The $37.3 billion "cake" was snatched away, and the product selection ideas were exposed...

For sellers who have been floating on the platform for a long time, it is very difficult to surface and swim to the independent station field. Traffic cost, traffic diversion, and product selection are the three mountains that block the sellers' progress.

How to achieve 10,000 orders per day on an independent website, how to choose a hit product, how to accurately attract traffic, as a record holder of more than 15,000 orders per day , Aaron, the product manager of Jiahong Academy, gave his own answers based on practical operations...

Follow the characteristics of the channel and boost the number of orders for independent stations

If sellers want to drive traffic outside the site, they have to face the commonly used mainstream channels: Facebook, Google, and TikTok.

So, how to choose the right off-site traffic channel? The first thing to determine is the product direction. For Google Ads, products with more market trends will be easier to run. At the same time, for some high-priced products, the overall effect of Google Ads will be better . For Facebook and TikTok, they are more inclined to guide users to impulse consumption, so some functional products will be more suitable.

We also need to be clear about the highlights of each channel. The overall population of TikTok tends to be younger, so some novel and eye-catching product videos are more likely to generate conversions.

Most people who have shopping capabilities on Facebook are older, so in addition to novel product videos, product videos that can demonstrate practicality will also be more likely to capture the shopping desire of this group of people. However, the commonality of these two channels is to guide users to make impulse purchases. In the process of impulse consumption, the position of product videos is of utmost importance. Therefore, whether you can make attractive product videos is very important. As for Google ads, the market demand for the product itself and the recent trend of the product will affect the sales of the product.

Next, sellers need to operate in various channels. Different channels have different operations. For example, for Google shopping ads, the quality and accuracy of product feeds determine the initial traffic of ads. For search ads, it is important to find suitable keywords and what kind of matching method to use to buy keywords. You may need to use keyword planners, Google Trends and other similar tools to help sellers make judgments.

For Facebook, whether a product video can arouse users' interest is the key to successful traffic generation, including video production techniques, selection of target audience words, etc.

Of course, each channel will have a full process of operation from testing to optimization to expansion, which is also something that sellers need to study.

A large number of hot-selling products have been made popular by social media. Have you got the product selection ideas ?

Because social media such as TikTok and Facebook have the function of fission promotion, more and more products are suddenly becoming popular on these social media.

Especially TikTok. Sellers who pay attention to TikTok will definitely find that more and more products have suddenly become popular on TikTok in recent years .

Not long ago, a pair of high-waisted leggings went viral on TikTok, with over a million views of the video and over 100 million views of related tags. It subsequently became Amazon's best-selling clothing product for most of January and February. This shows that TikTok 's ability to bring goods should not be underestimated.

In order to reap the benefits of this wave, independent site sellers have also launched the " TikTok+Independent Site " model.

So what is the idea for selecting products for social media such as Facebook and TikTok , and which ones can be used as test products?

Aaron believes that the overall product selection direction of Facebook and Tik Tok is relatively broad. As long as the product itself does not have some illegal elements and there are some video materials to show how the product solves user needs, it can become a test product for the seller .

" The sales rankings of some third-party platforms and the use of some plug-ins to directly search for competitors' ads are all ideas for product selection. " Aaron emphasized that in addition to studying the product itself, the more important thing in the entire product selection process is to study the essential logic behind the high sales of the product.

In addition, Aaron also made it clear that no matter what product is chosen, the product itself needs to have a basis that can meet the needs of users of different age groups, so that the product's life cycle will be longer.

In the latest download statistics released by App Annie, TikTok remained the most downloaded app in the first quarter of 2021. TikTok ranked second and eighth in consumer spending and monthly active users, respectively.

In addition, Shopify and TikTok are also increasingly cooperating. In October 2020, TikTok announced a partnership with the e-commerce platform Shopify. According to TikTok, TikTok will establish a Shopify channel, allowing merchants to use ready-made templates to create video ads and directly link to their Shopify stores for checkout.

From this, we can foresee how much traffic TikTok will bring to independent sites in the future.

Independent sites are so popular , what are the future development trends?

In recent times, because of the ban of accounts due to huge sales on the platform, hundreds of billions of sales have been lost. Many sellers have begun to pay attention to the development of independent sites. Will the independent site craze be "ignited" again in 2021?

It should be noted that Amazon is the largest e-commerce company in North America, and Shopify has surpassed eBay to become the second largest e-commerce company in North America. Shopify's first-quarter financial report shows that both revenue and GMV have an annual growth rate of more than 100% . The merchandise volume (GMV) of Shopify's global merchants was US$37.3 billion, an increase of 114% over the same period last year ; the total transaction volume (GPV) of payments was US$17.3 billion, accounting for 46% of the GMV this quarter.

Aaron said frankly: "Recently, independent websites have begun to attract more and more sellers' attention. Rather than saying that they are becoming popular again, it is better to say that independent websites have always been popular, but because of some hot events, more people know about independent websites. In my opinion, independent websites still have great prospects. "

The prospects of independent stations are reflected in the fact that, on the one hand, the large amount of traffic brought to independent stations by multi-channel diversion has great potential, including the fact that companies that want to build brands also need a plate to receive traffic. On the other hand, there are still only a few people in the market who are very familiar with independent stations, so the opportunities for independent stations themselves are still very large.

Some sellers see the good prospects of independent websites and blindly believe the legends of others who have thousands of orders a day, so they flock in. Everyone has their own suitable track. For example, if the company itself has an Amazon business line, the premise of entering the independent website must be that its own Amazon business can provide some stable profits and maintain the normal operation of the company, so that the company can let go when exploring new business segments.

At the same time, once you have made the decision to enter the independent station market, you must communicate more with sellers who have done or are doing independent stations. Their experience can sometimes help some novice sellers save a lot of costs. In short, act within your circle of competence and learn outside your comfort zone .

Sellers who want to make a name for themselves in the independent station field and are also interested in independent station off-site traffic and product selection ideas can rush to the 2021 Fifth China (Guangzhou) Cross-border E-commerce Network Marketing Conference hosted by Yien on May 25, 2021, to listen to the wonderful sharing on the theme of "Independent Station Off-site Traffic and Product Selection Ideas" by Aaron from Jiahong College.

Aaron will tell sellers more about independent website traffic and product selection tips . Scan the QR code below or click "Read original text" to sign up for this conference quickly~

Independent website