Jingdong's "Butterfly Festival" this year, Le Bee's "Peach Blossom Festival", and Jumei Youpin's "301 Great Promotion" are all events that have a single day sales of over 100 million yuan. Observing these activities carefully, we can see from the name that we are targeting the female market. But the most straightforward thing is the No. 1 store. This online supermarket, which is controlled by Wal-Mart, specializes in a sales index called “Her Economy”, which includes beauty care, health care, home furnishings, office supplies, fresh food, and six mother and baby products. Category. Among them, the proportion of sales of beauty care products reached 41%, and they have successfully attracted the purchasing power of users in high-income cities such as Beijing and Shanghai. And in this market segment, store No. 1 launched a 50% off sale of 1 million boxes of masks from April 9 to April 11 and even hit a gimmick that hits the world record. It is also named “the largest in history. "Face engineering" will make the online retail business the most carefree face for women.
I initially got news about this event, not through advertising or other official channels of the No. 1 store, but in the WeChat circle of friends, the sharing of a female friend who started a business in Shanghai. What is tragic is that she is finally placing orders for the amount of mask used in a year... This is a chemical reaction that occurs when high-consumption products and high-explosive users meet. Compared with the rational consumption patterns of male users, female consumers are more likely to impulse consumption under the lure of discounts. This is probably why on the microblogging yell, "buy it again, you'll pick it up," but still expect someone to empty their shopping cart for most of the reasons for women.
Jingdong used to engage in a “Desert Storm” and used huge promotional costs to sell mobile phones and cameras. It also looked forward to male users visiting “Buy once a year” and was actually taking losses for AARRR (Acquisition, Activation, Retention, Revenue). , Refer). But now these e-commerce (including JD.com, which is currently in the process of “softening” the transformation) are all catered to the “one-on-one year” value of female users, the loss of discounts, the extreme compression of the supply chain, and the time difference of the return of brand owners. The subsidies come back.
The No. 1 shop has a long history of cultivating the female market in comparison with other electronic product platforms. Prior to Wal-Mart’s shareholding, it was positioned as a white-collar women consumer group in the North and wide, and it focused on product categories that promoted the quality of life. Previous promotion activities have also clearly targeted the topic of women’s concerns. It can be said that it is this somewhat differentiating position that allowed it to find a space to grow away from the silent growth in the initial e-commerce battle
It can be said that before the concept of "her economy" was formed, No. 1 shop had already eaten the dividends. The "shopping mind" and women's "changeable" consumer attitudes have caused a duplication of purchasing rates. The masks of the following year are two months later. The pain of female consumers' hands. This “defend” consumption model allows the e-commerce platform that focuses on the female market, as long as it has completed the pre-accumulation of traffic and brand, it can almost negotiate with brand owners effortlessly. Even if they don't even use the warehouse, they can directly access the brand's shipping background. How many orders will be issued will be how many items will be sent out. When the balance is settled, both sides are satisfied.
In addition to the beauty and makeup market, household consumption is also mostly dominated by women. The reason is obvious: whether the purchase of household items is online or offline, most of them are female members of the family who have the final say—wash detergent or laundry detergent, the type of aroma repellent, and whether milk is low-fat or full-fat, Most men can't tell a doorway. Obviously, this consumption trend will make e-commerce platform including the No. 1 store more confident for female consumers. This confidence is not blind: monitoring data from the China E-commerce Research Center show that in 2013 about 70% of women shopping on the Internet more than offline shopping, of which more than half of the single consumption of more than 2,000 yuan. .
So far, the major e-commerce platforms have not yet formed a myth of “buy XX, up XX” for women's consumer products. The leader of this market segment is vacant. It is precisely because of this status that the brand loyalty of female consumers is currently maintained on the product itself, where the products they like are bought, and where she will buy. In the battle for the Queen of Shopping, No. 1 shop may occupy the most favorable posture - Jingdong, Tmall, Suning and so on have long had their own clear positioning, the possibility of a breakthrough change is very small, However, the attitude of No. 1 store for female consumers has a long history. Probably it is precisely because of this idea that No. 1 shop will invite Yao Chen to speak on behalf of his “Favorite Women's Day” this year.
Just as the tobacco market does not believe that smokers quit smoking and swear, the e-commerce market will not believe that women's pickpocket declaration, the future of temptation for the Queen's shopping will only come more violent. In this new round of market segmentation, rather than scatter the net, it's better to choose a sharp enough entry point like a No. 1 store, focus on one product at a time, hold high, and do its best to make the Queen We have no power to parry.
The Internet 1.0 period is the era of the Internet. It is the era of e-commerce. Only Internet companies can play. The traditional industry and the Internet are competing to some extent. With the development of Internet technology and people's understanding of the value of the Internet, the Internet 2.0 era is coming. . In the so-called Internet 2.0 era, there are three obvious trends: 1. Socialization trend, 2. Mobile Internet trend, 3. Big data trend. In the 2.0 period, the Internet was open, and traditional enterprises could play, and even act as disruptors. How do traditional companies apply these three trends to do their own user research and embody Internet thinking in the business operations? We want to focus on communicating with everyone.
When the level of development of the Internet is not high, traditional enterprises define target consumers to adopt methods that are often limited to geographical attributes, demographic attributes, and social attributes, such as the northern market, young people aged 18 to 25, and high-income white-collar markets, but in the Internet With a highly mature environment today, the way companies define their target population can vary greatly. Reese, Gao Fushuai, and Bai Fumei are all ways people define a group of specific people in the Internet. They can exist anywhere and can be different. In the same age group, they share the same lifestyle and values.
In the Internet age, companies can differentiate their own target audiences more precisely than before. They can be more precise and can be more closely related to marketing. The segmented ethnic characteristics are more perceptible, more implementable, and the dissemination and communication of ethnic groups is also possible. It will be more accurate.
In recent years, the children's wear market in China has maintained steady growth. According to the 2012-2015 Children's Wear Industry Report released by the National Bureau of Statistics, the annual growth rate of the children's clothing industry's output value is 25% to 30%. It is estimated that by 2015, the market capacity of China's infant clothing and cotton goods and daily necessities will reach 227.98 billion yuan. The new policy of Second Child implemented since 2014 has brought new opportunities to the children's wear market.
In the traditional thinking of children's wear marketing, the basis for dividing the children’s wear market is often “baby, children, children, children, and children”, with children’s age as a dimension; or “low-end → middle-end → high-end”. The consumer's ability to pay is one dimension. These two traditional division dimensions are common in many industries, but the drawbacks of this division are also very obvious. First, children's clothing consumption is from small to large, and one brand has a complete opportunity to achieve comprehensiveness from baby to child. Coverage; Secondly, even high-end consumers, their needs are diverse, simply positioning high-end and can not meet the full needs of the high-end market. Therefore, it can be seen that such subdivided methods are not grounded in the marketing guidance of enterprises and are difficult to operate.
Recently, a symposium on “Integrated Development of Government, Production, Research and Application” featuring the theme of “Sharing Zhiyuan and Zhizhi Zhuyuan” was held at Tongxiang Puyuan, attracting the China Fashion Color Association, clothing brands Tiwei Fashion, and Jiangnan Clothing. , Yarn suppliers Xinao, Zhongding, equipment supplier Japan's Shima Seiki Co., Ltd., well-known clothing designers Steven OO, Bu Kewen, Zhichen, and Donghua University, Hong Kong Polytechnic University and other institutions Experts participate.
Why can a small town forum attract so many international and domestic well-known professionals to participate?
Li Min, deputy dean of Donghua University's School of Costume and Art Design, said that today, high-end knitting with private customization and niche has become the development trend of the knitting industry, which requires a complete and intelligent industrial chain from pasture to market. She is delighted to be a supporter. The brothel has already taken this step and continues to innovate.
“I heard that the factory is not difficult to do clothes, we got it.” “Designer brands have their own tonality, ideas that can be realized here, which makes designers feel happy.” I was amazed to discover that many international top brands are willing to cooperate with them. "... Several independent brand designers have made people feel the confidence of the brothels.
Small scale enterprises and low technological content were the crux of the development of the brothel sweater industry. To identify the pain points, the brothel sweater industry began to take "professionalism, fashion, and internationalization" as its path, and merged with the Internet, big data and other technologies to promote the knitting industry from manufacturing to "intelligence." Nowadays, the new technology can be seen everywhere in this sweater fashion town.
“A yarn goes in and a garment comes out. The introduction of the all-in-one molding machine will create more possibilities for personalization.” According to Shen Weiguo, general manager of Tiwei Fashion Co., Ltd., traditional industries such as knitting can also be very high. The technical content. Tiwi Fashion adopts Japanese island precision computerized flat knitting machines and uses full-formed seamless technology to “create” one designer’s clothes “hard to do”.
In March this year, Puyuan released the “Wind Vane” of China's textile and apparel industry in the professional field for the first time – China’s brothel index, which promotes big data to provide an important basis for the macro analysis, industrial decision-making and micro-judgment of the knitting industry, and also for industrial intelligence. The transformation and
Not long ago, the TICKTOP R&D center, which integrates “government, production and research” into one, was established in the brothel. The center aims at high-end knitting, integrates domestic and international yarn supply, product design R&D, knitting process innovation, and Zhizhi factory production. The large resources will play a role in cultivating professional knit design talents with outstanding school and enterprise talents, independent research and development of apparel products of all categories, cooperation with senior designers for collaborative research and development, and realizing shared production modes, etc., to rapidly increase the fashion and technology content of knitted products. And market competitiveness.
“We are willing to use capital to train talents. Such a boss is a good boss.” Deng Zhongji, a director of Nippon Shimazura, said that building a high-end knitting industrial chain is inseparable from the support of talented people. He compared advanced intelligent equipment to a sports car. It is believed that only skilled drivers can inspire the maximum performance of a sports car.
Today, the brothel’s thirst for superior talent is stronger than ever before. The town has been named the PH Value China Knit Designer Contest for three consecutive years. The winners will receive an additional promise along with the bonus: “The reward for starting a business in a brothel ranges from 10,000 yuan to 50,000 yuan. The venture capital fund is valid for two years."
“We used to think that designing in a big city can make design more valuable. Now we find that the closer it is to industrial clusters, the more favorable it is to design development.” Anbo, Brand Design Director of “ANNBOO”, said that getting the design to market has become a problem for many college students. s Choice. Last year, Donghua University established an off-campus key teaching practice base in Tiwi Fashion. This year, the two sides signed the school-enterprise cooperation agreement again.
Children's wear consumption in the Internet environment
The Internet 1.0 period is the era of the Internet. It is the era of e-commerce. Only Internet companies can play. The traditional industry and the Internet are competing to some extent.
