New channels of online shopping change people's consumption patterns

The network brings convenience and benefits to consumers. However, the large number of disputes arising from internet shopping is also an important issue in the process of e-commerce development.

Shang new Painting (Xinhua)

"Move the mouse to around"

Wang Yuajuan in a Beijing publishing house, is a standard online shopping "talent." The family's youngest of all kinds of supplies are mostly she bought from the Internet, small to his son drinking water cups, large to notebook computers, online shopping has been deep into her and family life in all aspects.

"Online shopping has completely changed the way I live and consume. At first, the catenary purchase is a cheap map, every time to see what things to write down, back in Taobao on a search, can be found, some things can be cheaper 1/3. Wang Yuajuan says she earns nearly million a month and spends more than $2000 a month on online shopping. Later found that online shopping too convenient, do not bother to go out Platoon brigade, also do not have their left to carry the right, home easy access to the Internet, things can be sent home, the number of online shopping gradually increased.

"Now I rarely go shopping, I want to buy everything is online search." Especially to buy electronic products, around more and more people are accustomed to go to the Internet to check the performance, price and other related information, and then go to the physical shop to try, and finally to the big electric dealer website to buy. "Wang Yuajuan said.

The convenience of online shopping, not only to meet the needs of people to shop easily, but also in the intangible stimulation of more new consumption. In the interview, some young people said that before to buy things have to find a special time, a good go shopping malls to pick, not much needed to forget; now move a mouse can around, inadvertently purchase the number of times and items more up. Some businesses also opened micro-blog sales, idle time a brush micro-blog, see a variety of use experience, promotional information, a move to buy, these things may not have planned to buy.

Now, Taobao, Jingdong Mall, Suning and other e-commerce sites gradually become the main channel of consumption, affecting people's consumption patterns and consumption habits, but also in stimulating the consumption of the explosion of an astonishing energy. The information released by the Ministry of Commerce shows that in 2011, the total amount of e-commerce transactions in China was again high, reaching 5.88 trillion yuan, an increase of 29.2%, equivalent to 12.5% of the gross domestic product. Realize the total network of retail sales of 782.56 billion yuan, an increase of 53.7%, accounting for social consumer goods retail total proportion reached 4.32%. Third-party online payment transactions reached 2.161 trillion yuan, has 5 consecutive years of growth close to or more than 100%, far more than the same period of social consumer goods retail sales growth.

Network sales of the huge market space, attracted the major electric power companies to carry out fierce competition, and ultimately to consumers benefit. In one months ago, Jingdong Mall announced that 1 billion big promotions, other competitors have followed up, launched the price of "bloody battle." Recently, Jingdong Mall, Suning easy to buy, Amazon China and other electricity dealers announced that the second half of this year will again launch a more fierce price war. Some electric dealers monitor the commodity price index every day, as long as they find that their goods are not the lowest price of the whole net. The price competition of electric dealers is not a certain period of promotional means, but more and more normal.

Leisure consumption is equal to 6% of GDP

Cuckoo works in a securities company and is also a young woman who loves life and art. Every month she spends a great deal of money on a play or other show: "Now that the market is more and more developed in Beijing, the world's leading literary and artistic groups have come to Beijing to perform, opera, ballet, drama, concerts, every day there are many choices." Before traveling to the United States, will go to Broadway to watch a musical, now in Beijing can also see, feel special! "The Cuckoo calculates, she watches the performance and the movie cost about six hundred or seven hundred yuan each month, occupies the monthly income 1/10."

Tourism is another big hobby of rhododendron. Each year the Cuckoo arranges two or three vacations for itself, a long-distance trip abroad and a domestic excursion. "Now the general life needs are easy to meet, we should pursue some of the higher level of spiritual enjoyment, regular travel to relax themselves, open their eyes, but also to their own hard year's reward." The Cuckoo spends about 20,000 yuan a year on travel and shopping.

With the rise of income level, the gradual escalation of consumer consumption, tourism, culture, entertainment, sports and other leisure consumption, as well as education and training consumption, is gradually becoming a new hotspot of consumption. According to the relevant departments, 2011 China's residents leisure consumption is roughly 2.8568 trillion yuan, equivalent to 15.53% of the total retail sales of consumer goods, equivalent to 6.05% of GDP.

"To really realize the consumption upgrade also needs the further rationalization and optimization of the consumption structure." Guo, director of the China Marketing Research Center, Vice dean of the School of Business and Management at Renmin University, said that, in general, the new hot spots are some immature emerging markets, the expansion of the consumer population in these markets, the first need to cultivate a good market environment.

For example, tourism, first of all to improve consumer rights and interests protection, the relevant government departments and intermediary agencies can periodically issue a credible survey of travel satisfaction, so that tourists go out when there is a reference; when there is a dispute, there are complaints channels and dispute resolution departments. For cultural consumption, we should ensure the quality of relevant cultural consumer goods. At the same time, the relevant government departments should be the tourism products, cultural products marketing norms, should not be excessive publicity, pay attention to the marketing process of legal norms and the impact of social fashion, to guide residents consumption.

Managing and excluding false sales and unblocked logistics channels

Liu is a monthly sales of nearly 30,000 yuan Taobao shop owner, usually himself online shopping, but even such a day with Taobao deal with the senior online buyers, and recently bought a fake. Liu to son online bought a bag of Japanese imported diapers, get hands, a glance can be seen is imitation goods. Contact the seller, the other party ADO promised to refund, cancel the transaction.

"Now online shopping, you can only rely on their own to make a pair of" eyes. Once bought a fake, everyone will think of the first reaction to take back their money, very few people in order to let others know the truth, and willing to pay the seller a bad rating. "Liu said," So now all praise is not credible. ”

"The lack of integrity of the market, consumers encounter false commodity protection is difficult, is the consumer is facing a major difficulty, but also the future development of the electric business is one of the main obstacles." Li Jiangyu, deputy director of the Electronic Commerce center of the School of Economics and Business Administration, Beijing Normal University, said that now the relevant government departments have no measures and means to protect the interests of such consumers, can only rely on consumer self-protection, or rely on Taobao such a network of retail trading platform to establish their own reputation evaluation system. The future needs of government departments, third-party agencies to participate in the construction of an honest network shopping environment, the establishment of relevant regulations and norms, the site for guidance and evaluation, such as e-commerce sites have authoritative "endorsement", the record, and the relevant signs appear on the website, guide consumers to buy, Also let the network sellers recognize the value of market integrity.

The expansion of network consumption, the development of new channels of consumption has a huge space, but also need to further create convenient conditions for consumer online shopping. At present, China's network retail total consumption of social consumer goods retail total proportion of only 4.32%, and the European and American market this proportion of more than 10%. "At present, the main group of online shopping is also concentrated in the one or two-line cities, three or four-line urban residents rarely online shopping, and some have not even used the network." If the Government and related enterprises in these areas can promote the use of the Internet, so that more people enjoy high-speed low-cost network services to ensure the safety of online shopping, these areas of network consumption will be "blowout" type of development. "Li Jiangyu said.

On the other hand, it is also important to enhance convenience in the shopping chain. Now our consumer online shopping, we need to understand the transaction, payment, bank account management and other aspects of the use. This is really not a low demand for consumers, and every time we spend it, we must repeat all the procedures and steps. Li Jiangyu said, "in developed markets, consumers will be able to simplify each shopping process as long as they complete the Affiliate programs at the first purchase." ”

In the final analysis, this is related to the commercial environment of the domestic electricity business market. "At present, with the Electronic business cooperation payment platform, distribution channels of a wide range, electric dealers can only with a large number of different logistics enterprises on a variety of different goods to cooperate separately, and not a relatively unified, efficient enterprises to provide consistent service and efficiency." Reflected to consumers, is to buy different products need to make a lot of different choices. Li Jiangyu said, "In this respect, the government departments in fact, through tax concessions and other means to promote the integration of logistics industry, enhance the power of the external Support service efficiency, smooth circulation channels, reduce circulation costs, stimulate residents consumption." ”

To promote online shopping also requires the rapid and healthy development of network sellers. At present, several major electric dealers constitute the main body of network sales, but in fact, a large number of traditional manufacturing enterprises, manufacturers are directly promoting the network consumption of the main force. Because the manufacturing enterprise online under the original complete sales network, logistics system and after-sales service network, it is easier to integrate various resources, more efficient. Several companies have "tried water", but few have succeeded. "The development of E-commerce in traditional manufacturing enterprises needs to establish a new organizational management model, according to the online customer experience, the development of new, differentiated products and services, mining, create new customer demand, but also to reconstruct the production before and after the supporting system, such as pricing, distribution system." "Li Jiangyu said.