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. 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.

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.