How do popular products come about? Ideas for selecting products for second-category e-commerce advertising!

You place orders as aggressively as a tiger, but the profit is only 25 cents? Is this the tear point of the second-tier e-commerce friends recently? In fact, operations are difficult and costly, so you have to do a good job starting from product selection in the early stages!

Next, I will share with you some ideas on selecting hot-selling products in the daily necessities and digital home appliances categories in the second-tier e-commerce industry, and attach Baidu’s second-tier e-commerce best-selling list in April.

Daily necessities

The popular products in daily necessities are concentrated in eight categories : household products, cleaning products, personal care products, kitchen supplies, home decoration and building materials, outdoor sports, black technology, and lighting .

Please see the attached picture for specific product categories:

1. Product Features

The product categories are diverse and the frequency of use is high. Most commodities have no obvious seasonality and are generally "down-to-earth" in nature, which can help people solve practical problems in daily life. Products that are both novel and practical are more likely to become popular products.

2. Consumer groups

Suitable for men, women, old and young, and suitable for a wide range of people

3. Product price

Cost-effectiveness is an important factor that consumers consider when purchasing.

• Medium and low-priced small commodities: The average order value is between 99 and 199 yuan, mainly cleaning products, household daily necessities, and personal care products. Most of the commodities are essential products with a high replacement frequency and large household demand.

• Medium-to-high-priced quality products: Products with a unit price of more than 200 yuan, mainly small household appliances, kitchen appliances, kitchen utensils and stoves, etc. Most of them are upgraded versions of ordinary products that can improve the quality of life, such as sweepers, and are mostly purchased by families.

4. Life Cycle

• Seasonal products: The life cycle is 1 to 4 months and there is concentrated demand only in certain seasons, such as electric water faucets and other products.

• Four-season general merchandise: Most daily necessities can be purchased all year round, with a life cycle of 1 to 8 months. 5. Product selection strategy

You can focus on cleaning, lighting, high-tech, kitchen and home furnishings, creative living supplies, and products with daily functions.

6. Advertising suggestions

• Video advertising has become the primary form of advertising for daily necessities, and video advertising can fully demonstrate the usage process and functions.

• For seasonal products, plan 1 to 2 months in advance .

• Small, medium and low-priced commodities: Take advantage of the high replacement frequency and large demand, and use a variety of package formats to increase the number of single purchases by users and increase the amount of single orders.

• Mid- to high-priced quality products: Strengthen product selling points and attract users to buy with concepts such as functional upgrades and convenient living . This can be combined with promotional strategies such as buy-one-get-one-free and discounts on purchases over a certain amount to increase product added value and reduce users’ concerns about high prices.

Digital home appliances

The second-tier e-commerce industry is currently investing in many products. Where do the hot-selling digital home appliances products come from?

Popular digital home appliances can be divided into four categories: seasonal products, smart products, daily functional products and entertainment products . Please see the attached picture for specific product categories:

1. Product Features

①It is universal, practical and cost-effective.

② Seasonal products to meet the more urgent needs of users in the current season or the next season, such as mosquito repellent and heater;

③ Smart products, which aim to satisfy users’ pursuit of new things or solve daily life problems more conveniently; ④ They are easy to become hot-selling products, such as smart bracelets and Bluetooth glasses that can detect health indicators;

⑤ Daily functional products, which are used frequently in daily life and can solve practical problems in daily life, are more likely to become popular if they have micro-innovations, such as steam tea makers.

2. Product price

Seasonal products: 99-168 yuan

Smart products: 99-1099 yuan (mainly 199-399)

Daily functional products: 99-199 yuan

3. Life cycle

1-3 months

4. Product selection strategy

Focus on seasonal products, smart products, and daily functional products, which can be repeatedly launched for many years with qualified product quality. At the same time, the selling points match the needs of the cash on delivery population in the corresponding resource positions, and there is a certain profit margin.

5. Advertising suggestions

Materials: Video is preferred, as it can better demonstrate the usage scenarios and functions of the product.

Crowd : Seasonal and daily functional products are recommended for people in 2nd-3rd tier cities (life in 1st tier cities is relatively convenient and demand is not particularly strong). Smart products are recommended for people in 1st tier cities as the initial priority because they are more accepting.

Sales method: It is recommended to sell 2-3 items in combination to give users a sense of bargain and save advertising costs

Launch Tips: It is recommended to start testing seasonal products 1-2 months in advance

Remark:

Insect repellers and smart bracelets are banned from WeChat, and heaters are only allowed to be placed by brands with Tmall/JD flagship stores or well-known brands.

Baidu's top 15 second-tier e-commerce sellers in April

2019.4.1~4.30 Baidu's second-category e-commerce hot sales rankings are displayed from high to low. The content information displayed on the list is as follows:

Best Seller Ranking-Category-Retail Price Range-ROI

1. Short-sleeved shirt ￥99~399, 3.26

2. Underwear ￥99~298, 2.89

3. Alcohol ￥109~999, 6.78

4. Outdoor products ￥89~499, 5.02

5. Sports casual shoes ￥98~398, 5.79

6. Tea ￥99~329, 3.26

7. Fishing gear ￥99~399, 3.98

8. Personal care products ￥139~298, 4.28

9. Household appliances ￥99~598, 2.55

10. Car supplies ￥99~269, 3.47

11. Bags and accessories ￥69~269, 4.18

12. Digital 3C ￥99~699, 3.87

13. Collectibles ￥199~598, 4.5

14. Books ￥129~268, 3.87

15. Snacks ￥99~388, 2.87

In the above list, the top 3 are: short-sleeved shirts, underwear, and alcohol . Among them, alcohol is also the product with the highest ROI in the entire list. Advertisers who want to enter the second-tier e-commerce at this time can use this data as a reference.

At the same time, the temperature gradually rises. To cater to summer shopping needs, it is recommended to expand the following single product categories:

Smart home: mosquito killer lamp, smart mouse repeller, etc. Insects such as mosquitoes and flies increase suddenly in summer, so pay attention to the safety of electrical appliances when choosing products

Car supplies: ice silk seat cushions, refrigerators, flashlights, etc. Focusing on travel, outdoor activities and cooling down, the product selection focuses on practicality and convenience

Household appliances: massage chairs, automatic bath scrubbers, etc. With the arrival of summer, the frequency of bathing increases. Automatic and convenient bathing appliances can be expanded and promoted, and attention can be paid to product selection, so as to ensure family leisure, coolness and comfort.

Daily food: nut gift boxes, seasonal fresh fruits, etc. It can be enjoyed during leisure time or at work. When selecting products, we focus on food safety and suitability to the public's tastes. We also need to pay attention to the transportation quality of the fruit.

The above sharing is for reference only.

Related reading:

1. Data reference for 11 categories of second-tier e-commerce on the Qutoutiao platform

2. Promotion: Price anchor point in second-category e-commerce advertising!

3. Insights into mobile advertising in the second-tier e-commerce apparel, shoes and bags industry in 2018!

4. Case studies and data references of information flow delivery in industries such as wedding photography and second-class e-commerce

5. Practical Guide: How to promote second-tier e-commerce?

6. Latest news: Guangdiantong & Baidu information flow second-category e-commerce, Double 11 rectification policy!

Author: Wang Yanfei

Source: Wang Yanfei