Cross-border e-commerce is growing “ Hot ” Domestic giant e-commerce platforms have gone to sea, emerging cross-border e-commerce platforms are also mushrooming, common, coupled with global cross-border e-commerce platforms, such as Amazon giants shine each other, bringing not only the prosperity of cross-border e-commerce industry, but also a lot of... Crush human flesh and blood, leaving no bones ” The cruelty, as a POD cross-border e-commerce seller, how do we avoid these giant “ Sharks ” The danger of a head-on confrontation has become a pressing issue, EZEJ Technology blog “ Amazon Haul” How should POD clothing sellers respond to the attack? ”
It has been mentioned that in the low-price market, explosive product station market, cross-border e-commerce sellers have been greatly impacted, and inevitably began to slide into the abyss, and to the vertical segment market transformation, the online shop or independent station to build boutique stores, it has become the most viable choice in front of us, then, we as POD cross-border e-commerce sellers, how to choose their own vertical segment market? Next, EZEJ Technology will use this article to tell you in detail how to choose vertical market segments.
First, what is the vertical market segment?
Vertical segmentation market refers to products or services further subdivided in a major market, focusing on specific areas or specific groups in the major market, POD cross-border e-commerce vertical segmentation market can generally be divided in the following three ways:
1. Divide according to product
According to this method, the largest classification is the industry, such as clothing, and then the big category, such as men's wear, women's wear, children's wear, etc.; Each category can be divided into a very large number of more detailed vertical segments (plus subdivided styles and targeted groups), such as men's shirts, women's T-shirts, hoodies, sportswear, children's pajamas, baby onesies, and so on.
For the most intuitive feeling, you can go directly to Amazon. On Amazon, for example, “ Sports | outdoor ” It's an industry, and click “ Sports | outdoor ” You can see below that it can be subdivided into a variety of large related categories (hardshell jackets, trousers, outdoor tents, etc.). See the following figure:
Click on the storm jacket, you can see that the category is also subdivided into men's storm jacket, women's storm jacket, boys' storm jacket, girls' storm jacket and so on.
2. Breakdown by population
This classification means that cross-border e-commerce sellers find a group of people, and then around the needs of this group to do POD shop or independent station, cross-border e-commerce sellers need to think about how to meet the needs of such people. For example, the seller wants to set up a website for pet decoration lovers as the target group. In addition to pet clothes, accessories and other products related to pet decoration, the seller can also sell pet-related peripheral products such as T-shirts and hoodies printed with their pets.
3. Divided by problem
For example, if the seller wants to build a station or open an online store specifically to provide buyers with the problem of women's wear, the POD seller's products need to be related to women's wear products, all categories of women's clothing are recommended to do a certain amount of matching skills, but also pay attention to jewelry, bags and other commonly used wear accessories, more in-depth and makeup skills, As well as advanced techniques such as partner dressing, it is reflected in solving all the other problems that may be encountered with the problem, so as to form a unique online shop or independent site.
Two, vertical segmentation shop and explosive shop comparison
For online stores or independent sites operated by cross-border e-commerce sellers, choosing a vertical market segment or explosive market is a matter that needs to be weighed according to the actual situation.
On the one hand, vertical market segments can better meet the needs of consumers, improve user stickiness, increase the re-purchase rate, and is expected to achieve long-term stable profits.
On the other hand, although explosive products station has a higher market heat and best-selling, but the product homogenization is more serious, the competitive pressure is large, and it is difficult to achieve brand differentiation. Therefore, when choosing a site strategy, cross-border e-commerce sellers need to consider their own product characteristics, brand differentiation, target market and other factors to find the most suitable for their own selection methods and skills.
Note: With the major cross-border e-commerce platforms to “ Full hosting ” The form of the sea, explosive products station has been a considerable impact, EZEJ technology suggests that the small partners, try to choose the vertical market segment, and, as a POD clothing industry sellers, this kind of vertical market segment is very fit our advantages, is not to miss the priority choice.
Three, how to choose vertical market segments?
1. Selection ideas
(1) Cross-border e-commerce sellers need to think about what they are good at or interested in, which is the first step in the selection of ideas. If you choose to do a vertical subdivision station, there may be many places that need to be adhered to for a long time. If the seller is enthusiastic or good at this field, it will be beneficial to further cultivate in this field for a long time.
(2) Cross-border e-commerce sellers can use third-party platforms such as Amazon to look at product classification segmentation for inspiration.
(3) Wikipedia's list of interests provides a range of product segments that sellers can draw upon.
(4) Offline research or combined with cross-border e-commerce sellers' own advantageous resources. After selecting a product segment, the seller conducts an industry analysis and selects the target market. Analysis can be done by looking at industry reports, understanding competitors, etc. In addition, if the seller can find resources for certain vertical categories, then these categories can also be listed as subsequent alternatives.
(5) Cross-border e-commerce sellers can start with products or categories that are on the rise on Google Trends. When choosing products in the vertical segmentation field, it is necessary to consider the needs of consumers and choose products with differentiated competitiveness. Products can be selected by brand, product attributes, and sales data.
2. Verify the selection
(1) Cross-border e-commerce sellers need to judge the development trend of selection, and try to choose the kind of vertical segmentation that is growing (at least the trend is stable and not falling) and more evergreen. With the help of Google Trends, sellers can put relevant keywords for vertical segments here to see what trends have been and will be.
(2) View the market volume of vertical segments, conduct industry analysis, and select the target market. Analysis can be done by looking at industry reports, understanding competitors, etc.
(3) In the process of product selection, it is necessary to carry out competitive analysis to understand the existing competitors in the market, see if they do well in product selection, product design, price, etc., and what is worth learning from, so as to better position and select products.
(4) After selecting the product, it is necessary to carry out product testing, which can be conducted by conducting small-scale trial sales on the e-commerce platform to observe the feedback and sales situation of consumers to see whether the product has a market and whether it can continue to make profits.
Note: Regarding the selection test, our POD clothing sellers have great advantages, whether it is a new test model on the 0 inventory provided by the customized platform of EZEJ technology pod, or a small single fast anti-pattern with a minimum order and 48 hours of delivery, it gives our POD clothing sellers greater advantages in the selection of products, we can test multiple models. Build more stations or open online stores, so as to continuously optimize, analyze, and finally create more boutique online stores in vertical market segments, form boutique groups, and then develop to the brand.
3. Judgment and decision
After completing the selection through the above steps, cross-border e-commerce sellers can score according to their interest level, market volume and competition level, and make the final judgment and decision according to the score.
Four, how to operate the vertical subdivision shop or independent station?
1. Content construction
Novice sellers must know enough about the products they operate, and the product specialization can be effectively reflected from the product introduction and function use. From the introduction of product performance, material, user experience, application scenarios, to give users a full range of detailed information to solve the problem of pre-sale trust. In this way, we can attract the attention of consumers and enhance the stickiness of the site. However, some sellers often change categories and do not have a deep understanding of product industry research, so it is difficult to make achievements.
EZEJ Technology reminds you that if you have concerns about the real thing or do not know how to describe it, you can choose a product of the same style to see it first. Sample ” Because many of the styles of our POD clothing sellers are the same in different colors or different patterns, many of them are the same in terms of material, of course, we also welcome small partners to visit the site, perhaps you can learn more fabric and production knowledge, so as to make it more convenient for your content construction.
2. Product display
Cross-border e-commerce sellers need to classify and display the selected products, and attract consumers' attention in a variety of ways, such as homepage roasts, hot recommendations, special promotions, etc.
Such skills should be the basic skills of our cross-border e-commerce or all e-commerce sellers, if not? Simply go to a peer store that you feel has the best experience and best sales, see what others do, and you'll know what to do.
3. Customer Service
Cross-border e-commerce sellers need to provide good customer service, provide consumers with timely pre-sales and after-sales services, such as product packaging, maintenance, relevant recommendation and promotion guide, provide installation guidance services, etc., create a set of professional service system, solve consumers' problems and doubts, increase consumers' trust and loyalty, and satisfy users with good user experience. Not to attract users with low prices.
EZEJ technology reminds that making product differentiation and avoiding homogenization has always been the key problem of vertical market segmentation to quality, and customer service is obviously a classic way of differentiation. If you can do well in this area, then under the same conditions, customers will obviously be more willing to believe you, and once the trust is generated, then he will be biased towards you. Even if the price is slightly higher, as long as there are enough reasons, such as better materials, or better service, the other party is willing to choose you.
4. Marketing promotion
Cross-border e-commerce sellers need to carry out appropriate marketing promotion, such as SEO optimization, social media marketing, email marketing, etc., to attract more consumers to the site for purchase. Sellers can also promote through video advertising, which is very suitable for single category promotion, which can intuitively show the scene and effect of product use.
When selecting vertical market segments, it is necessary to conduct sufficient market analysis and product selection, and to pay attention to content construction, product display, customer service and marketing promotion when operating online stores and independent sites. Through scientific selection methods and skills and effective operation mode, so that the online shop or independent station can better attract the attention of consumers, enhance competitiveness and profitability. In addition, plugins can be used to further optimize the operation of the site, such as Google Analytics, hot product rankings, promotion management, and so on.
In short, vertical market segmentation is an important topic for cross-border e-commerce sellers to operate online stores or independent stations. Through in-depth market research, precise product selection, scientific operation strategy and effective marketing means, it can help cross-border e-commerce online stores or independent stand in an invincible position in the highly competitive cross-border e-commerce market and achieve sustainable development and long-term profit.
END
After reading this article, I believe that the small partners of “ How do POD cross-border e-commerce sellers choose vertical market segment” There has been a clear understanding of this issue, and EZEJ technology reminds everyone that cross-border e-commerce is often needed. Internal skill ” Blessed, as long as the product, content, service, etc. “ Internal skill ” Do well, then in “ External work ” In terms of ability to have “ Force ” Can play, there is “ Recruitment ” Available, as it is called, “ The sword goes astray ” Although Kit Kat, “ Qi permeates the whole body ” Invincible, as long as we “ Internal skill ” Improve, more and more tough, even if the opponent's strange move is strong, practice has “ A lone lone sword ” Can also be invincible.
