The definition of hot items: Hot items refer to products that are in short supply and have high sales volume. That is what we usually call products that sell a lot and are very popular. Hot models generally have a certain life cycle, especially electronic products that are updated very quickly, so we need to constantly cultivate new hot models to keep the store’s advantage.
The life cycle of popular products is as follows:
(1) Preparation period: The so-called preparation period is our scientific product selection process, which we can conduct through various channels such as on-site and off-site. .
(2) Growth stage: Omni-channel marketing and promotion through store independent marketing, through train and off-site marketing. (3) Maturity stage: The orders and traffic of the selected products are relatively stable, and there is a certain accumulation of evaluations. At this stage, the store’s unit price can be increased through related marketing, etc., and the high-quality traffic that is easy to attract people can be used.
(4) Defense period: When we create a hit product, our competitors will also learn to develop similar products. At this time, our competition will increase and we need to improve the quality of our products. Competitiveness to ensure stable orders can appropriately reduce profits and improve price advantages.
(5) Recession period: At this stage, the product price war is very serious. Coupled with the decrease in market demand and the upgrade of new products, our orders and traffic will decrease. At this time, we need to re-select products for optimization.
After understanding the importance of hot products, the first question we face is how to choose a product to optimize and make it a hot product. How do we know that the product we choose is a potential product and can be There are certain skills involved in customer acceptance.
Sellers who don’t know where to recruit people in the early stage can refer to the following steps:
(1) Upload products that may have a market, and match them according to the characteristics of each product. They perform packaging (general product optimization).
(2) Give these products equal exposure opportunities within a period of time (the period should not exceed three months).
(3) Observe buyers’ reactions to these products (exposure, click-through rate, number of additions to shopping carts, purchase rate, etc.) and select the 30 most popular products.
(4) Carefully package the selected products (fine product optimization), and provide them with corresponding marketing investment (adjust prices, open express trains, window displays, etc.) based on market response. .
(5) Based on buyers’ feedback, select the 10 most popular products (potential hits). For products with poor market response, they will no longer be exposed (taken off the shelves). Products that have not been exposed for a long time can increase conversion rates).
(6) Create popular items (it is recommended not to engage in price wars, but focus on building small and beautiful stores).
When we have a detailed understanding of the platform and stores, we must use data to speak scientifically when choosing potentially popular products, and do not take optimization for granted. A good product must have characteristics and characteristics, which can be summarized from the following three dimensions:
1. Product perspective
Choose products from the following four aspects:
(1) Differentiated products. The popular products we choose must have their own characteristics. If we choose products with very serious market homogeneity, price competition will be very fierce, and many competitors have a certain amount of sales and evaluation accumulation, and it will be difficult for us to create a popular product.
(2) Quality products. During the sales process of popular products, reviews play a vital role in product search ranking and customer order conversion, and the dispute rate also has a great impact on our categories, so we must choose products with relatively high quality. Only in this way can we continue to improve our competitiveness.
(3) Fast fashion products. For popular products, try to choose products (4) branded products that are frequently searched by buyers, are popular at the moment, and are popular in the market. Now the platform mainly promotes brand products, and the era of branding has arrived, so we must choose branded products for promotion.
2. Supply perspective
Consider the following aspects when it comes to supply:
(1) There is sufficient inventory, and the order volume for popular items will be relatively large, so we must grasp Good product in stock.
(2) The colors, sizes, and specifications must be complete and try to meet the needs of customers.
(3) Provide free samples. When we select a product, we can communicate with suppliers and issue some free samples. We can do some expert marketing in the early stage to accumulate positive reviews, which will help us create a hit product.
3. Market perspective
Consider the setting of products, keywords, and platforms from the market perspective.
(1) For hot-selling products on the platform, you can choose similar products that are hot-selling on the platform, but remember not to engage in price wars and try to make some differentiated products.
(2) When searching for keywords, you can use the keyword analysis in the background to filter out the words that buyers are searching for for reference.
(3) Hot sales on other platforms.
(4) Lingshaoci (blue ocean industry).
After becoming familiar with the characteristics of popular products, you must learn to scientifically select products through data analysis, market analysis and other means. You can also select products on-site and off-site. Of course, on-site marketing is our main traffic. , so we must focus on mastering the method of selecting products on the site. Specifically, we can scientifically select products on the site through five aspects:
(1) Aliexpress Best sellingo
On the homepage of Aliexpress With the fast popularity of Beat selling, Weekly Selling and Hot Products are hot-selling products on the entire AliExpress platform. These products are highly recognized in mainstream countries. We can refer to these products to select similar products as hot products. In terms of sales volume and The evaluation will be improved more and faster.
(2) Today’s Deals.
Todays Deals is a platform activity that we are familiar with – the Global Market. Each issue of the Global Market displays the selection of industry waiters. The relatively high-quality products that have been approved after reviewing many sellers and products. The industry waiters have a relatively mature analysis of the market trends and customer needs of the entire AliExpress, and the product selection is more in line with the requirements of the platform and customers, so the global market is It is a very important reference factor for us to select products. At the same time, there are many global events and the low registration requirements are also an important channel for creating hot products.
(3) Category selection.
AliExpress is a platform for global customers. The usage habits of each country are also very different. A large number of customers, especially new customers, will use the platform when shopping on AliExpress. Use the category navigation to search for the products you want, and conduct source analysis and product analysis based on the store traffic in the background. We can also know that category browsing traffic accounts for a large part.
Therefore, the platform’s category navigation is also an important channel for us to select products. Through long-term analysis and summary, it is not difficult to find that the platform’s category navigation leads to the ranking of products under each third-level category. It is roughly the same as the sorting of the keyword search interface, so the category browsing traffic is getting larger and larger, and the conversion is also higher. You can also select some hot-selling third-level categories in a more targeted manner.
(4) Through train selection.
The express promotion plan is divided into two types. The quick promotion plan is mainly used for testing models, and the key promotion plan is mainly used to create hot products.
Quick promotion plan test ideas: Select 5 to 10 products of the same category, make a quick promotion plan, fill up the words as much as possible, and add more matching traffic words to maximize the effectiveness of these products exposure. Use 7 to 10 days to observe product data changes and analyze from product exposure, product click-through rate, product collection, product sales, and conversion rate. Select the best-performing product among these products (high exposure, high clicks, high collection) and add it to the key promotion plan.
Key promotion plan ideas: Add all the words recommended by the system by default. Download the words that match the product in the vertical and horizontal search word analysis of the data. Choose words recommended by the through-train keyword tool as appropriate. Some words need to be recommended through creative titles and adjusted keyword bids to ensure the exposure of popular products.
(5) Data Aspect Product Selection
Through the filtering function of product selection experts in the data aspect in the background, we can clearly understand the hot-selling and hot-searched third-level categories Currently, hot sales are a seller’s dimension and need to be viewed rationally, because the competition for some hot-selling products will be very high, and other sellers have accumulated a large number of sales and reviews, so it is very difficult for us to create popular products. Hot search refers to the buyer dimension, which means that we should focus on products that buyers have recently searched more frequently and have more market demand for.
Through the search word analysis function in the backend data aspect, we can more clearly analyze the specific parameter indicators such as click conversion and competition index of each keyword. We can download the data tables of the last 30 days. Screen out some high-quality keywords with high searches and high conversions as an important basis for product selection. Search keywords are divided into three dimensions: hot search words, soaring words and zero-less words. Hot search words are words that buyers search frequently, which represent the needs of buyers and are an important basis for product selection. Soaring words represent recent searches. Vocabulary with increasing volume has a guiding role in certain market trends, but is affected by multi-dimensional influences such as festivals and seasons, so it needs to be screened rationally. Lingshaoci analysis can select some blue ocean industries, which can be paid appropriate attention to.
After we have selected the product as a potential hit, in addition to promoting it through all channels, the most important thing is to continuously optimize the product, improve the search ranking of the product, and make the product more popular. High exposure and more traffic can truly create a hit product. How to optimize popular items? Specifically, we can focus on the following aspects:
(1) Title.
The importance of the title is self-evident. It is an important factor in product exposure and search ranking. The keywords and highlight display of the title are also important factors that affect customer clicks. Therefore, the title is our most popular optimization factor. The most important thing is to pay more attention to keyword analysis in product analysis, and to analyze the high-quality titles of top competitors. At the same time, popular titles also need to be optimized in small languages.
(2) Price optimization.
Price has a direct impact on conversion rate. Popular products must be priced according to market competition, appropriately reduce profits and improve price advantages, which will help attract buyers, improve conversions, increase search ranking weight, and increase exposure. .
(3) SKU (Stack Keeping Unit, single product) optimization.
For products with multiple colors, specifications, and sizes, we must try our best to ensure that each attribute is accurate and complete. For single-attribute products, we can also add some combination sales to increase customer choices and increase unit price. Reduce the risk of individual attributes being out of stock.
(4) Main image optimization.
Visual merchandising is the core part of an online store. The main image must adapt to foreign aesthetic styles, be impactful, and have the desire to click, while also highlighting product information. It is recommended to use pictures with a white background, which not only meets the requirements of the platform, but also makes it easier to pass platform activities. The brand logo of the product can be added to the upper left corner to improve the quality of the product (5) Attribute optimization.
Required attributes ensure product weight: Ensure the completeness (100%) of required attributes and ensure the accuracy of required attributes. Custom attributes add additional search exposure, you can supplement required attributes, and you can also increase product exposure by adding some hot search words and traffic words.
(6) Details page optimization.
Information module. Try to use customized modules, which are beautiful and generous, highlight key points, improve shopping experience and customer unit price related marketing modules can be placed at the end of the detailed description.
Product description and product pictures. Foreigners are more likely to read text, so detailed product text descriptions not only increase weight, but also help improve user experience. Product pictures should focus on highlighting the overall product and details, and some special effects pictures can be added appropriately for technology products.
Optimize product functions and O&A (troubleshooting). Use text or pictures to describe some frequently asked questions and customer questions in advance in the detailed description, which can help improve customer experience and reduce disputes.
Add positive feedback. For some products with relatively high unit price, customers pay more attention to product evaluation. Adding some positive information in the detailed description can create trust among customers and improve product conversion.
S Increase the strength of the company and supply. Adding some pictures of the company or factory at the end of the detailed description can increase our supply capacity and improve the quality of the product in the minds of customers.
The following uses practical examples to introduce some tips for product optimization:
(1) How to write high-quality titles.
The product title is an important factor in attracting buyers to the product details page, but not any product title can make the product stand out from the tens of thousands of high-quality products on the search page. The number of words in the product title should not be too many, so the product title should be as accurate, complete, and concise as possible. A high-quality product title should contain the product attributes that buyers are most concerned about, and can highlight the selling points of the product. Generally, it consists of brand + product material/features + product name. + Logistics freight + Service + Sales method composition.
For example, the title of a hot-selling H&Q brand on the AliExpress platform: “H&Q New Fashion V Neck SlimSexy Asymmetrical Backless Floor – Length Summer Club Party Women Dress 4 Color Size S -L Free Shipping 01 -232” (H&Q new fashionable V-neck, slender and sexy, asymmetrical backless, women’s summer floor-length skirt, suitable for wearing in clubs and social gatherings, four colors, sizes S ~ L, free shipping , product number is 01-232), this title contains the product’s brand, collar type, silhouette, skirt length, suitable color for wearing occasions, size, logistics freight, model and other information, and uses Dress as the core word, so It reflects the key information that buyers may search for, which is conducive to product exposure. It is an example of a high-quality title.
Another example is the title description of a top-selling sandal: “New 2015 Camel men sandals genuineleather cowhide sandals outdoor casual men summer leather shoes for men” (2015 new summer brand outdoor casual men’s cowhide sandals) . This title includes the brand, material, style, and suitable crowd of the shoes, which fully reflects the information that buyers may pay attention to when searching. Among them, men sandals (men’s sandals), genuine leathel (genuine leather), and summer leather shoes (summer leather shoes) are high-frequency words searched by buyers. The use of these three core words enhances the relevance of the title and buyers’ searches. Helps improve product ranking and exposure.
Let’s look at the title of a watch with poor sales on the AliExpress platform: “Free Shipping Watch for men (men’s watch, free shipping). In addition to free shipping, product name, and applicable groups, the title , lack of detailed product information such as brand model, color, functional characteristics, etc., and the amount of product information is too small, which is not conducive to product ranking and exposure. Through comprehensive analysis of product characteristics and business judgment, the author believes that it can be rewritten into a more professional expression: 2017AESOP 3 colors Stainless Steel Strap Analog Date 30m Waterproof Men Quartz Watch BusinessWatch Men Wristwatch free shipping
The advantages of this statement are:
The 2017 field clearly states that this product is new in 2017. < /p>
AESOP describes the brand of this watch.
The colors field describes that this watch has 3 colors.
The Stainless SteelStrap field describes the watch. The band material is stainless steel.
The Analog Date field indicates that this watch can display the calendar.
The 30mWaterproof field indicates that the watch is 30 meters waterproof.
The Men field states that this watch is suitable for people.
The Ouartz field states that this watch has a quartz movement and free shipping. Obviously, a concise and detailed title description can reflect the product features in detail. , can better meet the search needs of buyers, so overly simplified title settings should be avoided.
(2) How to select hot-selling keywords
AliExpress products. The system is set to allow you to fill in three keywords, one required and two optional. It is recommended that sellers fill it in completely to fully increase the exposure of the product. Keywords directly affect the buyer’s search results. Keywords that are close to the buyer’s search needs can be used. Help improve the ranking and exposure of products. As a seller, you can search for hot-selling words that are favored by buyers through the data aspect.
The data aspect is built by AliExpress based on the large amount of data on the platform to facilitate sellers to optimize product information. Data analysis tool. Sellers can enter the “search word analysis” module in the data aspect, select the industry category and time range to view the popular search terms of buyers corresponding to a certain product, and optimize the keyword settings based on the search results. For! Sellers enter the “My AliExpress” interface, click the “Data Profile” tab, and then click the “Search Word Analysis” link in the left navigation. Suppose we search for Dress (dress) and proceed in the search word dialog box. Select “clothing/clothing accessories – dress” in the third-level directory to view the hot search terms in the last 30 days. The search results show that the “search popularity” and “search index” of the top search terms are relatively high, indicating that these The search terms are popular among buyers. Sellers can directly quote this information and use the three top-ranked search terms “Summer Style”, “Dress” and “Summer Dress” as a reference for keyword settings.
In the “Search word analysis” module, in addition to listing the “search popularity” and “search index” of each hot search keyword, you can also see its corresponding “competition index” if you are a novice seller. , it is recommended to use search terms with a relatively small competition index as keywords, because the larger the value, the more intense the competition among peers; conversely, the smaller the value, the smaller the competition index, indicating that more sellers have chosen the platform. If this word is used as a keyword, if a novice seller also chooses this word, it will be ranked low because it will lose to the big sellers with well-known brands, high praise rates, large sales and other comprehensive strengths, making the product unable to be sold in the end. Buyers searched for it.
Take a store that specializes in kitchen utensils as an example. The owner of the store named “Abby store” on AliExpress said that the product with the highest sales volume in the store is currently A drain rack. At the beginning of the store operation, due to lack of experience, the store owner’s understanding of keywords is a single word, and it should be a word with high search index, search popularity and competition index. Therefore, he chooses “Rack” (holder) and “Holder” ” (Support), “Shef” (shelf), these so-called “big words” in the industry, are used as product keywords. However, after the product was released, the number of exposures, pageviews, and visitors were always very low, and there were almost no orders. After many efforts, Consult and learn, and realize that these “big words” are wide-ranging and highly competitive, which is not conducive to the product exposure of novice sellers.
After figuring out the reason, the store owner used the information in the data on the platform to select ” “Search Index” and “Search Popularity” are relatively high, and “Competition Index” is relatively low, and then integrate the product’s use, scope of application and other information to set the keywords as “KitchenSink Drain Rack (Kitchen Sink Drain Rack)”, ” Bowls Storage Holder (bowl rack stand)”, “Cutlery Shelf Fruit Vegetable Dish Rack Set (knife, plate display stand)”, in this way, the keyword range is refined, and the common competition under the same keyword is accordingly narrowed. The number of stores is also closer to the search needs of buyers, and the exposure rate of the products has increased accordingly, and the order volume has also gradually increased.
In addition to searching for hot-selling keywords through the data in the seller’s backend, in the speed. Good keywords can also be captured by searching on the AliExpress homepage. For example, if you enter the English word “Mouse” in the product search box on the AliExpress homepage, many words related to the product will appear in the drop-down list of the search box. , such as: “Wireless Mouse (Wireless Mouse) Gaming Mouse (Game Mouse), Bluetooth Mouse (Bluetooth Mouse)”. These words are also hot search terms for buyers. Sellers can choose according to their own product characteristics as a reference for keyword setting.
(3) How to reasonably define product attributes.
Complete and correct product attribute settings can help increase product exposure. Filling in product attributes in detail and accurately can facilitate buyers to more accurately search for products released by sellers, increase product exposure opportunities, and more importantly, allow buyers to clearly understand product attributes and characteristics, reducing buyers’ concerns and communication costs. Increase the probability of transaction success. The product attributes column on the AliExpress product release page is divided into two parts: system recommended attributes and custom attributes. Through data analysis, it was found that most sellers with large transaction volumes have a filling rate of system recommended attributes of more than 85%, and some even 100%. . Some novice sellers are dissatisfied with filling in the attributes recommended by the system. They think that as long as they can publish successfully, it doesn’t matter if they fill in a few less attributes. However, in fact, the lack of certain attributes will seriously affect the exposure of the product.
For example, when publishing a handbag, the system recommended attributes need to select the handbag type. The drop-down options are: Shoulder Bags (shoulder bags), Totes (handbags), Wristlets (handbags), Day Clutches (Clutches) and Evening Bags (Evening Bags), if the product sold is a handbag, it is best to select “Totes (handbag)”. If no selection is made, this product will not be “Totes (handbag)” ” Category included, when buyers search for the category “Totes (handbags)”, they will not be able to see the product uploaded by the seller, which will greatly weaken the exposure of the product.
The “Brand” column is quite difficult to fill in the attributes recommended by the system. The AliExpress platform has strict intellectual property protection rules. If a seller does not obtain authorization from a certain brand but uses words related to the brand in the product description, it will be judged as infringement and will be punished by the platform for violations, so it should be avoided. Enter Unauthorized Brand. In addition, many domestic AliExpress sellers sell products without English brands. If you leave the “Brand” column blank, it will reduce the attribute filling rate. In this case, it is recommended to fill in the relevant keywords of the product. For example, when publishing a lace dress, if there is no English brand, you can fill in “Lace Dress” in the brand column. This can not only improve the attribute filling rate, but also increase the keyword density of the product details page and improve the product information description. quality.
The more detailed the product attribute description, the higher the product exposure. In addition to filling in the attributes recommended by the system as completely as possible, experienced sellers will also take the initiative to add some custom attributes, and only products with corresponding attributes filled in will be searched out after buyers click on the filter conditions. Effectively increase product exposure. For example, when publishing a mouse, in addition to filling in the attribute columns recommended by the system: brand, model, type, interface type, etc., you can also add Color, Size, Cable Length, etc. It may be purchased Home search attributes, when the keywords entered by the buyer match the customized product attributes, the system will display the product to help increase the product’s exposure.
(4) How to effectively increase the number of product releases.
In addition to working hard on editing titles, keywords and product attributes, upload as many products as possible within the platform’s limit on the number of sellers published (currently the AliExpress platform has restrictions on “Taobao consignment” sellers) Different levels have different quantitative permission standards), which objectively can also play a role in increasing product exposure. Platform data statistics show that when the number of sellers’ products reaches 150, the order placement rate will increase to 50%. Sellers with more than 200 products will have 1 to 3 times the opportunity to be exposed than sellers with less than 200 products. This shows that The greater the number of products in the store, the greater the probability of a transaction. Currently, the average number of products sold by sellers on the AliExpress platform has exceeded 500. With the influx of sellers, the number of products will continue to grow.
With sellers generally focusing on mass distribution, publishing as many products as possible is an effective way to gain exposure for the product, and it is also a trend. Upload a large number of products but cannot duplicate them. If the uploaded products are judged by the platform as duplicate products, you will be punished by a ranking reduction. The AliExpress platform stipulates that the following two situations will be regarded as repeated distribution of goods:
The main image of the product is exactly the same, and the title and attributes are similar, which is regarded as repeated information. The main images of the products are different (for example, the main images are pictures of the same product taken from different angles), but the titles, attributes and prices are highly similar and are regarded as duplicate information. In other words, do not publish the same product multiple times during the product publishing process. When publishing different products, you cannot directly quote the main image of an existing product or directly copy the key information such as the title and attributes of an existing product. The differences of the products must be reflected in the product title, attributes, detailed descriptions, pictures, etc. Otherwise, it will be judged as duplicate distribution.
Different products, in addition to the differences reflected in the main image, need to fill in different key information of the product in both the title and attributes to distinguish them from other products. Specifically, if you sell ties, if the materials, specifications, and patterns are different, you can select different pattern types under the pattern type of the product attributes to show the distinction. Depending on the pattern, you can choose Dot (dot), Floral (Flower), Geometric (Geometric), Plaid (Platform) Print (Print), Solid (Solid Color), Striped (Striped), and are reflected in the product titles respectively.
For example, the following three titles: Formal Business Wedding Fashion Necktie Polyester Handmade DotMens Tie TP1 (handmade polyester fabric dot pattern men’s tie suitable for formal, business, and wedding occasions, product number is TP1); Formal Business Wedding Fashion Necktie Polyester HandmadeFloral Mens Tie TP2 (handmade floral pattern polyester fabric men’s tie suitable for formal business and wedding banquet occasions, product number is TP2); Formal Business Wedding Fashion Necktie Polyester Handmade Geometric Mens Tie TP3 (suitable for formal , handmade polyester fabric men’s ties with geometric patterns for business and wedding occasions, product number is TP3), and so on, change the pattern type of the tie in the title, and add a different number at the end to show the difference.
In short, as the market environment and platform rules continue to change, AliExpress sellers need to continue to explore, practice, and summarize in order to find more effective ways to increase product exposure and thereby increase order transactions. volume and improve the efficiency of online marketing.
Hot-selling products are an important guarantee for the improvement of store turnover and various indicators. We must always pay attention to the search ranking of popular products, perform regular optimization, and look for new potential products at the same time, in order to create various keywords of hot items.