(本文全长7000+字,预计阅读时间15分钟)
选垂直细分领域和选品会分两篇说,这篇主要专注在怎么选垂直细分领域上。选择哪一个垂直细分领域是一个很重要的问题,当然如果你已经有在做的垂直细分领域或者已经有了一些供应链资源那你大概率已经有选定的垂直细分领域了,不过即使这样,这篇你也不妨看下,看能不能挖掘出别的值得关注的垂直细分领域。
到底什么是垂直细分领域(Niche)?
咱首先来明确下对垂直细分领域的定义。做电商如果做垂直细分的话,一般有三种分法。
第一种最常见的,按照产品去划分。这个方法去分的话,最大的分类是产业,比如服装,然后是大品类,比如按性别分有男装,女装,按服装的功能分有外套,内衣,运动服等等等等。然后每个品类其实都可以分出非常多的更细化的垂直细分(加上细分风格和针对的人群),比如复古男装外套,休闲女装运动服,适合中老年男士的夹克,专门针对年轻男士的卫衣,波西米亚风的女士裙子,特别凸显身材的女士瑜伽服等等等等。
要想对这个有最直观的感受,直接去亚马逊上看可能比较容易理解。比如在亚马逊上,运动(Sports)可以算是一个产业了,然后你去点击Sports的话可以看到下面又可以细分成各种大的相关品类(团体运动,打猎&钓鱼等等如下图)。
然后你再点击打猎&钓鱼 (Hunting & Fishing),下面又会看到很多更加细分的垂直领域比如(鱼饵,鱼线,打猎用刀,弓箭等等如下图)。其实还可以再分,比如专门钓某种鱼的鱼饵,专门在湖里钓鱼的鱼线,专门在海里钓鱼的鱼竿等等。
第二种细分是按照人群去细分。就是你找一个人群,然后围绕这个人群的需求去做站,你就想怎么去满足这些人群的需求就行。比如你专门围绕咖啡爱好者去建一个站,那你其实除了常规的喝咖啡相关的产品之外,也可以卖咖啡相关的周边比如T恤,贴纸啥的。
第三种是按照问题去划分。比如你建一个站专门帮大家解决清洁厨房的问题,那你这个站就可以把所有和厨房清洁相关的产品都放上。
做垂直细分站和做爆品站比较起来如何
做爆品站(就是什么都上,什么流行上什么的站)和垂直站(就是专注一个细分市场的站)的优劣势从以下五个方面来看:竞争强度,转化率,品牌积累,自然流量的获取难度,整体稳定性。
爆品站
【1】竞争强度:极强,极其极其强,除非你的目的只是先练下手,做个开头,找找感觉,那可以试试,现在再想靠这种模式赚大钱,可能性比较小了。并不是绝对没有可能赚钱,只是赚钱的难度越来越高,越来越高了。
【2】转化率: 爆品站的转化率整体上来说会比垂直细分站要稍低一点。这个我要详细解释下,举个例子方便大家理解。这里以逗猫棒为例子,假设这个逗猫棒已经是一个推起来的爆品了,在爆品站里的转化率是2.5%,那么在一个卖猫玩具的垂直细分站里的转化率可能是3.5% 或者4%或者更高,这个转化率差一点可能就是赚钱和不赚钱的差距。
这个很好理解,专门卖猫玩具的垂直细分站里不管是店铺设计,还是其他这方面都和逗猫棒这个产品更加相关,人们被逗猫棒这个产品吸引,然后跑到这个垂直细分站里上,更容易被说服购买逗猫棒这个产品。
【3】品牌积累:爆品站很难有品牌积累,因为你卖的是杂货,你能把售后客服处理好,用户口碑不爆炸就很不错了(目前看起来也很难做到),基本也不太好做用户互动,就更不要谈什么品牌积累了。
【4】自然流量的获取难度:几乎没什么办法获取自然流量。做SEO(搜索引擎优化)的话,你是爆品站,你没有什么关键词可以去做优化,而且你的爆品今天的和明天的可能都不一样,即便针对某些爆品做了优化,也根本来不及看到效果。
做社交媒体的话也很难,你几乎都没有一个专注的领域,你的图片和视频质量也不会很高,大家凭啥非要关注你?做邮件营销的话,即便你把在你的站买过东西的人的邮箱收集起来,去做活动啥的,效果大概率也会非常的差,因为你在用户那里没有太强的信任。这就导致爆品站几乎只能靠付费流量活着,越到后面活的越累。
【5】整体稳定性:你做爆品,不管是你的客服,还是供应链,还是物流都非常容易爆炸,你的用户口碑不好是常事。用户评价低就会导致你的支付账号,广告账号,甚至站点都非常容易被封。
垂直细分站
【1】竞争强度:看你选择的垂直细分领域具体是啥,有些竞争也很大,有些竞争会稍微小些。整体而言有一些科学的方法可以让你做一些选择和判断,让你面对的竞争相对来说没有那么大。
【2】转化率:垂直细分站在推自己本细分领域下的产品时,转化率会比爆品站高一些,前提是你的店铺设计,详情页这些都做的比较到位。
【3】品牌积累:垂直细分站好好做的话是可以有很好的品牌积累的,也比较方便围绕自己的垂直细分领域建立社群和受众互动,之后可以往品牌化的方向走。
【4】自然流量的获取难度:看你选择的垂直细分领域具体是啥,难度有高有低,但是SEO,社交媒体,邮件营销这些起码都是可以开始做的,而且可以制定长期的计划做下去的。比如SEO,虽然一些大词你可能竞争不过对手,但是你可以找一些长尾小词去做对应的优化,还是有机会的。
【5】整体稳定性:如果你用dropshipping(类似一件代发)作为起步(不知道dropshipping是啥的看上一篇文章),稳定性依然会受到一些挑战,但你在后续可以去把供应链,物流这些做足够多的优化,把影响稳定性的隐患解决掉。爆品站不好做优化,因为牵涉的产品品类太多了,一个公司能把一个垂直细分的供应链折腾清楚就很不错了,要想把非常多的垂直细分的供应链都搞定,非常困难。
最后一定会有人说但是爆品站可以测试的产品多呀,可以一个站测好多不同品类的产品。我觉得你确实有这方面考虑的话,可以有这么两种方式:
【1】先跑一个爆品站,多测产品,测到你觉得对哪一个垂直细分领域比较有感觉了,转去做一个新的垂直细分领域的站。注意,我这边说的不是推出了哪一个爆品了,就去就这个单一爆品做一个站,那风险还是比较大的,我说的是你对某一个垂直细分领域推的效果比较好了,你可以考虑去做一个针对这个垂直细分领域的站。这边再解释下,比较好的意思是你觉得你能抓住这个垂直细分领域的一些用户需求的关键点了,能知道怎么打动这部分用户了;而不是你跑出一个爆品挣了点钱。
【2】如果你可以选出2-3个比较关注的细分领域,你可以每一个细分领域建一个站去试,如果资源有限,可以一次建一个去试,如果资源富裕,可以一次建2-3个去试。
垂直细分领域到底需要切到多大?
一般来说你选择的垂直细分领域越大,竞争也会越强,做起来需要的投入也越大。比如你选女装这个超级大的细分领域,做一个站卖所有不同类型的女装,当然你可以这么干,但同时意味着你后面要和类似Shein,Zara这样的巨无霸面对面竞争。
前期的获客,后期的供应链管理都是很大的需要考虑的问题。如果你选择的垂直细分领域较小,你的竞争会相对小,做起来需要的投入也不用那么多,虽然你面对的市场也会相对小,但你在这个市场里生存下来的机会更大。比如你想做女装,但是不做全品类女装站,整一个专门卖波西米亚风女装的站,你有机会能长期活下来的。
按战略的话说就是集中优势兵力,在局部上形成以多打少的局面。比如你的总资源投入是10,Shein的总资源投入是1000,你做一个和Shein一样的站(包含几乎所有女装以及其他衣服品类),就是相当于你想用10的资源去打1000的资源,短期活下来没什么问题,毕竟独立站的盘子很大,但长期的话会活的比较辛苦,并且不太容易形成自己的壁垒优势。
但是你要能看到比如Shein有1000的资源,但不是所有下属细分品类上都有那么多资源,总有一些品类上的投入是较少的,比如Shein虽然整体有1000的资源,但是假设他们在女士围巾上投入的资源只有7,这个时候如果你用你10的资源去打女士围巾这个小品类,是不是就形成了局部的优势兵力,是不是就有更大机会能活得更好了?这边要再强调提两点:<1>不管你如何选择,其实竞争是难免的,你想找一个百分百几乎没人竞争的蓝海,极度困难,所以这边不是叫你完全躲避竞争,而是让你根据你的资源去选择一个相对更加适合你的战场而已,你说你的资源就是够大,最后就是要对刚Shein,我也没有意见。<2>当然你也不能做一些市场需求太小的垂直领域,市场需求太小的领域你即便做成了第一可能也不够糊口的,那就没意义了,所以找垂直细分领域也是在找平衡。
如何选择一个垂直细分领域?
选择垂直细分领域,我用的这一套方法总共分三步走。
第一步:生成点子,先大量生成或收集可能能做的垂直细分领域的点子,不要管每个产生出来的点子是否合理,是否荒诞,看起来是否是像一个能长期跑的垂直细分领域,先收集起来后面再慢慢说。
第二步:验证这些点子,去验证这些垂直细分领域的点子潜力如何,竞争情况如何,供应商是否充足,是否适合你去做等。
第三步:对比和决定。把最终验证出来可能有潜力的垂直细分领域都列出来,做一个各方面的对比,然后做最后的决定,下面一个步骤一个步骤得讲。
【1】生成想做的垂直细分领域的点子
这步主要是先生成或收集足够多的各种各样的垂直细分领域的点子。这个阶段先不要管什么这个垂直细分领域是否看起来奇怪,第一印象是否够大等等,这些都先不要管。因为你最起码要先有一些的点子才能开始分析,否则巧妇难为无米之炊。那么怎么能够获得足够多的垂直细分领域的点子呢?这边介绍几个方法。
<1> 想想你对什么东西擅长或者有兴趣
做一个垂直细分站的话后面可能会有很多需要长期坚持的地方,如果你自己本身对这个领域有热情或者擅长的话,那对你长期在这个领域深耕下去是有利的。比如有的人对唱歌很有热情,可以把唱歌或者歌唱设备作为一个垂直细分领域的点子先记录下来。有的人可能很喜欢织毛衣,那可以把针织作为一个垂直细分领域的点子先记录下来。或者有的人很擅长跆拳道,那也可以把跆拳道以及相关的周边作为一个垂直细分领域的点子先记录下来。
多说一句,我们这个步骤是要尽可能多得产生点子,筛选是后面的工作,所以千万不要觉得自己会的这些或者有热情的这些事情没什么大不了的,都先记下来,说不定后面能找到一些很好的机会。有的人对自己喜欢啥也不是很清楚的,那你可以回忆下自己平时最喜欢浏览什么网站,看什么媒体和博客,喜欢买啥,有没有什么喜欢收集的东西,自己平时擅长做什么,闲暇时光喜欢干啥等等。也可以看看朋友家人最近都常买啥,都喜欢些啥。
<2> 直接去亚马逊上看,按产品分类细分下来看
亚马逊上的品类划分是很细的,所以你可以去上面看看有什么品类是你感兴趣的,查看的方式也很简单。
(1) 进入亚马逊,点击亚马逊左边的All 按钮
(2) 在亚马逊有的这么多品类里面,选择你感兴趣的点击
(3) 点击可以看到这个大的品类下更细分的垂直领域,再点进去可以看到更加细分的垂直领域,可以多点点看看能找到哪些自己感兴趣的垂直细分。你还可以顺便看下在亚马逊上,这些垂直细分领域里卖的比较好的产品(Best Seller)都有哪些。
<3> 从兴趣爱好列表汲取灵感
你还可以直接去维基百科的兴趣爱好列表,去看有没有什么兴趣爱好或者是细分的兴趣爱好是你觉得想做的,维基的这份列表里各种各样的爱好都有,我就不全部截出来了。
网址:https://en.wikipedia.org/wiki/List_of_hobbies
<4> 线下调研或结合自己优势资源
你也可以去线下的供应链看一看,找人聊一聊,看最近有什么特别好卖的品类或垂直细分品类。如果你自己本来就有做某些垂直品类,或者能够找到某些垂直品类的资源,那么也可以把这些品类列为后续的备选。
<5> 从Google Trends谷歌趋势上找到比较好,比较上升的产品或品类入手
正好我有一个带Google Trends的200+趋势热销品的资料,感兴趣的朋友可以加我微信afaalpha,回复关键词<爆品>获取。
以上就是5种找垂直细分领域点子的方法,用过之后,你应该可以有一个列表,把你有想法要做的垂直细分领域的点子都记下来。
【2】 验证这个Niche是否适合去做
<1> 这个垂直细分领域整体的发展趋势如何
首先判断整体趋势,因为有些垂直细分领域可能因为一些原因已经在慢慢萎缩了,这种垂直细分领域可能不是特别值得长期去做,如果你选择去做的话,可能后面会发现市场越来越小,那这种做的就没意思了。
你要尽量去挑选那种在增长的(至少是趋势平稳不往下跌的),比较常青的垂直细分领域去做。判断方法是将这个垂直细分领域的相关关键词放到谷歌趋势Google Trends里去看过去和未来的趋势如何,直接看2004年到现在的变化,你对这个垂直领域的发展会更有数一些。
同时也要尽量避免选那种只是昙花一现的垂直细分领域,那种细分领域除非你消息特别灵通能进去捞一笔,否则大部分时候都是竹篮打水一场空,比如:
指尖陀螺 Fidget spinners
颈圈 Chokers
<2> 看这个垂直细分领域的市场体量
可以直接去搜索这个垂直细分领域的市场调研报告,每个领域可以多看几个报告,下图是我收集的一些数据
<3> 查看目前的竞争状态
去亚马逊搜索下,看下现在这个垂直领域有哪些牌子哪些产品是卖得比较好的,体现了这些用户的什么需求。去谷歌搜下,看下这个领域里有没有已经做的还不错的独立站的,看看别人的市场切入点是什么,有什么可以去借鉴的。
<4> 评估自己的资源看是否适合做
比如是否可以找到相关的产品去发货,最基础的用速卖通或者Oberlo去找相关的产品,或者去1688,或者找到供应商可以给你供货,最起码要先能找到相关的产品去卖,否则这生意没法启动。看下后期如果需要对产品进行更深层次的研究和定制自己是否有资源能搞定,产品需要包装是否能搞定等等都是需要考虑的。
肯定优先做自己有一定资源优势,且前景不错的垂直细分领域,但again,这个世界上很多时候并没有这么正好的事情发生,有时候你会碰到一些很有潜力的垂直细分,但是你暂时资源还不足的。或者你有一定资源的,但是这个垂直细分不是那么有潜力的,这个时候就看你自己的选择了。
【3】对比和决定
在你把所有在【1】这个步骤整理出来的点子都通过【2】这个步骤分析过一遍之后,最后剩下的垂直细分领域都放在一起,然后你可以自己给每个垂直细分领域按照不同的项打分,甚至可以根据你对每一个项的重视程度给不同的项有一定的加权或降权。比如感兴趣程度 1-5分(你越感兴趣的分数越高),垂直细分领域的市场体量大小 1-5分(体量越大分数越高),竞争程度得分1-5(竞争越大,分数越低,要不然最后总分不好算了)等等,你最后可以按照总分以及自己的情况去做取舍。
关于选择垂直细分领域 (Niche) 的3点迷思
在选择垂直细分领域的选择上大家有一些常见问题,我这边一并解释下
(1)这个世界上没有所谓的最完美的垂直细分领域,只有适不适合你做或者你想不想做。看到别人在某一个垂直细分做的很好,发光发热,不用羡慕,可能别人背后积累了很多年才有今天的境界,你只要专注把你选择的垂直细分领域做好就OK了。
(2)你自己需不需要是这个领域的专家才能做这个垂直细分?在一开始的时候不用,但如果你真的要长期做下去的话,你自己最起码要对这个领域有一些基础的了解。
(3)不论你选择了哪一个垂直细分,你都是需要努力去做,不断迭代才能有成果的,没有人能随随便便成功。
900 个垂直细分领域的点子(Niche Ideas)
为了防止还有朋友不会找垂直细分领域的点子,我这边直接列900个Niche Ideas,大家可以用作初步参考。
Diabetes
Chronic Pain
Hemorrhoids
Headaches
Quit Smoking
Menopause
Anxiety
Stress Management
Atkin's Diet
Digestive Health
Weight Loss
Heartburn
Skincare
Fatigue
Reproductive Health
Arthritis
Teeth Whitening
Fat Loss
Depression
Male Enhancement
Bodybuilding
Breast Enhancement
Plastic Surgery
Hair Loss
Addictions
ADHD
Aging & Longevity
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