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4lqedz 发表于 2024-8-27 12:06:55

系统化引入淘系商家 速卖通想要的是?

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/jA9D2urGeNGKqPtfRoQKGXWQjKAKv4V9iaLK4xgSSaXDKcG5PnDPR3SyTnLRwq8GVh997VRQhFwvAtoknArO95w/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">每日</span>都不<span style="color: black;">错失</span></span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/HKp0xJeZMOicppS9CFuHOKqxyxRXaPUOCwFztRaEZhiay283B6dRr2dLAv0Z3NqzxS0F50IUs3eF7OicDAMQWwdzw/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">速卖通招商的目光<span style="color: black;">起始</span>转向阿里生态里的淘系商家了。</span></span></strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/HKp0xJeZMOicppS9CFuHOKqxyxRXaPUOCwFztRaEZhiay283B6dRr2dLAv0Z3NqzxS0F50IUs3eF7OicDAMQWwdzw/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=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;">据速卖通招商团队透露，<span style="color: black;">日前</span>速卖通<span style="color: black;">已然</span>针对淘宝卖家展开了一系列招募动作。<span style="color: black;">同期</span>，速卖通和淘宝在</span><span style="color: black;">ERP<span style="color: black;">、企业认证、卖家实力审核等模块上均实现打通。</span></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;">阿里速卖通平台营运中心运营总监处机向亿邦动力<span style="color: black;">暗示</span>，实施速卖通针对淘系商家招募的新策略后，淘系商家的入驻<span style="color: black;">显著</span><span style="color: black;">增加</span>——今年上半财年前</span>3<span style="color: black;">个月入驻速卖通的淘系商家<span style="color: black;">已然</span>与过去一财年的入驻数持平。</span></span><span style="color: black;">这些在过去<span style="color: black;">始终</span>扎根于内贸市场的商户在今年<span style="color: black;">亦</span>许会<span style="color: black;">作为</span>速卖通平台重要的<span style="color: black;">鲜嫩</span>血液。</span></p><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">为何</span>是淘系商家？</span></strong></span></strong></span></strong></strong></strong></strong></strong></strong></strong></span></strong></strong></strong></span></strong></strong></span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">跟<span style="color: black;">哪些</span>在跨境电商行业摸爬滚打<span style="color: black;">数年</span>的外贸型卖家<span style="color: black;">区别</span>，内贸型卖家大多仅在淘宝、天猫等电商平台卖货，服务的是中国消费者。<span style="color: black;">为何</span>速卖通<span style="color: black;">起始</span>关注这批过去并未服务过海外买家的卖家呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处机分析道，<span style="color: black;">日前</span>，速卖通平台上入驻的商户以外贸型卖家为主，而跟外贸型卖家相比较，淘系卖家<span style="color: black;">持有</span>三项与外贸型卖家互补的差异化<span style="color: black;">优良</span>：</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;">第<span style="color: black;">1、</span>供应链差异性</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">淘宝平台上有<span style="color: black;">非常多</span>商家直接跟供应链对接，<span style="color: black;">背面</span>有更强大的工厂供应链支持。<span style="color: black;">另外</span>，淘系商家<span style="color: black;">经过</span>工厂能拿到的货跟外贸型卖家拿到的货品还是有<span style="color: black;">必定</span>差异性的，<span style="color: black;">因此呢</span>能<span style="color: black;">做为</span>速卖通外贸型卖家供应链之外的商品池<span style="color: black;">弥补</span>。</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;">第<span style="color: black;">2、</span>店铺运营能力</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">行业内大部分跨境出口电商平台采用以商品为主导的模式，而速卖通采用的却是以店铺为经营主体的模式。处机指出，店铺运营更需要商户<span style="color: black;">持有</span>流量扩展、营销活动运营、会员运营、内容导购引流以及数据分析等能力。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处机向亿邦动力<span style="color: black;">暗示</span>，在今年，速卖通开设的<span style="color: black;">非常多</span>玩法跟天猫、淘宝是趋同的。<span style="color: black;">例如</span>，除了直播等常规的电商玩法外，速卖通还在去年正式开启“超级品牌日”全网营销玩法，该营销玩法是天猫首次尝试并在内贸电商普及的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“对淘系商家<span style="color: black;">来讲</span>，在速卖通开店和运营店铺的思路<span style="color: black;">亦</span>是一脉相承的。平台对淘宝商户的培训教育成本<span style="color: black;">亦</span>比较低。”处机说道。</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;">第<span style="color: black;">3、</span><span style="color: black;">制品</span>迭代能力</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处机向亿邦动力<span style="color: black;">暗示</span>，内贸商家<span style="color: black;">长时间</span>处在激烈的竞争环境中，<span style="color: black;">因此呢</span>会花<span style="color: black;">更加多</span>精力和人力去进行货品更新。<span style="color: black;">例如</span>服装类<span style="color: black;">制品</span>，每年换季均有上新计划。这些内贸商家货品的更替和迭代速度相比外贸商家是有<span style="color: black;">优良</span>的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但值得<span style="color: black;">重视</span>的是，<span style="color: black;">这次</span>速卖通招商团队聚焦的是淘系的“卖场型商家”。处机指出，<span style="color: black;">这里</span>前，速卖通<span style="color: black;">已然</span><span style="color: black;">持续</span>引入了<span style="color: black;">有些</span>优秀的天猫、淘宝品牌商家，而<span style="color: black;">此刻</span>，速卖通<span style="color: black;">亦</span><span style="color: black;">起始</span>招募淘系内的卖场型商家了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“卖场型商家比起品牌商家<span style="color: black;">来讲</span>，能接触到的货品更丰富，灵活性更大。速卖通<span style="color: black;">重点</span>看重的是淘系商家的经营能力。货品，速卖通<span style="color: black;">能够</span><span style="color: black;">经过</span><span style="color: black;">制品</span>供销对接会的方式供给<span style="color: black;">她们</span>。”处机说道。</span></p><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">从底层体系打通</span></strong><strong style="color: blue;"><span style="color: black;">降低“入门门槛”</span></strong></strong></span></strong></strong></strong></strong></strong></strong></strong></span></strong></strong></strong></span></strong></strong></span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">知道</span>了淘系商家对速卖通的<span style="color: black;">道理</span>后，速卖通招商团队开启了针对淘系商家的招募动作。</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;">据处机透露，在</span>8<span style="color: black;">月初，速卖通<span style="color: black;">已然</span>利用千牛等工具针对淘宝和天猫商家进行了大规模的宣讲。</span></span><span style="color: black;"><span style="color: black;">另外</span>，速卖通招商团队<span style="color: black;">亦</span>针对平台有意向的类目的淘系商家做小范围的线下沟通，“把这些商家邀约到阿里园区，做一对一的业务宣讲”。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处机<span style="color: black;">暗示</span>，在阿里，内贸和外贸有<span style="color: black;">非常多</span>活动的时间都是想通的，淘系商户在相应的活动节点<span style="color: black;">亦</span>会到阿里园区内去获知最新营销活动的规划。<span style="color: black;">因此呢</span>，后续速卖通会结合这类营销活动的节奏，去借淘系商家来园区的<span style="color: black;">机会</span>给<span style="color: black;">她们</span>输出跨境贸易信息。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">速卖通招商团队认为，与淘系商家的沟通和培训并不是一次就能见效的，而是需要<span style="color: black;">连续</span>推进才会有结果。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处机告诉亿邦动力，<span style="color: black;">这里</span>前速卖通针对“<span style="color: black;">为何</span>部分淘系商家还没做外贸”进行了调查，结果<span style="color: black;">重点</span>有三个：第<span style="color: black;">1、</span>淘系商家对海外消费者不太<span style="color: black;">认识</span>，并不<span style="color: black;">知道</span>自己的商品在国外到底有会不会有销量；第<span style="color: black;">2、</span>受制于语言文化方面的沟通交流<span style="color: black;">阻碍</span>；第<span style="color: black;">3、</span>受制于对海外业务的认知，认为海外有<span style="color: black;">非常多</span>待<span style="color: black;">处理</span>的困难（海外标准认证、物流售后<span style="color: black;">处理</span>办法、退税）。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp;<span style="color: black;">“有时候，淘系卖家担忧太多反而<span style="color: black;">不可</span>把业务<span style="color: black;">快速</span>做大。</span></span><span style="color: black;"><span style="color: black;">因此呢</span>，<span style="color: black;">连续</span>的沟通和培训，能更好地<span style="color: black;">处理</span>淘系商家的知识盲点。”处机说道。</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;">除了针对淘系商家开展招募活动外</span>,<span style="color: black;">速卖通招商团队<span style="color: black;">亦</span>正<span style="color: black;">经过</span>一系列通用性<span style="color: black;">方法</span>降低淘系商家经营速卖通的门槛。</span></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;">其中，速卖通和合作企业<span style="color: black;">已然</span><span style="color: black;">研发</span>出</span>ERP<span style="color: black;">系统，<span style="color: black;">能够</span>支持商户<span style="color: black;">同期</span>管理速卖通和淘宝的商品。</span></span><span style="color: black;">处机<span style="color: black;">暗示</span>，淘系商家中<span style="color: black;">亦</span>有</span><span style="color: black;">SKU<span style="color: black;">数量庞大的卖家，这些卖家仍需要<span style="color: black;">持续</span><span style="color: black;">连续</span>上新<span style="color: black;">制品</span>。</span></span><span style="color: black;"><span style="color: black;">因此呢</span>，速卖通和淘宝的</span><span style="color: black;">ERP<span style="color: black;">打通，不仅有利于<span style="color: black;">她们</span>首次开店商品的发布，<span style="color: black;">亦</span>对<span style="color: black;">她们</span>日后所有经营商品的发布都能<span style="color: black;">供给</span><span style="color: black;">帮忙</span>，借此降低经营成本。</span></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;">另外</span>，<span style="color: black;">此刻</span>，阿里<span style="color: black;">已然</span>打通了速卖通和淘宝之间的账号体系，取消了淘宝商家入驻速卖通时的企业支付宝认证，淘宝商家<span style="color: black;">能够</span>直接用淘宝商家账号登录速卖通。处机向亿邦动力<span style="color: black;">暗示</span>，企业认证会<span style="color: black;">触及</span>企业营业执照、银行账户等繁琐的认证。“既然淘系商家在阿里旗下的平台<span style="color: black;">已然</span>有<span style="color: black;">必定</span>的经营，那速卖通是<span style="color: black;">能够</span>在身份认证上帮淘系商户降低成本的。”</span></p><span style="color: black;"><span style="color: black;">另外</span>，速卖通和淘宝之间<span style="color: black;">亦</span>在经营评级上实现了相应的共享。据速卖通招商团队方面透露，在淘宝达到<span style="color: black;">必定</span>交易额的商家，入驻速卖通后<span style="color: black;">能够</span>直接<span style="color: black;">作为</span>银牌卖家，享受相应店铺登记的流量支持与速卖通小二的服务支持。</span><span style="color: black;">速卖通方面认为，在淘宝上<span style="color: black;">持有</span>足够大销量的商家本身是有<span style="color: black;">必定</span>经营实力的，<span style="color: black;">因此呢</span><span style="color: black;">期盼</span>这些有实力的商家进入速卖通时能在一个较高的位置跟平台现有商家展开良性竞争。</span><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">淘系卖家进入速卖通<span style="color: black;">第1</span>步：</span></strong><strong style="color: blue;"><span style="color: black;">测产品</span></strong></span></strong></span></strong></strong></strong></strong></strong></strong></strong></span></strong></strong></strong></span></strong></strong></span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">速卖通给淘系商户<span style="color: black;">供给</span>的通用性<span style="color: black;">方法</span><span style="color: black;">重点</span><span style="color: black;">目的</span>是减轻淘系商户转型外贸的<span style="color: black;">包袱</span>。但淘系商家要真正在外贸市场站稳脚步，除了外力<span style="color: black;">原因</span>还得从内在去寻找成长驱动力。</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;">那样</span>，什么类型的淘系商户在转型外贸时更有<span style="color: black;">优良</span>呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处机认为，非标且通用性的商品是淘系商家中对海外市场适配性更高的。他指出，淘宝体系内<span style="color: black;">持有</span>丰富的非标卖家。而在非标商品中，母婴、<span style="color: black;">打扮</span>品、服饰等品类通用性较高，<span style="color: black;">因此呢</span>，在小规模卖家招募宣讲的时候，速卖通<span style="color: black;">亦</span>重点关注这部分卖家。</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 style="color: black;">例如</span>母婴服饰，无论在国内还是国外，<span style="color: black;">孩儿</span>的穿着标准都差不多，<span style="color: black;">因此呢</span>这类商品的通用性更好。</span></span><span style="color: black;">”<span style="color: black;">处机说道。</span></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;">然则</span>，<span style="color: black;">亦</span>有部<span style="color: black;">归类</span>目在做跨境电商时需要进行<span style="color: black;">制品</span>改造，<span style="color: black;">例如</span><span style="color: black;">触及</span>电源的标品。处机<span style="color: black;">暗示</span>，<span style="color: black;">区别</span>国家对电源的标准规格均有所<span style="color: black;">区别</span>，经营这类商品的淘系商家必须经历<span style="color: black;">制品</span>部分功能重新设计的过程。</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;">另外</span>，处机<span style="color: black;">亦</span>强调，部分在淘宝上属于小众的<span style="color: black;">制品</span>，在速卖通上却是大类目，<span style="color: black;">例如</span>安防类商品。<span style="color: black;">有些</span>比较新奇特的商品在国内可能仅有小众群体关注，但在海外却有比<span style="color: black;">很强</span>的市场。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处机认为，<span style="color: black;">针对</span>淘系商家<span style="color: black;">来讲</span>，转型外贸市场时并不需要左顾右盼作太多的担心，而是先把商品铺上平台进行测试，并在经营过程中把服务质量做好。</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><span style="color: black;">进入速卖通后，<span style="color: black;">首要</span>需要结合原有电商经验去完成<span style="color: black;">区别</span>海外市场的测品工作，<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">快速</span>找准海外市场主打什么商品。</span></span><span style="color: black;">除此之外，淘系商家需更关注消费者服务体验和消费者<span style="color: black;">评估</span>的收集及反馈。<span style="color: black;">由于</span>海外消费者<span style="color: black;">供给</span>好评的质量和重要性都比内贸高得多。</span><span style="color: black;"><span style="color: black;">”</span><span style="color: black;">处机总结道。</span></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;">↓没看够？</strong><strong style="color: blue;">加入亿邦读者群开聊↓</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/HKp0xJeZMOicg57XqpgsIBqic1S7SuSdpmQQ9cPeciaeWbNdxocJvcWCib5HRtrXLhDXH6ibj7aC5ysD5Tdrzm1xoUA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">群满了？</strong></span><strong style="color: blue;">加小</strong><span style="color: black;"><strong style="color: blue;">编<span style="color: black;">微X</span>↓</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;">向<span style="color: black;">博主</span>发送</strong></span><strong style="color: blue;">关键词“</strong><strong style="color: blue;"><span style="color: black;">速卖通</span></strong><strong style="color: blue;">”</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/HKp0xJeZMO9n0oAcRarZmeIofiaq0zYhce742Sk4pAbtFDHuouuoVLB6CYIyiaknMOD3qH7vkNmLcx2HWcaP5wmA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>

quintin 发表于 2024-9-7 22:36:01

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4zhvml8 发表于 2024-9-25 18:08:02

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nykek5i 发表于 2024-10-24 15:41:48

我完全同意你的看法，期待我们能深入探讨这个问题。

查看完整版本: 系统化引入淘系商家 速卖通想要的是?