What is distribution? Distribution evaluation

develop

When a platform is just launched, or when buyer demand far exceeds the number of goods provided by sellers, "distribution" is very effective. For example, AliExpress was able to distribute goods in large quantities to multiple stores from 2010 to 2015, and Wish was also able to distribute goods in large quantities from 2013 to the first half of 2016, including now. The same was true for eBay from 2008 to 2013, and Amazon before 2016, as well as Lazada in 2015, Shopee in 2016, and so on.

However, when the platform traffic is stable, the number of buyers remains stable, and sellers continue to enter, causing intensified competition, especially when everyone uses ERP to distribute goods, resulting in a large increase in the number of goods on the platform, "distribution" enters the second stage, progressing from "blind distribution" to "distribution" of popular and hot-selling products.

General Standards

Duplicate product distribution includes but is not limited to identical product images, titles, and attributes;

Or the main pictures of the products are different (for example, the main pictures are of the same product taken from different angles, etc.), but the titles, attributes, and prices are highly similar.

AliExpress

Specific details

In addition to the general standards mentioned above, if different packaging methods need to be set for certain products, the number of releases must not exceed three, otherwise it will be regarded as duplicate distribution; the same seller, that is, an account under the same corporate certification or an account actually controlled on the AliExpress website, or the same IP and the same company certification, is only allowed to publish one online product for each product, otherwise it will be regarded as duplicate distribution.

Workaround

1. Image classification method

Sellers can take photos of products from different angles and with different backgrounds. They can also distinguish products based on whether they have models or different application scenarios for the main product photos.

2. Price differentiation method

For the same product, sellers can compare the price settings of the same product in other sellers' stores and reasonably adjust their own price range. Specializing in marketing techniques based on consumer psychology, stores with higher prices will have lower transaction volumes, while stores with lower prices will have relatively higher transaction volumes.

3. Attribute differentiation method

Sellers can explore different selling points for the same product. For example, for the same T-shirt, selling points can be explored from the fabric, color, and pattern. The description on the detail page should be differentiated in terms of text expression and picture arrangement. The same applies to store decoration style and size chart analysis.

Amazon distribution skills

1. Product selection: When selecting products, choose high-quality products that are reasonably priced, have market demand, and also have market potential.

2. Product optimization: Optimization is divided into title, selling point, and image optimization. This time we are talking about image optimization. In addition to 1000x1000, Amazon's image requirements also require image clarity. According to statistics, image clarity can help increase sales by 10%-20%.

3. Selling point: The selling point is the soul of a product. When we choose a product, we must understand the advantages and selling points of this product.

Penalties

Once duplicate products are detected on the Amazon platform, the products will be removed from the shelves at the least, and the store will be closed at the worst. It is best that the similarity between products in two stores does not exceed 30%, otherwise there will be a risk of association .

Once the Wish platform considers that the products are duplicated, the relevant products will be deleted directly. If the duplicated products are serious, there may be a risk of account suspension.

For duplicate products, the AliExpress platform will place them at the bottom of the search rankings and record the products in the total number of search cheating illegal products. When the number of search cheating illegal products in a store reaches a certain amount, the entire store will be given different degrees of search ranking declines; in serious cases, the store will be blocked; in particularly serious cases, the account will be frozen or directly closed.

References

• 1. Tips for cross-border e-commerce Amazon distribution in 2020: Baijiahao [reference date 2020-01-09T16:00:00.000Z]