稳定的SEO推广招商电话：谷歌为什么要做推广应用？新手卖家必看独立站选品思路
随着外贸行业和跨境电商行业的深入发展，越来越多的商家选择涌入到独立站搭建这一领域，但这也意味着市场竞争环境的日益激烈。此时对于新手小白或者是刚建站的商家来说，选对产品是品牌成功出海的先决条件。所以本文将基于此为大家具体介绍独立站选品思路的相关内容，希望可以为大家提供一个参考。
With the in-depth development of the foreign trade and cross-border e-commerce industries, more and more merchants are entering the field of independent website construction. However, this also means increasingly fierce market competition. For beginners or newly established merchants, choosing the right products is a prerequisite for successful brand expansion overseas. Therefore, this article will provide a detailed introduction to product selection strategies for independent websites, hoping to offer valuable insights.
1. 思考店铺定位
1. Consider Store Positioning
店铺定位的选择应该是独立站选品的首要步骤，可以帮助商家确定自己的经营范围和模式，进而明确后续产品运营技巧。
精品还是铺货：精品会经历选品、测品等步骤，周期长，对选品和运营的准确性有技术要求。铺货产品品类多样，大批量地上架销量好的产品，有大量SKU、价格低的特点，比较适合新手。
大类还是垂直：垂直度越高，品类越单一，消费人群越精准，新手卖家建议从垂直做起可以有效避开竞争。此外还有一种店铺经营模式为品牌站，是垂直模式的进阶版，在某一细分领域具有专业性和客户群体。
有无货源：无货源模式难以对产品进行运营打磨，但是成本低，其典型代表便是一件代发模式。有货源经营模式有利于产品的差异化运营，但是成本高。
Store positioning should be the first step in product selection for independent websites, helping merchants determine their business scope and model, thereby clarifying subsequent product operation techniques.
Boutique or Mass Listing: Boutique products undergo steps like selection and testing, with a long cycle and technical requirements for accuracy in selection and operation. Mass listing involves diverse product categories, bulk listing of best-selling products, with characteristics like a large number of SKUs and low prices, making it more suitable for beginners.
General or Vertical: The higher the verticality, the more singular the product category, and the more precise the consumer group. New sellers are advised to start with vertical positioning to effectively avoid competition. Additionally, there is a brand store model, an advanced version of the vertical model, which has professionalism and a customer base in a specific niche.
With or Without Inventory: The no-inventory model makes it difficult to refine product operations but has low costs, with drop shipping being a typical example. The inventory model facilitates differentiated product operations but comes with higher costs.
2. 明确产品定位
2. Clarify Product Positioning
做独立站选品商家应该在产品利润计算的基础上明确自己的产品定位，主要分为高中低端产品。
低端产品：价格在20到30美金以下，属于流量产品和活动产品；
中端产品：价格在40-80美金以下的产品，可以作为利润产品，但不一定是主力产品；
高端产品：价格在90-120美金以上的高端产品，而且这种产品在市面上是不容易被取代的，无论在产品设计、产品质量或者产品供应都具备一定的不可复制性，这样的产品才有可能成为店铺的主打产品。
因此建议一般单品价格在50到200美金之间的产品是比较好的，尽量做高端产品，广告ROI会更高，产品成本控制住25%，利润控制在20%以上。此外商家也应该尽量选择小体积的产品，因为大体积商品运费高会增加物流成本。
利润空间=（售价-广告/采购/物流/运营等成本）*（1-佣金比率-税率-售后损耗率）
Merchants selecting products for independent websites should clarify their product positioning based on profit calculations, mainly divided into high, medium, and low-end products.
Low-end Products: Priced below $20 to $30, these are traffic and promotional products.
Mid-range Products: Priced below $40 to $80, these can serve as profit products but are not necessarily the main products.
High-end Products: Priced above $90 to $120, these are high-end products that are not easily replaceable in the market, with unique product design, quality, or supply, making them potential flagship products for the store.
Therefore, it is recommended that products priced between $50 and $200 are ideal, with a preference for high-end products, as they yield higher advertising ROI. Product costs should be controlled at 25%, with profits maintained above 20%. Additionally, merchants should opt for small-sized products to avoid high shipping costs associated with large items.
Profit Margin = (Selling Price - Advertising/Purchasing/Logistics/Operation Costs) * (1 - Commission Rate - Tax Rate - After-sales Loss Rate)
3. 确定利基市场
3. Identify Niche Markets
利基市场的确定需要用户根据自己竞争对手的数据情况、市场调研的情况确定市场空白，所以商家要尽量选择无大品牌垄断的领域或者是小类目产品，通过解决小众消费者的购买需求减少竞争力度，进而保证消费者对产品的需求度。此外用户也可以通过社交媒体、流行跨境电商平台等渠道的市场潮流趋势研究，明确自己的经营产品类目。
Identifying niche markets requires merchants to determine market gaps based on competitor data and market research. Therefore, merchants should choose areas without major brand monopolies or small-category products, addressing the purchasing needs of niche consumers to reduce competition and ensure product demand. Additionally, merchants can study market trends through social media and popular cross-border e-commerce platforms to clarify their product categories.
4. 选择产品供应链
4. Select Product Supply Chains
产品供应链的考量也是商家选对产品的重要因素之一，但也是用户最容易忽视的方面。商家应该仔细分辨供应商资源、制造商和经销商三者的区别，交接产品的生产过程、生产原料等情况，从而确定自己的供应链，以保证可以为消费者提供高质稳定的独立站产品。
供应商：货源的提供者，是供应链的起点，核心在于确保资源的质量和供应的稳定，为生产链提供稳固基础。
制造商：产品的制造者，是连接原材料和成品的关键环节，决定了产品的最终形态和品质。
经销商：经销商主要向当地批发商提供大批量产品，建议找原厂，尽量不要找代理商或加工厂。
Product supply chain considerations are also a critical factor in selecting the right products, but they are often overlooked. Merchants should carefully distinguish between suppliers, manufacturers, and distributors, understanding the production process and raw materials to establish a reliable supply chain, ensuring high-quality and stable products for consumers.
Suppliers: Providers of goods, the starting point of the supply chain, whose core lies in ensuring resource quality and stable supply, providing a solid foundation for the production chain.
Manufacturers: Producers of products, the key link connecting raw materials to finished goods, determining the final form and quality of products.
Distributors: Distributors mainly supply bulk products to local wholesalers. It is recommended to source directly from manufacturers rather than agents or processing plants.
