{"id":108837,"date":"2020-02-11T07:47:00","date_gmt":"2020-02-11T07:47:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/expert-na-e-commerce-jens-armbrecht-v-rozhovoru-vyhody-programu-dodavatelu-amazonu\/"},"modified":"2020-02-11T07:47:00","modified_gmt":"2020-02-11T07:47:00","slug":"expert-na-e-commerce-jens-armbrecht-v-rozhovoru-vyhody-programu-dodavatelu-amazonu","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/cs\/blog\/expert-na-e-commerce-jens-armbrecht-v-rozhovoru-vyhody-programu-dodavatelu-amazonu\/","title":{"rendered":"Expert na e-commerce Jens Armbrecht v rozhovoru: V\u00fdhody programu dodavatel\u016f Amazonu"},"content":{"rendered":"

Prodejci Amazonu mohou sv\u00e9 zbo\u017e\u00ed prod\u00e1vat nejen jako prodejci, ale tak\u00e9 jako dodavatel\u00e9<\/a>. To znamen\u00e1, \u017ee neprod\u00e1vaj\u00ed p\u0159\u00edmo koncov\u00fdm z\u00e1kazn\u00edk\u016fm, ale st\u00e1vaj\u00ed se dodavateli Amazonu. Vznik\u00e1 klasick\u00fd B2B obchod s t\u00edmto online obrem.<\/p>

V mnoha f\u00f3rech se v\u0161ak nach\u00e1zej\u00ed rozho\u0159\u010den\u00ed dodavatel\u00e9, kte\u0159\u00ed hl\u00e1s\u00ed pot\u00ed\u017ee s programem. Nav\u00edc se zd\u00e1, \u017ee st\u00e1le v\u00edce obsahu, kter\u00fd byl p\u016fvodn\u011b vyhrazen dodavatel\u016fm, je zp\u0159\u00edstup\u0148ov\u00e1no pro prodejce. Kde tedy le\u017e\u00ed v\u00fdhody v programu dodavatel\u016f?<\/p>

Online obr se sp\u00ed\u0161e zdr\u017euje informac\u00ed kolem programu. V\u00edce se dozv\u011bd\u00ed pouze v Vendor-Central. K tomu je nutn\u00e1 registrace jako dodavatel.<\/p>

Proto jsme hovo\u0159ili s Jensem Armbrechtem, expertem na e-commerce a zakladatelem Shopvires<\/a>, o v\u00fdhod\u00e1ch programu dodavatel\u016f.<\/p>

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Jens Armbrecht<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t
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Expert na e-commerce a zakladatel Shopvires je ji\u017e 17 let aktivn\u00ed v online obchod\u011b a v\u00e1\u0161niv\u011b se zab\u00fdv\u00e1 zakl\u00e1d\u00e1n\u00edm a rozvojem firem. S firmou Shopvires rad\u00ed spole\u010dnostem v ot\u00e1zk\u00e1ch t\u00fdkaj\u00edc\u00edch se e-commerce. Velk\u00e1 \u010d\u00e1st podnik\u00e1n\u00ed spo\u010d\u00edv\u00e1 v poradenstv\u00ed ji\u017e registrovan\u00fdm a budouc\u00edm dodavatel\u016fm.<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

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SELLERLOGIC: Zd\u00e1 se, \u017ee se Seller Central a Vendor Central st\u00e1le v\u00edce sbli\u017euj\u00ed. Jak\u00e9 v\u00fdhody vid\u00edte v programu dodavatel\u016f oproti Seller Central?<\/strong><\/p>

Jens Armbrecht: \u201eNejprve je t\u0159eba m\u00edt na pam\u011bti, pro koho je program dodavatel\u016f vlastn\u011b ur\u010den. V\u011bt\u0161ina dodavatel\u016f jsou v\u00fdrobci produkt\u016f, kter\u00e9 prod\u00e1vaj\u00ed p\u0159\u00edmo Amazonu.
I kdy\u017e se prodejci a dodavatel\u00e9 st\u00e1le v\u00edce sbli\u017euj\u00ed co do \u201efunk\u010dn\u00edho rozsahu\u201c, jako je nap\u0159\u00edklad A+ obsah, z\u016fstane program dodavatel\u016f pro v\u00fdrobce st\u00e1le atraktivn\u00ed.
K tomu existuje velmi jednoduch\u00fd d\u016fvod: Mnoho v\u011bt\u0161\u00edch v\u00fdrobc\u016f nem\u016f\u017ee nebo nechce z r\u016fzn\u00fdch d\u016fvod\u016f prod\u00e1vat p\u0159\u00edmo koncov\u00fdm z\u00e1kazn\u00edk\u016fm a proto pot\u0159ebuj\u00ed n\u011bkoho jako Amazon.<\/p>

SELLERLOGIC: Komu byste doporu\u010dil p\u0159echod z prodejce na dodavatele? Doporu\u010dil byste naopak n\u011bkter\u00fdm dodavatel\u016fm p\u0159echod do programu prodejc\u016f?<\/strong><\/p>

Jens Armbrecht: \u201eTakto obecn\u011b to nelze zodpov\u011bd\u011bt. Ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f d\u00e1v\u00e1 v\u011bt\u0161\u00ed smysl sp\u00ed\u0161e hybridn\u00ed strategie, tedy b\u00fdt z\u00e1rove\u0148 dodavatelem i prodejcem.
Je v\u0161ak t\u0159eba velmi p\u0159esn\u011b v\u011bd\u011bt, co na jedn\u00e9 stran\u011b chcete a co na druh\u00e9 stran\u011b sami dok\u00e1\u017eete.\u201d<\/p>

SELLERLOGIC: V mnoha f\u00f3rech se objevuj\u00ed st\u00ed\u017enosti, \u017ee n\u00e1klady na program dodavatel\u016f jsou velmi nepr\u016fhledn\u00e9, nap\u0159\u00edklad reklamn\u00ed poplatky. Zn\u00e1te tento probl\u00e9m? Co byste doporu\u010dil posti\u017een\u00fdm?<\/strong><\/p>

Jens Armbrecht: \u201eAno, to skute\u010dn\u011b ob\u010das tak\u00e9 sly\u0161\u00edm. Ale rozhodn\u011b to nen\u00ed nepr\u016fhledn\u00e9. Sta\u010d\u00ed se pod\u00edvat do Vendor Central a uvid\u00edte, pro\u010d jste zaplatili jakou \u201epokutu\u201c.
Ur\u010dit\u011b existuj\u00ed i skute\u010dn\u00e9 v\u00fdzvy, jako nap\u0159\u00edklad program SIOC – ale z 90 % je to na dodavateli, proto\u017ee nem\u00e1 pod kontrolou sv\u00e9 procesy.<\/p>

SIOC je metoda, kterou Amazon pou\u017e\u00edv\u00e1 k balen\u00ed zbo\u017e\u00ed pro z\u00e1kazn\u00edka. P\u0159i tom se online obr sna\u017e\u00ed vyprodukovat co nejm\u00e9n\u011b obalov\u00e9ho odpadu.<\/span><\/p><\/blockquote>

Po\u017eadavky Amazonu jsou sice velmi vysok\u00e9, ale to v\u00ed ka\u017ed\u00fd dodavatel p\u0159edem – alespo\u0148 pokud se spr\u00e1vn\u011b informoval a nem\u011bl jen dolarov\u00e9 znamen\u00ed v o\u010d\u00edch.
Jednoduch\u00fd tip: Ka\u017ed\u00fd by se m\u011bl p\u0159edem nechat extern\u011b poradit, nap\u0159\u00edklad od n\u00e1s, aby na konci m\u011bl neutr\u00e1ln\u00ed posouzen\u00ed, zda v\u016fbec m\u016f\u017ee splnit po\u017eadavky a aby se z\u00e1m\u011br nestal bezednou studnou.\u201d<\/p>

SELLERLOGIC: P\u0159ed n\u011bkolika lety byl jedn\u00edm z argument\u016f pro Vendor Central p\u0159\u00edstup k roz\u0161\u00ed\u0159en\u00fdm reklamn\u00edm form\u00e1t\u016fm, jako je A+ obsah a Amazon Vine. Ty jsou v\u0161ak nyn\u00ed tak\u00e9 dostupn\u00e9 pro prodejce. M\u00e1 tedy je\u0161t\u011b smysl m\u00edt status dodavatele?<\/strong><\/p>

Jens Armbrecht: \u201eAno, proto\u017ee zejm\u00e9na v\u011bt\u0161\u00ed v\u00fdrobci nemaj\u00ed v\u016fbec mo\u017enost poslat zbo\u017e\u00ed s fakturou koncov\u00e9mu z\u00e1kazn\u00edkovi, bude zde program dodavatel\u016f st\u00e1le pot\u0159ebn\u00fd.
V\u0161ichni v\u00fdrobci \/ dodavatel\u00e9 by to v\u0161ak m\u011bli z\u00e1sadn\u011b p\u0159ehodnotit nebo se jinak uspo\u0159\u00e1dat, aby byli jednodu\u0161e agiln\u011bj\u0161\u00ed a nebyli tak siln\u011b z\u00e1visl\u00ed na jednom jedin\u00e9m z\u00e1kazn\u00edkovi (co\u017e jinak nen\u00ed nikdo jin\u00fd ne\u017e Amazon v programu dodavatel\u016f). I zde r\u00e1di pom\u016f\u017eeme a vyzdvihneme p\u0159\u00edslu\u0161n\u00e9 v\u00fdhody a nev\u00fdhody.\u201d<\/p>

\"Expert<\/figure><\/div>

SELLERLOGIC: Dal\u0161\u00ed v\u00fdhodou, kter\u00e1 je zmi\u0148ov\u00e1na v mnoha blogov\u00fdch p\u0159\u00edsp\u011bvc\u00edch, je, \u017ee dodavatel\u00e9 se ji\u017e nemus\u00ed starat o logistiku a z\u00e1kaznickou podporu. Tuto v\u00fdhodu maj\u00ed v\u0161ak tak\u00e9 prodejci FBA. V \u010dem se tedy syst\u00e9my v tomto ohledu li\u0161\u00ed?<\/strong><\/p>

Jens Armbrecht: \u201eNen\u00ed to tak jednoduch\u00e9 srovn\u00e1vat. Ano, obecn\u011b Amazon (do ur\u010dit\u00e9 m\u00edry) p\u0159eb\u00edr\u00e1 z\u00e1kaznickou podporu, kdy\u017e vyu\u017e\u00edv\u00e1te FBA.
Nicm\u00e9n\u011b je t\u0159eba vystavit fakturu za ka\u017edou objedn\u00e1vku. Ur\u010dit\u011b to nyn\u00ed jde tak\u00e9 p\u0159es Amazon, ale zejm\u00e9na v\u011bt\u0161\u00ed v\u00fdrobci s t\u00edm maj\u00ed probl\u00e9m.
Pokud je smlouva s dodavatelem rozumn\u011b vyjedn\u00e1na, nav\u00edc neexistuj\u00ed \u017e\u00e1dn\u00e9 vr\u00e1cen\u00ed, co\u017e je dal\u0161\u00ed bod, o kter\u00fd se jako v\u00fdrobce nemus\u00edm starat.
Obchod dodavatele m\u016f\u017ee b\u00fdt zcela klasick\u00fd B2B obchod, i kdy\u017e ur\u010dit\u011b existuj\u00ed n\u011bjak\u00e9 n\u00e1strahy.\u201d<\/p>

\u00a0SELLERLOGIC: Existuj\u00ed ozn\u00e1men\u00ed o dal\u0161\u00edch v\u00fdhod\u00e1ch pro dodavatele, kter\u00e9 z\u016fstanou vyhrazeny pouze pro n\u011b a nebudou zp\u0159\u00edstupn\u011bny pro prodejce? \u00a0\u00a0<\/strong><\/p>

Jens Armbrecht: \u201eN\u011bco jsem skute\u010dn\u011b u\u017e sly\u0161el, ale o tom zat\u00edm nemohu nic \u0159\u00edct.\u201d<\/p>

SELLERLOGIC: D\u011bkuji!<\/strong><\/p>

Odkazy na obr\u00e1zky v po\u0159ad\u00ed obr\u00e1zk\u016f: \u00a9 alexmishchenko – stock.adobe.com \/ \u00a9 thodonal – stock.adobe.com<\/p>

<\/p>","protected":false},"excerpt":{"rendered":"

Prodejci Amazonu mohou sv\u00e9 zbo\u017e\u00ed prod\u00e1vat nejen jako prodejci, ale tak\u00e9 jako dodavatel\u00e9. To znamen\u00e1, \u017ee neprod\u00e1vaj\u00ed p\u0159\u00edmo koncov\u00fdm z\u00e1kazn\u00edk\u016fm, ale st\u00e1vaj\u00ed se dodavateli Amazonu. Vznik\u00e1 klasick\u00fd B2B obchod s t\u00edmto online obrem. V mnoha f\u00f3rech se v\u0161ak nach\u00e1zej\u00ed rozho\u0159\u010den\u00ed dodavatel\u00e9, kte\u0159\u00ed hl\u00e1s\u00ed pot\u00ed\u017ee s programem. Nav\u00edc se zd\u00e1, \u017ee st\u00e1le v\u00edce obsahu, kter\u00fd byl<\/p>\n","protected":false},"author":3,"featured_media":949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[927],"tags":[],"class_list":["post-108837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-triky"],"yoast_head":"\nJens Armbrecht v rozhovoru: V\u00fdhody programu dodavatel\u016f<\/title>\n<meta name=\"description\" content=\"Stoj\u00ed program dodavatel\u016f Amazonu za to? 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