做跨境卖家一年亏光500万，我是怎么样从“负债”到盈利
<span style="color: black;"><strong style="color: blue;"><span style="color: black;">▲</span><span style="color: black;">点</span><span style="color: black;">击</span><span style="color: black;">卡</span><span style="color: black;">片</span><span style="color: black;">或</span><span style="color: black;">上</span><span style="color: black;">方</span><span style="color: black;">蓝</span><span style="color: black;">字</span><span style="color: black;">关</span><span style="color: black;">注</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">“</span></strong><strong style="color: blue;"><span style="color: black;">M</span><span style="color: black;">i</span><span style="color: black;">s</span><span style="color: black;">s</span><span style="color: black;">安</span><span style="color: black;">娜</span></strong><strong style="color: blue;"><span style="color: black;">”</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">作</span><span style="color: black;">者</span></span></strong><span style="color: black;"><span style="color: black;">|</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">M</span><span style="color: black;">i</span><span style="color: black;">s</span><span style="color: black;">s</span><span style="color: black;">安</span><span style="color: black;">娜</span></strong></span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">近几年跨境电商很火，品牌出海<span style="color: black;">更加是</span>掀起一波热潮，就在这些<span style="color: black;">火热</span>风口之下，我入局了品牌出海的赛道，扎进了这条“冒死”的路上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">抱着对美好<span style="color: black;">将来</span>的憧憬幻想里，我在2016年成立了广东吉拓。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，<span style="color: black;">时期</span><span style="color: black;">亦</span>并不像传说中的大佬们那样一帆风顺，这一路走来，我遇到的磕磕绊绊实在数<span style="color: black;">不堪</span>数。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span>一家创业<span style="color: black;">机构</span>，能够存活七年属实是<span style="color: black;">不易</span>，更不敢回想我是<span style="color: black;">怎样</span>从孤军一人发展到如今百人团队。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“除了当年<span style="color: black;">由于</span>平台红利所造就的<span style="color: black;">一晚上</span>之间发家致富的“神话”，此时此刻，<span style="color: black;">无</span>一家做跨境电商的<span style="color: black;">机构</span>不是熬出来的；<span style="color: black;">无</span>一家做跨境电商的<span style="color: black;">机构</span>不是<span style="color: black;">经过</span>极度聚焦于<span style="color: black;">制品</span>和业务的最小单元做起来的；<span style="color: black;">无</span>一家做跨境电商的<span style="color: black;">机构</span>不是<span style="color: black;">经过</span>吃过<span style="color: black;">非常多</span>亏，踩过<span style="color: black;">非常多</span>坑，花钱买过<span style="color: black;">非常多</span>经验教训用钱烧出来的。”</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk1YZL9kzO01rhPmR80tEiaHq6eibh798VZyxsHk20XO3QbicBHVM5Nj8LeQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk1x2xNKO2MJickU5cGeJBlKSnicV4NTcqCZ57of6nmU9yFLCIVNLUTb41A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk1VJVrjQssZM8Nibf15ffRKk6Nbvibth1QHVYufyQMubJWIaZ313Vyj2EQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">图 | 2020年，广东吉拓乔迁新址</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在过去这七年，吉拓从一个纯贸易<span style="color: black;">机构</span>发展成工贸一体，从OEM贴牌到自主品牌，从帐篷做到了大户外。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">诚然，除了以上这些<span style="color: black;">大众</span>看到的成果之外，令我最受挫败感，但又收获最多的一次恰恰是我继东莞、深圳创业后，2021年在杭州的连续创业经历。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">面对每月大几十万的工资、供应商有<span style="color: black;">海量</span>的款要付、每年上百万的租金和运营的成本……但企业迟迟达不到收支平衡点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">资金问题<span style="color: black;">作为</span>一座大山压在身上，看着从前期投入300万到<span style="color: black;">实质</span>上亏损500万的报表，喘<span style="color: black;">不外</span>气。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk1Md2OvV8jKYWejboUzPfb04C4DTA7mPLiccCD8Fuklg8FwBvJTOjnfzw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">图 | 杭州<span style="color: black;">机构</span>的初创团队</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk1fSDMr8Ha9eqc9vBTGTXNldcfYYIySrGdEWgZBcM3Hx9zYSOyloo20g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk1ibH0sZLR9PAqXrfgszgOUuC7Qn2mITnJeDUXrCApcYwBNqmszoWZ42Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">图 | 1500+平方的杭州出海团队办公室</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我想，不幸福的<span style="color: black;">原由</span>大概有两种：“想得到”和“怕失去”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今年是吉拓成立的第七个年头。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所说</span>三年入行，五年懂行。我深度复盘了过去在品牌出海/跨境电商的创业经历，梳理出了四点<span style="color: black;">办法</span>论，与您分享。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">您<span style="color: black;">亦</span><span style="color: black;">能够</span>当作<span style="color: black;">办事</span>的避坑指南，<span style="color: black;">期盼</span>能对您有所<span style="color: black;">帮忙</span>。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk19uicrxhtlNpL6mUTwcf2BUVFtUlfibuu5NnyibaFoCaCoYt94pyTfv2hw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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<span style="color: black;">无</span>运气<span style="color: black;">成份</span>的加持下，<strong style="color: blue;"><span style="color: black;">千万不要做“拍脑袋”决策，而是要做数据决策。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你不得不承认，<span style="color: black;">选取</span>永远是大于<span style="color: black;">奋斗</span>的，战略比战术更重要。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">研发</span>新<span style="color: black;">制品</span>初期，团队和我激情满满，竟然抛开了<span style="color: black;">始终</span><span style="color: black;">熟练</span>的户外用品，而转向了智能家居、移动电源和医疗器械三个品类。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后一拍脑袋地<span style="color: black;">选取</span>了一款当时国内大热的智能家具<span style="color: black;">制品</span><span style="color: black;">做为</span>主推<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当时<span style="color: black;">咱们</span>一致认为这款风口<span style="color: black;">制品</span>升势迅猛，毛利率高，市场体量巨大。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">于是<span style="color: black;">咱们</span>烧了几十万的<span style="color: black;">开发</span>和样品成本，还开设阿里巴巴国际站，招聘了数名阿里巴巴国际站运营和外贸业务员。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">结果万万没想到，<span style="color: black;">咱们</span>做了大半年才<span style="color: black;">发掘</span>这款<span style="color: black;">制品</span>极难达成交易，成交客户数量<span style="color: black;">乃至</span>不超过十个。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">问题<span style="color: black;">到底</span>出在哪里？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第<span style="color: black;">1、</span><span style="color: black;">针对</span>多功能型智能家具<span style="color: black;">制品</span>价格偏高，受众很窄。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第<span style="color: black;">2、</span>欧美市场的消费者习惯相对固化，<span style="color: black;">尤其</span>是美国消费者更<span style="color: black;">爱好</span>简单直接的<span style="color: black;">制品</span>，<span style="color: black;">针对</span>多功能型<span style="color: black;">制品</span>的接受度相对较低。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第<span style="color: black;">3、</span>这类新颖的<span style="color: black;">制品</span>需要<span style="color: black;">咱们</span>主动去教育市场，把<span style="color: black;">制品</span>推送给客户，而不适合在电商平台上让客户主动搜索。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，这个事先<span style="color: black;">无</span>做好充足市场分析就做的“拍脑袋”决策，在三大方面上就<span style="color: black;">已然</span>踢除了<span style="color: black;">非常多</span>客户。</p>
<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;">无</span><span style="color: black;">经过</span>深入分析客户<span style="color: black;">需要</span>、人群画像和消费习惯从而推出客户<span style="color: black;">实质</span>需要的<span style="color: black;">制品</span>，而是<span style="color: black;">按照</span><span style="color: black;">咱们</span>所<span style="color: black;">把握</span>的资源<span style="color: black;">选取</span><span style="color: black;">制品</span>进行<span style="color: black;">营销</span>，让营销能力很强的团队悲哀地<span style="color: black;">作为</span>了一个工厂的外贸部。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但事实上，正确的避坑方式应该是以客户<span style="color: black;">需要</span>为导向<span style="color: black;">选取</span><span style="color: black;">制品</span>进行<span style="color: black;">营销</span>，遵循以“市场<span style="color: black;">指点</span><span style="color: black;">营销</span>，<span style="color: black;">营销</span><span style="color: black;">指点</span>生产”这一规则。</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;">为了避免类似问题<span style="color: black;">出现</span>，最好<span style="color: black;">处理</span>它的应对<span style="color: black;">办法</span><span style="color: black;">便是</span>做数据决策。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其次，即使是国内的<span style="color: black;">火热</span><span style="color: black;">制品</span>，<span style="color: black;">亦</span>未必适合直接推向海外市场，<span style="color: black;">由于</span>国内外的文化差异和消费习惯差异巨大。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>，应该<span style="color: black;">怎样</span><span style="color: black;">处理</span>这个问题？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">解法是要在品类<span style="color: black;">选取</span>上，尽可能<span style="color: black;">选取</span>符合“三高三快”原则的<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"> 什么是“三高三快”原则？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">三高：利润高、周转率高、<span style="color: black;">制品</span>品质高；</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">三快：交付快、回款快、新<span style="color: black;">制品</span>推出快；</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>常常<span style="color: black;">能够</span>听到深圳某智能家居或电子类目的大卖号，但却很少听说帐篷这些传统行业经常出爆款，很难<span style="color: black;">连续</span>地爆发。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">即使过去两年户外露营在国内大火，<span style="color: black;">然则</span>这种卖露营装备的企业很难<span style="color: black;">连续</span><span style="color: black;">挣钱</span>，<span style="color: black;">由于</span>复购频次太低。这<span style="color: black;">便是</span>行业<span style="color: black;">自己</span>的限制所<span style="color: black;">引起</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（露营<span style="color: black;">制品</span>就完美地违背了“三高”“三快”的选品定律，<span style="color: black;">由于</span>露营<span style="color: black;">制品</span>的毛利低，<span style="color: black;">制品</span>周转慢，交期慢。）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">亦</span>是我花了巨大的时间成本得出的血泪教训，告诉<span style="color: black;">大众</span><span style="color: black;">必定</span><span style="color: black;">不可</span>以经验主义做“拍脑袋”决策。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不要你觉得这个<span style="color: black;">制品</span>好<span style="color: black;">便是</span>好，而是要市场数据告诉你好才是真的好。</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;">在每切入一个新项目之前，请记住必须最少要做两个月以上的深入调研和分析，当你有了足够的调研和分析<span style="color: black;">才可</span>去做决策。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在品牌出海赛道上，我<span style="color: black;">此刻</span>养<span style="color: black;">成为了</span>一个习惯：不会<span style="color: black;">遵循</span>总监级以下的人给的企业战略<span style="color: black;">意见</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span><span style="color: black;">她们</span><span style="color: black;">无</span>做过企业的一把手，缺乏全面的<span style="color: black;">机构</span>格局的<span style="color: black;">状况</span>下，他所获取的信息并不足够深入。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可能仅是基于某个<span style="color: black;">营销</span>侧<span style="color: black;">或</span>生产侧、供应链侧有个人看法，这极容易<span style="color: black;">引起</span>认知偏差。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">咱们</span>企业的布局<span style="color: black;">必定</span>是自上而下，而人的反馈才是自下而上的。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">正因如此，<span style="color: black;">咱们</span>创业者<span style="color: black;">亦</span><span style="color: black;">必定</span>是孤独的，<span style="color: black;">更加是</span>九死<span style="color: black;">一辈子</span>、创业维艰。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk11FiaSZl3Bicvuo3iaRcAygC4xjStyMbJ8dPnfwdaU93SEJU37twYGD7Xw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">有一句话说得很好，成年人要有一种清醒：不论<span style="color: black;">是不是</span>剑已佩好，出门便是江湖。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我有一位在深圳做户外沙发的<span style="color: black;">伴侣</span>，他的团队<span style="color: black;">仅有</span>17个人，<span style="color: black;">始终</span><span style="color: black;">败兴</span>只做美国市场，只做亚马逊这单一的<span style="color: black;">营销</span><span style="color: black;">途径</span>，只专注户外沙发这一个品类。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这行业从事了13年，取得了令人瞩目的成绩——3.4亿（人民币）的年<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;"><span style="color: black;">咱们</span>都惊叹于他的团队的高人效，<span style="color: black;">那样</span><span style="color: black;">她们</span>是<span style="color: black;">怎样</span>做到<span style="color: black;">这般</span>的成绩呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第<span style="color: black;">1、</span>只做户外沙发这一品类，他将所有精力都聚焦在这个<span style="color: black;">行业</span>上并且深耕了十年以上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第<span style="color: black;">2、</span>只针对美国这一<span style="color: black;">营销</span>市场，避免了资源的分散和降低<span style="color: black;">危害</span>成本。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第<span style="color: black;">3、</span>只做亚马逊这一单一<span style="color: black;">途径</span>，<span style="color: black;">能够</span>让团队更好地专注于企业<span style="color: black;">自己</span>的核心业务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我<span style="color: black;">发掘</span>，核心点就在这个“只”字。</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;">他的这种只做单一国家，只做单一品类，只做单一<span style="color: black;">途径</span>的极度聚焦战略，给<span style="color: black;">她们</span>带来了巨大的竞争<span style="color: black;">优良</span>。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，<span style="color: black;">咱们</span>要专注于某一个<span style="color: black;">行业</span>，做深做细，不要一上来就想要把所有品类跨境电商都做一遍。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仅有</span>把<span style="color: black;">更加多</span>的时间和精力放在自己的核心业务上，<span style="color: black;">咱们</span><span style="color: black;">才可</span>收获一个更加稳定的发展。</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;">知道</span>的市场营销策略<span style="color: black;">亦</span>是至关重要的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">把握</span>自己核心竞争力的<span style="color: black;">基本</span>上，寻找和发掘<span style="color: black;">更加多</span>的细分市场，并<span style="color: black;">经过</span><span style="color: black;">持续</span>的创新和优化来实现进一步<span style="color: black;">提高</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">想要在市场竞争中脱颖而出，你的针就要足够细，<span style="color: black;">这般</span>就能越容易让你的单品<span style="color: black;">表现</span>出和同行的差异化。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>你拿出一堆的商品，不可能每一个商品都能跟同行有着差异化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">必定</span>是把最有差异化的<span style="color: black;">制品</span>先亮出来，让无论是To B还是To C的客户，都能眼前一亮。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk13RAqFnxLCJMUlk7ibHcU5cA12dZRQ9cYaiakNtcNC5hkeYesLZjMCLxA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk1Hw05gVzNpg8aSNoP3rOuRuf7ibeaMulz8pt80fuHIlRfYEiab0tqIgHg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">针<span style="color: black;">已然</span>扎进了，想要增长就必须<span style="color: black;">持续</span>拓展。<span style="color: black;">无</span>拓展，成长就无从谈起。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>我给<span style="color: black;">大众</span>提出<strong style="color: blue;"><span style="color: black;">“四个拓”的策略：从单一地区拓多地区；从单一<span style="color: black;">途径</span>拓多<span style="color: black;">途径</span>；从单一品类拓多品类；从单一品牌拓多品牌。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，拓展的先后<span style="color: black;">次序</span><span style="color: black;">亦</span>是需要讲究的。针对前两个拓展方式，<span style="color: black;">咱们</span>应该是先拓地区还是先拓<span style="color: black;">途径</span>？</p><img src="https://mmbiz.qpic.cn/mmbiz_svg/v6XbW38nFOSF6PiaqAQicS6w5ESCrgua8TEjyevNtMKHPVhDFUfposgTW1tuofa8hibF5RJGJlz9SkhtSibZcFiaaIgjktxU5MXicp/640?wx_fmt=svg&tp=webp&wxfrom=5&wx_lazy=1&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;">答案是：看你的货。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你需要<span style="color: black;">思虑</span>欧版与美版之间的差异，<span style="color: black;">例如</span>充电宝在欧版和美版上是<span style="color: black;">同样</span>的，而床上用品和服装则可能存在差异。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">听我再简单举个例子，你就明白了：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我在做的户外用品，面对<span style="color: black;">区别</span>区域的市场上存在消费者<span style="color: black;">爱好</span>度差异。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在美国市场上，消费者更<span style="color: black;">喜爱</span>深色系的<span style="color: black;">制品</span>，而在日本市场上，消费者更<span style="color: black;">喜爱</span>纯色系的<span style="color: black;">制品</span>，<span style="color: black;">例如</span>流行的“侘寂风”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span><span style="color: black;">区别</span>地区的消费者<span style="color: black;">爱好</span>度和风格设计参数都存在很大差异，这<span style="color: black;">寓意</span>着我在做户外用品这一品类时，<span style="color: black;">不可</span><span style="color: black;">茫然</span>的拓地区。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相反，应该针对同一个地区去拓品类。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk1ibNExNgygZ3ictic4Fee2TeFlM46MOACziawHic4uM7gRVO1BPH9AoJPbrw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&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;"><span style="color: black;">倘若</span>欧版和美版相同，<span style="color: black;">那样</span>你就要先拓<span style="color: black;">途径</span>而不是地区，<span style="color: black;">这般</span>只需要一盘货就能应对多个地区的市场<span style="color: black;">需要</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;">倘若</span>你的货能选欧美市场，<span style="color: black;">必定</span>要<span style="color: black;"><strong style="color: blue;">首选美国市场</strong></span>，<span style="color: black;">由于</span>美国市场有利<span style="color: black;">原因</span>较多。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>欧版美版<span style="color: black;">区别</span>，那你就要守住一个<span style="color: black;">途径</span>，拓地区。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>在亚马逊上的操作和运营<span style="color: black;">办法</span>基本相同，当你的团队学会了美国亚马逊后，学习欧洲亚马逊<span style="color: black;">亦</span>不会难。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而在拓地区和<span style="color: black;">途径</span>的时候，则是要“二选一”，不要既拓地区又拓<span style="color: black;">途径</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当<span style="color: black;">咱们</span><span style="color: black;">按照</span><span style="color: black;">实质</span><span style="color: black;">状况</span>二选一后，<span style="color: black;">而后</span>再进入拓品类的<span style="color: black;">周期</span>，最后<span style="color: black;">思虑</span>拓品牌。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">尤其</span>要<span style="color: black;">重视</span>的是，<strong style="color: blue;"><span style="color: black;">不要一进入新品类就去拓新品牌，应该借助原有的品牌占住用户。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个例子，先做充电宝起家的安克，后来又去做了耳机，但<span style="color: black;">始终</span><span style="color: black;">败兴</span>都是用“安克”这个品牌在做，等到了<span style="color: black;">必定</span>量之后，才<span style="color: black;">起始</span>做第二个品牌。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/sRFpoRWEkBQcntDff4Vib2lMtTnnV0nk1ZZib52BhFSMTOsxsK5rmgUdUXtw8MXvOG1MB1CvHkxbQrgGlxsMWQrw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&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;">那，什么时候<span style="color: black;">能够</span><span style="color: black;">思虑</span>做多品牌呢？</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;">仅有</span>当一个品牌的价格带基本被锁死，很难再突破时，才要<span style="color: black;">思虑</span>拓展中高端市场去开展新品牌。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实我早在三年前就<span style="color: black;">已然</span>做过品牌矩阵，<span style="color: black;">发掘</span>在同一个原有的组织架构下，很难兼顾多个<span style="color: black;">区别</span><span style="color: black;">目的</span>人群的品牌。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从投产比的<span style="color: black;">方向</span>来看，与其耗费时间和资源去拓新品牌，还不如将精力放在原有的品牌上做深做透。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">由此有一个高门槛的观点：<span style="color: black;">倘若</span>你<span style="color: black;">无</span>一个亿美金以上小的年<span style="color: black;">营销</span>额，你都<span style="color: black;">不该</span>该去拓品牌拓市场。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;"><span style="color: black;">永远不要轻易寄望于“东方不亮西方亮”的幻想，总用“下一个listing能好”这句话安慰自己</span></strong>，更应该要做的是对每一个环节、每一个细节进行审视、复盘和改进，从而让下一个Listing更<span style="color: black;">拥有</span>价值。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我觉得创业到<span style="color: black;">此刻</span>，我最大的感受<span style="color: black;">便是</span>，真正一往无前的创业者，<span style="color: black;">而后</span>相信自己能够拿到结果的人，都是对自己的行业和赛道永远充满激情，用尽全力往里面冲的人。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前些天，偶然间联系上了一位曾经的校友，<span style="color: black;">咱们</span>都亲切的叫他大师兄，他是国内<span style="color: black;">第1</span>批做跨境的人，试过三个月内拿下了平常一年的营业额，<span style="color: black;">亦</span>试过<span style="color: black;">一晚上</span>烧光百万<span style="color: black;">宣传</span>费。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用他的原话<span style="color: black;">来讲</span><span style="color: black;">便是</span>：“<span style="color: black;">无</span>一个创业者是被鼓励出来的，创业者都是被打压出来的。”这是大实话</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span>许多创业者<span style="color: black;">常常</span>会忽略一个关键点，<span style="color: black;">由于</span><span style="color: black;">她们</span>把心思和精力都放在了抢风口、追概念来快速扩大业务规模，<span style="color: black;">加强</span>市场份额。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>，这些模式并不适用于所有<span style="color: black;">机构</span>，毕竟上市成功的概率太低了。</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;">让员工积极执行好<span style="color: black;">每日</span>的工作任务，有造血能力才是<span style="color: black;">很久</span>之计。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">老板要“选”对，员工要“做”对。在这条搭建企业的漫漫长路中，<span style="color: black;"><strong style="color: blue;">“选”人和“选”资源尤为重要，但“选”对人是排在<span style="color: black;">第1</span>位的。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我在搭建杭州分<span style="color: black;">机构</span>之初，就遇见一件<span style="color: black;">非常</span>诧异的事情。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当时有一名新入职的员工，她从进入<span style="color: black;">机构</span>的<span style="color: black;">第1</span>天<span style="color: black;">起始</span>，就悄悄地带着录音笔，将<span style="color: black;">各样</span>场合下的言谈录制下来，<span style="color: black;">包含</span><span style="color: black;">分部</span>会议、领导谈话，<span style="color: black;">乃至</span>是入职面谈和同事之间的普通交流，所有的同事当时都不知情。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">后来<span style="color: black;">因为</span>该员工的工作能力未达到<span style="color: black;">机构</span>的转正标准，在HR的<span style="color: black;">通知</span>下，试用期不予<span style="color: black;">经过</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">或许是<span style="color: black;">不可</span>接受这一事实，这位前同事就在<span style="color: black;">机构</span>办公室中大闹了一番。HR<span style="color: black;">意见</span>是将其档案留存并妥善处理，<span style="color: black;">以避免</span>同行企业踩坑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此时</span>候<span style="color: black;">分部</span>领导替<span style="color: black;">女子</span>出来讲话了：“毕竟她还是位单纯的小<span style="color: black;">女子</span>，<span style="color: black;">不足</span>成熟，<span style="color: black;">况且</span>往后的职业生涯还很长，请不要去处理她。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">结果更让人意想不到的事来了，这位前同事居然打印了厚达15厘米的录音资料来威胁HR！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">请问屏幕前的你，<span style="color: black;">亦</span>还会觉得她只是一个涉世未深的“小<span style="color: black;">女子</span>”吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">在创业中，你会不可避免地遇到各式各样的人，而创业者<span style="color: black;">亦</span>是在被员工“教育”中成长的。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再分享<span style="color: black;">另一</span>一个奇葩的经历，<span style="color: black;">一样</span><span style="color: black;">亦</span>在杭州分<span style="color: black;">机构</span>成立不久。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>招进一名28岁的外贸业务员，她在入职后三个月没出过单，连续一年达不成<span style="color: black;">目的</span>，在<span style="color: black;">全部</span>团队是垫底的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但外贸经理每次还是想再给她机会。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">后来这位业务员在外贸经理想要辞退他的当口，主动找到经理说自己<span style="color: black;">保准</span>会达成<span style="color: black;">目的</span>，<span style="color: black;">倘若</span>达不成便会主动离职。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一听到这话，经理就更狠不下心了，决定再给她机会。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再过<span style="color: black;">一月</span>后，这位业务员的成绩依然毫无起色。<span style="color: black;">咱们</span>的HR<span style="color: black;">发掘</span>她在利用这个月的时间<span style="color: black;">始终</span>在投简历找工作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>之前她给出的承诺，HR找到她询问是不是要离职，结果她却反口说：“我什么时候说过？<span style="color: black;">无</span>纸质版的协议，我不承认！”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个时候，经理<span style="color: black;">最终</span>就<span style="color: black;">认识</span>到自己被这位业务员摆了一道。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再过了三个月，<span style="color: black;">咱们</span><span style="color: black;">忽然</span><span style="color: black;">发掘</span>，她的肚子很大，原来，她早在半年前就<span style="color: black;">已然</span>怀孕了！这件事又一次狠狠的摆了经理一道。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">招人、选人、用人、育人、留人<span style="color: black;">针对</span>企业<span style="color: black;">来讲</span>是多么的重要。一旦没“选”对人，企业所要遭受的损失是不可预料的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那段时间我的精神状态时常在“有”和“无”之间反复横跳，心神不宁，昼夜难眠，这种被迫活在<span style="color: black;">长时间</span>焦虑想有却又无的日子里，硬生生把我熬瘦了40斤。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后我花了整整两年时间认识并接受自己的局限性。</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;">另一</span>我想说，其实员工和<span style="color: black;">机构</span>绝对不是对立面，相反是一个利益<span style="color: black;">一起</span>体。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">无论是对<span style="color: black;">机构</span>还是对员工，双方所追求的终极<span style="color: black;">目的</span><span style="color: black;">仅有</span>一个：<span style="color: black;">一起</span>发展，实现共赢</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">比起为挫折自怨自艾，我更看重从这些经历中收获了什么以及<span style="color: black;">那些</span><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;">一样</span>的错误不<span style="color: black;">准许</span>自己再犯第二次，尤其是花费<span style="color: black;">非常多</span>成本试出来的<span style="color: black;">办法</span><span style="color: black;">亦</span>需要留存。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">初期</span>发散性投资和多品类的尝试让我和团队很难做深做细。我学会了从创业<span style="color: black;">初期</span>做加法，到后期学会做减法。从多品类布局，到聚焦单一品类单一市场打爆。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span>，<span style="color: black;">咱们</span>聚焦于北美市场户外类目，在北美市场获取了非常多的用户，品牌用户的复购频次达30%以上，远高于同行水平。（<span style="color: black;">怎样</span>在海外做好品牌推广？<a style="color: black;"><span style="color: black;">点击此处查阅</span></a><span style="color: black;">）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">聚焦让<span style="color: black;">咱们</span>品牌效应更足。如今，<span style="color: black;">咱们</span>品牌每发起一次品牌活动，就会有众多户外行业的KOL联动支持。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">初期</span>高举高打的<span style="color: black;">办法</span>并不适用于<span style="color: black;">需求</span>越来越极致的创业环境，我学会了低成本创业，从一年亏损几百上千万，到降本增效。<span style="color: black;">此刻</span>，<span style="color: black;">咱们</span>的团队<span style="color: black;">已然</span>实现了盈利并具备造血能力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">初期</span>在员工的教育中成长，让我更洞悉人性。从一<span style="color: black;">起始</span>的非黑即白，到<span style="color: black;">此刻</span>我明白还有灰色。我学会了从人性管理，到职业化制度化管理。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在企业成长的<span style="color: black;">同期</span>，还有<span style="color: black;">非常多</span>与企业一起<span style="color: black;">一起</span>成长的同事，其中<span style="color: black;">包含</span>初创团队的核心员工。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图 | <span style="color: black;">一块</span>并肩<span style="color: black;">数年</span>的核心员工</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">时光荏苒，<span style="color: black;">咱们</span>的初创团队<span style="color: black;">一起</span>走过七年风雨历程，其中五年以上资历的员工留存率超过50%，并且都已<span style="color: black;">作为</span>了<span style="color: black;">机构</span>的中坚力量，带领着企业走向新的事业高峰。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>今天给<span style="color: black;">大众</span>分享出来，<span style="color: black;">期盼</span>能让<span style="color: black;">咱们</span>在所有的成功和失败的案例中找到共性。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个人偶然的成功可能是源于运气，但一个人<span style="color: black;">连续</span>的成功离不开不懈的<span style="color: black;">奋斗</span>和通透的认知论，极致的<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;">跨境电商这个行业就像一片变幻莫测的海洋，既<span style="color: black;">包含</span>着奇珍异宝，又<span style="color: black;">隐匿</span>着巨大的险境和<span style="color: black;">危险</span>。令许多创业梦想家满怀<span style="color: black;">自信心</span>而来，或走上人生巅峰，或失望而去。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>说，“九死<span style="color: black;">一辈子</span>”是创业<span style="color: black;">第1</span>步要做的心理准备，<span style="color: black;">那样</span>接下来的每一步<span style="color: black;">便是</span>真刀真枪的认知了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>试错需要成本，除了用钱烧出来正确<span style="color: black;">办法</span>，<span style="color: black;">必定</span>是要花费足够的时间成本，在无数次的尝试中找到那条康庄大道。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">身边<span style="color: black;">亦</span>有许多<span style="color: black;">伴侣</span>都说过我的<span style="color: black;">文案</span>有时候像是在劝退跨境卖家，我想说别人告诉你是天堂，而我只会告诉你是人间。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我<span style="color: black;">便是</span>那个把<span style="color: black;">大众</span>从天堂拉回人间的人。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在过去这几年，我<span style="color: black;">经过</span>政府峰会、阿里巴巴平台、雨果网等平台做过了上百场次的分享，遇到了<span style="color: black;">非常多</span>优秀的创业者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大众</span>都有个<span style="color: black;">一起</span>的感悟：要是当初有人早点告诉我该怎么走，<span style="color: black;">亦</span>许就<span style="color: black;">不消</span>走这么<span style="color: black;">数年</span>弯路了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不<span style="color: black;">晓得</span>看完我这些创业经历的你，有什么样的感觉？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">或许你<span style="color: black;">亦</span>跟我<span style="color: black;">同样</span>。有迷茫，有焦虑，有绝望<span style="color: black;">亦</span>有<span style="color: black;">期盼</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你<span style="color: black;">此刻</span>正在面临创业困境，<span style="color: black;">能够</span>关注私信我。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我<span style="color: black;">日前</span>带领的广东吉拓户外<span style="color: black;">已然</span>与<span style="color: black;">有些</span>有供应链和<span style="color: black;">制品</span>的企业合作，赋能<span style="color: black;">她们</span>并<span style="color: black;">一块</span>把<span style="color: black;">制品</span>卖向海外，<span style="color: black;">乃至</span>把OEM贴牌代工模式升级为品牌模式，让中国制<span style="color: black;">导致</span>为世界品牌！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">创业是需要氛围的，遇到<span style="color: black;">能手</span>，要不与<span style="color: black;">能手</span>过招，要不与<span style="color: black;">能手</span>同行。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我<span style="color: black;">期盼</span>能够遇到<span style="color: black;">更加多</span>有理想，有抱负，有<span style="color: black;">制品</span>，有供应链的创业者，<span style="color: black;">一块</span>把<span style="color: black;">制品</span>变成服务，把行业变成生态，把中国制<span style="color: black;">导致</span>为世界品牌。</span></p>最后，我<span style="color: black;">亦</span>祝愿在跨境路上的各位卖家能够总结经验、学习优点，<span style="color: black;">最后</span>收获成功。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Miss安娜，业内人<span style="color: black;">叫作</span>“女海王”（品牌出海女王），广东吉拓户外董事长，美国户外露营行业Top10品牌创始人，现聚焦大户外行业生态打造。过去十年不幸把青春赔进了品牌出海/跨境电商，同龄人在酒吧看月亮，我在屏幕看美国的太阳，吉拓创业7年熬瘦了40斤。关注跨境电商创业、品牌出海风向，在<span style="color: black;">这儿</span>与十万工厂主<span style="color: black;">一块</span>洞察跨境电商。</span></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;"><span style="color: black;"><span style="color: black;">猜</span></span><span style="color: black;"><span style="color: black;">你</span></span><span style="color: black;"><span style="color: black;">还</span></span><span style="color: black;"><span style="color: black;">想</span></span><span style="color: black;"><span style="color: black;">读</span></span><span style="color: black;"><span style="color: black;">：</span></span></strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">▲</span><a style="color: black;"><span style="color: black;"><span style="color: black;">怎样</span>在海外做好品牌推广？</span></a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▲</span><a style="color: black;"><span style="color: black;">3分钟让你看懂哪个跨境电商平台最好做。</span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▲<a style="color: black;">做外贸，<span style="color: black;">为何</span>大<span style="color: black;">都数</span>工厂干<span style="color: black;">不外</span>贸易<span style="color: black;">机构</span>？</a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">▲</span><a style="color: black;"><span style="color: black;">首</span><span style="color: black;">批</span><span style="color: black;">拼</span><span style="color: black;">多</span><span style="color: black;">多</span><span style="color: black;">海</span><span style="color: black;">外</span><span style="color: black;">商</span><span style="color: black;">家</span><span style="color: black;">现</span><span style="color: black;">身</span><span style="color: black;">说</span><span style="color: black;">法</span><span style="color: black;">，</span><span style="color: black;">T</span><span style="color: black;">e</span><span style="color: black;">m</span><span style="color: black;">u</span><span style="color: black;">值</span><span style="color: black;">得</span><span style="color: black;">入</span><span style="color: black;">驻</span><span style="color: black;">吗</span><span style="color: black;">？</span></a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▲</span><a style="color: black;"><span style="color: black;"><span style="color: black;">靠</span><span style="color: black;">赚</span><span style="color: black;">差</span><span style="color: black;">价</span><span style="color: black;">的</span><span style="color: black;">生</span><span style="color: black;">意</span><span style="color: black;">越</span><span style="color: black;">来</span><span style="color: black;">越</span><span style="color: black;">难</span><span style="color: black;">做</span></span></a><span style="color: black;">，</span><span style="color: black;">未</span><span style="color: black;">来</span><span style="color: black;">谁</span><span style="color: black;">能</span><span style="color: black;">在</span><span style="color: black;">跨</span><span style="color: black;">境</span><span style="color: black;">电</span><span style="color: black;">商</span><span style="color: black;">赚</span><span style="color: black;">到</span><span style="color: black;">钱</span><span style="color: black;">？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">↓</span></span></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">转</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">发+</span>点</span></span><span style="color: black;"><span style="color: black;">赞</span></span></span></span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">立</span></span><span style="color: black;"><span style="color: black;">刻</span></span><span style="color: black;"><span style="color: black;">催</span></span><span style="color: black;"><span style="color: black;">更</span></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">↓</span></span></span></span></strong></p>
外链论坛的成功举办，是与各位领导、同仁们的关怀和支持分不开的。在此，我谨代表公司向关心和支持论坛的各界人士表示最衷心的感谢！ 在遇到你之前，我对人世间是否有真正的圣人是怀疑的。 “板凳”（第三个回帖的人） 感谢你的精彩评论，为我的思绪打开了新的窗口。
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