A few days ago , 2022 is coming to an end , and many sellers are also in full swing for final preparations. What can Barley, who have been successful in various promotional activities before, learn from them about the preparation experience for the event?
There are still many sellers who may have a feeling of "I seem to have done everything, but there is always something missing".
Today, the editor invited two senior sellers with their own characteristics in product selection and on the site to share their summary of this year's activities and what preparations they are currently making.
Lefant: A sweeping robot brand integrating independent research and development and independent production.
As a young brand, Lefant achieved 500% year-on-year growth in 2021 with one popular product . This year, as the brand grows and the product matrix takes shape, Lefant shares their focus for preparations .
" Whether the product and user experience are good or not depends on the return rate! "
After two years in the game , facing many powerful brands in the industry, Lefant does not love to compete in the stock market, but seizes the incremental market by deepening technology and product functional differences . Nicolas said: "The current penetration rate of overseas sweeping robots is just over 20%. Our philosophy is to build an incremental market and pay more attention to brand influence and user growth. "
Among the specific indicators of this year's big promotion , Lefant specifically set a goal of " reducing the return rate by 40% ".
"The main reason for returns is not the product quality, but the user experience. These all need to be guided from the unpacking experience to the product design function. Free up the energy of customers to invest in various aspects to refine, rather than blindly pursuing gimmick product selling points. ”
"Achieving the ultimate ranking every day!"
Compared with 2021, Lefant in 2022 has a richer product matrix, but in terms of the overall operation strategy, Lefant will still simplify the complexity and focus on three directions:
1. Build product matrix
Compared with last year's single hot product, this year pays more attention to the needs of a variety of different user portraits, taking into account practicality and high-end needs (appearance, configuration, derivative functions).
2. Stabilize the product ranking and seize the Best Seller
"According to our own data, the conversion rate of products with Best Seller can reach 10%, which has a very significant effect on sales promotion. " Nicolas said that in the three months before the big promotion, in addition to the most basic Listing optimization (A+ page ), brand store decoration, and formulation of advertising plans , the Lefant operation team has made sufficient preparations for key products to hit Best Seller through various methods such as advertising, promotion, and off-site drainage ( 1-2 times a week) .
" Various drainage products and means need to be used in combination, for example: when the product has a flash sale or a 7-day promotion arrangement, do off-site promotion and drainage one week before the promotion starts, then optimize the advertisement, and dynamically adjust according to the performance of the data , will be able to achieve the best results. Of course, we have also set up an incentive mechanism internally, and there will be bonus rewards if you get the Best Seller. ”
3. Enhance user stickiness
Lefant's understanding of user stickiness starts from the first moment a user sees Listing . Nicolas said: "Sweeping robot is a product that is relatively sticky to users. Listing is the first meeting between the product and customers. It needs to be able to grasp the subconscious needs of customers at the first sight."
Second, pay attention to reviews and customer emails from Amazon, which all represent the voice of customers. Lefant has formed a closed-loop processing mode in daily operations: customer voice, feedback – after- sales – R&D – product. Not a single piece of valuable customer feedback was wasted, which ultimately helped Lefant reduce returns and iterate.
Seize every minute of the event ! "
Lefant basically completed the preparation and delivery of products for Prime Member Day and Black Friday Cyber Monday in April and October respectively . Nicolas said that this year's logistics market is not as complicated as last year, and the overall delivery is relatively smooth.
" We know very well that there are big brands in front of us, so we stare at them all night every minute. Physical strength and mental strength are equally important. We must seize every minute opportunity to achieve this year's sales target ! "
Anntrue: Since 2017, it has been operating on the Amazon Japan station, mainly engaged in umbrellas.
According to Monk estimates, 12% of Anntrue's annual sales come from the two major promotions of Prime Membership Day and Black Friday Cyber Monday.
"I have been preparing for this year's PD selection since December last year!"
Due to the relationship between categories, winter is the off-season for umbrella products, which is just right for product innovation.
"I have participated in four or five big promotions , and I am most impressed in 2021. The traffic is so huge that I can only use ' shock ' to express it. A product can sell 2-3 thousand orders, which is 20-30 times the usual amount! "
Operating in the Japanese market and the vertical category of umbrellas for many years, Anntrue has accumulated rich customer insight and category experience. Considering that its own products are handmade and require a longer production cycle, Anntrue has started to develop new products for this year 's promotion since the end of last year.
Anntrue's New Product Development Experience
Based on the past explosions , combined with the latest insights into consumer group portraits (age, gender, pain points, preferences, etc.), iterated. After carefully polishing the basic model for half a year , Anntrue launched these two products suitable for Japan . One is a folding umbrella, which is positioned for lightness and safety, and the other is a long-handled umbrella, which is positioned for high-end needs.
The weight of many umbrellas on the Japanese market is between 460-500 grams. Anntrue has seen consumers' demand for "portability" from the feedback of a large number of customers. There are also female consumers who cannot close their umbrellas due to their weak strength. If you press it all at once, it may pop out and hurt your hand. In response to these two points, Anntrue developed a new model with a weight of 360 grams, and improved the function of retracting the umbrella to ensure safety.
" After many years of vertical category operation, we are very clear about the needs of Japanese consumers. The function of the product is the most basic, and what they need is the double satisfaction of quality and experience. Japanese consumers will only give 4 stars if they are moved. We are currently long-term Maintained between 4.2-4.3. ”
" According to the daily 3 times + stocking, the sooner the delivery, the better!"
Japan and China are neighboring countries, and it is easy for sellers to feel that logistics does not need to be reserved for too long. However , Monk reminded that the customs clearance speed in Japan is relatively slow, so we must be cautious in the selection of freight forwarders, and try to choose leading freight forwarders to ensure the timeliness of logistics.
" Generally speaking, the products participating in the Japan station activities cannot be shipped too late . And the sooner the better, because there are too many uncertain factors now. If you are worried that premature shipping will lead to higher storage fees, you can It’s also cheaper to use a slow boat. ”
Aiming at the inverse calculation problem that Japanese sellers are more concerned about, Monk believes that after the inverse calculation, the tax fee is relatively high, and Anntrue's umbrella is paid at a tax rate of 20% as a textile product. But if you want to develop in Japan for a long time, you must strictly abide by the policies of the local country.
In terms of operations, Monk recommends doing two things :
1. Continuous Listing and A+ optimization
" The core of Listing, to put it bluntly , is consumer psychology, " Monk said. "To deeply understand what customers' pain points are and what they like , these should be reflected in the Listing. Whenever you find a good-looking Listing made by others, you must Learn more and see more, I highly recommend everyone to learn more about the listings of Japanese local brands. I often study how they use fonts, how to display and compare products, which is very inspiring. ”
Xiaobian warm reminder
Listing optimization is very important and should be started as soon as possible. It is not recommended to make major changes to the listing within one month before the start of the big promotion .
2. Exclusive discounts work wonders
Before the arrival of the big promotion , Monk suggested that we must take out the most important products with the largest traffic in the store, make preparations in advance, and push them steadily and quickly. After the traffic comes, run together with advertisements, promotions, coupons, etc.
Every brand, every item, every seller has its own unique insights.
Although it is impossible to replicate those cases of successful peaking one by one, the road that Barley has traveled and the experience extracted have provided sellers with bright spots and some models that can be copied.