Domestic products are galloping in 13 Amazon sites, and have set a high "record" in 7 years. The sales volume in Amazon 's Black Friday Cyber 1 has exceeded 20,000 pieces . The main product has entered the top 10, and the unit price is the highest !
How do they avoid "acclimatization" on the way to sea? Achieving a stage leap?
Let 's chat with George, VANTRUE's head of e-commerce operations, about his "big sales" .
Innovation is the key to capturing the hearts of users
As early as 2015, Vantrue launched the market's first driving recorder with a parking mode triggered by motion detection – R2, which perfectly solved the problem that the car was scratched and other accidents but the evidence could not be traced when the owner was not in the car. The industry-leading technical advantages give Vantrue the confidence to go global. Vantrue, which is positioned as a mid-to-high end brand and has product innovation and technology in its genes, faces the first question when going overseas: how to gain insight into the needs of overseas users and create popular products?
George : Facing the needs of consumers directly, digging deep into the pain points of consumers, and carrying out targeted product development and upgrading are the winning ways to do business on Amazon.
The Birth of the Explosive Three-way Lens
In the feedback from Amazon buyers of two-way products, Vantrue captured a pain point – "I want to record the joyful moments in the car when I travel with my family, but the camera is unstable and the effect is poor." Along this direction, Vantrue's research found that, In-car shooting can not only meet the emotional needs of users, but also provide greater security in the event of an accident, and smoother insurance claims, which meet the needs of taxi and car-sharing users and other groups. Therefore, after several rounds of technical research, VANTRUE successively released N4 and S2, becoming the "three-way lens leader".
George : In fact, when we first started product iterations, we lacked experience in collecting and analyzing user feedback and finding more forward-looking innovation breakthroughs, so we were unable to start. Fortunately, we participated in Amazon's exclusive account manager service and received 1-on-1 guidance from the official account manager. After mastering the analysis method, we now use Amazon tools such as Review (buyer reviews) and search term performance report in the brand analysis report to obtain the latest search trends and collect user feedback every week, find solutions according to needs, and optimize products . For example, expanding the compatible card type of the driving recorder, adding the internal recording lens, etc., are all upgrades based on the actual needs of users.
Traffic conversion encounters a bottleneck, how to find opportunities in a crisis?
How to increase traffic sources after launching new products? How to improve conversion? How to grasp the rhythm of the promotion? How to deal with the backlog of inventory ? After years of hard work, Vantrue has established his own set of "styles of play" to break through the bottleneck .
Broaden channels and increase traffic
George : Now that the cost of advertising is getting higher and higher, in Amazon, we mainly use brand tools such as POSTS (posts) and MYCE (manage your buyer engagement) to expand traffic channels. Outside the site, we will make full use of platforms such as Google, Facebook, YouTube, and cooperate with technology media and bloggers to provide products for them to conduct product evaluations, technical analysis, and attract traffic through media reports and forum posts. Of course, these are all based on understanding the target consumer groups.
Vantrue's "User Locating Method":
We will use the Amazon brand analysis tool, as well as the user group portrait and competition analysis given by the exclusive account manager , to fully understand user preferences and the overall market trend. In an analysis of consumer buying habits and cross-category, the account manager pointed out that some high-spending users are keen to buy artisan products for DIY, which allows us to see a new entry point for product promotion.
For these users, we use "DIY" as a long-tail word for advertising and promotion on the site. Outside the website, use market public reports and information to lock in the preferred media and active forums of this group of people, and then invite media and bloggers to do product evaluations and continue to release brand content; at the same time, through DIY groups and forum advertising coverage, the technology has advanced The creative video output of people constantly expands the user pool.
The two-pronged approach inside and outside the station, broaden the traffic channels, deepen the target audience's awareness of the brand, and the brand influence will naturally open up. According to such a method, the store fans of Vantrue's brand flagship store have grown from double digits to nearly four digits, and the store search index ranking has also increased by about 10,000 .
Optimize pages for conversion
With technology-enhanced products and internal and external drainage, the increase in sales should have come naturally, but Vantrue has also stepped into the pit of unfavorable conversion.
George : Our products are positioned as mid-to-high-end products with certain technical content, so we once used technical language to interpret the products, which instead caused consumers to have a poor understanding of the products, and the conversion rate has not been improved. After the guidance of the exclusive account manager, we noticed that the buyer's perception of the product is different from the seller's, and we changed the perspective to optimize the listing 's graphic information and keywords.
Vantrue's Listing optimization case:
Japanese customers pay attention to the detailed tutorials of product installation, and designed graphic instructions for product installation and usage tutorials for Japanese sites;
European and American website users are more concerned about product performance such as clarity and capacity, so they show the advantages and selling points of the product such as ultra-long shooting, night high-definition, and multi-memory card compatibility by making richer scene pictures such as long-distance travel and night driving.
The big promotion opportunity must not be missed, how can high customer unit price products break through steadily?
Grasp the rhythm and drain flow skillfully
We usually make a warm-up announcement of the big promotion 3-4 weeks in advance, and release details such as specific discount points on social media 1-2 weeks later. But sometimes the rhythm is not well grasped, and the warm-up effect is not as expected. After participating in the exclusive account manager service project , the manager will help us grasp the rhythm and guide us to start publicity preparations 2 months before the start of the big promotion , such as using MYCE (manage your buyer engagement) to send in-site letters and introduce old products to fans Participate in the preview of the big promotion and the promotion of new products, etc., to expand the traffic with a certain awareness of our brand, and the traffic is more accurate.
In addition, we did not pay much attention to the design of the brand flagship store before, but the exclusive account manager told us that during the promotion period, the brand flagship store can improve the recognition and allow consumers to better perceive our brand image and tonality. Therefore, during the preparation period, we re-optimized the store style; and adjusted the position of the promotional ASIN to the front of the store; at the same time, we reduced the proportion of large pictures, optimized the loading speed of the webpage, and improved the browsing experience of consumers. The effect is immediate !
Use DOTD to win business opportunities
Report DOTD, and the exclusive account manager will follow you throughout the process. Give advice starting with pitching product portfolios to help us improve the success rate of pitches through promotions. During the start of the promotion, guide us to increase the proportion of brand promotion and display promotion ads; take advantage of the eye-catching discounts of the big promotion to reveal more ASINs participating in the big promotion at the top of the search results page or among competing products to increase exposure. After the big promotion, the manager will review with us, review the ROI of each deal, and use data to demonstrate the necessity of continuing to invest in DOTD (Treasure of the Store) and PED (Member Exclusive Discount).
With the help of a dedicated account manager, we can steadily participate in the DOTD (Treasure of the Town Store) of the big promotion every year : the overall record of membership day this year increased by about 25% compared with last year, and the two-day PD in July increased by 30% year-on-year; Black Friday Cyber Monday’s sales exceeded 20,000 pieces , and the main product has entered the top 10 .
Product service localization, global multi-site layout!
So far Vantrue has landed on 13 Amazon sites. In 2021, Amazon's US and German sites, and Vantrue 's sales will maintain a leading position on the category track. How does Vantrue select sites and accelerate the start of the global store opening?
George : The exclusive account manager will recommend new sites with potential for gold mining based on our situation, and assist us in researching market capacity, competition, and explosive potential, and comprehensively examine business opportunities.
The foresight allowed Vantrue to target Germany, which has a high car ownership, and the United Arab Emirates, which has a strong consumption capacity for high-end products. The two sites started off smoothly. In addition, the realization of "localized landing" of products and services is also the key to opening the growth channel of new sites .
George : We will focus on consumer preferences through the analysis report provided by our exclusive account manager, and adapt to the habits of consumers on different sites. Regardless of the product appearance, function, or software design in terms of hardware, we will carry out "localization transformation". For example, adjust the products on the shelves according to left-hand drive vehicles in North America, right-hand drive vehicles in Britain and Japan; do a good job in meticulous customer service in the Japanese market, which requires high service experience. Only by truly focusing on consumers from all over the world can we continue to maintain competitiveness.
Q: What are Vantrue's plans for the future?
George : We are accelerating the iteration of self-developed products, and at the same time, we are expanding new categories by combining product selection recommendations from our exclusive account managers. In addition, we have also started 2B business at present, and are continuing to explore.
Q: After 7 years at sea, what suggestions does Vantrue give to cross-border beginners?
George : First of all, it is necessary to clarify the positioning, whether to take the high-end route or the cost-effective route, which affects the brand's follow-up product selection, business model and other aspects; secondly, it is necessary to insist on empowering product value with innovation, improve service quality, and solve consumers' real pain points .
Amazon Global Store:
It has been a long journey to the sea for seven years, from product innovation to site expansion, from the initial 3 partners to a team of 60 people, Vantrue has continuously advanced and transformed into an advanced cross-border e-commerce player. Success can be copied! Amazon's exclusive account manager service boosts "Made in China" to the high end of the global value chain! Sign up now, immediately break through the bottleneck of business growth, and achieve long-term brand value growth!