野营帐篷亚马逊BSR排名前15分析报告 - 季节性爆款运营策略
野营帐篷亚马逊BSR排名前15分析报告 - 季节性爆款运营策略
Camping Tents Amazon BSR Top 15 Analysis Report - Seasonal Best Seller Strategies
图片来源：雨果跨境
市场背景分析
野营帐篷（Camping Tents）是户外运动装备的一种，属于季节性市场产品（旺季多在5-7月）。疫情发生后，户外运动在海外备受欢迎。
Camping tents are outdoor sports equipment and belong to seasonal market products (peak season is mostly from May to July). After the pandemic, outdoor sports have become increasingly popular overseas.
美国市场数据：
根据Outdoor Foundation以及Outdoor Industry Association提供的数据显示：2020年，参加户外休闲活动的美国人比上一年增加了710万。
According to data provided by Outdoor Foundation and Outdoor Industry Association: In 2020, the number of Americans participating in outdoor recreational activities increased by 7.1 million compared to the previous year.
关键词分析
以Camping Tents为主关键词在Sonar（亚马逊关键词工具，热度满分5）进行检索，结果如下：
Using "Camping Tents" as the main keyword to search in Sonar (Amazon keyword tool, maximum score 5), the results are as follows:
- tents for camping(野营用帐篷）
- camping tents（野营帐篷）
- camping tents 4 people（4人野营帐篷）
- camping fans for tents（帐篷用野营风扇）
- instant tents for camping（即用野营帐篷）
BSR排名前15分析
1. 销量情况
近30天销量总数多寡并非BSR排名先后关键。如中国品牌MOON LENCE旗下的ASIN，BSR排名第8，但销量不到排名第1亚马逊自营品牌Coleman旗下ASIN销量的三十分之一。
The total sales volume in the past 30 days is not the key factor for BSR ranking. For example, the ASIN of Chinese brand MOON LENCE ranks 8th in BSR, but its sales are less than 1/30 of the sales of Amazon's own brand Coleman's ASIN which ranks first.
2. 价格区间
野营帐篷这一垂直类目的价格动态整体较稳定，鲜有大幅度的升降价情况发生。BSR前15中，野营帐篷的价格多在140美元以下。
The price dynamics of camping tents in this vertical category are generally stable, with few large price fluctuations. Among the top 15 BSR, the price of camping tents is mostly below $140.
3. 竞争情况
以Camping Tents为搜索词，在亚马逊美国站上进行检索，该关键词最低竞价为1.23美元，最高竞价为3.06美元，PPC平均竞价为1.52美元。
Using "Camping Tents" as the search term on Amazon US, the minimum bid for this keyword is $1.23, the maximum bid is $3.06, and the average PPC bid is $1.52.
评价分析
好评关键词：
easy to assemble（便于组装）、light weight（重量轻）以及water resistance（防水）等描述是好评最为集中的的产品特性形容词。
"Easy to assemble", "light weight" and "water resistance" are the most concentrated product feature adjectives in positive reviews.
差评原因：
实际产品与描述不符成差评"重灾区"，漏水、易开裂等质量问题是消费者打低分评论的主要原因。
The mismatch between the actual product and the description is the "hardest hit area" of negative reviews. Quality problems such as water leakage and easy cracking are the main reasons for consumers to give low scores.
供应链分析
在1688跨境板块，以野营帐篷为搜索关键词，共有114778件相关产品。16.54元——155.15元这一区间是大多数卖家进行采购时的选择。
On the 1688 cross-border section, there are 114,778 related products with "camping tents" as the search keyword. The price range of 16.54-155.15 yuan is the choice of most sellers for procurement.
出口数据：
2021年上半年，国内帐篷、天幕类产品累计出口147.47亿元，同比增长48.2%。
In the first half of 2021, the cumulative export of domestic tents and canopy products was 14.747 billion yuan, a year-on-year increase of 48.2%.
