Notes of Amazon Big Seller

一.总览

模式: B2B,B2C,C2C,M2C

痛点:
1.产品同质化严重 (3C产品及附件、服饰竞争激烈)
2.物流时效
3.通关障碍
4.人才稀缺
5.本土化体验 (退货率、客诉率)
跨境电商平台:
北美:Amazon,eBay,Wish,Newegg
南美:Amazon,eBay,速卖通,MercadoLivre
新西兰:Amazaon, Trade Me
非洲:Amazon,eBay,速卖通,Jumia,Kilimall
英国:Amazon,ebay,Tesco
法国:Amazon,eBay,Priceminister,Cdiscount
德国:Amazon,eBay,Zalando,Otto
俄罗斯:Amazon,eBay,速卖通,Ulmart,Ozon
日本:Amazon,eBay,Rakuter
韩国:Amazon,eBay,速卖通,Gmarket
印度:Amazon,eBay,速卖通,Flipkart,Snapdeal
东南亚:Amazon,eBay,速卖通,Zalora,Qoo10
中东:Amazon,eBay,Souq
2012年Amazon全球开店——中国
北美:美国、加拿大、墨西哥
欧洲:英国、德国、法国、意大利、西班牙
日本
亚马逊的四大商业理念
1.重推荐,轻广告
2.重展示,轻客服   标题,图片,五行描述,长描述;无在线客服
4.重产品、轻店铺
5.重客户,轻卖家   评论体系:商品评论(销量和转化率)+卖家反馈(排名和黄金购物车)
亚马逊卖家如何运营
1.做好产品,深耕供应链
2.服务至上,引导卖家留好评
3.尽量做到专业化、本土化
4.整体化运营思维 (站内推广,站外引流)
5.不断试错

二、Listing优化、爆款打造

产品开发
一、思路  市场需求 or 盈利目标 or 专注某个类目(浏览细分类目的销售情况和对较好的店铺和产品做市场调研)
二、摸清产品的市场容量和趋势
1.关键词搜索
2.查看排行榜 (Best Sellers, Hot New Releases, Top rated, Most wished for )
三、产品调研
1.价格
2.排名
3.评论
4.竞争对手的库存来推测销量 (产品生命周期;一段时间内销量较高,评论较少,可能是潜力产品)
5.产品是否有注册品牌,是否可以跟卖
6.产品是否需要认证 (如母婴类)
数据分析工具:Trendsamazon, google trends
确认选品解决货源
1.购买样品进行分析
2.核算成本和利润确认选品
3.解决货源
产品优化和微创新
其他问题如注册商标,品牌保护
 
小而美路线
1.群体定位,产品服务定位,品牌定位
2.产品服务差异化  (越是高端的产品越注意服务的差异化,资金充裕可在当地建立售后服务团队)
注意事项
1.资金保障
2.研发能力
3.知识产权保护
4.控制SKU数量
5.营销推广
产品定价方法
1.根据产品生命周期
2.数字9
3.价格调整
Listing
1.Amazon 分类审核 (categories and products requiring approval)
P43-44
申请分类审核前准备好产品UPC (北美)或EAN码(欧洲)。产品图片白色背景
注册品牌登记备案后,amazon会给到GCID码
2.添加产品
Listing打造
1.标题
七大必备要素:品牌、商品描述、商品系列或型号、材料或主要成分、颜色、尺寸和数量
Listing 标题规则 P67
核心关键词
2.Bullet Point
5点描述
3.search terms
新品推广
1.优化listing : 分类,图片,标题,变体,关键词,详情描述等
2.FBA发货 (可以提供流量和listing排名)
3.产品测评 (amazon top reviewers)
4.站内CPC推广 (等评论累计到20-30条)条件:拿到黄金购物车
5.站外推广
打造爆款
1.产品
2.Listing优化
3.推广
4.FBA
5.买家体验
Listing类目排名
影响因素:
1.销量2.转化率3.绩效指标(订单缺陷率,配送前取消率,迟发率,有效追踪率) 4.好评 5.FBA
提高类目排名
1.保证产品质量2.优化listing3.发FBA 4.CPC站内广告 5.定期做促销活动
搜索排名
影响因素:产品和关键词的匹配程度(相关性),销量和转化率,账号权重和账号表现
Buybox
条件:专业卖家,2-6个月的销售记录,较高的卖家等级,产品是新品有库存
影响因素 P97
价格、配送方式、卖家评级、运输时间、订单缺陷率,平均分数,卖家反馈时间,买家评级数量库存深度销售数量退款率
Review和Feedback
review产品
feedback店铺 (购买记录)
亚马逊站内外引流
1.CPC
2.Money off 满减折扣
3.亚马逊 秒杀、Prime day其他节日
4.Bundle套装
a.FB Twitter
b. deal 站
slickdeals为例 (官方editor, 自己注册账号, 红人)
woot (US)
hotukdeals (UK)
dealabs (FR)
Mydealz (DE)
redflagdeals (CA)
Groupalia (ES)

三、工具类

5大刷屏神奇
1.snagshout
2.AMZ review trader
3.Elite Deal club
4.Product Elf
5.Best One review
Amazon九大指标 P132
Order Defect Rate 订单缺陷率
Pre-fulfilment Cancel rate配送前取消率
Late Shipment Rate 迟发率
Valid Tracking Rate 有效追踪率
on-time delivery 准时到达
return dissatisfaction rate 退货不满意率
customer service dissatisfaction rate客户服务不满意率
Contacts Response time 联系回复时间
Policy Violations 违反政策
亚马逊运营工具
1.Google Keywords Planner
2. Long Tail Pro
3.Merchant words
4. Camel camel camel  追踪产品历史价格
5.Google trends
6.AMZShark   提取竞争对手评论,关键词,追踪竞争对手销量数据
7.Jungle Scout  估计页面价格销量排名
8.Google Translate
9.FBA Calculator
10. Terapek 热卖产品和品类
1.Amazon 全球开店haimai.amazon,cn
2.Alexa
3.Witmart (猪八戒网在美国的分公司创办的)
4. Keepa  亚马逊价格查询和提醒
亚马逊收款方式
1. Payoneer
2.WordFirst
3.Pingpong

Marketing Books Collection

“太阳底下无新事。今天再多困惑与不解,都可在书中找到解答,尤其推荐同意主题下系列阅读,启发更大。”——徐志斌
“纸上得来终觉浅,绝知此事要躬行。”

SEO
《SEO实战密码》
The Art of SEO: Mastering Search Engine Optimization
Search Engine Optimization All-In-One For Dummies
SEO 2018 Learn  Search Engine Optimization With Smart Internet Marketing Strategy
Google 官方:Search Engine Optimization Starter Guide:
https://support.google.com/webmasters/answer/7451184

SEM
Pay Per Click Search Engine Marketin For Dummies

Social
Social Media Marketing All-In-One For Dummies

Influencer Marketing
Influencer Marketing For Dummies
Content Marketing Strategies  For Dummies

Affiliate Marketing
Affiliate Program Management: An Hour A Day
Performance Partnerships: The Checkered Past, Changing Present and Exciting Future of Affiliate Marketing
The Big Affiliate Marketing Handbook by iabuk
Affiliate Marketing Programme Buyer’s Guide by PerformanceIN

Programmatic advertising
Targeted: How Technology Is revolutionizing Advertising and the Way Companies Reach Consumers
Programmatic Advertising: The Successful Transformation to Automated, Data- Driven Marketing in Real-Time
The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers
Programmatic In-Housing: Benefits, Challenges and Key Steps to Building Internal Capabilities  by IAB
《程序化广告:个性化精准投放实用手册》
《程序化广告实战》

APP
Mobile App Marketing and Monetization

分析类
《流量的秘密:Google Analytics 网站分析和优化技巧》
《精通搜索分析》 by Brent Chaters
《精益数据分析》
《SSA:用户搜索和行为分析》
《数据分析:企业的贤内助》
Web Analytics 2.0
Competitive Intelligencce  By Chris West
Google 官方课程学习:https://analytics.google.com/analytics/academy/

产品,运营,广告:
《增长黑客:创业公司的用户与收入增长秘籍》
《增长黑客:如何低成本实现爆发式成长》
《计算广告:互联网商业变现的市场与技术》
《结网@改变世界的互谅网产品经理》
《从点子到产品:产品经理的价值观和方法论》
《用户体验要素:以用户为中心的产品设计》
《启示录:打造用户喜爱的产品》
《电商产品经理宝典:电商后台系统产品逻辑全解析》
《网易一千零一夜:互联网产品项目管理实践》
《文案圣经:如何写出有销售力的文案》
《文案发烧》
《文案训练手册》
《移动互联网时代国际4A广告公司媒介策划基础》
《人人都是产品经理》
《从零开始做运营》
《运营之光:我的互联网运营方法论》
《运营有道:重新定义互联网运营》
《全栈市场人:互联网市场营销入门通用宝典》

电商
《揭秘跨境电商》
《amazon 大卖家》
《跨境电商:阿里巴巴速卖通宝典》
《我看电商》
《一个人的电商:运营策略和实操手册》
《流量池》

小说
《上海摊的贾斯汀比伯》
《贵圈》

Python
《父与子的编程之旅:与小卡特一起学Python》
《Python编程: 从入门到实践》

HTML
http://www.w3school.com.cn/h.asp

1.知乎
计算学广告
1. 刘鹏(北冥乘海生)的计算广告学在线课程,网易云课堂上有, 讲的比较全,从计算广告学的发展历史上讲的,偏DSP视角
2. 百度计算广告学课程, 搜索引擎视角。 链接:百度开发研究社区
3. 斯坦福公开课Introduction to Computational Advertising,http://web.stanford.edu/class/msande239/

作者:leo
链接:https://www.zhihu.com/question/19762808/answer/29321362
来源:知乎
著作权归作者所有。商业转载请联系作者获得授权,非商业转载请注明出处。

互联网广告算法和系统实践 老王卖瓜 王勇睿
作者:杨欢欢
链接:https://www.zhihu.com/question/22116956/answer/21848843
来源:知乎
著作权归作者所有。商业转载请联系作者获得授权,非商业转载请注明出处。

互联网广告
专门的针对互联网广告的书很少,《计算广告学》一类的课程能比较系统的普及相应知识,当然,像所有的工具书和工具类课程一样,不同时间、不同层级,看的感悟是不一样的。
个人建议,想系统的认识互联网广告,需要去认识整个广告乃至流量的问题,所以需要涉猎的书籍会比较多,我的学习顺序如下:
1. 《浪潮之巅》,吴军,可以先看盈利模式的描述,之后再看全书,会比较靠谱;
2. 《营销管理》,科特勒,理解为什么需要营销,以及广告的价值;
3. 《推荐系统实践》,理解互联网对于用户数据的运用;
4. 《消费者行为学》,理解广告对于消费者的价值;
5. 《引爆点》,理解传播链;(其实这块儿跟社会化营销和整合营销关系比较密切)
6. GA相关的书籍,理解站内用户数据分析及互联网用户的转化链模型;
7. 《顾客为什么买》,理解零售业的转化逻辑;
8. DCCI的广告白皮书,易观的效果营销行业报告,艾瑞的广告行业报告和深度报告如DSP等,理解行业的产业链,以及每个产业链上的作用。
9. 之后就是针对垂直领域的学习了,我们公司主要做电商的引流和转化,所以我看了黄若的《我看电商》、胖胡斐的《玩法变了》和子柳的《淘宝技术这十年》;
其实互联网广告本质上市对于流量的一种增值售卖,卖给谁,需要达到怎样的效果,没有一个通用的公式,需要对于技术(如RTB/deep learning)的理解、需要对互联网广告整体行业的理解(如展示广告产业链、效果广告产业链、搜索广告产业链)、对于客户营销需求的把控(如digital、互动、传播、品牌)、对于广告价值的理解。
没有特别好的一本入门的书,因为互联网广告本身就是很复杂的一套体系,所以需要自己去琢磨、研究和理解。
我看这些书的时候,我一直秉承一个原则:流量如何更好的带给客户价值。
仅供参考
《启示录:打造用户喜爱的产品》跟范冰的《增长黑客》

Programmatic Advertising
https://www.quora.com/Im-looking-to-learn-a-lot-about-programmatic-ad-buying-RTB-and-fraud-across-the-entire-space-What-are-some-info-or-links-on-what-I-could-read-or-books-I-could-buy
1. Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
2. Ad Serving Technology: Understand the marketing revelation that commercialized the Internet
3. The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers
4. Introduction to Programmatic Advertising
5. Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns
Make Money Blogging: Proven Strategies to Make Money Online while You Work from Home
http://adage.com/article/digital/cmo-s-guide-programmatic-buying/293257/

Digital Marketing books
https://www.quora.com/What-is-the-best-book-about-digital-marketing
1.Permission Marketing (Seth Godin)
2. Contagious: Why Things Catch On (Jonah Berger)
3. Social Media ROI (Olivier Blanchard)
4. YOUtility: Why Smart Marketing is about Help Not Hype (Jay Baer)
5. Influence: The Psychology of Persuasion (Robert Cialdini)
6. Epic Content Marketing (Joe Pulizzi)
7. Crush It!: Why NOW Is the Time to Cash In on Your Passion (Gary Vaynerchuk)
8. Simple: Conquering the Crisis of Complexity (Alan Siegel and Irene Etzkorn)
9. Audience: Marketing in the Age of Subscribers, Fans, and Followers (Jeff Rohrs)
10. Creative Confidence (Tom Kelley and David Kelley)
11. Jab, Jab, Jab, Right Hook (Gary Vaynerchuk)

#1 The New Rules of Marketing & PR
#2 Lean Analytics
#3 Jab Jab Jab Right Hook
#4 Web Analytics 2.0
#5 Ogilvy on Advertising

Data

  1. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Kaushik, Avinash 1st edition (2009) Paperback: Avinash Kaushik: Amazon.com: Books
  2. An Hour a Day: Avinash Kaushik: 9780470130650: Amazon.com: Books

Writing

A Step-By-Step Guide To Writing Copy That Sells: Robert W. Bly: 9780805078046: Amazon.com: Books

Words that Sell: More than 6000 Entries to Help You Promote Your Products, Services, and Ideas (9780071467858): Richard Bayan: Books

Marketing

The Power to Charge Your Life with Money, Meaning, and Momentum: Neil Patel, Patrick Vlaskovits, Jonas Koffler: 9781623367169: Amazon.com: Books

David Ogilvy: 9780394729039: Amazon.com: Books

Why Things Catch On: Jonah Berger: 9781451686586: Amazon.com: Books

CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone: Drew Eric Whitman: 9781601630322: Amazon.com: Books

  1. Permission Marketing (Seth Godin)
    For digital marketers, this is really the book that started it all. The concept of “permission marketing” seems obvious today, but in 1999 it was ground breaking.
  2. Contagious: Why Things Catch On (Jonah Berger)
    This book provides brilliant insights into the psychology behind infectious content , techniques to create “triggers” that make people think of your brand, and the secret ingredients to drive word-of-mouth marketing.
  3. Social Media ROI (Olivier Blanchard)
    Chock-full of best practices and practical solutions, this book demystifies the business of social media. It’s an invaluable tool to anyone trying to sell social media strategy in a “traditional” business environment.
  4. YOUtility: Why Smart Marketing is about Help Not Hype (Jay Baer)
    Want your marketing efforts to succeed? Try being helpful ! YOUtility provides real-world examples of companies that have moved beyond selling to provide real value — and built a fiercely loyal audience along the way.
  5. Influence: The Psychology of Persuasion (Robert Cialdini)
    This classic book on persuasion is one of the all-time bestsellers among psychology-based business books. While not specific to digital marketing, it definitively explains what makes people say “yes.”
  6. Epic Content Marketing (Joe Pulizzi)
    As a content marketer, this one is truly close to my heart. Joe Pulizzi provides a roadmap for developing content that is so engaging and so moving that people will actively seek it out — in other words, EPIC content.
  7. Simple: Conquering the Crisis of Complexity (Alan Siegel and Irene Etzkorn)
    While not strictly a marketing book, this fascinating (and quick) read shines a light on the overly complex, hyper-technologized rabbit warren of choices that we’ve all come to accept as “normal.”
  8. Audience: Marketing in the Age of Subscribers, Fans, and Followers(Jeff Rohrs)
    Full disclosure: Jeff is both a friend and a colleague, but that doesn’t change the fact that this book is brilliant. Building and engaging a long-term audience is no longer optional. It’s mission-critical for any business that wants to survive — and “Audience” shows you how.
  9. Creative Confidence (Tom Kelley and David Kelley)
    Required reading for anyone who’s ever thought “I’m just not the creative type.” In fact, creativity is a skill that must be developed and exercised regularly. Through inspiring examples and entertaining narrative, this book demonstrates how to build that creative “muscle.”
  10. QR Code Kill Kittens (Scott Stratten)
    Unlike almost every other business and marketing book on the market, this one tells you what NOT to do. And shows you what NOT to do. In hilarious fashion. Do yourself a favor and just buy this book, before another kitten dies.

Intro to Digital Marketing:

Note: IMHO, digital marketers should be good at psychology since their duties include understanding of behavioral factors of customers and clients.

  • “Contagious: Why Things Catch On” by Jonah Berger,
  • “Influence: The Psychology of Persuasion” by Robert Cialdini,
  • “Pre-Suasion: A Revolutionary Way to Influence and Persuade” by Robert Cialdini,
  • “Permission Marketing” by Seth Godin,
  • “Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising” by Ryan Holiday,
  • “Ogilvy on Advertising” by David Ogilvy,
  • “Creativity, Inc.” by Ed Catmull.

Content Marketing:

  • “Everybody Writes: The Go-To Guide to Creating Ridiculously Good Content” by Ann Handley,
  • “Content Machine: Use Content Marketing to Build a 7-Figure Business With Zero Advertising” by Dan Norris.

Search Engine Optimization:

  • “The Art of SEO: Mastering Search Engine Optimization, 3rd Edition” by Eric Enge, Stephan Spencer, Jessie Stricchiola,
  • “Marketing in the Age of Google” by Vanessa Fox.

Social Media Marketing:

  • “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy, Social World” by Gary Vaynerchuck.

Moreover, digital marketers are required to be kept up to date. Hence, I’d recommend you to subscribe and read blogs on similar subjects such as: