The Sale Mode Has Benefited Vip.Com, Who Is Well Versed In The Nature Of Retailing.

The quarterly monitoring report of China's online retail B2C market, the third quarter of 2015, and the quarterly monitoring report of China's mobile shopping market, the third quarter of 2015, show that Tmall, Jingdong and vip.com three electricity providers occupy the top three of the B2C market share; mobile Taobao + Tmall, handset Jingdong and mobile vip.com share the top three of the mobile market share.

The pattern is basically stable.

First, feminization.

At this point, vip.com believes that "women get the world".

Compared with other Asian women, Chinese women have higher family status, higher working rate and richer money. For example, 53% Chinese women have their own credit cards, while the average level in Asia is only 40%, 76% of Chinese women have bank accounts, and so on. They have more decision-making power in consumption. Taking mother and baby as an example, more than 70% of Chinese maternal and child products are purchased by women, and the proportion of other Asian countries has just exceeded 50%.

Vip.com accounts for more than 80% of female users, and is also designed to meet the needs of female users.

Vip.com is constantly expanding categories, such as beauty, mother and baby, and so on, and the logic of category expansion is to meet the diversified and one-stop demand of female users.

Second, scenario.

Vip.com believes that both the electricity supplier and offline retailers have to create scenes to meet demand and create demand.

Commodity display is not enough. We must create topics, lead the trend and guide consumption.

For example, for the trend of the chain package, the theme of "women needs a chain bag" has been launched, and it has been matched with various grades.

Brands and products meet the needs of different users and have achieved excellent results. More than 10% of vip.com users clicked on the topic, even 3 to 5 times as much as Gucci and Daphne's high attractive brands, and the conversion rate was higher than that of the usual brands.

But in fact, the consumers of the chain bags did not pay attention to the chain package before the topic appeared, nor did they have the demand. This is an example of the scenario creating demand.

For example, women always have less clothes in their wardrobe. They pay more attention to aesthetics than practical, and perceptual consumption is more than rational consumption. Therefore, creating a scenario based consumption scenario is a good way to lure women's consumption.

Third, social networking.

In the era of mobile Internet, which is rampant in the circle of friends, the proportion of Chinese women participating in social discussions has increased from 40% in the forum age to an astonishing 79%. In the circle of friends, they are enjoying the food, tourism, disguised and social attributes, and they must be able to get the capital of the sun. They must be able to satisfy the psychology of female users.

Besides,

And personalization is also the product of the mobile Internet era. Now, 80% of vip.com's sales are contributed by the mobile terminal. When consumers' usage habits become fragmented, the electricity providers must have a good heart in the limited time and limited screen, so we must implement accurate and personalized recommendation, which is a deep insight into consumers.

Therefore, personalized personalized display is especially important for different needs of consumers.

For example, fog and haze days, in Beijing will see the respirator air purification gas, in Guangzhou will not see down clothing, see in the northeast is mink coat and so on, different age groups of women see products and brand is completely different, based on the big data operation ability.

Fourth, globalization.

The first meaning of globalization is cross-border electricity supplier.

As early as in September 2014, vip.com launched the "global sale" mode (now renamed "overseas pick"), began to layout cross-border electricity providers, currently in 9 countries and regions in the world has branches and exclusive buyer team, to the third quarter of this year, vip.com's overseas select business growth has reached 164%.

The second meaning is to seize the global market.

Whether in terms of user volume, market capacity, business scale, market value or user experience, China's electricity providers have surpassed the United States and are leading the global market. Therefore, both Alibaba's fast sellers and vip.com hope to seize overseas markets.

First, in April of this year, vip.com invested $5 million to invest in the Southeast Asian sale of Ensogo gold, and then became the second largest fashion supplier in France.

In the future, vip.com will continue to insist on the sale mode.

Vip.com believes that the electricity supplier industry will show four trends in the future, that is, vip.com's four major evolutionary paths in the future: "new four modernizations": feminization, scenario, socialization and fragmentation.