Female consumers: Random browsing the rules behind

Women's wardrobe is always missing a dress, shopping is a woman's nature. Especially nowadays, women have more "white-collar", "high education" and other labels, and most of them are "high consumers". At the same time, along with the development of E-commerce, online shopping (hereinafter referred to as Net purchase) has become a priority choice for many female consumers. Therefore, the importance of female consumers to E-commerce is self-evident. 2013 Taobao user research team, the demand for female consumers of online shopping has been qualitative and quantitative research. The study found that women consumers online shopping, often there is no clear idea of the product target, they browse the shopping site in the process, initially just casually stroll, but the end is always "fruitful". This scenario is more than 50% per cent of female shoppers ' purchases. In the absence of a clear objective of the commodity, the female consumers are just wandering around, really there is no conditions required? In fact, there is still a pattern behind the casual browsing of female consumers. Electronic Business platform to Taobao, cat, Jing Dong as the representative, information shopping platform to beautiful, Mushroom Street as the representative, are trying to provide targeted functions or services, such as collocation, new features, activities, and so on, hoping to make no clear product targets female consumers stroll better, thereby promoting the purchase. The details of the match and new product are shown in table 1. From table 1 We can find that each electric platform in the matching and new products provide similar functions, but different sites in the implementation of the specific is not the same. So, is that enough? Below we will share the female consumer to the collocation, the new product, the activity cognition and the demand research result, hoped can provide the decision-making support for the website operation, the merchant shop operation and so on related personnel. Collocation: The situation is different, the demand is clear 1, what scene to go with? Research has found that in the actual online shopping process, female consumers need to match to help shopping situation is very much. And the reason they have these needs, to a large extent, is related to their proficiency in collocation: different proficiency, the need for matching information is also a difference. The details are shown in Figure 1. By figure 1, there are three typical scenarios when women shoppers go shopping: Typical scenario 1: "I've bought a dress, but I'm not sure what kind of coat, trousers, shoes, bags, etc. to make it better, but I do need to buy some goods to build this dress." "In this scenario, women consumers often know what they want to feel and need more information to help them finish their selection." This scenario accounted for the highest, more than 50%. Typical Scenario 2: "I really don't know what I want to wear, what style, I hope to find a suit for their own style, form their own." "Women consumers in this situation often need to give a lot of information and help to make shopping choices faster," she said. This situation accounted for the second, more than 40%. Typical Scenario 3: "I am very concerned about fashion, I hope to follow the trend is not outdated, so to constantly pay attention to the latest trends, you can not see the likes of buy." "The scene also entered the formerThree armour, more than 30%.