掌握亚马逊：宠物品牌如何在全球最大市场中胜出

你是做宠物相关创业或宠物营销的专业人士吗？

Are you a pet entrepreneur and or pet marketing professional?

你有没有想过找个地方，能学到创新的营销策略，获得实用的建议，紧跟最新趋势，在今天的市场中脱颖而出？

Do you want a place where you can gain innovative marketing strategies, receive actionable advice, keep up with the latest trends, and thrive in today's market?

欢迎来到宠物营销智囊团。

Welcome to the Pet Marketing Mastermind.

所有嘉宾都是宠物行业里经过验证的成功营销专家。

All guests are proven and successful marketers in the pet industry.

斯蒂芬，欢迎来到宠物营销智囊团。

Stephen, welcome to the Pet Marketing Mastermind.

我们先聊聊你的经历，然后再深入谈谈你作为Acceleration联合创始人兼CEO的故事。

Let us start with your journey, and then we're gonna walk into you being the co founder and CEO of Acceleration.

你第一份营销工作是什么？

What was your first marketing role?

这个问题问得好，乔，谢谢邀请我来。

Great question, Joe, and thanks for having me on.

我的第一份营销工作？

First marketing role.

其实，这段经历还挺有意思的。

Well, actually, that journey is a pretty funny story.

我研究生毕业后当了理财顾问，但并不喜欢这份工作，不过它让我萌生了创业的想法。

I started my post graduate, career as a financial advisor, and I did not love that role, but it did inspire me to want to be an entrepreneur.

当时为我所在的理财公司做营销的那个人，我特别欣赏他。

And the person who was doing the marketing for the financial advisory that I worked for, I really liked him.

我和他建立了联系。

I connected with him.

顺便提一下，致惠特克集团的布莱恩·惠特克。

I guess, shout out to Brian Whitaker at The Whitaker Group.

他是个特别棒的人，看起来手里有一大堆客户，我们只是其中之一。

But he was a really great guy, and but he did seem like he had a a big Rolodex of customers and clients that he was working with, and and we were just one of those.

于是我主动联系了他。

And so I I reached out to him.

我跟他说：嘿。

I said, hey.

我觉得金融顾问这行真不是我长远想干的职业。

I I don't think financial advising is really my long term career.

我想学怎么建网站、做推广。

I'd love to learn how to build websites and and market.

我长远的目标是当创业者，这些技能我觉得特别值得去掌握。

And I know I'd long term like to be an entrepreneur, and these are skills that I think I really wanna develop.

你愿意招个兼职实习生吗？

Would you be interested in taking on a part time intern?

我当时真是鼓起勇气赌了一把。

And I really took a leap of faith.

我辞掉了金融顾问的工作，接手了这份每周大概十小时的活儿。

I left my job as a financial advisor and took on this like maybe ten hour a week job.

做市场推广的时候，我们一直在建网站。

Working in marketing, we were building websites.

我其实特别擅长数据分析。

I really, I had a really strong data analysis skillset.

我们发现，这两方面特别搭。

What we found is that that meshed really well.

他是个特别有软实力的营销人才，很有创意。

He's a great soft skills marketer, like a very creative person.

我有分析和数据方面的本事，他擅长营销，我们俩配合得特别好，我那每周十小时的兼职实习，没几个月就转成全职工作了。

And so with my analytical and data skills, we were able to make a really good team and my ten hour a week part time internship turned into a full blown, you know, job, a full full time job pretty quickly, I think in only just a couple of months.

那时候我特别兴奋。

Then I was really excited.

我们一路把业务越做越大，一直到两年前为止。

We kept growing and growing and growing that business up until maybe two years ago, two years ago.

Aaron 和我早就有了创业的梦想，其实从我刚跟 Brian 合作的时候就有了。

Aaron and I decided I had this entrepreneurial dream, even when I started with Brian way back when.

我们就决定，放手一搏。

We said we should take the leap of faith.

我鼓起勇气，从一份正职跳到了几乎算无业的兼职实习。

I took the leap of faith jumping from one job to a basically unemployed part time internship.

我们又一次鼓起勇气，觉得在数字营销这一行的经历确实很棒，但更想掌握自己的命运，开一家属于自己的公司。

And we took the leap of faith again saying, you know, it's been an amazing experience working in digital marketing, but we really want to control our own destiny, have our own firm.

十八个月前，我们离开原公司，创办了Acceleration。

And eighteen months ago, we left to start Acceleration.

这一路下来，真是跌宕起伏。

And that's been a wild ride in itself.

这太棒了。

That is awesome.

我很欣赏你，看到别人做得好，就想着：这个人干得不错，我得向他学。

I love that you took this like, oh, this guy's this guy's doing it this guy's doing it well.

于是你就主动去学，亲身实践。

I'm gonna learn from him.

完全是亲力亲为。

So hands on.

在营销行业，我们都知道，成功往往能带来更多的成功。

And then as we all know in marketing, a lot of our success comes from success.

所以你们在那家广告公司取得了成功，这又帮助你们在Acceleration公司继续取得成绩。

So you found success at that agency and then that allowed you to have success at acceleration.

那你创业的起点，是怎么在亚马逊生态里找到自己的细分领域的？

So your your inspiration kind of starting your entrepreneurial journey, how did you carve out your niche in the Amazon ecosystem?

亚马逊上什么都能卖，从尿布到汽车都有。

I mean, sells anything from, you know, diapers to cars.

为什么偏偏选中宠物这个领域？是怎么想到要专注这个方向的？

Why pet and why the emergence of that of that niche?

是的，完全没错。

Yeah, absolutely.

这一切其实都跟最初的故事有关。

So it all kind of goes back to that original story.

我离开之后，开始在Wicker Group这家数字营销公司工作，那时候我们给各种客户做各种类型的营销。

So when I I left, and started working with the digital marketing agency, The Wicker Group, we we did all sorts of marketing for all sorts of customers.

那意味着我们要做网站搭建、谷歌广告、社交媒体和邮件营销。

And that, that meant, website builds, Google ads, social media, email marketing.

我们为所谓的线索获取型客户做这些，比如牙医、律师、办公室和金融咨询公司。

And we did that for what we call like lead generation customers, like dentists, lawyers, offices, financial advising firms.

不过我们也为电商客户做这些服务。

But they also did it for e commerce customers.

我们很快发现，我掌握的数据技能跟电商特别匹配，因为产品管理和商品目录维护都需要处理数据和管理数据库的能力。

We realized pretty quickly that the data skills that I had meshed really well with e commerce because there's the product management, catalog management side that requires the ability to manipulate data and manage a database.

同时，营销端也会带来大量的数据分析需求。

But then there's also all of the analytics that come in from the marketing side.

所以我很快就在电商领域扩展了技能，当时我们最大的电商客户是Snoozer宠物用品公司。

And so I pretty quickly grew my skillset in e commerce and the biggest e commerce customer that we had at the time was Snoozer Pet Products.

我们至今还在和Snoozer合作。

We still work with Snoozer.

我们非常欣赏他们。

We love them.

他们明显是做宠物行业的。

And they're obviously in pet.

所以我一下子就被泼了一大盆宠物行业的信息，学得特别快。

So I got a really quick and fast drink from the fire hose introduction to Pet.

我们跟Snoozer合作得特别愉快。

And we loved working with Snoozer.

跟Snoozer的合作体验非常好，后来就自然而然地带来了口碑推荐。

We had a great experience working with Snoozer, and that positive experience turned into word-of-mouth referrals.

很快，我们就接了三四个、五六个宠物类客户，这段经历也激发了我们去参加行业展会和大会的兴趣。

And so very quickly, we found ourselves working with three, four, five, six customers in the pet category, and that experience fueled an interest in learning and going to these trade shows and going to the conferences.

我还记得十年前刚起步、刚开始学的时候，去参加过Global Pet Expo。

I can remember going to Global Pet Expo, for example, ten years ago when we were first getting started and first learning.

在那个房间里，跟这么多宠物品牌待在一起，真的受益匪浅。

It was such a valuable experience to be in that room and be around all of these pet brands.

那是我大学毕业、进入职场后参加的第一个展会。

It was my first trade show ever after you know, graduating from school and being in a professional role.

我以前从来没参加过行业展会。

I had never been to a trade show before.

那简直让我大开眼界，我心里想，天啊，我太喜欢这地方了。

It kind of blew my mind and I was like, man, I love this.

我特别喜欢宠物行业的人。

I love pet people.

他们真的特别热情、好客。

They are, so warm and welcoming.

那里的社群氛围真的很好。

It was really great communities.

我们第一个客户就在宠物行业，这种成功真的会带来更多的成功，就像你刚才说的。

Just having that initial experience with our first customer being in pet, success begets success like you were just talking about.

我们和Snoozer的合作非常愉快。

We had a great experience with snoozer.

他们希望我们去接触其他他们认识的宠物品牌，那些品牌也在找类似我们的服务。

They wanted us to work with other people that they knew and other pet brands that were looking for services similar to ours.

这让我们积累了丰富的经验，也建立了广泛的人脉和专业知识，到现在我们依然靠着这些资源，为客户提供最好的服务。

So that really turned into a long track record of experience and also in networking, connections, and education, all of which we still leverage to help bring the best results that we can for our customers.

太棒了。

Very cool.

我从事这个行业快八年了，发现宠物领域真是个特别小的圈子。

And I I have realized that the pet space, I've been in it for almost eight years, is so tight niche.

大家都互相认识。

Everybody knows each other.

彼此之间经常合作，关系也错综复杂。

They've intermingled in companies and relationships ships.

每次参加宠物行业的展会，都像参加家庭聚会一样。

It is like a family reunion every time I walk into a pet conference.

一见面就聊起来：以前我们一起做过那个项目，一起搞过这个事，你做这个，我做那个。

I'm like, we used to work and we did that thing and we worked together on this and I do this and you do this.

这个行业真的太棒了，我好几次有机会离开，但都没走。

It's such an awesome industry that I've like wanted to, you know, had opportunities to step away a handful of times.

我觉得算了。

I'm like, No.

除非每次电话会议的对方都是懂宠物的人，不然我真不干。

Unless there's a pet person on the other end of every conference call, not doing it.

不适合我。

Not for me.

是的。

Yeah.

你见过哪个行业展会还设了逗小狗的专区？

How many trade shows do you go to where they have puppy petting booths?

这事儿真没得挑了。

You can't ask for much more.

每个行业大概都这样，但宠物行业尤其要留余地。

And I'm sure it's true in every industry, but it's especially true in pet, burn no bridges.

跟谁都处好关系，因为你现在打交道的这个人，将来可能换了个岗位，去了别的地方。

Be friends with everybody because that person that you're having an experience with right now, they're going to end up in a different role or in a different place.

就像你所说的，这个行业真的非常紧密。

It's very tight knit, like you were saying.

经常能见到这些人，这真的很好。

You see people all the time and that's really great.

我们从中受益匪浅，从很多公司身上学到了很多。

We've benefited greatly from that, learning a lot from companies.

大家都非常愿意合作，互相帮助，共同成长。

Everyone has been so open to collaboration and to working with each other help everyone grow.

今年早些时候的全球大会，我特别兴奋。

And I was super excited at the global conference earlier this year.

主题演讲讲的全是：咱们一起干，把整个行业都带起来。

The keynote was all about, let's work together, let's bring the whole industry, the whole category up.

宠物行业一直都是这种氛围。

And that's just the vibe that pet gives all of the time.

能身处这个行业，真的是一种享受。

And it's a real pleasure to kind of be in this space.

当然了。

For sure.

没错。

Yeah.

确实会有竞争的时候，但归根结底，宠物多了，人也多了，快乐也就多了。

There are certainly some competitive moments in it, but like ultimately more pets, more people, more happiness.

只要宠物能回家，我们大家都处在不错的位置。

We're all in a good place if pets coming home and we're in

没错。

a good spot.

绝对如此。

Absolutely.

咱们稍微换个话题吧。

Let's, let's shift a little bit.

亚马逊是个巨头，但对大多数宠物品牌来说，它就像个迷宫。

Amazon is a powerhouse, but it's also a maze for most pet brands.

品牌们对在亚马逊上成功最大的误解有哪些？

What are some of the biggest misconceptions brands have about being successful on Amazon?

这问题可真够深的。

That's a really loaded question there.

我们最近有些经历，可能让我对这事的看法变了，但说亚马逊像迷宫，确实一点不假。

We have had some recent experience that I think maybe shifts my thinking here, but describing Amazon as a maze is extremely accurate.

它是个庞大的企业巨头。

It is a huge corporate conglomerate.

我还记得刚入行那会儿，遇到问题能直接提交工单，或者打电话找人，总有个人能帮你解决。

And I can remember back in the days of early working in the space where you could submit a ticket, pick up the phone, and talk to a person who had the ability to resolve your issue.

但现在这种事早就没了。

And that doesn't exist anymore.

平台太大了，部门之间各自为政，想靠自己摸清门道太难了。

It's so big, it's so separated and siloed across departments that it's really difficult to navigate that maze on your own.

很多人误以为，可以把亚马逊上的商品页面做得跟自己官网一模一样，或者用运营其他渠道的方式去运营亚马逊。

I think there is a pretty big misconception out there that you can make your Amazon listings look like your website, or that you can run your Amazon the way that you run your other sales channels.

这一点我有切身体会。

And I can speak from experience.

我们做过邮件营销活动。

We've run email marketing campaigns.

我建过网站。

I've built websites.

我们也投过谷歌广告。

We've done Google ads.

这些平台都宽松多了，配套的支持体系也更完善。

All of those platforms are a lot less restrictive and there's a better support ecosystem built around them.

所以我们常说，我们替你们去和魔鬼跳舞。

So we like to say we dance with the devil so you don't have to.

希望这话别传到亚马逊那边去，但这个平台确实太难搞了。

Hopefully that doesn't get back to Amazon, but it's very difficult to navigate this platform.

很多人误以为只要上架产品，就能自动卖出去。

The misconception is you can jump on and you can list a product and it'll sell.

只要在亚马逊上架，东西就一定能卖出去。

If it's on Amazon, it's going to work.

亚马逊上90%的产品根本卖不动，一旦遇到问题，想找人帮忙几乎不可能。

90% of products on Amazon don't work, and when you get roadblocked, it's very difficult to find any support to make it work.

所以有个懂行的伙伴帮你搞定这些，真的特别关键。

So having a partner who can navigate that and help you navigate it is really important.

不同类目的产品，规定也不一样。

And there's different regulations around different categories.

现在客服系统变化太大了，很多客服不会说英语，而且权限也比以前小得多，根本帮不上忙。

The support system has changed drastically where non English speaking and the support agents that don't have the kind of authority to make changes that they used to in the past is extremely prevalent.

整个流程变得像迷宫一样，我觉得这个形容再贴切不过了。

So it's just become a real maze, and I think that's a really accurate way to describe it.

确实如此。

For sure.

我认识一些人，就觉得随便上个产品，设置好就不管了，再投点广告就行。

I know people that are like, I'm just going to put it on there, set it, forget it, run an ad.

两个月后，一堆费用累积下来，产品根本发不出去，零评价，排名也上不去。

And then they're two months in, they have a bundle of fees, the product's not being sent out, they have zero reviews, they're not ranking well.

我觉得这个平台上能做的事多得数不清。

I feel like there's a 100 things you can do on that platform.

如果你不清楚该从哪里下手，就会觉得白费时间、精力，尤其是钱，对新生意来说更是如此。

If you don't really know the right levers to pull, you feel like you're just wasting time, energy, and effort, and especially money from a new business perspective.

确实如此。

Absolutely.

亚马逊自己也在不断摸索他们的运营公式。

Amazon's kind of, they're trying to figure out what their formula is on a regular basis too.

我们这十年在亚马逊上运营，见过太多项目来了又走。

So we've seen programs come and go throughout our decade of working on Amazon.

他们曾经特别强调通过‘管理客户体验’门户给客户发邮件，但现在这功能基本没了。

They put a lot of emphasis on being able to email to their list through manage your customer experience portal, and that's kind of gone away.

他们还大力推过品牌动态，也就是亚马逊内部的社交媒体功能，但这也差不多被取消了。

They've put a lot of emphasis on branded posts, basically social media inside Amazon, and that's more or less gone away.

他们特别重视创作者联动，后来又关闭了这个项目，说是想重新改造，现在又可能要重新推出。

They put a lot of emphasis on creator connections, and then they closed the program so that they could revamp it, and now they might bring it back.

所以你能走的路其实有很多。

So there are a lot of ways that you can go.

如果没有清晰的策略，很容易在亚马逊这个庞大的生态里迷失方向。

And without having kind of a clear strategy, you can get very lost in this giant ecosystem that is Amazon.

没错。

Exactly.

对。

Yeah.

所以有个懂行的内行人帮你避开这些坑，真的很有帮助。

So it's good to know an expert on the inside that can navigate their shortcomings.

我觉得很多人会被那些宣传搞晕，或者被卖家中心的复杂操作吓住——你点一个按钮，蹦出十二个选项，每个选项下面又各有十二个子项。

I feel like people get caught up with the hype or the over complication of, the Seller Central, you click on one button and 12 things pull up and those things have 12 things and those things have 12 things.

然后你就想，唉，我要让我的商品页面看起来像那样。

And then you're like, Oh, I want my listing to look like this.

你就会说，这不可能。

You're like, It can't.

你说不可能是什么意思？

What do you mean it can't?

你说首图必须是白色的，这又是为什么？

What do you mean the first image has to be white?

你这话是什么意思？

What do you mean?

我觉得很多创业者和商家都喜欢用自己的方式来展示品牌。

So I think it's a lot of especially a lot of entrepreneurs and business people, they love to present their brand in their light.

他们希望自己的产品看起来完全符合自己的设想。

They want it to look like they want it to look.

可当这些要求叠加在亚马逊的规则上时，整个流程就变得特别棘手了。

And when you add those restrictions on top of Amazon, it becomes a difficult part of the process.

他们会说，我不希望我的品牌出现在纯白背景上。

They're like, I don't want my brand on a white background.

那也没办法。

Well, too bad.

能从专家的角度听到这些，真不错。

It's good to know that coming from an expert perspective.

是的，完全没错。

Yeah, absolutely.

你以帮助宠物品牌在亚马逊上立足并发展壮大而闻名。

So you're known for helping pet brands not just on Amazon, but thrive there.

你不仅仅是帮他们，还帮他们实现增长。

You don't just help them, you help them grow.

宠物品牌在平台上具体面临哪些独特挑战？你又是怎么帮他们脱颖而出的？

What unique challenges do pet businesses specifically face on the platform and how do you help them stand out?

你可以举个例子，或者就一般情况来说，比如平台上一个宠物品牌。

You can use an example or just in general, like a pet business on the platform.

你会给他们什么建议？

What would you tell them?

是的，完全没错。

Yeah, absolutely.

首先我会告诉他们，Jungle Scout 连续第二年发布了这份名为《Cobalt 报告》的白皮书，全面分析了亚马逊平台的现状。

Well, first I would tell them that for the second year in a row, Jungle Scout produces this report called the Cobalt Report, which is just a big white paper on the state of Amazon.

而且连续两年，宠物用品都是亚马逊所有品类中广告投入回报率最低的。

And for the second year in a row, pet supplies has been the lowest return on ad spend category in all of Amazon.

在他们评估的将近三十个品类里，宠物用品的广告回报率垫底。

So out of the 29 or so categories that they rank, pet supplies is dead last in ROI for ad spend.

现在的挑战是，这个领域已经非常饱和了。

The challenge is it's a very crowded space at this point.

竞争实在太激烈了。

There's a lot of competition.

制定一个能带来自然流量的长期策略至关重要。

It's extremely important to have a long term strategy that can bring you customers organically.

在这个品类里，你的广告支出占销售额的比例，怎么都高不了。

Your ad spend is always going to be expensive as a percentage of your sales in this category.

我觉得随着这份报告不断更新，我们正在慢慢明白这一点。

I think that's what we're learning as this report continues to iterate.

所以你需要制定一个策略，让销量不完全依赖广告带来的流量。

And so you need to have a strategy that helps bring sales to your products that aren't just from ads.

要应对这个系统，其实有很多方法。

There's lots of ways to kind of navigate that system.

是通过站外引流呢？

Is it going to be driving traffic through off-site?

还是通过订阅服务，建立会员模式？

Is it going to be subscribe and save, building a subscription model?

又或者专注于提升排名，吸引自然流量？

Or is it going to be really focusing on ranking so that you bring in organic traffic?

但如果你想扩大规模、实现增长，光靠广告是不行的，可你也躲不开它。

But if you're going to scale and you're going to grow, you can't just rely on ads, but you also can't avoid it.

亚马逊的排名算法主要基于两个核心因素。

So Amazon's ranking algorithm is based on two primary factors.

第一个是相关性。

The first one is relevancy.

你的产品页面和顾客搜索词的匹配程度有多高？

So how much does your product listing page match the customer's search term?

第二个则是你过往的销售表现。

But the second one is your historical sales.

这两者其实是相互配合的。

And so they kind of work in tandem with each other.

你需要靠广告来提升销量，这样才能获得更高的排名。

You need advertising to build your sales so that you can rank higher.

而一旦排名上升，自然流量带来的销售也会跟着增加。

And then when you rank higher, you'll get more of those organic sales.

要让这种相互依存的关系运转顺畅，需要制定长远的战略规划。

And designing that parasitic relationship to work well requires a strategic long term strategy.

所以我们现在特别关注，如何规划一条能长期坚持的路线图。

And so we're really focused on trying to make sure that we lay out a roadmap that we can work towards over a long time horizon.

如果你一上来就看到亚马逊上好多宠物品牌卖得不错，很容易误以为自己也能照搬成功。

I think it's an easy miss if you come on and you say, Look at all of the pet brands that are selling on Amazon and they're having success.

我的产品跟他们的很像。

My product looks a lot like theirs.

我应该也能取得类似的成果。

I could probably find similar success.

但那些产品已经站稳脚跟了，你想突围，广告投入会非常大。

Well, those products are very entrenched and you're going to spend a lot in ad spend trying to generate the sales.

所以如果你真想在市场里闯出一片天，就必须有长远的规划。

So you need to have a long term strategy of how you're actually going to penetrate the market if you're going to come on and make a difference.

尤其是你已经入驻了，现在想增长，也得想清楚：怎么从排名五十左右，提升到二十左右，才能真正撬动自然流量，让亚马逊上的增长飞轮转起来？

Especially even if you're already on and you need to grow, you've got to come up with that strategy that says, how do we go from average rank in the fifties to average rank in the twenties so we can really get that organic traffic and that flywheel going on Amazon?

是的，很多人觉得只要上架了，东西就能卖出去。

Yeah, it's very apt of saying that if you, like, list it, it will sell.

我记得你在宠物峰会做过一次分享，当时提到了每天新增的活跃商品数量。

And I think you did a presentation during the Pet Summit, then you had the number of, like, active listings or the number of new listings per day.

我一时想不起具体数字了。

And I don't remember the number offhand.

你 probably记得。

You probably do.

但那数字简直高得离谱。

But it was this astronomical number.

我一小时前刚和一个潜在客户聊过，他们说在亚马逊上架了，但没卖出去。

I was actually talking with a prospective client an hour ago and they're like, we listed on Amazon and it didn't work.

我就说，这很正常。

And I was like, of course.

对啊。

Right.

你真以为自己有个神奇产品，没人搜过，也没人解决过，还指望一上架就爆单？不可能。

Like, do you have this miracle product that like never everybody's searching for, but there's no solutions and once in a lot, no.

你还有别的动作吗？

Did you do anything else?

没有。

No.

我们在亚马逊上架了，还投了广告。

We listed on Amazon and spend money on ads.

我当时说，其实我用过你的数据。

I was like, yeah, actually I used your fact.

我说，这是表现最差的。

I was like, it's the lowest performing.

他接着说，难怪我花了一大笔钱，却几乎没卖出去，什么效果都没有。

And he's like, oh, that makes sense why I spent all my money and barely sold anything and nothing works.

我说，对，因为你根本没有策略。

I was like, Yeah, because you didn't have a strategy.

你只是上架了产品，投了点广告。

You just listed it, spent some money on an ad.

这根本算不上什么策略。

That is not a strategy as it comes to the opposition.

是的，完全没错。

Yeah, absolutely.

这真的非常复杂。

It is very complicated.

我老是回到这一点，但这是一个庞大的生态系统，像个巨大的迷宫。

I keep coming back to this, but it's a huge ecosystem, a very big maze.

选择太多了。

There's lots of options.

所以我觉得，不管是刚推出新品的创业者，还是负责电商业务的总监，看到亚马逊这么大的平台，

And so I think as an excited, whether you're an entrepreneur and you're listing your new product or whether you're an e commerce director and you're saying, Amazon's huge.

都会觉得潜力巨大——既然能做到一百万，为什么不能做到一千万、两千万呢？

The potential is there for us to be doing, if we're doing a million, to be doing 10,000,000, 20,000,000.

客户都在那儿。

The customers are there.

机会多得数不清。

There's endless possibilities.

在决定哪条路最适合你的业务时，很容易迷失方向。

You can get very lost in figuring out which one of the pathways is going to make the most sense for your business.

这些路径会根据你的产品和客户群体不同而变化。

And they change based on what your product is, who your customers are.

所以我们一定要反复强调，得有长远的眼光。

And so it's really important we just try and stress this long term time horizon.

你得提前两三年就开始规划。

You need to be planning two to three years in advance.

你要明确两年后想达到的目标，现在做的每一步，都得朝着那个目标前进。

You need to have your goals set for where you want to be two years from now, and the actions that you're taking now need to be leading towards your goal in two years.

如果你的目标只是今年年底做到一百万美元的销售额，那现在采取的措施很可能无法带来长期的成功。

If your goal is, I want total sales to be 1,000,000 at the end of this year, you're probably not going to make the sort of steps now that lead you to long term success.

你也许能冲到一百万，但为此花的钱太多了。

You might hit that $1,000,000 threshold, but you spent a ton of money doing it.

你并没有为长期发展打下基础。

You didn't set yourself for long term success.

所以我们一直坚持长远眼光和战略思维，确保现在做的每一步都能让我们在未来两三年里占据更有利的位置。

So we really try and be long term view, long term strategic, make sure we're setting the individual steps in place now that position us best in two to three years.

这很有道理。

Very cool.

你之前提过一点，但我认为现在 anyone 进入亚马逊后都会立刻意识到这一点。

You talked about it a little bit, but I think this is something that now everyone would realize stepping into Amazon.

平台算法总在变，竞争对手还敢疯狂砸钱，哪怕广告回报率为负也照投不误。

There are constant algorithm changes, competitors that are going to spend through the nose and get a negative ROAS on their ad spend.

在这种动荡的环境下，你怎么让策略保持有效？当你一看数据，发现销量突然下滑，心里就咯噔一下。

How do you keep strategies alive and effective during these unsettled seas on, you you look at your dataset and you're like, wow, we've we've dropped.

再一看对手，好家伙，人家卖一件产品花的钱都快翻两倍了。

And then you look at the competitors and like, wow, that guy's spending, you know, two X the product cost to get one product sale.

面对亚马逊这种不断变化的环境，你到底是怎么应对的？

How are you kind of navigating that or thing when things are changing in the Amazon waters?

在这些时候，你靠什么来指引方向？

What's like your, What's your North Star or your lighthouse in those moments?

是的，我特别喜欢这一点。

Yeah, I love it.

不过我得说，这个问题真不好一概而论。

And I hate to respond in this manner, but it depends, right?

这得看你长远的目标是什么，比如两三年后想达到什么状态。

So it depends on what your long term goal is, your two to three year goal.

明确了目标之后，就得选一个能准确反映这个目标的指标。

And what your goal is, you need to assign a specific metric that helps match up with that goal.

如果你的目标是总销售额，那就要盯着总销售额和自然排名。

If your goal is truly total sales, then you need to be looking at total sales and organic rank.

如果你的目标是利润，那就得看一个我们叫TACoS的指标，也就是总广告花费除以总销售额。

If your goal is profit, you need to be looking at a metric we call tacos, which is your total ad spend divided by your total sales.

所以这个指标会根据你的品牌类型、客户群体和具体目标不断调整。

So it changes pretty regularly based on what kind of brand or what kind of customer and what goals you have.

但一旦确定了目标，就得把它当作你的核心指引。

But once you determine that, you need to North Star.

这个指标得贴在你的愿景板上，一贴就是三年，这样你才能回头对照着看自己有没有进步。

It needs to be the thing that you put up on your vision board and it stays for three years so that you can go back and measure yourself against it.

过去四五年的亚马逊做了大量努力，想提供更丰富的数据报告。

The really cool thing about Amazon in the last four to five years is that they have made huge efforts to try and provide more data around reporting.

一旦你确定了这个核心指标，就能用各种方式细分数据，挖掘出比过去多得多的信息，来判断自己是不是走在正确的路上。

And so once you determine what that North Star is and what it's going to be, there's all sorts of ways to go in and segment your data to pull more information out than we used to get to determine if you're headed in the right direction.

我还记得以前在亚马逊，广告后台就只有曝光量、点击量、卖了多少单、花了多少钱这几个数据。

I can remember the days on Amazon where the ad console was basically how many impressions, clicks, how many sales did it make, and how much did I spend?

那时候能拿到的信息几乎就这些。

And that was almost all you could get out.

现在我们能看的指标多了，比如用户看了我的视频多久。

And now we have all sorts of metrics like how long did they watch my video?

还有，这个人以前有没有买过我品牌的产品？

And has this person ever shopped from my brand before?

我的商品在某个搜索词下的点击份额，占整个市场的比例是多少。

And what's the click share percentage of my ASINs versus the total market for this search.

有了这些数据，我们就能做出非常精准的决策，朝着最终目标前进。

With all of that information, we can start making really, really good decisions about how to get to our end goal.

为了给大家一些实用的建议，我现在最常看的亚马逊数据板块之一，就是卖家中心里的品牌分析部分。

Just to kind of give some actionable takeaways here, one of the segments that I love looking at the most in Amazon now, now that that data is available, is the brand section in Seller Central.

如果你还没怎么关注过这里，去卖家中心，把鼠标悬停在‘品牌’选项上。

So if you aren't spending a lot of time in there, go in Seller Central, hover over brands.

里面有个叫‘品牌分析’的标签，能帮你全面了解你的品牌在核心搜索词上的表现，是增长、持平还是下滑。

There's a tab in there called brand analytics, and it will tell you all sorts of information about your brand at the top level branded searches that you're getting, whether that's growing or whether it's staying the same or falling.

你还可以细化到单品层面，看看哪些产品转化效果最好。

You can look at it at an ASIN level so you can see where am I converting the best?

哪些产品的展示份额最高？

Where do I have the most impression share?

哪些产品的点击份额最大？

Where do I have the most click share?

哪些商品经常和我的产品一起被顾客浏览？

What ASINs are often alongside mine?

这是竞争对手的商品吗？

So is it a competitor ASIN?

是不是有人买了我产品的多个尺寸，然后退了一些？

Are people buying multiple sizes of my product and maybe returning some of them?

他们会不会买了不同口味？

Are they buying different flavors?

我是不是该做个组合套装？

Should I create a bundle?

卖家中心的品牌分析模块里藏着大量有用的信息。

So there's a ton of information in that brand analytics section in Seller Central.

还有一个特别好的报告。

There's another great report.

我记得叫客户购买路径。

I think it's called customer journeys.

进去之后，你可以看到有多少人访问过我的商品详情页，有多少人加了心愿单，又有多少人最终下单了。

You can go in there, you can see how many people have visited my detail pages, how many cart added to wishlist, how many purchased from there.

你还能看到流失点，这对确保你全面覆盖各个环节特别关键。

And then you can see drop off points, which is really important to making sure that you're covering all the bases.

如果你花了时间和精力吸引顾客来你的产品页，那就得弄清楚他们为什么不买，或者在哪个环节放弃了，然后及时干预。

If you're spending the time, the effort to make sure that customers come to your product pages, find out why they're not purchasing or when they're not purchasing and intervene.

有可能他们是看了产品页就直接离开了。

It might be they are going to the product page and bouncing.

如果是这样，我们就得重新投放广告，想办法再把他们吸引回来。

Well, in that case, we need to remarket to them, try and get back in front of them.

这种产品是不是需要顾客接触两三次才会下单？

Is this the kind of product that takes two or three touch points to get a customer to purchase?

也可能不是。

Maybe it's not.

也许我们希望他们能尽快下单。

Maybe it's something that we want them to purchase pretty quickly.

所以我们看到产品页的加购率挺高，但最终转化却很低。

And so we see a pretty high rate of add to carts from the product page, but then we see them not converting.

那我们提供免运费吗？

Well, are we offering free shipping?

我们给放弃购物车的顾客发优惠券了吗？

Are we offering coupons for cart abandoners?

这样我们就能把漏斗收口了，但卖家中心里的品牌分析模块里藏着大量宝贵的数据，能帮我们做出很多有力的推断，不仅指引我们朝着核心目标前进，还能指导我们长期采取切实的行动。

So we can kind of close-up that funnel, but the brand analytics segment in Seller Central is chock full of really great information that you can make lots of strong inferences from to help guide you to your North Star, but also to help you tactically make sure that you are taking the actions to get there long term too.

对。

Yeah.

我很认同你这种用数据来诊断问题的方式。

I love your diagnosis on using the data the same.

关键是要找到问题的根源。

It's like, let's see the actual root of the problem.

你看到的是销量低，但背后真正的原因是什么？

What you're seeing is low sales, but what's the root of that?

我们其实收到了大量的商品详情页浏览，但用户就是不加购。

It's like, we're getting a ton of product detail page views, but they're not adding to cart.

所以我们得解决这个问题，而不是只做表面功夫。

So let's solve that problem, not solving.

这样最终才能真正提升销量。

And that will ultimately solve the sales problem.

我很喜欢深入分析这些数据，然后明确地说：好吧，我们就这么来解决这个问题。

So I love diving into those analytics and then truly saying, okay, here's how we're going to solve this one.

这是我们的判断。

Here's our inference.

这是我们要做的测试方法。

Here's how we're going to test that.

这是测试结果。

Here are the results.

因为亚马逊能提供更丰富的数据，我们现在可以采取更有方向性的策略，而不是像以前那样，凭感觉说‘也许你该找个更大的网红合作’。

And because Amazon is able to give us more data, now we're able to make more directional approaches instead of like, I don't know, maybe you should work with a bigger influencer.

不再是盲目挥棒一击，而是做这些精细的微调。

A big swing at a bat versus these like micro tweaks.

哦，咱们直接开始吧。

Oh, let's just get Yeah.

继续推进。

Going on

我很喜欢你提到的这种测试、实验和优化的方式。

And I love that you said, kind of like testing and experimenting and optimizing.

我觉得你用的这些词很贴切，其实这并不是什么新鲜事，但亚马逊现在已经在平台上内置了A/B测试功能。

I think those are terms that you just used, but this isn't particularly new, but Amazon has AB testing built into the platform now.

只要你有足够的访问量，就可以利用这些数据。

And so if you have a requisite number of sessions, you could use this data.

比如，用户访问了我的商品详情页，但没有下单，这是为什么？

You know, are people visiting my product detail page, but they're not converting?

可能是我的商品详情页哪里有问题，导致用户不买账。

Maybe there's something not right with my product detail page that's causing it not to resonate with customers.

A/B测试是找出原因的好方法。

AB testing is a great way to find out.

所以测试一下你的标题、图片和描述吧。

So test your titles, test your images, test your descriptions.

现在连A加内容也可以测试了。

You can even test A plus content now.

你可以给顾客展示截然不同的页面体验，看看能不能提升转化率。

So you can show the customer a drastically different experience and find out, Hey, is this going to improve conversion rates?

这样能不能带动销量增长呢？

Is this going to move the needle on sales?

如果有效，就上线更好的版本，然后继续优化。

And if it is, then you publish the better versions and you iterate again.

如果有效，就上线更好的版本，然后继续优化。

And you publish the better versions and you iterate again.

有数据支持，才能找准该从哪儿下手，毕竟可选的方案太多了。

Having the data to determine where the right place to move the needle is is really, really valuable because there are so many options.

去看看哪些做法有效、哪些无效，再针对性地调整。

Go look at what's working and what's not working, and then dial in from there.

我喜欢这个。

I love that.

没错。

Yeah.

你这是在大致把握方向。

You're like kind of directionally focusing.

明白了。

Okay.

提出更好的假设。

Making better hypothesis.

说到亚马逊的限制，我们知道得把你框在小范围里，不过之后会放你出来的。

Speaking of the restrictions on Amazon, I know we're going to keep you in a small box and we'll let you out afterwards.

在亚马逊商品详情页和A+内容的限制下，你该怎么讲一个吸引人的品牌故事？

How do you tell, or how would you recommend somebody tell a compelling brand story with the constraints of listings A plus content?

你有没有发现什么有效的方法，比如讲创始人的故事、品牌起源的故事，或者产品背后的故事？

Is there a strategy that you're seeing that's like telling the owner story, telling the founding story, telling the product story?

你有没有注意到，在这些类别里，或者别的地方，有哪些品牌的叙事特别出彩？

Is there something that you're seeing in those, you know, or another category where the brand story is really shining?

好问题。

Yeah, great question.

这其实很大程度上取决于品牌和产品，但我看到太多人连最基础的一步都没做到，乔。

I think it can really depend on the brand and the product, but I just see so many people skipping first base, honestly, Joe.

有些人还在用A加内容，但更多人根本就没用A加内容。

There are people who are still publishing A plus content that is Well, there are still people that aren't using A plus content at all, first off.

第一步，如果你已经品牌注册了，就赶紧用上A加内容和品牌故事。

So step number one, go use A plus content and brand story if you're brand registered.

这能带来巨大提升。

It is a huge improvement.

它能占据产品详情页更多的空间。

It takes up more of the product detail page.

还能减少你产品页面上出现的竞品广告位数量。

It reduces the number of competitor product tiles that will be on your product page.