Gen Furukawa
April 10, 2017
Product Research,
The Million Dollar Case Study241 Shares
90 Comments
Sharing is caring!
Facebook241Twitter0Now this is where the rubber meets the road in the Million Dollar Case Study. The deposit has been placed, and the wheels are in motion for the Jungle Scout baby towels! It will be 30 days for the production run to be complete of the initial 500 units.
How will we market these towels, to stand out from the existing competitors on the market? That is exactly the topic of Session #7 of the Case Study—branding and package design.
But first, what is the name of the brand? It is still to be determined, so please drop some suggestions in the comments section below!
Here is the video replay of the webinar:
這就是百萬(wàn)美元案例研究中橡膠與道路的交匯之處。押金已經(jīng)裝好了，輪已經(jīng)啟動(dòng)了叢林童子軍的嬰兒毛巾！最初500臺(tái)的生產(chǎn)將在30天內(nèi)完成。
我們將如何銷售這些毛巾，突出在市場(chǎng)上現(xiàn)有的競(jìng)爭(zhēng)對(duì)手？這正是案例研究第7期的主題——品牌和包裝設(shè)計(jì)。
但首先，這個(gè)品牌叫什么名字？仍有待確定，請(qǐng)?jiān)谙旅娴脑u(píng)論部分提出建議！
這是網(wǎng)絡(luò)研討會(huì)的錄像重播：
And the accompanying slides, which have a lot of valuable information for how to package your product in a cost-effective and streamlined manner:
以及隨附的幻燈片，這些幻燈片包含了大量有價(jià)值的信息，可以幫助您以一種成本效益高、流線型的方式包裝產(chǎn)品：
Packaging Requirements
The most important part of the packaging is to figure out what the requirements are, and adhere to those. That refers to both governmental or regulatory requirements, as well as Amazon requirements.
Here are the requirements that you need to include:
Barcode
Country of Origin (ie made in China)
Brand Name (for the Amazon brand registry)
Potentially other certifications or guidelines, depending on the product. Google “packaging requirements for [your product]” to nail this down
The first step is to get an idea of what your factory normally uses for its packaging. This is the most straightforward and foolproof way to figure out your basic packaging. As an Amazon seller, you can afford to not get too picky with the packaging. Instead use their standard packaging, as it minimizes the likelihood of mistakes or increases in cost.
For our baby towels, Greg opted for a box to package the product, as it conveys more “high-end” look and feel than a shrink wrap or poly bag.
If you still have questions that your supplier can’t answer directly, you can also ask an inspection company (like
www.asiainspection.com) for their insights, as they have likely dealt with a similar situation.
包裝要求
包裝最重要的部分是找出要求是什么，并堅(jiān)持這些要求。這指的是政府或監(jiān)管要求，以及亞馬遜的要求。
以下是您需要包括的要求：
條形碼
原產(chǎn)國(guó)(中國(guó)制造)
品牌名稱（用于亞馬遜品牌注冊(cè)）
可能的其他認(rèn)證或指南，取決于產(chǎn)品。谷歌“[你的產(chǎn)品]的包裝要求”來(lái)確定這一點(diǎn)
第一步是了解你們工廠通常用什么來(lái)包裝。這是最直接和最簡(jiǎn)單的方法來(lái)計(jì)算你的基本包裝。作為亞馬遜的賣家，你可以不對(duì)包裝太挑剔。而是使用他們的標(biāo)準(zhǔn)包裝，因?yàn)樗畲笙薅鹊販p少了錯(cuò)誤的可能性或成本的增加。
對(duì)于我們的嬰兒毛巾，格雷格選擇了一個(gè)盒子包裝產(chǎn)品，因?yàn)樗鼈鬟_(dá)了更多的“高端”外觀和感覺比收縮包裝或聚聚袋。
如果你還有你的供應(yīng)商無(wú)法直接回答的問(wèn)題，你也可以詢問(wèn)檢查公司（如www.asiainspection.com）的意見，因?yàn)樗麄兛赡芤呀?jīng)處理過(guò)類似的情況。Amazon Package Requirements
Poly bags will need a suffocation warning
FNSKU & no other barcodes
For plush/fabrics and baby – max 1”x1” opening
All around durable packaging, so won’t break if dropped or open
Amazon has tons of detail for their
Inventory Requirements on this page. This is a great resource to help you navigate through the requirements for labeling, packaging, and getting your inventory delivered without a hitch to Amazon’s distribution centers.
亞馬遜軟件包要求
塑料袋需要一個(gè)窒息警告
fnsku&沒(méi)有其他條形碼
用于犁/織物和嬰兒----最大1"X1"開口
周圍都是耐用的包裝，所以如果掉落或打開就不會(huì)破損
亞馬遜在此頁(yè)面上有大量詳細(xì)的庫(kù)存需求。這是一個(gè)很好的資源，幫助你通過(guò)標(biāo)簽，包裝，并使您的庫(kù)存交付到亞馬遜的配送中心無(wú)一例外的需求導(dǎo)航。UPC vs. EAN vs. FNSKU
Greg is a big proponent of simply printing the FNSKU onto your product packaging.
Let’s back up a second. What does these codes mean, and what do they look like?
UPC – Universal Product Code, which is a 12 digit barcode that is unique to every item. It is used to scan items at checkout–whether Walmart, Safeway, or any other point of sale. It looks like this:
UPC對(duì)EAN對(duì)FNSKU
格雷格是一個(gè)強(qiáng)烈的支持者，簡(jiǎn)單地將fnsku打印到你的產(chǎn)品包裝上。
讓我們備份一秒鐘。這些代碼是什么意思？它們長(zhǎng)什么樣？
upc-通用產(chǎn)品代碼，這是一個(gè)12位數(shù)的條形碼，是獨(dú)特的每個(gè)項(xiàng)目。它被用來(lái)在結(jié)賬時(shí)掃描物品——不管是沃爾瑪，安全通道，還是任何其他銷售點(diǎn)。它看起來(lái)像這樣：
EAN – The European Article Number, pretty much the same in function and appearance as the UPC code (except the EAN has 13 digits, instead of 12).
FNSKU – stands for Fulfillment Network Stock Keeping Unit. It is a code specific to Amazon that ties the product to a particular seller, and is used to track the product in the Amazon fulfillment system. it looks like this:
ean--歐洲商品編號(hào)，在功能和外觀上與upc代碼基本相同（除了ean有13個(gè)數(shù)字，而不是12個(gè)）。
fnsku--代表實(shí)現(xiàn)網(wǎng)絡(luò)股票維持單位。它是亞馬遜特有的代碼，將產(chǎn)品與特定的賣家聯(lián)系起來(lái)，并用于跟蹤亞馬遜實(shí)現(xiàn)系統(tǒng)中的產(chǎn)品。它看起來(lái)像這樣：
Greg prefers printing an FNSKU on the packaging as opposed to simply a UPC barcode (a universal barcode that can be read at any retailer, Walmart, Target, etc). Ultimately, as we are starting out by focusing on Amazon as a main sales channel, it is easiest to create a packaging that makes it easiest to ship and fulfill from Amazon. This means just printing the FNSKU on the package.
Manufacturers Barcodes
If you just use the manufacturer barcode (particularly relevant for wholesale sellers or retail arbitrage sellers, who are selling the same exact product as other sellers), then your inventory is identified and tracked using the same barcode as the other sellers.
Here is
Amazon’s explanation of how they handle comingled inventory:
Greg喜歡在包裝上印一個(gè)fnsku，而不是簡(jiǎn)單的upc條形碼（一種通用的條形碼，可以在任何零售商、沃爾瑪、塔吉特等處閱讀）。最終，當(dāng)我們開始專注于亞馬遜作為一個(gè)主要的銷售渠道時(shí)，創(chuàng)建一個(gè)使它最容易從亞馬遜發(fā)貨和實(shí)現(xiàn)的包裝是最容易的。這意味著只要在包裝上印上fnsku就行了。
制造商條形碼
如果你只使用制造商的條形碼（特別是與批發(fā)賣家或零售套利賣家相關(guān)，后者銷售的產(chǎn)品與其他賣家完全相同），那么你的存貨就會(huì)被識(shí)別出來(lái)，并與其他賣家使用相同的條形碼進(jìn)行跟蹤。
以下是亞馬遜如何處理混合庫(kù)存的解釋：
If you choose to use manufacturer barcodes, when customers purchase a product from you, Amazon can send the item that is closest to them, even if you didn’t send it to the fulfillment center. When that happens, you get the credit for the sale, and we transfer an item from your inventory to the seller whose inventory was used to fulfill the order. In addition, if you use the manufacturer barcode, you don’t have to apply an Amazon barcode to each item yourself.
Even though inventory tracked using the manufacturer barcode is commingled within the network, the source of the inventory is tracked by our fulfillment systems and is taken into consideration if inventory problems arise.
如果您選擇使用制造商條形碼，當(dāng)客戶從您購(gòu)買產(chǎn)品時(shí)，亞馬遜可以發(fā)送最接近他們的項(xiàng)目，即使您沒(méi)有發(fā)送到實(shí)現(xiàn)中心。當(dāng)這種情況發(fā)生時(shí)，你方獲得銷售的信貸，我們從你方庫(kù)存中向賣方轉(zhuǎn)讓物品，賣方的庫(kù)存被用來(lái)完成訂單。此外，如果您使用制造商的條形碼，您不必對(duì)每個(gè)項(xiàng)目自己應(yīng)用亞馬遜條形碼。
即使使用制造商條形碼跟蹤的庫(kù)存在網(wǎng)絡(luò)中混合，我們的履行系統(tǒng)也會(huì)跟蹤庫(kù)存來(lái)源，并在出現(xiàn)庫(kù)存問(wèn)題時(shí)加以考慮。
Though Amazon says that it tracks which seller sent in which product, it can lead to potential headaches for you as a seller.
Bottom line: don’t do stickerless commingled inventory. Instead, just print the FNSKU directly onto the packaging!
盡管亞馬遜表示，它會(huì)跟蹤哪些賣家發(fā)送了哪些產(chǎn)品，但這可能會(huì)給作為賣家的你帶來(lái)潛在的頭疼。
底線：不要做無(wú)刺混合庫(kù)存。相反，直接把fnsku打印到包裝上！How Do You Get Your FNSKU From Seller Central
So how do you get your FNSKU? Let’s dig into this now, or you could also watch a
quick 5 minute tutorial that Greg put together.
The first step is that you will need an EAN or UPC code to create a listing in Amazon. You can get a UPC code for a nominal fee at
speedybarcodes.com.
There is a small snag by purchasing your UPC code from a reseller like Speedy Barcodes: Amazon requires that each UPC code is registered under the seller’s brand. However, if you buy a UPC from Speedy Barcodes, your UPC is going to be registered under “Speedy Barcodes”.
你如何從銷售中心得到你的fnsku
你是怎么得到你的FNsku的？讓我們現(xiàn)在開始深入探討這個(gè)問(wèn)題，或者你也可以看一下格雷格的5分鐘教程。
第一步是你需要一個(gè)ean或upc代碼來(lái)創(chuàng)建一個(gè)在亞馬遜的上市。你可以在speedybarcodes.com得到一個(gè)UPC代碼，象征性的收費(fèi)。
從經(jīng)銷商那里購(gòu)買upc代碼存在一個(gè)小問(wèn)題，就像快速條形碼一樣：亞馬遜要求每個(gè)upc代碼都注冊(cè)在賣家的品牌下。然而，如果你從快速條形碼中購(gòu)買了upc，你的upc將會(huì)注冊(cè)在“快速條形碼”下。
The simple solution is to simply register the brand with Amazon, and change your unique identifier to a specific model number (doesn’t have to be anything fancy, just “Hooded Towel 1” would work). Once you do this, the UPC is no longer associated with the product, but instead the model number is associated with the product.
簡(jiǎn)單的解決辦法就是簡(jiǎn)單地在亞馬遜注冊(cè)這個(gè)品牌，并將你的唯一標(biāo)識(shí)符更改為一個(gè)特定的型號(hào)（不需要任何花哨的東西，只要“帶頭巾的毛巾1”就可以了）。一旦這樣做，upc不再與產(chǎn)品關(guān)聯(lián)，而是與產(chǎn)品關(guān)聯(lián)的型號(hào)。
How To Get Your FNSKU
Follow these simple steps to set up your new product in Seller Central and find your FNSKU so that you can pass this on to your designer.
Go to Seller Central, and click Manage FBA Inventory:
如何得到你的fnsku
按照下面的簡(jiǎn)單步驟，在賣方中心設(shè)置您的新產(chǎn)品，并找到您的fnsku，這樣您就可以將其傳遞給您的設(shè)計(jì)師。
轉(zhuǎn)到賣方中心，點(diǎn)擊管理fba庫(kù)存：
2. Add a product:
3. Create a New Product Listing:
4. Add the basic product information. This can be filled out and edited at a later point, so you can just drop in any text just to move the process forward:
4.添加基本的產(chǎn)品信息。這可以在以后的某個(gè)點(diǎn)被填寫和編輯，所以你可以在任何一個(gè)文本中直接刪除，以推進(jìn)進(jìn)程：
5. After you have entered the product information, choose the most appropriate category. This can also be changed at a later date, though requires an email to Seller Central Support, so easiest if you get this right the first time:
5.輸入產(chǎn)品信息后，選擇最合適的類別。這也可以在以后的日期改變，雖然需要電子郵件賣方中央支持，所以最容易的，如果你第一次得到正確的：
6. Now that your product is created, you can access your FNSKU. From the “Edit” dropdown on the right, select “Print Item Labels”:
6.現(xiàn)在您的產(chǎn)品已經(jīng)創(chuàng)建，您可以訪問(wèn)您的fnsku。從右邊的“編輯”下拉列表中，選擇“打印項(xiàng)目標(biāo)簽”：
7. Print the labels:
7.打印標(biāo)簽：
8. You will automatically get a download, which is our goal: the FNSKU! Note that you do not need to keep the text beneath the barcode and alphanumeric code. Just the barcode and the FNSKU below it is fine:
8.你會(huì)自動(dòng)得到一個(gè)下載，這是我們的目標(biāo)：fnsku！注意，您不需要將文本保留在條形碼和字母數(shù)字代碼下面。只需要條形碼和下面的fnsku就行了
Simple as that. You can send this to your supplier and designer, and ensure that your packaging is correctly labelled for the Amazon fulfillment centre.
就這么簡(jiǎn)單。您可以將此發(fā)送給您的供應(yīng)商和設(shè)計(jì)師，并確保您的包裝被正確標(biāo)記為亞馬遜滿足中心。
Note: that if you do not include your barcode and FNSKU, you will have to pay an additional $0.30 per unit to have Amazon apply this to your products. If you have 1000 units being shipped, that would be an avoidable $300 spent on something that can be addressed in your package design.
注意：如果您不包括您的條形碼和fnsku，您將不得不額外支付每單位0.30美元，讓亞馬遜應(yīng)用到您的產(chǎn)品。如果你有1000臺(tái)正在裝運(yùn)，這將是一個(gè)可以避免的花費(fèi)300美元的東西，可以在你的包裝設(shè)計(jì)可以解決。
So let’s get into the fun part – the actual design!
Package Design: Overview and Best Practices
We have an experienced designer on the Jungle Scout team, Adam, who started his career in print design, before moving on to digital products. Adam kicks things off by explaining a few terms that you need to get to grips with.
所以讓我們進(jìn)入有趣的部分--實(shí)際的設(shè)計(jì)！
成套設(shè)計(jì)：概述和最佳做法
我們有一個(gè)經(jīng)驗(yàn)豐富的設(shè)計(jì)師在叢林偵察隊(duì)，亞當(dāng)，誰(shuí)開始他的職業(yè)生涯在印刷設(shè)計(jì)，然后轉(zhuǎn)向數(shù)字產(chǎn)品。亞當(dāng)首先解釋了一些你需要掌握的術(shù)語(yǔ)。Resolution
Resolution refers to the sharpness and richness of an image. It is generally described in Dots Per Inch, or dpi. You want to aim for 300 dpi, which is the standard these days. If you go to say 75 dpi, you are likely going to have a pixelated image as a result.
Bleed
Bleed allows you to design all the way to the edge of a page. Generally, you want to allow a bit of space, or “bleed”, in the printing process so that after printing, you can trim down your image to the appropriate size. Ultimately, you want to allow for some of the outer image to get trimmed away.
Print and Color
For laymen, there are two types of color: Digital, which is basically four colors (CMYK, or cyan, magenta, yellow and key, or black) which can be mixed together to create new colors. Or Offset and Flexographic, which are individual colors that are stamped on to a box. Digital is cheaper, and can get most colors you would want. Flexographic and Offset are good for high volume printing, and can meet a higher quality, which of course costs more.
分辨率
分辨率是指圖像的清晰度和豐富性。一般用每英寸點(diǎn)，或dpi來(lái)描述。你的目標(biāo)是300dpi，這是目前的標(biāo)準(zhǔn)。如果你說(shuō)75 DPI，那么你很可能因此得到一張像素圖像。
出血
出血可以讓你一直設(shè)計(jì)到頁(yè)面的邊緣。一般來(lái)說(shuō)，您希望在打印過(guò)程中留出一點(diǎn)空間，或者說(shuō)“放血”，這樣在打印后，您就可以將圖像縮小到合適的大小。最終，您希望允許一些外部圖像被修剪掉。
打印和顏色
對(duì)于外行人，有兩種顏色：數(shù)字的，基本上是四種顏色（cmyk，或青色，品紅，黃色和鑰匙，或黑色），可以混合在一起創(chuàng)造新的顏色?；蚱坪颓郏潜挥≡诤凶由系膫€(gè)別顏色。數(shù)字更便宜，而且可以得到你想要的大部分顏色。柔印和膠印對(duì)大容量印刷有好處，而且可以滿足更高的質(zhì)量，當(dāng)然成本更高。Design Best Practice
Here’s some of the top do’s and don’ts from Adam’s slides:
設(shè)計(jì)最佳做法
以下是亞當(dāng)幻燈片中的一些最棒的“做”和“不做”：
One key point that Adam makes is that it is usually faster and more effective to pay a professional to design your packaging. So although you don’t need to learn how to become a designer, it’s important to know how to communicate with designers and breif them. It also helps to develop an eye for what is a good design and be able to give any critical revisions back to your designer.
Hiring Designers
So where do you actually find the designers to create your packaging design?
Adam recommends
99 Designs—a marketplace to find designers at an affordable price and easy sourcing. 99 Designs is very simple to use: create the specifications of the project that you want to be completed, give some guidelines of what you are looking for, and a bunch of designers will create designs for you. You only pay for the design that you like.
Wrapping it all up, these are the steps that you want to consider to put together the best package design possible:
Work with the manufacturer and in-house options
Get the template
Get print specs
Decide on and assemble your package info
Submit to 99 designs
Select final and apply art to template
Send to your manufacturer
Approve the proof
You can save on time and costs by sticking to these steps and ensuring the manufacturer ends up with a design they can work with.
亞當(dāng)提出的一個(gè)關(guān)鍵點(diǎn)是，它通常更快和更有效的支付專業(yè)設(shè)計(jì)你的包裝。所以，盡管你不需要學(xué)習(xí)如何成為一名設(shè)計(jì)師，但知道如何與設(shè)計(jì)師溝通是很重要的。它還有助于開發(fā)出一種對(duì)好的設(shè)計(jì)的眼光，并能夠?qū)⑷魏侮P(guān)鍵的修改反饋給你的設(shè)計(jì)師。
招聘設(shè)計(jì)師
那么你在哪里找到設(shè)計(jì)師來(lái)創(chuàng)建你的包裝設(shè)計(jì)呢？
亞當(dāng)推薦99種設(shè)計(jì)--一個(gè)以低廉的價(jià)格和簡(jiǎn)單的采購(gòu)方式尋找設(shè)計(jì)師的市場(chǎng)。99設(shè)計(jì)非常簡(jiǎn)單的使用：創(chuàng)建您想要完成的項(xiàng)目的規(guī)格，給出一些您正在尋找的指導(dǎo)方針，和一群設(shè)計(jì)師將為您創(chuàng)建設(shè)計(jì)。你只為你喜歡的設(shè)計(jì)付錢。
將它全部包裝起來(lái)，以下是您要考慮的步驟，以便將最好的包裝設(shè)計(jì)放在一起：
與制造商和內(nèi)部選擇進(jìn)行合作
獲取模板
獲取打印規(guī)格
決定并組合您的包信息
服從99項(xiàng)設(shè)計(jì)
選擇最終并將藝術(shù)應(yīng)用到模板
發(fā)送到您的制造商
批準(zhǔn)證明
你可以通過(guò)堅(jiān)持這些步驟來(lái)節(jié)省時(shí)間和成本，并確保制造商最終能夠使用他們可以使用的設(shè)計(jì)。Next Steps
That wraps up our session on Branding and Package Design.
In our next session, we have freight expert Philip von Mecklenburg-Blumenthal, Senior Director at Freightos, explain everything you need to know about shipping your Amazon product.
Philip is not only an expert on freight, but has a focus on FBA sellers. This will be an essential session in figuring out how you will import your product in the fastest and most cost-effective way possible.
Get the catch-up, video and slides here!
下一步
完成我們的會(huì)議關(guān)于品牌和包裝設(shè)計(jì)。
在我們的下一個(gè)環(huán)節(jié)，我們有貨運(yùn)專家Philip von Mecklenburg-Blumenthal，高級(jí)主管，解釋所有你需要知道的有關(guān)運(yùn)輸你的亞馬遜產(chǎn)品。
飛利浦不僅是貨運(yùn)方面的專家，而且還專注于fba銷售商。這將是一次重要的會(huì)議，以確定如何以最快和最具成本效益的方式進(jìn)口你的產(chǎn)品。在這里趕上，視頻和幻燈片！If you are catching up on the case study and want to get reminders about upcoming sessions,
simply register here! Let us know any thoughts and comments below.
如果您正在跟進(jìn)案例研究，并希望獲得關(guān)于即將進(jìn)行的會(huì)話的提醒，請(qǐng)?jiān)诖俗?cè)！讓我們知道以下的想法和意見。
Sharing is caring!
