I、 Product analysis
Keyword ''.robot sweeper
2017The monthly search volume of relevant keywords on Amazon since is shown in the figure:
As can be seen from the figure, the product related keywords fluctuated significantly, with a downward trend in the past two years.
1. Life cycle
Distribution of time of putting on the shelves:
It can be seen from the figure that the life cycle of the product is short (the average number of days on the shelf is 1 year and 3 months), and the product replacement frequency is fast.
Among the 100 products, 6 have been on the shelves for three months, 12 for six months, 25 for one year, 24 for one and a half years, 7 for two and a half years, 4 for two and a half years, 7 for three years and 15 for more than three years.There are 49 models in total in recent one year and one and a half (sales volume 105970, accounting for 48.35%).
2. Seasonality
Product demand trend chart:
It can be seen from the figure that the product has obvious seasonality.
The search volume of products fluctuates obviously, with November each year as the peak demand.
II、 Product market competition analysis
1. Overall market volume analysis
Distribution of commodity concentration and sales:
As can be seen from the figure, the commodity concentration is not very high (49.8%).
The average monthly sales volume of the product is 2234, and the average monthly sales volume is 798808 US dollars.
The monthly sales of the top 100 products are more than 15000 US dollars.Among them, the monthly sales of the top 50 are more than 200000 US dollars;The monthly sales of the top 70 are more than 100000 US dollars;The monthly sales of the top 90 are more than 50000 US dollars.
Let's compare the sales data: the sales volume ranks first, with monthly sales of 16867 and monthly sales of 12262140 US dollars, accounting for 7.70% and 15.12%;No. 10, with sales of 7901 and sales of 1975171 US dollars, accounting for 3.61% and 2.44%;No. 20, with sales of 2613 and sales of 911911 US dollars, accounting for 1.19% and 1.12%;No. 30, with sales of 2687 and sales of 429893 US dollars, accounting for 1.23% and 0.53%;No. 40, with sales of 668 and sales of 267193 US dollars, accounting for 0.30% and 0.33% respectively;No. 50, with sales volume of 926 and sales volume of USD 212971, accounting for 0.42% and 0.26%;No. 60, with sales volume of 1059 and sales volume of 148249 US dollars, accounting for 0.48% and 0.18%;Ranked 70th in sales volume, with monthly sales of 223 and monthly sales of USD 111275, accounting for 0.10% and 0.14%;No. 80, with sales of 489 and sales of 76260 US dollars, accounting for 0.22% and 0.09% respectively;No. 90, with sales volume of 634 and sales volume of USD 57054, accounting for 0.29% and 0.07%;No. 100, with sales of 581 and sales of US $16082, accounting for 0.27% and 0.02%.
2. Proportion analysis of new products
Commodity concentration - distribution of commodity sales:
Sales distribution chart:
As can be seen from the figure, new products are relatively easy to enter the market.
In the last 12 months, 43 new products have entered the market, accounting for 43%, and the average monthly sales volume is 781, accounting for 34.96%;The average monthly sales volume was USD 216288, accounting for 27.08%.
3. Shelf trend analysis
Product shelf trend distribution diagram:
It can be seen from the figure that the trend of putting products on the shelves has increased significantly in the past two years.
202031 models and 43 models were put on the shelves in and 2021 respectively.
4. Overall product quality analysis
Distribution of product evaluation scores:
Product score distribution:
It can be seen from the figure that the overall score of the product is large, the score value is generally high, and the overall quality of the product is good.
The average score of the product is 2610 and the average score is 4.3.
Among the 100 products, 59 products scored above 500 (monthly sales volume 192965, accounting for 88.05%), 10 products scored above 4.5 (monthly sales volume 12880, accounting for 5.88%), and 72 products scored between 4.0-4.5 (sales volume 185691, accounting for 84.73%).
5. Price analysis
Product price analysis chart:
As can be seen from the figure, the average price of the product is USD 316.16, and the price accounts for the majority (65 / 100) in the sales volume of USD 100-400.
Among them, there are 29 products with USD 100-200 (the monthly sales volume is 60914, accounting for 27.79%, and the sales volume accounts for 11.22%);21 models of USD 200-300 (monthly sales volume 36395, accounting for 16.61% and sales volume 11.70%);15 models of USD 300-400 (monthly sales volume: 41896, accounting for 19.12% and sales volume: 18.61%).
It is worth noting that although there are only four products with a price of more than $700, accounting for 4%, their sales volume is 29289, accounting for 13.36% and 35.22%.
III、 Market data analysis
1. Seller nature distribution
1.1Seller concentration analysis:
Seller sales distribution:
Seller sales distribution:
As can be seen from the figure, the seller concentration is relatively high (73.0%).
75Among the sellers, Amazon is the first seller, and the sales volume and sales data are obviously dominant (sales volume 23502, accounting for 28.97%, sales volume 27702148 US dollars, accounting for 34.16%);The sales volume of the 10th seller was 5296, accounting for 2.42%, and the sales volume was USD 1504707, accounting for 1.86%.
1.2 seller type distribution:
Seller type distribution map:
Figure 1
Figure 2
It can be seen from the figure that the quantity of asin of this product is mainly FBA sellers.
Among them, asin, the seller of FBA, accounts for 69.00%, and the monthly sales volume accounts for 47.54%;The FBM seller asin accounts for 8.00%, and the monthly sales volume accounts for 11.92%;Amazon's self operated asin accounted for 15.00%, and its monthly sales accounted for 28.97%;Unknown seller asin and sales accounted for 8.00% and 11.56%.However, FBM sellers and Amazon's self-management have an obvious advantage in the evaluation score and score value.
1.3 seller's geographical distribution
As shown in the figure:
As can be seen from the figure, the United States dominates in product types and sales.
100Among the products, there are 49 in the United States (monthly sales volume 162789, accounting for 74.28%);40 models in China (monthly sales volume 46597, accounting for 21.26%);11 models in Hong Kong (monthly sales volume 9768, accounting for 4.46%).
2. Brand concentration distribution
Brand concentration sales figure:
Distribution of brand concentration and sales:
As can be seen from the above figure, the brand concentration is 84.3%, and the market competition is fierce, but new products also have the opportunity to impact new head brands.
Let's take a look at the top five data of product sales: iRobot is the first, the seller type is Na / Amazon / FBA / FBM, 11 products, the monthly sales volume is 75231, accounting for 34.33%, and the monthly sales volume is 45529457 US dollars, accounting for 56.15%;The second shark, whose seller type is FBM, has 9 products (2 new products), with monthly sales of 21876, accounting for 9.98%, and monthly sales of 8912538 US dollars, accounting for 13.16%;No. 3 eufy, the seller type is FBA, 8 products (1 new product), with monthly sales of 26084, accounting for 11.90%, and monthly sales of 7034927 US dollars, accounting for 8.68%;The 4th iLife, the seller type is Amazon, with 5 products, with monthly sales of 14931, accounting for 6.81%, and monthly sales of 2403051 US dollars, accounting for 2.96%;The fifth OKP, the seller type is FBA, with 5 products (3 new products), monthly sales of 14106, accounting for 6.44%, and monthly sales of 2104893 US dollars, accounting for 2.60%.
IV、 Operating cost estimation
Take 5 products randomly selected as an example:
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