亚马逊跨境电商运营全攻略：从开店到品牌打造
亚马逊多账号运营风险警示
Warning About Multiple Account Risks on Amazon
在"全渠道论坛——亚马逊跨境电商专场"活动中，亚马逊中国全球开店负责人Vicky特别强调：亚马逊平台严禁同一公司运营多个账号。英国站审核尤为严格，需要提供股东护照、营业执照、地址证明等完整资料。
At the "Omni-Channel Forum - Amazon Cross-Border E-commerce Special", Amazon China Global Selling负责人Vicky emphasized: Amazon strictly prohibits operating multiple accounts by the same company. The UK site has particularly strict reviews requiring complete documentation including shareholder passports, business licenses, and address proofs.
产品授权与品牌保护政策
Product Authorization and Brand Protection Policies
亚马逊客户经理邱烨指出：销售仿品或未经授权产品是平台高压线。即使是年销售额数亿的企业，一旦触犯这条规则也会遭到封号。但同一店铺可以经营多个自主品牌或授权品牌。
Amazon account manager Qiu Ye noted: Selling counterfeit or unauthorized products is a red line. Even companies with annual sales of hundreds of millions face account suspension if violating this rule. However, one store can operate multiple self-owned or authorized brands.
FBA物流的智慧运用
Smart Use of FBA Logistics
沃德丰贸易总经理彭庚分享FBA使用心得：美国站仓储费仅约100元/m³，远低于国内150元/m³的标准。滞销产品可通过搭配销售解决，FBA支持多渠道分销，包括阿里平台。
Wodefeng Trading GM Peng Geng shared FBA tips: US site storage fees are only about ¥100/m³, much lower than China's ¥150/m³. Slow-moving products can be solved through bundle sales. FBA supports multi-channel distribution including Alibaba platforms.
选品策略与市场机会
Product Selection Strategies and Market Opportunities
Vicky透露：美国男装市场空间广阔，中国卖家涉足较少；女装畅销榜前100名中中国商家占多数；户外用品在欧美需求旺盛。新卖家建议采取"小批量多批次"测试模式。
Vicky revealed: The US menswear market has vast opportunities with few Chinese sellers. Chinese merchants dominate the top 100 in womenswear sales. Outdoor products have strong demand in Europe/America. New sellers are advised to adopt a "small batch, multiple test" model.
品牌建设与价格策略
Brand Building and Pricing Strategies
针对渠道冲突问题，专家建议可开设专门生产线使用不同品牌。Vicky强调：低价≠高销量，产品性价比和用户体验才是关键。中国卖家需让消费者收货时获得"惊喜感"。
For channel conflict issues, experts suggest setting up dedicated production lines with different brands. Vicky emphasized: Low price ≠ high sales, product value and user experience are key. Chinese sellers need to deliver "pleasant surprises" to customers upon receipt.
