美国夏日购物季活动已临近中期，不少商家都已经进入热销期。据预测，2022年美国服装、鞋类和配饰零售类商品的电商收入将达到1.36亿，与去年相比增长9% 。此外，6月19日正值父亲节，同样也是商家需要抓住的营销节点。
GoodSpy观察近一个月内美国热投新品榜中，服装鞋包有着不错的市场表现，相关新品推广投放力度排前。同时，值得关注的单品还有太阳眼镜、洗浴品、家庭工具、新奇玩具等。
01
The original foldable travel bag
可折叠式旅行包
后疫情时代，人们对于出行、旅游需求回弹，相关产品的搜索热度也在不断上升。据GIR(Global Info Research)调研，2021年全球旅行背包市场收入大约235亿美元，预计2028年达到276亿美元。The Foldie踩准Q2-Q3旅游旺季，推出新款可折叠式旅行包-The original foldable travel bag。功能上看，可折叠、方便收纳是该款产品主打一个卖点。在设计上，兼顾时尚性同时提供多种流行配色选择，对消费者吸引力大。
该款产品最近一个月内投放量排在新品榜第一，在投放营销上，主要投放图片、视频信息流广告，内容上通过展示产品的收纳空间、折叠功能和细节亮点来吸引目标客户。
02
The Serious Shades Set
智能眼镜
每年的6-8月份是太阳眼镜的畅销期，相较于其它竞品，由ampere推出的智能太阳眼镜-The Serious Shades Set最大亮点是可以通过眼睛柄或手机程序来调节镜片的色调，以此来适应不同时段的光线明亮的变化。该款产品同时还附赠了一系列配件，虽然客单价近300美元，但仍有上百名顾客给出好评。
在素材营销上，该款产品结合时下流行玩法，如开箱、KOL/KOC种草等进行营销推广。如下方的“TikTok unbox”开箱素材，营造一种惊喜感，引导用户观看并点击。而另一条素材则踩准父亲节进行营销，给用户种草“父亲节礼物”。
03
Dancing Cactus Toy
跳舞仙人掌玩具
Dancing Cactus Toy是一款网红玩具，凭借“恶搞”的造型和“魔性”的舞蹈，在TikTok上有着非常高的话题流量，其中一条时长7s的视频播放量甚至突破了2300万，可以算是爆火的产品。该款产品在独立站客单价约20美元，有近千名顾客给了好评。从供货渠道上看，该款产品在1688和速卖通上都能找到不少供应商，除去进价成本，仍有近1-2倍的利润空间。
在素材营销上，主要展示产品具体的使用场景来吸引目标客户下单。如比较实用的功能，通过模拟发音来和宝宝产生互动，并激励发音练习。此外产品还内置超过120首歌和丰富的舞蹈，大大的增加了可玩性和有趣性，同时也能减轻家长带娃的负担。
以上为《美国潜力新品观察，旅行包、智能太阳眼镜、新奇玩具热门新品分析》。
注：文/GoodSpy，本文为作者独立观点，不代表虚拟卡客立场，内容仅供网友参考学习。对于因本网站内容所引起的纠纷、损失等，虚拟卡客均不承担侵权行为的连带责任。
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