IHammock product analysis

1. Market demand

Hammock keyword "hammock".

2017Monthly search volume on Amazon since:

On the whole, the fluctuation is obvious and the seasonality is strong. The peak demand is from April to August every year.

2. Life cycle

Distribution of product shelf time:

It can be seen from the figure that the product has a long life cycle.

Among the 31 sellers, there are 2 in half a year, 7 in one year, 2 in one and a half years, 6 in two years, 1 in two and a half years, 2 in three years and 11 in three and a half years.Among them, there are 20 enterprises with two years or more.

3. Product seasonality

Industry demand and trend chart:

It can be seen from the figure that the product has obvious seasonality.

The peak period of search is from April to August every year. In 2021, it may be affected by the epidemic and the demand may be reduced.

II：Market competition analysis of hammock

1. Overall market volume analysis

Commodity concentration chart:

It can be seen from the figure that if you want to obtain better income, you should at least enter the top 20 of the selection.

Let's compare sellersprite's statistics on the monthly sales of 31 sellers in recent 12 months: the sales volume ranks first, with monthly sales of 19018 and monthly sales of 474499 US dollars, accounting for 33.50% and 35.33%, which is a large seller.No. 20, with sales of 238 and sales of 3806 US dollars, accounting for 0.47% and 0.27% respectively.This sales volume is still considerable for small and medium-sized sellers.No. 25, with sales of 15 and sales of $600, accounting for 0.03% and 0.04%, which is relatively less optimistic.

2. Proportion analysis of new products

Commodity concentration - sales distribution map:

Sales distribution chart:

It can be seen from the figure that the proportion of new products is relatively high.

According to the 12-month commodity concentration distribution map of 31 sellers, in terms of sales volume, the new products in the top 20 sellers account for 15.00% (3) and the total sales volume accounts for 9.59%; in terms of sales volume, the new products in the top 20 sellers also account for 20.00% (4) and the total sales volume accounts for 7.37%.

3. Shelf trend analysis

Shelf trend distribution:

It can be seen from the figure that it is difficult for new sellers to enter the market and they need enough patience.

Among the 31 sellers, 22 were put on the shelves after 2018, but the highest proportion of sales was 2 in 2016, up to 37.54%.

4. Overall product quality analysis

Distribution of product evaluation scores:

Product score distribution:

It can be seen from the figure that the overall quality of the product is good and the defects are small.

Among the 31 sellers, 19 (monthly sales volume 46037, accounting for 90.80%) scored above 500; 30 (monthly sales volume 49558, accounting for 97.74%) scored above 4, of which 27 (monthly sales volume 49558, accounting for 97.74%) scored above 4.5.

5.  Price analysis

Price distribution chart:

As can be seen from the figure, the product price is between $15-30, accounting for the majority (21 / 31).

Among them, there are 7 companies with a monthly sales volume of $15-20 (4866, accounting for 9.60% and 6.28%); 7 companies with a monthly sales volume of $20-25 (22754, accounting for 44.88% and 39.33%); 7 companies with a monthly sales volume of $25-30 (15109, accounting for 29.79% and 29.35%).

III：Market data analysis

1. Seller nature distribution

1.1  Seller concentration analysis:

Seller concentration chart:

As can be seen from the figure, the top ten basically monopolized most of the sales.

The seller concentration is 90.10%, which is quite high, but as a small and medium-sized seller, it is also possible to rush into the top 20.

1.2  Seller type analysis chart:

As can be seen from the figure, Amazon's self operation poses less threat to each seller.

The vast majority of sellers' sales and sales are FBA, with asin accounting for 96.77%, monthly sales accounting for 99.19%, unknown sellers accounting for only 3.23%, and sales accounting for 0.81%.The quantity of asin of FBA is directly proportional to the monthly sales volume.

1.3  Distribution of sellers

Distribution map of seller's territory:

As can be seen from the figure, Chinese sellers should be cautious when entering.

31Among home sellers,There are 14 Chinese sellers (monthly sales volume 6702, accounting for 13.22%), 11 in the United States (monthly sales volume 28533, accounting for 56.27%), 4 in Hong Kong (monthly sales volume 12833, accounting for 25.31%), 1 in Ukraine (monthly sales volume 2176, accounting for 4.29%) and 1 in the UK(the monthly sales volume is 459, accounting for 0.1%). Although there are many Chinese sellers, the sales volume and sales volume are inconsistent with the proportion of asin, so the sellers need to redouble their efforts in operation.

2. Brand sales distribution

Brand concentration chart:

As can be seen from the figure, there is no monopoly on the brand.

Among the top three brands, wise owl Outfitters ranks first, with sales of 19725, accounting for 42.60%, and monthly sales of 468138 US dollars, accounting for 39.26%;Kootek ranks second, with sales volume of 11165, accounting for 24.11%, and sales volume of 284405 US dollars, accounting for 23.85%;Legit camping ranked third, with 3222 sales, accounting for 6.96%, and sales of US $96563, accounting for 8.10%.The distribution of sales volume is not concentrated, and one of its kootek is a new product.

IV：Product profit estimation

Take the top three brands with sales volume as an example:

It can be seen from the table that the gross profit margin of the three brands is about 34%, which is relatively in a high range, so the income of the product is considerable.

V：Conclusion

Although the monopoly coefficient is not high, the old seller is also a strong opponent.The market is relatively stable and it is difficult for new sellers to enter.Perhaps, the sales volume will not be too high, but the profit is very high.

Because the market is relatively stable and the overall price is low, at the beginning, either enter the market at a low price, obtain certain sales and comments, and then merge high price links;Or on the shelf is a high price. Consider the profit first and then the sales volume.This needs to be selected according to the situation of the seller.

VI：Keyword recommendation

hammock、hammocks、camping hammock、double hammock、2 person hammock

Note: the above data and pictures are from sellersprite.