Off-site deal operation strategy

Image source: 123rf.com.cn

After I posted an article a few days ago, my followers increased a lot, which made me feel pressured, so I have been updating slowly recently. This may just be an excuse for laziness.

Today I want to talk about off-site deals. Why should I talk about this?

Because I recently found that my colleague's order volume increased significantly, and his ranking suddenly jumped to Bestseller. I asked him curiously what happened, and he generously told me that he made an off-site deal. (Pictures speak louder than words)

So, I started to study the off-site deals these days. Today I will summarize the main contents:

1. What is an off-site deal?

2. How to find a deal website suitable for your product?

3. How to contact the editor of the deal site?

4. How to find off-site deals made by competitors?

5. Price setting?

1. What is an off-site deal?

It is essentially the same as the deals within the site. They are both deals, called "seckill" in Chinese, which is simply a limited-time promotion.

In-site deals occupy the largest traffic position on Amazon. For example, when buyers enter the Amazon homepage, they can see the deal section at first glance. In other words, if you report an in-site deal and there is demand for your product, then sales will increase rapidly.

(This is a picture from the Internet. Due to the recent epidemic, Amazon has stopped this feature)

However, there are many times when products cannot be reported for on-site flash sales, for example, if the products do not meet the requirements, or due to special circumstances, such as the recent severe epidemic situation abroad, Amazon has directly stopped this function.

If we want to promote our products vigorously at this time, it would be a bit embarrassing.

Especially when promoting new products, after all, new products are just a blank sheet of paper, and there is no record of good or bad sales. If you promote it at this time, the A9 algorithm will be more likely to recognize this product. At this time, it is undoubtedly a good choice to use off-site deals. (This is also the reason why many sellers want to refurbish old products)

Compared with on-site deals, off-site deals are essentially for the purpose of obtaining more traffic. More traffic means more orders.

The difference is the channels, one is within the site and the other is outside the site. Outside the site generally refers to some promotional websites, such as Slickdeal, Hotukdeals, etc.

Of course, off-site deals are generally charged, and as long as it is traffic, you have to pay for it.

This kind of off-site deal is called "volume release" in the industry, which is somewhat similar to some of our domestic discount websites, such as Taobao's 800 yuan discount, NetEase's Huihui, and Yitao's "promotional activities".

They are all large-scale promotions made by some platform merchants in order to increase sales and improve rankings. Because such websites will attract a group of consumers who are greedy for bargains to make purchases. Sellers achieve their goals, and buyers find products that are more affordable than other platforms, thus achieving a win-win situation.

Speaking of this, let’s talk about Lao Luo’s live streaming sales . To some extent, this can also be regarded as an off-site deal. The price is the lowest on the entire network, right? Douyin has become a website similar to a limited-time promotion. But why can Lao Luo still make money with the lowest price on the entire network?

This is mainly because of the large number of orders, which creates an effect of scale. The large volume gives Lao Luo bargaining power, allowing him to get lower prices from suppliers. In this way, Lao Luo earns the difference in price, suppliers make money by selling at low prices but quick returns, and consumers can buy more affordable products, achieving a win-win situation for all parties. This is the model of live streaming sales.

2. How to find a deal website suitable for your product?

The first step is to see what deal websites our site has.

The following is a list of the top 10 global deal visits compiled by the website similarweb : (URL: https://www.similarweb.com/)

You can choose the ones with higher monthly visits.

Top 10 Deal Website Visits Worldwide

(Picture from the official account 8 hours after get off work)

Top 10 Deal Website Visits in the UK  

(Picture from the official account 8 hours after get off work)

Top 10 Deal Website Visits in Germany  

(Picture from the official account 8 hours after get off work)

The second step is to determine whether our store meets the requirements of the deal site.

For example, the world's largest Deal Station SD has very high requirements:

1. Feedback must be 1000;

2. The review score is not less than 4.0 (it is difficult to become popular if the score is too low), and the number is not less than 20;

3. The discount should be reasonable.

The third step is to determine the main categories of the Deal site

Whether it is 3C or clothing, targeting women or men, the user portrait must be clearly understood. Only when our products match the categories of the website will the incoming customers click in to see it. Otherwise, if you spend money and there is no effect in the end, wouldn’t it be a big loss?

So how do you judge? (Take this deal website in Germany as an example: https://www.mein-deal.com/)

1. You can see what main categories are available through the website navigation.

2. You can query the user portrait of this website through the website similarweb .

As can be seen from the picture, the main audience of this type of website is men, and the categories are mainly electronic products. So if your product is household kitchen supplies, it is probably not suitable here.

Step 4: Understand the traffic data of the website

I also use the similarweb plug-in (https://bit.ly/3dQFwon) . This tool is very powerful. You can see rankings, monthly visits, bounce rate, country, bounce rate and other data. These can well reflect the quality of the website and the user engagement.

For example, enter a web page and click the similarweb plug-in icon in the upper right corner, and you can see the following content:

You can also find more similar websites:

After understanding these, you can find a deal website that suits your product, and then contact the editor.

3. How to contact the editor of the deal site?

1. Scroll to the bottom of the website and you will see the words "contact us" or "about us". Click on them and you will generally see the editor's email and phone number. (Since this is a German website, I translated it directly into Chinese.)

Find the email directly:

2. What if I can’t find the editor’s email address on the web page? Here we use a tool called Rocketreach

(Download short link: https://bit.ly/2RlbLCT)

Open the Slickdeal website directly, and then click the rocket icon above. 44 employees working in SD will appear. We usually look for editors there. You can click the +Add button for those whose positions are editors (as shown in the red box in the figure below)

Then click on the avatar to enter the page. You can see a filter bar on the top, where you can filter according to your needs:

After screening, you can contact us via email

It is recommended to verify each email address before sending it to avoid wasting time.

You can use the " hunter " Verifier to verify. As you can see in the figure below, the result is accurate, so you can send it to the email.

3. Hunter plug-in is very powerful and can batch capture the email addresses of all editors of the website.

Download address: https://bit.ly/2ylXJdg

Let’s take SD as an example. First, open the SD homepage, and then click the Hunter plug-in picture.

We can see that 28 mailboxes are captured on the SD page. We can filter them according to the mailboxes we need, such as those that may be used for contact and posting.

It is recommended to verify whether the email address is an email address in the hunter's Verifier. For example, let's take the first email address [email protected] as an example to verify whether it is an email address.

4. Price setting?

So how should we price off-site deals?

In order to ensure that the price is not higher than that of peers, and to ensure that you do not lose money, the following comparison is made in two dimensions, horizontal comparison and vertical comparison:

Vertical comparison: Compared with the historical price of the product, it is best to ensure that the discounted price is the lowest price in history, and the 50off editor will favor it more;

Horizontal comparison: Compared with the prices of other similar products on the promotion platform, your product has an absolute price advantage.

To check the prices of similar products on the promotional website, simply search for product keywords.

ps: It’s best to have pictures and evidence.

Tools for viewing historical prices:

camelcamelcamel

Keepa

the tracker

There are also tools for comparing prices across the web:

1. NexTag

2. Google Shopping

3. PriceGrabber

4. Shopzilla

5. Become.com

The content of the email can also include the product's selling points, the number and quality of reviews,

• Product selling points

  Simply condense the five-point description of the product and put it in the email.

• Review quantity and quality

  Tools to test review quality:

https://www.fakespot.com/

If there is a response from the other party, you can further send the information to the other party in detail (product name, link, delivery information, discount expiration date, selling point, original price, special price...)

The more you share, the luckier you will be!