The new shopping era--the change of decision and the transformation of scene

The essence of the new shopping era is the growing number of shopping scenes and changing decision-making processes.

Courier sent a package, Shen Yu in the sign for half a day.

This is a motorcycle bag, not long ago she saw a note in the brush Weibo account share this product, click into the page found good, less than 2 minutes, directly with Alipay payment.

But she had apparently forgotten that she had bought this thing. This matter was put in a year or two ago, is almost impossible, because she used to shopping is, need to buy what, always on Taobao search, and more than a price, after the list will always expect the package is not coming.

And now, she found that her desire to buy will be instantly stimulated, coupled with a very convenient buying scene, shopping time cost reduction, buying things, has become a high-frequency habit. No matter when waiting for a bus to watch a mobile phone before the computer brush Weibo, and even in the general open the micro-letter, anytime and anywhere can be "purchase action", like yesterday in the subway, she just pulled out the phone, through two-dimensional code scanning, to 1 yuan to get a bottle of Coke.

The shopping thing is getting smoother and simpler. Because there is no obstacle, even let people ignore its form. This is the advent of a great age.

Shopping has changed.

In mid-October, the day Cat 2013 "Double 11" shopping carnival details out. Difference in previous years, "50 percent, billion red packets delivery" and other activities, the cat "double 11" Indeed some new play is worth pondering.

The first is that this year, the cat "Double 11" will break the line under the lines of commerce, the integration of more than 1000 cities and counties across the 30,000-line store, through the day Cat wireless client and online comprehensive, for the user to build line under the common shopping experience.

Many traditional brands want to integrate their physical stores, shopping malls and other traditional business forms are integrated in. With silver Taihe Cat's cooperation as an example: Yintai line 35 Entities store will join the "double 11" shopping carnival. Users can scan the code in Yintai stores, the purchase of silver Thai shop days of merchandise, merchandise after scanning the code directly joined the day cat shopping cart, "Double 11" 0 points can be completed in the days of the cat transaction.

Second, the day cat prepared 200 million yuan red envelopes this year. Unlike in previous years, this distribution will enable the "social" approach: users can get the red envelopes to share with friends, while friends receive a red envelope at the same time, their own red envelopes have a chance to double.

Red envelopes can be shared on both the PC side and the mobile phone. Wang Yulei, vice president of the cat, said that the cat and Sina Weibo user system has been fully opened, the user on Sina Weibo friend relationship, will become the basis of red envelope flow. And the mobile phone side of the red envelopes, will be the real social relations around the people can relate.

It is not unreasonable for a cat to be called a consumer vane. Only from the above two changes, the coincidence of business trends is very accurate:

Online store to see the likes of goods, through two-dimensional code scanning, that is, to join the electric Dealer website Shopping cart, after payment, may not be home, the goods have been sent. The scene is not conceived, and the boundaries of the line will become blurred. With the help of mobile internet potential to get through the line, the cat "double 11" This time to achieve its landing.

The meaning behind the action of "red envelopes" is that the cat's acquisition of the "relationship chain" is a matter of social relations. In future business, the sharing of interaction will enter the most basic unit of social relations. In fact, the cat does not care about the red envelopes to whom, but care about your side is a group of people, once this group of people through the classification of relationships, find your common ground, so that future data analysis will be more accurate.

In fact, people just get used to the electronic commerce in the world of the Internet from the specific shopping places in the reality. If you also understand the electrical business as an act of moving the Commerce online, you are really slow in your business and Internet understanding. This also means that in the face of a new round of changes, whether the business or users, must start to fumble.

For example, more and more people began to use mobile phone to enhance the experience of reality, one of the most common example is: When the red light, the movie tickets to buy the ticket, in the subway, do not have to take out the wallet can be used to scan the phone to pay, get a bottle of Coke.

In the 2011, the mobile phone was just an auxiliary tool for PCs, and everyone's attention remained on the PC side. With the popularity of the 3G and iphone in 2012, the explosive growth of mobile clients is the beginning of a strong change.

The screen of the mobile phone is a narrow visual area relative to the PC, and in a limited screen, the original search and browse of the shopping mall and the online Shanghai volume store are all overturned. At the same time, the user's fragmentation on the phone is very obvious, and the operation is shorter and more frequent. Based on this feature, the business of consumer preferences, and the grasp of demand has changed.

For example, the electronic commerce just started stage, to the user's education and the guidance, the price is undoubtedly the most direct convenient means. Looking back to the growth of the East Jingdong logic is: Since the start of the 3 C field of low prices, rapid expansion of the scale is known. From the competitive approach, it can be said that the Beijing-East opened the most subversive mode, introduced a number of "first-time users." Today, many people think of price war, has become the default of the electricity business industry.

In fact, in the PC era, the major E-commerce Company's core play is very similar, that is, the use of flow lever pry sellers, price lever pry users. Finally see who has more advantage resources to form a two-way match. But do users really need these one-way-priced goods?

In fact, the change in the mode of electrical business is also based on the user's shopping needs of the hierarchy, the wave of extensive form, to a more subtle experience transfer. Like these two years have experienced a shopping guide website wantonly rise Stage, to meet people's personalized needs of the beautiful said, Mushroom Street is a typical representative.

Whether Taobao or Jingdong, or those group buying, shopping guide website, retail in the Internet is actually a very independent branch. Through the Internet technology to do retail, in the past few years did create a group of people.

But now the train of thought should be, from commerce to social-commerce--when the Internet slowly from a tool has become a way of life, the best part of the electrical business enterprises are inevitably facing a shrinking value, it is bound to need to use new logic and methods to match.

Scene fragmentation

People's time is changing with the mobile internet and social networks, and when micro-letters and microblogs become a daily way of life, you find that users living in social networks are becoming less integrated, and that they are now having a hard time getting a full day to shop.

The internet has changed the way people behave and their habits. In this process, the way people receive and produce information, and the total amount of information obtained, has been reconstructed. And the outbreak of the mobile internet has done a lot of weight in the dimension of shopping--the time and space of people's shopping change. This also makes the concept of time, space, and decision-making in a large shopping coordinate system much the same.

In the future, shopping this matter, more and more is not "one thing", the new shopping form already in more and more scene time and space occurs. Imagine these scenes:

Beijing's subway, you in a name "friend Treasure" self-service vending machine, do not have to take out a wallet, as long as the micro-letter, through the micro-letter payment, scanning commodity two-dimensional code, you can buy a very low price of any beverage. The process is efficient and takes only a few seconds.

While you're browsing the microblog, found in the right-hand sidebar of the recommended package is the style you want, or in your account, a seller recommended a product, you have never seen and feel interesting, this time you quickly browse the order, 3 minutes to complete the purchase.

In the micro-mail, you were dragged into a "I Love Kitchen" group by a group of loving cooking friends, we are discussing the baking effect of an oven, which flavor is better, you find yourself in a variety of professional advice, oneself unexpectedly did not ask the price and everyone together "buy" them.

"We used to say that the scene of shopping, thinking is to change the shopping scene has love and feelings, in fact, is not the case." The creation of this scene is the product that the shopping can touch, can appear in each scene. Ali Wave head Xuda said.

Or, the previous shopping itself is a scene, the user needs in an environment to complete the purchase action. After the micro-blogging and micro-trust tools, the shopping scene in addition to itself is a scene, it also becomes the element of other scenes.

The change in shopping has changed from a previous price-oriented to a scene-oriented one. The changes in these scenarios drive and change the user's fragmentation decisions.

What is the nature behind the fragmentation of the scene? is to allow shopping on demand, from the creation of scenes, purchase desire, to complete the payment, the full chain seamless connection, there is no obstacle, and even let you forget the "shopping" this incident.

From the development of e-commerce, shopping has experienced a multi-level change in time and space. From the original shopping to line online shopping, from sitting in front of the computer to mobile phone everywhere in order, from a specific shopping time to create the desire to buy anywhere, shopping will be more and more similar to a state of need to appear. and shopping to match the various factors have become a free switch and smooth scheduling of the background function.

In particular, the future of the Internet big platform, and those with huge users of the super application, should have the ability to pay. This is also why micro-letter is the reason for the introduction of micro-credit-this is not only to face the future pattern of self-defense, but also to solve the problem of payment, so that shopping more seamless and convenient necessary way.

What's more, they have enough ability to effectively solve the problem of docking with the needs of mobile users in the application, and realize ubiquitous full scene coverage. Even the commercial path of micro-credit exists such a possibility: the future in the "keyword" way to embed the letter and the circle of Friends, click to convert directly to purchase.

You feel more and more clearly that shopping has become a destination, and all paved paths are for "arrival". The change lies in: The path to shopping final action is more fragmented, even when the surrounding people are intentionally or unintentionally to trigger your purchase action, shopping has become a kind of scenes under a public package behavior.

New relationships and relationship chains

In the thinking of the product manager, the shopping atmosphere can be distinguished by "cold environment" and "thermal environment".

When you're on Twitter, you accidentally see the sidebar ad, or a certain account of the advertising products, you do not have any emotion, the benchmark of shopping desire is 0, and in the micro-trust friends Circle, a friend recommended a sports bracelet, you based on the "friend" of the natural trust and common culture endorsement, Not even look at the price of the resulting purchase. At this time, your information on the goods received natural is positive. This is a typical "thermal environment".

And Taobao is a relatively cold environment, because it is obviously a place to sell goods, it's the same as all the merchandise you see in the supermarket, and the thermal environment is similar to the one you see at a friend's house and you see it on the shelves in the supermarket, and the basics you like are different.

There are some cold environment, wandering around will become a hot environment. Weibo covers a wide range, it has friends and strangers, can be covered from the cold environment to the thermal environment, each layer can reach, is a slope is very low and consistent upward diagonal. and micro-letter is mainly in the thermal environment, from a stranger to a micro-trust friends, the threshold of the relationship is very high, showing a step-type progressive state.

The hot and cold environment is driven by the tight type of the relationship chain. Follow the law of tight progression, the top is based on the same preferences of the circle of people to communicate, down in turn, micro-letter, QQ, and then down is those more spread of the micro-blog.

When relationships and relationship chains are applied in new environments, they change the structure and manner of information dissemination and affect people's decision to buy.

Now Weibo is a good tool, and micro-letters may be a good tool in the future. The key is to see how to use a variety of tool features to reach the user. In fact, the micro-letter itself does not provide the scene, all the scenes are created by themselves. But what many people fear is that it has a chain of relationships and relationships based on specific purposes and scenarios.

The new way of shopping began to inspire more sellers thinking, on the one hand, hope that the whole store of the organization is more effective, so that the user's choice path becomes shorter, on the other hand, is how to use others to influence the user.

A more escalating angle is that the enthusiasts push the effect.

A similar group or a circle of friends appears when the user is interacting frequently. including watercress, Mo Mo, even sings the bar, has many very hot relations group. For example, a group of people who are fond of running have created a small group in their micro-letters to discuss the equipment and techniques of running every day. If in such a scene, someone recommended a sports bracelet, if buy 10 dozen 80 percent, will everyone buy together? This kind of scene is actually very living.

This scene is not the same as buying a group. Group buying is still a price-oriented flat purchase decision, and the relationship between group buyers is very weak. The purchase behavior based on the people-driven, because of the social network, there are more ways to share, the same interests are more likely to cluster, behind the "relationship and relationship chain" in tandem.

Let the shopping thing not be lonely, or let the people around you help you make decisions and share the fun of shopping. This is also why Ali strong push IM Application "intercourse" reason.

For example, when you are in contact with a group of friends to buy things, there is no possibility that Taobao or cat push a product, not a single push, but "buy 5 dozen 70 percent". The same cost, the same path, but more business opportunities. There is this trend, but the current attributes are not strong enough.

On the shopping issue, the Internet company, represented by Ali and Tencent, are creating two different paths: one side is in the construction of a good shopping atmosphere, hope that through the establishment of a regional exchange between people to promote the purchase in reverse; the other side is, in the communication field of the super flow entrance, because the more people, With a network of relationships, I started to try to sell a little merchandise inside.

No matter the micro-letter, micro-bo, MO or watercress, consumers will find in the shopping in the relationship between people, not just buyers and sellers relationship. The final middle state is a new balance between interpersonal relationships and commercialization, nothing more than a new balance that we try from different angles.

In this environment of mobile internet and social network, decision making is like air, becoming the ubiquitous influence and driving force. In the process, people seem to march in the same direction from the ends of things.

Decision Dynamics

In fact, the new shopping era behind the two clues: first, the liberation of space and time, the change of shopping is subversive; the second is that people's decision-making can never be separated from the information environment, when the total amount of information acquisition and flow rate changes, more and more scenes interspersed together, how to make information more effective, How to involve the relationship in identifying the information and influencing the decision is particularly important.

In such a new shopping environment, for the electrical business, if the same will mean that you will lose a business opportunity. What should the electricity dealers and giant internet companies consider? How to look in the opposite way to meet the user? How can we get more efficient with lower costs? These can drive the user's decision behavior.

For example, how do you build a smoother scene and relationship that allows users to see the purchase information and feel a service rather than a viral nuisance? There are several things to grasp:

1. The relationship creates the hot environment. Just like why Ali takes a stake in Sina Weibo and UC, and why Ma is trying to spread the IM tool in a nearly brutal way. UC is a large interface, Ali can be integrated into the activation, and the future of the relationship between the affinities and links of the node, will be the weight of the highly influential purchase decisions, micro-letter on the commercial path to gallop, Ali is bound to seize the last chance.

The same explains why Alipay quickly released a new 7.6 version of Alipay Purse after the introduction of micro-credit payments. Increased emotional transfer, offline payment, public service platform and other new functions.

The logic behind these features is that Alipay begins to put social concepts in. Despite the strong functional products such as Alipay, it is hard to make a relationship circle. But it has hoped to establish a chain of relationships through emotional transfer, through the exchange of money.

Another example, the fragmentation of the purchase means that users touch the product time is not long, how to reduce the 烦冗, to meet the pace of purchase decisions?

2. Shorten the arrival path. One of the biggest changes in the way shopping is integrated into the scene is that the content of the organization and the level of the organization's commodities have changed completely. 90-degree PC screen and tilt 45-degree mobile browsing habits must be different. The same shop, a set of commodity library, but the whole in the shop cover of that organization, in order to deal with the user in the PC, mobile end of the different needs, the organization of the shelves is not the same.

In fact, Tencent vice President Zhangxiaolong has released such a message on an occasion: cancel the shopping cart. Although the detailed approach is not known, but the idea of the message expressed at a glance, shorten the purchase path, so that shopping more convenient and efficient, everywhere.

3. Enter the user's timeline. This is a more advanced way of influencing user decisions.

Whether the user is active to search for goods, arrive there accurately, and then complete a payment action, or be stimulated by the price discount, generate purchase demand; or, when chatting with a friend, listen to the other person to share a thing, feel very interesting and then produce the purchase behavior. Shopping decision is never a non-zero problem, but a multivariate result.

But what is the most valuable thing for users? Time.

This is an optional option. Once shopping is a space as the core, offline stores have the best location of the shelves, electric business platform has the most prominent position of advertising. But the traditional web site with traditional electronic location is different, when the new shopping environment, has been time, space to get through, then now occupy, it is the timeline.

Each person only 24 hours a day, in the regular meal, sleep outside, for today's mobile internet fragmentation environment, occupy a user's time, is occupied the once "most important position." When you enter a person's timeline, he opens the interface at any time, and can see you, is the greatest value.

The theory and mode of electric quotient is a process of spiraling upward. At different times, is more electronic or more business alternating with each other. In this process, to meet the hard demand is the first opportunity to develop, to create soft demand is the opportunity for the latter.

The logic of information transmission, and the change of people's decision-making process, is not the line of things, but the line of things. Future E-commerce who has to do for a long time, or long-term existence, must be to jump open the business angle, from the user's point of view. At this stage, all the electrical business enterprises to study is how people make decisions, and how to affect the user's decision on the big problem.