Every seller hopes that there will be as many hits as possible in the store, but hits are not born. For hits, the following ideas should be considered when creating them.
1. Hits are selected: Operations must select products first
When selecting products, you must pay attention to the following aspects.
Select products according to rigid demand: Only rigid demand products can gather consumers and are easier to create hits. On the contrary, choosing products with multiple SKU variants is not only difficult to create, but also will accumulate a lot of inventory, and the input-output ratio is often very poor.
High quality: “High quality” here does not mean “best”, but “just right”, that is, the quality of the seller’s products just meets the psychological expectations of consumers. The best quality often means the highest cost, and the highest cost means that only high sales prices can make profits, and high sales prices mean low sales, which is easy to miss the hits. Regarding this point, readers can refer to the “Tian Ji Horse Racing” mentioned in the product selection chapter of this book.
Controllable competition: Thousands of orders a day sounds tempting, but many sellers fail in this. On the contrary, unpopular products can steadily sell 100 to 180 orders a day, and the sales volume is also very good. Controllable competition also means that when selecting products, it is necessary to evaluate whether the category is controlled by big sellers, and try to avoid the business categories of big sellers.
Moderate prices, and can support phased and strategic low prices: It is not easy to create products that are too expensive or too cheap. It is best to choose products with moderate prices and suitable profits. The consumer market is like a rugby ball, small at both ends and large in the middle. It is easier to create a hit by grasping the middle part.
2. The hit is pushed out: The era of relying solely on natural traffic is over, and active marketing is essential in operations
When marketing, you need to start from the following aspects. . Product evaluation: Evaluation has a great impact on the weight of the product, but there are too few real reviews left by consumers. Under the premise of safety, it is recommended to add appropriate reviews for the product. The sales of a product with reviews are often better than those without reviews. The sales of products with more reviews are better than those with fewer reviews. The sales of products with high star ratings are better than those with low star ratings. Sellers should try their best to maintain product reviews.
In-site advertising: The weight of in-site advertising is getting bigger and bigger, which can be felt from the latest revision of Amazon’s details page. In-site advertising has become an indispensable tool for creating hot products. In the placement of in-site advertising, it must be targeted and the subsequent advertising optimization must be done well, otherwise it will only cause advertising waste.
Second kill: The effect of second kill varies from product to product. When using the second kill function, sellers must evaluate the input-output ratio and adhere to the principle of living within their means. In reality, many sellers have opened second kills and orders have increased, but the price of second kills is at a loss. In addition, the activity costs of second kills, etc., the two losses are accumulated, and the input-output ratio is not cost-effective. Such second kill activities are meaningless.
Off-site marketing: Off-site marketing is a supplement, not a necessity. Sellers with resources and capabilities can use it. Sellers without resources can just do on-site marketing step by step
3. Hot products are guarded: Believe in the power of concentration, focus on one category and cultivate it carefully
Focus: Make full efforts to create single products in stages, and focus on one category for a long time. If you can achieve “one centimeter wide and 100 kilometers deep”, plus hard work and dedication, and “dig deep” in a category, I believe you can make achievements.
Positioning: Hot products need to be positioned, and the core of creating hot products is ranking positioning. High ranking means good sales. Good sales means higher ranking. As long as the ranking is high enough, hot products will be created. In the process of creating, ensure that the BSR ranking continues to rise.
Allow fluctuations: In the process of pushing rankings, allow the ranking to be high and low, but ensure that the ranking continues to rise in trend. Hot products are the Top 10: push rankings first, then gradually adjust prices, and slowly reach the expected profit level. Selling products in the top 10 can generally achieve profitability.
Hot products need to be maintained continuously: after the ranking rushes up, it may encounter bad reviews and be attacked by unscrupulous competitors. In this case, it is necessary to work hard to maintain sales and rankings through price, comments, advertising, etc. When ranking high, sometimes it feels “high at the top, it is lonely”, but if you maintain it carefully, you can also achieve “always keep the world wide.”