帖子
  • 帖子
  • 用户

终于,亚马逊开始吃人了

0
回复
69
查看
[复制链接]

微信扫一扫 分享朋友圈

  • TA的每日心情
    开心
    2018-12-3 14:53
  • 签到天数: 1 天

    [LV.1]初来乍到

    15

    主题

    15

    帖子

    439

    积分

    中级会员

    Rank: 3Rank: 3

    积分
    439
    发表于 2018-12-5 16:47:08 | 显示全部楼层 |阅读模式
    开始今天的话题前,先说句题外话,有被跟卖烦恼的,这里有一些关于被跟卖的解决办法和相应的模板,有需要的朋友可以私我。下面开始今天的内容:

    不知不觉黑色星期五已经来袭,标志着已经正式进入年底了。回顾这一年,可谓是几家欢喜几家愁。或许大卖家们仍然能够过得轻松自在,而对于中小型卖家来说,大多是挫败的一年吧。亚马逊的挫败,是不分国界的。

    即使是美国本土的卖家,这一年也不好过。这不,本周一篇名为《细数这一年被亚马逊坑掉的钱》的帖子,火爆北美亚马逊社群。讲的就是一名美国中型卖家在2018年的惨象。

    该帖讲述的经历,引起了广泛卖家的共鸣。而且其中的一些教训,非常值得学习。帖子原名为《How much money I have lost on Amazon this year》,感兴趣的老铁可以去搜索下。

    帖子原文及翻译如下:

    I don't see people talk about numbers a lot on here. I know a couple of the big sellers on here and they have never brought up their numbers. Below is how much I have made this year on Amazon:

    我很少看到过有人在论坛讨论具体数字。我认识这里的一些大卖,他们也很少谈到他们的数字。但是现在我想要给大家分享一下我这一年在亚马逊的所得:

    Negative 143,000 USD
    净亏损14.3万刀
    Revenue: Over 6M USD
    净营收:600多万刀
    Expenses: 650,000
    费用65万刀
    Employees: 11
    员工11名
    Rent: 62,000
    房租6万2千刀

    FBA Storage: Ugh, don't even wanna talk about this. 20K in October and about 7K every other month.
    FBA仓储费用:哎,不想再提这个。10月的仓储费用是2万刀,其他的月份均值大约是7千刀

    Amazon Ads: 250,000
    PPC广告:25万刀

    Attorney Fees: 70,000
    (Prop 65, Seizure at port, Florida State Audit, lawsuits). These are just attorney fees - my seized goods were released, prop 65 stuff was just prep, my audit came back with no penalty and lawsuits aren't included in this amount.

    律师费:7万刀
    (65号法案,货物在港口被扣押,在佛罗里达州税务局审查,且被起诉)。这里提到的只是律师费,后来我被没收的货物回来了,65号法案只是准备合规的材料而已,税务审查没有问题,诉讼费用不包括在这个费用内。

    温馨提示:
    65号法案指的是:《1986年饮用水安全与毒性物质强制执行法》,又称“加州65号提案”。

    该法案主要针对:成人珠宝、儿童玩具、儿童珠宝、服装鞋类、箱包配饰、一般性电子产品等的总铅、总镉、邻苯二甲酸盐的限值做出规定,是加州的一个强制性要求。

    We do about 500,000 a month on Amazon, 30K on Ebay, 40K on Walmart.
    我们在亚马逊上一个月大概能赚50万刀,eBay上大概3万刀,Walmart上大概4万刀。

    I have a 12K sq ft warehouse. 6 warehouse employees, manager, customer service person, buyer, lister, FBA person.
    我有一个大约1100平米的仓库,有6个仓库管理员,1个经理,1个客服人员,1个采购,1个listng维护专员,1个FBA管理专员。

    We have been working on organization all year long. I knew to expect lower profits because of this. What I did not plan for were tons of other issues along the way:

    全年我们都在努力优化组织结构。我知道这样我们的利润可能会下滑,但是我没想到的是在其他地方出现了严重问题:

    Seizure of 60,000 of goods at port - they have been tied up for SEVEN months and are just getting released next week.
    差不多6万刀的货物在港口被扣押-这些货物被扣押了7个月之久,到下一周终于要还给我了。

    Audit by state of Florida - 100+ hours of my time, 20+ hours from my accountant, 20+ hours for attorneys. Lasted more than 6 months.
    被佛罗里达税务审查-我花了100多个小时,会计花了20多小时,律师花了20多小时,一共拖了6个多月才算完。

    Amazon FBA Fees - I have had 4 times since July that Amazon has mismeasured my products in FBA and billed me more than 1,500 each time. Every time Amazon refused to pay us back the full amount.
    FBA费用- 从7月起,已经有4次亚马逊把我的货领错了尺寸,每次都多收了我1500多刀,而且每次申诉亚马逊都拒绝退全款。

    Inventory OOSs - We have some OOS inventory this year. We had one huge shipment to Amazon 2 months ago that took 30 days to receive and put us OOS of items for 2-4 weeks. We had to spend more on PPC and lower pricing to rank our items back up.
    断货-今年我们有一些产品断货。2个月前我们向亚马逊寄了很大一票货,花了30天才入仓,所以我们的好几个listing断货了2-4周不等,为了提高排名,我们只能增加PPC预算和降价。

    Facebook Ads - Played around with facebook ads to the tune of about 5,000 USD.
    Facebook广告-开始玩了一下Facebook广告,然后花掉了5千刀。

    Amazon Marketplace Growth - lol.... 7K gone.
    Amazon Marketplace Growth-这是亚马逊官方提供的咨询服务,每个月的话费2500-5000不等。

    然后,我们的7千刀就这样没有了。

    I see a lot people on here throwing around revenue and numbers and just wanted everyone to know things on the outside are ALWAYS talked up. Small companies and large companies struggle for weeks or months or even years. It's crunch time now - 12+ hour days every. single. fucking. day. If any of you are having a bad month or year just keep at it - tell yourself there is no other option. I am not a guru lover but Gary V has a quote in his new book I liked. People bitch about work life balance all the time but:

    "Would you rather get 8 hours of sleep per night and have your other 16 hours a day be shitty or would you rather have 6 hours of sleep a night and have your other 18 hours be worth waking up for?"

    我看到很多论坛里的人都在谈论盈利状况,但是我发这个贴的目的只是想告诉大家:亚马逊以外的费用只会增加不会减少的。无论大公司还是小公司都会在减少成本上耗费很长时间,几个月甚至很多年。我每天在这些事情上至少花费12个小时,我想给各位同行鼓鼓劲。如果你们某个月甚至某一年做的都不好,不要放弃,告诉你自己,你没有其他的出路。我不是一个爱看人生导师的人,但是Gary V的新书里有一句话我非常喜欢,人们总是在抱怨自己无法找到工作和生活之间的平衡点,但是正如书中所说:

    “你更愿意每天睡8个小时,剩余的16小时一团乱呢,还是更愿意每天睡6个小时,但其余的18个小时值得你起早贪黑呢?”

    The quote above is about sleep but the point is if shit isn't going right, it is on YOU to fix it. You can quit and spend time with your kid or go on your vacation but when your business is gone, how is the rest of your life going to be? This post may be my way of pumping myself up because I've worked too hard just to give up on this shit.

    上面的话本来是说的睡眠,但是我想说的是,当你事业遇上问题的时候,你都要直面它。当然你可以逃避,可以花时间去陪孩子,去度假,但是当你的事业真的没有了,你的生活会变成什么样子呢?这让我意识到,我在这里发这个帖子,某种程度上也是给自己打气,因为我在亚马逊上已经花费了太多心力了,我已经不能轻言放弃。

    该贴楼主对网友的回帖进行了详细的回复:

    1)、有询问运营成本的
    jdogworld:

    Thanks for putting this together. Was a little confused by your numbers. So you lost $143,000? With $6M in revenue and the expenses you listed seems you would’ve made a lot of money...

    非常感谢你的分享,但是我有点没看懂你的这些数据。所以你是亏损了14.3万刀、从600万营收和你列的这些花销来看,还以为你赚了很多钱呢~
    jordanwilson23(楼主):

    Those are just operating expenses - utilities, rent, payroll, software, etc. I have 2.2M in Amazon fees, 600K in shipping with fedex and UPS, etc.

    那些只是运营成本,包括水电,房租,人工,软件等等在内,FBA费用220万刀,还有60万刀Fedex和UPS的物流费。

    chromiselda:

    Wait so from the $6m in Amazon sales you pay amazon $2.2m in fees and that’s excluding storage? Plus the cost of their screwups with inventory (that is an actual cost and you MUST consider it for your business’ survival). Amazon is basically eating up half your revenue. You seem to have only survived because of better cash flow from the last 10% of your sales that are not on amazon.Work on making that 10% a bigger piece of the pie. Stay in control of your cash.
    所以...你销售额600万刀,FBA费用竟然有220万刀,而且还不包括FBA仓储费?再加上仓库错货的没有(这个费用肯定会有,所以一定要考虑在内),那亚马逊基本上吞掉了你一半的收入。

    看来:你能够存活是因为10%亚马逊以外的收入,你应该把那10%努力做大,控制好你的现金流呀!

    2)、也有对楼主经历提出质疑的
    Quanticks:

    Is your take home pay included in your expenses? I have seen stories where people hide behind the story of a struggling business (no profit) but that's because they pay themselves a high amount. So the owner is happy with his nice cars/big houses but the business suffers. Obviously not sustainable.

    你自己的工资是否包含在这些费用里?我见过很多人说自己的公司不盈利利润惨淡,但事实上他们给自己开着超高的工资。很多老板坐拥名车豪宅过的悠哉悠宅,但是公司却承受巨大压力。很明显这不是一条可持续发展的道路。
    jordanwilson23(楼主)

    It is. I take out just over 52k a year.

    I took out 25k a year for the first 4 years. Upped my pay 3 years ago. Things went good. Made 300k+ and decided to buy a house. The 52k is what I need to live off now...mortgage, Honda Accord car payment, phone, etc. I don't have any fancy or expensive habits....

    I mean I spend a chunk on Christmas village houses for my village each year but obviously not this year. Just trying to say I'm not spending money on dumb shit like a 3 series beamer, mansion and exotic vacations. Considered renting my house out and moving into something cheaper actually. I'm actually taking out as little as possible lately so I will prob take out less than 52k this year.

    是的,我自己的工资也包含在内。我给自己的年薪是5.2万刀。

    在刚创业的前4年:我给自己的年薪只有2.5万刀。3年前,公司做的还算不错,我给自己发了30万刀,打算买房子。现在这5.2万刀是我的生活开销,包括房贷,车贷,电话费等等。我也没有什么很费钱的兴趣爱好...最多也就是每年圣诞节喜欢买点东西来装饰屋子,但很明显今年是不可能了。

    我想表达的就是:我没乱花钱在一些无所谓IDE东西上。比如宝马3系,豪宅和旅行。我甚至在想着要把我甚至在考虑把我买的房子租给别人,自己出去租个便宜的房子住。我已经尽量少给自己开工资了,今年应该会比5.2万拿的少吧。

    Quanticks:

    Thanks for reply, lots of good info in here.

    谢了楼主,很实用的信息。
    (小编:估计是看到楼主诚恳的回答说不出话来了)
    warren2650:

    Honda Accord car
    Thanks for specifying the exact make and model of the car ;-)

    本田雅阁车
    再次感谢楼主,连车的牌子和型号都分享了;-)

    jordanwilson23(楼主):

    I could tell /u/quanticks was wondering if I am not making money because I am spending it on dumb shit so I wanted to make it known that my car is just a normal car that costs me 200 a month. It's a 2016 for what that's worth.
    我知道网友Quanticks的意思,就是想问我把钱都花在了垃圾上,自己是否还赚得到钱。

    对此我才想告诉大家,我的车子很普通,每月仅仅花费200美元的车贷。如果你想知道更多的话,它是雅阁2016款。

    3)、有根据讲述情况给楼主提建议的
    eurostylin:

    $570k monthly sales, 10% of net per month for a warehouse, 11 employees, and paying close to 4% of net in amazon storage fees?
    It sounds like you are in the survival state of business right now, and you have to be very careful with your next move, and I hope you seek some outside help with lean management.
    I wish you the best of luck, but your last paragraphs worry me.

    月营业收入57W。其中10%用于仓库租赁,亚马逊仓储费用去4%,另外还雇有11个工作人员。这样看来,这个公司现在能存活下来已经是很幸运的了。

    公司接下来想要继续发展的话,建议你咨询一下第三方公司怎么合理进行公司的扁平化管理吧。
    jordanwilson23(楼主):

    Expenses for sure got out of hand this year. I run a payroll of about 33K a month and I think we are capable of doubling our sales with the same payroll - it has just taken longer than I thought to get our sales up. Our storage fees this year have been about 7K per month and then October was 20K so total storage fees have been around 76K. I would love to send less in to Amazon but as I am sure you know they can take 3 days to put an item live or 30 days which makes planning damn hard.

    今年的运营成本的确高得有点出乎我的预料了,今年我花在员工工资上的钱就差不多3.3w刀了。我原本计划今年用这么多的预算把营业额翻倍的,然而现在看来离达到这个目标还有很长一段距离。

    FBA的入仓时间一般都是3-30天不等,根本没有什么规律可循,所以很难做出相应的备货计划。而且FBA的仓储费大概一个月需要7k刀,10月份花出去2万刀,今年花在FBA的费用平均下来一个月就7.6k了。

    As you said, I am 100% in survival mode. I KNOW we will make 150-200K net in Nov and Dec to break even on the year but that is not the goal. Trying to put things in order so when January comes we are rolling better than we have been this year.

    As of now I am busting ass on new systems that will help us in January - raise prices, redoing our launch system and checklist, tweaking images and copy, etc.

    The majority of our sales from from less than 10 items and we only carry about 50 main SKUs. I would love to drop some SKUs to focus more on less SKUs but since expenses are so much I can't afford to drop profitable SKUs without replacing them. I am going to consider restructuring in Feb if things don't look better. At the end of the day I can handle my top 10 skus with me and 1 other person and net 40K a month but I have been working on building something that can be scaled bigger than that and scale fast。

    你说的没错:我现在肯定就是出于生存模式。我自信能在接下来的旺季净赚15~20W刀,这样算来的话今年就不会有亏损,但是我的目标不是收支平衡而是赚钱啊!

    现在公司:在进行新的规划和管理,希望以此让明年的效率比今年高。而且现在我们在制作开发一个新的系统(楼主所述的系统目前已有类似的上线了)。

    现在:我们的SKU总数有50个,然而有造血功能的不到10个SKU。虽然有想过将多余的SKU下架停售,但是又不想放弃。因为他们偶尔还是会带来一小点销售额。如果我做这10个sku,那么公司只需要我和一位工作人员就行了,每个月净利都能有4w刀,但是这和我想把公司做大做好的期望是相悖的。

    israellopez:

    Yeah man it sounds like you grew too fast to keep profitable. A lot of the issues you had were related to timing, but timing issues should be handled by having enough cash on hand to weather that crap. That's where growth gets ya, it seduces you to grow beyond your systems.
    Good luck, and make sure you communicate with your team, now is critical.

    从你说的这些内容看得出来:你的公司就是因为扩张的太快了,然后管理又没有跟上扩张的速度,所以导致你大部分的利润都打水漂了。

    你的这些问题:大都源自你选择的时机,做选择的时候应该根据你的现金流来进行考量。现在有很多创业者跟你是一样的情况,只顾着盲目发展公司,等到公司的资金不够支撑发展的时候才想起来进行反思。
    jordanwilson23(楼主):

    Correct you are. I have friends running 1 and 2 man companies that net 10-50K a month. I could always go back and do that but I want more than that and I still feel I can grow into profit and hit a big stride. BUT I let things get out of control and it makes things hard to fix when there is so much going on.

    你说的没错:我有的朋友就在做亚马逊,有的是自己开店,有的是一两个人做一个店铺。每个月能赚1W-5W刀,我当初也是这么过来的。

    虽然:我现在可以随时做回到当初的状态,只是我的不希望向那个方向发展。而且以我现在的这个规模,我也很自信能够做到盈利。但是今年要处理的事情比往年多太多了,事态有难以掌控了。

    4)、也有传授楼主防坑实操的
    hardworkworks:

    I'm genuinely curious:
    Why do you need six warehouse employees and the 12k sqft warehouse? Could you manage to ship directly to Amazon warehouses?

    1100平的仓库和6个仓库的工人,有那么多的资金为什么不考虑直接发到FBA仓呢?
    jordanwilson23(楼主):

    Possibly. My warehouse is filled. We also do some fulfillment for 7-8 customers so I house their items. Also, FBA storage fees would kill us. BUT you are correct that I could possibly take the employee count down a bit - once again I am trying to better organize employees AFTER we grew instead of being organized before they started and obviously that is not the best move.

    说得很对,我自己的仓库是放满的。因为我在做亚马逊的同时,还给七八个品牌商做发货。而且,FBA的仓储费真的太高了。

    你有一点说得很正确:我确实是可以少请几个人,想办法提高他们的效率,做好规划再扩大规模,我现在确实有点本末倒置了。

    这个帖子反响如此强烈。从诸多卖家的共同讨论中,不难看出:

    随着大环境的变迁,亚马逊卖家的日子是越过越难了。作为一个中型卖家,境地都如此狼狈,后面的一大批中小卖家又当如何呢?

    亚马逊彻底变成了一个高危职业,各位老铁入坑请慎重。已经入坑的,且行且珍惜吧。希望大家能够安全平稳的度过这个旺季!

    您需要登录后才可以回帖 登录 | 立即注册

    本版积分规则

    快速回复 返回顶部 返回列表