A very powerful killer.

Whether it is the domestic electricity seller, or the foreign trade seller has a very powerful killer: with the sale. With the sale of this way to achieve a lot of well-known companies, such as Zara, Han Du, millet. In every field there are companies that sell and innovate.

This way the success of innovation is due to the reduction of a lot of market trial and error problem, usually sold by the basic is the market sales. And with the sale of goods are in their own innovation, in the supply chain of goods optimization, further to the market. As the product is generally the high-end brand, its audience small, high price, general audience, and the lack of consumption capacity can not complete a large number of purchases, so with the sale became a big kill recruit.

What is selling?

What do you sell when you sell? For example Chanel out a new clothes, immediately can find the same on Taobao. This can be called the domestic version of the sales. This kind of clothing is very cheap with the sale clothing, the style and the Chanel almost completely agree. Almost exactly the same meaning is not exactly the same, such as the location of the zipper, pocket position and shape, collar design, and even the design of buttons and other subtle differences, the clothing industry generally referred to as a copy. And a higher point of the sale is a Spanish retail chain brand Zara, now known as "precision fashion", play is similar to the way to copy, to get other brands or Fashion week concept brand, according to the buyer and sales staff of the market feel complete the judgment of the goods, and then to a fashion improvement, zipper cuff style, Fabric accessories, such as recuperation. In a variety of sales channels, consumption can see a lot like a brand of clothing shelves. This is the selling.

Why do you want to sell?

The biggest advantage is to reduce the preheating of the market, the use of brand awareness of large brands to quickly let users understand the goods, and sellers from the point of view of the commodity directly to the goods copied, so do not bother to let consumers know the goods. The use of large brands of consumer goods perception, to the consumer similar goods, and cheaper. In addition to selling big brands, there is a common is with the sale of competitors, with the sale of better sites, platforms and so on.

The cost of marketing is reduced

Big brands have done market research, and in the product design, the crowd chose to do a full consideration, the process and selling can not be done at all. Big brand Marketing is also relatively large, all kinds of media will have publicity, whether it is the form of advertising or news. This is done to reduce the cost of marketing promotion.

It is more damaging to competitors and small brands than to sell rivals or small brands. Once the small brand is sold, sales will fall very clearly, if the funds are not strong enough, generally will die. If with how many small volume of the company also has to spell the price of the possibility, if the big company is the basic is hurriedly evacuated the market. Such examples in Taobao will be very common, they just sell fire goods, the next day appeared in the same paragraph, and the price is much cheaper. Foreign trade dealers with the sale of direct competition occurred in the Amazon. Indirect with selling in the major independent station platform, 3c wedding dress is the most serious.

Reduced operating costs

Hot goods, high-end goods already have a mass production of goods, that is to say, hot goods and the list of goods can get the goods, the goods can be sold. On the operating side, you can find out how much he costs, what the price is, what the selling point is, and what the advantages and disadvantages are, so you can complete the evaluation of the commodity itself.

The copy of the product itself, the propaganda material, the detail page description already exists, directly to study can. Also reduced the picture, description, copywriting work. In the commodity producers can refer to the design of the picture, description of the writing, promotional copy, and then improve to complete the low-cost production of goods.

With these studies, you can make a variety of strategies on the layout of a product. In the existing product upgrade, quality, function, style and so on, and then in the same price section of a large number of goods, publicity. Do a high price segment or low price segment of the goods to kill, these movements are around the existing goods, and these goods are hot or brand, so the entire operation direction of the wrong probability is relatively small, more accurate target, the cost of natural low down.

Low purchasing cost

After the market and the operating side of the commodity analysis, the commodity itself is very accurate stock. Commodity price is how many, each function is what, style, purchase end can directly find corresponding factory, even can directly understand the big brand Factory is which, competitor's factory where? You can even find a similar plant and then yield directly. This reduces the cost of taking goods from the wholesale market and picking up the stores. Product production, return goods more stable, further reduce costs.

Several ways to sell

Think clearly why to scold you, the following to do is implemented, we can be divided into three forms to say and sell the specific play, with the brand, with competitors, with hot goods. Three different approaches are required.

1, with the brand

The foreign Trade electric dealer and sells the brand very many, this in the domestic electricity merchant more. Many design-oriented shops and have the ability to design the supply chain, the basic is in with the sale of foreign brands, direct purchase of garments, back to domestic to find factory custom. Batch custom dozens of pieces in Guangzhou this side is very easy to find, Guangzhou a large number of handmade workshops, small factories, are very mature mode. According to the brand design of goods, generally in style is consistent, the price is low, and the corresponding crowd can reduce a grade, and then have a large number of target groups, thus earning. Paoding's knife said: "Foreign trade with the sale of electric dealers in fact and Taobao, Cat on the top of the copy is very similar." Find new products overseas, such as the famous Korean brand of clothing, directly to the 13 line to sell on board, pictures and models do not deliberately produced, directly with the South Korean model, it is easy to explode, a quarter of 2 pieces, enough to raise a small seller. Have the ability to design can be copied directly, their own design similar style, in the supply chain can also be exerting force, with high-quality fabrics, such as Rongmi home. "In the foreign trade electric business industry, 2014 into the eye of the clothing sellers have a name: global easy to buy." Early was selling 3C mainly, now their several independent clothing station sales are very good, while HM in the United States is the beginning of the 2013 entity store.

The supply chain has the product design ability, can quickly the brand new products to make the related improvement, and maintains the original style. Such a sale makes sense. paoding knife: "Direct use of the original is very easy to cause infringement, in particular, well-known brands: NIKE, LV, Ray, such a brand if with the sale, must have the ability to design, to carry out related changes, or once caused infringement, not only they can find you trouble, from advertising channels, collecting channels may have trouble, stop advertising account , frozen PayPal account is the most common. ”

Rapid production capacity: can quickly produce the target product, and in the quality and style as far as possible to maintain consistency. Paoding's knife: "Zara can be in the production process to do today's Fashion festival new products, in 14 days after the global retail outlets can be sold, this is a quick example." And the electric dealer can have a buffer on this, from the shelves to calculate the user payment needs to ship, can have a few days of buffering. This is one of the advantages that the electric trader can build a flexible supply chain. ”

Marketing: Be familiar with the target group of the corresponding brand, and know the target crowd more clearly. Know which sites they are often active in, can quickly and effectively inform them of commodity information. Paoding's knife: "A brand has a brand target crowd, the core of the analysis means that their income, such as LV bag, the domestic target group may be more than 300,000 people in the year, if you do similar goods, you can sink to more than 150,000 of the brand plagiarism, this small minority of designers have their own brand in doing, If it is imitation, it should be the people under 150,000, of course, this is not to sell. ”

Legal risk: Familiar with the legal risks, the changes in the design of goods, promotion and other joints can avoid the infringement of brand merchants. Promotion of the time will be used to all channels, and the essence of these channels is precipitated some high viscosity of the user, the characteristics of the user attributes are obvious, high degree of activity, repeated access times high. For example, the user is mostly male, internet-related industries, almost every day will go up to see, its advertising value is very high. These users can be promoted on the above products. But if you push a commodity that is not entirely legal in intellectual property, then it is likely to stop working with your ad because its core is to keep its users active and sticky, rather than necessarily working with you. You can do it yourself. It is difficult to sell the channels that are not sound enough for brand protection, such as the emerging media, the circle of living friends.

2, with competitors

Most of the foreign trade dealers are in the way of competitors to start early operations, this kind of play do not design ability, and even do not need rapid production capacity, only need to compete on what products, on the following what goods will be good. From the picture, description, promotion channel complete imitation, and in the supply chain end directly with competitors to rob Goods. The advantage is that, as long as there is a certain amount of start-up funds, the need for market research costs, product operating costs, brand maintenance costs will be very low. Competitors have done a similar job and you just have to copy the supply chain. This kind of play is especially for sellers, mainly not design ability, the product of the low threshold of manufacturing, brand protection is not enough competitors.

Supply chain: To have the ability to rob goods, familiar with competitors to enter the goods, with the factory to do the goods, and their own can keep up with this rhythm, how much they can keep up with such goods. Generally only with a certain category, directly in the procurement segment to the amount of advantage to get a lower price than the competitor to complete the copy of the competitor. Generally do not use the whole category of the way to sell, because this requires strong funding to support the procurement, and be very familiar with the procurement of competitors. If there is a strong infusion of capital, it can be done. Paoding knife: "The seller of foreign trade dealers will generally choose a lot of people do not do the goods, and their own in the supply chain has the advantage of the commodity cut, such as home to do the cat, have their own factories, direct cutting the foreign trade market is very advantageous." Pure capital of the game can refer to the Orchid Pavilion. ”

Market Promotion: Where the competitor is, I am there. This is the strategy to promote. The reason why there is such a promotion strategy, is because such goods in the product protection is very weak, most of them are neutral goods, there are brands of goods without brand, even without any marked merchandise. Such goods are easy to sell on the promotion. In the marketing side also easy to create competition. As the selling business, its promotion cost is low, the competitor has been doing the channel, the basic can reduce a lot of trial and error, reduce in the channel is not the channel can push the product of the wrong trial and error costs. Paoding knife: "With the sale in the promotion end of the competition is with the promotion." Competition corresponds to the search for hot words in the search engine to generate a price war, increase the search term click costs. Forum channel to play another price station, no minimum, only lower. Social channels is to increase the fans, good foreign market is relatively large, with the current volume of foreign trade is very small, the price of the fight is not very intense, but for small and medium sellers, the opportunity is very small. ”

Supply chain at the end of the grab goods, there is no certain amount of procurement, can not obtain a lower purchase price. Money can not support a lot of goods, you can not build their own sellers in a category of characteristics, now the integrated platform, the beginning is only to do a single category on the big, and then extended to other categories above. Typical is the Orchid pavilion, began to do clothing, after the 3C products. The promotion end of the homogeneous product competition will increase the promotion cost, finally at both ends will cause the price war. Such a price war will force each seller to expand in the category, a breakthrough in the brand. Category expansion can be integrated into the supply chain in a way that the acquisition of factories, and domestic large traders and other methods to enhance the supply chain advantage, accelerate the turnover of goods, the speed of the upper and lower, further reduce costs, and to sell sellers can not maintain the upper and lower the capital investment, drag down the sellers. Brands can make their own brands, and produce a high premium. Their brands generally have independent design, trademarks and brand registration and other intellectual property protection. This increases the purchase cost of the seller, because there is a brand, and the seller will not generally push your product, unless you exit from the retail industry, and become a supplier role. This approach also requires a relatively large capital injection, product design costs, time costs, brand cultivation costs are very high. The independent sites in the retail and foreign trade circles that have not yet appeared are mostly not operating successfully on the above two points.

3, Hot Products

For small sellers, what is good to sell. There is no clear category and brand requirements, just for the sale of goods. This kind of selling is completely following the heat of the market to complete sales, the more the bomb, category on the main category, 3C can be from mobile phone shell, charger, to headphones, Bluetooth speakers, and so on, what good to sell and sell, rely on high-speed turnover to play goods, all rely on the eye to select goods, capital requirements, operating costs are not high, In the third party platform operation more, fast-selling, Amazon, ebay have a lot of such small and medium sellers, only sell hot goods, the hands of the general has a pile of shops, all categories have, goods are not many. Paoding's knife: "This kind of sell is with the goods completely, turnover request is higher, rapid response faster, once found explosive products, immediately to rob Goods, grab shelves, grab promotional resources, and such operations in a larger company is not able to do, when the larger companies from the discovery to the shelves began to sell the time difference may be 1-2 days, More than 1 days is the point of this type of seller, usually they also unprepared for goods, directly to the market to grab the spot, all buy away. Market just push new products, supply chain temporarily out of stock, the slow reaction of large companies is the space for these sellers. ”

With the sale is definitely not to do imitation goods, but a comparison of the default play, whether the apparel industry, or 3C industry, are in imitation, in the existing goods on micro-innovation, so as to upgrade existing goods. In the traditional industry has been very common, a variety of fashion designers are also drawing on what well-known brand design to promote their own inspiration. And now the electric business can be in the absence of inventory sales, so that the supply chain segment of a certain time cache, or even in accordance with the early pre-judgment, the first part of the inventory, if sales have a potential, and then go big bigger orders. To the end of the commodity sales cycle to do the advance of commodity promotions, the completion of inventory clean-up action, so you can complete the sales and supply of the flexible supply chain associated. The essence of the selling is in the brand, supply chain, intellectual property products, the omni-directional concept, if just blindly at a point exerting force, often do little, also do not long. And selling is also a very good model of micro-innovation.