亞馬遜新手避坑須知——如何利用4P理論制定商城入駐策略？

2022-04-17

1426

亞馬遜新手避坑須知——如何利用4P理論制定商城入駐策略？

制定商城入駐策略

考慮海外開(kāi)店的商城與商品時(shí)，需注意的因素與國(guó)內(nèi)開(kāi)店基本類似。但是，海外開(kāi)店還有一些其他需要注意的地方。評(píng)估入駐策略的方法之一，是使用［ 4P ］營(yíng)銷框架：商品 (Product)、價(jià)格 (Price)、渠道 (Placement) 和促銷 (Promotion)。讓我們以亞馬遜全球開(kāi)店為視角，詳細(xì)解讀每個(gè)要素。

商品：選擇的商品

當(dāng)您首次加入服務(wù)時(shí)，自然而然會(huì)想到國(guó)內(nèi)商城最暢銷的商品。從以前的銷售經(jīng)驗(yàn)和銷量報(bào)告數(shù)據(jù)看來(lái)，銷量最好的商品是什么？另外，思考這些商品暢銷的原因也很重要。進(jìn)入新的平臺(tái)之后這些原因還能站得住腳嗎？是否有其他根本因素驅(qū)動(dòng)新平臺(tái)的買家需求，比如文化、氣候和人口特征（如平均年齡和收入）？還可以思考如何從商城之間的差異受益。例如，您是否在某個(gè)商城擁有季節(jié)性的庫(kù)存商品，且過(guò)了熱銷季就不知道該如何處理？在這種情況下，您可以將商品銷往其他市場(chǎng)，尋找新客源以延長(zhǎng)商品熱銷時(shí)間。了解賣家如何利用亞馬遜全球銷售成功經(jīng)營(yíng)業(yè)務(wù)。

提示：增加商品數(shù)量，不要盯住一兩件商品深挖。

這是為什么？總體而言，選擇越寬泛意味著您的商品被買家搜到的幾率越高，有助于您快速判斷能夠在特定商城熱銷的商品。

即使您還沒(méi)有準(zhǔn)備好投入大量庫(kù)存到其他亞馬遜商城，也可以在維持商品選擇寬泛度的同時(shí)慢慢發(fā)展您的業(yè)務(wù)。當(dāng)您的銷量大幅度上升時(shí)，您可以調(diào)整價(jià)格或刪除商品以避免缺貨風(fēng)險(xiǎn)，這與您在國(guó)內(nèi)的亞馬遜商城的做法一樣。如果您的業(yè)務(wù)量較小，可以從自行配送起步，不用急著發(fā)庫(kù)存到其他國(guó)家。請(qǐng)注意，在其他商城銷售商品并不意味著對(duì)您的失去控制。

當(dāng)您選擇要在亞馬遜商城銷售的商品時(shí)，還有一個(gè)關(guān)鍵的參考信息，即對(duì)商城本身的調(diào)查。您對(duì)此類商城調(diào)查應(yīng)該非常熟悉，在經(jīng)營(yíng)自己的亞馬遜主商城時(shí)可能已開(kāi)展。為了實(shí)施調(diào)查，熟練掌握本地語(yǔ)言就顯得極為重要。如果您并不熟悉當(dāng)?shù)卣Z(yǔ)言，可以借助網(wǎng)上的免費(fèi)翻譯工具掌握一些簡(jiǎn)單的基本信息，但是需注意不要過(guò)度依賴此類工具。

在您的目標(biāo)平臺(tái)里，可以參考“熱銷榜”、“新品上架”和“知名品牌”為您的商品進(jìn)行分類。閱讀買家評(píng)論，了解您的競(jìng)爭(zhēng)優(yōu)勢(shì)和劣勢(shì)。

在商品調(diào)查期間，將調(diào)查的范圍擴(kuò)展至亞馬遜以外的電子商務(wù)平臺(tái)會(huì)使您受益良多。使用搜索引擎按國(guó)家/地區(qū)查找相關(guān)的電子商務(wù)網(wǎng)站。各國(guó)的商務(wù)報(bào)刊和線上賣家論壇也能提供豐富的資訊，是您在當(dāng)?shù)刈鲩_(kāi)店準(zhǔn)備的信息渠道。

提示：請(qǐng)記住，特定亞馬遜商城的潛在買家可能來(lái)自不同的國(guó)家/地區(qū)。

部分買家可能居住在商城鄰近的國(guó)家，他們選擇海淘的原因可能是語(yǔ)言習(xí)慣、獨(dú)特選品，或者其他理由。例如，買家可能在奧地利居住。

價(jià)格：設(shè)置和調(diào)整定價(jià)

當(dāng)您精選出要在新商城銷售的商品后，請(qǐng)留意銷售相同商品或任何同類商品的賣家設(shè)置的價(jià)格。買家是否根據(jù)商品價(jià)格或品牌購(gòu)買商品？暢銷商品是否提供了免運(yùn)費(fèi)或降價(jià)優(yōu)惠？您的競(jìng)爭(zhēng)對(duì)手是否提供專門(mén)的送貨服務(wù)？了解賣家如何在新商城成功引入獨(dú)有的商品。

設(shè)定您的商品價(jià)格時(shí)，請(qǐng)考慮與國(guó)際銷售相關(guān)的其他固定費(fèi)用和可變成本。當(dāng)您在自己主商城之外的地方銷售商品時(shí)，應(yīng)考慮以下幾種潛在的新成本，它們可能會(huì)改變您的盈利率計(jì)算方式：

直接向國(guó)際買家配送商品時(shí)的運(yùn)費(fèi)。
自行配送訂單需承擔(dān)的國(guó)際退貨運(yùn)輸成本。
使用亞馬遜物流時(shí)需要承擔(dān)的將商品運(yùn)往國(guó)外運(yùn)營(yíng)中心的物流成本。有關(guān)海外配送的更多信息，請(qǐng)參閱物流配送。
您使用當(dāng)?shù)卣Z(yǔ)言提供上述服務(wù)或者雇傭第三方服務(wù)提供商管理客戶語(yǔ)言支持的客戶支持成本。有關(guān)客戶支持的更多信息，請(qǐng)參閱客戶支持和退貨。
以本國(guó)貨幣的匯率成本。
使用其他語(yǔ)言創(chuàng)建 ASIN 花費(fèi)的翻譯成本。有關(guān)商品信息和翻譯的更多信息，請(qǐng)參閱開(kāi)店流程。
稅費(fèi)與關(guān)稅。有關(guān)稅費(fèi)與關(guān)稅的更多信息，請(qǐng)參閱稅費(fèi)和法規(guī)。

如您所見(jiàn)，許多可變成本會(huì)因?yàn)槟沁x擇自行配送商品還是使用配送訂單而有所變化。請(qǐng)參閱配送選項(xiàng)幫助頁(yè)面，了解更多詳情。

渠道：優(yōu)化分銷渠道

除了擴(kuò)展您在亞馬遜的國(guó)際業(yè)務(wù)外，您還可以考慮在亞馬遜之外擴(kuò)展您的國(guó)際業(yè)務(wù)。以下亞馬遜服務(wù)可能有助于您制定國(guó)際戰(zhàn)略：

多渠道配送

如果您已經(jīng)使用亞馬遜物流配送亞馬遜買家的訂單，則可以使用相同的倉(cāng)儲(chǔ)管理其他渠道產(chǎn)生的線上訂單。使用亞馬遜物流中提供的多渠道配送功能，可以為您自己網(wǎng)站、其他第三方平臺(tái)、甚至目錄或?qū)嶓w店銷售等亞馬遜以外的銷售渠道配送訂單。詳細(xì)了解多渠道配送。

促銷：讓商品更有吸引力

正如在您的本國(guó)亞馬遜商城中一樣，亞馬遜將提供工具，讓您能夠?yàn)樯唐钒l(fā)布廣告和推廣促銷。不同的，提供的工具也不同，其中可能包含“免運(yùn)費(fèi)”、“滿減及折扣”、“買贈(zèng) (BOGO)”和“買滿再買優(yōu)惠”。

請(qǐng)?jiān)L問(wèn)了解促銷，獲取有關(guān)可用促銷類型的更多詳細(xì)信息。（注意：此功能僅適用于參與專業(yè)銷售計(jì)劃的賣家。）要查看創(chuàng)建促銷的步驟，請(qǐng)?jiān)L問(wèn)創(chuàng)建促銷。

另一個(gè)提高商品曝光率的方法就是利用亞馬遜商品推廣，這是按點(diǎn)擊收費(fèi)的廣告服務(wù)，以廣告的方式幫助您在亞馬遜上推廣商品。

Crafting a Marketplace Entry Strategy
Deciding where and what to sell in another country's marketplace can be similar to making these determinations for your home marketplace. However, there are some added considerations when selling internationally. One way to evaluate an international marketplace entry strategy is to use the "4Ps" marketing framework: Product, Price, Placement, and Promotions. Let's review each through the lens of selling internationally on Amazon.
Product: Choosing what to sell internationally
When selling internationally through Amazon for the first time, a natural approach is to think about your bestselling products in your home marketplace. From your previous experience and from data in sales reports, what sells well? It's also important to ask yourself why you think these particular products do well. Will these same reasons hold true for the marketplace you are entering, or are there other fundamentals driving customer demand in the new marketplace, such as culture, climate, and demographics, including average age and income? Also think about how differences in marketplaces can benefit you. For instance, do you have seasonal inventory that you don't know what to do with after the season has passed in one marketplace? You can extend your selling season by selling abroad where the product may find a new audience. Learn how one seller successfully used international selling on Amazon to build a business.

Tip: List broadly across multiple products rather than deeply in one or two products.
Why? A broader selection of products means higher customer search exposure to your listings overall. This breadth can help you quickly gauge what products can be successful in a particular marketplace.
You can start slow while still maintaining breadth of selection even if you're not ready to commit a lot of your inventory to another Amazon marketplace. If your sales spike, you can adjust your price or remove listings to mitigate stock-out risk, just like in your home Amazon marketplace. For an even smaller commitment, you can start by fulfilling orders yourself rather than sending inventory to another country. Remember selling in another marketplace doesn't mean you lose control over your listings.

In deciding which products to sell in an Amazon marketplace, you of course have another key source of information available to you: observations of the marketplace itself. This sort of marketplace research should be very familiar to you from activities you likely conduct when selling in your primary Amazon marketplace. For this research, local language proficiency is extremely helpful. If you are trying to research a marketplace in a language unfamiliar to you, you may be able get some basic language intretation from free online translator tools, but beware of relying too heavily on such tools.
In your target marketplace, review the Best Sellers, New Arrivals, and Featured Brand selections for your product categories. Read customer reviews to understand your competition's strengths and weaknesses.
During this product research phase, you may find it helpful to broaden your search to e-commerce marketplaces beyond Amazon. Use a search engine to find relevant e-commerce sites by country. Trade publications and online seller communities in each country can also provide a rich source of information as you prepare to list products in their locales.

Tip: Keep in mind that potential customers of a particular marketplace may not necessarily reside in target country.
Some customers in each marketplace may reside in a nearby country, prefer to shop in a particular language, seek products only available in a particular marketplace, or otherwise choose to purchase out-of-country. For example, an Amazon.de customer may reside in Austria.
Price: Setting and adjusting your pricing
Once you've narrowed down which products you may want to list in a new marketplace, make obserions of prices set by sellers of the same or any similar products. Do customers appear to be buying based on price or brand? Do the best selling products ship for free or for reduced rates? Do your competitors offer specialized delivery? Learn how one seller successfully introduced unique selection to new marketplaces.
When you set your prices, build in additional fixed and variable costs associated with selling internationally. The following are potential new costs to consider when selling outside your primary marketplace and may change your profitability calculation:
Shipping costs when you are shipping directly to international customers.
International return shipping costs, if you are fulfilling orders yourself.
Shipping costs to send your inventory to fulfillment centers abroad when you are using Fulfillment by Amazon. Learn more about shipping internationally in Ship and Fulfill.
Customer support costs if you are providing these services yourself in a local language or hiring a third-party provider to manage customer language support. Learn more about customer support in Customer Support and Returns.
Conversion costs associated with getting paid in your home currency.
Translation costs for listing ASINs in another language. Learn more about listing and translation in Register and Launch.
Taxes and duties. Learn more about taxes and duties in Taxes and Regulations.
As you can see, many of the variable costs change based on whether you decide to fulfill products yourself or use Fulfillment by Amazon. Review the Fulfillment options help page for more details.
Placement: Optimizing your distribution channels
In addition to growing your international on-Amazon business, you can also consider growing your international business off-Amazon. The following Amazon service may be relevant for you to develop this international strategy:
Multi-Channel Fulfillment
If you already use Fulfillment by Amazon to fulfill Amazon customer orders, you can manage online sales from other channels using the same inventory pool. Use Multi-Channel Fulfillment -a feature within Fulfillment by Amazon- to fulfill orders that come from sales channels other than Amazon, including your own website, other third-party channels, and even catalog or in-store sales. Learn more about Multi-Channel Fulfillment.
Promotion: Making your listings more attractive
As in your primary Amazon marketplace, Amazon provides tools that enable you to advertise and run promotions for your products. The promotional tools available vary by Amazon marketplace and may include Free Delivery, Money Off, and Buy One Get One (BOGO).
Visit Understanding Promotionsfor more details on the type of promotions available (Note: this feature is only available to sellers with a Professional selling plan). To see the steps to creating a promotion, visit Creating a Promotion.
Another way to increase exposure to your offers is through Amazon Sponsored Products, a cost-per-click advertising service that helps you promote the products you sell on Amazon through keyword-targeted ads.