Nowadays, many cross-border e-commerce companies are engaged in price competition, which has involved a large number of platforms and product categories. There are only two ways for sellers to survive the fierce competition. One is to specialize in particularly small products; Products that other operators cannot sell, such as large-ticket products that have not yet been involved in this field. However, sellers of such products can only ensure the high cost of logistics by increasing their profit margins. Amazon is a high-end cross-border e-commerce platform. What is unique about its product selection?
Most people’s view is that high-profit brand products should be operated on the Amazon platform. However, most domestic operators are engaged in the sales of products in follow-up categories and self-built categories.
?Follow-up Listing
Most of the products in the follow-up category have distinctive standardized features and are selected according to domestic purchasing methods, such as household products, electronic products, and sports products. wait.
The Amazon platform has set strict standards for this, and the delivery method is mainly FBA. Therefore, when making product selection decisions, it is necessary to consider whether the parent product of the category to be sold has brand attributes. If this is not confirmed, infringement issues may occur. After confirmation, it is necessary to conduct in-depth research on the procurement costs of the category and understand the specific logistics conditions.
Operators should control the price of their products within a reasonable range, and on this basis, analyze various factors that affect product sales. These factors include title setting, keyword filling, picture presentation, Page layout, etc. If the differences in these factors are not significant, then the aspect that best reflects competitive advantage is the operating costs of different sellers. The most competitive store will occupy the Buy Box position in specific categories on the Amazon platform.
?Self-built Listing
Most of the products in the self-built Listing already have a certain degree of brand awareness, so the brand itself can attract consumers. However, sellers have to do the title setting, page layout, image processing, etc. themselves. When selecting products, we should not only consider account performance and logistics conditions, but also pay attention to its market sales capacity.
Products that fall into this category usually do not have unified standards and are highly subjective. Although the market is relatively niche, compared with other products, competition among similar operators is not very fierce. This type of product is aimed at specific consumer groups and meets the requirements of non-Chinese purchasing thinking. To a certain extent, it is easier to survive in the market.
? Product selection strategies for small and medium-sized sellers
For merchants who are preparing to open a store on the Amazon platform or small merchants who are in the operational stage, one problem they all face is product selection. , the author’s suggestions are as follows:
(1) Clarify your main product line. Operators need to know the status of the resources they have at their disposal, establish their main product lines, specialize in a certain field, and avoid half-hearted efforts.
(2) Integrate all resources and concentrate on creating hot products. If an operator can place its products in the top 1,000 of the platform rankings in its category, it means that the store is developing well. If the product can be ranked in the top 100, it is enough to prove that the store is operating quite well. smoothly.
(3) All operators should be clear that they can add new SKUs on the original basis, but they need to pay attention to eliminating redundancies. In the process of product adjustment, unsalable products must be eliminated as soon as possible. Don’t hinder the overall development just for the sake of small interests, but take a longer-term view.
(4) In terms of product brands, if you want to open a store on Amazon, you should not ignore the issue of trademarks. Operators register trademarks to avoid related problems in the future.
(5) Study the profit income and the proportion of various products in it. Find the products that account for 80% or more of the total gross profit and develop them into the store’s hot products.
In summary, in the field of cross-border e-commerce, product selection has always been the focus of merchants. Before selecting products, one must understand the operating rules of the platform. After you are familiar with the rules, you can refer to the marketing methods of other platforms to operate your own products, and conduct in-depth research and comparison during the development process.