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How to take the first lines of the marketplace issuance. Let’s look at seven strategies.
21 February 2022 г.

How to take the first lines of the marketplace issuance. Let’s look at seven strategies.

There is a lot of competition in significant marketplaces. For your product to get to the top of the issue, you need to choose the right strategy. Pavel Bednenko and Valeria Tkacheva (Trust Group BTL advertising agency) analyze the primary method for manufacturers and distributors.

Marketplaces allow sellers to offer their products to more buyers, so more companies are looking to enter them. According to the Data Insight study, in the first half of 2021, the number of resellers on the Yandex.Market platform increased by 2.5 times compared to the same period last year, Ozon – by three, on AliExpress (Q1) – by 4.5, and Wildberries – by 5.5 times. For this exit to be successful, it is necessary to analyze the goods market and decide on a strategy.

Strategy for the manufacturer

Consider the main strategies that you can follow as a manufacturer of goods. There are four of them.

1. Basic – following general trends

The main features of this strategy are the creation of high-quality content for product cards (catchy photos and videos, well-thought-out descriptions, and complete characteristics), which will distinguish the seller from competitors.

Advice. If you choose the basic strategy, you will have to spend a lot of money introducing the brand to customers. For example, entering Ozon and gaining a foothold there is worth budgeting about 200-500 thousand rubles. My experience shows that banners for internal promotion bring a pleasing effect for only 20% of customers. The strategy of creating a brand zone inside the marketplace (shop in shop) and attracting a flow of buyers there and buying out your goods to increase the rating shows itself much better. The cost of a brand zone varies from 50,000 to 100,000 rubles. Per month, you depend on the marketplace and template.

How to proceed: A good example is the strategy of electronics manufacturers such as HP, Asus, and Lenovo.

Such large companies consider marketplaces as an additional sales market and can serve as a guide for novice sellers. All commodity items have thought-out content aimed at the target audience. In addition, they allocate large budgets for advertising campaigns both in the marketplace itself and beyond.

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Article author

Pavel Bednenko
Pavel Bednenko

Lead Marketer

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