《跨境电商直播》课件-项目1.1 平台入驻、团队组建与场景搭建攻略

「通道开启」

——主流平台入驻指南

"Channel

Opening"-

A

Guide

to

EnteringMainstreamPlatforms目录CONTENTS01.02.03.04.05.06.数字丝路新航线TheNewRouteof

theDigital

SilkRoadShopee入驻流程Shopee:

A

Quick

Start

to

Your

BusinessJourneyTikTok入驻流程TheTikTok

AlgorithmWaveLazada入驻流程Lazada

is

delving

deeplyintoits

localmarket文化合规与长效经营Cultural

Compliance

and

Sustainable

BusinessOperations启程总结与行动清单summaryandaction

list数字丝路新航线TheNewRouteof

theDigitalSilk

Road1

全球电商地图GlobalE-CommerceMapShopee

TikTokLazada黄金三角TheGoldenTriangleofShopee,TikTokandLazada三大平台市场版图MarketLandscapeof

theThreeMajorPlatforms

平台差异与文化差异PlatformDifferencesandCulturalDifferencesShopeeTikTokLazada短视频算法吸引欧美用户ShortvideoalgorithmsattractEuropeanand

Americanusers适合东南亚市场ForSoutheast

AsianMarket注意宗教禁忌Payattentiontoreligious

taboos注册与合规的重要性TheImportanceof

RegistrationandCompliance注册只是起点

，合规与文化尊重才是生命线

，影响品牌口碑与消费者信任。Registrationis

merely

thestartingpoint;compliance

andculturalrespectarethetrue

lifelines

that

determine

brandreputationandconsumertrust.Shopee入驻流程Shopee:

AQuickStarttoYourBusinessJourney2

店铺类型抉择与资质门槛Choiceofstoretypeandqualificationrequirements跨境店适合初阶供应链

，本土店需海外仓配合

，选择错误会影响店铺发展。Cross-border

stores

are

ideal

forbeginners

insupply

chain

management,

while

local

storesrequireoverseaswarehouses;makingthewrongchoicecanhinderstore

growth.营业执照、

电商流水、法人身份证是入驻必备

，资质不全会影响审核速度。A

businesslicense,e-commerce

transaction

records,and

thelegalrepresentativesIDcardaremandatoryrequirements

for

registration.

Incompletedocumentationmaydelaytheapprovalprocess.入驻资质要求Registrationqualificationrequirements店铺类型选择StoreType

Selection

注册后台实操与避坑提示Registrationbackendhands-onguideandtroubleshootingtips01注册后台关键步骤Keystepsforbackendregistrationd邮箱验证、主账号绑定、联系人信息、店铺命名、类目勾选

，每一步都需谨慎操作。Emailverification,primaryaccountbinding,contactinformation,storenaming,andcategoryselection—allstepsrequirecarefulhandling.02隐形规则与高频驳回

原因TheHiddenRulesand

CommonReasonsforRejections店铺名不可修改

，类目决定流量池

，资料不清晰会导致驳回。Thestorename

cannotbemodified.

Thecategorydeterminesthetraffic

pool,and

unclearinformation

mayresultinrejection.03一次性通过技巧Passwithoneattempt

usingtechniques流水视频录屏+后台ID同框，避开东南亚节假日

，可提高审核通过率。Thecombinationof

livevideorecordingandscreen

capturewiththebackendIDdisplayedtogetheravoids

SoutheastAsianholidays,therebyimprovingtheapprovalrate.04资料真实的重要性The

importance

of

theauthenticityof

information资料真实是品牌口碑的第一笔押金

，影响店铺长期发展。Authenticinformationservesas

the

cornerstone

of

brandreputationandinfluences

astoreslong-termdevelopment.TikTok入驻流程TheTikTok

AlgorithmWave3

三步入驻与类目唯一制Three-steponboardingprocessanduniquecategorysystem入驻必备与加速通道

Essentials

for

Onboarding

and

Acceleration

Channel营业执照、

法人身份证等是必备

，200万美金流水可享加速通道。AbusinesslicenseandthelegalrepresentativesID

card

aremandatorydocuments;atransactionhistoryof

USD2millionqualifiesforan

expeditedprocessing

channel.入驻流程Onboarding

Process提交—

审核—

缴保

，流程清晰

，但类目唯一制需谨慎选择。

The

process—

submission—review—premium

payment—

is

clear,but

theuniquecategorysystemrequirescareful

selection.类目唯一制影响

The

impact

of

the

unique

category

system类目选择错误会影响后期上新

，需提前规划。Anincorrectcategoryselectionwillaffectfutureproductlaunches;plan

ahead.

法人验证与官方号联动corporateverificationinkedtotheofficialaccount官方号与店铺联动Theofficialaccount

is

linkedtothe

store官方号与店铺绑定

，

可用于直播等运营活动。The

official

account

is

linked

to

the

store

andcan

be

used

for

operational

activities

such

as

live

streaming.法人验证注意事项KeyPointsforCorporateVerification人脸识别需注意光线、

摄像头等

，避免失败。When

using

facial

recognition,

pay

attention

to

lightingandcamerasettingsto

avoid

failures.Lazada入驻流程Lazadaisdelvingdeeply

intoitslocal

market4

企业支付宝认证与分拣中心选址EnterpriseAlipayAuthenticationandsortingcenterLocationselection企业支付宝认证

Enterprise

Alipay

Authentication企业支付宝或法人个人支付宝二选一

，认证方式影响回款通道。

You

must

choose

either

the

companys

Alipay

account

or

the

individualAlipay

account

ofthe

legal

representative;

the

authentication

method

affectsthepaymentcollectionprocess.分拣中心选址selceting

for

the

sorting

center深圳、

义乌、

泉州三大分拣中心

，商家需根据自身位置选择

，

降低物流成本。

The

three

major

sorting

centersin

Shenzhen,Yiwu,andQuanzhouallowmerchantstochoosethelocationbest

suitedtotheir

operations,therebyreducinglogisticscosts.

新手任务与商品发布规范NoviceTasksandproductReleaseGuidelines新手任务要求NoviceTaskRequirements发布商品、绑定手机号、参加训练营

，

任务需在一周内完成。Publishproducts,bindaphonenumber,and

jointhetrainingcamp.Completethetaskswithinoneweek..商品发布规范

ProductReleaseSpecifications主图白底无文字

，标题禁用最高级形容词

，

SKU价格差异有要求。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项Precautionsforculturallysensitivegoods马来传统服饰、

苗族银饰等需符合文化规范

，

避免误读

。

TraditionalMalayattireandMiaosilverornaments

must

adhere

to

culturalnormstopreventmisinterpretation.文化合规与长效经营CulturalComplianceandSustainableBusinessOperations。

技术向善商业向德底线TechnologyforGoodBusinessforEthics:TheBottomLine文化尊重与转化率TheImportanceofCompliancewithRegulation刷单、

虚假宣传等行为会影响店铺权重

，

需遵守平台规则。Practices

such

as

fake

orders

andfalse

advertising

can

negatively

impact

a

stores

ranking

and

must

complywithplatformrules.01合规经营的重要性CulturalRespectandConversionRate尊重当地文化可提高转化率

，

如印尼

、

泰国

、

菲律宾等市场需注意文化禁忌。Respecting

local

culture

canimproveconversion

rates;

markets

such

as

Indonesia,Thailand,and

the

Philippines

require

particular

attentiontoculturaltaboos.02合规与文化尊重的实践PracticesofComplianceandCulturalRespect通过自检问题

，

将合规内化为选品与营销的第一本能。By

identifying

self-checkissues,compliance

becomes

the

primary

instinct

in

product

selection

and

marketing.03谢谢！ThankYou.「群星闪耀」——全能战队组建秘籍"Live-streaming

Stars

Shining

Brightly

"-The

Secrets

to

Building

an

All-Round

Elite

Team目录CONTENTS01.

案例引入

Case

Exploration02.

知识详解Knowledge

Explanation03.素养提升Professionalism

Enhancement04.

技能操练

Skill

Exercise案例引入CaseExploration1

开通Shopee的条件Conditionsforopeninga

Shopee

account有一定的粉丝基础Acertainfanbase企业资质与运营能力双门槛DualRequirementsofCorporateQualificationsandOperationalCapacity主播16周岁以上Streamersmustbe

16yearsold

or

olderShapee直播有四种形式Shapeelivestreaminghas

fourforms展览现场直播LiveBroadcastattheExhibition探厂走播FactoryTourLive

Streaming单品直播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在不同的发展时期

，直播团队应该如何做调整?Howshouldlivestreamingteamsmakeadjustmentsduring

different

developmentperiods?组建一个跨境直播团队需要设置哪些岗位?Whatpositionsneedtobesetupwhenbuildingacross-borderlivestreamingteam?每个岗位具体需要做哪些事呢?Whatspecifictasksdoeseachpositionrequire?知识详解KnowledgeExplanation2

跨境直播团队构建OrganizationStructureof

TheLiveStreaming

Team01基础版BasicVersion主

播

1

人

(

1Host)运

营

1

人

(

1Operator)02进阶版AdvancedVersion主

播

1

人

（1

Host）运

营

1

人

(

1

Operator

)助

理

1

人

(

1Assistant

)客

服

1

人

(

1

CustomerService

Representative)03高级版PremiumVersion主

播

2

人

（2

Host）运

营

2

人

(

2

Operator

)助

理

1

人

(

1Assistant

)客

服

1

人

(

1

CustomerService

Representative)选

品

1

人

(

1

ProductSelector)场

控

1

人

(

StageController)04旗舰版FlagshipVersion主

播

4

人

（2

Host）运

营

2

人

(

2

Operator

)助

理

2

人

(

1Assistant

)客

服

1

人

(

1

CustomerService

Representative)选

品

1

人

(

1

ProductSelector)场

控

1

人

(

1

StageController)基础版:2人团队Basic

Version

:A

Two-personTeam负责话术设计、商品展示、用户互动Responsiblefor

scriptdesign,productdisplay,anduserengagement.承担选品、

定价、

活动策划及数据分析Handlesproductselection,pricing,event

planning,nddata

analysis.运营Operator主播Host基础版:2人团队Basic

Version

:A

Two-personTeam定期发布优质的短视频

，吸引粉丝关注Regularlyreleasehigh-qualityshortvideostoattractfanattention.尝试定期直播Trylivestreamingregularly.基础版阶段的发展策略DevelopmentStrategyfortheBasicStage

进阶版:4人团队Advanced

Version:

A

Four-person

Team进阶版:4人团队Advanced

Version:

A

Four-person

Team

进阶版:4人团队Advanced

Version:

A

Four-person

Team延长直播时长Extendthelivebroadcastduration.尝试定期直播Setreasonableproductrecommendationdurationandquantity.进阶版阶段的发展策略DevelopmentStrategyforthe

AdvancedStage旗舰版:11人及以上团队FlagshipVersion:

AEleven-personormorepersonsTeam旗舰版:11人及以上团队FlagshipVersion:

AEleven-personormorepersonsTeam旗舰版:11人及以上团队FlagshipVersion:

AEleven-personormorepersonsTeam完善直播时长Extendthelivebroadcastduration.继续优化人员配置Continuetooptimizepersonnelallocation.旗舰版阶段的发展策略DevelopmentstrategyfortheFlagshipEditionphase素养提升ProfessionalismEnhancement3强化团队合作与分工协作StrengthenTeamCollaborationandDivisionof

Labor团队相互补位意识Proactive

Support团队成员大局观OverallView技能操练SkillExercise4课后任务请同学们按照4人直播团队的规模

，确定人员岗位分工

，讨论可行的运营方案

，视频拍摄讲解过程。Pleasehavethestudentsdeterminethe

personnelpositiondivisionaccordingtothescale

ofa4-personlivestreamingteam,discussfeasibleoperation

plans,andvideoshootexplanationprocess.实训任务PracticalTrainingTaskAfter-class

Task谢谢！ThankYou.「构建舞台」

——特色场景搭建攻略

（1）Building

the

Stage-

A

Guide

to

Creating

Special

Scenarios

（1）01.

案例引入CaseExploration02.

知识详解KnowledgeExplanation03.

素养提升ProfessionalismEnhancement04.

技能操练

Skill

Exercise目录

CONTENTS案例引入CaseExploration1泰国泼水节ThailandSongkran紫外线强度UVIndex搜索量飙升SearchJump↑58%知识详解KnowledgeExplanation2泼水节TheSongkranFestival泼水节地位Status

of

the

SongkranFestival销量数据Sales

Data传统直播局限Limitationsof

TraditionalLive

Streams消费者关心的痛点The

Advantagesof

thePainPointsConcernedbyConsumers123衣服湿了透不透？Doestheclothingbecomesee-throughwhenwet?防晒效果好不好？Howeffectiveisthesunprotection?玩水时动作舒不舒服？Isitcomfortabletomovearoundwhileplayinginwater?实测：

泼水场景转化率翻倍ActualTest:ConversionRateDoublesinWater-SplashingScenarios测试结果TestResult团队测试显示

，加入泼水互动的直播间点击转化率比普通直播间高2倍

，证明场景化演示的销售爆发力。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.拍摄方案ShootingPlan素材充足SufficientMaterials预算控制BudgetControl三机位拍摄Three-Camera

Shooting:灯光与道具Lightingand

Props灯光布置Lighting

Setup核心道具Core

Props泼水工具Water-SplashingTools验证神器Verification

Tools第一步：

背景墙改造Step1:Backdroptransformation第二步：水战区布局Step2:Waterbattlezonelayout第三步：

防晒实验区Step3:Sunprotectiontestarea第四步：

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

up!开场绝招Opening

Trick颜色挑战Color

Challenge21避坑经验Pitfall-AvoidanceExperience巧调灯光AdjustLight

AngleforBetterWaterDropTexture慎用观众AvoidNon-StaffHandlingWaterGuns备三套衣服Prepare

Three

SetsofClothing素养提升ProfessionalismEnhancement3建立信任BuildTrust职业素养ProfessionalQuality技能操练SkillExercise4实操：

搭建直播间Practice:Set

up

a

Live-Streaming请大家参照这个思路搭建一个适合防晒衣产品的直播间

，可以再增添一些自己的创新想法。please

followthis

planto

set

up

a

live

streaming

suitable

forsun

protection

clothing

products.

You

can

also

add

some

of

yourowninnovativeideas.课后任务After-class

Task谢谢！ThankYou.主讲教师：

王丹妮

Teacher:DanyWang「构建舞台」

——特色场景搭建攻略

（2）Building

the

Stage-

A

Guide

to

Creating

Special

Scenarios

（2）主讲教师

：宋文岩Teacher:

Susan

Song01.

案例引入CaseExploration02.

知识详解KnowledgeExplanation03.

素养提升ProfessionalismEnhancement04.

技能操练

Skill

Exercise目录

CONTENTS案例引入CaseExploration1为什么选择实验室场景？Whychoosethelaboratoryscenario?市场背景Market

Background泰国的紫外线指数高达12+

，当地消费者面临着严峻的防晒需求。The

ultraviolet

index

inThailand

isas

highas

12+

,

and

localconsumersarefacingaseriousneedforsun

protection.数据支持DataSupport实验室场景转化率提升2.1倍

，客单价增加35%。Theconversion

rateofthelaboratoryscene

hasincreased

by2.1times,andtheaverage

ordervaluehas

risen

by

35%.消费者痛点ConsumerPain

Points有73%的消费者担心防晒指数的真实性

，这使得他们在购买防晒衣时会更加谨慎。73%ofconsumersareconcernedabout

theauthenticityofthesunprotection

index,whichmakesthem

morecautiouswhenpurchasingsun-protectiveclothing.知识详解KnowledgeExplanation2

实验室场景的优势

The

Advantagesof

theLaboratorySetting○

可视化实验

Visualization

Experiment将看不见的防晒力转化为看得见的实验过程。Converting

theinvisiblesunscreenprotectionpowerintoa

visible

experimentalprocess.

强烈视觉冲击

Strong

Visual

Impact紫外线灯照射实验

，让消费者秒懂技术卖点。Theultravioletlampirradiationexperimentenablesconsumerstoinstantlyunderstandthetechnicalsellingpoints.品

数据佐证效果

Data

Validation

Effect停留时长冲到4分半

，退货率降低18%。Thedurationof

stayincreasedto4.5minutes,andthe

returnratedecreasedby18%.打造专业直播间BuildaProfessionalLive

Streaming

核心道具

Core

Item紫外线测试仪

，实时显示紫外线强度数值。Ultraviolettester,whichdisplays

theultravioletintensity

valueinrealtime.

对比实验台

Comparison

Experiment

Table配备感应卡与温度计

，直观呈现防护效果。EquippedwithanRFIDcardandathermometer,itprovidesanintuitivedisplayof

theprotectioneffect.灯光组合

Lighting

Combination5600K主灯+UV紫光灯

，清晰展示荧光防伪。5600Kmainlight+UVultraviolet

light,clearlydisplayingthefluorescentanti-

counterfeitingfeature.

权威认证

Authorized

Certification展示UPF50+检测报告

，增强专业与信任感。

PresenttheUPF50+testreporttoenhance

professionalismandtrust.四步搭建法-1.背景墙

“科技化”TheFour-StepSetupMethod-

"Technological"Transformationof

theBackground

背景墙装饰

Background

Wall

Decoration贴满蓝色电路板贴纸

，挂上发光紫外线光谱图

，营造强烈科技氛围。Coveredwithbluecircuitboardstickersandhungwithglowingultravioletspectrograms,creatingastrong

technologicalatmosphere.

避坑提醒

Cautionary

Note避免使用烧杯、化学瓶等元素

，防止引发消费者对产品安全性的疑虑。Avoidusingelementssuchasbeakersandchemicalbottlestopreventraisingconsumers'concernsabouttheproduct'ssafety.核心原则：

保持

“干净科技风”Core

principle:

Maintain

a

"clean

tech

style"四步搭建法-2.实验台布局TheFour-StepSetupMethod-LaboratoryDeskLayout

基础布局

Basic

Layout主播站中央

，

实验台高80cm

，

与胸口齐平

，确保操作舒适自然。

The

host

stands

in

the

center.The

experimental

table

is80cm

high

and

is

at

the

same

level

as

thechest,ensuringacomfortableandnaturaloperation.

左侧区域

Left

Area放置紫外线测试仪与感应卡

，用于核心数据的实时采集与展示。Placetheultraviolettesterandthesensorcardtoachievereal-timecollectionanddisplayofcoredata.g

右侧区域

Right

Area摆放温度对比仪

，直观呈现产品的隔热降温效果。

Placethetemperaturecomparatorto

visuallydemonstrate

theproduct'sheatinsulationandcoolingeffect.品

黄金三角演示区

Golden

TriangleDemonstration

Area结合后方UPF报告板

，构成高效、清晰的视觉传达核心。CombinedwiththerearUPFreportboard,itformsanefficientandclear

corefor

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

Magic

灯光切换

Light

Switch日常演示开主灯

，

实验环节关主灯、

开紫光灯

，

营造氛围并突出效果。

During

the

dailydemonstration,themainlightisturnedon.Duringtheexperiment,themain

light

is

turned

off

and

the

purple

light

is

turned

on

to

create

an

atmosphereandhighlighttheeffects.®

拍摄小窍门

Photography

Tips在镜头前贴一层黄色滤光片

，能让紫色光线更清晰

，有效避免画面过

曝。Applyingayellowfilterinfrontof

thecameralenscanmakethepurplelightappearclearerandeffectivelypreventtheimagefromoverexposing.

日常模式

Daily

Mode开启主灯

，保证环境明亮Turnonthemainlighttoensuretheenvironmentiswell-lit.

实验模式

Experimental

Mode关闭主灯

，开启紫光灯Turnoffthemainlightandturnontheultravioletlight.四步搭建法-4.安全与备用方案TheFour-StepSetupMethod-Safety

and

Backup

Plans安全第一

Safety

First所有电线缠上绝缘胶带

，紫光灯每次开启时间不超过30秒

，保护眼睛。Allthewiresshouldbewrappedwithinsulatingtape.Theeachtimetoprotecttheeyes.备用方案

Alternative

Schemeseveralmorecontactcardsincasetheyfail,andpreparetwopiecesof

thesametypeof

sunprotectionclothingforreplacement.充分的准备是实验成功的关键

，安全与备用方案缺一不可。

设备使用

Equipment

Utilization紫光灯单次开启不超过30秒Theultravioletlightshouldbeturnedonfornomorethan

30secondsata

time.电气安全

Electric

Safety电线必须使用绝缘胶带包裹Thewiresmustbewrappedwithinsulatingtape.多购买几张感应卡以防失效

，并准备两件同款防晒衣用于更换。

Buyultravioletlightshouldbeturnedonfornomorethan30seconds让实验室

“活起来”MaketheLaboratoryCome

Alive高潮互动

(每20分钟一次)Peak

Interaction

(occurs

every

20

minutes)

引导观众弹幕互动

，投票选择

“测厚度”或

“测透气”

，提升参与感。

Guidetheaudiencetointeractthroughthecomments,andletthemvoteto

chooseeither"MeasureThickness"or"Measure

AirPermeability",therebyenhancingthesenseofparticipation.

根据观众选择

，使用放大镜、

纸巾等道具进行即时演示

，增强产品说服力。Accordingtotheaudience'schoice,usepropssuchasmagnifyingglassesandtissuesforimmediatedemonstrationstoenhancethepersuasivenessof

theproduct.开场操作

(30秒留住观众)Opening

Operation

(attracting

the

audience

for

30seconds)

主播佩戴护目镜

，使用紫光灯进行实时防晒实验

，制造强烈视觉冲击。ThehostworegogglesandusedaUVlamptoconductareal-timesunprotectionexperiment,creatingastrongvisualimpact.突出对比效果

，强调产品“真防晒”

的核心卖点

，快速建立产品信任。

Highlightthecontrasteffectandemphasizethecoresellingpointof

theproduct-"truesunprotection",quicklyestablishingtrustintheproduct.通过即时实验与高频互动

，

将枯燥的产品参数转化为生动有趣的直播内容

，

有效提升用户粘性与购买转化率。Through

immediate

experiments

and

frequent

interactions,the

dull

product

parameters

aretransfo