Optimal consumption does not mean high spending

The pattern of China's electricity business today on the one hand, several big giants scramble for the entrance advantage of the electric quotient, hand-to-hand combat knife see blood, on the other hand, countless later also in order to share a cup of soup, began to subdivide the multi-dimensional market, trying to plowing a vertical field, so as to become a vertical segment of the market leader brother.

Today, like the Battle of yesterday's portal, there is an earthshaking structural change within the industry. Around 2000, everyone was staring at the portal, thinking that doing anything else was heretical. Later, the three main portal status gradually established, people are "forced" to realize the vast opportunities in the vertical field. Only the focus, search room, easy car, such as a large number of vertical websites. Later facts also proved that "several portals + mass vertical" is the most stable industry structure.

In the vertical electric quotient, some people will start from the category, focus on mother and child, clothing, shoes, bags and so on, but also from the crowd, only to be young girls, or professional beauty, or middle class, or high-end people, and so on, and by geographical, only local or a few cities and so on.

Friday was invited to attend the annual meeting, in E-commerce venues heard a lot of the sound of the trend of consumption. There is a point of view that the optimal consumption is the consumption of strong, high income segments of the population, from the consumption habits and consumption capacity of the market segments. In my opinion, the optimal consumption is not exactly equal to the high consumption. High consumption in E-commerce is always niche market, do not do. And the broad sense of the trend of optimal consumption is a kind of e-commerce industry and user needs of deep-seated understanding.

1. Consumers: no longer only pay attention to price

Online shopping has passed the "Amoy cheap" era, more and more people began to pay attention to service quality and quality of goods. This is why Taobao gave up Consumer-to-consumer, the root cause of blood spelling, all corporate strategy is determined by the market-oriented.

Today's online shoppers take three things into account when choosing a product:

1. The merchant that provides me with the goods is credible and reliable;

2. Whether the quality of the goods is good enough;

3. If the first two are OK, then there is no price advantage

At the consumer level, the so-called superior, is from the original pure focus on product prices, change to a comprehensive focus on product performance and price ratio.

2. Practitioners: Hard products and services

The first batch of E-commerce people are mostly internet people, rather than from the traditional business transformation. In the former "pure" internet field, product managers decide and dominate everything is iron law. Even a lot of corporate bosses are product managers. But in the field of E-commerce, it must be products and services to walk on two legs without any one.

A traffic came to the website, how to drain? What's the habit? Would you order it? How to improve transformation? How to improve cross consumption? These are the product personnel should pay attention to, more innovative, easy-to-use products, can attract more traffic into customers.

And when a traffic under a single into the website of consumers, should have the site's service personnel to maintain and follow up. How is your logistics? How about customer service? What is the quality of the product? Are value-added services thoughtful? All service details are the key to success or failure.

3. Optimization is by no means high consumption

Optimal consumption is to provide users with the goods needed, not only pay attention to low prices, but also have a good service, quality and shopping experience.

Do not equate to the high consumption, the majority of Chinese Internet users of the income level is still low, from the scale of economic point of view, high consumption of the offline demand for a small proportion, not to mention the need for online shopping. For example, recently saw a new business of the consumer website main selling thousands of pieces of a leather, but also some sell 800 yuan a gluttonous meal, these are not the optimal consumption, but only is high consumption.

I particularly like the term "optimal consumption", which clearly tells us where the consumer's demand is. How do we meet? The trend is not let us peremptorily aim at the high consumption market, but tell us even if you just sell socks on the internet, but also to pay attention to service, pay attention to quality, pay attention to consumer experience. In this era of optimal consumption, low prices are no longer the first consumption decision factors. Online shopping has passed the "Amoy cheap" era, more and more people began to pay attention to service quality and quality of goods. This is why Taobao gave up Consumer-to-consumer, the root cause of blood spelling, all corporate strategy is determined by the market-oriented.