If you want to do a good job in e-commerce operation, you need to manage two lines, one is a friend, and the other is a friend. Only e-commerce operators who have a thorough understanding of these two lines can make it easier to make a link to the blockbuster.
A bosom friend does not simply know the superficial information of his company's size and staff, but needs to know the advantages of the products he promotes? Whether the supply chain has advantages, or the cost has advantages, or the platform network has advantages, different advantages should take different methods to achieve results.
For example, I do cosmetics as an agent. I know I have no cost advantage, so I will not compete with competing products. Instead, we should work hard on internal skills. For example, if someone sells a famous brand of body milk for 98 and I sell it for 118, many orders can be made.
This article does not talk about friends, but mainly about knowing the enemy, that is, how to understand the competitive products, how to develop their own strategies according to the competitive products, and how to get the desired results. I do competitive product analysis mainly around the following aspects, which are shared here for your reference.
01
See the main picture of competing products
By competitive products, I mean all products of the same type that are not made by us. On the e-commerce platform, if you look at each category, you will find that the main image styles of different categories are different, but the main image styles of the same category are similar.
When I get a new product, I will study what category it belongs to, and then search for competing products of the same category. I will look at it according to the sales ranking and system recommendations, take a screenshot, and save it in a folder.
The reason for this is that different categories correspond to different user groups, and different groups have different demand points for goods, which leads to different main map styles of different categories. However, the needs of different groups for the same purpose are basically the same, so the main map style of the same purpose is basically the same.
When I cut into a new category, I will look at the main picture style of the competing products, which is mainly text, commodity or Ma Bian.
Taking milk as an example, I looked at a whole box of live pictures+theme boxes; While facial cleansers are mainly celebrity portraits+commodities+words; Look at the wifi signal amplifier I bought recently. It is mainly white text with extra large size to highlight the selling point of the product.
We have seen more and found out the design direction. When we made the main drawing, we knew how to do it. Don't go against the trend, but follow the trend, so that we can get the results we want more easily.
02
See the price of competitive products
What I do is to do more. It is the basic skill of operation to do more and see the price of competitive products. Because I have no advantage in cost, I often come to the same conclusion when I look around: after all, our products can't be made. The selling price of others is lower than our cost, which is difficult to do.
Do more, the price has a lot to do with the sales volume, low price, high sales volume; High prices, low sales. It's a bit like a seesaw. When one end gets up, the other end must fall. Therefore, when I look at the prices of competing products to price my own products, I usually take the middle price.
After all, there are only a few source manufacturers, but many agents. The prices range from low to high. My experience is that we should not make the highest price or the lowest price, so as to maximize sales while ensuring profits.
In my opinion, the prices of competing products also need to be compared on multiple platforms, such as Duoduo, Taobao, and Jingdong. However, I saw too much later, and I stopped looking at the latter two platforms. Anyway, Duoduo must have the lowest price, and I can only compare with the lowest one.
But one thing is that other people's prices are low, so we should be clear eyed. Some prices are outrageous, so we don't need to refer to them. The ex factory price of other brands can't be so low. How can they sell at a lower price than the ex factory price? You know why.
Look at the prices of competing products and draw two conclusions. See how many links follow the natural flow and the magnitude. How many are forced to pay, and how many are forced to pay. I have made a product, and the price is not very advantageous, but after looking around, there are not many people doing it.
I use the forced payment method, and can run a lot of water in a month. If the whole market is a natural flow with many links, such products should be touched as little as possible.
03
SKU of competing products
SKU can be specifically described. Although it has less than 18 characters, it can bring a completely different effect. I made a SKU of 200g for 17 yuan and a SKU of 400g for 22 yuan imitating the competitive products, and everyone bought a SKU of 400g.
If a 200g SKU is marked according to the actual selling price of 11 yuan, it is likely that a large amount of 200g SKU will be bought.
Looking at competitive SKUs, we need to find unexpected combinations or play methods. People's imagination is limited. Especially when I see the SKUs of competing products in combination, I suddenly feel: Oh, it's still possible to play like this, so I'll try it.
The result was very good. Sometimes I would put the products of two color systems into one SKU to sell. After seeing a circle of competing products, no one did so, so I gave up. Through the analysis of competing product SKUs, I speculated that no one would buy two color systems at the same time. This is the custom of users. We should not do SKUs according to our own thinking. We should look at the SKUs of competing products to know how to group and sell products.
04
Review of competing products
After reading so many comments on competitive products, my conclusion is: true or false, happy. We don't need to pay attention to the number of other people's link comments. We should pay attention to the content of competitive product link comments. By filtering keywords from the comments, we can know what users value most about the product.
For example, the quality of this product is really good, the color is loved, and it is the same as the picture description. Most of the comments on the cosmetics category I made are: they have been identified as authentic products, so you can feel free to rush. I know that I have a chance to sell at a high price, because in the eyes of most people, a high price is equal to genuine goods.
I have a product, and the price of the platform's fund exploding activity is set at a super low price. Many buyers ask the first question: Is this genuine? Why are they so cheap. Even attracted the crackdown on counterfeit goods. Even without paying more attention, I directly reported our sales of counterfeit goods, and I responded in two words.
Analyze the user's concerns from the competitive product reviews, and apply the right medicine to the case. You will know how to play your own links. For some functional products, the user's comments show that the requirements for the brand are not high, and they only want results, so they increase the efforts to return favorable comments, and the final results are also good.
In short, the answers we want are all in the links of competing products, depending on whether we can find them ourselves.
05
last
I have a habit: when I am free, I don't want to brush short videos, but go to Duoduo or Taobao to see how others sell things and whether I have the possibility to be impressed. If you watch more, you will have a better understanding of the whole market. When you go to promote the best products, you have a complete idea of how to layout and plan.
At that time, you will feel that e-commerce is as simple as playing.
Author: Tiger talks about operation
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