Build Amazon boom! What you need to know

In the operation of Amazon, explosive and explosive creation is always an enduring topic, and it is really loved by everyone. However, this kind of love is often just unfulfilled love, many sellers miss and can't sleep at night, but ultimately failed to create a blast that can make them satisfied.

Some people attribute the explosion to the selection of products, saying that "explosion is selected"; Some people attribute the explosion to Shua single, saying that "explosion is Shua out"; And the heart of the unwilling sellers always want to try a, try to do promotion, and strive to push their own products to explode, in their view, an investment should have a harvest, investment, harvest must be more, so they believe that "explosive is launched." In fact, no matter which point of view, before the "explosion", there is an objective existence, that is, the "product", no matter how the research method, if separated from the product level thinking, everything may become a groundless wood.

For different sellers, the method of creating Amazon's explosive may be different, but a variety of different explosive products must also have some common characteristics.

Explosion means that the market capacity is large, feedback to the seller, the sales of a single product is relatively large, literally understood, explosion first means to have a large sales. If the market capacity of a product is limited, it is difficult to build a boom, and it is very likely to hit the sales ceiling soon, resulting in operating costs that are not cost-effective at the input-output ratio level. Therefore, for a seller, when you determine the direction of an explosive product, you must ask yourself: How big is the market capacity of the product? Along with the answers you get, you can also form a preliminary expectation of whether the product will become a hit.

I often encounter such inquiries from sellers: I found a product with few sellers and few reviews from existing sellers. Can I determine that the competition is not fierce, or can it be regarded as an opportunity? For such a product, I think the first thing you should think about before you think about the competitive opportunity is that it is very likely that there is no market opportunity.

Second, explosive means that the price is moderate and the profit margin is enough, reflected in the consumer level, there is a large enough audience, feedback to the seller, explosive must be able to help you make money; In the process of communicating with sellers, I have always emphasized a point of view is that to do cross-border e-commerce, our primary goal is two words - to make money, as for the so-called brand and your personal great dream, wait until you earn enough money.

In order to achieve the goal of making more money, we rush to the explosive, reflected in the consumer level, the product must be moderately priced, just like the middle part of the football, gathering a large number of consumer groups, to have the opportunity to make it become explosive, otherwise, the price is too low, although the market capacity may be large, but the profit margin must be small, and the price is too high products, The consumer base is smaller, and it is difficult to become a hit.

Third, explosive means that the product just needs, feedback to the seller, a small number of (or even a single)SKU can meet the needs of most potential consumers;

From the operational level, the focus of explosive products is reflected in the focus, if a product has dozens of SKUs, even if the overall sales are large, the seller's grasp of the supply chain will be very chaotic and bad, in order to reduce unnecessary internal friction outside the operation, the typical characteristics of explosive products are just demand products.

What is a just-needed product? The popular understanding is that consumers' demand for the functionality of the product is greater than the pursuit of external elements such as color, appearance, and size of the product. In short, choose "I need" over "I like."

Fourth, explosive means that the product life cycle is long, the seasonal tendency is not obvious and the replacement is slow, a product can be sold for a long time (one or two years or even more years), the seller does not need to update the SKU frequently; The creation of any explosive model can not be achieved overnight, the need for long-term investment, when a explosive model is successful, if it can be maintained for a longer period of time, it means that it can gain more profits. Aside from the factors at the competitive level, the seller in the selection of products, only from the perspective of product life cycle consideration should try to choose a long life cycle, seasonal is not obvious, slow replacement of products, if a product update iteration is too fast, consumers always walk on the road to catch up with the new, the seller is difficult to have profit space.

Fifth, explosive means good quality, product quality to meet the expectations of most consumers, less bad reviews, can maintain a high rate of praise for a long time;

For a popular product, good quality is an essential measurement indicator, but the good quality here does not mean that it must be high quality, but that your product quality must be able to meet consumer expectations, on the basis of meeting demand and just meet consumer expectations, consumers receive the product is what they expect, satisfaction is high, bad reviews are less. Sellers can maintain a high rate of praise for a long time, so as to reduce the rhythm of operations caused by quality problems.

Traffic + conversion problem how to break? The right medicine is the key!

As we all know, traffic is a core point of operation of all e-commerce sellers, and sellers in the process of creating explosive money, the traffic problem is undoubtedly a top priority, but whether it is traffic or conversion problems have always plagued them.

First, the traffic problem. In view of the above cases, the traffic problem is mainly reflected in the high-priced automatic advertising mode that began to be invested after the product arrived at the warehouse, without timely analysis of data and pre-setting of negative words, the operation began when the review was far from enough, and inaccurate traffic was introduced.

Solution: "This is a common mistake many sellers make." At this time, the measures to be taken are to timely reject big words and inaccurate words, appropriately increase review, correspondingly reduce the overall advertising budget, and reduce the bid of words with low conversion rate, and finally reduce the garbage traffic.

Second, the transformation problem. "When I first came into contact with this case, the conversion rate was only 4%, the listing weight was precarious, and the product was not far from failure if the conversion rate was less than 5%."

If you want to make a product explode, you must learn to give up some things, have to give up to get, at the beginning of the desperate pursuit of high profits, rush sales this is not to be taken." Store traffic should be far greater than sales, followed by ranking, *** is profit, Amazon sellers must have investment thinking, in order to stand firm on the road in the future, step by step. And the following six steps, that is, sellers must not know the important law: ***, Amazon operation process do not break the stock, do not wait for the stock, how many first.

Second, the copy is perfect from the beginning and do not make changes later.

Third, do a good job of review and QA and then vigorously invest in advertising.

Fourth, improving conversion rates and improving relevance is the king of the entire operation.

Fifth, do differentiation and LOGO, and register the brand to do the record, prevent selling, improve profit margins.

Sixth, the first ranking > After making money, you must have the thinking of investment. "The first 20 to 50 products are marketing expenses, not to make money, but to invest."

Explosion of the whole process and eight aspects

First, establish a key word library: plan the keyword library is 80% long tail words +20% high-traffic words + words to be rejected + inaccurate words.

Two, pictures: seven pictures layout, white background first picture + scene picture + selling point picture + function picture + size comparison picture + detail picture + packaging picture.

QA and evaluation: Use VEDIA tape chart, 15 VP reviews in 2 weeks, 30 VP reviews in 1 month.

Fourth, open CPC: improve sales and conversion rate at the same time test copy, she stressed that "the main picture, key words, select words, multiple keywords must be hit the home page."

Fifth, do FBT: associate traffic, so that the product has multiple traffic entrances, Skyla revealed that: "Only let Amazon really know that this product is a popular product, then it will match more traffic for sellers accordingly."

Six, after the traffic growth can start to do second kill activities.

The next step is to do outside marketing to enhance brand influence.

Eight, 2-3 months to become a hit. It is worth mentioning that if a product has not become a hit after three months, then you should decisively choose to give up, Skyla added: "Three months is a cycle to push a hit, and in the whole process of making a hit, the time node is particularly important!"