亚马逊店铺被封的可能原因及申诉模板

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2020-4-1 1088

收集整理了亚马逊店铺被封的可能原因及相应申诉信的模板

友善提示:请勿直接摘抄,直接模仿,只是提供模板和申请思路。不承担任何意外情况。


1、 二审不过关(过得可能性极低)


Dear Amazon seller performance team,

Thank you for your time of reviewing the documents. We provide the following documents for your review, please see the further documents from the attachment. And you can always contact us if you need any other further information. We will really appreciate, if you can give us a chance to sell on Amazon.

The first attachment is our registered business licenses

The third attachment is telephone bill of the company legal person.

The fourth attachment is water bill.

The fifth attachment is electricity bill.

We are a well-known technology company in the local area. We mainly develop and sell ABC products.We also have a professional team to manage our Amazon account. We have our own design team to develop most popular? telephone products, such us A, B, C, etc. We will be very grateful if you contact us when you have any question. Thank you.

Sincerely,

公司名称


2、账号被关联(过得可能性极低)


 This is our first time to sign up for the Amazon Europe site. We asked our Amazon account Manager why our account was closed. He told us that our account is associated with another account amazon. This issue is very shocking to us. Our company applied for the first time to register for the Amazon Europe site. We totally can't understand why it was judged to be associated with another account.

We checked all of our data of Company and equipment, they are all new. we are very strict with Amazon's rules. We certainly understand that we can only operate one Amazon account, and we also register for the first time, and only one account.

Because I have to go on business trips regularly,

Amazon has 24 hours to reply to the information of client, so I purchased an Aliyun Remote server IP (ECS), Today, I went to ask their customer service. They said that their IP address will be recycled. We can't confirm whether it is just because our address was previously registered Amazon account by someone else, but this is out of our control, cause we can’t check the IP that how it use before, can you understand?

Before buying (ECS) IP, we can't check what this IP used to do. We are very sorry for this, we will not use this ip operation account in the future. We will re-purchase a new network cable to log in to our account to avoid your concerns.

We have provided you with all the information of our company to prove that we are the first time to register an Amazon account Europe , please check our information carefully.

But now my account is blocked because of this account associate with other accounts, I can provide information related to the account to prove our innocence, I hope you can reinstate my account


I look forward to your reply, thank you deeply!ply!


3、产品已描述的问题不一致


Dear Amazon Seller Performance Team,

 

We understand that recently our performance as a seller on Amazon.com has fallen below both Amazon's and our own standards of quality.

 

I believe it is mainly because of our inadequate communication that we have recently seen two A-z guarantee claims which have resulted in our ODR exceeding the performance target of <1%.

 

Unfortunately, we changed the Listings Status to be Inactive from 23/01/2014 to 06/02/2014 because of a long vacation, obviously,the two complaints are nightmare during the period without order.

 

Plan of Action: We are taking the following steps to improve our performance:

 

1. Review all of products to make sure that the pictures and descriptions are accurately match with our products.

 

2. Most importantly, we will complete the investigation more quickly and proactivelywithin12 hours to any problems with customer orders to keep our customers more informed and help prevent A-z guarantee claims as much as possible, then replacement or a full refund will be done within 24 hours

 

3. In addition, we will more aggressively monitor our performance metrics to assure we are meeting the standards set by Amazon and our own standards of quality customer service.


4、侵犯知识产权(过得可能性很低)


Dear Amazon,

Thank you very much for giving me a chance to appeal the removal of our Amazon selling privileges .Please see our following information.

Our selling privileges has been removed by Amazon on August,11th,2016. Amazon removed our selling privileges because some of our listings violated related Amazon policies,especially infringed intellectual property rights of some rights holders. 


First,we apologize...

Second,...


Third,as for the violated brands ********and violated ASINs:*******...

1.Why Amazon removed our selling privileges

1.1 Amazon thinks those products are related to brand intellectual property violation...

1.2 Everyone should respect other rights holders’ legal interests...

2.How we solve the problem and prevent the mistakes happen again

...

2.1 ...

2.2 ...

2.3 ...

2.4 ...

2.5 ...

2.6 We apologize to the rights holders and to Amazon with our sincerity on behalf of our whole company again. We promise we correct our mistakes. Please trust us and give us a chance.


3.Additional information we let Amazon know

We are a new company. 

1)...

2)...

3)...

4)...


We have supplied the essential materials ...

       Best Regards


这个模板看过就算了,侵权肯定没那么好过


转载一份官方的申诉攻略


应对措施

1)当亚马逊通知卖家存在侵权行为后,卖家要积极应对。

2)浏览内容指南和防伪政策。

3)找出侵犯知识产品法和亚马逊政策的产品或相关listing信息。

4)联系知识产权所有人,直接与他们对话,通常情况下他们比律师更易交流。如果找不到知识产权所有人,就联系亚马逊在暂停账号通知邮件里提到的法定代理人。

5)提供供应商名单,及与其合同条款。

6)请求知识产权所有人或代理人撤销投诉。

7)如果知识产权所有人或其代理人没有回复,那就联系律师帮忙。

8)如果卖家能够承担得起账号被停的成本,可以等到与产权所有人把事情解决后再写具体改善计划(POA)。

9)写一份行动计划,包括产权所有人同意撤销投诉。

10)如果投诉未撤销,那就给亚马逊提交一份详细的步骤清单,表明卖家和自己的律师采取哪些措施规避未来侵权行为,或证明投诉的不合理性。

11)检查质量管理措施,对员工进行培训,让他们识别易侵权产品和listing类型。

12)下架或清理导致亚马逊账号被停的所有库存产品以及禁止在平台销售的产品。

13)向亚马逊提起上诉,并采取以上措施。

5、刷单来操控Review


Dear amazon seller performance team,

Thank you for providing the requested information.

Carefully internal investigation has finished and gets a clear idea of the entire scenario of this issue

During this time, a comprehensive summary on the paper is made as required:

--Main methods have used to obtain Customer Reviews that are prohibited by Amazon policies:

1. Whole process is responsible by a new rookie who lacking of Amazon policy, as we all know, peak season has coming, all staffs are full of enthusiasm about increase sales and get hefty commissions from sales, so this staff came up with the idea himself –take advantage of third party to promote new offers and leave positive reviews to attract customers to purchase from my wen store.

2. Main methods: surfing the web for searching third party which can provide this service: leave positive reviews for new offers, after receiving an appropriate response, and then this staff agrees to cooperate with them. This company organizing others purchases items from our amazon online store and then leave 5 star rate reviews for each order, on the other hand, this staff corresponding fee at the same time (use my account balance to pay the handling fee).

3. And now due to amazon has suspended my seller account, he was afraid to be punished, so leave my company so silent and it is dreadful for my company. But what was far worse than loss a lot of money was amazon suspended my account.

4. This new staff manipulates product reviews for this item: B074G27T6M and end up with a total of 26 reviews (some reviews have been removed by Amazon and now only 9 prohibited reviews still on your site).

5. I am already in a tight corner and can't move anymore, so I’ve called the police for help to trace this fraudulent person and prevent them from deceive other seller.

6. I know that fraudulent use of seller ratings, feedback and customer reviews: manipulating ratings, feedback and product reviews are prohibited. And buyers may puzzle by an inauthentic product review and then led to a bad shopping experience on your site. Please allow me say sorry again.

---Contact information (name, email address, website, etc.) for any third parties we engaged to obtain prohibited reviews:

1. Misfortunes never come singly: The third party company had run away-just disappear! No matter how I try to contact them via email or via phone repeated a thousand times, kept hearing a roar in our ears “Hello, you dial the phone number is empty, please check and then dialing”, We traveled to the address he leaved and find this house empty.

2. Through carefully review the Browsing History find this third party’s information, just use online chats by Tencent Instant Messenger, so we have tried to contact them by live chat, but no response, details of contacts as follow: 

(Use an) assumed name: Barry

Tencent Instant Messenger account:qq号

Email address:qq邮箱@qq.com

Website: 某某网站.com

Receipts account name (Alipy): 某某网站的名字

-- Customer accounts of third party used to post prohibit reviews: I make an Excel which includes the detail contact data (order ID, ASINs, review link, etc.) posted from third parties (attached for your reference).

-- All unauthorized reviews, which are still on the Amazon site:

1. So great. I already have this set of shoe polish, im so tried of using old toothbrush in polishing my shoes.

2. Nice little set!my son has to shine he shoes every week and these brushes worked great and got the job done

3. This shoes brush set is nice I like that it comes with three different brush sizes the two brushes has synthetic regular bristles and the other one has this bristles that is made from rubber this three brushes has different uses and it also comes with a nice soft cloth everytime I use this brushes It always meet my need it works great and I'm happy with it.

4. These shine the dress shoe loafers right up. Makes them last a lot longer and look nice throughout the life of the shoes. Works

5. I’ve used those quick shine type in the market and it works for me especially when I’m in a hurry. But I decided to buy this for long term use. I bought this to use not only for our shoes but for other leather material. It does do the job. I used the small brush for small items. The horse hair are smooth so you know it’s not scratching your precious leather bag or shoes. Great deal with this kit.

6. Finally !!!! Found a really really nice shoe shine brush. Im so impressed with the excellent quality of brushes. Highly recommended. 100�����

7. these are of very good quality. love that is a set and will be given as a gift. some of the best I have seen.

8. I’ve started Christmas shopping and this is a perfect gift for my brother and I’m please I purchased it. I truly believe rube will be happy with it because I was. The brushes are well made, the wood is nice and the brissles are actually really soft. This kit comes with three brushes and a rag so it is perfect. I’m glad I purchased and and i truly believe this kit is perfect

9. Nice little set!my son has to shine he shoes every week and these brushes worked great and got the job done.

-- Receipts from the third party confirming we have used their service: please see transfer voucher in annex.

--The actions we have taken to avoid manipulation of comments within my company and how we will prevent future violations.

1) We have wrote a paperwork file announcement and had a meeting to all our staff that review manipulation is not allowed, anyone who do review manipulation, or break this rule will be punished without hesitation. And we have established a department who will be in charge of monitoring and preventing it happen again in the future.

2) Have arrange 3 trusted professionals to handle my seller account to make sure every step is meet Amazon standards and training the relation people to prevent the similar issue happen again.

3) Promote and popularize new product with official recommendation methods includes create Sponsored Products, promotions and lighting deals, never to get reviews or feedback by free riding.

4) We will refuse all third parties who will contact us mention about review manipulation. Don't give them any chance but do better quality items and better service, even if top reviewers or friends.

5) Check every single listing if there is an unusual increasing of review quantity, if there is, we will stop immediately. Learn new policy from Amazon to prevent all unnecessary mistakes happen.

6) Participate in the Early Reviewer Program when we want to get reviews for newly-launched products instead of buy reviews from third party (It's a bad case of disobeying the rule.).

7) Use “The Enhanced Brand Content (EBC)” function. Using this tool, you can describe your product features in a different way by including a unique brand story, enhanced images, and text placements. Adding EBC to my product detail pages can result in higher conversion rates, increased traffic, and increased sales and can assist the customer in understanding the product thus attract customers.

8) We've checked all emails from buyers to avoid our staff to contact any person and then send free samples to collect reviews. Mistakes should be corrected as soon as detected.

9) We were checking all promotion on website including our own website and other discount website, refuse free or big promotions in exchange reviews, as soon as we found this we will stop immediately.

10) Never ask family member or employee posts a review of the product or a competitor's product.

11) We've stopped posting any promotion activities on any of my social network such as Facebook, twitters.

12) Aimed to provide high quality goods, client paramount, we still have faith that inexpensive high-quality products and efficient service well received by customer, and they will leave positive reviews if they are entirely happy with our items, we believe that buyers who have already purchased our items to share their authentic experience through reviews can lead to an increase in page views and ultimately sales.

13) For the continued perfection of our products detail pages information, excellent English major translators have been hired for items detail information translation to make sure every detail is correct, fully compliance with amazon ASIN creation policy and professional described on Amazon, which can be more understandable for customers and can further improve customers’ satisfaction, it could help us winning client kudos and market share.

14) We will continue to use FBA service for all of our listings on your site to make sure every parcel arrived in time; item shipping and customer service settlement is handled by amazon so can eliminate a lot of problems. And now more than 1000pcs goods on passage.

15) Ensure every order shipped on time and tracking information timely query, send email to every customer ask them whether or not satisfied with our items and service and if they are willing to leave a feedback or review for us, try our best raise persistently clients' satisfaction, trust and reliance on our products and services.

16) We have checked all feedback, products review and complaints from our customers, contact with them to resolve their question if they are unhappy with this shopping experience. We promise them that all orders enjoy open-ended after sale service the same supreme service, I think each consumer can shop with confidence.

17) Send a special person stationed in the factory to supervise the processing flow in real time, and test products quality to ensure every item meet quality standard, make our customers shopping to ease, continue to win by quality, reputation first, customer supreme service tenet in exchange for more praise reviews.

18) Ask every email and complaint must be answered within the setting time(less than 12h) by our English Customer Support Team, try our best to solve the problems in time and provide them with good service, thereby get the nod from our customer.

Please allow me say sorry again. I will strictly obey Amazon’s policy. I sincerely hope Amazon can give me a chance to make amends, please I beg you reinstate my account.

If you need any additional information, please do not hesitate to contact me! I’m ensuring that I’ll provide active coordination and assistance for your review. Thanks a million.

Have a nice day!

 

Sincerely,

Almost Done


6、 ODR表现差强人意,账号被冻结


Dear Amazon Seller Performance Team.

We understand that recently our performance as a seller on Amazon, com has fallen below both

Amazon's and our own standards of quality.

I believe it is mainly because of our inadequate communication that we have recently seen two

A-Z guarantee claims which have resulted in our ODR exceeding the performance target of <1%.

Unfortunately, we changed the Listings Status to be Inactive from 26/01/2019 to 08/02/2019

because of a long vacation, obviously, the two complaints are nightmare during the period

without order.

Plan of Action: We are taking the following steps to improve our performance:

1.Review a 11 of products to make sure that the pictures and descriptions are accurately match

with our products.

2.Most importantly, we wiII  complete the investigation more quickly and proactively (within12

hours) to any problems with customer orders to keep our customers more informed and help

prevent A~z guarantee claims as much as possible, then replacement or a full refund will be

done within 24 hours

3.In addition, we will more aggressively monitor our performance metrics to assure we are

meeting the standards set by Amazon and our own standards of quaIity customer service.


7、卖假货被客户投诉


Dear Amazon seller support,

Thank you for your concern of our account.

We received a notification today that our selling privilege has been removed cause we sold counterfeit products. 

We immediately check the listings. 

 

Firstly we are very sorry about our ignorance, we are new to Amazon selling, we are lacking of the rules and policies when sell on your platform.

 

 Secondly, as the items of Amazon seller performance stated, we did not know this product is with its own brand, to this point we acknowledge it is our fault.

 

 We had removed the listings and promise we won't sell it again on Amazon if we do not get the warrant. 

Would you please consider the account seller rating and customers feedback to us? We provided customer both good products and customer service. We never got a claim or negative feedback.

 

 Hope Amazon can look through to it.

If you can give us a chance, we will do as follows:

1. Absolutely, we will see through all the policies and rules about selling on your platform.

2. We will check the listings in our account to see if there has some which do not meet your requirements, if it does, we will fix it immediately.

3. We will check all the products we've been sold, any complaints or product issues we will solve them in proper way within 12h in favor of the customer's right.

4. If any selling questions, we will consult Amazon for help.

Sincerely, we write this. We will try our best to provide our sales on Amazon.

We believe Amazon will give this issue a serious consideration, and to us, there is a hope, a new chance for us!

Look forward to receive your reply.

Best regards

店铺名


8、被投诉二手货,这个要带上增值税发票附件


Dear Madam and Sir,

Thank you for giving us a chance to make plans about detail solutions.

We reviewed the reason for buyer return and checked the buyer E-mails in the last 6 months. At the same time, we picked up several A to check all components of the product. Finally we determined the cause of the problem: packaging!

We all know that people who use A do usually need B as well, so we thought of selling this suit for those need A and B. But they were wholesaled separately on the Market, so we opened the bags and put B in. We also added some simple instructions for buyer more convenient to use. This caused the package to reopen, left traces. But that was opened by ourselves, and we haven’t seal it properly. Rather than Used Item Sold as New.(Please refer to attached picture)

Due to the problem, we know the package led to our customer misunderstanding, we will clarify on the description that they were not Used Item, but the package was opened once to add some accessories.

The A set are purchased from a trusted supplier, and we pack all of our product on their factory by ourselves. At the same time, we check the quality of each product. The pictures of product on Amazon 0are the same as our product, there's no ambiguity.

Then we will check our store other product, if there the same problem here. We also will hold an emergency meeting to inform all staff about this problem and organize them to study policy, in case something like this comes up again.

We will take the following plans to correct our mistakes and comply with the requirements of Amazon:
1.When deliver a batch of goods next time, we will use new packing bags to replace original one, and we promise this problem wont comes up again.

2.We reviewed the policies and rules about Poly bags on Amazon. After learning, we know that all products must be well-packed. By the way, for specific size of poly bags, must add a choke warning label. We will pay more attention to these problem in the future.

3.We will check all the listings in our account, whether there is any products which does not meet Amazon’s requirements, and we will correct them immediately. Any complaints or product issues we will reply and solve them in proper way within 24h in favor of the customer's rights.

4.We have setup rules in our company that all of our products must be well-packed, review Amazon's new policy regularly, would not violate any Amazon policies and American Laws before adding to our inventory and list on Amazon. We will check whether there are any violations in the store regularly, and consult seller support for the uncertain problems. Guarantee the best experience for our customers.

In the last 9 months since our store opened, we have developed good products for great buyer experience, and try to offer best service for Amazon customers. We will also try our best to sell on Amazon in the future.

Thank you very much for pointing out our problems, and give us a chance to correct our problem. We are apologize for our carelessness. We really cherish being able to sell products on amazon, and will keep improving our service so as to making buyers satisfied on this excellent e-commerce platform. Considering that we have taken these practical actions to correct our problems and improve the situation, we would be very appreciated if you can give us a chance to active our listing ( ASIN: ...). We are still full of hope for Amazon.

Look forward for your kindly reply.


9、新账号被封申诉模板解封模板


I understand that recently our performance as a seller on Amazon.com has fallen below both Amazon's and our own standards of quality. I believe there are two main reasons this has happened:Disorganization in our inventory management has resulted in late shipments and, even worse, unavailable items.When late shipments and unavailable items have occurred our response to has been too slow and communication with customers has not been adequate.I believe it is mainly because of our inadequate communi cation that we have recently seen an increase in customer A-z guarantee claims which has resulted in our order defect rate exceeding the performance target of <1%.Plan of Action: We are taking the following steps to improve our performance:Improve inventory control by reducing the number of items offered until we have systems in place to more adequately handle the number of orders we are receiving.Most importantly, we will respond more quickly and proactively to any problems with customer orders to keep our customers more informed and help prevent A-z guarantee claims.In addition, we will more aggressively monitor our performance metrics to assure we are meeting the standards set by Amazon and our own standards of quality customer service.In evaluating our selling practices, we found a mistake in our inventor upload file.Our Plan of Action:Our inventory file has been reviewed. All misclassification condition items have been re-categorized to follow Amazon's Condition Guidelines. Entire inventory has been deleted from Marketplace to reflect all changes. All of our vendors' inventory will be reviewed before adding to our inventory. Please let us know what should be done to reinstate our account, we are looking forward to hearing from you.


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AMZ123获悉,由于美联储加息对经济增长造成影响,美国科技行业以外的经济部门裁员人数正在增加,受影响的主要行业包括制造业和零售业。 在零售业,哈德逊湾旗下的折扣零售商SaksOFF5th于1月24日宣布裁员,具体人数不详,而Saks.com裁员约100人,占其员工总数的3.5%。 家具和家居用品电子商务供应商Wayfair宣布将裁员1,750人,占其员工总数的10%。 1月26日,玩具和棋盘游戏公司孩之宝公司(HasbroInc.)宣布了重组裁员,其中包括裁员15%,即大约1,000名员工。孩之宝首席执行官在一份声明中表示,裁员对于在未来三年内实现250至3亿美元的成本节约是必要的。 美国商务部1月26日公布的国内生产总值(GDP)报告显示,2022年第四季度经济年化增长率为2.9%,低于第三季度3.2%的增速。 然而,美国商务部还报告称,经过季节性因素调整后,12月份消费者支出较上月下降0.2%。 消费者支出报告显示,家庭削减了商品支出,同时汽油和其他能源产品的价格下跌。另一方面,消费者增加了价格上涨的服务支出。 西北大学金融学教授EfraimBenmelech解释了这种下降,他指出,美联储的行动导致消费下降。利率上升使房屋抵押贷款变得更加昂贵,导致在家用电器、油漆和其他家居装修商品上的支出减少。  小编✎   Ashley/AMZ123声明:此文章版权归AMZ123所有,未经允许不得转载
近期,随着疫情防控措施的持续优化,全国多省市借“机”出海,组团赴境外开展经贸活动。日本作为世界第三大经济体和中国的近邻,也成为多地“经贸包机团”抢订单、拓市场的首站,短短数日,出海团便拿下超过数十亿元新订单。 全球第四,日本电商市场潜力较大依托上亿的人口基数,日本消费者需求多、市场潜力大,加之自身发展及疫情对线上消费方式的推动,日本电商市场发展迅速。据Global Data机构预测,日本电商市场2022年将增长6.9%达到1943亿美元,在中国、美国和英国之后,位列全球第四位。 此外,亚马逊日本站官网公布的2022年Prime Day销售数据显示,中小企业占多数的电商卖家的销售数量约为1400万个,卖家销售额、参与活动的Prime会员数量、新注册Prime会员数量均创历史新高,对于国内跨境电商卖家而言,可谓新蓝海。 而在日本消费者强购买力、低退货率、高复购率的背后,其对产品质量、支付偏好、销售细节也有更高的要求,卖家需立足产品、合规经营、长期规划,逐步扩大日本市场。 0费率+返现,Airwallex空中云汇联合亚马逊推出樱花大礼包为更好的帮助跨境电商卖家进军日本市场,在亚马逊全球开店的支持下,Airwallex空中云汇与多家优质服务商共同参与樱花大礼包活动。 即日起至2023年6月30日,通过本文专属营销链接或海报报名参与、新注册Airwallex空中云汇的亚马逊日本站用户,立享365天收款提现0费率(额度不限),同时在活动期间完成账户实名验证(即KYC Pass)后三个月内,日元收款账户亚马逊新店铺入账金额达30万美元,可返现108美元。现在扫描下方海报二维码,立即注册,尽享限时福利!  作为引领全球的金融科技公司,Airwallex空中云汇通过搭建数字化的跨境支付服务设施,持续优化日元全球收款账户体验,在到账速度、安全稳定性方面实现了显著提升。更高效地支持亚马逊、乐天等电商平台收款、Stripe收款,以及B2B等诸多场景;支持T+0即时到账,24/7的收款能力,有效优化资金流效率;可靠的收款渠道可以使企业交易更稳定。 Airwallex空中云汇还不断助力企业进行线上收单,轻松实现全球收付款并简化企业的财务运营,以一站式的科技平台帮助现代化企业实现全球业务成长。 
2021年,DTC行业迎来融资热,Warby Parker、Allbirds、Brilliant Earth等品牌扎堆上市。然而好景不长,2022年全球经济下行导致整体赛道降温,资本寒潮无情来袭。刚上市不到一年的DTC品牌们市值一再下跌,财务指标纷纷亮起红灯。 截至2022年底,Warby Parker和Allbirds等公司的市值暴跌了接近五倍。连此前上市的Peloton和Stitch Fix也面临亏损和用户流失风险,即便是像Figs这样少数能兼顾盈利和增长公司也面临着经济低迷造成的业务逆风。Figs第三财季调整后的EBITDA为2100万美元,同比减少120万美元。 上市后不断亏损在DTC行业里并不是什么新鲜事儿,床垫独角兽Casper就在上市不到两年内因亏损不止而宣布私有化退市。 近年来,这些数字原生品牌蹭到电商经济的红利,得到高速增长。在风口过后,大部分品牌又在尚未盈利的情况下申请IPO。 当前这一现象凸显了许多品牌目前面临的不利因素。根据行业专家的说法,在过去的五到十年中,由于风投过度炒作导致企业估值过高,存在泡沫。 以下是部分DTC上市品牌在2022年期间的市值变化情况(截至2022年12月22日): Rent the Runway:自2021年10月上市以来,时尚租赁公司Rent the Runway的市值从13亿美元暴跌90%至1.77亿美元。2022年9月,该公司宣布裁掉24%的员工,并削减2500万至2700万美元的固定成本以应对宏观环境。 Warby Parker:2021年9月,誉有“DTC鼻祖”之称的Warby Parker在纽交所亮相,此后股价一路下行,上市半年市值腰斩。从一开始的68亿美元跌至如今的15.8亿美元。 Allbirds:Allbirds与Warby Parker的上市时间接近,且两者同为DTC行业赛道的明星公司。Allbirds自2021年11月上市以来就一直录得亏损,当时Allbirds市值高达41亿美元。如今,Allbirds的股价已经从最高的28.89美元下降至2.30美元,市值仅剩3.45亿美元,跌幅惨烈。 Brilliant Earth:Brilliant Earth也是于2021年上市的一家DTC珠宝品牌。虽然该公司最新一季度财报收入同比上涨17%,但过去一年中的市值大幅下降,从最初的11亿美元跌至3.81亿美元。 Figs:医护服饰品牌Figs一直是新上市品牌中的亮点,该品牌一直保持着稳健的业绩增长走势。Figs的产品针对医护人员垂直市场,它跳出了医护制服原来与医院的批发模式,向消费者采取线上直销,而它的目标群体又是对经济形势、疫情最不敏感的群体之一。因此,Figs一直拥有不错的经济风险抵御能力。 尽管如此,该公司的市值也未能摆脱大幅走软的阴霾。上市近一年,美国医护服饰品牌Figs股价跌幅超70%,市值从上市时的55亿美元缩小至14亿美元。 The Honest Co.:好莱坞女星Jessica Alba创立的母婴用品品牌The Honest Co.于2021年5月以每股16美元的价格通过IPO上市。如今这家CPG公司的市值在过去17个月中从20亿美元降至3.45亿美元。 Grove Collaborative:这家环保日化品牌成立于2012年,并于2022年6月通过SPAC登陆纽交所,市值19亿美元。如今这一数字已降至3719万美元。上个月,该公司收到了美国证券交易委员会的退市通知,理由是其平均股价在超过30天的时间内跌至1美元以下。 初代DTC玩家集体哑火,这对DTC行业的未来意味着什么? 根据DTC长期观察者的说法,这些公司的估值缩水是不可避免的。 埃默里大学商学院助理教授Dan McCarthy表示:“如果你的财务状况不佳,资本市场并不总是宽容的。这些公司未来的增长将取决于它们的价值主张和可持续发展能力,像Warby Parker这样的公司拥有良好的基础单位经济效益,可以帮助它更上一层楼。” BMO Capital的股票研究分析师Simeon Siegel认为,当前的市场波动正在影响DTC和传统零售商。事实上,今年即使是像沃尔玛和塔吉特这样的大型零售商也难以在通货膨胀的情况下保持利润增长。这表明DTC行业并非如传闻中的那样被资本抛弃,如今经济下行,消费者可自由支配支出大幅下降,这几乎影响了各行各业的公司。 麦卡锡赞同这一观点,并表示时间将证明当前的市场波动是否会在几年内缓解,并帮助这些DTC玩家实现市值反弹。与此同时,如果需求持续萎缩,品牌们也很难再力挽狂澜。 如今资本热情消退,供应链和线上获客成本趋高,这些数字原生品牌开始挖掘新的流量洼地。除了直营渠道,入驻电商平台、开拓分销渠道成为了这些品牌的新方向。接下来,它们面临的问题是全渠道发展后能否产生可观的销售额,达成规模效应,以重拾投资方们的信心,让整个行业回归到健康增长的状态。 小编✎Irene/品牌方舟声明:此文章版权归品牌方舟所有,未经允许不得转载。
亚马逊红人品牌推广2.0数据到底如何?我给大家分享几个案例:这位红人的佣金,可以看到显提升,但这个红人觉得不满意,所以最近花比平常多的时间在直播。这位红人最近的佣金比平常多了3、4倍,数据非常亮眼。主要也是靠直播来完成,虽然没有7月prime day多,但整体比例还是很高!第四位,变化不大,没开直播,仅通过发布红人视频。总的来说,多数红人佣金在这2天都是增加的, 所以侧面说明,直播带货的趋势不言而喻了吧!有一些红人主要来源是靠直播,难度自然比纯视频要高。但是有的红人发布不到100个视频就做到了五位数/月的收入,那么,他的流量密码是什么呢?对方也无私奉献了出来,我看了下给大家总结了以下几点,大家可以参考借鉴下:1短的视频。在他的100个视频测试中,时长90-180秒是最合适的!,当然这也并不是所有品类都适合,所以如果找红人最重要还是尊重创作自由!2不露脸拍摄+后期配音。在他实践中,从来没露脸,只出现手臂,除非大件商品,并不是说露脸就不好,但他自己的方式确实成功做到了。3 先说产品卖点,最后再表达自己的point。4 谈论产品的实际应用,让消费者更有代入感。另外,据不知名的网友反映,某些产品在参加直播后的一周内,自然订单有20%+的增长,推测原因是亚马逊把直播内容免费展示在DSP广告位。很好理解,消费者已经被亚马逊打标签了,大数据时代,怎么会错过让你下单的任何机会呢? 作为卖家要注意什么? 免费展示!有时候,你和前一名的差距就在这20%可你却无能为力,只知道一味地加大广告预算所以,别只盯着ROAS看,很多推广动作带来的后续是无法像CPC那样可追踪的,这也是做品牌推广必须接受的事实。
AMZ123获悉,根据Shopee近日发布的2023年消费者趋势报告(Adapting to Malaysia's Digital Consumers in 2023),63%的马来西亚卖家对2023年的电商机会感到兴奋和积极。尤其是来自健康与美容(71%)、玩具、儿童和婴儿(69%)以及时尚与休闲(66%)类别的卖家,他们认为自己在正确的轨道上前进,可以在2023年抓住机遇。 以下为报告的主要内容: 一、卖家希望提升且更懂得使用数字服务 当问及卖家希望在2023年实现哪些里程碑式的目标时,80%的卖家表示,希望能够改善在线产品发现、考虑和购买。具体而言,50%希望利用Shopee为吸引消费者而量身定制的超本地化活动(hyperlocal campaigns)以及Shopee Loyalty Program的奖励来增加流量和需求;20%的卖家表示,希望通过Shopee Mall和跨境平台与消费者互动,完成更高价值的交易;其余的卖家则希望使用Shopee的客制化推荐工具如Daily Discover,以获得更好的曝光率(visibility)和购买意向(consideration)。 二、卖家希望触及居住在大城市以外的消费者 随着科技的快速发展,现在,居住在大城市以外的消费者也能使用可负担且便利的数字产品和服务。70%的卖家表示,他么渴望在2023年接触到居住在婆罗洲的消费者。根据类别划分,最感兴趣拓展婆罗洲客户群的卖家包括:快速消费品(81%)、运动、娱乐与休闲(75%) 以及杂货与宠物(74%)。 三、卖家希望获得更年轻、更有目的性买家的青睐 为了应对年轻买家的崛起,并争取在2023年之前进入市场。50%的受访卖家表示,将热衷于迎合具有更高价值的买家。这些买家通过游览Shop Malaysia circle支持本地制作的产品,和藉由ShopeeGivesBack微型网站支持绿色卖家。此外,许多买家也对网红在直播中具有教育性的内容感到兴奋。 作为2023年新年愿景的一部分,95%的卖家希望通过Shopee University在销售、营销和运营方面的免费课程提升自己的技能。他们最喜欢获得的市场平台功能分别是:营销工具(35%)、Listing Optimizers (29%)以及 Business Insights (27%)。有一小部分卖家还希望利用Batch Tools (8%) 来高效处理批量订单。 AMZ123了解到,通过Shopee成长计划,现在,所有马来西亚本地卖家有资格免费试用广受欢迎的Shopee RebateNOW来提高店铺的业绩和销售额。这项计划能让买家在2023年1月9日至15日期间享有10%的折扣。此外,本地市场卖家也可以在两个月里申请高达100令吉的免费广告额度,以在1月至3月期间提高店铺的曝光率和客流量。 Shopee马来西亚营销活动主管Kenneth Soh表示:“我为这些对2023年保持正面愿景,希望尝试新的平台功能和发掘新机会的市场卖家感到兴奋。就在两周前,我在Shopee Super Awards大会上颁发了34个奖项,包括Super Growing、Super Customer Satisfaction 和 Super Favorite Sellers。我们始终聚焦那些协助其他卖家迈向成功的卖家,并为他们创建一个支持性环境。”小编✎  Nicole/AMZ123声明:此文章版权归AMZ123所有,未经允许不得转载
TT123获悉,近几年各大跨境电商平台打击侵权的声浪一浪高过一浪,诸如Wish、亚马逊等第三方跨境电商平台都在不断的出台规则、政策去打击各类侵权行为。而TikTok Shop近日也加入“反侵权”大军,出台了新的规定,禁止预先录制和重新上传其他达人的直播内容。被模仿被抄袭,搬运视频行侵权事实TT123获悉,在过去的2022年,TikTok shop收获了商家创作者、服务商和社区的显著增长和持续支持。数百万场电商直播和数亿小时直播时长将无缝式线上购物体验和实惠优质好物,带给了全世界的消费者。然而,TikTok shop极高的流量和商业价值,也让少数账号不惜冒上违规侵权风险,恶意录制并盗用其它商家和达人的电商内容,来攫取不当利益。尤其当前TikTok shop正处于红利爆发期,不少的服务商打着“TikTok运营攻略”的幌子:入局TikTok最简单粗暴的方法就是搬运视频而行侵权事实。甚至在TikTok抑或其他社交平台上,搬运视频的广告屡见不鲜:▲图片来源于:TikTok事实上,许多入局TikTok的创作者在运营初期都或多或少的有尝试过“搬运”的做法,那是早期平台缺少内容,对此类行为往往是“睁一只眼闭一只眼”,卖家能在平台监管的漏洞下“蒙混过关”并做出一定的效果。但随着TikTok体量的不断变大,用户基数的持续增长以及商业化变现模式的愈发成熟,其规则制度也越来越完善,运营门槛也相对提高,将搬运视频作为长期变现的手段,注定是走不长远。毕竟这类行为极大影响了平台直播带货生态,也给消费者带来了商品质量方面的困扰。版权问题受重视,合规经营成大势所趋TikTok Shop出台新的规定或许离不开国外对版权问题的重视以及平台合规化发展的大趋势。TT123获悉,国外是非常注重版权问题。可以说放眼全世界,欧美国家的版权相关法律制度的确要完备许多,其他配套的管理体系和机构,使得维权变得相对容易,违法成本也就变得很高。而TikTok要想在国外谋求长久发展,其版权问题也亟需引起重视。从 2022 年 12 月 21 日起,TikTok Shop对搬运和重新上传其他达人的直播和内容的账号采取额外的处罚行动,包括取消流量/曝光/平台推荐、移除商品链接甚至电商权限。另外,平台也同时提醒服务商要注意合规经营的问题。服务商旗下的达人账号应避免出现恶意录制、盗取他人原创内容等影响平台声誉与经营生态以及损害消费者权益的行为。否则将对服务商进行扣分和清退处罚。一经发现盗播、录播等严重违规行为,平台将依据规则对涉事服务商进行处罚;情节严重者会进行服务商清退并解绑旗下全部绑定的达人账号。▲图片来源于:TikTok Shop综上可以看出:TikTok平台对版权的保护越来越重视,TikTok Shop卖家在运营过程中要规避侵权行为,保护账号安全。此外,其他版权侵权行为卖家也应该引起重视:平台禁止的知识产权侵权类型包括但不限于:1、商标侵权未经商标所有人同意,使用与注册商标相同或相似的商标可能构成商标侵权。如果所使用的商标或相关商品/服务与已注册商标或与注册该商标的商品/服务相同或相似,或者可能会使公众将该商标与已注册商标产生混淆或认为二者存在联系,也可能构成侵权行为。2、版权侵权版权侵权包括但不限于:未经版权权利人同意,在商品或服务的描述中使用或部分使用受著作权保护的作品(例如书籍、电影、音乐、视频、计算机程序)。未经版权权利人同意,在发布的商品中包含受版权保护的内容。未经版权权利人授权或在违反法规的情况下,在发布的商品中复制受版权保护的内容。3、专利侵权专利侵权包括但不限于在授予专利的司法管辖区范围内,未经权利人授权而制造、使用、进口、推销或出售专利商品或提供专利方法的情况。4、外观设计侵权未经授权使用外观设计的情况包括但不限于:未经授权,制造、提供、投放市场、进口、出口或使用与正品外观设计高度相似的商品。未经知识产权所有者同意,储存与正品外观设计高度相似的商品。除非适用法律另有规定,上述涉嫌侵权行为只有在权利人的知识产权合法、有效存续期间(即该行为发生在相关知识产权的保护期限内),才可能构成侵权。写在最后对于刚入局TikTok的卖家,TT123建议不要将搬运视频作为长期变现的模式,首先是平台的打击再者是没有深度的内容也会最终失去流量。想要谋求长远发展,还是去做平台所支持扶持的产业,诸如视频带货或者TikTok+跨境电商等,这才是能够长期稳定发展的模式。
工厂佬儿:是毛sir打造的链接工厂供应链与跨境电商卖家互动的新媒体。 工厂佬儿前期文章更新更多关注突发事件、平台政策,后期会不断增加工厂,供应链这块,欢迎关注支持!
AMZ123旗下亚马逊资讯发布平台,专注亚马逊全球热点事件,为广大卖家提供亚马逊最新动态、最热新闻。
不侃废话,挣钱要紧!
一枚跨境电商合规观察者,关注跨境合规的一切:跨境资金流、公司架构规划、Pre-IPO流程、融资、境外公司设立、出口退税、账务规范、业财融合、跨境法务+跨境税务、平台合规等。 与跨境电商企业经营管理者交流的过程中,我会发现不同企业的一些共性问题,也会思考它的个性问题。
AMZ123旗下亚马逊公告发布平台,实时更新亚马逊最新公告,致力打造最及时和有态度的亚马逊公告栏目!
消除一切电商知识鸿沟,每日发布独家重磅新闻。
Hi,我是Sunny!喜欢旅行,喜欢阅读,为了方便记录自己那些曾经走过的路,未来要看的书,开通了这个公众号,同样也为了结交同样喜欢旅行、阅读的你!
邮差小马,一个专业提供美国尾程折扣快递(FedEx、UPS、USPS、DHL)、海外仓服务、虚拟仓尾程账号为一体的跨境物流科技公司!
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