When the new sales season comes, many e-commerce companies are still struggling with how to spend money to bring traffic to their online stores. Some mature e-commerce companies have carefully selected the products to be launched, prepared sufficient budgets, and made every effort to create their own hot products. For mainstream e-commerce platforms such as Taobao, JD.com, Pinduoduo, and Vipshop, the methods of creating hot products are actually similar. The key lies in product selection.
How to select products for mainstream e-commerce platforms? This has always been a concern for e-commerce companies. Under the influence of the herd effect, many e-commerce companies are under the guise of hot products, resulting in much less effective promotion than before. Next, the author will introduce some product selection knowledge to help e-commerce companies create hot products and increase conversion rates and customer unit prices.
Regarding product selection, e-commerce companies should master the following points.
(1) The style should be popular
The style of the product should have popular elements, so that it can expand the audience as much as possible. With a broad mass base, the marketing work of e-commerce companies can be smoother. The style of the product should be suitable for most consumer groups. For example, a certain style of high-waisted suspender skirt has basically no waist restrictions, so that a new group of consumers can be radiated to the periphery on the basis of the original buyers, making the already broad buyer base even larger.
(2) Guaranteed quality
Quality has always been the key to competition for e-commerce companies. Some products are very cheap, but they break down soon after consumers buy them, or even have problems before they are used. Such products will definitely hurt consumers and cause e-commerce companies to lose repeat customers. Because poor quality products make consumers’ shopping experience worse, they will definitely lose confidence in the products and may also have a negative impact on e-commerce companies. If the quality of e-commerce companies’ products is excellent, consumers will not only buy the products, but will also voluntarily spread word of mouth for the products.
(3) Good visual effects of pictures
For e-commerce companies, pictures are the first “salesman”. The product pictures should give consumers the feeling that “the style and design of this product are unique and the most suitable for me, so I must buy it.” In addition, when necessary, e-commerce companies can also use pictures to give limited-time hints to guide consumers to place orders as soon as possible.
(4) Reasonable price
Nowadays, more than 50% of buyers buy products because they are cheap, which requires e-commerce companies to choose products with reasonable prices. If the price of a product is lower than the buyer’s expectations, it can better attract buyers and quickly promote conversions. If it is a hot-selling product, it does not even need too high a profit. This is because the role of such products is to promote sales, increase conversion rates and the average number of orders per day. If possible, the lower the price of the product, the better, and try to include free shipping.
Tips
The above points for selecting products are not only applicable to mainstream e-commerce platforms, but also to some niche e-commerce platforms, such as Xiaohongshu. Mastering these points will help e-commerce companies create high-quality hot-selling products.