From product-based e-commerce, to service-based e-commerce, to trend-based e-commerce, what are the new trends for customers? The author of this article takes Pinduoduo and Meituan as examples to sort out and analyze new trends in customers and business formats, and explore their underlying logic to share with you. On April 23, 2020, Mr. Cao Sheng shared "The Next Round of Growth of New Consumption - Four New Trends Worthy of Attention" in the live broadcast of "Economic Observer". The following content is compiled from this sharing.
From product-based e-commerce, to service-based e-commerce, to trend-based e-commerce, what are the new trends for customers? From traffic operation, to user operation, to global operation of 100,000 users, what are the job title email list new trends in stores? From the integration of the three aspects of catering, retail and takeaway, how to see the new forms of consumption? What are the new trends for old and new brands? In short, there are four main trends: new customer trends, new business trends, new store trends, and new brand trends. The content of this time is divided into two parts.
The first part describes the new trends of customers and business formats, and the second part describes the new trends of stores and new brands. This article is the previous article. Below, Enjoy: 1. New trends in customers Whenever there is a large platform, it means that the needs of customers have changed dramatically. Among the big platforms that have emerged in recent years, Pinduoduo and Meituan are typical representatives. Case 1: Pinduoduo - Increment and stock in the sinking market(1) Rise: Pay dividends from sinking markets One of the biggest foundations for the birth of Pinduoduo is that WeChat has completed infrastructure construction and realized the digitization of the sinking market. At that time, we will see two sets of data:One group is WeChat with about 1 billion users; One group is Alipay, which has about 560 million users. So, an interesting logical question arises:
There are 1 billion people on WeChat, and at the same time, most of the online shopping is on Taobao. And Taobao had only 560 million people at that time, so who are the 440 million people who are in the gap? Where do they buy things? What consumer preferences do they have when buying things? This is a very interesting question. As this problem continues to deepen, it will be found that most of the 440 million people are from small towns, maybe from third-, fourth-, and fifth-tier cities, and they are older. So, do they have any money in WeChat? Because WeChat Pay is promoted through red envelopes, many people grab red envelopes on WeChat during Chinese New Year and festivals. All consumption is stored in WeChat wallet. So a state is formed: WeChat has a dividend,
popularizing the mobile Internet for 440 million people, and pulling offline people online. These people do not have the habit of online consumption, and they are also worried about the risk of binding bank cards. But there is still a little money in the WeChat wallet, but there is no place to spend it. Pinduoduo has seized the dividends of this wave of WeChat Pay. The first wave of promotions are all 9 yuan and 9 free shipping products. We can roughly understand that it is to move the offline 10 yuan store to the online. In the past, I could only buy things from a few 10 yuan stores within three kilometers.
Now I can buy things from Tianjin, Hunan, and Guangdong 10 yuan stores... There may be 10,000 choices in front of me. . (2) Occupy: Grasp the incremental market of the sinking marketSo what's next? Of course, our conventional thinking is that since there are 440 million people, they are all online, and they already have user contacts, so I can just take the goods and find a way to sell them to them. But if you think about it, Ali and JD.com do the same. Alibaba and JD.com competed in the sinking market for many years, and they have not been able to become a climate.