Qualitative and quantitative research on the demand for female consumers ' online shopping

2013, Taobao user research team, for female consumers of online shopping needs of qualitative and quantitative research. The study found that women consumers online shopping, often there is no clear idea of the product target, they browse the shopping site in the process, initially just casually stroll, but the end is always "fruitful". This scenario is more than 50% per cent of female shoppers ' purchases.

In the absence of a clear objective of the commodity, the female consumers are just wandering around, really there is no conditions required?

Match: Please tell me what else I need?

1. What is the scene of the match?

Research has found that in the actual online shopping process, female consumers need to match to help shopping situation is very much. And the reason they have these needs, to a large extent, is related to their proficiency in collocation: different proficiency, the need for matching information is also a difference. The details are shown in Figure 1.

Figure 1 shows that women shoppers go shopping with three typical scenarios:

2. What information do you pay attention to when you go shopping?

Female consumers in the process of shopping and matching, the most concern is "with the provision of goods is suitable for their own", which indicates that the process by the female consumer preferences, the specific needs of shopping, and other aspects of the impact, and this determines the female consumers in the mix when the specific information content demand diversity, there are differences.

On the whole, style, age, theme, color, element is the important dimension that the female consumer looks for collocation, it is an effective navigation classification. For example, some consumers need to mature, and sometimes like Leng, and some consumers love pink. Color is a very important latitude for consumers.

It's worth noting that even navigating by style, age, theme, color, and elements does not necessarily win the hearts of female consumers. For good collocation, female consumers have some other criteria and demand hope:

Demand one: Provide collocation of person, must understand collocation, have experience, give the thing can let a person be convinced.

"To provide a mix of people to have some experience, the content of the display should be recommended, text description to be simple, let people think he said is right, can also show the works with different people, so more convincing." ”

Need two: Match effect true show, help female consumer make accurate judgment.

"Now the pictures on the site, most of them are repaired, the model P is too serious, leading to no judgment, or to be really some, to real, to practical." ”

It's a new product.

1. What kind of new products do consumers need?

In the female consumer's cognition, the new product represents the popular wind direction, is the young fashionable crowd pursues, the renewal speed is very fast. It may be a style not in previous years, it may be the style of the season, and may be the same as the star.

However, when the female consumer actually in the electric business platform/shop to stroll new products, the most common problem is "a lot of sites to new goods as a product." This is very different from the new product that female consumers understand.

"Many new products online are not new, I see some of the 2012 style, but it may be because the seller to produce a batch of the first time put online to sell, it may be as a new product to us." ”

2. How do consumers generally visit new products?

The study found that female consumers in the process of browsing new products is the process of continuously clarifying the objectives of the product. There are two typical ways to learn:

Typical way one: through the typical characteristics of new products to find more new products.

"I have had several times like this, see a dress above the elements I particularly like, such as patterns, rivets and so on, would like to see the same elements of other clothes, but the new site does not provide this feature, I can only follow my own way to search again." ”

Typical way two: fast contrast similar new products.

"The site is too rich in goods, once on the new products, especially women, in fact, similar to the special many, in this face to make a choice is difficult." If you can provide the function of similar new products to compare, it would be great, by contrast I can find the similarity between style differences, material differences, price differences, so that I can make a faster choice. ”

Grasp the above two ways, will help improve consumers to visit the new product experience.

Activities: Say clearly, do a bit

1. Engage in activities, first say you are selling something

The electric business platform and the shop will carry on each kind of activity, the activity form is more and more rich. Women are easily attracted to the activity, but not all of the activity information can make women's consumers tempted.

The study found that female consumers often use the information transmitted by the activity to determine whether or not to view the details of the activity further. Information about the activity that attracts female consumers, as shown in Figure 2.

As shown in Figure 2, female consumers are particularly concerned about "preferential information", "Product category of participation" and "scale of promotions/activities". Among them, the "preferential information" concern is the human instinct, we do not repeat, the following focus on the two cases.

First of all, female consumers are very concerned about "the commodity category of participation." Specific category information can arouse the shopping desire of female consumer, but this kind of information is the content that often is neglected in the activity propaganda.

Secondly, the scale information of the promotion/activity. Female consumers need to know in advance whether the site is full participation in the activities of the product or part of the commodity participation activities. Some of the commodity participation activities will increase the cost of consumers in price judgments.

It is not difficult to find that the promotion of the dissemination of information in the process of attracting female consumers, part of the situation is to meet the basic shopping needs of female consumers process, and a large part of the situation is to arouse the demand for female consumers shopping process. Therefore, in the planning of promotional activities, in addition to preferential information, but also pay attention to the other information should also be included in the consideration to be able to maximize the participation of women consumers.

2.3 conditions required for good activities

In addition to the attraction of the activities described earlier, female consumers have their own judgments about good activities. In addition to good merchandise quality, price concessions, female consumers of sellers, logistics, activities and rules have also put forward specific requirements, as shown in Figure 3.

(1) In sellers, consumers demand that sellers have good reputation and good service.

"Many of the activities of the consultation will not respond in a timely manner, but the service is not only reflected in the activities of the day of consultation, is not able to provide services, a few days in advance consultation, or the seller on the page of important issues to make detailed explanations, these are good service performance methods." ”

(2) In the logistics aspect, the consumer requests the logistics distribution to be quick, if can realize the activity logistics priority, that is the big surprise to the feminine consumer.

"There are some big activities that can be better if they are shipped first." So that people will be more and more willing to buy through activities, like a privilege. ”

(3) In terms of activity rules, consumers require that the rules of activity be easy to understand.

"Why do we like discounts?" Because it is easy to understand, is the most direct discount. Some rules, to see several times to understand, such as the kind of red envelopes, 0 yuan to buy ah, etc., such activities are basically not going to attend. ”

In summary, for women consumers who do not have a clear shopping target, the electric business platform/shop can be guided by matching, new products and activities to provide more choices. The good shopping experience should start from the consumer, unifies the consumer the actual situation to give the solution.

Wen/Yin Zhibo na