Wish platform product selection strategy: from market characteristics to refined operations

1. Wish platform features and product selection

1. Platform features

The Wish platform is one of the largest mobile cross-border e-commerce platforms in Europe and North America. Its main users are concentrated among young and middle-aged people aged 15 to 40 years old. Therefore, you need to focus on the following aspects when selecting products:

• Focus on the European and North American markets: These two markets contribute more than 60% of the platform’s total GMV.
• Grasp the “mobile” characteristics: Wish focuses on the mobile market. Users are young, pursue fashion and novelty, and their shopping behavior is fragmented.

2. Platform mainstream consumer needs

Based on Wish’s platform features, novel and interesting products are more popular, especially when these products meet the right time and crowd. Choose fashionable and novel products that meet the needs of mainstream consumers on the Wish platform.

2. Product selection based on user characteristics

1. Color and pattern

U.S. users prefer cyan blue and products with eagle patterns, and European users also have similar preferences. Choosing products based on the culture and preferences of different countries can help increase sales.

2. Gender and age

• Gender: The ratio of male to female consumption on the Wish platform is 4:6. Men pay more attention to practicality when shopping, while women pay more attention to appearance and cost-effectiveness when shopping.
• Age: Users of different age groups have different consumption habits and abilities. Therefore, the age group of the target customers needs to be considered when selecting products.

3. Religious beliefs and activity types

• Religious beliefs: Choose corresponding products according to different religious beliefs.
• Activity Type: Americans like to gather during holidays, camping and other activities. These lifestyles bring more sales opportunities to sellers.

3. Refined product selection strategy

1. Accurately match user needs

Wish will provide personalized push based on the user’s interest characteristics, social attributes, natural attributes, etc. Therefore, when selecting products, you need to consider the matching between user tags and product tags.

2. Data-driven product selection

• Data analysis tools: Use the data analysis tools provided by Wish Top to select products.
• Target customer analysis: Select products based on the gender, age, and preferences of target customers.

3. Seasonality and hot events

• Seasonal Products: Pay close attention to market changes for seasonal products.
• Hot events: Such as selling pumpkin-related products during Halloween.

4. Competitive product analysis and differentiation

• Competitive product analysis: Understand competitors’ layout, pricing strategies and marketing methods.
• Differentiation: Create a unique product image and rely on unique product forms and features to attract target customers.

4. Key points for selecting products in the Fashion category

1. Product own attributes

• Features, images, price, labels: These attributes determine whether a customer will buy the product. Excellent pictures and reasonable prices are the keys to attracting customers.
• Tags: Filling in accurate tags can help increase product traffic.

2. Market demand

• Customer preferences: Develop suitable products that cater to different consumer groups based on their gender and age groups.
• Seasonal factors: Seasonal products need to be prepared in advance.

3. Follow the popular cross-border e-commerce products

• Follow-up selling strategy: Choose hot-selling products in the market and follow-up selling.
• Differentiated follow-up sales: Learn from popular elements and develop related products.

4. Boldly introduce trendy elements

• Trend elements: Choose long-term cooperation with some factories to inject your own advantages.
• Popular elements: such as retro, black, stripes, simplicity, etc.

5. Other product selection suggestions

1. Stable supply

• Stable supply of goods: Having a stable supply of goods is the basis for becoming a qualified seller.
• Small but beautiful products: Choose products that are infrequently used or very ordinary but unique.

2. Subcategories

• Segmented Category: Focus on operating a specific product category.
• Standard, low-price, light-quality products: Such products can reduce logistics risks.

3. Holiday products

• Holiday products: Choose products that match the holiday spirit.

4. Product line planning

• Product line planning: Establish your own product line and determine target customer groups, sales channels, competitors, corporate costs and profitability.

6. Skin care product selection rules

1. Comply with consumption policy

• Does not conflict with existing products: Choose products that do not conflict with other products in your store.

2. Product efficacy

• Quality products: Choose products that are effective and attractive.

3. Packaging and aesthetics

• Conform to consumer group aesthetics: Product packaging must conform to the aesthetic standards of the target customer group.

4. Profit and reputation

• Increase profits and reputation: Choose products that are conducive to the growth of profits and reputation.

5. Calm analysis

• Calm analysis: Don’t blindly follow the trend, conduct detailed research and choose the most suitable product.

Through the above content, Wish platform merchants can better understand how to select products based on platform features and user needs, thereby improving sales performance and customer satisfaction.