[{"title":"第一章:Wildberries 平台全景 & 你的俄罗斯电商起跑线","sections":[{"id":"ch01-s1","title":"1.1 3 阶段路线图:₽0 → ₽500K → ₽3M → ₽15M+","kr":"1.1 Three-Stage Roadmap: RUB 0 to ₽15M+"},{"id":"ch01-s2","title":"1.2 Wildberries 大盘:俄罗斯 TOP 1 + CIS 5 国 + 1.5 亿用户","kr":"1.2 Platform Snapshot: Russia TOP 1, CIS 5 Countries, 150M Users"},{"id":"ch01-s3","title":"1.3 3 个算法底层:搜索排名 / 卖家评级 / 物流分","kr":"1.3 Three Core Algorithms: Search Rank / Seller Rating / Logistics Score"},{"id":"ch01-s4","title":"1.4 入驻 SOP:INN/OGRN 法人 + OGRNIP 个体 + 出口合作","kr":"1.4 Onboarding SOP: Legal Entity, Individual Entrepreneur, Export Partnership"},{"id":"ch01-s5","title":"1.5 选品 4 淘汰标准(WB 女性主导版)","kr":"1.5 Product Selection: 4 Elimination Criteria for WB"},{"id":"ch01-s6","title":"1.7 新手 10 大致命错误(WB 特色版)","kr":"1.7 Top 10 Fatal Mistakes on Wildberries"}]},{"title":"第二章:Wildberries 生态全图 — WB Travel / WB Bank / WB Mall","sections":[{"id":"ch02-s1","title":"2.1 WB 超级 App 生态全图","kr":"2.1 WB Super App Ecosystem Overview"},{"id":"ch02-s2","title":"2.2 WB Travel:旅游流量如何溢入电商","kr":"2.2 WB Travel: How Tourism Traffic Spills into E-Commerce"},{"id":"ch02-s3","title":"2.3 Wildberries Bank:卖家金融工具全解","kr":"2.3 Wildberries Bank: Seller Financial Tools"},{"id":"ch02-s4","title":"2.4 WB Mall 线下:品牌展示区与 O2O 机会","kr":"2.4 WB Mall: Offline Brand Showcase and O2O Opportunity"},{"id":"ch02-s5","title":"2.5 WB 生态的卖家流量漏斗","kr":"2.5 WB Ecosystem Traffic Funnel for Sellers"},{"id":"ch02-s6","title":"2.6 新手 5 大生态误区","kr":"2.6 Top 5 Ecosystem Misconceptions for New Sellers"},{"id":"ch02-s7","title":"2.7 生态抄作业表:不同阶段利用 WB 生态的优先级","kr":"2.7 Ecosystem Playbook by Stage"}]},{"title":"第三章:WB Seller 后台完整导览","sections":[{"id":"ch03-s1","title":"3.1 WB 后台主菜单结构","kr":"3.1 WB Seller Central Main Menu Structure"},{"id":"ch03-s2","title":"3.2 商品管理模块(Товары)深度解析","kr":"3.2 Product Management Module (Товары)"},{"id":"ch03-s3","title":"3.3 数据分析模块(Аналитика)核心报告","kr":"3.3 Analytics Module Core Reports"},{"id":"ch03-s4","title":"3.4 发货/入库模块(Поставки)FBO 操作全流程","kr":"3.4 Supply/Inbound Module (Поставки) FBO Full Process"},{"id":"ch03-s5","title":"3.5 财务模块(Финансы):读懂 WB 周结算报告","kr":"3.5 Finance Module: Understanding WB Weekly Settlement Report"},{"id":"ch03-s6","title":"3.6 推广模块(Продвижение):广告和促销入口","kr":"3.6 Promotion Module: Ads and Promotions"},{"id":"ch03-s7","title":"3.7 评价管理(Отзывы):WB 评分维护 SOP","kr":"3.7 Review Management: WB Rating Maintenance SOP"}]},{"title":"第四章:WB 入驻 SOP — 从零到账号激活","sections":[{"id":"ch04-s1","title":"4.1 入驻资格:3 种主体对比","kr":"4.1 Eligibility: 3 Entity Types Compared"},{"id":"ch04-s2","title":"4.2 俄罗斯有限责任公司(ООО)注册 SOP(通过合作方代办)","kr":"4.2 Russian LLC Registration SOP (via Local Agent)"},{"id":"ch04-s3","title":"4.3 ИП 个体工商户注册 SOP","kr":"4.3 Individual Entrepreneur (ИП) Registration SOP"},{"id":"ch04-s4","title":"4.4 WB 账号注册 + 后台激活全流程","kr":"4.4 WB Account Registration and Backend Activation"},{"id":"ch04-s5","title":"4.5 EAC 认证预检:哪些产品需要,哪些可以豁免","kr":"4.5 EAC Certification Pre-Check"},{"id":"ch04-s6","title":"4.6 入驻后第一个月 KPI 清单","kr":"4.6 First Month Post-Onboarding KPI Checklist"}]},{"title":"第五章:WB Listing SOP — 俄语优化 + 120 张素材实验","sections":[{"id":"ch05-s1","title":"5.1 WB Listing 结构:6 个必填要素","kr":"5.1 WB Listing Structure: 6 Mandatory Elements"},{"id":"ch05-s2","title":"5.2 俄语标题写作 SOP","kr":"5.2 Russian Title Writing SOP"},{"id":"ch05-s3","title":"5.3 图片规范:WB Fashion 图片 SOP","kr":"5.3 Image Standards: WB Fashion Photo SOP"},{"id":"ch05-s4","title":"5.4 WB 120 张素材实验:А/Б 图片测试系统","kr":"5.4 WB 120-Image A/B Test System"},{"id":"ch05-s5","title":"5.5 商品属性(Характеристики)填写 SOP","kr":"5.5 Product Attributes (Характеристики) Completion SOP"},{"id":"ch05-s6","title":"5.6 俄罗斯 Fashion 尺码标准对照","kr":"5.6 Russian Fashion Size Standards Reference"}]},{"title":"第六章:WB 定价体系 — 强制折扣机制 + VAT 20% + 活下来的利润模型","sections":[{"id":"ch06-s1","title":"6.1 WB 强制折扣机制(Акции):平台深度压价的真相","kr":"6.1 WB Forced Discount Mechanism (Акции): The Truth About Platform Price Pressure"},{"id":"ch06-s2","title":"6.2 WB 定价公式:从出厂成本到锚价的完整推导","kr":"6.2 WB Pricing Formula: From Factory Cost to Anchor Price"},{"id":"ch06-s3","title":"6.3 VAT 20% 详解:ООО vs ИП 税务主体选择","kr":"6.3 VAT 20% Deep Dive: ООО vs ИП Tax Entity Selection"},{"id":"ch06-s4","title":"6.4 WB 佣金费率表:按品类查询","kr":"6.4 WB Commission Rate Table by Category"},{"id":"ch06-s5","title":"6.5 退货成本精算:女装 40%+ 退货率下的财务模型","kr":"6.5 Return Cost Calculation: Financial Model with 40%+ Return Rate"}]},{"title":"第七章:WB 分拣中心 + 自有物流网 — FBO 的核心竞争力","sections":[{"id":"ch07-s1","title":"7.1 WB 物流网络架构","kr":"7.1 WB Logistics Network Architecture"},{"id":"ch07-s2","title":"7.2 FBO 入仓流程完整 SOP","kr":"7.2 FBO Inbound Process Full SOP"},{"id":"ch07-s3","title":"7.3 仓库选择策略:物流分最大化","kr":"7.3 Warehouse Selection Strategy: Maximizing Logistics Score"},{"id":"ch07-s4","title":"7.4 仓储费率 + 免费仓储期管理","kr":"7.4 Storage Rates and Free Storage Period Management"},{"id":"ch07-s5","title":"7.5 WB 取货点(ПВЗ)网络:最后一公里的竞争壁垒","kr":"7.5 WB Pickup Points (ПВЗ): Last-Mile Competitive Moat"},{"id":"ch07-s6","title":"7.6 FBO 常见问题排查清单","kr":"7.6 FBO Troubleshooting Checklist"},{"id":"ch07-s7","title":"7.7 WB FBO 与 Ozon FBO 对比","kr":"7.7 WB FBO vs Ozon FBO Comparison"}]},{"title":"第八章:FBS 自发货 — 什么情况下选 FBS 而不选 FBO","sections":[{"id":"ch08-s1","title":"8.1 FBO vs FBS:核心差异对比","kr":"8.1 FBO vs FBS: Core Comparison"},{"id":"ch08-s2","title":"8.2 FBS 适合的 5 种场景","kr":"8.2 5 Scenarios Where FBS Makes Sense"},{"id":"ch08-s3","title":"8.3 FBS 操作 SOP","kr":"8.3 FBS Operation SOP"},{"id":"ch08-s4","title":"8.4 FBS 卖家评级维护","kr":"8.4 FBS Seller Rating Maintenance"},{"id":"ch08-s5","title":"8.5 FBS 发货基础设施建设","kr":"8.5 FBS Fulfillment Infrastructure"}]},{"title":"第九章:中俄物流全链路 — 中欧班列 + 莫斯科仓 + 清关 SOP","sections":[{"id":"ch09-s1","title":"9.1 中俄 3 种运输方式对比","kr":"9.1 Three China-Russia Transport Methods Compared"},{"id":"ch09-s2","title":"9.2 中欧班列运营 SOP","kr":"9.2 Trans-Siberian Railway Operation SOP"},{"id":"ch09-s3","title":"9.3 俄罗斯清关:HS 编码 + 关税 + 常见卡关原因","kr":"9.3 Russian Customs: HS Codes, Tariffs, Common Delays"},{"id":"ch09-s4","title":"9.4 莫斯科中转仓:为什么中国卖家需要本地仓","kr":"9.4 Moscow Transit Warehouse: Why Chinese Sellers Need Local Storage"},{"id":"ch09-s5","title":"9.5 物流成本优化:降低每件商品物流成本的 5 个方法","kr":"9.5 Logistics Cost Optimization: 5 Methods to Reduce Per-Unit Logistics Cost"},{"id":"ch09-s6","title":"9.6 物流成本完整计算模型","kr":"9.6 Full Logistics Cost Calculation Model"}]},{"title":"第十章:俄语客服体系 + WB 评分维护","sections":[{"id":"ch10-s1","title":"10.1 WB 客服渠道架构","kr":"10.1 WB Customer Service Channel Architecture"},{"id":"ch10-s2","title":"10.2 俄语客服团队搭建方案","kr":"10.2 Russian Customer Service Team Setup"},{"id":"ch10-s3","title":"10.3 WB 评价管理 SOP","kr":"10.3 WB Review Management SOP"},{"id":"ch10-s4","title":"10.4 俄语差评回复模板库(10 条)","kr":"10.4 Russian Negative Review Response Template Library (10 Templates)"},{"id":"ch10-s5","title":"10.5 WB 卖家评级(Рейтинг продавца)维护 KPI","kr":"10.5 WB Seller Rating Maintenance KPIs"}]},{"title":"第十一章:WB 广告体系 — Реклама / Search / Catalog 三层投放","sections":[{"id":"ch11-s1","title":"11.1 WB 广告类型全览","kr":"11.1 WB Ad Types Overview"},{"id":"ch11-s2","title":"11.2 搜索广告(Реклама в поиске)操作 SOP","kr":"11.2 Search Ad (Реклама в поиске) Operation SOP"},{"id":"ch11-s3","title":"11.3 WB 广告核心指标与计算","kr":"11.3 WB Ads Core Metrics and Calculations"},{"id":"ch11-s4","title":"11.4 自动广告(Автоматическая реклама)最优配置","kr":"11.4 Auto Ads Optimal Configuration"},{"id":"ch11-s5","title":"11.5 新手 5 大广告错误","kr":"11.5 Top 5 Ad Mistakes for New Sellers"},{"id":"ch11-s6","title":"11.6 大促广告策略:黑五 / 妇女节投放 SOP","kr":"11.6 Promo Ad Strategy: Black Friday / Women"},{"id":"ch11-s7","title":"11.7 广告预算分配矩阵","kr":"11.7 Ad Budget Allocation Matrix"},{"id":"ch11-s8","title":"11.8 WB Fulfillment 代办 & WB 自动投放(Автореклама)代投服务商三档测评","kr":"11.8 WB Fulfillment Agency & WB Ad Agency 3-Tier Evaluation"},{"id":"ch11-s9","title":"11.9 EAC 代认证 & 俄语 Listing 外包服务商测评","kr":"11.9 EAC Certification & Russian Listing Outsourcing"},{"id":"ch11-s10","title":"11.10 WB 代运合同标准 KPI 约定框架（2025 年版）","kr":"11.10 WB Agency Contract KPI Framework (2025)"}]},{"title":"第十二章:WB 大促运营 — 黑五 / WB 生日 / 新年 / 女神节","sections":[{"id":"ch12-s1","title":"12.1 4 大促销日历 + 运营时间表","kr":"12.1 4 Major Promotions Calendar + Operations Timeline"},{"id":"ch12-s2","title":"12.2 大促全周期运营 SOP(以黑五为例)","kr":"12.2 Full-Cycle Promotion Operation SOP (Black Friday Example)"},{"id":"ch12-s3","title":"12.3 大促库存计划模型","kr":"12.3 Promotion Inventory Planning Model"},{"id":"ch12-s4","title":"12.4 新年大促(Новый Год)特别运营指南","kr":"12.4 New Year Promotion Special Operations Guide"},{"id":"ch12-s5","title":"12.5 大促 5 大错误(WB 特版)","kr":"12.5 Top 5 Promotion Mistakes (WB-Specific)"}]},{"title":"第十三章:WB SEO — 搜索算法 + 图片算法 + 自然排名提升","sections":[{"id":"ch13-s1","title":"13.1 WB 搜索算法 6 因子解析","kr":"13.1 WB Search Algorithm: 6 Factor Analysis"},{"id":"ch13-s2","title":"13.2 WB 图片算法:AI 如何评估你的图片","kr":"13.2 WB Image Algorithm: How AI Evaluates Your Photos"},{"id":"ch13-s3","title":"13.3 关键词研究 SOP","kr":"13.3 Keyword Research SOP"},{"id":"ch13-s4","title":"13.4 标题 SEO 优化模板(Fashion 品类)","kr":"13.4 Title SEO Optimization Template (Fashion Category)"},{"id":"ch13-s5","title":"13.5 SEO 排名提升 SOP(新品 0 → Top 100)","kr":"13.5 SEO Ranking Boost SOP: New Product from Zero to Top 100"},{"id":"ch13-s6","title":"13.6 A/B 测试图片:WB 内置测试工具","kr":"13.6 A/B Image Testing: WB Built-in Tool"}]},{"title":"第十四章:WB 数据分析体系 — 用数据驱动运营决策","sections":[{"id":"ch14-s1","title":"14.1 WB 数据看板:3 层指标体系","kr":"14.1 WB Analytics Dashboard: 3-Tier Metrics System"},{"id":"ch14-s2","title":"14.2 WB 后台核心报告使用手册","kr":"14.2 WB Backend Core Reports User Manual"},{"id":"ch14-s3","title":"14.3 每周数据分析流程(30 分钟完成)","kr":"14.3 Weekly Data Analysis Process (30 Minutes)"},{"id":"ch14-s4","title":"14.4 关键数据陷阱:6 个容易误读的指标","kr":"14.4 Key Data Traps: 6 Easily Misread Metrics"},{"id":"ch14-s5","title":"14.5 数据驱动决策框架:4 种常见问题的诊断路径","kr":"14.5 Data-Driven Decision Framework: Diagnosis Paths for 4 Common Issues"}]},{"title":"第十五章:选品策略 — 俄罗斯女性客群 & WB 品类红利地图","sections":[{"id":"ch15-s1","title":"15.1 俄罗斯女性消费者画像","kr":"15.1 Russian Female Consumer Portrait"},{"id":"ch15-s2","title":"15.2 WB 品类红利地图(2026 年版)","kr":"15.2 WB Category Opportunity Map 2026"},{"id":"ch15-s3","title":"15.3 选品 5 维度打分模型","kr":"15.3 5-Dimension Product Scoring Model"},{"id":"ch15-s4","title":"15.4 俄罗斯女性 Fashion 品类深度指南","kr":"15.4 Russian Women"},{"id":"ch15-s5","title":"15.5 美妆护肤品类选品指南","kr":"15.5 Beauty & Skincare Selection Guide"},{"id":"ch15-s6","title":"15.6 竞品分析 SOP(WB 版)","kr":"15.6 Competitor Research SOP for WB"},{"id":"ch15-s7","title":"15.7 10 个行动点","kr":"15.7 10 Action Items"}]},{"title":"第十六章:跨境 INN / 外汇 / CIPS — 制裁背景下的收款与合规","sections":[{"id":"ch16-s1","title":"16.1 WB 收款体系全景","kr":"16.1 WB Payment System Overview"},{"id":"ch16-s2","title":"16.2 INN 申请与银行开户 SOP","kr":"16.2 INN Application & Bank Account Opening SOP"},{"id":"ch16-s3","title":"16.3 CIPS 人民币跨境清算通道","kr":"16.3 CIPS Cross-Border RMB Clearing Channel"},{"id":"ch16-s4","title":"16.4 Payoneer / 其他收款工具现状(2026 年)","kr":"16.4 Payoneer & Other Payment Tools Status 2026"},{"id":"ch16-s5","title":"16.5 VAT / НДС 税务合规","kr":"16.5 VAT / НДС Tax Compliance"},{"id":"ch16-s6","title":"16.6 外汇风险对冲 3 个策略","kr":"16.6 FX Risk Hedging: 3 Strategies"},{"id":"ch16-s7","title":"16.7 10 个行动点","kr":"16.7 10 Action Items"}]},{"title":"第十七章:EAC 合规 & 强制认证 — 进入俄罗斯市场的法律门槛","sections":[{"id":"ch17-s1","title":"17.1 EAC 认证体系全景","kr":"17.1 EAC Certification System Overview"},{"id":"ch17-s2","title":"17.2 主要品类 EAC 认证要求速查表","kr":"17.2 EAC Requirements by Product Category"},{"id":"ch17-s3","title":"17.3 EAC 认证完整流程 SOP","kr":"17.3 EAC Certification Full Process SOP"},{"id":"ch17-s4","title":"17.4 认证费用 & 周期汇总","kr":"17.4 Certification Cost & Timeline Summary"},{"id":"ch17-s5","title":"17.5 WB 平台合规核查机制","kr":"17.5 WB Platform Compliance Audit Mechanism"},{"id":"ch17-s6","title":"17.6 常见合规错误 & 修复方案","kr":"17.6 Common Compliance Mistakes & Fixes"},{"id":"ch17-s7","title":"17.7 10 个行动点","kr":"17.7 10 Action Items"}]},{"title":"第十八章:RUB 汇率风险管理 — 制裁背景下的定价防御","sections":[{"id":"ch18-s1","title":"18.1 RUB 汇率历史回顾与 2026 年展望","kr":"18.1 RUB FX History & 2026 Outlook"},{"id":"ch18-s2","title":"18.2 汇率风险评估:你的汇率敞口有多大?","kr":"18.2 FX Exposure Assessment"},{"id":"ch18-s3","title":"18.3 定价防御模型:内置汇率缓冲","kr":"18.3 Pricing Defense Model with FX Buffer"},{"id":"ch18-s4","title":"18.4 汇率预警系统设置","kr":"18.4 FX Alert System Setup"},{"id":"ch18-s5","title":"18.5 WB 平台汇率机制:RUB 定价与结算","kr":"18.5 WB Platform FX Mechanics"},{"id":"ch18-s6","title":"18.6 季节性汇率规律与备货节奏","kr":"18.6 Seasonal FX Patterns & Inventory Timing"},{"id":"ch18-s7","title":"18.7 危机 SOP:RUB 暴跌时怎么办","kr":"18.7 Crisis SOP: What to Do When RUB Crashes"},{"id":"ch18-s8","title":"18.8 10 个行动点","kr":"18.8 10 Action Items"}]},{"title":"第十九章:高阶运营 — CIS 5 国扩展 & WB 品牌化战略","sections":[{"id":"ch19-s1","title":"19.1 CIS 5 国市场全景","kr":"19.1 CIS 5-Country Market Overview"},{"id":"ch19-s2","title":"19.2 Brand Zone 申请与运营","kr":"19.2 Brand Zone Application & Management"},{"id":"ch19-s3","title":"19.3 WB Private Label — 白牌合作战略","kr":"19.3 WB Private Label Strategy"},{"id":"ch19-s4","title":"19.4 多账号矩阵运营策略","kr":"19.4 Multi-Account Matrix Strategy"},{"id":"ch19-s5","title":"19.5 WB 卖家等级与特权体系","kr":"19.5 WB Seller Tier System & Privileges"},{"id":"ch19-s6","title":"19.6 月销 ₽15M+ 的运营架构","kr":"19.6 Operations Architecture for ₽15M+ Monthly Sales"},{"id":"ch19-s7","title":"19.7 10 个行动点","kr":"19.7 10 Action Items"}]},{"title":"第二十章:2026 年 WB 重大更新全景追踪","sections":[{"id":"ch20-s1","title":"20.1 AI 推荐引擎升级 — 商品属性革命","kr":"20.1 AI Recommendation Engine Upgrade"},{"id":"ch20-s2","title":"20.2 WB Bank 全面开放 — 卖家金融服务革命","kr":"20.2 WB Bank Full Launch — Financial Services for Sellers"},{"id":"ch20-s3","title":"20.3 哈萨克斯坦分拣中心启用 — CIS 物流革命","kr":"20.3 Kazakhstan Distribution Center Launch — CIS Logistics Revolution"},{"id":"ch20-s4","title":"20.4 佣金结构调整与费用透明化","kr":"20.4 Commission Structure Update & Fee Transparency"},{"id":"ch20-s5","title":"20.5 WB Travel 扩张 — 跨界流量机会","kr":"20.5 WB Travel Expansion — Cross-Category Traffic Opportunity"},{"id":"ch20-s6","title":"20.6 2026 年大促日历与平台政策变化","kr":"20.6 2026 Promotion Calendar & Policy Updates"},{"id":"ch20-s7","title":"20.7 2026 年卖家必须知道的 5 个政策变化","kr":"20.7 5 Critical Policy Changes in 2026"},{"id":"ch20-s8","title":"20.8 10 个行动点","kr":"20.8 10 Action Items"}]},{"title":"第二十一章:作者说明 — 这本手册为谁而写,怎么用","sections":[{"id":"ch21-s1","title":"21.1 这本手册的诞生背景","kr":"21.1 How This Manual Was Born"},{"id":"ch21-s2","title":"21.2 手册的 3 个核心承诺","kr":"21.2 Three Core Promises of This Manual"},{"id":"ch21-s3","title":"21.3 这本手册不能替代什么","kr":"21.3 What This Manual Cannot Replace"},{"id":"ch21-s4","title":"21.4 PANDAO 团队介绍","kr":"21.4 About PANDAO Team"},{"id":"ch21-s5","title":"21.5 学习路径最终指南","kr":"21.5 Final Learning Path Guide"},{"id":"ch21-s6","title":"21.6 与我们保持联系","kr":"21.6 Stay in Touch"},{"id":"ch21-s7","title":"21.7 全书 5 条核心速记 — 带走这 5 条就够","kr":"21.7 5 Key Takeaways"}]},{"title":"附录:WB 运营速查手册 — 术语 / 工具 / 链接 / 数据表","sections":[{"id":"chapp-s1","title":"附录 A: WB 核心术语俄中对照表","kr":"Appendix A: WB Key Terms Glossary (RU-CN)"},{"id":"chapp-s2","title":"附录 B: WB 卖家必备工具清单","kr":"Appendix B: Essential Tools for WB Sellers"},{"id":"chapp-s3","title":"附录 C: EAC 品类认证难度速查表","kr":"Appendix C: EAC Certification Quick Reference"},{"id":"chapp-s4","title":"附录 D: WB 官方链接目录","kr":"Appendix D: Official WB Links"},{"id":"chapp-s5","title":"附录 E: WB 主要分拣中心参数表","kr":"Appendix E: WB Major Distribution Centers"},{"id":"chapp-s6","title":"附录 F: CNY/RUB 历史汇率参考数据","kr":"Appendix F: CNY/RUB Historical FX Reference"},{"id":"chapp-s7","title":"附录 G: WB 卖家关键 KPI 速查","kr":"Appendix G: WB Seller KPI Quick Reference"}]}]
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