The choice of products fundamentally determines the future profit space of a seller, as well as the purchasing, promotion and operation strategies. Sellers often say that: seventy percents are depended on product selection, and only thirty percents are decided by marketing, which is nothing forever.
If you are not selling mobile power supplies, cell phone chargers, Bluetooth headset, car chargers and other hot-selling electronic products, but you are selling iPad external keyboard, may it gain the current scale?
For sellers of choice, trade, factory, brand, and selling, their perceptions and strategies are different, and the strategies of startups and mature enterprises are also different, without a unique standard. I will mainly talk about the holes that you are easy to step on today.
Think about Anker, which has such a strong brand operation and marketing ability and focuses on mobile-related electronics, why didn't it make the phone case and toughened film? Can't it see the huge profit margin for these two types of products?
Mobile phone shell and the data line, mobile power, facing a similar target user group, and with associated purchase attributes, why Anker can't the mobile phone shell? The product logical mind is behind it is that its life cycle is different.
Mobile phone shell is the most popular of all Amazon products, the seller's comprehensive ability (design, production, and promotion) product, is also the highest entry threshold.
The iPhone 8, for example, on September 13, 2017, the same day as the launch of Apple's new product, Amazon America had sellers on sale and started to have sporadic reviews.
It means that before September 13, the product has been produced and shipped to Amazon's FBA warehouse in the United States; prior to that, the product was designed and coordinated throughout the supply chain. ( Raw material purchasing, factory scheduling, sample production and mass production)
Furthermore, once the mobile phone shell is on the market, it faces the competition from its strongest rivals. There are some competitors because of the previous brand accumulation and the accumulation of old customers. Facing a brand new group of customers, we are all in the same starting line, how to compete?
Several customers in under our SellerSpirit system monitoring, the keyword iPhone 8 was in the fifth page, but it disappeared in a few days, and soon fell into the twentieth page.
The life cycle of a product is only 1.5 years. It means you must have to recover the cost in nine months, which means you have to start making money within the first six months. Create a popular style, generally the fastest 3 months. How hard it would be for you to get rich on a cell phone shell with such a set of numbers.
You can use SellerSpirit software to search the keyword of Anker, finding out its search volume. On Amazon, there are probably not many products, but by searching for brand terms, you can get more than 150000 monthly searches.
Products like swimsuits and tents have a peak season of only two to four months a year, which means, if you buy a lot of goods before the peak season, put them in Amazon's FBA warehouse, waiting for the peak season, if it's not out of stock. Just wait to pay Amazon a year of warehouse rent. Like clothing products, being out of season, which means you don't have a chance to sell it next year. .This style is outdated.
Swimwear, tents, and clothing are much better than clothing because the product lifecycle is longer (styles are not easily out of date, the shelf life of goods is also longer,) but the profit is much worse than clothing. Many sellers choose this category, which depends on product innovation, factory, and supply chain.
When I talk about the seasonality of a product, I'm not saying that it's not about not touching this. It's about being aware of the strategy for running it. We need to know the advantages of operating such products. For short life cycle products, you can compete with your competitors at the same starting line. In the off-season, we need to do something, because the opposition is not fierce at this time. We can exploit the CPC power because the keyword of natural rank fluctuates very much, core traffic resource won't be monopolized. The essence of monopoly is to enter the threshold.
Holiday products tend to be very focused on keywords, and user buying decisions are often based on appearance and impulse buying, which means there are valuable pits in the Amazon site, only the first three pages, or about fifty.
As to the seasonality of a product, the seller knows it when selecting a product, but it may not be considered a decisive factor in the selection.
You can use Amazon tool SellerSpirit to see a keyword in the last 12 months of the Google monthly search trend, in addition, you can also see a keyword in recent months Amazon real search volume and sales trends.
For old users, traffic entry is often a collector. (Amazon's order history, or search for the brand)
When I did the data analysis, I found that a large proportion of orders came from the user center-my orders, for durable goods, such as table lamps, or products will be purchased only at a certain stage of life, such as chandeliers in decoration. Customers are often new customers, it means that each time you get an order, you have to pay a marketing promotion fee. But for a product has been repeated purchases, if the product is of good quality and the user can easily find you again next time. You do not have to pay a promotional fee for the subsequent purchase.
The reason is generally understood by sellers, but many sellers do not realize that he may not have benefited from the dividends of old users.
At the time of analysis data, a large part of the order comes from the user Center-my order, which does not exceed 10 percent of site traffic, which is accounted for about 40% of the order volume, conversion rate of 70%.
As a seller, if you are sensitive to the frequency of purchase, you must strengthen the quality of the product input, who may become your customers. Because of the property of public dissemination.
The center of gravity of product operation is tilted to the back end: product design and production.
If product sales are good in the first year, at the next several years, old customers may be able to enjoy the dividends. The long lifespan of Listing and the accumulation of Reviews make it even more difficult for the opponent to surmount.