Create a hot sale

Amazon is a platform for heavy products and light stores. Its sellers introduced that Amazon stores should learn to delete and simplify, and lightly install, "fewer products, do fine products" is a slogan shared by Amazon's successful sellers. Around the refined products, the seller believes that the product should be prepared first and then drained.

Weakening the store, the key is to explode

Larry, the founder of Shenzhen Chuanglan Business Co., Ltd., which focuses on Amazon's platform operation services, told C Weekly that Amazon is a platform for heavy products. Through this platform, sellers do their best to make a good brand, and the business will be better. It is not suitable for passing. Keep on order to get orders, suitable for fine.

Mr. Lu, the boss of a foreign trade company in Shenzhen, also said that one of the biggest features of Amazon's differentiation from other foreign trade platforms is ‘heavy products, light shops’. Before he settled in Amazon, he sold on the AliExpress platform, and AliExpress and other foreign trade retail platforms appeared to be a large number of distributions.

‘At the most, my listing on AliExpress has even reached 2000. In fact, the products that are actually sold out in one month are nothing more than 100 models, and the products of these 100 products are relatively average, and each product is relatively average. A few or a few dozen, it is difficult to appear a small explosion of 300pcs in a single month, the remaining more than a thousand listings, there is no sales record within 30 days,’?he said.

In contrast, Mr. Lu found that many Amazon sellers have only a few dozen products in the entire store. What is even more terrifying is that there are only about 10 products in them, but the monthly favorable rate is as high as hundreds. He explained, ‘You have to know that Amazon's retention rate is very, very low, which proves that to do a good job of Amazon's platform, you must do 'boutique', you must control the number of items, like our small sellers No energy in all of the products.’

Mr. Lu said that the strategy of ‘doing fewer products and making fine products’?has helped the company a lot in inventory. In the past, when I was doing AliExpress and eBay, the inventory management was very confusing, because this product is always a few today. I have to order again. After a few days, another product is out of stock, and I have to contact the supplier to get the goods, which is very troublesome.

‘It’s very easy to do Amazon. We have a colleague who specializes in inventory and supplier control. Anyway, there are one or twenty products, all of which are directly contacted by the factory. One time is hundreds of thousands of orders, this will not There was an embarrassing situation in which the customer placed an order but did not ship the goods.’?Mr. Lu said.

Because of the refined products, Mr. Lu's company has also greatly improved the speed and quality of order processing. From the customer service and after-sales, because there are too many products, the previous sales may not know what some products are, why use them? Very poor understanding of the product. However, now the sales are very understanding of the product， because the company will do a dozen products, contact every day， if the customer sends a letter to ask about product use or compatibility, sales and customer service can give professional answers.

In terms of logistics, Mr. Lu is doing the US station, E-mail is used for domestic shipments, and FBA is used for overseas warehouses. Some specific products go overseas.

Select hot items to protect registered trademarks

Mr. Lu’s company achieved a light-loaded battle by playing explosives. The key to creating a burst is selection. He shared his experience in selecting products.

‘We only chose 10-15 products to operate from the beginning. These products are the best-selling products on Amazon through surveys, and they are ranked better on the top seller list. Moreover, the product life cycle cannot Too short (even if the cycle is too short, it is best to have a replacement for this product or an upgraded version of the product). If the product life cycle is too short, maybe the energy and time we have paid before just pushed the product, the product itself It was eliminated by the market, which is not very cost-effective.’

Mr. Lu said that after a period of time, product sales have slowly increased, but Amazon has a ‘selling’?mechanism, that is, other sellers see this product for sale, as long as the other party has the same product, the other party can be in Mr. Lu. The listing of the home products is followed by selling, sharing the traffic of this listing. This has brought some troubles to Mr. Lu.

Larry told C Weekly that in this case, the seller should first register a trademark to protect the product. Mr. Lu did just that. Larry said that the selling function is because Amazon needs to make the platform more concise, and customers can set up the products they want more clearly. New sellers and sell orders may be very fast, but they will also fall into the vicious competition because of the decline in profits caused by the sale. Sellers must prevent infringement when they sell, and once they are infringed, they will be warned and then closed.

One more store in the same market

Mr. Lu has opened Amazon seller accounts for two US sites, one of which is the main one. The monthly sales of this store have exceeded $80,000, and the gross profit has remained at around 30%.

‘In August last year, when I was just involved in this platform, my partner and I also had the idea of opening more stores, madly spreading goods'. Later, the more we did, the more we felt that it was not necessary. There were more shops, more products, and the management would be very Chaos. I would rather have a store with 20 products. Each product can ship hundreds of pcs a month. I don’t want to open a lot of shops and develop hundreds of products. In the end, I sell a few dozen pieces per month. the Piece, that didn't mean much, it didn't work hard. Of course, I opened a shop in the later period and kept it for backup.’?Mr. Lu said.

Larry said that Amazon sellers can also open more stores and do several businesses at the same time. It is a bit difficult for newcomers to adapt to the logistics and language of different countries. Most of the seller customers of Chuanglan Business Services are temporarily using the US station as the main sales platform, and relatively fewer transaction volume and logistics problems.

Focus on customer experience, some bad reviews can be removed

According to Larry, Amazon pays great attention to the customer experience. Sellers who do not follow the rules, delay delivery, product infringement, bad reviews, customer service aging, etc. will be deducted. If they are punished, they will be warned and the store will be closed. Therefore, the seller must pay attention and maintain the reputation of the account.

If the seller encounters a bad review that meets the following conditions, it can apply to the platform for removal: First, the evaluation contains obscene and obscene words. The evaluation included the seller's private information, such as the mailbox, phone number, full name, Larry said that not the full name may also be successful, the blue team has a successful experience; secondly, all the feedback is only for the product, not mentioning the seller Services, such as ‘this outdoor knife is not very sharp, some of these situations can be declared successful, some can not, but if the bad review involves the seller's service it is impossible to remove, such as ‘delivery is too slow, and received the goods I found that the knife was not very sharp.’

The logistics problem caused by FBA, Amazon will not help the seller to remove the bad review, but will help the seller to cross the bad review, and then write a line: This item was fulfilled by Amazon, and we take responsibility for this fulfillment experience.

Note that within 60 days after the buyer stays in the bad review, the buyer can apply to remove the bad review. After the seller applies to Amazon to remove the bad review, Amazon will email both parties, the buyer has the right to review again, in order to avoid anger Customer, Larry suggested applying for a bad review in a few days.

When communicating with the seller who left the bad review, the seller should take the initiative to try to reach an agreement with the buyer to remove the bad review. However, some customers will threaten to say that they will give bad reviews. In this regard, Larry advises the seller to hand over screenshots to Amazon for processing. If the seller provides some benefits to the customer to eliminate the bad review, this method is found by Amazon to have an impact on the account. If the situation is serious, the account will be removed from the sales authority. At this time, Larry suggested that the seller should write an email to Amazon, admit the mistake, the message tone should be sincere, make a guarantee, let Amazon think that you are not easy, let Amazon believe that you will correct, in general, Amazon will give you a chance to recover Sales rights for the account.

Larry provides a way to remove the bad review: first, click Contact Seller Support; the second step, find the Order column, select Customer Feedback Problem; the third step, submit the application as required, and submit.

Ask foreigners to help write product descriptions

Mr. Lu said that the generation of an order is determined by two questions: First, how to make the product seen by the buyer? Second, why do buyers have to buy from your home instead of other homes after seeing the product? These two problems are solved and the order is naturally coming.

For the first question, sellers need to consider a lot of issues, such as the search weight of the Amazon platform, whether the market demand for the product is large enough, the promotion within the station, the promotion outside the station, and so on. Mr. Lu's approach is to first solve the product quality, and then let the customer see the product through some promotion methods.

‘Because we had an experience before: a product can sell well, but the quality is unsatisfactory. In the end, this product can be sold a lot every day, but it brings more refunds and refunds. Customer service pressure. In order to solve this problem, we have made a lot of efforts in product quality. Some products were sold in the market. Now we let the factory directly mass production according to our standards, and then branded LOGO to enhance customer trust. degree.’

In terms of promotion, Mr. Lu will make PPC pay-per-click for products in the early stage, and achieve drainage effect through on-site promotion activities and selling some non-infringing products. Another email reminds customers to pay tribute, call the buyer who has passed the praise and write Product Review, send samples to professionals to write product evaluation, etc. It is also a good promotion method.

In response to the second question, Mr. Lu believes that the customer through the above various methods, if you have entered the product page, the most intuitive is the title, picture, detailed description. Mr. Lu’s approach is to focus on the details and make these things the ultimate.

‘Product images are processed by professional photographers and artists (because online shopping customers can't see the real thing, they can only understand the appearance of the product through pictures, the appearance is the most attractive factor in addition to the function), then the title and Describe even keyword optimization. We used to let our own sales write. The English is written in sales always feels a bit blunt and does not meet the reading experience of foreigners. We directly search for foreign friends or customers. Personally feel that this is more consistent. The taste of foreign buyers.’

Larry added that in general, Amazon sellers are picture, title and text descriptions in product editing, and only advanced sellers can insert picture descriptions. As for promotion, it is mainly in-site and off-site marketing. In-site marketing includes PPC pay-per-click, product promotion, etc. The blue VIP course training course will be involved, there is a special group, and it is doing well in the promotion outside the station. If the seller does not operate well, he can find foreign aid.

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