="color: black;">区别</span>，这些都要综合<span style="color: black;">思虑</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第四，用户体验细说 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，不要用对待和处理国内用户的<span style="color: black;">心理</span>去应对国外用户，每一个国家、甚至每一个州的用户<span style="color: black;">行径</span>都可能是不<span style="color: black;">同样</span>的。<span style="color: black;">心理</span>和<span style="color: black;">方向</span>是做跨境很重要的一个<span style="color: black;">需求</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我个人比较<span style="color: black;">保持</span>，国内的电商<span style="color: black;">运用</span>体验还是挺优秀的，有些好的部分<span style="color: black;">能够</span>复用，难的是只<span style="color: black;">必须</span>找到不太好的部分，规避掉这些问题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“用户体验”是在互联网时代造就的一个网红词汇，有些人玩得好、有的人玩烂了。<span style="color: black;">然则</span>，跨境电商的<span style="color: black;">非常多</span>人还不会。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我想一个重要的<span style="color: black;">原由</span><span style="color: black;">便是</span>，跨境电商的薪资<span style="color: black;">薪水</span>不值得你去卷这个“概念”，当然<span style="color: black;">亦</span>很累，向下兼容挺讨厌的。（心理上）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span><span style="color: black;">咱们</span>到底要怎么用户体验，<span style="color: black;">或</span>说用户体验有什么价值？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实，从<span style="color: black;">制品</span>经理的维度，<span style="color: black;">咱们</span>的核心工作其实应该有50%是做这个事情。只是，你<span style="color: black;">想要</span>，怎么证明<span style="color: black;">咱们</span>是对的。<span style="color: black;">这儿</span><span style="color: black;">必须</span>挺多<span style="color: black;">办法</span>论。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>，<span style="color: black;">非常多</span>应该<span style="color: black;">必要</span>要<span style="color: black;">这般</span>子做的东西，你要讲很久，别人不<span style="color: black;">必定</span>听得懂。<span style="color: black;">因此</span>，多点耐心。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第五，跨境电商等自研系统 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>前端跨境<span style="color: black;">制品</span>经理，<span style="color: black;">这儿</span>我<span style="color: black;">尤其</span>强调的是，<span style="color: black;">咱们</span><span style="color: black;">更加多</span>的是在说独立站，<span style="color: black;">由于</span><span style="color: black;">仅有</span>这个阵地，你才有发挥的余地。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，自研系统是很费钱的，尤其是从老板的维度。<span style="color: black;">因此</span>，这个岗位的工作<span style="color: black;">必定</span>不会<span style="color: black;">容易</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span><span style="color: black;">因为</span><span style="color: black;">非常多</span>系统都是SaaS和外包，<span style="color: black;">因此</span>，无论是老板还是小老板对<span style="color: black;">开发</span>的投入并不清楚，可能<span style="color: black;">起始</span>觉着投入很小，<span style="color: black;">然则</span><span style="color: black;">长时间</span>下来，老板的压力<span style="color: black;">必定</span>不小。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我个人的<span style="color: black;">评估</span>是，跨境电商的IT系统跟传统企业的IT<span style="color: black;">分部</span>区别不大，<span style="color: black;">然则</span>跟互联网<span style="color: black;">机构</span>的IT<span style="color: black;">分部</span>区别<span style="color: black;">必定</span>巨大（可能<span style="color: black;">必须</span>一点时间去适应）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一趴，<span style="color: black;">重点</span>是做一个好的<span style="color: black;">心理</span>准备。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第六，大数据与大数据精准<span style="color: black;">举荐</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一部分本来不想加进来，<span style="color: black;">由于</span>基本<span style="color: black;">便是</span>个笑话。<span style="color: black;">例如</span><span style="color: black;">营销</span>10亿元人民币级别的<span style="color: black;">机构</span>，其实<span style="color: black;">亦</span>用不上大数据和大数据<span style="color: black;">举荐</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实，国内<span style="color: black;">亦</span>是类似，只是之前做电商平台的<span style="color: black;">制品</span>经理比较多，<span style="color: black;">因此</span>，<span style="color: black;">这儿</span><span style="color: black;">亦</span>要理解一下。<span style="color: black;">非常多</span>跨境电商<span style="color: black;">机构</span>确实不<span style="color: black;">必须</span>做大数据，既贵、又<span style="color: black;">不方便</span>宜！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实有些SaaS是<span style="color: black;">能够</span><span style="color: black;">处理</span>部分问题，只<span style="color: black;">必须</span>传feeds过去，做<span style="color: black;">有些</span>埋点，<span style="color: black;">亦</span><span style="color: black;">能够</span>有一个简单版的<span style="color: black;">举荐</span>系统<span style="color: black;">运用</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第七，独立站在<span style="color: black;">机构</span>的地位和资源 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，讲了这么多，<span style="color: black;">咱们</span><span style="color: black;">必定</span>要回到<span style="color: black;">基本</span>上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span>感觉跨境电商<span style="color: black;">制品</span>经理这么惨？<span style="color: black;">由于</span>业务方不<span style="color: black;">必定</span>是最雕的。有些<span style="color: black;">机构</span>是独立站五五分、有的是独立站占大头，<span style="color: black;">亦</span>有的独立站地位比较卑微，这直接<span style="color: black;">引起</span>了你在<span style="color: black;">机构</span>的工作困难程度。这点就不展开了，<span style="color: black;">由于</span>很好理解。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @Punkboy 原创发布于人人都是<span style="color: black;">制品</span>经理。未经作者许可，禁止转载</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自 Unsplash，基于CC0协议</p>
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认真阅读了楼主的帖子，非常有益。 期待更新、坐等、迫不及待等。 谢谢、感谢、感恩、辛苦了、有你真好等。
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