Sellers need to constantly understand the general trends in the industry in which they operate. The industry intelligence, product selection experts, keyword analysis and other tools in the AliExpress backend provide sellers with reliable data support, assist sellers in understanding industry conditions and judging industry trends, and are a very good reference for sellers to make business decisions.
1. Description of industry intelligence indicators
Visitor number ratio: refers to the ratio of the number of industry visitors to the number of visitors from the higher-level industry during the statistical period. The proportion of the first-level industry is the proportion of the industry in the entire network.
Proportion of pageviews: refers to the proportion of industry pageviews to parent industry pageviews within the statistical time period. The proportion of the first-level industry is the proportion of the industry in the entire network.
Proportion of transaction volume: refers to the ratio of the successful payment amount of the industry to the successful payment amount of the superior industry during the statistical period. The proportion of the first-level industry is the proportion of the industry in the entire network.
Proportion of the number of completed orders: refers to the proportion of the number of successful payment orders in the industry to the number of successful payment orders in the higher-level industry during the statistical period. The proportion of the first-level industry is the proportion of the industry in the entire network
Number of goods on sale: refers to the average of the total number of goods on sale in the industry during the statistical period.
Commodity index: refers to the corresponding index obtained after data processing of the number of commodities in the industry during the statistical period. The commodity index is not equal to the number of commodities on sale. The larger the index, the more commodities are on sale
Traffic index: refers to the corresponding index obtained after data processing of the traffic in the industry during the statistical period. The traffic index is not equal to the total PV of the industry. The greater the index, the greater the PV.
Supply and demand index: refers to the commodity index/flow index in the industry during the statistical period. The smaller the supply and demand index, the less intense the competition.
2. Industry comparison data
Industry comparison refers to comparing data trends with related industries. It can be based on the proportion of visitors, the proportion of turnover, the proportion of goods on sale, Comparative analysis is conducted in terms of the proportion of pageviews, the proportion of completed orders, and the supply and demand index. From the comparison, we can find the dynamic change trend of the industry. As time, season, etc. change, buyers’ consumption choices are also constantly changing. Forward-looking sellers can use their judgment to increase investment in a certain blue ocean market, or to avoid it. Some red ocean markets are too competitive.
The declining competition in the clothing industry is caused by the AliExpress platform’s continuous adjustment of the scale of Taobao consignment products. On the premise that the overall industry traffic continues to rise, the number of “zombie” commodities has been reduced, and the overall supply and demand index of the industry has declined.
The industry supply and demand index is the main standard to measure whether the current industry competition is fierce, but supply stability factors also need to be taken into consideration, as shown below with examples.
3. Look for industry blue oceans
Blue ocean refers to the market space that is unknown but needs to be developed. Blue ocean industries refer to those industries where competition is not fierce but full of buyer demand and profit margins. Entering the blue ocean market makes it easier to discover new business opportunities. Entering the blue ocean market means giving sellers more time and space to develop themselves.
Looking for blue ocean industries is a key market strategy for every platform seller before positioning in the industry.
The blue ocean industry and the red ocean industry are only relative terms. As time goes by, there will be more new competitors, and price competition will also occur after the traffic explosion period, so we need to constantly observe With the trend of data, learning to meet challenges and embrace changes is the way out.
4. Analyze industry trends
To analyze industry trends, you must first select an industry, and then view the traffic of the industry in the last 7 days, 30 days and 90 days, as well as transaction conversion data and market size data to understand changes in market conditions.
Product selection expert
1. Product selection expert indicator description
Transaction index: refers to the cumulative number of transactions within the selected time range of the selected industry. The corresponding index obtained after data processing. The trading index is not equal to the trading volume. The greater the index, the greater the trading volume.
Purchase rate ranking: refers to the ranking of purchase rate within the selected time range in the selected industry.
Competition index: refers to the competition index corresponding to the product word within the selected time range of the selected industry. The greater the competition index, the more intense the competition.
2. Elements for selecting popular products
1) The selected products must be popular
If all the products are out-of-season products or long-tail products, it will be difficult to It is difficult to ensure the stable and sustained growth of store sales. Selling swimsuits in winter is obviously not popular enough. Although there are customers from the southern hemisphere who will buy them, it is difficult to become a popular item in the store.
2) Products are differentiated
Simply copying popular products will not succeed. For the same product, other sellers have already sold very high sales, and you cannot guarantee that you will use a new one. Products outperform competitors. Through data analysis, refining the key points of hot-selling products and creating differentiated products is the only way to success.
3) Product purchase conversion rate is high
Products with high click-through rate and low conversion rate cannot bring actual transaction volume to the store. If you want a high conversion rate for your products, you cannot sell products that can be seen everywhere, as they cannot bring about a high conversion rate.
4) Product correlation is strong
For example, for a women’s clothing store that specializes in dresses, creating a chiffon shirt as a hot item and using it as a traffic-draining product is the correct correlation.
3. Hot product development cases
On the “TOP Hot Product Words” page, you can view the best-selling categories in the world in the last day in the industry. The larger the circle, the sales volume of the product. The higher.
It is not easy to find your favorite products just by looking at the pictures. Click the “Download raw data for the last 30 days” link in the upper right corner to get a list of hot-selling words.
Another factor is relevance. Through the “TOP Related Products” analysis, it can be seen that the related sales of blouse and dress and t-shirt are closer than the related sales of blouse and sweater.
After doing a good product selection analysis, we basically selected the blouse category. To accurately find the hot properties of blouse, you need to use the “TOP Hot Selling Properties” function.
You can download the original data and get a list of hot-selling attributes. Below is a summary of the basic attributes of a popular blouse.
Fabric: chiffon.
Collar type: o-neck (round collar).
Modification: button; lace; appliques; ruffles.
Pattern: solid (solid color).
By arranging and combining these valid attributes, according to the “Hot Selling Attribute Combination” function, you can finally obtain the product.
You can click the circle to view the details of the attribute combination. For example, click the Batwing Sleeve circle to pop up the “Hot-selling attribute combination” details box. Select important product features, such as sequins and chiffon, and then click the “Search Selected Keywords” button to directly search for products on sale with corresponding attributes.
4. Long-tail product development
Long-tail products are products with deeper categories than hot-selling products. A mature store cannot rely on only two or three hot-selling products. Sales of related products can bring higher profits. The traditional 80/20 rule believes that 20% of products bring 80% of sales, but we must also pay attention to the blue “long tail”. This part of sales can add up, and 80% of products can create more than half of the profits.
The development of long-tail products can relax the rules of product development and also requires the cooperation of suppliers. Having too many products with a large number of SKUs in stock will generate huge inventory and occupy cash flow. Moreover, the inventory of a single SKU is often very small, and the timeliness of replenishment and delivery cannot be guaranteed. Supplier cooperation is the key to serving customers well. Necessary conditions.
Therefore, if you want to develop long-tail products, you can choose products from high-quality suppliers and stock them according to the supplier’s availability. You cannot add soaring words and hot search words to it according to the idea of creating a hot product. It is unrealistic to make long-tail products a hot product.
5. Fashion Trend Channel
The Fashion Trend Channel is a platform that mines and integrates big data inside and outside the site to analyze fashion trends in clothing, clothing, shoes, bags, jewelry and watches, etc. section, hoping to help sellers with certain supply capabilities and market acumen to develop new products and drive market sales growth.
Therefore, products with relevant popular elements, characteristics, descriptions, keywords, and pictures will have the opportunity to be exposed in the fashion trend channels of various AliExpress stations, including the English station Fashion Trending, Russian Text website Fashion Trending, Portuguese website Fashion Trending. The categories currently open are: clothing, clothing, shoes and bags, children’s clothing, jewelry and watches.
“There are products on the site” means that the extracted trend features have similar products on AliExpress. . “No products on the site” means that the extracted trend features do not have similar products on AliExpress. ·Hottest indicates the currently popular trend features outside the site. ·Newest represents the latest trend outside the site
“Newest” and “Popularity” are the rankings of the two dimensions of Hottest and Newest above, and they have the same meaning.
The update time is every Monday.
The products in these categories have characteristics, descriptions, and keywords that are in line with the fashion trends of the category. Styles similar to the pictures will have the opportunity to be exposed on the fashion trend channel of each site. The platform’s principles for screening products entering these channels are as follows.
Image processing: high-quality product pictures, which are foreign model pictures or original product single pictures. No borders, no “psoriasis”, the main body of the product is prominent, and the background is clean. Product images are similar to trend images. It is strictly prohibited to use the pictures of “Data Aspect” → “Trend” to publish products. Once found, it will be treated as infringement
Product title requirements: The title contains the key words extracted from “Data Aspect” → “Trend” word. . Keyword abuse is strictly prohibited.
Service level requirements: The service level is passing or above.
Keyword analysis
The hot search word database on the AliExpress platform is a powerful tool for creating product titles. The title is an important content that the system matches with keywords when sorting. A professional title can enhance the credibility of the seller
A high-quality title has the following format: style words + product classification words + characteristic attributes Word + color + size. The characteristic attribute words and product classification words are basically determined, and no more choices can be made. The seller needs to be familiar with the product and compile his own vocabulary. Style words are often not unique. It is difficult to determine whether a piece of clothing is retro style or Korean style, and everyone’s understanding is also very different. Sellers should make full use of the 120-character length and try to fill in style words with a high search index.
Figure 8-20 shows the blouse hot search word list. It is recommended to download the original data and analyze it in Excel.
It should be noted that not all words can be used in the search vocabulary of the AliExpress system. It is just a summary of the search results of buyers on the AliExpress platform, not words recommended by sellers. Some keywords are brand words, such as zara2015. Sellers who are not authorized by the brand cannot use this word, otherwise they will be deducted by the platform due to infringement.
The description of keyword analysis indicators is as follows.
Whether it is the original word of the brand: If it is a prohibited or restricted product, you will be punished for selling such products. For branded products, if you obtain authorization, you can sell them.
Search index: the corresponding index obtained after data processing on the number of times the keyword was searched. Search popularity: the corresponding index obtained after data processing on the number of people searching for the keyword. ·Click-through rate: The number of times you click to enter the product page after searching for this keyword. ·Transaction conversion rate: the transaction conversion rate brought by keywords.
Competition index: the result of indexing the supply and demand ratio.
TOP3 hot-searched countries: the three countries with the highest search volume during the selected time period
The search index surge rate: the cumulative search index during the selected time period compared with the previous time period The growth rate of cumulative search index.
Growth in the number of exposed products: the average number of exposed products per day in the selected time period compared to the average daily number in the previous time period
Growth in the number of exposed products
During the sales process, the system’s hot search terms are also “acclimated” to sellers’ products. This is due to the severe homogeneity of keywords. All sellers want to use the most popular keywords, such as “NEW2015” . If the keyword competition is too high, the probability of being searched becomes smaller.
At this time we should make more use of the data provided by Piaosheng Dictionary to optimize the title. In the soaring thesaurus, you should pay attention to the soaring rate of the search index, the growth rate of the number of exposed products, and the increase in the number of exposed sellers.