Is “product” the core competitiveness of Amazon sellers?

(This article is contributed by "Cross-border Seller Qige")

1

Products may not be the core competitiveness of an enterprise

We are a big country in the supply chain, and we have no shortage of good products.

When capital intervenes and money is invested in the products you can produce, will your competitors be unable to produce them?

Don't think your products are 3-nanometer chips. Even Huawei can't produce them.

Looking at the products in our cross-border circle, I haven’t seen many products that our Chinese sellers cannot produce! Of course, some big-name products do have barriers.

Most of the cross-border Amazon sellers are ragtag. They are not born with any serious technical products and have no product technology thinking. Many product developers work on Amazon later and also consider themselves to be product developers. Qi Ge thinks that many market research specialists are not born with any product background.

Everyone thinks they have a strong product research gene and that the products they develop are unmatched by others. But what happens later? Most of the products sent to Amazon FBA cannot be sold!

This is what it means to be trapped in your own cognitive cocoon .

2

Hot-selling products are definitely not the exclusive domain of big brands

The bosses mentioned above who are born into product technology backgrounds are very confident and even narcissistic about their products.

In Qi Ge’s opinion, fuzzy people are suitable for doing well on Amazon .

What is the difference between them?

The way of thinking of the fuzzy thinker is: no matter how good the research is, there will always be unexpected problems. In the early stage, it is like a pony crossing the river tentatively, this is his thinking logic.

What to do next? Send the products out for testing, collect enough user feedback, and then improve the product based on the data.

Its targeting is different. Adjust , do , study , and adjust again . This is its core.

If you finish the work in a blurry manner and never polish the product, you might as well polish the product more before working on it!

Just like without Brother Qi's constant mistakes, constant catching by Bald Brother-in-law, and constant adjustment of operational strategies, how could we be where we are today?

None of Amazon's hit products have been smooth sailing, and they all continue to grow like this:

Step 1. Stumble out and come back to adjust.

Step 2. Go out again and come back to adjust.

Step 3. Then go out again, come back to adjust, and continue to optimize.

3

Brand is not necessarily the core competitiveness of an enterprise

Is brand the core competitiveness of Amazon sellers?

Is your brand as big as Anker's? Is your brand as big as Xiaomi's? Is your brand as big as Li Ning's?

A brand cannot be established in a day or two. Don’t start by saying you want to build a brand or promote your company.

Brother Qi sincerely advises you: make some money first to keep yourself alive.

But brand thinking is absolutely necessary! Because a good brand can resist cycles and make your company survive for a long time.

Look at the product promotion of Wanglaoji, Red Bull, and Melatonin. Which one of them did not spend a lot of money on advertising? Repeated brand implantation into the minds of consumers. Let herbal tea = Wanglaoji, refreshing drink = Red Bull, and gifts for the middle-aged and elderly = Melatonin.

The most difficult thing is to put your own thoughts into other people's heads and put the money in other people's pockets into your own pocket. Heaven and earth are in a cycle, and Tao follows nature. We should develop in accordance with the laws of nature and not think about achieving everything in one step. You can have brand thinking, but it is definitely not like most sellers who promote brands right away.

4

Providing customers with an unexpected "peak experience" is the core competitiveness

I would like to recommend a book to you: Peak Experience: The Critical Moments That Influence User Decisions. You can read it carefully.

The book "Peak Experience" reveals the mental journey of customers when they buy products. Customers are not always excited or frustrated at all times. You can add more touch points to make them feel satisfied. At the peak moment, when the value balance pries the price end, customers will naturally place an order to complete the transaction.

For example, if we sell DIY products, we can provide after-sales teaching videos through Tik Tok (overseas Douyin).

If you want to satisfy your customers, it is not enough to simply teach and create a three-step process (step one, step two, step three) with simple text instructions.

The vast majority of customers and consumers don’t want to bother figuring out how your product is made.

For example, if you sell kitchen supplies, you can provide recipes for making a variety of foods, and the recipes can also be uploaded through Tik Tok as DIY products.

Remember that peak experience is multi-point stimulation . It is not that you can make customers reach the peak and make a purchase just by making one point, unless your one point captures the user's major pain point.

Some sellers consider that they have no R&D capabilities, so how can they innovate this product?

Brother Qi just wants to tell fellow sellers that most innovations are based on replication -combination-optimization .

We can also try to combine products . For example, if we sell pots, can we pair them with spoons? This is also the difference from big brands.

I also recommend you to read "The Art of War". We must never use our weaknesses to attack the enemy's strengths! Their strengths are technical products, but their weaknesses are slow product updates and long R&D cycles.

Only by seizing the enemy's weaknesses can we win this battle.

Amazon

product

Competitiveness