Yintoni omawuyenze emva kokufumana imbuyekezo yeAmazon? Ingcaciso eneenkcukacha ngeenkonzo zethu zokuhlola umgangatho, ukuhlaziya, kunye nokuthunyelwa kwakhona eTshayina

Yintoni omawuyenze emva kokufumana imbuyekezo yeAmazon? Ingcaciso eneenkcukacha ngeenkonzo zethu zokuhlola umgangatho, ukuhlaziya, kunye nokuthunyelwa kwakhona eTshayina

Kubathengisi be-e-commerce abanqumla imida, ukubuyiselwa kwe-Amazon "ngumbulali wenzuzo" wokwenyani - abagcini nje ngokufumana iindleko zokuhamba nokubuya kwezinto ezinqumla imida, kodwa bakwajongene nothotho lwemingeni efana nokusilela kwempahla, imeko yokubuyiselwa engacacanga, kunye neenkqubo zokuthunyelwa kwakhona ezintsonkothileyo. Ingxaki engakumbi lixesha elide lokucubungula ukubuyiselwa kwempahla kurhwebo olunqumla imida, kunye neemfuno ezahlukeneyo zokuthobela imithetho kumazwe ahlukeneyo; ukungahoywa okuncinci kunokukhokelela kwimali ebotshelelweyo, ukwehla koluhlu loluhlu, kunye nokungaphumeleli kokuthengisa.

I-Brand Empowerer, enamava eminyaka emininzi kwiinkonzo zokuhambisa iimpahla eziwela imida, iphuhlise isisombululo esibanzi esigubungela "ukwamkelwa kokubuyiselwa kwezinto—ukuhlolwa komgangatho wobungcali—ukuhlaziywa okwenziwe ngokwezifiso—ukuthunyelwa kwezinto ngokuhambelanayo" ukujongana neendawo ezibuhlungu emva kokuthengisa zabathengisi be-Amazon. Oku kususa isidingo sokujongana nababoneleli beenkonzo abaninzi kunye nokuhamba kwiingxaki zeenkqubo zokuthengisa eziwela imida, okuvumela iimpahla ezibuyiselweyo ezingenamsebenzi ukuba zifumane ixabiso kwakhona kwaye zinciphise ilahleko zakho.

I. Ukubuyiselwa kwemali efunyenweyo + Ukuhlolwa koMgangatho kathathu: Ukuchonga iingxaki ngokuchanekileyo nokuqonda iinkcukacha zempahla

Xa sijongana neembuyiselo ezisasazeke kwiindawo ezahlukeneyo zemarike zeAmazon, eyona ngxaki inkulu kukungayazi imeko yeempahla ezibuyisiweyo okanye nokuba zingaphinda zisetyenziswe na. Inkonzo yethu ephambili iqala "ngokulawula ngokuchanekileyo imeko yembuyiselo," ukukunceda ukusombulula ingxaki yokungalingani kolwazi:

1. Inethiwekhi yokufumana imbuyekezo kwihlabathi liphela, iphula imiqathango yejografi

Nokuba imbuyekezo yakho ivela kwi-US, eYurophu, e-UK, okanye kwezinye iimarike ze-Amazon, singazisingatha ngokufanelekileyo ngenethiwekhi yethu yehlabathi yezothutho. Akunyanzelekanga ukuba ulungelelanise ukudluliselwa kwembuyekezo evela kwiindawo zokugcina impahla ze-Amazon, kwaye akufuneki ujongane nemingeni yolawulo yokugcina impahla kumazwe amaninzi. Emva kokuqokelelwa kwembuyekezo okudibeneyo, siqalisa ngokukhawuleza iinkqubo zokucubungula ezilandelayo, siphephe ukulahleka kwexabiso okubangelwa kukungasebenzi kakuhle kwexesha elide kweempahla ezibuyisiweyo.

2. Inkqubo yoHlolo loMgangatho enamacala amaninzi, ebonelela ngeeNgxelo zoVavanyo loBugcisa

Yonke impahla ebuyiselweyo ihlolwa ngononophelo oluphindwe kathathu: "Ukuhlolwa kweNkangeleko – Uvavanyo oluSebenzayo – Ukuqinisekiswa kokuthobela imithetho," kungashiyi nkcukacha ingajongwanga:

Ukuhlolwa kweNkangeleko: Ukujonga ukuguguleka, imikrwelo, kunye namabala kumphezulu wemveliso; ukuqinisekisa ukuba ukupakishwa akonakali kwaye iilebhile zilungile; ukufumanisa ukuba iziphene zenkangeleko zibangelwa kukuthuthwa okanye ukusetyenziswa komthengi.

Uvavanyo Lokusebenza: Kwiimveliso ze-elektroniki nezoomatshini, kwenziwa uvavanyo lokusebenza kwiindawo eziphambili kunye nokuqinisekisa iiparameter zokusebenza ukuze kuchongwe naziphi na iingxaki zokusebenza okanye iindawo ezingekhoyo.

Ukuqinisekiswa kokuthobela imithetho: Ukuthelekisa imveliso nemigangatho yemveliso yesiza esihambelanayo seAmazon (njengeemfuno zesatifikethi se-FDA, CE, UKCA) ukuqinisekisa ukuba imveliso isathobela imigaqo yokuthengisa, ukuphepha ukwaliwa xa iphinda ithunyelwa ngenxa yeengxaki zokuthobela imithetho.

Okokugqibela, siza kukunika ingxelo eneenkcukacha zokuhlolwa komgangatho, ebonisa ngokucacileyo "isizathu sengxaki + ingcebiso yokusetyenziswa kwakhona" kwinto nganye ebuyiselweyo (iyahlaziywa, ifuna ukulungiswa, okanye kufuneka ilahlwe), ikunika ulawulo olupheleleyo kwimeko yesitokhwe sakho kwaye ikwenze uthabathe izigqibo ngokuchanekileyo.

3. Ukuvumelanisa Idatha Ngexesha Langempela, Ukuthi Sala Kakuhle Kwixesha Lokushiywa Konxibelelwano: Yonke inkqubo yokuhlola umgangatho irekhodwa ngedijithali, kwaye iziphumo zihambelana nenkqubo yakho yolawulo oluzinikeleyo ngexesha langempela, kususa isidingo sonxibelelwano oluphindaphindwayo kunye nokuqinisekiswa. Ungajonga inkqubela yokucubungula imbuyekezo kunye neenkcukacha zokuhlolwa komgangatho nangaliphi na ixesha, kwaye uphucule ukhetho lwemveliso engaphambili kunye ne-logistics ngokusekelwe kwimpendulo yedatha, ukunciphisa amazinga okubuyisela kumthombo.

II. Iinkonzo zoHlaziyo ezenzelwe wena: Ukubuyisela iimpahla ezibuyisiweyo ebomini, ukunciphisa inkunkuma yezinto ezisetyenzisiweyo

Uninzi lweembuyekezo zeAmazon "azinakusetyenziswa ngokupheleleyo," kodwa zineziphene ezincinci okanye iingxaki zokusebenza. Ukuzilahla ngokuthe ngqo kuya kubangela inkunkuma enkulu, ngelixa ukuzilungisa ngokwakho kujongene nemingeni efana "nokungabikho kwezakhono zobungcali, iindleko eziphezulu, kunye nemigangatho engaguqukiyo." Inkonzo yethu yokuhlaziya eyenzelwe wena ikunceda uvuselele uluhlu lwakho lwempahla ngexabiso eliphantsi:

1. Izisombululo zokuhlaziya ezijolise kwiintlobo ezahlukeneyo zeemveliso

Ngokusekelwe kwiingxelo zokuhlolwa komgangatho, silungiselela izisombululo zokuhlaziya ibhetshi nganye yembuyekezo, sigubungela iindidi zeemveliso ezingaphezu kwe-100:

Iingxaki ezincinci zenkangeleko: Ukucocwa kobuchwephesha kunye nokubulala iintsholongwane (ngokuvumelana nemigangatho yococeko yeAmazon), ukutshintshwa kwepakethe eyonakeleyo, kunye nokulebhelishwa kwakhona ukubuyisela imveliso "kwimeko entsha";
Iingxaki ezincinci zokusebenza: Sisebenzisa izixhobo ezivela kwiifektri ezingaphezu kwe-1000 ezihlolwe ngamaqabane, silungisa kwaye sitshintsha izinto eziphambili ukuqinisekisa ukuba ukusebenza kwemveliso kuyahlangabezana nemigangatho kwaye akunakwahlulwa kwiimveliso ezintsha;
Iingxaki zokupakishwa/zokubhala iilebheli: Ukupakisha okwenziwe ngokwezifiso kuhambelana neemfuno zokungena ze-Amazon FBA, ukubhalwa kweelebheli okuhambelanayo kuquka iilebheli ze-FNSKU kunye neelebheli zeempahla eziyingozi (ukuba kuyimfuneko), kunye nenkxaso yokuhlaziywa okuhlanganisiweyo ukuphucula ixabiso lemveliso;
Yonakele Ubume beBrand: Ukulungiswa okufanelekileyo kweelogo zeempawu kunye neelebheli zemveliso ukuqinisekisa umfanekiso ohambelanayo weempawu kunye nokuphepha ukuphazamisa ukuthembana kwabathengi ngenxa yeengxaki zokulebhelisha.

2. Ulawulo oluQondileyo loMgangatho, Ukususa iMbuyekezo yeSibini

Ngexesha lenkqubo yokuhlaziya, senza ulawulo oluphindwe kabini: ukuthathwa kwesampulu ngokungacwangciswanga ngexesha lokuhlaziya + uhlolo olupheleleyo emva kokuhlaziya. Oku kuqinisekisa ukuba yonke imveliso ehlaziyiweyo iyahlangabezana nemigangatho yokuthengisa yeAmazon kunye neemfuno zophawu lwakho. Idatha ibonisa ukuba izinga lesibini lokubuyisela iimveliso ezihlaziyiweyo ngenkqubo yethu lingaphantsi kwe-3%, lingaphantsi kakhulu komndilili weshishini.

3. Iindleko Ezilawulekayo, Ukusebenza Kakuhle Kweendleko Kudlula Kakhulu Ukuthengwa Kwakhona

Ukuhlaziywa ngobuninzi kukuvumela ukuba ukonwabele iingenelo zeendleko zoqoqosho olukhulu. Xa kuthelekiswa nokuthenga kwakhona iimveliso ezintsha, iindleko zokuhlaziywa zinokuncitshiswa ngama-30%-60%. Kwangaxeshanye, asihlawulisi mali eyongezelelweyo yokugcina impahla. Iimveliso ezihlaziyiweyo ziya ngqo kwi-inventory elindileyo, zifezekisa ukujika ngokukhawuleza kwe-inventory kwaye zinciphise imali ebotshelelweyo.

III. Ukuthunyelwa kwempahla ngokuhambelanayo + Ukuhlanganiswa kweLogistics yeHlabathi: Ukubuyiselwa ngaphandle komthungo kwiiWarehouses zeAmazon, Ukufakwa kuluhlu ngokukhawuleza

Indlela yokuthumela kwakhona iimveliso ezihlaziyiweyo ngokufanelekileyo nangokuthobela imithetho kwiindawo zokugcina iimpahla zeAmazon yenye ingxaki enkulu kubathengisi abaninzi—iinkqubo ezinzima, iimfuno zokuthobela imithetho enzima, kunye nokulibaziseka kwezinto ezinokubangela ukuphelelwa kwempahla. Inkonzo yezoThuthoqinisekisa inkqubo yokuthunyelwa kwakhona kwempahla etyibilikayo:

1. Ihambelana ngokupheleleyo neeMfuno zokuThotyelwa kwe-Amazon FBA
Ngaphambi kokuba sithunyelwe kwakhona, silandela ngokungqongqo imithetho yokungena kwewebhusayithi nganye yeAmazon, sigqibezela ukupakisha okufanelekileyo (siphephe ukupakisha kakhulu okanye ukupakisha okunganelanga okukhokelela ekonakaleni), ukuqinisekiswa kweelebheli (siqinisekisa iilebheli ezicacileyo nezingenazimpazamo), kunye nokuvakaliswa kweempahla eziyingozi (ukuba kuyimfuneko), sithintele ukwaliwa kokungena kunye nokuhla koluhlu ngenxa yeengxaki zokuthobela imithetho.

2. Izisombululo zeLogistics zeMultimodal, Ukulinganisela ixesha kunye neendleko
Ngokusekelwe kwiimfuno zakho zempahla kunye nohlahlo-lwabiwo mali, sinikezela ngeendlela eziguquguqukayo zokuhambisa izinto:
I-DDP ye-Sea Freight: Ifanelekile ukuthunyelwa kwakhona ngobuninzi, iindleko eziphantsi, iphatha yonke irhafu yerhafu kunye nokususwa kwempahla, akukho ntlawulo ifihliweyo, kunye nokuhanjiswa okuzinzileyo kwiindawo zokugcina impahla zeAmazon;
I-DDP ye-Air Freight: Kwiimfuno zokuzalisa ngokukhawuleza, ukuhanjiswa ngokukhawuleza (iintsuku ezi-3-7 kwiindawo eziphambili), ukuqinisekisa ukubhaliswa ngokukhawuleza kunye nokuthintela ukuphela kwesitokhwe;

Uthutho oluDibeneyo phakathi koLwandle noMoya: Lulinganisela iindleko kunye nexesha elifanelekileyo, lusombulula ingxaki "yokuthi uthutho lwaselwandle lucotha kakhulu, uthutho lomoya lubiza kakhulu," ngakumbi lufanelekile ekuzaliseni kwakhona ngexesha lonyaka.

3. Ukulandelela ngexesha langempela kuyo yonke inkqubo, ukulawula inyathelo ngalinye

Emva kokuthunyelwa kwakhona, ungalandelela imeko yezothutho ngexesha langempela ngenkqubo ezinikeleyo—ukusuka ekuthunyelweni okuphumayo kunye nokususwa kwempahla ukuya kwirisithi ye-Amazon warehouse, yonke inyathelo ibonakala ngokucacileyo. Kwimeko yeengxaki zothutho (ezifana nokulibaziseka kokususwa kwempahla okanye iingxaki zerisithi ye-warehouse), iqela lethu leengcali liya kungenelela ngoko nangoko ukuqinisekisa ukuba impahla yokugcina impahla icocekile. Kwangaxeshanye, siya kulungelelanisa ingxelo ye-Amazon warehouse ukuze sivumelanise imeko yoluhlu lwemveliso ngokukhawuleza, sikunike uxolo lwengqondo olupheleleyo.

Ityala Lokwenyani: Umthengisi we-3C ufumana i-80% yexabiso lempahla ngesisombululo sasemva kokuthengisa

Uhlobo lwe-3C oluthengiswa kakhulu kwimarike yaseYurophu yeAmazon lufumene i-15% yee-odolo ezifunyenweyo ngenxa yokuphathwa kakubi ngexesha lokuthunyelwa kwamanye amazwe. Uninzi lwale mbuyekezo lubandakanya kuphela ukupakishwa okonakeleyo okanye ukuwohloka okuncinci kwezithambiso, kunye nenani elincinci elibonisa iingxaki zokunxibelelana kwezibuko zokutshaja. Ngaphambili, ngenxa yokuba wayengenazo izakhono zokuthengisa kwamanye amazwe, umthengisi wayenokukhetha kuphela ukulahla okanye ukuthengisa ngamaxabiso aphantsi, nto leyo ebangela ilahleko enkulu.

Ngenkonzo yethu ukususela ekuqaleni ukuya ekupheleni:

Siqokelela size sihlole imbuyekezo evela kwimarike yaseYurophu zingadlulanga iiyure ezingama-72, siqinisekisa ukuba i-80% yembuyekezo iyahlaziywa kwaye ingasetyenziswa kwakhona;

Ukuhlaziywa kwempahla kugqityiwe kwiintsuku ezi-5: ukupakisha okwenziwe ngokwezifiso kuyatshintshwa, iindawo zangaphandle zemveliso ziyacocwa, kwaye iindawo zokutshaja ziyalungiswa; zonke iimveliso ziyaphumelela uvavanyo lokuthobela imithetho;

Ukukhetha isisombululo esidibeneyo sothutho lolwandle nolomoya, iimveliso ezihlaziyiweyo zithunyelwa ngokusemthethweni kwiindawo zokugcina iimpahla zaseJamani naseFransi zeAmazon zingadlulanga iintsuku ezisi-7, ngaphandle kwentlawulo efihlakeleyo.

Ekugqibeleni, lo mthengisi ufumene i-80% yexabiso lempahla yakhe, wonge i-50% xa kuthelekiswa nokuthengwa kwakhona, kwaye akafumananga mbuyekezo yesibini emva kokuthunyelwa kwakhona. Uhlu lokudweliswa lwabuya ngokukhawuleza, kwaye intengiso yexesha eliphezulu yanda ngama-20% xa kuthelekiswa nomkhwa.

Kutheni ukhetha iBrand Empowerer kwi-Amazon returns kunye nenkonzo yasemva kokuthengisa?

Amandla okudibanisa izinto ukususela ekuqaleni ukuya ekupheleni: Ukususela ekufumaneni imbuyekezo, ukuhlolwa komgangatho, ukuhlaziywa kwakhona ukuya ekuthunyelweni kwakhona, akukho mfuneko yokujongana nababoneleli beenkonzo abaninzi, ukubonelela ngesisombululo esinye kuzo zonke iingxaki emva kokuthengisa, ukonga iindleko zonxibelelwano kunye nexesha;
Amava okuthobela imithetho engaphaya kwemida: Iminyaka emininzi yokukhulisa ngokunzulu iinkonzo zorhwebo lwe-e-commerce olungaphaya kwemida, ukuqhelana nemigaqo-nkqubo yokubuyisela imali ye-Amazon kunye neemfuno zokuthobela imithetho kuzo zonke iisayithi zehlabathi, ukunciphisa iingozi ezinokubakho;
Iingenelo zezixhobo nokusebenza kakuhle: Ukusebenzisa izixhobo ezivela kubaboneleli abangaphezu kwe-100,000, iifektri ezingamaqabane ezingaphezu kwe-1,000, kunye nenethiwekhi yehlabathi yezothutho, kunciphisa ixesha lokucubungula imbuyekezo nge-30% xa kuthelekiswa nomndilili weshishini;
Ifilosofi yenkonzo egxile kubathengi: Abaphathi beeakhawunti abazinikeleyo banikezela ngenkxaso epheleleyo, belungiselela izisombululo ngokusekelwe kwiimpawu zemveliso yakho, indawo yokuthengisa, kunye nohlahlo lwabiwo-mali lweendleko, bephendula ngokukhawuleza kwiingxaki kwaye bebonelela ngezisombululo zomntu ngamnye.

Isiphelo: Inkonzo emva kokuthengisa ngaphandle kwemida ayisiyo "mthwalo," kodwa yindawo yokukhula kwenzuzo.

Abathengisi abaninzi bajongene nengxaki xa bejongana neembuyekezo zeAmazon: "Ukuzisingatha kuyakhathaza, ukungaziphathi kuyachitha." Nangona kunjalo, ngesisombululo esifanelekileyo sobuchwephesha, iimbuyekezo zinokuguqulwa ukusuka "kwindawo yokwenza ilahleko" ukuya "kwindawo yokukhula kwenzuzo" - azinakuvuselela kuphela uluhlu lwezinto kwaye zinciphise iindleko, kodwa zinokunyusa ukuthembana kwabathengi ngamava asebenzayo emva kokuthengisa, okufaka isandla kuzinzo lwexesha elide kuluhlu lwakho.

Ukuba uphawu lwakho lunengxaki yokubuyiselwa kwempahla kwi-Amazon, cinga ngokuluphathisa iBrand Empowerer. Sisebenzisa iminyaka yamava kwiinkonzo zokuhambisa impahla kwamanye amazwe, sijongana nenyathelo ngalinye ukusuka ekuhlolweni komgangatho kunye nokuhlaziywa kwayo ukuya ekuthunyelweni kwakhona, okukuvumela ukuba ugxile kwintengiso yasekuqaleni ngaphandle kokukhathazeka ngemiba yokuthengisa emva kokuthengiswa kwamanye amazwe.