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Report on consumption trend of new youth and new domestic products in 2020 From School of Journalism and communication, Beijing Normal University

The following is the Report on consumption trend of new youth and new domestic products in 2020 From School of Journalism and communication, Beijing Normal University recommended by And this article belongs to the classification: Consumer research, research report.

1、 New consumption: offline slow recovery, online consumption is not reduced, consumption is more rational

1. “Retaliatory consumption” did not come, and offline shopping recovered slowly

According to China’s National Bureau of statistics, the total retail sales of consumer goods in the first half of 2020 dropped by 11.4% compared with the same period last year to 17.2 trillion yuan. At the peak of the epidemic, offline consumption dropped to about 37% of the normal level. With the relaxation of the epidemic prevention policy, some businesses began to receive consumers, and the offline consumption level gradually picked up. According to Beijing Youth Daily, when a barbecue shop in Weifang, Shandong province returns to work in March 2020, customers call directly to “have a copy”, meaning to order the whole menu. This is a typical epidemic compensation psychology and “retaliatory consumption”. By May this year, business activity had returned to 84% of the pre epidemic level. Many people believe that after the improvement of the epidemic situation, people are likely to have retaliatory consumption behavior in order to satisfy their long suppressed consumption desire.

However, the change of offline consumption data in the first half of the year shows that “retaliatory consumption” has not come. According to a survey of 20000 people on CNews, only 11.6% of the participants said they would take revenge consumption after the epidemic ended, and nearly half of the participants said they would not take revenge consumption, but would take revenge to save money and earn money.

Overall, the recovery process of offline consumption is slow and steady. Take Wuhan as an example. During the period from May 1 to May 3, the overall passenger flow of Wuhan Yintai department store was 1.5 times that of this year’s Qingming holiday, and the overall sales were almost close to the same period last year. The last batch of Hubei stores that resumed work were also gradually recovering. The passenger flow of Wuhan Yintai creative city and Xiantao commercial building were 4 times and 8 times that of this year’s Qingming holiday respectively. In the past “11” long holiday, offline consumption also showed a recovery trend. According to the Ministry of Commerce, from October 1 to 8, the sales volume of key retail and catering enterprises in China was about 1.6 trillion yuan, with a year-on-year increase of 4.9%; the culture and tourism market also recovered to the same period last year. Shopping consumption of non necessities of life has also picked up significantly by taking advantage of holidays, and the issuance of consumption vouchers has effectively stimulated offline passenger flow. This is a concentrated release of consumer demand since the outbreak of the epidemic, and also a major manifestation of the gradual recovery of offline consumption level.

According to the latest data released by the National Bureau of statistics, in the first three quarters of 2020, the total retail sales of social consumer goods reached 27332.4 billion yuan, of which the total retail sales of social consumer goods in the third quarter increased by 0.9% year-on-year. The quarterly growth rate turned positive for the first time in the year, and the enthusiasm of residents for consumption is slowly recovering.

2. The consumption channels are transferred to online and offline convenience stores and pharmacies

Affected by the epidemic, offline consumption is hindered, and online channel has become the first choice of people’s consumption. According to the data released by the National Bureau of statistics, in the first half of this year, China’s online retail sales reached 5150.1 billion yuan, a year-on-year increase of 7.3%, of which the retail sales of physical goods increased by 14.3%, and the development of online consumption was strong. According to the survey, consumers’ willingness to use e-commerce platform, supermarket online app and other online shopping channels still has a significant growth after the end of the epidemic, and the role of online channels will be more and more obvious.

In terms of offline channels, convenience stores and pharmacies are valued by consumers. At the moment of the epidemic, the first category to gain growth is health-related category. The increase of health concern may reshape the consumption structure of residents for a longer time, such as increasing the investment in daily household cleaning and disinfection products, sports equipment and equipment. According to a CTR survey, among the things consumers want to do most after the epidemic, strengthening exercise (50%) and weight loss (27%) ranked first and fourth. From the behavior of advertisers, the advertising expenses of cleaning products, drugs and immune promotion products increased first, among which the advertising expenses of cleaning products increased by more than 1000%, drugs increased by 249.9%, and personal health products increased by 313.5%.

In the consumption classification under the “new normal”, the concept of consumption is more rational, the pursuit of convenience, efficiency and desire to have a “sense of gain”, and the choice of more healthy and reliable products. During the peak period of the epidemic, except for pharmacies, the passenger flow of all categories decreased significantly, but the sales of supermarkets and convenience stores increased due to the need of consumers to hoard necessities. After entering the recovery period, people pay more and more attention to health, and the consumption of pharmacies continues to grow. Due to the uneasiness of people gathering and the willingness to travel nearby, convenience stores become the first choice for shopping, and the consumption of supermarkets has declined. Although this change of offline consumption channels is deeply affected by the epidemic situation, with the continuous improvement of the epidemic situation, the dominant position of pharmacies and convenience stores in the offline channels is weakening, but in a long period of time, pharmacies and convenience stores will become the offline channels frequently used by consumers.

3. The trend of online and offline consumption integration is strengthened

In September 2020, the general office of the State Council issued the opinions on accelerating the development of new consumption led by new formats and new models, which indicated that it would promote the two-way acceleration of online and offline integrated consumption, support the Internet platform enterprises to extend and expand offline, and guide the entity enterprises to develop more digital products and services. Encourage enterprises to rely on new consumption to expand the international market.

During the epidemic period, the development process of e-commerce in some industries accelerated. In 2019, the penetration rate of China’s fresh e-commerce is about 5%, which is far lower than the overall penetration rate of China’s commodity retail in the same period of 20.7%. During the epidemic period, the growth rate of fresh products of e-commerce platforms such as Jingdong Jiajia exceeded 300%. Pinduoduo, a new e-commerce platform, will increase capital and resources investment in the second half of 2020, vigorously promote the business of “buy more vegetables” and invest heavily in the construction of infrastructure systems such as cold storage and fresh cold chain logistics nationwide.

In addition to speeding up the development process of e-commerce, the epidemic also allows more industries that originally only do offline to participate in the online economy. The industry of online economy continues to expand, providing convenience for consumers’ online consumption. Data show that in the first five months of this year, the online retail sales of physical goods in China increased by 11.5% year-on-year, accounting for 24.3% of the total retail sales of social consumer goods. It can be said that the epidemic has pressed the “fast forward key” for the integration of online and offline consumption.

“Live with goods” was very popular during the epidemic period. The total scale of China’s live broadcasting e-commerce industry has reached 433.8 billion yuan in 2019, and the epidemic situation has given more possibilities to “live broadcasting with goods”. In April 18, 2020, the TikTok Office of the Xinhua brand and the trembling sound jointly held the “mayor to show you Hubei” live broadcast, and recommended 5 agricultural and sideline products with the Hubei, Huanggang, Jingzhou, Jingmen, Shiyan and Enshi.

Under the situation of normalization of epidemic prevention and control, new types of consumption such as live broadcast for farmers are still booming. In recent years, pinduoduo has explored a variety of poverty alleviation modes, such as “rural land cloud competition”, live broadcast by city and county heads, provincial and municipal quality museums, and industrial poverty alleviation. Among them, the live broadcast of city and county heads alone has generated 490 million orders to help farmers, and the total sales of agricultural (by-products) exceeded 2.93 billion jin. By the end of 2019, pinduoduo platform has directly connected to more than 12 million agricultural producers, with a total of more than one million people living in poverty. The new consumption mode, represented by live broadcast with goods, has brought new consumption experience. Consumption is no longer limited to purchasing behavior, but also has additional functions such as social interaction and leisure. It will continue to develop for a long time in the future, accelerating the integration of online and offline consumption.

2、 New youth: a new force for market competition

1. C2m mode “reverse customization”, cost performance to attract a new generation of purchasing power

C2m (customer to factory) is a new E-commerce Internet business model of customer to factory. Its core connotation is customization, that is, connecting different production lines through the Internet, using a huge computer system to exchange data at any time, according to the customer’s product order requirements, setting suppliers and production processes, and finally producing personalized products. C2m is quite different from B2C, B2B and other network direct selling modes. It takes consumers as the core and emphasizes the personalized customization of consumers. It emphasizes that the consumer side pulls the production side and takes the consumer demand as the starting point. It uses the network to link users to realize the seamless connection between user demand data and manufacturers, so as to meet the personalized, low price and high-quality needs of consumers. [4] This mode can also be regarded as “reverse customization”. Its successful application is inseparable from the development of 5g, algorithm, sensor, big data and other technologies. Emerging technologies can more accurately monitor the needs of users, so as to targeted products sold to consumers.

The combination of c2m mode and Internet makes it possible to “direct selling from the source” in the live broadcast mode. Source direct selling relieves some links in the traditional industrial chain, reduces transportation costs, storage costs and consumer purchase costs. At the same time, business live broadcasting can also build private domain traffic and obtain users’ retention and re purchase. For the new generation of consumers, the new application of c2m mode is also reflected in content payment. Content producers customize personalized content for users according to user portraits, and recommend it to users through algorithms. For example, the epidemic has promoted the rise of “ear economy”, and the online audio app has vigorously developed content products such as audio novels, radio dramas, and knowledge payment, providing users with new ways of entertainment and learning.

With the help of pinduoduo, the time-honored baiqueling uses a large number of consumer portraits, consumer demand and big data analysis suggestions in the research and development process, so that the whole brand has big data support in terms of naming, tonality, packaging color and later product ingredients. Through the flexible supply chain, it creates a customized product named “Baili” for pinduoduo as a channel special provision.

The core of c2m mode is to “read” consumer demand from big data, and then look for manufacturers to design and produce. By constructing “extremely short links” and removing intermediate links such as inventory, logistics and distribution, manufacturers can use the minimum “trial and error cost” to supply various “hot money” to the market, and at the same time let mass users buy the products they need.

C2m accelerates the change of new youth consumption trend. First, focus on the needs of young people, build an online sales platform of “live short video +”; second, cooperate with e-commerce to solve the logistics problems during the epidemic period, and truly connect suppliers and consumers; finally, help the organic connection of production, supply and marketing of products, help the economic recovery and meet the needs of consumers. For example, pinduoduo integrates c2m design with its social business platform to associate individual manufacturers and factories with consumers’ internal needs (such as geographical location, preference and behavior), so as to achieve a highly competitive price level for users. Pinduoduo’s customer facing platform is very popular among customers seeking low price goods, especially in low tier cities where consumers are generally more price sensitive and tend to participate in group buying.

[4] Dong Xiaozhi. Analysis of c2m mode of Internet direct selling [J]. Journal of Chongqing University of science and Technology (SOCIAL SCIENCE EDITION), 2016 (12): 51-52

2. The “back wave” is surging and the new generation is leaping in, and the participation of the new young users after 1995 is improved

PwC’s “global consumer insight survey 2020” puts forward seven emerging consumer trends worthy of attention, including new opportunities for the “new generation of Internet”. In the use and consumption of the Internet, there are some new youth groups after 95. According to the 46th statistical report on China’s Internet development, the number of post-90s users will reach 362 million in July 2020, surpassing the post-80s and becoming the main users of the Internet. In terms of the scale of urban users, young people in small towns (below the third line) have obvious advantages. In July 2020, it has reached 209 million, an increase of 2.0% compared with last year, while the number of urban young users is 153 million. [5]。 The new generation of bottom line cities will become the main consumption group in the future. According to the National Bureau of statistics, although the absolute income gap between the first and second tier cities and the low tier cities is still close to 70%, the disposable income of the low tier cities will grow by 9.6% in 2019, higher than that of the first and second tier cities by 7.9%.

Therefore, it is particularly important to make better use of the younger mass base. In fact, the moat of e-commerce platform is not high. For the post-80s and Post-70s, Taobao may be the beginning of online shopping, but for the post-95s, pinduoduo is likely to be the door to open online shopping. At present, among the three major e-commerce platforms, pinduoduo has the highest proportion of young people, and the proportion of post-95 users has reached 32%, which is three points higher than that of Alibaba (Taobao + tmall). The next more important step is how to revitalize the stock of users, especially young users.

As the “afterwave” or “Z generation”, the post-95 groups use, consume and create their own value in the Internet. The post-90s and post-90s have stronger stickiness to the Internet and are keen to use new content platforms such as short videos. They have also become the target groups of “new domestic products” that are more easily affected in new media. At the same time, the post-95’s use of the Internet focuses on leisure and entertainment, learning, aesthetic taste and so on. Different from the post-80s and other groups, the post-95s have formed different “circles” on the Internet. Each circle has its own unique culture and unique language. This kind of circle provides a hotbed for e-commerce drainage. Only by finding the opinion leaders in this circle can large-scale viral marketing be realized, such as fan economy, social economy and other forms. In addition, the post-95s are also good at using the Internet to package themselves and become new opinion leaders, such as up owners on bilibilibili and “big V” of young groups on microblog.

[5] Questmobile Research Institute. Questmobile’s insight report on post-90s in 2020 [EB / OL] ,2020-09-02.

3. Pay close attention to the basic dish and increase the repurchase rate of “popular daily necessities”

In the context of uncertain global trade situation, domestic consumption will be the main growth driver in the next few years. According to PwC’s global consumer insight survey 2020, groceries accounted for 49% of the three areas in which Chinese household spending increased during the epidemic period. According to the report of China’s consumer brands 2020 issued by Alibaba Research Institute in May 2020, there are 16 categories of consumer goods on the online Alibaba retail platform, and the market share of Chinese brands will reach 72% in 2019. Among them, the online Chinese brands in the pharmaceutical and health, beauty and personal care, and food industries are active, and the growth rate of market scale leads the overall, with the growth rates of 38.5%, 36.7% and 31.5% respectively.

Under the background of upgrading consumption structure and increasing market share, domestic brands are constantly innovating, and both appearance and quality are constantly optimized. Consumers are willing to buy “popular daily necessities” one after another. As mentioned in the insight report on the rise of new domestic products in quest mobile 2020, some new and cutting-edge domestic brands have contained hot concepts since their birth. For example, in the field of mobile phones, according to the data of tiger sniff app, the re purchase rate of Q2 Xiaomi mobile phone in 2020 is about 55%, which is 10% higher than Q2 in 2019. This re purchase rate is inseparable from the fact that the ecological construction of Xiaomi is deeply loved by young people.

The “Jingmu” wall mounted air conditioner jointly built by Gree and Jingdong, with intelligent frequency conversion and first-class energy efficiency, costs less than 4000 yuan; the “home guard” intelligent sweeping robot on pinduoduo costs only 278 yuan; the designer’s silk underwear and classic maomaochong children’s shoes strictly selected by NetEase have the same quality and texture, and the price is only 1 / 4 of its OEM products

These products all have a common attribute – the new e-commerce platform “reverse customized products”, which adopts the c2m (consumer direct factory) mode. Nowadays, many c2m products have become popular “new domestic products”, creating new consumer demand. According to news network, the arrival of national day and Mid Autumn Festival in 2020 has further boosted the shopping enthusiasm of nearly 700 million pinduoduo consumers. As of 12:00 noon on October 8, the order volume of physical goods during pinduoduo Festival increased by 81.5% over the same period last year. During the double festival, the ten most popular items include fruit gift boxes, milk drinks, crabs, mixed nuts, women’s cotton clothes, Baijiu, cosmetics, smart Bracelet watches, Kitchenware and baby diapers.

4. Content marketing + social fission to achieve “word of mouth”

According to the data of “quest mobile 2020 insight report on the rise of new domestic products”, the channel end of “new domestic products” has changed from “pyramid traditional channel with wide area radiation” to “online panoramic traffic of public domain and private domain”, while the marketing end has changed from “traditional + online advertising” to “content marketing and social fission”. This process of turning is also a process of insight into human nature, especially the Internet aborigines like the post-90s and post-90s tend to prefer social consumption.

With the rise of private domain traffic, more and more brands bypass the platform to establish a closer relationship with consumers, that is, “ODM + private domain traffic + content marketing”, to achieve the unity of retail essence of people and goods yard. For example, the perfect diary of domestic beauty brands will guide consumers to add the created IP “xiaowanzi” as wechat friends, and then invite them into groups and small programs through this person’s account, so as to create private domain traffic, and increase customers’ stickiness and brand influence through preferential activities within the group, publicity of xiaowanzi’s circle of friends, planting grass, etc.

At the same time, social fission marketing is becoming more and more common, and Koc has become a key marketing node. They are often able to “Amway” products to people around them in a more real and grounded way to achieve good marketing results. But at the same time, this fission type of communication makes the purchase of certain products become a new type of social currency to enter the “circle”. In this case, young people are more inclined to unplanned demand and incentive purchase, and their decision-making cycle is shorter, and they are more vulnerable to the influence of social circle.

3、 New domestic products, new consumption, new breakthrough: “national tide” curve sprint, back to the front line

1. “People”: the “emotional consumption” of new youth makes “Guochao” a new consumption fashion

As the post-80s step into middle age and the post-90s step into adulthood, the post-80s and post-90s and other Internet generations begin to nostalgic, brush old dramas, listen to old songs, watch variety shows that have long been off the air, and look for the mark of growth in consumption classics. Just as there is a saying on Weibo that Li ruotong has been on TV, Zhu Yin has also come out with a donkey, “I love my family” is going to make a big movie. I’m in a good mood Complex. At the end of 2019, a high-definition consumption report released by Youku shows that in the second half of 2019, more than 60 million post-90s users watching classic dramas contributed 42.7% of the viewing time, with a year-on-year increase of 18.2% and a year-on-year increase of 21%.

In addition to the increase of memory consumption of film and television works, “emotional consumption” and “nostalgic consumption” have also become the new consumption fashion of all kinds of physical goods. Consumers’ preference for Guochao brand is growing, especially the younger generation of post-90s, who are buying, using and sharing on their own. Big white rabbit, Yu Meijing, Arctic Ocean, Huili, Yili More and more old domestic brands are sought after, and there are many small shops selling “post-80s nostalgic products” and “post-90s nostalgic food”. According to the survey of 2005 respondents conducted by the social survey center of China Youth Daily, 67.6% of the respondents have a special preference for old brands, and 66.7% of the respondents will spend for “feelings” in their lives [6]. The main reasons for “emotional consumption” are as follows:

First of all, “emotional consumption” can cure the early age anxiety of post-90s new youth. Nowadays, the society is stepping into the road of rapid development, and the threshold of all walks of life is getting higher and higher. The post-90s and post-95s have reached the age of entering the society or already in the society, and the pressure of life is gradually coming. It’s better to miss the good old days, or want to keep up with the pace of the new era, but don’t bother to follow. It’s better to watch the previous TV dramas, listen to the previous songs, and buy the previous things Through this way of psychological compensation to transfer the anxiety of growth.

Secondly, “Guochao”, as the common memory of several generations, has been re valued as the carrier of “emotional consumption”, which also highlights the growing national self-confidence of young people to a certain extent. National products are the link between Chinese culture and modern market economy. Behind every time-honored brand of national products, there are national wisdom and the brand of the times, which contain huge social and economic value. Having “national tide” has become a proud move of young people.

Thirdly, behind the “emotional consumption” is the new youth group’s recognition of the high quality and low price of some old domestic brands, as well as their dissatisfaction and doubt about the poor quality but high price of some goods in the market. The reason why old domestic brands can be sought after by consumers is that they have excellent quality, simple packaging and fair price, which is different from the fancy packaging of many goods now The quality is in a mess, but the price is unambiguous, forming a sharp contrast.

It is in this general trend that more and more time-honored domestic brands choose to take advantage of the wind and glow “the second spring” with amazing achievements. One hot story after another is coming online: in the first half of the year, the sales volume of baiqueling in pinduoduo soared 10 times, and it will also launch customized “pinbrand”; Huili was bought by the post-95 generation, and 130000 pairs of Huili shoes were sold in pinduoduo within one month; the sales volume accounted for the total More than 1 / 3 of the Caoxian Hanfu on the Internet are combined with pinduoduo and Dunhuang Mogao Grottoes frescoes. The price of a variety of new products is as low as 100 yuan, so that young colleagues can also realize “Hanfu freedom” On November 2, pinduoduo, together with Danzi group, a leading domestic cosmetics company, jointly launched a new domestic cosmetics brand “cuirun”. This is the fifth local cosmetics giant to join pinduoduo’s new brand plan after pelaya, Osman, Shanghai beauty and parkling.

The time-honored brand “Delighted Time happy” and “time-honored cake” of the old Chinese town temple are being launched. In order to create more “Guochao new products” for time-honored brands and attract more consumers, pinduoduo also promotes the optimization of supply chain and production links of time-honored brands in combination with technical advantages and demand big data, so as to achieve the goal of customized production on demand.

The title of “world factory” in China has a long history. However, due to the limitation of traditional retail channels, Chinese consumers are unfamiliar with the “made in China” industrial belt. During the May Day golden week in 2020, pinduoduo launched the “make a better life in China” activity. Pinduoduo showed the Chinese industrial belt with the ability of “low price and high quality” to the national consumers through factory live broadcast, city and county live broadcast and ten thousand people group.

The industrial belts participating in the exhibition include Chenghai, Shantou, Guangdong, China’s capital of toys and gifts, Baigou, Hebei, China’s capital of luggage, Anji, Zhejiang, Zhejiang, Zhejiang, Zhejiang, Ningbo, Zhejiang, one of the three major clusters of China’s home appliance manufacturing industry, Puning, Guangdong, China’s main production place of pajamas, and Yiyang, Hunan, China’s main production place of square dance clothing.

On October 22, pinduoduo announced in Shanghai that it would comprehensively upgrade the “new brand plan” launched in 2018, proposing: in order to help the manufacturing industry adapt to the pattern of new consumer market faster, it will support 100 industrial belts from 2021 to 2025, customize 100000 new brand products, and drive 1 trillion yuan of sales.

“Guochao” consumption of new youth groups is leading a new round of reform movement, deducing a new, fashionable and avant-garde way of life and consumption. The “Guochao” movement makes the classical aesthetics rooted in China’s long history achieve a new generation of national products with the posture of new oriental aesthetics, and makes China’s style soar to become an international standard. As a result, consumers’ self-confidence in local brands is greatly enhanced The sense of pride is increasing day by day, and the sense of national pride is internalizing into the choice mechanism of consumers.

2. “Goods”: new domestic products have strong “grass planting” ability and brand affinity, realizing the transformation from “people looking for goods” to “goods looking for people”

In the era of 10 billion yuan subsidy 2.0, the ability of new domestic products to “grow grass” is extraordinary. First of all, it has a good foundation of public praise, the collective memory and feelings of generations left behind by the era of planned economy and the beginning of reform and opening up. In addition, with the epidemic spreading all over the world, the friction between China and the United States in the field of economic and trade is constant, and the internal circulation of the domestic economy is imperative. More and more young people find a lot of humble The “light of Chinese products” has attracted the attention of many fairies. The ability of “planting grass” is far beyond the products and brands that have appeared in recent years, and has a strong user brand stickiness.

At the same time, due to the continuous innovation of domestic products in recent years, the so-called “Guochao” is in line with the traditional Chinese aesthetic on the one hand, and it is also in line with the aesthetic trend of young people. It has won the favor of young people, such as Tongrentang’s pearl powder, and many whitening methods in xiaohongshu are inseparable from pearl powder, Tongrentang’s pearl powder is delicate and can be taken orally or externally. It has the effect of whitening and lightening spots. It has been recommended by a group of beauty loving girls in their own small circle. According to the Nielsen report, more than 62% of young people are more willing to choose domestic products. What they value more about a brand is what the brand reflects in my personality, whether it conforms to the circle attribute of young people, and what they value more It’s not how superior the brand itself is [7].

The new social e-commerce mode of “goods looking for people” helps new domestic products. In the past, it used to be “people looking for goods” and users looking for their favorite products everywhere. This mode takes goods as the center, circulates to terminal stores through established channels, and consumers choose and buy from given goods. In this mode, it is easy to produce blindly due to the lack of user portrait and demand perception, while manufacturers predict production subjectively and merchants predict orders subjectively For long cycle and large batch. But now it has become the “goods looking for people” mode. This mode takes “people” as the center, excavates users’ needs on the basis of user portraits, and guides and attracts users to buy with high-quality and flexible scenes.

In this mode, through content marketing and social links, users’ portraits can be accurately described and produced on demand. Users participate in product design, explore possible consumer demand through distributed AI, and then realize “word-of-mouth communication” through social fission. Manufacturers can predict production based on data analysis, directly face consumers and gradually reduce the number of batches Multi batch rapid response to demand and change can give full play to technical advantages, gradually strengthen the application of information, Internet of things and 5g technology in the production system, and implement more accurate industrial upgrading. For example, with the help of artificial intelligence and social sharing means, pinduoduo finds the right people for “goods” through sharing, cancels middlemen, shortens the supply chain, reduces the cost by making popular money, produces more goods through one production mold, and reduces the cost of customer acquisition through the mode of people in groups, so as to realize that there is no middleman to earn the price difference and manufacturers face consumers directly The lowest price of the new model of e-commerce.

3. “Field”: the new e-commerce platform constructs a new experience field and trust space

The traditional offline shopping is only the buying and selling stage of money and goods transaction, which is an efficiency field. With the purchase behavior of the people more and more transplanted to the network, the online experience consumption field under the interaction between people is born. What changes is that the shopping consumption scene faced by the people is more fragmented, no longer “horse in the East, saddle in the west, bridle in the south, bridle in the north” It’s a fragmented consumption that we can do in any good experience scenario. If the e-commerce platform is just an efficiency field for offline business transactions, and the user is only faced with a cold computer machine (business), the relationship between the two is to pay money and deliver goods as soon as possible. Even in the whole shopping process, with customer service, user evaluation and even question and answer function, it is still difficult to change the role relationship between consumers and businesses without temperature.

New e-commerce platforms are constantly building their own new consumption scenarios. When we are no longer trading for the sake of Trading (shopping), fragmented interactive consumption provides a better experience field. In this experience field, interaction can bring consumers not only to satisfy their desire to buy, but also to produce more added value and psychological recognition – a sense of acquisition, a sense of participation The sense of existence and belonging is just like the story of buying a pearl and returning a pearl. Only in this way can we really tie the hearts of consumers. In addition to strangers in the public domain, the new e-commerce platform must also enable consumers to obtain interactive value in acquaintances in the private domain, because a good recommender is an experience field that can bring interactive value to users, rather than becoming a pure business like the previous micro business (they just changed their business venue, not transformed into a recommender role) The recommender should still be able to generate interactive value with the audience, instead of pushing product links coldly, because interaction can make people more likely and make transactions have new value, not just cold commodity transactions.

Therefore, in this sense, if the brand is a pistol, the scene is to pull the trigger of the brand bullet. Manufacturers who do not consider user scenarios and only rely on observation data will misunderstand user needs. In marketing, there is a similar point of view: scene thinking is shelf thinking: “the information of goods or brands and the places where consumers communicate are called shelves. The world is a world full of shelves. The most important thing about the scene to the operation is the summary in “flow pool” that “Scene marketing is the key to let the mysterious and mysterious thing of the brand be quickly grounded, bring flow and produce effect”. For example, the new e-commerce platform represented by pinduoduo, through breaking through the data barrier, enables brands and products to fully, accurately and quickly understand consumers, empowers people, goods and markets to restructure. The new e-commerce platform “reversely customizes products”, adopts c2m (consumer direct factory) mode and other new experience, improves the consumption experience, maximizes brand output and operation efficiency, and enables consumers to At the same time, time-honored brands can take advantage of “Guochao” to seize the opportunity of independent innovation and corner breakout to return to the front line.

Nowadays, many c2m products have become popular “new domestic products”, creating new consumer demand. Under the national trend, only through continuous channel innovation and brand rejuvenation strategy, can we develop special products that are more suitable for young people and new e-commerce people, so as to achieve demand based production. For example, through the analysis of up to 600 million active users and massive big data of pinduoduo platform, baiqueling accurately carries out “reverse customization”, creates popular “new domestic products”, creates new consumption demand, and represents new technology, new design, new function and new experience. Even compared with foreign brands, baiqueling is very competitive and leads the new consumption trend.

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