Mr. Chen believes that compared to domestic competitive offline stores and various online stores, overseas markets have more room for development and business opportunities. Considering that European and American consumers prefer stainless steel products, Ryders, which has OEM experience with well-known brands, has a certain advantage, so “going overseas” has become a new breakthrough opportunity for Ryders.

With more than ten years of experience in OEM for major European and American cookware brands, Ryders has a certain understanding of the trend of overseas kitchenware. Independent R&D and design and a strong and stable production line are also the “motivations” for Ryders to go overseas. Their innate advantages put Ryders in the blind zone of confidence that “past experience can be directly replicated”, and the first time they “tested the waters”, they were punched in the face by reality.

Who knows, confident payment testing will encounter “Waterloo.” High-quality cookware sets sell only a single digit per day, and a lot of advertising costs are spent on promotion. As a result, the products were not sold, and ACOS remained high, and clearance sales became a last resort.

Ryders was not deterred by poor payment testing, and still chose to continue operating on Amazon. “The success of leading sellers made us realize that the market was large enough, but there was a problem with our operation. Later, once in a while, I saw a seller growth service program on Amazon's WeChat account, hoping to find a solution that suits us by trying out one-on-one guidance. This test actually explored some methods, and gradually got on the right track. Abbottt, Premiere Creative’s creative director.

Under the guidance of Amazon's exclusive consultants, Ryders began abandoning “empiricism” and calmed down to actually analyze the product needs of overseas consumers, starting with market research. The product selection report shows that although frying pans are a popular Red Sea category, they are far from reaching market demand saturation. Among them, “straight frying pans” are a treasure category. Mr. Chen was thrilled by this discovery. When he went overseas to select products, he didn't even dare to consider highly competitive categories, let alone subcategories that were overlooked by most domestic sellers. With the mentality of a second challenge, Ryders stepped up the development and launch of direct frying pan products. Not only were they sold out when they hit the shelves, but now straight frying pans have also become Rydes' main product.

With this success, later product selection development came to fruition. Mr. Chen and his team have summed up a “doorway” in product selection — based on Amazon product selection reports and market research, to explore the needs and preferences of overseas users in actual usage scenarios, and feed back product development. Through this method, cookware sets that were once slow to sell have also ushered in a record of being sold out of stock after being customized and improved.

After the sale hit, Ryders faced a new problem: the link was hanging and the goods were sold out; after the goods arrived, the promotion was carried out again, and the advertising fee went up again, but the performance after the new product period seemed to have stagnated somewhat. Facing the period of weakness after the burst of orders, Mr. Chen learned 4 experiences in practice:

Comprehensive planning and sales forecasting
I'm certainly happy that the sale is empty, but the loss of stock still hurts the listing a lot, and after that, they have to repeatedly burn advertising fees to promote, which is equivalent to additional costs. This situation was particularly evident during the promotion period. We have now also experienced more than a year of operation, and we will use the data performance from previous periods as a reference for stock preparation. For example, on Prime membership day, it is basically about 15 times; the Prime membership promotion is about 10 times; and Black Five Network 1 is basically about 35-45 times.

Integrate keywords into product development in advance
Amazon's medium to long tail keywords really work. This is also a place that is quite different from domestic e-commerce. If you use your experience in domestic e-commerce and ignore research and investment in medium- and long-tail keywords, then there will definitely be a loss in advertising. Later, we began planning the keyword section particularly early. Instead of waiting for the product to come out before trying to figure out which words, we bound the corresponding keywords when the product was developed, such as the sold out of stock cookware set we mentioned earlier. The keyword “detachable handle” was bound to the product when the product was developed. This not only made consumers more accurate when advertising later, but ACOS also declined markedly.

Write a good listing to increase conversion rates
The exclusive consultant will help us issue a Listing Analysis and Optimization Report to help us discover our own inertial mistakes when writing. The report provides optimization suggestions on various aspects such as ASIN data performance, titles, search keywords, five-point descriptions, images, A+, and product descriptions, which helped us actually increase clicks and conversions.

📍 Experience summary:
● Placing the same keyword as the title in the search term does not increase the weight of the term; on the contrary, it is a waste of space to supplement other keywords.
● Pay attention to the simplicity of listing expressions and in line with the reading habits of overseas consumers.
● Optimizing keywords starts from the consumer's perspective. For example, words related to consumer usage scenarios such as milk pot, cooking, stove, etc. can be checked and filled in the listing optimization report.
● Analyze click and conversion data before and after listing optimization through A/B test to verify the optimization effect.

Make good use of the site's tools and actively participate in promotions
Currently, Mr. Chen often uses the 👉 “Amazon Business Opportunity Detector” to analyze competing products. Furthermore, Mr. Chen believes that what benefits the most is 👉 “Amazon Brand Analysis”, which can analyze traffic and know whether you are clicking or not doing a good job. In this way, subsequent optimization can have a clear direction. “The performance and operation plans provided by the dedicated consultant helped us find shortcomings and the right starting point for improvement, from being out of direction to being open and cheerful. Abbottt, Premiere Creative’s creative director.

In the performance review, we can intuitively see the gaps and opportunity points between our stores and the Amazon category market. This cannot be replaced by research from other channels. For example, our new pace of investment, promotion participation, promotion production capacity, and conversion rate, compare whether the overall trend of the category is insufficient, and where should we increase our investment.

Through the performance performance and operation plan provided by Amazon's exclusive consultants, we found that among the main products in the store, the participation and number of promotional orders for cookware sets in the site were lower than the average level of the category. We followed the advice and guidance of the exclusive consultant to more actively report various promotions, and paid attention to drainage during the early stages of the flash sale and launch period to improve promotion efficiency. Last year during Black Friday, we reported good results on the 7-day quick sale cookware set. The November promotion sales increased tenfold compared to last year.

After more than a year of growth, Ryder's performance has steadily improved, and the share of brand advertising has dropped from 60% to about 30% to 40%; ACOS has also dropped from 50% to 20% to 40%. At Black Five Network 1 last year, Ryders grasped European and American consumers' sense of ceremony about the festival and launched a special holiday kitchenware. During the event, it achieved good results of about 40 times the average daily sales volume.

Through data analysis, we have formed our own set of methodologies from exploring cutting-edge product trends, product development, keyword setting, and product promotion throughout the entire product life cycle to product iteration. With the help of Amazon's exclusive consultants, the novice team lived up to expectations and put store operations on the right track.

● New product launches use Amazon's VINE program to obtain high-quality evaluation feedback
● Use Coupons to adjust initial pricing to test the price range accepted by consumers, and also guide follow-up activity reports and big price promotion decisions
● In-site promotion emphasizes low-cost long-tail words to control budget and ACOS
● Find influencers to promote on off-site platforms (YouTube, TikTok, etc.)
● After the product has a certain sales volume, report a 7-day promotion (7DD), and publish off-site promotion support on time for the first three days

Currently, the Amazon business has become an important part of Ryder's overall development. Speaking about the future, Mr. Chen said that multi-site layout, R&D acceleration, and supply chain upgrade and optimization are all Rydes' concerns. Only by continuously unlocking new ways of playing overseas and striving for excellence can we seize the opportunities of the times and achieve both brand and efficiency growth.