The so-called on-site product selection refers to the selection of products that we conduct on the Lazada platform based on the front-end and back-end data and product interface, following the product selection ideas and principles mentioned above.
On-site product selection can be carried out from the following aspects.
1. Product selection based on hot-selling product analysis
Product selection based on hot-selling product analysis should be carried out on the front-end page of Lazada. You can use several dimensions of the front-end page as a reference to select the products you want to sell, namely keyword search, category search, and popular activities.
(1) In the keyword search, we can enter the relevant keywords of the products in the category we operate (it is best to enter long-tail words that can accurately describe the product, such as women running pants). After clicking the search button, the search interface will display all the products under this keyword on the Lazada platform.
In this search interface, you can sort the products according to the three dimensions of “popularity”, “price descending” and “price ascending”. Merchants can first use the “Popularity” ranking to understand the most popular items of this type of goods, and then select 5-10 styles that they can sell. Next, they should focus on comparing these 5-10 products in terms of “better than others”, “newer than others”, “faster than others” and “cheaper than others”: they can compare their products to see if they are better than theirs in terms of quality (or material), whether they can be integrated with the most popular elements to make micro-innovations in terms of innovation, and whether their products are cheaper than theirs in terms of price. If they find that they have an advantage in any of these dimensions, they can develop such products as soon as possible and put them on the shelves as soon as possible.
When comparing the prices of individual products, merchants can sort them in “price low to high” order and find the 5-10 products selected previously for comparison.
(2) In category search, we can start from the first-level category and search all the way to the sub-category that is most relevant to the product we sell.
At the same time, by filtering related attributes, such as material, color, etc., you can check which items in the subcategory are hot-selling and analyze whether we can sell such items.
(3) Regarding popular events, you can pay attention to the products displayed in the “Flash Sale” on the front page of Lazada. Because the products in this event can only be displayed after the seller’s self-registration and the platform’s clerk’s review, they are basically the products with the highest demand in the market. Merchants can find the most relevant products in the category they operate, and study whether they can develop and upload similar products.
Just click the “SHOPALL PRODUCTS” button on the right side of Flash Sale to see all the products currently on display.
2. Competitive product analysis and product selection
When selecting products on the site, merchants can conduct in-depth product selection based on competitive product analysis. That is, after selecting a specific target product that can be uploaded, a comprehensive analysis of the same products that competitors have already put on the shelves for sale is conducted, and the areas that need to be optimized for this product are refined from the dimensions of product price, product selling points, product defects, etc., so as to lay a good foundation for the future hot sales of this product on the platform.
Merchants can focus on finding breakthroughs from the product defects of competing products, discover their defects and avoid this defect in their own products, and make it an advantage of their own products. These defects can be found in the “Product Reviews” of competing products. Merchants can find the product reviews at the bottom of the details page of competing products, and then click the evaluation level in “Filter” (such as 1 star) to see the buyer’s description of the defects of this product.
Take a certain product as an example. The buyer’s evaluation of it is “not easy to stretch and uncomfortable to wear”, so the merchant can make improvements and upgrades on the elasticity and comfort of the same product, and then upload the product to the store and highlight this advantage in the product description page, thereby gaining an advantage in the competition with competing products.
3. Product selection from Lazada’s official WeChat account
In Lazada’s official WeChat account “Lazada Southeast Asia E-commerce”, “biweekly reports” for each market and “intelligence bureaus” for each category are regularly released to recommend potential products for each country’s site and each category, and provide suggested prices. Merchants can pay attention to these contents to see if they can provide similar products within a specific price range.
For example, the WeChat account recommends products and prices for pajamas, home clothes and underwear. If merchants have similar products and the prices are within the recommended price range, they can upload this product to their own store as soon as possible.
4. Product selection from Lazada University’s market opportunities
Merchants can also pay attention to the “National and Industry Category Market Opportunities” column in Lazada University. In this column, there will be opportunity categories and products in different categories in various national markets.
For example, after clicking into the Singapore site, you can see which products are hot-selling in the Home & Living category, and merchants can focus on this type of product.