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 answer is … inappropriate selection!
Since the selection is so important, what is the product to be solved? The product is a solution to what to sell. The choice of goods to do well, the operation of the shop has a basis, and marketing drainage, to do more smoothly.
What is the choice of products to solve, and how to solve it? Decide what to sell to have the choice product line of thought, namely the choice goods cannot depend on the head to decide, must have the principle, has the basis, the cooperation with certain skill, can be able to achieve the target.
1. what is special about Amazon
Speaking of Amazon, we think of the most Amazon is suitable for brand products, do high – grade Maori products and other topics. In fact, Amazon is a very special 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.
Rai suggestion: select the product to consider the platform characteristics, should consider the compatibility between the product and the platform. The product and sales rules should also be based on the selection of product ideas and customer evaluation.
2. what is the principle of Amazon's selection
Rai believes that the choice of products to be logical, also need to have a certain selection principles. According to the agent of the rai agent, the dressing principle is summarized into 2 points:
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 the product, it is possible to invest more energy to research products, not to know the product and lose a single.
Principle 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. The product is to set out from the market capacity, to guide the selection decision.
Rai advice: after receiving the goods, Amazon buyers are more concerned about whether the packaging is good, followed by quality. Therefore, from the market demand, the packaging and quality of products is very important.
3. what the hell is 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's choice is based on the following three points:
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Select the product according to the platform characteristics. 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.
Upstream sourcing 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.
Whether or not there is any infringement. In addition to considering the volume, function, weight, style, kedanjia, inventory, logistics cost and price of the product, it is also important to consider whether the product is a platform ban product, and more importantly, whether the product involves infringement.
Rai advice: the top priority for cross-border electricity traders is to choose a mutually supportive supplier partner.
4.The necessary skills of cross – border electric traders
There are many techniques for selection, but not necessarily every one. We can try the wrong, and then find the appropriate selection skills. Here are three selection techniques for rai, hoping to give you some reference value.
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Selected item skill one: bad review data analysis. Bad review data analysis is to grab the platform on the sales of the bad review data, to identify the customer dissatisfaction, and then product improvement or select the customer pain points to solve the customer's product.
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. In other words, the bad review data analysis method is designed to dig out useful information from the bad review.
Choose products that meet the customer's pain points, the product will easily be exposed to considerable exposure, and sales can start quickly. However, it is not easy to get these data, and it takes a lot of time to collect and spend a lot of time on data analysis.
In doing data analysis, there is a great opportunity to use data analysis tools, such as terapeak, feature, and so on, can also entrust professional data analysis companies to grab Amazon data, data mining and value analysis.
Option 2: product portfolio analysis. Product portfolio analysis is a product combination thinking, that is, when establishing product line, planning 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?
We can refer to Amazon's sales list, refer to the popular products to set up the Moldbaby products. The gross margin of the product must be assessed when the product is selected. Single product gross profit = sales unit price – purchase unit price – SKU cost – platform cost – drainage cost – operating cost.
The core products tend to choose products with a small niche and high profit. Moldbaby products tend to select hot products or with hot and popular products. Normal products tend to have higher selective prices, that is, products that customers think are more valuable but at a moderate price.
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Product selection skills: Google trend analysis. Google trend analysis is the use of Google data analysis tools, the enterprise external industry information and internal business information analysis, and mining valuable information, as a reference for the selection.
In other words, through the Google trends tool analysis of the cyclical nature of the category, the keyword spy tool found the category search heat and category keywords, through the Google analytics tool to get the sales information of the products that have been added, 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. ).
Google trend analysis emphasizes the accumulation of experience from successful and unsuccessful products, and gradually becomes a good candidate. In a word, we should pay more attention to the industry media, communicate with overseas buyers, master the trend data, and use the data analysis tools flexibly.