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Entering the second half of 2020, it means that Amazon's cross-border e-commerce is about to enter the peak sales season one after another!Facing the changed operating conditions due to the pandemic, do you have an idea of what to choose for the second half of the year?Don't panic!Xiaobian has teamed up with 3 sellers who have “experienced a hundred battles” during the peak season to give you tips and present you with a peak season product selection guide to help you fully prepare for the arrival of the shopping carnival from the top five peak season selection ideas, popular product recommendations, and adjustments to a new pace!

To find suitable products, sellers first need to determine product selection ideas that match their strengths, industry trends, and consumer needs. The sudden outbreak of the epidemic this year disrupted the inherent selection ideas of many sellers. Let's take a look at how these 3 sellers are adjusting their product selection plans for the next peak season under the influence of the epidemic!

When it comes to product selection ideas, Seller A's first consideration is risk diversification. The sales gap of the filters they operate on European and American sites throughout the year is not very large. Since European and American consumers like to drink coffee, sales of coffee machines have always been very stable, and their filters are a subordinate category, and sales will skyrocket along with it. They are products with a high repurchase rate and low risk. “Our filter product line has been very successful and has been repeatedly purchased by consumers. Abbottt, Premiere Creative’s creative director.

Research shows that the cost required for sellers to acquire new customers is 5 times that of maintaining old customers [1]. Choosing products with a high repurchase rate to attract repeat customers can bring higher returns to sellers.

Most of the products with a high repurchase rate are small and lightweight products, focusing on beauty, personal care, and kitchen supplies, and are frequently purchased by consumers. For sellers, capital turnover pressure is less, and it is a product selection strategy to seek stability during a more special period. Let me provide you with a few examples:

Product features: Offline physical store products are more expensive, and there are relatively more affordable options online. Introducing new products is also easy to win the favor of consumers. Such products are also susceptible to KOL recommendations.
Market trends: Take false eyelashes as an example. Products with a price of 10 US dollars or less are mainly simple false eyelashes, products around 10 to 20 US dollars are mainly eyeliner, and products around 20 to 30 US dollars are mainly false eyelash sets.

Product features: The average unit price increase in the overall market is mainly driven by products in the central price segment. Terms such as combination set, non-stick pan, and racks (with stand) are keywords that drive growth.
Market trends: Moderate volume, steady growth in market demand, rapid increase in average unit price, large market share of leading brands, high contribution and rapid rise of new products. Due to product upgrades, the market share in the middle segment increased, leading to an increase in the average unit price. The penetration rate of Chinese buyers is relatively low.

Product features: The overall market average price is stable, and glass products are the fastest growing product category. In addition, disposable lunch boxes and sealable products are also the biggest factors driving product growth.
Market trends: Large volume, rapid market demand. Due to the sharp increase in volume, the number of brands has increased dramatically, but the distribution of brands is scattered, and new products account for a relatively large share.

To deal with the various uncertainties affected by the pandemic, Seller B has always had a backup plan — cost reduction. “We are trying to keep the cost of all products to a minimum. ” Seller B is cooperating with the factory to make products that are relatively low in cost, relatively stable, and relatively slow. Use the advantages of their own supply chain to prioritize products that can reduce costs to help them get through the pandemic smoothly.

The high profit margin of a product often stems from two characteristics: niche and high unit price. As far as the market is concerned, accurately targeting products with moderate size, rapid growth, and low competitiveness, so as to reduce promotion costs is a wise product selection idea, and high unit prices also guarantee the profit margin of the products, such as:

Product features: There are relatively few brands of electric foot massagers, but new products contribute the most. In addition, the degree of brand dispersion is also relatively high, the number of brands is small, the unit price is high, and the product size is relatively large.
Market trend: Electric foot massagers are developing at an accelerated pace.

Product features: The number of brands is small, the contribution of new products is huge, and there are more opportunities to enter. The value of the goods is high and requires a certain capital cost. The market is moderately fragmented and less competitive, making it suitable for central sellers to enter.
Market trends: The overall market is growing at an accelerated pace.

Product features: The overall market average price is stable, and the seasonality is increasing year by year. Products tend to be dominated by high-end colors such as suits, gift packs, and black.
Market trends: The growth rate of market demand is high, the return rate is low, the rate of promotion of new products in the market is increasing, seasonality is strong, and the end of the year is greatly affected by the holiday season. Brand share was concentrated at the top, but it spread rapidly.

According to related reports, the US unemployment rate increased from 3.8% in February to 13% in May [2]. Seller B also felt this. “Due to the pandemic, the consumption behavior of some overseas consumers has also changed, and they may now be more inclined to buy cheaper products. “Based on this change, Seller B came up with a countermeasure, which is to focus on the competitive domestic product supply chain, which can reduce costs while at the same time guarantee product quality and provide consumers with more cost-effective product choices.

Seller C also said that they will focus on choosing cost-effective products when selecting products. Apart from being affected by the pandemic, the main reason is that cost performance has always been an important factor they consider in their product selection strategies.

Product features: It is mainly divided into in-ear and head-mounted. Since the earphones do not have a cable, they are very easy to use and suitable for outdoor sports.
Market trends: The low prices of in-ear headphones are mainly neck-mounted sports headphones, and the high price segment is driven by TWS true wireless stereo. At the low price end of headsets, new products drive market growth with characteristics such as lightness and folding, while in the high price segment, ANC's active noise reduction features drive growth, and market concentration is high. The trend is a downward trend in the price range of TWS true wireless stereo, and the launch of many head-mounted products with active noise cancellation in the middle price range.

Product features: The main price range for yoga pants continues to rise, and the selling points of the product are also constantly being enriched due to the increase in usage scenarios. Among them, 25 to 30 US dollars is the future opportunity price range, and the proportion of new products and high-quality fabric products is also increasing.

Product features: Products with a price of 10 to 100 US dollars are mainly high quality electric back massagers and some low-cost fascia guns. The 70 to 80 US dollar fascia guns on the market mainly come from factory sellers, but the lower price provides the same quality as products that cost 100 US dollars or more. The 100-150 dollar product mainly originates from fascia guns. This has become its main price segment. The shape is relatively single, and the selling point is focused on replacement accessories and speed adjustment. However, products worth more than 200 US dollars are mainly derived from fascia guns for professional exercise recovery. They are quite diverse in shape, and the motors and batteries are of better quality than ordinary fascia guns.

“In April, our sales volume increased by more than 50% compared to normal,” Seller A said, “The products we operate are less likely to be affected by the pandemic. “At a time when some categories were affected by the pandemic and traffic declined one after another, Seller A's sales volume increased unabated. The main reason for this is because they specialize in kitchen products that are just needed. Even if many overseas countries have issued stay-at-home orders, consumer demand for these products will not decline; on the contrary, sellers' sales will continue to rise because they can only shop online. Therefore, Seller A decided that the new products developed this year will be mainly just needed products and daily necessities, abandoning some products that are not very practical.

“In response to this year's outbreak, we will focus on contactless design products,” Seller C said. The pandemic did not make them rush to develop new products; instead, they chose some suitable contactless designs from existing products for promotion, such as their touchless wash basins. Ordinary wash basins require users to press the switch with their hands, but after adding a new design, this wash basin is changed to use the foot to control the switch to prevent users from causing cross-infection with the virus due to frequent hand contact with the outside, making consumers feel more at ease and at ease. Adding features and highlights to existing products to meet the new needs generated during the pandemic can, on the one hand, enhance consumers' shopping experience, and on the other hand, save the cost and energy of developing new products, and have the effect of doing more with less!

Did the changes in product selection ideas and the new pace of the 3 sellers respond to the pandemic inspire you?Other than that, consumers' shopping habits have changed due to the pandemic. What are their new needs?What categories of products should I focus on?In response to these questions, Xiaobian has carefully summarized some popular product selection directions for sellers!

According to statistics, compared with online sales volume in March 2019, home/furniture products increased 97% in March 2020. This is because during the pandemic, overseas consumers were quarantined at home and stayed at home longer, and demand for household products also increased.

In addition to this, consumer demand for indoor fitness products has also increased due to being quarantined at home. Seller C has followed this trend in product selection operations. “Our product selection strategy has not changed much during the pandemic, but we will invest more resources and capital in our existing products that are more in line with the current market, such as indoor fitness products. Abbottt, Premiere Creative’s creative director.

With the promulgation of stay-at-home orders in many overseas countries, overseas consumers are spending more and more time at home. Improving their home environment has not only improved their quality of life, but has also become a rare form of entertainment for them. Many people took advantage of the time they were quarantined at home to carefully set up their own little world, which also stimulated their interest in studying food. Also, during Prime Day 2019, many websites were able to see kitchen products in the top sellers. Therefore, home and kitchen products are worthy of sellers' attention~

Game chair/office chair, side table bed frame, sectional sofa, low stool

Consumer Needs:
▲ Pursuing convenience, we will choose online shopping for large items, such as those that are not easy to carry.
▲ Labor costs are high, and it is easy to choose products that are easy to install and easy to maintain.
▲ If in Japan, the room is small, it is easy to choose a product that is smaller in size, saves space, is easy to move, and easy to store

Towels, bath towels, slippers, travel organizers, drying racks, bathroom shower heads, household cleaning products

Consumer Needs:
▲ Pursue affordability. For necessities of life, it is easy to be attracted by cost performance during big promotions. Buy spare parts, or even buy multiple/sets, such as those purchased by professional housewives for the home.
▲ If you are in Japan, prefer calm colors such as black, gray, and navy blue, and avoid exaggerated colors such as red, big green, big flowers, and gold

Products that improve the quality of rest, such as mattresses, cushions, neck pillows, blankets, and futons

Consumer Needs:
▲ In pursuit of quality of life, it is easy to choose comfortable materials such as skin-friendly and environmentally friendly materials.
▲ Offline physical stores are more expensive, and they pursue high-quality and inexpensive products.
▲ If you are in Japan, there are many people living alone, so it is easy to choose a single size

Low version TV stand, metal shelf, clothes rack set, open shelf, bookshelf, kitchen wagon and storage cart

Consumer Needs:
▲ Easy to assemble and move, such as products with casters.
▲ Pay attention to tidiness, and make it easy to choose products that are easy to store, such as height-adjustable/movable shelves.
▲ Introducing new storage designs is also easy to attract consumers.

Hair remover, hair curler, hair dryer, shovel, hair clipper, heater

Consumer Needs:
▲ Pay attention to personal image, pay attention to hair and skin care, and hair cutting. Offline services are expensive, and there is a habit of personal care.
▲ Offline physical store products are more expensive, and they pursue high-quality and inexpensive products.
▲ Introducing new products is also easy to win the favor of consumers.
▲ Easily affected by KOLs recommended products/features.

Peripheral accessories such as hand grinding machines, coffee pots/cups, aprons, etc.

Consumer Needs:
▲ Having a coffee culture is an essential part of everyday life. There are many offline coffee shops, and there is also a need to buy accessories.
▲ Accessories are favored by a wide selection of products.

Garden lights, ceiling lamps, desktop lamps, disaster prevention flashlights

Consumer Needs:
▲ There are many single-family houses, and there is a high demand for courtyard sensor lights.
▲ Electricity costs are high, and attention is paid to power saving features.
▲ Introducing new products/features can easily be favored by consumers.
▲ In Japan, since there are many disasters, products with disaster prevention and emergency functions are preferred

The pandemic has also brought about some changes in consumer spending behavior. According to data, US bicycle sales in April 2020 rose 75% compared to the same period last year [5]. Seller B pointed out that now, after the epidemic has abated, one obvious trend is that consumers are starting to want to travel, and sales of bicycles and many portable outdoor accessories are booming. “I'm actually quite optimistic about the outdoor sports category.” What products are in this promising category?

With the easing of the epidemic and the gradual liberalization of stay-at-home orders, many overseas consumers can't wait to resume outdoor activities. Whether it's outdoor sports or casual shopping, they must buy new clothes for themselves. In addition, the US online clothing market share is still growing at an average annual rate of 14% 6, and a recovery in the fashion sports category is in sight. In order to match the good mood of going out, “buy, buy” new clothes and shoes!It is worth noting that although they are in the same category, consumer fashion styles on different sites are also different.

Leggings/sports pants, sports tops/T-shirts, sports socks/functional socks, sports suits

Consumer demand: Consumers pay more attention to quality. For high quality, they can accept high prices. Functionality is a core requirement. One is multi-purpose, and it is also very attractive. They tend to choose high quality fabrics, strong cuts, and want to withstand intense activity and weather conditions (rain, snow, heat, wind).
Advice for sellers: This type of product needs to pay attention to the design of the use case. For example, on the product detail page, you need to increase the proportion of the scene map appropriately, rather than just focusing on the product itself. On the eve of the peak season, registered brand sellers can also use the brand's flagship store function to combine other sports products to create a sports ecosystem suitable for different scenarios.

Casual fashion sportswear, yoga wear

Consumer demand: European women are increasingly blurring the line between sportswear and fashion clothing. They want sportswear to combine the two concepts of sports and fashion, and be able to seamlessly switch to other daily life situations after light sports such as walking, yoga, and jogging, such as shopping, dining, and meeting friends. Therefore, they want sportswear to be designed to be easier to match with other everyday clothes.
Advice for sellers: European sportswear needs to be embellished with fashion elements. Usually, these details that balance design and style are a plus, such as popular European colors and patterns (such as various animal patterns, including leopard prints). On the eve of the peak season, sellers can appropriately report and optimize various promotional activities for these products according to the actual situation in order to seize traffic during the peak season.

casual dresses, commuter dresses, dress dresses, nightclub party dresses, maternity dresses, plus size dresses

Consumer demand: Rejuvenation, focusing on “beauty, saving, and sunshine”, hoping to be able to match different clothes in different situations, especially dining out, birthday parties, friend gatherings, shopping, etc., or various events with dress theme requirements.
Suggestions to sellers: Women's dress consumers in the US are portrayals of youth, focusing on “beauty, saving, and sunshine.” Therefore, cost-effective products with a sense of design have become the first choice for consumers. Furthermore, detailed design has also become a differentiating focus for consumers. On the eve of the peak season, sellers need to make inventory plans in advance to meet the demand of the peak season, especially for some popular sizes and colors, and be fully stocked.

Sequin dress, half-sleeve puff dress (France), casual long and wide sweater dress (English, German, French), V-neck, round neck or lapel (France)

Consumer demand: Unlike the US market, European customers place more emphasis on “elegance” and “overall effect”, and will consider products from different perspectives: compatibility (avoid abrupt styles, colors, and patterns); four-season (natural materials, moderate length); classicality (not an immutable style, but a classic overall shape, with details that match their own aesthetic, such as shoulders, neckline, cuffs, waist lines, etc.).
Suggestions for sellers: Women's dresses in Europe should not only focus on fashion design, but also be adjusted to the styles of different countries, such as French dress dresses, English, French and German casual dresses. On the eve of the peak season, sellers are advised to plan and adjust advertisements in each country in a targeted manner. At the same time, they can also prepare off-site traffic in advance during the peak season.

Relaxed fit, tight fit

Consumer demand: Japanese consumers prefer dresses that are mainly conservative and loose. They care about their overall image and temperament. The design of the dress will have some highlights, such as reflecting curves on a loose base, a thin belt or waist design reflecting the waist line, or using a lace-up design on the back to brighten up the garment.
Suggestion to sellers: Women's dresses in Japan pay more attention to daily commuting needs, and the design of the product should focus on comfort and elegance. On the eve of the peak season, on the one hand, sellers are advised to plan various promotions in advance, and on the other hand, they also need to prepare goods in advance to ensure sufficient inventory.

With the rapid development of consumer electronics product R&D technology, the market size and consumer group continue to expand at an accelerated pace. Global consumer electronics online sales exceeded US$280 billion in 2018 and are expected to reach US$406 billion by 2023, with an annual growth rate of 7.6% [7].

During the 2019 Amazon Black Five Network 1 period, sales of smart home devices surpassed millions of units8. The reason why consumer electronics products are popular during the promotion period is mainly because the price is usually higher, but because the discount amount during the promotion period is large, purchasing during this period can save consumers a lot of expenses, so it is very easy to stimulate their desire to buy. Let's recommend some excellent consumer electronics products for sellers!

Consumer concerns: adsorption method; adsorption force; suitable adsorption position; convenient installation method; size/model suitable for fixed equipment; installation instructions; multi-angle/height/length adjustment; ergonomic design; easy installation and disassembly; support for data cable (interface model) /Bluetooth connection.

Consumer concerns: bracket material; weight; not easy to deform; strong and durable; supports maximum TV load and screen size; adjustable angle and length; list of packaging accessories and installation instructions (adjustable hole spacing); estimated installation time; applicable environment; wiring method.

Consumer concerns: Adaptive interface; application and compatible equipment; transmission speed; sound quality level; conductor material and transmission effect; interface connection material (corrosion-resistant plating); anti-loosening; anti-oxidation; anti-interference; excellent signal transmission; outer protective material (PVC); not easy to tie; wear resistance; high temperature resistance; extended service life; cable length; portability; application scenario recommendations; number and list of products in the package.

Consumer concerns: wireless charging speed; adaptable cable interface and charging device; adapting to the charging environment (power waves directly transmit charging power through the protective case; rubber/plastic/TPU case thickness is less than 5 MM; metal accessories or cards will prevent charging); built-in overheating protection and short circuit protection; LED indicators; small footprint, portability, holder material, and product list in the package.

Consumer concerns: mobile power bank maximum reserve (milliampere hours); number of devices that can be charged (maximum number of times the device can be charged); charging speed and charging time; examples of rechargeable devices; examples of application scenarios; list of products in the package; voltage surges, overcharge/discharge, and high temperature power failure protection; product size; case material, portability.

Consumer concerns: Applicable phone models; light transmittance; material type; coating technology; hardness; impact resistance; smooth/matte surface; excellent touch; anti-peeping; scratch and wear resistance; fingerprints; waterproof; natural adsorption; reusable; explosion-proof and splash-proof treatment; easy to install, not easy to bubble on the edge; packaging list; installation and use instructions.

Consumer concerns: watch/strap material; weight; watch/strap size; strap adjustability; processor model and computing power; screen model and characteristics; adaptation system; main sensor functions (GPS/ECG/Bluetooth/microphone/speaker/activity trajectory tracking/health detection/gyroscope/map navigation), battery life, long charging time; waterproof level.

These are the items that were in high demand on various sites during the pandemic. Have they all been recorded in the small book?Dear sellers, don't forget to pay attention to the updated category review policy!

Seller A, who has always been concerned with the pace of operations, originally planned to maintain an average of 5-6 new products per month and add 50 to 60 new products within this year. However, the time interval for this year's peak season sales may be brought closer due to the pandemic, and plans to upgrade at the end of the year may be disrupted. Faced with this situation, Seller A has already drawn up his response plan — speeding up the upgrade.

Seller A, who is in a race against time, decided to take advantage of now to launch new products all at once to meet the new demand by the end of the year. Meanwhile, these 20 new products are all sorted and screened by Seller A according to the needs of overseas consumers. Most of them are highly practical and cost-effective everyday needs.

Having obtained this peak season product selection guide and understanding the corresponding new strategy, do sellers have more confidence in peak season sales in the second half of the year?