Why Did The Three Or Four Tier Cities Become The Best Sellers In The Eyes Of Every Business?

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This time, the advertisement has hit "run the man".

With the new season of "the running boy" in the variety show, a careful netizen has found that the "Divine Comedy" that has been spelled out has appeared in this program.

The last challenge was the same extreme fire challenge.

Two years ago, only a few people had heard of the company. Now, there are 300 million users.

Including many spells, according to the world clothing shoes and hats nets, recently, gathered, praised and other social networking platform, successively obtained the financing plan to carry out the main battle, the main attack on the three or four line city.

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Such an electric giant also took aim at this cake and launched the Taobao special edition.

Why did the three or four tier cities become the best sellers in the eyes of the business operators? Can they win the game with a low price strategy?

Three or four line city

Into the eyes of the electricity supplier "big cake"

In March of this year,

A special price version of Taobao has been quietly launched. Its APP is now on the line of the major application stores, but it is still in the testing stage.

In this version, Taobao introduces this: although consumption upgrading is the main trend, the consumer market is becoming more and more subdivided, and consumer demand is becoming more diversified and personalized.

The Taobao special edition will soon focus on serving the needs of price sensitive people, so that consumers in all towns and villages across the country will be able to get goods of high quality and low price at the same price.

Ali side told reporters that in fact, Taobao special edition is to Taobao on the original daily specials and Amoy rush to buy channels such as users, unified diversion to an entry.

It's not just Ali who stares at this cake.

A few days ago, Jingdong APP and WeChat end had raised the position of the front page, which had been online for many years but did not receive much attention.

At the same time, Jingdong announced in January this year with the beautiful united group, set up a new joint venture - focusing on the operation of WeChat's social networking platform.

How big is this piece of cake? So to speak, there are lots of spells going on line in September 2015, and the single day trading volume after 3 months on line has exceeded 10 million yuan.

Up to now, a large number of users have exceeded 300 million, which is almost an order of magnitude (from the scale of users) to Jingdong.

Data show that these users are 70% women, 65% from three or four tier cities, and only 7.56% from the first tier cities.

Social business, or "low price electricity supplier"?

Why is the three or four tier city? Usually, the prices of the three or four tier cities are higher than that of the second tier cities. The reason is very simple. The goods from the procurement area to the three or four tier cities need to go through a long link.

A long link will lead to higher cost of intermediate links, thus raising the retail price.

With the upgrading of consumption, the early Internet dividend gradually disappeared in the electricity supplier market.

Electricity providers have no such energy, and then go to "consumer demotion" to deal with consumers who are more sensitive to price.

This "low price play" is the early stage of the electricity supplier.

However, in recent years, the second wave mobile Internet demographic dividend has begun to emerge. With the OPPO, vivo as the representative of a large number of domestic mobile phones began to enter the three or four line cities, but also for the three or four line of urban consumers to bring new consumer demand, and then, many live class, video APP should be used here opened a huge market space.

The entry of cheap commodities is also the right time to catch up.

Some people say that much of the competition is Taobao, which was five years ago, in a new bonus period.

Under the dual oligopoly competition of Ali and Jingdong, the key to get more users quickly is to socialize and low prices - let some unreasonable prices of goods be spontaneously distributed in WeChat through user sharing, and those who are willing to spend time on finding cheap goods are "hooked".

A very simple way of checking is to search how many links you have in your WeChat group, especially the elders.

As a result, there are new problems. How much is the low price, Taobao special edition, whether it is a social business, or a "low price electricity supplier"? In this regard, insiders believe that the early stage of social networking is the inevitable process of enclosing users with low prices.

Low prices capture the core needs of these people, and group buying can maximize the advantages of social media.

But as more and more electricity providers enter the field, low prices will not be a normal situation.

It is learnt that they have begun to invest and establish a quality mall.

Who will win in the end?

We have to see word of mouth.

"In fact, a real low price commodity is one to two, which is used for drainage."

A lot of early staff told reporters that the profit space of ultra low price goods is only one or two yuan, or even no profit at all, but it can be drained. Users are attracted by super low price. They may not really buy it, but there is a great possibility to buy relevant merchandise recommended by the shop on the page.

For example, we often see ten yuan, one down jacket, 8 yuan pants, 20 yuan boots......

"There are many ways to play this. Maybe these 20 yuan boots are broken yards, and many people are attracted by it, but few people can really spell it."

The former staff said many employees.

Therefore, low price also brings many problems. The first thing to bear is how to guarantee quality.

In February 1, 2018, we published more than 2017 annual reports on consumer rights and interests protection (hereinafter referred to as "annual report"), and announced the establishment of 150 million consumer protection fund to help consumers deal with after sale disputes and safeguard claims.

According to the annual report, a total of 10 million 700 thousand pieces of goods were put together in 2017, and sellers were banned from selling businesses through blacklist mechanism. The return rate was less than 5%.

In the traditional e-commerce platform shopping, consumers are often difficult to pick out the right commodities to meet their needs.

Social networking providers can deliver merchandise information faster and more accurately to consumers through social media, while endorsement from friends and big coffee can also enhance consumer trust in goods.

Therefore, in the end, whoever wins can still win the word of mouth.

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