Distribution is to upload products in large quantities through the platform. For novice sellers who are not clear about positioning, do not know how to choose products, and are eager to issue orders, distribution is the first choice for novice promotion stores.
About distribution
Amazon Distribution means that Amazon sellers upload products in large quantities on the Amazon platform. Amazon distribution is one of the ways that sellers often promote and operate their stores. For the same product, one seller is only allowed to publish it once on the platform, and one seller is not allowed to publish the same product separately or simultaneously through multiple accounts, otherwise it will be deemed as repeated distribution.
General standards
Repeated distribution behavior includes but is not limited to the fact that the main commodity maps are identical, the title and attributes are the same, or the main commodity maps are different (for example, the main map is taken from different angles for the same commodity), but the title, attributes, and price heights are the same.
Detailed rules
In addition to the general standards mentioned above, if it is necessary to set different packaging methods for some goods, the number of goods released shall not exceed three, otherwise it will be deemed as repeated distribution; The same seller, that is, the account or actual control account under the same enterprise certification AliExpress For the account on the website, or the same IP address and the same company certification, only one online product can be released for each product, otherwise it will be deemed as repeated distribution.
Circumvention method
1. Picture distinguishing method
The seller can take pictures of the product from different backgrounds from multiple angles. In addition, the seller can also distinguish between different application scenarios by virtue of whether there are models to show and the main picture of the product.
2. Price differentiation method
For the same product, the seller can compare the price settings of the same product in other sellers' stores, and reasonably regulate its own price range. Specializing in marketing skills based on consumer psychology, the stores with higher prices will have lower turnover, and the stores with lower prices will have higher turnover.
3. Attribute distinguishing method
The seller of the same product can find different selling points, such as the same T-shirt, which can find selling points from the fabric, color and pattern; The description on the detail page shall be distinguished from the text description and the arrangement of pictures as far as possible; The same is true for shop decoration style and size chart analysis.
punish
Once the Amazon platform is detected to have repeated goods distribution, the products between the two stores should not be more than 30% identical, otherwise there will be relation Risk.
Once it is considered as repeated distribution by the Wish platform, the related products will be deleted directly. If the repeated distribution is serious, there may be a risk that the account will be suspended.
For the goods repeatedly distributed, the AliExpress platform will be at the bottom of the search ranking, and record the goods in the total number of fraudulent and illegal goods searched. When the total number of fraudulent and illegal goods searched by the store reaches a certain amount, the whole store will be at the bottom of the search ranking in different degrees. If the situation is serious, the store will be blocked, and if the situation is especially serious, The account will be frozen or closed directly.
advantage
1. It does not require operators to have strong operation skills, which greatly saves labor costs.
2. There is no need to do a lot of stocking and overstocking for a single product, which greatly reduces the stocking risk and the unsalable inventory problem caused by poor product development.
3. "Distribution" is conducive to the rapid launch of products.
4. It is conducive to the establishment of stable sales outlets.
5. It is conducive to the linkage situation of "one point drives the front line, and the front line drives one side".
Amazon distribution method
1. Blind distribution
Without any plan or goal, a large number of resources on hand will be uploaded. Through market measurement, individual products can be quickly ordered, so that sales can grow rapidly in the short term. However, this method is only applicable to the imbalance of supply and demand in the platform market. The quantity of goods demanded by buyers is far more than the quantity of goods provided by sellers. Otherwise, it will have a negative effect.
2. Distribution of popular and popular commodities
The sellers mainly follow the way of selling hot selling products, and take the platform hot selling products as the standard. They upload whatever products rank top and have a large number of orders. Compared with "blind distribution", this method is less risky, but it also has some limitations. It is often only applicable to sellers. There are a lot of goods. The platform is competitive, and there is not enough traffic to measure the amount of each uploaded product. When uploading products, sellers choose potential, marketable, and selling point products, so as to cultivate products that meet the market demand Hot money Product, otherwise it will have negative effect.
Amazon Shipping Skills
1. Selection: Don't be a grocery store without style and positioning. High quality products, moderate prices, specialized categories, and prudent selection can make the store's distribution and promotion half successful.
2. Pay attention to product image optimization: Don't underestimate the image. You may think that just taking a few photos can meet the requirements of Amazon, so you can upload and use it; But in fact, if you really work hard, according to relevant data, the clarity of pictures can help you increase sales by 15% - 20%, so pictures can never be ignored. But remember not to exaggerate. Write a product description according to the actual situation. The uploaded picture must be consistent with the delivered product.
3. Product selling point: what is the most important for sales? Product selling points, no selling points, no market, so highlighting product selling points is the top priority of promotion. When making products, you must consider what is the biggest advantage of your products in the market, and what is the difference between your products and other products? This must be made clear.
4. Customer evaluation: offline customers are God, especially online customers. Good customer evaluations will continue to improve Listing Ranking, the higher the ranking, the more traffic and more orders can be brought to you.
Difference between goods distribution and high-quality goods
The difference between goods distribution and high-quality goods is only a key issue. At present, to make high-quality products is to focus on product selection and marketing. Because boutiques can't be made without issuing FBA, printing orders and advertising. The distribution of goods is to give up these and focus on the distribution of goods.
However, the distribution mode will return to the boutique mode in the later stage. After all, it is impossible for products with more orders to be taken care of without energy.
Therefore, it is impossible to say that a company has only one distribution or boutique mode, but only one basic line of company operation. After all, there are some categories. It is difficult to stand out among powerful competitors simply by making high-quality products, such as clothing category.
misunderstanding
It is a misunderstanding of many people that goods distribution is just products. In fact, goods distribution is spread from people who started to do cross-border business to today. It is a multi account, multi product and multi personnel operation mode. That is to say, after taking the road of goods distribution, it is inevitable to shop for products, stores and even platforms. for example Sakata Five Tigers Lance Technology is also the representative of the massive distribution of goods and multiple SKUs on the wish platform, but it also continues to expand the Amazon market.
Distribution risk
Although large distribution can get more exposure opportunities for new products, the more distribution, the more energy will be dispersed, and the less energy will be available to control infringement risk and product compliance risk, which will lead to the rise of uncontrolled product risk. Over time, it will pose a threat to accounts, inventory and funds, and become a time bomb that will explode at any time.
What is more frightening is that there is more than one such time bomb produced by the distribution of goods. When they are exploded several more times, it will directly endanger the entire layout. But for big sellers, this is not a big problem. Because the big sale only needs to set up a product audit on the existing personnel and processes. This also confirms that the aforementioned distribution requires capital.
In addition to product risks, there are also store risks caused by performance review and policy changes, but such risks must be faced regardless of the distribution mode or boutique mode. Instead, the store can effectively carry out risk control.
development
"Distribution" is very effective when a platform has just been launched, or when the buyer's demand greatly exceeds the number of goods provided by the seller. For example, AliExpress can use multiple stores to distribute goods in large quantities from 2010 to 2015, and Wish can also distribute goods in large quantities from 2013 to the first half of 2016, including now. For example eBay From 2008 to 2013, the same is true. Before 2016, Amazon, like 2015 Lazada , 2016 Shopee wait.
However, when the flow of the platform is stable, the number of buyers remains stable, and the continuous entry of sellers aggravates the competition, especially when everyone uses ERP to distribute goods, resulting in a large increase in the number of goods on the platform, "distribution" will enter the second stage, from "blind distribution" to "for hot and popular goods".
