First, the judgment of product selection: three highs and two lows
In recent years, the vigorous development of the operating industry has largely benefited from the state's policy dividend for cross-border e-commerce. According to industry insiders, cross-border e-commerce is developing by spurt, which is naturally a gratifying situation for industry insiders, but the problem is also very serious. First of all, Amazon's traditional business model today cannot withstand such fierce price competition and must gain an advantage in products.
Therefore, for Amazon sellers, the first and most important step to be a product king is to choose products. The traditional distribution mode has long fallen behind. To ensure the performance and development of the store, accurate product selection is a very good breakthrough. But how to judge a good product? To sum up, it is three highs and two lows: high quality, high profit, high demand, low price and low after-sales.
High quality is the first criterion for selecting products. No matter how high the profit is, the product quality will not pass, which will lead to more serious follow-up work such as bad customer reviews and A-Z complaints, and it will not become a good product. High profit is the seller's most concern, which is related to the seller's interests, so high profit is also the key factor to consider in product selection; High demand is another important consideration in product selection. The greater the demand in Amazon market, it proves that this product is worth supplying to buyers. In other words, a product without big market demand cannot be a good product. Low price is easy to understand, but it is not simply low price, but refers to having a price advantage compared with similar competing products or having a good price advantage in terms of cost performance of products. The key lies in the cost performance of products; Low after-sales refers to the fewer after-sales problems, the better, which basically meets the requirements of high quality, but there can be no other serious after-sales problems such as infringement and forgery.
Second, the advantages of product selection: five highs
A good product can bring us five highs: high sales volume, high ranking, high ranking, high transformation and high quality.
I hope everyone will remember that it is not a good salesman who can achieve good product sales, but a good product that can achieve good sales. With the same operational capacity, good products develop rapidly according to high market demand and high profits, and the sales volume ranges from 0 to 10, and then from 10 to 100. In addition, good products have completed the screening requirements of low after-sales and high quality before, so the efficiency of follow-up product operation is likely to be decided from the time you choose products for the first time, which shows that good products are selected.
Third, the steps of product selection:
Finding superior resources-market research-product positioning-profit analysis-product production-quality control-product selection on shelves is not only about finding the right product, but also inseparable from the initial search for superior resources to the final product on shelves. The absence of any link in the process of product selection may bring serious consequences to the later product operation.
Then, in the step of selecting products, if you have specific categories, it is most important to do market research and analysis. Without this analysis, there is no profit in product positioning and analysis. Therefore, as the most important part of this step, Bian Xiao can teach you how to do a good job in market research.
First of all, you can use google trend search to investigate the demand of this category in the market, what are the popular keywords and what is the latitude. This is of great reference significance. Next, you can use merchantword keyword search tool and google adword to search which specific products in this category are in great demand and which products are in large quantity and low price, which is worthy of our positioning analysis. You can also find out the best-selling products and hot new product releases from this category for analysis, so that you can define your product positioning and make your product ranking goals and sales goals after analysis.
After studying the product, it is necessary to analyze the comprehensive quality of competitors in order to be complete. There are many analysis dimensions of competitors, which can be selected according to the characteristics of their own products and sellers. Generally, comprehensive evaluation can be made from seller's pricing, market share, list optimization, review performance and ranking performance. The more professional the performance of competitors, the more difficult it is for them to compete.
Fourth, good choice and good operation:
For market demand, products have their own cycle theory. We know that the development of new products will not contribute a lot of sales immediately after they are put on the shelves. There are many reasons, which may be that the operating conditions are not yet mature, or that the product is in the preliminary preparation stage. It is also possible that sales of new products will increase as soon as they are welcomed by buyers. With the constant change of the market, these products can't keep good sales performance forever, and there will be a natural loss process, but as long as you keep adding new products, I believe your store sales will increase sooner or later. This also requires sellers to constantly plan and adjust according to market demand when operating products, and always maintain the advantage of a product operation. In other words, good material selection is important, but good operation ability can not be ignored.