Except for a small number of brand sellers or local tyrant sellers, most sellers promote new products with a little bit of input accumulation. The cycle is long and the effect is slow. Before the new products are launched, the category market has begun to go downhill.
It is really difficult to predict the market trend. I believe that the theoretical discussion of Gao Wujian is meaningless to most people. Regarding ordinary people, I think that the key is to take a firm approach.
So from a practical point of view, what simple, fast and compliant methods can we use to minimize the cycle of new product implementation?
First of all, individuals continue to adhere to the concept of conversion rate first and then traffic. Then the listing optimization after the new product is almost a prerequisite for all subsequent work.
Many sellers are disgusted when others say that listing optimization is not considered practical. Indeed, the listed optimization proposals are super boring to say. I understand the reason, but I can't do it!
Nonsense, if you do well, this business will not be a business, and the difference between what everyone knows will be in the implementation of details. A large part of the value of Amazon's senior operations is reflected in the optimization of listing. You ask him what his skills are, and he can certainly answer them, but when he does it, the result is different from others. Perhaps this is the experience in the legend.
The result of Listing optimization reflects another important piece of data.
Some new products can continue to place orders, although the amount will not be very large, but it will naturally be issued; and some will not or rarely.
This data reflects that in addition to market demand, individuals think that an important factor is how the results of the new product listing optimization are.
In terms of system algorithms, in order to support new products, regardless of whether the platform is willing or not, it is necessary to give the new products some exposure time. This should be a better understanding of small companions who have been independent stations.
The conversion rate of a new product is generally low, but it does not mean that the user will not buy the new product completely. The user is not stupid. He knows that you are new to the shelves, but there is still a great deal for you if your product absorbs him enough.
And as a Xiaobai buyer, the probability of actively leaving a review will be relatively large. Because the user purchases the product with a try mentality, the product doubles the surprise when the product exceeds expectations, and I ca n’t help sharing it when I feel good Of course, if the product is not good, the probability of leaving a bad review will be higher.
Back to the topic of how we should promote new products after the listing optimization, I mentioned above that the platform will allocate a certain amount of traffic to the new products, but this traffic will not be too much after all, even if the listing conversion rate is good, the volume of sales is limited , Which means that the increase in the ranking of new products may be large, but the ranking will not be too high. But the performance of the new product conversion rate is good itself is worth the joy, the rest is how we promote it. The introduction of new products with high conversion rates, personally think that PPC advertising is necessary.
As the top paid traffic source on Amazon, PPC, in addition to helping us to obtain accurate traffic, I think it also has the role of "showing good" to the system algorithm. The ranking is determined by the algorithm. Of course, showing good is to achieve higher site traffic. Ranking.
Of course, the success of the "show good" strategy also depends on the ROI performance of PPC advertising. Good performance continues to be stable, rankings have grown significantly, and natural orders have also steadily increased; in addition to poor performance, in addition to the cost to make ends meet, the ranking weight also Will suffer a certain negative impact, the typical spending is not flattering.
Product homogeneity competition is fierce today, most of the category competition is very fierce, the keyword bidding on the site naturally rises, which means that most of the sellers' PPC advertising ROI is negative and fierce. Sellers with sufficient funds can Invest a certain amount of upfront marketing promotion costs for new products. To put it bluntly, rich people will bear this local loss first, and rely on later profits to make up for it. At this time, the entrepreneurial team with a small volume will show obvious competitive advantages.
However, I don't think the ideal situation is very pessimistic. Sellers who do not have an advantage in PPC advertising still have a way to complete overtaking in corners, that is, after low-sale promotions outside the station, new products do low-sale promotions.
From the perspective of price, a certain amount of gross profit will be lost, but it should be noted that this is not to obtain a large number of discounted orders (slump) in the short term, but to obtain continuous and stable orders (stable), so the key is to obtain Continue to stabilize orders while controlling loss of gross profit (you can choose a discount platform vipon that can do quantitative promotions). This partial gross profit loss is actually just another manifestation of PPC advertising expenses, so don't just look at the losses caused by these low-discount promotional orders, but comprehensively judge its final ROI status.
Sellers who do not fully understand this new product implementation method should be more difficult to withstand low discount promotions. The first response is why I should lose money? Why do you lose more money when you invest in PPC ads in the previous period? Ranking? Haven't you calculated the silent cost of the associated response caused by not increasing and decreasing?
There is a reason for sellers with larger business volume to pursue faster, because the cost of time and labor costs is very large. It's easy to fall into the effect of warm-boiled frogs in the process of implementing new products. Existence is reasonable, and we can not understand the methods used by others, but don't rush to deny it and consider why. Those who do business are not stupid. We think that the situation is unreasonable, but when the outbreak continues, we must think about it seriously.
In the end, it seemed that I did not understand the basis for proving which new product implementation method is better. I can only say that the demand is selected according to the seller's own practice or the two methods are in parallel.
The peak season is coming. Whether you can take advantage of the growth of performance depends on how well we are preparing. Any method that may improve the ranking on the station is hoped that everyone will not miss it.