With the development of the domestic economy, people's living conditions are getting better and better. As a new year of young people who have grown up in The rapid changes in China, it seems that they also have their own new consumption concepts. Some professionals have studied how to obtain the hearts of young people, but the final result points to two points: quality + thickness.
Under this trend of new consumption, many brands and platforms will face new challenges and opportunities, and brands and platforms that conform to this trend will surely get secondary growth. For example, in the domestic e-commerce platform, the platform that focuses on big names and special prices, Vipshop, is the most typical representative.
According to Vipshop's 2021 financial report, Vipshop, which has always been known as a cost-effective and genuine brand, has an increase of 12% in active users in 2021 compared with 2020, reaching 93.9 million. Among them, the number of core SVIP active users also increased by as much as 50% year-on-year, accounting for 36% of the online net transaction volume, which has the characteristics of high activity, high loyalty and high viscosity for the platform.
As far as the brand is concerned, Xiaomi, a company that perfectly conforms to the new trend of "rational consumption", also because it has been adhering to the corporate purpose of "cost performance", has quickly occupied the domestic mobile phone market through a generous price advantage. You know, in the same configuration of smart phones, millet is often the best price choice.
One is a platform that conforms to the new trend of consumption, and the other is a brand that perfectly fits the new trend of consumption, and the two have joined forces and carried out in-depth cooperation some time ago. Some insiders said that Vipshop's pursuit of the ultimate cost performance coincides with Xiaomi's product concept of "touching people's hearts and generous price", and both sides have a natural affinity for each other.
At the same time, Vipshop, which has a huge scale of high-value users and continuously increases user stickiness, is also a rare channel partner for Xiaomi. As it turns out, experts are right, after the combination of these two companies that conform to the consumer trend, they have indeed released amazing potential on the consumer side.
For example, at Vipshop and Xiaomi's Super Big Name Day event in March this year, Xiaomi's overall sales soared by 12.5 times year-on-year. Moreover, since this year, the cooperation between Xiaomi and Vipshop has expanded from mobile phones to all categories. Sales of products such as Xiaomi's tablets, hair dryers, smart bracelets, and hanging ironers also ushered in a multiplier increase on the same day.
In today's highly competitive market, Xiaomi can still maintain such a rapid growth rate, which is undoubtedly a proof of being widely recognized by the younger generation of consumers. For products such as electronic products that are upgraded very quickly, insisting on innovation and continuous technology undoubtedly ensures the quality of products. At the same time, a reasonable profit range can still be used to make the commodity cost-effective. Adhering to the business philosophy of doing a good job in two points has undoubtedly impressed the younger generation whose consumption concept tends to be rational.