您正在浏览:主页 > 游戏新闻 > 一个月卖掉1200万只，手工艺品网站Etsy靠卖口罩赚大了
作者：雷霆之怒公益服 来源：http://www.edmi.com.cn 时间：2021-02-02 17:17
大量新增顾客 自三年前西尔弗曼上任以来，他一直致力于对Etsy的旧货市场形象进行专业化改造。其中包括极大改善其搜索功能——考虑到Etsy随时可能卖掉6000万件特色商品，他说这项工作难度很大。有时，当涉及提高商家服务费，或者促使商家提供快速发货服务时，矛盾就会产生。
西尔弗曼说：“对于很多人来说，无论想购买何种商品，都会习惯性地想到亚马逊。”他还说：“如果能让消费者停下来想一想：除了亚马逊，还能从哪里买到类似的东西呢？Etsy往往就会出现在他们的脑海里。”
与Etsy通常的运作方式相比，新的改变需要耗费大量人力。但回报的丰厚也不可否认：今年4月，Etsy售出了1200万枚口罩，价值1.33亿美元，相当于其月度销售额的六分之一，而且西尔弗曼还说，预计这样的高需求水平可以持续保持。
A bonanza of new customers
更重要的一点，当西尔弗曼在搜索引擎中输入“face masks”（face masks兼有“口罩”、“面具”之意——译注）时，结果出现了许多万圣节面具和其他不相关的产品。他说：“这并非当前人们所需要的东西。”
自三年前西尔弗曼上任以来，他一直致力于对Etsy的旧货市场形象进行专业化改造。其中包括极大改善其搜索功能——考虑到Etsy随时可能卖掉6000万件特色商品，他说这项工作难度很大。有时，当涉及提高商家服务费，或者促使商家提供快速发货服务时，矛盾就会产生。
翻译：郝秀
而新买家的涌入对Etsy来说是一次难得的机会，可以给新顾客留下良好的购物体验。西尔弗曼说：“这是一次很重要的体验。”
王波非（Phil Wahba） 2020年05月18日
初步数据显示，许多买家并非一次性购物顾客：上个月在Etsy购买口罩的新顾客中，约32%在两周内再次购买。西尔弗曼说，准时发货统计数据和呼叫中心来电数量显示客户体验良好。
在接下来的48小时里，Etsy引入了更多的口罩卖家，帮助他们获得更多面料，并迅速建立自己的店铺。西尔弗曼说：“我们在很短时间内就在Etsy内部成立了一家中型公司。”
Etsy引起了华尔街的注意。最近两个月里，Etsy的股价上涨了157%，公司市值接近100亿美元。
Wall Street analysts seem to agree with the thesis that Etsy will hang on to its new customers once lockdowns end and other retailers reopen their stores. "Even for the existing buyers, they may be exposed to the variety and selection of products available, which could induce them to come to the platform and buy more than just once a year," Deutsche Bank analyst Kunal Madhukar wrote in a research note.
Etsy获得了宝贵的长期发展机会：仅在4月，Etsy新增顾客就超过400万，此外还吸引了250万名至少一年没有光顾的回头客重新访问网站。（2020年初，，Etsy共有4640万活跃买家和270万卖家。）
自新冠疫情爆发以来，Etsy上的卖家一直在出售口罩。周四当天早上有媒体报道称，美国政府将改变立场，建议美国人在公共场合佩戴口罩，以帮助遏制疫情蔓延。
"For anything you need, the habit for so many people is Amazon, Amazon, Amazon," Silverman says. "If I could just get them to pause for a split second and think to themselves, 'Where else could I get something similar?,' Etsy is going to come to mind a lot of the time."
自新冠疫情爆发以来，Etsy上的卖家一直在出售口罩。周四当天早上有媒体报道称，美国政府将改变立场，建议美国人在公共场合佩戴口罩，以帮助遏制疫情蔓延。
华尔街分析师似乎同意这样一种观点，即一旦封锁结束，其他零售商重新打开店门，Etsy依然能够继续留住新顾客。德意志银行（Deutsche Bank）的分析师库纳尔·马杜卡尔在一份研究报告中写道：“即便是对现有买家而言，他们也可能在Etsy上接触到更多的产品种类，拥有更多选择，这可能会吸引他们在一年以内多次光顾Etsy平台。”
审校：程晓田
Since Silverman took the helm three years ago, he has sought to professionalize a site that often felt like a flea market. That has included vastly improving its search function—something he says is hard, considering that Etsy sells 60 million unique items at any given time. And occasionally it has meant friction with sellers, either from higher fees or pushing them to offer fast shipping.
Silverman admits he was not sure how people were going to behave as lockdowns began. But he thinks people wanting to support independent businesses and buy one-of-kind items—or at least those that are not mass-produced—has a lot to do with Etsy's success.
西尔弗曼告诉《财富》杂志：“就像爆炸一样，一切的发生只在一瞬间。”一些卖家在短短一个小时内接到的订单数就达到3月的总数。但是搜索量的增长随之也带来了一些问题。
现在，数以百万计的口罩买家至少对Etsy有了更多的了解。（财富中文网）
By 8:30 a.m. that morning, he and his team were doing triage by hand of the top 5,000 top results, an immediate fixing of its algorithms. They placed vendors who really sold cloth face masks first in the ranking and redirected shoppers to the sites of sellers who confirmed they could handle the orders as a way to redistribute demand, thereby retraining its search engine.
访问量激增的其中一个主要原因为：当天早上几个小时内，“口罩”的搜索量增长了100倍，一度达到每秒9次。
此外，尽管4月历来都是婚礼主题礼物类产品的销售旺季，而今年因为疫情影响此类产品销售额有所降低，但Etsy网站上除口罩以外其他商品的销售额增长了79%。Etsy的整体业绩虽然没有暴涨，但依然取得了不错的成绩：2020年第一季度，Etsy卖家销售商品总价值达13.5亿美元，同比增长32.2％。
Over the next 48 hours, Etsy recruited more sellers to make masks, helping them figure out how to get more fabric and set up their shops quickly. "In a short time, we stood up a midsize company within Etsy," says Silverman.
当4月2日清晨，乔希·西尔弗曼开始一天的工作时，这位Etsy的首席执行官惊讶地发现，他们的手工艺品电子商务网站当天访问量突然激增。
What's more, when Silverman typed “face masks” into the search engine, results were yielding a lot of Halloween masks and other irrelevant products. "That’s not what anyone thinks of as face masks in this moment," he says.
翻译：郝秀
西尔弗曼承认，他无法确定封锁开始后人们将会作何反应。但他认为，人们支持独立企业以及购买某种商品（至少是那些非批量生产商品）的意愿将在很大程度上帮助Etsy取得成功。
"It happened like an explosion. It was instant," Silverman tells Fortune. Some sellers were moving the entire previous month's orders in just an hour. But the surge in searches didn't come without challenges.
更重要的一点，当西尔弗曼在搜索引擎中输入“face masks”（face masks兼有“口罩”、“面具”之意——译注）时，结果出现了许多万圣节面具和其他不相关的产品。他说：“这并非当前人们所需要的东西。”
For one thing, he wanted to be sure that sellers could fill those orders, lest it lead to a bad experience for someone new to the site, losing Etsy a chance to make a good first impression.
<<上一篇：什么蓝牙耳机好？20BT雷霆之怒页游20年公认性价比最高的五款机型! >>