Online Shopping New Survey Consumers Pay More Attention To Style

Last year clothing The market size of online shopping has increased by 93.5%. What is the driving force of this rapid growth?

Reporters believe that the driving force comes from many aspects of integration. For example, the growth of new users and the average amount of online shopping.

Recently, the media conducted a survey of 30 cities with the most active online shopping in the country, and found that clothing became the fastest growing category of online shopping. In 30 cities, the scale of this kind of online shopping reached 110 billion yuan, almost about 260000000000 yuan in the whole country. At present, clothing online shopping has occupied the 1/3 market in the online shopping market.

Specifically, the increase of new users has contributed less to the growth of online shopping than the average growth of online shopping. The growth of new users is about 40%~50%, and the number of new online shoppers has increased by 60 million. The bigger business growth comes from the increase in the average amount of online shopping. That is to say, the older online shoppers purchase more and higher prices through the Internet, which brings more consumption. Therefore, the growth of the old online shoppers is the largest contribution to the growth rate of 93.5% last year.

At present, the online shopping crowd has not changed much. The main change is that the number of high-income consumers has increased a lot over last year.

According to the survey data, the income group with income above 6000 yuan has increased by almost 6 percentage points, and the population from 3000 yuan to 6000 yuan has increased by 7 percentage points, and less than 3000 yuan has dropped by more than 10 percentage points.

In addition, the age distribution of online shoppers: 30~39 years old and over 40 years old, especially those aged 40 and above, have increased their penetration on the Internet, but their growth is only an average increase. Online shopping consumers over 30 are still maintaining an average growth rate instead of speeding up.

70% to 80% of online shoppers focus on style rather than brand, which is the difference in performance.

In terms of "online purchase" Clothing is When the question is different from that of offline, more than 40% of the consumers replied that there is no difference between them. I like to buy them both online and offline. Besides, 36% of the consumers think there is a difference. In fact, the difference is that they sell new styles of clothing on the Internet, while those on the offline are selling good quality clothing.

In the survey, reporters also found a more interesting situation: under the net, we think women buy more clothes for men, but on the Internet, men buy more clothes for women. Of the 3 male consumers, one of them bought women's clothing, while women bought it. Men's wear The proportion is relatively low.