Someone always asks me: how to play independent station? Three cases, you will understand after reading

2020 year 11 month 13 Japan ,Nike Announced that it would stop selling products on Amazon . And the impact of this incident , Not just Amazon and Nike Oneself . Brand departing from the platform means that sellers gradually realize , Only through self-supporting independent stations , Accumulate your own user base , Precipitate users , Rely on the traffic captured by its own independent stations , To truly achieve long-term self-sustaining . Compared to platforms like Amazon , Independent stations are more conducive to enhance the brand effect , It can also improve the customer unit price and user experience of the product .

Look at it from another Angle , This also implies that the influence of the platform is slowly weakening . Although the independent station has been a tuyere for the past two years , Many people want to do , But how to do ？ Maybe you have heard a lot of theories , But when it finally landed , I still don't know how to do it . Today I will （Anker、Shein、Thespoiledmama） this 3 Brand website case analysis , I hope it can give you some inspiration .

First , Several aspects of the independent station are briefly introduced .

1： product

According to the case experience of independent station sellers around , The product decides whether it can be done independently 40%.

（1） The unit price is high 、 High repurchase rate , Products with distinctive features and in line with Western living habits are suitable for （ The premise is to calculate the logistics cost ）.

（2） Categories with high brand concentration , For example, the top 100 electric toothbrushes are Philips , This may be difficult to grab market share .

（3） Too personalized products , For example, fashion clothes may lead to a large number of returns , It can be changed into functional clothing, which is easier to meet the needs of mass consumption .

Ps： Products must be differentiated , The simple way of price competition is not feasible , For example, you sell a product 10 dollar , In terms of profit , At best, it can carry 5 The advertising fee of US dollars . So if it is 100 What about US dollar products ？ Can undertake 50+ $advertising ！ Obvious ,50 $advertising and 5 $advertising fee , Which is more likely to issue an order ？

2： Station building platform

If a worker wants to do a good job, he must sharpen his tools first , A good platform is the foundation of everything , There are two types of station building modes .

（1） Traditional station building mode

Magento、WordPress And other open source site building tools , The capacity expansion and marketing functions are excellent , According to the needs of the seller , Develop the corresponding function , And there are many plug-ins available for developers on the Internet .

However, it is not recommended for small and medium-sized sellers , Especially for those sellers who transform from platform to independent station , The knowledge of independent station is basically blank , And the later maintenance cost is very high , It is more suitable for large e-commerce enterprises . Because whether it is installed or used , For those who do not know technology , For sellers who don't understand the code , It's all very complicated .

（2）SAAS Mode station building system

The traditional station building mode mentioned above , The seller can only recruit technicians to build the station , But the cost is high . If you outsource to find someone to build a site , Then there is no follow-up operation and maintenance after the website is built , If the website is not updated in time, there will be many BUG Loopholes and so on , The user experience will be poor , Website open 、 Browsing speed will be affected .

and SAAS Pattern , Simply speaking , It solves the problem of website construction for sellers , Follow up maintenance and other issues , Just provide monthly fee / Annual fee , You can quickly build a station .

With shopify As an example of SAAS Station building system , For many small white sellers , Although it seems that the monthly fee is very cheap （$29/ month ,$79/ month ,$299/ month ）, But in addition to the basic monthly fee , Website templates and application plug-ins , They all need to be paid extra , And each order is extracted 2% Commission , In fact, the expenses are far more than 29 dollar ！ To tell you the truth, it's very stupid ...

3： Promote drainage

First, hard and broad , such as Facebook、Google Advertisements .Facebook Advertising searches for crowd characteristics and interest characteristics , and Google Advertisements promote keywords or website pages . Second, soft and broad , Including blog content marketing 、 Social media marketing 、 Online marketing, etc .

4： Data analysis

The most important thing in e-commerce is data , No data for analysis , It's just a blind man reading , Where ads burn is where , Anyway, it depends on intuition to judge the advertising effect . Advertising without data support , Basically, the money is just floating . Therefore, it is necessary to analyze the flow data , Make the next operation plan .

For example, your independent station does EDM Mail marketing , Then the statistics of the number of emails sent 、 Statistics of the number of times the buyer clicks on the mail 、 Send failure data statistics 、 Unsubscribe from website statistics 、 Successful reminder data statistics, etc , All of them need to be analyzed . If the email is sent, you will feel that everything is all right , I really feel sorry for these emails ~

therefore , The website building system chosen by sellers , It must have the function of data analysis and statistics , This is the most basic , It's also critical ！

Next, I will share several cases of independent stations .

**

Case study 1：www.anker.com（ Power bank products ）

**

Website structure ：

First Anker This website is relatively simple , It's not that complicated , So once a user enters the site , Not to be lost , The columns of the website are relatively fresh .

Website layout ：

Get into Anker Website , The first feeling is atmosphere ！ From the shooting of pictures , It gives me the feeling that the product is very textured ！ This is reflected in every detail , Let's feel ：

besides Anker I attach great importance to the maintenance of my official website and forum , Let customers have a strong sense of belonging and viscosity . meanwhile Anker The product page of the official website , There are not only buttons for online shopping , At the same time, the platform diversion button is added , Customers can choose to purchase on the platform , You can also choose to buy on an independent station , At the same time, it also increases customers' trust in the website , It's up again Amazon Sales ranking of the store .

Data statistics ：

Many sellers say they can't see the specific traffic sources of their websites , and Anker Through Google analyse Statistical code , The source of flow is analyzed , In order to better count which channels are more effective , The importance of Statistics I mentioned earlier , It is also reflected here .

Account operation ：

Anker Founder Yang Meng talked about ：Anker Do today , Each platform has an account , We put all our eggs in different baskets . One product or one team or one person is not allowed , Broke our whole basket of eggs .

summary ：

This is what sellers can learn from , A single platform choice is not conducive to the diversified development of the team , Easy to form inertia , The risk of closing the store . Especially now if the platform is profit oriented , So these small companies are waiting to be harvested , At this time, I began to think of exploring other channels , It's too late .

**

Case study 2：www.thespoiledmama.com（ Maternity products ）

**

When we go to the website , The website will automatically pop up a lottery game , This method can improve the interest of the website , Enhance user experience , Users can also use the coupons to place an order .

This website sells , Use this function skillfully , Collect buyer email for secondary marketing . It also has rich website pages , Retain users and improve conversion rate .

besides , They also attract a large number of consumers through blogs , Blogs cover a wide variety of topics , Can answer the questions and doubts of the target market , And managed to create a community around its content .

This method not only subtly solves the buyer's doubts , And bring the breath of life into the language , Enhance the closeness between products and buyers , Enhance buyers' psychological expectations for products , So as to enhance the buyer's trust in the website , Make buyers feel at ease to buy .

And the blog content marketing mentioned above , Exactly so , actually , Content marketing is a very popular field in foreign countries . Good content marketing can improve Google SEO The collection effect of , So as to improve the website traffic and sales . And by SEO Technology gets traffic free , This is also SEO The biggest benefit . Just do it SEO Content marketing needs time to accumulate , Start at least half a year .

summary ：

So for the seller who just contacted the independent station , In the early stage, it is mainly through Google/Facebook Advertising to promote , Write a blog at the same time , in the course of time , Nature will bring you great value .

**

Case study 3：www.shein.com（ Women's clothing products ）

**

Finally, let's introduce this website , If Amazon sellers are imitating Anker, So independent station seller , Especially women's clothing sellers , They're all imitating Shein.

Again , Go to this website , First, a coupon pop-up window pops up , By means of time limited collection , Intuitively give buyers a sense of psychological urgency , It seems to be telling buyers ：“ Order quickly , If you don't place an order, the discount will be gone ” The feeling of , It can enhance the user's sense of experience , At the same time, improve the conversion rate .

Because black five and Christmas are coming , The website also uses black 、 white 、 Red theme tone . Details like these , And some small function plug-ins that are conducive to marketing , Every website should have .

Another thing worth mentioning Shein Points exchange marketing method , First, create an activity theme page in the website , Through the form of activities , Make a few rules ：

The rules 1： The contestants must wear Shein The brand of

The rules 2： grace 、 Only appropriate photos can participate in the selection

The rules 3： Every week, they choose 50 The winner

The website will reward each winner 1000 integral , Every time 100 integral =1 dollar , Points must be 7 Exchange within days .

shein Will put the contestants' photos on their social accounts （Pinterest）, Let other users like , Before you like it 50 Famous generals will be rewarded . Such practices are as follows 3 There are some advantages ：

benefits 1：

Users must buy clothes before entering the competition , If the user who has purchased the clothing , Will still buy again after winning the prize .

benefits 2：

So many beautiful women abroad have become shein Free models for ,shein There is no need to pay a penny for modeling and shooting , This is the key .

benefits 3：

During this period, the website also received a lot of free traffic , It also solves the trust problem of the website .

summary ：

shein In a matter of 3 Years from 0 To 10 Billion yuan sales scale , There's definitely a reason . From such a seemingly simple function, we can see ,shein The team has achieved the best in many details of the website and product operation .

So , Build a good independent station , It can't be fishing for three days and drying the net for two days . Only to do every detail as well as possible , Every expression should be transposed , From the perspective of consumers , Provide consumers with the information they need most , To create a website that really attracts consumers .

As the platform bonus disappears further , Traffic costs are rising further , Homogenization competition is further intensified . Whether it's good or bad , Cross border e-commerce sellers explore new channels 、 Layout independent station development , It's the general trend ！

**

official account ： Cross-border Savior

**