Many people have noticed that the e-commerce landscape has changed visibly in recent years, from the concentrated development of one or two players to the development of major platforms with the help of their expertise.
Taobao Tmall is very typical, in the past, with the advantage of "all", it has become the most eye-catching existence in the e-commerce rivers and lakes, but now many people find that it is still best at life department stores. In the latest quarter, the revenue of Taobao and Tmall as a whole increased by 2%, but the lifestyle department store category actually contributed the majority.
The same is true for JD.com, with Q4 revenue of 306.1 billion, an increase of 3.6%, but the growth of home appliance digital categories is significantly more violent, up 6.1%. There is also Vipshop, which was originally a cost-effective platform for selling clothing in the eyes of many people, but now this view is further confirmed.
Last year, the scale of this special sale e-commerce increased to 18%, but the growth of clothes and shoes reached 24%, accounting for more than 50% of the entire online consumption, which is quite surprising.
In the past, young people paid attention to fast-paced and efficient, and often saw that almost all needs could be solved on one platform, so large and comprehensive platforms were often the most popular. But now young people have changed, from "single-minded" to "amorous", and more and more people are used to no longer favoring a platform. On social platforms, a trend of "precise decentralization" consumption is now widely discussed, which further supports the view.
Netizen Yueru said that compared with before, consumption has obviously become "scum" now, "one will buy life department stores on Tmall, one will buy digital appliances on JD.com, and from time to time I will go to Vipshop to choose clothes...... This change of young people is very obvious, in the past, only one shopping APP was installed in the mobile phone, but now it is Tmall, Jingdong, Vipshop, Douyin, etc., and it is accompanied by careful selection of consumption, shopping around, price comparison on the whole network, and impulsive and wild consumption is gone.
"In the past, it was a head-iron consumption, and I didn't think much about what I liked, but now buying things is comparable to finding a partner, and I take all aspects into consideration, so I will look at the right eyes and pay for it," Yueru further said.
At present, Tmall Jingdong is still booming, and "other e-commerce" such as Vipshop and Douyin are also gradually becoming popular, especially Vipshop, which was once a "niche" platform in people's eyes, but last year it became a "treasure APP" for young people. In fact, it is the shrewdness of young people behind all this.
As the main force of consumption, young people are getting rid of blindness and consumerism, buying things "not seeing rabbits and not scattering eagles", and they are willing to dig out their wallets only if they have real affordable advantages, which has greatly promoted consumption upgrades and brought the e-commerce industry to the direction of contention.