In daily operations, the spiral method of creating hot-selling products is the core operating method adopted by the author’s team. It is precisely because of the proper use of this method that the store’s operating performance has maintained steady growth, even in the past one or two years, when many sellers feel that competition is fierce and profits are declining.
Adopting the typical “fine selection and refined operation” model, there are not many styles of goods in each store, with only seven or eight styles at the least and only a dozen styles at the most. These products are by no means fixed after being released once, but are gradually put on the shelves, screened, retained or eliminated. The hot-selling products that have been accumulated slowly allow the store to maintain a steady growth in both single product sales and total sales.
From product selection to creation, the author’s requirement for the operation team is “select a product every month, and release and create a product in three months.”
There are two reasons why we need to “select a product every month”: First, product selection is a dynamic process. The market is always changing. There are always new market opportunities. There are always some products that will be eliminated by the market over time. If you want to promote sales growth, you must carry out product selection throughout the operation; second, product selection is like a wild boar grinding its fangs. If you don’t exercise or grind your teeth when you are not in danger, when you really encounter a wolf, the wild boar will only be eaten. For Amazon store operators, if they rely on the current performance of existing products for a long time, once the market changes, it will be difficult to select products suitable for the market without long-term practice.
So why do we need to “release and create a product in three months”? The product selection work of the operators is only a preliminary screening. For the products they select, the team will also hold meetings to discuss and analyze the overall situation. If everyone agrees that the product has low profit, risk, and difficulty in creation, it will be eliminated, and the elimination ratio will reach almost two-thirds. In this way, three products are selected in three months, and only one product can actually enter the stage of listing and operation. After a product is launched, the team will plan a three-month development cycle, focusing on the “42-day spiral hot-selling model”, from activating sales to generating the first order to receiving the first product review, and gradually pushing the product to the top 20 of the BSR ranking, so that the product can “stable orders every day, stable profits for each order”.
Although many people think that the pace of creating a product in three months is too slow, at this pace, a store can basically achieve the addition of 4 hot-selling products in a year, and sales and profits will steadily increase in operation.