Social e-commerce user research: Active consumption and passive consumption

Article Description: active consumption and passive consumption.

The following is what I think in the last six months, because the reasons for work can only stay in the "Tao" level, there is no specific practice and practical cases, the content is more "virtual." If you would like to see concrete operational aspects of the content, please stop.

1. Noun

The so-called "active consumption", the spring I need to buy a pair of shoes is not so thick, the so-called "passive consumption", although the spring has arrived but I have a few pairs of shoes are not so thick, do not need to buy a pair.　Because people say that some shoes are good, see a place on sale, see a certain shoe is very good 、... I bought several pairs of shoes that were not so thick.

The so-called "rich", I have a similar view with Wang Jianyue: Look at your passive consumption of how many things, you know how rich you are. (Shuo said: "Rich, is the home of more and more idle items." ）

2, active consumption

Basically, Google's business model is aimed at active consumption, I need to buy a pair of shoes, to Google to submit a keyword, it told me that Lok Tao Network to sell; Facebook's business model is for passive consumption, I'm not going to buy a pair of shoes, See a person I trust said he bought a pair of shoes on the Lok Tao is good, I went to buy. Advertising on Google, which is to rob competitors business, active consumption of advertising for the overall GMV not much help; On Facebook, it creates orders, and passive consumer advertising can boost overall GMV growth.

In fact, the user behavior of the Electronic Business platform is also active consumption, when their influence in the minds of netizens is not fully established, they need to rely on the search engine will actively consume users to guide over. And they also have to grab each other's active consumption of the market. So Amazon, ebay needs to put a lot of ads on Google, so long as Google does not do their own thing, they will continue to do so.

But Baidu did not hold back, they did "have ah" challenge Taobao, when Taobao and in China is absolutely a single big, so Taobao sealed Baidu. After this, the user online active consumption of the entrance has changed, and then Baidu's electricity market gradually dispirited. Slowly, Taobao outside the electrical business grew up, they rob the leftover Baidu on the active consumer users, so Baidu's electricity quotient is better. Some of them seem so logical ...

Compared to passive consumption, the market of active consumption is quite simple: entrance, entrance, or entrance. Hit the money, Rob Traffic bar, spend time to do good data monitoring smart point on the line.

3. Passive consumption

Yes, from the user's direct behavior, passive consumption seems to have little impact on active consumption. Because: no one wants to buy a pair of shoes when they will go to Facebook to find.

The truth, otherwise! Although I did not intend to buy shoes, yesterday because of group buying promotion I bought a pair, today because someone in the school to talk about a pair of shoes good I bought again, the day after tomorrow because someone sent to the Lotto net shopping coupons I bought again ... Finally, in the next few months I will never need to buy shoes at all;

This is not a fantasy, it is a real phenomenon. In fact, this phenomenon is gradually spreading and it will become mainstream in the near future. When 80, the subject becomes the consumer main body of the society, their life gradually "wealthy", they obtain the information the way and the channel is more and more, this includes the massive stimulation their passive consumption information. Then they have a strong ability to communicate and spread the message, which continues to spread to the "rich" people around them ... Their passive consumption behavior will be more and more, gradually eroded the active consumption behavior, become the mainstream.

E-commerce has just begun, lost the incremental market will eventually lose all, not to win the passive consumption of the market will not be lost.

4. Social Business

The behavior of promoting passive consumption has a lot of, these behaviors are also in constant deformation, such as: Price stimulation, word-of-mouth communication, taste and other gimmicks, hunger marketing, fear marketing ...

Send consumer coupons, rebate, return, big promotion belongs to price stimulation; Community sharing and commentary is Word-of-mouth communication; xx Design edition, xx Commemorative Edition belongs to the Taste gimmick, XX limit belongs to the hunger marketing; two days ago, Chinese people frantically rob salt, belong to fear marketing ... They are all stimulating the growth of passive consumption.

Groupon's group purchase, no matter how many group purchase sites, regardless of group buying navigation and group purchase search how to improve its main body or passive consumption. It is a combination of price stimulation, community communication, hunger marketing, so it is very good to stimulate the passive consumption of the market, in my view this is the root cause of its rapid rise.

But the more promising should be: community-made business. The community is increasingly moving into people's lives, it has the ability to disseminate all passive consumption elements, especially word-of-mouth. However, it must not be the explosion of the Navy. So far I really did not see a successful community business case ... Although we have been talking for seven or eight years. Perhaps our understanding of the community is not enough, but also our direct goal is too strong, perhaps the community has not grown up at that time. But that does not prevent it from being favoured.

The platform is aware of the problem, so they all want to be community. Community websites are aware of this phenomenon, so they want to get into E-commerce. This is the trend, in all communities has been the undercurrent surging, the Pentium endless.

Everyone is thinking of trying to drive bigger growth with passive consumption. Although the user's behavior has already begun, but the community of business products and Commercial Road has just begun, we all need to fall more somersault, do more to try, climb up to see the front of the sun.

For example, I'm not optimistic about extremely vertical consumer communities (such as those that only share shopping). Because: the community itself must be full of diversity, no one needs to often stay in a place other than selling or selling things, and then cattle shopping malls have to do something to eat and play. Those who often stay on this website can see them as active consumers because they buy or buy things. This kind of crowd even if the vertical consumer community has done, will quickly be killed by the electric dealer website to second, the active consumption is not the community food at all.

For example, I do not care about every guest. Community behavior that is too direct and too strong for profit purpose is not welcome. Think about, where the guest in every guest with decorate their shops, and then every day out of the community to sell, you will not pull black him? How can he divide the 1 billion without hawking? Of course, from the perspective of public relations and publicity, aging and win, looking for a pile of cannon fodder for all the world's advertising and hawking ...

I am less optimistic about the existing community directly involved in retail. Because you can't do the job.

Well, that's the point. ...

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