Nowadays, with the vigorous development of cross-border e-commerce platforms, merchants have sprung up like mushrooms after rain, and competition is becoming increasingly fierce. However, product homogeneity is serious, and price wars are intensifying, triggering serious internal involution within the industry. Choosing the right product among many commodities has become a big problem.
Consumers are often confused by the dazzling array of goods and find it difficult to choose. In this case, how to accurately select products has become a difficult problem for consumers. Perhaps, in addition to paying attention to the price, more attention should be paid to the quality, brand background and word-of-mouth evaluation of the product, so as to find the product that is really suitable for them.
1. Big brands are replaced, and price increases are hit
For example, the price of brand A products is $150. By using the domestic supply chain, it can reach $80, or even lower, so it is very likely to sell well. This generally exists in local American brands, and Chinese companies basically do not have it. The focus is on patent issues and product professionalism.
2. Unmet segmented demand
There are generally no more than 3 competitors in this type of market. Try to find a market with no Chinese business competitors and a certain number of competitors. It is best if these competitors place orders normally, have low CPC prices, high collection rates, and high profit margins, which is the so-called blue ocean.
It is not easy to find such products, but at least it is not difficult to make money if you find them.
It is best to do the following:
1) Be familiar with a certain category, be familiar with the goods in the general category, and be extremely sensitive to uncommon products. Otherwise, looking everywhere is like looking for a needle in a haystack.
2) Research keywords. It is best to find some keywords with high search volume under a certain category, but few styles and merchants are provided on the platform. The demand cannot be fully met, which is a test of category familiarity and accumulation ability.
3. The product has major innovation
This innovation is not a simple micro-modification, such as changing the color and adding accessories, but a major innovation in the functional structure, which should also be accepted by customers. For the modification of the appearance, it can only improve the conversion rate, but it is also necessary to make links for a long time. It is not realistic to want to explode suddenly.
4. Diversification of traffic
Basically, no merchants on Amazon dare to do fake orders and reviews, so most methods of promoting new products are low prices plus in-site search ads. The result is a surge in in-site CPC and a drop in the average price of categories. Is this the only way to promote? You can promote through in-site relationship traffic, off-site influencers and content operations. For example, a vertical category influencer has made a product popular, and its sales have increased all of a sudden. The core point is to contact customers and truly make products that can touch them. Some people will say that the cost of operating influencers and content is expensive, and small and medium-sized sellers can’t do it at all. This part will be carried out slowly in the future.
Of the above four points, the first point is that the supply chain support requirements are high, the second point is patient excavation, the third point is generally impossible for merchants, and the fourth point is that the marketing ability requirements are high, so I personally respect the second point, at least it is feasible for small sellers, and the foothold is still deep cultivation of categories.
Today, cross-border e-commerce platforms are seriously involuted, product homogeneity and price wars are rampant, making product selection difficult. However, in this fiercely competitive market, you can stand out by exploring unmet segmented needs, reshaping product features, diversifying traffic to boost sales, etc. At the same time, supply chain support and big brand substitution are also the keys to success.