(单词翻译:单击)
This brand question is interesting, right?
这个品牌问题很有趣，对吧？
Because you have to know whether… I don’t know, it feels like you have to know how differentiated your product is and how strong your brand is before you sell on Amazon, because you have the risk of, if it’s not strong enough or it doesn’t stand apart enough, you can really dilute your brand.
因为你要知道…在亚马逊上销售之前，你必须知道你的产品有多差异化，你的品牌有多强大，因为你如果它不够强大或不够突出，你真的可能稀释你的品牌。
Absolutely.
一点儿没错。
There is this interesting conundrum here where if I’m a big enough brand and that I have enough customers that like me and will go to my website anyway, then I don’t need to be on Amazon because my customers will find me and buy my product.
这里有一个有趣的难题，如果我是一个足够大的品牌，而且我有足够多的客户喜欢我，而且无论如何都会访问我的网站，那么我就不需要在亚马逊上，因为我的客户会找到我并购买我的产品。
At the same time, I’m a strong enough brand that can actually survive on Amazon.
与此同时，我是一个足够强大的品牌，实际上可以在亚马逊上生存下来。
So I can do both things, right?
所以我可以同时做这两件事，对吗？
We have examples of very well known brands that have done well even being on Amazon.
我们有一些非常知名的品牌即使在亚马逊上也做得很好的例子。
For example, Apple.
例如，苹果。
We have other brands like Nike that have piloted selling on Amazon and just decided to quit the platform after a couple of years and instead develop and double down on their own direct-to-consumer channels and not use Amazon.
我们还有其他品牌，比如耐克，他们在亚马逊上进行了销售试点，几年后决定退出这个平台，转而开发和加倍开发自己的直接面向消费者的渠道，而不是使用亚马逊。
And so part of the question can be, how many customers would actually prefer my brand over other brands, or maybe an Amazon basic brand, like we talked about earlier with batteries?
因此，问题的一部分可能是，有多少客户实际上会更喜欢我的品牌而不是其他品牌，或者像我们之前谈到的电池那样，喜欢亚马逊自有品牌？
Maybe there are some consumers that really believe in Duracell or Energizer, and that’s what they’re going to buy regardless of the price, regardless of the offerings.
也许有一些消费者真的相信Duracell或Energizer，无论价格如何，无论产品是什么，他们都会购买。
But a lot of other consumers are just going to say, “Batteries are just batteries.
但很多其他消费者只会说，“电池就是个电池嘛。
It has the Amazon name, it’s probably good enough, and that’s what I’m going to use.”
它有亚马逊的名字，可能已经足够好了，这就是我要使用的。
So you need to figure out where you stand as a brand and whether you can actually stay strong on Amazon or be completely diluted.
因此，你需要弄清楚自己的品牌地位，以及你是否真的能在亚马逊上保持强大，或者完全被稀释。
Anytime you join a new platform, you have to be concerned or pay attention to reviews, right?
任何时候你加入一个新的平台，你都要关注评论，对吗？
How many stars you have.
你有多少颗星。
And if you haven’t sold on Amazon before and if your products don’t have listings or reviews yet, what do you need to think through?
如果你以前没有在亚马逊上卖过东西，如果你的产品还没有上市或评论，你需要考虑什么？
You need to figure out how do I get reviews, right?
你得弄清楚我怎么才能得到评论，对吧？
It’s interesting, Amazon is also very careful that people don’t juice their reviews and they have a lot of restrictions about how you gather reviews.
有趣的是，亚马逊也非常小心，不让人们在评论中添油加醋，他们对收集评论的方式有很多限制。
Yeah. So recently, they actually had major crackdown of fake reviews and also Facebook groups that pay people for reviews and things like that.
是的，最近，他们对虚假评论进行了严厉打击，而且Facebook群组也会付钱给评论的人。
You’re definitely not allowed to pay for your reviews and you cannot offer a free product for your reviews.
绝对不允许为你的评论付费，你也不能因为评论，获得免费产品。
Although I think all of us as customers have seen brands do that?
虽然我想我们所有的顾客都见过品牌这样做吗？
Really the question is then, how do I get reviews?
真正的问题是，我如何获得评论？
Because reviews are so powerful.
因为评论太强大了。
And there are a few solutions for that.
对于这一点，有一些解决方案。
One of them actually Amazon itself provide.
其中一个实际上是亚马逊自己提供的。
If you have very few reviews, Amazon has a program called Amazon Vine, where they send free product to their most trusted reviewers in order to review those new products and help you start on the platform.
如果你的评论很少，亚马逊有一个名为Amazon Vine的计划，他们会将免费产品发送给他们最信任的评论者，以便评论这些新产品，并帮助你开始使用该平台。
There are also third-party companies that contact your people or your customers after they bought the product and ask for a review.
还有一些第三方公司会在你的员工或客户购买产品后联系他们，要求他们进行评价。
The idea is to ensure that the person actually bought the product and not give them anything in exchange for the review.
这个想法是为了确保这个人真的购买了产品，而不是给他们任何东西来换取评论。
Another phenomena I have seen is brands playing a little bit with the price.
我看到的另一个现象是，品牌对价格有所影响。
So lowering the price so that people would pick their product based on low price.
所以降低价格，让人们在低价的基础上选择他们的产品。
