Study Of T Company’s Product Selection Strategy On Amazon US

In the context of economic globalization and the recurrence of the new epidemic,the consumption habits of global consumers have been greatly subverted,and more and more consumers have developed the habit of Internet shopping.With the global industrial division,China,with the advantage of "world factory",has ushered in the huge development of cross-border e-commerce industry.With the support of industry prospects and government policies,there are now as many as 33,900 cross-border e-commerce-related enterprises in China.A large number of new enterprises have entered the cross-border e-commerce industry,injecting vitality into the industry while also bringing more intense competition.Restricted by the customs policies and logistics costs of each country,cross-border e-commerce product selection is crucial to business operations.Good selection can smoothly help enterprises to go abroad to dig gold,while the failure of selection often means that the money and goods are empty.Industry early cross-border e-commerce is mostly through the enterprise local industry belt or 1688 and other public platforms for product selection,in the industry competition is small at the beginning of this model is still feasible.However,as more and more sellers enter the business,homogeneous selection of products brought about by the in-volume competition has become a nightmare for the business development of start-up cross-border e-commerce companies.Based on the above background,this paper takes T’s selection in "Amazon US" as an example to study its selection strategy in Amazon US.First of all,this paper analyzes the basic situation,market capacity and relevant rules of Amazon America,and summarizes the restrictions faced by the business in America.Then,we summarize and analyze the common selection modes of domestic cross-border e-commerce sellers and point out the advantages and disadvantages of different selection strategies.Secondly,by analyzing the actual operation situation of T Company,the problem is raised.It is pointed out that the current selection of T company has the situation of following the wind to select products and lack of data verification.This is also the dilemma that most startups are facing at present.The lack of scientific selection strategy will bring negative impact on the development of the company and the industry.Again,the PEST analysis,SWOT analysis and Porter’s five forces model were used to analyze the current domestic and international business environment faced by T Company.The key points of product selection for the next stage were determined:the product selection strategy of catering to consumer trends,branded operation,differentiated competition and higher customer unit price products should be adopted.Finally,combining the conclusion of the analysis and the actual situation of the U.S.site,the selection criteria were transformed into quantitative rules,and the 26 business categories and industry zones of Amazon U.S.site were matched and screened.Determine the product categories suitable for the current situation of T company.By the selection software screening,platform research,market research and other forms to determine the corresponding potential categories,through the GROW model for research and judgment,and finally determine the selection target.