Yini okufanele uyenze ngemva kokuthola ukubuyiselwa kwe-Amazon? Incazelo eningiliziwe yezinsizakalo zethu zokuhlola ikhwalithi, ukuvuselela, kanye nokuthunyelwa kabusha eShayina

Yini okufanele uyenze ngemva kokuthola ukubuyiselwa kwe-Amazon? Incazelo eningiliziwe yezinsizakalo zethu zokuhlola ikhwalithi, ukuvuselela, kanye nokuthunyelwa kabusha eShayina

Kubathengisi be-e-commerce abawela imingcele, ukubuyiselwa kwe-Amazon "kungumbulali wenzuzo" wangempela - abagcini nje ngokufaka izindleko zokuhamba nokubuya kwempahla, kodwa futhi babhekene nochungechunge lwezinselelo ezifana nokugcinwa kwempahla ngemuva, isimo sokubuyiselwa esingacacile, kanye nezinqubo zokuthunyelwa kabusha ezinzima. Okuyinkinga enkulu kakhulu isikhathi eside sokucubungula ukubuyiselwa kwempahla ekuhwebeni owela imingcele, kuhlanganiswe nezidingo zokuthobela imithetho ezihlukene emazweni ahlukene; ukunganakwa okuncane kungaholela emalini eboshiwe, ukwehla kwezinga lokufakwa ohlwini, kanye nama-display aphuthelwe.

I-Brand Empowerer, eneminyaka eminingi yesipiliyoni ezinsizakalweni zokuthengiswa kwempahla kwamanye amazwe, isungule ikhambi eliphelele elihlanganisa "ukwamukelwa kokubuyiselwa kwempahla—ukuhlolwa kwekhwalithi yobungcweti—ukuvuselelwa okwenziwe ngokwezifiso—ukuthunyelwa kabusha okuhambisanayo" ukuze kuxazululwe izinkinga zabathengisi be-Amazon ngemuva kokuthengisa. Lokhu kuqeda isidingo sokubhekana nabahlinzeki bezinsizakalo abaningi nokubhekana nobunzima bezinqubo zokuthengisa kwamanye amazwe ngemuva kokuthengisa, okuvumela izimpahla ezibuyiselwe emuva ezingasebenzi ukuthi ziphinde zithole inani futhi zinciphise ukulahlekelwa kwakho.

I. Ukubuyiselwa Okutholayo + Ukuhlolwa Kwekhwalithi Kathathu: Ukuhlonza Izinkinga Ngokunembile Nokuqonda Imininingwane Yempahla

Uma ubhekene nokubuyiselwa kwemali okusakazeke ezimakethe ezahlukene ze-Amazon, inkinga enkulu ukungazi isimo sezimpahla ezibuyiselwe noma ukuthi zingaphinde zisetshenziswe. Insizakalo yethu eyinhloko iqala "ngokulawula ngokunembile isimo sokubuyiselwa kwemali," ikusize uxazulule inkinga yokungalingani kolwazi:

1. Inethiwekhi Yokuthola Imbuyiselo Yomhlaba Wonke, Ephula Imikhawulo Yendawo

Kungakhathaliseki ukuthi imbuyiselo yakho ivela e-US, eYurophu, e-UK, noma kwezinye izimakethe ze-Amazon, singayisingatha ngempumelelo ngenethiwekhi yethu yezokuthutha yomhlaba wonke. Akudingeki ukuthi uhlele mathupha ukudluliselwa kwembuyiselo evela ezindaweni zokugcina impahla ze-Amazon, futhi akudingeki ukuthi ubhekane nezinselele zokuphatha zokugcina impahla emazweni amaningi. Ngemva kokuqoqwa okuhlangene kwembuyiselo, siqala ngokushesha izinqubo zokucubungula ezilandelayo, sigwema ukulahlekelwa yinani okubangelwa ukuhlala isikhathi eside kwezimpahla ezibuyisiwe.

2. Uhlelo Lokuhlola Ikhwalithi Olunezilinganiso Eziningi, Oluhlinzeka Ngemibiko Yokuhlola Ochwepheshe

Iqoqo ngalinye lezimpahla ezibuyiselwe lihlolwa kathathu ngekhwalithi eqinile: "Ukuhlolwa Kokubukeka - Ukuhlolwa Kokusebenza - Ukuqinisekiswa Kokuhambisana Nemithetho," okushiya imininingwane inganakwa:

Ukuhlolwa Kokubukeka: Ukuhlola ukuguguleka, imihuzuko, kanye namabala ebusweni bomkhiqizo; ukuqinisekisa ukuthi ukupakishwa akulimalanga nokuthi amalebula aphelele; ukunquma ukuthi amaphutha okubukeka abangelwa yini ukuthuthwa noma ukusetshenziswa komthengi.

Ukuhlolwa Kokusebenza: Kwemikhiqizo ye-elekthronikhi neyemishini, kwenziwa izivivinyo zokusebenza ezingxenyeni eziyinhloko nokuqinisekisa amapharamitha okusebenza ukuze kutholakale noma yikuphi ukungasebenzi kahle kokusebenza noma izingxenye ezingekho.

Ukuqinisekiswa Kokuthobela Imithetho: Ukuqhathanisa umkhiqizo nezindinganiso zomkhiqizo zesayithi le-Amazon ezihambisanayo (njengezidingo zesitifiketi se-FDA, CE, UKCA) ukuqinisekisa ukuthi umkhiqizo usahambisana nemithetho yokuthengisa, ukugwema ukwenqatshwa lapho uphinda uthunyelwa ngenxa yezinkinga zokuthobela imithetho.

Okokugcina, sizokunikeza umbiko wokuhlola wekhwalithi onemininingwane, obonisa ngokucacile "isizathu senkinga + isiphakamiso sokusetshenziswa kabusha" sento ngayinye ebuyisiwe (ingavuselelwa, idinga ukulungiswa, noma kumele ilahlwe), okukunikeza ukulawula okuphelele ngesimo sakho sempahla futhi kukuvumela ukuthi wenze izinqumo ezinembile.

3. Ukuvumelanisa Idatha Yesikhathi Sangempela, Valelisa Ekubambezelekeni Kokuxhumana: Yonke inqubo yokuhlola ikhwalithi iqoshwa ngedijithali, futhi imiphumela ivumelaniswa nohlelo lwakho lokuphatha oluzinikele ngesikhathi sangempela, okususa isidingo sokuxhumana okuphindaphindiwe nokuqinisekiswa. Ungahlola inqubekela phambili yokucubungula ukubuyisa kanye nemininingwane yokuhlolwa kwekhwalithi nganoma yisiphi isikhathi, futhi uthuthukise nokukhetha kokupakisha komkhiqizo kanye ne-logistics ngokusekelwe kumpendulo yedatha, unciphise amazinga okubuyisa emthonjeni.

II. Izinsizakalo Zokuvuselela Ezenziwe Ngokwezifiso: Ukubuyisela Izimpahla Ezibuyiselwe Empilweni, Ukunciphisa Imfucuza Yempahla

Ukubuyiselwa okuningi kwe-Amazon "akusebenzi nhlobo," kodwa kuneziphambeko ezincane noma izinkinga zokusebenza. Ukuzilahla ngqo kuzoholela ekuchithekeni okukhulu, kuyilapho ukuzilungisa ngokwakho kubhekene nezinselele ezifana "nokuntuleka kwamakhono ochwepheshe, izindleko eziphakeme, kanye nezindinganiso ezingaguquki." Insizakalo yethu yokuvuselela ngokwezifiso ikusiza ukuthi uvuselele isitokwe sakho ngezindleko eziphansi:

1. Izixazululo zokuvuselela eziqondiwe zezinhlobo ezahlukene zemikhiqizo

Ngokusekelwe emibikweni yokuhlola ikhwalithi, sihlela izixazululo zokuvuselela inqwaba ngayinye yokubuyiselwa kwemali, sihlanganisa izigaba zemikhiqizo ezingaphezu kwe-100:

Izinkinga ezincane zokubukeka: Ukuhlanza nokubulala amagciwane kochwepheshe (okuhambisana nezindinganiso zokuhlanzeka ze-Amazon), ukufaka esikhundleni amaphakheji alimele, kanye nokulebula kabusha ukuze kubuyiselwe umkhiqizo esimweni "sekhwalithi entsha";
Ukungasebenzi kahle okuncane kokusebenza: Sisebenzisa izinsiza ezivela ezimbonini ezingaphezu kwe-1000 ezihloliwe, silungisa futhi sishintsha izingxenye eziyinhloko ukuqinisekisa ukuthi ukusebenza komkhiqizo kuhlangabezana nezindinganiso futhi akuhlukaniseki emikhiqizweni emisha;
Izinkinga zokupakishwa/zokulebula: Ukupakisha okwenziwe ngokwezifiso kuhambisana nezidingo zokungena ze-Amazon FBA, ukulebula okuhambisanayo okuhlanganisa amalebula e-FNSKU kanye namalebula ezimpahla eziyingozi (uma kudingeka), kanye nokusekelwa kokuvuselelwa okuhlanganisiwe ukuze kuthuthukiswe inani lomkhiqizo;
Kulimele Ubunikazi Bomkhiqizo: Ukulungiswa okuhambisanayo kwama-logo omkhiqizo kanye namalebula omkhiqizo ukuqinisekisa isithombe somkhiqizo esihambisanayo nokugwema ukuthinta ukwethenjwa kwabathengi ngenxa yezinkinga zokulebula.

2. Ukulawulwa Kwekhwalithi Okuqinile, Ukuqeda Ukubuyiselwa Kwesibili

Ngesikhathi senqubo yokuvuselela, senza izilawuli ezimbili: ukusampula okungahleliwe ngesikhathi sokuvuselela + ukuhlolwa okugcwele ngemva kokuvuselela. Lokhu kuqinisekisa ukuthi yonke imikhiqizo evuselelwe ihlangabezana nezindinganiso zokuthengisa ze-Amazon kanye nezimfuneko zomkhiqizo wakho. Idatha ikhombisa ukuthi izinga lesibili lokubuyiselwa kwemikhiqizo evuselelwe ngohlelo lwethu lingaphansi kuka-3%, lingaphansi kakhulu kwesilinganiso semboni.

3. Izindleko Ezilawulekayo, Ukusebenza Kahle Kwezindleko Kudlula Kakhulu Ukuthengwa Kabusha

Ukuvuselelwa ngobuningi kukuvumela ukuthi ujabulele izinzuzo zezindleko zokunciphisa izindleko. Uma kuqhathaniswa nokuthenga kabusha imikhiqizo emisha, izindleko zokuvuselela zingancishiswa ngo-30%-60%. Ngesikhathi esifanayo, asikhokhisi imali eyengeziwe yokugcina impahla. Imikhiqizo evuselelwe ingena ngqo esitokweni esilindile, ifinyelela ukuvela okusheshayo kwesitokwe futhi inciphise imali eboshiwe.

III. Ukuthunyelwa Kwempahla Okuhambisanayo + Ukuhlanganiswa Kwezimpahla Zomhlaba Wonke: Ukubuyiselwa Okungenamthungo Ezindaweni Zokugcina Izimpahla ze-Amazon, Ukufakwa Kuhlu Okusheshayo

Indlela yokuthumela kabusha imikhiqizo evuselelwe ngendlela ephumelelayo nehambisanayo ezindaweni zokugcina impahla ze-Amazon ingenye inkinga enkulu kubathengisi abaningi—izinqubo ezinzima, izidingo zokuthobela imithetho eziyinkimbinkimbi, kanye nokubambezeleka kwempahla okungase kuholele ekushodeni kwempahla. Isevisi Yokuthuthas qinisekisa inqubo yokuthumela kabusha ebushelelezi:

1. Ihambisana ngokuphelele nezimfuneko zokuthobela imithetho ye-Amazon FBA
Ngaphambi kokuthunyelwa kabusha, silandela ngokuqinile imithetho yokungena yesayithi ngalinye le-Amazon, siqedela ukupakisha okuhambisanayo (sigwema ukupakisha ngokweqile noma ukupakisha okunganele okuholela ekulimaleni), ukuqinisekiswa kwelebula (siqinisekisa amalebula acacile futhi angenamaphutha), kanye nokumenyezelwa kwezimpahla eziyingozi (uma kudingeka), sivimbele ukwenqatshwa kokungena kanye nokwehliswa ohlwini ngenxa yezinkinga zokuthobela imithetho.

2. Izixazululo Zokuhlela Ezinezindlela Eziningi, Ukulinganisela Isikhathi kanye Nezindleko
Ngokusekelwe ezidingweni zakho zempahla kanye nesabelomali, sinikeza izinketho ze-logistics eziguquguqukayo:
I-Sea Freight DDP: Ilungele ukuthunyelwa kabusha ngobuningi, izindleko eziphansi, iphatha yonke intela yentela kanye nokususwa kwempahla, ayikho imali efihliwe, kanye nokulethwa okuzinzile ezindaweni zokugcina impahla ze-Amazon;
I-DDP Yokuthutha Ngendiza: Ngezidingo zokugcwaliswa kabusha okuphuthumayo, ukulethwa okusheshayo (izinsuku ezingu-3-7 ezindaweni ezinkulu), ukuqinisekisa ukufakwa ohlwini ngokushesha nokugwema ukuphela kwesitoko;

Impahla Ehlanganisiwe Yokuhamba Ngemikhumbi-mkhathi: Ilinganisela izindleko kanye nesikhathi, ixazulula inkinga yokuthi "impahla yasolwandle ihamba kancane, imithwalo yezindiza ibiza kakhulu," ikakhulukazi efanelekela ukugcwaliswa kabusha kwesizini ephezulu.

3. Ukulandelela ngesikhathi sangempela kuyo yonke inqubo, kulawula isinyathelo ngasinye

Ngemva kokuthunyelwa kabusha, ungakwazi ukulandelela isimo sezokuthutha ngesikhathi sangempela ngohlelo oluzinikele—kusukela ekuthunyelweni okuphumayo kanye nokususwa kwezimpahla zamasiko kuya erisidini le-Amazon warehouse, isinyathelo ngasinye sibonakala ngokucacile. Uma kwenzeka ukungahambi kahle kwezokuthutha (njengokulibaziseka kokususwa kwezimpahla zamasiko noma izinkinga zokwamukelwa kwezimpahla zasemaresitini), ithimba lethu lochwepheshe lizongenela ngokushesha ukuqinisekisa ukuthi impahla yokugcina impahla ibushelelezi. Ngesikhathi esifanayo, sizosebenzisana nempendulo ye-Amazon warehouse ukuze sivumelanise ngokushesha isimo sokufakwa ohlwini lomkhiqizo, sikunikeze ukuthula kwengqondo okuphelele.

Icala Langempela: Umthengisi we-3C Uthola U-80% Wenani Lempahla Ngesixazululo Sangemva Kokuthengisa

Uhlobo lwe-3C oluthengiswa kakhulu emakethe yaseYurophu ye-Amazon luthole ukubuyiselwa kwama-oda okungu-15% ngenxa yokuphathwa kabi ngesikhathi sokuthunyelwa kwamanye amazwe. Iningi lalawa kubuyiselwa lalihilela kuphela ukupakishwa okonakele noma ukuguguleka okuncane kwezimonyo, kanti inani elincane lalibonisa izinkinga zokuthintana nechweba lokushaja. Ngaphambilini, ngenxa yokuntuleka kwamandla okuthengisa kwamanye amazwe, umthengisi wayengakhetha kuphela ukulahla noma ukuthengisa ngamanani aphansi, okwaholela ekulahlekelweni okukhulu.

Ngesevisi yethu kusukela ekuqaleni kuze kube sekupheleni:

Siqoqa futhi sihlole imbuyiselo evela emakethe yaseYurophu zingakapheli amahora angu-72, siqinisekisa ukuthi ama-80% embuyiselo ayavuselelwa futhi angasetshenziswa kabusha;

Ukuvuselelwa kuqedwa zingakapheli izinsuku ezi-5: ukupakishwa okwenziwe ngokwezifiso kuyashintshwa, ingaphandle lomkhiqizo liyahlanzwa, futhi izimbobo zokushaja ziyalungiswa; yonke imikhiqizo iyaphumelela ekuhlolweni kokuhambisana nomthetho;

Uma kukhethwa ikhambi elihlanganisiwe lokuthuthwa kolwandle kanye nomoya, imikhiqizo evuselelwe ithunyelwa kabusha ngokusemthethweni ezindaweni zokugcina impahla zaseJalimane nezaseFrance zase-Amazon zingakapheli izinsuku eziyi-7, ngaphandle kwezimali ezifihliwe.

Ekugcineni, lo mthengisi uthole u-80% wenani lakhe lempahla, wonge u-50% uma kuqhathaniswa nokuthengwa kabusha, futhi akatholanga mbuyiselo yesibili ngemuva kokuthunyelwa kabusha. Izinga lokufakwa ohlwini labuya ngokushesha, futhi ukuthengiswa kwesizini ephezulu kwanda ngo-20% uma kuqhathaniswa nomkhuba.

Kungani ukhetha i-Brand Empowerer yesevisi yokubuyisa izimpahla nezinsizakalo ngemuva kokuthengisa ze-Amazon?

Amakhono okuhlanganisa kusukela ekuqaleni kuze kube sekupheleni: Kusukela ekutholeni imbuyiselo, ukuhlolwa kwekhwalithi, ukulungiswa kabusha kuya ekuthunyelweni kabusha, asikho isidingo sokubhekana nabahlinzeki bezinsizakalo abaningi, ukuhlinzeka ngesisombululo esisodwa sazo zonke izinkinga zangemva kokuthengisa, ukonga izindleko zokuxhumana nesikhathi;
Okuhlangenwe nakho kokuthobela imithetho ngaphesheya kwemingcele: Iminyaka yokutshala okujulile ezinsizakalweni ze-e-commerce ngaphesheya kwemingcele, ukujwayelana nezinqubomgomo zokubuyisa imali ze-Amazon kanye nezidingo zokuthobela imithetho kuwo wonke amasayithi omhlaba, ukunciphisa izingozi ezingaba khona;
Izinzuzo zezinsizakusebenza nokusebenza kahle: Ukusebenzisa izinsizakusebenza ezivela kubaphakeli abangaphezu kuka-100,000, amafektri angabalingani abangaphezu kuka-1,000, kanye nenethiwekhi yomhlaba wonke yezokuthutha, kunciphisa isikhathi sokucubungula ukubuyiselwa kwemali ngo-30% uma kuqhathaniswa nesilinganiso semboni;
Ifilosofi yesevisi egxile kumakhasimende: Abaphathi be-akhawunti abazinikele banikeza ukwesekwa kwenqubo ephelele, benze ngezifiso izixazululo ngokusekelwe ezicini zomkhiqizo wakho, indawo yokuthengisa, kanye nesabelomali sezindleko, baphendule ngokushesha ezinkingeni futhi banikeze izixazululo zomuntu nomuntu.

Isiphetho: Isevisi yangemva kokuthengisa emingceleni ayiyona "umthwalo," kodwa iphuzu lokukhula kwenzuzo.

Abathengisi abaningi babhekene nenkinga lapho bebhekene nokubuyiselwa kwezimpahla e-Amazon: "Ukuzisingatha kuyakhathaza, ukungazisingathi kuyachitha imali." Kodwa-ke, ngesisombululo sobungcweti esifanele, ukubuyiselwa kwezimpahla kungaguqulwa kusuka "endaweni yokwenza ukulahlekelwa" kube "endaweni yokukhula kwenzuzo" - abagcini nje ngokuvuselela isitokwe futhi banciphise izindleko, kodwa futhi bangathuthukisa ukwethenjwa kwabathengi ngokusebenzisa ulwazi olusebenzayo ngemuva kokuthengisa, olufaka isandla ekuzinzeni kwesikhathi eside kohlu lwakho.

Uma umkhiqizo wakho unenkinga yokubuyiselwa kwe-Amazon, cabanga ukuwuphathisa i-Brand Empowerer. Sisebenzisa iminyaka yesipiliyoni ezinsizakalweni zokuhambisa impahla kwamanye amazwe, siphatha zonke izinyathelo kusukela ekuhlolweni kwekhwalithi kanye nokuvuselelwa kwayo kuya ekuthunyelweni kabusha, okukuvumela ukuthi ugxile ekuthengisweni kwasekuqaleni ngaphandle kokukhathazeka ngezinkinga zokuthengisa kwamanye amazwe ngemuva kokuthengisa.