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Shopping Options In The Internet Age: Perceptual And Smart

2014/1/26 13:09:00 16

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Sensibility Individuality Impulsiveness Logistics Demand

from shopping, in the Internet era, pure rational shopping is more difficult to imagine than before. What we used to do in shopping in the past was only a few commodities. The advertisements we saw were relatively hard TV, newspaper and shop promotion advertisements. The brands we knew were few known. Today, under the stimulation of product individuation, advertising form diversification and brand popularization, impulse shopping is more frequent, and shopping is full of sensibility. 
 after becoming accustomed to this a href= "http://www.91se91.com/business/" > sensibility < /a >, consumers are not becoming stupid because of sensibility, but more smart, more and more clear about their own needs, and are accustomed to controlling the price. Therefore, the current consumer shopping habits show that, on the one hand, the functions and prices of products are no longer just factors that consumers will consider. On the other hand, consumers are more concerned about the added value of products' cultural attributes, shopping experience and follow-up services. 
 in addition, with the development of mobile terminal devices, people's lives are being cut by multi screen products. Internet shopping habits are no longer just a choice of sitting in front of the computer. Many times they are using a mobile terminal device for entertainment. Under this fragmentation time and fragmentation demand, the demand for consumers' needs is more refined under the shopping choice of emotional stimuli. How to meet the needs of refinement? 
 1, product selection, product design, cost performance, function, experience, brand connotation and other aspects should highlight "a href=" http://www.91se91.com/business/ "personality" /a ", allowing users to have more than expected experience, from the product level to seize the interests of consumers, not just from the two aspects of function and price to do, for each product tells a story that consumers feel they have to have. 
 in short, the product of electric business is not a horizontal category or a vertical type of maximization is good. From now on, how to provide "interesting" products, through the "explosion" and then flow to complementary products, to grasp the overall needs of consumers, that is, this is not just demand. 
 2, the psychological expectation of fragmented demand will be much shorter than that of just needed. If the supply chain and logistics system can not keep up, consumers will not want it when the goods are delivered. This must be a very failed shopping experience. With the increase of consumer online shopping experience, "good quality" and "timely and accurate" are not only consumers' expectations of < a href= "http://www.91se91.com/business/" > logistics experience < /a >, but also put forward many personalized requirements, such as late delivery, selected time delivery, timely delivery, timely collection, payment for goods and logistics. 
 in fact, from the recently published "China online retail industry: observation and Outlook" report, there is a judgement about the impact of logistics on the current electricity supplier: from the perspective of market history, the key factor that restricts the efficiency of domestic online retailing product management is the uneven distribution of logistics and distribution services, which is related to the late development of the whole country, slow progress and extensive mode. Therefore, how to provide consumers with satisfactory logistics is the top priority of the electricity providers. 
 3, the fast feedback from the electric business enterprise to the consumer demand is very important, because under the impulse shopping, the consumer needs the necessary guidance, to aggravate the consumer's determination to purchase, for example, the size of a dress and the pixel of a mobile phone, so even if the electricity supplier is self-service shopping experience, the essential service needs to follow up. How to quickly feedback, how to make consumers online shopping also has online shopping sense of service. And how to deal with the issue of return, to maintain the patience of consumers, so that consumers are satisfied with the processing flow, which is the need to coordinate business enterprises. 
 from the current market situation, Taobao of the domestic C2C is undoubtedly the most satisfying individual needs, with a large number of merchants and various products. This kind of competition has enabled talented shopkeepers to come up with many ways to reduce the jump rate of product pages. For many reasons, Taobao has always been the head card of "a href=" http://www.91se91.com/business/ > domestic electricity supplier < /a > turnover. But at the same time, Taobao is also the most problematic, because Taobao's extensive growth has provided a hotbed for such issues as fake products, third party non-standard logistics and bad services. 
 on the one hand, there are too many fake goods in Taobao, though it has not been improved obviously after several times of rectification; 
 two is that C stores are uneven, service can not be standardized, and affect consumers' shopping experience; 
 three is the open third party logistics system, not only slow but also bad service, and the logistics demand of consumers is not satisfied. In addition, Ali planning the "rookie" big logistics system is difficult to carry out a unified deployment of several million C shops, in fact, Ma has tried many times, but no doubt all failed, the rookie network planning is so big, the final result can be achieved, it really needs to wait and see. As a matter of fact, the Jingdong model represented by B2C is much better than the Taobao model. Jingdong has a clearer train of thought whether it is from brand management or standardized operation to the supply chain and logistics system. Some strategic deployment of Jingdong since 2009 has shown more and more clear value chain integration maps. 
 main strategic deployment is focused on strengthening product flow management, including market planning for whole category sales, proprietary B2C and < a href= "http://www.91se91.com/business/" > open platform < /a > business system, self logistics system and development logistics strategy, supplier supply chain management service and so on. Therefore, Jingdong actually has a more solid foundation than Ali's rookie network. At present, Jingdong has provided "211 time limit", "next day", "night matching", "timing", "speed up", and even can deliver four times a day. 
 by 2020, when the rookie network was built, the logistics system under the Jingdong mode should not be weaker than that. Instead, from the perspective of service, the construction of its own logistics system is more suitable for standardized management and quality services than the third party teams that have come together. 
 and from platform products, the degree of control of Jingdong is far greater than that of Taobao. Product quality, platform word-of-mouth and wind evaluation are much better than those of the latter. This is the point that B2C will be stronger than C2C. In addition, in large production environment, if C2B's big data can be properly operated, this advantage will become more prominent. So in a sense, Jingdong undoubtedly represents a clearer future.