From a shopper's shopping data to see a few consumer

Today, on a whim, I sorted out the records of all the shoppers in the past few years and found it very interesting:

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b2c/data

First time to order

Total consumption

Number of orders/valid singular

Customer price

Coupon singular

Free Shipping Number

Number of annual orders

When

2007.6

1019

31/27

38

13

13

16.2

Excellence

2006.8

1371

26/24

57

No

24

9.6

Jing Dong

2007.4

5776

12/12

481

6

8

6.6

Using this individual data as a sample we can find some rules:

1. Because when the advantage is mainly in the book Audio and video (when the 27 single is the book Audio and video), book audio and video is repeated purchase rate of goods, so the largest number of orders, but the customer unit price is low, resulting in the lowest total consumption. In addition, when the coupon is very high, it is also one of the reasons for the number of orders more than excellence.

2. As a result of excellence has been the free shipping policy, so the order has been mainly in the outstanding, until a few months before the outstanding cancellation of return points and freight charges began, the order turned when. I in the outstanding 24 single effective single, more than 20% of the orders are daily necessities, so consumption and customer unit price is higher than when a lot. And in the frequency of issuing coupons, excellence is far less than when.

3. A total of 18 orders, of which 6 a total of 51275 yuan of enterprise purchase orders do not count, only 12 per total of 5776 yuan personal consumption orders. Nearly 500 of the customer unit price is nearly close to the average customer unit price (except for home Appliances department stores), and shopping frequency higher than the Beijing-east average standard. Due to the thin it digital profit, for cost considerations, Jingdong free shipping requirements, at the same time the issue of strict control, a number of coupons are in the store celebrates the festival or have a major event, usually do not send a volume, only with merchandise coupons.

Rough calculate, to me when the average of less than 40 yuan per customer unit price, half of the order to use 10 Yuan coupons and at least 5 yuan distribution costs (including packaging costs), plus go shopping return point 8%, in accordance with the gross profit margin of 20%, gross margin 8-10 yuan-5 yuan-3 yuan =-10 yuan, which does not include a variety of operating costs. In other words, when as my business, of which at least half of the orders are big, hehe. As a result of excellence and Jing Dong now stop back point, customer unit price and profit margin is not the same, it is not good and when compared, basically is not compensate not earn or slightly earned appearance.

PS:

1. In my personal data, it is more than the average level of the users of the consumer, can be said to be a mature active online shopping users. Most users do not get back points and coupons, so I personally do not represent the general phenomenon, the reference is not big.

2. The above 3 companies are more representative, but also I shop more frequently, those who have not more than 10 orders of the company did not do statistics.

3. Write this article, is entirely entertaining, you reader do not have to carefully scrutinize, hehe.