The selection ranges from 1 week to 1 hour, and the key to its outperformance of its Amazon peers is →
2023-10-18
Zhiyi Technology
cross-border clothing e-commerce, use overseas exploration; Overseas exploration, a must-have for cross-border clothing selection!
"Cross-border e-commerce depends on operation for three points, and seven points for product selection"This is a phrase that is often on the lips of knowledgeable practitioners.Every newcomer who has just entered the cross-border industry has also been in"Selection determines life and death"The iron is dedicated to studying how to choose the right product.
Because product selection has always been a question of thousands of people, there has never been a set of standard answers.It is not easy for sellers to successfully select popular products among tens of millions of products, and they must also take into account various situations such as choosing popular products to compete with many peers, selecting high-priced products will make sales not go up, and choosing niche low-priced products will lead to too narrow an audience.
For Amazon apparel sellers,The choice is the selection, and the choice is even more complicated。
Recently, Zhiyi Technology visited a cross-border women's clothing company and communicated with their design director Javen about the difficulties and pain points encountered in cross-border selection, and how to solve them.
This is a cross-border e-commerce company located in Shenzhen, Guangdong, which entered the Amazon US station in 2018, and is currently engaged in all categories of women's clothing. According to their design directorJaven revealed that the company's overall new frequency is not high, about more than 20 new products a year, and the company's performance depends on the success rate of new products and the continuous explosiveness of old products.
Therefore, the success rate of the company's product selection has become the biggest pain point of her work, just like it is difficult to find an accurate navigation mark in the vast sea, and the future course of the company's big ship is full of unknowns and risks.At the same time, the difficulty in product selection also hinders the company's sales volume to make a breakthrough.
"We hopeAdjust the development product strategy,Speed up the new rate, but don't want to reduce the success rate."How to balance these two seemingly conflicting indicators is a real problemJaven for many years.
whereasAfter working with Overseas Finder for a year, Javen believes they have finally found a "balance" between "new rates" and "success rates"。
"In the past, selection was a difficult part of us," says Javen, "and the styles that have dominated the Amazon list for too long have been extremely saturated by other merchants. ”
According to Javen, the design director, in order to improve the success rate of product selection, their previous method was to arrange assistants to manually find new and list styles on independent websites every day, and high-praise clothing posts on overseas social media, so as to capture those popular trends that are accepted by overseas consumers.
However, this "fool-proof" method not only requires a lot of time and energy, but also takes at least two weeks to make the final trend plan, even if the assistant uses a high intensity to collect the data, and the data collected is not necessarily accurate.
After working with Overseas Finder, everything changed.
The first wave of beneficiaries was assistant Molly, for whom overseas fundraising was her smart foreign aid, and she no longer had to spend a lot of work hours manually searching and sorting out social media interactions and product information. It just needs to be usedBatch download feature, she can get the corresponding data list at once.
For example, "Overseas Exploration" has various sitesHot rankings, new rankingslist, or in【Merchandise Center】on demandFilter regions, shelf time, sales and other dimensions, you can get the site performance of the required style with one click, and support batch collection and export.
includeINS、TikTok、Pinterestand other social media interactions, popularity, can also be in"Overseas Prospecting" [Community Popularity]Finding the platform's recent trending images/videos in the section has greatly freed up Molly's working time, in her words:"I spent an afternoon brushing INS to find money, and I was confused after reading a large number of pictures, and I had to spend time sorting it out when it was over. Now you can get it and download it in batches in 1 hour with overseas exploration, and you don't need to use third-party tools to connect to the Internet, so you don't have to worry about banning your account. ”
And with that comes Javen'sCategory development strategy。
"In the past, I would make judgments based on my own industry experience, which was inevitably subjective.So used to beI will struggle for a long time whether my decision is the right one."Now, we use the market analysis function of Overseas Exploration to understand the category trends, color trends, and distribution of popular price bands in our markets, which directly makes our development process more efficient, prevents subjective decision-making errors, and improves profits."”
In terms of pricing, Javen will also use "overseas exploration" to accurately position, such as "The most popular sweater in the last 30 daysto optimize the pricing strategy and maximize profits.let aloneBenchmark the sales data of independent stations to quickly discover new product opportunities - potential categoriesFinish.
In addition to the above features, Javen's design team will also passIntelligent image search functionFind more valuable similar styles on and off the site for design inspiration, and check them outSubcategory BSRIn the past 4 years, the TOP400 style has been guaranteed to be accurate to the sales volume of each SKU, so that the explosive models can be traced back and the selection is supported.
In addition to product selection, the way they operate has also changed. Previously, their Amazon operations had to manually track the relevance of competing products on a daily basisListingThe first is to pay attention to whether the other party has new variants, and the second is to judge the sales data based on the evaluation data.
It's a time-consuming and laborious task, just like product selection, and Amazon's review data lags behind.
Through the "Overseas Exploration"Set up monitoring for interested listingsAfter that, they can now quickly discover not only high-quality ASINs under key links, but alsoNew SKUs, Hot SKUs,Changes in product data and ranking trends, as well as the ability to view historical entries in each category, give you a clearer insight into the competitive landscape of sub-categories, and easily follow up on the valuable styles of your competitors.
Taken together, Javen can be said to have achieved this through the cooperation with "Overseas Investigating".Shift from a traditional (manual) to a digital (data-driven) operating modelof transformations. It is precisely this "qualitative" transformation that allows them to find the "balance point" between the "new rate" and the "success rate".
Under the pressure of "choosing products to determine life and death",It is no surprise that "Overseas Exploration" has become a long-term partner of Javen's design teamand continue to optimize the cross-border product selection and design experience for them.
Since the launch of the "Overseas Exploration" product, we have been committed to using AI big data to empower cross-border apparel companies with a more intelligent and efficient design work experience.At present, it has reached friendly cooperation with many companies such as Senbo, Aiot, CHICV, etc。
In the future, we look forward to establishing long-term strategic cooperative relations with more excellent customers and continuously strengthening communication with cross-border customers. Finally, let's conclude with Javen's evaluation of overseas exploration, and hope that in the future, the power of data can drive the progress and development of the entire clothing design, and inject new momentum into the industry:
"At a time when fashion trends are changing rapidly, overseas fundraising is an important tool for our business. It's an integral part of our process of developing new models, and we use it to meet changing consumer needs. Overseas exploration ensures that our designs are trendy in the eyes of consumers. ”
Overseas exploration, to be your cross-border clothing selection helper; To make a hit, use overseas exploration money!
