The business of her age, her economic

As the consumer matures, commodity development is divided into four stages: the most suitable for online sales of books and audio-visual-the most standardized and convenient parity of 3C digital-the most popular daily necessities-the most basic necessities (cola, toilet paper, etc.). Basically all mature net buys the market all is this law, the US Japan China Taiwan area already entered the third stage, but South Korea began to transition to the fourth stage. And China's Business-to-consumer experienced the 99 to 07 8 years of book-era, 07 to this year 4 years after the 3C era, is about to enter the department store era. Before the 2 times are mainly male users, and to the department store era, female users will become a new force to buy the net.

The Masters of the General people are basically men, and the understanding of female behavior is often inadequate. For example, our usual practice is standard commodity standard display, with promotional emphasis on function, highlighting cost-effective, this is because the male users in shopping is linear thinking, look at the product introduction and comment, and then go to other sites than parity, quickly decided to buy or not to buy, where to buy. This is related to the user's behavior, and also to the characteristics of the product (the price is transparent and the profit is thin book plate and 3C). But the department store category especially the feminine commodity has the nonstandard, the information asymmetry, the profit high characteristic, and the feminine user judgment more is by the innermost feelings rather than the rational comparison, considers more divergent. We can see that the male-dominated network and community are all about the commodity itself and the purpose of the commodity: PC, photography, automobiles, etc. As the saying goes, 工欲善其事, prerequisite, male users more focused on the "device" and how to use a good "device", male shopping is directed at the goods, in the process of shopping is very easy to impatient, so to give him the shortest path and clearest display, let him the fastest next single checkout While the female-dominated networks and communities are more about shopping feelings, for example, 55BBS and Onlylady on a bunch of prodigal women all day to discuss prodigal behavior show off prodigal results, women shopping is a large part of the shopping process to feel and visit the fun, to give her rich merchandise, gorgeous pages and promotions, gimmick big discount , in short, to be lively. In addition, female users have two characteristics is the love of petty and love gossip, so to do a variety of promotional promotions: buy a gift, how much to reduce the amount of free shipping, how much to send coupons can effectively increase the basket rate and customer unit price, reduce the cost of new customers, in short, to lose money in Housetops (promotional discount), Make money to earn in the dark (high margin high customer unit price); At the same time may be paid to encourage female users in order to complete a variety of 38 prodigal forum to share/print/spread, to arouse the topic of word-of-mouth transmission, such as the purchase of a single send coupons to send small gifts. Men and women have a big difference in shopping behavior, men have a strong motivation, women are more ostentatious and altruistic. For example, in order to improve the sales of male-dominated consumer cosmetics, the idea of playing smelly otaku, think of a nasty idea: put condoms and cosmetics on a special promotion, the starting point is that male users usually do not think of a partner to buy things, only to be happy with their partners will think, Buying condoms is for fun, maybe buying a makeup to make your partner happy, so that the night activities with a higher degree of coordination, where condoms are to achieve the purpose of the necessary props, and cosmetics is to achieve the purpose of paying costs, of course, I suggest that the price is not too high general-type cosmetics, because the smart smelly otaku are proficient in cost accounting. And the same male user-oriented VANCL online women's/Children's wear/Accessories/home category, the beginning of a good sales, this is because VANCL before there are 30% of female users, although the main commodity is menswear, but do not forget that a lot of men's clothing is a mother/wife/girlfriend/daughter to buy. (Is it that 70% of the male users are mostly no women or no women care about the smelly otaku?) )

Relative to the flow of information, willing to try new things of male users, female users are more loyal, because their information flow is relatively closed, to build a trust of the site more dependent, more loyal. So emotional marketing to impress and maintain the role of female users is very large, whether it is the "first encounter" of new users to obtain, or "long-term contact" CRM. The first signs of romance and stunning, every holiday and anniversary of the moving greetings are indispensable, the initial fresh memory of the shopping experience (such as mysterious exquisite small gifts), usually small activities, the festival bombing, birthday memory exclusive special offers. In short, it is to make her happy, constantly let her surprise, let her feel the care of the intimate, let her into a sweet relationship, she will long-term bring you sweet profits. However, in the "contact" in the early stages of the process must not let her have a bad experience, she will run away without looking back, unless she really think you are different. To be the business of a female user, it is necessary to "fall in love" with them and make them feel "happy". In addition, TV/video media is a good place to meet for the first time, every night, I im on the male at least 1/3-1/2, women are not a few (there are also basically engaged in it). I specifically asked a few female friends, give me the answer is in the evening watching TV, very little Internet, the internet is also see pplive. It has to be mentioned here that the most popular b2c:payeasy,payeasy in Taiwan has started with the year-end benefits of big companies, followed by the TV entertainment program "Woman I am the biggest", and Niu, Kevin led the television celebrities to work closely to implement the talent strategy, So far, Payeasy has 3 million users (20% of Taiwanese netizens), and nearly half of all young Taiwanese are members of Payeasy. Payeasy's TV advertising is a typical emotional marketing: 05-06 years of propaganda slogan "accompany you shopping lifetime", with three short stories told a story, "encounter chapter" said the actor accidentally saw the heroine, and the heroine not too go out, all day at home Payeasy shopping, Emphasis on the payeasy of goods on the cheap; "Try to do a piece" about the actor thought into the heroine home accosted, no matter what the heroine will not open the door, until finally installed into the Payeasy distribution leading actress only enthusiasm open the door; "Go out" to tell the male lead to the heroine, finally took her out to Tokyo travel, But she did not buy anything, the actor finally know, the heroine and he came out only care about his smile, and shopping have payeasy enough. The 07 and 08 slogan "New Woman New Value", "I like is a brand name," said Curtilage women do not have to go shopping at home also famous brand; "Look forward to the next time, better rely on their own" said no boyfriend to accompany themselves can also be wonderful; "Beat the recession with love," said the rich can be romantic consumption, no money can also be 09 slogan "Find the Best Woman", "I think the best, is the best" to tell the average girl has you enough contentment, the wholeDid not appear payeasy, only then appears Payeasy, knows you best, only gives you the best Han. (personally think 09 pieces of creative best, on the Internet countless smelly otaku discussion all want to find a so affinity of ordinary girls, including me) Payeasy emotional marketing use of excellence and with the Times, 05-07 of the curtilage culture, 08 of independent Women and financial crisis, 09 contentment happy life, Han point of agreement. I have to say that Taiwan's business planning copy of the creative ability is indeed strong enough to be worthy of our good study.

For example, the largest clothing category in department stores, why do men's and women's leaders have the largest, but not the female? This is because women's demand too much too dispersed, summer street men are black-and-white blue shirts, women have outfits heavy color? The problem is that non-standard updated goods, to achieve the long tail cost is too high, do not forget the long tail theory of the foundation: goods shelves and storage costs are very low or even zero; So here is the problem of category planning, non-standard goods, categories and SKU more, category management costs higher. You have to make trade-offs in the category boundaries, with my original product boundary and demand boundary concept to explain: the product boundary refers to the service of different customer groups of the same needs, the demand boundary refers to the service of a customer group of different needs, the former MKT new customers first acquisition cost is relatively low, but the cost of the CRM is higher, The latter MKT initial acquisition cost is relatively high, but the cost of the CRM is lower. I'm too lazy to make up an example of a woman's product, and I told him when I had dinner with a sneaker boss last month: "Sports shoes expand the category, if along the product boundary expands is the shoes, the board shoe, the male shoe and so on, finally is a zappos; if the expansion along the demand boundary is the athletic wear, the accessory, Sports/sports/outdoor products such as sports equipment. "Of course, it is not only to choose a boundary, but to determine which boundary is predominant and which is the supplement." The owner of the sneaker business has chosen it, hehe.

At present, the majority of users of the domestic consumer or male-dominated, and the future "she" will certainly exceed "he". In the face of the coming of her age, the face of the more consumer of her, buying more frequent her, more sensitive to her, more picky about her, more like word-of-mouth transmission of her, the size of the customers, are you ready? START up of the people, you can seize this opportunity?

PS:

1. This month's attention to the website: motherfucker NET, reasons for concern: every day to see, now hand 3 projects at the same time, tension and stimulation, whenever I want to hit the wall when I look at the fucking net, I think there are so many people than I want to hit the wall, I will not bump, watching them hit, thump.

2. Recently, the United States, such as fire as a picture, last year when I was chatting with my friends, I said that Groupon.com's group buying mode is more suitable for 58 in China, the market, and Word-of-mouth these categories/life information within the site and b2c/c2c E-commerce site A feature rather than a separate site.

3. I said a few words to Baidu's students: "Users search for shopping is right, but with only your search, not in your shopping, search is just a behavior, shopping is the result, your value is the value of a behavior, do not be romantic." "They think so, in the next really not to have ah insult ...

4. There are a lot of people out there, I know three or four. In the next send you a word: "Work to be a pig, entrepreneurial to be a wild boar, home pigs can not create industry, wild boar hard work." "To Zhang Gangzi led the naughty little Childe, are you a pig or a boar?" Have you found the G-spot for the venture?

5. The United States sold more than US $100 million in 08 to only 127 (127:improvement Direct Inc.), and only 39 out of 500 million dollars (39:toys ' R ' Us Inc.); only 1 billion dollars (27:zappos) Only 10 (10:bestbuy) of more than 2 billion dollars.

6. In 09, AMZN a breakthrough of 24.5 billion knives, with a 28% increase in net profit from 650 million to 900 million knives compared with 08, in the context of the United States financial crisis and the overall decline in EC growth.

7. Taobao station ads fierce Ah, a year good billions of ah, idle rate of less than 10%. And when a brother chatted when he felt: "His Chi Chi to do with the platform difference is too big, platform competition, the remaining few." But once you're on the scale, it's great to win. Tom's Lei once said that they are planting crops in the desert, every penny is hard-earned money. And such as Sina Tencent, is the tropical rain forest, the root pole can blossom. ”

8. When and the wheat net will be listed this year, prizes quiz their two who first IPO? When looking for a good Wall Street background and successful listing of the CFO to prepare for the IPO, find a responsible Taobao mall Taobao before the VP to do COO is to engage in shop, the IPO is good to talk about the concept of China AMZN?

9. Grand Literature; Taobao reading, now Baidu also want to engage in e-books, who know the book Media digitization is the future trend, the content of the king. Think of an interesting question: Taobao in the paper book is difficult and when the competition is excellent, difficult to copy in 5 years when the bottom of excellence?

10. Reading this month: "The Internet revolution is breaking out," a book about SNS. In the next 07 years is pondering: has the massive flow (millions above) and the user (tens above) the consumer, and the commodity has the discussion sexual participation to be able to form the circle, can be based on the user ID passpost do based on the shopping to share SNS? Now we can finally do it, mmm.

11. Listen to the song this month: she's "Shero". I want to be a female commodity or female commodity brand, it is called Shero, and then ask she for a speech. Heroine, more stylish, hahaha.

12. There are now 11 blogs and 2 micro blogs, update an article tired people, Welcome to RSS & Follow me.

13. Seriously think about what is the most important thing?