|
Some time ago, cross-border sellers successively released their 2019 annual performance reports, and the performance reports submitted by several cross-border sellers in Shenzhen were better than each other. The myths created by cross-border sellers one after another attracted the admiration of many sellers. As for small and medium-sized sellers, less than 20% can actually make a profit, and most of them are just running along for the ride. Why is it that small and medium-sized sellers always have a long way to go to make a profit? Is it because of a lack of resources or an immature supply chain? Of course, these are all possible reasons, and they are also the weaknesses of small and medium-sized sellers. However, if you want to make a profit, you cannot compare your weaknesses with the industry giants. Instead , you should find ways to develop your own profit model at the product and operation levels based on the resources and advantages you have. Refined product selection and operation Because of their financial advantages, most big sellers adopt a large-scale distribution model. Maybe the shipment volume of a single product is not large, but due to the large number of SKUs, they can always monopolize the traffic.
For small and medium-sized sellers who do not have financial advantages, it is best to adopt a model of refined product selection and operation . This should be the fastest model for small and medium-sized sellers to achieve profitability in the current situation where Amazon's competition is so fierce. In terms of product selection, sellers can focus on products that perform better in the ranking of major product categories, and continue to explore new products in their vertical subcategories based on this path, as well as products in each subcategory that rank well, have been on the shelves for a short time, and have rapidly increasing sales . Conduct data analysis on the product. This product should be liked by most people, rather than uploading a product and not knowing whether anyone will buy it. The product summarized through analysis has a greater chance of becoming a hit. Refined operation means meticulously crafting a product. Sellers should pick out products that are suitable for their own store operations and focus on analyzing them. Use an EXCEL spreadsheet to compare the performance of the selected products with good rankings on Amazon, including the time the products were listed, number of reviews, estimated future sales, price, daily ranking changes, etc. Then, from this self-made EXCEL spreadsheet, select the best ones and analyze the high-quality products with a certain purchase volume and less competition. The workload of refined operations is relatively small, so you can focus on data analysis. Just study the data every day, find the corresponding supplier when you find a product, optimize the product data, price, cost, etc., and then use various auxiliary methods to shape it. Category Domination Gameplay If you have sufficient financial resources and want to carve out a niche in the red ocean of products, you can also choose to dominate the category .
Let’s take Anker’s mobile power bank as an example. Mobile power banks are a very popular product in the US market, and Anker’s mobile power banks have an unshakable position in the electronics category. First of all, we need to think in a higher dimension: analyze competitors from the perspective of the industry and in combination with future trends. The advantages that our competitors have over us are multi-dimensional, such as product research and development advantages, appearance design advantages, quality advantages, brand advantages, platform traffic advantages, capital advantages, and operational technology advantages. Then we can compare all the advantages and our own resources to find our best angle to hit the opponent, which will serve as our breakthrough point. Product function design: adopt the most popular functions in the market and in line with future trends to enrich product attributes, which is slightly higher than competing products. For example, fast charging, large capacity, and a large number of input and output ports. Product price : Amazon will allocate display positions for products in different price ranges to avoid a situation where a certain price range monopolizes traffic. You can compete with Anker in different price ranges. In terms of operations, we can adopt dimensionality reduction: let the advantages of competitors approach 0. We can quickly post a large number of high-quality VP reviews in a short period of time, and Anker cannot match the newly added review dimensions. At the same time, a large number of links from different stores occupied the keyword homepage search position, blocking Anker, and intercepting and dominating the traffic of core keywords and massive long-tail words. At the same time, they adopted a wolf pack tactic of surrounding multiple stores and attacking from multiple fronts to absolutely crush Anker's sales. In a word, we should compete with our rivals in our most advantageous areas and put all our resources into it. In areas where we cannot compete, we can change the track and compete in a different way to avoid their edge. The above is a sharing about how small and medium-sized sellers on Amazon can achieve profitability. On the Amazon platform, there are tens of thousands of small and medium-sized sellers. Everyone has a different starting point and resources, chooses different ways of playing, and their profit methods are also different.
|
