Because there are so many ways to select products, even if we summarize them into a simple product selection strategy matrix, we still need to give basic principles so that sellers can be at ease in product selection practice.
Products are the carriers that meet needs and are subject to brand positioning. They cannot contradict the brand tone. For example, the positioning of store A is to meet the needs of high-end business people to practice golf in the office, so they choose products such as grass mats, clubs, simulators, and of course balls. The main products of store A are “simulators” and the lead-in products are “golf balls”.
The product manager believes that the main product “simulator” has too high a customer unit price, so balls (and low-end balls) are needed as lead-in products. This idea sounds reasonable, but the choice of golf balls does not conform to the market/brand positioning. Will people attracted by low-end balls choose expensive simulators? Therefore, the choice of balls is wrong. Other related issues include:
(1) The main picture of the ball is wrong. Here, pictures of multiple balls in bulk are used as the main pictures. You can imagine: when these main pictures are presented in the search results, what is the chance of winning when there are high-end packaging pictures or single close-up pictures that attract attention?
(2) The minimum order quantity of the balls is set unreasonably. The MOQ is set to 1,000. Is it really aimed at buyers looking for high-end products?
(3) There is also a ball that supports custom logos. It is not even a branded product, let alone a high-end brand.
(4) The title description of the ball is incorrect. “2021Most Popular” conflicts with “high-end”.
Therefore, the first principle of product selection is to conform to the market/brand positioning. If this principle is violated, all subsequent efforts may be wrong.