Jiang Ark Daily Orchard speech: New women reject traditional electricity quotient

Speech: "New women" is a generation of women growing up under the influence of the Internet, they are more real, more self and more eager to realize themselves than their predecessors. In the public eye, this group is labeled as "Female Man", "green tea," "Small fresh" and other kinds of labels. But when new women start to play commercial rights, their consumer votes are powerful and even decisive. If you don't know how "new women" think now, you may lose the world.

"Internet thinking is women's thinking"--New weekly deputy editor, new-sharp female writer Jiang yesterday in the domestic largest fruit electric business every day orchard speech, analysis of new women, and quickly caused the industry hot.

Shortly before the speech, Jiang wrote an article called "the Elite decided to die", the decline of the traditional "elite" class brought about by the way the information is transmitted by the Internet changes: "In the New world, each person's smartphone is the platform for information release, as the journalist as the" fact elite "loses the nearest advantage of the truth. ; In the consumer world, culture is only a dim and dusty corner of the consumer goods warehouse, scholars as the "evaluation of the elite", lost the evaluation of good selling lovers taste the advantages of cultural products, not to mention the intellectuals, as "the elite of ideas", the hoarse also difficult to let their opinions in the voice of the tide out. ”

"Elite" and even "elitism" is a one-dollar value, central, full of masculine characteristics of the word, as a "pan", from the gifted girl to the magazine editor, from questioning to applause, Jiang Ark's success itself, this is the "elite" a breakthrough, but also a new female identity demonstration.

"New Women" is a generation of women growing up under the influence of the Internet, they are more real, more self and more eager to realize themselves than their predecessors. In the public eye, this group is labeled as "Female Man", "green tea," "Small fresh" and other kinds of labels. But when new women start to play commercial rights, their consumer votes are powerful and even decisive. If you don't know how "new women" think now, you may lose the world.

Many people are seeing more and more solid data, only to see the fact that some of the facts are done: In China, the main force of online shopping is female; worldwide, social networks are more frequently used by women than men.

Beyond that, there is more startling data. For example, a woman's life spent on cosmetics can buy a house; For example, Chinese women spend more on cars than men; for example, girls spend more time using mobile phones than boys, while women tend to travel abroad more than men; even the latest US survey shows that adult female gamers have surpassed underage males, Women's status in the gaming world has been "reversed" ... New women, unknowingly has become the first power of internet commerce.

If Web 1.0 is the age of men's rights, then, starting with Web 2.0, the Internet has entered the feminist era. The former features portal, centralized, all-inclusive, while the latter is human-centered, personalized, and acquires customized information.

In the Web 1.0 era, the entire internet on such a few channels of information, such as portals, people can only get information from these places, everyone see is the same. But at the beginning of Web 2.0, people get information on social networks and blogs, and everyone gets different information that they have screened.

Helene's generalization of the two-dollar character of men and women can almost perfectly explain this antagonism: male characteristics are rational, understandable, central, one-yuan, left-brained, and feminine characteristics are perceptual, sensory, experiential, central, pluralistic, right--which coincides with the characteristics of Internet thinking in the web2.0 era.

In this kind of opposition, it is not difficult to understand why Chiang's Ark said that "new women reject traditional ultra and new women reject traditional electric dealers". Once the words are exported, they stir up waves in the electric business and traditional industries.

When a breakthrough in space constraints, face the global variety of goods, logistics and distribution developed, direct delivery home, service constantly improve, experience more and more good, from the life of liberation, more experience and lifestyle choices, personalized new generation of electric dealers appear, in fact, the traditional ultra, traditional electric dealer "all-inclusive" advantage has been overturned: the convergence of more goods? Close to the community, space advantage? Scale advantage, more cost-effective, shopping experience? By a wide range of NONO, this is no longer the focus of new women.

It may be said that although the main voice in social media is male, but the real purchasing power is women. Men don't want to pick, don't know what they want, fit, but new women know what they want and what they fit. Therefore, the most popular electric dealers: Day cat, Taobao, Beautiful said, Mushroom Street, poly beauty Excellent products ... Even the music bee nets, every day orchards are built for women.

Every day orchard is one of the most interesting cases. After a short period of five years of growth, every day the orchard has established fruit electric business "eldest brother" status. Is the Tiandaochouqin, also is the electricity merchant enters "the feminist age" the time dictates. How to sell fruit with feminine thinking is the problem that the new sharp fruit electric trader is thinking from the beginning. "80% of our users are women from the first-tier cities and young white-collar workers. It can be said that it is Jiang such a new woman. "Every day," said Orchard founder Chi, "What they are thinking, their consumption habits, is vital to us." Our positioning, from the outset, is the female vertical electricity quotient. ”

How to make use of "new women's thinking" to do a female vertical electricity quotient, every day orchard has obtained many enlightenment in this and "New female" Jiang Ark Exchange. Jiang Ark at the end of the speech asked us how to solve the problem of buying fruit in the traditional channels. In fact, we will soon launch a fruit insurance, so that our consumers even in the traditional channels to buy fruit can enjoy the same as the Daily Orchard online purchase of service security, to obtain up to thousands of dollars in reparations. "It will be the first in the country to buy fruit in traditional channels insurance coverage, Chi smiled," Every day orchard to the fruit industry tube up. ”

It has been widely circulated that "all enterprises will eventually become internet companies," now perhaps to further say: "All internet companies will eventually become a female thinking enterprise." We see more and more Internet companies are using women's thinking, contextual, interactive way to complete business activities, all the past with male thinking difficult to understand the subversive innovation is happening.

Quote "Elite decision to die" words: the future Ah, that is always a big river, it is ignorant, cruel, ruthless, more elite body, will drift among them, awkward encounter.

If you do not understand the new woman's thinking, this will be the future of many traditional electronic business outcome.