Since 2001, in addition to promote themselves is the biggest online retailer, the Amazon, while the “most customer-centric company” (the world’s most customer-centric company) was established as the goal. Thereafter, to create a customer-centric service-oriented enterprises have become the development direction of the Amazon. To this end, the Amazon since 2001, large-scale promotion of third-party open platform (marketplace), 2002 launch of network services (AWS), 2005 launch of Prime Services, 2007 to third-party vendors to provide outsourced logistics services Fulfillment by Amazon (FBA ), launched in 2010, the predecessor of KDP buffet digital publishing platform digital Text Platform (DTP). Amazon gradual introduction of these services, it’s beyond the scope of online retailers, has become an integrated service provider.
Amazon’s third-party platforms and open quickly attracted a lot of sellers. Then, in the Amazon shop operators and shop in Taobao business any different? With the view of the next bar.
Amazon is a heavy product, platform, light shop, the seller said, operators must learn Shanfanjiujian Amazon store, without reservation, “do less product, so refined products,” the seller for everyone to share the success of Amazon’s character motto. Around doing fine product, the seller believes that it should be good products, then drain.
Weakening shop lies in explosion models
Focus on the Amazon platform operator services business Ltd. Shenzhen Chong Blue magazine founder Larry told C, Amazon is heavy product platform, through this platform, the seller good intentions of the brand, good marketing, business will get better, it does not fit through constantly on the goods to get the orders, for to do fine.
Shenzhen, a foreign trade company boss Lu also said that Amazon is different from other trade platform of one of the biggest feature is the “heavy products, light shop.” Before he settled in the Amazon platform to sell through sales in speed, speed through the practice of selling retail trade and other platforms in its view that a large number of Distribution.
“Most of the time, I pass on the fast selling products Listing even reached 2000, a month down the statistical fact that the product is nothing more than a single 100 number, and that 100 of merchandise a single is relatively average, for each product several or dozens of hard to appear on a single product 300pcs month sales of small explosive product, leaving more than a thousand listing, actually within 30 days of no sales records. “he said.
By contrast, Mr. Lu found a lot of excellent sellers throughout the Amazon store actually only dozens of products, including more frightening is only 10 or so are a few products, but the monthly rate is actually up to hundreds of praise. He explains, “You want to know the Amazon remain assessment rate is very, very low, and this is more to do to verify the Amazon platform must do ’boutique’, you must control the number of single items, like us simply small sellers not so much focus on the product in everything. ”
Mr. Lu said, “do less product, so refined products,” the strategy of the company on the stock to help a lot of busy, ever do AliExpress, eBay time inventory management is very confusing, because there is always the product today, a few single again orders, after a few days another product in stock and also contact the vendor goods, very troublesome.
“Amazon is very easy to do, we have a colleague in charge of inventory and suppliers to control, anyway, ten or twenty products are all directly linked to the factory orders, once were hundreds of thousands from the set, which is not happen that customer orders the goods sent but not embarrassing situation. “Mr. Lu said that.
Because doing fine products, Lu company on order processing speed and quality has been greatly improved, from customer service and after-sales terms, because too many, past sales of some products may not know what is doing with , product very unaware. But now sales are very understand products, because the whole company to do a 20 models of products, daily contact with customers asking if the letter or product compatibility, sales and customer service are able to give a professional answer within a hair station.
In logistics, Lu company to do is to stop the United States, domestic shipments will use E-mail Bao, overseas shipping warehouse on the use of FBA, some specific products go overseas warehouse.
Option selling products, the protection of registered trademarks
Lu’s company to achieve critical blow money by traveling light, to create explosion models that product selection, he shared his experience in product selection.
“We are beginning to select only 10-15 product to operate, these products are our investigation in the Amazon by more popular, are ranked relatively good product on the top seller list. Moreover, the product life cycle can not be short (even if the cycle is too short it is best to have this product substitutes or upgraded versions of the product). If the product life cycle is too short, maybe before that time and energy we had just paid for the product to push the fire, the product itself it was out of the market, which is also very worthwhile. ”
Lu said that done for some time, product sales increased slowly, but Amazon has a “sell now” mechanism that other sellers see this product to sell, as long as they have exactly the same product, the other side can Lu family of products with the listing to sell, share this listing traffic. This gave Mr. Lu brought some problems.
Larry tells C magazine, encountered such a situation, the best seller of the product to register a trademark protected. Lu is doing. Larry said that, with the selling function because Amazon needs to make the platform more concise, customers can find what they want clearer set of products. With new sellers may soon sell to a single, but it can also lead to profits fell because now sell quickly into a vicious competition. Sellers must follow when selling to prevent infringement, once infringement, ranging from a warning, while closed shop.
With a market can foster a more stores
Lu company opened two US sites Amazon seller account, the main one, the store’s monthly sales have exceeded $ 80,000, and the gross margin remained at around 30%.
“Last August, my partner had just time to get involved in this platform is also holding a ‘multi-shop, mad Distribution’ ideas, then there is not much need to think bigger, more shops, more products, and management will be very chaos. I would prefer a shop a 20 models of products, each product can be shipped each month hundreds of pcs, not willing to open a lot of shops, hundreds of product development, in the end every product sold out a few dozen a month pieces, so not much meaning, but doing it boring. of course, I also opened a shop late, reserved for future use. “Mr. Lu said that.
Larry said that Amazon sellers can open more stores, while doing business several stations, for the novice to adapt to different national logistics and language, the beginning will be a little difficult. Chong blue business services based on the US most sellers customers temporarily stop as the main marketing platform, relatively low trading volume and logistics problems.
Focus on the customer experience, some bad comments may be removed
Larry introduction, Amazon is very focused on the customer experience, the seller does not comply with the rules, delayed shipments, product piracy, negative feedback, customer service, etc. aging behavior will be penalized, punished, then, ranging from a warning, while in the closed shop. Therefore, the seller must pay attention to maintaining good credit account.
If the seller meets the following conditions encountered bad review, it can apply to remove the platform: first, the evaluation contains obscene and indecent words. Evaluation contains sellers private information such as email, phone number, full name, Larry said it was not the full name may also appeal is successful, the blue team had a record of successful experience; secondly, all Feedback only for products, there is no mention seller services, such as, “It is not very sharp knife outdoors,” some of these cases can be successful representations, some can not, but if it comes to the seller poor service can not be removed, such as “slow delivery and receipt of goods I noticed the knife was not very sharp. ”
Logistics problems caused by FBA, Amazon seller will not help remove the negative feedback, but it will help sellers Poor crossed, then write his words: This item was fulfilled by Amazon, and we take responsibility for this fulfillment experience.
Note that after the buyer within 60 days of leaving negative feedback, buyers can apply for removal of the negative feedback, Amazon sellers to remove the negative feedback after a successful application, Amazon will notify the parties of the mail, the buyer has the right to once again leave comments, in order to avoid provoking client, Larry recommends applying a few days to go bad review removed.
When leaving negative feedback and sellers to communicate, the seller must be proactive, and buyers seek consensus agreement, let the bad review removed. But some customers will threaten, not how how give negative feedback, which, Larry recommends sellers so direct shots to the Amazon deal. If the seller to provide some benefits to allow customers to eliminate the negative feedback, this approach is found in the Amazon accounts will affect, in serious cases can cause the account to be removed, then the sales rights. At this time, Larry recommends write an email to the seller of the Amazon, admit mistakes, sincere tone of voice mail, do ensure that you do not easily allow Amazon to allow Amazon to believe that you will correct, Amazon will give you one more chance in general, recovery account sales rights.
Larry provides a way to remove bad review: First, click on the Contact Seller Support; the second step, find the Order column, select Customer Feedback Problem; The third step is to submit an application in accordance with the requirements of the content and submit.
Please help a foreigner to write product description
Lu said that a generation of orders is determined by two questions: First, how to make the products are buyers see? Second, buyers see why after a certain product from your home purchase rather than the other home. These two problems are solved, the order came naturally.
For the first question, the seller needs to consider many issues, such as the search for the right to the Amazon platform heavy demand for the product market is large enough, the station promotions, promotion and so outside the station. Lu’s approach is to first solve the product quality, and then through some promotion methods to allow customers to see the product.
“Because before we have an experience: a product sales can be, but the quality is unsatisfactory, in the end, this product every day to sell a lot, but it is to bring more returns and refunds customer pressure. to solve this problem, our product quality up and down a lot of effort, before some products are getting goods to market, and now we have to make factory direct production according to our standards, then trust your own branded trademark LOGO enhance customer degree. ”
Promotion, the company’s pre-Lu will do PPC PPC products, promotional activities through the station as well as with non-infringement sell some products to achieve the effect of drainage. Another e-mail to remind customers to stay praise, praise phoned stay off buyers write Product Review, send samples to write product reviews and other professionals, is also a good way to promote.
For the second question, Lu believes more customers through a variety of ways, if you have entered into the product page is the title of the most intuitive, pictures, detailed descriptions. Lu’s approach is heavy detail, these things will be extreme.
“Product pictures are your professional photography experts and artists for processing (because online shopping can not see the kind of customers, can only be understood through the pictures appearance, the appearance is in addition to the most attractive elements of customer), and then the title keyword optimization even describe, we’ve written to make their sales, marketing written in English always felt a little stiff, does not meet foreigners reading experience, we directly to foreign friends or clients to write personally feel this is more in line with foreign buyers tastes. ”
Larry adds, generally Amazon seller on the product is the picture editor, title and text description, the seller can be inserted only senior picture description. As for promotion, the main station and the station or outside sales, inside the station, including PPC pay per click marketing, product promotion, a blue VIP program will involve training courses, there is a special group, and on-site promotion is well done. Sellers if they operate well, you can find foreign aid.