The sales season in the fourth quarter is coming soon, and many sellers have already started to prepare for Double 11, Black Friday, and Cyber Monday. Are you still worried about product selection? No, the editor has sorted out the star categories of the US station, Europe station, and Japan station for the reference of the majority of sellers!
Whether at home or abroad, the category of accessories has always been hot. For Chinese sellers, what opportunities do they have in overseas markets, and which styles are the darlings of overseas markets recently? Check it out now!
Part 1 Opportunities for Chinese sellers
The accessories category is one of the hot-selling categories overseas in recent years. For Chinese sellers, both the demand side and the supply side have advantages and opportunities. Specifically, there are a few points:
① Large demand:
The global popularity of fast fashion has driven the growth in demand for "low-end" accessories. With the iteration of consumer groups, the increase in the marginal consumption tendency of emerging groups, and the prominence of real estate wealth effects, the representative of personalized consumer goods, "jewelry", has ushered in a period of rapid growth , while Europe and the United States are traditional export markets for Chinese sellers of jewelry and accessories;
② Advantages of industrial belt:
Domestic jewelry categories are mainly concentrated in Yiwu in East China and Dongguan in South China. Chinese sellers have the advantage of concentrated scale in the industrial belt, low manufacturing costs and rich styles . And at present, the demand side has not yet formed a market monopoly. Chinese sellers mainly focus on fashion jewelry, and the average price per customer is about 10-15 US dollars. Earrings, necklaces, and bracelets are the best-selling sub-categories. Body Jewelry is a strong category for Chinese sellers, and the penetration rate of decorative rings is also increasing year by year;
③ Wide range of needs:
There are not only a wide variety of accessories products, but also can be divided into many market segments in terms of materials, functions and production methods. Sellers can either focus on a sub-category or cross-category. In addition, the accessories have no obvious seasonality , and also have the attributes of holiday gifts , and the purchase scene is wide;
④ Large upgrade space:
For accessories products, consumers pay more attention to design and quality , and price is not the most important factor to consider. Sellers can start from the product differentiation route to avoid price wars;
⑤ Low pressure on supply chain, logistics and inventory:
The product is light in weight, small in size, low in freight, and not easily damaged during transportation, and the threshold for entering the market is lower than that of clothing, shoes and bags . Small products can be shipped by air, and the cost of air freight is not high in the overall cost, and the replenishment of air freight is flexible, the cycle is short, and the storage cost is low. At the same time, the production barriers of jewelry products are small, the technical difficulty is relatively low, and the shipment is fast . The factory can usually complete the shipment within a month, and the efficiency is high. If the product is suitable, you can also open the handmade category to save some costs.
Part 2 Examples of Explosive Styles
#1 Necklace with Pendant (one of the top sellers in accessories)
Popular styles: multi-chain, Y-shaped styles are more popular
Peak sales season: peak sales at the end of the year or during festivals
Hot selling color: Gold > Silver > Rose Gold
Price distribution: The low- priced market (less than $10) is shrinking, and the market size above $30 is increasing year by year
Brand monopoly: brand competition is scattered, and there is no market monopoly trend for the time being
#2 Earrings (a category with higher growth rates)
Popular styles: hoop-earrings, stud-earrings, ear cuff (full earrings)
#3 Jewelry, Rings
Best selling styles: stainless steel, zircon inlaid elements
Price range: <=$10 and between $10-$15
Brand monopoly: The distribution of brand sales is scattered, and there is no market monopoly tendency
Part 3Seller Experience Sharing
Among the sellers interviewed by the editor, there are many leaders in various categories. The editor interviewed their brand new strategy and whether they will involve the high-end market in the future. Let’s take a look at their sharing:
American station seller Amanda:
"We mainly follow the route of independent design + OEM production . By analyzing buyer reviews and reasons for returns, we know that consumers value design and quality more , and the main reason for returns is that the material is not good, resulting in product discoloration or allergies. Therefore, we focus on improving the quality of our products. In the later period, the new products are mainly silver products, so as to ensure that there is no problem in the quality of the products, and the selling price is also relatively increased, and finally realized the decline of the return rate and the simultaneous growth of sales and profits . ”
US station seller Donny:
"We mainly make cultural accessories, such as crosses and totems. Because the American customer base has a relatively strong belief foundation , the demand for cultural accessories is still quite large, and for this type of jewelry, the repurchase rate will be relatively high. High. Therefore, we focus on refining the needs of this part of customers and cut into market segments . ”
US station seller Erica
"Our current best selling is stainless steel , which has a lower price and no discoloration. This kind of product has a higher success rate when using Vine to obtain evaluations in the early stage . At present, we are selecting styles to improve product quality . Better branding of products. With the arrival of Halloween and the Christmas season, we have also prepared corresponding styles in advance and will continue to update them. This year, we are also paying attention to the sales of the Canadian site and plan to make more detailed planning . "
American station seller Hazel:
"Our consumers prefer stainless steel, electroplating platinum, and copper electroplating platinum . Consumer feedback on sterling silver products is average, but the basic styles still sell well. Our products have relatively high requirements on electroplating technology, in order to prevent discoloration problems. When there are negative reviews, we have been focusing on product quality control . ”
Part 4 Operation Tips
1. The design styles of Chinese sellers are limited. More sellers selling on Amazon refer to the top ASIN, which will lead to price wars after a period of sales, unable to rely on design or materials to gain more market share, and there are too many styles. Facilitate patent applications. More attention can be paid to these aspects in the future.
2. Generally speaking, the return rate of jewelry products is relatively low, and the return rate of rings is relatively high. Seller friends can focus on understanding the reasons for returns, such as poor material, cheap feeling, allergies, and size problems. Only by taking corresponding measures in a targeted manner can the return rate be reduced. Common are:
1 Understand the needs of target market customers:
Only by knowing the needs of customers in the target market, color preference, material preference, style preference and other information can we design and manufacture products that meet customer needs, thereby reducing the product return rate;
2 Accurately display the product:
Add as many high-quality product pictures from different angles as possible, but pay attention to the consistency between the pictures and the real objects. While the pictures are beautiful, you must also ensure that the products are truly and objectively displayed. In addition, the size of different specifications (refined to specific numbers) should be marked in the product description, and the material and content of the product should also be filled in truthfully;
3 Ensure product quality and provide timely after-sales service:
It is particularly important to strengthen the quality inspection of products before and after manufacturing products , strictly control the purchase channels, and conduct quality inspections before products are shipped. Solve customer return problems in a timely manner, and summarize and optimize products.
Compared with women's clothing, the European men's clothing market is more keen on basic models. For Chinese sellers, there are the following opportunities in the European market:
Part 1 Opportunities for Chinese sellers
① Large market capacity:
The European men's clothing market has a large capacity, the penetration rate of Chinese sellers is low, and the loyalty of male consumers is high, which makes it easier to stabilize the source of customers ;
② Avoid price wars:
Sellers with supply chain advantages can take the cost-effective route; sellers with design capabilities can target target customers and continuously improve their sense of design based on customer feedback on fine product quality. In short, avoid price wars and do business in compliance . Make good use of brand tools, such as A+ premium, brand flagship store , etc., to improve brand awareness.
Part 2 Examples of Explosive Styles
#1 Men's T-shirt
Men's T-shirts are the most worry-free items in the men's wardrobe, occupying the absolute main force in the sales of men's tops. The basic all-match models are used as inner wear in summer and autumn and winter , and they have very good sales performance.
Material preference : smooth and hygroscopic fabrics are more popular, and at the same time, it is necessary to take into account that long-term wear is not easy to pilling, and it is not easy to shrink and deform , especially the shape of the neckline must have texture
Hot- selling color: mainly solid colors , such as black, blue, white, gray, and styles with letter printing are also more sought after
Seasonal attributes: T-shirts, as evergreen products, have good sales all year round, especially in summer, and autumn and winter are also a wave of peak sales seasons
Price range: The unit price is mostly concentrated in the range of 15~30 euros. The slight difference is in the German station. The seller often adopts the method of selling multiple pieces , and buying two pieces together is the way that many buyers tend to buy.
#2 Men's Hoodie/Zip Up
Best- selling style: As a classic item, it is basically a hood. Slim-fit sports jackets, oversized and elongated jackets, regular sports jackets, and jackets with a layered hem are all popular.
Fabric preference: buyers prefer softness and comfort, so pure cotton, fleece and other fabrics are more sought after
Best selling season: winter
Color preference: British buyers prefer bright colors and are more inclined to choose printing styles with IP attributes; German buyers prefer solid colors, and the demand for dark solid colors is greater
Price range: mostly between 20 and 40 euros
Brand monopoly: The degree of brand monopoly is not high, but big brands have set some thresholds on design copyrights. Small and medium-sized sellers need to seek differentiation from crowd positioning and product design before they can find a way out
#3 Casual Shirt
Popular styles: business shirts, casual shirts, thermal shirts
Fabric preference: Business casual shirts focus on the shape , and the material is mainly combed cotton; casual shirts focus on softness, mainly pure cotton blends; in winter, some fleece shirts are just in time.Affected by the energy crisis, the winter in Europe may be colder this year, so it is especially necessary to prepare cold and warm clothes in advance
Color preference: The products sold in the UK are generally more design-oriented , and the colors are more lively, such as adding Christmas elements, printing, etc. to the shirts; in Germany, the color style tends to be conservative, and the plaid shirt has a wide audience, and black, gray, etc. Solid color style is also more sought after
Brand monopoly: There is a certain degree of brand monopoly , but there is still a chance to get out of the circle by doing a good job of quality control and differentiated design for different sites.
Part 3Seller Experience Sharing European Station Seller Casper
"Our target users are mainly men aged 25-45. We mainly focus on high-quality business shirts. Most of our products are fitted and loose-fitting, made of pure cotton, supplemented by printing, plaid and other designs. Compared with overseas sellers, Chinese sellers' The supply chain is more stable , and the single quantity is combined with the optimization of the supply chain, which has accumulated cost advantages, and the speed of new products is faster, and the products are more praised.
In terms of operation , we have been continuously refining the use of A+ pages , and try to choose high-quality materials. Next, we plan to complete the construction and optimization of the flagship store before winter. Secondly, we will find some local small net red to promote the product and increase the popularity of the product . In the product itself , we are also continuously optimizing the size through seller feedback, so the return rate is much lower than the market average, which also increases sales and sales in disguise. "
August seller in Europe
"Our products are mainly men's models, and the target group is young men aged 15-30. Different from other brands' solid-color basic models, we mainly focus on splicing and printing products, and we will introduce new splicing baseballs next. Clothes, jackets and other items with some design elements. Benefiting from the advantages of supply chain and operating costs, our product pricing can be about 10% cheaper than the market . At the same time, we strictly control the quality and size , and constantly optimize products to to reduce the return rate.
Our advertising investment budget is also relatively sufficient. It is very important not to step on the red line and not to infringe. Compliance operation is very important. I have seen many sellers fighting price wars even though their cost price is high. The ad ranking can rise in a short period of time, but the ranking will drop after a while. So try not to fight price wars , good sellers must have enough profit margins. "
Part 4 special reminder
1The printing pattern on the garment, pay attention to the risk of infringement
2 Items with lower unit price can be sold in bundles, such as a buy-and-gift discount model; in addition, the A+Premium function launched in August will also bring greater growth potential to conversions and sales
3 The recent dock strike in the UK is expected to have an impact on the logistics speed in the future. Please arrange the delivery properly.
Do you also have the following doubts about popular items, fashion trends and fashionable clothes on Japanese sites?
Part 1 Pain points of fashion sellers
Then come and take a look at the popular categories in Japan. I hope the following categories and successful cases can give sellers some inspiration and reference.
Part 2 Examples of Explosive Styles
#1 Accessories Case
In addition to mini bags, pouches for passport boxes, key boxes and coin boxes have also become a trending item at Fashion Week. The point is that there are various packets that overlap the same texture.
#2 Vivid Color Bag
Since spring/summer 2022, bags in bright and neon colors are gaining more and more attention. In terms of materials, PVC and soft leather for young people are more popular.
In the field of necklaces, necklaces have been a popular item for a long time, but now chain necklaces have become mainstream, especially delicate metal chains are considered to have strong market potential. In addition, long necklaces are also gradually increasing, and in fashion weeks, long necklaces with various pendants have attracted much attention. At the same time, pearls have also become a trend throughout jewelry pieces, and their use in necklaces is likely to increase. After spring and summer , Y2K will still be in the spotlight in autumn and winter 2022, so kitsch, pop and colorful necklaces will be trendy items.
Part 3Seller Experience Sharing
Japanese station seller Cody:
"I started Amazon in 2018. Currently, it mainly operates in Japan and Europe. The main categories are accessories, shoes and bags. In the future, I plan to dig into other product categories in the clothing category. Therefore, the Trend JP selection guide for Amazon Japan is very helpful for us . It is of great help and will give us inspiration in terms of styles, colors, materials, etc. The current performance growth is relatively good. "
Japanese station seller Austin:
"In this year 's big promotion, our daily sales of parasols reached 5,000 pieces. The main reason for the success is that we have carried out in-depth cooperation with the factory. We will carry out product development according to customer pain points and needs , and products will be checked many times before they are released. Try to ensure product quality. Secondly, this year we increased our advertising budget and participated more actively in promotional activities such as DOTD and Lightning Deals.”