I、 Product analysis
Keyword ''.smart watch
2017The monthly search volume of relevant keywords on Amazon since is shown in the figure:
It can be seen from the figure that the product related keywords fluctuate significantly after May 2019 and have a downward trend after January 2021.
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 2 months), and the product replacement frequency is fast.
Among the 100 products, 14 have been on the shelves for three months, 25 for six months, 20 for one year, 22 for one and a half years, 3 for two and a half years, 8 for two and a half years, 1 for three years and 7 for more than three years.There are 84 models in total in recent 2 years (sales volume 185415, accounting for 71.05%).
2. Seasonality
Product demand trend chart:
It can be seen from the figure that the seasonality of the product is not obvious.
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 (45.4%).
The average monthly sales volume of the product is 2609, and the average monthly sales volume is 318723 US dollars.
10099 of these products have monthly sales of more than 10000 US dollars.Among them, 69 models have monthly sales of more than 50000 US dollars;46 models with monthly sales of more than 100000 US dollars;33. The monthly sales volume is more than 200000 US dollars;The monthly sales of 16 products are more than 500000 US dollars, and there are 9 products exceeding 1000000 US dollars.
Comparison table of some sales data:
ranking | brand | Monthly sales | Proportion of monthly sales | Monthly sales (USD) | Proportion of monthly sales |
1 | Fitbit | 22699 | 8.70% | 2945195 | 9.24% |
10 | Fossil | 3049 | 1.17% | 972631 | 3.05% |
20 | Samsung | 2057 | 0.79% | 411379 | 1.29% |
30 | Ticwatch | 868 | 0.33% | 260391 | 0.82% |
40 | Popglory | 4408 | 1.69% | 112360 | 0.35% |
50 | TOUCHELEX | 2441 | 0.94% | 91269 | 0.29% |
60 | Motast | 1595 | 0.61% | 68569 | 0.22% |
70 | KASEEMI | 853 | 0.33% | 49457 | 0.16% |
80 | FITVII | 599 | 0.23% | 29944 | 0.09% |
90 | HAFURY | 550 | 0.21% | 20895 | 0.07% |
100 | Y&L | 270 | 0.10% | 9717 | 0.03% |
2. Proportion analysis of new products
Commodity concentration - distribution of commodity sales:
Sales distribution chart:
It can be seen from the figure that new products are easier to enter the market.
In the last 12 months, 13 new products have entered the market, accounting for 13.00%, and the average monthly sales volume is 1414, accounting for 54.20%;The average monthly sales volume was USD 122658, accounting for 38.48%.
Although the proportion of 13 new products is small, its sales volume accounts for 54.20%. Therefore, the new products are still popular.
3. Shelf trend analysis
Product shelf trend distribution diagram:
<img width="553" height="173" id="图片 20" src="https://fanyi-doc.baidu.com/doctrans/api/g
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