The new growth point of the customers over 50 years old: the high unit price of consumer customers

China's electronic commerce reached $119 billion trillion last year, according to a report published by BCG, the world's leading consultancy, yesterday, in China's digital New Age 3.0. While the scale of the explosion, China's electricity business also showed many new trends. Among them, the proportion of Internet users over the age of 50 is increasing dramatically. Because of the high unit price of consumers, this part of the group is becoming the new profit growth point of the electric business market.

is the source of electric quotient growth

The

report showed that China's E-commerce reached $119 billion trillion last year and is expected to increase to $364 billion by 2015, accounting for 8% of China's total retail sales. By then, the market will be more than 4 times times the size of the 2011 market. The Consumer-to-consumer market rose to 134.8% in 2015 years. In the ever-expanding e-commerce cake, the proportion of the consumer-to-consumer and the Business-to-consumer is changing. In 2015, business sales were expected to reach $148 billion trillion, accounting for more than 40% of the overall market.

In fact, this trend began in 2009, and the market size of the business-to-consumer is rising. Data showed that in 2009-2011, the proportion of the total number of Business-to-consumer transactions was 7.32%, 13.89% and 23.53% respectively.

at the same time, the electric business enterprise also began to increase the input of the business market: Tencent will be in this year to make the market, the previous Consumer-to-consumer brand Pat NET will be in June before the end of the "market"; This is the industry as the domestic network to start the transformation of the market vane.

, the head of a large consumer electric power, said that in the past, the network shopping consumers for the main appeal to the internet is cheap and kind of rich, in the future this demand will be gradually replaced by high-quality and quality services.

"50+ Guest Group" strong purchasing power

industry generally believe that the rapid development of electric dealers and online consumer maturity to improve inseparable. The average age of Internet users in China has grown by 4 years since 2008, reaching 29 last year, close to the Japanese market, according to the report. In addition, elderly consumers and rural residents are also beginning to try to buy online consumption.

even more noteworthy is the view of Zhou Quan, the managing director of Boston Consulting, that older consumers over 51 years of age are beginning to become an important online shopper. "Although they are not currently the main group of E-commerce, but in the future absolute increase in the customer base, a large part of the group will be older people." The report mentions that although the age group has the shortest access to the Internet, it is expanding rapidly.

Currently, the number of "50+" has accounted for nearly 10% of the total number of netizens. They will spend 28% of their time online shopping. Moreover, they are keen to buy products such as wines and appliances with higher unit prices.

The

report shows that groups over the age of 50 generally spend more time buying and selling stocks online, as well as doing some internet shopping with the help of young people.

brand more by Word-of-mouth communication

in Zhou Quan's view, China's online shopping consumers and Europe and the United States are very different. "Chinese online consumers are more willing to evaluate products, but also willing to visit the evaluation, pay more attention to word-of-mouth dissemination." Another obvious phenomenon is that Chinese consumers are less brand-loyal and more sensitive to price. "Data show that about 44% of Chinese netizens publish a product evaluation at least every six months." A report from Nielsen's research firm also mentions that Word-of-mouth is the most popular channel for consumer trust, with trust reaching 92%.

in the industry, this is also caused by product discussion class, product comparison category of Web sites popular in China's important reasons. The report analyzes that online shopping in China is rapidly becoming a social experience, both consumers and venture capital, are rushing to the product discussion and product comparison as the core of the site.