Cross-border e-commerce product selection and precise customer positioning strategy

In the field of cross-border e-commerce, product selection strategy is closely related to market/brand positioning. Products need to meet specific needs and be consistent with brand positioning to ensure the success of the overall marketing campaign. For example, a product line designed for high-end business people should include high-quality products that match their lifestyle, rather than low-end alternatives. In addition, accurate customer positioning is the key to implementing social media marketing, which helps improve the participation and conversion rate of marketing activities.

Principles that e-commerce companies must follow when selecting products

• Market/Brand Positioning: Any product selection should match the expectations of the target market. For example, if a brand of golf practice equipment is positioned in the high-end market, its product portfolio should not include low-end golf balls, because the latter may not attract customers who are actually willing to invest in expensive simulators.
• Optimize product display: The main product image, title description, etc. must reflect the brand value. Avoid using batch images as the main image; MOQ (minimum order quantity) should be set for the target customer group; when providing customized logo services, ensure that it is consistent with the brand image.

Customer segmentation on social media

• Core Audience: A target customer group filtered based on age, interests and other conditions.
• Custom Audience: A group of users with whom the business has already interacted.
• Lookalike Audiences: Potential customers with similar interests to your top customers.

Platforms such as LinkedIn provide a wealth of dimensions for customer positioning, including but not limited to work experience, educational background, etc.

Selection of e-commerce platforms and buyer characteristics

• Positioning matching: It is important to choose an e-commerce platform that matches the characteristics of your own products. For example, beauty brands are more suitable to enter vertical e-commerce platforms that focus on beauty products.
• Operational complexity: The difficulty of the platform operation process will affect the age distribution of potential buyers. Generally, platforms that are easy to use are more popular among older users.

Application of data analysis in cross-border e-commerce

Data analysis runs throughout the entire store operation process to help make more effective business decisions. The main steps include determining goals, collecting data (including internal store data, platform public data and data provided by third-party tools), organizing data, comparative analysis, testing new solutions and ultimately determining best practices.

Through the above methodology, cross-border e-commerce companies can not only stand out in the fierce market competition, but also better serve target consumer groups and achieve long-term stable development.