When selecting products, user portraits can help sellers find buyers’ needs more accurately. Clothing categories are non-standard products, so the buyer’s personal preferences will largely determine whether the product is hot-selling. Even if the platform is selling well, it is difficult to occupy 10% of the clothing market. Each season has different popular elements and styles, and even the same style can have different styles. Influenced by the hot-selling orientation, sellers must more accurately select the combination of different elements and maximize their profits with limited funds.
For example, whether a short-sleeved skirt suitable for summer needs to have pockets. If we consider it from the perspective of cost, as long as the product is similar to the picture, removing the pocket can reduce the procurement cost. If we consider it from the perspective of demand, different types of buyers have different needs for pockets. For the younger generation and office workers, there are more scenarios for using handbags, and pockets will affect the overall lines of the skirt, so they are not necessary; but for the elderly and housewives, a pocket of moderate depth can hold mobile phones, credit cards, keys, etc., which is more convenient for daily use. As long as the user portrait is considered, sellers can easily make judgments. Assuming that most of the shop’s buyers are from California and Texas, and most of them are between 40 and 55 years old, and the peak shopping hours are 10:00 am and 4:00 pm, we can infer that most of the buyers are in the second category, so adding pockets to the skirt will be more likely to increase sales. Adding pockets is just a simple judgment. In the actual product selection process, sellers often need to judge multi-dimensional information such as style, print, color, etc., at this time, the value of user portraits can be more reflected.
Some sellers may think that the buyers on the Amazon platform are relatively fixed, as long as the product can become a hit and make a profit, there is no need to segment it. The essential reason for this idea is that the later branding operation is not considered. Although the brand loyalty of online buyers is low, due to the large number of market segments in the clothing category, sellers can establish online brands and reputations as long as they continue to target specific buyer groups and continuously launch hits. In addition, buyers have a natural liking for original brands, and it is easier for sellers to establish brands with the assistance of marketing methods in the later stage.