Flying Big Data Consumers Reveal The Four Major Trends In Physical Business Development

rely on Internet The convenience and traceability of network users are easy to track. The analysis data of relevant consumer behavior are common, but there are few valuable consumer behavior analysis. Held in July 12th. Fei Fan At the celebration conference of the 618 crazy year of the business alliance, "entity + Internet" scene service operator flew a group of data on the activities of "crazy year celebration" during the 618 year, and the user portrait data of the one year's open platform formally launched, filling the blank of user behavior portrait in the Chinese entity consumption domain.

According to the data from Fei Fan, during the celebrating activities in the crazy year of the 100 thousand stores in the National Mall, the 3000+ members of the business alliance attracted a total of 500 million passenger trips under the line of activity, achieving sales of 12 billion yuan, while the total number of trips to APP reached 1 billion 50 million, and the peak value of the single hour interview reached 23 million. At present, the total number of flying members exceeds 120 million, and active members reach 44 million 600 thousand. In addition, the research on user portrait and consumer behavior depicted by Fei Da Da also shows the four major emerging business entities in China. market Trend.

Two or three line city line shopping and consumption potential is imminent

The balanced development of China's economy has gradually increased the purchasing power of the two or three line urban residents, and the potential of online shopping has even surpassed that of the first tier cities. The latest figures from Fei Fan show that the frequency of shopping in the two or three line cities is higher than that in the first tier cities. In the first tier cities, the frequency of shopping trips per capita is 1.2 times a month, 1.7 times a month in second tier cities, and 2.3 times a month in three line cities.

For example, when shopping, the second tier cities have the longest shopping hours per person. In the first tier cities, each consumer visits the shopping center on average for 130 minutes, while in the second tier cities, it is 153 minutes, and the three line city is 138 minutes. On the whole, the average shopping mall in the two or three tier cities is longer than that in the first tier cities.

Obviously, the higher frequency and longer duration of shopping are dependent on the slower pace of life and lower cost of living in the two or three line cities. In addition, although the unit price of shopping in two or three line cities is still lower than that of the first tier cities, it has shown an obvious upward trend, and also reflects the huge potential of two or three line cities for consumer shopping growth.

After the transformation of online and offline deep integration, the volume of passenger traffic and transaction volume in the next year's celebrating activities in the business union shopping center, department store, supermarket and other offline entities were more prominent in the low level cities (three or four cities and below cities); the users in the low level cities showed a higher recognition of the new shopping mode combining online and offline. Data show that during the activity period, the growth of passenger flow under the three or four line city alliance of city members reached 260% and 191% respectively, and the growth of transaction volume also reached 92% and 138% respectively.

No matter from shopping frequency, shopping long, or from the dimensions of customer unit price, the potential of shopping consumption under the two or three line city line has been on the verge of development. The contact may be the entity business Internet + transformation and opening platform built by Fei Fan, and in this process, the user portrait of the cooperative shopping center will play a vital role in the process of flying big data.

Gender and role play different needs for offline shopping scenarios.

Without scenes and without consumption, the scene will further reconstruct the connection between people and business in the context of consumption upgrading. Only when we grasp the changing trend of consumer preferences and make good layout, can we do what we can to create an excellent consumption scenario.

From the perspective of comprehensive experiential consumption and shopping consumption, the preferences and preferences of consumers of different genders are quite different in different consumption categories. On the whole, clothing, shoes, bags, dining and entertainment occupy shopping TOP3, but men and women are different. Men prefer fitness, entertainment and digital; women also love stationery and creative shops in addition to clothing and cosmetics. Consumers of different ages are also very different in shopping categories. According to age, young people under 30 years old invest heavily in jewelry and cosmetics; 30-40 of young moms and dads prefer to accompany their children to become the main force of parent-child consumption; 40-50 year old people prefer entertainment, and are a big customer of food and entertainment.

These data provide a strong basis for the analysis of user behavior in different scenarios by entity commerce. Take the shopping center customer group analysis as an example, there may be two couples, three couples, family members, young people, girlfriends and so on. What kinds of needs will they come to the shopping center, what kind of layout and reasonable flow arrangement can better meet the needs of consumption? These are worth further digging.

It is worth mentioning that the "entity + Internet" new business model created by Fei fan includes many aspects, such as digitalization of online consumer behavior, online store marketing, marketing digitalization, online service and so on. Having diversified high-quality shopping scenes is the inherent advantage of physical commerce. On this basis, it is very important to rely on Internet technology to let entities, brands and consumers get closer and enhance the convenience and efficiency of shopping.

The trend of consumer preferences such as category, gender, age and other multivariate data analysis will help entities to understand consumers' behaviors more accurately and optimize their formats.

Experiential consumption such as food and beverage can best reflect offline advantages.

Shopping is not only buying and selling, but also the proportion of shopping consumption and experiential consumption. Among them, experiential consumption accounts for over 40%. Catering, entertainment, parent-child sports, fitness, beauty, culture and creativity are most popular. With the integration of Internet and entities, experiential formats are becoming bigger and bigger, and also can best reflect offline entity advantages.

It is a concern that catering business accounts for about 80% of experiential consumption. According to the shopping center's investment rule, the catering industry generally does not exceed 20%, and the proportion of catering business is increased to 30% or even 50% from the increasing number of shopping centers.

Moreover, there are different preferences and habits for different regions and genders to treat food. For example, restaurants in the first tier cities and coastal areas have a higher degree of heat, and each person spends about 65 minutes at each meal. The most time spent on self-service, chafing dish and Korean food is different. Men and women have different preferences for food. On the whole, fast food, hot pot and Western food are the most popular. Men prefer Sichuan food and Korean food, and women prefer western food and coffee.

"Watching a movie after dinner" has become the best "CP" for consumers to shop. Under the background of big entertainment and big culture, China's movie box office has been developing rapidly in recent years. Who are the most popular "fanciers"? Where do they come from? Flying data show that from the online payment amount, the national TOP3 is Jiangsu, Fujian and Guangdong; the top three cities in Beijing are Shanghai, Beijing and Shanghai; the average age of consumers in different provinces is between 31-37 years old. In addition, the development of parent child amusement, education and training, paternity photography and other formats is also very popular, especially in amusement parks.

These data fully reflect the experience of consumption is the main shopping consumer electricity providers can not provide, become a solid business confrontation against the impact of the electricity supplier, towards the integration of the online and offline depth of the core business of the new business era.

Integration of online and offline acceleration, entities and businesses have to face.

There are many nouns derived from the behavior of the electricity supplier to consumers, such as "shake, shake," "snatch", "limited time rush" and "spike". Are there any new postures in line consumption in the mobile Internet era? The flying data show that the 3000+ entity business of the commercial alliance can achieve double leaps in passenger volume and sales during the 618 period of this year, which is inextricably linked to providing consumers with an information and intelligent experience.

During the mid year celebration, users' enthusiasm for using APP increased, and APP downloads increased by 4 million 200 thousand. As a matter of fact, the APP downloads and visits increased significantly compared with the 2015 double denier, and users gradually formed the habit of "shopping with APP". At the same time, these data also indicate that "online shopping" is a supplement and extension to offline shopping. From the user's behavior, "online shopping shop using APP to check activity information, find coupons, search stores / brand locations, line shopping, use APP to convert shopping vouchers, use points, pay and so on" has formed a natural and mature process. Regardless of weekdays or weekends, consumers will concentrate on flying APP in the morning before the opening of the mall, and the weekend is more obvious. This process is different from the electricity supplier, and is different from offline entities. It can be seen as a new consumption mode under the integration of online and offline.

Online and offline accelerated integration is the reality that traditional electricity providers and traditional entities can not evade. In fact, the trend of online and offline convergence is not the replacement of anyone, but the complementarity of resources and advantages.

For the entity business in transition, in-depth consumer behavior data analysis will effectively help entities in the upgrading process to optimize the transformation mode, optimize the layout of regional, category, format, and adjust the marketing strategy. In the future, flying big data will provide more solutions and more powerful support. And Fei's "entity + Internet" mode has gradually become a positive direction of entity transformation, so that the traditional entity and traditional electricity supplier return to the standard is the way to revitalize China's business.