亚马逊品牌引流奖励计划：站外营销成为跨境电商必修课
图片来源：图虫创意
7月15日，亚马逊推出"品牌引流奖励计划"，宣布只要品牌商从站外引流符合可追踪、订单要求等条件，将得到订单销售额10%的奖励。这一奖励直接用于抵扣卖家销售佣金。
On July 15th, Amazon launched the "Brand Referral Bonus Program", announcing that brands will receive a 10% bonus on sales from qualified off-platform traffic referrals. This bonus directly offsets sellers' referral fees.
亚马逊为何紧盯站外流量？
Why is Amazon Focusing on Off-platform Traffic?
该计划推出后业内评价褒贬不一。值得注意的是，亚马逊已目光灼灼地"盯紧"了站外流量。此前风闻有卖家用小卡片将流量引导到独立站，这一举动或印证了封号潮阴影下，跨境电商卖家布局独立站的想法滋长的现象。
The program has received mixed reviews. Notably, Amazon is keenly focusing on off-platform traffic. Previous reports of sellers directing traffic to independent sites may confirm the growing trend of cross-border sellers establishing their own stores amid the account suspension wave.
亚马逊流量增长面临挑战
Challenges to Amazon's Traffic Growth
数据显示，亚马逊2021年1-6月流量趋于平缓，平台直接流量占62%，搜索流量占24.72%。亚马逊的主要流量来源仍旧是依靠自身流量盘，而近两年内亚马逊卖家的激增，为亚马逊流量池带来了更多压力。
Data shows Amazon's traffic growth slowed in the first half of 2021, with direct traffic accounting for 62% and search traffic 24.72%. While Amazon still relies mainly on its own traffic, the surge in sellers has increased pressure on its traffic pool.
独立站生态的崛起
The Rise of Independent Store Ecosystems
"亚马逊受到了以Shopify + Facebook + Google这样的一个独立站生态联盟带来的强力挑战。"赛文思营销咨询创始人Chris表示。2020年Shopify平台的GMV达到了近1200亿美元，这一数额接近亚马逊的1/4的规模。
"Amazon faces strong competition from the Shopify + Facebook + Google independent store ecosystem," said Chris, founder of Savvy Marketing Consulting. In 2020, Shopify's GMV reached nearly $120 billion, about one-quarter of Amazon's scale.
社交媒体电商的威胁
The Threat of Social Commerce
社交媒体本就拥有受众精准、粘度高、流量高等优势，所以一旦他们进入电商生态，无疑会对亚马逊带来巨大威胁。Z世代和互联网模式的购物习惯社交化、去中心化也让亚马逊意识到站外流量紧迫性和必要性。
Social media platforms have advantages like precise targeting, high engagement, and massive traffic. Their entry into e-commerce poses a significant threat to Amazon. The social and decentralized shopping habits of Gen Z highlight the urgency for Amazon to develop off-platform traffic.
品牌引流计划的战略意义
Strategic Significance of the Referral Program
亚马逊这个"品牌引流奖励计划"既是平台开拓自身新增流量池的举措、也是为留住卖家的转圜之举。从成本上来说几乎与引流到自建独立站的成本相当。
Amazon's referral program serves both to expand its traffic pool and retain sellers. Cost-wise, it's nearly equivalent to directing traffic to independent stores.
卖家该如何选择？
How Should Sellers Choose?
在主营品类为标品的情况下，相对独立站而言，平台是一个更实际、更快获得销售的做法。反之，非标品或重复购买机会较高的品类，从长期来看在独立站积累的用户价值更大。
For standardized products, platforms offer a more practical and faster sales channel. For non-standard or frequently repurchased items, independent stores provide greater long-term customer value.
站外营销成为必修课
Off-platform Marketing Becomes Essential
无论选择哪一个经营模式，营销引流都将成为跨境电商卖家的"必修课"。通过社交媒体、红人、短视频、直播等方式建立品牌的影响力和知名度，已是跨境电商品牌化的通路。
Regardless of the business model, marketing and traffic acquisition have become "essential courses" for cross-border sellers. Building brand influence through social media, influencers, short videos, and livestreaming is now the path to brand globalization.
长期品牌建设的重要性
The Importance of Long-term Brand Building
放眼于长远目标的出海品牌，应该潜心尊重消费者的感受去塑造品牌，基于品牌认知规律的基础上搭建完整营销漏斗。
Brands with long-term global ambitions should focus on consumer experience and build complete marketing funnels based on brand recognition principles.
