Insight Into The Three Trends Of Hai Tao: How Can Businessmen Find New Business Opportunities?

Last year it was called

The first year of the year.

Under the joint action of policy dividend, capital drive and consumer demand, Hai Tao Yang photochemical era opens.

Rapid development, and the scale of Hai Tao continues to expand.

However, with the cross-border electricity supplier in April 8th

The implementation of the new tax system is officially terminated.

Cross border e-commerce retail import commodities will no longer be subject to postal tax on postal items, but customs duties and import value-added tax and consumption tax on goods.

In the period of attention to the topic of Hai Tao, Nelson's latest 2015 "Hai Tao" consumer lifestyle and shopping preference analysis report has made an in-depth insight and analysis of the domestic sea market and has certain guiding significance for businessmen to find new business opportunities in the sea under the policy changes.

Nelson found that along with the further development of the market of China Sea, the consumer behavior of sea Amoy has been maturing, and the market is showing a trend of diversification and differentiation.

For Hai Tao merchants, how to locate different segments of people and carry out meticulous operation is the key to further development in the market.

In terms of hardware, we need to further optimize product mix, integrate direct mail, bonded and other modes, and consolidate procurement and logistics links. In software, we need to make clear the characteristics and differential positioning of platform brand, create brand image and increase brand premium capability.

The findings of this report are based on an in-depth study of online scouring behavior and lifestyle of more than 1600 consumers in eight major cities across the country (Beijing, Shanghai, Guangzhou, Chengdu, Hangzhou, Nanjing, Dalian, Wuhan).

Consumers diversify their shopping behavior and focus not only on a certain type of platform.

Nelson data shows: "the overseas shopping channel of domestic electronic business platform" and "domestic special sea search website" are consumers' main overseas shopping channels.

Of the consumers covered by this survey, 63% of respondents said that they had purchased the imported brand goods from overseas through the "overseas shopping channel of the domestic electricity supplier platform" in the past year, and 60% of the respondents had purchased through the "special website of Hai Tao".

However, there is still a trend of coexistence and development in the consumer channel: about 4 of the respondents choose "overseas sea scouring website" (48%), "themselves or relatives and friends help overseas purchase" (42%), "buy from overseas purchasing agent" (40%), and more private way.

In terms of seafood category, beauty care products, clothing and food are still the most popular purchases by consumers, and the three most likely to be purchased.

Over 6 of respondents said they had washed skin care products (67%), clothing (59%) or food (51%) in the past year.

And about 6 of the respondents said they would consider Hai Tao skin care products (71%), clothing (68%) or food (58%) in the next year.

However, comparing the categories of consumers in the past year and the items to consider in the future, Nelson found that at present, some consumers who buy less permeable commodities, such as furniture or kitchenware, toys, books, magazines and so on, also have a strong desire to purchase, which indicates that consumers are more abundant in demand for cross-border online shopping. With consumers' pursuit of quality, they are also more likely to choose Hai Tao as an option for daily life.

Therefore, making good use of the product's long tail effect can help to shape the difference of platforms; combining unique user experience and brand marketing, create their own brands and increase platform premium capability.

For Hai Tao consumers, genuine goods protection is the most important demand when they choose the sea platform. But at the same time, at the heart of feeling, the current mainstream consumers have gone beyond the stage when they used to use the "foreign goods" to flaunt themselves, and even more enjoy the practical upgrading of their quality of life.

But it is precisely because of the pursuit of personal quality of life, determines the needs of consumers more personalized and differentiated.

"According to Nelson's attention to Hai Tao's market all along, we find that with the growing maturity of cross-border online shopping consumers and the escalating consumption concept, consumer demand will be further broken down. This is not only reflected in the demand for product categories, but also in the motivation to encourage consumers to choose" Hai Tao ".

There are one thousand consumers who have one thousand different consumption needs. This poses a greater challenge for the marketing of these platforms.

"Nielsen e-commerce industry director Lu efficiency said.

Hai Tao consumers segmentation: core consumer group accounted for 53%, potential crowd 47%, crowd differentiation appeared

Under the background of the increasingly mature consumer behavior of cross-border online shopping and the increasingly refined consumption demand, the consumer group is experiencing the process of subdivision.

In this study, Nelson found that the current sea crowd consumers can be divided into the ultimate sea seekers, fresh love dazzle, pragmatists, potential sea scout public and basic entry type.

Among the five categories of subgroups, the ultimate sea crowd, the new love dazzle type and the pragmatist are the three most important groups in the sea group. They account for 53% of the total population, and contribute 87% of the total consumption.

From the two indicators of the number of times of sea scouring and consumption accounts in the past year, the ultimate population is the core group in the sea crowd. The consumption of pragmatists ranks second, while the fresh love Dazzle is ranked third.

The highest proportion of potential population of Hai Tao is only 13%, which belongs to the group that needs to tap the potential of consumption in the sea group.

The ultimate "Hai Tao" people are mainly concentrated in the 31-40 year old, married family with higher monthly household income. Hai Tao buys more frequently and spends more.

For them, Hai Tao helped them open a new life beyond eight hours, "discover more new things, broaden their horizons" (65%), and make themselves "more bright" (52%).

For the other two main groups, the new love dazzle and pragmatists, the former are younger in the crowd composition, mainly concentrated in the 18-30 year old young people. The intention is stronger, but the total cost is not high and the price is relatively sensitive.

In terms of demand, more attention should be paid to style and tide recommendation, and Hai Tao as a way to bring enjoyment to life (52%), so it is more willing to enhance the sense of happiness through communication, social circle sharing and deletion.

For pragmatists, they are much older, mostly married children families, have strong self-determination ability, and have stronger shopping purpose. Compared with the emotional satisfaction brought by Hai Tao, they are more concerned about the function and price of the product itself, and regard Hai Tao as a way to enjoy quality life (66%).

In response to this finding, Nelson's director of e-commerce industry, Lu Yi, said: "the size of the sea crowd is growing, and more potential people will be pformed into the core group.

At first, they may start hunting for sea products because of mother and baby, cosmetics and other standards. But with the accumulation of consumption experience, it is difficult for them to meet all needs in future.

We should adjust product strategy and marketing strategy according to the actual consumption behavior and lifestyle of different consumers, create a unique shopping experience in all aspects of products and services so as to achieve more benign interaction with target consumers.

"

Hai Tao platform: special vertical sea scouring website features more distinctive.

Looking at the current cross-border online shopping platform in the market, since the explosive growth in 2015, in addition to the major comprehensive electricity suppliers have stepped into the sea market, more personalized and differentiated specialized website has begun to emerge.

Nelson research found that compared with the overseas shopping channels of the comprehensive e-commerce platform, those vertical categories of Hai Tao websites were less likely to attract the core consumers than the comprehensive electronic business platform.

In addition, from the perception of the brand image of the platform, the common users of different platforms have differentiated their cognition of the characteristics of different sea platforms, of which the cognition of the brand image characteristics of the vertical Hai Hai website is more distinct.

From the perspective of the correlation between the platform and its core users (platform common users), users of the special vertical web site think that the platform is more relevant.

All of this indicates that due to the diversification of consumer demand, the single mode can not fully meet the needs of Chinese consumers, so it also gives more professional and differentiated opportunities for the development of Hai Tao platform.

Combined with the recent Hai Tao new deal, how to find the right strategic positioning and use reasonable tactical combination will determine the trend of the sea scouring platforms in the coming year.

Lu said: "in the diversified market of Hai Tao, the demand of consumers will no longer be satisfied with the explosion and low price, but how to attract the specific consumer groups with their own advantages, give full play to the long tail effect of seafood, create unique experience and shape differentiated brand positioning, will help the platform get more long-term competitiveness in the market.

"