深圳某亚马逊大卖内部产品开发培训资料-42页

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亚马逊 中高级运营培训课(产品开发) # PAGE 2

2、站外的产 品开发 1、站内的 3、蓝海产品 开发 产品开发 目录 Cｏntents

01 01 PAGE 3 # 项目背景分析 •国家政策分析•本区域行业调研情况•本区域市场分析 •运营团队介绍# PAGE 4 # 1，横向和纵向的产品需求分析方法

市场需求量 浦场机会 四健度

市场需求量 # PAGE 5 LMak 人1

Amazon Best Sellers Our most popular products based on sales. Updated hourly. Any Department BestSellersinMakeupBrushes&Tools （Beauty&PersonalCare Tools & Accessories #2 #3 Makeup Brushes & Tools Face KISS Eye Adhiesise Lip Brushies BrustiSels Makeup Airbrushes Brush Cleaners Sharpeners #1LNG EROSHON Granta few BEAKEY 5 Pcs Makeup Sponge Set Blender Beauty 2 PCS Silicone Face Mask Brush,Mask Beauty Too! KISS Strip Eyelash Adhesive, Clear 0.176 Oz Foundaticn Blending Sponge, Flawless for... Soft Silicone Facial Mud Mask Applicator Brush... KPLGLO1 birthday 寅食黄重36,552 寅寅费禽食34.919 商查商禽售27.701 wishes $8.99 $3.98 $2.99 Shop gift cards 14

# PAGE6 从数据中可以看出，该类目市场体量非常大

月均销量	月均销售额	平均评分数平均BSR	新品数量	#	细分市场	样本数量月总销量	平均价格	平均卖家数卖家类型集中度指标			商品总数操作
								头部商品头部商品	平均星级头部商品	新品占比
商品：	91%	25.9%	I	False Eyelashes&Adhesives	100	3,900	42,594	3,007	3,714	AMZ:	品牌：	10
	390,095	$10.67	2.0	6,432	国
	1	（假睫毛和胶粘剂）	品牌：42	10,123	127,200	4.4	933	3%	59.2%	10%	卖家：47	FBM:	卖家：
	FBA:	商品：	商品：	89%	50.3%	国
Brush Sets													100
2	268,873	$13.36	1.7	1,998	国	（化妆刷套件）	品牌：54	13,525	174,723	4.6	322	8%
卖家：60	FBM:	卖家：	3%	67.2%	个	完整市场路径：Beauty&PersonalCare，Tools&Accessories，MakeupBrushes&ToolsBrushSets	1

# PAGE 7 2，判定产品市场机会的方式

市场 份额 90% 60% 30% 品牌 数量 0% 4 8 8 ·10

# PAGE 8 # 要首先对产品有深入的了解

：产品功能 产品价格 R 产品购买力 3 产品替代性上

# PAGE 9 # 考虑产品是否存在垂直深挖的可能

鱼 70 新

总结京 # PAGE10 FrequentlyBoughtTogether只会显示在该买家在您的商城中浏览产品或是您的产品出现在黄金购物 车上。除此之外可以再其他的平台如Facebook/Twitter/Pinterest等等努力推广promos或promo codes，借此获得更多流量与爆光。 优是， 售的图片显示

Total price: $15.47 Addboth to Cart AddhothtoIist

This item: BEAKEY Cream. $8.99($1.80/1Count) LanMaBeauty Sponge Blender taru. wer. 5.48 /I_UuIIL# PAGE11 # 捆绑流量，多个关联的产品一起销售

Makeitabundle Wefound2bundleswiththisitem: IN BEAKEY5pcsMakeup BEAKEY 5 Pcs Makeup Sponge Set and Sponge Set and 3+2Pcs Sponge Holders Bundle Makeup Sponge Hol. $1798 $18.98 $1798 $18.98 This bundle contains 2 This bundle contains 2 BEAKEY5PcsMakeupSpongeSet items items BlenderBeautyFoundation Blending Sponge, Flawless for Liq..

# PAGE 12 锁定垂直产品，明确目标客户、包装、供应商、交期等等

I

# PAGE 13 # 3，产品的定价技巧

#0 $ 20 #500 #1,000 $ 15 #1,500 AOHXRCO- #2,000 $10 #2,500 九月8九月16九月23 十月1十月8 十月16十月24十一月1十一月8十一月16十一月23十二月1

# PAGE 14 # 新品上线，先以极具竞争力的价格站稳脚跟。

#1 #2 #3 Redl Techiniques Makeup Brushi Gift Set, With: Hyyee Beauly Makeup Spunye Blender Set of 5 - JIMIRE 2 Variely Slyles False Eyelashies 16 Pairs Miracle Complcxion Blender Beauty Sponge and... Non Latex, Soft, Multi- colored Foundation... Fluffy Volume Natural Fakc Lashes Pack 食费會费25？ 會食食禽食127 食食食寳1188 $9.66 - $23.99 $6.99 $9.99

# PAGE 15 # 测试市场反应，随时进行调整 转化

#0 $ 20 #500 a #1,000 $ 15 #1,500 Aee- #2,000 $ 10 #2,500 九月8九月16九月23 十月1十月8 十月16十月24十一月1十一月8十一月16十一月23十二月1

# PAGE 16 # 销量稳定住以后，逐步对价格进行提升 价格的提升要多批次进行，不要一步提到位

2

PAGE 17# PAGE 18 重点关注圣诞节、黑五、网一、Primeday等重大节日。

BLACK BIGSALE FRIDAY

PAGE 19# PAGE20 爆款的产生，基本都是从社交媒体开始的。

YouTube facebook

# PAGE 21 指尖陀螺的爆红，正是从Youtube红人推广开始的。

C 一

# PAGE 22 # 产品推厂的周期思路# PAGE 23 # 产品推广的大致步骤： 4，调价 1，产品上线 5，累积review 2，测评 6，开启站内PPO 3，二次优化 7，三次优化# PAGE 24 # 运营人员日常工作梳理： 杏专 日 6，填写“操作记录表 分有 20PAGE 25# PAGE26 # 什么是红海和蓝海？ 在红海中，产业边界是明晰和确定的，游戏的竞争规则是已知的。身处红海的企业试图表现得超过 竞争对手，以搜取已知需求下的更大市场份额。当市场空间变得拥挤，利润增长的前景随之黯淡。 产品只是常规性的商品，而割喉式的恶性竞争使红海变得更加血腥。 与之相反，蓝海则意味看未开垦的市场空间、需求的创造以及利润高速增长的机会。尽管有些蓝海 是在现有的红海领域之外创造出来的，但绝大多数蓝海是通过扩展已经存在的产业边界而形成的， 正如太阳马戏团所做的那样。在蓝海中，竞争是无关的，因为游戏规则还有待建立。# PAGE 27 # 红蓝海的战略比较： 红海战略：在已经存在的市场内竞争 监海战略：拓展非竞争性市场空旧 红海战略：参与竞争 蓝海战略：规避竞争 红海战略：争夺现有需求 蓝海战略：创造并搜取新需求 红海战略：遵循价值与成本互替定律 蓝海战略：打破价值与成本互替定律 红海战略：根据差异化或低成本的战略选择，把企业行为整合为一个体系 蓝海战略：同时追求差异化和低成本，把企业行为整合为一个体系# PAGE 28 # 蓝海产品，主要特征是竞争程度特别低 蓝海产品：无市场竞争产品或行业尚处于非激烈竞争阶段的产品 蓝海产品定价：基本缺乏竞争品牌各系列产品价格参照进行定价。 蓝海产品周期：蓝海阶段都是短暂的，随着跟随者的进入，蓝海产品将渐渐驶出 “蓝海”，进入渐渐激烈的行业竞争当中。 总结：蓝海产品的定价就更加应该具备战略性和竞争性的前瞻性# PAGE 29 # 开发方式：线上线下相结合

Online Offline 线上营销 线下实体

# PAGE 30 线下，业内大型展会要多关注

中国迎出口商品交易会 HIN-MPORTANDEXPORTFAIR

# PAGE 31 # 细分小类目 （Salon&SpaEquipment) Dcp3tmcnt

1Dols si Accesscnies 5alon & Spa Equipment Galv anic & High Frecuency Machines Selun& Spd Ctdirs NUDerma Soton & Spa 5tools pa leds x Iahles 5pe storaqe systems Tovel Warmers Prolfesicla Masdye Equipment N)erma -0tahl 1anche l ireuency skin alonsnire s-here Varmnnsr Masane lahie eet Ms )erma Pmfessionalkin Inerapy W'anri- Massage lahia Portahle Massana Ber -rA Hien /5 T-erapy Waret Methins w/Naan - Ar ~-. pt - Prerim Faciai nen cver -inrinctes F at Pnrrabie lerctheln igo [requerry Skin Therany Irhes Inn 78Inrhs wceIlighr Adsrahte Grant a few 食禽费食食.M0) 商费费商食2.031 食禽禽窗7.47F 金售食售售5.00 birthday $33.95 15.99 $55.45 $89 99$95.99 wishes Shop gift cards acial heamer Nano ion:c I lot Mist I are teamer IIve Ine Iowel Vrarmer +rkat st/le txitry H=al Relax /t maage I nar, +1l Bocy /ern Itra= 131e, 1 a,(0) -4 [71 食食食食食7.05 會食食食费） 赏寅禽會食2.04 會食會1.97

PAGE 32# PAGE 34 # 1、现有红海市场的产品挖掘技巧

Amazon Best Sellers Ourmostpopular products based on sales.Updated hourly. Any Department BestSellersinMakeupBrushes&Tools Beduty & Personal Cere Touls & Accessories Makeup Brushes & Tools Face KISS Eye Aareses Lip Urushres Brush Sets Mukcup Airbrushes Brush Cleaners Sharpeners #1 JUTTaN Grantafew BCAKEY 5 P.s Makeup Spornge Sel Blernier Deauly 2 PCS Silicone Fece Mask DruslhMask Beeuty Tuul KIS5 SLrip Cyelesh Acilesive, Clear O. 176 O birthday F Ouitiation Blending Spcrrje, I luwtess for. Softl Silicore F ueial Mud Msk appuit ster Brusli.. KPLGLO1 金费食食会36.552 食会费费34,519 食食食金金27.701 wishes $8.99 $3.98 $2.99 Shop gift cards

PAGE 35PAGE 36# PAGE 37 # 产品--客户群体--需求点--痛点--解决痛点

痛点提炼 产品角度 功能 价值 流程 服务 概念 痛点挖掘双轨模型 客户角度 需求 价格 效率 体验 情感

# PAGE 38 # 产品review--最直观反陕产品痛点的地方 # carrie # Verynice/works! Reviewe 16,2019 # VerifiedPurchase I bought this on a whim based on otherreviews.So happyI did.I use it 3-4times a week and mostlyfocus on the area around my eyes. In threeweeksI have noticed a significant change. nelpful Helpful Comment Reportabuse# PAGE 39 # 收集信息。提炼精华，对痛点进行分析

提取到的数据
	Star	Title	Reviewer	Date	Review	Comments	Helpful	VP
22	5.0out of 5...	Not sigma...	nooona	on Novem...	YOU GET...			Verified
23	5.0out of 5...	had tosa... ..	OhHeyltsSt...	on Septem...	lflhad tos..
24	5.0out of 5...	Reasonfor...	BUDWARD...	onJuly42..	Brushes we...	Comment	3peoplefo...	Verified
25	5.0outof5...	shocked	Emily Ann...	on August...	These arer...	1comment	21peoplef...	Verified
26	5.0outof5...	The brushe...	Hope Wright	on Septem...	The brushe...
27	4.0out of5...	You get wh...	J.Garcia	on March7...	You get wh...			Verified
28	4.0 out of 5...	Highlyrec...	A.Hamrick	on Decemb...	lwant to st...	Comment	2 peoplefo...	Verified
29	5.0out of 5...	THESE BRU...	Sue Z.Mat...	on March1...	These brus..	Comment	2 peoplefo...	Verified

# PAGE 40 # 排序、筛选、汇总分析。

B C D E F G H Star Title 1 Revlewer Date Revlew Comments Helpful vP ￥ 会升序公 障序 7 文本薄选 K1 on May 28, 2015 I thought the weirdest thi Verified Purchase .Knobler on July 3.2014 First off,letme sayi am16 comments 218 peopie tound this he Venified Purchase 内富选 酸色降选 RaeRae Revews on October 15,2014 I'm a MAC Pro ano Licens 2 comments 180 people found this he nelsy on July 26, 2015 I bought this set back in / Verified Purchase LisaLashe on June 27, 2014 AndI haven' washed theI comment 57 people found this helr 多选 单选 D onSeptember 26.2015 First thingI noticed when （全选） Rven&Ashley on December 19, 2015 I went from never wearin. Verifiec Purchase 10 out of 5 stars AnekaAnn on September 21, 2015 Loving my new brushes a! 20 out of 5 stars MelissaTorres on June 6, 2015 so these came very fast it Verified Purchase 3.0 out of 5 stars JLo1975 on 5eptember 27,2015 253000This video is notiComment 5peopie founa this heipt 4.0 out of 5 stars jo.an.na on January 19, 2016 Awesome brushes,theys Verified Purchase 5.0 out of 5 stars nooona on November 22, 2014 YOU GET WHAT YOU PAY F Verified Purchase JOnHeyitsSteph on September 27.2015 ifl had tosay what brush

'4comments # bridqetlanqston # NuDerma Reviewedin ober29.20 # /erine urchase # PAGE 41 Ihadreviewed thisproductwhenIfirstreceivedit,andIthoughtIwasgoing toloveTeBigchange.Pleaseread this.Idonotknowhowmanypeoplehaveexperiencedwhatl did, but even if it's one,and that would be me,that is too much.1 was into my third week of using the NuDerma, and after my 5-7 minute treatment,I started having an awful sensation of aracingheart,actual pressure in themiddle of my chest,andIfelt light headed.My heart was racing andIcould actually taste andfeel thatoxygenflavor and sensationthattheNuDermaputsout,I couldactuallyfeelitinmychest,itwasveryunpleasant.IhadthisexperienceafterIhadusedthecomb,soIthought.SoIleteverything gofor like3days,and did the treatment again.Another5-7minutes,andI never haveused it opaveryhigh level,maybe half way.I did notuse the comb,just theface,and immediatelyafterthetreatment,thesameveryscary,episode.Theracingheart,light-heade andunfortunatelytheseepisodesdidnotgoawayfast.Bothtimestheylastedfor thebetterpartof an hour until it wasgone.So my conclusionis,if you are sensitive tohighfrequency,and now thatI think about it,it doesn'treally soundvery healthy,you need tobeaware that this 673peopiefoundthishelpful Helptul # JDiet # TheTRUTH EDOrtduu ReviewedintheUnitedStatesonDecember31,2018 VerifiedPurchase I am 68 and yes, I have wrinkles!I got this derma wand in November and have used it every day since I got it.Approx.6 weeks- 5 minutes a day as recommended.NO Improvement!Thisproductdescriptionisloadedwithliesandterriblydevoidofdirections.Notonlyaretherenodirectionsbuttherearenowarningsinthebox.Ifoundout online,by accident,that there arecertainhealth issues that warn against using this product-like if you have a pacemaker oryou sufferwith migraines.That info should have beennotonlyintheboxbutin theproductdescription.Sohere'sthetruth-youget4weekstotryit outbut it tellsyouin thelittlesheet of minisculedirectionsthatyouwill seeresults after6weeks.So it's too lateforme to return it but I'mhere towarn you.It does hurt if you turn it up too high-you do need gel because trying to move it around your face without a lubricant loosens the wand from it's base and if you try to stick it back in you get a painful shock-it stinks-it's noisy-it does not fade my age spots-I have thesamewrinklesIstartedwith-andIcan'thelpbutseethemakersofthisproductlaughingallthewaytothebank.Ihavenothinggoodtosayaboutthisproduct.Myadvice to you is DO NOT BUY THIS JOKE OF A PRODUCT! 296peopletoundthishelpful Helpful ReportabusePAGE 42

文件大小：2.9MB

文档页数：42

适用平台：Amazon

数据用途：提升选品精准度和运营效率