Her age: Female consumer groups lead the trend of e-commerce

In the mobile internet age of various complex business models, there is a very basic and very effective business model, which is based on a vertical subdivision of the customer base, to provide them with quality, platform, support services, into the profitability of the enterprise, such a business model in-depth and real.





's platform-oriented business model for women is a case in point. Simply put, this type of platform business model provides an integrated, interactive mobile Internet service for women's consumer life, fashion, and entertainment needs, thereby making a profit by trading or advertising.








80% of consumer decisions are made by women





in fact, female consumer groups will play an increasingly important role in the mobile internet world. Research data show that, first of all, female users naturally like social, micro-blog 67% of the users are female users, and micro-blog more than 80% of the content, are female consumers are interested in entertainment, emotion, constellation and other topics. Second, female users ' interest in some of the mobile internet's paid services, such as paid video and paid reading, is significantly stronger than that of male users; third, female users prefer to use mobile phones, and they are significantly more likely to change their phones than men; Last but not least, the world's 80% Consumption decisions are made by women. The Economist even invented a new term "female economy" to show women's conquest of the business world.





We can delve into the multiple roles a woman plays in shopping decisions. Before unmarried, she is a simple woman, consumer products are often based on their own needs and purchase. And after a family, she needs to play a wife's image, to buy daily necessities for her husband, after that, women are often their children's main consumer products, while preparing meals for the family, but also to buy a variety of daily necessities, including to the elderly to buy all kinds of gifts to friends to give souvenirs. So think about it, the frequency of women exercising the right to consume is how high, from the super bulky consumer durables to the humble oil salt rice vinegar costs, they are the vast majority of women's supplies, male supplies, children's supplies, old people's supplies buyers. In Chinese households, wives hold more than 40% per cent of the financial power, and these women control 60% of domestic consumption and determine 76% of households ' purchasing powers. Further breakdown of the data shows that women in the purchase of household goods, housing, vacation plans, such as more than 90% of decision-making power, in the bank accounts, daily consumption, insurance, home decoration and so on have more than 80% decision-making power, in the family to buy cars and so have more than 60% of decision-making power More than 50% of the decision-making power in purchasing electronic products ... Simply put, women are running the reins of consumption. As a result, women's consumer market capacity is considerable, with the mother and child market as an example, although the market is geared towards infants and toddlers, we know that the decision-making power of consumption is in women's hands. The market is close to 1 trillion yuan, and maintains a compound growth of about 20% a year, even exceeding the size of the domestic appliance market.








women are more likely to indulge in mobile internet





to examine some of the more detailed female consumption behavior, will know more about them. According to a survey that covers 1600 mobile internet female users, aged 18 to 34, more than half of the women spend more time chatting on the internet than face-to-face, with 31% of them holding smartphones while they sleep, and 26% reading text messages or Twitter at midnight, 56% Using SMS, Twitter, or instant messaging as the main way to communicate with people, 39% are addicted to social networks, 84% think they should update their status every day, 63% use social networks for work communication, 78% refresh their pages many times a day, 50% Tell people what they are doing through social networks or instant messaging tools. So in general, women are more likely to indulge in the world of mobile Internet.





Women's activism in social networks and smartphone applications suggests that women have a shared network with more people, and that when there is good news about consumption, it is immediately shared with friends, co-workers, and loved ones, and then through the affected people to influence others. Therefore, in general, in order to segment the female market as the goal, social, e-commerce, mobile Internet as the carrier of the platform of the business model will inevitably emerge.








focus on women's platform: online shopping social





in the Chinese market, the female group has become the most active people in e-commerce, women's wear, shoes, cosmetics, jewelry, home textiles, food has become the hottest area of online shopping market, all kinds of women's online shopping alliance, electric business Platform and the emergence of online shop for women social E-commerce adds a variety of vitality and the development of social networking for women also affects the lifeblood of domestic women's e-commerce, becoming an indispensable force in the development of women's e-commerce. This kind of platform which concentrates on the female group gradually becomes one of the essential mobile Internet platform business models to connect the electronic commerce with the massive female consumer.





analysis of the general mechanism of such platforms, on one side of the platform, is the platform focused on the breakdown of the female groups. The other side more often see is a number of e-commerce enterprises and some advertisers, the core of this platform is to achieve and the female customer base and E-commerce interface. On the periphery of the platform, there will also be some support resources partners for the platform, for example, the female group may need some partners in information and knowledge, the basic structure of the platform's value chain is this.








Women vertical Platform how to profit?





1, electric business model


is a vertical focus platform for women, and its profit model includes three categories. The first category we call the Electronic business model of profit, very typical is the realization of the female group and E-commerce site interface, such as cosmetics site every day, is a female-led E-commerce site, it is the use of brand agent model, selling the mainstream cosmetics brand, using the "Site Directory" marketing model, The unit price per guest is close to 300 yuan, 70% for female users. Again for example by well-known host Li founder "le Bee Net". "Le Bee Net" is also for the female group sales fashion, cosmetics-oriented E-commerce site.





In addition to similar to the Lok Bee net or is every day net such, itself is a website of the Business-to-consumer, there are "beautiful said" as the representative of the community-type site. This type of Web site often does not provide e-commerce services, their positioning is for female users to provide before the purchase of the front-type services, that is, to provide women with a variety of shopping advisory reference to content to guide consumption, to become the trend of women's fashion and consumer ideas guide. This kind of web site is mainly as an information advisory portal, as a community forum platform, to help users to convert to other electronic business platform.





the second type of profit model is mainly advertising profit model. Compared with men, women are more susceptible to the effects of Word-of-mouth, discount, quality commitment, friend recommendation. Female users prefer to click on their own favorite online ads, higher than the male 10% or so. So in the form of advertising, female users also have a preference for online video advertising, and in the television, road signs, buses and other traditional online ads to accept the degree of higher than men. Women in the family have more control over the TV than men, they also like to subscribe to the exquisite fashion pictures, they also have a considerable amount of time spent in micro-bo, SNS channels, so they are the enterprise advertisers can not give up the target user group.





2, Advertising mode

There are many kinds of
advertising, the vertical platform facing the female group, more and more through interactive mode to carry out advertising. For example, "beauty says" Beauty said "with a series of cosmetics brands launched the online promotional activities, the platform to help advertisers set up official accounts, to establish their own beautiful communication sites, and then through a series of trial activities, to share, offline activities to stimulate the female groups of interest in new products. This kind of line on-line under the combination, the interactive advertisement pattern also increasingly becomes this kind of vertical platform main profit pattern. In the case of the women's channel, in the above clothing category of all guests, the food category of Mengniu, the transportation of BMW, network services, 99 health nets, toiletries bathroom supplies Chanel, food and beverage master Kang, etc., have become the main advertisers of this vertical platform.





3, VIP value-added service


This kind of VIP value-added services mainly for the female groups, can enable her to achieve privileged and self-sustaining services, such as information consulting or the beautification of personal data. Then this type of value-added services model, not only for women groups, in all similar vertical focus platform is very common. For example, the cradle Tree for infant preschool education market will be directed to the parents involved in the purchase of such services, provide some specific evaluation and some services for preschool education. In addition, you can see, for example, a vertical platform like game, users who spend money to buy VIP can often have some extra privileges, such as a distinguished title, Avatar, or more convenient to participate in the game conditions and so on.

Concern author micro-Credit public account: shentuo-2011

Concern author Sina Weibo: @ Shen 2011