There is such an e-commerce platform, and its iconic "pink" has not changed since its development. And its bright pink, and the "beauty festival activities" often launched on the platform, have also made some consumers always think that it is a platform loved by major female consumers.
I believe that speaking of this, everyone has guessed which platform to talk about next. That's right, Vipshop. As a platform that has been deeply cultivating brand sales for more than ten years, it has been committed to pulling the cost performance of genuine big brands to the highest, so that consumers can afford it, and its pink image is also deeply rooted in the hearts of the people.
But is that really the case? The answer is definitely "no", and a set of data will tell the whole story.
According to Vipshop's data, in the past few years, the number of male users on the platform has doubled in the proportion of total platform users! What's more, on the eve of last year's double 11, in just one day, the men's clothing at the Vipshop meeting sold 200 million, a substantial increase of 90% year-on-year. Not only that, last year, the double 11 male users were still frantically grabbing beauty, and sales increased by 55.8% year-on-year.
From the background data of Vipshop this year, it can also be understood that in the first quarter of last year, men's product orders increased by more than 80% per year, of which among male consumers, the proportion of men's clothing and beauty products purchased was as high as 96%. It seems that today's male compatriots have also begun to pay attention to dressing.
Some people may wonder why male compatriots have also begun to love Vipshop? In fact, there is a set of research reports that can illustrate this problem, the research report data shows that 41% of male compatriots are most concerned about the factor of the brand when consumers, and 80% of male consumers are concerned about the cost performance of the product.
Vipshop started with brand sales, and it has always adopted a self-operated model. To put it simply, it is the company itself to purchase, but so many brands at home and abroad, how to choose one by one. So it directly raises more than 2,000 professional buyers, looking for low-cost goods that meet the needs of consumers around the world.
Vipshop also relies on these buyers to go deep into the brand supply chain and cooperate with the brand itself or first-level dealers to cut off the middleman to earn the difference, greatly reducing the procurement cost and ensuring the authenticity from the source. Therefore, he can ensure the authenticity of the big brand at the same time, to achieve low prices, so that consumers can buy the real "cabbage price" of the big name goods.
Therefore, Vipshop also makes use of the advantages of supply chain, product quality, price, etc., and uses the ultimate discount of genuine goods to lock in female users, while leveraging men's consumer demand. It knows that men now prefer the goods of big brands when buying men's clothing, and the platform has been vigorously promoting cooperation with men's wear brands, so it is not surprising that it is loved by male users.
It is understood that there are currently more than 300 men's wear brands on the Vipshop platform. Big brands such as Seven Wolves, Heilan House, Peacebird, JACK & JONES, Fila and so on, including casual wear, suits, sportswear and other styles, meet the consumer demand of men of all ages.
From these data, it is not difficult to find that "three days of Shibetsu, when the eyes are impressed", the male market has long been different from the past, and with the continuous growth of its consumer group and the maturity of the market, a large number of men today have poured into the e-commerce platform such as Vipshop, and buying and buying is just the beginning. Whether it is "he" or "she" also has the right to enjoy shopping and the pursuit of beauty, the prospects of the future male market will be equally broad!