Who Understands Women'S Heart, Who Owns The Consumer Code In The Age Of E-Commerce?

The consumption era of Chinese women has come quietly.

Women play an important role in promoting social and economic development. They are new forces in social change and are changing the consumption structure of Chinese families.

In the era of rising electricity providers, women have also become the main consumers.

Therefore, in the future commercial competition, who knows women's hearts will control women's wallet, and grab the big cheese in the female consumer market.

The era of "women's economy" is coming.

stay

According to the World Bank statistics, the total income of women worldwide will reach US $18 trillion by 2014.

Correlation analysis suggests that women make more contributions to world economic growth than new technologies.

Women's economic income and purchasing power increase, prompting more businesses to take women as the main consumer group, and design and promote products from the perspective of women.

Jewelry, fashion and cosmetics, needless to say, are also very popular for mobile phones and notebook computers specially designed for women's "taste".

Women are also becoming important consumers of automobiles, housing and securities funds.

Under the vigorous development of the Internet, some e-commerce websites targeting women's market have also been developing vigorously.

A survey on online shopping behavior of female consumers released by MasterCard International shows that the number of female consumers who have online shopping behavior is not only larger than that of men, but also the frequency of online shopping is higher.

China's largest e-commerce platform Taobao data shows that women

Electricity providers bring new consumption patterns

10 years ago, it was very difficult for us to see that we could live in the house without having to leave home. The chocolates were sent to the house behind the hairy crabs, the white windbreaker and the pink turtleneck sweater.

"Ding Dong, Ding Dong" the doorbell is still ringing, that is the extracurricular book that the child wants to read and the razor bought for his husband is coming on the fire line.

Liao Yiqun, executive director of Shanghai Hongjie Hui jewelry Gallery, is deeply aware of this.

As a shop operator, she believes that online shopping can save time and effort for modern women. During lunch break, children can not be wet, their parents' down jacket and their favorite beef jerky are all bought online, and they are waiting to be delivered to the door safely.

At the same time, saving money is also an important factor for women to enjoy online shopping. Group buying lets women feel the pleasures of economic benefits.

In summer, Vivian is an electrical business practitioner, and is currently Deputy General Manager of the network.

Because of her working relationship, she came into contact with many women who are keen on online shopping. She said that the age of women who like online shopping is between 18~40 years old. It can be said that both the sensibility and rationality coexist. The commodities chosen are mostly fashionable and fashionable, and these people are most concerned about the gradual pition from safety and price to whether the merchandise purchased is in line with the information of the merchant.

Specific to the details, women online shoppers have four characteristics:

The first feature is that female consumers are very competitive.

The price first began with the physical shops in the local business circle.

Almost half of the online shopping women have a small book in the bag. They go shopping in the real boutique shop, find the merchandise they like, write down the brand and the number, then search the Internet to find the lowest sellers and bargain.

This is what the industry calls "copy number" and "fitting family".

From Hangzhou to Beijing and Shanghai to the whole country, mainly white-collar workers.

Characteristics two, advertising guidance.

It is true that advertisements are guiding people's consumption behavior, especially women.

If there are many advertisements, people will think that their products are good. They can also accept the price when they look at the styles.

Characteristics three, Taobao complex.

It is an indisputable fact that Taobao has guided the consumption habits of Chinese netizens.

Some people think that the price on the Internet is much cheaper than that in a physical store. They can also bargain. This part of people will not think about the cost of the seller.

Today, this is a considerable number of groups, keen on online shopping, but online shopping knowledge is still lacking, they do not want to think of the screen is a personal seller or enterprise, they are looking for genuine or fake.

This part of people do not understand the essential difference between C2C and B2C, and online shopping disputes have also been created.

The real B2C seller, especially the seller's direct seller, produces relatively much less consumer disputes.

Characteristic four, the center of gravity gradually turns to the seller's nature.

This group is gradually forming, mainly white collar and intellectual women.

This part of people know what B2C is, and know that sellers are all enterprises. They know that Dangdang, Jingdong and so on are buying and selling their own products.

This part of people will not think too much about the safety of shopping, and gradually get closer to the essence of online shopping: the style, quality, delivery speed and price comparison of goods.

When shopping needs, they will first choose the websites that they are familiar with and trust, and will not go to other websites if they do not find the ideal products.

Electricity providers change women's consumption psychology

Any consumer in the process of purchasing psychology has undergone changes in motivation, perception, learning, attitude and action, and in the process of long-term consumer purchase, consumers have formed the habit of collecting information, comparing judgments, and tending to purchase money.

There are many differences between the online shopping modes in the electricity supplier era and the habits formed in the traditional channel purchase, or even completely different.

In this regard, He Weijun, chairman of Zhi Shang (China) enterprise group, pointed out that online shopping has changed the mentality and behavior habits of consumers.

The characteristics of female online shopping are as follows: first, the acceptance of online shopping.

Men are more capable of accepting new things and changing habits than men, so men are more likely to accept online shopping than women.

Early online shopping products are mainly 3C products and books and audio-video products. Besides these products are more suitable for online shopping, the main reason is that the purchase of such goods is dominated by male consumers.

Since then, clothing, shoes and hats, leather goods and bags are also dominated by men's money.

Secondly, after recognizing and accepting online shopping, the characteristics of female consumers can be truly displayed.

Men tend to neglect the experience of goods in online shopping, while women still prefer the experience of offline products in online shopping, and even make supplementary experience after the merchandise is available. Therefore, online shopping is much more efficient than that of men.

In addition, women are still more sensitive to price in online shopping than men, and extend to the sensitivity of freight and promotion, showing that they are more likely to buy fake products and low-quality goods on the Internet because of price factors. It is easier for them to buy multiple products at a time for diluted freight charges, and are more likely to receive low price promotion on the Internet.

It can be said that group buying in 2010 was most sought after by female Internet users.

This group of people in the online shopping is far less than men in the privacy protection, goodwill protection and payment security, so men generally choose to buy large websites and pay secure purchases, but women are easily attracted by some fancy websites or cheater websites.

But women's online shopping still shows group, trend and interaction, that is, they are willing to share, promote and discuss with others online and offline when they buy online.

It is easy to be affected by other people's online shopping, or choose products on the website recommended by everyone.

In addition, women's possessive desire is also reflected in the urgent expectation of logistics and goods after ordering.

In fact, most e-commerce companies have chosen the third party logistics, the logistics time and the cost is closed, the female buyers are much more concerned about the online shopping logistics process than men, and the complaints about logistics are the first place in the complaints accepted by e-commerce customers.