The Amazon Global Store Opening Cross-Border Summit has come to a perfect conclusion! The difference in previous years is that this year Amazon has a brand new interactive form – "Cross-Border Live". Through the restoration of the scene, it will lead everyone into the daily operation of Damai, and learn more directly from the experience of outstanding cross-border people. Three wonderful scene restorations will take you into the daily operations of Amazon cross-border e-commerce merchants; Amazon seller guests from different categories share practical experience and insights on topics such as product selection, brand building, and supply chain management that sellers generally care about ; There are even industry opinion leaders to lead everyone to expand innovative thinking and discuss the way to success in going overseas!
Govee , which focuses on smart home, was founded in 2018. In the same year, it entered the Amazon US site, began to deepen localization, gradually opened up multiple Amazon global sites, and became the only lighting brand selected on the Amazon Prime Day North American best-selling list.
Zibuyu Sales Director
The main category of Zibuyu is clothing and shoes. It was founded in 2011 and began to transform into cross-border e-commerce in 2014. Currently, Amazon is the main sales channel, and its products cover various segments in a multi-brand and multi-matrix model. category.
Senior Manager, Amazon Business Unit, Bluetti
Bluetti is mainly engaged in portable energy storage, home energy storage and commercial energy storage, and focuses on R&D and innovation. Its customer base has spread to more than 100* countries and regions such as the United States, Japan, and Australia
Founder and CEO of Brand Planet
Amazon Official Operations Expert
Amazon Global Store Senior Account Manager
Amazon Global Store Senior Product Manager
Amazon’s Global Store Opening: How to quickly and accurately grasp demand trends, continue to drive new demand, and open up new incremental space? Follow the editor to experience and observe the operation of Amazon sellers in an immersive way. For cross-border e-commerce merchants who want to make a big business, don't miss this wave of dry goods!
Seller 1 : The growth of the main category has peaked, should we introduce new ones? How to choose products to reduce mistakes?
Seller 2 : How to build an overseas brand trusted by global consumers? How to plan and invest reasonably to drive business growth?
Seller 3 : How to establish the logistics and storage system and efficiently manage the purchase, sales and inventory?
Amazon's global store opening: If you also have these problems, quickly take out the small bench and take notes! Sellers experience big broadcast, 3 major challenges, one by one to break!
Faced with the peak growth of the main category, should we introduce new ones? Introducing the old and bringing forth the new means investing in new product research and development, and dealing with uncertainties in the new market. How to accurately judge market opportunities in the development of new product selection and avoid detours? Come hear the experience of the guests.
Sellers help Sellers
Cheng Bing｜ Zibuyu Sales Director
Clothing is a fast fashion category, and consumers want to see more new products. There are three main points of experience in new product development that we want to share:
Do a good job in product planning, review & predict the style of hot styles
⭐At the end of each year, we will do the product planning for the second year, such as how many new styles to make and which categories to make, and how many models to implement for each category — to control the total budget as a whole —and then allocate the budget to each designer for realization.
⭐We will also conduct an overall review of all the new models that have been sold this year and those that are currently on sale , summarize the selling points, and analyze fashion elements, including off-site fashion trends, foreign press conferences, etc., and then summarize buyer information and online information , to predict the trend of explosive models in the coming year.
Combine your own advantages, don't blindly follow the trend
We decide which products can be made based on our own supply chain conditions , and we will definitely make them if they are not popular products made by others. If your own supply chain cannot meet the product quality, it is easy to step on the pit.
First order test, improve conversion rate
There are many product developments, how to control the input cost? Our strategy is to strictly control the order quantity of the first order, so that small orders can be returned quickly. The first order will test a lot of new models. Through some quick advertising methods, we can quickly get the desired conversion rate and evaluation data to eliminate unsuitable products, leaving behind models that may be promoted or re-accumulated in the future.
Wei Huan｜ Senior Manager of Amazon Business Department of Bluetti
In September last year, we launched a new product in Europe. At present, we have achieved good results in various sites in Europe. Here I have some thoughts to share with you:
Analyze new customer needs
Before the product goes online, it is necessary to do a good job of user demand research. After the large-capacity energy storage power supply was approved, through further data analysis and understanding of user feedback , we found that there is also a large demand for small-capacity portable energy storage power supplies, and accurately found out the user's requirements for loading, interface, and fast charging. After more than a year of research and development and technical research, the flagship new product of the year was successfully released in September last year.
Find out when to go live
The launch in September also took into account the preheating for Black Friday and Cyber Monday , just in time for the surge in demand for energy storage products from European consumers. After the new product was launched, it immediately captured this wave of traffic and successfully completed the previous data accumulation.
Lay the whole line planning
When new Amazon sellers plan new products, they often pay too much attention to data models, such as how much money they spend on advertising a day, how many orders they place, conversion rates and click-through rates, and ignore the entire shopping process from the perspective of consumers. Before the new product goes online, we will spend 2-3 months planning the entire set of display pages. In addition to regular picture copywriting , etc., there are also brand flagship store special pages, brand stories and product A+ drainage modules, so that users can see new products online in every corner of the store .
Promotion in advance
This is also the first time we have used DSP to promote new products. It can directly attract customers to the new product special page of the brand flagship store, and we also started advertising 2 weeks in advance , laying a solid foundation for the sales conversion of new products in the early stage. solid foundation.
Reasonable forecast inventory planning
At that time, due to the wrong estimation of demand, our products were out of stock within half a month of sales, and we had to choose pre-sales. Therefore, a good inventory plan for new products is also very important for achieving long-term and stable sales performance.
Xie Fenglian｜ Govee Sales Director
Govee is a company that focuses on product R&D and innovation. We have been preparing for the adjustment of category strategy very early, including continuously investing 3-4 years in R&D and innovation in the smart home category . Due to the continuous decline of some old lighting categories, we began to cultivate some new categories and increase investment:
Real research predicts trends
We will use research data and user feedback to select categories that adapt to market trends and have potential for development for investment.
Increase independent research and development
The old category products will face problems such as homogeneity and price competition, so we have increased independent research and development for new products, especially mid-to-high-end products, and increased the unit price of customers. The focus is on the continuous competitiveness of products combined with hardware and software and user needs. There has been a lot of investment and innovation.
Adhere to product strength and positioning
We will select products that meet user needs, have product innovation, and can bring surprises to customers among many products, and concentrate resources such as brands and supply chains to anchor the mid-to-high-end market.
Special Guest Comments
Yongfeng Lai｜ Founder and CEO of Brand Planet
Starting from one's own advantages, one can better understand consumers in one's own category. Take an outdoor brand that has been established for 17 years as an example. As far as I know, the revenue in 2021 will exceed 1.4 billion US dollars, and nearly 60% of the revenue will come from an outdoor water cup. But with a better understanding of outdoor people, they began to make products such as backpacks and outdoor refrigerators. In this way, the share of water cups will decrease, but after product development, it also satisfies the needs of consumers and opens up more business opportunities.
But for most companies, resources and capabilities are definitely limited, and they need to concentrate on doing big things at this time . For example, it is impossible to do omni-channel in the early stage. At this time, you may need to use the tools of the mall to concentrate on showing your products to your consumers and obtain more user feedback .
Amazon official team support
Carol｜ Amazon Global Store Senior Account Manager
The development of new products or new categories is very critical for store growth. In 2021, Amazon data shows that more than 40% of product sales from Chinese sellers come from newly created selections in the past 12 months . New product development not only conforms to Amazon's flywheel theory, but also reflects brand value.
do what you are good at
Every seller needs to think about how to play and create greater value in the field he is good at.
Take Advantage of the Supply Chain
For example, we have seen some sellers of bedding or textile products. Seeing that the pet category has a good prospect, they expanded their products to categories such as cat kennels and dog kennels — they have similar supply chains and raw materials. , so the field can be expanded faster.
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