把栏杆拍遍
玩儿票说书人凯撒大家好，我是Bob，一个8年+的跨境电商从业者。把栏杆拍遍，出自著名词人辛弃疾的《水龙吟·登建康赏心亭》，表达的是忧虑和无奈，对应这个时代，跨境电商从业者对全球电商的困惑，忧虑和无奈，因此，这里，Bob将分享所见与所践，所闻与所问，所得与所失，从Bob的角度，和各位掰开捣碎说个明白
| Publishes | Daily | Episodes | 12 | Founded | 15 days ago |
|---|---|---|---|---|---|
| Language |  ZH-CN | Categories | MarketingTechnologyBusiness | ||
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Latest Episodes
�本期的话题：时尚品牌如何做好营销。对于时尚品牌领域，好的策略是如何在产品设计与营销之间找到平衡。
�关键回顾
00:02:39：创意策划在时尚品牌中的作用00:04:44：创意策划之道：揭秘时尚品牌成功背后的秘密武器00:07:33：跨境电商中的创意垄断：解密品牌成功背后的真相00:11:26：消费者洞察与营销策略的匹配：跨境电商的成功之道00:15:23：时尚品类的哲学困境：如何解决焦虑与提供独家体验？00:19:17：时尚品牌营销的真相：创意策划不是解决问题的关键！00:22:47：时尚品... more
�本期话题：信号营销的概念，揭示了传统活动营销的局限性，以及基于信号的营销如何重新定义客户互动。�真正的挑战在于识别那些看似沉默的访客背后隐藏的需求。通过对信号的生成与捕捉的分析，听众将获得全新的视角来优化自己的营销策略，提升转化率。
� 精彩回顾00:02:33：营销成功与失败的真正含义：流量信号与转化率的平衡之道00:04:55：跨境电商营销的真相：失败率高达97%的人究竟去了哪里？00:10:18：重新定义增长：基于信号的营销如何改变游戏规则？00:15:33：信号生成、捕捉与转化：提高营... more
�本期的话题是：美国本土零售vs美国电商：中国品牌出海的误区
�在本期《把栏杆拍遍》中，鲍勃深入探讨了中国品牌在美国市场出海时面临的误区。尽管中国品牌在战略和选品上做得看似完美，但许多品牌仍旧遭遇失败。美国市场的本质是一个复杂的零售体系，而非单纯的流量市场。通过对比中美两国的消费模式，因此，成功的出海策略需关注稳定的零售逻辑，而非依赖流量的短期效应。他希望通过此次分享，帮助听众更好地理解跨境电商的真实挑战与机遇。
�精彩回顾00:02:29：中国品牌出海美国：成功背后的底层认知问题揭示00:05... more
�本期的话题是海外红人营销：聊聊出海营销的新逻辑：暗帖、蚂蚁雄兵与“感觉生意”�关键回顾00:04:24: 超越音质：Beats耳机的潮流魅力与品牌联合创始人Jimmy Iovine的故事00:07:30: 解密红人营销的海外精髓：社会认同感与双赢合作00:11:20: 揭秘红人营销背后的秘诀：正确沟通与合作关系的建立00:15:06: 红人营销的真正价值：社会认同感、信任和品牌知名度00:18:57: 红人营销的真相：点赞数与实际销售之间的鸿沟00:22:46: 深入解密Meta的算法精准投放... more
大家好，我是鲍勃
久违了朋友们，BOB再次回归，将继续和各位分享品牌出海，海外品牌本土化营销，全球电商以及BOB的创业过程中的所见，所践、所闻、所感和所想。
今天，就两件事情：
第一件事：正是改名！正是改名！正是改名！从此，不再叫“BOB的出海臼”，改成“把栏杆拍遍”
第二件事：回归，继续更新，分享，交流和共创关于跨境电商，关于本土DTC，关于品牌等等。
最后，感谢一直订阅着且没有离开的朋友们，再次感谢你们的守候。
坐好，启航。
�本期的话题是DTC第七期： 回归商业的本质再看DTC
�关键回顾
企业文化是品牌成功的重要因素。本期节目，BOB将谈论两点：
其一：企业文化的重要性对DTC品牌塑造的重要性其二：回归商业的本质，DTC应该这么做。
00:02:18: 企业文化的内在力量：打造团队信念，实现公司增长的秘诀00:04:19: 硅谷创业者分享的企业文化观点：打造真正有意义的企业文化00:08:29: 企业文化的底色：影响工作环境、要求和成就追求的因素00:12:43: 中国品牌案例：李宁：背后蕴含的民族自豪感是李宁无... more
�本期的话题是DTC第六期： DTC到底fake不fake，以及如何做好有效分销和客户留存�关健回顾00:02:00：品牌运营中的流量困境：DTC是否已经过时？00:04:55：解读DTC的商业模式00:09:53：DTC：直接面向消费者，去平台化的电子商务模式解析00:14:46：完整而成熟的电商生态：DTC的发展历程与商业价值00:19:46：DTC模式的优势与劣势00:24:40：多渠道运营的核心：如何找到适合你的渠道？00:29:40：品牌建设的关键步骤：零售业务与消费者情感认同的关系0... more
本期的话题是DTC第五期：当我们聊亚马逊，DTC，以及TikTOK US Shop的时候，我们在聊什么？
�关健回顾02:03: 回顾黑五销量分布：电商巨头依旧占据主导地位06:04: DTC品牌成功背后的逻辑：控制毛利和用户留存18:21 在消费者心智中，亚马逊依旧是最佳选择之地24:25 : 销售成功的要点：产品要素占50%30:33: 建立真实粉丝社群的重要性36:42: 建立全链供应网络的重要性42:49：从试错中获取用户需求解决方案，如何挖掘用户期望的本质，并创造满足用户需求的产品48... more
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