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外贸b2c和外贸平台,围城怎么破?
2014年05月17日 心情随笔 暂无评论

“外贸b2c和外贸平台是一座围城,城外的人想进去,城里的人想出来。”                                                                                                                                                                                                                                                                                                                        ——蓝海 微信:boy007                                                                                                                                                                                                                                                                                   $外贸俱乐部 微信号:tradeclub                                                                                                                                                                                                                                                                                                                        外贸B2C无非分两种大的派别:第三方平台派(细分为ebay派,SMT派和最近兴起的amazon派)和外贸B2C商城派(细分为以DX为代表的3C派和兰亭为代表的婚纱派)。客观说来,第三方平台派入行门槛不一,按照不同第三方平台的要求可划分以下级别:                                                                                                                                                                                                                                                                                                                        入门级:SMT 一般为有渠道或者货源优势的公司或个人特征为外语实力较弱,热衷价格战,不是特别注重产品质量和品牌意识较弱,上架的多为中性产品。                                                                                                                                                                                                                                                                                                                        标准级:Ebay 一般为有渠道优势且多配有海外仓对业务员语言能力要求较高相关从业人员可为:电商客服或小团队的公司特征为用一组比如来形容下这三种第三方平台卖家。(拥有数百个account且拥有独立站点的公司暂不在此讨论范围内)                                                                                                                                                                                                                                                                                                                        专业级:Amazon一般为掌握自主品牌的厂家或者分销商,对质量控制,供应链管理,客户体验度要求极高,一般说来只有自己拥有研发-质量控制-供应链-海外渠道全方位的“实力派”才能从此尝到甜头。                                                                                                                                                                                                                                                                                                                             外贸B2C商城派多为早期做ebay或独立站沉淀下来的客户资源,在用户群体中已创立营销品牌词,如DX,兰亭,everbuying,pandawill等老牌网站。这里又再次细分:营收主要靠B2C站点的派别和营收主要靠第三方平台的派别。                                                                                                                                                                                                                                                                                                                         DX和兰亭都是很明显的靠论坛营销,SEO,PPC等引来流量且商城点营收占绝大部分比重的代表。而tomtop和buyingcoins这类没有花更多的心思去推广站点,反倒是营收主要来自第三方平台。看看他们都是怎么在发展的:                                                                                                                                                                                                                                                                                                                        B2C商城开始朝着第三方平台的方向发展,举例说明:pandawill挂出来的招聘广告显示出正在大量招聘ebay和amazon业务员。 下面看看pandawill他们的最新动态                                                                                                                                                                                                                                                                                                                        3月3日,外贸B2C电商网站PandaWill启动了营销联盟计划——“PandaWill联盟”,开始在目标市场大量招募“淘宝客”,欲将营销渠道本土化,聚集更多来自中小站长以及网络合作伙伴的长尾流量。                                                                                                                                                                                                                                                                                                                        据悉,PandaWill联盟并非直接将淘宝客纳入麾下,而是借鉴了淘宝客的营销模式,采用预付佣金制,实行按成交计费的推广模式。每一项完成的交易将由交易跟踪者预付5%的交易金额给“淘宝客”,最小付款额为50美元,结账期为45天。                                                                                                                                                                                                                                                                                                                        PandaWill指出,其网站产品的客单价约为150美元,而平均的购物转化率为1%至2%。联盟推广专区包括预售、新品推荐、清仓处理、每日免费赠送五个频道,提供VIP快递和本地仓库服务系统。买手团队敏锐地捕捉最新、最具竞争力的产品,提升交易价值。同时,PandaWill论坛将为“淘宝客”提供产品技术指导和讨论。                                                                                                                                                                                                                                                                                                                        据了解,PandaWill的“淘宝客”从联盟推广专区获取商品代码,然后通过各种链接、个人网站、博客或者社区帖子推广产品。如果买家通过该渠道进入PandaWill网站完成购买,“淘宝客”就可得到相应的佣金。                                                                                                                                                                                                                                                                                                                        而对于PandaWill来说,无论是拉拢拥有独立平台的专业站长,还是自由的个体用户,都可以聚集很多小众群体,扩大网站及产品的宣传渠道,并为网站导入更多流量。无疑,这是PandaWill模仿淘宝联盟的形式,欲在海外市场建立起自己的电商营销联盟。                                                                                                                                                                                                                                                                                                                        第三方平台为主的公司倒是跃跃欲试想挖角独立站的人才把ebay上的客户转移到自有网站上去。 当然在ebay、SMT、amazon等各个平台上做成特有品牌,转为自有网站的很多,这里不一一列举。                                                                                                                                                                                                                                                                                                                        看看以上两种局势,这不就是跨境零售的“围城”么?做第三方的想提升客户的忠诚度认为建立自有网站是提升回头客的方法,而独立商城也开始因为谷歌SEO调整后流量下跌不得不付出更高的营销成本而开始考虑起营销成本更低的第三方平台。                                                                                                                                                                                                                                                                                                                        综上所述,外贸B2C电商和第三方平台现在已不再是一个神秘的行业,自从兰亭高调赴美上市后引起的种种风波都让外界投资人把眼光投向了跨境电商。是好事也是坏事,曝光让更多的热钱涌入行业,加剧行业洗牌。不过不管是怎么转,我们都必须要踏实沉淀,积累做好每一步,才可能长久立足。把握好电商核心,做好产品和服务,定会在行业屹立不倒。

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