Second-category e-commerce advertising: Analysis of the three common misunderstandings in product selection and hot-selling products!

The hot-selling products in the second-tier e-commerce are directly linked to the interests of merchants and are also desired by countless merchants. However, creating a hit product requires the right time, place and people, and is still somewhat difficult.

Countless businesses have focused their main efforts on hot-selling products. However, after some operations, the e-commerce boss discovered that the products that were popular in the hands of others had mediocre sales in his hands, or they were sold immediately but the return rate was extremely high, which was not worth the loss.

This outcome is not surprising. For product tracking in the second-tier e-commerce industry, the most important factor is time. For e-commerce owners who are trying to copy products, they need to clarify the following three points:

First, the time when you learn about the information about a hot product is often not the first time. A few days or even a week passed. Many agents will promote this hot product everywhere. For example, a merchant’s product was very popular yesterday, with thousands of orders a day and an ROI of 1:3. The product will be promoted for a long time, and even the agent’s information is not first-hand.

Second, you are not the only one who knows the news. The agent’s sales have more than just you as a client. Lots of people are following up on the hot products, so it is normal to become cannon fodder. After all, the cake is only so big and it’s not enough to eat.

Third, you may be encountering a fake hot product. What are fake hot products? We can really sell thousands of orders every day, and the cost is not bad. The production reached 3 or even higher. And it is really easy to follow up and the volume can be increased immediately. But after a few days, things went wrong. Tons of returns must scare you. This is a fake hot product, and the signing rate is extremely low.

What is the time logic for the operation of explosive products?

Hot-selling products have a cycle. In the market, once a product starts to have a hot-selling trend, it will usually last for about a week, while some excellent products can last as long as half a month. After this explosive trend, the order volume data will begin to stabilize. Because the users are those who have bought what they should have bought during the period of explosive sales and no longer need it in the short term. No matter how much you increase the cost of advertising, they will not buy again. This is simply a purchase, not a problem for you.

The platform traffic is generally updated every three months or so. With the addition of more new users and the activation of old users, previous products will be re-launched, and the possibility of a hit product appearing is greatly increased. This conclusion is a general rule and does not apply to all products.

In a sense, following products is a secondary selection of products.

Some products are designed to sell at low prices and in large quantities, and the average order value is often not high. In a market like this where there is relatively little competition, hot products will occasionally appear. For example, those merchants who cooperate with factories to control low prices have channels that are not comparable to those of ordinary merchants. With the same cost, they can shift more funds to the investment level. Don't follow this kind of products, or you will suffer.

The correct approach to product tracking for Category II e-commerce

You can definitely follow the hot-selling products, and what is certain is that the market will definitely recognize them. But generally there are two situations.

The first one is to make sure that the information is very timely and first-hand, and you cannot wait until the product becomes popular before getting involved. In this situation, you need to control several aspects, and you must be aware of the signing rate. For products that have already exploded, the quantity has been washed many times, which means that the signing rate will definitely be poor. If there is real and real-time big data reference for the same type of products, you can intercept them before the explosive product is about to explode. For example, if you think someone else’s product is going to be a hit, and you can open up the channel and launch it online within two or three days, then you can follow suit. Otherwise, don’t follow suit.

The second type is that the product has already exploded, maybe yesterday or a few days ago. Don't follow at this time, just wait and watch the show. However, a hot-selling product must be recognized by the market, so we can avoid the first wave of hot sales and calculate the next entry point.

Thirdly, even if you are following a hot-selling product, you must have an unconventional product following strategy. (There are many ways to follow a product and you need to evaluate your own situation before trying them.) It’s not that you can’t follow a hot-selling product, but the strategy required to follow this kind of product must not be tested with conventional product testing ideas. First of all, a large part of the product has been produced, the material plan has been tested, the account weight is relatively high, and the relative advantage is relatively large. At this time, it is very likely that the product can only make some margin. Many times, there is no quantity given when the product is launched online. At this time, many merchants often need to grab the quantity first. A common method is to pay a high price to get the quantity. In the end, even if the quantity is obtained, the cost cannot be reduced! If you fail to stop loss in time, the entire product will suffer serious losses, so testing hot-selling products is riskier than testing new products.

Product selection ideas for second-class e-commerce

Everyone who does second-tier e-commerce is aiming for hot-selling products, but the results are often unsatisfactory.

So what issues should we pay attention to when choosing products?

1. Don’t try to make a product that you can’t make!

A good e-commerce product often has to have the following features: safe and reliable, in line with seasonal cycles, and the hot-selling items at this time last year can still sell well this year. It is functional and practical, the price is not high, and the cost of trial and error for users to place orders is low. Such products cover a wide range of users and easily attract customers to place orders to try!

2. Don’t understand how to place goods on the platform? Just put them up as soon as you have them?

When selecting products, you need to consider not only the product itself, but also the product's selling points and analyze the products that are currently being launched with relatively success.

Different channels have different platform attributes. In normal times, it is helpful to familiarize yourself with each platform, cultivate a sense of the Internet, and understand the product selection trends of each platform each quarter, which will also help in product selection.

Summarize

So how to follow the product correctly? Here are 10 suggestions for following products:

1. Information time: Many advertisers are often not the first to receive information about hot products. Therefore, the information about hot products is often indeed true, but when it is your turn to follow up with the product, the market demand for the product has been saturated, resulting in your product being unsellable.

2. Price comparison: For the same selling point and the same product, others may have their own supply chain and can lower the price again and again by selling at a lower profit margin and in large quantities. Do you have a price advantage?

3. Traffic comparison: They have sold tens of thousands of items and have the resources. The platform’s traffic will tend to favor large merchants. In this case, is the profit you can obtain proportional to the cost?

4. Supply chain: For the same product, others have sold tens of thousands of units, but you haven’t. Which merchant will the manufacturer be more inclined to choose?

5. Don’t chase hot products, predict them

6. The node is very important, prepare at least one month in advance

7. The heavier the product, the more expensive the logistics (logistics is too expensive)

8. Choose products without after-sales service

9. Don’t choose fragile products

10. Don’t have too many specifications (the buyer’s hesitation period will be extended)

There are rules for producing hot-selling products. The correct way to produce hot-selling products is to grasp the appropriate time to produce hot-selling products and comprehensively consider product monetization! So many people say: For second-tier e-commerce, product selection determines success or failure. Not at all. While choosing good products, you must also choose the right direction, make more predictions, more analyses, and more comparisons.

Author: Second-class e-commerce operation

Source: Second-class e-commerce operations