All losses, sellers in this category suffered a setback!

In previous years , the last two months of the year were the time when sellers of light string categories frequently received huge orders. However, this year , most sellers did not bring good news. Instead , they choked up a little : the market prices were lower than one another, the A cos of advertising within 7 days was more than 200%, and orders were entirely dependent on natural traffic, etc. At the same time, due to rising food and energy prices, British consumers are snapping up energy-saving items such as candles.

Light string sellers suffered a setback. Sellers: I will run away after the goods are sold out.

Light strings, which can both illuminate and create an atmosphere, can be said to be a must-have item for holiday home decoration. The favor of overseas consumers has also made many sellers earn a lot of money. Searching for the word "light string" on the Amazon platform, you can find countless hot-selling products, some of which have more than 10,000 reviews and are on the BSR list.

A seller who had been running the lighting category for two years achieved sales of 120,000 US dollars in 10 days. At that time, the exchange rate of the US dollar was 6.69, which was equivalent to about 800,000 RMB. In other words, the seller's sales in 10 days exceeded 800,000 RMB. In peak seasons such as Black Friday and Cyber ​​Monday, the seller's sales will reach a new height.

However, this category, which is not slow in the off-season and even busier in the peak season, suffered a Waterloo in the fourth quarter of this year.

Seller Xiao Liu mainly sells light strings. In November and December last year, Xiao Liu made a lot of money. Based on past experience, Xiao Liu was confident in preparing for this year's peak season. However, during Black Friday, Xiao Liu found that all his new products were at a loss, and the market prices of similar products were lower than one another. After Black Friday, Xiao Liu found that his products were sold at a loss, and the order volume was only 1.5-2 times the usual price.

This is the peak season when a large number of orders should be received, but now sales are at a loss and there is no improvement at all. Many sellers empathize with Xiao Liu's situation.

Seller Xiao Li, who also sells light string products, has two or three main products. When he submitted them for Black Friday, they were already at a loss. He wanted to sell more and clear out the inventory. But he didn't expect that the Acos of the advertisement in 7 days was more than 200%. The orders were basically all dependent on natural traffic, and the CPC was not enough . He really lost both the wife and the army.

British sellers of Christmas lights also said that the number of orders has not increased. Perhaps overseas consumers are only concerned about food and clothing, and decorations are no longer important to them. Some sellers even said that what they need to do now is to take advantage of various discounts and quickly sell off their inventory . It is really hard to live on pennies.

As for the failure of light string sellers during Black Friday, some sellers speculated that the primary reason was the low price spiral. It is reported that on the UK site, a light string seller directly added a 50% coupon on top of the member discount, and the entire homepage was full of advertisements for this seller. When you open the light string category, you will also find that some sellers sold items worth 30 or 40 pounds at 9.9 pounds, which is really a great charity.

Of course, rising electricity prices are another important reason. According to foreign media reports, heating and lighting costs are rising in many parts of Europe, and electricity prices in the United States have also risen a lot. Therefore, some sellers speculate that the number of orders for lighting products has not improved much this year, in large part because they can no longer afford the electricity bills.

In the eyes of many consumers, decorative items such as light strings consume too much electricity. However, many countries in Europe and the United States are currently facing soaring energy prices and possible power outages. In response to these realities, British people have been rushing to buy some energy-saving items.

Energy prices soared, and people in many places accelerated group buying of candles and other items

"Last year, a serving of fish and chips was around £7, but now it has risen to £10," said a British consumer. Not only are prices rising, but the heating and lighting bills that British people need to pay every month are also rising, and more than 2 million households can no longer afford their electricity bills.

There are even jokes circulating online: "Germans have fallen to burning wood, British people have started eating pet food, and France has power outages of at least two hours a day." Although the news has not been verified, it is true that overseas consumers are in a difficult situation. According to British media reports, the inflation level in the UK this year has reached the highest level in 41 years, and rising prices have forced some British people to start cutting unnecessary expenses.

At the same time, an emergency plan in the UK has also made many people uneasy. It is reported that the plan mentioned that in the worst case scenario, the UK's transportation, food and drinking water supply, communications and energy may be affected for up to a week.

In response to soaring energy prices and possible power outages, local consumers have been snapping up some energy-saving products. Among them, candles are the most popular. A local home decoration retailer said that consumers have purchased the most products including tea lights, wax and pillar candles. The overall sales of these products have increased by about a quarter compared with last winter.

Especially in today's power outage atmosphere, candles have become popular again as a reliable way to light homes. On multiple overseas social platforms, there are more and more interesting videos about candles, and these videos have good playback volume and popularity.

In addition, wood stoves have also become one of the targets of many British people. They buy wood-burning stoves for winter, which has driven up the sales of wood stoves. Many local retailers have also said that wood stoves are sold out. At the same time, since buying a wood stove requires an electric saw to cut wood, a hardware store owner said that the sales of electric saws in the store have increased by one third in a few weeks.

Of course, if there is a total power outage, the sales of related backup products such as portable generators, mini gas stoves, flashlights, igniters, portable radios, etc. may also increase. In a statement released by a local department store chain, we can see that down quilts, thermal underwear, gloves and other items have also become items that people have stockpiled.

In addition, in response to soaring energy prices, local consumers are also snapping up some energy-saving small appliances, such as slow cookers, air fryers, etc. In order to keep the appliances running, they are also trying to spend a lot of money to buy portable batteries, although the price is as high as thousands of dollars, it still can't resist the enthusiasm of consumers, and many retailers have announced that they are sold out.

For sellers, they should pay more attention to relevant policies and emergencies in different countries in order to capture hot trending products, which will also be more conducive to achieving explosive sales.

Light String

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Europe