In this paper, we will interpret the key points of three different types of products (evergreen, seasonal and new) from the perspectives of product selection, operation and marketing. At the same time, we will present the selection method theory of three types of products in 2021 to help you better understand the market

1、 Evergreen products: as the name suggests, evergreen products can be sold most of the year, with a wide audience and a large proportion of sales. These products are a solid foundation for Amazon’s business. If you want to make evergreen, you need to constantly polish and iterate products, and constantly improve product quality and details to meet customer needs.

First, from the perspective of selection:

·First of all, we need to combine our own supply chain advantage resources, determine the target customers and do a good job in product positioning, select products from the needs of the target customers, highlight the characteristic design in style, fabric and function, and make products differentiated from the market

Furthermore, we need to keep up with the changes of customers’ needs, update and iterate the necessary functions and details in time. The selection of products depends on quality rather than quantity, and don’t stack invalid asins

Synchronous selection to more sites, enlarge product efficiency

Operate:

In the early stage, we should build a stable supply chain guarantee, continuously optimize the quality of products, reduce costs, and make production and stock plans in advance according to the annual sales curve and replenishment cycle

According to the volume and weight of the goods, a variety of logistics methods can be flexibly used to reduce the first journey logistics cost; according to the changes of supply chain, first journey logistics and FBA warehousing, the inventory planning and management of the whole inventory can be done flexibly to ensure the availability rate, deal with the redundant inventory in time, maintain the ideal IPI score, and improve the overall inventory turnover rate

Constantly Polish high-quality product listing, optimize the title, five point description, a +, search keywords, fashion category, especially pay attention to the image effect

Get high quality customer reviews through early review and Amazon vine, keep abreast of customer feedback and voice, and continuously improve customer experience. Pay attention to the return rate of customers, focus on the analysis of the reasons for the products with high return rate, and make appropriate adjustments to the product size and page description

Marketing:

Build the overall brand image, enhance customer loyalty and stickiness, and make good use of Amazon’s brand store, sponsored brand and other tools

Through deal, coupon and other means of merchandising, we can grasp the festival, prime day and promotion season to push advertising, constantly improve the sales and output efficiency of evergreen main products, and do a good job in the station drainage

2、 Seasonal products: the sales of seasonal products are greatly affected by seasonal factors. If we can discover and explore the changes of fashion trends in time, it is of great significance to integrate the popular elements into the new products of each season and lead the fashion trend to create popular products and improve sales. As the selection of seasonal products has obvious ups and downs in low and peak seasons, grasping the rhythm is the key to do a good job in seasonal business.

Selection

According to the seasonal characteristics of the target site and the needs of different festivals, choose the appropriate selection

According to the climate change characteristics of the target site over the years, we should focus on the product categories of each season in product development, such as whether there is a warm winter phenomenon, whether there is too much rain, whether the number of days in summer is extended, and so on

Operate

Start R & D, design, production and stock plan in 1-2 quarters ahead of time, put on shelves as soon as possible, and seize the first mover advantage at the beginning of the season

According to the volume and weight of products, the first journey logistics with reasonable combination of air transportation and sea transportation is adopted to improve the efficiency of inventory turnover and balance the cost of first journey logistics; the inventory and turnover are closely tracked, and the seasonal products usually require more frequent replenishment than the evergreen ones, so as to ensure that the products are not out of stock at the beginning and middle of the season, and reasonably control the replenishment at the end of the season to avoid excessive redundant inventory

Set up a phased price strategy to increase the proportion of high profit sales in the seasonal period as far as possible, make up for the loss of profit when clearing at low prices, and achieve the gross profit balance of the whole set of seasonal goods

Marketing

Grasp the sales rhythm of seasonal products, layout deal and advertising resources in advance. For example, spring and summer products are recommended to launch new models at the beginning of the year, focusing on Valentine’s day, mother’s day and father’s day in the first half of the year until the sales peak of prime day; autumn and winter products are generally warmed up from prime day until the fourth quarter of the second half of the year, including Halloween, black five, net one, Christmas and new year in January next year

At the end of the season, flexibly use the resources inside and outside the station, and use the discount outside the station to clear the off season inventory in time

3、 Emerging products: the sudden increase in demand brought about by new events or new trends is an opportunity for business expansion: it may be the general demand growth of some sub categories, or it may be the demand growth of related products brought about by a certain popular element. The growth of demand may be a change in the short term, or a sustained change in the medium and long term. Therefore, the key to do a good job in the new business is four words: only fast but not broken.

Selection

Pay close attention to the demand change of the target site, keep the sensitivity to the trend change at all times, and expand the emerging potential categories in combination with the advantages of its own supply chain, so as to quickly respond, quickly update and seize the opportunity

Pay attention to the change of fashion trend, grasp the fashion context, integrate the fashion elements into their own product design, and combine their own brand positioning and target customer positioning to create the best-selling fashion products

Operate

To build a flexible supply chain, the supply chain should be able to support rapid response and innovation

Adopt air or express delivery, shorten the first journey, put on shelves and other flexible logistics methods, and seize the first mover advantage

Reasonable use of short frequency and fast replenishment to maintain fast and efficient inventory turnover

Reasonable combination of FBA and self delivery, rapid measurement, evaluation of consumer popularity, at the same time, closely follow up customer comments and feedback, timely adjust product short board

Marketing

Cooperate with advertising, do a good job of drainage inside and outside the station, improve the cold start speed of new products

Pay close attention to the back-end deal recommendation in time, combine with Amazon’s promotion calendar, quickly pull up the sales volume and ranking through promotion tools at an appropriate time, and open up the gap with competitors

The above is my way to recommend the fashion products in 2021! I hope you will sell well in 2021