In the specific implementation process, there are professional product selectors who will select targeted products based on the characteristics of the targeted user groups. From here we can see that consumer demand is a very important measurement factor. In addition, factors such as product cost performance and appearance characteristics cannot be ignored.
If the selected products can meet the needs of consumers, both the product selectors and product suppliers will benefit from it, which is also a reflection of the purpose and value of product selection.
For consumers who are based on products, the products they are willing to buy must be of value to them, or can meet their life needs, or can allow them to show off in front of their friends, and also Or it can make them feel happy, etc.; and based on the product itself, whether it is its quality, price positioning, or appearance characteristics, it should be close to consumers’ expectations.
Because consumer demand and product supply are not static, product selection needs to be adjusted accordingly. From the initial website positioning to the subsequent industry analysis, to the subsequent regional demand analysis and product quality reference, the final step is product development.
If the positioning of the website is clear, the next thing to do is to understand the current supply and demand situation of the product. Be aware of the production and consumption of the product; you can use advanced analysis technology to clarify consumers’ expectations for the product. further expectations, with the help of appropriate network platforms and reference to product supply status, to pave the way for product development.
◆Website positioning
Website positioning is to determine the user group for which the website is targeted. After understanding and mastering the positioning of the website, it is convenient for professional product selectors to conduct in-depth analysis of product categories. .
Let’s take a look at the advantages and disadvantages of products made in China.
Advantages: low cost, rich varieties, short replacement time, and large export volume.
Disadvantages: It has not established its own brand, the quality needs to be improved, and user dependence is not high.
It can be seen from these aspects that for my country’s cross-border e-commerce that adopts the B2C model, the development of sales brands is more influential than the establishment of product brands.
(1) Focusing on the category structure of the product, it can be divided into the following categories
Auto parts, computer accessories, game accessories, mobile phone accessories, clothing products, children’s products, Household products, sports equipment, photography equipment, beauty and health products, electronic products, collectibles, jewelry and watches.
(2) Consider the width and depth of the product line according to the pertinence of the website
★The width of the product line: Based on category analysis, analyze it from multiple angles Carry out product development and grasp consumers’ expectations for products. In this process, it can not only break through the limitations of the product line width, but also meet the diverse needs of consumers; when developing, we must not only focus on the product itself, but also pay attention to the relationship with the product. Product-related categories not only increase operators’ profits, but also facilitate consumers’ use.
★Depth of product line: No matter what kind of product you are dealing with, the quantity must be guaranteed, and users must be provided with diversified appearance choices; according to different product prices, packaging, etc., they must be Divided into different grades for consumers of different levels and needs to choose from; cooperate with products that have established their own brands to give full play to their brand effects; look for the demand characteristics of the target market, and improve and perfect the products accordingly to make them more In line with market characteristics.
◆Study consumer demand in different regions
On the basis of clear website positioning, use advanced data analysis technology and related industry information to find out which type of market is most suitable Carry out the operation of its own products and study consumer needs in different regions.
(1) Study the development status of the field where the product is located
Expand the scope of category analysis to the field where the product is located, and make it clear that the product manufacturing location is located in China, while many overseas countries are It is the output place of the product. By mastering the transaction volume of the main exporting countries and overseas markets of the product, you can grasp the development status and dynamic trends of the field, and you can also better grasp the product management process.
Currently, we can grasp the trading dynamics of products in overseas markets from the following three aspects:
★Industries announced to the public after systematic analysis by professional analysis departments or trade websites Research reports or statistical information
Professional analysis departments or trade websites have senior analysts within them. Not only do they have an advantage in resources, but their information coverage is also difficult for ordinary institutions to match. Therefore, based on their statistical results and analysis reports, more scientific judgments and decisions can be made. For example, Made in China.com can provide industry analysis reports; Dunhuang.com can provide industry video tutorials; and Huanqi.com can provide survey reports on Chinese companies.
★Industry Exhibitions
So-called Industry exhibitions are a marketing strategy adopted by product suppliers. The purpose is to let users and partners understand the launched products, increase sales, and enhance brand influence. By participating in it, you can understand the development status and future trends of this field.
★Export trade enterprises or factories
No matter what type of product it is, communication with suppliers cannot be ignored during the development stage. Most suppliers have been working in this industry for many years and are familiar with the main export destinations of products and overseas demand. By communicating with experienced suppliers, they can have a better understanding of the current market trend of the product. However, one thing to emphasize here is that product professionals must also do their homework before communicating with suppliers. Otherwise, if they blindly follow the suppliers’ thinking, they will inevitably be deceived.
(2) Data analysis methods
With the continuous popularization of the Internet and the gradual improvement of the level of information technology, e-commerce is also on the rise. It can be said that people who operate e-commerce today are You must know how to use the advantages of the Internet to conduct information statistics and analysis. The so-called data drive refers to the use of information analysis methods to analyze and research statistical information to become a reference in the product operation process. Its distinctive feature is that it focuses on the final operating results. Internal data and external data are two components of data. Operational information from peer companies outside the company or the general environment is external data, and information from the operation of one’s own company is internal data. In the development of an enterprise, it is important not to work behind closed doors, but to fully understand and master external data and information, and to be fully aware of the development of competitors.