Online Shoppers Are Becoming &Nbsp, A Real Super Shopper.

Online shoppers are becoming real "super shoppers".

According to the report, at present, the "super consumer" who accounts for 7% of the total number of shoppers has reached 40% of the total consumption, and has done a lot of spanactions in different product categories. At the same time, the middle and low consumers account for 60% of the consumers, while the contribution to the network sales is less than 15%. Ye Yonghui, partner and managing director of Boston, told reporters, "the ranks of super consumers are expanding. In China, 70% of online shoppers are middle-class and affluent with four years of online shopping experience. Most of them will become super consumers in the future.

Boston believes that in most five years, most online shoppers in China will double their annual online consumption to 6220 yuan per year, and the total volume of e-commerce spanactions will increase to 2 trillion yuan. Therefore, meeting the emotional needs of super consumers will become the future business. Electronic Commerce The key to becoming a winner is the field.

The rise of Internet super consumers

Zhao Qingheng, 27, lives in Sichuan Chengdu. He is a project manager of a construction company. He has had four years of online shopping experience. In his home, you can see that there are all kinds of online shopping products everywhere. The sofa and tables and chairs in the living room are bought online. 60% of his casual wear to his wife was purchased from the Internet. Nearly 90% of household appliances are purchased from the website, and 60% of the family's personal care products come from online shopping. In addition, on the Internet, Zhao Qingheng and his wife also tried to buy electronic consumer goods, luxury goods and tourism projects.

Zhao Qingheng said: "I believe in online shopping very much and believe in my own judgment." Unlike ordinary consumers in the Internet, there is no price limit for the Zhao Qingheng family in online shopping. Recently, one of his shopping experiences was that he bought a set of audio and Armani wallet worth 13000 yuan on the Internet. Of course, there are also unpleasant shopping experiences. "I failed to buy a bottle of perfume online, but it won't let me give up online shopping in the future."

Like Zhao Qingheng, online shopping "super enthusiasts" is gradually increasing. For them, online shopping has not only become a habit, but also become a pastime and lifestyle.

According to the survey in Boston, the rapid penetration of e-commerce will be in 2015. industry It is more obvious that the number of online shoppers will double, and the penetration rate has increased from 23% of the total urban population in 2010 to 44%. The share of consumer goods online shopping will be greatly improved, including tourism, electronics, casual wear and skin care products will usher in explosive growth.

Unique shopping practices in China

457 million of Chinese netizens have laid a good market foundation for the development of online shopping in China. In 2008, the consumption of China's e-commerce market remained at 128 billion yuan. By 2010, the amount had surged to 476 billion yuan, almost two times the value of E - commerce in Japan or in the UK. It took 10 years for the United States to achieve this growth.

Boston believes that at present, the number of Internet consumers in China is 145 million. And with the annual growth rate of more than 3000 new Internet consumers, the number of Chinese Internet consumers will surge to 329 million by 2015. At the same time, China will become the world's largest e-commerce market.

Based on the above data, coupled with China's low spanport cost (average freight cost of the United States is 6 US dollars, and China's average freight cost of US $1), I believe that the development of China's e-commerce market will not repeat the development process of e-commerce in the United States and present a unique localization situation. BCG China consumer insight (micro-blog) think tank head Guo Youqi said, China's e-commerce compared with the United States, there are obvious local characteristics, because China's vast territory, so shoppers can search on the Internet can not buy special products and special products in normal stores; compared with consumers in other countries, Chinese consumers pay more attention to word of mouth effect, a large part of which is determined by Chinese consumers' cautious attitude to online shopping and distrust of online merchants. Finally, China's e-commerce market concentration is lower than other countries, the top five categories account for only half of the total market value, while in the United States, Japan and the United Kingdom, the proportion of commodities in the top five categories is close to 70%.

China's super consumers are also the most socialized consumers in the world. There is no doubt that they publish the largest number of online reviews. This is the highest proportion of 20 countries visited in Boston, reaching 40%, almost twice the number of comments made by American consumers, and other consumers are willing to view product related suggestions on various social networking sites when shopping. {page_break}

Learn to catch "super consumers"

With the rise of China's two or three tier cities, there is bound to be a group of wealthy consumers outside the big cities, which means that enterprises must expand their coverage to reach these super consumers, and the Internet seems to be the most rapid and effective means for the future development of enterprises. Ye Yonghui explained that in his view, due to management and spanportation restrictions, traditional retail enterprises could not achieve full coverage in the region.

This shows that the prospect of e-commerce is huge. In North America and other international markets, sales of best buy, Amazon (micro-blog) and Lotte retailers are 7%, 18% and 30% respectively. In China, only 1% of top retailers like Gome (micro-blog) and Suning come from the Internet. This shows that Chinese traditional retail enterprises have huge space for network development. As an enterprise, they should think more rationally about how to integrate e-commerce and offline assets to achieve benign interaction.

"Catching the super consumer is equivalent to catching the whole online shopping market." Ye Yonghui believes that both traditional retailers and online retailers should first consider the role of e-commerce in the overall strategy. Provide special products for the network, develop targeted services, and quickly attract online consumers with personalized services. Enterprises that can actively take actions based on environmental changes will become winners in the future.

Targeting consumers through proper product mix and pricing, 20% or even 25% of the specific products purchased online are products that can not be found online. If an enterprise can establish trust and reliability in product mix and pricing, the online store will get more consumers' favor. Ye Yonghui believes that in addition, traditional retailers should also learn to think in terms of e-commerce websites. At present, many enterprises are making efforts to the online shopping mall, but if they do not learn the marketing methods of Internet dealers, it will be difficult to occupy a place in online shopping.

Mobile shopping is also one of the development directions that we must pay close attention to in the future. Although the number of people shopping through mobile Internet is very small, China now has 306 million fixed telephone users and 796 million mobile phone users. Therefore, the sales mode based on mobile phones will grow sooner or later, and the enterprises with early layout will get the market tomorrow.