For most Amazon sellers, the product has always been a challenge.
The flow of shops is low, the conversion rate is lower, the sales of commodities have been not ideal?
Even if the optimization of the commodity title, page, pictures, keywords, and so on, do not improve?
Commodity can not sell out, all kinds of festival promotion, do not reduce the price regularly, still no one to buy? Why do some commodities have such a result?
The above is the wrong choice!
Since the selection is so important, what is the product to be solved? Rai believes that the product is a solution to what the problem. The choice of goods to do well, the operation of the shop has a basis, and marketing drainage, to do more smoothly. The selection is not selected, the final result is either double the work, or in vain.
What is the choice of products to solve, and how to solve it? Teng templus believes that the decision to sell what to choose, and the product line of thinking, that is, the selection can not be decided by the head, the principle, there is a basis. The selection should also master some skills to achieve a targeted.
What is special about Amazon's choice
Speaking of Amazon, we think of the most Amazon is suitable for brand products, do high – grade Maori products and other topics. However, Amazon leaves most of the Chinese – style sellers with only " follow – up" and " self – listing ". And sell listing for standardization and Fei products. Self – built listing is suitable for high recognition brand or pseudo – brand products.
Amazon is a very special export cross-border e-commerce platform. Why is it special? Because Amazon's business philosophy is very special: re – recommendation, light advertising; Heavy display, light customer; Heavy products, light shop; Heavy customer, light seller. Thus, the Amazon platform is characterized by the product as king. Therefore, whether it is with the sale of listing, or self – built listing, choose products as the center.
Teng templus's proposal: Amazon's selection, consider Amazon's platform characteristics. Amazon is the platform for the heavy products and light stores, the selection should consider whether the product and platform has a certain degree of agreement. In addition, the shelves products and sales rules are based on the selection and customer evaluation of products to expand.
What the hell is the principle of Amazon's choice
Rai believes that the choice of products to be logical, also need to have a certain selection principles. According to the observation of prance templus, the principle of selection is summed up to 2 points:
1. principles of interest dictates
You are interested in products, you will be able to invest more time to understand the function, characteristics, use and quality of products, it is possible to invest more energy to study the advantages, value and users of products. Fully understand the product, can effectively answer the customer's questions, will not be lost because of the product.
2. principles of market demand
As we all know, there are large market demand products, can bring considerable sales; The market demand is insufficient product, cannot bring satisfactory order number. Select the product to consider the market demand, is to consider the target customer group consumption point, from the market capacity of the product, to guide the selection decision.
What is the basis of Amazon's choice
In fact, this part of the content and the above part of the content is closely related. After the selection principle, here will expand the statement " what basis for the selected products. ". Rai believes that Amazon products have the following three points:
( 1 ). select the product according to the platform characteristics
This is mentioned in " what is special about the Amazon election" above. In general, there is enough understanding of the platform you do. Different platforms have different characteristics, we want to know how the business philosophy of the platform, know what their own platform is hot, which products are strongly supported by the platform, know what products are easy to get recommendations and so on.
( 2 ) upstream supply is preferred
Do export cross-border e – commerce, choose goods is the best is a source of goods, not the products of agents at all levels. If you don't buy in the manufacturer, you will find it difficult to maintain enough advantage or even a reasonable profit at the price. Leica nuns namely, 10 years of fashion jewelry supply chain service experience, provide a genuine source of goods, wholesale costs and foreign retail price difference, and have sufficient inventory, do not need to store goods.
( 3 ) whether there is any infringement
In addition to considering the volume, weight and price of the product, you need to consider the logistics and brand licensing of the product. Rai's jewelry, not only small size, light weight, style more and update fast, the function is not complex, and high – speed, easy to transport, logistics cost is not high. More importantly, Teng templus has five independent research and development of jewelry brands, can avoid products from the shelves for infringement, and even led to the closure of shops.
The necessary skills of cross – border electric traders
There are many selection techniques, but not necessarily each one is suitable, and not necessarily every one is very easy to use. Teng templus believes that we can first try, go to trial and error, and then find suitable for their own selection skills. Below is Teng Shang to compile three kinds of selection skills, I hope to give you some reference value.
1. data analysis method for bad reviews
Bad review data analysis is to grab the platform on the sales of the bad review data, to find out the customer dissatisfaction, and then product improvement or choice can solve the customer pain point of the supplier's products. The negative feedback data analysis method focuses on grasping the bad review data, but also pay attention to the analysis of the good data of the commodity, analysis of the customer's real demand point and expectations. Bad review data analysis not only from the product good reviews, but also from the negative feedback mining useful information. Choose products that meet the customer's pain points, the product will easily be exposed to considerable exposure, and sales can start quickly. Getting these data is not easy, takes a lot of time to collect, and spends a lot of time on data analysis.
2. product combination analysis method
The product combination analysis method refers to the product combination thinking, that is, when establishing product line, plan 20 % of the core products to obtain high profits; 10 % of Moldbaby products to obtain traffic; 70 % of normal products to cooperate with each other. Select the product for different target customers, not all products are selected in the same price segment and the same quality, a certain price and quality ladder can generate more orders.
Here's a special mention of Moldbaby products. How to choose the Moldbaby product? Rai believes that we can refer to Amazon's sales list, referring to the popular products to set up the Moldbaby products. In addition, whether it is core products, Moldbaby products, or normal products, we must evaluate the gross margin of the product when we choose products. How do I calculate the gross profit of a product? In short, single product gross profit = sales unit price – purchase unit price – SKU cost – platform cost – drainage cost – operating cost.
3. Google trend analysis
Google trend analysis is to use Google's data analysis tool to analyze the industry information and internal management information, and to mine the valuable information, as a product reference, through the Google trends tool to analyze the cyclical characteristics of the product category, through the keyword spy tool found product category search fever and category keywords, through the Google analytics tool to obtain the sales information of the products already in store, and analyze which products sell well, the overall dongxiaolv how to wait.
The trend analysis of Google wants to look at the overall data and change trend of the industry, the sales of brands in the industry, sales and distribution of the category, the sales data and price of the SKU, and the sales data of at least three core shops and main competitors in the industry ( flow rate, conversion rate, bounce rate, kedanjia, etc. ). In addition, Google trend analysis emphasizes the accumulation of experience from the successful and failed products, step by step to become a successful candidate.