Product competitiveness can be understood as: when buyers compare our products with peer products, whether our products have advantages. Product competitiveness is very important for cross-border e-commerce companies. There is a popular saying in the industry: “70% product, 30% operation” and “good products speak for themselves”, which fully illustrates the pursuit of product competitiveness by merchants.
Product competitiveness is related to many factors, such as function, performance, appearance, technology, etc. How to build product competitiveness is not the focus for cross-border e-commerce marketing practitioners. The focus is to identify product competitiveness and pass it on to customers. To a certain extent, the important task of cross-border e-commerce marketing is to pass product competitiveness to customers. In Alibaba International Station, product growth points are used to quantify product competitiveness. Product growth points are quantitative scores after comprehensive evaluation of multiple data indicators under three dimensions of product content expression, effect conversion and product service. The data indicators of directly ordered products and non-directly ordered products are also different. The multiple indicators of non-directly ordered products are assessed based on the data of the last 180 days, while those of directly ordered products are assessed based on the data of 90 days.