《跨境電商直播》課件-項目1.1 平臺入駐、團隊組建與場景搭建攻略

「通道開啟」

——主流平臺入駐指南

"Channel

Opening"-

A

Guide

to

EnteringMainstreamPlatforms目錄CONTENTS01.02.03.04.05.06.數字絲路新航線TheNewRouteof

theDigital

SilkRoadShopee入駐流程Shopee:

A

Quick

Start

to

Your

BusinessJourneyTikTok入駐流程TheTikTok

AlgorithmWaveLazada入駐流程Lazada

is

delving

deeplyintoits

localmarket文化合規與長效經營Cultural

Compliance

and

Sustainable

BusinessOperations啟程總結與行動清單summaryandaction

list數字絲路新航線TheNewRouteof

theDigitalSilk

Road1

全球電商地圖GlobalE-CommerceMapShopee

TikTokLazada黃金三角TheGoldenTriangleofShopee,TikTokandLazada三大平臺市場版圖MarketLandscapeof

theThreeMajorPlatforms

平臺差異與文化差異PlatformDifferencesandCulturalDifferencesShopeeTikTokLazada短視頻算法吸引歐美用戶ShortvideoalgorithmsattractEuropeanand

Americanusers適合東南亞市場ForSoutheast

AsianMarket注意宗教禁忌Payattentiontoreligious

taboos注冊與合規的重要性TheImportanceof

RegistrationandCompliance注冊只是起點

，合規與文化尊重才是生命線

，影響品牌口碑與消費者信任。Registrationis

merely

thestartingpoint;compliance

andculturalrespectarethetrue

lifelines

that

determine

brandreputationandconsumertrust.Shopee入駐流程Shopee:

AQuickStarttoYourBusinessJourney2

店鋪類型抉擇與資質門檻Choiceofstoretypeandqualificationrequirements跨境店適合初階供應鏈

，本土店需海外倉配合

，選擇錯誤會影響店鋪發展。Cross-border

stores

are

ideal

forbeginners

insupply

chain

management,

while

local

storesrequireoverseaswarehouses;makingthewrongchoicecanhinderstore

growth.營業執照、

電商流水、法人身份證是入駐必備

，資質不全會影響審核速度。A

businesslicense,e-commerce

transaction

records,and

thelegalrepresentativesIDcardaremandatoryrequirements

for

registration.

Incompletedocumentationmaydelaytheapprovalprocess.入駐資質要求Registrationqualificationrequirements店鋪類型選擇StoreType

Selection

注冊后臺實操與避坑提示Registrationbackendhands-onguideandtroubleshootingtips01注冊后臺關鍵步驟Keystepsforbackendregistrationd郵箱驗證、主賬號綁定、聯系人信息、店鋪命名、類目勾選

，每一步都需謹慎操作。Emailverification,primaryaccountbinding,contactinformation,storenaming,andcategoryselection—allstepsrequirecarefulhandling.02隱形規則與高頻駁回

原因TheHiddenRulesand

CommonReasonsforRejections店鋪名不可修改

，類目決定流量池

，資料不清晰會導致駁回。Thestorename

cannotbemodified.

Thecategorydeterminesthetraffic

pool,and

unclearinformation

mayresultinrejection.03一次性通過技巧Passwithoneattempt

usingtechniques流水視頻錄屏+后臺ID同框，避開東南亞節假日

，可提高審核通過率。Thecombinationof

livevideorecordingandscreen

capturewiththebackendIDdisplayedtogetheravoids

SoutheastAsianholidays,therebyimprovingtheapprovalrate.04資料真實的重要性The

importance

of

theauthenticityof

information資料真實是品牌口碑的第一筆押金

，影響店鋪長期發展。Authenticinformationservesas

the

cornerstone

of

brandreputationandinfluences

astoreslong-termdevelopment.TikTok入駐流程TheTikTok

AlgorithmWave3

三步入駐與類目唯一制Three-steponboardingprocessanduniquecategorysystem入駐必備與加速通道

Essentials

for

Onboarding

and

Acceleration

Channel營業執照、

法人身份證等是必備

，200萬美金流水可享加速通道。AbusinesslicenseandthelegalrepresentativesID

card

aremandatorydocuments;atransactionhistoryof

USD2millionqualifiesforan

expeditedprocessing

channel.入駐流程Onboarding

Process提交—

審核—

繳保

，流程清晰

，但類目唯一制需謹慎選擇。

The

process—

submission—review—premium

payment—

is

clear,but

theuniquecategorysystemrequirescareful

selection.類目唯一制影響

The

impact

of

the

unique

category

system類目選擇錯誤會影響后期上新

，需提前規劃。Anincorrectcategoryselectionwillaffectfutureproductlaunches;plan

ahead.

法人驗證與官方號聯動corporateverificationinkedtotheofficialaccount官方號與店鋪聯動Theofficialaccount

is

linkedtothe

store官方號與店鋪綁定

，

可用于直播等運營活動。The

official

account

is

linked

to

the

store

andcan

be

used

for

operational

activities

such

as

live

streaming.法人驗證注意事項KeyPointsforCorporateVerification人臉識別需注意光線、

攝像頭等

，避免失敗。When

using

facial

recognition,

pay

attention

to

lightingandcamerasettingsto

avoid

failures.Lazada入駐流程Lazadaisdelvingdeeply

intoitslocal

market4

企業支付寶認證與分揀中心選址EnterpriseAlipayAuthenticationandsortingcenterLocationselection企業支付寶認證

Enterprise

Alipay

Authentication企業支付寶或法人個人支付寶二選一

，認證方式影響回款通道。

You

must

choose

either

the

companys

Alipay

account

or

the

individualAlipay

account

ofthe

legal

representative;

the

authentication

method

affectsthepaymentcollectionprocess.分揀中心選址selceting

for

the

sorting

center深圳、

義烏、

泉州三大分揀中心

，商家需根據自身位置選擇

，

降低物流成本。

The

three

major

sorting

centersin

Shenzhen,Yiwu,andQuanzhouallowmerchantstochoosethelocationbest

suitedtotheir

operations,therebyreducinglogisticscosts.

新手任務與商品發布規范NoviceTasksandproductReleaseGuidelines新手任務要求NoviceTaskRequirements發布商品、綁定手機號、參加訓練營

，

任務需在一周內完成。Publishproducts,bindaphonenumber,and

jointhetrainingcamp.Completethetaskswithinoneweek..商品發布規范

ProductReleaseSpecifications主圖白底無文字

，標題禁用最高級形容詞

，

SKU價格差異有要求。Themainimagehas

a

whitebackground

without

text;

the

titleuses

only

the

most

basic

adjectives;and

there

are

requirements

for

SKUpricevariations.文化敏感商品注意事項Precautionsforculturallysensitivegoods馬來傳統服飾、

苗族銀飾等需符合文化規范

，

避免誤讀

。

TraditionalMalayattireandMiaosilverornaments

must

adhere

to

culturalnormstopreventmisinterpretation.文化合規與長效經營CulturalComplianceandSustainableBusinessOperations。

技術向善商業向德底線TechnologyforGoodBusinessforEthics:TheBottomLine文化尊重與轉化率TheImportanceofCompliancewithRegulation刷單、

虛假宣傳等行為會影響店鋪權重

，

需遵守平臺規則。Practices

such

as

fake

orders

andfalse

advertising

can

negatively

impact

a

stores

ranking

and

must

complywithplatformrules.01合規經營的重要性CulturalRespectandConversionRate尊重當地文化可提高轉化率

，

如印尼

、

泰國

、

菲律賓等市場需注意文化禁忌。Respecting

local

culture

canimproveconversion

rates;

markets

such

as

Indonesia,Thailand,and

the

Philippines

require

particular

attentiontoculturaltaboos.02合規與文化尊重的實踐PracticesofComplianceandCulturalRespect通過自檢問題

，

將合規內化為選品與營銷的第一本能。By

identifying

self-checkissues,compliance

becomes

the

primary

instinct

in

product

selection

and

marketing.03謝謝！ThankYou.「群星閃耀」——全能戰隊組建秘籍"Live-streaming

Stars

Shining

Brightly

"-The

Secrets

to

Building

an

All-Round

Elite

Team目錄CONTENTS01.

案例引入

Case

Exploration02.

知識詳解Knowledge

Explanation03.素養提升Professionalism

Enhancement04.

技能操練

Skill

Exercise案例引入CaseExploration1

開通Shopee的條件Conditionsforopeninga

Shopee

account有一定的粉絲基礎Acertainfanbase企業資質與運營能力雙門檻DualRequirementsofCorporateQualificationsandOperationalCapacity主播16周歲以上Streamersmustbe

16yearsold

or

olderShapee直播有四種形式Shapeelivestreaminghas

fourforms展覽現場直播LiveBroadcastattheExhibition探廠走播FactoryTourLive

Streaming單品直播Single-itemLive

Streaming01形式一form

I04形式四form

IV02形式二formII03形式三form

III品牌直播室BrandLive

Studio思考think在不同的發展時期

，直播團隊應該如何做調整?Howshouldlivestreamingteamsmakeadjustmentsduring

different

developmentperiods?組建一個跨境直播團隊需要設置哪些崗位?Whatpositionsneedtobesetupwhenbuildingacross-borderlivestreamingteam?每個崗位具體需要做哪些事呢?Whatspecifictasksdoeseachpositionrequire?知識詳解KnowledgeExplanation2

跨境直播團隊構建OrganizationStructureof

TheLiveStreaming

Team01基礎版BasicVersion主

播

1

人

(

1Host)運

營

1

人

(

1Operator)02進階版AdvancedVersion主

播

1

人

（1

Host）運

營

1

人

(

1

Operator

)助

理

1

人

(

1Assistant

)客

服

1

人

(

1

CustomerService

Representative)03高級版PremiumVersion主

播

2

人

（2

Host）運

營

2

人

(

2

Operator

)助

理

1

人

(

1Assistant

)客

服

1

人

(

1

CustomerService

Representative)選

品

1

人

(

1

ProductSelector)場

控

1

人

(

StageController)04旗艦版FlagshipVersion主

播

4

人

（2

Host）運

營

2

人

(

2

Operator

)助

理

2

人

(

1Assistant

)客

服

1

人

(

1

CustomerService

Representative)選

品

1

人

(

1

ProductSelector)場

控

1

人

(

1

StageController)基礎版:2人團隊Basic

Version

:A

Two-personTeam負責話術設計、商品展示、用戶互動Responsiblefor

scriptdesign,productdisplay,anduserengagement.承擔選品、

定價、

活動策劃及數據分析Handlesproductselection,pricing,event

planning,nddata

analysis.運營Operator主播Host基礎版:2人團隊Basic

Version

:A

Two-personTeam定期發布優質的短視頻

，吸引粉絲關注Regularlyreleasehigh-qualityshortvideostoattractfanattention.嘗試定期直播Trylivestreamingregularly.基礎版階段的發展策略DevelopmentStrategyfortheBasicStage

進階版:4人團隊Advanced

Version:

A

Four-person

Team進階版:4人團隊Advanced

Version:

A

Four-person

Team

進階版:4人團隊Advanced

Version:

A

Four-person

Team延長直播時長Extendthelivebroadcastduration.嘗試定期直播Setreasonableproductrecommendationdurationandquantity.進階版階段的發展策略DevelopmentStrategyforthe

AdvancedStage旗艦版:11人及以上團隊FlagshipVersion:

AEleven-personormorepersonsTeam旗艦版:11人及以上團隊FlagshipVersion:

AEleven-personormorepersonsTeam旗艦版:11人及以上團隊FlagshipVersion:

AEleven-personormorepersonsTeam完善直播時長Extendthelivebroadcastduration.繼續優化人員配置Continuetooptimizepersonnelallocation.旗艦版階段的發展策略DevelopmentstrategyfortheFlagshipEditionphase素養提升ProfessionalismEnhancement3強化團隊合作與分工協作StrengthenTeamCollaborationandDivisionof

Labor團隊相互補位意識Proactive

Support團隊成員大局觀OverallView技能操練SkillExercise4課后任務請同學們按照4人直播團隊的規模

，確定人員崗位分工

，討論可行的運營方案

，視頻拍攝講解過程。Pleasehavethestudentsdeterminethe

personnelpositiondivisionaccordingtothescale

ofa4-personlivestreamingteam,discussfeasibleoperation

plans,andvideoshootexplanationprocess.實訓任務PracticalTrainingTaskAfter-class

Task謝謝！ThankYou.「構建舞臺」

——特色場景搭建攻略

（1）Building

the

Stage-

A

Guide

to

Creating

Special

Scenarios

（1）01.

案例引入CaseExploration02.

知識詳解KnowledgeExplanation03.

素養提升ProfessionalismEnhancement04.

技能操練

Skill

Exercise目錄

CONTENTS案例引入CaseExploration1泰國潑水節ThailandSongkran紫外線強度UVIndex搜索量飆升SearchJump↑58%知識詳解KnowledgeExplanation2潑水節TheSongkranFestival潑水節地位Status

of

the

SongkranFestival銷量數據Sales

Data傳統直播局限Limitationsof

TraditionalLive

Streams消費者關心的痛點The

Advantagesof

thePainPointsConcernedbyConsumers123衣服濕了透不透？Doestheclothingbecomesee-throughwhenwet?防曬效果好不好？Howeffectiveisthesunprotection?玩水時動作舒不舒服？Isitcomfortabletomovearoundwhileplayinginwater?實測：

潑水場景轉化率翻倍ActualTest:ConversionRateDoublesinWater-SplashingScenarios測試結果TestResult團隊測試顯示

，加入潑水互動的直播間點擊轉化率比普通直播間高2倍

，證明場景化演示的銷售爆發力。Team

tests

show

that

the

click-through

conversionrate

of

live

streaming

with

water-splashing

interactions

is

twice

as

high

as

that

of

regular

live

streaming

rooms,proving

the

strong

sales

potential

of

scenario-baseddemonstrations.拍攝方案ShootingPlan素材充足SufficientMaterials預算控制BudgetControl三機位拍攝Three-Camera

Shooting:燈光與道具Lightingand

Props燈光布置Lighting

Setup核心道具Core

Props潑水工具Water-SplashingTools驗證神器Verification

Tools第一步：

背景墻改造Step1:Backdroptransformation第二步：水戰區布局Step2:Waterbattlezonelayout第三步：

防曬實驗區Step3:Sunprotectiontestarea第四步：

安全防護Step4:Safetyprotection四步搭建法Four-stepSetupMethod01.02.03.04.嗨起來！Cheer

up!開場絕招Opening

Trick顏色挑戰Color

Challenge21避坑經驗Pitfall-AvoidanceExperience巧調燈光AdjustLight

AngleforBetterWaterDropTexture慎用觀眾AvoidNon-StaffHandlingWaterGuns備三套衣服Prepare

Three

SetsofClothing素養提升ProfessionalismEnhancement3建立信任BuildTrust職業素養ProfessionalQuality技能操練SkillExercise4實操：

搭建直播間Practice:Set

up

a

Live-Streaming請大家參照這個思路搭建一個適合防曬衣產品的直播間

，可以再增添一些自己的創新想法。please

followthis

planto

set

up

a

live

streaming

suitable

forsun

protection

clothing

products.

You

can

also

add

some

of

yourowninnovativeideas.課后任務After-class

Task謝謝！ThankYou.主講教師：

王丹妮

Teacher:DanyWang「構建舞臺」

——特色場景搭建攻略

（2）Building

the

Stage-

A

Guide

to

Creating

Special

Scenarios

（2）主講教師

：宋文巖Teacher:

Susan

Song01.

案例引入CaseExploration02.

知識詳解KnowledgeExplanation03.

素養提升ProfessionalismEnhancement04.

技能操練

Skill

Exercise目錄

CONTENTS案例引入CaseExploration1為什么選擇實驗室場景？Whychoosethelaboratoryscenario?市場背景Market

Background泰國的紫外線指數高達12+

，當地消費者面臨著嚴峻的防曬需求。The

ultraviolet

index

inThailand

isas

highas

12+

,

and

localconsumersarefacingaseriousneedforsun

protection.數據支持DataSupport實驗室場景轉化率提升2.1倍

，客單價增加35%。Theconversion

rateofthelaboratoryscene

hasincreased

by2.1times,andtheaverage

ordervaluehas

risen

by

35%.消費者痛點ConsumerPain

Points有73%的消費者擔心防曬指數的真實性

，這使得他們在購買防曬衣時會更加謹慎。73%ofconsumersareconcernedabout

theauthenticityofthesunprotection

index,whichmakesthem

morecautiouswhenpurchasingsun-protectiveclothing.知識詳解KnowledgeExplanation2

實驗室場景的優勢

The

Advantagesof

theLaboratorySetting○

可視化實驗

Visualization

Experiment將看不見的防曬力轉化為看得見的實驗過程。Converting

theinvisiblesunscreenprotectionpowerintoa

visible

experimentalprocess.

強烈視覺沖擊

Strong

Visual

Impact紫外線燈照射實驗

，讓消費者秒懂技術賣點。Theultravioletlampirradiationexperimentenablesconsumerstoinstantlyunderstandthetechnicalsellingpoints.品

數據佐證效果

Data

Validation

Effect停留時長沖到4分半

，退貨率降低18%。Thedurationof

stayincreasedto4.5minutes,andthe

returnratedecreasedby18%.打造專業直播間BuildaProfessionalLive

Streaming

核心道具

Core

Item紫外線測試儀

，實時顯示紫外線強度數值。Ultraviolettester,whichdisplays

theultravioletintensity

valueinrealtime.

對比實驗臺

Comparison

Experiment

Table配備感應卡與溫度計

，直觀呈現防護效果。EquippedwithanRFIDcardandathermometer,itprovidesanintuitivedisplayof

theprotectioneffect.燈光組合

Lighting

Combination5600K主燈+UV紫光燈

，清晰展示熒光防偽。5600Kmainlight+UVultraviolet

light,clearlydisplayingthefluorescentanti-

counterfeitingfeature.

權威認證

Authorized

Certification展示UPF50+檢測報告

，增強專業與信任感。

PresenttheUPF50+testreporttoenhance

professionalismandtrust.四步搭建法-1.背景墻

“科技化”TheFour-StepSetupMethod-

"Technological"Transformationof

theBackground

背景墻裝飾

Background

Wall

Decoration貼滿藍色電路板貼紙

，掛上發光紫外線光譜圖

，營造強烈科技氛圍。Coveredwithbluecircuitboardstickersandhungwithglowingultravioletspectrograms,creatingastrong

technologicalatmosphere.

避坑提醒

Cautionary

Note避免使用燒杯、化學瓶等元素

，防止引發消費者對產品安全性的疑慮。Avoidusingelementssuchasbeakersandchemicalbottlestopreventraisingconsumers'concernsabouttheproduct'ssafety.核心原則：

保持

“干凈科技風”Core

principle:

Maintain

a

"clean

tech

style"四步搭建法-2.實驗臺布局TheFour-StepSetupMethod-LaboratoryDeskLayout

基礎布局

Basic

Layout主播站中央

，

實驗臺高80cm

，

與胸口齊平

，確保操作舒適自然。

The

host

stands

in

the

center.The

experimental

table

is80cm

high

and

is

at

the

same

level

as

thechest,ensuringacomfortableandnaturaloperation.

左側區域

Left

Area放置紫外線測試儀與感應卡

，用于核心數據的實時采集與展示。Placetheultraviolettesterandthesensorcardtoachievereal-timecollectionanddisplayofcoredata.g

右側區域

Right

Area擺放溫度對比儀

，直觀呈現產品的隔熱降溫效果。

Placethetemperaturecomparatorto

visuallydemonstrate

theproduct'sheatinsulationandcoolingeffect.品

黃金三角演示區

Golden

TriangleDemonstration

Area結合后方UPF報告板

，構成高效、清晰的視覺傳達核心。CombinedwiththerearUPFreportboard,itformsanefficientandclear

corefor

visualcommunication.四步搭建法-3.燈光魔法TheFour-StepSetupMethod-Lighting

Magic

燈光切換

Light

Switch日常演示開主燈

，

實驗環節關主燈、

開紫光燈

，

營造氛圍并突出效果。

During

the

dailydemonstration,themainlightisturnedon.Duringtheexperiment,themain

light

is

turned

off

and

the

purple

light

is

turned

on

to

create

an

atmosphereandhighlighttheeffects.?

拍攝小竅門

Photography

Tips在鏡頭前貼一層黃色濾光片

，能讓紫色光線更清晰

，有效避免畫面過

曝。Applyingayellowfilterinfrontof

thecameralenscanmakethepurplelightappearclearerandeffectivelypreventtheimagefromoverexposing.

日常模式

Daily

Mode開啟主燈

，保證環境明亮Turnonthemainlighttoensuretheenvironmentiswell-lit.

實驗模式

Experimental

Mode關閉主燈

，開啟紫光燈Turnoffthemainlightandturnontheultravioletlight.四步搭建法-4.安全與備用方案TheFour-StepSetupMethod-Safety

and

Backup

Plans安全第一

Safety

First所有電線纏上絕緣膠帶

，紫光燈每次開啟時間不超過30秒

，保護眼睛。Allthewiresshouldbewrappedwithinsulatingtape.Theeachtimetoprotecttheeyes.備用方案

Alternative

Schemeseveralmorecontactcardsincasetheyfail,andpreparetwopiecesof

thesametypeof

sunprotectionclothingforreplacement.充分的準備是實驗成功的關鍵

，安全與備用方案缺一不可。

設備使用

Equipment

Utilization紫光燈單次開啟不超過30秒Theultravioletlightshouldbeturnedonfornomorethan

30secondsata

time.電氣安全

Electric

Safety電線必須使用絕緣膠帶包裹Thewiresmustbewrappedwithinsulatingtape.多購買幾張感應卡以防失效

，并準備兩件同款防曬衣用于更換。

Buyultravioletlightshouldbeturnedonfornomorethan30seconds讓實驗室

“活起來”MaketheLaboratoryCome

Alive高潮互動

(每20分鐘一次)Peak

Interaction

(occurs

every

20

minutes)

引導觀眾彈幕互動

，投票選擇

“測厚度”或

“測透氣”

，提升參與感。

Guidetheaudiencetointeractthroughthecomments,andletthemvoteto

chooseeither"MeasureThickness"or"Measure

AirPermeability",therebyenhancingthesenseofparticipation.

根據觀眾選擇

，使用放大鏡、

紙巾等道具進行即時演示

，增強產品說服力。Accordingtotheaudience'schoice,usepropssuchasmagnifyingglassesandtissuesforimmediatedemonstrationstoenhancethepersuasivenessof

theproduct.開場操作

(30秒留住觀眾)Opening

Operation

(attracting

the

audience

for

30seconds)

主播佩戴護目鏡

，使用紫光燈進行實時防曬實驗

，制造強烈視覺沖擊。ThehostworegogglesandusedaUVlamptoconductareal-timesunprotectionexperiment,creatingastrongvisualimpact.突出對比效果

，強調產品“真防曬”

的核心賣點

，快速建立產品信任。

Highlightthecontrasteffectandemphasizethecoresellingpointof

theproduct-"truesunprotection",quicklyestablishingtrustintheproduct.通過即時實驗與高頻互動

，

將枯燥的產品參數轉化為生動有趣的直播內容

，

有效提升用戶粘性與購買轉化率。Through

immediate

experiments

and

frequent

interactions,the

dull

product

parameters

aretransfo