[{"title":"第一章:从 0 到月销 AU$30K — eBay AU 完全入门指南","sections":[{"id":"ch1-s1","title":"1.1 你的 3 阶段成长路线图","kr":"1.1 Your 3-Stage Growth Roadmap"},{"id":"ch1-s2","title":"1.2 eBay AU 大盘速读(3 分钟搞清楚你做的是什么市场)","kr":"1.2 eBay AU Market Snapshot"},{"id":"ch1-s3","title":"1.3 新手必须理解的 3 个算法底层","kr":"1.3 The 3 Algorithms You Must Understand"},{"id":"ch1-s4","title":"1.4 第一周:eBay AU 账号注册完整 SOP","kr":"1.4 Week 1: eBay AU Account Registration SOP"},{"id":"ch1-s5","title":"1.5 第一个月:从 0 到首单 SOP","kr":"1.5 Month 1: From Zero to First Order SOP"},{"id":"ch1-s6","title":"1.6 eBay AU 选品 4 淘汰标准 — 不合格直接踢掉","kr":"1.6 eBay AU: 4 Product Elimination Criteria"},{"id":"ch1-s7","title":"1.7 新手 10 大致命错误(90% 的人都踩过)","kr":"1.7 Top 10 Fatal Mistakes for Beginners"},{"id":"ch1-s8","title":"1.8 eBay AU 5 个特有差异化 — 你必须应对的","kr":"1.8 eBay AU's 5 Unique Differences — How to Respond"},{"id":"ch1-s9","title":"1.9 冷启动 3 个月 KPI 路线图","kr":"1.9 Cold Start 3-Month KPI Roadmap"},{"id":"ch1-s10","title":"1.10 这本书的使用手册 — 你卡在哪个阶段就读哪章","kr":"1.10 How to Use This Book"},{"id":"ch1-s11","title":"1.11 2026 年 eBay AU 正在发生的 4 件大事","kr":"1.11 4 Major Events on eBay AU in 2026"},{"id":"ch1-s12","title":"1.12 本章 10 个行动点","kr":"1.12 Chapter 1 Action Checklist —"}]},{"title":"第二章:eBay AU 生态全景(Marketplace + eBay Plus AU)","sections":[{"id":"ch2-s1","title":"2.1 eBay AU 生态全景图 — 11 个子生态","kr":"2.1 eBay AU Ecosystem Map — 11 Sub-Ecosystems"},{"id":"ch2-s2","title":"2.2 eBay Plus AU — 澳洲最重要的会员体系","kr":"2.2 eBay Plus AU — Australia's Most Important Membership Program"},{"id":"ch2-s3","title":"2.3 Cassini AU 搜索算法深度拆解","kr":"2.3 Cassini AU Search Algorithm Deep Dive"},{"id":"ch2-s4","title":"2.4 eBay Money Back Guarantee(MBG)完整解析","kr":"2.4 eBay Money Back Guarantee — Complete Guide"},{"id":"ch2-s5","title":"2.5 Authenticity Guarantee AU — 正品验证体系","kr":"2.5 Authenticity Guarantee AU — Authentication Program"},{"id":"ch2-s6","title":"2.6 eBay AU 流量生态 3 大来源","kr":"2.6 eBay AU Traffic Ecosystem — 3 Major Sources"},{"id":"ch2-s7","title":"2.7 eBay AU 费用体系全览 — FVF + GST + 平台费","kr":"2.7 eBay AU Fee Structure — FVF, GST & Platform Fees"},{"id":"ch2-s8","title":"2.8 eBay AU 品类生态 — 热门品类与准入要求","kr":"2.8 eBay AU Category Ecosystem — Top Categories & Entry Requirements"},{"id":"ch2-s9","title":"2.9 GST 10% 对 eBay AU 卖家的完整影响","kr":"2.9 GST 10% — Full Impact on eBay AU Sellers"},{"id":"ch2-s10","title":"2.10 eBay AU 合规层 — ACCC / ACL / RCM 速览","kr":"2.10 eBay AU Compliance Layer — ACCC / ACL / RCM Overview"},{"id":"ch2-s11","title":"2.11 eBay AU 大促节点生态日历","kr":"2.11 eBay AU Major Promotions Calendar"},{"id":"ch2-s12","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch2-s13","title":"本章踩坑","kr":"Chapter Common Pitfalls"},{"id":"ch2-s14","title":"eBay AU 3 阶段成长里程碑 — 按月销目标激活生态","kr":"eBay AU 3-Stage Growth Milestones"},{"id":"ch2-s15","title":"Cassini AU 算法因子 × 新手可控度 × 实战动作","kr":"Cassini AU: Factors × Control × Actions"},{"id":"ch2-s16","title":"TRS AU 5 KPI 达标卡 — 本章自查","kr":"TRS AU 5 KPIs Check Card"},{"id":"ch2-s17","title":"eBay AU 特有合规 — ACL 21 日 / GST LVIG / ACCC / eBay Plus AU","kr":"eBay AU Unique Compliance: ACL, GST LVIG, ACCC & eBay Plus"},{"id":"ch2-s18","title":"Promoted Listings AU — Standard(CPS)+ Advanced(CPC)抄作业表","kr":"Promoted Listings AU Playbook"},{"id":"ch2-s19","title":"eBay AU 生态冷启动 SOP 时间线","kr":"eBay AU Ecosystem Cold-Start SOP Timeline"}]},{"title":"第三章:Seller Hub AU — 卖家后台完整操作指南","sections":[{"id":"ch3-s1","title":"3.1 Seller Hub AU 主导航总览 — 12 个模块","kr":"3.1 Seller Hub AU Main Navigation — 12 Modules"},{"id":"ch3-s2","title":"3.2 Overview 仪表盘 — 每日 3 分钟必看流程","kr":"3.2 Overview Dashboard — 3-Minute Daily Check Routine"},{"id":"ch3-s3","title":"3.3 Listings 模块 — 批量管理与库存操作","kr":"3.3 Listings Module — Bulk Management & Inventory"},{"id":"ch3-s4","title":"3.4 Orders 模块 — 订单处理完整 SOP","kr":"3.4 Orders Module — Complete Order Processing SOP"},{"id":"ch3-s5","title":"3.5 Performance 模块 — TRS AU 状态监控","kr":"3.5 Performance Module — TRS AU Status Monitoring"},{"id":"ch3-s6","title":"3.6 Research → Terapeak — eBay AU 官方数据工具","kr":"3.6 Research → Terapeak — eBay AU Official Research Tool"},{"id":"ch3-s7","title":"3.7 Business Policies — 澳洲运营最重要的基础设置","kr":"3.7 Business Policies — Foundation Settings for AU Operations"},{"id":"ch3-s8","title":"3.8 Payments 模块 — eBay Managed Payments AU 详解","kr":"3.8 Payments Module — eBay Managed Payments AU"},{"id":"ch3-s9","title":"3.9 Marketing → Promotions — 折扣活动设置","kr":"3.9 Marketing → Promotions — Discount Campaigns"},{"id":"ch3-s10","title":"3.10 Advertising 模块 — Promoted Listings 日常管理","kr":"3.10 Advertising Module — Promoted Listings Daily Management"},{"id":"ch3-s11","title":"3.11 Reports 模块 — 数据分析 3 张核心报表","kr":"3.11 Reports Module — 3 Key Reports for Data Analysis"},{"id":"ch3-s12","title":"3.12 Seller Hub AU 高效使用 10 个实操技巧","kr":"3.12 Seller Hub AU — 10 Power User Tips"},{"id":"ch3-s13","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch3-s14","title":"本章踩坑","kr":"Chapter Common Pitfalls"}]},{"title":"第四章:入驻 4 路径 + ABN / GST 完整指南","sections":[{"id":"ch4-s1","title":"4.1 4 条入驻路径总览对比","kr":"4.1 4 Onboarding Paths — Overview Comparison"},{"id":"ch4-s2","title":"4.2 路径 1:全球开店(中国营业执照)— 最快开店方案","kr":"4.2 Path 1: Global Selling (Chinese Business License) — Fastest Option"},{"id":"ch4-s3","title":"4.3 路径 4:澳洲 ABN 主体 — 长期运营最优解","kr":"4.3 Path 4: Australian ABN Entity — Best for Long-Term Operations"},{"id":"ch4-s4","title":"4.4 GST 注册 vs eBay 代扣 — 完整决策框架","kr":"4.4 GST Registration vs eBay Withholding — Decision Framework"},{"id":"ch4-s5","title":"4.5 收款方案完整对比 — 4 条路径通用","kr":"4.5 Payout Options — Full Comparison for All 4 Paths"},{"id":"ch4-s6","title":"4.6 eBay AU 账号验证 — 常见卡点和解决方案","kr":"4.6 eBay AU Account Verification — Common Bottlenecks & Solutions"},{"id":"ch4-s7","title":"4.7 eBay AU 开店第一周完整 SOP","kr":"4.7 eBay AU Week 1 Complete SOP"},{"id":"ch4-s8","title":"4.8 入驻 ABN 路径特别操作 — 申请 ABN + eBay 绑定","kr":"4.8 ABN Path Special Operations — ABN Application & eBay Integration"},{"id":"ch4-s9","title":"4.9 eBay AU 账号常见合规设置检查表","kr":"4.9 eBay AU Account Compliance Settings Checklist"},{"id":"ch4-s10","title":"4.10 入驻后 30 天冷启动核对清单","kr":"4.10 Post-Onboarding 30-Day Cold Start Checklist"},{"id":"ch4-s11","title":"4.11 ABN / GST 常见问题 Q&A","kr":"4.11 ABN/GST Common Questions Q&A"},{"id":"ch4-s12","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch4-s13","title":"本章踩坑","kr":"Chapter Common Pitfalls"}]},{"title":"第五章:澳式英语 Listing — 标题/Specifics/禁用词对照","sections":[{"id":"ch5-s1","title":"5.1 澳式英语标题公式 — 80 字符最优解","kr":"5.1 Australian English Title Formula — 80-Character Optimisation"},{"id":"ch5-s2","title":"5.2 澳式/美式/英式英语品类词汇全对照","kr":"5.2 Australian vs American vs British English — Category Vocabulary"},{"id":"ch5-s3","title":"5.3 澳洲拼写规则 — colour vs color","kr":"5.3 Australian Spelling Rules — colour vs color"},{"id":"ch5-s4","title":"5.4 Item Specifics 完整填写策略","kr":"5.4 Item Specifics Complete Filling Strategy"},{"id":"ch5-s5","title":"5.5 5 条要点写作框架 — 澳洲本地化版","kr":"5.5 5-Bullet Writing Framework — AU Localised"},{"id":"ch5-s6","title":"5.6 商品描述 ACL 合规写作","kr":"5.6 Description — ACL Compliant Writing"},{"id":"ch5-s7","title":"5.7 图片规范 — 主图 + 副图完整要求","kr":"5.7 Image Standards — Main Image & Gallery Requirements"},{"id":"ch5-s8","title":"5.8 Listing 禁用词 + 禁用行为完整清单","kr":"5.8 Listing Banned Words & Practices"},{"id":"ch5-s9","title":"5.9 Listing SEO 关键词布局策略","kr":"5.9 Listing SEO — Keyword Placement Strategy"},{"id":"ch5-s10","title":"5.10 Listing 上架完整操作 SOP","kr":"5.10 Listing Creation Complete SOP"},{"id":"ch5-s11","title":"5.11 多变体 Listing 设置","kr":"5.11 Multi-Variation Listing Setup"},{"id":"ch5-s12","title":"5.12 Listing 质量自查表","kr":"5.12 Listing Quality Checklist"},{"id":"ch5-s13","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch5-s14","title":"本章踩坑","kr":"Chapter Common Pitfalls"},{"id":"ch5-s15","title":"eBay AU Listing 3 阶段升级路线图","kr":"eBay AU Listing 3-Stage Upgrade Roadmap"},{"id":"ch5-s16","title":"Cassini AU Listing 因子 × 可控度 × 动作 + TRS AU 5 KPI","kr":"Cassini AU Listing Factors + TRS AU 5 KPIs"},{"id":"ch5-s17","title":"TRS AU 5 KPI 达标卡 — Listing 章自查","kr":"TRS AU 5 KPIs: Listing Chapter Check"},{"id":"ch5-s18","title":"eBay AU Listing 上架到稳定排名 SOP 时间线","kr":"eBay AU Listing Launch to Stable Ranking: SOP Timeline"},{"id":"ch5-s19","title":"Promoted Listings AU 抄作业表 — Listing 质量与广告协同","kr":"Promoted Listings AU Playbook: Listing Quality × Ad Synergy"}]},{"title":"第六章:定价策略 + FVF 12.8% + GST 10% 完整计算","sections":[{"id":"ch6-s1","title":"6.1 eBay AU 完整费用结构","kr":"6.1 eBay AU Complete Fee Structure"},{"id":"ch6-s2","title":"6.2 GST 含税定价逻辑 — 最重要的计算基础","kr":"6.2 GST-Inclusive Pricing Logic — The Most Critical Calculation"},{"id":"ch6-s3","title":"6.3 毛利计算公式与目标标准","kr":"6.3 Profit Margin Formula & Target Standards"},{"id":"ch6-s4","title":"6.4 完整 P&L 示例 — 3 个品类","kr":"6.4 Complete P&L Examples — 3 Categories"},{"id":"ch6-s5","title":"6.5 TRS Plus 折扣对年度利润的影响","kr":"6.5 TRS Plus Discount — Annual Profit Impact"},{"id":"ch6-s6","title":"6.6 竞品定价分析 — Terapeak 实操","kr":"6.6 Competitive Pricing Analysis — Terapeak in Practice"},{"id":"ch6-s7","title":"6.7 动态定价策略 — 日常 + 大促双轨制","kr":"6.7 Dynamic Pricing Strategy — Regular & Promotional Dual Track"},{"id":"ch6-s8","title":"6.8 Store 订阅对 FVF 的影响 — 何时值得订阅","kr":"6.8 Store Subscription & FVF Reduction — When Is It Worth It"},{"id":"ch6-s9","title":"6.9 汇率风险管理 — AUD/CNY 波动应对","kr":"6.9 Exchange Rate Risk — AUD/CNY Volatility Management"},{"id":"ch6-s10","title":"6.10 eBay AU 批量定价工具操作","kr":"6.10 eBay AU Bulk Pricing Tools"},{"id":"ch6-s11","title":"6.11 定价决策月度 SOP","kr":"6.11 Monthly Pricing Decision SOP"},{"id":"ch6-s12","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch6-s13","title":"本章踩坑","kr":"Chapter Common Pitfalls"},{"id":"ch6-s14","title":"eBay AU 定价 3 阶段升级路线图","kr":"eBay AU Pricing 3-Stage Upgrade Roadmap"},{"id":"ch6-s15","title":"eBay AU 费率完整结构 — 毛利计算必备","kr":"eBay AU Full Fee Structure for Margin Calculation"},{"id":"ch6-s16","title":"Cassini AU × 定价因子 × 实战动作","kr":"Cassini AU × Pricing Factors × Actions"},{"id":"ch6-s17","title":"eBay AU 定价校准 SOP 时间线","kr":"eBay AU Pricing Calibration SOP Timeline"},{"id":"ch6-s18","title":"Promoted Listings AU 抄作业表 — 定价×广告协同","kr":"Promoted Listings AU Playbook: Pricing × Ads"},{"id":"ch6-s19","title":"TRS AU 5 KPI 达标卡 — 定价章自查","kr":"TRS AU 5 KPIs: Pricing Chapter Check"}]},{"title":"第七章:澳洲海外仓 + eBay Plus 履约体系","sections":[{"id":"ch7-s1","title":"7.1 本地仓 vs 海外直邮 — 全面对比","kr":"7.1 Local Warehouse vs Cross-Border Direct Shipping — Full Comparison"},{"id":"ch7-s2","title":"7.2 悉尼 vs 墨尔本 — 首仓位置选择","kr":"7.2 Sydney vs Melbourne — First Warehouse Location"},{"id":"ch7-s3","title":"7.3 澳洲主流 3PL 服务商对比","kr":"7.3 Australian 3PL Providers Comparison"},{"id":"ch7-s4","title":"7.4 中澳头程操作 — 完整流程","kr":"7.4 China-to-Australia Inbound Shipping — Complete Process"},{"id":"ch7-s5","title":"7.5 澳洲清关要点 — 澳洲海关规定","kr":"7.5 Australian Customs Clearance — Key Requirements"},{"id":"ch7-s6","title":"7.6 eBay Plus 履约体系 — 完整操作指南","kr":"7.6 eBay Plus Fulfilment — Complete Operations Guide"},{"id":"ch7-s7","title":"7.7 本地仓费用测算 — ROI 计算框架","kr":"7.7 Local Warehouse Cost Model — ROI Calculation Framework"},{"id":"ch7-s8","title":"7.8 末端配送选择 — Australia Post / StarTrack / Sendle / Aramex","kr":"7.8 Last-Mile Delivery — Australia Post / StarTrack / Sendle / Aramex"},{"id":"ch7-s9","title":"7.9 大促期本地仓备货 SOP","kr":"7.9 Promotional Season Local Warehouse Inventory SOP"},{"id":"ch7-s10","title":"7.10 退货处理 — 澳洲本地仓退货 SOP","kr":"7.10 Returns Processing — Australian Local Warehouse Returns SOP"},{"id":"ch7-s11","title":"7.11 本地仓运营 10 个效率提升技巧","kr":"7.11 Local Warehouse Operations — 10 Efficiency Tips"},{"id":"ch7-s12","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch7-s13","title":"本章踩坑","kr":"Chapter Common Pitfalls"}]},{"title":"第八章:FBM 自发货 — Australia Post / StarTrack / Sendle 完整指南","sections":[{"id":"ch8-s1","title":"8.1 eBay AU FBM 两大类型","kr":"8.1 eBay AU FBM Two Major Types"},{"id":"ch8-s2","title":"8.2 海外直邮 FBM — 中国发澳洲完整操作","kr":"8.2 Cross-Border FBM — China to Australia Operations"},{"id":"ch8-s3","title":"8.3 澳洲本地 FBM — Australia Post 账户申请与操作","kr":"8.3 Australian Local FBM — Australia Post Account Setup & Operations"},{"id":"ch8-s4","title":"8.4 Sendle — 更便宜的城市快递选项","kr":"8.4 Sendle — Cheaper Urban Delivery Option"},{"id":"ch8-s5","title":"8.5 StarTrack — 商业地址快递(B2B 适用)","kr":"8.5 StarTrack — Commercial Address Delivery (B2B Use Case)"},{"id":"ch8-s6","title":"8.6 追踪号上传 SOP — TRS 发货率维护核心","kr":"8.6 Tracking Number Upload SOP — Core of TRS Dispatch Rate"},{"id":"ch8-s7","title":"8.7 发货时效管理 — 双层时效承诺体系","kr":"8.7 Dispatch Time Management — Two-Layer Commitment System"},{"id":"ch8-s8","title":"8.8 包装规范 — 澳洲买家期待与 AQIS 要求","kr":"8.8 Packaging Standards — AU Buyer Expectations & AQIS Requirements"},{"id":"ch8-s9","title":"8.9 海外直邮 vs 本地 FBM — 过渡策略","kr":"8.9 Cross-Border to Local FBM — Transition Strategy"},{"id":"ch8-s10","title":"8.10 FBM 发货效率 SOP — 日常操作标准化","kr":"8.10 FBM Daily Operations SOP — Standardized Workflow"},{"id":"ch8-s11","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch8-s12","title":"本章踩坑","kr":"Chapter Common Pitfalls"}]},{"title":"第九章:中澳头程(海运远)+ 澳洲海关完整指南","sections":[{"id":"ch9-s1","title":"9.1 中澳头程 3 条路径对比","kr":"9.1 China-to-AU Inbound Shipping — 3 Path Comparison"},{"id":"ch9-s2","title":"9.2 货代选择标准 — 中澳货代的 8 个关键指标","kr":"9.2 Freight Forwarder Selection — 8 Key Criteria for China-AU Freight"},{"id":"ch9-s3","title":"9.3 澳洲海关清关全流程","kr":"9.3 Australian Customs Clearance — Complete Process"},{"id":"ch9-s4","title":"9.4 关税计算 — HS 编码 + 关税税率","kr":"9.4 Customs Duty Calculation — HS Code & Tariff Rate"},{"id":"ch9-s5","title":"9.5 AQIS 生物安全 — 澳洲最独特的清关风险","kr":"9.5 AQIS Biosecurity — Australia's Most Unique Customs Risk"},{"id":"ch9-s6","title":"9.6 商业发票填写规范 — 避免清关问题","kr":"9.6 Commercial Invoice Standards — Avoiding Clearance Issues"},{"id":"ch9-s7","title":"9.7 特殊品类进口规定","kr":"9.7 Special Category Import Regulations"},{"id":"ch9-s8","title":"9.8 大促头程时间线规划","kr":"9.8 Promotional Season Inbound Shipping Timeline"},{"id":"ch9-s9","title":"9.9 退税和关税优化","kr":"9.9 Duty Drawback & Tariff Optimisation"},{"id":"ch9-s10","title":"9.10 进口合规自查表","kr":"9.10 Import Compliance Self-Check"},{"id":"ch9-s11","title":"9.11 货物丢失 / 损坏 / 延误应对 SOP","kr":"9.11 Lost / Damaged / Delayed Cargo Response SOP"},{"id":"ch9-s12","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch9-s13","title":"本章踩坑","kr":"Chapter Common Pitfalls"}]},{"title":"第十章:客服 + ACL 消费者法 + MBG 纠纷处理完整指南","sections":[{"id":"ch10-s1","title":"10.1 买家留言响应 SOP — 24h 法则","kr":"10.1 Buyer Message Response SOP — 24h Rule"},{"id":"ch10-s2","title":"10.2 ACL 澳洲消费者法 — 卖家必须理解的法定义务","kr":"10.2 Australian Consumer Law — Mandatory Seller Obligations"},{"id":"ch10-s3","title":"10.3 MBG 纠纷处理完整 SOP","kr":"10.3 MBG Dispute Resolution Complete SOP"},{"id":"ch10-s4","title":"10.4 差评管理 — 申请撤回与预防策略","kr":"10.4 Negative Feedback Management — Withdrawal & Prevention"},{"id":"ch10-s5","title":"10.5 ACCC 消费者法合规操作指南","kr":"10.5 ACCC Consumer Law Compliance Guide"},{"id":"ch10-s6","title":"10.6 TRS 客服相关指标维护 SOP","kr":"10.6 TRS Customer Service Metrics Maintenance SOP"},{"id":"ch10-s7","title":"10.7 季节性大促期客服管理","kr":"10.7 Promotional Season Customer Service Management"},{"id":"ch10-s8","title":"10.8 特殊客服场景处理","kr":"10.8 Special Customer Service Scenarios"},{"id":"ch10-s9","title":"10.9 客服 KPI 监控与月度复盘","kr":"10.9 Customer Service KPI Monitoring & Monthly Review"},{"id":"ch10-s10","title":"10.10 eBay 官方申诉渠道 — 账号被限制时的操作","kr":"10.10 eBay Appeal Channels — When Your Account Is Restricted"},{"id":"ch10-s11","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch10-s12","title":"本章踩坑","kr":"Chapter Common Pitfalls"}]},{"title":"第十一章:Promoted Listings AU — Standard / Advanced 完整实战","sections":[{"id":"ch11-s1","title":"11.1 Standard vs Advanced — 选择决策框架","kr":"11.1 Standard vs Advanced — Selection Decision Framework"},{"id":"ch11-s2","title":"11.2 Promoted Listings Standard — 完整操作指南","kr":"11.2 Promoted Listings Standard — Complete Operations Guide"},{"id":"ch11-s3","title":"11.3 Promoted Listings Advanced — 关键词管理实战","kr":"11.3 Promoted Listings Advanced — Keyword Management Playbook"},{"id":"ch11-s4","title":"11.4 广告核心数据指标解读","kr":"11.4 Core Advertising Metrics Explained"},{"id":"ch11-s5","title":"11.5 大促广告策略 — EOFY / Boxing Day / Black Friday","kr":"11.5 Promotional Season Advertising Strategy"},{"id":"ch11-s6","title":"11.6 Standard 与 Cassini 自然流量协同","kr":"11.6 Standard & Cassini Natural Traffic Synergy"},{"id":"ch11-s7","title":"11.7 广告月度优化 SOP","kr":"11.7 Monthly Advertising Optimisation SOP"},{"id":"ch11-s8","title":"11.8 Advanced 关键词出价优化","kr":"11.8 Advanced Keyword Bidding Optimisation"},{"id":"ch11-s9","title":"11.9 竞品广告分析 — 反向工程卖家策略","kr":"11.9 Competitive Ad Analysis — Reverse Engineering Competitor Strategy"},{"id":"ch11-s10","title":"11.10 广告预算规划 — 冷启动到扩张期","kr":"11.10 Advertising Budget Planning — Cold Start to Scale"},{"id":"ch11-s11","title":"11.11 广告数据读取 — Seller Hub Advertising 模块操作","kr":"11.11 Advertising Data — Seller Hub Advertising Module"},{"id":"ch11-s12","title":"11.12 广告运营 10 个核心技巧","kr":"11.12 Advertising Operations — 10 Core Tips"},{"id":"ch11-s13","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch11-s14","title":"本章踩坑","kr":"Chapter Common Pitfalls"},{"id":"ch11-s15","title":"eBay AU 广告 3 阶段升级路线图","kr":"eBay AU Ads 3-Stage Upgrade Roadmap"},{"id":"ch11-s16","title":"Cassini AU × 广告联动 + TRS AU 5 KPI","kr":"Cassini AU × Ad Synergy + TRS AU 5 KPIs"},{"id":"ch11-s17","title":"TRS AU 5 KPI 达标卡 — 广告章自查","kr":"TRS AU 5 KPIs: Ads Chapter Check"},{"id":"ch11-s18","title":"eBay AU 广告开户到稳定投放 SOP 时间线","kr":"eBay AU Ad Setup to Stable Delivery: SOP Timeline"},{"id":"ch11-s19","title":"Promoted Listings AU — Standard(CPS)+ Advanced(CPC)完整对比","kr":"PL AU Standard vs Advanced: Full Comparison"}]},{"title":"第十二章:eBay AU 大促日历与促销工具完整实战","sections":[{"id":"ch12-s1","title":"12.1 eBay AU 全年大促日历总览(2026)","kr":"12.1 eBay AU Full Year Promotional Calendar 2026"},{"id":"ch12-s2","title":"12.2 Boxing Day(12/26)— eBay AU 流量之王完整 SOP","kr":"12.2 Boxing Day — eBay AU Peak Traffic Complete SOP"},{"id":"ch12-s3","title":"12.3 EOFY(6/30 财年末)— B2B 消费高峰完整 SOP","kr":"12.3 EOFY June 30 — B2B and Consumer Peak Complete SOP"},{"id":"ch12-s4","title":"12.4 Click Frenzy — 澳洲本土 24 小时大促","kr":"12.4 Click Frenzy — Australia's Native 24-Hour Shopping Event"},{"id":"ch12-s5","title":"12.5 其他重要节点 — Black Friday / Australia Day / Easter / Mother's & Father's Day","kr":"12.5 Other Key Events — Black Friday / Australia Day / Easter / Mother's & Father's Day"},{"id":"ch12-s6","title":"12.6 eBay AU 促销工具完整指南 — Coupon / Markdown / Volume Pricing","kr":"12.6 eBay AU Promotional Tools — Coupon / Markdown / Volume Pricing"},{"id":"ch12-s7","title":"12.7 ACCC 促销合规 — 折扣标注法规详解","kr":"12.7 ACCC Promotional Compliance — Discount Labelling Regulations"},{"id":"ch12-s8","title":"12.8 全年大促备货时间线总览","kr":"12.8 Full Year Stock Preparation Timeline"},{"id":"ch12-s9","title":"本章速查 — 澳洲大促日历口袋版","kr":"Chapter Quick Reference — AU Promo Calendar"}]},{"title":"第十三章:Cassini AU 搜索算法 + 澳式英语关键词 + Item Specifics 完整实战","sections":[{"id":"ch13-s1","title":"13.1 Cassini AU 搜索算法原理 — 5 大排名因子深度解析","kr":"13.1 Cassini AU Search Algorithm — 5 Ranking Factors Deep Dive"},{"id":"ch13-s2","title":"13.2 澳式英语关键词词库 — Listing 必备词表","kr":"13.2 Australian English Keyword Library — Essential Listing Vocabulary"},{"id":"ch13-s3","title":"13.3 标题写作公式 — Cassini AU 最优标题结构","kr":"13.3 Title Writing Formula — Cassini AU Optimal Title Structure"},{"id":"ch13-s4","title":"13.4 Item Specifics 完整填写指南","kr":"13.4 Item Specifics Complete Filling Guide"},{"id":"ch13-s5","title":"13.5 关键词研究 SOP — Terapeak + 竞品分析","kr":"13.5 Keyword Research SOP — Terapeak + Competitor Analysis"},{"id":"ch13-s6","title":"13.6 澳洲消费者购物习惯洞察","kr":"13.6 Australian Consumer Shopping Behaviour Insights"},{"id":"ch13-s7","title":"13.7 搜索排名监控与下滑诊断","kr":"13.7 Search Ranking Monitoring and Drop Diagnosis"},{"id":"ch13-s8","title":"eBay AU SEO 优化到稳定排名 SOP 时间线","kr":"eBay AU SEO Optimization to Stable Ranking: SOP Timeline"},{"id":"ch13-s9","title":"Promoted Listings AU 抄作业表 — SEO × 广告协同","kr":"Promoted Listings AU Playbook: SEO × Ad Synergy"},{"id":"ch13-s10","title":"本章速查","kr":"Chapter Quick Reference"},{"id":"ch13-s11","title":"eBay AU SEO 3 阶段升级路线图","kr":"eBay AU SEO 3-Stage Upgrade Roadmap"},{"id":"ch13-s12","title":"Cassini AU 5 因子 × 可控度 × SEO 动作","kr":"Cassini AU 5 Factors × Control × SEO Actions"},{"id":"ch13-s13","title":"TRS AU 5 KPI 达标卡 — SEO 章自查","kr":"TRS AU 5 KPIs: SEO Chapter Check"}]},{"title":"第十四章:Seller Hub AU 数据分析 — Performance / Terapeak / 月度复盘 SOP","sections":[{"id":"ch14-s1","title":"14.1 Seller Hub AU 模块地图 — 你需要知道的每个入口","kr":"14.1 Seller Hub AU Module Map — Every Entry Point You Need"},{"id":"ch14-s2","title":"14.2 Performance 模块 — TRS AU 5 项 KPI 追踪指南","kr":"14.2 Performance Module — TRS AU 5 KPI Tracking Guide"},{"id":"ch14-s3","title":"14.3 Analytics — Traffic 报告与 Sales 报告深度解读","kr":"14.3 Analytics — Traffic Report and Sales Report Deep Dive"},{"id":"ch14-s4","title":"14.4 Terapeak AU — 关键词 + 竞品分析完整 SOP","kr":"14.4 Terapeak AU — Keywords + Competitor Analysis Complete SOP"},{"id":"ch14-s5","title":"14.5 Payments 报告 — 月度对账 SOP","kr":"14.5 Payments Report — Monthly Reconciliation SOP"},{"id":"ch14-s6","title":"14.6 月度数据复盘 SOP — 6 步完整流程","kr":"14.6 Monthly Data Review SOP — 6-Step Complete Process"},{"id":"ch14-s7","title":"14.7 关键数据异常诊断速查","kr":"14.7 Key Data Anomaly Diagnosis Quick Reference"},{"id":"ch14-s8","title":"本章速查","kr":"Chapter Quick Reference"}]},{"title":"第十五章:澳洲选品方法论 — 6 大高毛利品类 + 消费者偏好 + 海运箱货机会","sections":[{"id":"ch15-s1","title":"15.1 选品 4 大淘汰标准 — 通不过的直接踢","kr":"15.1 4 Product Elimination Criteria — Fail Any, Drop It"},{"id":"ch15-s2","title":"15.2 品类一:Automotive — 澳洲汽车文化孕育的高毛利机会","kr":"15.2 Category 1: Automotive — High-Margin Opportunities from Australia's Car Culture"},{"id":"ch15-s3","title":"15.3 品类二:Home & Garden — 澳洲户外生活方式的刚需","kr":"15.3 Category 2: Home & Garden — Essentials for Australia's Outdoor Lifestyle"},{"id":"ch15-s4","title":"15.4 品类三:Fashion — 澳洲时尚市场的本地化机会","kr":"15.4 Category 3: Fashion — Localisation Opportunities in Australian Fashion"},{"id":"ch15-s5","title":"15.5 品类四:Electronics — RCM 护城河与高毛利机会","kr":"15.5 Category 4: Electronics — RCM Moat and High-Margin Opportunities"},{"id":"ch15-s6","title":"15.6 品类五:Sporting Goods — 户外运动文化驱动的稳定需求","kr":"15.6 Category 5: Sporting Goods — Stable Demand from Outdoor Sports Culture"},{"id":"ch15-s7","title":"15.7 品类六:Collectibles — 澳洲收藏品市场的高溢价机会","kr":"15.7 Category 6: Collectibles — High-Premium Opportunities in Australian Collectibles"},{"id":"ch15-s8","title":"15.8 澳洲消费者购买偏好画像","kr":"15.8 Australian Consumer Buying Preference Profile"},{"id":"ch15-s9","title":"15.9 选品验证 SOP — Terapeak + 四象限筛选法","kr":"15.9 Product Validation SOP — Terapeak + Four-Quadrant Screening"},{"id":"ch15-s10","title":"eBay AU 选品 3 阶段升级路线图","kr":"eBay AU Product Selection 3-Stage Upgrade Roadmap"},{"id":"ch15-s11","title":"Cassini AU 选品维度 × 因子权重 × 选品操作","kr":"Cassini AU — Product Selection Dimension vs Ranking Factors"},{"id":"ch15-s12","title":"eBay AU 选品 SOP 时间线 — 从调研到上架","kr":"eBay AU Product Research to Launch SOP Timeline"},{"id":"ch15-s13","title":"Promoted Listings AU 选品阶段抄作业表","kr":"Promoted Listings AU — Product Selection Phase Playbook"},{"id":"ch15-s14","title":"TRS AU 5 KPI 达标卡 — 选品章自查","kr":"TRS AU 5 KPIs: Product Selection Chapter Check"}]},{"title":"第十六章:eBay AU 跨境扩张 — 澳洲→新西兰 + 亚太 + LVIG GST 全征","sections":[{"id":"ch16-s1","title":"16.1 澳洲 LVIG GST — 跨境卖家必须理解的税务逻辑","kr":"16.1 Australia LVIG GST — The Tax Framework Every Cross-Border Seller Must Understand"},{"id":"ch16-s2","title":"16.2 澳洲→新西兰:最低门槛跨境扩张","kr":"16.2 Australia to New Zealand: The Lowest-Barrier Cross-Border Expansion"},{"id":"ch16-s3","title":"16.3 Trade Me NZ — 新西兰最大本土平台入驻指南","kr":"16.3 Trade Me NZ — New Zealand's Largest Platform Entry Guide"},{"id":"ch16-s4","title":"16.4 亚太跨境扩张路线图 — 从 AU 辐射周边","kr":"16.4 Asia-Pacific Cross-Border Expansion Roadmap — Radiating from AU"},{"id":"ch16-s5","title":"16.5 跨境物流方案 — 澳洲到新西兰/亚太完整比较","kr":"16.5 Cross-Border Logistics — AU to NZ/Asia-Pacific Full Comparison"},{"id":"ch16-s6","title":"16.6 跨境汇率与多币种收款管理","kr":"16.6 Cross-Border Exchange Rates and Multi-Currency Payment Management"},{"id":"ch16-s7","title":"16.7 跨境合规 — NZ GST + 澳洲出口清关注意事项","kr":"16.7 Cross-Border Compliance — NZ GST + Australian Export Customs Notes"}]},{"title":"第十七章:澳洲合规全景 — ACL / RCM / ACCC / FSANZ / AS-NZS 标准 / GST","sections":[{"id":"ch17-s1","title":"17.1 ACL(Australian Consumer Law)— 消费者保护法完整解析","kr":"17.1 ACL — Australian Consumer Law Complete Analysis"},{"id":"ch17-s2","title":"17.2 RCM(Regulatory Compliance Mark)— 电气产品强制认证","kr":"17.2 RCM — Mandatory Certification for Electrical Products"},{"id":"ch17-s3","title":"17.3 ACCC — 澳洲消费者与竞争委员会执法详解","kr":"17.3 ACCC — Australian Competition and Consumer Commission Enforcement"},{"id":"ch17-s4","title":"17.4 AS/NZS 澳新标准体系 — 儿童产品/玩具/电器","kr":"17.4 AS/NZS Standards — Children's Products / Toys / Electrical Equipment"},{"id":"ch17-s5","title":"17.5 FSANZ — 食品标准澳新局(食品销售合规)","kr":"17.5 FSANZ — Food Standards Australia New Zealand"},{"id":"ch17-s6","title":"17.6 各州电气安全法规差异与 GST 完整指南","kr":"17.6 State Electrical Safety Regulations and Complete GST Guide"},{"id":"ch17-s7","title":"本章速查 — 澳洲合规检查清单","kr":"Chapter Quick Reference — AU Compliance Checklist"}]},{"title":"第十八章:eBay AU 风险管理 — VeRO / Money Back Guarantee / ACCC / 账号安全 / 高额索赔","sections":[{"id":"ch18-s1","title":"18.1 VeRO AU — 知识产权投诉与应对","kr":"18.1 VeRO AU — Intellectual Property Complaints and Response"},{"id":"ch18-s2","title":"18.2 eBay Money Back Guarantee — 买家保护与卖家申诉","kr":"18.2 eBay Money Back Guarantee — Buyer Protection and Seller Appeal"},{"id":"ch18-s3","title":"18.3 ACCC 处罚案例 — 跨境电商真实案例分析","kr":"18.3 ACCC Enforcement Cases — Real Cross-Border E-commerce Case Studies"},{"id":"ch18-s4","title":"18.4 Australian Privacy Principles — 买家数据保护","kr":"18.4 Australian Privacy Principles — Buyer Data Protection"},{"id":"ch18-s5","title":"18.5 账号安全与关联风险","kr":"18.5 Account Security and Association Risk"},{"id":"ch18-s6","title":"18.6 高额索赔应对 — 买家过度索赔的处理策略","kr":"18.6 Handling Excessive Claims — Strategies for Dealing with Disproportionate Buyer Claims"},{"id":"ch18-s7","title":"Cassini AU 因子 × 风控关联 × 实战操作","kr":"Cassini AU Factors × Risk Management × Actions"},{"id":"ch18-s8","title":"eBay AU 风控 SOP 时间线 — 开店到扩张全程","kr":"eBay AU Risk Management SOP Timeline"},{"id":"ch18-s9","title":"Promoted Listings AU 风控版抄作业表","kr":"Promoted Listings AU — Risk-Aware Playbook"},{"id":"ch18-s10","title":"eBay AU 风控 3 阶段升级路线图","kr":"eBay AU Risk Management 3-Stage Roadmap"},{"id":"ch18-s11","title":"TRS AU 5 KPI 达标卡 — 风控章自查","kr":"TRS AU 5 KPIs: Risk Chapter Check"}]},{"title":"第十九章:eBay AU 进阶运营 — Top Rated Seller / eBay Plus / Anchor Store / 多 SKU 矩阵 / 本地供应链","sections":[{"id":"ch19-s1","title":"19.1 Top Rated Seller AU — TRS 完整攻略","kr":"19.1 Top Rated Seller AU — Complete TRS Strategy"},{"id":"ch19-s2","title":"19.2 eBay Plus AU — 高价值会员市场入口","kr":"19.2 eBay Plus AU — High-Value Member Market Entry"},{"id":"ch19-s3","title":"19.3 eBay AU Store 套餐选择 — Basic / Featured / Anchor 对比","kr":"19.3 eBay AU Store Subscriptions — Basic / Featured / Anchor Comparison"},{"id":"ch19-s4","title":"19.4 多 SKU 矩阵管理 — 从 5 款到 200 款的扩张路径","kr":"19.4 Multi-SKU Matrix Management — Scaling from 5 to 200 Products"},{"id":"ch19-s5","title":"19.5 Auction 高阶策略 — 澳洲拍卖格式特殊优势","kr":"19.5 Advanced Auction Strategy — Special Advantages of Auction Format in Australia"},{"id":"ch19-s6","title":"19.6 澳洲本地供应链 — 月销 AU$30K+ 的独特货源","kr":"19.6 Australian Local Supply Chain — Unique Sourcing for AU$30K+ Monthly Sales"},{"id":"ch19-s7","title":"19.7 IP Australia 商标注册 — 长期品牌化路径","kr":"19.7 IP Australia Trademark Registration — Long-Term Brand Building Path"},{"id":"ch19-s8","title":"本章速查 — 进阶运营检查清单","kr":"Chapter Quick Reference — Advanced Operations Checklist"},{"id":"ch19-s9","title":"19.X eBay AU Feedback 刷分 / 订单冲 Top Rated Seller AU / Cassini AU 代投服务商深度测评","kr":"19.X eBay AU: Feedback Boost / TRS Order Injection / Cassini AU CPC Deep Dive"}]},{"title":"第二十章:2026 eBay AU 平台动态 — AI Listing / Refurbished / Click Frenzy / Cassini 调整","sections":[{"id":"ch20-s1","title":"20.1 eBay AU AI Listing 功能 — 辅助工具还是替代人工?","kr":"20.1 eBay AU AI Listing Features — Tool or Replacement for Human Work?"},{"id":"ch20-s2","title":"20.2 eBay Refurbished Program AU — 翻新品认证计划","kr":"20.2 eBay Refurbished Program AU — Certified Refurbished Plan"},{"id":"ch20-s3","title":"20.3 Click Frenzy 2025-2026 规模扩大 — 参与门槛和机会","kr":"20.3 Click Frenzy 2025-2026 Scale-Up — Participation Thresholds and Opportunities"},{"id":"ch20-s4","title":"20.4 竞争格局变化 — RCEP 影响与应对","kr":"20.4 Competitive Landscape Changes — RCEP Impact and Response"},{"id":"ch20-s5","title":"20.5 eBay AU Managed Payments 2026 更新","kr":"20.5 eBay AU Managed Payments 2026 Updates"},{"id":"ch20-s6","title":"20.6 2026 年 eBay AU 运营路线图 — 卖家应对清单","kr":"20.6 2026 eBay AU Operations Roadmap — Seller Response Checklist"},{"id":"ch20-s7","title":"Cassini AU 2026 算法因子 × 更新影响 × 操作优先级","kr":"Cassini AU 2026 Algorithm Factors × Impact × Priority Actions"},{"id":"ch20-s8","title":"eBay AU 2026 更新 SOP 时间线 — 月度操作计划","kr":"eBay AU 2026 Updates SOP Timeline — Monthly Action Plan"},{"id":"ch20-s9","title":"Promoted Listings AU 2026 抄作业表","kr":"Promoted Listings AU 2026 Playbook"},{"id":"ch20-s10","title":"eBay AU 2026 更新 3 阶段应对路线图","kr":"eBay AU 2026 Updates 3-Stage Adaptation Roadmap"},{"id":"ch20-s11","title":"TRS AU 5 KPI 达标卡 — 2026 更新章自查","kr":"TRS AU 5 KPIs: 2026 Updates Chapter Check"}]},{"title":"第二十一章:作者寄语 — 值得注意的地方","sections":[{"id":"ch21-s1","title":"21.2 值得注意的 10 件事","kr":"21.2 10 Things Worth Noting"},{"id":"ch21-s2","title":"21.3 3 个阶段的心态调整","kr":"21.3 Mindset Adjustments for Each of the 3 Stages"},{"id":"ch21-s3","title":"21.5 每月必做的 5 件事 — 贴在桌上的检查清单","kr":"21.5 5 Monthly Must-Dos — Checklist to Post on Your Desk"}]},{"title":"附录:eBay AU 运营速查工具箱","sections":[{"id":"ch22-s1","title":"附录 A:澳洲电商术语速查表","kr":"Appendix A: Australian E-commerce Terminology Quick Reference"},{"id":"ch22-s2","title":"附录 B:Cassini AU 搜索排名速查卡","kr":"Appendix B: Cassini AU Search Ranking Quick Reference Card"},{"id":"ch22-s3","title":"附录 C:GST 计算器 + 毛利快速公式","kr":"Appendix C: GST Calculator + Quick Margin Formula"},{"id":"ch22-s4","title":"附录 D:ACL 退货处理邮件模板","kr":"Appendix D: ACL Return Handling Email Templates"},{"id":"ch22-s5","title":"附录 E:澳洲物流方案完整对比","kr":"Appendix E: Australian Logistics Solutions Full Comparison"},{"id":"ch22-s6","title":"附录 F:全年大促备货时间线(口袋版)","kr":"Appendix F: Full Year Promo Stock Preparation Timeline (Pocket Edition)"},{"id":"ch22-s7","title":"附录 G:eBay AU 运营核心口诀卡","kr":"Appendix G: eBay AU Operations Core Formula Card"},{"id":"ch22-s8","title":"附录 H:eBay AU 卖家常用网址和工具","kr":"Appendix H: Useful URLs and Tools for eBay AU Sellers"}]}]