eBay US 运营手册 | 从小白到大神

[{"title":"第一章:从 0 到月销 $40K — eBay US 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 US 大盘速读(3 分钟搞清楚你做的是什么市场)","kr":"1.2 eBay US Market Snapshot"},{"id":"ch1-s3","title":"1.3 新手必须理解的 3 个算法底层(eBay 独有,跟 Amazon 完全不同)","kr":"1.3 The 3 eBay-Exclusive Algorithms You Must Understand"},{"id":"ch1-s4","title":"1.4 第一周:eBay 卖家账号注册完整 SOP","kr":"1.4 Week 1: eBay Seller Account Registration SOP"},{"id":"ch1-s5","title":"1.5 第一个月:从 0 到首单 SOP(含前 10 单好评策略)","kr":"1.5 Month 1: From Zero to First Order SOP"},{"id":"ch1-s6","title":"1.6 eBay US 选品 4 淘汰标准 — 不合格直接踢掉","kr":"1.6 eBay US: 4 Product Elimination Criteria"},{"id":"ch1-s7","title":"1.7 新手 10 大致命错误(eBay 特色,90% 的人都踩过)","kr":"1.7 Top 10 Fatal Mistakes for eBay US Beginners"},{"id":"ch1-s8","title":"1.8 eBay US 5 个特有差异化 — 你必须掌握的","kr":"1.8 eBay US'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 US 正在发生的 4 件大事","kr":"1.11 4 Major Events on eBay US 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 US 生态全景 — Marketplace / Managed Payments / Vault / Live","sections":[{"id":"ch2-s1","title":"2.1 eBay US 生态全景图(11 个子系统)","kr":"2.1 eBay US Ecosystem Map (11 Sub-systems)"},{"id":"ch2-s2","title":"2.2 Marketplace 核心:三种销售模式全解","kr":"2.2 Marketplace Core: Three Listing Formats Explained"},{"id":"ch2-s3","title":"2.3 Managed Payments 完整解析 — 收款 / 结算 / 提现 SOP","kr":"2.3 Managed Payments Deep Dive — Payouts, Settlement & Withdrawal SOP"},{"id":"ch2-s4","title":"2.4 eBay Vault — 高价值商品鉴定托管体系","kr":"2.4 eBay Vault — High-value Item Authentication & Storage"},{"id":"ch2-s5","title":"2.5 eBay Live — 直播实时拍卖新渠道","kr":"2.5 eBay Live — Real-time Livestream Auction Channel"},{"id":"ch2-s6","title":"2.6 GSP 全球跨境计划 — 一键开通跨境销售","kr":"2.6 Global Shipping Program (GSP) — One-click International Sales"},{"id":"ch2-s7","title":"2.7 eBay Motors — 汽车零配件最大品类专区","kr":"2.7 eBay Motors — Largest US Auto Parts & Accessories Marketplace"},{"id":"ch2-s8","title":"2.8 eBay Stores 订阅 — 何时升级 / 每档核心价值","kr":"2.8 eBay Store Subscription — When to Upgrade & Value per Tier"},{"id":"ch2-s9","title":"2.9 Research Tools — Terapeak 选品数据用法","kr":"2.9 Research Tools — How to Use Terapeak for Product Research"},{"id":"ch2-s10","title":"2.10 eBay Ads 广告生态概览(详细见第十一章)","kr":"2.10 eBay Ads Ecosystem Overview (See Chapter 11 for Details)"},{"id":"ch2-s11","title":"2.11 eBay US 生态整合运营路线图 — 按阶段激活子系统","kr":"2.11 eBay US Ecosystem Activation Roadmap — By Stage"},{"id":"ch2-s12","title":"本章小白到大神 SOP — eBay US 生态 3 阶段激活路线","kr":"SOP: eBay US Ecosystem 3-Stage Activation Roadmap"},{"id":"ch2-s13","title":"Cassini 算法因子 × 新手可控度 × 实战动作","kr":"Cassini Algorithm: Factors × Beginner Control × Action"},{"id":"ch2-s14","title":"eBay US 生态激活 SOP 时间线","kr":"eBay US Ecosystem Activation SOP Timeline"},{"id":"ch2-s15","title":"TRS 5 KPI 达标卡 — 本章自查","kr":"TRS 5 KPIs Check Card"}]},{"title":"第三章:Seller Hub 完整指南 — Orders / Listings / Marketing / Performance / Research","sections":[{"id":"ch3-s1","title":"3.1 Seller Hub 全局导航 — 12 个核心模块速览","kr":"3.1 Seller Hub Navigation — 12 Core Modules at a Glance"},{"id":"ch3-s2","title":"3.2 Orders(订单)模块 — 从下单到发货完整 SOP","kr":"3.2 Orders Module — Complete SOP from Order to Shipment"},{"id":"ch3-s3","title":"3.3 Listings(商品)模块 — 上架 / 编辑 / 批量管理","kr":"3.3 Listings Module — Create, Edit & Bulk Manage"},{"id":"ch3-s4","title":"3.4 Marketing(营销)模块 — 广告 / 促销 / Offers","kr":"3.4 Marketing Module — Ads, Promotions & Seller Offers"},{"id":"ch3-s5","title":"3.5 Performance(绩效)模块 — TRS 5 项 KPI 监控","kr":"3.5 Performance Module — TRS 5 KPI Dashboard"},{"id":"ch3-s6","title":"3.6 Research(研究)模块 — Terapeak 实战用法","kr":"3.6 Research Module — Terapeak in Action"},{"id":"ch3-s7","title":"3.7 Payments(收款)模块 — 财务对账与税务","kr":"3.7 Payments Module — Financial Reconciliation & Tax"},{"id":"ch3-s8","title":"3.8 Account(账户)模块 — 关键设置清单","kr":"3.8 Account Module — Critical Settings Checklist"},{"id":"ch3-s9","title":"3.9 Reports(报表)模块 — 财务和运营分析","kr":"3.9 Reports Module — Financial & Operations Analytics"},{"id":"ch3-s10","title":"3.10 Inventory(库存)管理 — 防止断货与超卖","kr":"3.10 Inventory Management — Preventing Stockouts & Overselling"},{"id":"ch3-s11","title":"3.11 Seller Hub 效率工具 — 10 个让操作快 3 倍的方法","kr":"3.11 Seller Hub Efficiency Tips — 10 Ways to Triple Your Speed"},{"id":"ch3-s12","title":"3.12 Seller Hub 常见报错与解决方案","kr":"3.12 Common Seller Hub Errors & Solutions"}]},{"title":"第四章:中国卖家入驻 eBay US — 4 路径完整指南","sections":[{"id":"ch4-s1","title":"4.1 4 条入驻路径总览对比","kr":"4.1 Four Onboarding Paths — Side-by-Side Comparison"},{"id":"ch4-s2","title":"4.2 路径 A:个人账号注册完整 SOP","kr":"4.2 Path A: Individual Account Registration SOP"},{"id":"ch4-s3","title":"4.3 路径 B:美国 LLC 注册 + eBay 商业账号 SOP(推荐路径)","kr":"4.3 Path B: US LLC + eBay Business Account SOP (Recommended)"},{"id":"ch4-s4","title":"4.4 路径 C:以中国公司身份入驻 eBay US","kr":"4.4 Path C: Registering eBay US with a Chinese Company Entity"},{"id":"ch4-s5","title":"4.5 路径 D:代运营入驻 — 风险全面解析(慎选)","kr":"4.5 Path D: Managed Service / Agency — Risk Analysis (Use with Caution)"},{"id":"ch4-s6","title":"4.6 账号安全设置 SOP — 防盗号 / 防封号","kr":"4.6 Account Security SOP — Preventing Hacking and Suspension"},{"id":"ch4-s7","title":"4.7 新账号上架限制 — 如何快速申请提额","kr":"4.7 New Account Selling Limits — How to Request Limit Increases"},{"id":"ch4-s8","title":"4.8 VeRO 知识产权合规 — 中国卖家必知","kr":"4.8 VeRO IP Compliance — Must-know for Chinese Sellers"},{"id":"ch4-s9","title":"4.9 eBay US 合规运营红线清单","kr":"4.9 eBay US Compliance Red Lines"},{"id":"ch4-s10","title":"4.10 入驻后第一个月完整 SOP — 从账号通到首单","kr":"4.10 First Month After Onboarding — Account Live to First Order SOP"},{"id":"ch4-s11","title":"4.11 跨境收款汇率优化 — 减少汇兑损耗","kr":"4.11 Cross-border Payment FX Optimization"},{"id":"ch4-s12","title":"4.12 入驻 eBay US 10 个行动点","kr":"4.12 eBay US Onboarding — 10 Action Items"}]},{"title":"第五章:Listing 实战 — Catalog 匹配 vs 自建 / 10 字段优化 / 图文策略","sections":[{"id":"ch5-s1","title":"5.1 Catalog 匹配 vs 自建 Listing — 决策框架","kr":"5.1 Catalog Match vs Custom Listing — Decision Framework"},{"id":"ch5-s2","title":"5.2 标题优化 — Cassini 算法最重视的单一字段","kr":"5.2 Title Optimization — The Single Most Important Field for Cassini"},{"id":"ch5-s3","title":"5.3 Listing 10 个核心字段逐一优化","kr":"5.3 10 Core Listing Fields — Optimization Guide"},{"id":"ch5-s4","title":"5.4 Item Specifics 完整填写 — Cassini AI 推荐的核心数据源","kr":"5.4 Item Specifics — The Core Data Source for Cassini AI Recommendations"},{"id":"ch5-s5","title":"5.5 汽配卖家必看:Parts Compatibility 兼容性系统","kr":"5.5 Auto Parts: Parts Compatibility — eBay's Unique Fitment System"},{"id":"ch5-s6","title":"5.6 图片策略 — eBay Listing 的视觉转化系统","kr":"5.6 Photo Strategy — Visual Conversion System for eBay Listings"},{"id":"ch5-s7","title":"5.7 Description(商品描述)策略 — 移动端优先","kr":"5.7 Description Strategy — Mobile-first Writing"},{"id":"ch5-s8","title":"5.8 Listing 定价基础 — Best Offer 和价格竞争力","kr":"5.8 Listing Pricing Basics — Best Offer and Price Competitiveness"},{"id":"ch5-s9","title":"5.9 批量上架工具 — SKU 超过 30 款后的必备技能","kr":"5.9 Bulk Listing Tools — Essential When SKU Count Exceeds 30"},{"id":"ch5-s10","title":"5.10 Listing A/B 测试 — 持续优化方法论","kr":"5.10 Listing A/B Testing — Continuous Improvement Methodology"},{"id":"ch5-s11","title":"5.11 Listing 常见违规与修正","kr":"5.11 Common Listing Policy Violations and Fixes"},{"id":"ch5-s12","title":"5.12 新品冷启动 SOP — Listing 上线第一周","kr":"5.12 New Listing Cold Start SOP — First Week After Going Live"},{"id":"ch5-s13","title":"Listing 小白到大神 SOP — 3 阶段优化路线","kr":"Listing SOP: 3-Stage Optimization Roadmap"},{"id":"ch5-s14","title":"Cassini 算法 × Listing 字段权重 × 实战动作","kr":"Cassini × Listing Fields: Weight & Actions"},{"id":"ch5-s15","title":"Listing 上线到首单 SOP 时间线","kr":"Listing Live to First Sale: SOP Timeline"},{"id":"ch5-s16","title":"TRS 5 KPI 达标卡 — Listing 质量直接影响评级","kr":"TRS 5 KPIs: Listing Quality Directly Impacts Seller Rating"}]},{"title":"第六章:定价 + FVF 逐项拆解 + Auction vs BIN 决策 + Store 订阅 ROI","sections":[{"id":"ch6-s1","title":"6.1 eBay US 费用结构全景 — 你每卖 $100 要付多少","kr":"6.1 eBay US Full Fee Structure — How Much You Pay Per $100 Sold"},{"id":"ch6-s2","title":"6.2 FVF 费率逐品类拆解 — 选品前必查","kr":"6.2 Final Value Fee by Category — Check Before Sourcing"},{"id":"ch6-s3","title":"6.3 eBay 利润计算公式 — 选品必用","kr":"6.3 eBay Profit Calculation Formula — Mandatory for Product Sourcing"},{"id":"ch6-s4","title":"6.4 Auction vs Buy It Now 定价决策 — 何时用拍卖","kr":"6.4 Auction vs Buy It Now — When to Use Each Pricing Format"},{"id":"ch6-s5","title":"6.5 Store 订阅 ROI — 什么时候升级哪档","kr":"6.5 Store Subscription ROI — When to Upgrade to Which Tier"},{"id":"ch6-s6","title":"6.6 TRS Plus FVF 优惠 — 10% 折扣的真实价值","kr":"6.6 TRS Plus FVF Discount — Real Value of the 10% Rebate"},{"id":"ch6-s7","title":"6.7 定价竞争策略 — 不参与价格战的正确方法","kr":"6.7 Pricing Strategy — How to Avoid Race-to-the-bottom"},{"id":"ch6-s8","title":"6.8 Best Offer 完整操作 SOP","kr":"6.8 Best Offer Complete Operations SOP"},{"id":"ch6-s9","title":"6.9 Q4 旺季定价策略 — Black Friday 到圣诞","kr":"6.9 Q4 Peak Season Pricing — Black Friday Through Christmas"},{"id":"ch6-s10","title":"定价小白到大神 SOP — 3 阶段定价进化路线","kr":"Pricing SOP: 3-Stage Pricing Evolution Roadmap"},{"id":"ch6-s11","title":"Cassini 算法 × 定价因子 × 实战动作","kr":"Cassini × Pricing Factors × Actions"},{"id":"ch6-s12","title":"定价决策 SOP 时间线 — 从选品到定价到调整","kr":"Pricing Decision SOP Timeline"},{"id":"ch6-s13","title":"TRS 5 KPI 达标卡 — 定价章自查","kr":"TRS 5 KPIs: Pricing Chapter Check"}]},{"title":"第七章:eBay 无自营仓 — 海外仓/3PL 选型 + FBA-like 方案(WFS)","sections":[{"id":"ch7-s1","title":"7.1 eBay 4 种履约模式全面对比","kr":"7.1 Four eBay Fulfillment Models — Full Comparison"},{"id":"ch7-s2","title":"7.2 中国直发模式 — 何时适用 + 风险控制","kr":"7.2 China Direct Shipping — When It Works and Risk Control"},{"id":"ch7-s3","title":"7.3 美国 3PL 海外仓选型 — 6 个维度评估框架","kr":"7.3 US 3PL Selection Guide — 6-Dimension Evaluation Framework"},{"id":"ch7-s4","title":"7.4 3PL 日常操作 SOP — 入库到发货全流程","kr":"7.4 3PL Daily Operations SOP — Inbound to Outbound"},{"id":"ch7-s5","title":"7.5 eBay Dropshipping — 规则 / 合规要求 / 风险控制","kr":"7.5 eBay Dropshipping — Rules, Compliance Requirements and Risk Control"},{"id":"ch7-s6","title":"7.6 类 FBA 方案参考:WFS + 第三方履约平台","kr":"7.6 FBA-like Options: WFS and Third-party Fulfillment Platforms"},{"id":"ch7-s7","title":"7.7 退货仓储管理 — 降低退货损耗的 SOP","kr":"7.7 Returns Warehouse Management — SOP to Reduce Return Losses"},{"id":"ch7-s8","title":"7.8 库存周转管理 — 防积压 / 防断货","kr":"7.8 Inventory Turnover Management — Preventing Overstock and Stockout"},{"id":"ch7-s9","title":"7.9 中美头程物流规划 — 降低头程成本","kr":"7.9 China-to-US Head Haul Logistics Planning"},{"id":"ch7-s10","title":"7.10 eBay 仓储履约决策树 — 按月销规模选方案","kr":"7.10 eBay Fulfillment Decision Tree — By Monthly Sales Volume"}]},{"title":"第八章:FBM + USPS/UPS/FedEx + eBay Labels 运输标签系统","sections":[{"id":"ch8-s1","title":"8.1 eBay Labels — 折扣运输标签系统","kr":"8.1 eBay Labels — Discounted Shipping Label System"},{"id":"ch8-s2","title":"8.2 USPS 详解 — eBay 卖家使用频率最高的运输商","kr":"8.2 USPS Deep Dive — Most-used Carrier for eBay Sellers"},{"id":"ch8-s3","title":"8.3 UPS 详解 — 中重量包裹的最优选择","kr":"8.3 UPS Deep Dive — Best for Medium to Heavy Packages"},{"id":"ch8-s4","title":"8.4 FedEx 详解 — 急件和大件的补充选项","kr":"8.4 FedEx Deep Dive — Supplemental Option for Express and Oversize"},{"id":"ch8-s5","title":"8.5 FBM 发货效率 SOP — 1 天 Handling Time 实操","kr":"8.5 FBM Shipping Efficiency SOP — Achieving 1-Day Handling Time"},{"id":"ch8-s6","title":"8.6 包装材料选择 — 成本与保护的平衡","kr":"8.6 Packaging Materials — Balancing Cost and Protection"},{"id":"ch8-s7","title":"8.7 追踪号管理 — eBay 发货确认的法定证明","kr":"8.7 Tracking Number Management — Legal Proof of Shipment on eBay"},{"id":"ch8-s8","title":"8.8 运费成本优化 — 每月节省 $100-$500 的方法","kr":"8.8 Shipping Cost Optimization — Save $100-$500 Per Month"},{"id":"ch8-s9","title":"8.9 特殊商品发货注意事项","kr":"8.9 Special Product Shipping Considerations"},{"id":"ch8-s10","title":"8.10 FBM 发货常见问题 FAQ","kr":"8.10 FBM Shipping Common Questions FAQ"}]},{"title":"第九章:中美头程 + GSP 跨境 + 海关 + 退货逆向物流","sections":[{"id":"ch9-s1","title":"9.1 中美物流全链路概览 — 从工厂到买家门口","kr":"9.1 China-US Logistics Full Chain — Factory to Buyer's Door"},{"id":"ch9-s2","title":"9.2 HTS Code 和美国进口关税 — 选品成本的隐藏大坑","kr":"9.2 HTS Code and US Import Tariffs — The Hidden Cost Trap in Product Sourcing"},{"id":"ch9-s3","title":"9.3 美国海关清关 SOP — 从到港到放行","kr":"9.3 US Customs Clearance SOP — Port Arrival to Release"},{"id":"ch9-s4","title":"9.4 GSP 全球跨境计划 — 深度操作指南","kr":"9.4 Global Shipping Program (GSP) — Deep Operations Guide"},{"id":"ch9-s5","title":"9.5 跨境合规和海关风险 — 常见被扣押原因","kr":"9.5 Cross-border Compliance and Customs Risks — Common Reasons for Seizure"},{"id":"ch9-s6","title":"9.6 货代选择 SOP — 找到可靠的跨境物流合作伙伴","kr":"9.6 Freight Forwarder Selection SOP"},{"id":"ch9-s7","title":"9.7 退货逆向物流 SOP — 从买家到你的完整流程","kr":"9.7 Returns Reverse Logistics SOP — Full Flow from Buyer to You"},{"id":"ch9-s8","title":"9.8 物流成本综合优化 — 全链路降本路线图","kr":"9.8 Logistics Cost Optimization — Full Chain Cost Reduction Roadmap"},{"id":"ch9-s9","title":"9.9 eBay 物流政策更新跟踪 — 2025-2026 变化","kr":"9.9 eBay Logistics Policy Updates — 2025-2026 Changes"},{"id":"ch9-s10","title":"9.10 物流合规红线 — 违规必受重罚","kr":"9.10 Logistics Compliance Red Lines — Violations Carry Heavy Penalties"}]},{"title":"第十章:订单客服 + MBG(Money Back Guarantee)+ A-to-Z 争议 SOP","sections":[{"id":"ch10-s1","title":"10.1 eBay Money Back Guarantee(MBG)完整解析","kr":"10.1 eBay Money Back Guarantee (MBG) Full Breakdown"},{"id":"ch10-s2","title":"10.2 INR(物品未到)处理完整 SOP","kr":"10.2 INR (Item Not Received) Complete Handling SOP"},{"id":"ch10-s3","title":"10.3 SNAD(物品与描述不符)处理完整 SOP","kr":"10.3 SNAD (Significantly Not as Described) Complete Handling SOP"},{"id":"ch10-s4","title":"10.4 Feedback 管理 — 差评预防和处理","kr":"10.4 Feedback Management — Prevention and Negative Feedback Handling"},{"id":"ch10-s5","title":"10.5 买家消息回复 SOP — 提升沟通 DSR","kr":"10.5 Buyer Message Response SOP — Improving Communication DSR"},{"id":"ch10-s6","title":"10.6 A-to-Z 争议 / eBay 介入案件 SOP","kr":"10.6 eBay Intervention Cases and Resolution SOP"},{"id":"ch10-s7","title":"10.7 账号被限制/封号 — 申诉 SOP","kr":"10.7 Account Restriction or Suspension — Appeal SOP"},{"id":"ch10-s8","title":"10.8 恶意买家识别和处理 SOP","kr":"10.8 Recognizing and Handling Problematic Buyers"},{"id":"ch10-s9","title":"10.9 客服 KPI 监控 — 每月检查清单","kr":"10.9 Customer Service KPI Dashboard — Monthly Review Checklist"}]},{"title":"第十一章:Promoted Listings Standard(CPS)+ Advanced(CPC)实战","sections":[{"id":"ch11-s1","title":"1. Cassini 算法与广告联动机制","kr":"1. Cassini Algorithm & Ad Synergy"},{"id":"ch11-s2","title":"2. TRS 五项 KPI 与广告资格","kr":"2. TRS 5 KPIs & Ad Eligibility"},{"id":"ch11-s3","title":"3. Promoted Listings Standard(CPS)完整指南","kr":"3. Promoted Listings Standard (CPS) Full Guide"},{"id":"ch11-s4","title":"4. Ad Rate 出价逻辑与 Ad/Sales 指标","kr":"4. Ad Rate Bidding Logic & Ad/Sales Metric"},{"id":"ch11-s5","title":"5. Promoted Listings Advanced(CPC)完整指南","kr":"5. Promoted Listings Advanced (CPC) Full Guide"},{"id":"ch11-s6","title":"6. Advanced CPC 出价策略与关键词管理","kr":"6. Advanced CPC Bidding Strategy & Keyword Management"},{"id":"ch11-s7","title":"7. 广告活动结构与开户 SOP","kr":"7. Campaign Structure & Setup SOP"},{"id":"ch11-s8","title":"8. 广告数据分析与报表解读","kr":"8. Ad Data Analysis & Reporting"},{"id":"ch11-s9","title":"9. Seller Initiated Offers(SIO)与 Promotions 工具","kr":"9. Seller Initiated Offers (SIO) & Promotions Tools"},{"id":"ch11-s10","title":"10. 季节性广告策略与 Q4 冲量","kr":"10. Seasonal Ad Strategy & Q4 Push"},{"id":"ch11-s11","title":"11. 广告合规与 VeRO 风险","kr":"11. Ad Compliance & VeRO Risks"},{"id":"ch11-s12","title":"12. 广告冷启动 SOP 与阶段路线图","kr":"12. Ad Cold-Start SOP & Phase Roadmap"},{"id":"ch11-s13","title":"Promoted Listings 抄作业表 — 不同阶段开广告的标准动作","kr":"Promoted Listings Copy Sheet: Standard Moves by Stage"},{"id":"ch11-s14","title":"Promoted Listings 小白到大神 SOP — 3 阶段广告进化路线","kr":"Ad SOP: 3-Stage Promoted Listings Roadmap"},{"id":"ch11-s15","title":"Cassini 算法 × 广告因子 × 实战动作","kr":"Cassini × Ad Factors × Actions"},{"id":"ch11-s16","title":"广告开户到稳定投放 SOP 时间线","kr":"Ad Setup to Stable Delivery: SOP Timeline"},{"id":"ch11-s17","title":"TRS 5 KPI 达标卡 — 广告效果最大化前提","kr":"TRS 5 KPIs: Prerequisites for Maximum Ad Performance"}]},{"title":"第十二章:eBay US 大促日历与促销工具实战","sections":[{"id":"ch12-s1","title":"12.1 eBay US 全年 8 大促销节点日历","kr":"12.1 eBay US Annual 8-Event Sales Calendar"},{"id":"ch12-s2","title":"12.2 Black Friday / Cyber Monday 作战 SOP","kr":"12.2 Black Friday / Cyber Monday Battle SOP"},{"id":"ch12-s3","title":"12.3 Summer Sale — 狙击 Amazon Prime Day 溢出流量","kr":"12.3 Summer Sale — Intercepting Amazon Prime Day Overflow Traffic"},{"id":"ch12-s4","title":"12.4 Memorial Day / Labor Day / 4th of July 小节点操作","kr":"12.4 Memorial Day / Labor Day / 4th of July Mini-Event Playbook"},{"id":"ch12-s5","title":"12.5 Promotions Manager 四工具完整使用指南","kr":"12.5 Promotions Manager — 4 Tools Complete Guide"},{"id":"ch12-s6","title":"12.6 Seller Initiated Offers(SIO)深度操作","kr":"12.6 Seller Initiated Offers (SIO) Deep Dive"},{"id":"ch12-s7","title":"12.7 大促广告率策略 — 全年节点广告率调整表","kr":"12.7 Seasonal Ad Rate Strategy — Annual Adjustment Table"},{"id":"ch12-s8","title":"12.8 Back to School 专题策略","kr":"12.8 Back to School Campaign Strategy"},{"id":"ch12-s9","title":"12.9 大促后复盘 SOP","kr":"12.9 Post-Promotion Review SOP"}]},{"title":"第十三章:Cassini 搜索算法深度拆解与 eBay SEO 实战","sections":[{"id":"ch13-s1","title":"13.1 Cassini 算法 5 大因子深度拆解","kr":"13.1 Cassini Algorithm: 5 Ranking Factors Deep Dive"},{"id":"ch13-s2","title":"13.2 关键词挖掘工具 — Terapeak + eBay 搜索栏","kr":"13.2 Keyword Research Tools — Terapeak + eBay Search Bar"},{"id":"ch13-s3","title":"13.3 标题 80 字符优化公式","kr":"13.3 Title 80-Character Optimization Formula"},{"id":"ch13-s4","title":"13.4 Item Specifics 填写 SOP — 不留空字段","kr":"13.4 Item Specifics SOP — Leave No Field Empty"},{"id":"ch13-s5","title":"13.5 描述 HTML 模板与结构化写法","kr":"13.5 Description HTML Template & Structured Writing"},{"id":"ch13-s6","title":"13.6 图片优化 — 主图 1600×1600 标准与场景图策略","kr":"13.6 Image Optimization — 1600x1600 Main Photo & Scene Images"},{"id":"ch13-s7","title":"13.7 Cassini SEO 完整操作 SOP","kr":"13.7 Cassini SEO Full Action SOP"},{"id":"ch13-s8","title":"Cassini SEO 小白到大神 SOP — 3 阶段 SEO 进化路线","kr":"Cassini SEO SOP: 3-Stage Optimization Roadmap"},{"id":"ch13-s9","title":"Cassini 算法 5 因子 × 新手可控度 × 实战动作(完整版)","kr":"Cassini 5 Factors × Beginner Control × Full Action Table"},{"id":"ch13-s10","title":"Cassini SEO 优化 SOP 时间线","kr":"Cassini SEO Optimization SOP Timeline"},{"id":"ch13-s11","title":"TRS 5 KPI 达标卡 — Cassini SEO 章自查","kr":"TRS 5 KPIs: Cassini SEO Chapter Check"}]},{"title":"第十四章:Seller Hub 数据分析实战 — Performance / Traffic / Terapeak / DSR","sections":[{"id":"ch14-s1","title":"14.1 Seller Hub 总览 — 5 大模块导航","kr":"14.1 Seller Hub Overview — 5 Module Navigation"},{"id":"ch14-s2","title":"14.2 Performance 模块 — 账号健康 3 大红线监控","kr":"14.2 Performance Module — 3 KPI Red Line Monitoring"},{"id":"ch14-s3","title":"14.3 Traffic 报告 — 流量来源与转化率分析","kr":"14.3 Traffic Report — Traffic Sources & Conversion Rate Analysis"},{"id":"ch14-s4","title":"14.4 Marketing 数据 — 广告效果分析","kr":"14.4 Marketing Data — Ad Performance Analysis"},{"id":"ch14-s5","title":"14.5 Terapeak Product Research — 选品与竞品分析","kr":"14.5 Terapeak Product Research — Product & Competitor Analysis"},{"id":"ch14-s6","title":"14.6 DSR 4 维度分析与改善","kr":"14.6 DSR 4-Dimension Analysis & Improvement"},{"id":"ch14-s7","title":"14.7 每月数据复盘 SOP — 固定时间看数据才有效","kr":"14.7 Monthly Data Review SOP — Consistent Timing Makes It Effective"},{"id":"ch14-s8","title":"14.8 数据仪表盘自建 — Excel 周报模板","kr":"14.8 DIY Analytics Dashboard — Excel Weekly Report Template"}]},{"title":"第十五章:eBay US 选品方法论 — Terapeak + Watch Count + 6 大高毛利品类","sections":[{"id":"ch15-s1","title":"15.1 eBay US 选品 4 步验证框架","kr":"15.1 eBay US Product Selection: 4-Step Validation Framework"},{"id":"ch15-s2","title":"15.2 Terapeak 选品深度分析法","kr":"15.2 Terapeak Deep Product Research Method"},{"id":"ch15-s3","title":"15.3 Watch Count 热度监控法","kr":"15.3 Watch Count Heat Signal Method"},{"id":"ch15-s4","title":"15.4 6 大高毛利品类深度解析","kr":"15.4 6 High-Margin Categories Deep Dive"},{"id":"ch15-s5","title":"15.5 竞品拆解 SOP","kr":"15.5 Competitor Analysis SOP"},{"id":"ch15-s6","title":"15.6 新手 eBay US 选品 5 大原则","kr":"15.6 Five Product Selection Principles for New eBay Sellers"},{"id":"ch15-s7","title":"选品小白到大神 SOP — 3 阶段选品进化路线","kr":"Product Selection SOP: 3-Stage Roadmap"},{"id":"ch15-s8","title":"Cassini 算法 × 选品因子 × 实战动作","kr":"Cassini × Product Selection Factors × Actions"},{"id":"ch15-s9","title":"选品到上架验证 SOP 时间线","kr":"Product Selection to Listing Validation: SOP Timeline"},{"id":"ch15-s10","title":"TRS 5 KPI 达标卡 — 选品章自查","kr":"TRS 5 KPIs: Product Selection Chapter Check"}]},{"title":"第十六章:eBay 跨境物流 — GSP / eBay International Shipping / 海外仓策略","sections":[{"id":"ch16-s1","title":"16.1 中国卖家 eBay US 物流路径全景图","kr":"16.1 China Sellers' eBay US Logistics Pathways Overview"},{"id":"ch16-s2","title":"16.2 Global Shipping Program(GSP)完整解析","kr":"16.2 Global Shipping Program (GSP) Complete Guide"},{"id":"ch16-s3","title":"16.3 eBay International Shipping(EIS) — GSP 的升级替代","kr":"16.3 eBay International Shipping (EIS) — GSP's Updated Replacement"},{"id":"ch16-s4","title":"16.4 美国海外仓对接 SOP — 从中国到 3PL","kr":"16.4 US Overseas Warehouse Integration SOP — China to 3PL"},{"id":"ch16-s5","title":"16.5 多国 Listing 策略 — eBay 多站点扩张","kr":"16.5 Multi-Site Listing Strategy — eBay Multi-Country Expansion"},{"id":"ch16-s6","title":"16.6 美国本土物流选择 — USPS / UPS / FedEx 对比","kr":"16.6 US Domestic Shipping Carriers — USPS / UPS / FedEx Comparison"},{"id":"ch16-s7","title":"16.7 跨境退货处理 SOP","kr":"16.7 Cross-Border Returns Handling SOP"},{"id":"ch16-s8","title":"16.8 跨境销售税与关税基础知识","kr":"16.8 Cross-Border Sales Tax and Tariff Basics"}]},{"title":"第十七章:美国合规全景 — Prop 65 / FTC / CPSC / FDA / FCC / 品类禁限售","sections":[{"id":"ch17-s1","title":"17.1 Proposition 65 — 加州警示要求","kr":"17.1 California Proposition 65 — Warning Requirements"},{"id":"ch17-s2","title":"17.2 CPSC 与 CPSIA — 儿童产品安全","kr":"17.2 CPSC & CPSIA — Children's Product Safety"},{"id":"ch17-s3","title":"17.3 FDA — 食品 / 膳食补充剂 / 化妆品 / 医疗器械","kr":"17.3 FDA — Food / Dietary Supplements / Cosmetics / Medical Devices"},{"id":"ch17-s4","title":"17.4 FCC — 电子产品无线信号认证","kr":"17.4 FCC — Electronic Wireless Signal Certification"},{"id":"ch17-s5","title":"17.5 FTC MAP — 最低广告价格协议","kr":"17.5 FTC MAP — Minimum Advertised Price Policy"},{"id":"ch17-s6","title":"17.6 UL 认证 — 美国产品安全标志","kr":"17.6 UL Certification — US Product Safety Mark"},{"id":"ch17-s7","title":"17.7 eBay 品类禁限售完整清单","kr":"17.7 eBay Prohibited & Restricted Items Complete List"},{"id":"ch17-s8","title":"17.8 合规成本与合规 ROI 计算","kr":"17.8 Compliance Cost vs ROI Calculation"},{"id":"ch17-s9","title":"17.9 合规文件管理 SOP","kr":"17.9 Compliance Documentation Management SOP"}]},{"title":"第十八章:eBay 风控 SOP — VeRO / MC011 / MBG 恶意索赔 / 账号安全","sections":[{"id":"ch18-s1","title":"18.1 VeRO — 品牌侵权投诉处理 SOP","kr":"18.1 VeRO — Brand Infringement Complaint Handling SOP"},{"id":"ch18-s2","title":"18.2 MC011 账户限制 — 识别、申诉与预防","kr":"18.2 MC011 Account Restriction — Identification, Appeal & Prevention"},{"id":"ch18-s3","title":"18.3 eBay Money Back Guarantee(MBG)恶意索赔应对","kr":"18.3 eBay Money Back Guarantee (MBG) — Handling Fraudulent Claims"},{"id":"ch18-s4","title":"18.4 Feedback Manipulation — 好评管理的合规边界","kr":"18.4 Feedback Manipulation — Compliant Feedback Management"},{"id":"ch18-s5","title":"18.5 账号关联避险 — 多账号合规操作","kr":"18.5 Account Association Risk — Multi-Account Compliance"},{"id":"ch18-s6","title":"18.6 整体账号安全 SOP — 每月风险检查清单","kr":"18.6 Overall Account Security SOP — Monthly Risk Checklist"},{"id":"ch18-s7","title":"18.7 eBay 买家恶意行为识别与应对","kr":"18.7 Identifying and Handling Fraudulent Buyer Behavior"},{"id":"ch18-s8","title":"18.8 eBay 账号申诉指南 — 被限制后如何恢复","kr":"18.8 eBay Account Appeal Guide — Recovering After Restriction"},{"id":"ch18-s9","title":"风险管理小白到大神 SOP — 3 阶段合规进化路线","kr":"Risk Management SOP: 3-Stage Compliance Roadmap"},{"id":"ch18-s10","title":"Cassini 算法 × 风险因子 × 实战动作","kr":"Cassini × Risk Factors × Actions"},{"id":"ch18-s11","title":"风险应对 SOP 时间线 — 从预防到应急","kr":"Risk Response SOP Timeline: Prevention to Emergency"},{"id":"ch18-s12","title":"TRS 5 KPI 达标卡 — 风险管理章自查","kr":"TRS 5 KPIs: Risk Management Chapter Check"}]},{"title":"第十九章:eBay 进阶运营 — TRS Plus / 多账号矩阵 / Auction 高阶 / Anchor Store / SIO 高级","sections":[{"id":"ch19-s1","title":"19.1 Top Rated Seller Plus(TRS Plus)升级路径","kr":"19.1 Top Rated Seller Plus (TRS Plus) Upgrade Path"},{"id":"ch19-s2","title":"19.2 合规多账号矩阵策略","kr":"19.2 Compliant Multi-Account Matrix Strategy"},{"id":"ch19-s3","title":"19.3 Auction 高阶技巧","kr":"19.3 Advanced Auction Techniques"},{"id":"ch19-s4","title":"19.4 eBay Store Anchor — $299.95/月的升级决策","kr":"19.4 eBay Store Anchor — $299.95/month Upgrade Decision"},{"id":"ch19-s5","title":"19.5 Seller Initiated Offers(SIO)高级用法","kr":"19.5 Seller Initiated Offers (SIO) Advanced Usage"},{"id":"ch19-s6","title":"19.6 Best Offer 功能 — 议价工具高级用法","kr":"19.6 Best Offer Feature — Advanced Price Negotiation"},{"id":"ch19-s7","title":"19.7 月销 $20K-$40K 阶段的运营升级 Checklist","kr":"19.7 Operations Upgrade Checklist for $20K-$40K Monthly Revenue"},{"id":"ch19-s8","title":"19.8 eBay US Feedback 刷分(Feedback Manipulation)/ 订单冲 Top Rated Seller / Cassini 代投服务商深度测评","kr":"19.8 eBay US: Feedback Score Boost / TRS Order Injection / Cassini CPC Agency Deep Dive"}]},{"title":"第二十章:2026 eBay 最新动态与平台策略方向","sections":[{"id":"ch20-s1","title":"20.1 eBay Refurbished Hub 扩展 — 翻新品卖家的新机会","kr":"20.1 eBay Refurbished Hub Expansion — New Opportunity for Refurb Sellers"},{"id":"ch20-s2","title":"20.2 AI 自动生成 Listing — eBay Magic Listing","kr":"20.2 AI-Powered Listing Generation — eBay Magic Listing"},{"id":"ch20-s3","title":"20.3 Managed Payments 费率调整与 2026 收费结构","kr":"20.3 Managed Payments Fee Adjustments & 2026 Fee Structure"},{"id":"ch20-s4","title":"20.4 Cassini 算法 2026 年权重更新","kr":"20.4 Cassini Algorithm 2026 Weight Updates"},{"id":"ch20-s5","title":"20.5 eBay Live — 直播购物功能扩展","kr":"20.5 eBay Live — Live Shopping Feature Expansion"},{"id":"ch20-s6","title":"20.6 Authenticity Guarantee 品类扩展","kr":"20.6 Authenticity Guarantee Category Expansion"},{"id":"ch20-s7","title":"20.7 2026 年卖家需要立刻行动的 5 件事","kr":"20.7 5 Things Sellers Must Act on in 2026"},{"id":"ch20-s8","title":"2026 更新小白到大神 SOP — 3 阶段平台变化应对路线","kr":"2026 Updates SOP: 3-Stage Platform Change Adaptation Roadmap"},{"id":"ch20-s9","title":"Cassini 算法 2026 更新 × 新手可控度 × 实战动作","kr":"Cassini 2026 Updates × Beginner Control × Actions"},{"id":"ch20-s10","title":"2026 年 eBay US 卖家必做行动 SOP 时间线","kr":"2026 eBay US Seller Must-Do Action SOP Timeline"},{"id":"ch20-s11","title":"TRS 5 KPI 达标卡 — 2026 更新章自查","kr":"TRS 5 KPIs: 2026 Updates Chapter Check"}]},{"title":"第二十一章:作者最终寄语 — 从小白到 eBay 大神的真实路径","sections":[{"id":"ch21-s1","title":"21.1 小白到 TRS 的 3 阶段真实路径","kr":"21.1 The Real 3-Stage Path from Beginner to TRS"},{"id":"ch21-s2","title":"21.2 心态篇 — eBay 运营者的 5 种必要心态","kr":"21.2 Mindset — 5 Essential Mindsets for eBay Operators"},{"id":"ch21-s3","title":"21.3 全书 12 个'值得注意的地方'总汇","kr":"21.3 12 Key 'Author Reminders' Summary from the Whole Book"},{"id":"ch21-s4","title":"21.4 持续学习路径 — eBay 卖家的信息源","kr":"21.4 Continuous Learning Path — Information Sources for eBay Sellers"},{"id":"ch21-s5","title":"21.5 作者最后的话","kr":"21.5 A Final Word from the Author"}]},{"title":"附录:eBay US 运营速查工具箱","sections":[{"id":"ch22-s1","title":"附录 A: eBay US 核心术语表(按字母顺序)","kr":"Appendix A: eBay US Core Glossary (Alphabetical)"},{"id":"ch22-s2","title":"附录 B: Cassini 算法速查卡","kr":"Appendix B: Cassini Algorithm Quick Reference Card"},{"id":"ch22-s3","title":"附录 C: TRS 5 项 KPI 周报模板","kr":"Appendix C: TRS 5 KPI Weekly Report Template"},{"id":"ch22-s4","title":"附录 D: 美国各州销售税参考(eBay 代征)","kr":"Appendix D: US State Sales Tax Reference (eBay Marketplace Facilitator)"},{"id":"ch22-s5","title":"附录 E: eBay US 卖家核心工具清单","kr":"Appendix E: eBay US Seller Core Tools List"},{"id":"ch22-s6","title":"附录 F: eBay US 物流承运商速查","kr":"Appendix F: eBay US Shipping Carriers Quick Reference"},{"id":"ch22-s7","title":"附录 G: eBay US 费率速查","kr":"Appendix G: eBay US Fee Quick Reference"},{"id":"ch22-s8","title":"附录 H: eBay US 合规品类速查","kr":"Appendix H: eBay US Compliance Category Quick Reference"},{"id":"ch22-s9","title":"附录 I: 全书操作 SOP 索引","kr":"Appendix I: Full Book SOP Index"},{"id":"ch22-s10","title":"附录 J: 常用 eBay 链接速查","kr":"Appendix J: Frequently Used eBay Links"},{"id":"ch22-s11","title":"附录 K: 作者总结语 — 你已经拥有了足够的武器","kr":"Appendix K: Author's Closing Summary"},{"id":"ch22-s12","title":"附录 L: eBay US 3 阶段成长里程碑检查清单","kr":"Appendix L: eBay US 3-Stage Growth Milestone Checklist"},{"id":"ch22-s13","title":"附录 M: 2026 eBay US 卖家年度日历","kr":"Appendix M: 2026 eBay US Seller Annual Calendar"}]}]

佩奇乔治出品

20 章 220+ 小节 GSP + Sales Tax + PayPal→Managed Payments

🔒

Bug反馈 / 建议