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Black Five Network 1 has sold more than 2W pieces, and its main products currently rank in the top ten categories!How can Amazon's high-customer unit price products break through steadily?
July 7, 2023
Reading time about 7 minutes
Chinese goods driving recorders have visited 13 stations in 7 years. Black Five Network's sales volume has exceeded 2W units. The main products are currently ranked 10 in the category, and the customer unit price is the highest
How can they avoid “soil and water disapproval” on their way out to sea?Achieving a phase leap?Together with George, head of e-commerce operations at VanTrue, we talked about his “big selling experience.”
How can they avoid “soil and water disapproval” on their way out to sea?Achieving a phase leap?Together with George, head of e-commerce operations at VanTrue, we talked about his “big selling experience.”
The user's heart is under the sea, digging deeper into demand, and exploiting products
As early as 2015, Vantrue launched the R2, the first driving recorder on the market with motion detection to trigger a parking mode, which perfectly solved the problem that when the car owner was not in the car, the vehicle had an accident such as being scratched but the evidence could not be traced. The industry-leading technical advantages gave Vantrue the motivation to go out. Positioning the middle and high-end, Vantrue puts product innovation and technology into its genes. The first problem facing overseas is: how to understand the needs of overseas users and create popular products?"
The birth of a three-way lens
In the feedback from Amazon buyers of the dual-channel product, Vantrue caught a pain point — “When traveling as a family, I wanted to record happy moments in the car, but the camera was unstable and the results were poor. ” In this direction, Vantrue's research found that in-car photography not only satisfies users' emotional needs, but is also more secure in the event of an accident, and insurance claims are also smoother, meeting the needs of taxi and car-sharing users. As a result, after many rounds of technical research, VANTRUE successively released the N4 and S2, becoming the “leader in three-way cameras”.
In the feedback from Amazon buyers of the dual-channel product, Vantrue caught a pain point — “When traveling as a family, I wanted to record happy moments in the car, but the camera was unstable and the results were poor. ” In this direction, Vantrue's research found that in-car photography not only satisfies users' emotional needs, but is also more secure in the event of an accident, and insurance claims are also smoother, meeting the needs of taxi and car-sharing users. As a result, after many rounds of technical research, VANTRUE successively released the N4 and S2, becoming the “leader in three-way cameras”.
Traffic conversion is bottlenecked, how can we find opportunities in the midst of danger?
How to increase traffic sources after a new product is launched?How to improve conversions?How to grasp the pace of big promotions?How to deal with overstocked inventory?After years of hard work, Vantrue has established his own “style of play” to break through bottlenecks.
Broaden channels to increase traffic
“Now that advertising costs are getting higher, we are broadening our traffic channels mainly through brand tools such as POSTS (posts) and MYCE (managing your buyer engagement) on Amazon. Outside of the site, we will make full use of platforms such as Google, Facebook, and YouTube to cooperate with tech media and bloggers to provide products for them to evaluate and analyze technology, and channel them through media reports and forum posts. Of course, these are all based on understanding the target consumer group.
“Now that advertising costs are getting higher, we are broadening our traffic channels mainly through brand tools such as POSTS (posts) and MYCE (managing your buyer engagement) on Amazon. Outside of the site, we will make full use of platforms such as Google, Facebook, and YouTube to cooperate with tech media and bloggers to provide products for them to evaluate and analyze technology, and channel them through media reports and forum posts. Of course, these are all based on understanding the target consumer group.
Vantrue's “User Targeting Method”:
We will use Amazon brand analysis tools, as well as user demographics and competitive analysis from exclusive consultants to fully understand user preferences and overall market trends. In an analysis of consumer buying habits and cross-categories, the exclusive consultant pointed out that some high-spending users are keen to buy artisan products for DIY, which has shown us a new entry point for product promotion.
For this group of users, we use “DIY” as a long-tail word for advertising promotion on the site. Outside the site, public market reports and information are used to target media and active forums preferred by this group of people, then media and bloggers are invited to conduct product reviews and continue to post brand content; at the same time, through DIY groups and forum advertising coverage, creative video output by technical experts, and continuously expand the user pool.
By taking a two-pronged approach inside and outside the site, broadening traffic channels and deepening the target audience's perception of the brand, the brand's influence naturally unleashed. According to this set of methods, Vantrue's brand flagship store fans have grown from double digits to close to four digits, and the store search index ranking has also increased by about 10,000.
We will use Amazon brand analysis tools, as well as user demographics and competitive analysis from exclusive consultants to fully understand user preferences and overall market trends. In an analysis of consumer buying habits and cross-categories, the exclusive consultant pointed out that some high-spending users are keen to buy artisan products for DIY, which has shown us a new entry point for product promotion.
For this group of users, we use “DIY” as a long-tail word for advertising promotion on the site. Outside the site, public market reports and information are used to target media and active forums preferred by this group of people, then media and bloggers are invited to conduct product reviews and continue to post brand content; at the same time, through DIY groups and forum advertising coverage, creative video output by technical experts, and continuously expand the user pool.
By taking a two-pronged approach inside and outside the site, broadening traffic channels and deepening the target audience's perception of the brand, the brand's influence naturally unleashed. According to this set of methods, Vantrue's brand flagship store fans have grown from double digits to close to four digits, and the store search index ranking has also increased by about 10,000.
Optimize pages to drive conversions
There is technology to support the product, and there is internal and external drainage. The increase in sales should have been a matter of course, but Vantrue has also stepped into a pit where conversion is not good.
“Our products are positioned as high-end and have a certain technical content, so once they used technical language to interpret the product, which caused consumers to not understand the product well, and the conversion rate never went up. After the guidance of an exclusive consultant, we noticed that the buyer's perception of the product was different from that of the seller, changed the perspective, and optimized the listing graphic information and keywords. Abbottt, Premiere Creative’s creative director.
There is technology to support the product, and there is internal and external drainage. The increase in sales should have been a matter of course, but Vantrue has also stepped into a pit where conversion is not good.
“Our products are positioned as high-end and have a certain technical content, so once they used technical language to interpret the product, which caused consumers to not understand the product well, and the conversion rate never went up. After the guidance of an exclusive consultant, we noticed that the buyer's perception of the product was different from that of the seller, changed the perspective, and optimized the listing graphic information and keywords. Abbottt, Premiere Creative’s creative director.
Vantrue's Listing Optimization Case:
- Japanese customers pay attention to detailed product installation tutorials, and have designed graphic instructions for product installation and use tutorials for the Japanese site;
- Users on European and American sites are more concerned about product performance such as clarity and capacity, and can display the advantages and selling points of the product such as ultra-long shooting, night HD, and multi-memory card compatibility by creating richer scene images such as long-distance travel and nighttime driving.
- Japanese customers pay attention to detailed product installation tutorials, and have designed graphic instructions for product installation and use tutorials for the Japanese site;
- Users on European and American sites are more concerned about product performance such as clarity and capacity, and can display the advantages and selling points of the product such as ultra-long shooting, night HD, and multi-memory card compatibility by creating richer scene images such as long-distance travel and nighttime driving.
The big promotion must not be lost. How can high-customer unit price products break through steadily?
Grasp the rhythm and drain the flow smartly
“We usually issue big promotion warm-up notices 3-4 weeks in advance, and release details such as specific discount points on social media 1-2 weeks in advance. However, sometimes the pace is uncertain, and the warm-up effect falls short of expectations. After participating in the seller growth service program, an exclusive consultant will help us grasp the pace and guide us to start promotional preparations 2 months before the promotion starts, such as using MYCE (Manage Your Buyer Engagement) to send internal messages to introduce fans to announcements about old products participating in the big promotion and new product promotions, etc., to expand traffic with a certain level of awareness about our brand, and the traffic is more accurate. Abbottt, Premiere Creative’s creative director.
“Furthermore, in the past, we didn't pay much attention to the design of the brand's flagship store, but our exclusive consultant told us that during the big promotion period, brand flagship stores can improve recognition and make consumers better perceive our brand image and tone. Therefore, during the preparation period, we re-optimized the store style; and adjusted the position of the promotional ASIN to the front of the store; at the same time, we reduced the proportion of large images, optimized the page loading speed, and improved the consumer browsing experience. The results were immediate!Abbottt, Premiere Creative’s creative director.
“We usually issue big promotion warm-up notices 3-4 weeks in advance, and release details such as specific discount points on social media 1-2 weeks in advance. However, sometimes the pace is uncertain, and the warm-up effect falls short of expectations. After participating in the seller growth service program, an exclusive consultant will help us grasp the pace and guide us to start promotional preparations 2 months before the promotion starts, such as using MYCE (Manage Your Buyer Engagement) to send internal messages to introduce fans to announcements about old products participating in the big promotion and new product promotions, etc., to expand traffic with a certain level of awareness about our brand, and the traffic is more accurate. Abbottt, Premiere Creative’s creative director.
“Furthermore, in the past, we didn't pay much attention to the design of the brand's flagship store, but our exclusive consultant told us that during the big promotion period, brand flagship stores can improve recognition and make consumers better perceive our brand image and tone. Therefore, during the preparation period, we re-optimized the store style; and adjusted the position of the promotional ASIN to the front of the store; at the same time, we reduced the proportion of large images, optimized the page loading speed, and improved the consumer browsing experience. The results were immediate!Abbottt, Premiere Creative’s creative director.
Use DOTD to seize business opportunities
“Report DOTD, and exclusive advisors will follow along the whole process. Give suggestions starting with reporting product portfolios to help us improve the success rate of reporting through promotions. In the promotion launch process, we are guided to increase the proportion of brand promotion and display promotion advertisements; use the prominence of the promotion target to reveal more ASINs participating in the promotion at the top of the search results page or in the competition to increase exposure. After the big promotion, the exclusive consultant will work with us to review the ROI of each deal, and use data to demonstrate the need to continue investing in DOTD (Treasure of the Town) and PED (Exclusive Member Discount). Abbottt, Premiere Creative’s creative director.
“With the help of exclusive consultants, we are able to steadily participate in DOTD (Zhendian Zhi Bao) every year: the overall membership day record this year increased by about 25% compared to last year, and in July PD, the two days of PD increased 30% year over year; Black Five Network 1's sales volume exceeded 2W, and the main products have entered the current 10 categories. "
“Report DOTD, and exclusive advisors will follow along the whole process. Give suggestions starting with reporting product portfolios to help us improve the success rate of reporting through promotions. In the promotion launch process, we are guided to increase the proportion of brand promotion and display promotion advertisements; use the prominence of the promotion target to reveal more ASINs participating in the promotion at the top of the search results page or in the competition to increase exposure. After the big promotion, the exclusive consultant will work with us to review the ROI of each deal, and use data to demonstrate the need to continue investing in DOTD (Treasure of the Town) and PED (Exclusive Member Discount). Abbottt, Premiere Creative’s creative director.
“With the help of exclusive consultants, we are able to steadily participate in DOTD (Zhendian Zhi Bao) every year: the overall membership day record this year increased by about 25% compared to last year, and in July PD, the two days of PD increased 30% year over year; Black Five Network 1's sales volume exceeded 2W, and the main products have entered the current 10 categories. "
We have always felt that although family culture is very different around the world, the kitchen must be the most authentic and loving. In this place full of fireworks, every kind of object conveys the most simple emotion. In the past two years, we have visited more than 20 provinces and dozens of cities across the country, hoping to help more real craftsmen get the respect they deserve. I believe through Amazon,
We will definitely let the world experience the heritage and memory of Chinese craftsmen once again.
We will definitely let the world experience the heritage and memory of Chinese craftsmen once again.
Order maliciously?Brand protection prevents word of mouth from being destroyed once and for all!
After explosives were launched, fakes followed, and brand protection became particularly important for Vantrue, which has many technologies and patents.
“With the introduction of an exclusive consultant, we have used the Amazon brand protection tool, which has greatly mitigated the problem of counterfeiting and sales. The experience was quite good. ” After using Amazon's tools to defend her rights, Vantrue's unbearable fakes and sales were solved:
“We had a malicious order placed on the Japanese site. We immediately reported the other party and contacted an exclusive consultant to report the incident, and it was handled properly.
After explosives were launched, fakes followed, and brand protection became particularly important for Vantrue, which has many technologies and patents.
“With the introduction of an exclusive consultant, we have used the Amazon brand protection tool, which has greatly mitigated the problem of counterfeiting and sales. The experience was quite good. ” After using Amazon's tools to defend her rights, Vantrue's unbearable fakes and sales were solved:
“We had a malicious order placed on the Japanese site. We immediately reported the other party and contacted an exclusive consultant to report the incident, and it was handled properly.
Localization of products and services, layout of multiple sites around the world
Vantrue has so far been listed on 13 Amazon sites. In 2021, Amazon's US and German sites, Vantrue sales remained leading in the category circuit. When opening a global store, how did Vantrue screen sites and speed up the start?
With foresight, Vantrue successfully launched two major sites: Germany, which has a high number of cars, and the UAE, which has a strong ability to consume high-end products. Furthermore, achieving “localized implementation” of products and services is also the key to opening up growth channels for new sites. “We will focus on consumer preferences through analysis reports provided by exclusive consultants and adapt to the habits of consumers on different sites. Regardless of the hardware product appearance, function, or software design, we will carry out 'localized transformation'. For example, adjust the products on the shelves according to the North American left-hand drive, English, and Japanese right-hand drive; provide meticulous customer service in the Japanese market where service experience requirements are high. Only by putting the focus on consumers everywhere into practice can we continue to be competitive. Abbottt, Premiere Creative’s creative director.
With foresight, Vantrue successfully launched two major sites: Germany, which has a high number of cars, and the UAE, which has a strong ability to consume high-end products. Furthermore, achieving “localized implementation” of products and services is also the key to opening up growth channels for new sites. “We will focus on consumer preferences through analysis reports provided by exclusive consultants and adapt to the habits of consumers on different sites. Regardless of the hardware product appearance, function, or software design, we will carry out 'localized transformation'. For example, adjust the products on the shelves according to the North American left-hand drive, English, and Japanese right-hand drive; provide meticulous customer service in the Japanese market where service experience requirements are high. Only by putting the focus on consumers everywhere into practice can we continue to be competitive. Abbottt, Premiere Creative’s creative director.
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