The previous article "To be an Amazon cross-border e-commerce, why do you suggest that you start with quality products? Remind sellers to lay out the boutique mode in advance, and don't miss the trend of cross-border e-commerce for quick delivery.
So, what exactly is a boutique model? Is it as simple as sending an FBA and polishing a house? Obviously not! A word "essence" in Amazon's refined operation runs through all links of the whole operation chain and goes deep into the corners of every operation detail.
For the operation, choosing a high-quality model means choosing to fight a protracted war. From product selection, list writing, keyword setting, advertising, FBA operation, inventory performance management, order management and so on. It should be "fine" and "fine", and there are often no shortcuts, so hard work will become a compulsory course.
Generally speaking, the entry of Amazon novice boutique mode will go through the following process:
1. Market research: make sure that the product has a market, moderate competition and no infringement;
2. Purchasing samples: accounting profits, writing lists, taking photos and retouching drawings, and putting money on shelves;
3. Market mapping: test advertisements, recalculate profits and optimize listing; ;
4. Stage summary: combining with real data, evaluate the product selection and play;
5.FBA stage: the products are basically stable, FBA is distributed in small batches, and expenses and management performance are calculated;
6. stage summary: evaluate the products according to the FBA stage data and adjust the play;
7. Maturity: the whole product is stable, advertising is optimized, performance management is carried out, and explosive products are created.
Most outsiders know that "seven points depend on product selection and three points depend on operation" is the operational logic that cross-border e-commerce merchants insist on, but few people can understand another criterion that insiders uphold: an explosive product is worth 10 ordinary products. Explosions are the ultimate pursuit of cross-border e-commerce operations and the core of the boutique model.
However, for novices, only by doing all the above links with heart can we make the road of refined operation solid and create the possibility of explosion. Explosive products were not built in a day. The prelude is very important and the foundation is very important.
Specific to the operation link, the modules that Amazon novices need to focus on when making excellent products mainly include:
First, choose carefully
Amazon platform has always implemented the concept of customer-centric, meeting user needs and improving user experience, which is the direction of Amazon's unremitting efforts. Therefore, "focusing on products and ignoring stores" has become a feature of Amazon.
Different markets, different regions, different people, different seasons and time periods are not only the influencing factors of Amazon's recommendation of goods, but also the important assistance for smart sellers to choose goods.
Don't think that explosive products sold in China will be popular overseas, and don't try to simply carry other people's products and wait for orders. Choosing products carefully is a science and a kung fu. Without a certain cultivation, it is difficult to master the doorway only by hearsay.
1. Learn to read the list in the station: bestsellers, new products, moving companies &; Shakers' three lists contain endless inspiration for choosing products. It should be noted that when reading the list, we should pay attention to digging deep into the small categories and not paying too much attention to the big categories. Focus on the products that are less reviewed in the list (100 is appropriate). (I need a picture demonstration because I am afraid of auditing, so I won't show it. You can ask me alone if you need it!
2. Learn to analyze product requirements: Learn to look at the list of existing sellers and customer evaluations. In addition to paying attention to praise, we should also pay attention to bad reviews. Think about the existing bad reviews, can you improve them? Good reviews, can they be maintained and optimized? Through evaluation, it can also be determined whether the product is suitable for a certain market and e-commerce channel.
3. Learn to communicate with suppliers: find suppliers with high cost performance, investigate the degree of cooperation and long-term cooperation. And make a comprehensive judgment to avoid late file break.
4. Learn to analyze market capacity: use third-party data analysis tools to assist. Focus on the research of at least five sub-categories of similar products within the range of 100 people, and the search results of related keywords are less than 2k.
5. Learn to calculate freight and cost: If necessary, you can buy samples for measurement, taking into account its weight, volume and other factors. No matter how well the product is sold, it is not profitable, so this step is crucial. Gross profit price of single product-purchase cost price-freight-platform commission-other expenses (including promotion expenses, storage expenses, operating expenses, etc. ). On the whole, if this product still has a large profit margin (30% profit margin), then this product can be developed.
Second, fine listing.
1. Fine image processing: refer to the idea of image processing of competing products and strictly follow the platform requirements. We can judge the image quality by the click rate, and it is ok to exceed 1%.
2. Fine title writing: the length is between 80- 120 characters, and the keyword layout of the title follows the principle of sequential distribution from left to right to avoid stacking and repetition.
3. Five-point description and refinement: refining selling points, stating one by one, and avoiding multiple selling points. Selling point refining can include materials, functions, usage scenarios, after-sales guarantee and precautions.
4. Category selection should be accurate: choose the category that is most suitable for product positioning, investigate the category competition in advance, and be aware of it.
5. Comments and QA optimization: Similar to one of our treasures, reading comments is the first priority. These comments from customers can impress customers more than the descriptions of merchants on the details page, and the same is true. QA will also expose some problems and selling points that sellers are not concerned about to help optimize and improve products.
Third, elaborate advertising.
1. Learn to collect advertising keywords: After entering product-related words in the Amazon front-end search box, many long-tail words will appear in the synchronization drop-down box, and you can collect these long-tail words. These are high-frequency long tail keywords searched by customers in the station. In addition, the keywords of excellent competing products are also the objects you need to collect, not only to collect but also to analyze.
2. Learn to analyze ACOS: ACOS (advertising sales cost), the ratio of advertising expenses to advertising sales, expressed as a percentage. This value is a key indicator to measure Amazon's advertising performance. ACoS = advertising fee, advertising sales.
3. Learn to check the advertising effect: enter the main keywords of the goods in the search box at the front desk to see whether the goods can be searched normally, whether the keyword ranking has changed, and how to improve it. These are all related to the sales volume and performance of products.
Fourth, fine performance management.
The framework of product selection, list writing, advertising and operation has been basically completed. However, there is still a work that the operation should continue to do, and it is also an indispensable key link in refined operation. This is the refined performance management:
1. Continue to pay attention to the health status of the account: handle the performance notice of Xiaohongqi in time; Respond to the letters in the station in time (no more than 24 hours), handle the bad reviews and do the after-sales work well.
2. Continue to pay attention to inventory performance: repair out-of-stock goods in time, clear excess inventory, replenish goods in time, maintain a good sales rate, maintain high scores, and avoid FBA storage restrictions. If there is a self-submission, do a good job in dealing with various problems such as credit card refusal, order cancellation, address change and return. , and properly handle it to avoid negative impact on the account.
3. Continue to pay attention to the product status: from the front end, see whether the product is sold normally, whether the shopping cart is lost, followed by the sales volume and whether the page can be displayed normally.
4. Continue to pay attention to the dynamics of competing products: focus on its ranking changes, whether there is any price adjustment, whether there are additional varieties, and whether there are new products. Compare competing products and optimize your own products.
6. Continue to pay attention to the notice of the seller center: News is the place where Amazon's new policies and regulations are released, including some new industry trends, Amazon events, introduction of new functions and preferential measures. Just check it in time.
7. Difficult problems: common emergencies, such as pages changing into dogs, goods being removed from shelves, variants being split, etc. If it can't be handled, it must be opened as soon as possible.
The refined operation of Amazon is a hard work, which requires not only the efforts of sellers themselves, but also professional and reliable guides, and it is difficult to grasp the essence of it by yourself.