Are your products beautiful?
If you are selling on Amazon, you are likely private labeling products, probably from China. Although, if you are in America then you might be looking at other alternatives in light of Trump’s plan to raise tariffs. For now, let’s assume you are importing from China. China makes some of the world’s worst products. China makes some of the greatest, such as the Apple iPhone. It’s equally possible to create terrible products as it is to create amazing ones since 80% of the world’s manufacturing happens there.
Have you got a design that is interesting? If not unique, is it at least beautiful? Are you sure you are really checking the quality of your manufacturing?
From the consumer stance, simply put, is your product beautiful? Does it work beautifully? Is it reliable? Is it amazing?
Today, I was out in London and came across the amazing building. It was once a school for choir boys that is now a youth hostel. What makes it truly beautiful is the detail. They put so much care into the details that it is immediately striking. When you really look at the detail, it is magical as well.
Now my question, is your product doing that for your customers? If not, you need to get on that. I am, by no means, an expert in product design, but my business partner and I have some products on their way from China and we are very excited about them. We order samples from about six suppliers and got eight samples from some suppliers. We went through a lot of trouble. We reviewed 60 suppliers! Some were dodgy and their prices came tumbling down from $15/unit to $3; some didn’t have solid business credentials, and we rejected them.
We have a whole complicated system that we use to check out a supplier thoroughly, and I can go into that later if you are interested, but the big thing is to get a sample! Check through different photos on Alibaba, or wherever. Get out of Alibaba, do some Googling, go out and get some samples in real life. Whatever you need to do to get a vision of what would be your perfect vision of you product.
Keep in mind what your market wants. I’m not saying to create something in a vacuum. Never do that! Do research. Look at demand. Look at demand depth. If here a lot of sales in training shoes, but 90% is Nike, forget it. If you want a company that you can sell down the line for two or three times yearly revenue. If, you want a brand that people are willing and excited to buy. When people see your product in their search results, they should immediately be drawn to it and want to click. If you want a product where people will be amazed when they scroll through your photos and want to buy it. They you have to work and sweat and make your product beautiful.
Don’t stint on samples!
I hear complaining all the time about how suppliers want to charge for samples and whether it’s worth paying for. Let me tell you, it is. If you are going down the private label route, you’re going to be spending thousands of pounds, tens of thousands, don’t be cheap about the research. Don’t go too far and get 20 products when you know the 10th is really really good, but take the time to find that 10th products that is really really good. If you can’t afford to get the proper samples, can you really afford to get into private label?
The room is not mass producing cheap crap, it’s being the Apple iPhone of your category. China is the kings of cheap products, but there are still manufacturers where the designs are fantastic and the quality controls are rigorous. Even if you don’t design your own products,at least you can pick one that is still good.
You either have to do research designing your own product, or you have to do research in looking for a great design. Regardless, you have to do the work. Warren Buffett used to say, “You can either create value, or find value.”