Zebra Members Break The "Post Epidemic Consumption": Social And Live Two-Way Blessing

Will there be "retaliatory consumption" after the outbreak? This is one of the most talked about topics in the Internet recently.

Some people think that the long "isolation" life has caused many people's consumption demand to be suppressed. When the epidemic is over, the depressed purchasing power will be released, resulting in a wave of shopping. Some people believe that the epidemic has caused the public wealth to shrink, and consumer confidence has been severely hit. In the next long time, we will enter a low desire society, and the "retaliatory consumption" expected by people will not happen.

Now, with the domestic tide, the consumer market has gradually entered the right track. In view of the above differences, some platforms have given their own answers.

In April 10th, zebra members held an annual event of great benefit and completed a transaction of 530 million yuan in 24 hours, of which the turnover of three major categories, including food, beauty cosmetics, household goods and so on, was 100 million. Compared with the March 10th of the epidemic period, sales of some subdivision products increased sharply, including eye care growth of 340%, growth of rice by 240%, and growth of specialty food by 120%.

This is the first big promotion in the electricity business of the member business. It has brought a lot of optimism to the market. So how did zebra members quickly find the way to break the epidemic? This is perhaps the most concerned problem of other businesses and platforms.

　　 "Home economy" heating social networking business

Since the outbreak of the new crown, in order to cope with the epidemic prevention and control work, the whole country has implemented traffic control and community closure. All of them are "stopped" at home. Every day, only their family members and cell phones are accompanied by themselves. This directly causes people to behave more socially online. QuestMobile data show that every netizen spends every day in social networking applications every day since the outbreak of the epidemic. The ratio increased by 15%. At the same time, because of the fear of viruses, people take the initiative to avoid shopping in shopping malls or supermarkets where people gather.

During the epidemic period, the social and consumption links of the whole nation were rapidly simplification, which just pushed the new type of "home economy" mode based on social business.

This epidemic situation not only restricted people's freedom of travel, but also endanger the life and death of enterprises. In order to control the epidemic more quickly, the policy of market closure and delayed return to work has been introduced in various places. Affected by this, a large number of enterprises are facing the dilemma of declining performance and cash flow. The unemployment problem after the outbreak has become a topic that people can not get around. Although the Ministry of human resources and society has not tried to lay off workers or lay off workers during the epidemic, it has also set a warning bell for everyone. The more people begin to plan for the future.

In the middle of February, when the epidemic was most severe, a word on fire was found on micro-blog: "the sideline industry just needed", the reading volume was close to 200 million, and the discussion volume was over 100 thousand. In this hot search, many people are recommending social networking, and even a new word called "social sideline".

In fact, the reason why "social sideline" has such a high degree of concern and discussion is that the giants are competing to get in. Alibaba, Jingdong, millet and other giants have raised the social networking business to a strategic height. From the middle of 2019 to the beginning of 2020, in the short half a year, three have launched several social shopping platforms such as "fish with goods," "Amoy shop", "Fen Xiang" and "East store".

Under the impetus of capital and epidemic, the social type electricity supplier has become the new draught at present. For ordinary people, choosing to join in the development of "sideline industry" at this time point is undoubtedly the opportunity to step in the new draught.

Beginning in 2005, Ge family network, from hatching "gage" to "zebra member", has been a "veteran" of the social networking business, and has also enjoyed the bonus of the rising period of the industry. According to the zebra member operation leader, in 2019, zebra members broke through 30 billion GMV throughout the year and hit a new high. In the late stage of the epidemic, in March of this year, the zebra members' trading volume entered the fast lane, and the consumption trend was more obvious in the more serious areas. Hubei grew by 363%, Jiangxi increased by 110%, and Anhui increased by 106%.

"Before the 410 5th anniversary event, the trading data of zebra members platform is close to the normal level. Clothing, cosmetics, skin care products and other categories of products affected by the epidemic are multiplying."

　　 "Overall category" platform advantages highlight

Women are the main force of family consumption. In the sudden outbreak, they also poured into the army of purchasing epidemic prevention materials for the first time. Since the founding of zebra members, they have focused on the middle-income families with women as the core. From zebra's transaction data, we can clearly depict the demand curve of domestic household consumption.

According to zebra platform consumption data, in January 20th, before the early warning of academician Zhong Nanshan, the consumption of anti epidemic and people's livelihood commodities fluctuated relatively slowly, and from January 23rd onwards, sales of respirators and other anti epidemic products suddenly climbed, and reached the peak of sales in January 27th. After the epidemic was clear, people began to purchase eggs, probiotics and other people's health care products.

After that, with the gradual improvement of the epidemic situation and the resumption of work, the consumption of bags, clothing, mobile phone numbers, sports outdoor products and so on has been increasing significantly.

Meanwhile, during the whole epidemic period, the top priority of people's attention is still their children's education. The sales of online education increased by more than 110%. over the zebra platform.

This interesting data not only clearly reflects the change of consumption demand, but also highlights the advantages of zebra members as a whole class platform.

In the 410th anniversary big benefit activities, the zebra member platform completed a 24 hour transaction of 530 million yuan, an increase of 12% over the same period last year. Among them, rice, grain, oil and other consumer goods have become the fastest growing platform sales. Edible oil has increased by 440%, rice has increased by 240%, and regional specialties have increased by 120%.

In addition to the consumer goods such as rice, grain and oil, the sales volume of personal care products is also astonishing, increasing by 1380% over the same period last year. It is worth noting that the cosmetic cosmetic category affected by the epidemic has recovered or even exceeded the normal level, of which the eye care ring ratio increased by 340%.

After the epidemic, expanding domestic demand will become the top priority of the government. To do this work, we must first boost the consumer confidence of the middle class, start with demand and reshape the market. The positioning of zebra members is exactly matched with the current policy demand, and its data can also reflect the consumption trend of "post epidemic period" from the side. 410 promotional results show that the consumption desire of middle-class families is returning, which is undoubtedly a positive signal for the post epidemic market.

　　 "New play" bets live broadcast economy

According to the "2020 women's new consumption trend report" released by QuestMobile, women consider more and more factors in shopping. Apart from traditional shopping factors such as price and quality, social recommendation and net red recommendation are becoming more and more women's concerns. At present, live selling has become a popular mode for women: simple, crude, direct and efficient conversion, and the rate of payment is much higher than that of ordinary users. Li Jiaqi and Wei Ya's cargo carrying capacity also confirm this point.

Because of the strong social elements of live broadcasting, many people regard live broadcasting as a branch of social property.

At the beginning of this year, zebra members began to test the water with live goods. In the 410th anniversary big benefit activities, zebra members carried out an all-around display and drills for the live goods. The platform not only invited the spokesperson Tian Jing to interact with the members live by live broadcast, but also arranged 37 live broadcast members.

On the day of 410, the number of users who opened zebra members APP reached 1 million 400 thousand by way of social sharing. Among them, the number of users directly entering the main promotion hall was 170 thousand, the number of live broadcast transactions increased by 248%, and sales grew by 231%.

This data directly reflects the unique path of zebra members in excavating traffic. With the further exploration of the zebra members' direct delivery mode, the private area traffic accumulated in the early stage will gradually be activated, and become the accelerator for growth of platform in the post epidemic era.