Regarding the conventional marketing model, I will not go into details here. Here I will talk about the special features of the Japanese site operation. There are two points that must be grasped when operating the Amazon site: one is the product, and the other is the mindset. We need to select products, optimize and operate according to the specific market conditions.
1. Product selection and optimization skills
(1) Query relevant data to understand the information and guidance of the Japanese market and provide reference for product selection.
(2) Find operation talents familiar with the Japanese market to optimize products more accurately, including whether the price level is reasonable, whether the product description meets the local market standards in Japan, and whether the product style is suitable for the Japanese market.
(3) Optimize keywords. If possible, find Amazon’s investment manager or account manager and ask them to provide some Amazon’s internal A9 keywords and hot search terms related to the seller’s products in the past month. In addition, if the product sells well, you can also apply for a flash sale to increase product exposure.
2. Operation skills
(1) Check product quality and provide good service. Japanese people have very high requirements for service and quality, so on the one hand, product quality must be strictly controlled, and on the other hand, service must be good. You cannot directly move the product details page of the North American or European site to the Japanese site, and even do not change the description language, trying to expect every Japanese to understand English. At the same time, customer service is very important. Although you do not need to know Japanese to operate the registration interface and the backend, you must find someone who knows Japanese to do customer service. It is best if he understands Japanese consumption habits and is familiar with Japanese lifestyles, so that he can better communicate with customers.
(2) Familiarity with Japan. For example, due to the limited land area, Japanese families generally live in a small house, so the product selection on the Japanese site will be very different from that on the North American and European sites. If a seller sells a very large and heavy table, it may not work in Japan. However, a very small and delicate towel hook may be very popular. For example, Japan is a country that loves to celebrate festivals. There are many festivals in a year, such as New Year’s Day on January 1, Coming of Age Day, Valentine’s Day, White Day, Mother’s Day, Father’s Day, and Labor Thanksgiving Day at the end of the year. In addition, their semester system is different from that in China. They start school in April, and the back-to-school season is also different from that in the United States. Therefore, being familiar with Japan and adjusting products or marketing according to the situation of the Japanese market will be beneficial to the operation of the entire store.