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arrow-animation">接受在线付款<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">设置付款表单</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-市场" class="font-bold text-t7 inline-block">市场</span></div><ul class="pb-2" aria-labelledby="subNavItem-市场"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">推广业务<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">触达和留住客户</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/facebook-instagram"><div class="text-base font-medium"><span class="inline-block arrow-animation">通过社交媒体进行营销<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">社交媒体集成</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/inbox"><div class="text-base font-medium"><span class="inline-block arrow-animation">与客户聊天<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Inbox</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/email-marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">培养客户<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">了解您的受众<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">获得客户洞察</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-管理" class="font-bold text-t7 inline-block">管理</span></div><ul class="pb-2" aria-labelledby="subNavItem-管理"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">管理您的业务<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">跟踪销售、订单和分析</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">衡量效果<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">分析和报告</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/shipping"><div class="text-base font-medium"><span class="inline-block arrow-animation">发货更快<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Shipping</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">管理您的库存和订单<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">库存和订单管理</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="外部来源：Shopify 开发人员 . 借助 Shopify 强大的 API 进行开发"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify 开发人员<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">借助 Shopify 强大的 API 进行开发</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/zh/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">适合持续增长的数字品牌的商务解决方案</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/zh/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">所有产品<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">探索所有 Shopify 产品和功能</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/zh/pricing">定价</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="资源-toggle-open" aria-controls="资源DesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">资源</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="资源DesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-帮助和支持" class="font-bold text-t7 inline-block">帮助和支持</span></div><ul class="pb-2" aria-labelledby="subNavItem-帮助和支持"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/zh-CN/" aria-label="外部来源：帮助和支持 . 获取全天候支持"><div class="text-base font-medium"><span class="inline-block arrow-animation">帮助和支持<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">获取全天候支持</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify 博客<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">商业策略建议</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-热门主题" class="font-bold text-t7 inline-block">热门主题</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-热门主题"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/blog/what-is-shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">什么是 Shopify？<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">我们的商务平台是如何运作的</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/blog/topics/social-media-optimization"><div class="text-base font-medium"><span class="inline-block arrow-animation">社交媒体策略<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">在社交中达成交易</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-基本工具" class="font-bold text-t7 inline-block">基本工具</span></div><ul class="pb-2" aria-labelledby="subNavItem-基本工具"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/tools/logo-maker"><div class="text-base font-medium"><span class="inline-block arrow-animation">logo 制作器<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="外部来源：图库照片 ."><div class="text-base font-medium"><span class="inline-block arrow-animation">图库照片<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/blog/business-plan-template"><div class="text-base font-medium"><span class="inline-block arrow-animation">商业计划模板<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="外部来源：“个人简介链接”工具 ."><div class="text-base font-medium"><span class="inline-block arrow-animation">“个人简介链接”工具<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/zh/enterprise">企业版</a></div></li></ul></nav><div class="ml-auto transition-opacity duration-200 opacity-100 delay-100"><ul class="lg:flex hidden items-center"><li class="mr-8 text-base"><a class="whitespace-nowrap hover:underline text-black" href="/zh/login?ui_locales=zh-CN" data-component-name="login">登录</a></li><li class="leading-[0]"><a href="https://accounts.shopify.com/store-create?language=zh-Hans&locale=zh-CN&signup_page=https%3A%2F%2Fwww.shopify.com%2Fzh%2Fblog%2Fbeast-inventory-management&signup_types[]=paid_trial_experience" class="inline-block self-center overflow-hidden max-w-full ring-inset rounded-button font-button-font transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline border-2 text-button-light-primary-text bg-button-light-primary-bg border-button-light-primary-border ring-button-light-primary-border hover:text-button-light-primary-text-hover hover:bg-button-light-primary-bg-hover hover:border-button-light-primary-border-hover hover:ring-button-light-primary-border-hover focus:text-button-light-primary-text-focus focus:bg-button-light-primary-bg-focus focus:border-button-light-primary-border-focus focus:ring-button-light-primary-border-focus active:text-button-light-primary-text-active active:bg-button-light-primary-bg-active active:border-button-light-primary-border-active active:ring disabled:text-button-light-primary-text-disabled disabled:bg-button-light-primary-bg-disabled disabled:border-button-light-primary-border-disabled disabled:ring-button-light-primary-border-disabled py-2 px-5 text-base font-bold tracking-[-0.01em] whitespace-nowrap" data-component-name="start-free-trial" data-mode="light" target="">开始免费试用</a></li></ul><ul class="flex items-center lg:hidden mr-[-15px]"><li><a href="https://accounts.shopify.com/store-create?language=zh-Hans&locale=zh-CN&signup_page=https%3A%2F%2Fwww.shopify.com%2Fzh%2Fblog%2Fbeast-inventory-management&signup_types[]=paid_trial_experience" class="mr-4 text-base underline text-black" data-component-name="start-free-trial" aria-label="外部来源：开始免费试用">开始免费试用</a></li><li><button class="flex h-12 w-12 cursor-pointer select-none flex-col items-center justify-center gap-1" aria-label="菜单" aria-expanded="false" aria-controls="MobileDrawer" aria-haspopup="true" type="button" data-component-name="navigation-toggle-open"><div class="h-0.5 w-[1.125rem] transition-all ease-out-in duration-500 motion-reduce:transition-none bg-black"></div><div class="h-0.5 w-[1.125rem] transition-all ease-out-in duration-500 motion-reduce:transition-none bg-black"></div><div class="h-0.5 w-[1.125rem] transition-all ease-out-in duration-500 motion-reduce:transition-none bg-black"></div></button></li></ul></div></div></div><div class="top-0 w-full z-20 before:absolute before:top-0 before:left-0 before:pointer-events-none before:w-full before:h-global-header-with-border before:z-20 after:absolute after:top-0 after:left-0 after:will-change-[opacity] after:pointer-events-none after:h-full after:w-full after:z-10 after:transition-opacity after:duration-200 after:bg-white text-black before:border-y before:border-black/20 after:opacity-100 pointer-events-auto before:opacity-0 sticky"><div class="h-global-header container 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src="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=400 400w"/><div class="absolute rounded-[15px] overflow-hidden z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] h-[85px] tablet-xl:h-[140px] desktop:h-[180px] right-0 tablet-xl:right-[-20px] desktop:right-[20px] top-[-25px] tablet-xl:top-[-30px] desktop:top-[-40px]"><img src="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] bottom-[20px] tablet-xl:bottom-[-50px] desktop:bottom-[-70px] right-[-50px] tablet-xl:right-[-70px] desktop:right-[-100px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div class="sm:inset-[auto_0_var(--space-2xl)_auto] sm:bg-transparent sm:pt-9 sm:[&>div>button]:-top-9"></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/zh/blog/beast-inventory-management"/><meta itemProp="dateModified" content="2021-09-20T04:00:02.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/zh/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/zh/blog/topics/成功案例" class="no-underline hover:text-link-light-hover topic-link">成功案例</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">科学的库存管理方法如何帮助个护品牌 Beast 走向成功?</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">在本文中，John 分享了他建立和扩大个人护理品牌规模背后的系统过程，以及提供定制化体验、通过赠礼的库存管理方法帮助公司成功的故事。</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/zh/blog/authors/zoey-zheng" class="no-underline" itemProp="url"><span itemProp="name">Zoey Zheng</span></a></span></div><div class="text-body-sm text-shade-50">最后更新： <time>2021年9月20日</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782" alt="Beast 创始人" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782&width=200 200w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782&width=400 400w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782&width=600 600w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782&width=800 800w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782&width=1000 1000w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782&width=1200 1200w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782&width=1400 1400w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782&width=1600 1600w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397&originalWidth=1848&originalHeight=782&width=1800 1800w"/></div></div><div class="container grid-cols-4 sm:grid-cols-8 md:grid-cols-12 block tablet-xl:grid gap-y-0 gap-x-12"><div class="col-span-4 xs:col-span-12 md:col-span-4 lg:col-span-3 col-start-1 nav-drawer md:pb-20 pt-10 desktop:pt-16" data-component-name="blog-left-sidebar"><nav class="md:top-[calc(var(--header-height)*2)] md:max-h-[calc(100vh-var(--header-height))] md:overflow-auto md:sticky md:pb-6 pr-2"><div class="flex py-5 md:hidden border-y border-shade-20 text-[12px] mb-6 md:mb-0 leading-[20px] font-medium px-6">在这一页<svg viewBox="0 0 20 20" class="w-[20px] h-[20px] ml-auto transition"><path fill-rule="evenodd" d="M5.72 8.47a.75.75 0 0 1 1.06 0l3.47 3.47 3.47-3.47a.75.75 0 1 1 1.06 1.06l-4 4a.75.75 0 0 1-1.06 0l-4-4a.75.75 0 0 1 0-1.06Z"></path></svg></div><div class="mb-4 uppercase hidden md:block">在这一页</div><ul class="relative overflow-auto before:absolute before:inset-y-0 before:left-0 md:before:bg-shade-20 before:w-[1px] before:z-1 my-10 md:mt-0 md:mb-16 hidden md:block"><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#1">产品开发过程中最重要的步骤：顾客反馈</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#2">创始人是如何提高品牌影响力的?</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#3">广告歌是否已经成为了过去式？</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#4">实施定制化套餐，以推动新的销售</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#5">免费赠送：库存管理方法与策略</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#6">急速扩张与品牌形象的平衡</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#7">番外：创业史</a></li></ul><div class="hidden md:block bg-blog-bannerBg"><div 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[&_a]:underline [&_a:hover]:no-underline [&_sup_a]:no-underline [&_sup_a:hover]:underline [&_.marketing-button]:text-white [&_.marketing-button]:no-underline [&_a>img]:mt-3 [&_a>img]:mb-8 [&_a>img]:h-[revert-layer] [&_img]:my-12 [&_a>img]:inline-block [&_figure>img]:mb-0 [&_figure]:mb-12 [&_img]:inline-block [&_ul]:list-disc [&_ul]:space-y-3 [&_ul]:pl-6 [&_ul]:mb-6 [&_ul_li]:pl-4 [&_ol]:list-decimal [&_ol]:space-y-3 [&_ol]:pl-6 [&_ol]:mb-6 [&_ol_li]:pl-4 [&_ol_li::marker]:font-bold [&_iframe]:max-w-full [&_figcaption]:mb-12 [&_figcaption]:text-center [&_figcaption]:text-xs [&_figcaption]:sm:text-sm [&_figcaption]:mt-1 [&_strong]:font-medium [&_strong]:text-black [&_.heading--4]:font-aktivgroteskextended [&_.heading--4]:text-2xl [&_.heading--4]:text-black [&_.heading--4]:font-medium [&_.heading--4]:tracking-[-.02em] [&_iframe]:mt-3 [&_iframe]:mb-9 [&_.container]:m-0 [&_.container]:flex [&_.container]:gap-5 [&_.container]:flex-wrap [&_.green]:text-[green] [&_.red]:text-[red] [&_.pros]:bg-[#eafaea] [&_.pros]:rounded-[10px] [&_.pros]:p-5 [&_.pros_h3]:mt-2 [&_.cons]:bg-[#ffebe6] [&_.cons]:rounded-[10px] [&_.cons]:p-5 [&_.cons_h3]:mt-2 [&_.pros]:tablet:flex-[1_0_calc(50%-10px)] [&_.pros]:flex-[1_0_100%] [&_.cons]:tablet:flex-[1_0_calc(50%-10px)] [&_.cons]:flex-[1_0_100%] [&_.pros_.grid-container]:grid [&_.cons_.grid-container]:grid [&_.grid-container]:gap-[5px] [&_.grid-container]:grid-cols-[15px_auto] [&_.pros_.grid-container]:p-[5px] [&_.cons_.grid-container]:p-[5px] [&_.aspect-video_iframe]:mt-0 article-content [&_.truncated-text]:relative [&_.truncated-text]:max-h-[300px] [&_.truncated-text]:overflow-hidden [&_.truncated-text]:mb-6 [&_.truncated-text::before]:absolute [&_.truncated-text::before]:content-[""] [&_.truncated-text::before]:bottom-0 [&_.truncated-text::before]:w-full [&_.truncated-text::before]:h-[150px] [&_.truncated-text::before]:bg-gradient-to-t [&_.truncated-text::before]:from-white [&_.truncated-text::before]:from-50% [&_.truncated-text::before]:to-transparent [&_.truncated-text\_\_toggle]:absolute [&_.truncated-text\_\_toggle]:bottom-0 [&_.truncated-text\_\_toggle]:w-full [&_.truncated-text\_\_toggle]:text-center [&_.marketing-code]:bg-[#f0f1f2] [&_.marketing-code]:font-bold [&_.marketing-code]:p-1 [&_.marketing-code.marketing-code--block]:p-4 [&_.marketing-code--block]:block [&_.marketing-code--block]:max-w-full [&_.marketing-code--block]:overflow-x-scroll [&_.marketing-code--block]:mb-5 [&_.partners-signup]:mt-6 [&_.partners-signup]:mb-12 [&_.partners-signup]:bg-gray-200 [&_.partners-signup]:p-3 [&_.partners-signup]:md:p-6 [&_.table]:block [&_.table]:overflow-x-scroll [&_.table]:max-w-full" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p line="init" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">John Cascarano 是一名律师出身的连续创业者，他成功创办并扩大了多家企业规模。他目前的品牌 Beast 是一家个人护理公司，专注于使用可持续成分和可重复使用包装的纯素和零残忍产品。</span><span class="ql-author-65972221">在本文</span><span class="ql-author-48211489">中，John 分享了他建立和扩大企业规模背后的系统过程，以及提供定制</span><span class="ql-author-65972221">化体验、通过</span><span class="ql-author-48211489">赠礼</span><span class="ql-author-65972221">的库存管理方法帮助公司成功的故事</span><span class="ql-author-48211489">。</span></p> <p align="center" line="urmJ" class="ql-align-center ql-long-48211489" linespacing="115"><a class="ql-link ql-author-48211489" href="https://shopify-masters.simplecast.com/episodes/the-rules-of-thumb-for-a-successful-business-from-a-serial-entrepreneur" target="_blank" rel="nofollow noopener noreferrer"><strong>（音频）点击此处收听本期节目的完整内容   </strong></a></p> <h4 data-header="3" line="HkN0" linespacing="115" class="ql-long-48211489"> <span class="ql-author-65972221">干货</span><span class="ql-author-48211489">笔记</span> </h4> <ul> <li class=""> <strong class="ql-author-65972221 ql-size-11">Shopify 网站</strong><strong class="ql-size-11 ql-author-48211489">：</strong><a class="ql-link ql-size-11 ql-author-48211489" href="https://www.getbeast.com/" target="_blank" rel="nofollow noopener noreferrer">Beast</a> </li> <li class=""> <strong class="ql-author-48211489">社交账号：</strong><a class="ql-link ql-author-48211489 ql-size-11" href="https://www.facebook.com/TametheBeastBrand" target="_blank" rel="nofollow noopener noreferrer">Facebook</a><span class="ql-author-48211489 ql-size-11">, </span><a class="ql-link ql-author-48211489 ql-size-11" href="https://twitter.com/tamethebeast" target="_blank" rel="nofollow noopener noreferrer">Twitter</a><span class="ql-author-48211489 ql-size-11">, </span><a class="ql-link ql-author-48211489 ql-size-11" href="https://www.instagram.com/tamethebeast" target="_blank" rel="nofollow noopener noreferrer">Instagram</a> </li> <li class=""> <strong class="ql-author-48211489 ql-size-11">推荐应用：</strong><a class="ql-link ql-author-48211489 ql-size-11" href="https://apps.shopify.com/helpdesk?itcat=podcast&itterm=getbeast&locale=zh-CN" target="_blank">Gorgias (Shopify app)</a><span class="ql-author-48211489 ql-size-11">, </span><a class="ql-link ql-author-48211489 ql-size-11" href="https://apps.shopify.com/yotpo-social-reviews?itcat=podcast&itterm=getbeast&locale=zh-CN" target="_blank">Yotpo Loyalty (Shopify app)</a><span class="ql-author-48211489 ql-size-11">, </span><a class="ql-link ql-author-48211489 ql-size-11" href="https://apps.shopify.com/datafeedwatch?itcat=podcast&itterm=getbeast&locale=zh-CN" target="_blank">Data Feed Watch (Shopify app)</a><span class="ql-author-48211489 ql-size-11">, </span><a class="ql-link ql-author-48211489 ql-size-11" href="https://apps.shopify.com/octane-ai-messenger-marketing?itcat=podcast&itterm=getbeast&locale=zh-CN" target="_blank">Octane (Shopify app)</a><span class="ql-author-48211489 ql-size-11">, </span><a class="ql-link ql-author-48211489 ql-size-11" href="https://apps.shopify.com/klaviyo-email-marketing?itcat=podcast&itterm=getbeast&locale=zh-CN" target="_blank">Klaviyo (Shopify app)</a> </li> </ul> <p line="Pvcw" linespacing="115"> </p><div id="text-cta" class="hidden lg:block"></div> <h2 id="1">产品开发过程中最重要的步骤：顾客反馈</h2> <div data-header="2" line="EQX4" linespacing="115" data-foldable="" class="ql-long-65972221"><img src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/hompage_of_Beast_1024x1024.png?v=1632080807" alt="Beast 官网"></div> <p line="7IlK" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">你提到了</span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/product-development-process" target="_blank">产品开发</a><span class="ql-author-65972221">，要从顾客和他们告诉你想要的东西开始。可以具体说说吗？</span></p> <p line="Ezi7" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">这结合了倾听顾客意见和关注市场。当你达到一定规模并且人们开始回复你的邮件时。我们会给人们提供赠品以换取反馈。反馈太宝贵了。清楚了解产品系列的顾客已经试过很多产品，他们写了一些深思熟虑的内容，这些都是有价值的。你会从多名顾客那里听到这些话，然后觉得：“这其中大有可为。”然后你回头关注市场并说：“接下来对这款产品有需求。这十分合理。”你还必须考虑研发方面。做出这款产品有多难？需要多长时间？成本是多少？这是一种交换意见的方式。</span></p> <p line="1jI8" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">详细说说你是如何利用市场和顾客反馈来进行产品反馈的？</span></p> <p line="pQCR" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">现在市面上有很多胡须油。这就是一个例子。曾经有段时间根本没有这么多。这些油就像摩洛哥坚果油或荷荷巴油。这些油对毛发很好：头发或胡须。它们非常顺滑。女性比男性更早知道这一点，然后蓄胡子的潮流就开始了。现在市场上有很多种胡须油。确实有很多人要求我们生产不同的胡须油，但它真值得投资更多吗？它是我们产品线的核心吗？这一趋势走向如何？这是商业的一面，真的。你必须平衡顾客要求和你从事的业务。这是一个例子。我要保留其他一两个例子，因为我们肯定知道有一些产品将会是下一款伟大的产品。其他行业也在发生变化。</span></p> <p line="1zNc" linespacing="115" class="ql-long-65972221"><span class="ql-author-65972221">我们的品牌实际上更倾向于中性化，我们有一些中性化的产品。我们一开始是男性品牌，但后面转向了中性化品牌。一些女性想要更便宜的女性产品。有时会有所谓的“粉红税”。有篇这方面的文章说女性会购买中性品牌或男性品牌的产品，只是因为它更便宜。他们知道原料是一样的，而且要被收取溢价。这太不可思议了。顾客提供的意见有重叠的部分。比如男士护肤品，女性也想要更便宜的，有市场机会和顾客群存在。我们很多顾客都在说：“做这样的产品。”</span> </p> <blockquote class="border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [&_p]:mb-4 [&_cite]:font-aktivgroteskextended [&_cite]:text-sm [&_cite]:not-italic [&_cite]:font-medium [&_cite]:tracking-[-0.0175rem] [&_footer]:mt-4 [&_cite::before]:content-["–"] [&_cite::before]:mr-1 border-blog-highlight">“在转型成中性品牌的过程中，你如何进入一个你不一定是最终用户的市场？当你不是最终用户时，如何确保自在正在优化策略？”</blockquote> <p line="dtEK" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">盲目乐观。大胆好学。寻找机会，有时候就是这样。你在寻找机会。你在倾听，在钻研。Lock and Mane 这个品牌，我们从销售别人的产品开始，因此我们是纯粹的零售商，专门销售纽约女性想要的、很难找到的特定产品。我们仍在满足人们的需求。这是一个机会。你听到了需求，有人告诉你：“这里有市场。”随时时间的推移，你会了解这个行业，它会带你走向不的方向。我开始学习。我认识了一些出名的造型师。我会问：“你怎么做到的？你推出了这个品牌，你不是化学家。你是怎么做到的？”</span></p> <p line="ccn8" linespacing="115" class="ql-long-65972221"><span class="ql-author-65972221">最终，通过培养人际关系，我与一家化妆品实验室建立了合作关系。我们都希望看到彼此成功。我确实求胜心切，但也真的希望其他人都能成功。第三或第四家实验室发现了这一点，他们开始与我合作，尽管我没有支付任何费用或没有很多资金。这只是因为在某种程度上他们的业务决定了他们需要下一个最新最出色的品牌，但他们也希望看到有人成功。配方也是一样的。我们请来了一位皮肤科医生来帮我提供建议，像我之前的公司一样一点一点发展，直到我觉得：“我有一个独一无二的品牌，人们可能会想购买这个品牌的产品。”</span></p> <p line="8Hu4" linespacing="115"> </p> <h2 id="2">创始人是如何提高品牌影响力的?</h2> <p line="AV5e" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">你还曾担任过女装及配饰零售商 Able 的电商总监。跟我们说说你的这段经历吧。</span></p> <p line="gRz2" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">当时我卖掉了 Lock and Mane。已经有了 Beast 这个品牌，但仍在起步阶段。我并不是 100% 确定它能发展到什么程度，我真的通过这个品牌成功了。有个朋友把我介绍给 Able 的首席执行官，他们的网站是 </span><a class="ql-link ql-author-65972221" href="http://livefashionable.com/collections/jewelry-starter-pack?gclid=CjwKCAjwoZWHBhBgEiwAiMN66XuMXh5Y2jhSJgEcpK1PnChMuf5EHvX07g5Av2JCi9nN4cIKZImmuhoCd4wQAvD_BwE" target="_blank">livefashionable.com</a><span class="ql-author-65972221">。我是因为他们的使命加入的。我相信他们是田纳西州第一家 B 型企业。当时他们通过口碑营销获得了将近 100 万美元的有机收入。他们是一家全国性的公司，人们谈论并分享他们。他们的网站加载速度是 20 秒。他们有一个 Woocommerce 网站。我只是觉得：“如果你们加快</span><a class="ql-link ql-author-65972221" href="/blog/shopify-site-speed" target="_blank">网站速度</a><span class="ql-author-65972221">，改进网站并围绕这个使命开展一些营销活动，它就会发展得非常快。”这是指在今年 </span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/ios14-updates" target="_blank">iOS 更新</a><span class="ql-author-65972221">前的 </span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/facebook-ads" target="_blank">Facebook 广告</a><span class="ql-author-65972221">。那是一个不同的世界，但我看到了他们能做的简单事情。他们也传达了美好的信息。他们的主张是战胜困难的女性打造的产品。通过在一个速度更快的网站上投放一些数字广告，他们迅速发展。他们的使命是为女性创造就业机会。这是一个联合使命，就像许多 B 端企业一样。它和其他公司一样，既要盈利，又要实现这一社会目标。</span></p> <p line="NSpL" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">你还做过哪些让你觉得对提升品牌和品牌知名度影响最大的事情？</span></p> <p line="gCUo" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">Beast 这个品牌和 Able 很像。经有一小段时期，人们觉得 Facebook 广告是神奇的东西，在某段时间内确实如此，但之后很多人看到了它的局限性。这个秘密泄露了，就像很多市场一样，价格上涨，事情发生了变化。我听说过 360 度营销的方法，但我们花了大量时间自己创作内容。如果你去看我们的 </span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/start-a-youtube-channel-for-your-business" target="_blank">YouTube 频道</a><span class="ql-author-65972221">或 </span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/instagram-ads" target="_blank">Instagram 主页</a><span class="ql-author-65972221">，你会看到很多图片和视频。这又回到了不要过度创造这一话题上，确保你不只是在不断讨论产品。具有合适卖点的合适视频，介绍你产品或服务的不同之处，这样品牌才能长久发展。自然地分享，当然也要在广告中测试，通过付费广告测试，然后衡量转化率。</span></p> <p line="7sga" linespacing="115" class="ql-long-65972221"><span class="ql-author-65972221">我们自己</span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/best-free-video-editing-software" target="_blank">制作了大量视频</a><span class="ql-author-65972221">，我们在此过程中投入了大量精力。很多时候我会写第一个脚本。也许是在洗澡时有了这个想法。洗完澡把它写下来。我不会马上把它发给团队。我会深思熟虑。确保它是好的。很多时候，我们在白天有很多想法，你会觉得：“这不是一个好的想法。”对我们来说，关于品牌的好的、简洁的视频内容是关键。我们不会过度推广我们的 YouTube 频道，但我们会花很多时间在上面。网址是 YouTube.com/tamethebeast。你可以看到我们的一些热门作品，还有一些激不起浪花的作品。这对我们来说是一个值得关注的好领域。</span></p> <p line="NQai" linespacing="115"> </p> <h2 id="3">广告歌是否已经成为了过去式？</h2> <p line="ESBE" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">你如何调整视频角度？通常焦点是产品，还是你也有故事情节？</span></p> <p line="7c1i" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">你推出并创造了一款新品，你需要利用一切资源来配合它。一旦你做出了创造产品的决定，自然就有很多工作要做。</span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/product-line-extensions" target="_blank">新产品、新系列</a><span class="ql-author-65972221">。我们为什么要推出这款产品？卖点是什么？人们的注意力持续时间很短：3秒、6秒、8秒。不同年代会有所不同，但它很短。我们在审查媒体素材方面非常明智，你必须快速并真正展示出这款产品的不同之处。人们真正想要的是什么？看看该领域其他人的广告。我们关注 Old Spice。我讨厌拉上另一个品牌，但他们复兴了一个老品牌，他们是怎么做到的？他们在广告中提到了什么？我们能从他们身上学到什么？<img src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-product-line-bottles-and-refill-bags_1024x1024.jpg?v=1632080984" alt="Beast 洗发露" loading="lazy"></span></p> <p line="7c1i" linespacing="115" class="ql-long-65972221"> </p> <h5 align="center" line="ffsf" class="ql-align-center ql-long-65972221" linespacing="115"> <span class="ql-author-65972221 ql-size-10">独特的广告歌增加了  Beast 的品牌体验。</span><em class="ql-author-65972221 ql-size-10">Beast</em> </h5> <p line="02kM" linespacing="115" class="ql-long-65972221"><span class="ql-author-65972221">一个有效的广告需要付出很多。比如，我们的产品之一是 Extreme Yawp。它实际上是第一款让我觉得有价值的产品。Extreme Yawp 胡须油、洗发水和沐浴露。我们思考：“这个系列有什么独特之处？”是它的感觉。如果你把 Beast 装在瓶子里，人们会期待什么？久而久之，我明白了，你总会有所期待。你想要感受一下。你想闻一下。Beast 是一种体验。我们想出了一些很精彩的文案。就是我们 YouTube 频道上最热门的视频之一。有一个沙哑的旁白：“Extreme Yawp 胡须油、洗发水和沐浴露。伴随着令人振奋的桉树刺激感，这是对成年人一个很好的奖励。”然后是一声咆哮。</span></p> <p line="1L8x" linespacing="115" class="ql-long-65972221"><span class="ql-author-65972221">我想说的另一件事是，也考虑一下广告歌。早前，宝洁公司的一位员工告诉我：“想一首广告歌。”对我们来说就是我们的咆哮声。我们发出野兽般的吼声，这实际上是我们的音效师将三种动物声音结合在一起的结果。他研究动物的声音并将它们结合在一起。他说：“我觉得就是这样。这就是咆哮声。”我说：“就是这样。这就是咆哮声。”</span></p> <p line="Hy8S" linespacing="115" class="ql-long-65972221"> </p> <h2 id="4">实施定制化套餐，以推动新的销售</h2> <p line="5EbC" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">你的网站上有“创建一个套餐”的功能。跟我们谈谈这个想法。它背后的原因，它是怎么诞生，以及如何影响网站的？</span></p> <p line="9QNK" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">在 Able 时，我发现人们想要定制化。这涉及到用户粘性。定制用户在网站上花费的时间更多。甚至有来自不同顾客群体的数据发现，能够定制产品的顾是更忠实。他们对一个品牌更加投入。现在推动我们的部分使命是减少塑料。我们如何做到？更多可重复使用的瓶子，或是瓶装的补充装。你必须让人们逐步改变他们的习惯，我们希望利用一些与</span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/loyalty-program" target="_blank">顾客和忠诚度</a><span class="ql-author-65972221">有关的其他数据。这就是这个功能的来源，但也是为了让顾客更轻松，减少购物摩擦。人们看到完整的产品线：洗发水、护发素、肥皂、乳液、剃须产品。“见鬼，我应该从何入手？”这就像：“来。让我们帮你轻松购物。从这里开始。选一瓶。好的，很好。选一袋。”你只要选一种就行了。这是一个三步流程，让人们轻松熟悉产品线并逐步改变他们的习惯。</span></p> <h5 align="center" line="Yx6I" class="ql-align-center ql-long-65972221" linespacing="115"><span class="ql-author-65972221 ql-size-10"><img src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-refill-product_1024x1024.jpg?v=1632081010" alt="Beast 洗护" loading="lazy"></span></h5> <h5 align="center" line="Yx6I" class="ql-align-center ql-long-65972221" linespacing="115"> <span class="ql-author-65972221 ql-size-10">支持顾客通过测验定制订单，可以提高参与度和更好的销售漏斗体验。</span><em class="ql-author-65972221 ql-size-10">Beast</em> </h5> <p line="pPic" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">这是一个很好的见解，你花在网站上定制产品的时间越多，它就越令人难忘。网站是否有其他对转化率影响很大的部分，让你感到惊讶？</span></p> <p line="lkvs" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">有趣的是我在很多网站上看到过这个功能：查看所有商品。这常常是转化率最高的页面之一。人们只想浏览和滚动页面。听起来很傻，对吧？查看所有商品。他们可以看到所有的产品并滚动页面。我们肯定会看到进入生命周期后期的人开始访问可持续页面或“关于品牌”页面。建立测验页面。我们现在有一个测验页面，试着为人们匹配我们的其中一种香味。这也是我向 Able 学到的另一个很好的例子。在 Able 和 Beast 我们都做了一些让顾客觉得既好玩又有启发性的东西。我们引导人们回答一个简单的问题，然后推荐一些产品，帮助他们了解我们的不同香味。我会鼓励人们尝试让顾客进行测验。</span></p> <p line="Lw4w" linespacing="115"> </p> <h2 id="5">免费赠送：库存管理方法与策略</h2> <p line="IqdU" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">我还在网站上看到一句行动号召：“想要获得我们的免费礼物吗？”但没有透露礼物是什么。这是故意的吗？</span></p> <p line="GWLP" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">是的。我们想要拥有赠送礼物的灵活度。有时这也是</span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/blog-shipping-and-fulfillment" target="_blank">库存管理方法</a><span class="ql-author-65972221">的一种策略，我们会说：“糟糕。我们没货了。”然后随机送出礼品。</span></p> <p line="WpTE" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">你还有其他可以推荐用来经营业务的应用程序吗？</span></p> <p line="FqiY" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">回到我们之前关于应用程序的讨论，产品评论是必不可少的。起初你可能不想在产品评论上投入大量资金，但在某个时刻你会开始意识到：“我们需要将这些评论提供给谷歌。我们需要将它们同步到其他平台。我们想要的功能是让顾客可以轻松分享他们的评论。</span><strong class="ql-author-65972221">Yotpo Reviews 是一款不错的应用。我们使用 Yotpo 旗下的所有应用。我们有 Yotpo Loyalty、Yotpo Reviews，我们还对 Yotpo SMS 进行了一些测试。然后还有 Data Feed Watch，这是一款动态生成器。这款更实惠。你可以生成一个动态后分发到谷歌或 Facebook 和其他营销渠道。还有必应，这款应用也很有用，你早期可能需要生成一个产品提要。Octane 十分适合用于市场营销。Klaviyo 适用于电子邮件。Klaviyo 已成为最受欢迎的邮件营销软件之一。Octane 类似于电子邮件和短信，但适合 Facebook Messenger。</strong><span class="ql-author-65972221">这就是 Octane 能解决的问题。这对人们来说是一个不错的选择。</span></p> <p line="ZJNs" linespacing="115" class="ql-long-65972221"> </p> <h2 id="6">急速扩张与品牌形象的平衡</h2> <p line="cIax" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">随着业务规模扩大并超出你的日常控制范围，你如何确保品牌指导方针和顾客体验保持一致？</span></p> <p line="eskG" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">答案是拥有优秀的员工和系统。刚开始的时候，我负责</span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/customer-service" target="_blank">客服</a><span class="ql-author-65972221">、负责市场营销，我负责所有部门。你和顾客有直接联系。预警就是很多时候客服会直接告诉你，让你能够快速响应。如果你在早期自己负责这些工作，那很好。然后突然之间，你就有了需要规模化的员工和系统，我认为关键是有好的工具。你必须开始越来越关注指标。“我们的客服响应时长是多少？”有很多应用程序。我们使用应用程序来辅助客服工作。</span><strong class="ql-author-65972221">有一个完整的应用程序生态系统。你可以选择一款，然后查看分析和评论，并有系统可以查看评论数量、产品评论和网站评论。</strong><span class="ql-author-65972221">关于你品牌的一切都是面向公众的，然后可能进行调查。我们已经开始更多地这样做了。进行简单的调查。有时只是给顾客发条短信或一封邮件。“你的体验如何？有什么我们可以帮忙的吗？”除了提供帮助，没有任何真正的目的。你会学到很多。</span></p> <p line="9yLp" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">在构建业务时，你如何确定要首先搭建或关注什么系统？</span></p> <p line="Z2cA" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">最重大的决定可能是电商平台。我们选了 </span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog" target="_blank">Shopify</a><span class="ql-author-65972221">。有段时间在构建</span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/online-selling-sites" target="_blank">电商平台</a><span class="ql-author-65972221">方面有更多选择。有些公司甚至会从零开始构建自己的平台。这是最重大的决策。我们一直都选择 Shopify，所以让我们假设你也选择了它。也许这就是平台中的 iPhone。然后你就有了应用程序。就像 iPhone 一样，有强大的应用商店。我也咨询过一些朋友，现在你有了自己的品牌，需要什么应用程序。你需要一名开发人员，你需要有人为你搭建网站，会有很多选择。你要花钱请人从零开始搭建吗？</span> </p> <div data-guide="trust" data-guide-image="https://cdn.shopify.com/s/files/1/0070/7032/files/checklistgif.gif" data-component-name="blog-CTA-trust"></div> <p line="rACU" linespacing="115" class="ql-long-65972221"><span class="ql-author-65972221">在客服方面，我们使用 Gorgeous。它是众多客服应用之一。真的，你必须经历这些，有时你出于需要而学习，出于工作量而寻找解决方案。大量工作会告诉你应该怎么做。你开始有 Facebook 评论、短信回复还有</span><a class="ql-link ql-author-65972221" href="https://zh.shopify.com/blog/shopify-email" target="_blank">电子邮件</a><span class="ql-author-65972221">。突然之间，对于一个小团队来说这是无法应付的，因此你需要一些东西来吸收这一切。有问题，就有解决问题的办法。对很多人来说，订单履行是一个非常重要的早期决定。</span></p> <h5 align="center" line="kS45" class="ql-align-center ql-long-65972221" linespacing="115"><span class="ql-author-65972221 ql-size-10"><img src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-bottly-with-plant_1024x1024.jpg?v=1632081020" alt="Beast 洗护产品" loading="lazy"></span></h5> <h5 align="center" line="kS45" class="ql-align-center ql-long-65972221" linespacing="115"> <span class="ql-author-65972221 ql-size-10">对应用程序和服务的投资是财务和业绩之间的权衡。</span><em class="ql-author-65972221 ql-size-10">Beast</em> </h5> <p line="OtEC" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">Felix：</strong><span class="ql-author-65972221">你如何决定投资哪些工具，以及投资多少工具？我觉得新手创业者很容易被各种各样的工具选择和费用弄得不知所措。</span></p> <p line="C5WN" linespacing="115" class="ql-long-65972221"><strong class="ql-author-65972221">John：</strong><span class="ql-author-65972221">是的。每种应用可能收费，也可能不收费。我有三个女儿。我们试着控制她们使用电子设备的时间，这与业务是相似的。有时候你会在应用内购买，在你了解它之前你会觉得“天呐，这本来是免费的，但现在有太多附加功能了。”然后你会坐在那里试着安装并设置好这款应用。“我已经在上面花了这么多时间了。”这是一种挑战。我们公司现在有很多人。例如我们的首席财务官，他非常保守。不想浪费一分钱。他不想引入更多的复杂性。这是一种权衡。我倾向于尝试最新最好的应用。我绝对认为这是一种平衡。经验告诉我要谨慎。确保这是真实需求。总有一个决定。要不要外包？需要一款应用吗？有时我们也会问开发人员：“有没有比安装应用更简单的解决方案？”</span> </p> <blockquote class="border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [&_p]:mb-4 [&_cite]:font-aktivgroteskextended [&_cite]:text-sm [&_cite]:not-italic [&_cite]:font-medium [&_cite]:tracking-[-0.0175rem] [&_footer]:mt-4 [&_cite::before]:content-["–"] [&_cite::before]:mr-1 border-blog-highlight">在安装新应用时总会有挑战：安装流程、集成等。在了解它之前，你会因为没有预料到的各种问题而烦恼。</blockquote> <p line="aj7m" linespacing="115" class="ql-long-65972221"><span class="ql-author-65972221">你只需要保持谨慎，不要过度紧张。这更多的是因为害怕错过。我们都假定有些神奇的应用可以做这个做那个。其实，如果你有一款好的产品并且可以把它展示在人们面前，这就是主要的目标，让人们知道你的产品。你可以拥有世界上所有闪亮的应用程序，但如果没人知道你的存在，那么就没有人会想买你的产品。一切都不重要了。</span></p> <p line="CHba" linespacing="115"> </p> <h2 id="7">番外：创业史</h2> <h3 data-header="3" line="YE9a" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">偏离传统路径：从律师到创业者</span></h3> <p line="bWvO" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">Felix：</strong><span class="ql-author-48211489">这项业务背后的想法都源于你对打造特定类型品牌的热情。告诉我们更多关于这个想法的来源吧。</span></p> <p line="nDzP" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">John：</strong><span class="ql-author-48211489">有时我会说它来自中年早期，但其实它源于多种因素。十多年前，我还在从事女性个护产品业务。当时，我看到男人们开始对打扮和个人护理更感兴趣了。留胡子的趋势开始了。除此之外，就像我们在 Beast 说的那样，男人们开始“提升他们的打扮水平”。我快</span><span class="ql-author-65972221"> </span><span class="ql-author-48211489">30</span><span class="ql-author-65972221"> </span><span class="ql-author-48211489">岁了。生活赋予了我很多责任。我一直在寻找我在市场上没有找到的东西的结合。从沐浴时开始唤醒我的东西：升级一下。这真的是一种爱好。比如，好吧，我们有这些女性产品。让我们提炼其中一些最好的成分，一些真的不错的成分，让我来动手调一下。让我调高桉树油比例，调高薄荷比例。在我淋浴时唤醒我。就是这么开始的。</span></p> <h5 align="center" line="beQO" class="ql-align-center ql-long-48211489" linespacing="115"><span class="ql-author-48211489 ql-size-10"><img src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-founder-in-jersey_1024x1024.jpg?v=1632080752" alt="在泽西岛的 Beast 创始人" loading="lazy">.</span></h5> <h5 align="center" line="beQO" class="ql-align-center ql-long-48211489" linespacing="115"> <span class="ql-author-48211489 ql-size-10">John Cascarano 从小就有创业的爱好。</span><em class="ql-author-48211489 ql-size-10">Beast</em> </h5> <p line="ziF5" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">Felix：</strong><span class="ql-author-48211489">听起来你有创业的经历。跟我们讲讲你过去的努力吧。</span></p> <p line="7AOc" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">John：</strong><span class="ql-author-48211489">当我还是个孩子的时候，发生了一些事，我总是渴望做一些与众不同的事。回到上小学的时候。我和我朋友做了手链，卖给其他小朋友。我们在市集上摆了小个摊位，卖给父母们。这是第一次创业：小纱线手链。时光飞逝，到了大学，我和几个朋友在校园里创办了一本杂志。这是1999年。其他人在做科技</span><a class="ql-link ql-author-48211489" href="https://zh.shopify.com/blog/how-to-start-a-business" target="_blank">创业</a><span class="ql-author-48211489">，我们在校园里办了一本杂志。它叫做 Mental Floss，我们做了一段时间。最后我偏偏去了法学院。在我上法学院的时候，我的两个朋友一直在做这本杂志，结果把它变成了一项很好的媒体资产。就像我说的，我花了15万美元来认识我的好妻子。当了五年律师。然后金融危机发生了。我记得我当时在费城一栋大楼的一间大公司里看着股市下跌，心想：“嗯，世事多变。”</span></p> <p line="B62D" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">于是，我开展了新业务。那是之前的女性产品业务，我的岳父是纽约大学的皮肤学教授，在纽约开了一间私人诊所。起初这只是为了满足他病人的需求，其中很多都是女性。最终 Beast 从那里诞生了。</span></p> <p line="jfhB" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">Felix：</strong><span class="ql-author-48211489">你提到你在重新开始创业之前从事了五年的法律工作。跟我们说说从创业背景开始，然后走更传统的路径，再回到非传统的转变过程吧。</span></p> <p line="YSFi" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">John：</strong><span class="ql-author-48211489">要做到这点并不容易。这些路径非常不一样。特别是从一家律师事务所开始，这种职业道路非常明显，很多人都在茁壮成长。在有些人能真正成长的地方，我感到很压抑，但它是非常稳定的。进入创业生活，突然之间就没有了结构。这个结构由我定义。从第一天起我就觉得：“哇，我可以做任何我想做的事。”同时，这也很可怕。你可以做任何你想做的事情，但如果你没有采取正确的举措，后果自负。现在全靠你自己了。欲戴王冠，必承其重。你创业了。恭喜你，祝你好运。你必须了解你自己。现在这更像是一门学科。创业变得更像是一种学习、追求和学科。你思考并养成良好习惯，因为最终很多书上说你应该做的，都是你应该做的。</span></p> <p line="dFmm" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">起初我重新开始的时候遇到了很多困难。我打高尔夫球。我当律师有一些积蓄。我很快花光了积蓄，不得不学习如何创办一家可以盈利的企业。我当时还有个刚出生的孩子。这很快从快乐时光、激动人心的时刻，变成非常现实的时刻。</span></p> <h3 data-header="3" line="esL4" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">更像是一门学科而非艺术：有条不紊地创建企业</span></h3> <p line="CSD3" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">Felix：</strong><span class="ql-author-48211489">你提到创办一家公司变得越来越像一门学科。这是一个有趣的观点。可以详细说说吗？</span></p> <p line="T4rA" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">John：</strong><span class="ql-author-48211489">当时，在消费品牌领域，我假设很多听众会像我一样有某款产品。我回到这行是出于好玩，真的。我想创造一些在沐浴时唤醒我的东西：一些唤醒我并让能让我感觉到的东西。这是良好的开端。最后，你要让产品适应市场。现在有很多关于市场契合度的书和课程。我花了五年时间才做到这一点。原来的品牌名是 Sasquatch，口号是“驯服野兽”，然后我们收到了中止并停止使用 Sasquatch 的警告信。然后我们开始用 Tame the Beast 这个名字，方案一直在变化。我倾听顾客意见做了一些小改进。这已经持续了很多年。我们还有一个 Beast 的商标，并最终开始考虑：“顾客真正喜欢的是什么？什么最能刺激他们？是什么让他们对这个品牌感到兴奋？”我们进行了调查。你可以通过客服接收到很多反馈。只要给出足够的时间，顾客就会告诉你应该做什么。</span></p> <p line="rLRF" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">最后这个品牌变成了 Beast。我们仍在部分产品上使用 Tame the Beast 这个牌子，但 Beast 这个词真的有一些很棒的地方。我很幸运能够在个护产品类目中获得这个商标，但其次，这个名字的最高最佳用途是什么？我花了很多年才真正了解这一点。在我们的案例中，我们本可以通过进行更多调查和潜在的焦点小组来加速该过程。你可以用不同的工具来尝试加速这一过程。但最终对我来说就是年复一年地听取顾客意见，接受反馈并不断改进。</span></p> <p line="4y37" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">Felix：</strong><span class="ql-author-48211489">如果你今天再次创业，为了成功，你将关注哪些最重要的细节或过程？</span></p> <h5 align="center" line="h1TJ" class="ql-align-center ql-long-48211489" linespacing="115"><span class="ql-author-48211489 ql-size-10"><img src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-product-refill-bags_1024x1024.jpg?v=1632081047" alt="Beast 产品补充袋装" loading="lazy"></span></h5> <h5 align="center" line="h1TJ" class="ql-align-center ql-long-48211489" linespacing="115"> <span class="ql-author-48211489 ql-size-10">品牌和社交的一致性对于顾客发现并识别你的品牌至关重要。 </span><em class="ql-author-48211489 ql-size-10">Beast</em> </h5> <p line="8SNG" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">John：</strong><span class="ql-author-48211489">除了一些非常重要的品牌信息之外，你还需要网址。一致性非常重要。人们需要发现你。他们需要能够在社交媒体和你的网站上发现你，并且所有内容都是清晰一致的。我看过这么一种说法，为了让品牌在我们内心产生共鸣，我们需要放松，我们希望快点实现。如果人们可以轻松找到你，不论你的品牌名是什么都没问题。一致性非常重要。如果你销售</span><span class="ql-author-65972221">实体</span><span class="ql-author-48211489">商品，则需要将产品交付给顾客的系统。显然是一个网站，一个托管服务商。你需要良好的履行能力。订单履行可能是经常被忽视，但却最重要的事情之一。这是你的顾客拥有数字体验后对你品牌的体验。然后是客服和市场营销。每一项本身都是一个部门。</span></p> <blockquote class="border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [&_p]:mb-4 [&_cite]:font-aktivgroteskextended [&_cite]:text-sm [&_cite]:not-italic [&_cite]:font-medium [&_cite]:tracking-[-0.0175rem] [&_footer]:mt-4 [&_cite::before]:content-["–"] [&_cite::before]:mr-1 border-blog-highlight">“你希望人们对这个品牌的初次体验和下一次体验是怎样的？对于每一次体验，你都需要开发系统、电子邮件、短信等。”</blockquote> <p line="umCT" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">市场营销分为新顾客营销和现有顾客营销。有些称之为再营销，但它们是不同的体验。你希望你们对这个品牌的初次体验和下一次体验是怎样的？对于每一次体验，你都需要开发系统、电子邮件、短信等。我们有各种各样的顾客沟通渠道，它们正在发生改变。如今人们使用的短信比电子邮件多得多，但电子邮件仍然很重要。还有付费广告，每种广告都有不同选择。应用程序、服务商等。就像订单履行一样。有无数个履行服务商，但他们很多都做得不好。对我们来说，把这些工作都处理好是一个持续的过程。</span></p> <h3 data-header="3" line="pUxu" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">在每一次失败中寻找目标</span></h3> <p line="8eNb" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">Felix：</strong><span class="ql-author-48211489">你提到你现在把业务视为一门学得很辛苦的学科。当你更加了解如何创办和经营企业时，是什么让你坚持下去的？</span></p> <p line="4evP" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">John：</strong><span class="ql-author-48211489">我认为这很深奥。我觉得主要是对失败的恐惧。我想过这个问题。“我为什么要做我现在做的事？”归根到底，就是想要有所成就。当有人建议我不要继续从事竞争激烈的行业时，是个人因素推动着我前进。你去任何一家商店，货架上都不乏洗发水。这并不容易。我们并不是发明了什么原先没有的东西。这是一个竞争非常激烈的行业。我只是相信这个品牌，相信 Beast 这个品牌、这个名字和这种感觉。积极的顾客反馈和评论是有帮助的：有顾客明白你在做什么，你让他们感觉更好。你稍微改善了他们的生活。他们沐浴的时候体验被提升了。这感觉很好。</span></p> <p line="e4se" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">有一些目的，然后随着时间的推移，这个品牌也发展出了环保的一面。我在佛罗里达州南部长大，我花了很多时间在海滩浮潜。我喜欢在海滩上待着。那里曾经有珊瑚礁，现在没有了。并不是因为</span><span class="ql-author-65972221">它</span><span class="ql-author-48211489">们</span><span class="ql-author-65972221">被</span><span class="ql-author-48211489">漂白了。</span><span class="ql-author-65972221">它</span><span class="ql-author-48211489">们消失了。</span><span class="ql-author-65972221">它</span><span class="ql-author-48211489">们是沙子。试着把悲伤转化为正能量。对你所做的事情有一个目标，而不仅仅是赚钱。现在我们开始减少产品线中塑料的使用，并寻找方法来提供人们想要并且需要的产品，同时最大限度减少对气候的影响。所有这些因素的结合才是推动我前进的动力。</span></p> <h5 align="center" line="nNKo" class="ql-align-center ql-long-48211489" linespacing="115"><span class="ql-author-48211489 ql-size-10"><img src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-beard-oil_1024x1024.jpg?v=1632081076" alt="Beast 胡须油" loading="lazy"></span></h5> <h5 align="center" line="nNKo" class="ql-align-center ql-long-48211489" linespacing="115"> <span class="ql-author-48211489 ql-size-10">创业的核心就是创造人们想要的东西。</span><em class="ql-author-48211489 ql-size-10">Beast</em> </h5> <p line="jj23" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">Felix：</strong><span class="ql-author-48211489">你提到了想创造一些东西。在创始人身上经常会出现创造者和首席执行官一分为二的情况：随着品牌的成熟，是继续创建业务还是扩展和维护。你是如何应对这种转变的？</span></p> <p line="Hx3b" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">John：</strong><span class="ql-author-48211489">是的，我有。我早期试图创造人们需要的东西。Y Combinator 的座右铭是“做出人们想要的东西。”如何更有效率、如何发展、如何提高品牌知名度的过程与让人们想要某样东西是非常不同的。这些都是更偏向执行的事情，而第一阶段更偏向创意企业。现在我有了顾问团，有了董事会，我们正在学习向他人报告。突然之间就引进了某种等级制度。有了领导，有了头儿。你一开始创业是为了反抗进入一家成熟的公司或组织，然后你创办了一家企业。我的意思是，我渴望拥有一些已确定的东西。它一点点变得更大、更严格和更有条理，你需要系统。</span></p> <p line="tlny" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">这很难。这是一个艰难的转变，我想我和很多经历过这种转变的人交流过。这是好事。我只能说多和那些经历过的人交流。</span></p> <h3 data-header="3" line="BUvD" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">欢迎提出不同意见的人</span></h3> <p line="jfPd" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">Felix：</strong><span class="ql-author-48211489">是不是说，当你走到十字路口的时候，是时候开始更多地关注系统和程序，而不是建立品牌或完善产品？</span></p> <p line="hTtT" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">John：</strong><span class="ql-author-48211489">我只能根据我的经验来回答。我过度创造了</span><span class="ql-author-65972221">——</span><span class="ql-author-48211489">我创造了太多产品。你会进入某种创造的心态，我们创造了一些相当不错的产品。我们近期的产品之一是一款很棒的产品：Beast Gold 沐浴露。也有人认为，从效率的角度和产品可扩展性来看，我们不应该创造 Beast Gold。有人告诉我：“你需要停止创造。审视这项业务。看看现金流。不要把资金用完。你如果没有资金了，一切就结束了。”利润很重要。</span></p> <p line="4wwP" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">我觉得我过度创造了。我知道是时候停下来了，因为有人告诉我：“你必须停下来。”聪明的财务人员告诉我：“听着，你必须停下来。你必须改变。”身边得有聪明的人，他们会告诉你：“你需要开始冷静下来。是时候了。你需要停止。”靠我自己是做不到的。</span></p> <p line="pAex" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">Felix：</strong><span class="ql-author-48211489">早期发生了什么完全阻止了你的过度创造？</span></p> <p line="u58X" linespacing="115" class="ql-long-48211489"><strong class="ql-author-48211489">John：</strong><span class="ql-author-48211489">这个品牌起源于</span><a class="ql-link ql-author-48211489" href="https://zh.shopify.com/blog/amazon-competitors" target="_blank">亚马逊</a><span class="ql-author-48211489">。很有趣。你会看到很多品牌在自己网站上“更干净”地推出产品，只有三个 SKU，也许是五个。更讽刺的是，亚马逊助长了我创造和填补漏洞的冲动。“没有人会做这样的产品。让我来推出。让我们来推出。”你是对的。这几乎终结了这趟旅程。我的产品确实有市场，但并不是每一款都卖得出去。“那么，让我们来创造……如果我们这样做，它会卖得出去的。”我确实有好几次差点把钱花光。</span></p> <h5 align="center" line="m8DH" class="ql-align-center ql-long-48211489" linespacing="115"><span class="ql-author-48211489 ql-size-10"><img src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-shower-product_1024x1024.jpg?v=1632081085" alt="Beast 沐浴产品" loading="lazy"></span></h5> <h5 align="center" line="m8DH" class="ql-align-center ql-long-48211489" linespacing="115"> <span class="ql-author-48211489 ql-size-10">Beast 的创造过程总是伴随着顾客反馈，以确保团队做出顾客想要的产品。</span><em class="ql-author-48211489 ql-size-10">Beast</em> </h5> <p line="8i6D" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">我们现在采取的有序方法是让顾客告诉我们他们真正想要什么。我们认真倾听，知道下一步该做什么。我们提前计划、制定预算、负责任，然后围绕特定项目集中创造力。这是一个更聪明的方法。但是我看到很多有业务往来的朋友只是不停地创造、创造、创造。你需要意识到这点，并让身边有主导这一切的优秀人才。</span></p> <p line="PIPf" linespacing="115" class="ql-long-48211489"><span class="ql-author-48211489">我在做广告时听到过一句很棒的话，他说：“给我一个定义明确的的创意简报。”我觉得这句话很棒。这就好像是一种解脱，知道我们在围绕这个创意进行创造。我们要在这个框架内发挥。</span><span class="ql-author-65972221">不要多想，采取</span><span class="ql-author-48211489">行动吧</span><span class="ql-author-65972221">！</span></p> <p line="QLyp" linespacing="115"> </p> <p line="IVJm" linespacing="115" class="ql-long-48211489"><em class="ql-author-48211489">原文作者：Felix Thea</em></p> <p line="hLId" linespacing="115" class="ql-long-48211489"><em class="ql-author-48211489">翻译：Lizzy Ma</em></p> <p line="vZi6" linespacing="115"> </p> <div class="clear"></div> <div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-blog-highlight"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">阅读详细内容</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/zh/blog/how-a-family-business-left-magento-for-shopify-plus-immediately-doubled-its-conversion-rate-while-changing-the-lives-of-outcast-lepers">为何这家家族企业要离开 Magento 奔向 Shopify Plus，流量转化率又是如何实现立即翻倍？</a></li><li class="mt-2"><a href="/zh/blog/fanjoy-merch">销售额一年内增长30倍：Fanjoy 如何成为顶级社交明星背后的周边产品强国</a></li><li class="mt-2"><a href="/zh/blog/ballsy-subscription">Ballsy 打造万名订阅用户，这一男性沐浴品牌背后的理念是什么？</a></li><li class="mt-2"><a href="/zh/blog/blog-apt2b-exit-plan">销售数据平平的 Apt2B 为何能被收购？</a></li><li class="mt-2"><a href="/zh/blog/sendafriend-tiktok">目标导向型企业 SendAFriend 是如何利用 TikTok 在两年内扩张至500万美元的？</a></li></ul></div><div style="text-align: left;" class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemscope="" itemtype="https://schema.org/FAQPage"> <h2>个护品牌 Beast 常见问题</h2> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">Beast 使用了什么库存管理方法来有效地管理货品？</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text">使用免费赠送的方式来送出积压的货品。</div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">Beast 是如何提高品牌影响力的?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text">充分发挥社交媒体渠道例如 YouTube 频道和 Facebook。</div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">Beast 产品开发过程中的重要步骤是什么?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text">顾客反馈。不断收集顾客反馈并将其整理并反应在产品升级中。</div> </div> </div> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row flex-row-reverse justify-between"><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/zh/blog/authors/zoey-zheng" class="no-underline" itemProp="url"><span itemProp="name">Zoey Zheng</span></a></span></div><div class="text-body-sm text-shade-50">最后更新： <time>2021年9月20日</time></div></div></div><div class="xs:border-b tablet-xl:border-0 pb-4"><div class="font-bold text-xs font-aktivgroteskextended uppercase mt-4 tablet-xl:mt-0 tablet-xl:text-right">分享文章</div><ul id=":R1bj95n5:" class="flex gap-4 mt-4" 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srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&originalHeight=1040&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&originalHeight=1040&width=400 400w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&originalHeight=1040&width=600 600w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&originalHeight=1040&width=800 800w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&originalHeight=1040&width=1000 1000w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&originalHeight=1040&width=1200 1200w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&originalHeight=1040&width=1400 1400w"/></div><div class="flex bg-black"><div class="text-left desktop:mx-10 self-center py-16 md:py-28 mx-10 md:mx-0 md:px-4 desktop:px-8"><div class="text-left text-section-dark-text [&_span]:font-aktivgroteskextended [&_span]:text-left tablet-xl:[&_span]:text-[40px] [&_span]:leading-[48px] [&_span]:font-medium [&_span]:tracking-normal [&_p]:text-white [&_p]:text-left [&_p]:text-lg [&_p]:leading-[26px] [&_p]:font-normal [&_p]:tracking-tight [&_p]:pb-6" data-mode="dark" data-component-name="heading-group"><span class="richtext text-t2">随时掌握 Shopify 最新动态</span><p class="richtext text-body-lg pt-sm">订阅我们的博客，即可免费获取开展电子商务业务的技巧、灵感和资源。所有这些资源都会直接发送到您的收件箱。</p></div><div class="[&_p]:text-left [&_p]:text-xs [&_p]:leading-[18px] [&_p]:pt-xs [&_button]:mt-[3px]" data-mode="dark" data-center="false"><form method="post" action="/zh/blog/api/subscribe" 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disabled:bg-button-light-secondary-bg-disabled disabled:border-button-light-secondary-border-disabled disabled:ring-button-light-secondary-border-disabled w-full mt-2 sm:mt-0 md:text-base py-4 sm:py-3 md:px-7 disabled:!bg-[#e5e7eb] whitespace-nowrap hover:border-white hover:ring-0 hover:bg-[#62ba6b] focus:bg-[#00740B] active:bg-[#00740B] border-none" data-component-name="join-waitlist-form-button">订阅</button></div></div><div class="block w-full sm:hidden"><button type="submit" class="inline-block self-center overflow-hidden max-w-full px-button-px ring-inset rounded-button text-button-size font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline disabled:hover-ring-0 md:py-button-lg-py border-2 text-button-light-secondary-text bg-button-light-secondary-bg border-button-light-secondary-border ring-button-light-secondary-border hover:text-button-light-secondary-text-hover hover:ring-button-light-secondary-border-hover focus:text-button-light-secondary-text-focus focus:border-button-light-secondary-border-focus focus:ring-button-light-secondary-border-focus active:text-button-light-secondary-text-active active:border-button-light-secondary-border-active active:ring-button-light-secondary-border-active disabled:text-button-light-secondary-text-disabled disabled:bg-button-light-secondary-bg-disabled disabled:border-button-light-secondary-border-disabled disabled:ring-button-light-secondary-border-disabled w-full mt-2 sm:mt-0 md:text-base py-4 sm:py-3 md:px-7 disabled:!bg-[#e5e7eb] whitespace-nowrap hover:border-white hover:ring-0 hover:bg-[#62ba6b] focus:bg-[#00740B] active:bg-[#00740B] border-none" data-component-name="join-waitlist-form-button">订阅</button></div><input class="sr-only" id=":Reauh5n5:" name="address" aria-label="address"/></form><p class="richtext text-body-sm pt-sm sm:w-[406px] w-full items-left text-white">随时取消订阅。输入您的电子邮件地址，即表示您同意接收来自 Shopify 的营销电子邮件。</p></div></div></div></div></section><div class="relative overflow-hidden bg-blog-bannerBg py-10 tablet-xl:py-20" data-component-name="cta-footer-banner"><div class="container relative flex flex-col items-center text-center py-10 tablet-xl:py-16"><span class="richtext uppercase font-medium font-aktivgroteskextended mb-2 text-[28px] tablet-xl:text-[42px] desktop:text-[48px] max-w-[600px] tablet-xl:mb-6 leading-[36px] tablet-xl:leading-[46px] desktop:leading-[56px]">使用 Shopify 开展全渠道销售</span><p class="richtext max-w-[680px] text-body-base tablet-xl:text-body-lg mb-2 tablet-xl:mb-9">随时随地学习。免费试用 Shopify，探索您开创、经营和扩展业务所需的全部工具。</p><div data-component-name="button-group" class="text-base relative z-20" data-mode="light"><div class="flex gap-y-sm flex-wrap gap-x-sm justify-center"><a 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tools"},"description":"用于业务运营的工具"}]},{"content":"销售","data":{"gaEvent":"Main Nav","gaAction":"Sell Nav"},"columnStart":4,"columnSpan":3,"icon":"sell","navItems":[{"content":"销售您的产品","url":"/zh/sell","separated":true,"data":{"gaEvent":"Main Nav","gaAction":"Sell your products"},"description":"线上或线下销售"},{"content":"在线销售","url":"/zh/online","data":{"gaEvent":"Main Nav","gaAction":"Sell online"},"description":"拓展在线业务"},{"content":"跨渠道销售","url":"/zh/channels","data":{"gaEvent":"Main Nav","gaAction":"Sell on across channels"},"description":"触达数百万购物者并提升销售额"},{"content":"线下销售","url":"/zh/pos","data":{"gaEvent":"Main Nav","gaAction":"Sell in person"},"description":"POS（销售终端）"},{"content":"面向全球销售","url":"/zh/markets","data":{"gaEvent":"Main Nav","gaAction":"Sell globally"},"description":"国际销售"},{"content":"批发和直销","url":"/zh/plus/solutions/b2b-ecommerce","data":{"gaEvent":"Main Nav","gaAction":"Sell wholesale and direct"},"description":"B2B（企业对企业）"},{"content":"接受在线付款","url":"/zh/payments","data":{"gaEvent":"Main Nav","gaAction":"Accept online payments"},"description":"设置付款表单"}]},{"content":"市场","data":{"gaEvent":"Main Nav","gaAction":"Market Nav"},"columnStart":7,"columnSpan":3,"icon":"market","navItems":[{"content":"推广业务","url":"/zh/marketing","separated":true,"data":{"gaEvent":"Main Nav","gaAction":"Market your business"},"description":"触达和留住客户"},{"content":"通过社交媒体进行营销","url":"/zh/facebook-instagram","data":{"gaEvent":"Main Nav","gaAction":"Market across social"},"description":"社交媒体集成"},{"content":"与客户聊天","url":"/zh/inbox","data":{"gaEvent":"Main Nav","gaAction":"inbox"},"description":"Shopify Inbox"},{"content":"培养客户","url":"/zh/email-marketing","data":{"gaEvent":"Main Nav","gaAction":"Shopify Email"},"description":"Shopify Email"},{"content":"了解您的受众","url":"/zh/segmentation","data":{"gaEvent":"Main Nav","gaAction":"Know your customers"},"description":"获得客户洞察"}]},{"content":"管理","data":{"gaEvent":"Main Nav","gaAction":"Manage Nav"},"columnStart":10,"columnSpan":3,"icon":"manage","navItems":[{"content":"管理您的业务","url":"/zh/manage","separated":true,"data":{"gaEvent":"Main Nav","gaAction":"Manage your business"},"description":"跟踪销售、订单和分析"},{"content":"衡量效果","url":"/zh/analytics","data":{"gaEvent":"Main Nav","gaAction":"Measure your Performance"},"description":"分析和报告"},{"content":"发货更快","url":"/zh/shipping","data":{"gaEvent":"Main Nav","gaAction":"Ship orders faster"},"description":"Shopify Shipping"},{"content":"管理您的库存和订单","url":"/zh/orders","data":{"gaEvent":"Main Nav","gaAction":"Organize inventory and orders"},"description":"库存和订单管理"}]},{"aside":true,"columnStart":1,"columnSpan":12,"navItems":[{"content":"Shopify 开发人员","url":"https://shopify.dev","data":{"gaEvent":"Main Nav","gaAction":"Shopify Developers"},"description":"借助 Shopify 强大的 API 进行开发","columnSpan":3},{"content":"Plus","url":"/zh/plus","data":{"gaEvent":"Main Nav","gaAction":"Shopify Plus"},"description":"适合持续增长的数字品牌的商务解决方案","columnSpan":3},{"content":"所有产品","url":"/zh/products","data":{"gaEvent":"Main Nav","gaAction":"All products"},"description":"探索所有 Shopify 产品和功能","columnSpan":3}]}]},{"content":"定价","url":"/zh/pricing","data":{"gaEvent":"Main Nav","gaAction":"Pricing Nav"}},{"content":"资源","data":{"gaEvent":"Main Nav","gaAction":"Resources Nav"},"navItems":[{"content":"帮助和支持","data":{"gaEvent":"Main Nav","gaAction":"Help and support Nav"},"columnStart":1,"columnSpan":3,"icon":"helpAndSupport","navItems":[{"content":"帮助和支持","url":"https://help.shopify.com/zh-CN/","data":{"gaEvent":"Main Nav","gaAction":"Help and support"},"description":"获取全天候支持"},{"content":"Shopify 博客","url":"/zh/blog","data":{"gaEvent":"Main Nav","gaAction":"Shopify blog"},"description":"商业策略建议"}]},{"content":"热门主题","data":{"gaEvent":"Main Nav","gaAction":"Popular topics Nav"},"columnStart":4,"columnSpan":6,"splitColumns":true,"icon":"popularTopics","navItems":[{"content":"什么是 Shopify？","url":"/zh/blog/what-is-shopify","data":{"gaEvent":"Main Nav","gaAction":"What is Shopify?"},"description":"我们的商务平台是如何运作的"},{"content":"社交媒体策略","url":"/zh/blog/topics/social-media-optimization","data":{"gaEvent":"Main Nav","gaAction":"Social media strategy"},"description":"在社交中达成交易"}]},{"content":"基本工具","data":{"gaEvent":"Main Nav","gaAction":"Essential tools Nav"},"columnStart":10,"columnSpan":3,"aside":true,"icon":"essentialTools","navItems":[{"content":"logo 制作器","url":"/zh/tools/logo-maker","data":{"gaEvent":"Main Nav","gaAction":"Logo maker"}},{"content":"图库照片","url":"https://www.shopify.com/stock-photos","data":{"gaEvent":"Main Nav","gaAction":"Stock photography"}},{"content":"商业计划模板","url":"/zh/blog/business-plan-template","data":{"gaEvent":"Main Nav","gaAction":"Business plan template"}},{"content":"“个人简介链接”工具","url":"https://www.linkpop.com/","data":{"gaEvent":"Main Nav","gaAction":"Link in bio tool"}}]}]},{"content":"企业版","url":"/zh/enterprise","data":{"gaEvent":"Main Nav","gaAction":"Upmarket Enterprise CTA"}}]},"pages/shopify.com/($locale)/blog/$article":{"article":{"__typename":"Article","authorV2":{"__typename":"ArticleAuthor","name":"Zoey Zheng","avatarUrl":"https://www.gravatar.com/avatar/d41d8cd98f00b204e9800998ecf8427e?s=200\u0026d=404","isDisabledAuthor":false},"id":"gid://shopify/Article/555618795542","handle":"beast-inventory-management","title":"科学的库存管理方法如何帮助个护品牌 Beast 走向成功?","publishedAt":"2021-09-20T04:00:02Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397","altText":"Beast 创始人","width":1023,"height":539},"tags":["成功案例"],"contentHtml":"\u003cp line=\"init\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003eJohn Cascarano 是一名律师出身的连续创业者，他成功创办并扩大了多家企业规模。他目前的品牌 Beast 是一家个人护理公司，专注于使用可持续成分和可重复使用包装的纯素和零残忍产品。\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e在本文\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e中，John 分享了他建立和扩大企业规模背后的系统过程，以及提供定制\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e化体验、通过\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e赠礼\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e的库存管理方法帮助公司成功的故事\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e。\u003c/span\u003e\u003c/p\u003e\n\u003cp align=\"center\" line=\"urmJ\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003ca class=\"ql-link ql-author-48211489\" href=\"https://shopify-masters.simplecast.com/episodes/the-rules-of-thumb-for-a-successful-business-from-a-serial-entrepreneur\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e\u003cstrong\u003e（音频）点击此处收听本期节目的完整内容 \u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch4 data-header=\"3\" line=\"HkN0\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\n\u003cspan class=\"ql-author-65972221\"\u003e干货\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e笔记\u003c/span\u003e\n\u003c/h4\u003e\n\u003cul\u003e\n\u003cli class=\"\"\u003e\n\u003cstrong class=\"ql-author-65972221 ql-size-11\"\u003eShopify 网站\u003c/strong\u003e\u003cstrong class=\"ql-size-11 ql-author-48211489\"\u003e：\u003c/strong\u003e\u003ca class=\"ql-link ql-size-11 ql-author-48211489\" href=\"https://www.getbeast.com/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eBeast\u003c/a\u003e\n\u003c/li\u003e\n\u003cli class=\"\"\u003e\n\u003cstrong class=\"ql-author-48211489\"\u003e社交账号：\u003c/strong\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://www.facebook.com/TametheBeastBrand\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eFacebook\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e, \u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://twitter.com/tamethebeast\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eTwitter\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e, \u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://www.instagram.com/tamethebeast\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eInstagram\u003c/a\u003e\n\u003c/li\u003e\n\u003cli class=\"\"\u003e\n\u003cstrong class=\"ql-author-48211489 ql-size-11\"\u003e推荐应用：\u003c/strong\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/helpdesk?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eGorgias (Shopify app)\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e, \u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/yotpo-social-reviews?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eYotpo Loyalty (Shopify app)\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e, \u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/datafeedwatch?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eData Feed Watch (Shopify app)\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e, \u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/octane-ai-messenger-marketing?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eOctane (Shopify app)\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e, \u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/klaviyo-email-marketing?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eKlaviyo (Shopify app)\u003c/a\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003e目录\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003e产品开发过程中最重要的步骤：顾客反馈\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003e创始人是如何提高品牌影响力的?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003e广告歌是否已经成为了过去式？\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003e实施定制化套餐，以推动新的销售\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003e免费赠送：库存管理方法与策略\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003e急速扩张与品牌形象的平衡\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003e番外：创业史\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003cp line=\"Pvcw\" linespacing=\"115\"\u003e \u003c/p\u003e\n\u003ch2 id=\"1\"\u003e产品开发过程中最重要的步骤：顾客反馈\u003c/h2\u003e\n\u003cdiv data-header=\"2\" line=\"EQX4\" linespacing=\"115\" data-foldable=\"\" class=\"ql-long-65972221\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/hompage_of_Beast_1024x1024.png?v=1632080807\" alt=\"Beast 官网\"\u003e\u003c/div\u003e\n\u003cp line=\"7IlK\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你提到了\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/product-development-process\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e产品开发\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e，要从顾客和他们告诉你想要的东西开始。可以具体说说吗？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Ezi7\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e这结合了倾听顾客意见和关注市场。当你达到一定规模并且人们开始回复你的邮件时。我们会给人们提供赠品以换取反馈。反馈太宝贵了。清楚了解产品系列的顾客已经试过很多产品，他们写了一些深思熟虑的内容，这些都是有价值的。你会从多名顾客那里听到这些话，然后觉得：“这其中大有可为。”然后你回头关注市场并说：“接下来对这款产品有需求。这十分合理。”你还必须考虑研发方面。做出这款产品有多难？需要多长时间？成本是多少？这是一种交换意见的方式。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"1jI8\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e详细说说你是如何利用市场和顾客反馈来进行产品反馈的？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"pQCR\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e现在市面上有很多胡须油。这就是一个例子。曾经有段时间根本没有这么多。这些油就像摩洛哥坚果油或荷荷巴油。这些油对毛发很好：头发或胡须。它们非常顺滑。女性比男性更早知道这一点，然后蓄胡子的潮流就开始了。现在市场上有很多种胡须油。确实有很多人要求我们生产不同的胡须油，但它真值得投资更多吗？它是我们产品线的核心吗？这一趋势走向如何？这是商业的一面，真的。你必须平衡顾客要求和你从事的业务。这是一个例子。我要保留其他一两个例子，因为我们肯定知道有一些产品将会是下一款伟大的产品。其他行业也在发生变化。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"1zNc\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e我们的品牌实际上更倾向于中性化，我们有一些中性化的产品。我们一开始是男性品牌，但后面转向了中性化品牌。一些女性想要更便宜的女性产品。有时会有所谓的“粉红税”。有篇这方面的文章说女性会购买中性品牌或男性品牌的产品，只是因为它更便宜。他们知道原料是一样的，而且要被收取溢价。这太不可思议了。顾客提供的意见有重叠的部分。比如男士护肤品，女性也想要更便宜的，有市场机会和顾客群存在。我们很多顾客都在说：“做这样的产品。”\u003c/span\u003e \u003c/p\u003e\n\u003cblockquote\u003e“在转型成中性品牌的过程中，你如何进入一个你不一定是最终用户的市场？当你不是最终用户时，如何确保自在正在优化策略？”\u003c/blockquote\u003e\n\u003cp line=\"dtEK\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e盲目乐观。大胆好学。寻找机会，有时候就是这样。你在寻找机会。你在倾听，在钻研。Lock and Mane 这个品牌，我们从销售别人的产品开始，因此我们是纯粹的零售商，专门销售纽约女性想要的、很难找到的特定产品。我们仍在满足人们的需求。这是一个机会。你听到了需求，有人告诉你：“这里有市场。”随时时间的推移，你会了解这个行业，它会带你走向不的方向。我开始学习。我认识了一些出名的造型师。我会问：“你怎么做到的？你推出了这个品牌，你不是化学家。你是怎么做到的？”\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"ccn8\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e最终，通过培养人际关系，我与一家化妆品实验室建立了合作关系。我们都希望看到彼此成功。我确实求胜心切，但也真的希望其他人都能成功。第三或第四家实验室发现了这一点，他们开始与我合作，尽管我没有支付任何费用或没有很多资金。这只是因为在某种程度上他们的业务决定了他们需要下一个最新最出色的品牌，但他们也希望看到有人成功。配方也是一样的。我们请来了一位皮肤科医生来帮我提供建议，像我之前的公司一样一点一点发展，直到我觉得：“我有一个独一无二的品牌，人们可能会想购买这个品牌的产品。”\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"8Hu4\" linespacing=\"115\"\u003e \u003c/p\u003e\n\u003ch2 id=\"2\"\u003e创始人是如何提高品牌影响力的?\u003c/h2\u003e\n\u003cp line=\"AV5e\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你还曾担任过女装及配饰零售商 Able 的电商总监。跟我们说说你的这段经历吧。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"gRz2\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e当时我卖掉了 Lock and Mane。已经有了 Beast 这个品牌，但仍在起步阶段。我并不是 100% 确定它能发展到什么程度，我真的通过这个品牌成功了。有个朋友把我介绍给 Able 的首席执行官，他们的网站是 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"http://livefashionable.com/collections/jewelry-starter-pack?gclid=CjwKCAjwoZWHBhBgEiwAiMN66XuMXh5Y2jhSJgEcpK1PnChMuf5EHvX07g5Av2JCi9nN4cIKZImmuhoCd4wQAvD_BwE\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003elivefashionable.com\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。我是因为他们的使命加入的。我相信他们是田纳西州第一家 B 型企业。当时他们通过口碑营销获得了将近 100 万美元的有机收入。他们是一家全国性的公司，人们谈论并分享他们。他们的网站加载速度是 20 秒。他们有一个 Woocommerce 网站。我只是觉得：“如果你们加快\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://www.shopify.cn/blog/shopify-site-speed\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e网站速度\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e，改进网站并围绕这个使命开展一些营销活动，它就会发展得非常快。”这是指在今年 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/ios14-updates\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eiOS 更新\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e前的 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/facebook-ads\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eFacebook 广告\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。那是一个不同的世界，但我看到了他们能做的简单事情。他们也传达了美好的信息。他们的主张是战胜困难的女性打造的产品。通过在一个速度更快的网站上投放一些数字广告，他们迅速发展。他们的使命是为女性创造就业机会。这是一个联合使命，就像许多 B 端企业一样。它和其他公司一样，既要盈利，又要实现这一社会目标。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"NSpL\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你还做过哪些让你觉得对提升品牌和品牌知名度影响最大的事情？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"gCUo\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003eBeast 这个品牌和 Able 很像。经有一小段时期，人们觉得 Facebook 广告是神奇的东西，在某段时间内确实如此，但之后很多人看到了它的局限性。这个秘密泄露了，就像很多市场一样，价格上涨，事情发生了变化。我听说过 360 度营销的方法，但我们花了大量时间自己创作内容。如果你去看我们的 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/start-a-youtube-channel-for-your-business\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eYouTube 频道\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e或 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/instagram-ads\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eInstagram 主页\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e，你会看到很多图片和视频。这又回到了不要过度创造这一话题上，确保你不只是在不断讨论产品。具有合适卖点的合适视频，介绍你产品或服务的不同之处，这样品牌才能长久发展。自然地分享，当然也要在广告中测试，通过付费广告测试，然后衡量转化率。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"7sga\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e我们自己\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/best-free-video-editing-software\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e制作了大量视频\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e，我们在此过程中投入了大量精力。很多时候我会写第一个脚本。也许是在洗澡时有了这个想法。洗完澡把它写下来。我不会马上把它发给团队。我会深思熟虑。确保它是好的。很多时候，我们在白天有很多想法，你会觉得：“这不是一个好的想法。”对我们来说，关于品牌的好的、简洁的视频内容是关键。我们不会过度推广我们的 YouTube 频道，但我们会花很多时间在上面。网址是 YouTube.com/tamethebeast。你可以看到我们的一些热门作品，还有一些激不起浪花的作品。这对我们来说是一个值得关注的好领域。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"NQai\" linespacing=\"115\"\u003e \u003c/p\u003e\n\u003ch2 id=\"3\"\u003e广告歌是否已经成为了过去式？\u003c/h2\u003e\n\u003cp line=\"ESBE\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你如何调整视频角度？通常焦点是产品，还是你也有故事情节？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"7c1i\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你推出并创造了一款新品，你需要利用一切资源来配合它。一旦你做出了创造产品的决定，自然就有很多工作要做。\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/product-line-extensions\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e新产品、新系列\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。我们为什么要推出这款产品？卖点是什么？人们的注意力持续时间很短：3秒、6秒、8秒。不同年代会有所不同，但它很短。我们在审查媒体素材方面非常明智，你必须快速并真正展示出这款产品的不同之处。人们真正想要的是什么？看看该领域其他人的广告。我们关注 Old Spice。我讨厌拉上另一个品牌，但他们复兴了一个老品牌，他们是怎么做到的？他们在广告中提到了什么？我们能从他们身上学到什么？\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-product-line-bottles-and-refill-bags_1024x1024.jpg?v=1632080984\" alt=\"Beast 洗发露\"\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"7c1i\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e \u003c/p\u003e\n\u003ch5 align=\"center\" line=\"ffsf\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e独特的广告歌增加了 Beast 的品牌体验。\u003c/span\u003e\u003cem class=\"ql-author-65972221 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"02kM\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e一个有效的广告需要付出很多。比如，我们的产品之一是 Extreme Yawp。它实际上是第一款让我觉得有价值的产品。Extreme Yawp 胡须油、洗发水和沐浴露。我们思考：“这个系列有什么独特之处？”是它的感觉。如果你把 Beast 装在瓶子里，人们会期待什么？久而久之，我明白了，你总会有所期待。你想要感受一下。你想闻一下。Beast 是一种体验。我们想出了一些很精彩的文案。就是我们 YouTube 频道上最热门的视频之一。有一个沙哑的旁白：“Extreme Yawp 胡须油、洗发水和沐浴露。伴随着令人振奋的桉树刺激感，这是对成年人一个很好的奖励。”然后是一声咆哮。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"1L8x\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e我想说的另一件事是，也考虑一下广告歌。早前，宝洁公司的一位员工告诉我：“想一首广告歌。”对我们来说就是我们的咆哮声。我们发出野兽般的吼声，这实际上是我们的音效师将三种动物声音结合在一起的结果。他研究动物的声音并将它们结合在一起。他说：“我觉得就是这样。这就是咆哮声。”我说：“就是这样。这就是咆哮声。”\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Hy8S\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e \u003c/p\u003e\n\u003ccenter\u003e\n\u003ch3\u003e开始独立站建站之旅，免费试用，无需信用卡！\u003c/h3\u003e\n\u003cdiv data-signup=\"\"\u003e\u003c/div\u003e\n\u003c/center\u003e\n\u003ch2 id=\"4\"\u003e实施定制化套餐，以推动新的销售\u003c/h2\u003e\n\u003cp line=\"5EbC\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你的网站上有“创建一个套餐”的功能。跟我们谈谈这个想法。它背后的原因，它是怎么诞生，以及如何影响网站的？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"9QNK\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e在 Able 时，我发现人们想要定制化。这涉及到用户粘性。定制用户在网站上花费的时间更多。甚至有来自不同顾客群体的数据发现，能够定制产品的顾是更忠实。他们对一个品牌更加投入。现在推动我们的部分使命是减少塑料。我们如何做到？更多可重复使用的瓶子，或是瓶装的补充装。你必须让人们逐步改变他们的习惯，我们希望利用一些与\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/loyalty-program\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e顾客和忠诚度\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e有关的其他数据。这就是这个功能的来源，但也是为了让顾客更轻松，减少购物摩擦。人们看到完整的产品线：洗发水、护发素、肥皂、乳液、剃须产品。“见鬼，我应该从何入手？”这就像：“来。让我们帮你轻松购物。从这里开始。选一瓶。好的，很好。选一袋。”你只要选一种就行了。这是一个三步流程，让人们轻松熟悉产品线并逐步改变他们的习惯。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"Yx6I\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-refill-product_1024x1024.jpg?v=1632081010\" alt=\"Beast 洗护\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"Yx6I\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e支持顾客通过测验定制订单，可以提高参与度和更好的销售漏斗体验。\u003c/span\u003e\u003cem class=\"ql-author-65972221 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"pPic\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e这是一个很好的见解，你花在网站上定制产品的时间越多，它就越令人难忘。网站是否有其他对转化率影响很大的部分，让你感到惊讶？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"lkvs\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e有趣的是我在很多网站上看到过这个功能：查看所有商品。这常常是转化率最高的页面之一。人们只想浏览和滚动页面。听起来很傻，对吧？查看所有商品。他们可以看到所有的产品并滚动页面。我们肯定会看到进入生命周期后期的人开始访问可持续页面或“关于品牌”页面。建立测验页面。我们现在有一个测验页面，试着为人们匹配我们的其中一种香味。这也是我向 Able 学到的另一个很好的例子。在 Able 和 Beast 我们都做了一些让顾客觉得既好玩又有启发性的东西。我们引导人们回答一个简单的问题，然后推荐一些产品，帮助他们了解我们的不同香味。我会鼓励人们尝试让顾客进行测验。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Lw4w\" linespacing=\"115\"\u003e \u003c/p\u003e\n\u003ch2 id=\"5\"\u003e免费赠送：库存管理方法与策略\u003c/h2\u003e\n\u003cp line=\"IqdU\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e我还在网站上看到一句行动号召：“想要获得我们的免费礼物吗？”但没有透露礼物是什么。这是故意的吗？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"GWLP\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e是的。我们想要拥有赠送礼物的灵活度。有时这也是\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/blog-shipping-and-fulfillment\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e库存管理方法\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e的一种策略，我们会说：“糟糕。我们没货了。”然后随机送出礼品。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"WpTE\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你还有其他可以推荐用来经营业务的应用程序吗？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"FqiY\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e回到我们之前关于应用程序的讨论，产品评论是必不可少的。起初你可能不想在产品评论上投入大量资金，但在某个时刻你会开始意识到：“我们需要将这些评论提供给谷歌。我们需要将它们同步到其他平台。我们想要的功能是让顾客可以轻松分享他们的评论。\u003c/span\u003e\u003cstrong class=\"ql-author-65972221\"\u003eYotpo Reviews 是一款不错的应用。我们使用 Yotpo 旗下的所有应用。我们有 Yotpo Loyalty、Yotpo Reviews，我们还对 Yotpo SMS 进行了一些测试。然后还有 Data Feed Watch，这是一款动态生成器。这款更实惠。你可以生成一个动态后分发到谷歌或 Facebook 和其他营销渠道。还有必应，这款应用也很有用，你早期可能需要生成一个产品提要。Octane 十分适合用于市场营销。Klaviyo 适用于电子邮件。Klaviyo 已成为最受欢迎的邮件营销软件之一。Octane 类似于电子邮件和短信，但适合 Facebook Messenger。\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e这就是 Octane 能解决的问题。这对人们来说是一个不错的选择。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"ZJNs\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e \u003c/p\u003e\n\u003ccenter\u003e\n\u003ch3\u003e开始独立站建站之旅，免费试用，无需信用卡！\u003c/h3\u003e\n\u003cdiv data-signup=\"\"\u003e\u003c/div\u003e\n\u003c/center\u003e\n\u003ch2 id=\"6\"\u003e急速扩张与品牌形象的平衡\u003c/h2\u003e\n\u003cp line=\"cIax\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e随着业务规模扩大并超出你的日常控制范围，你如何确保品牌指导方针和顾客体验保持一致？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"eskG\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e答案是拥有优秀的员工和系统。刚开始的时候，我负责\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/customer-service\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e客服\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e、负责市场营销，我负责所有部门。你和顾客有直接联系。预警就是很多时候客服会直接告诉你，让你能够快速响应。如果你在早期自己负责这些工作，那很好。然后突然之间，你就有了需要规模化的员工和系统，我认为关键是有好的工具。你必须开始越来越关注指标。“我们的客服响应时长是多少？”有很多应用程序。我们使用应用程序来辅助客服工作。\u003c/span\u003e\u003cstrong class=\"ql-author-65972221\"\u003e有一个完整的应用程序生态系统。你可以选择一款，然后查看分析和评论，并有系统可以查看评论数量、产品评论和网站评论。\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e关于你品牌的一切都是面向公众的，然后可能进行调查。我们已经开始更多地这样做了。进行简单的调查。有时只是给顾客发条短信或一封邮件。“你的体验如何？有什么我们可以帮忙的吗？”除了提供帮助，没有任何真正的目的。你会学到很多。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"9yLp\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e在构建业务时，你如何确定要首先搭建或关注什么系统？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Z2cA\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e最重大的决定可能是电商平台。我们选了 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eShopify\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。有段时间在构建\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/online-selling-sites\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e电商平台\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e方面有更多选择。有些公司甚至会从零开始构建自己的平台。这是最重大的决策。我们一直都选择 Shopify，所以让我们假设你也选择了它。也许这就是平台中的 iPhone。然后你就有了应用程序。就像 iPhone 一样，有强大的应用商店。我也咨询过一些朋友，现在你有了自己的品牌，需要什么应用程序。你需要一名开发人员，你需要有人为你搭建网站，会有很多选择。你要花钱请人从零开始搭建吗？\u003c/span\u003e \u003c/p\u003e\n\u003cdiv data-guide=\"trust\"\u003e\u003c/div\u003e\n\u003cp line=\"rACU\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e在客服方面，我们使用 Gorgeous。它是众多客服应用之一。真的，你必须经历这些，有时你出于需要而学习，出于工作量而寻找解决方案。大量工作会告诉你应该怎么做。你开始有 Facebook 评论、短信回复还有\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/shopify-email\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e电子邮件\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。突然之间，对于一个小团队来说这是无法应付的，因此你需要一些东西来吸收这一切。有问题，就有解决问题的办法。对很多人来说，订单履行是一个非常重要的早期决定。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"kS45\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-bottly-with-plant_1024x1024.jpg?v=1632081020\" alt=\"Beast 洗护产品\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"kS45\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e对应用程序和服务的投资是财务和业绩之间的权衡。\u003c/span\u003e\u003cem class=\"ql-author-65972221 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"OtEC\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你如何决定投资哪些工具，以及投资多少工具？我觉得新手创业者很容易被各种各样的工具选择和费用弄得不知所措。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"C5WN\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e是的。每种应用可能收费，也可能不收费。我有三个女儿。我们试着控制她们使用电子设备的时间，这与业务是相似的。有时候你会在应用内购买，在你了解它之前你会觉得“天呐，这本来是免费的，但现在有太多附加功能了。”然后你会坐在那里试着安装并设置好这款应用。“我已经在上面花了这么多时间了。”这是一种挑战。我们公司现在有很多人。例如我们的首席财务官，他非常保守。不想浪费一分钱。他不想引入更多的复杂性。这是一种权衡。我倾向于尝试最新最好的应用。我绝对认为这是一种平衡。经验告诉我要谨慎。确保这是真实需求。总有一个决定。要不要外包？需要一款应用吗？有时我们也会问开发人员：“有没有比安装应用更简单的解决方案？”\u003c/span\u003e \u003c/p\u003e\n\u003cblockquote\u003e在安装新应用时总会有挑战：安装流程、集成等。在了解它之前，你会因为没有预料到的各种问题而烦恼。\u003c/blockquote\u003e\n\u003cp line=\"aj7m\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e你只需要保持谨慎，不要过度紧张。这更多的是因为害怕错过。我们都假定有些神奇的应用可以做这个做那个。其实，如果你有一款好的产品并且可以把它展示在人们面前，这就是主要的目标，让人们知道你的产品。你可以拥有世界上所有闪亮的应用程序，但如果没人知道你的存在，那么就没有人会想买你的产品。一切都不重要了。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"CHba\" linespacing=\"115\"\u003e \u003c/p\u003e\n\u003ch2 id=\"7\"\u003e番外：创业史\u003c/h2\u003e\n\u003ch3 data-header=\"3\" line=\"YE9a\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e偏离传统路径：从律师到创业者\u003c/span\u003e\u003c/h3\u003e\n\u003cp line=\"bWvO\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e这项业务背后的想法都源于你对打造特定类型品牌的热情。告诉我们更多关于这个想法的来源吧。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"nDzP\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e有时我会说它来自中年早期，但其实它源于多种因素。十多年前，我还在从事女性个护产品业务。当时，我看到男人们开始对打扮和个人护理更感兴趣了。留胡子的趋势开始了。除此之外，就像我们在 Beast 说的那样，男人们开始“提升他们的打扮水平”。我快\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e \u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e30\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e \u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e岁了。生活赋予了我很多责任。我一直在寻找我在市场上没有找到的东西的结合。从沐浴时开始唤醒我的东西：升级一下。这真的是一种爱好。比如，好吧，我们有这些女性产品。让我们提炼其中一些最好的成分，一些真的不错的成分，让我来动手调一下。让我调高桉树油比例，调高薄荷比例。在我淋浴时唤醒我。就是这么开始的。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"beQO\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-founder-in-jersey_1024x1024.jpg?v=1632080752\" alt=\"在泽西岛的 Beast 创始人\"\u003e.\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"beQO\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003eJohn Cascarano 从小就有创业的爱好。\u003c/span\u003e\u003cem class=\"ql-author-48211489 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"ziF5\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e听起来你有创业的经历。跟我们讲讲你过去的努力吧。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"7AOc\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e当我还是个孩子的时候，发生了一些事，我总是渴望做一些与众不同的事。回到上小学的时候。我和我朋友做了手链，卖给其他小朋友。我们在市集上摆了小个摊位，卖给父母们。这是第一次创业：小纱线手链。时光飞逝，到了大学，我和几个朋友在校园里创办了一本杂志。这是1999年。其他人在做科技\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489\" href=\"https://zh.shopify.com/blog/how-to-start-a-business\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e创业\u003c/a\u003e\u003cspan class=\"ql-author-48211489\"\u003e，我们在校园里办了一本杂志。它叫做 Mental Floss，我们做了一段时间。最后我偏偏去了法学院。在我上法学院的时候，我的两个朋友一直在做这本杂志，结果把它变成了一项很好的媒体资产。就像我说的，我花了15万美元来认识我的好妻子。当了五年律师。然后金融危机发生了。我记得我当时在费城一栋大楼的一间大公司里看着股市下跌，心想：“嗯，世事多变。”\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"B62D\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e于是，我开展了新业务。那是之前的女性产品业务，我的岳父是纽约大学的皮肤学教授，在纽约开了一间私人诊所。起初这只是为了满足他病人的需求，其中很多都是女性。最终 Beast 从那里诞生了。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"jfhB\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e你提到你在重新开始创业之前从事了五年的法律工作。跟我们说说从创业背景开始，然后走更传统的路径，再回到非传统的转变过程吧。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"YSFi\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e要做到这点并不容易。这些路径非常不一样。特别是从一家律师事务所开始，这种职业道路非常明显，很多人都在茁壮成长。在有些人能真正成长的地方，我感到很压抑，但它是非常稳定的。进入创业生活，突然之间就没有了结构。这个结构由我定义。从第一天起我就觉得：“哇，我可以做任何我想做的事。”同时，这也很可怕。你可以做任何你想做的事情，但如果你没有采取正确的举措，后果自负。现在全靠你自己了。欲戴王冠，必承其重。你创业了。恭喜你，祝你好运。你必须了解你自己。现在这更像是一门学科。创业变得更像是一种学习、追求和学科。你思考并养成良好习惯，因为最终很多书上说你应该做的，都是你应该做的。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"dFmm\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e起初我重新开始的时候遇到了很多困难。我打高尔夫球。我当律师有一些积蓄。我很快花光了积蓄，不得不学习如何创办一家可以盈利的企业。我当时还有个刚出生的孩子。这很快从快乐时光、激动人心的时刻，变成非常现实的时刻。\u003c/span\u003e\u003c/p\u003e\n\u003ch3 data-header=\"3\" line=\"esL4\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e更像是一门学科而非艺术：有条不紊地创建企业\u003c/span\u003e\u003c/h3\u003e\n\u003cp line=\"CSD3\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e你提到创办一家公司变得越来越像一门学科。这是一个有趣的观点。可以详细说说吗？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"T4rA\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e当时，在消费品牌领域，我假设很多听众会像我一样有某款产品。我回到这行是出于好玩，真的。我想创造一些在沐浴时唤醒我的东西：一些唤醒我并让能让我感觉到的东西。这是良好的开端。最后，你要让产品适应市场。现在有很多关于市场契合度的书和课程。我花了五年时间才做到这一点。原来的品牌名是 Sasquatch，口号是“驯服野兽”，然后我们收到了中止并停止使用 Sasquatch 的警告信。然后我们开始用 Tame the Beast 这个名字，方案一直在变化。我倾听顾客意见做了一些小改进。这已经持续了很多年。我们还有一个 Beast 的商标，并最终开始考虑：“顾客真正喜欢的是什么？什么最能刺激他们？是什么让他们对这个品牌感到兴奋？”我们进行了调查。你可以通过客服接收到很多反馈。只要给出足够的时间，顾客就会告诉你应该做什么。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"rLRF\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e最后这个品牌变成了 Beast。我们仍在部分产品上使用 Tame the Beast 这个牌子，但 Beast 这个词真的有一些很棒的地方。我很幸运能够在个护产品类目中获得这个商标，但其次，这个名字的最高最佳用途是什么？我花了很多年才真正了解这一点。在我们的案例中，我们本可以通过进行更多调查和潜在的焦点小组来加速该过程。你可以用不同的工具来尝试加速这一过程。但最终对我来说就是年复一年地听取顾客意见，接受反馈并不断改进。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"4y37\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e如果你今天再次创业，为了成功，你将关注哪些最重要的细节或过程？\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"h1TJ\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-product-refill-bags_1024x1024.jpg?v=1632081047\" alt=\"Beast 产品补充袋装\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"h1TJ\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e品牌和社交的一致性对于顾客发现并识别你的品牌至关重要。 \u003c/span\u003e\u003cem class=\"ql-author-48211489 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"8SNG\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e除了一些非常重要的品牌信息之外，你还需要网址。一致性非常重要。人们需要发现你。他们需要能够在社交媒体和你的网站上发现你，并且所有内容都是清晰一致的。我看过这么一种说法，为了让品牌在我们内心产生共鸣，我们需要放松，我们希望快点实现。如果人们可以轻松找到你，不论你的品牌名是什么都没问题。一致性非常重要。如果你销售\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e实体\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e商品，则需要将产品交付给顾客的系统。显然是一个网站，一个托管服务商。你需要良好的履行能力。订单履行可能是经常被忽视，但却最重要的事情之一。这是你的顾客拥有数字体验后对你品牌的体验。然后是客服和市场营销。每一项本身都是一个部门。\u003c/span\u003e\u003c/p\u003e\n\u003cblockquote\u003e“你希望人们对这个品牌的初次体验和下一次体验是怎样的？对于每一次体验，你都需要开发系统、电子邮件、短信等。”\u003c/blockquote\u003e\n\u003cp line=\"umCT\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e市场营销分为新顾客营销和现有顾客营销。有些称之为再营销，但它们是不同的体验。你希望你们对这个品牌的初次体验和下一次体验是怎样的？对于每一次体验，你都需要开发系统、电子邮件、短信等。我们有各种各样的顾客沟通渠道，它们正在发生改变。如今人们使用的短信比电子邮件多得多，但电子邮件仍然很重要。还有付费广告，每种广告都有不同选择。应用程序、服务商等。就像订单履行一样。有无数个履行服务商，但他们很多都做得不好。对我们来说，把这些工作都处理好是一个持续的过程。\u003c/span\u003e\u003c/p\u003e\n\u003ch3 data-header=\"3\" line=\"pUxu\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e在每一次失败中寻找目标\u003c/span\u003e\u003c/h3\u003e\n\u003cp line=\"8eNb\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e你提到你现在把业务视为一门学得很辛苦的学科。当你更加了解如何创办和经营企业时，是什么让你坚持下去的？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"4evP\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e我认为这很深奥。我觉得主要是对失败的恐惧。我想过这个问题。“我为什么要做我现在做的事？”归根到底，就是想要有所成就。当有人建议我不要继续从事竞争激烈的行业时，是个人因素推动着我前进。你去任何一家商店，货架上都不乏洗发水。这并不容易。我们并不是发明了什么原先没有的东西。这是一个竞争非常激烈的行业。我只是相信这个品牌，相信 Beast 这个品牌、这个名字和这种感觉。积极的顾客反馈和评论是有帮助的：有顾客明白你在做什么，你让他们感觉更好。你稍微改善了他们的生活。他们沐浴的时候体验被提升了。这感觉很好。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"e4se\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e有一些目的，然后随着时间的推移，这个品牌也发展出了环保的一面。我在佛罗里达州南部长大，我花了很多时间在海滩浮潜。我喜欢在海滩上待着。那里曾经有珊瑚礁，现在没有了。并不是因为\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e它\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e们\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e被\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e漂白了。\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e它\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e们消失了。\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e它\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e们是沙子。试着把悲伤转化为正能量。对你所做的事情有一个目标，而不仅仅是赚钱。现在我们开始减少产品线中塑料的使用，并寻找方法来提供人们想要并且需要的产品，同时最大限度减少对气候的影响。所有这些因素的结合才是推动我前进的动力。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"nNKo\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-beard-oil_1024x1024.jpg?v=1632081076\" alt=\"Beast 胡须油\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"nNKo\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e创业的核心就是创造人们想要的东西。\u003c/span\u003e\u003cem class=\"ql-author-48211489 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"jj23\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e你提到了想创造一些东西。在创始人身上经常会出现创造者和首席执行官一分为二的情况：随着品牌的成熟，是继续创建业务还是扩展和维护。你是如何应对这种转变的？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Hx3b\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e是的，我有。我早期试图创造人们需要的东西。Y Combinator 的座右铭是“做出人们想要的东西。”如何更有效率、如何发展、如何提高品牌知名度的过程与让人们想要某样东西是非常不同的。这些都是更偏向执行的事情，而第一阶段更偏向创意企业。现在我有了顾问团，有了董事会，我们正在学习向他人报告。突然之间就引进了某种等级制度。有了领导，有了头儿。你一开始创业是为了反抗进入一家成熟的公司或组织，然后你创办了一家企业。我的意思是，我渴望拥有一些已确定的东西。它一点点变得更大、更严格和更有条理，你需要系统。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"tlny\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e这很难。这是一个艰难的转变，我想我和很多经历过这种转变的人交流过。这是好事。我只能说多和那些经历过的人交流。\u003c/span\u003e\u003c/p\u003e\n\u003ch3 data-header=\"3\" line=\"BUvD\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e欢迎提出不同意见的人\u003c/span\u003e\u003c/h3\u003e\n\u003cp line=\"jfPd\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e是不是说，当你走到十字路口的时候，是时候开始更多地关注系统和程序，而不是建立品牌或完善产品？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"hTtT\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e我只能根据我的经验来回答。我过度创造了\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e——\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e我创造了太多产品。你会进入某种创造的心态，我们创造了一些相当不错的产品。我们近期的产品之一是一款很棒的产品：Beast Gold 沐浴露。也有人认为，从效率的角度和产品可扩展性来看，我们不应该创造 Beast Gold。有人告诉我：“你需要停止创造。审视这项业务。看看现金流。不要把资金用完。你如果没有资金了，一切就结束了。”利润很重要。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"4wwP\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e我觉得我过度创造了。我知道是时候停下来了，因为有人告诉我：“你必须停下来。”聪明的财务人员告诉我：“听着，你必须停下来。你必须改变。”身边得有聪明的人，他们会告诉你：“你需要开始冷静下来。是时候了。你需要停止。”靠我自己是做不到的。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"pAex\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e早期发生了什么完全阻止了你的过度创造？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"u58X\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e这个品牌起源于\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489\" href=\"https://zh.shopify.com/blog/amazon-competitors\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e亚马逊\u003c/a\u003e\u003cspan class=\"ql-author-48211489\"\u003e。很有趣。你会看到很多品牌在自己网站上“更干净”地推出产品，只有三个 SKU，也许是五个。更讽刺的是，亚马逊助长了我创造和填补漏洞的冲动。“没有人会做这样的产品。让我来推出。让我们来推出。”你是对的。这几乎终结了这趟旅程。我的产品确实有市场，但并不是每一款都卖得出去。“那么，让我们来创造……如果我们这样做，它会卖得出去的。”我确实有好几次差点把钱花光。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"m8DH\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-shower-product_1024x1024.jpg?v=1632081085\" alt=\"Beast 沐浴产品\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"m8DH\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003eBeast 的创造过程总是伴随着顾客反馈，以确保团队做出顾客想要的产品。\u003c/span\u003e\u003cem class=\"ql-author-48211489 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"8i6D\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e我们现在采取的有序方法是让顾客告诉我们他们真正想要什么。我们认真倾听，知道下一步该做什么。我们提前计划、制定预算、负责任，然后围绕特定项目集中创造力。这是一个更聪明的方法。但是我看到很多有业务往来的朋友只是不停地创造、创造、创造。你需要意识到这点，并让身边有主导这一切的优秀人才。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"PIPf\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e我在做广告时听到过一句很棒的话，他说：“给我一个定义明确的的创意简报。”我觉得这句话很棒。这就好像是一种解脱，知道我们在围绕这个创意进行创造。我们要在这个框架内发挥。\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e不要多想，采取\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e行动吧\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e！\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"QLyp\" linespacing=\"115\"\u003e \u003c/p\u003e\n\u003cp line=\"IVJm\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cem class=\"ql-author-48211489\"\u003e原文作者：Felix Thea\u003c/em\u003e\u003c/p\u003e\n\u003cp line=\"hLId\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cem class=\"ql-author-48211489\"\u003e翻译：Lizzy Ma\u003c/em\u003e\u003c/p\u003e\n\u003cp line=\"vZi6\" linespacing=\"115\"\u003e \u003c/p\u003e\n\u003ccenter\u003e\n\u003ch3\u003e开始独立站建站之旅，免费试用，无需信用卡！\u003c/h3\u003e\n\u003cdiv data-signup=\"\"\u003e\u003c/div\u003e\n\u003c/center\u003e\n\u003cdiv class=\"clear\"\u003e\u003c/div\u003e\n\u003cdiv style=\"text-align: left;\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2\u003e个护品牌 Beast 常见问题\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eBeast 使用了什么库存管理方法来有效地管理货品？\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e使用免费赠送的方式来送出积压的货品。\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eBeast 是如何提高品牌影响力的?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e充分发挥社交媒体渠道例如 YouTube 频道和 Facebook。\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eBeast 产品开发过程中的重要步骤是什么?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e顾客反馈。不断收集顾客反馈并将其整理并反应在产品升级中。\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"在本文中，John 分享了他建立和扩大个人护理品牌规模背后的系统过程，以及提供定制化体验、通过赠礼的库存管理方法帮助公司成功的故事。","excerptHtml":"\u003cp\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080338\" alt=\"Beast 创始人\"\u003e\u003c/p\u003e\n\u003cstyle type=\"text/css\"\u003e\u003c!--\ntd {border: 1px solid #ccc;}br {mso-data-placement:same-cell;}\n--\u003e\u003c/style\u003e\n\u003cp\u003e\u003cspan data-sheets-value='{\"1\":2,\"2\":\"在本文中，John 分享了他建立和扩大个人护理品牌规模背后的系统过程，以及提供定制化体验、通过赠礼的库存管理方法帮助公司成功的故事。\"}' data-sheets-userformat='{\"2\":769,\"3\":{\"1\":0},\"11\":4,\"12\":0}'\u003e在本文中，John 分享了他建立和扩大个人护理品牌规模背后的系统过程，以及提供定制化体验、通过赠礼的库存管理方法帮助公司成功的故事。\u003c/span\u003e\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":"在本文中，John 分享了他建立和扩大个人护理品牌规模背后的系统过程，以及提供定制化体验、通过赠礼的库存管理方法帮助公司成功的故事。"},"metafields":[null,null,null,{"__typename":"Metafield","value":"{\"en-CA\":\"https://www.shopify.com/ca/blog/beast-inventory-management\",\"en-GB\":\"https://www.shopify.com/uk/blog/beast-inventory-management\",\"en-AU\":\"https://www.shopify.com/au/blog/beast-inventory-management\",\"en-ID\":\"https://www.shopify.com/id/blog/beast-inventory-management\",\"en-NZ\":\"https://www.shopify.com/nz/blog/beast-inventory-management\",\"en-ZA\":\"https://www.shopify.com/za/blog/beast-inventory-management\",\"en-NG\":\"https://www.shopify.com/ng/blog/beast-inventory-management\",\"en-PH\":\"https://www.shopify.com/ph/blog/beast-inventory-management\",\"en-SG\":\"https://www.shopify.com/sg/blog/beast-inventory-management\",\"en-HK\":\"https://www.shopify.com/hk/blog/beast-inventory-management\",\"en-IE\":\"https://www.shopify.com/ie/blog/beast-inventory-management\",\"en-MY\":\"https://www.shopify.com/my/blog/beast-inventory-management\"}","key":"hreflang_json"},{"__typename":"Metafield","value":"[{\"title\":\"为何这家家族企业要离开 Magento 奔向 Shopify Plus，流量转化率又是如何实现立即翻倍？\",\"url\":\"blog/how-a-family-business-left-magento-for-shopify-plus-immediately-doubled-its-conversion-rate-while-changing-the-lives-of-outcast-lepers\"},{\"title\":\"销售额一年内增长30倍：Fanjoy 如何成为顶级社交明星背后的周边产品强国\",\"url\":\"blog/fanjoy-merch\"},{\"title\":\"Ballsy 打造万名订阅用户，这一男性沐浴品牌背后的理念是什么？\",\"url\":\"blog/ballsy-subscription\"},{\"title\":\"销售数据平平的 Apt2B 为何能被收购？\",\"url\":\"blog/blog-apt2b-exit-plan\"},{\"title\":\"目标导向型企业 SendAFriend 是如何利用 TikTok 在两年内扩张至500万美元的？\",\"url\":\"blog/sendafriend-tiktok\"}]","key":"interlinkings_json"},null,{"__typename":"Metafield","value":"[{\"title\":\"海外版抖音赚钱之道 | 8 大变现技巧教你如何通过 TikTok 盈利\",\"tags\":[\" 新手上路\"],\"handle\":\"make-money-on-tiktok\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/make_money_on_TikTok.png?format=webp\u0026v=1638510485\u0026width=1024\",\"imageAltText\":\"海外抖音赚钱\",\"modifiedAt\":\"2021-12-03\"},{\"title\":\"跨境电商选品策略与方法，好的选品是成功的一半\",\"tags\":[\"新手上路\"],\"handle\":\"product-ideas-for-cross-border-ecommerce\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/01_d418f869-4ac7-4d4a-8bec-f1b54d458b39.png?format=webp\u0026v=1622024815\u0026width=1024\",\"imageAltText\":\"跨境电商选品\",\"modifiedAt\":\"2021-12-18\"},{\"title\":\"如何开设一家 Shopify 商店：分步指南\",\"tags\":[\"新手上路\"],\"handle\":\"start-online-store\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/01_368d967b-8ce5-4578-b43a-34ea7d402e9e.png?format=webp\u0026v=1617439943\u0026width=1024\",\"imageAltText\":\"Shopify商店指南\",\"modifiedAt\":\"2021-04-08\"},{\"title\":\"独立站助力品牌升级，引领商家出海新方向\",\"tags\":[\"新手上路\"],\"handle\":\"self-built-store\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/01_814b3b9e-5644-408c-8680-13d8bed1e6b0.png?format=webp\u0026v=1625295309\u0026width=1024\",\"imageAltText\":\"国内商家通过跨境电商独立站对接全球消费者\",\"modifiedAt\":\"2021-07-06\"},{\"title\":\"Shopify 是什么？官方科普贴带你了解独立站明星之选\",\"tags\":[\"新手上路\"],\"handle\":\"introduction-to-shopify\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/what_is_shopify.png?format=webp\u0026v=1648642962\u0026width=1024\",\"imageAltText\":\"shopify是什么\",\"modifiedAt\":\"2022-03-31\"},{\"title\":\"速卖通是什么？最新最全速卖通简介与入驻指南！\",\"tags\":[\"新手上路\"],\"handle\":\"the-definitive-guide-to-dropshipping-with-aliexpress\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/WechatIMG58.jpg?v=1623748421\u0026width=1024\",\"imageAltText\":\"速卖通\",\"modifiedAt\":\"2021-06-18\"},{\"title\":\"商业计划书范本：创建项目计划的实用框架\",\"tags\":[\"新手上路\"],\"handle\":\"business-plan-template\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/Business_plan.png?format=webp\u0026v=1637909358\u0026width=1024\",\"imageAltText\":\"商业计划书\",\"modifiedAt\":\"2021-11-26\"},{\"title\":\"虚拟产品销售指南：12 种适合在 Shopify 上销售的非实物产品\",\"tags\":[\" 新手上路\"],\"handle\":\"12-things-to-sell-on-shopify-other-than-products\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/12-things-to-make-and-sell-Shopify.jpg?v=1646115591\u0026width=1024\",\"imageAltText\":\"虚拟产品\",\"modifiedAt\":\"2022-03-01\"}]","key":"popular_blog_post_json"}],"imageUrl":"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1632080397","imageAltText":"Beast 创始人","imageClass":"","modifiedAt":"2021年9月20日","modifiedAtRaw":"2021-09-20T04:00:02Z"},"metaDescription":"在本文中，John 分享了他建立和扩大个人护理品牌规模背后的系统过程，以及提供定制化体验、通过赠礼的库存管理方法帮助公司成功的故事。","contentHtml":"\u003cp line=\"init\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003eJohn Cascarano 是一名律师出身的连续创业者，他成功创办并扩大了多家企业规模。他目前的品牌 Beast 是一家个人护理公司，专注于使用可持续成分和可重复使用包装的纯素和零残忍产品。\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e在本文\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e中，John 分享了他建立和扩大企业规模背后的系统过程，以及提供定制\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e化体验、通过\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e赠礼\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e的库存管理方法帮助公司成功的故事\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e。\u003c/span\u003e\u003c/p\u003e\n\u003cp align=\"center\" line=\"urmJ\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003ca class=\"ql-link ql-author-48211489\" href=\"https://shopify-masters.simplecast.com/episodes/the-rules-of-thumb-for-a-successful-business-from-a-serial-entrepreneur\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e\u003cstrong\u003e（音频）点击此处收听本期节目的完整内容\u0026nbsp; \u0026nbsp;\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch4 data-header=\"3\" line=\"HkN0\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\n\u003cspan class=\"ql-author-65972221\"\u003e干货\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e笔记\u003c/span\u003e\n\u003c/h4\u003e\n\u003cul\u003e\n\u003cli class=\"\"\u003e\n\u003cstrong class=\"ql-author-65972221 ql-size-11\"\u003eShopify 网站\u003c/strong\u003e\u003cstrong class=\"ql-size-11 ql-author-48211489\"\u003e：\u003c/strong\u003e\u003ca class=\"ql-link ql-size-11 ql-author-48211489\" href=\"https://www.getbeast.com/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eBeast\u003c/a\u003e\n\u003c/li\u003e\n\u003cli class=\"\"\u003e\n\u003cstrong class=\"ql-author-48211489\"\u003e社交账号：\u003c/strong\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://www.facebook.com/TametheBeastBrand\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eFacebook\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e,\u0026nbsp;\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://twitter.com/tamethebeast\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eTwitter\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e,\u0026nbsp;\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://www.instagram.com/tamethebeast\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eInstagram\u003c/a\u003e\n\u003c/li\u003e\n\u003cli class=\"\"\u003e\n\u003cstrong class=\"ql-author-48211489 ql-size-11\"\u003e推荐应用：\u003c/strong\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/helpdesk?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\"\u003eGorgias (Shopify app)\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e,\u0026nbsp;\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/yotpo-social-reviews?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\"\u003eYotpo Loyalty (Shopify app)\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e,\u0026nbsp;\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/datafeedwatch?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\"\u003eData Feed Watch (Shopify app)\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e,\u0026nbsp;\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/octane-ai-messenger-marketing?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\"\u003eOctane (Shopify app)\u003c/a\u003e\u003cspan class=\"ql-author-48211489 ql-size-11\"\u003e,\u0026nbsp;\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489 ql-size-11\" href=\"https://apps.shopify.com/klaviyo-email-marketing?itcat=podcast\u0026amp;itterm=getbeast\u0026amp;locale=zh-CN\" target=\"_blank\"\u003eKlaviyo (Shopify app)\u003c/a\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\n\u003cp line=\"Pvcw\" linespacing=\"115\"\u003e\u0026nbsp;\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\u003ch2 id=\"1\"\u003e产品开发过程中最重要的步骤：顾客反馈\u003c/h2\u003e\n\u003cdiv data-header=\"2\" line=\"EQX4\" linespacing=\"115\" data-foldable=\"\" class=\"ql-long-65972221\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/hompage_of_Beast_1024x1024.png?v=1632080807\" alt=\"Beast 官网\"\u003e\u003c/div\u003e\n\u003cp line=\"7IlK\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你提到了\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/product-development-process\" target=\"_blank\"\u003e产品开发\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e，要从顾客和他们告诉你想要的东西开始。可以具体说说吗？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Ezi7\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e这结合了倾听顾客意见和关注市场。当你达到一定规模并且人们开始回复你的邮件时。我们会给人们提供赠品以换取反馈。反馈太宝贵了。清楚了解产品系列的顾客已经试过很多产品，他们写了一些深思熟虑的内容，这些都是有价值的。你会从多名顾客那里听到这些话，然后觉得：“这其中大有可为。”然后你回头关注市场并说：“接下来对这款产品有需求。这十分合理。”你还必须考虑研发方面。做出这款产品有多难？需要多长时间？成本是多少？这是一种交换意见的方式。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"1jI8\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e详细说说你是如何利用市场和顾客反馈来进行产品反馈的？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"pQCR\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e现在市面上有很多胡须油。这就是一个例子。曾经有段时间根本没有这么多。这些油就像摩洛哥坚果油或荷荷巴油。这些油对毛发很好：头发或胡须。它们非常顺滑。女性比男性更早知道这一点，然后蓄胡子的潮流就开始了。现在市场上有很多种胡须油。确实有很多人要求我们生产不同的胡须油，但它真值得投资更多吗？它是我们产品线的核心吗？这一趋势走向如何？这是商业的一面，真的。你必须平衡顾客要求和你从事的业务。这是一个例子。我要保留其他一两个例子，因为我们肯定知道有一些产品将会是下一款伟大的产品。其他行业也在发生变化。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"1zNc\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e我们的品牌实际上更倾向于中性化，我们有一些中性化的产品。我们一开始是男性品牌，但后面转向了中性化品牌。一些女性想要更便宜的女性产品。有时会有所谓的“粉红税”。有篇这方面的文章说女性会购买中性品牌或男性品牌的产品，只是因为它更便宜。他们知道原料是一样的，而且要被收取溢价。这太不可思议了。顾客提供的意见有重叠的部分。比如男士护肤品，女性也想要更便宜的，有市场机会和顾客群存在。我们很多顾客都在说：“做这样的产品。”\u003c/span\u003e\u0026nbsp;\u003c/p\u003e\n\u003cblockquote class=\"border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [\u0026amp;_p]:mb-4 [\u0026amp;_cite]:font-aktivgroteskextended [\u0026amp;_cite]:text-sm [\u0026amp;_cite]:not-italic [\u0026amp;_cite]:font-medium [\u0026amp;_cite]:tracking-[-0.0175rem] [\u0026amp;_footer]:mt-4 [\u0026amp;_cite::before]:content-[\u0026quot;–\u0026quot;] [\u0026amp;_cite::before]:mr-1 border-blog-highlight\"\u003e“在转型成中性品牌的过程中，你如何进入一个你不一定是最终用户的市场？当你不是最终用户时，如何确保自在正在优化策略？”\u003c/blockquote\u003e\n\u003cp line=\"dtEK\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e盲目乐观。大胆好学。寻找机会，有时候就是这样。你在寻找机会。你在倾听，在钻研。Lock and Mane 这个品牌，我们从销售别人的产品开始，因此我们是纯粹的零售商，专门销售纽约女性想要的、很难找到的特定产品。我们仍在满足人们的需求。这是一个机会。你听到了需求，有人告诉你：“这里有市场。”随时时间的推移，你会了解这个行业，它会带你走向不的方向。我开始学习。我认识了一些出名的造型师。我会问：“你怎么做到的？你推出了这个品牌，你不是化学家。你是怎么做到的？”\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"ccn8\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e最终，通过培养人际关系，我与一家化妆品实验室建立了合作关系。我们都希望看到彼此成功。我确实求胜心切，但也真的希望其他人都能成功。第三或第四家实验室发现了这一点，他们开始与我合作，尽管我没有支付任何费用或没有很多资金。这只是因为在某种程度上他们的业务决定了他们需要下一个最新最出色的品牌，但他们也希望看到有人成功。配方也是一样的。我们请来了一位皮肤科医生来帮我提供建议，像我之前的公司一样一点一点发展，直到我觉得：“我有一个独一无二的品牌，人们可能会想购买这个品牌的产品。”\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"8Hu4\" linespacing=\"115\"\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"2\"\u003e创始人是如何提高品牌影响力的?\u003c/h2\u003e\n\u003cp line=\"AV5e\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你还曾担任过女装及配饰零售商 Able 的电商总监。跟我们说说你的这段经历吧。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"gRz2\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e当时我卖掉了 Lock and Mane。已经有了 Beast 这个品牌，但仍在起步阶段。我并不是 100% 确定它能发展到什么程度，我真的通过这个品牌成功了。有个朋友把我介绍给 Able 的首席执行官，他们的网站是\u0026nbsp;\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"http://livefashionable.com/collections/jewelry-starter-pack?gclid=CjwKCAjwoZWHBhBgEiwAiMN66XuMXh5Y2jhSJgEcpK1PnChMuf5EHvX07g5Av2JCi9nN4cIKZImmuhoCd4wQAvD_BwE\" target=\"_blank\"\u003elivefashionable.com\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。我是因为他们的使命加入的。我相信他们是田纳西州第一家 B 型企业。当时他们通过口碑营销获得了将近 100 万美元的有机收入。他们是一家全国性的公司，人们谈论并分享他们。他们的网站加载速度是 20 秒。他们有一个 Woocommerce 网站。我只是觉得：“如果你们加快\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"/blog/shopify-site-speed\" target=\"_blank\"\u003e网站速度\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e，改进网站并围绕这个使命开展一些营销活动，它就会发展得非常快。”这是指在今年 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/ios14-updates\" target=\"_blank\"\u003eiOS 更新\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e前的 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/facebook-ads\" target=\"_blank\"\u003eFacebook 广告\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。那是一个不同的世界，但我看到了他们能做的简单事情。他们也传达了美好的信息。他们的主张是战胜困难的女性打造的产品。通过在一个速度更快的网站上投放一些数字广告，他们迅速发展。他们的使命是为女性创造就业机会。这是一个联合使命，就像许多 B 端企业一样。它和其他公司一样，既要盈利，又要实现这一社会目标。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"NSpL\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你还做过哪些让你觉得对提升品牌和品牌知名度影响最大的事情？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"gCUo\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003eBeast 这个品牌和 Able 很像。经有一小段时期，人们觉得 Facebook 广告是神奇的东西，在某段时间内确实如此，但之后很多人看到了它的局限性。这个秘密泄露了，就像很多市场一样，价格上涨，事情发生了变化。我听说过 360 度营销的方法，但我们花了大量时间自己创作内容。如果你去看我们的 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/start-a-youtube-channel-for-your-business\" target=\"_blank\"\u003eYouTube 频道\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e或 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/instagram-ads\" target=\"_blank\"\u003eInstagram 主页\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e，你会看到很多图片和视频。这又回到了不要过度创造这一话题上，确保你不只是在不断讨论产品。具有合适卖点的合适视频，介绍你产品或服务的不同之处，这样品牌才能长久发展。自然地分享，当然也要在广告中测试，通过付费广告测试，然后衡量转化率。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"7sga\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e我们自己\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/best-free-video-editing-software\" target=\"_blank\"\u003e制作了大量视频\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e，我们在此过程中投入了大量精力。很多时候我会写第一个脚本。也许是在洗澡时有了这个想法。洗完澡把它写下来。我不会马上把它发给团队。我会深思熟虑。确保它是好的。很多时候，我们在白天有很多想法，你会觉得：“这不是一个好的想法。”对我们来说，关于品牌的好的、简洁的视频内容是关键。我们不会过度推广我们的 YouTube 频道，但我们会花很多时间在上面。网址是 YouTube.com/tamethebeast。你可以看到我们的一些热门作品，还有一些激不起浪花的作品。这对我们来说是一个值得关注的好领域。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"NQai\" linespacing=\"115\"\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"3\"\u003e广告歌是否已经成为了过去式？\u003c/h2\u003e\n\u003cp line=\"ESBE\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你如何调整视频角度？通常焦点是产品，还是你也有故事情节？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"7c1i\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你推出并创造了一款新品，你需要利用一切资源来配合它。一旦你做出了创造产品的决定，自然就有很多工作要做。\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/product-line-extensions\" target=\"_blank\"\u003e新产品、新系列\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。我们为什么要推出这款产品？卖点是什么？人们的注意力持续时间很短：3秒、6秒、8秒。不同年代会有所不同，但它很短。我们在审查媒体素材方面非常明智，你必须快速并真正展示出这款产品的不同之处。人们真正想要的是什么？看看该领域其他人的广告。我们关注 Old Spice。我讨厌拉上另一个品牌，但他们复兴了一个老品牌，他们是怎么做到的？他们在广告中提到了什么？我们能从他们身上学到什么？\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-product-line-bottles-and-refill-bags_1024x1024.jpg?v=1632080984\" alt=\"Beast 洗发露\" loading=\"lazy\"\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"7c1i\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"ffsf\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e独特的广告歌增加了\u0026nbsp; Beast 的品牌体验。\u003c/span\u003e\u003cem class=\"ql-author-65972221 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"02kM\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e一个有效的广告需要付出很多。比如，我们的产品之一是 Extreme Yawp。它实际上是第一款让我觉得有价值的产品。Extreme Yawp 胡须油、洗发水和沐浴露。我们思考：“这个系列有什么独特之处？”是它的感觉。如果你把 Beast 装在瓶子里，人们会期待什么？久而久之，我明白了，你总会有所期待。你想要感受一下。你想闻一下。Beast 是一种体验。我们想出了一些很精彩的文案。就是我们 YouTube 频道上最热门的视频之一。有一个沙哑的旁白：“Extreme Yawp 胡须油、洗发水和沐浴露。伴随着令人振奋的桉树刺激感，这是对成年人一个很好的奖励。”然后是一声咆哮。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"1L8x\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e我想说的另一件事是，也考虑一下广告歌。早前，宝洁公司的一位员工告诉我：“想一首广告歌。”对我们来说就是我们的咆哮声。我们发出野兽般的吼声，这实际上是我们的音效师将三种动物声音结合在一起的结果。他研究动物的声音并将它们结合在一起。他说：“我觉得就是这样。这就是咆哮声。”我说：“就是这样。这就是咆哮声。”\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Hy8S\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u0026nbsp;\u003c/p\u003e\n\n\u003ch2 id=\"4\"\u003e实施定制化套餐，以推动新的销售\u003c/h2\u003e\n\u003cp line=\"5EbC\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你的网站上有“创建一个套餐”的功能。跟我们谈谈这个想法。它背后的原因，它是怎么诞生，以及如何影响网站的？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"9QNK\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e在 Able 时，我发现人们想要定制化。这涉及到用户粘性。定制用户在网站上花费的时间更多。甚至有来自不同顾客群体的数据发现，能够定制产品的顾是更忠实。他们对一个品牌更加投入。现在推动我们的部分使命是减少塑料。我们如何做到？更多可重复使用的瓶子，或是瓶装的补充装。你必须让人们逐步改变他们的习惯，我们希望利用一些与\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/loyalty-program\" target=\"_blank\"\u003e顾客和忠诚度\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e有关的其他数据。这就是这个功能的来源，但也是为了让顾客更轻松，减少购物摩擦。人们看到完整的产品线：洗发水、护发素、肥皂、乳液、剃须产品。“见鬼，我应该从何入手？”这就像：“来。让我们帮你轻松购物。从这里开始。选一瓶。好的，很好。选一袋。”你只要选一种就行了。这是一个三步流程，让人们轻松熟悉产品线并逐步改变他们的习惯。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"Yx6I\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-refill-product_1024x1024.jpg?v=1632081010\" alt=\"Beast 洗护\" loading=\"lazy\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"Yx6I\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e支持顾客通过测验定制订单，可以提高参与度和更好的销售漏斗体验。\u003c/span\u003e\u003cem class=\"ql-author-65972221 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"pPic\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e这是一个很好的见解，你花在网站上定制产品的时间越多，它就越令人难忘。网站是否有其他对转化率影响很大的部分，让你感到惊讶？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"lkvs\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e有趣的是我在很多网站上看到过这个功能：查看所有商品。这常常是转化率最高的页面之一。人们只想浏览和滚动页面。听起来很傻，对吧？查看所有商品。他们可以看到所有的产品并滚动页面。我们肯定会看到进入生命周期后期的人开始访问可持续页面或“关于品牌”页面。建立测验页面。我们现在有一个测验页面，试着为人们匹配我们的其中一种香味。这也是我向 Able 学到的另一个很好的例子。在 Able 和 Beast 我们都做了一些让顾客觉得既好玩又有启发性的东西。我们引导人们回答一个简单的问题，然后推荐一些产品，帮助他们了解我们的不同香味。我会鼓励人们尝试让顾客进行测验。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Lw4w\" linespacing=\"115\"\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"5\"\u003e免费赠送：库存管理方法与策略\u003c/h2\u003e\n\u003cp line=\"IqdU\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e我还在网站上看到一句行动号召：“想要获得我们的免费礼物吗？”但没有透露礼物是什么。这是故意的吗？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"GWLP\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e是的。我们想要拥有赠送礼物的灵活度。有时这也是\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/blog-shipping-and-fulfillment\" target=\"_blank\"\u003e库存管理方法\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e的一种策略，我们会说：“糟糕。我们没货了。”然后随机送出礼品。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"WpTE\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你还有其他可以推荐用来经营业务的应用程序吗？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"FqiY\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e回到我们之前关于应用程序的讨论，产品评论是必不可少的。起初你可能不想在产品评论上投入大量资金，但在某个时刻你会开始意识到：“我们需要将这些评论提供给谷歌。我们需要将它们同步到其他平台。我们想要的功能是让顾客可以轻松分享他们的评论。\u003c/span\u003e\u003cstrong class=\"ql-author-65972221\"\u003eYotpo Reviews 是一款不错的应用。我们使用 Yotpo 旗下的所有应用。我们有 Yotpo Loyalty、Yotpo Reviews，我们还对 Yotpo SMS 进行了一些测试。然后还有 Data Feed Watch，这是一款动态生成器。这款更实惠。你可以生成一个动态后分发到谷歌或 Facebook 和其他营销渠道。还有必应，这款应用也很有用，你早期可能需要生成一个产品提要。Octane 十分适合用于市场营销。Klaviyo 适用于电子邮件。Klaviyo 已成为最受欢迎的邮件营销软件之一。Octane 类似于电子邮件和短信，但适合 Facebook Messenger。\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e这就是 Octane 能解决的问题。这对人们来说是一个不错的选择。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"ZJNs\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u0026nbsp;\u003c/p\u003e\n\n\u003ch2 id=\"6\"\u003e急速扩张与品牌形象的平衡\u003c/h2\u003e\n\u003cp line=\"cIax\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e随着业务规模扩大并超出你的日常控制范围，你如何确保品牌指导方针和顾客体验保持一致？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"eskG\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e答案是拥有优秀的员工和系统。刚开始的时候，我负责\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/customer-service\" target=\"_blank\"\u003e客服\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e、负责市场营销，我负责所有部门。你和顾客有直接联系。预警就是很多时候客服会直接告诉你，让你能够快速响应。如果你在早期自己负责这些工作，那很好。然后突然之间，你就有了需要规模化的员工和系统，我认为关键是有好的工具。你必须开始越来越关注指标。“我们的客服响应时长是多少？”有很多应用程序。我们使用应用程序来辅助客服工作。\u003c/span\u003e\u003cstrong class=\"ql-author-65972221\"\u003e有一个完整的应用程序生态系统。你可以选择一款，然后查看分析和评论，并有系统可以查看评论数量、产品评论和网站评论。\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e关于你品牌的一切都是面向公众的，然后可能进行调查。我们已经开始更多地这样做了。进行简单的调查。有时只是给顾客发条短信或一封邮件。“你的体验如何？有什么我们可以帮忙的吗？”除了提供帮助，没有任何真正的目的。你会学到很多。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"9yLp\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e在构建业务时，你如何确定要首先搭建或关注什么系统？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Z2cA\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e最重大的决定可能是电商平台。我们选了 \u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog\" target=\"_blank\"\u003eShopify\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。有段时间在构建\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/online-selling-sites\" target=\"_blank\"\u003e电商平台\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e方面有更多选择。有些公司甚至会从零开始构建自己的平台。这是最重大的决策。我们一直都选择 Shopify，所以让我们假设你也选择了它。也许这就是平台中的 iPhone。然后你就有了应用程序。就像 iPhone 一样，有强大的应用商店。我也咨询过一些朋友，现在你有了自己的品牌，需要什么应用程序。你需要一名开发人员，你需要有人为你搭建网站，会有很多选择。你要花钱请人从零开始搭建吗？\u003c/span\u003e\u0026nbsp;\u003c/p\u003e\n\u003cdiv data-guide=\"trust\" data-guide-image=\"https://cdn.shopify.com/s/files/1/0070/7032/files/checklistgif.gif\" data-component-name=\"blog-CTA-trust\"\u003e\u003c/div\u003e\n\u003cp line=\"rACU\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e在客服方面，我们使用 Gorgeous。它是众多客服应用之一。真的，你必须经历这些，有时你出于需要而学习，出于工作量而寻找解决方案。大量工作会告诉你应该怎么做。你开始有 Facebook 评论、短信回复还有\u003c/span\u003e\u003ca class=\"ql-link ql-author-65972221\" href=\"https://zh.shopify.com/blog/shopify-email\" target=\"_blank\"\u003e电子邮件\u003c/a\u003e\u003cspan class=\"ql-author-65972221\"\u003e。突然之间，对于一个小团队来说这是无法应付的，因此你需要一些东西来吸收这一切。有问题，就有解决问题的办法。对很多人来说，订单履行是一个非常重要的早期决定。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"kS45\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-bottly-with-plant_1024x1024.jpg?v=1632081020\" alt=\"Beast 洗护产品\" loading=\"lazy\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"kS45\" class=\"ql-align-center ql-long-65972221\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-65972221 ql-size-10\"\u003e对应用程序和服务的投资是财务和业绩之间的权衡。\u003c/span\u003e\u003cem class=\"ql-author-65972221 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"OtEC\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e你如何决定投资哪些工具，以及投资多少工具？我觉得新手创业者很容易被各种各样的工具选择和费用弄得不知所措。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"C5WN\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cstrong class=\"ql-author-65972221\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-65972221\"\u003e是的。每种应用可能收费，也可能不收费。我有三个女儿。我们试着控制她们使用电子设备的时间，这与业务是相似的。有时候你会在应用内购买，在你了解它之前你会觉得“天呐，这本来是免费的，但现在有太多附加功能了。”然后你会坐在那里试着安装并设置好这款应用。“我已经在上面花了这么多时间了。”这是一种挑战。我们公司现在有很多人。例如我们的首席财务官，他非常保守。不想浪费一分钱。他不想引入更多的复杂性。这是一种权衡。我倾向于尝试最新最好的应用。我绝对认为这是一种平衡。经验告诉我要谨慎。确保这是真实需求。总有一个决定。要不要外包？需要一款应用吗？有时我们也会问开发人员：“有没有比安装应用更简单的解决方案？”\u003c/span\u003e\u0026nbsp;\u003c/p\u003e\n\u003cblockquote class=\"border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [\u0026amp;_p]:mb-4 [\u0026amp;_cite]:font-aktivgroteskextended [\u0026amp;_cite]:text-sm [\u0026amp;_cite]:not-italic [\u0026amp;_cite]:font-medium [\u0026amp;_cite]:tracking-[-0.0175rem] [\u0026amp;_footer]:mt-4 [\u0026amp;_cite::before]:content-[\u0026quot;–\u0026quot;] [\u0026amp;_cite::before]:mr-1 border-blog-highlight\"\u003e在安装新应用时总会有挑战：安装流程、集成等。在了解它之前，你会因为没有预料到的各种问题而烦恼。\u003c/blockquote\u003e\n\u003cp line=\"aj7m\" linespacing=\"115\" class=\"ql-long-65972221\"\u003e\u003cspan class=\"ql-author-65972221\"\u003e你只需要保持谨慎，不要过度紧张。这更多的是因为害怕错过。我们都假定有些神奇的应用可以做这个做那个。其实，如果你有一款好的产品并且可以把它展示在人们面前，这就是主要的目标，让人们知道你的产品。你可以拥有世界上所有闪亮的应用程序，但如果没人知道你的存在，那么就没有人会想买你的产品。一切都不重要了。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"CHba\" linespacing=\"115\"\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"7\"\u003e番外：创业史\u003c/h2\u003e\n\u003ch3 data-header=\"3\" line=\"YE9a\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e偏离传统路径：从律师到创业者\u003c/span\u003e\u003c/h3\u003e\n\u003cp line=\"bWvO\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e这项业务背后的想法都源于你对打造特定类型品牌的热情。告诉我们更多关于这个想法的来源吧。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"nDzP\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e有时我会说它来自中年早期，但其实它源于多种因素。十多年前，我还在从事女性个护产品业务。当时，我看到男人们开始对打扮和个人护理更感兴趣了。留胡子的趋势开始了。除此之外，就像我们在 Beast 说的那样，男人们开始“提升他们的打扮水平”。我快\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e \u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e30\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e \u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e岁了。生活赋予了我很多责任。我一直在寻找我在市场上没有找到的东西的结合。从沐浴时开始唤醒我的东西：升级一下。这真的是一种爱好。比如，好吧，我们有这些女性产品。让我们提炼其中一些最好的成分，一些真的不错的成分，让我来动手调一下。让我调高桉树油比例，调高薄荷比例。在我淋浴时唤醒我。就是这么开始的。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"beQO\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-founder-in-jersey_1024x1024.jpg?v=1632080752\" alt=\"在泽西岛的 Beast 创始人\" loading=\"lazy\"\u003e.\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"beQO\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003eJohn Cascarano 从小就有创业的爱好。\u003c/span\u003e\u003cem class=\"ql-author-48211489 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"ziF5\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e听起来你有创业的经历。跟我们讲讲你过去的努力吧。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"7AOc\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e当我还是个孩子的时候，发生了一些事，我总是渴望做一些与众不同的事。回到上小学的时候。我和我朋友做了手链，卖给其他小朋友。我们在市集上摆了小个摊位，卖给父母们。这是第一次创业：小纱线手链。时光飞逝，到了大学，我和几个朋友在校园里创办了一本杂志。这是1999年。其他人在做科技\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489\" href=\"https://zh.shopify.com/blog/how-to-start-a-business\" target=\"_blank\"\u003e创业\u003c/a\u003e\u003cspan class=\"ql-author-48211489\"\u003e，我们在校园里办了一本杂志。它叫做 Mental Floss，我们做了一段时间。最后我偏偏去了法学院。在我上法学院的时候，我的两个朋友一直在做这本杂志，结果把它变成了一项很好的媒体资产。就像我说的，我花了15万美元来认识我的好妻子。当了五年律师。然后金融危机发生了。我记得我当时在费城一栋大楼的一间大公司里看着股市下跌，心想：“嗯，世事多变。”\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"B62D\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e于是，我开展了新业务。那是之前的女性产品业务，我的岳父是纽约大学的皮肤学教授，在纽约开了一间私人诊所。起初这只是为了满足他病人的需求，其中很多都是女性。最终 Beast 从那里诞生了。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"jfhB\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e你提到你在重新开始创业之前从事了五年的法律工作。跟我们说说从创业背景开始，然后走更传统的路径，再回到非传统的转变过程吧。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"YSFi\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e要做到这点并不容易。这些路径非常不一样。特别是从一家律师事务所开始，这种职业道路非常明显，很多人都在茁壮成长。在有些人能真正成长的地方，我感到很压抑，但它是非常稳定的。进入创业生活，突然之间就没有了结构。这个结构由我定义。从第一天起我就觉得：“哇，我可以做任何我想做的事。”同时，这也很可怕。你可以做任何你想做的事情，但如果你没有采取正确的举措，后果自负。现在全靠你自己了。欲戴王冠，必承其重。你创业了。恭喜你，祝你好运。你必须了解你自己。现在这更像是一门学科。创业变得更像是一种学习、追求和学科。你思考并养成良好习惯，因为最终很多书上说你应该做的，都是你应该做的。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"dFmm\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e起初我重新开始的时候遇到了很多困难。我打高尔夫球。我当律师有一些积蓄。我很快花光了积蓄，不得不学习如何创办一家可以盈利的企业。我当时还有个刚出生的孩子。这很快从快乐时光、激动人心的时刻，变成非常现实的时刻。\u003c/span\u003e\u003c/p\u003e\n\u003ch3 data-header=\"3\" line=\"esL4\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e更像是一门学科而非艺术：有条不紊地创建企业\u003c/span\u003e\u003c/h3\u003e\n\u003cp line=\"CSD3\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e你提到创办一家公司变得越来越像一门学科。这是一个有趣的观点。可以详细说说吗？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"T4rA\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e当时，在消费品牌领域，我假设很多听众会像我一样有某款产品。我回到这行是出于好玩，真的。我想创造一些在沐浴时唤醒我的东西：一些唤醒我并让能让我感觉到的东西。这是良好的开端。最后，你要让产品适应市场。现在有很多关于市场契合度的书和课程。我花了五年时间才做到这一点。原来的品牌名是 Sasquatch，口号是“驯服野兽”，然后我们收到了中止并停止使用 Sasquatch 的警告信。然后我们开始用 Tame the Beast 这个名字，方案一直在变化。我倾听顾客意见做了一些小改进。这已经持续了很多年。我们还有一个 Beast 的商标，并最终开始考虑：“顾客真正喜欢的是什么？什么最能刺激他们？是什么让他们对这个品牌感到兴奋？”我们进行了调查。你可以通过客服接收到很多反馈。只要给出足够的时间，顾客就会告诉你应该做什么。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"rLRF\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e最后这个品牌变成了 Beast。我们仍在部分产品上使用 Tame the Beast 这个牌子，但 Beast 这个词真的有一些很棒的地方。我很幸运能够在个护产品类目中获得这个商标，但其次，这个名字的最高最佳用途是什么？我花了很多年才真正了解这一点。在我们的案例中，我们本可以通过进行更多调查和潜在的焦点小组来加速该过程。你可以用不同的工具来尝试加速这一过程。但最终对我来说就是年复一年地听取顾客意见，接受反馈并不断改进。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"4y37\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e如果你今天再次创业，为了成功，你将关注哪些最重要的细节或过程？\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"h1TJ\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-product-refill-bags_1024x1024.jpg?v=1632081047\" alt=\"Beast 产品补充袋装\" loading=\"lazy\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"h1TJ\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e品牌和社交的一致性对于顾客发现并识别你的品牌至关重要。\u0026nbsp;\u003c/span\u003e\u003cem class=\"ql-author-48211489 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"8SNG\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e除了一些非常重要的品牌信息之外，你还需要网址。一致性非常重要。人们需要发现你。他们需要能够在社交媒体和你的网站上发现你，并且所有内容都是清晰一致的。我看过这么一种说法，为了让品牌在我们内心产生共鸣，我们需要放松，我们希望快点实现。如果人们可以轻松找到你，不论你的品牌名是什么都没问题。一致性非常重要。如果你销售\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e实体\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e商品，则需要将产品交付给顾客的系统。显然是一个网站，一个托管服务商。你需要良好的履行能力。订单履行可能是经常被忽视，但却最重要的事情之一。这是你的顾客拥有数字体验后对你品牌的体验。然后是客服和市场营销。每一项本身都是一个部门。\u003c/span\u003e\u003c/p\u003e\n\u003cblockquote class=\"border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [\u0026amp;_p]:mb-4 [\u0026amp;_cite]:font-aktivgroteskextended [\u0026amp;_cite]:text-sm [\u0026amp;_cite]:not-italic [\u0026amp;_cite]:font-medium [\u0026amp;_cite]:tracking-[-0.0175rem] [\u0026amp;_footer]:mt-4 [\u0026amp;_cite::before]:content-[\u0026quot;–\u0026quot;] [\u0026amp;_cite::before]:mr-1 border-blog-highlight\"\u003e“你希望人们对这个品牌的初次体验和下一次体验是怎样的？对于每一次体验，你都需要开发系统、电子邮件、短信等。”\u003c/blockquote\u003e\n\u003cp line=\"umCT\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e市场营销分为新顾客营销和现有顾客营销。有些称之为再营销，但它们是不同的体验。你希望你们对这个品牌的初次体验和下一次体验是怎样的？对于每一次体验，你都需要开发系统、电子邮件、短信等。我们有各种各样的顾客沟通渠道，它们正在发生改变。如今人们使用的短信比电子邮件多得多，但电子邮件仍然很重要。还有付费广告，每种广告都有不同选择。应用程序、服务商等。就像订单履行一样。有无数个履行服务商，但他们很多都做得不好。对我们来说，把这些工作都处理好是一个持续的过程。\u003c/span\u003e\u003c/p\u003e\n\u003ch3 data-header=\"3\" line=\"pUxu\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e在每一次失败中寻找目标\u003c/span\u003e\u003c/h3\u003e\n\u003cp line=\"8eNb\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e你提到你现在把业务视为一门学得很辛苦的学科。当你更加了解如何创办和经营企业时，是什么让你坚持下去的？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"4evP\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e我认为这很深奥。我觉得主要是对失败的恐惧。我想过这个问题。“我为什么要做我现在做的事？”归根到底，就是想要有所成就。当有人建议我不要继续从事竞争激烈的行业时，是个人因素推动着我前进。你去任何一家商店，货架上都不乏洗发水。这并不容易。我们并不是发明了什么原先没有的东西。这是一个竞争非常激烈的行业。我只是相信这个品牌，相信 Beast 这个品牌、这个名字和这种感觉。积极的顾客反馈和评论是有帮助的：有顾客明白你在做什么，你让他们感觉更好。你稍微改善了他们的生活。他们沐浴的时候体验被提升了。这感觉很好。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"e4se\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e有一些目的，然后随着时间的推移，这个品牌也发展出了环保的一面。我在佛罗里达州南部长大，我花了很多时间在海滩浮潜。我喜欢在海滩上待着。那里曾经有珊瑚礁，现在没有了。并不是因为\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e它\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e们\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e被\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e漂白了。\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e它\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e们消失了。\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e它\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e们是沙子。试着把悲伤转化为正能量。对你所做的事情有一个目标，而不仅仅是赚钱。现在我们开始减少产品线中塑料的使用，并寻找方法来提供人们想要并且需要的产品，同时最大限度减少对气候的影响。所有这些因素的结合才是推动我前进的动力。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"nNKo\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-beard-oil_1024x1024.jpg?v=1632081076\" alt=\"Beast 胡须油\" loading=\"lazy\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"nNKo\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e创业的核心就是创造人们想要的东西。\u003c/span\u003e\u003cem class=\"ql-author-48211489 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"jj23\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e你提到了想创造一些东西。在创始人身上经常会出现创造者和首席执行官一分为二的情况：随着品牌的成熟，是继续创建业务还是扩展和维护。你是如何应对这种转变的？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"Hx3b\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e是的，我有。我早期试图创造人们需要的东西。Y Combinator 的座右铭是“做出人们想要的东西。”如何更有效率、如何发展、如何提高品牌知名度的过程与让人们想要某样东西是非常不同的。这些都是更偏向执行的事情，而第一阶段更偏向创意企业。现在我有了顾问团，有了董事会，我们正在学习向他人报告。突然之间就引进了某种等级制度。有了领导，有了头儿。你一开始创业是为了反抗进入一家成熟的公司或组织，然后你创办了一家企业。我的意思是，我渴望拥有一些已确定的东西。它一点点变得更大、更严格和更有条理，你需要系统。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"tlny\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e这很难。这是一个艰难的转变，我想我和很多经历过这种转变的人交流过。这是好事。我只能说多和那些经历过的人交流。\u003c/span\u003e\u003c/p\u003e\n\u003ch3 data-header=\"3\" line=\"BUvD\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e欢迎提出不同意见的人\u003c/span\u003e\u003c/h3\u003e\n\u003cp line=\"jfPd\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e是不是说，当你走到十字路口的时候，是时候开始更多地关注系统和程序，而不是建立品牌或完善产品？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"hTtT\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e我只能根据我的经验来回答。我过度创造了\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e——\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e我创造了太多产品。你会进入某种创造的心态，我们创造了一些相当不错的产品。我们近期的产品之一是一款很棒的产品：Beast Gold 沐浴露。也有人认为，从效率的角度和产品可扩展性来看，我们不应该创造 Beast Gold。有人告诉我：“你需要停止创造。审视这项业务。看看现金流。不要把资金用完。你如果没有资金了，一切就结束了。”利润很重要。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"4wwP\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e我觉得我过度创造了。我知道是时候停下来了，因为有人告诉我：“你必须停下来。”聪明的财务人员告诉我：“听着，你必须停下来。你必须改变。”身边得有聪明的人，他们会告诉你：“你需要开始冷静下来。是时候了。你需要停止。”靠我自己是做不到的。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"pAex\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eFelix：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e早期发生了什么完全阻止了你的过度创造？\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"u58X\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cstrong class=\"ql-author-48211489\"\u003eJohn：\u003c/strong\u003e\u003cspan class=\"ql-author-48211489\"\u003e这个品牌起源于\u003c/span\u003e\u003ca class=\"ql-link ql-author-48211489\" href=\"https://zh.shopify.com/blog/amazon-competitors\" target=\"_blank\"\u003e亚马逊\u003c/a\u003e\u003cspan class=\"ql-author-48211489\"\u003e。很有趣。你会看到很多品牌在自己网站上“更干净”地推出产品，只有三个 SKU，也许是五个。更讽刺的是，亚马逊助长了我创造和填补漏洞的冲动。“没有人会做这样的产品。让我来推出。让我们来推出。”你是对的。这几乎终结了这趟旅程。我的产品确实有市场，但并不是每一款都卖得出去。“那么，让我们来创造……如果我们这样做，它会卖得出去的。”我确实有好几次差点把钱花光。\u003c/span\u003e\u003c/p\u003e\n\u003ch5 align=\"center\" line=\"m8DH\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/beast-shower-product_1024x1024.jpg?v=1632081085\" alt=\"Beast 沐浴产品\" loading=\"lazy\"\u003e\u003c/span\u003e\u003c/h5\u003e\n\u003ch5 align=\"center\" line=\"m8DH\" class=\"ql-align-center ql-long-48211489\" linespacing=\"115\"\u003e\n\u003cspan class=\"ql-author-48211489 ql-size-10\"\u003eBeast 的创造过程总是伴随着顾客反馈，以确保团队做出顾客想要的产品。\u003c/span\u003e\u003cem class=\"ql-author-48211489 ql-size-10\"\u003eBeast\u003c/em\u003e\n\u003c/h5\u003e\n\u003cp line=\"8i6D\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e我们现在采取的有序方法是让顾客告诉我们他们真正想要什么。我们认真倾听，知道下一步该做什么。我们提前计划、制定预算、负责任，然后围绕特定项目集中创造力。这是一个更聪明的方法。但是我看到很多有业务往来的朋友只是不停地创造、创造、创造。你需要意识到这点，并让身边有主导这一切的优秀人才。\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"PIPf\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cspan class=\"ql-author-48211489\"\u003e我在做广告时听到过一句很棒的话，他说：“给我一个定义明确的的创意简报。”我觉得这句话很棒。这就好像是一种解脱，知道我们在围绕这个创意进行创造。我们要在这个框架内发挥。\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e不要多想，采取\u003c/span\u003e\u003cspan class=\"ql-author-48211489\"\u003e行动吧\u003c/span\u003e\u003cspan class=\"ql-author-65972221\"\u003e！\u003c/span\u003e\u003c/p\u003e\n\u003cp line=\"QLyp\" linespacing=\"115\"\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp line=\"IVJm\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cem class=\"ql-author-48211489\"\u003e原文作者：Felix Thea\u003c/em\u003e\u003c/p\u003e\n\u003cp line=\"hLId\" linespacing=\"115\" class=\"ql-long-48211489\"\u003e\u003cem class=\"ql-author-48211489\"\u003e翻译：Lizzy Ma\u003c/em\u003e\u003c/p\u003e\n\u003cp line=\"vZi6\" linespacing=\"115\"\u003e\u0026nbsp;\u003c/p\u003e\n\n\u003cdiv class=\"clear\"\u003e\u003c/div\u003e\n\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-blog-highlight\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003e阅读详细内容\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/zh/blog/how-a-family-business-left-magento-for-shopify-plus-immediately-doubled-its-conversion-rate-while-changing-the-lives-of-outcast-lepers\"\u003e为何这家家族企业要离开 Magento 奔向 Shopify Plus，流量转化率又是如何实现立即翻倍？\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/zh/blog/fanjoy-merch\"\u003e销售额一年内增长30倍：Fanjoy 如何成为顶级社交明星背后的周边产品强国\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/zh/blog/ballsy-subscription\"\u003eBallsy 打造万名订阅用户，这一男性沐浴品牌背后的理念是什么？\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/zh/blog/blog-apt2b-exit-plan\"\u003e销售数据平平的 Apt2B 为何能被收购？\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/zh/blog/sendafriend-tiktok\"\u003e目标导向型企业 SendAFriend 是如何利用 TikTok 在两年内扩张至500万美元的？\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e\u003cdiv style=\"text-align: left;\" class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2\u003e个护品牌 Beast 常见问题\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eBeast 使用了什么库存管理方法来有效地管理货品？\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e使用免费赠送的方式来送出积压的货品。\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eBeast 是如何提高品牌影响力的?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e充分发挥社交媒体渠道例如 YouTube 频道和 Facebook。\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eBeast 产品开发过程中的重要步骤是什么?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e顾客反馈。不断收集顾客反馈并将其整理并反应在产品升级中。\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","latestArticles":[],"contentNavigationLinks":[{"href":"#1","text":"产品开发过程中最重要的步骤：顾客反馈"},{"href":"#2","text":"创始人是如何提高品牌影响力的?"},{"href":"#3","text":"广告歌是否已经成为了过去式？"},{"href":"#4","text":"实施定制化套餐，以推动新的销售"},{"href":"#5","text":"免费赠送：库存管理方法与策略"},{"href":"#6","text":"急速扩张与品牌形象的平衡"},{"href":"#7","text":"番外：创业史"}],"blogHandle":"blog","settings":{"topSectionImages":[{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641"}],"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"rightColSideBannerImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png","rightColSideBannerGetInTouchImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png","articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}},"subscription":{"settings":{"subscriptionId":"DE84EF61-2A02-4778-8807-F01B108DE974"}},"citation":{"high-ticket-affiliate-programs":[{"text":"Zip 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In the meantime, start building your store with a free trial of Shopify."},"press_kit":{"heading":"Free Press Kit Template","content":"Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pressrelease":{"heading":"Free: Press Release Template","content":"To help you get started, we put together this template to help you structure your story using a common press release format. 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