1. Blind pursuit of exclusivity and differentiation
Many novice sellers do not have much money on hand, but want to make exclusive and differentiated products, which is basically impossible. In addition, some time costs such as factory mold opening have led to stagnation in product selection. When the seller does not have sufficient funds on hand, you can start with some products with relatively small market capacity, less competition, and no quality and safety risks. When you have sufficient funds on hand, consider making differentiated products. The most important thing for product selection is timing. Sellers often miss the opportunity when they wait until the product is differentiated before selecting products. Therefore, sellers must learn to seize the opportunity when selecting products.
2. Team problems
There are many situations in which product selection fails due to team problems. Only some problems are analyzed here.
①There are problems in the communication between product selection personnel and operation personnel, resulting in insufficient understanding of the product by the operation personnel. When operating products, many operators judge which product is relatively better based on their feelings, which leads to them spending a lot of energy to operate an ordinary product, but not enough time to invest in the key products. In this case, there is no problem with the product selection itself, but because of improper communication with the operators, they deviate from the operation center, which ultimately leads to a good product failing to be recognized by consumers.
② Enterprise managers do not understand Amazon’s product selection and operation ideas, but impose their own ideas on product selection and operation personnel, interfering with the product selection and operation process. Enterprise managers do not listen to the suggestions and ideas of product selection and operation personnel-they act on their own. Product selection and operation personnel can only select products and operate products according to the ideas of enterprise managers, and follow the opinions of enterprise managers to determine product pricing, formulate promotion plans, etc., which ultimately directly leads to the failure of both product selection and operation.
③ The company’s system and work process are imperfect, and the division of responsibilities is not clear, which leads to product selection personnel relying too much on feelings to make judgments during the product selection process, which ultimately leads to product selection failure. In this case, sellers must formulate a product selection process and work plan to make the product selection work more rigorous, so as to increase the success rate of product selection.