The Rise Of Vertical E-Commerce Reflects The Trend Of Consumption Upgrading

In recent years, with the improvement of people's income level, the trend of consumption upgrading has become more and more prominent. In the first two years, the national fitness tide rose in China. Young people not only care more about the management of their body, but also care more about their daily wear. Under this background, the shoe economy came into being and produced a huge market.

In fact, the shoe culture has been on the rise as early as the 1980s. Its landmark events can be seen as the signing of famous basketball star Michael Jordan by Nike in 1984 and the signing of the famous rap group Run-DMC by Adidas in the 1980s. With their amazing influence in their respective fields, they attracted a large number of fans and brought about the concentrated outbreak of shoe culture Today, the shoe culture and the shoe economy has shown a growing trend.

According to statistics, in 2019, the United States is still the world's largest shoe market, accounting for 31.1% of the global sales share. Brazil, China, Russia and India rank second to fifth, among which China also accounts for 7.1% of the market share.

At present, China's shoe market is still in the stock market, and the per capita amount of sports shoes is only 0.4 pairs, which is far lower than 3.4 pairs in the United States and 4.4 pairs in Japan. Although the players in the shoe market tend to sink towards the third and fourth tier cities in the past two years, the head players are still the main force of the hot shoe market, "Matthew effect" is more obvious, if considering the national economic level and people's income, there is still a lot of room for growth in China's shoe market.

As early as the shoe market is in the ascendant, the Internet consumption field has been aiming at it. Various online platforms specifically for shoe trading have emerged, which once again ignited the enthusiasm of young people for sneakers. In recent years, vertical e-commerce like nice is gradually welcomed by consumers. Compared with diversified e-commerce with broad business scope, vertical e-commerce shows at least three different characteristics: more scientific product management, more perfect product service and optimized channel integration. Firstly, in the business activities of vertical e-commerce, suppliers have an unshirkable direct responsibility for product quality, which makes the vertical e-commerce have a more scientific management in quality control; secondly, the improvement of vertical e-commerce in product service is reflected in two aspects of consumers and suppliers, for example, nice platform provides consumers with the platform to identify the authenticity of sneakers 。 At the same time, vertical e-commerce can provide suppliers with more perfect online sales channels and publicity channels, which can reduce operating costs while improving operational efficiency, especially for small and medium-sized sellers and individual sellers. Thirdly, vertical e-commerce is skilled in specific industries and has deep development in fixed categories, so that it has sufficient time and space for them Efforts to optimize and integrate the business channels of such commodities, so that consumers can get more efficient and fast shopping experience.

The reason why vertical e-commerce can still occupy a certain market share when China's e-commerce market is relatively mature is closely related to the current trend of consumption upgrading in China.

On the one hand, vertical e-commerce provides a formal platform and official channel for consumers to constantly update their consumption needs. While meeting the needs of consumers, they can ensure that their rights and interests are not damaged as far as possible, making the whole market develop in a healthy and sustainable direction; on the other hand, consumption has become the most important "carriage" of China's economic growth With the upgrading of consumption, most of the time, consumers do not want to spend, but do not find what they want in the context of higher requirements for goods and services. The rise of vertical e-commerce provides a relatively convenient place for consumers, so that consumers can quickly select the goods they like and spend at ease on the premise that the quality of goods and supply channels are guaranteed Release consumption vitality, boost consumption and boost economic growth.