中东独立站 是做品牌还是综合性电商模式?
发表于:2022-11-24 10:23:32浏览:26次TAG:
中东独立站,是做品牌还是综合性电商模式?
始终存在有卖家蠢蠢欲动、想要吃一口中东市场蛋糕的现象,现在盛行的是独立站风潮,但在定位上却左右摇摆,一想到根据中东市场的消费特点,消费者在购买杂货类产品时,因家庭情况是多家亲朋好友合租,以大量购买为主。
卖家想,做综合性的电商也可以,看看Jollychic在中东也不是很火嘛。但是,馋品牌独立站,能够拉到精确的流量,获得品牌效应带来的高复购率,比如,Anker、SHEIN、Ugreen等等,都是大卖点。
各类网站各有利弊,根据自己的情况做好选择,如自有工厂能牢牢把握产品成本,价格有先天优势;整合资源卖家避开价格竞争,精益求精运营;重点打造品牌、沉淀粘性客户、发展平台会员机制等。
无论是采用哪种方式,前端做好营销引流,后端稳定地抓住供应链才是上策。SHEIN能够抓牢目前的榜一宝座,在推广和供应链管理方面值得学习和借鉴。
因价格低廉、快速时尚而闻名的Saleem,其供应链反应速度不是Zara所能比拟的,它与中国国内服装工厂有着强大而稳定的合作关系,具有供应链整合的优势。对这个厂来说,虽然对质量要求很高,但帐期也很爽快,也有不少人挤破头想给它供货。
SHEIN在提升KOC的同时,也提升了KOC产品的规模、影响力,降低了KOL成本。对SHEIN和KOC的关系进行返利维护,如每月消费免赔额、粉丝福利折扣等。
在SHEIN中,欧美是主要阵营,但中东也是SHEIN的重要市场之一。中东地区比较保守,女性地位较低,穿着也非常保守,所以SHEIN专门为中东市场成立设计项目组,针对当地女性服装市场特点设计服装,与当地KOL联合设计,推出各类风格服装。
所以,想要以品牌模式入驻中东的自建站卖家,做好本地化,定位B2C,保证购物流程顺畅,抓牢产品质量才是上策,并尽量提供邮包或低运费,以及灵活的退换货政策,给顾客留下好印象。
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