【引言】21世纪，最重要的是人才；而工业4.0时代，外贸将会变得更加硬核，企业最硬核的实力就是研发。每年利润的20%投入研发新产品，太阳能技术一直被模仿，从未被超越，中山市柏顺照明电器有限公司利用超级橱窗集中资源打爆品，一年创下3000万销售额。
[Introduction] The most important thing in the 21st century is talent, and the foreign trade will become the hardcore of the era of Industry 4.0. For enterprises, the most important thing is research and development. Therefore, 20% of the annual profit of Zhongshan Baishun Lighting Electrical Co., Ltd. is invested into the research and development of new products, which makes their solar technology has always been imitated but never been surpassed. Zhongshan Baishun Lighting Electrical Co., Ltd. reached 30 million sales during one year by using the super showcase to promote hot products.
四维度升星秘籍
1、提升商家力和商品力分数
将一些反馈率高的产品优化成RTS商品，配合橱窗以及直通车的推广将资源集中在这些产品上，从而提高产品的商品力分达到实力优品的要求；上传ISO9001、CE、CB、FCC、SAA等管理体系证书和产品证书并且关联到相应的产品上面；
2、提升营销力分数
每个月争取在月底前用完当月RFQ，精准报价，每天对访客进行营销以及询盘的二次跟进；回复时间控制在2小时内；每天都会使用p4p进行推广，定期进行数据分析以及关键词的调价；
3、提升交易力分数
将大部分的关键词集中起来推爆品，将资源都叠加在此产品上；结合客户通EDM营销以及发布粉丝通动态来增加产品的曝光；对访客进行客群分类，针对不同的客户会采用不同的营销方式使进店的流量更加精准，有助于提升店铺整体的转化；
4、提升保障力分数
提前整理库存的产品并优化好产品的发货期，按时发货率保持在90%左右；邀请买家进行评价并将好评反馈发布粉丝通动态。
集中资源打造爆品
中山市柏顺照明电器有限公司主要经营太阳能路灯头，2007年成立以来先是做内销市场，后来由于国内市场价格战激烈，以及拖欠货款现象严重，2015年企业开始认真做外贸，现在90%的营业额都来自外贸，主要出口市场为北美、南美、东南亚、中东等地。
目前，柏顺照明在外贸营销网站阿里国际站的三家店铺都是金品诚企，其中一家还是十年老店。胡德斌说，外贸营销网站阿里国际站金品的招牌带来良好的流量资源，橱窗数和推广力度都得到优化，超级橱窗的作用特别明显。柏顺照明的ISO9001、CE、CB、FCC、SAA等管理体系证书和产品证书十分齐全，这些证书再加上金品的招牌，大大增加了客户对企业的信任度，“上传这些证书不仅可以提升我们在外贸营销网站阿里国际站店铺的商家力，而且能够向买家展示我们的产品是有质量保证的，对于提升订单转化率有很大的帮助。”此外，胡德斌说，“外贸营销网站阿里国际站店铺星级影响着店铺的权重，影响着产品排名，排名靠后，曝光访客减少，进而影响店铺的询盘，店铺的星级同时也决定了商家是否达到了活动报名的门槛，活动流量也是我们要力争的资源。”
提高商品力方面，柏顺照明会结合近期的曝光、点击、反馈等数据，挑选一些反馈率高的产品进行优化，首先是将产品优化成RTS商品，然后再配合橱窗以及直通车的推广将资源集中在这个产品上，从而提高产品的商品力分达到实力优品的要求。
商机数、营销能力分和平均回复时间这三个指标决定了营销力的星级。柏顺照明金品诚企店铺每个月的RFQ都会在月底前使用完，并且报价需要匹配精准的需求，同时每天会对访客进行营销以及询盘的二次跟进。目前，柏顺照明店铺的P4P每天投入200元，外贸营销网站阿里国际站采购节期间增至300-500元/天，确保推广的产品数和关键词数高于同行平均，定期进行数据分析以及关键词的调价。目前每月有200多条询盘，三个店加起来询盘达到每月400条。回复询盘的时间基本控制在2小时内，活动期间甚至要求2小时内回复，提升买家采购体验的同时能够第一时间抓住商机，转化率达到10%。
此外，柏顺照明会选择反馈率高的新产品，利用超级橱窗打造爆品，“将大部分的关键词集中起来推广选中的产品，将资源都叠加在这个产品上，这也是打造爆品最重要的一环。”同时结合客户通EDM营销以及发布粉丝通动态来增加产品的曝光，“我们还可以对访客进行客群分类，针对不同的客户我们会采用不同的营销方式使进店的流量更加精准，有助于提升店铺整体的转化。”
柏顺照明有自己的工厂，能更好把控产品质量和发货时间，胡德斌说，“我们会提前整理库存的产品并优化好产品的发货期，样板一般5-7天发货，大货15天左右，确保店铺的按时发货率保持在90%左右。”订单完成后还会邀请买家进行评价，同时将买家的好评反馈发布粉丝通动态，对产品加以推广，“买家评论最能真实反映出我们产品的好坏，因此对于提升转化率也发挥了至关重要的作用。”
依赖灵活稳定的交货制度，柏顺照明也开始布局Ready To Ship的产品，胡德斌说，RTS商品的普及，极大优化了当前买卖交易体验，不仅减少了买卖双方的沟通成本，而且对提高店铺的交易转化发挥了至关重要的作用。
研发投入占比高达20%
该公司总经理胡德斌说，工业进入4.0时代，再不是靠量取胜的当代，而是智能化的时代。太阳能路灯头是未来的红利产品，有很大的发展空间，所以公司把主要精力放在研发上，小小的公司成立了五人的开发团队，将每年企业利润的20%投入研发、技术创新，这在任何行业里都是一个惊人的比例，“太阳能本身技术门槛较高，再加上我们重视研发，不断改革产品结构、性能，并申请专利，也加大了模具外观设计的投入力度，所以到目前为止，很少被同行超越。”这也成为他们在外贸营销网站阿里国际站的主要竞争力，显而易见的成果就是该公司的太阳能路灯头产品在其品类中独占鳌头。
胡德斌说，未来，柏顺照明将继续重视研发，运营上考虑培养自己的运营力量，预计今年12月将再开一家金品诚企店铺。胡德斌非常重视采购节、双十一、年底黑五和圣诞节这样的重大营销商机，“对销售和推广品牌都有一定的拉动作用，我们会做足库存或者准备充足的原材料，尽可能的缩短交货时间，给客人更好的体验感。”今年圣诞节，柏顺照明就定下了500万的销售目标。
风云粤商国际版
[Four Dimensional Star Rating Ascent Secrets ]
1. Enhance Merchant and Product Capability Score
Optimize some products with high feedback rate into RTS products, and concentrate the promotion on these products by using the Showcases and Performance so as to improve the commodity capability score to meet the requirements of superior products; Upload management certificates and product certificates such as ISO9001, CE, CB, FCC, SAA etc. for corresponding products.
2. Enhance Marketing Capability Score
We required our staff try to meet the monthly RFQ before the end of the month, quote accurately, and have daily follow-up marketing and inquiry to the visitors; try to manage the reply time within 7 hours, and use p4p for promotion every day, analyse data and make price adjustments for key words regularly.
3. Enhance Trading Capability Score
Occupy most of the keywords and allocate more resources into the promotion of popular products; Facilitate communication with customers by using EDM and posting news in Myfeeds to increase product exposure rate; Categorize customers into different types, and communicate with them via different marketing methods to target customers more precisely , which is helpful for the overall conversion of the store.
4. Enhance Performance Capability Score
Organize the inventory in advance and maintain the on-time delivery rate at about 90%;Buyers are invited to make reviews, and the positive feedback will be posted on the website.
Body of the text
Gathering Resources for the Promotion of Popular Items
The most popular product of Zhongshan Baishun Lighting & Electrical Co., Ltd. is the solar street lamp holders. The company mainly developed in the domestic market since its establishment in 2007, beginning to open up its foreign market in 2015 due to the fierce price wars in the domestic market and serious loan defaults. Nowadays, foreign trade accounts for 90% of the sales volume, and the main export markets are North America, South America, Southeast Asia, and the Middle East.
At present, the three stores of Baishun at International Alibaba are all verified suppliers, one of which has been open for ten years. Hu Debin said that they gained favorable traffic resources, the optimization of showcase numbers and promotion due to the verification of stores; of these resources, super showcase is the most efficient. The management system certificates and product certificates, such as ISO9001, CE, CB, FCC and SAA, coupled with the store verification, have greatly enhanced the trust of merchants. "Uploading these certificates can not only enhance our store’s merchant capability score, but also shows quality assurance of our products, which is of great help to improve the conversion rate. " In addition, Hu Debin said," The star rating of the store not only affects the weight of the store and the ranking of products, but also determines whether the store has the qualification for event registration. The lower ranking of products has impacts such as fewer buyers and fewer order inquiries, and the traffic from events is also an important resource that we should strive for. "
In terms of enhancing the product capability score, the products with higher feedback rates will be picked out on the basis of recent products’ data according to exposure, click and feedback rates, then they are optimized into RTS products with the key promotion by Showcase and Performance, improving the product capability score to meet the requirements of superior products.
The three indicators of business opportunities, marketing ability, and regular reply time, determine the star rating of marketing capability. Baishun required the staff to meet the monthly RFQ each month, quote accurately, and have daily follow-up marketing inquiries to online store visitors. At present, Baishun invests 200 yuan per day into P4P, and increases the investment to 300-500 yuan per day during the promotion event to ensure that both the number of promoted products and keywords are higher than the average of their competition. Regular data analysis and keyword price adjustments are performed. There are currently more than 200 inquiries per month, and 400 inquiries per month combined from three stores. The time to reply to inquiries is typically within 7 hours however during promotional events time to reply is cut to 2 hours. The visitors to buyers conversion rate reached 10% when the buyer's purchasing experience had been improved and business opportunities had been seized.
In addition, Baishun will pick out new products with more reviews, and focus on the promotion of them by using super showcase . "The most important factor of the birth of a popular product is the use of keywords and many resources, while also using EDM to facilitate communication with customers and post news in Myfeeds to increase the product exposure rate." Hu said, " We should categorize customers into different types, and communicate with them via different marketing methods to target customers more precisely , which is helpful for the overall conversion of the store."
Baishun operate their own factory, which make it possible to ensure product quality and on-time delivery. Hu Debin said, "we are able to ship out the sample in 5-7 days, while bulk production can be completed within 15 days. we will organize the products in stock in advance and shorten the delivery time to ensure the on-time delivery rate is maintained at about 90%." On completion of the transaction, the customer is encouraged to leave positive feedback if they are satisfied, and the feedback will be posted on Myfeed to promote the product. Hu said, "reviews are the first to show the quality of our products to customers and therefore they play a vital role in increasing conversion rates. "
Thanks to their flexible and stable delivery system, Baishun also began to layout the Ready To Ship products. Hu Debin said, "the current transaction experience has been optimized greatly and the communication between buyers and sellers has been facilitated because of the popularity of RTS products. It plays a crucial role in improving store transaction conversion rate.
The manager of Baishun Lighting & Electrical Co., Ltd., Hu Debin, said, "It is no longer an era that wins by volume, but by intelligence in this 4.0 Industry. There is a big bonus and a lot of room for development for the solar street lamp holder". Therefore, the company has focused on research and development by setting up a five-person development team and investing 20% of the annal profits into R&D, which is a higher proportion compared with other industries. "So far we have rarely been surpassed by our peers due to the highly demanding technical requirements of solar energy, our extra efforts into R&D, continuous reform of product structure and performance, application for patents, and the increased investment in pattern design” Hu said. The results speak for themselves that the company's solar street lamp holder is the best in it’s category, compared to the competition.
Hu Debin said, "In the future, Baishun will continue to express importance in regards to research and development, and it is expected that another verified store will be opening in December this year, depending on its operational capabilities. Some shopping festivals such as Double Eleven Festival, Black Friday and Christmas will bring major business opportunities for promoting our products and brand. For a better shopping experience, the stock will be well-prepared to shorten the delivery time." This coming Christmas, a 5 million Yuan turnover target has been set up by Baishun.
