The so-called on-site product selection refers to the product selection we make within the Lazada platform based on its front-end and back-end data and product interfaces based on the product selection ideas and principles mentioned above.
Selection of products on the site can be carried out from the following aspects.
1. Analysis and selection of hot-selling products
The analysis and selection of hot-selling products must be carried out from Lazada’s front page. You can select several dimensions of the front page as a reference. The products you want to put on the shelves are keyword search, category search, and popular activities.
(1) In the keyword search, we can enter relevant keywords of the category of products we operate (it is best to enter long-tail words that can accurately describe the product, such as women running pants), click After pressing the search button, the search interface will display all the products currently on the Lazada platform under this keyword.
In this search interface, you can sort products according to the three dimensions of “popularity”, “price descending order” and “price ascending order”. Merchants can first sort by “popularity” to learn about the most popular items of this type of product, and select 5-10 styles among them that they can sell. Next, we should focus on comparing these 5-10 products in terms of “people are good,” “people are good, we are new,” “people are new, we are fast,” and “people are fast, we are cheap.” Comparisons can be made from the dimension of quality (or material) Whether your own product is better than theirs, you can see from the innovation dimension whether this product can incorporate the most popular elements to make micro-innovations, and you can compare your own products from the price dimension to see whether your product is cheaper than theirs. If you find that you have advantages in any of these dimensions, you can develop such products as soon as possible and put them on the shelves as soon as possible.
When comparing the prices of single products, merchants can sort according to “Price low to high” and find the 5-10 previously selected products for comparison.
(2) In category search, we can start from the first-level category and search for the subcategory most relevant to the products we sell.
At the same time, combined with the screening of related attributes, such as material, color, etc., you can see which items in this subcategory are hot-selling, and analyze whether we can sell such items.
(3) For popular activities, you can pay attention to the products displayed in the “Flash Sale” on the Lazada front page. Because the products in this event can only be displayed after the seller’s independent registration and the platform’s waiter review, they are basically the most in demand products on the market. Merchants can find the products most relevant to the categories they operate, and study whether they can develop and upload similar products.
Just click the “SHOPALLPRODUCTS” 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, conduct a comprehensive analysis of the same products that have been put on the shelves by competitors, and refine the areas that need to be optimized for your own product from the dimensions of product price, product selling points, product defects, etc. , thus laying a good foundation for this product to sell well on the platform in the future.
Merchants can focus on finding breakthroughs in 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 evaluation at the bottom of the competing product details page, and then click on the evaluation level (such as 1star) in “Filter” to see the buyer’s description of the product’s defects.
Take a product as an example. Buyers comment on it as “not easy to stretch and uncomfortable to wear.” Then merchants can improve and upgrade the elasticity and comfort of the same product, and then Upload the product to the store, and highlight this advantage on the product description page to gain an advantage over competing products.
3. Lazada’s official public account product selection
In Lazada’s official public account “Lazada Southeast Asia E-commerce”, “bi-weekly reports” and various categories of each market will be released regularly The “Intelligence Bureau” recommends current potential sites in various countries and various purposes, and provides suggested prices. Merchants can pay attention to these contents to see if they can offer similar products within a specific price range.
The public account has made product and price recommendations for pajamas, home clothes and underwear. If a merchant has similar products and the price is within the recommended price range, the product can be uploaded to its store as soon as possible. middle.
4. Lazada University Market Opportunities Selection
Merchants can also often pay attention to the “Country and Industry Category Market Opportunities” column in Lazada University. In this column, there will be various countries Opportunity categories and products in different categories in the market.
For example, after clicking to enter the Singapore site, you can see which products in the Home & Living category are hot-selling, and merchants can focus on such products.