For e-commerce companies, product positioning is very important. Good products are the foundation for e-commerce companies to become stronger and bigger, and also the foundation for increasing sales. Differentiated marketing should be reflected through product differentiation. If the product lacks differentiation, it will definitely reduce the competitiveness of the e-commerce company and even affect the survival and development of the e-commerce company.
How can we reflect product differentiation? In the final analysis, it is to position the product. Next, the author will introduce what types of products an e-commerce company should have and how to quickly increase sales through these products.
(1) Traffic-generating products
Traffic is very important for e-commerce companies and represents popularity. The more traffic, the higher the conversion rate. Traffic-generating products are the main products promoted by e-commerce companies. Once a product is positioned as a traffic-generating product, it means that this product will become the largest source of traffic for the e-commerce company.
Generally speaking, traffic-generating products should be easily accepted by most buyers, rather than products that only a small number of buyers want to buy. In addition, the conversion rate of traffic-generating products should be high, and they should have competitive advantages in price or other aspects. Before choosing traffic-generating products, e-commerce companies should do data testing and try to choose products with high conversion rates and no geographical restrictions.
When a product is determined as a traffic-generating product, the e-commerce company should first observe its data status, give it a relatively small promotion flow, and then steadily increase its promotion flow after slowly testing it and seeing the effect is ideal. In this way, as the promotion scope continues to expand, the sales volume of the product will surely increase rapidly.
(2) Main product
E-commerce companies can position products with relatively large profit margins as main products, with the aim of relying on such products to bring more profits to themselves. Before determining the main product, e-commerce companies need to mine and analyze some information, such as target consumer groups, competitors, and their own advantages.
The target group of the main product should be a certain group of people, such as infants and young people who pursue individuality and fashion. E-commerce companies need to analyze their hobbies, characteristics, as well as the product’s selling points, styles, design styles, prices and other factors, and make decisions based on the above information. After positioning the main product, e-commerce companies should inject their main force into it to promote their own benefits.
(3) Promotional product
With increased popularity, profits will follow. In order to increase visibility, e-commerce companies need to select a batch of promotional products to boost sales. Promotional products should preferably be products that the public likes very much, and the price should also have a certain competitive advantage, so as to achieve better results.
In addition, e-commerce companies should let buyers see the discount of promotional products so that they will have the urge to shop. Once buyers trust the product, the repurchase rate will increase. In addition, those old or incomplete products can also be used as promotional products, which can not only recover part of the money, but also clear the inventory to make way for good products.
Tips
If e-commerce companies want to highlight their advantages, they must do a good job of product differentiation, subdivide the products into three types: drainage models, main models, and promotional models, and take necessary measures for various types of products. In this way, e-commerce companies can greatly improve conversion rates, thereby making more profits for themselves.