{"id":109818,"date":"2019-11-19T08:24:00","date_gmt":"2019-11-19T08:24:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/amazoni-hinnaoptimeerimine-5-pohjust-miks-repricer-on-hadavajalik\/"},"modified":"2019-11-19T08:24:00","modified_gmt":"2019-11-19T08:24:00","slug":"amazoni-hinnaoptimeerimine-5-pohjust-miks-repricer-on-hadavajalik","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/et\/blog\/amazoni-hinnaoptimeerimine-5-pohjust-miks-repricer-on-hadavajalik\/","title":{"rendered":"Amazoni hinnaoptimeerimine \u2013 5 p\u00f5hjust, miks Repricer on h\u00e4davajalik"},"content":{"rendered":"

Iga\u00fcks, kes m\u00fc\u00fcb Amazoni, teab, kui h\u00fcperkonkurentsiv\u00f5imeline keskkond turg on. Amazoni vahel on konkurents mitte ainult \u00fcksikute toodete vahel, vaid ka sama toote m\u00fc\u00fcjate vahel. Viimasel juhul m\u00e4\u00e4rab \u00f5ige hind sageli, milline kaupmees l\u00f5puks toote m\u00fc\u00fcb. Sama kehtib Amazoni hindade kohta nagu n\u00e4iteks eBay-s. Ja just siin tuleb m\u00e4ngu Amazoni Repricer automaatne hinnaoptimeerimine, nagu SELLERLOGIC puhul.<\/p>

Iga\u00fcks, kes soovib sel hetkel oma p\u00f5hiteadmisi v\u00e4rskendada, leiab k\u00f5ik teema kohta: \u201cMis on hinnakohandamine ja millised on 14 suurimat viga?<\/a>\u201d <\/p>

Puhas konkurents …<\/h2>

Enne kui sukeldume s\u00fcgavamale, miks hinnaoptimeerimine on h\u00e4davajalik Amazoni m\u00fc\u00fcjatele nagu sina, peame l\u00e4hemalt vaatama Amazoni konkurentsiolukorda.<\/p>

… erinevate toodete vahel samas kategoorias<\/h3>

Olgu need m\u00e4nguhiired, fidget spinnerid, dekoratiivsed esemed v\u00f5i aiakohvikud, harvadel juhtudel oled sa ainus tootegrupi pakkuja. See t\u00e4hendab, et sinu aiatoolid konkureerivad teise m\u00fc\u00fcja aiatoolidega.<\/p>

Seda konkurentsi peetakse igal otsingutulemustelehelt. Seal seisavad paljud erinevad tooted \u00fcksteise vastu, k\u00f5ik p\u00fc\u00fcdes lahendada sama probleemi. Milline toode ilmub esimesena, m\u00e4\u00e4rab Amazon keerulise algoritmi abil, mis lihtsalt arvutab vastava otsingup\u00e4ringu ostu t\u00f5en\u00e4osuse. Toode, millel on k\u00f5rgeim ostu t\u00f5en\u00e4osus, on esimesel kohal.<\/p>

Muidugi m\u00e4ngib hind selles ka rolli. See ei t\u00e4henda, et odavaim toode on alati esimesel kohal, vaid pigem see, mis k\u00f5ige paremini vastab otsingup\u00e4ringule ja<\/em> n\u00e4itab atraktiivset hinda. Just sellep\u00e4rast on oluline mitte unustada hinnaoptimeerimist Amazoni platvormil.<\/p>

… v\u00f5ita Buy Box<\/h3>

Mitte ainult \u00fclevaatelehel ei seisa sa silmitsi halastamatu konkurentsiga, vaid ka \u00fcksiktootel.<\/p>

P\u00f5hjus on j\u00e4rgmine: Amazon soovib omada puhtat tootekatalooge ja seet\u00f5ttu keelab sama toote mitu korda katalooge lisada. Turg tuvastab, kas toode on juba kataloogis, tuginedes EAN-ile ja br\u00e4ndile. Kui see on nii, siis oled sina sama toote m\u00fc\u00fcjana “k\u00fclge kinnitatud” olemasolevale toote loetelule. Mida me “k\u00fclge kinnitatud” all silmas peame, selgub varsti.<\/p>

Kuna klient ei tohiks v\u00f5imalike pakkujate valikust \u00fcle koormatud saada, on Amazonil nii-\u00f6elda ostukorvi v\u00e4li, inglise keeles Buy Box<\/a>. See v\u00e4li asub paremal \u00fclanurgas, sisaldades kollast nuppu “Lisa ostukorvi” \u2013 ja see m\u00e4ngib hindade kohandamise ja hinnaoptimeerimise osas Amazoni platvormil kriitilist rolli.<\/p>

\"Hinda<\/figure><\/div>

Selle nupu taga on pakkumine t\u00e4pselt \u00dcHELT m\u00fc\u00fcjalt. K\u00f5ik teised sama toodet pakkuvad m\u00fc\u00fcjad on koondatud m\u00e4rkamatusse loetellu.<\/p>

\"Paljud<\/figure><\/div>

Seet\u00f5ttu pole ime, et Buy Box peetakse p\u00fcha graaliks \u2013 90% K\u00d5IGIST toote m\u00fc\u00fcgist toimub Buy Box-s.<\/p>

Kuidas Amazon otsustab, milline m\u00fc\u00fcja v\u00f5idab Buy Box, on taas tihedalt hoitud saladus. Siiski peetakse kindlaks, et m\u00fc\u00fcja tulemuslikkus, saatmiskiirus, saadavus JA hind m\u00e4ngivad kriitilist rolli. See viib meid tagasi teema juurde “hinnaoptimeerimine Amazoni platvormil.”
<\/p>

Aga kuidas sa sellises konkurentsiv\u00f5imelises keskkonnas silma paistad?<\/h2>

Lihtne vastus: Ole parem kui sinu konkurendid.<\/p>

\u00dcksikasjalik vastus: T\u00e4ida valikukriteeriumid, mida Amazon kasutab Buy Box arvutamiseks, ja tee seda paremini kui sinu konkurendid.<\/p>

Millised kriteeriumid need on? Siin on k\u00f5ige olulisemad kriteeriumid Buy Box jaoks<\/a>:<\/p>

\"Hinna<\/figure><\/div>

Need v\u00e4\u00e4rtused on miinimumn\u00f5uded, et \u00fcldse Buy Box-le p\u00e4\u00e4seda. Kui neid kriteeriume ei t\u00e4ideta, ei saa sa Buy Box-t isegi siis, kui oled toote ainus pakkuja. Seet\u00f5ttu on reegel: mida paremad on sinu v\u00e4\u00e4rtused, seda suuremad on sinu v\u00f5imalused Buy Box v\u00f5itmiseks.<\/p>

Me ei ole veel arutanud kahte \u00e4\u00e4rmiselt olulist kriteeriumi: saatmisviis ja koguhind.<\/p>

Saatmisviis<\/h3>

Kui r\u00e4\u00e4gime saatmisviisist, siis on juttu sellest, kes saadab toote ja millistel tingimustel. Amazon eristab p\u00f5him\u00f5tteliselt kahte v\u00f5imalust toote saatmiseks: Amazoni t\u00e4itmine (FBA) v\u00f5i kaupmehe t\u00e4itmine (FBM).<\/p>

FBA ja FBM v\u00f5rdlus<\/h4>

<\/p>

Amazoni t\u00e4itmine<\/strong><\/th>Kaupmehe t\u00e4itmine<\/strong><\/th><\/tr><\/thead>
Amazoni ladustamine ja saatmine<\/td>M\u00fc\u00fcja ladustamine ja saatmine<\/td><\/tr>
Klienditeenindus Amazoni poolt

<\/td>		Klienditeenindus m\u00fc\u00fcja poolt<\/td><\/tr>
Klienditeenindus Amazoni poolt

<\/td>		Tagastuste t\u00f6\u00f6tlemine m\u00fc\u00fcja poolt<\/td><\/tr>
Kolme eelneva punkti kaudu alati hea m\u00fc\u00fcja tulemuslikkus<\/td>Oluliselt raskem s\u00e4ilitada m\u00fc\u00fcja tulemuslikkust<\/td><\/tr>
Osalemine Prime programmis on kaasatud<\/td>Osalemine Prime programmis ainult m\u00fc\u00fcja kaudu Prime kaudu<\/td><\/tr>
Fikseeritud tasud iga toote kohta<\/td>Kulud ladustamisruumile, olgu see t\u00e4idetud v\u00f5i mitte<\/td><\/tr>
Ei m\u00f5juta saatmisteenuse pakkujaid<\/td>Iseotsustamine saatmisteenuse pakkujatega (v\u00e4lja arvatud Prime m\u00fc\u00fcja kaudu)<\/td><\/tr>
M\u00fc\u00fcjana pole ostjale n\u00e4htavust<\/td>Pakendi n\u00e4htavuse kaudu m\u00fc\u00fcjana<\/td><\/tr>
Ideaalne k\u00e4ep\u00e4raste, kiiresti m\u00fc\u00fcdavate toodete jaoks<\/td>Ideaalne mahukate ja aeglaselt m\u00fc\u00fcdavate toodete jaoks<\/td><\/tr><\/tbody><\/table><\/figure>

Laevanduse meetodi taust on Prime silt. Pakkumised, mida saadetakse Amazonist, saavad automaatselt Prime sildi. Kuid FBM m\u00fc\u00fcjatel on samuti v\u00f5imalus kvalifitseeruda Prime sildile l\u00e4bi “Prime by Seller” programmi.<\/p>

Koguhind<\/h3>

Kriteeriumide seas on hind punkt, millel on k\u00f5ige vahetum m\u00f5ju. Seega saate iseseisvalt ja kohe parandada oma v\u00f5imalusi Buy Box v\u00f5itmiseks. Kuid palun pidage meeles: Kui Amazon r\u00e4\u00e4gib hinnast, ei viita ta ainult toote hinnale. Selle asemel kasutatakse Buy Box arvutamiseks toote ja saatmise kogukulu. Seega on manipuleerimine toote hinna v\u00e4hendamisega samal ajal saatmiskulude suurendamisega v\u00e4listatud.<\/p>

Hinna optimeerimise kaudu Amazon Buy Box<\/h2>

Me teame, kui tundlik teema hind on. \u00dckski m\u00fc\u00fcja ei soovi m\u00fc\u00fca negatiivse marginaaliga. \u00dckski m\u00fc\u00fcja ei soovi osaleda hinnas\u00f5jas, kus on ainult kaotajad. Ja siiski ei tohi hinna kangi t\u00e4helepanuta j\u00e4tta. Sest teie konkurendid ei maga samuti: praeguseks on standardiks hinnakujunduse optimeerimine Amazonis.

Sest Amazon soovib esitada oma klientidele parimat pakkumist parima hinnaga. Mittekonkurentsiv\u00f5imeline hind on kindel viis kaduda “Muud m\u00fc\u00fcjad” nimekirja.

Hinna t\u00f5husaks kangiks kasutamiseks peaksite pidevalt j\u00e4lgima Buy Box ja alati hindade kohandama, kui te selle kaotate. Aja investeering oleks liiga suur. Seet\u00f5ttu on soovitatav automatiseerida Amazon’i hinnakujunduse optimeerimine. Just see on SELLERLOGIC tarkvara \u00fclesanne.<\/p>

<\/p>

\"Tsitaat<\/figure><\/div>

Nii toimib Amazon Repricer automaatne hinnakujunduse optimeerimine<\/h2>

Repricer j\u00e4lgib pidevalt teie tooteid ja teie konkurentide tooteid. Kui \u00fche konkurendi toote hind muutub ja seega v\u00f5idab Buy Box, kohandab tarkvara automaatselt. Kuid hinnalanguse v\u00e4ltimiseks saab t\u00f6\u00f6riistades seada minimaalne hind, alla mille hinna ei tohi kohandada.

Repricer sisemine toimimine varieerub. On nii nn reeglite p\u00f5hised hinnakujundust\u00f6\u00f6riistad kui ka d\u00fcnaamilised Repricer, nagu n\u00e4iteks SELLERLOGIC oma.<\/p>

Reeglite p\u00f5hine hinnakujunduse optimeerimine Amazonis<\/h3>

Selles l\u00e4henemises on konkurendi hind keskpunktiks. S\u00f5ltuvalt eelnevalt m\u00e4\u00e4ratud reeglist kohandatakse teie enda hinda konkurendi hinna p\u00f5hjal.

N\u00e4iteks v\u00f5ib seada, et teie hind peaks alati olema 3 senti madalam kui odavaim, et tagada Buy Box v\u00f5itmine.

Kuid konkurendi hinnaga kohandamisel on m\u00f5ned puudused. Kuna Buy Box ei s\u00f5ltu ainult hinnast, saavad parema m\u00fc\u00fcja sooritusega m\u00fc\u00fcjad saavutada k\u00f5rgemaid hindeid, kaotamata Buy Box. Reeglite p\u00f5hine Repricer ei saa seda fakti arvesse v\u00f5tta. Seega on selliste hinnakujundust\u00f6\u00f6riistade kasutamisel raha kaotamise risk. R\u00e4\u00e4kimata hinnas\u00f5dadest, mida toidab just see l\u00e4henemine.<\/p>

D\u00fcnaamiline hinnakujunduse optimeerimine Amazonis<\/h3>

D\u00fcnaamiline l\u00e4henemine, mida j\u00e4rgib ka SELLERLOGIC Repricer, ei tugine ainult konkurentsile. Pigem arvestab see l\u00e4henemine v\u00f5imalikult paljude kriteeriumidega, mis viivad Buy Box v\u00f5itmiseni, ja kohandab hinda ainult niiv\u00f5rd, kui see on vajalik Buy Box v\u00f5itmiseks.

Nii saate saavutada oluliselt k\u00f5rgemaid hindeid Buy Box ja seel\u00e4bi optimeerida nii tulu kui ka kasumit.

Northeastern University 2017. aasta uuring<\/a> leidis isegi olulise seose d\u00fcnaamilise Repricer kasutamise ja Buy Box v\u00f5itmise vahel, ja seda isegi k\u00f5rgema kasumlikkusega.

Nii j\u00f5uame ka 5 p\u00f5hjuse juurde, miks peaksite kindlasti kasutama Repricer.<\/p>

5 p\u00f5hjust d\u00fcnaamilise hinnakujunduse optimeerimise kasutamiseks Amazonis<\/h2>

#1: Ajas\u00e4\u00e4st<\/h3>

K\u00f5igi toodete hindade k\u00e4sitsi \u00fclevaatamine on peaaegu v\u00f5imatu. V\u00e4ikese tooteportfelliga v\u00f5ib see veel olla teostatav. Mitme tuhande toote puhul on ajainvesteering lihtsalt liiga suur.<\/p>

Seet\u00f5ttu tuleks see protsess kindlasti automatiseerida. Saadud aega saab kasutada turunduseks v\u00f5i toote hankimiseks.<\/p>

#2: Rohkem tulu<\/h3>

Teie \u00e4riedu s\u00f5ltub Buy Box v\u00f5itmisest. \u00dctleme otse: ei Buy Box \u2013 ei tulu.<\/p>

Mured madalate marginaalide \u00fcle on arusaadavad. Kuid m\u00fc\u00fcgi puudumine t\u00e4hendab ka marginaali puudumist. L\u00f5ppkokkuv\u00f5ttes ei ole k\u00fcsimus protsentuaalses numbris, vaid absoluutnumbris. Hinna optimeerimine v\u00f5ib isegi aidata Amazon’i m\u00fc\u00fcjatel suurendada oma tulu e-kaubanduse platvormil vaatamata madalamatele marginaalidele.<\/p>

N\u00c4IDE KALKULATSIOONIST:<\/strong><\/p>

<\/hr>
Ilma Repricer<\/strong><\/th><\/tr><\/thead>
Teie soetusmaksumus: 5 eurot
Teie sihihind: 8 eurot<\/strong>
Teie marginaal m\u00fc\u00fcgihinnast: 37,5%<\/strong><\/td><\/tr>
V\u00f5imalikud m\u00fc\u00fcgid 8 euro eest: 10 t\u00fckki kuus
Tulu: 10 x 8 eurot = 80 eurot<\/strong>
Panusmarginaal: 10 x (8 eurot – 5 eurot) = 30 eurot<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>
Koos Repricer<\/strong><\/th><\/tr><\/thead>
Teie soetusmaksumus: 5 eurot
Keskmine m\u00fc\u00fcgihind: 6,50 eurot<\/strong>
Teie marginaal m\u00fc\u00fcgihinnast: umbes 23%<\/strong><\/td><\/tr>
V\u00f5imalikud m\u00fc\u00fcgid 6,50 euro eest: 100 t\u00fckki kuus
Tulu: 100 x 6,50 eurot = 650 eurot<\/strong>
Panusmarginaal: 100 x (6,50 eurot – 5 eurot) = 150 eurot<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>

Kuigi Repricer v\u00e4hendab protsentuaalset marginaali, toob see kaasa suurema tulu ja seega ka k\u00f5rgema panusmarginaali.<\/p>

#3: Kasumlikkus<\/h3>

Eelmine punkt on juba vihjanud, et Repricer suurendab teie tulu Buy Box sagedasema v\u00f5itmise kaudu.<\/p>

D\u00fcnaamilised t\u00f6\u00f6riistad nagu Repricer Amazonile SELLERLOGIC poolt<\/a> mitte ainult ei taga oluliselt rohkem tulu, vaid saavutavad ka oluliselt parema kasumlikkuse, v\u00f5ites Buy Box v\u00f5imalikult k\u00f5rge hinnaga. Meie n\u00e4ide kalkulatsioonist koos ja ilma hinnakujunduse optimeerimiseta Amazonis illustreerib seda:<\/p>

KORDAME \u00dcLALTOODUD N\u00c4IDE KALKULATSIOONI:<\/strong><\/p>

<\/hr>
Reeglite p\u00f5hise Repricer<\/strong><\/th><\/tr><\/thead>
Teie soetusmaksumus: 5 eurot
Keskmine m\u00fc\u00fcgihind: 6,50 eurot<\/strong>
Teie marginaal m\u00fc\u00fcgihinnast: umbes 23%<\/strong><\/td><\/tr>
V\u00f5imalikud m\u00fc\u00fcgid 6,50 euro eest: 100 t\u00fckki kuus
Tulu: 100 x 6,50 eurot = 650 eurot<\/strong>
Panusmarginaal: 100 x (6,50 eurot – 5 eurot) = 150 eurot<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>
D\u00fcnaamilise Repricer<\/strong><\/th><\/tr><\/thead>
Teie soetusmaksumus: 5 eurot
Parema m\u00fc\u00fcja soorituse t\u00f5ttu keskmine m\u00fc\u00fcgihind: 7,50 eurot<\/strong>
Teie marginaal m\u00fc\u00fcgihinnast: umbes 33%<\/strong><\/td><\/tr>
V\u00f5imalikud m\u00fc\u00fcgid 7,50 euro eest: 100 t\u00fckki kuus
Tulu: 100 x 7,50 eurot = 750 eurot<\/strong>
Panusmarginaal: 100 x (7,50 eurot – 5 eurot) = 250 eurot<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>

#4: Kalkulatsiooni turvalisus<\/h3>

Me ei saa seda p\u00f5hjust k\u00f5igi Repricer jaoks tuua, kuid kindlasti meie SELLERLOGIC Repricer jaoks Amazonis. Meie t\u00f6\u00f6riistaga on teil v\u00f5imalus sisestada oma ostuhind ja lasta minimaalne hind automaatselt arvutada.

See t\u00e4hendab, et SELLERLOGIC t\u00f6\u00f6riist arvutab:<\/p>

  • Amazon’i tasud,<\/li>
  • s\u00f5ltuvalt saatmisvalikust FBA tasud<\/li>
  • v\u00f5i saatmistasud<\/li>
  • ning k\u00e4ibemaks<\/li><\/ul><\/div>

    Minimaalne hind tuletatakse teie m\u00e4\u00e4ratud ostuhinnast, minimaalsetest marginaalidest ja t\u00f6\u00f6riista arvutatud tasudest. Nii saate olla kindel, et m\u00fc\u00fcte alati kasumlikul hinnal. Isegi Amazonis hinnakujunduse optimeerimise ajal ei alandata seda hinnaalust.<\/p>

    #5: Strateegiad<\/h3>

    Muidugi on Buy Box v\u00f5itmine k\u00f5ige olulisem eesm\u00e4rk. Kuid v\u00f5ib juhtuda, et p\u00fc\u00fctakse saavutada m\u00f5nda muud eesm\u00e4rki v\u00f5i et konkurents Buy Box p\u00e4rast ei ole \u00fcldse nii k\u00f5rge.<\/p>

    Hea Repricer pakub teile \u00f5iget strateegiat vastavalt teie eesm\u00e4rgile. Nii saate optimeerida oma Amazon’i hinda s\u00f5ltuvalt \u00e4riolukorrast. Need strateegiad h\u00f5lmavad n\u00e4iteks:<\/p>

    • Toodete hindade kontroll tellimuste koguste p\u00f5hjal<\/li>
    • Hindade d\u00fcnaamiline kohandamine p\u00e4eva jooksul<\/li>
    • T\u00e4iesti individuaalsed strateegiad, mis p\u00f5hinevad teie konkreetsetel n\u00f5udmistel<\/li><\/ul><\/div>

      J\u00e4reldus: Aktiivne hinnakujundus tasub end \u00e4ra!<\/strong><\/h2>

      Amazon ei tee m\u00fc\u00fcjatele alati lihtsaks edukalt m\u00fc\u00fcmist. Seet\u00f5ttu peavad turul nagu Amazon v\u00f5i eBay m\u00fc\u00fcjad varustama end \u00f5ige t\u00f6\u00f6riistadega.

      Et olla konkurentsis Buy Box vastu, on Amazonile d\u00fcnaamiline hinnakujunduse optimeerimine h\u00e4davajalik. SELLERLOGIC Repricer mitte ainult ei s\u00e4\u00e4sta m\u00e4rkimisv\u00e4\u00e4rselt aega ja suurenda tulu, vaid saavutab ka oma d\u00fcnaamilise, algoritmip\u00f5hise l\u00e4henemisega oluliselt parema kasumlikkuse.

      Amazon’i m\u00fc\u00fcjad ilma sellise t\u00f6\u00f6riistata on p\u00f5him\u00f5tteliselt juba kaotanud, enne kui nad isegi alustasid.<\/p>

      Image credits in the order of the images: \u00a9 hxdyl \u2013 stock.adobe.com \/ Screenshot @ Amazon<\/p>","protected":false},"excerpt":{"rendered":"

      Iga\u00fcks, kes m\u00fc\u00fcb Amazoni, teab, kui h\u00fcperkonkurentsiv\u00f5imeline keskkond turg on. Amazoni vahel on konkurents mitte ainult \u00fcksikute toodete vahel, vaid ka sama toote m\u00fc\u00fcjate vahel. Viimasel juhul m\u00e4\u00e4rab \u00f5ige hind sageli, milline kaupmees l\u00f5puks toote m\u00fc\u00fcb. Sama kehtib Amazoni hindade kohta nagu n\u00e4iteks eBay-s. Ja just siin tuleb m\u00e4ngu Amazoni Repricer automaatne hinnaoptimeerimine, nagu SELLERLOGIC<\/p>\n","protected":false},"author":8,"featured_media":2111,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[1011],"tags":[],"class_list":["post-109818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-toeoeriistad-amazoni-mueuejatele"],"yoast_head":"\nHinnakujunduse optimeerimine Amazonis: 5 p\u00f5hjust Repricer jaoks<\/title>\n<meta name=\"description\" content=\"Hinnakujunduse optimeerimine Amazonis on v\u00e4sitav, kui t\u00f6\u00f6tada ilma t\u00f6\u00f6riistadeta. 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