How Chinese sellers use the OZON platform to select products: Grasp the pulse of the Russian market

Before entering the OZON market, sellers need to make sufficient preparations for product selection. This not only involves researching market trends and target audiences, but also includes finding suitable suppliers, evaluating competitors and testing market reactions.

Understand the Russian market situation and user analysis

The Russian market is mainly composed of young people aged 24 to 39, among whom female consumers account for the majority. Therefore, when choosing products, you should focus on the needs of this age group. Russian consumers have a high demand for fashionable clothing, shoes, bags, etc., and are keen to buy pet supplies, sports products and literature and holiday-related products. In addition, due to Russia’s diverse climate and significant seasonal demand, winter warm clothing and summer outdoor products have high sales in their respective seasons.

Guide to product selection

Dressing

• Winter essentials: thickened jackets, down jackets, sweaters, etc., must have good thermal insulation properties.
• Formal attire: suit, shirt and tie made of high quality wool.
• Sports equipment: breathable and warm windproof jackets, jackets, sports pants, etc.
• Casual styles: fashionable and comfortable jeans, T-shirts, sneakers, etc.
• Traditional culture: Russian characteristic clothing such as Varenka, boots, fur hats, etc.

Sports hobbies

• Skiing and skating: high-quality skis, skates, gloves, hats, etc.
• Hiking: waterproof, breathable and wear-resistant hiking shoes, backpacks, tents, sleeping bags, etc.
• Ball sports: basketball, football and their supporting sports equipment.

Family life

• Comfortable home: environmentally friendly and durable sofas, beds, tables and chairs, etc.
• Accent decoration: green plants, art paintings, decorative lamps, curtains, carpets, etc.
• Kitchen utensils: easy-to-clean and practical cooking tools, tableware, placemats, etc.
• Home appliances: energy-saving, environmentally friendly and fully functional washing machines, refrigerators, air conditioners, etc.

Holiday product selection strategy

Russians attach great importance to various holiday celebrations, such as New Year, Christmas, Valentine’s Day, Halloween, etc., which are peak shopping periods. Planning holiday product selections two months in advance and focusing on launching gifts, decorations and celebration items will help increase sales.

Logistics and distribution suggestions

Considering that Russian buyers prefer self-pickup or pick-up point delivery methods, sellers should give priority to products that can support such delivery modes when selecting products. At the same time, we are familiar with local logistics conditions and costs, and provide fast delivery options for customers in big cities such as Moscow and St. Petersburg.

To sum up, by in-depth understanding of the characteristics of the Russian market and consumer behavior habits, Chinese sellers can more accurately formulate product selection strategies on the OZON platform, thereby achieving business growth.