独立站站群模式衰退,卖家们的增长模式是什么
发表于:2022-11-24 10:23:32浏览:15次TAG:
站群模式衰退,独立站卖家增长模式如何?
古代的说法是:乱极则治,黑暗就是光。今年大风浪中,独立站卖家该怎么走?有两个方面的建议:
对入局中小卖家而言,他们缺乏各种资源,需要生态化的整合服务。举例来说,目前许多SaaS的建站平台不仅定位于工具属性,更希望构建中台属性,从选品、营销、物流等方面为独立站建立闭环,这说明大家需要这项服务,但目前能做好这个中台的基础设施还不多。对腰部和头部的卖家拓展独立站而言,必须剔除掉站群模式的粗暴打法,更多地关注长远主义的企业运作。
1、回归产品,打磨出一整套精益求精的产品逻辑,产品系统。以卖家为例,从平台扩展到独立站安克。今天,安克一直致力于打造智能硬件产品矩阵,包括生产、研发和快速优化的智能家居产品,在智能家居、智能投影、车载领域均有涉猎。而且对一些卖家而言,没有自己的硬核产品,可以从市场规模较小的细分类目入手。
2、从私域流量运营开始。以PatPat为例,PatpatPatPatPat非常关注诸如矩阵号的产品、PatpatAndroidApp、PatpatiOSApp,等等。一条小方向是,独立站卖家可以高效运作自己的私域流量,例如,利用自建群、活动,增加新的流量渠道,如Snapchat、TikTok等等。
3、建立品牌认知。一种错误的观念是设立DTC品牌就是靠投放广告,优化广告,但目前许多卖家还处在售货阶段,离用户的运营阶段、品牌阶段还有很长的路要走。现在,市场上比较成功的跨境电商公司都有自己的优势,但一家真正优秀的企业,必须在供应链、产品、营销等方面做好,才能成就一个真正的出海品牌。
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