项目4-1-B2C速卖通卖家操作.ppt

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,课程：,跨境电商 资料源：阿里巴巴教学资源库,*,项目,4-1,：,B2C,速卖通平台卖家操作,速卖通卖家操作流程及开通店铺,Account Registration,4,1,2,3,5,Sellers Operation Guide,My Aliexpress,Verification,Examination for Store,6,Rules for Registration,注册账号,Account Registration,在登陆全球速卖通卖家频道，点击,“,免费注册,”,，进入速卖通普通会员免费注册页面。有两种注册方法：,1.,通过邮箱进行注册的方式。,2.,通过支付宝账户注册的方式。,邮箱注册：,1.,准确完整地填写表单信息,2.,验证邮箱,实名认证,Verification,步骤,1.,确认是否有支付宝账户，完成支付宝的注册或认证：,1.,支付宝账户注册入口,注册帮助,2.,支付宝账户认证入口,认证帮助,资料源：阿里巴巴教学资源库,步骤,2.,完成速卖通帐号的实名认证,：,开店考试,Exam for Store,卖家后台,My Aliexpress,产品发布,Display Products,Details and category,Product Keyword,Product Name,Product Photo,Delivery Time,Description,Packaging Details,Shipping Template,Product Price,Product Group,Valid Period,行业及产品类目,Product Category,选择产品类目或直接输入类目,(,一定要根据自己产品所属的实际类目进行选择，方便买家更加快速的找到您的产品,),下载中英文类目对照表,产品属性,Product Details,采购需求明确的买家在对关键字搜索之后，还会根据某些属性进行进一步的筛选。只有填写了对应属性的产品，才会在买家点击筛选条件后出现。,详细准确填写系统推荐和自定义产品属性，可以方便买家更精准地搜索到产品，提高曝光机会，更重要的是让买家清晰地了解产品的重要属性，减少买家的顾虑和沟通的成本，提升交易成功的概率。,大部分成交较多的卖家，不仅填全了系统提供的属性，同时也主动添加了许多买家关注的产品属性。,产品属性包含,2,个方面：系统定义的属性和自定义属性,买家所见,1.Product properties,especially key properties marked with a“,！”,are the most important factors needed for a buyer to choose products.Please fill in the system-recommended&self-defined properties in detail to increase your search exposure.,2.Self-defined properties are extra information not included in the system-recommended properties.It gives buyers even more information about your products.,3.In order to ensure the quality of your products,please make sure to choose the right brand or model name of your products;if there is not enough information for your choice,you can select“other”and then fill in the information in the text box(text information is required);The information you filled in will be verified by us.,产品标题,Product Name&Keywords,产品标题是吸引买家进入产品详情页的重要因素。整个产品标题的字数不应太多，应尽量,准确、完整、简洁,。,准确的产品标题包括：能够吸引买家的产品属性、服务承诺以及促销语。,Fill in special features and selling points of the product,选择买家常用的关键词，并考虑买家不同的使用习惯设计补充关键词。,例如：手机的“产品关键词”为,cell phone,，“更多关键词”可以为,mobile phone,，,mobile,。,Product names are the first thing buyers see.It can influence whether buyers will be attracted to your detail page.Its better to keep your products names accurate,clear and brief.We recommend you dont put free shipping in your product title.If your store doesnt live up to the promise it will be punished.,The general pattern:sales mode+product features/material+product name.You can also include other information like:brand,status,color and type.,(12 pieces/lot)100%cotton mens underwear,产品主图,Product Photo,图片要求：,JPEG,格式，图片的大小在,5M,以内，且图片上没有邮箱地址等联系信息。可以选择在图片上添加水印以防止被盗用。,在选择产品图片时，可以选择发布多图产品。多图产品的图片能够全方位、多角度展示商品，大大提高买家对商品的兴趣。建议上传不同角度的商品图片。多图产品最多可以展示,6,张图片。,Multiple pictures that present your product from all dimensions and showing important details clearly will increase buyers interest.,We highly recommend you to,upload pictures shot from all dimensions,upload 1-6 pictures for one product,Note:Be alerted that pictures you upload cant be of restricted products or pictures that violet other peoples property rights.,产品首图,同样的电子表,高,低,中,优质图片帮你赢得点击！,同样的游泳镜,销售属性,Sales Details,4.,选择颜色、或者自定义产品名称、或者选择上传不同颜色的产品图,1.,选择尺码、零售价、库存,The actual income=The Retail Price*(1-commission rate).,5.,选择是否支持批发、设置批发价格,Products in stock placed orders,For example,you have 10 products in stock,all 10 have been ordered,but only 4 of these orders have been paid.This still means you have 10 10=0 products available.The advantage of this method is that you will always be able to guarantee your buyers product availability,and no orders need to be cancelled because you have run out of stock.However,you run a risk of showing that you have no more products available,while in fact still have enough.,Stock:,It is used to specify the stock status of products.If you choose“out of stock”for a certain feature set,then buyers wont be able to place an order for products with this feature set.,6.,填写库存信息,Products in stock paid orders,Lets use the same example.You have 10 products in stock,all 10 have been ordered,but only 4 of these orders have been paid.Now,your product page will show that you have 10 4=6 products available.The advantage of this method is that you will always be able to sell all your products.However,you run a risk of overselling,which may lead to cancelled orders and unsatisfied customers,.,同一款产品不同属性的设置：,同一款产品，因为颜色不同，产品的价格也会不同，所备的库存也是不同的，可以分别进行设置,a.,针对不同颜色进行设置价格时，一定要注意产品是按照打包进行收入的还是按照单个销售的,b.,对于每个颜色的产品，可以上传本产品的缩小图，也可以选择系统定义的色卡,c.,对于同一款产品，不同颜色的可以按照每种不同的颜色设置是否有库存,产品详情页,Product Description,The detailed product description is one of the most important tools for a buyer to quickly find deep information about the product.An excellent product description can increase buyers shopping desire and speed the decision-making process.,A successful detailed description usually includes the following:,1.Major indicators and functions of the products(such as a size chart for clothes or a model and configuration parameters for electronics),2.5 or more pictures showing different details,3.Information about after-sale service,查看详细描述指导模板,1.title,2.Product Photo,3.Features,4.Description,5.Packaging,6.Payment,7.Shipping&Handing,8.Refund Policy,9.Feedback,字体、字体大小、字体颜色、背景颜色、加粗、斜体、下划线、字下标、字上标、左对齐、居中、右对齐符号编号、数字编号、撤销、取消撤销、增加缩排、减少缩排、粘贴、文本粘贴、,word,粘贴、添加链接、插入图片、图片银行、插入产品模板、,html,代码,Html,编辑器,交货时间,Delivery Time,交货时间指订单买家付款后，供应商发货所需要的生产、备货时间，超过此时间供应商没有进行发货操作，订单将自动关闭。（,交货期范围：,3-60,天）,发货时间计算方法：发货时间从买家下单付款成功且支付信息审核完成（出现发货按钮）后开始计算。,For example,if the delivery time is set for 3 days,the shipping information must be filled out within 3 work days(not including holidays)after the buyer payment is successful and the shipping button has appeared.,越短的交货时间越能获得买家的关注。,基本上绝大部分的热卖产品第,1,采购量区间的交货时间都不超过,3,天,商品包装信息,Package Details,1.,Minimum Amount:,The minimum unit quantity for the products you are selling,such as piece or set,2.,Sales Mode:,Sell by single item or bulk,depending on weight,size and price.,Usually,items with a high price,weight and/or size are suitable for selling by single piece while the items with lower prices,weights and/or sizes are suitable for selling in bulk.,3.,Weight and Package Size:,Please write the size and weight of the package correctly to avoid the,shipping cost and business loss due to wrong information.,Shipping Cost Calculation:,Different shipping companies have different methods to calculate shipping cost.,EMS,E-package,DHL Global Mail,China Post Air Mail and Hong Kong Post Air Mail calculate shipping cost by the actual weight of the package.,FedEx,UPS,DHL and TNT will compare weight and volume weight,and use the highest measurement to calculate.,The formula to calculate volume weight:length(cm)width(cm)Height(cm)5000,Shipping Cost Calculator,各行业参考重量,运费模板,Shipping Template,服务模板,Service Template,产品分组,Product Group,Clear product groups help buyers search for their desired products and they also streamline your product management.You can,set many product groups,as needed and put similar,products in the same group.,Clear product groups help buyers search for their desired products and they also streamline your product management.You canset many product groups as needed and put similar products in the same group.,功能,:,让买家更容易的检索卖家商铺产品的功能。,产品有效期,Product Valid Period,产品发布成功后该产品在网站展示的期限，有效期默认为,30,天，可以根据自身情况选择增加或缩短产品展示时间。,Product Listing will be removed after the Offer Valid date expires.,各行业详细描述指导模板,Assignment,1.Figuring out a product name and keywords;,2.Collecting some proper product pictures and process them by PS;,3.Designing a product description page including Product Photo/Features(Specification)/Description/Payment/Shipping,4.Posting 3 new products;,标题的设置,学习目标：,熟悉掌握速卖通发布商品时填写标题和关键词的方法,学习要点：,1,、,了解标题与关键词的词来源,2,、,制作产品标题,3,、,填写产品,3,个关键词,标题的用途？,为了让买家找到你的产品。,所以买家用到的词就是你需要设置的词。,综合排序,相关性得分,商业得分,类目,属性,标题,关键词,详情页描述,反作弊,服务能力,可成交性,设置标题的策略,词语覆盖，达到流量最大化,大词,流量词,=,?,标题制作的流程,收集数据,(,数据纵横,),分析数据,（得出词表）,设置标题,标题制作的,“,三段法,”,核心词,流量词,属性词,+,+,行业热门词（影响排行，影响点击率）,热搜词、大词,是不变的部分,例如长度、颜色、质地、规格、品牌、型号、用途,（影响排行，影响点击率）,是可变的部分,能带来流量的词,长尾词、精准的中词、小词,是可替换的部分,2014 fashion Blouse,+,Yellow o-neck,+,blusas plus size,1.,爆款,特点：倾注绝大数人力、物力、财力,策略：核心词,+,修饰词,+,属性词,2.,引流款,特点：广告花费不如爆款多，用于报名参加活动，拓展店铺流量来源（预备爆款）,策略：核心词,+,修饰词,+,属性词,+,（次级热词）,3.,利润款,特点：承担为店铺带来自然搜索流量的任务,策略：核心词,+,属性词,+,流量词,关键词的选择,一、透过关键词看买家需求,二、用关键词数据设好产品标题,三、利用数据纵横，查看平台搜索词,四、通过站外工具了解更多关键词,一、透过关键词看买家需求,买家心理存在一定的共性，从搜索关键词的搜索热度，我们可以分析买家市场的心态，判断出买家想买什么产品，以及期望获得的服务。,通常情况下，买家搜索的关键词有以下,3,个共同特征：,特征,1.,搜产品名：,产品名最好与产品类目词相同，而且要将产品的特征体现出来，与速卖通其他卖家的同类产品也不要相差太远。,非标类产品,如服装，珠宝一般,是产品属性,+,产品类目词,，如买家想买一件大码的婚纱，就会使用,plus size wedding dress,这个关键词。,标类产品,如,3C,，买家一般会直接搜索型号或使用,型号,/,属性,+,产品类目词,的组合，如,unlocked phones,，,a5000,。,特征,2.,搜特色服务（营销词）或特性词,下面列出买家经常使用的特性词,:,特色服务词,：,free shipping,，,wholesale,，,sale,，,promotion,等,特性词,：,hot,，,fashion,，,designer,，,cheap,，,2011,，,men,，,women,，,kids,等,特征,3.,搜品牌,买家在搜索时也常使用品牌，其中既有,LV,，,nike,这样的国际品牌，也有中国的,huawei,，,ramos,，,yoobao,等品牌。使用这些搜索词的卖家往往是带着很强的目的性。要注意的是，很多品牌没有获得授权是不能发布的，违规发布会受到网规惩罚。,除了以上,3,个特征，还可以从关键词的搜索热度变化来判断某一产品的需求走势。例如，夏天来了，,sunglasses,的搜索量已经连续几周稳步上升，运动用品中与渔具有关的关键词如,fishing,，,fishing equipment,也持上升趋势。,二、用关键词数据设好产品标题,产品标题是被搜索到和吸引买家进入产品详情页的重要因素。,整个产品标题的字数不应太多，应尽量,准确、完整、简洁,。,优质的产品标题应该包含买家最关注的产品属性，能够突出产品的卖点。,1,、产品的关键信息以及销售的亮点,2,、销售方式及提供的特色服务,3,、买家可能搜索到的关键词,标题设置在,128,个字符以内，减免标点符号、符合客户语法、避免关键词堆砌,标题的一般格式：,物流运费,+,提供的服务,+,销售方式,+,产品属性,+,产品名称,Free shipping,Guaranteed 100%,12 piece/lot,Wholesale/Retail,Genuine leather,材质、款式、风格等,（数据纵横,选品专家,热搜属性）,核心词（行业热搜）,+,流量词（数据纵横,搜索词分析,飙升词、零少词）,标题设置常见误区,:,关键词重复、堆砌，会导致产品排序降权、靠后,。,三、利用数据纵横，查看平台搜索词,四、通过站外工具了解更多关键词,（,1,）,Google insight for search,作用：,可以查询产品关键字的海外搜索量排序，产品在不同地区、季节的热度分布及趋势；,地址：,adwords,作用,：可以查询关键字和相关关键词的海外搜索量，找到热卖的品类；,地址,：,Pluse,作用：,方便的查看美国,ebay 35,个大类目下被买家搜索次数最多的前,10,关键字，同理进入某个大类目下可以查看二级、三级、四级,.,类目下被买家搜索次数最多的前,10,关键字,地址：,：黑色 米色 明星 高领,网纱 无袖 花纹 棉 蕾丝 紧身,.,2,、,数据纵横里挖掘出来的热搜词：女士品牌 性感 修身 个性 可爱 优雅 订婚 派对,3,、,搜索发现和联想出来的明星词：时尚,热销,高品质,新产品,厂家直销,大促销,便宜,包邮,.,热销明星同款 高品质棉质网纱无袖高领修身性感蕾丝花纹,T,恤 女士品牌 包邮,Hot Selling,Star,Top Quality,Cotton Gauze Sleeveless High Collar Slim Sexy Lace Flower,T shirt,Women Brand free shipping,填写关键词,填写关键词,Tips:,填写别人的品牌词，也不能填写和产品无关的关键词,。,任务：,拟定一个,“,完美,”,的标题，并使用,ABC,发填写关键词,要求：,在刚才发布的产品的基础上，按照学习的方法修改标题，标题前仍然保留小组序号。,每个小组选派,两名代表,点击提交最后大家都认可的,“,完美标题,”,和设置的,ABC,关键词，并委派一名代表（不可以是组长）发言，告知标题拟定和关键词设置的思路。,作业分析：,2016 brand new and fashion summer new,less platform,pumps,a kind of,high heels,women pumps,，,high heels,，,red bottom,high heels,，,sexy,and it is medium,，,slip-on,.,2016 Hot Sale Charming Backpack,for men or women,to travel or work,Guaranteed 100%Genuine Leather Backpack,school bags for teenagers,Fashion,Interior slot pocket,arcuateshoulderstrap,dailybackpack,Free Shiping,Women Winter Long Scarfscarf in womens scarves silk scarf brand scarf,fashionsunglasses women brand designersunglasses menoakly sunglassesoakly sunglassesray sun glasses,2016hot selling fashion pc sunglasses!,:2016 summer style,2016New Fashion High qualityunisexrubbersneakersbreathablespring/autumn canvasplatformshoes+Free Shipping,2016NewWomensCasualCanvasSport Rivet shoelace Sneakersspring/autumn shoes,2016 HOT!Guaranteed 100%Professionalrealtechniquesmakeupbrushessettools,2016newnatural color,casual Bohemian floral,leopard sleeveless vest printed,jersey broadcloth sleeve lengthsummer dressand free shipping.,2016summer style ray band sunglasses unisex sunglasses women and men hiah quality free shipping,热搜词,door lock,，,lock pick,，,padlock,，,electric lock,，,digital door lock,。,飙升词,door lock,，,lock pick,，,electric lock,，,candado,，,electric lock.,零少词,tubular lock pick,，,fingerprint cabinet lock,，,letter combination lock,。,产品的销量比较好，所以我会用到这些关键词,digit padlock,door combination,1.Cutaway Inside View of Practice,Padlocks,Lock Training Trainer Skill Pick for Locksmith with Two Keys,Door Lock,Free Custom Logo Free Shopping,2.Stainless Steel Tubular Lever Door Locks Free Shopping,从图中可以看到,dress,和,summer dress,的搜索指数都比较大，所以我会选择关键词,summer dress,从图中可以看到,dress,的热销属性，我会选择,natural colorandjersey broadcloth sleeve length,图片中我们可以看到速卖通中销量最大,summer dress,产品的标题，所以我会选择关键词,2015newcasual Bohemian floral leopard sleeveless vest printed,我的产品标题为,2015newnatural color,casual Bohemian,floral,leopard,sleeveless vest printed,jersey broadcloth sleeve length,summer dressand free shipping.,热搜词排在第一位的是,sneakers,所以我的关键类目词是,sneakers.,在飙升词的搜索中，我选的大词是,women shoes.,在,sneaker,的属性词中，针对我的产品，我选择的关键属性词有,spring/autumn,flat with,breathable,。,我选择是搜索量最高的,womans fashion sneaker,作为我的产品核心词。,我的产品标题为,2016 New Spring/Autumn low breathable Womans Fashion Sneaker flat with casual Shoes sport for Woman/Free shipping,标题的一般格式：,物流运费,+,提供的服务,+,销售方式,+,产品属性,+,产品名称,Free shipping,Guaranteed 100%,12 piece/lot,Wholesale/Retail,Genuine leather,材质、款式、风格等,（数据纵横,选品专家,热搜属性）,核心词（行业热搜）,+,流量词（数据纵横,搜索词分析,飙升词、零少词）,VLOOKUP,数据汇总（查找数据）,VLOOKUP,（查找目标，查找范围，返回值的列数，精确,OR,模糊查找,),VLOOKUP,数据汇总（查找数据）,1.H1,单元格输入,RU,（俄罗斯）搜索指数；,G1,单元格输入,BR,（巴西）搜索指数,2.,在,H2,输入,=vlookup(C2,3.,在俄罗斯热搜表中用鼠标选择搜索区域，,C1-G51,3.,输入,2,，,false,，,最后回车键,4.,俄罗斯搜索指数,鼠标移至,H2,右下角，鼠标变成十字，按鼠标左键向下拖动,同样的方法得出巴西的搜索指数,产品价格,Product Price,价格影响点击率,价格影响排序,价格影响买家最终下决定购买（转化率）,产品定价,价格的重要性,影响产品的定价因素：,产品进价、运费、折扣率、利润率、促销活动的价格空间,、,同行的定价、销售策略,平台佣金,销售策略复杂多变，但最基础的大致只有两种,A.,打造爆款，带动销量,B.,全面实价,同行的销售策略,产品定价技巧,产品定价的其它技巧：,非整数法：如,29,、,29.9,弧形数字法：如,5 8 0 3 6 9 2 4 7 1,按供应调整价格：,网上售价：,成本,+,利润,+,平台手续费,(5%),（包邮）网上售价：,成本,+,利润,+,平台手续费,(5%)+,运费,网上售价公式（,USD,）：,Cost*(1+30%)/(1-5%)/6.1,（包邮）网上售价公式（,USD,）：,(Cost*(1+30%)+Feight)/(1-5%)/6.1,30%,利润,5%,手续费,6.1,（人民币兑美元汇率）,产品价格计算公式,产品价格计算,一个物品重,0.5,公斤，需要从义乌寄到上海仓库，然后转运国外，成本,40,元，用中国邮政小包寄到美国，利润率设定为,20%,，那该物品的包邮售价应该设定为多少美金？,国内运费：,8,元,国际运费：,90.5*0.5+8=53.25,元,包邮售价,=,（,40+8+53.25,）*（,1+20%,）,=,￥,121.5,$18.6,实操,为你上传的产品设定售价,思考：,1,件产品不包邮时的价格应当为多少？,1,件产品包邮时的价格应当为多少？,2,件产品打包销售包邮时价格应当为多少,注：利润率统一为,30%,如何使用,Excel,计算产品价格,价格设置技巧,有多个,SKU,的产品，建议适当降低第一个和最后一个,SKU,产品的定价，让改产品看起来更有吸引力,为了维持利润率，课适当调高中间,SKU,产品的定价,有多个,SKU,的产品在平台上显示的时候，只显示最低和最高的价格，这样设置可以提高产品的点击率,在同样价格下，有折扣的商品更有吸引力，建议设置店内促销活动,折扣设置快到时限的商品更加有吸引力,SKU:,销售属性集合“规格”“颜色分类”“尺码”等,SKU refers to the permutations and combinations of different colors and sizes,such as red L code,red M code are two SKU.,产品定价的关键不仅仅在于价位高低，而是要准确、适度，精准把握到海外买家的心理预期。,设置,不同的价格区间,，形成梯度价格，一方面能有针对性地满足不同层次的买家需求，另一方面也能利用价格差，吸引买家产生更多购买。,如何设置价格区间,产品定价误区,1,、粗心大意误操作,2,、随意定价,3,、销售方式不恰当,你是怎样给产品定价的？,A.,以产品成本为导向，在成本的基础上加上一定的利润。,B.,参考国内外电子商务网站上面同类产品的价格。,C.,以上两种都有。,D.,不知道怎么定价，随便填的。,2.,以下设置价格的方法最恰当的是？,A.,全部设成零售价。,B.,全部设成批发价。,C.,只设置一两个价格区间。,D.,起定量，设成零售价；数量越大，价格越低。,3.,下列关于网上售价的说法正确的是,?,A.,网上售价指的是产品实际的销售价格，由卖家填写。,B.,网上售价就是卖家最后收到货款的数目。,C.,如果卖家的销售方式选择的是按单件销售，那么网上售价自动显示的是每包产品的价格。,D.,网上售价指的是买家所看到的价格，是系统根据供应商价自动计算出来的。,4.,买家什么情况下可以要求卖家给予价格折扣,?,A.,买家下了订单未完成付款。,B.,买家下了订单未完成付款，但是，买家点击了“,PAY NOW”,。,C.,买家下了订单并已完成付款。,D.,买家点了“,BUY NOW”,，但是，还未确认订单。,5.,卖家在哪里可以修改折扣,?,A.,我的速卖通,交易,洽谈中的订单,等待您确认。,B.,我的速卖通,交易,进行中的订单,等待买家付款。,C.,我的速卖通,交易,洽谈中的订单,等待买家确认。,D.,我的速卖通,交易,进行中的订单,等待卖家发货。,产品详情页,Product Description,The detailed product description is one of the most important tools for a buyer to quickly find deep information about the product.An excellent product description can increase buyers shopping desire and speed the decision-making process.,A successful detailed description usually includes the fol