"Consumer Groups Big Fight" Will Become The Mainstream Of E-Commerce Industry Competition

2018 will soon be over, with huge volume and over one billion users.

There is always no shortage of latecomers. Looking back on the right and wrong of this year's business, there are quite different changes from previous years.

In the era of PC and the early days of mobile Internet, besides Taobao,

Most of the rising stars in the industry are vertical classification business platforms, such as 3C Jingdong, the main books, the focus of cosmetics, the customers who do the clothing business, and countless kinds of electronic business platforms we have heard or not heard of. When they enter the electricity market, they will deliberately "attack one point" and avoid direct competition with the industry leader. That is the era of vertical classification of e-commerce.

But this year, the competition in the electricity supplier industry has changed a lot.

Many rings outside the ring, NetEase of location service, and the love inventory of the crowd in the 345 tier cities, compared with those who emphasize the vertical attributes, these new rising e-commerce platforms have a very strong "crowd attribute" label from the beginning, but there is no obvious classification mark in the category of operation.

In line with this change, it is from the beginning of the year to the end of the "consumer escalation" and "consumer demotion".

The Chinese market has changed, so the competition between China's most intense electricity supplier and the industry has changed.

In fact, there has never been any upgrading or demotion of consumption. Only in this era is the consumption stratification brought about by sustained economic development.

Consumers buy products no longer buy shoes for A, buy mobile phones to B, but like the same group of people.

So instead of the 2018 electricity supplier, the essence of economic development is that economic development has given different groups of people different consumption habits.

1, success is also cheap and cheap.

Really let the industry realize that the competition in the electricity supplier industry is changing a lot. With the popular concept of "five rings outside the crowd", Huang Zheng's popularity is growing rapidly with the advantage of low price. It has been established in the United States for three years, and its market value has been close to Jingdong for twenty years.

With the listing fever, many fake products and counterfeit goods hidden behind are constantly criticized by the media and netizens. The decline in share prices has led Huang Zheng to save himself.

In September this year, a column called "brand Pavilion" appeared quietly on the front page, and settled in hundreds of brands, including Anta, Nike and Wuliangye.

。

Only those products on the shelves are either low in sales or just on the low end of the line.

According to the survey of Tian Hao, Adidas should be launched in September. The number of sales of the brand is 62 thousand. A 99 yuan short sleeved T-shirt has been set up, and the number of 119 yuan short sleeved T-shirts sold in seventh ranks directly reduced to 277.

Moreover, Adidas's products are inversely proportional to the sales and prices of many products, such as the price of 300-400 yuan products, sales volume is only two poor digit.

It can be seen that the Amway's high-end brand of "five rings outside the crowd" is very natural.

2, active users grow to the ceiling of Jingdong.

Jingdong, the PK high growth Jingdong, declined for the first time this year.

According to Jingdong's 2018 Q3 earnings report, as of September 30, 2018, the number of active users (at least one shopping behavior in the past 12 months) was 305 million, less than 8 million 600 thousand in June 30th.

In fact, this is related to Jingdong's main male users.

According to the report issued by the aurora data released last year, as of November 2017, the proportion of male users in the application side of Jingdong reached 60.8%.

In the entire retail industry, male users are not high consumption people. Coincidentally, Liu Qiangdong once told the media that "male users are always losing money more than 50%," because men buy products that are "ultra-low" gross margins.

This user structure is also reflected in the operational level of Jingdong. For example, this year's Jingdong self operated business is still dominated by electrical appliances.

Obviously, Jingdong, as a platform with male users as its core, has been doing wonders for 305 million years.

3, left hand Starbucks, right hand box Ali.

In contrast, Ali, the flagship new retailer, developed steadily in 2018.

Since 2016, Ma Yun first put forward the concept of "new retail" in cloud habitat conference. The layout of Alibaba in retail has obviously accelerated. In August of this year, Alibaba and Starbucks jointly announced a deep strategic cooperation, involving Alibaba's hungry, box, Taobao, Alipay, Tmall, word of mouth and other business lines.

Meanwhile, the new retail model box, which is hatched inside Ali, has a good momentum of development.

In December 12, 2018, the box office opened eighth stores in Wuhan, which is the 100th store in the country.

From 0 to 100, the box horse took 2 years and 11 months.

It is precisely because of the layout of the integrated population from Ali to the end, that the beast seems to have unlimited room for expansion. Whether it's a giant like Starbucks or its own incubator, the horse and horse are all growing up under the wings of Ali.

4, social networking new talent love inventory, focus on inventory.

Founded in September last year, social networking providers love inventory, which is also a rising star in 2018.

As a crowdsourcing distribution platform, the use of love inventory effectively utilizes the concealment of social platforms, and builds a new sales channel for branding companies that will not impact their traditional price system.

Its main group is a high quality waist population scattered in three or four or five cities.

Love inventory and tap the commercial potential of social platform. Based on this, the S2b2C mode is built to provide the best way to deal with special goods and inventory distribution for the branding team. Currently, it has 600 thousand distributors.

And love inventory can achieve "5 days settled, 7 days back" to help the brand side quickly withdraw funds, and further attract more brands.

At present, there are more than 5000 brands, including shoes and clothing, mother and baby, small household appliances, food, cosmetics and other categories, including NIKE, Semir, SWAROVSKI and other well-known brands at home and abroad.

Although it has been established for more than a year, the inventory of love inventory has been growing rapidly on the social platform because it has satisfied the real demand of low-priced brand goods by the waist consumer.

Up to now, GMV has broken 600 million yuan in love inventory, and GMV has exceeded 3 billion yuan in 2018.

And in October of this year, we completed the $110 million B+ round of financing from well-known investment institutions such as innovation workshops, GGV, public sources and black ants.

{page_break}

5, the NetEase under the offline layout is strictly selected.

In the whole business of 2018, NetEase's strict selection is also a "rookie" worth writing.

NetEase's strict selection actually appeared as early as 2016. It is the first ODM supplier in China.

According to the quarterly monitoring report of China Mobile online shopping market released by Analysys Analysys in the third quarter of 2016, the NetEase strictly selected the target users to pursue the quality of life and the moderately priced young petty bourgeois literature and art. Therefore, it was compared with MUJI products, which were loved by petty bourgeoisie since its birth.

According to the world clothing shoes and hats net, on the afternoon of December 18th, NetEase strictly selected the opening ceremony of the first line shop in Hangzhou. It was not surprising that the cool color shop was very simple. After all, its main crowd was pursuing the life taste of petty bourgeoisie.

In fact, as early as March 2018, NetEase CEO Ding Lei revealed in a media interview that NetEase's first selected offline store will be open in the first half of this year.

NetEase strictly selected the Chinese version of Muji as a petty bourgeois crowd. The layout line is very meaningful.

After all, this kind of thing is very difficult to do in the form of PC pages and APP.

It is the inevitable direction to build a line shop that can manifest the natural, simple and simple way of life.

The competition of the electricity supplier industry is gradually from vertical PK to PK, which is not only the initiative of the electronic business platform, but also the mapping of the change of the consumption environment to the competition of the electricity supplier.

It can be said that at present, besides Ali, this giant beast can say that the users of its platform do not have the so-called attributes, other include Jingdong, many spells, love stocks, NetEase strict selection, etc., any electronic business platform in 2018 is looking for a suitable consumer group.

Why is there such a change in 2018? In addition to the impact of the consumer environment, Tian Hao feels that there are four factors contributing to the trend of today's electricity supplier competition.

First of all, the end of the era of electricity supplier burn, the price to make room for services.

Once upon a time, the familiar slogan of "the lowest price of the whole network" and "the price plus the difference price" had gone quietly.

In fact, all electronic business platforms understand that users who burn money and subsidies will lose their competitors if they engage in a "low price promotion". It is better to focus their efforts on providing better services for the platform users with practical results.

Secondly, China's consumer market is mature, and similar crowd buying behavior is becoming more and more consistent.

People who like to travel around and occasionally participate in public welfare activities are different in terms of spending habits with those who work hard and have a confused day to finish KPI.

And the general income, living in the urban fringe, with the daily access to luxury cars, gold and gold in the crowd consumption habits will be different.

With the steady and steady development of China's economy over the past decades, the level of national income and consumption capacity are showing or rising or falling.

Such factors as income level, consumption ability, culture idea, age level, even geographical area of daily life will affect the final population attribute classification.

In a stable economic society, there will be a steady consumption habit, so the purchasing behavior of similar groups is becoming more and more consistent.

The reason why many brand houses are not warm is because the products on this channel are contrary to the consumption habits of their own platform.

Finally, the major electricity suppliers entered healthy competition and made moat with their respective advantages.

We can see clearly that Tmall's active female users Jingdong can not pry away; the three or four or five line waist users who love the quality of life in inventory, NetEase's strict election can not be touched.

According to the data released by the Ministry of Commerce this year, online retail sales of physical commodities increased by 29.8% in the year to 1- in June this year, reaching 4 trillion and 80 billion yuan, the fastest growth in all retail channels.

China's electricity supplier market is big enough, and its growth is fast enough. The market size is too big to decide that any electricity supplier giant can't do it all.

Rather than excavating users who like to subsidize and easily "fight water" at low prices, it is better to continue to sink into the unique attributes of users on their own platforms and build a moat through services.

Compared to the burning money war in the long run, the former model obviously accords with the commercial appeal of the household appliance business platform.

The change of the electricity supplier industry in 2018 is not new.

We take the example of American retail history, and they have gone through a process from disorder to gradual refinement.

In the United States, until the twentieth Century, due to the traffic and communication levels at that time, the so-called "retailers" were small and mostly limited to the locality, similar to the "traditional production + sale" shops in Chinese history, bakers sell bread and shoemakers sell shoes.

With the emergence of the railway and the consequent economic development, the retail industry in the United States has begun to take off rapidly and constantly refine its history.

At the end of the 1870s, the "big beauty tea", which was gradually enlarged and renamed "A&P", created the later business model called chain store.

It was not until 1965 that Sears was taken away from the position of a retail supremacy.

The development of the American economy has also brought more and more forms to the retail industry. Because of the popularity of cars, the chain stores that went deep into the "folk" have begun to decline. Shopping centers with various service facilities have sprung up in the low-priced suburbs. So far, countless "black Friday" still have the choice of numerous American citizens to drive to shopping malls and rush to buy.

Since then, with the continuous differentiation of consumer groups, new brand formats such as flagship stores, membership chain store Costco and temporary sales flash store have also risen.

The US economy has been developing rapidly before the Internet age. Its retail industry has been refined with the deepening of consumption classification, and has mainly occurred online.

In contrast, the growth of China's consumer market is accompanied by the pace of the rise of the Internet, so the impact of consumption classification is the most obvious.

Taking the change of US retail history as a reference, the consumption classification of China's electric business has just opened a prelude. Behind the different consumer groups, it will contain hundreds of billions or even billions of big markets.

Therefore, the future competition among the different consumer groups will be a long-term trend, which is decided by market changes and user needs.

Different consumer groups have different consumer preferences. No one ever thought that the sale of brand goods in the three or four and five line markets would allow the inventory of love established only in September last year, and in 2018, GMV would exceed 3 billion yuan.

Although this speed is not as good as that of Ali and Jingdong in the past 3 years, the rapid rise of the 10 years is still full of imagination.

More and more facts have proved that compared to a few years ago, vertical categories of electricity providers "big fight", the 2018 "consumer groups" classification of major operations more services in the future trend.

The vigorous 2018 is coming to an end, but the old and new alternates in the field of electricity business are still in progress. There is no need to further delay consumption upgrading or downgrading. As long as the economic environment is stable, business will only develop upward.

With the coming of new year's day, there is no doubt that the "big battle of consumer groups" will continue in 2019.

More interesting reports, please pay attention to the world clothing shoes and hats net.