It is said that it is difficult for Chinese entrepreneurs to live for three years, and ten years is even more amazing. It is not an exaggeration to describe it with "a peach and a spring breeze, a decade of rain in the rivers and lakes." Today's social development, especially the development of the Internet, can be said to be a short-term, fast-moving market economy. Such as: sharing bicycles, financial investment platform has been violent. However, China's Internet progress is a bloody hurricane brought by the e-commerce platform.
E-commerce has become an old industry now, and it is no longer a new thing.
According to the latest data from the National Bureau of Statistics, by the end of 2018, China’s total retail sales of consumer goods reached 38 billion yuan, a year-on-year increase of 9%. China’s market transaction volume has exceeded 900 billion. From the data point of view, e-commerce should be a field of sustainable growth.
From the perspective of market players, at present, China's e-commerce dominant position is: Alibaba, Jingdong, fight a lot, Vipshop, Suning Tesco and so on. And foreign e-commerce platforms in the domestic field: Amazon, EBay, etc. of which Amazon lost China.
From the perspective of market allocation, Alibaba and JD.com occupy a large market share. JD.com is self-operated and distributes its own logistics system. The electronic home appliance industry accounts for a major share. The remaining share of the e-commerce sector seems to be small, and it is equally fierce and has great benefits.
Driven by the interests, there have been a number of dark horses in the electric commerce. It is a lot of fights. It is a lot of money to create a new shopping tide for e-commerce. Although it is not a new way of shopping, it is a stimulus and interaction for e-commerce. Sex, of course, is also a headache, and it’s been pulled by people. The second is the Vipshop, which pays attention to the brand and quality, and creates an exclusive market for itself. Suning Tesco purchases the home appliance market; Xiaohongshu women's field market and other lurkers, waiting for a bite to take up a larger market share.
xxWith the continuous development of e-commerce, the emergence of short-video social and other types of e-commerce, only to a small extent to change the situation, showing diversified development, today's headlines under the blushing, become the largest network red incubation platform . The new e-commerce model is open and is currently only a small change. Taobao live, net red with goods, headline their own e-commerce platform. Behavioral big data applications bring new developments to e-commerce.
Through the behavioral data collection brings new changes in the e-commerce field, the relationship between people and things is more clear. One of the mainstream relations between people and things, accounting for 1/3, is a unity of contradictions. On the road of unity, there are naturally high-level people writing.
Big data better analyzes the consumer's market economy. It can be said where the consumer is and where the market is. Not long ago, Vipshop and the Southern Metropolitan Data Research Institute released《中国社会新人消费报告》, the report from the current population characteristics, consumer behavior and consumer trends and other aspects of the analysis (the six major image of the young consumer group in the online shopping era), found that contemporary young people consume The track has the following characteristics:
After the 90s, it became the main consumer of today's society. According to data from the sixth national census, the total number of people after 90 is 188 million, accounting for 14.1% of the country's total population. They have a strong willingness to spend, Nielsen《2018年第四季度中国消费趋势指数报告》shows that the willingness to consume after the 90s is 63 points, while the willingness to consume in the same period after the 80s is only 60 points, 54 points after 70 and 60.
In addition, according to the survey data, “good quality” and “high cost performance” are the two most important factors in the purchasing power. 68.53% of the post-90s purchases focus on quality, and 65.6% focus on cost.
Second, the current young consumer group summed up six typical images:
1) Save money for graduate students: the more money there is, the more experts. Because of the limited income, I learned to buy and buy, and I am good at finding the cost-effective goods.
“Brand sale” is not a traditional big sale model. It means selling special items at a special price at a special time. Driven by consumption upgrades and supply-side reforms, we will address the pain points of the market, communicate the two ends of supply and demand, fully empower the supply side and the demand side, and stimulate the sustainable development business model of new consumption forces.
Regarding the strategy, on the surface, it corresponds to the general direction of category upgrade and brand upgrade. The essence behind it is the insight into the changes in user consumption behavior and the iteration of consumer groups.
Saying goodbye to the golden decade, social thoughts have returned from material to spiritual.
Different models in the same field, new models may bring new opportunities or subversion. A lot of spelling and bargaining mode, Jingdong self-operated perfect shopping system, Vipshop's brand sale, Alibaba's all-encompassing, and new e-commerce byte beats today's headline content marketing, Suning Tesco's home appliance line Up and down the field, etc. No matter which way you need to innovate, subvert the existing model to drive existing consumption and new exciting points.
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