Doubling Of Jingdong Female Users Drives Orders Soaring

Since June, the Jingdong promotion has led to online shopping carnival. Since June 1st, Jingdong has continuously launched beauty makeup, personal care, food, mother and baby. clothing shoes Super low promotional activities such as caps and other products triggered a rush to buy the whole network. Jingdong responsible person pointed out that these products favored by female consumers were hot sales, in addition to the promotion efforts, and also benefited from the multiplied growth of Jingdong female users in recent years.

Because the category of Jingdong started up is digital 3C products, the mainstream users of this category are male users. Therefore, for a long time, the user group of Jingdong is dominated by male users. With the increase of Jingdong cosmetics, mother and baby, clothing and other categories, female users are also growing rapidly, which makes the female users of Jingdong users become mainstream.

　 Promotion: Women push orders up

In June 5th, Jingdong orders for cosmetics related products amounted to 400 thousand orders. On the 7 day, the Jingdong health care Festival produced nearly 500 thousand orders, and the sales of imported food for 3 hours broke through 10 million yuan, and sales of famous liquor and health products were over 10 million yuan. On the 8 day, sales of mother and infant category broke 70 million yuan, milk powder sold nearly 100 thousand barrels, and urine pants sold more than 200 thousand packages. And clothing Shoes and Hats On the 9 day, it also launched a full half off Cap super low price activity, which was touted by consumers.

For beauty, personal care, food, mother and baby, Clothing shoes and hats Sales of such products are hot, Jingdong officials said. To get such a good sales result is not only closely related to the Jingdong's special interest, but also benefited from the rapid growth of female users in recent years.

In 2004, after the Jingdong's e-commerce business was launched, the main business was concentrated in the 3C field, so the majority of users were male. However, in recent years, Jingdong has been implementing the whole category and one-stop shopping platform strategy, which has attracted more and more female consumers and become a more comprehensive online shopping platform. Jingdong's internal data show that for the first time in 2012, the growth of female users exceeded male users for the first time, and the total number doubled. At present, the proportion of women among Jingdong users has reached 40%.

The official explained that unlike men who are mainly consumer oriented, female users often represent a family's shopping needs, ranging from electronic products to clothing. Clothes & Accessories And then to many categories such as commodities, food and beverages. Therefore, Jingdong, which can provide 13 categories, tens of thousands of brands and tens of millions of commodities, has naturally become the priority of female users' one-stop shopping online.

Take Jingdong daily general merchandise as an example. Since its establishment in 2008, the Department has covered more than 20 products, including makeup, sports outdoor, mother and infant toys, food, bags, luxury goods, home textiles, watches and gifts, toy musical instruments, pet products, etc., and has nearly 200 thousand kinds of products. In early May of this year, business super business was formally launched, starting selling a coke cans, a pack of salt, etc., is to let the CBO chief buying officer of women's family life to further experience the convenience of online shopping. It is reported that in June 7th, the daily sales volume of Jingdong Department of daily use exceeded 200 million yuan, a record high.

In terms of commodity quality and price, female users are more sensitive than male users, and more believe in the "goods ratio of three, the price is three". All along, Jingdong adheres to the concept of "customer first" and adheres to the "low price of genuine products", which provides consumers with a wealth of quality products, convenient services and affordable prices, which in fact coincides with the preferences of female users.

For example, Jingdong's beauty care business insists on adopting the strategy of "reducing intermediate links and directly cooperate with domestic and foreign brand manufacturers". Currently, the proportion of direct suppliers in the commodities sold is up to 60%, which ensures the quality of commodities strictly from the channel, and can be presented to consumers at the lowest price. And the recent Jingdong flash business on the line is limited by time limit. It takes the famous brand and the big discount as the breakthrough point, so that consumers can fully enjoy the benefits of "the lowest price of brand goods". After the launch, they also get the favor of the female users and gather a lot of popularity.

In addition, Jingdong has long pursued the full supply chain construction, and can also meet the delicate needs of female users in service quality. Taking Jingdong's special service "211 time limit" and "extreme speed up" as an example, it not only leads the industry in speed, but also makes it unnecessary for female users to queue up and take the goods back home when shopping in traditional stores, and the whole process ensures the quality of goods and avoids the risk of goods being lost and goods being lost. In addition, the responsible person also said that in the future, Jingdong will continue to expand its category and enhance its services, and will also make more new attempts to address female users in the form of page design and shopping guide.

Insiders pointed out that the fact that Jingdong's sales volume soared, and the doubling of female users, such as beauty, makeup, mother and baby, food, clothing and so on, signifies that Jingdong's user structure is being further optimized, and the image of its leading integrated e-commerce platform is clearer. Predictably, after the end of the Jingdong sales promotion in June, female users will continue to maintain high growth. A more reasonable and more balanced online shopping platform is not far away.

　　 Data: consumption views of different age groups are different.

When people talk about women's shopping, most people think of irrational impulse spending for the first time. As a matter of fact, for women who have a long tradition of housekeeping, their shopping habits are often very smart, while women's shopping habits vary greatly in 70, 80 and 90. During the ten month anniversary of Jingdong, the Jingdong analyzed the consumption data of hundreds of millions of users in the past year, and outlined the different consumption views of women of different ages.

Whether they are 70, 80 or 90 women, their common characteristics of consumption are saving money first and pursuing cost-effective. Jingdong data show that most of the major promotional activities on the eve of the 70, 80 or 90, the number of female users of online shopping will be slightly depressed; once the promotional activities begin, the number of female users and consumption will rapidly increase. This also reflects from a certain angle that the online shopping of female users is "premeditated". They will save the short-term demand for shopping to the right time to release it, which conforms to the standard of rational consumption.

Loving beauty is the nature of women. In modern society, this feature is completely reflected in shopping. Jingdong female consumer data show that sales of clothing, shoes and hats and cosmetics have been rising rapidly. At the same time, it is also found that 70, 80 and 90 women choose different kinds of goods.

Jingdong's analysis of data will also provide more detailed promotions or services for different female users.

80% became the mainstream of online shopping. Data show that in the past year, the consumption of post-80s women in Jingdong has exceeded 10 billion yuan, which is the most outstanding among all age group female users.

Entering the 2013, most of the post-80s women have stepped into their own years, and have formed families or even nurture the next generation. Although the economic income of this group is high, the burden of living is relatively large. Therefore, consumption is reflected in a more rational purchase of commodity and daily necessities with higher cost performance. For example, the mother and infant products, for example, Jingdong currently has more than 8 million users of maternal and child products, most of which are women born in the 1980s. Millions of Post-80 mothers are required to buy 35000 barrels of milk powder, 25000 packets of diapers and 8000 bottles of milk every day.

From the perspective of mobile phone consumption, the consumption of post-80s women fluctuated greatly. The consumption of mobile phones on the top quarter almost reached two times of the lowest consumption quarter.

However, the most expensive family title has been picked up by the post-80s. The average purchase price of each flat TV is over 6000 yuan, ranking the highest in three age groups. This also reflects the selfless side of the post-80s women. Rather than using cheap mobile phones, they should save money to make their families comfortable watching TV.

From the perspective of dressing style, the post-80 women prefer fashion and Korean style. The post-80 women who search these two words are 34% more than 70.

70 after heavy quality. Although the total amount of consumption after the 1980s is the highest, if the amount of consumption per capita is the highest after 70, this also highlights their pursuit of the quality of life. For the 70 women who are entering middle age, they have more energy and ability to improve their quality of life, so it is not surprising that the average consumption is the highest.

From the point of view of mobile phone consumption, in the four quarter of the past year, 70 of women bought the most mobile phone consumption, the highest quarterly compared with the lowest, the consumption amount fluctuating not more than 10%.

On the dress style, Jingdong found that 70 of the clothing products purchased by women were comfortable and classic two keywords occupied an important position. Nearly 40% of the clothing items they purchased were related to these two words.

Spending power after 90 is not low. The post 90's are mainly composed of students and people who have just moved to work. Although the economy is not yet independent, the purchasing power is still not to be underestimated. Jingdong statistics show that the average price of each mobile phone purchased by post-90s women is 100 yuan higher than the average price of mobile phones purchased after 80.

For girls born in the 1990s, apart from the fresh school style of campus life, it is difficult to find the styles they always appreciate. Keywords often change frequently and catch up with the trend. It seems that they are trying to explore their own dressing styles through constant attempts.