Shopping choices in the Internet age: perceptual and shrewd

10 years ago it must be hard to think, ten years after today when we found a demand, the first thought will be to open Jingdong Mall, Taobao such shopping sites. The advent of the internet age has changed our lives to a large extent, bringing about subtle but deep-rooted influences. It makes the electrical business more and more close to our life, in our complete acceptance of the electrical business in the process, in fact it has gradually changed our many habits.

From shopping, in the internet age, pure rational shopping than before more difficult to imagine. In the past, we can choose only a few shopping products, see the ads are some of the more "hard" TV, newspapers, store promotional ads, known brands are a handful of several well-known. Today, in the product personalization, advertising forms of diversification, the popularity of the brand and other factors stimulated, impulsive shopping more frequent, shopping is full of perceptual color.

Accustomed to this sensibility, the consumer is not because of sensibility to become stupid, but increasingly smart, more clear their own needs, but also accustomed to the price control. Therefore, the current consumer shopping habits table now, on the one hand, product function and price, no longer just consumers will consider the factors, on the other hand, the consumer of the product's cultural attributes, shopping experience, follow-up services, such as additional value is increasingly concerned about.

In addition, with the development of mobile devices, the public life is increasingly being cut by multiple screen products, internet shopping habits are no longer just sitting in front of the computer choice, many times are holding the mobile device of a pastime. In this fragmentation of time and fragmentation of the demand, in the perceptual stimulation of the shopping choices, consumer demand for the satisfaction of the need for refinement. How to meet the needs of refinement?

1, product selection, product design, price, function, experience, brand connotation and so on to highlight the personality, so that users can have more than expected experience, from the product level to seize the point of interest, rather than only from the function and price to do, for each product tells a consumer feel that they have to have the story.

In short, the electrical products are not horizontal category or vertical category of the maximum is good, from the current point of view, but also how to provide "interesting" several products, through the "explosion" and then to the flow of complementary products, thoroughly grasp the overall needs of consumers, even if this is not just needed.

2, the need for the psychological expectation of the fragmentation of the time can continue to be more than just need a lot shorter, if the supply chain and logistics system can't keep up, when the goods are delivered to the consumers do not want, this is certainly a very failed shopping experience, and as the consumer online shopping experience increased, "goods intact" and "timely and accurate" Has not only been the consumer's expectation of the logistics experience, but also put forward a lot of personalized requirements, such as evening delivery, selected period of delivery, timely Tatsu, collecting money, back to logistics and so on.

In fact, the "China online retailing Industry", recently published by the Yangtze University of Business, observation and Prospect report, there is a decision on the influence of logistics on the current electric quotient: From the market history, the key factor restricting the efficiency of domestic online retail product management is uneven logistics distribution service, which is late development, slow progress, Extensive patterns and other factors. Therefore, how to provide consumer satisfaction with the logistics, is really the most important power of the current business.

3, the electric business enterprise to the consumer demand quick feedback is very important, because of impulsive shopping, consumers need the necessary guidance to increase consumer commitment to purchase, such as a clothing size, a cell phone's pixel, so even if the electric dealer is a self-service shopping experience, the necessary services also need to follow up. How to quickly feedback, how to let consumers online shopping also have online shopping under the sense of service. And how to deal with the return of goods, to maintain the patience of consumers, so that consumers are satisfied with the processing process, this is the electric business enterprises need to coordinate.

From the current market situation, the domestic consumer-to-consumer Taobao is undoubtedly to meet the most personalized demand, many businesses, product diversity, this competition makes the shopkeepers have come up with a lot of products to reduce the page bounce rate of the method, a variety of reasons that Taobao has always been the top of the domestic electricity business turnover. But at the same time, Taobao is also the most problematic, because the extensive growth of Taobao is really such as false products, third party irregular logistics, poor service and other problems provided a hotbed.

On the one hand Taobao is too many fakes, although several rectification, there is no obvious improvement;

Second, the C shop is uneven, the service can not be standardized, the impact of consumer shopping experience;

Third, the Open Third-party Logistics system is not only slow and poor service, consumer logistics needs are not satisfied. In addition, Ali planning "rookie" large logistics system is difficult to millions of C shop for a unified deployment, on this, in fact, MA has tried many times, but it is undoubtedly failed, this rookie network planning so large, the final outcome can be achieved, it is necessary to wait and see.

In fact, the mode, to the representative of the Jingdong model is really better than Taobao model, no matter from brand management, or standardized operation, to supply chain, logistics system configuration, Jingdong has a clearer idea. Some strategic deployments of Jingdong since 2009 have shown an increasingly clear intention of value chain integration. The major strategic deployments are focused on strengthening product flow management, including market planning for all category sales, business systems combining proprietary and open platforms, proprietary logistics systems and development logistics strategies, and vendor supply chain management Services. Therefore, Jingdong in fact than Ali want to build the rookie network has a more solid foundation, the current Jingdong has provided "211", "the next day Up", "Night with", "timing Tatsu", "Speed up", and even can do four to send.

By the 2020 rookie network, the Jing-dong mode of logistics system should not be weaker than it, but from the service, the construction of its own logistics system, is bound to be more than the integration of many Third-party teams to be more suitable for standardized management and provide quality services.

and from the platform commodity, Jingdong to the commodity control degree to be much more than Taobao, product quality, platform Word-of-mouth, wind rating are better than the latter many, this is the consumer-to-consumer is necessarily stronger than the point. In addition, in a large production environment, if C2B large data can be properly operated, this advantage will be more prominent. So in a sense, jingdong undoubtedly represents a clearer future.