[{"title":"第一章:从 0 到月销 £25K — eBay UK 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 UK 大盘速读(3 分钟搞清楚你做的是什么市场)","kr":"1.2 eBay UK 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 UK 卖家账号注册完整 SOP","kr":"1.4 Week 1: eBay UK Seller 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 UK 选品 4 淘汰标准 — 不合格直接踢掉","kr":"1.6 eBay UK: 4 Product Elimination Criteria"},{"id":"ch1-s7","title":"1.7 新手 10 大致命错误(eBay UK 特色版)","kr":"1.7 Top 10 Fatal Mistakes for eBay UK Beginners"},{"id":"ch1-s8","title":"1.8 eBay UK 特有 5 差异化 — 你必须应对的","kr":"1.8 eBay UK'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 UK 正在发生的 4 件大事","kr":"1.11 4 Major Events on eBay UK 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 UK 生态全景 — Marketplace / eBay Plus UK / MBG","sections":[{"id":"ch2-s1","title":"2.1 eBay UK Marketplace 是怎么运转的","kr":"2.1 How eBay UK Marketplace Works"},{"id":"ch2-s2","title":"2.2 eBay UK 的 3 类买家 — 你的目标客群是谁","kr":"2.2 eBay UK's 3 Buyer Types — Who Are You Selling To"},{"id":"ch2-s3","title":"2.3 eBay UK vs Amazon UK vs Vinted — 流量从哪里来,你要怎么站位","kr":"2.3 eBay UK vs Amazon UK vs Vinted — Traffic Sources and Your Positioning"},{"id":"ch2-s4","title":"2.4 eBay Plus UK — 你该不该加入?怎么加入?","kr":"2.4 eBay Plus UK — Should You Join? How?"},{"id":"ch2-s5","title":"2.5 MBG Money Back Guarantee — 理解它才能保住 Defect Rate","kr":"2.5 MBG Money Back Guarantee — Understand It to Protect Your Defect Rate"},{"id":"ch2-s6","title":"2.6 eBay UK Store 订阅 — 何时升级、升到哪级","kr":"2.6 eBay UK Store Subscription — When and Which Tier"},{"id":"ch2-s7","title":"2.7 eBay UK 的类目体系 — 选错类目等于白做 SEO","kr":"2.7 eBay UK Category Structure — Wrong Category Equals Zero SEO"},{"id":"ch2-s8","title":"2.8 Feedback 体系 — 评价积累 SOP 与差评处理","kr":"2.8 Feedback System — How to Accumulate Reviews and Handle Negatives"},{"id":"ch2-s9","title":"2.9 VeRO 版权保护 — 这是封号的最快路径","kr":"2.9 VeRO Verified Rights Owner — The Fastest Path to Account Suspension"},{"id":"ch2-s10","title":"2.10 eBay UK 大促日历 — 全年节点与备货时间线","kr":"2.10 eBay UK Promotional Calendar — Key Events and Stock Timeline"},{"id":"ch2-s11","title":"2.11 eBay UK 生态小结 — 你的位置与下一步","kr":"2.11 Ecosystem Summary — Your Position and Next Steps"},{"id":"ch2-s12","title":"【本章速查】","kr":"Chapter 2 Quick Reference"},{"id":"ch2-s13","title":"【本章踩坑】","kr":"Chapter 2 Common Pitfalls"},{"id":"ch2-s14","title":"eBay UK 3 阶段成长里程碑 — 按月销目标激活生态","kr":"eBay UK 3-Stage Growth Milestones"},{"id":"ch2-s15","title":"Cassini UK 算法因子 × 新手可控度 × 实战动作","kr":"Cassini UK: Factors × Control × Actions"},{"id":"ch2-s16","title":"TRS UK 5 KPI 达标卡 — 本章自查","kr":"TRS UK 5 KPIs Check Card"},{"id":"ch2-s17","title":"eBay UK 特殊合规要点 — UKCA / 物流 / Brexit IOSS","kr":"eBay UK Compliance: UKCA, Logistics & Brexit IOSS"},{"id":"ch2-s18","title":"Promoted Listings UK — Standard(CPS)+ Advanced(CPC)抄作业表","kr":"Promoted Listings UK: Standard CPS + Advanced CPC Playbook"},{"id":"ch2-s19","title":"eBay UK 生态激活 SOP 时间线 — 开店到 TRS UK 的完整路径","kr":"eBay UK Ecosystem Activation SOP Timeline"}]},{"title":"第三章:Seller Hub UK 后台 — 12 个模块完全操作指南","sections":[{"id":"ch3-s1","title":"3.1 Seller Hub 整体布局 — 30 秒定向导航","kr":"3.1 Seller Hub Layout — 30-Second Navigation"},{"id":"ch3-s2","title":"3.2 Overview 模块 — 每天 5 分钟看懂你的账号状态","kr":"3.2 Overview Module — 5-Minute Daily Account Health Check"},{"id":"ch3-s3","title":"3.3 Listings 模块 — 上架、编辑、批量操作完整 SOP","kr":"3.3 Listings Module — Publishing, Editing and Bulk Operations SOP"},{"id":"ch3-s4","title":"3.4 Orders 模块 — 订单处理 SOP(每单必做 5 步)","kr":"3.4 Orders Module — Order Processing SOP (5 Steps Per Order)"},{"id":"ch3-s5","title":"3.5 Marketing 模块 — Promoted Listings + 促销工具配置","kr":"3.5 Marketing Module — Promoted Listings and Promotions Setup"},{"id":"ch3-s6","title":"3.6 Payments 模块 — 收款 / FVF / 提款完整设置","kr":"3.6 Payments Module — Payouts, FVF and Withdrawal Setup"},{"id":"ch3-s7","title":"3.7 Performance 模块 — 核心 KPI 监控 SOP","kr":"3.7 Performance Module — Core KPI Monitoring SOP"},{"id":"ch3-s8","title":"3.8 Research 模块 — Terapeak 选品调研 SOP","kr":"3.8 Research Module — Terapeak Product Research SOP"},{"id":"ch3-s9","title":"3.9 Business Policies — 开店第一天必设置的 3 个政策","kr":"3.9 Business Policies — 3 Essential Policies to Set Up on Day One"},{"id":"ch3-s10","title":"3.10 Account Settings — 账号安全与信息配置","kr":"3.10 Account Settings — Security and Profile Setup"},{"id":"ch3-s11","title":"3.11 Terapeak + Cassini 联动 — 选品到上架的完整 SOP","kr":"3.11 Terapeak + Cassini Integration — From Research to Live Listing SOP"},{"id":"ch3-s12","title":"3.12 Seller Hub 常用快捷路径 — 收藏这些 URL 节省 50% 时间","kr":"3.12 Seller Hub Quick Access URLs — Save 50% of Your Time"},{"id":"ch3-s13","title":"【本章速查】","kr":"Chapter 3 Quick Reference"},{"id":"ch3-s14","title":"【本章踩坑】","kr":"Chapter 3 Common Pitfalls"}]},{"title":"第四章:中国卖家入驻 eBay UK — 4 条路径完整 SOP","sections":[{"id":"ch4-s1","title":"4.1 入驻 eBay UK 的 4 条路径 — 选哪条最适合你","kr":"4.1 4 Onboarding Pathways — Which One Fits You"},{"id":"ch4-s2","title":"4.2 UK Ltd 注册完整 SOP — 5 个工作日完成","kr":"4.2 UK Ltd Registration SOP — Complete in 5 Business Days"},{"id":"ch4-s3","title":"4.3 eBay UK Business Account 注册 SOP — Day 1-5 逐步操作","kr":"4.3 eBay UK Business Account Registration SOP — Day 1-5"},{"id":"ch4-s4","title":"4.4 HMRC VAT 注册 SOP — 开店第一天就提交申请","kr":"4.4 HMRC VAT Registration SOP — Submit on Day One"},{"id":"ch4-s5","title":"4.6 账号体系 — 主账号 / Team Access / 多账号规则","kr":"4.6 Account Structure — Main Account, Team Access and Multi-account Rules"},{"id":"ch4-s6","title":"4.7 4 类常见入驻障碍 — 卡住了怎么办","kr":"4.7 4 Common Onboarding Obstacles and Solutions"},{"id":"ch4-s7","title":"4.8 入驻后第一周:账号激活 → 可卖货的完整配置","kr":"4.8 Post-Registration Week 1: Account Activation to First Listing Ready"},{"id":"ch4-s8","title":"4.9 中国直发 vs UK 本地仓 — 入驻阶段的物流决策","kr":"4.9 China Direct Shipping vs UK Local Warehouse — Logistics Decision at Onboarding"},{"id":"ch4-s9","title":"4.10 入驻后第一个月 KPI 与节奏","kr":"4.10 First Month KPIs and Rhythm After Onboarding"},{"id":"ch4-s10","title":"4.11 eBay UK 入驻政策 2025-2026 变化","kr":"4.11 eBay UK Onboarding Policy Changes 2025-2026"},{"id":"ch4-s11","title":"4.12 中国卖家入驻 eBay UK 的 10 大错误","kr":"4.12 Top 10 Mistakes Chinese Sellers Make When Onboarding eBay UK"},{"id":"ch4-s12","title":"【本章速查】","kr":"Chapter 4 Quick Reference"},{"id":"ch4-s13","title":"【本章踩坑】","kr":"Chapter 4 Common Pitfalls"}]},{"title":"第五章:Listing 撰写 — 英式英语 + 新品 / 二手差异化完全指南","sections":[{"id":"ch5-s1","title":"5.1 eBay UK Listing 的 7 大核心字段 — 每个字段对 Cassini 的影响","kr":"5.1 7 Core Listing Fields and Their Impact on Cassini"},{"id":"ch5-s2","title":"5.2 标题写作完整 SOP — 80 字符用满的系统方法","kr":"5.2 Title Writing SOP — How to Use All 80 Characters"},{"id":"ch5-s3","title":"5.3 英式英语 vs 美式英语 — eBay UK 必用词汇对照表","kr":"5.3 British English vs American English — Essential eBay UK Vocabulary"},{"id":"ch5-s4","title":"5.4 产品描述 SOP — 结构化写作框架","kr":"5.4 Product Description SOP — Structured Writing Framework"},{"id":"ch5-s5","title":"5.5 主图与辅图 SOP — eBay UK 图片要求与 CTR 提升技巧","kr":"5.5 Main Image and Gallery SOP — eBay UK Photo Requirements and CTR Tips"},{"id":"ch5-s6","title":"5.6 Item Specifics 完整填写指南 — 按类目逐一拆解","kr":"5.6 Item Specifics Complete Guide — Field-by-Field Breakdown by Category"},{"id":"ch5-s7","title":"5.7 新品 Listing 差异化写法 — 如何在 Amazon UK 压力下脱颖而出","kr":"5.7 New Item Listing Differentiation — Standing Out Under Amazon UK Pressure"},{"id":"ch5-s8","title":"5.8 二手品 Listing 差异化写法 — eBay UK 二手市场 50%+ 的流量","kr":"5.8 Used Item Listing — Capturing eBay UK's 50%+ Second-hand Market"},{"id":"ch5-s9","title":"5.9 Listing 上架后的优化 SOP — 14 天数据驱动迭代","kr":"5.9 Post-Launch Listing Optimisation SOP — 14-Day Data-Driven Iteration"},{"id":"ch5-s10","title":"5.10 eBay UK Listing 合规要求 — 这些写了会被下架","kr":"5.10 eBay UK Listing Compliance — Content That Will Get Your Listing Removed"},{"id":"ch5-s11","title":"5.11 Listing 质量评分提升 SOP — eBay Listing Quality Score","kr":"5.11 Listing Quality Score Improvement SOP"},{"id":"ch5-s12","title":"5.12 Listing 上架节奏 — 新手第一个月 5 款 SKU 计划","kr":"5.12 Listing Launch Schedule — First Month 5-SKU Plan"},{"id":"ch5-s13","title":"5.13 Listing 批量优化工具 — 5 款以上用批量编辑节省时间","kr":"5.13 Bulk Listing Tools — Batch Editing for 5+ SKUs"},{"id":"ch5-s14","title":"【本章速查】","kr":"Chapter 5 Quick Reference"},{"id":"ch5-s15","title":"【本章踩坑】","kr":"Chapter 5 Common Pitfalls"},{"id":"ch5-s16","title":"eBay UK Listing 3 阶段升级路线图","kr":"eBay UK Listing 3-Stage Upgrade Roadmap"},{"id":"ch5-s17","title":"Cassini UK Listing 因子 × 可控度 × 实战动作","kr":"Cassini UK Listing Factors × Control × Actions"},{"id":"ch5-s18","title":"TRS UK 5 KPI 达标卡 — Listing 章自查","kr":"TRS UK 5 KPIs: Listing Chapter Check"},{"id":"ch5-s19","title":"Promoted Listings UK — Listing 优化后广告放大 SOP","kr":"Promoted Listings UK: Post-Optimisation Ad Amplification SOP"},{"id":"ch5-s20","title":"eBay UK Listing 撰写 SOP 时间线 — 新品从草稿到首单的完整路径","kr":"eBay UK Listing SOP Timeline: Draft to First Sale"}]},{"title":"第六章:定价策略 — FVF 12.8% + VAT 20% + Auction vs BIN 完全指南","sections":[{"id":"ch6-s1","title":"6.2 定价公式 — 毛利率 25%+ 的红线计算","kr":"6.2 Pricing Formula — The 25%+ Gross Margin Minimum"},{"id":"ch6-s2","title":"6.3 BIN vs Auction — 两种定价模式的选择逻辑","kr":"6.3 Buy It Now vs Auction — When to Use Which"},{"id":"ch6-s3","title":"6.4 VAT 定价的正确处理 — 含税价 vs 不含税价","kr":"6.4 VAT Pricing — Inclusive vs Exclusive of VAT"},{"id":"ch6-s4","title":"6.5 竞争定价策略 — Cassini 价格因子的正确利用","kr":"6.5 Competitive Pricing Strategy — Leveraging Cassini's Price Factor"},{"id":"ch6-s5","title":"6.6 Promoted Listings Ad Rate 对毛利的影响","kr":"6.6 Promoted Listings Ad Rate Impact on Margin"},{"id":"ch6-s6","title":"6.7 价格测试 SOP — 用数据找最优定价","kr":"6.7 Price Testing SOP — Finding the Optimal Price with Data"},{"id":"ch6-s7","title":"6.8 eBay UK 促销工具 — Markdown / Coupons / Volume Pricing","kr":"6.8 eBay UK Promotion Tools — Markdown, Coupons and Volume Pricing"},{"id":"ch6-s8","title":"6.9 eBay UK 主力品类定价参考数据","kr":"6.9 eBay UK Pricing Reference by Category"},{"id":"ch6-s9","title":"6.10 动态定价工具 — eBay Repricer 与第三方工具","kr":"6.10 Dynamic Pricing Tools — eBay Repricer and Third-party Options"},{"id":"ch6-s10","title":"6.11 定价的 9 个常见错误","kr":"6.11 9 Common Pricing Mistakes"},{"id":"ch6-s11","title":"【本章速查】","kr":"Chapter 6 Quick Reference"},{"id":"ch6-s12","title":"【本章踩坑】","kr":"Chapter 6 Common Pitfalls"},{"id":"ch6-s13","title":"eBay UK 定价 3 阶段升级路线图","kr":"eBay UK Pricing 3-Stage Upgrade Roadmap"},{"id":"ch6-s14","title":"eBay UK 费率完整结构 — 毛利计算必备","kr":"eBay UK Full Fee Structure for Margin Calculation"},{"id":"ch6-s15","title":"TRS UK 5 KPI 达标卡 — 定价章自查","kr":"TRS UK 5 KPIs: Pricing Chapter Check"},{"id":"ch6-s16","title":"Cassini UK 定价因子 × 可控度 × 实战动作","kr":"Cassini UK Pricing Factors × Control × Actions"},{"id":"ch6-s17","title":"eBay UK 定价优化 SOP 时间线 — 上架到动态调价的完整路径","kr":"eBay UK Pricing Optimisation SOP Timeline"}]},{"title":"第七章:海外仓 / 3PL + eBay Fulfillment UK — 仓储物流升级指南","sections":[{"id":"ch7-s1","title":"7.1 何时该从中国直发升级到 UK 本地仓","kr":"7.1 When to Upgrade from China Direct to UK Local Warehouse"},{"id":"ch7-s2","title":"7.2 UK 3PL(第三方物流仓)选型指南","kr":"7.2 UK Third-Party Logistics (3PL) Selection Guide"},{"id":"ch7-s3","title":"7.3 中国到 UK 头程运输选型 — 空运 / 海运 / 铁路","kr":"7.3 China to UK First-Mile Shipping — Air, Sea and Rail Options"},{"id":"ch7-s4","title":"7.4 eBay Fulfillment UK — 完整入仓 SOP","kr":"7.4 eBay Fulfillment UK — Complete Inbound SOP"},{"id":"ch7-s5","title":"7.5 eBay Fulfillment UK 费用结构","kr":"7.5 eBay Fulfillment UK Fee Structure"},{"id":"ch7-s6","title":"7.6 库存管理 SOP — 不断货、不积压、不亏仓储费","kr":"7.6 Inventory Management SOP — No Stockouts, No Overstock, No Waste"},{"id":"ch7-s7","title":"7.7 退货管理 — 建立退货处理 SOP 保住利润","kr":"7.7 Returns Management — SOP to Protect Margins"},{"id":"ch7-s8","title":"7.8 FBM vs eBay FUL UK — 你在哪个阶段该用哪种模式","kr":"7.8 FBM vs eBay Fulfillment UK — Which Mode for Which Stage"},{"id":"ch7-s9","title":"7.9 库存同步工具 — 多仓多平台不乱库","kr":"7.9 Inventory Sync Tools — Multi-warehouse Multi-platform Management"},{"id":"ch7-s10","title":"7.10 2025-2026 eBay UK 仓储物流趋势","kr":"7.10 2025-2026 eBay UK Logistics Trends"},{"id":"ch7-s11","title":"7.11 从 3PL 迁移到 eBay Fulfillment UK 的 SOP","kr":"7.11 Migration SOP from 3PL to eBay Fulfillment UK"},{"id":"ch7-s12","title":"7.12 仓储物流 10 个常见错误","kr":"7.12 10 Common Warehouse and Logistics Mistakes"},{"id":"ch7-s13","title":"【本章速查】","kr":"Chapter 7 Quick Reference"},{"id":"ch7-s14","title":"【本章踩坑】","kr":"Chapter 7 Common Pitfalls"}]},{"title":"第八章:FBM 自发货 — Royal Mail / Evri / DPD UK 选型与操作完全指南","sections":[{"id":"ch8-s1","title":"8.1 FBM 核心规则 — eBay UK 对自发货卖家的要求","kr":"8.1 FBM Core Rules — eBay UK Requirements for Self-fulfilment Sellers"},{"id":"ch8-s2","title":"8.2 Royal Mail — eBay UK 最主流快递商完整指南","kr":"8.2 Royal Mail — The Most Popular eBay UK Carrier"},{"id":"ch8-s3","title":"8.3 Evri(前 Hermes)— 中重量包裹的性价比选择","kr":"8.3 Evri (formerly Hermes) — Best Value for Medium-weight Parcels"},{"id":"ch8-s4","title":"8.4 DPD UK — 大件 / 高价值产品的首选","kr":"8.4 DPD UK — Best Choice for Large or High-value Items"},{"id":"ch8-s5","title":"8.5 快递选型决策树 — 每单用哪家快递一目了然","kr":"8.5 Carrier Selection Decision Tree — Which Carrier for Each Order"},{"id":"ch8-s6","title":"8.6 日常发货操作 SOP — 每天 30 分钟清空待发货订单","kr":"8.6 Daily Shipping SOP — Clear All Pending Orders in 30 Minutes"},{"id":"ch8-s7","title":"8.7 发货异常处理 SOP — 丢件 / 延迟 / 买家投诉","kr":"8.7 Shipping Exception SOP — Lost Parcels, Delays and Buyer Complaints"},{"id":"ch8-s8","title":"8.8 中国直发 FBM — 测试阶段的发货最优解","kr":"8.8 China Direct FBM — Optimal Shipping for Testing Phase"},{"id":"ch8-s9","title":"8.9 包装标准与成本优化 — 不多花一分钱","kr":"8.9 Packaging Standards and Cost Optimisation"},{"id":"ch8-s10","title":"8.10 FBM 绩效监控 KPI — 每月巡检防止踩红线","kr":"8.10 FBM Performance KPI Monitoring — Monthly Audit to Stay Compliant"},{"id":"ch8-s11","title":"【本章速查】","kr":"Chapter 8 Quick Reference"},{"id":"ch8-s12","title":"【本章踩坑】","kr":"Chapter 8 Common Pitfalls"}]},{"title":"第九章:中英头程 + HMRC 清关 — Brexit 后独立海关完全操作指南","sections":[{"id":"ch9-s1","title":"9.1 Brexit 后 UK 海关独立体系 — 你必须知道的 3 个变化","kr":"9.1 Post-Brexit UK Customs Independent System — 3 Key Changes"},{"id":"ch9-s2","title":"9.2 UK EORI 号申请完整 SOP","kr":"9.2 UK EORI Number Registration SOP"},{"id":"ch9-s3","title":"9.3 HS 税则号查询与关税计算 — 每款产品上架前必做","kr":"9.3 HS Code Lookup and Customs Duty Calculation — Must Do Before Every New SKU"},{"id":"ch9-s4","title":"9.4 进口 VAT 处理 — 进口时缴,注册后抵","kr":"9.4 Import VAT Handling — Pay on Import, Reclaim After Registration"},{"id":"ch9-s5","title":"9.5 清关文件准备 SOP — 每次发货前必须准备的 6 类文件","kr":"9.5 Customs Documentation SOP — 6 Required Documents for Every Shipment"},{"id":"ch9-s6","title":"9.6 货代选择 SOP — 找到懂 UK Brexit 清关的货代","kr":"9.6 Freight Forwarder Selection SOP — Finding a Forwarder Who Knows Post-Brexit UK"},{"id":"ch9-s7","title":"9.7 头程运输时间线规划 — 全年物流节奏","kr":"9.7 First-Mile Timeline Planning — Year-round Logistics Rhythm"},{"id":"ch9-s8","title":"9.8 清关异常处理 SOP — 货物被扣怎么办","kr":"9.8 Customs Exception SOP — What to Do When Goods Are Held"},{"id":"ch9-s9","title":"9.10 北爱尔兰特殊规则 — NI Protocol 的影响","kr":"9.10 Northern Ireland Special Rules — Impact of the NI Protocol"},{"id":"ch9-s10","title":"9.11 2025-2026 UK 清关政策变化","kr":"9.11 2025-2026 UK Customs Policy Updates"},{"id":"ch9-s11","title":"【本章速查】","kr":"Chapter 9 Quick Reference"},{"id":"ch9-s12","title":"【本章踩坑】","kr":"Chapter 9 Common Pitfalls"}]},{"title":"第十章:订单客服 — Consumer Contracts Regs 14 天 + MBG 30 天 + Defect Rate 防控","sections":[{"id":"ch10-s1","title":"10.1 英国消费者保护法律基础 — 你必须知道的 3 个法规","kr":"10.1 UK Consumer Protection Legal Basics — 3 Laws You Must Know"},{"id":"ch10-s2","title":"10.2 MBG 30 天处理 SOP — 每类 Case 的标准处理流程","kr":"10.2 MBG 30-Day Processing SOP — Standard Handling for Each Case Type"},{"id":"ch10-s3","title":"10.3 差评处理 SOP — Feedback Revision 请求策略","kr":"10.3 Negative Feedback SOP — Feedback Revision Request Strategy"},{"id":"ch10-s4","title":"10.4 买家消息处理 SOP — 24h 响应时间的系统保障","kr":"10.4 Buyer Message SOP — Ensuring 24h Response Time"},{"id":"ch10-s5","title":"10.5 Defect Rate 防控系统 — 把缺陷率稳定在 \u003C 0.1%","kr":"10.5 Defect Rate Control System — Keeping Defect Rate Below 0.1%"},{"id":"ch10-s6","title":"10.6 高频买家场景英文话术库","kr":"10.6 High-frequency Buyer Scenario English Script Library"},{"id":"ch10-s7","title":"10.7 账号被警告后的申诉 SOP","kr":"10.7 Account Warning Appeal SOP"},{"id":"ch10-s8","title":"10.8 客服效率工具 — 用工具把客服时间压缩到每天 30 分钟","kr":"10.8 Customer Service Efficiency Tools — Compress CS Time to 30 Minutes Daily"},{"id":"ch10-s9","title":"10.9 客服 KPI 与日常节奏 — 每天 30 分钟客服的时间分配","kr":"10.9 CS KPI and Daily Routine — 30-minute Daily CS Schedule"},{"id":"ch10-s10","title":"10.10 退货地址 UK 配置 — 买家能退货到英国才是完整方案","kr":"10.10 UK Return Address Configuration — Complete Setup for UK Returns"},{"id":"ch10-s11","title":"【本章速查】","kr":"Chapter 10 Quick Reference"},{"id":"ch10-s12","title":"【本章踩坑】","kr":"Chapter 10 Common Pitfalls"}]},{"title":"第十一章:Promoted Listings UK 广告实战","sections":[{"id":"ch11-s1","title":"11.1 Promoted Listings 两大产品线对比","kr":"Two Ad Products: Standard vs Advanced"},{"id":"ch11-s2","title":"11.2 Promoted Listings Standard 机制原理","kr":"PLS Mechanics: CPA + Ad Rate + Cassini"},{"id":"ch11-s3","title":"11.3 Promoted Listings Advanced 关键词策略","kr":"PLA Keyword Strategy: Match Types + Bid Optimization"},{"id":"ch11-s4","title":"11.4 广告与 Cassini 的协同逻辑","kr":"Ads + Cassini Interaction: Virtuous Cycle"},{"id":"ch11-s5","title":"11.5 ROAS 计算与广告目标设定","kr":"ROAS Calculation + Ad Target Setting"},{"id":"ch11-s6","title":"11.6 广告活动结构设计","kr":"Campaign Structure: Segmentation Strategy"},{"id":"ch11-s7","title":"11.7 广告报告解读与优化决策","kr":"Report Interpretation + Optimization Decisions"},{"id":"ch11-s8","title":"11.8 英国旺季广告日历","kr":"UK Peak Season Ad Calendar: Boxing Day + Q4"},{"id":"ch11-s9","title":"11.9 广告预算分配策略","kr":"Budget Allocation: Lifecycle-Based Framework"},{"id":"ch11-s10","title":"11.10 Promoted Listings 与其他营销工具组合","kr":"PL + Other Marketing Tools Combination"},{"id":"ch11-s11","title":"11.11 广告数据分析进阶:归因模型与竞争分析","kr":"Advanced Analytics: Attribution + Competitive Intelligence"},{"id":"ch11-s12","title":"11.12 广告全流程 SOP 与常见误区","kr":"Full-Cycle Ad SOP + Common Mistakes"},{"id":"ch11-s13","title":"【本章速查】Promoted Listings UK 关键数字","kr":"Quick Reference: Key Numbers"},{"id":"ch11-s14","title":"【本章踩坑】广告操盘高频失误","kr":"Common Pitfalls: Ad Campaign Mistakes"},{"id":"ch11-s15","title":"eBay UK 广告 3 阶段升级路线图","kr":"eBay UK Ads 3-Stage Upgrade Roadmap"},{"id":"ch11-s16","title":"Cassini UK 算法与广告联动 — 因子 × 权重 × 广告影响","kr":"Cassini UK Algorithm & Ads Synergy"},{"id":"ch11-s17","title":"TRS UK 5 KPI 达标卡 — 广告章自查","kr":"TRS UK 5 KPIs: Ads Chapter Check"},{"id":"ch11-s18","title":"Promoted Listings Standard(CPS)+ Advanced(CPC)完整对比 — 抄作业表","kr":"PL Standard vs Advanced: Full Comparison"},{"id":"ch11-s19","title":"eBay UK 广告开户到稳定投放 SOP 时间线","kr":"eBay UK Ads Setup to Stable Delivery: SOP Timeline"}]},{"title":"第十二章:eBay UK 大促日历与促销工具实战","sections":[{"id":"ch12-s1","title":"12.1 eBay UK 年度大促日历","kr":"12.1 eBay UK Full Year Promotions Calendar"},{"id":"ch12-s2","title":"12.2 Boxing Day 深度作战手册 — eBay UK 全年最大促销节","kr":"12.2 Boxing Day Deep Dive — eBay UK's Biggest Single Shopping Day"},{"id":"ch12-s3","title":"12.3 Markdown Manager 折扣工具操盘 SOP","kr":"12.3 Markdown Manager: Sale Pricing SOP"},{"id":"ch12-s4","title":"12.4 eBay Coupon 优惠券 — 精准召回加购未付买家","kr":"12.4 eBay Coupon: Targeted Buyer Recall Tool"},{"id":"ch12-s5","title":"12.5 eBay Deals — 申请官方流量位","kr":"12.5 eBay Deals: How to Get Official Traffic Slots"},{"id":"ch12-s6","title":"12.6 大促期广告配合策略 — Ad Rate 节奏控制","kr":"12.6 Peak Season Ad Strategy: Timing and Ad Rate Control"},{"id":"ch12-s7","title":"12.7 January Sales — 清库存黄金期操盘 SOP","kr":"12.7 January Sales: Clearance Stock Playbook"},{"id":"ch12-s8","title":"12.8 Summer Sale + Back to School — 淡季中的流量机会","kr":"12.8 Summer Sale + Back to School: Opportunities in Lower Season"},{"id":"ch12-s9","title":"12.9 本章行动清单","kr":"12.9 Chapter 12 Action Checklist"}]},{"title":"第十三章:Cassini UK 搜索算法与 eBay UK SEO 实战","sections":[{"id":"ch13-s1","title":"13.1 Cassini UK 算法底层解析 — 6 大排名因子","kr":"13.1 Cassini UK Algorithm: 6 Key Ranking Factors"},{"id":"ch13-s2","title":"13.2 eBay UK Listing 标题优化 SOP — 80 字符全用满","kr":"13.2 Listing Title Optimisation: 80-Character Strategy"},{"id":"ch13-s3","title":"13.3 Item Specifics 完整填写 — Cassini 排名的隐藏武器","kr":"13.3 Item Specifics: Cassini's Hidden Ranking Signal"},{"id":"ch13-s4","title":"13.4 图片 SEO — 1600×1600 像素与 Cassini 图片质量信号","kr":"13.4 Image SEO: 1600×1600px and Cassini Image Quality Signals"},{"id":"ch13-s5","title":"13.5 关键词研究工具 — Terapeak + eBay 搜索框","kr":"13.5 Keyword Research Tools: Terapeak + eBay Search"},{"id":"ch13-s6","title":"13.6 价格区间 SEO — 定价如何影响 Cassini 排名","kr":"13.6 Price Range SEO: How Pricing Affects Cassini Ranking"},{"id":"ch13-s7","title":"13.7 Listing 描述 SEO — 结构化写作提升转化与相关性","kr":"13.7 Listing Description SEO: Structured Writing for Conversion"},{"id":"ch13-s8","title":"13.8 新品上架头 7 天 — Cassini 流量红包使用 SOP","kr":"13.8 New Listing 7-Day Cassini Boost: How to Maximise It"},{"id":"ch13-s9","title":"13.9 本章行动清单","kr":"13.9 Chapter 13 Action Checklist"},{"id":"ch13-s10","title":"eBay UK SEO 3 阶段升级路线图","kr":"eBay UK SEO 3-Stage Upgrade Roadmap"},{"id":"ch13-s11","title":"Cassini UK 5 大排名因子 × 可控度 × SEO 动作","kr":"Cassini UK 5 Ranking Factors × Control × SEO Actions"},{"id":"ch13-s12","title":"TRS UK 5 KPI 达标卡 — SEO 章自查","kr":"TRS UK 5 KPIs: SEO Chapter Check"},{"id":"ch13-s13","title":"eBay UK SEO 优化 SOP 时间线 — 新品上架到自然排名前 10","kr":"eBay UK SEO SOP Timeline: New Listing to Top 10 Natural Rank"}]},{"title":"第十四章:Seller Hub UK 数据面板 — 读懂你的运营数字","sections":[{"id":"ch14-s1","title":"14.1 Seller Hub UK 整体导航 — 你的运营地图","kr":"14.1 Seller Hub Navigation: Your Operations Map"},{"id":"ch14-s2","title":"14.2 Performance 绩效面板 — TRS UK 的生命线","kr":"14.2 Performance Dashboard: TRS UK's Vital Signs"},{"id":"ch14-s3","title":"14.3 Traffic 流量面板 — 诊断 Listing 吸引力","kr":"14.3 Traffic Dashboard: Diagnosing Listing Attractiveness"},{"id":"ch14-s4","title":"14.4 Marketing 营销面板 — Promoted Listings 数据解读","kr":"14.4 Marketing Dashboard: Promoted Listings Data Interpretation"},{"id":"ch14-s5","title":"14.5 Terapeak Product Research — 选品 + 定价 + 竞品三合一","kr":"14.5 Terapeak Product Research: Selection + Pricing + Competition Analysis"},{"id":"ch14-s6","title":"14.6 Sales 销售概览 — 关键销售数字的解读方法","kr":"14.6 Sales Overview: How to Read Your Key Sales Metrics"},{"id":"ch14-s7","title":"14.7 Payments 收款面板 — 理解 eBay UK 手续费结构","kr":"14.7 Payments Dashboard: Understanding eBay UK Fee Structure"},{"id":"ch14-s8","title":"14.8 每周 20 分钟数据诊断 SOP","kr":"14.8 Weekly 20-Minute Data Diagnosis SOP"},{"id":"ch14-s9","title":"14.9 本章行动清单","kr":"14.9 Chapter 14 Action Checklist"}]},{"title":"第十五章:eBay UK 选品方法论 — 6 类高毛利品类实战","sections":[{"id":"ch15-s1","title":"15.1 eBay UK 选品 4 淘汰标准 — 不合格直接踢","kr":"15.1 Product Selection: 4 Elimination Criteria"},{"id":"ch15-s2","title":"15.2 品类 1:Collectibles 收藏品 — eBay UK 最独特的品类","kr":"15.2 Category 1: Collectibles — eBay UK's Most Unique Category"},{"id":"ch15-s3","title":"15.3 品类 2:Home & Garden 家居园艺 — eBay UK 最大新品品类","kr":"15.3 Category 2: Home & Garden — eBay UK's Largest New Product Category"},{"id":"ch15-s4","title":"15.4 品类 3:Fashion 时尚服装 — 二手 + 新品双轨","kr":"15.4 Category 3: Fashion — Used + New Dual Track Strategy"},{"id":"ch15-s5","title":"15.5 品类 4:Auto Parts 汽车配件 — eBay UK 最大标准品品类","kr":"15.5 Category 4: Auto Parts — eBay UK's Largest Standardised Product Category"},{"id":"ch15-s6","title":"15.6 品类 5:Electronics 电子产品 — 高流量高竞争的战场","kr":"15.6 Category 5: Electronics — High Traffic, High Competition"},{"id":"ch15-s7","title":"15.7 品类 6:Vintage 复古品 — 高溢价低竞争的蓝海","kr":"15.7 Category 6: Vintage — High Premium, Low Competition Blue Ocean"},{"id":"ch15-s8","title":"15.8 Watch Count 信号 — eBay UK 独有热度指标","kr":"15.8 Watch Count Signal: eBay UK's Unique Demand Indicator"},{"id":"ch15-s9","title":"15.9 竞品拆解 SOP — 4 个维度学习市场领先者","kr":"15.9 Competitor Analysis SOP: 4 Dimensions to Learn From Market Leaders"},{"id":"ch15-s10","title":"15.10 本章行动清单","kr":"15.10 Chapter 15 Action Checklist"},{"id":"ch15-s11","title":"eBay UK 选品 3 阶段升级路线图","kr":"eBay UK Product Selection 3-Stage Upgrade Roadmap"},{"id":"ch15-s12","title":"eBay UK 5 大优势品类 — 中国卖家机会评估","kr":"eBay UK Top 5 Categories for Chinese Sellers"},{"id":"ch15-s13","title":"TRS UK 5 KPI 达标卡 — 选品章自查","kr":"TRS UK 5 KPIs: Product Selection Chapter Check"},{"id":"ch15-s14","title":"Cassini UK 选品因子 × 可控度 × 实战动作","kr":"Cassini UK: Product Selection Factors × Control × Actions"},{"id":"ch15-s15","title":"eBay UK 选品到首单 SOP 时间线","kr":"eBay UK Product Selection to First Sale: SOP Timeline"}]},{"title":"第十六章:英国跨境扩展 — Brexit 后 EU 发货 + eBay GSP + 物流对比","sections":[{"id":"ch16-s1","title":"16.1 Brexit 后跨境税务基础 — UK → EU 的完整规则","kr":"16.1 Post-Brexit Cross-Border Tax Fundamentals: UK → EU"},{"id":"ch16-s2","title":"16.2 eBay Global Shipping Programme UK(GSP)— 跨境最简方案","kr":"16.2 eBay Global Shipping Programme UK: The Easiest Cross-Border Solution"},{"id":"ch16-s3","title":"16.3 Royal Mail — UK 卖家发货基础选项","kr":"16.3 Royal Mail: The Foundation Shipping Option for UK Sellers"},{"id":"ch16-s4","title":"16.4 UK 主流物流商对比 — Evri / Parcelforce / DPD / Hermes","kr":"16.4 UK Couriers Comparison: Evri / Parcelforce / DPD UK"},{"id":"ch16-s5","title":"16.5 发货速度 SOP — 保住 TRS UK 的延迟发货率","kr":"16.5 Dispatch Speed SOP: Protecting TRS UK Late Shipment Rate"},{"id":"ch16-s6","title":"16.6 Brexit 跨境运营合规清单","kr":"16.6 Post-Brexit Cross-Border Compliance Checklist"},{"id":"ch16-s7","title":"16.7 本章行动清单","kr":"16.7 Chapter 16 Action Checklist"}]},{"title":"第十七章:英国合规全景 — UKCA / CE / 消费者权利 / VAT / 玩具安全","sections":[{"id":"ch17-s1","title":"17.1 UKCA 标志 — 2028 倒计时,现在就行动","kr":"17.1 UKCA Marking: 2028 Deadline, Start Preparation Now"},{"id":"ch17-s2","title":"17.2 Consumer Rights Act 2015 — 英国消费者权利三层保护","kr":"17.2 Consumer Rights Act 2015: Three Layers of Consumer Protection"},{"id":"ch17-s3","title":"17.3 玩具安全 — CE-UKCA 双标与 EN 71 测试","kr":"17.3 Toy Safety: CE-UKCA Dual Marking & EN 71 Testing"},{"id":"ch17-s4","title":"17.4 Food Information Regulations — 食品卖家强制要求","kr":"17.4 Food Information Regulations: Mandatory Requirements for Food Sellers"},{"id":"ch17-s5","title":"17.5 UK VAT 注册与申报 — HMRC 合规操作","kr":"17.5 UK VAT Registration & Filing: HMRC Compliance"},{"id":"ch17-s6","title":"17.6 合规快速检查清单 — 开店前必须通过","kr":"17.6 Compliance Quick Checklist: Must-Pass Before Selling"},{"id":"ch17-s7","title":"17.7 本章行动清单","kr":"17.7 Chapter 17 Action Checklist"}]},{"title":"第十八章:eBay UK 风险管理 — VeRO / MBG / 差评 / 账号安全","sections":[{"id":"ch18-s1","title":"18.1 VeRO UK — 知识产权保护计划与投诉应对","kr":"18.1 VeRO UK: IP Protection Programme & How to Respond"},{"id":"ch18-s2","title":"18.2 eBay Money Back Guarantee(MBG)— 买家保护机制","kr":"18.2 eBay Money Back Guarantee: Buyer Protection Mechanism"},{"id":"ch18-s3","title":"18.3 Chargeback(信用卡拒付)对抗策略","kr":"18.3 Chargeback Defence Strategy"},{"id":"ch18-s4","title":"18.4 差评管理 — 72 小时应对法则","kr":"18.4 Negative Feedback Management: The 72-Hour Response Rule"},{"id":"ch18-s5","title":"18.5 假冒商品打击 — 卖家的责任边界","kr":"18.5 Counterfeit Products: Seller Responsibilities"},{"id":"ch18-s6","title":"18.6 账号关联避险 — 多账号卖家必读","kr":"18.6 Account Association Avoidance: Multi-Account Seller Guide"},{"id":"ch18-s7","title":"18.7 本章行动清单","kr":"18.7 Chapter 18 Action Checklist"},{"id":"ch18-s8","title":"eBay UK 风控 3 阶段升级路线图","kr":"eBay UK Risk Management 3-Stage Roadmap"},{"id":"ch18-s9","title":"eBay UK 特有法律风险 — Consumer Rights Act / UKCA / OPSS 执法","kr":"eBay UK Unique Legal Risks: Consumer Rights Act, UKCA & OPSS"},{"id":"ch18-s10","title":"TRS UK 5 KPI 达标卡 — 风控章自查","kr":"TRS UK 5 KPIs: Risk Chapter Check"},{"id":"ch18-s11","title":"Cassini UK 风控因子 × 可控度 × 实战动作","kr":"Cassini UK: Risk Management Factors × Control × Actions"},{"id":"ch18-s12","title":"eBay UK 风险事件应对 SOP 时间线","kr":"eBay UK Risk Incident Response SOP Timeline"}]},{"title":"第十九章:eBay UK 进阶运营 — TRS Plus / Anchor Store / 拍卖高阶 / B2B","sections":[{"id":"ch19-s1","title":"19.1 Top Rated Seller Plus — 超越 TRS UK 的进阶认证","kr":"19.1 Top Rated Seller Plus: Beyond Basic TRS UK"},{"id":"ch19-s2","title":"19.2 eBay Store UK 订阅 — Starter / Featured / Anchor 哪个值?","kr":"19.2 eBay Store UK Subscriptions: Starter, Featured & Anchor Comparison"},{"id":"ch19-s3","title":"19.3 eBay Charity UK — 慈善销售的营销价值","kr":"19.3 eBay Charity UK: Marketing Value of Charitable Giving"},{"id":"ch19-s4","title":"19.4 拍卖高阶玩法 — Reserve Price + BIN 策略","kr":"19.4 Advanced Auction Strategy: Reserve Price & Buy It Now"},{"id":"ch19-s5","title":"19.5 eBay UK B2B — 企业买家渠道","kr":"19.5 eBay UK B2B: Selling to Business Buyers"},{"id":"ch19-s6","title":"19.6 eBay Plus UK — 会员计划与 Listing 徽章","kr":"19.6 eBay Plus UK: Membership Programme & Listing Badge"},{"id":"ch19-s7","title":"19.7 本章行动清单","kr":"19.7 Chapter 19 Action Checklist"},{"id":"ch19-s8","title":"19.8 eBay UK Feedback 刷分 / 订单冲 Top Rated Seller / Cassini UK 代投服务商深度测评","kr":"19.8 eBay UK: Feedback Boost / TRS Order Injection / Cassini UK CPC Deep Dive"}]},{"title":"第二十章:2026 eBay UK 重要更新 — AI / 翻新 / BNPL / Cassini","sections":[{"id":"ch20-s1","title":"20.1 eBay AI Listing Generator — 上架提速工具","kr":"20.1 eBay AI Listing Generator: Faster Listing Creation"},{"id":"ch20-s2","title":"20.2 eBay Certified Refurbished Programme — 翻新品高速增长","kr":"20.2 eBay Certified Refurbished Programme: High-Growth Opportunity"},{"id":"ch20-s3","title":"20.3 eBay BNPL — 先买后付(Klarna/Clearpay)对卖家的影响","kr":"20.3 eBay BNPL (Buy Now Pay Later): Impact on Sellers"},{"id":"ch20-s4","title":"20.4 Cassini 2026 更新 — AI 搜索与结构化内容权重","kr":"20.4 Cassini 2026 Updates: AI Search & Structured Content Weight"},{"id":"ch20-s5","title":"20.5 2026 年其他值得关注的 eBay UK 动向","kr":"20.5 Other Notable eBay UK Developments in 2026"},{"id":"ch20-s6","title":"20.6 本章行动清单 — 跟上 2026 变化","kr":"20.6 Chapter 20 Action Checklist: Keeping Up with 2026 Changes"},{"id":"ch20-s7","title":"eBay UK 2026 更新 3 阶段应对路线图","kr":"eBay UK 2026 Updates 3-Stage Adaptation Roadmap"},{"id":"ch20-s8","title":"UKCA 2028 — eBay UK 卖家最重要的合规里程碑","kr":"UKCA 2028: Most Important Compliance Milestone for eBay UK Sellers"},{"id":"ch20-s9","title":"Cassini UK 2026 算法更新 × 广告策略调整","kr":"Cassini UK 2026 Algorithm Updates × Ad Strategy Adjustments"},{"id":"ch20-s10","title":"TRS UK 5 KPI 达标卡 — 2026 更新章自查","kr":"TRS UK 5 KPIs: 2026 Updates Chapter Check"},{"id":"ch20-s11","title":"Cassini UK 2026 算法因子 × 2026 更新影响 × 实战动作","kr":"Cassini UK 2026: Ranking Factors × Update Impact × Actions"},{"id":"ch20-s12","title":"eBay UK 2026 更新适配 SOP 时间线","kr":"eBay UK 2026 Updates Adaptation SOP Timeline"}]},{"title":"第二十一章:作者寄语 — 你已经完成了最难的一步","sections":[{"id":"ch21-s1","title":"21.1 全书复盘 — 你真正学到的是什么","kr":"21.1 Full Book Review: What You Actually Learned"},{"id":"ch21-s2","title":"21.2 值得注意的地方 — 12 条高频踩坑提醒","kr":"21.2 Key Watch-outs: 12 High-Frequency Mistakes to Avoid"},{"id":"ch21-s3","title":"21.3 从今天起,你的下一步","kr":"21.3 Starting Today: Your Next Steps"},{"id":"ch21-s4","title":"21.4 作者的真心话","kr":"21.4 A Final Word from the Author"}]},{"title":"附录:eBay UK 运营速查工具箱","sections":[{"id":"ch22-s1","title":"附录 A:英国 eBay 电商术语表","kr":"Appendix A: UK eBay E-commerce Glossary"},{"id":"ch22-s2","title":"附录 B:Cassini UK 搜索排名速查 — 6 因子一览","kr":"Appendix B: Cassini UK Quick Reference: 6 Ranking Factors"},{"id":"ch22-s3","title":"附录 C:TRS UK 五项 KPI 周报模板","kr":"Appendix C: TRS UK Five KPI Weekly Report Template"},{"id":"ch22-s4","title":"附录 D:UK VAT 速查表","kr":"Appendix D: UK VAT Quick Reference"},{"id":"ch22-s5","title":"附录 E:UK 主流物流商对比速查","kr":"Appendix E: UK Major Couriers Quick Comparison"},{"id":"ch22-s6","title":"附录 F:eBay UK Store 订阅对比速查","kr":"Appendix F: eBay UK Store Subscription Quick Reference"},{"id":"ch22-s7","title":"附录 G:eBay UK 年度大促日历速查","kr":"Appendix G: eBay UK Annual Promotions Calendar Quick Reference"},{"id":"ch22-s8","title":"附录 H:UKCA 合规准备清单","kr":"Appendix H: UKCA Compliance Preparation Checklist"},{"id":"ch22-s9","title":"附录 I:eBay UK 手续费速查(2026)","kr":"Appendix I: eBay UK Fee Quick Reference (2026)"},{"id":"ch22-s10","title":"附录 J:Seller Hub 数据面板使用速查","kr":"Appendix J: Seller Hub Dashboard Quick Reference"},{"id":"ch22-s11","title":"附录 K:常用 UK 电商相关网址速查","kr":"Appendix K: Essential UK E-commerce URLs"},{"id":"ch22-s12","title":"附录 L:月销 £25K 路线图 — 一页版速查","kr":"Appendix L: £25K/Month Roadmap — One-Page Quick Reference"}]}]