亚马逊卖家如何开始Shopify品牌站-27页

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提取的文档内容：PAGE 1 亚马逊卖家如何开始 Shopify品牌站PAGE 2 什么是Shopify和DTC？ 01 亚马逊与Shopify如何定位？ 02 平台+品牌独立站策略如何落地？ 03PAGE 3 Source: eMarketer, May 2020, Shopify *Market share based on Shopify’s 2019 US GMV (excluding merchant sales made through POS) 美国电商各平台占比 2019PAGE 4 Retail is changing.PAGE 5 什么是Shopify？PAGE 6 什么是Shopify？ Shopify 是全球顶尖的一站式电商 SaaS 平台， 其完善的生态系统集云端建站、库存管理、 多渠道销售等功能和技术于一体。 Shopify is a world-class commerce platform that has everthing you need to start, sell, market and manage your business.PAGE 7 Shopify is a leading multi-channel commerce platform. 2006 Platform Released $2,457M Revenue (Last 12 months) 5,300 Apps in our App Store ~$230B Total Sales on Shopify by Merchants (Cumulative) 2.9 million Merchant Staff Accounts (December 31, 2019) +1M Merchants — in — ~175 Countries 5,000+ Employees At a Glance 37,400 Partners who have referred at least one merchant to Shopify in the last 12 months $180M Paid out in 2019 to partners by Shopify for apps and services benefiting our merchants (September 30, 2020) (September 30, 2020) (September 30, 2020)PAGE 8 $7.78B $26.3B +71% $15.4B +99% $41.1B +56% $61.1B +49% *Gross Merchandise Volume, or GMV, represents the total dollar value of orders facilitated on the Shopify platform including certain apps and channels for which a revenuesharing arrangement is in place in the period, net of refunds, and inclusive of shipping and handling, duty and value-added taxes. $14.8B $30.9B +109% 8 Shopify年交易额逐年递增PAGE 9 越来越多的人选择Shopify作为购物渠道 The number of consumers buying from merchants’ stores on Shopify grew 37% from 218 million in 2018 to nearly 300 million in 2019. 2014 2015 2016 2017 28 million online shoppers 57 million online shoppers 100 million online shoppers 163 million online shoppers 2018 218 million online shoppers 300 million online shoppers 2019PAGE 10 10 现象解读： 为何大量中国商家应用Shopify ？PAGE 11 1 1 One Platform, Every Channel, Any Device. 渠道集大成者PAGE 12 1 2 渠道集大成者PAGE 13 1 3 Inventory & Fulfillment Shipping Order Management Analytics Marketing Payments Apps Capital Single Integrated Back Office. 一体化电商解决方案PAGE 14 ONLINE STORES SIMPLIFIED ECOSYSTEM RETAIL PAYMENTS PLATFORM MULTI-CHANNEL SHIPPING WORKING CAPITAL PLATFORM EXPANSION Languages Local Payments Methods INTERNATIONAL EXPANSION PLATFORM/ PAYMENTS Locations Fraud Protect Multi-currency Tap & Chip PAYMENTS/POS FULFILLMENT Marketing Dashboard Shopify Email MARKETING BUYERFACING All-new POS RETAIL 2004 - 2017 2018 - 2020 PLATFORM EXPANSION Facebook Shops 14 客户体验至上 不断产品创新PAGE 15 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 DEFINING THE FUTURE OF COMMERCE $7.5M SERIES A ACQUIRED SELECT START STUDIOS ACQUIRED GOSPACES $330M FOLLOWON OFFERING; ACQUIRED KIT, BOLTMADE, TINY HEARTS $658M OVERNIGHT BLOCK TRADE; $400M OVERNIGHT BLOCK TRADE; ACQUIRED RETURN MAGIC, TICTAIL $694M OVERNIGHT BLOCK TRADE; ACQUIRED HELPFUL, STOCKY, HANDSHAKE, 6 RIVER SYSTEMS $15M SERIES B $100M SERIES C; ACQUIRED JET COOPER $151M IPO $551M FOLLOW-ON OFFERING; ACQUIRED OBERLO 2020 $1.5B OVERNIGHT BLOCK TRADE (May); $2B OFFERING (EQUITY + CONVERTIBLE NOTE) (Sept) Shopify财务/并购里程碑PAGE 16 16 DokiDoki Merchant Profile • 从爱好出发做好产品，解决用户需求痛点 • 以漫展为突破口，直面消费者 • KOL社群营销+高忠诚度用户 • 充分挖掘和利用 Shopify DokiDoki 起初曾在速卖通等国内平台上销售，遭遇价格战。 Cosplay 国内市场由于成本较低能实现较高销量，而在海外很 多 cosplay 产品是小众和限量的，因而产品售价高，消费者消 费频次低。 DokiDoki 团队针对国内和海外市场双管齐下，抓住海外市 场的价格缝隙，采用中高端价格区间俘获大量消费者的心。 中国卖家故事PAGE 17 17 • 二次转型：B2B → B2C→ DTC • SEM、品牌官网和社交媒体的多重广告尝试 • 社交媒体差异化内容运营 • 深入焊工人群故事的 WhyWeWeld 博客 2018 年上线，YesWelder 是专注于焊机、焊帽等焊接 类目产品的 DTC (Direct-to-Consumer) 品牌。 从最早的 B2B 转型亚马逊 B2C 模式，YesWelder 近两 年开始发力品牌建设，以直接面向消费者的形式，通过社 交媒体和内容营销等方式，尝试打造一个消费者认同感和 忠诚度极高的品牌。 中国卖家故事 YESWELDERPAGE 18 What is DTC ? 18 Direct To Consumer 直接面对消费者PAGE 19 什么是 品牌 ？ 19 品牌知道消费者是谁 消费者也知道品牌是谁PAGE 20 20 如何选择？ Amazon or Shopify？PAGE 21 Life Time Value用户终生价值 是公司从用户所有的互动中所得到 的全部经济收益的总和 21 两个概念 什么是 LTV ？PAGE 22 22 Customer Acquisition Cost 说服顾客购买你的产品和服务相关的成本 两个概念 什么是 CAC ？PAGE 23 23 收集邮箱 积累客户群 二次营销 再转化 更精准受众 忠诚客户 二次营销成本是关键 私域流量PAGE 24 24 Facebook，Instagram，Google，Messenger，和Tiktok等平台全球市场用户量巨大，是客户 群每天都会花费大量时间浏览或使用的媒体平台。 Facebook Sales Channel Facebook Page Facebook Ads Facebook Pixel Messenger Instagram Sales Channel 积累品牌Ins粉丝群 Ins 红人合作营销 Ins 广告 Google Shopping Google Merchant Center Google Adwords Google Analytics YouTube 品牌频道 YouTube 短视频营销 YouTube 广告 YouTuber 红人合作 Shopify与社交媒体结合更加紧密PAGE 25 25 Shopify是亚马逊卖家品牌化的重要助力，提 供具有购物车系统的品牌官网，让消费者更信 赖品牌。 Shopify与亚马逊结合，借助全球最大的电商平 台，再加上Shopify整合的各大社交媒体平台通 道，使品牌最大限度地曝光在全球市场上。 亚马逊卖家账号可绑定到Shopify店铺管理后台， 同步或关联Shopify产品和亚马逊的listing，共享 FBA库存，一站式管理，多渠道销售。 如何结合PAGE 26 26 “DEFINING THE FUTURE OF COMMERCE” Tobi LütkePAGE 27 Thanks! Contact Me by justinj@arcmead.com

文件大小：25.4MB

文档页数：27

适用平台：Amazon,Shopify

数据用途：指导亚马逊卖家转型品牌独立站