After conducting market research, the writing of cross-border e-commerce copywriting can be divided into two situations. One is that there are no direct competitors (in the current situation where the market is highly saturated, there are few situations without competitors). At this time, the copywriting serves new products. If the copywriting introduces the characteristics of the goods in detail, displays the products in all directions, and reflects its uniqueness and “new” characteristics, it is enough to attract the audience; the other is the situation where there are competitors, which is also the most common situation. At this time, it is necessary to conduct a detailed analysis of the competitors, check the situation of the other party, reflect on your own situation, see what kind of copywriting the other party has done, what characteristics it has, and how you should respond and plan to make the copywriting equal or even better.
In the case of competitors, copywriters should maintain a mentality of continuous observation and understanding of the opponent’s copywriting, analyze the creative points, market influence, and audience acceptance of each copywriting launched, list the value points, find the gaps in its value chain, and then combine the advantages and disadvantages of their own copywriting to continue to maintain the advantages, further modify and optimize the disadvantages, and try to turn the opponent’s disadvantages into their own advantages to expand their own competitiveness.
For cross-border e-commerce merchants, in the same market segment, your competitors who compete with you for the same core resources are your competitors. If you analyze from intuitive perspectives such as products, prices, and sales, you can quickly locate your competitors and clarify the direction of copywriting.
(I) Positioning based on products
Using products as the conditions for positioning competitors, it is necessary to clarify the similarities and differences between your own products and those of your competitors, and highlight your own advantages through individual differences. That is, you can filter competitors by the specific attributes of the products, and then find the competitors with the clearest differentiation from your own products from the screening results. Taking women’s clothing as an example for analysis, you can find that there are a lot of women’s clothing products by directly searching for them on Taobao. At this time, if you add product attributes and characteristics as screening conditions, such as style, style, brand, material, purchase hotspots, etc., you can relatively accurately filter out competitors with the same product attributes. For example, the search results for the keyword “women’s summer skirt” on Taobao.com have more than 100 pages, but after adding filtering conditions such as “Size: L”, “Clothing style details: Lace-up”, “Style: Commuter”, “Skirt length: Medium-length”, “Skirt type: Irregular skirt”, and “Waist type: Elastic waist”, the final result is only 1 page.
(II) Positioning based on price
Price is a major factor in determining the sales volume of a product. When pricing a product, sellers should analyze the prices of products on the entire network and set prices based on their own circumstances. After determining the price, it is necessary to select suitable competitors within the price range that can be afforded. Generally speaking, it is recommended that the price fluctuation range does not exceed 20%.
(III) Positioning based on sales
Based on the product and price, comprehensively consider sales and conduct positioning. According to the average sales volume of the products in your own store, select several sellers with similar customer unit price and sales volume as the objects of competition analysis. At this time, sales volume can be used as the final filtering condition, and close competitors can be identified through the ranking of your own store.