Introduction
On e-commerce giant Amazon's platform, every new product has a precious “ Data dividend period ” . This stage is not only a critical moment for the product to emerge, but also the best time for sellers to use the platform mechanism to achieve rapid growth. So, what is this data dividend period? How should we POD clothing sellers grasp this data dividend period? Next, this article will delve into how to take full advantage of this window to help your product stand out from the competition through precise strategies and optimization measures.
Seize the new season: Prime time on Amazon
Amazon's New product season provides a unique showcase for newly launched products. During this time, the system will pay special attention to these new faces and give additional support, including higher search rankings, more traffic recommendations, and so on. This mechanism is designed to encourage innovation and ensure that quality goods are quickly discovered by their target users. So, how do we seize this rare opportunity?
1. A data-driven path to growth
- Understand the algorithmic logic: Learn how Amazon evaluates the performance of a link based on factors such as exposure, click-through rate, and conversion rate.
- Continuously improve performance: Constantly adjust marketing strategies based on data analysis results, such as improving keyword Settings or enhancing page appeal.
- Data-driven factors: Amazon will give a certain traffic tilt to new products to help the new product better display to potential customers. The better the data performance, the longer the release period. Amazon pushes more traffic to high-performing links based on their actual data performance (exposure, clicks, conversion rates, etc.). The better you perform, the more traffic support you get.
Note: The starting point of the data dividend period is when the link first gets exposure, not when it goes live. The better the data, the more Amazon pushes. If a keyword has a high click-through rate and a good conversion rate, Amazon will continue to push the flow and improve the natural ranking of the keyword. Poor data performance reduces the chance of a push stream. If the initial exposure of the new product is large but the conversion rate is low, Amazon may reduce the traffic distribution, and it will be more difficult to improve the ranking in the later period. In addition to exposure, clicks, and conversions, the data should also take into account return rates, bad reviews, and customer complaints.
2. The importance of market insight
- Keep up with trends: Use social media platforms to track industry trends and identify potential hot products.
- Competitor analysis: Carefully study the strengths and weaknesses of competitors to find the entry point of differentiation.
- Choose high potential products: Choose products with a rating below 4 points but still good sales, or products with large and high customer unit prices, which are usually less competitive.
Note: Focus on changes and trends in the market, especially the hot content and sudden changes in related industries, is an important reference for us to grasp the current product trend, but it is worth noting that many times, we tend to pay attention to other broader markets, this time, many Amazon sellers will “ The heart ” In order to try other unfamiliar industries, but this often brings great risks, the risk comes from your cognition is only the network hot information or the market shows a half-understanding, rather than a real understanding, is the so-called “ On paper to come to the end sense shallow, never know this matter to practice ” See, know, if not “ Veris” Personal experience or similar experience is often judged by some seemingly correct “ The Great truth ” Or “ Common sense ” Into the trap of thinking, often wrong do not know, eat a big loss to wake up, and even still do not know where they are wrong, so we have to “ See ” Only by combining the content and practical experience can we truly understand a certain industry and the changes behind it. The truth ” In order to grasp the trend and pulse of the industry, the real insight into the underlying logic, so as to occupy the first or dominant advantage, it is difficult, we need to step by step forward, for most people in the early stage, as long as they can perceive the risk, in fact, it has been qualified.
3. Build the perfect product page
- Visual impact: Use high quality images to attract customers' attention.
- Detailed description of information: ensures that all important details are clearly presented to the consumer.
- Keyword layout: Rationally distribute related terms to improve search engine friendliness.
Note: Any product, especially a display product like our POD clothing industry, the page of the product is quite important, in the development of e-commerce now, online shopping has become a habit, but how to develop this habit? Cheaper prices, quick access to information, time saving, real feedback, rich categories, freedom of decision … … These advantages enable online shopping to develop step by step, replacing most offline transactions and making consumers more comfortable and relaxed when shopping. In order to maintain such a state, in the increasingly complex competition situation, we need to build targeted product pages to cater to these characteristics of online consumers. Let them in the more and more messy many products, more favor our products, the basis of all this, is from the product page, there is not enough attractive, real, perfect product page, even if you invest more, the conversion rate is bound to reach the desired effect.
4. The Art of pricing strategy
- Price/Price advantage: Set a price point slightly below the market average to attract buyers.
- Flexible use of promotional tools: Timely launch discounts and other activities to increase the desire to buy.
Note: Price is often not the lower the better, of course, too high is obviously not appropriate, online shopping in the initial slogan, replace offline business one of the important factors, is the price, through “ No shop rent, no middleman to earn the difference, cost-effective ” Slogans, such as advocating that online business is better than offline business, so as to occupy market share step by step, and then gradually reflect other advantages, but today's e-commerce environment, whether domestic or foreign, in fact, compared to the line down, the cost has no advantage, “ No shop rentals ” It also became “ High commission + high traffic charge” In this case, the cost is becoming more and more transparent, and transparency means that you have no advantage, without advantage, the bottom of the price, often brings a substantial decline in quality, which triggers the alarm of consumers, because they essentially do not believe you “ Loss leader strategy ” Therefore, lower than the market price, especially the relatively large low price, will cause distrust, and higher than the market price is the same, will make people feel that you are cheating her, so that the moderate price, will become the best choice of pricing, at the same time, with the more abundant products, this moderate reference, has become more and more specific, Less than their own products of the same kind of competitors, your product has more advantages, the price is the same or slightly lower, with your product of the same kind of competitors, your price is slightly lower, this kind of pricing strategy, also emerged, but in essence, it is a concept, that is, “ Cost performance ” Built “ Relatively low price ” Rather than “ Absolute low price ” .
5. Advertising skills
- Select the right type: Select the most effective form of advertising according to the characteristics of the product and the promotion target.
- Fine management: Periodically check the effectiveness of the advertisement and make adjustments to the unsatisfactory parts.
Note: Many small partners in the POD clothing industry tend to rush to success when advertising, standing for the most “ Precision ” But in practice, this way is often not the best way, because it is too pursuit of “ Precision ” More and more people are streaming, leading to more and more competition, and we know that advertising is usually “ Bidding ” Principle, the higher the price, the greater the competition, the greater the cost of a single click, which leads to the rising cost of our customers, and accurate traffic is actually unable to really cover all the needs of users, and demand users whether to place orders, also depends on a number of factors, objective, we can optimize, such as pages, keywords, prices, after-sales service, feedback, fast delivery, etc. There are also subjective reasons, such as the demand itself is not clear, not urgent, still hesitant, considering and other reasons, which makes us easy to fall into a vicious circle, the more accurate, the greater the competition may be, the narrower the traffic surface, so that the promotion effect is not good, and the appropriate relaxation, but will reduce the cost and increase the efficiency, which is why, after the product has accumulated sales, To the big word, the inner reason for the core word, of course, the pursuit of precision and transformation is certainly right, but it should not be excessive pursuit, so as not to consume the potential of the product without knowing it, the effect may not be really good.
Build strong customer relationships
Title: Beyond the deal itself; — Build a loyal fan base
Building a long-term customer base is crucial for any brand. This involves not only providing quality products and services, but also actively listening to customers and solving their problems in a timely manner. In addition, it is possible to maintain contact with consumers through email marketing and other means to further deepen the sense of trust between each other.
Conclusion
By carefully planning and executing the above strategy, we POD clothing sellers have the opportunity to seize the dividend period during Amazon's new product period, so as to take advantage of this special period to achieve significant results in product sales. In the era of the Internet, the mechanism of recommendation often determines the life and death of our products, and in the major e-commerce platforms, and even other platforms, new products (new stores) or new content are often supported, which is mainly that the platform wants to survive, there must be more new things oriented, any platform wants to grow, or continue to grow, They all need fresh blood, especially during the upswing. Seizing this opportunity or the needs of the platform itself is the first step to our success on any Internet platform.
FAQ
1. Q: How long does the new product period usually last?
- A: The specific time range of the new product period is approximately 14 days to 90 days, the specific time varies by product category. . During this time, Amazon will provide free traffic support to help new products get more exposure and sales opportunities. .
2. Q: How can I tell if my product is in the new product period?
- A: You can make an initial judgment by looking at the changes in key indicators in the sales report (such as the number of exposures, click through rates, etc.).
3. Q: What factors will affect the effect of the new product?
- A: mainly includes but is not limited to product quality, price competitiveness, page design quality, advertising investment and other aspects, in general, the performance of the new product period is good, will get more free traffic and time support, the so-called new product period extension.
4. Q: How can we effectively improve the conversion rate?
- A: In addition to optimizing the product details page, the product itself needs to be attractive and competitive enough, but also need to combine reasonable pricing strategies, targeted advertising and other multi-dimensional means to work together.
5. Q: What else can be done to boost sales after the new product period is over?
- A: Even after the new product period, it can still maintain or even improve the sales level through continuous content marketing, keyword optimization, advertising promotion, participation in official activities and other ways, in fact, the vast majority of products in the new product period to obtain free traffic is not obvious, the vast majority of traffic and sales, we still need to work hard to obtain. For example, through the means of paid advertising, or the way of drainage outside the station.
