Q: Which category will account for the third largest share of the sales of the Wish platform in 2020?
It is believed that many Wish merchants can blurt out categories such as clothing and 3C electronics. Yes, these are indeed categories with high sales of the platform, but the correct answer is: hobby products.
This is a category covering a wide range of product types, because users have a wide range of interests. However, global users' interests are mainly concentrated in pets, personalized creative products (such as diamond painting, knitting, etc.), outdoor products (such as fishing, observation), bicycles, fitness, toys and other products.
Regional differences in hobbies
From the traffic trend over the years, the traffic trend of hobby products in the peak season is consistent with the overall market. Therefore, in the peak season, hobby products will also have a relatively good sales performance. Such performance is different in different regions.
From the big data of 2019 and 2020, the sales of hobby products in the United States are mainly concentrated in tobacco components, pet products, outdoor equipment, sewing components, outdoor products and music accessories.
In the non US market, Brazil, Australia and Canada also have strong demand for hobby products, which is an emerging market worthy of attention. Among these hobby products in the non US market, tool products account for the largest proportion in the UK market, building block toys and DIY products have a high share in France, and German users have a great demand for outdoor equipment and sports fitness products.
For a fast-growing emerging market like Brazil, merchants should pay special attention to refunds in the peak season. According to the data of the fourth quarter of 2020, although the overall refund rate of the Brazilian market is less than 10% in the fourth quarter, the refund rate due to logistics and product quality will increase during the peak season. Please pay attention to the refund management of key markets.
High season products of hobbies
For many sports products, summer is the undisputed peak season, such as tents. The best sales time in 2020 is from June to August, but many products with hobbies will also perform well during the peak season (four seasons).
Figure: Sales heat of some hobby products in the peak season of 2020
Note: "High", "High", "Low" and "Low" indicate the sales of this category in the current month.
For example, sports suits, flashlights (flash pens), skateboards, binoculars and other products entered a new round of peak sales period from September to November in 2020. The sales of sports suits from September to November in 2020 accounted for 1/3 of the whole year, and the sales of skateboard products in these three months accounted for nearly half of the whole year, It is the most concentrated time of sales in 2020.
Figure: Sales distribution of some hobby products in the second half of 2020
Note: The figure shows the proportion of sales volume of this category in 2020.
The sports surrounding areas represented by Activewear and Athletic sets will also welcome a wave of hot sales in the peak season, among which the countries with the largest sales volume are the United States, France and Germany. Although the United States is the largest national market for this type of product, its leading edge is not obvious.
Although on the platform as a whole, the order volume contributed by the U.S. market generally accounts for about 25% of the total order volume of the platform, in 2020, the sales volume of sportswear (suits) and other products in the U.S. market will only account for about 17%, France and Germany will respectively account for more than 12%, Italy will account for nearly 7%, and Britain will account for nearly 6%. In the next peak season, you can focus more on Europe, especially the French and German markets, for sports related products.
For the skateboard product, the sales market is more decentralized, but merchants can focus on the United States, France and Latin America. In 2020, nearly 17% of the orders for skateboard products will come from the United States, and more than 12% of the orders will come from France, followed by Canada (about 7%), Chile (about 6%), the United Kingdom (nearly 5%), and Brazil (more than 4%).
Selection direction of hobbies
Many hobby products are relatively small and professional, so users' demand for products is also relatively concentrated and professional. For example, for the four representative products, namely, sports suits, flashlights (flash pens), skateboards and binoculars, relevant searches also reflect this trend.
Figure: Top 10 search keywords and related sales of 4 categories
Note: When using product keywords, please pay attention to proper nouns, brand words, etc. to avoid unnecessary trouble caused by infringement.
For the flashlight (strobe pen), skateboard and binoculars, among the hundreds of categories of key search keywords tracked by Wish, the sales of the top 10 keywords with the highest sales accounts for about 70% of the total sales of key keywords; The proportion of sports suits is about 60%.
In the category of sports suits, three of the top 10 search keywords are related to "cycling". It can be seen that users of cycling will use more search methods to find suitable products. It also reflects from the side that cycling is a popular outdoor sport abroad.
Among binocular products, the keyword "night vision" appeared four times in the top 10. At the same time, the sales related to the first three keywords accounted for nearly 40% of the total sales related to key keywords of this category. It can be seen that binoculars with night vision function are more popular in this category. In addition, merchants should also seize the keyword "binoculars".
Among the search keywords of flashlight (laser pen) products, "high power" has also appeared many times. The high-energy flashlight (laser pen) is the more popular product type in this category. However, we should especially remind you that you must truthfully describe such products.
Among the keywords of skateboard products, "electric" and "long board" appear many times in the top 10 keywords. At the same time, the sales concentration of the search keywords of skateboard products is higher. The first keyword is "electric skateboard". Users have higher demand for skateboard products with these two attributes, Relevant merchants can consider developing such products.
Potential hot sale in 30 peak seasons
In addition to the above product categories, by comparing the sales data from October to November 2019 and October to November 2020, these 30 categories may also be popular during the peak season that will soon begin.
It should be reminded that some of the potential hot selling products mentioned above are sensitive or charged products, so more attention should be paid to logistics and appropriate logistics channels should be selected; For large products, the logistics form of overseas warehouse will be more appropriate.
The time has gradually entered the peak season. I believe that many merchants have already felt the changes in traffic and order volume. During the peak season, merchants need to pay attention to the arrangement of various activities on the platform, and also pay attention to the management of product logistics, so as to better enjoy the peak season~
(Source: Wish merchant platform)
(Source: News from Wish)
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