Ranked in the top five in the category in 45 days! Sellers share their experience in creating a hit product on Amazon

From top sellers to small and medium-sized sellers, batches of people are pouring into the fast lane of cross-border e-commerce. However, in this process, some people have made great achievements, while others have had difficulty and had to withdraw. For successful people, the most frequently asked question is "How to create a hit product on Amazon?"

Yien.com interviewed Mr. Dong Jiaxing, co-founder of Henan Aoyi Electronic Technology Co., Ltd. (hereinafter referred to as "Aoyi Electronic"), who shared his experience in creating a hit product on Amazon based on his own experience...

45 days to become the top five in the category, sellers share their experience in quickly creating a hit product

Aoyi Electronics was founded in 2018, mainly selling products in categories such as indoor home furnishings and outdoor fitness, focusing on the European market. Although Aoyi Electronics has only been established for three years, it seems a bit young in front of Amazon's big sellers that have been struggling for many years, but its development speed and ability to create hot products should not be underestimated.

As of November this year, Aoyi Electronics has generated sales of approximately 100 million yuan on Amazon, and all of this is closely related to its ability to successfully create hit products many times.

For sellers, the importance of successfully creating a hit product is self-evident, as it contributes huge profits to the store in terms of traffic and sales. However, many novice sellers are a bit at a loss, saying that they have no experience and don’t know which products can become a hit. The low-price spiral has intensified the fierce competition among products.

Creating a hit product is a matter of many different people, but success is only one-sided. In response to many sellers' questions about how to quickly make a new product a hit, Dong Jiaxing shared all his experiences.

In August, Dong Jiaxing spent only 45 days to stabilize a product link to the top 5 in the European site category. Based on the operating experience of this product, Dong Jiaxing shared the steps to create a hit product as follows:

1. Conduct a one-week market survey to find out information including the average daily order volume required by the top 10 in the category, the number and star rating of the overall market, product defects, product optimization based on key points that consumers care about, and the product's core traffic words.

2. Use this information to create A+ listings and pictures, break out of the market’s inherent perspective, and effectively display selling points .

3. Price the products so as to ensure sufficient profits for the company , but at the same time not be too much higher or too low than the market price.

4. Advertising settings , mainly manual advertising .

5. The accumulation of product reviews was mainly based on invitations within the site. It took about 15 days to obtain 4 reviews .

6. After getting good reviews, you can increase the number of orders by offering large discount coupons . However, sellers also need to grasp the time and close the large discount coupons in time at the later stage .

7. Through manual advertising, we allowed stable traffic to flow in, and with the support of reviews, A+, and coupons, we achieved the effect of stable orders . With the help of BD, we increased the number of orders while ensuring the conversion rate. With the support of one LD and one BD, it took about 45 days to stabilize the link to the top 5 in the category .

In addition to the successful cases mentioned above, Dong Jiaxing also said that if you want to make a product a hit, you need to pay attention to these core key points: the selected product must have sufficient market capacity; do not run out of stock in the early stage of promotion, and low profits are okay as long as the product is stable; have enough product reviews to withstand external attacks.

On the question of how to identify which products have the potential to become hits, Dong Jiaxing said that when a product has a clear consumer group , sufficient market capacity and profit margin, and will not be completely replaced by emerging products within 3-5 years of the product's sales cycle , then it has a certain potential to become a hit.

For sellers, the importance of creating a hit product is self-evident, but the volatile logistics costs, rising raw material prices and soaring advertising costs have also caused headaches for many sellers.

With costs rising and profits falling, how can sellers break the deadlock?

With the rising costs of logistics and raw materials this year, many buyers are saying they can't bear it. Dong Jiaxing said that Aoyi Electronics has also been affected, but at this time, the rise in logistics and raw material costs is an inevitable phenomenon. Taking air freight costs as an example, the company has experienced a gradual increase from 20 yuan/kg to the current 60 to 70 yuan/kg, an increase of nearly 4 times.

In addition, regarding the change in traffic, Dong Jiaxing said that it is very normal. Everyone feels that the traffic has decreased, but it is not actually obvious. We need to consider the following aspects: there are more and more sellers on Amazon, and the traffic allocated to each seller has decreased compared with before; the epidemic has caused a decline in economic consumption capacity in overseas markets; the development of many overseas online shopping platforms is dividing up market traffic.

"It is becoming increasingly difficult to do business on Amazon, and the operational capabilities of sellers are also improving," said Dong Jiaxing. Compared with 2016, the increase in sellers, the continuous improvement of platform rules, and the increase in costs have only increased the difficulty of operation. But in essence, sellers are just selling on Amazon, and this has never changed.

Under the influence of rising costs, traffic division and the major account blocking this year, many sellers are unwilling to continue to be Amazon's "philanthropists" and are looking for multi-channel layout to diversify their own risks. Aoyi Electronics is also actively opening up other sales channels. In addition to the Amazon and Walmart platforms that have already been deployed, the company is also preparing to expand to other potential platforms.

Dong Jiaxing is looking forward to the development of Walmart. He said that if Amazon is compared to a strong adult, then the online part of Walmart is currently only a 5- or 6-year-old child. In reality, the current online development speed of Walmart is not as fast as its offline development. However, in the future, as a local platform in the United States, Walmart has great development potential.

For sellers who want to expand their multi-channel sales, Dong Jiaxing believes that they should take risks and do what they can. They should know their own position, not make aggressive investments blindly, and develop steadily . For example, if I were a complete newbie and had $100,000 to start an Amazon business, I would only invest $30,000 to $50,000 in the early stages , and then develop slowly and snowball-like. I certainly wouldn't make a lot of money in the early stages , but I would have no problem with my daily living expenses .

When entering a new channel, sellers need to clearly define their own positioning and give their operations space to develop freely; do not put all your eggs in one basket and improve your ability to control risks; adjust yourself according to the platform policies. Looking at problems from a long-term perspective and pursuing long-term and stable development is the hard truth.

On December 13, at the 2021 First Central China Cross-border E-commerce Seller Brand Overseas Summit hosted by Ennet, Dong Jiaxing will bring a wonderful sharing on the theme of " How to Create a Hot Product through Amazon Advertising ", discussing how to create a hot product through Amazon from multiple angles such as traffic, flow, and advertising layout, and give corresponding suggestions to peers and sellers based on his own experience. You can click "Read the original text" or scan the QR code below to register for this conference and listen to Dong Jiaxing's sharing on the spot.

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