What is the potential of Walmart's platform? Grasp the latest sub-advertising trend

Walmart made major adjustments in 2022. Compared with Amazon's stagnation, Walmart's performance in last year's peak season was very impressive. Many sellers reported that their sales on Black Friday and Cyber ​​Monday in 2022 even exceeded Amazon's. Therefore, this year many companies began to expand the Walmart team, set higher goals, and gradually shifted their focus to the Walmart team.

Walmart started to recruit investors in China in March 21. At that time, the entry threshold was very high and the review was strict. It required more than one year of sales experience on Amazon and a GMV requirement of nearly one million US dollars , which discouraged many sellers. Many sellers were rejected by the official during the registration process. Even the sellers who registered their accounts did not take it seriously due to lack of market experience and resource investment constraints. This made many newly settled sellers more Buddhist, product competition was much easier, and advertising bidding was much lower than Amazon. However, due to the small number of sellers and few products on sale, some sellers chose the wrong category and took many detours.

At the same time, a considerable number of sellers have stood out and tasted the sweetness of Walmart. After one account was successful, they began to apply for multiple accounts and buy accounts to occupy the market. So far, there are more than 140,000 Walmart online sellers, which has more than doubled in the past year alone . Since the end of 2023, the threshold for investment has become very low . Now is a good opportunity to enter the Walmart market. You can take advantage of this period to reserve more stores.

At present, the Walmart platform is still in a chaotic period. Its rules and functions are learning to imitate Amazon, but they are not as perfect as Amazon. In other words, there are more opportunities. Many early Amazon gameplays are still applicable on the new platform. Some sellers in the early days made a lot of money by infringing, following sales, and sending empty packages. But as the platform matures, there will be more and more restrictions on sellers. The number of products on the Walmart platform is currently in short supply, but there is huge demand for many categories, so the model of occupying a spot and distributing goods is very suitable on this platform. Many sellers of this model made a lot of money on Walmart last year. With the opening of rich media functions, the opening of sub-body advertising functions , and the enrichment of tag recommendation positions, the transition to the boutique model is an inevitable trend, and the final signal is the emergence of the ranking function. Pay attention to the dynamics and make timely adjustments.

In the boutique operation model, advertising promotion plays a very important role, so the improvement of advertising functions is also a prerequisite for the transition to boutique. The changes brought about by Walmart's sub-advertising will inevitably have a significant impact, and sellers need to adjust their advertising strategies and gameplay in a timely manner. From previous advertising reports, we can clearly see that the exposure and clicks of sub-advertising are far less than those of the main product . For the advertising effect of multi-attribute links, this will lead to a serious shortage of sub-advertising sales. Sellers have misunderstandings about sales judgment, which is a major obstacle for those who do not have a deep understanding of Walmart's rules.

The sub-body advertising function can selectively target sub-bodies for advertising, and the advertising method will be more flexible, which is a favorable signal for the majority of sellers.

First, sub-ads can give variants more exposure and display opportunities, help find core variants better, and increase the weight of the entire link . If used well, it will greatly improve search rankings and double the number of orders .

Second, increase the conversion rate. In the past, most traffic could only select products by searching for base items. The single traffic source would inevitably lead to a low conversion rate for the sub-body, which would in turn affect the entire link conversion. Sub-body advertising can increase more accurate traffic sources, and the demand matching degree will inevitably increase, and the conversion rate will naturally increase.

Third, competition should be avoided between variants, and style attributes should be differentiated to lock in as much category traffic as possible.

Overall, this new change in Walmart advertising is very positive for both sellers and the platform, and I believe everyone is eager to try it out.

The method of adding variant ads is also very simple. The specific operation method is to add the base item, and the Add button will appear on the right. You can select all variants or select individual variants.