制定商城入驻策略

考虑海外开店的商城与商品时，需注意的因素与国内开店基本类似。但是，海外开店还有一些其他需要注意的地方。评估入驻策略的方法之一，是使用 ［ 4P ］ 营销框架：商品 (Product)、价格 (Price)、渠道 (Placement) 和促销 (Promotion)。让我们以亚马逊全球开店为视角，详细解读每个要素。

商品：选择全球开店的商品

当您首次加入亚马逊全球开店服务时，自然而然会想到国内商城最畅销的商品。从以前的销售经验和销量报告数据看来，销量最好的商品是什么？另外，思考这些商品畅销的原因也很重要。进入新的平台之后这些原因还能站得住脚吗？是否有其他根本因素驱动新平台的买家需求，比如文化、气候和人口特征（如平均年龄和收入）？还可以思考如何从商城之间的差异受益。例如，您是否在某个商城拥有季节性的库存商品，且过了热销季就不知道该如何处理？在这种情况下，您可以将商品销往其他市场，寻找新客源以延长商品热销时间。了解卖家如何利用亚马逊全球销售成功经营业务。

提示： 增加商品数量，不要盯住一两件商品深挖。

这是为什么？总体而言，选择越宽泛意味着您的商品被买家搜到的几率越高，有助于您快速判断能够在特定商城热销的商品。

即使您还没有准备好投入大量库存到其他亚马逊商城，也可以在维持商品选择宽泛度的同时慢慢发展您的业务。当您的销量大幅度上升时，您可以调整价格或删除商品以避免缺货风险，这与您在国内的亚马逊商城的做法一样。如果您的业务量较小，可以从自行配送起步，不用急着发库存到其他国家。请注意，在其他商城销售商品并不意味着对您的选品失去控制。

当您选择要在亚马逊商城销售的商品时，还有一个关键的参考信息，即对商城本身的调查。您对此类商城调查应该非常熟悉，在经营自己的亚马逊主商城时可能已开展。为了实施调查，熟练掌握本地语言就显得极为重要。如果您并不熟悉当地语言，可以借助网上的免费翻译工具掌握一些简单的基本信息，但是需注意不要过度依赖此类工具。

在您的目标平台里，可以参考“热销榜”、“新品上架”和“知名品牌”为您的商品进行分类。阅读买家评论，了解您的竞争优势和劣势。

在商品调查期间，将调查的范围扩展至亚马逊以外的电子商务平台会使您受益良多。使用搜索引擎按国家/地区查找相关的电子商务网站。各国的商务报刊和线上卖家论坛也能提供丰富的资讯，是您在当地做开店准备的信息渠道。

提示： 请记住，特定亚马逊商城的潜在买家可能来自不同的国家/地区。

部分买家可能居住在商城邻近的国家，他们选择海淘的原因可能是语言习惯、独特选品，或者其他理由。例如，Amazon.de 买家可能在奥地利居住。

价格：设置和调整定价

当您精选出要在新商城销售的商品后，请留意销售相同商品或任何同类商品的卖家设置的价格。买家是否根据商品价格或品牌购买商品？畅销商品是否提供了免运费或降价优惠？您的竞争对手是否提供专门的送货服务？了解卖家如何在新商城成功引入独有的商品。

设定您的商品价格时，请考虑与国际销售相关的其他固定费用和可变成本。当您在自己主商城之外的地方销售商品时，应考虑以下几种潜在的新成本，它们可能会改变您的盈利率计算方式：

• 直接向国际买家配送商品时的运费。

• 自行配送订单需承担的国际退货运输成本。

• 使用亚马逊物流时需要承担的将商品运往国外运营中心的物流成本。有关海外配送的更多信息，请参阅物流配送。

• 您使用当地语言提供上述服务或者雇佣第三方服务提供商管理客户语言支持的客户支持成本。有关客户支持的更多信息，请参阅客户支持和退货。

• 以本国货币收款的汇率成本。

• 使用其他语言创建 ASIN 花费的翻译成本。有关商品信息和翻译的更多信息，请参阅开店流程。

• 税费与关税。有关税费与关税的更多信息，请参阅税费和法规。

如您所见，许多可变成本会因为您是选择自行配送商品还是使用亚马逊物流配送订单而有所变化。请参阅配送选项帮助页面，了解更多详情。

渠道：优化分销渠道

除了扩展您在亚马逊的国际业务外，您还可以考虑在亚马逊之外扩展您的国际业务。以下亚马逊服务可能有助于您制定国际战略：

多渠道配送

如果您已经使用亚马逊物流配送亚马逊买家的订单，则可以使用相同的仓储管理其他渠道产生的线上订单。使用亚马逊物流中提供的多渠道配送功能，可以为您自己网站、其他第三方平台、甚至目录或实体店销售等亚马逊以外的销售渠道配送订单。详细了解多渠道配送。

促销：让商品更有吸引力

正如在您的本国亚马逊商城中一样，亚马逊将提供工具，让您能够为商品发布广告和推广促销。不同的亚马逊平台，提供的工具也不同，其中可能包含“免运费”、“满减及折扣”、“买赠 (BOGO)”和“买满再买优惠”。

请访问了解促销，获取有关可用促销类型的更多详细信息。（注意：此功能仅适用于参与专业销售计划的卖家。）要查看创建促销的步骤，请访问创建促销。

另一个提高商品曝光率的方法就是利用亚马逊商品推广，这是按点击收费的广告服务，以关键词定位广告的方式帮助您在亚马逊上推广商品。

亚马逊官网原文详情：   

Crafting a Marketplace Entry Strategy

Deciding where and what to sell in another country's marketplace can be similar to making these determinations for your home marketplace. However, there are some added considerations when selling internationally. One way to evaluate an international marketplace entry strategy is to use the "4Ps" marketing framework: Product, Price, Placement, and Promotions. Let's review each through the lens of selling internationally on Amazon.

Product: Choosing what to sell internationally

When selling internationally through Amazon for the first time, a natural approach is to think about your bestselling products in your home marketplace. From your previous experience and from data in sales reports, what sells well? It's also important to ask yourself why you think these particular products do well. Will these same reasons hold true for the marketplace you are entering, or are there other fundamentals driving customer demand in the new marketplace, such as culture, climate, and demographics, including average age and income? Also think about how differences in marketplaces can benefit you. For instance, do you have seasonal inventory that you don't know what to do with after the season has passed in one marketplace? You can extend your selling season by selling abroad where the product may find a new audience. Learn how one seller successfully used international selling on Amazon to build a business.

Tip: List broadly across multiple products rather than deeply in one or two products.

Why? A broader selection of products means higher customer search exposure to your listings overall. This breadth can help you quickly gauge what products can be successful in a particular marketplace.

You can start slow while still maintaining breadth of selection even if you're not ready to commit a lot of your inventory to another Amazon marketplace. If your sales spike, you can adjust your price or remove listings to mitigate stock-out risk, just like in your home Amazon marketplace. For an even smaller commitment, you can start by fulfilling orders yourself rather than sending inventory to another country. Remember selling in another marketplace doesn't mean you lose control over your listings.

In deciding which products to sell in an Amazon marketplace, you of course have another key source of information available to you: observations of the marketplace itself. This sort of marketplace research should be very familiar to you from activities you likely conduct when selling in your primary Amazon marketplace. For this research, local language proficiency is extremely helpful. If you are trying to research a marketplace in a language unfamiliar to you, you may be able get some basic language interpretation from free online translator tools, but beware of relying too heavily on such tools.

In your target marketplace, review the Best Sellers, New Arrivals, and Featured Brand selections for your product categories. Read customer reviews to understand your competition's strengths and weaknesses.

During this product research phase, you may find it helpful to broaden your search to e-commerce marketplaces beyond Amazon. Use a search engine to find relevant e-commerce sites by country. Trade publications and online seller communities in each country can also provide a rich source of information as you prepare to list products in their locales.

Tip: Keep in mind that potential customers of a particular marketplace may not necessarily reside in target country.

Some customers in each marketplace may reside in a nearby country, prefer to shop in a particular language, seek products only available in a particular marketplace, or otherwise choose to purchase out-of-country. For example, an Amazon.de customer may reside in Austria.

Price: Setting and adjusting your pricing

Once you've narrowed down which products you may want to list in a new marketplace, make observations of prices set by sellers of the same or any similar products. Do customers appear to be buying based on price or brand? Do the best selling products ship for free or for reduced rates? Do your competitors offer specialized delivery? Learn how one seller successfully introduced unique selection to new marketplaces.

When you set your prices, build in additional fixed and variable costs associated with selling internationally. The following are potential new costs to consider when selling outside your primary marketplace and may change your profitability calculation:

• Shipping costs when you are shipping directly to international customers.

• International return shipping costs, if you are fulfilling orders yourself.

• Shipping costs to send your inventory to fulfillment centers abroad when you are using Fulfillment by Amazon. Learn more about shipping internationally in Ship and Fulfill.

• Customer support costs if you are providing these services yourself in a local language or hiring a third-party provider to manage customer language support. Learn more about customer support in Customer Support and Returns.

• Conversion costs associated with getting paid in your home currency.

• Translation costs for listing ASINs in another language. Learn more about listing and translation in Register and Launch.

• Taxes and duties. Learn more about taxes and duties in Taxes and Regulations.

As you can see, many of the variable costs change based on whether you decide to fulfill products yourself or use Fulfillment by Amazon. Review the Fulfillment options help page for more details.

Placement: Optimizing your distribution channels

In addition to growing your international on-Amazon business, you can also consider growing your international business off-Amazon. The following Amazon service may be relevant for you to develop this international strategy:

Multi-Channel Fulfillment

If you already use Fulfillment by Amazon to fulfill Amazon customer orders, you can manage online sales from other channels using the same inventory pool. Use Multi-Channel Fulfillment -a feature within Fulfillment by Amazon- to fulfill orders that come from sales channels other than Amazon, including your own website, other third-party channels, and even catalog or in-store sales. Learn more about Multi-Channel Fulfillment.

Promotion: Making your listings more attractive

As in your primary Amazon marketplace, Amazon provides tools that enable you to advertise and run promotions for your products. The promotional tools available vary by Amazon marketplace and may include Free Delivery, Money Off, and Buy One Get One (BOGO).

Visit Understanding Promotionsfor more details on the type of promotions available (Note: this feature is only available to sellers with a Professional selling plan). To see the steps to creating a promotion, visit Creating a Promotion.

Another way to increase exposure to your offers is through Amazon Sponsored Products, a cost-per-click advertising service that helps you promote the products you sell on Amazon through keyword-targeted ads.

文章来源：亚马逊官方网站