7 Facts That Chinese Netizens Do Not Know About Online Shopping

China has been the largest in the world for three years in a row.

Consumer market.

According to the statistics released by the National Bureau of statistics, in 2015, 1.3 yuan spent on consumer goods retail in China was spent on the Internet in 10 yuan.

This proportion will continue to expand in the expected future.

Therefore, understanding today's Chinese consumers' online shopping habits and shopping decision making factors is of great value to multinational giants and small business entrepreneurs.

What do Chinese believe in online shopping?

What is the fundamental difference between impulsive consumers and rational consumers?

Which new shopping methods are springing up?

Through the real exploration of users' psychology and behavior, this paper unravels the online shopping behavior and the business rules behind psychology.

Truth 1: irrationality

- 30% users will "follow the orders" when they visit the e-commerce website.

Under what circumstances, we will rush to the e-commerce website? From the feedback of users, 64.8% of users will enter the e-commerce website when they know what they want to buy.

With a vague shopping goal to brush the user of e-commerce sites, accounting for 30.4%.

This part of the user will brush the website to pick up the goods that they are interested in.

These 30% users are the core driving force that e-commerce websites try to do a good job of product promotion and interest recommendation.

Compared with the early consumption of rigid demand, online shopping is gradually becoming an option for some users to spend time online.

Truth 2: social rise

Recommendation based on social interaction, more than traditional

Social networking has not had a disruptive impact on the traditional online shopping mode, but it is superior to traditional advertising in motivating users to buy.

Low discount products recommended by shopping social accounts will cause 13.2% of Internet users to generate impulse.

Other people's recommendation in the social network will cause 10.7% of the Internet users to further understand the purchase.

These two factors are all higher than those caused by advertisements.

Truth 3: mobile shopping

Impulse consumers are more dependent on mobile phones than rational consumers.

"We seldom think about how much we wasted, for those things that we actually don't want to buy but because they are placed before us."

In the era of consumerism, those impulse shoppers contributed their greatest strength.

Because of their high sensitivity to changes in the consumer market, their preferences may tell us which patterns are more likely to trigger consumption.

From the comparative data, the most important shopping scenario of impulsive online shopping users is to pick up interested websites to buy electronic commerce websites, which accounts for 51.9%, while only 19.6% of those who purchase online shopping rationally.

The rise of impulsive online shoppers has the greatest impact. 48.1% of impulse buying shoppers will spend online shopping while playing mobile phones, and this behavior accounts for 10% of rational online shoppers.

For impulsive online shoppers, they also pay more attention to the social accounts and communities of the recommended products, and are easily influenced by the social networking shoppers.

Truth 4: the age of public survey

The weight of netizens is far superior.

Whether it's an electronic commerce website or a user evaluation recommendation in a vertical shopping mall, once a large number of ordinary netizens contribute to the information evaluation information, the recommended products will be more than the recommendation of social networking shopper, which can arouse users' desire to buy.

Among those who often buy products through other people's recommendation, 27.7% subscribe to Internet users' evaluation and 10.7% approved shopping.

In the past two years, the net red recommendation mode is still very attractive to the public users, accounting for only 3.6%.

Truth 5: no longer "hard to buy"

What users are more concerned about is the product characteristics and experience.

If you recommend good products to users, the last thing you need to tell them is "where to buy".

This is the lowest among users' concerns, accounting for only 3.9%.

In fact, the three main messages that users are most concerned about are the advantages of this commodity compared to the same kind of goods, the experience of its use and its price.

This may not be good news for those entrepreneurs who want to get profits based on the diversion of e-commerce sites.

Truth 6: star effect

00 more than 80/ after 90

In contrast to the characteristics of online shopping of users of all ages, there is no obvious difference between online shopping behavior after 80 and 90.

The younger 00 users have extended the star catching boom to online shopping.

Because the preferred star recommendation, and choose to buy the goods, this behavior accounted for 29.5% of users after 00, but accounted for 8.8% and 6.3% respectively in the post-90s and post-80s.

For those businesses whose target audience is 00 young users, find suitable stars to make recommendations, or to be an efficient way.

Truth 7: decision making key

Users no longer care about "low price explosion".

If you search for "shopping" as the theme of social networking sites, it is not hard to see more and more such contents: "what are the cool things but easy to use things can be bought online," "cosmetics that must be started", "high quality gifts suitable for home to send parents"...

In the survey, 23.6% of users had social accounts or communities recommended for such products.

In this group of people, the core of their concern is "saving time for me to choose goods", accounting for 40.9%.

Secondly, we need to know something that we don't know, or recommend something that we like.

Most people do not rush to "low price" and "burst money".

More concerned about the low price of online shopping users, accounting for 21.3%.

Finally, we talk about the new consumption era, the elimination of authority, the irrational rise.

Seeing these latest data and analysis, are you aware of it? Yes, a new consumption era is slowly taking shape, and for the people in it, consumer behavior has changed from purpose to process.

Price is still the key factor, but the price is no longer "that important".

With the diversification of consumption channels and the pparency of commodity circulation channels, the difference between commodity prices and values has become smaller, and the competition threshold of electricity providers has become even higher.

The asymmetry between demand and consumption is increasing.

Targeted consumption is being gradually replaced by "irrational random consumption". The rise of consumerism and vigorous commodity culture, with the help of the convenient platform of electricity providers, has contributed to the rapid expansion of the weight of consumption guidance.

Factors that influence people's making decisions on online consumption are also being reshuffled.

Social platforms and public opinion become more important.

Celebrity endorsement has an irreplaceable effect on young people, but it quickly decreases in young and middle-aged groups.

Finally, if you are determined to find those cute "impulsive consumers", you will find that they are heavy Internet addicts, mobile phone dependers and fans of online shopping.