Sellers’ Commodity Selection Strategy On Cross-border E-commerce Platform In Southeast Asia

In recent years,as the maturity of the cross-border e-commerce environment has increased and emerging overseas e-commerce platforms have begun to emerge,Chinese merchants have begun to move from the saturated European and American markets to earn profits in blue ocean markets such as Southeast Asia and South America.In the actual business,commodity selection is the most important part of cross-border e-commerce.Many new sellers do not find their own positioning and blindly select products without understanding the characteristics of emerging markets,thus losing money.Given the lack of research on commodity selection by scholars in the past,this study combines real business data analysis process,hoping to provide a method of data selection to provide some selection ideas for new sellers currently or soon to be stationed on cross-border e-commerce platforms.By summarizing the seven selection models on the Shopee platform,after pointing out the advantages and problems of these models,it is found that some methods are more suitable for experienced merchants who are sensitive to business information,and more difficult to operate for inexperienced novice sellers.Then,combining the factors affecting cross-border e-commerce commodity selection,three dimensions of product attributes,market prospect and consumer evaluation are taken as the primary indicators,and six representative secondary indicators,namely price,brand strength,market volume,competition strength,evaluation quantity and evaluation score,are selected to establish the index system of cross-border e-commerce product selection.This paper uses Python crawler to crawl the first 20 pages of first-category product data under each category of Singapore site,and then conducts descriptive sample analysis after data cleaning and processing,and then classifies the products based on rapid cluster analysis,generates four categories and compares the characteristics of each category,and gives the corresponding commodity selection strategy.The above study found that the overall popular categories in the Southeast Asian market are mainly men’s apparel and women’s apparel,household products,beauty care,digital products,etc.These categories are characterized by high market demand and moderate competition,but the homogenization of individual categories is serious,no innovative design and other problems;in addition,it can be seen that Singaporean consumers are less price sensitive and pay more attention to brand and product quality.Finally,additional suggestions were made in terms of sub-categories,prices,ratings,and market segmentation.Sellers can thereafter differentiate their product selection by going deeper into secondary and tertiary categories,using the principle of complementary products or the strategy of substitutes,and combining their own existing characteristics and models to choose the right products and strategies to enter the Southeast Asian market smoothly and promote the development of cross-border e-commerce enterprises and their own profitability.