亚马逊产品市场调查与推广策略全案-520行-11个子表

文件类型：Excel表格

提取的文档内容：## 市场调查的要求（1） |新品可行性分析|Unnamed: 1|Unnamed: 2|Unnamed: 3|Unnamed: 4|Unnamed: 5|Unnamed: 6|Unnamed: 7| |:-|:-|:-|:-|:-|:-|:-|:-| |产品名称：||说明：此表是一个条理思路分析表，各分析点需要附带各种截图，数据。||| |站点|市场容量分析 （类目前20名的产品的销量分析）|竞争度 （竞争对手的Listing表现，Reviews数量。品类上新情况。）|利润率 （毛利率）|产品痛点 （竞争对手的Reviews的差评原因）|切入点 （卖点，机会）|预计困难点 （Reviews送评，图片）|周期| |市场容量分析（匹配类目前20名产品大类排名、销量分析）|分析2-3个精准品类，判断市场容量大还是小|备注|在做此调查表时，默认认为竞品的市场容量和竞争度是符合预期的，可在1688大致先了解产品的成本价，欧洲站的毛利率区间为35%以上，美国空运不得低于25%以上，海运不得低于35%。日本空运不得低于25%，海运不得低于35%。低于这个值，这个表不做。|| |市场竞争力分析（竞争对手的listing表现，review数量，品类上新情况）|1、竞争对手普遍偏多还是少？|||| |2、review分数普遍高还是低？|||| |3、竞争力大的相关品类上新是否快？|||| |4、链接新旧程度|||| |利润率|美国空运不得低于25%，走海运不得低于35%；2.日本空运在25%以上，海运不得低于35%；3.欧洲站空运不得低于35%，前期不做海运产品。|||| |产品痛点以及产品的切入点|产品痛点分析：1、review ，认真分析每一条差评，尤其是带图片带视频的；2、结合买家差评和自身对产品的认识，罗列出此产品必改的痛点；|||| |切入点分析：1、改进竞争对手的产品痛点（功能和语言两个方面）；2、消费者关注点罗列和剖析（消费者关注点来源于问答、review);3、我们产品的切入点（款式改进、产品性价比、图片是否更精美、评论数量）|||| |推广难度|必须要考虑在测评和刷单过程中会面临的问题|||| |生命周期&季节性|分析竞争对手、谷歌趋势|||| ## 市场容量和竞争度（2） |市场容量情况|Unnamed: 1|Unnamed: 2|Unnamed: 3|Unnamed: 4|Unnamed: 5|Unnamed: 6| |:-|:-|:-|:-|:-|:-|:-| |关键词|搜索量（亚马逊前台）|市场容量（merchart words）||| |||| |||| |||| |||| |谷歌趋势（关键词1必须有1年和5年的数据）|谷歌趋势（关键词2必须有1年和5年的数据）|谷歌趋势（关键词3必须有1年和5年的数据）|谷歌趋势（关键词4必须有1年和5年的数据）| ## 竞争对手的具体分析（3） |竞争对手的具体分析|Unnamed: 1|Unnamed: 2|Unnamed: 3|Unnamed: 4|Unnamed: 5|Unnamed: 6|Unnamed: 7|Unnamed: 8|Unnamed: 9|Unnamed: 10|Unnamed: 11| |:-|:-|:-|:-|:-|:-|:-|:-|:-|:-|:-|:-| |ASIN|主图|价格|上架时间|月销量|review情况|keepa|排名趋势分析|产品优缺点和店铺特性|参数|产品包含|备注| ||（定位）||（包含评论更新）|||（比如图片）| ## 定价（4） |利润核算|Unnamed: 1|Unnamed: 2|Unnamed: 3|Unnamed: 4|Unnamed: 5|Unnamed: 6|Unnamed: 7|Unnamed: 8|Unnamed: 9|Unnamed: 10|Unnamed: 11|Unnamed: 12|Unnamed: 13| |:-|:-|:-|:-|:-|:-|:-|:-|:-|:-|:-|:-|:-|:-| |ASIN|售价|佣金|FBA运费|FBA仓储费|成本|空运头程|海运头程|英国税率|德国税率（19%）|空运概利润|空运概毛利率|海运概利润|海运概毛润率| |（与表3asin一一对应）||||（17%）||| |||备注|货币单位必须统一为所调查国家的货币单位||||| |||用售价，结合最低的毛利率去反推我们最高的采购价格|例如：售价10美金，头程1美金，尾程加仓储4美金，则，价格为（10-1-4）-采购价格/10>0.25,采购价格最高不能超过2.5美金|||| |||关税，产品调查前要查清楚该类产品关税情况，尤其是美国，要把关税这一项的收费考虑进利润核算中||||| ## 产品分析汇总（5） |产品分析总结|Unnamed: 1|Unnamed: 2|Unnamed: 3|Unnamed: 4| |:-|:-|:-|:-|:-| |竞争状况分析汇总|市场容量总结|| |市场竞争力总结|| |推广难度|| |总结|消费者关注点总结|产品定位|样品价格|参考图片| ||（款式改进、产品性价比、图片是否更精美、评论数量）|(价格用售价，结合最低的毛利率去反推我们最高的采购价格)| ## 欧美和日本物流费用（6） |美国海运|Unnamed: 1|Unnamed: 2|Unnamed: 3|Unnamed: 4| |:-|:-|:-|:-|:-| ||| ||| ||| ||| ||| ||| ||| ||| ||| ||| ||| ||| ||| |美国空运||| ||| ||| |专线|长*宽*高/6000|24/kg| |红单|长*宽*高/5000|| |日本||| ||| |海运|850rmb/方|| ||| |空运|17rmb/kg（快）||14rmb/kg（慢）| ||| |英国||| ||| |海运|1200rmb/方|| |专线|33rmb/kg|| |红单|38rmb/kg|| ## 关键词参考 |Unnamed: 0|Unnamed: 1|Unnamed: 2|Unnamed: 3|Unnamed: 4|Unnamed: 5|Unnamed: 6|Unnamed: 7|Unnamed: 8|Unnamed: 9|Unnamed: 10| |:-|:-|:-|:-|:-|:-|:-|:-|:-|:-|:-| |ASIN:|B0158S5BIY||||ASIN:|B00CBHZPNW| |dry brushing body brush;"3";"";"";"";"brush"|||||dry brushing body brush;"3";"";"";"";"brush"| |mama mio;"3";"true";"";"";"body"|||||natural bristle body brush;"2";"true";"";"";"skin"| |cellulite;"2";"";"";"";"dry"|||||cellulite brush;"2";"";"";"";"cellulite"| |cellulite 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