In 2020, more than 500 million Chinese online shopping e-commerce users are expected
to come! Make a single online together (Online China)
"It's not cost-effective to buy by one person. It's better to find someone to make an order together." Nowadays, the e-commerce purchase model is becoming more and more popular. Sellers save marketing costs, direct products to users, and establish brands; from agricultural products to consumer goods, buyers put together an order on the purchase platform, the price is low, but the benefits are more. E-commerce purchases use socialized user operations to acquire customers and retain customers, and to reduce supply chain costs to reduce prices and maintain quality, making it possible to "good things not expensive".
Layout of various platforms
It is reported that Meituan recently started to test a product called "Fenghaofan", which focuses on low-price consolidation, free delivery, free packaging, etc. It is also called "Meituan Special Edition", which has attracted users' attention.
Ms. Wang, who works in Beijing, said that she used to use take-out software to fight milk tea, fast food, etc. with colleagues in the unit, but it was limited to the same delivery address and the frequency of using the order was limited. "It would be very convenient if people from different delivery addresses can put together orders like a buying e-commerce, and the delivery fee can be waived."
In recent years, the purchase model has gradually become popular. With the emergence of Pinduoduo, major e-commerce platforms are vying to lay out this new track. Taobao special edition, JD’s "Jingxi", Suning Pingo, Tencent’s "Little Goose Pinpin" "Etc. are mainly engaged in buying. Netizens sighed: "From fruits to mobile phones, from home appliances to cars, nowadays, takeaways can also be bought, and everything can be bought."
In an interview with this reporter, Li Yongjian, director of the Internet Economics Research Office of the Institute of Financial Strategy of the Chinese Academy of Social Sciences, said that buying e-commerce is an e-commerce dominated by group shopping. Different from the traditional way of selecting products mainly by searching and browsing, the biggest feature of e-commerce purchases is to purchase products through social methods such as friend recommendation, making orders, grouping together, and bargaining.
Generally speaking, there are gameplays such as participating in group grouping initiated by the platform, self-initiating group grouping, inviting or helping bargaining, and obtaining red envelope discounts through sharing. IiMedia Consulting's data shows that the transition from traditional e-commerce to social e-commerce, especially to purchase e-commerce, is the general trend. From 97 million people in 2016 to 436 million people in 2019, the scale of China's online shopping e-commerce users has increased year by year, and the market prospects are good. It is expected that the scale of China's online shopping e-commerce users will reach 508 million in 2020.
Shopping and making friends are both right
Why is the purchase model so popular?
"It is said that young people would rather spend tens of yuan to buy a cup of milk tea, but they are particularly concerned about the delivery fee of a few yuan. If you can save it, you will save." Ms. Wang said that although this statement is a bit exaggerated, everyone's preference for high quality and low price Is universal. The purchase model just hit this user's pain point, so it became popular.
Li Yongjian analyzed that traditional e-commerce shopping is "people looking for goods". Consumers have to choose and compare among a large number of products, while the model of "goods looking for people" allows consumers to find good things quickly. For users who buy e-commerce, they can not only buy the goods they need at low prices, but also establish a new social circle through the exchanges and interactions in the group joining process, which can be described as killing two birds with one stone.
Xiao Gao, who is in graduate school, joined a “good thing group” community operated by the media. She has ordered scented candles and imported chocolates in the community. "The friends in the group are all people who are more concerned about life aesthetics. They often share their experience of using them. When they see the recommendations of group friends and are putting together orders, they are very excited." Xiao Gao said.
From the perspective of platforms and sellers, the advantages of buying e-commerce are obvious. Industry experts said that through social recommendation, the conversion rate of products from pageviews to purchases can be improved, and the reduced sales cost can be used to support price concessions; because the purchase can sell large quantities in a short period of time, sellers can also be more planned Production is carried out to avoid a large amount of inventory; in addition, merchants can obtain direct information exchanges between buyers and true evaluations of products, which is also very important data.
E-commerce experts believe that the core of social e-commerce is social, not e-commerce. It relies on social platforms to connect sharing, interaction, and purchase. It is people-centric and can draw on the interaction between people, groups and groups. Share to achieve precision marketing and entire network marketing. Therefore, in the industry, e-commerce that focuses on hard-to-buy is also known as sharing social e-commerce.
Quality is the key to victory
Recently, the special edition of Taobao released the best-selling list of factory goods. Among them, 70% of the hot goods sold in foreign trade were sold in the domestic market. According to the data of Taobao special edition, since July, the number of foreign trade merchants newly settled every day has exceeded 700, and the foreign trade factories on the platform have exceeded 300,000, and sales have increased by nearly 500% month-on-month. This is the new transcript of Taobao Special Edition after the official revision on March 26 this year, shifting the focus from low-priced goods and 9.9 yuan free shipping to the supply side.
It is reported that through C2M (Customer-to-Manufacturer), the supply chain is simplified to "production-logistics-consumer", and platform purchases have formed a model of low inventory, high orders, and short bursts, which can not only quickly digest factory capacity, but also help Manufacturers quickly win the trust of consumers through "phenomenal" explosions, and establish a brand image.
According to data from Pinduoduo, as of the end of 2019, more than 900 companies have participated in the customized research and development of its "New Brand Plan", with 106 formal members, and a total of 2,200 customized products involving home appliances, home textiles, department stores, and digital products. In 20 categories, the accumulated customized product orders exceeded 115 million, helping a large number of small, medium and micro enterprises to grow healthily.
Some experts said that from the perspective of the general environment, on the one hand, the material is extremely rich, and consumers need to reduce the cost of choice. On the other hand, industries with overcapacity need to find sales channels, such as increasing agricultural products and transferring exports to domestic sales. It provides a sustainable development soil for the purchase model.
At the same time, with the popularity of e-commerce purchases, tier 3, 4 and 5 cities and below have shown strong consumption potential, and the Internet sinking market has been further activated. However, consumers who have not yet joined the purchase are beating in their hearts: Can low prices and high quality be equated? Experts believe that under the trend of consumption upgrading, quality creation will be the key to victory in the future.
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