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电商平台客户量已达到天花板

来源:??????2018/6/22 8:39:02??????点击:

YKK澳门太阳成城6138行业资讯】对于一些电子商务平台来说,今年618的促销活动并不像往年那么令人兴奋。根据eppn的数据,交通流量的下降让许多品牌感到了罕见的寒流,一些商店的流量下降了50%

大型平台通常面临市场饱和的困境。以京东为例,它是618年的主战场。月活跃用户已达3亿,相当于中国互联网用户的2.5倍。从某种意义上说,大型电子商务平台的流量接近上限。
但对于较小的、主营领域较多的垂直电商平台,目前市场空间依然存在,大规模的综合交通平台增长开始放缓,ykk隐形澳门太阳成城6138但仍有很多机会,中小平台将着眼于未来垂直模式下的发展。乐信副总裁刘芳6月20日接受《界面资讯》采访时说。
垂直电业务平台越来越多的开始促进活动进入前618名,包括主要的电器销售苏Ningyi购买,主要消费通过信件,主要海陶魏文章,等等,甚至连微信只是推出了原来只有3个月的电子商务平台“选择”。
与激进的电子商务平台相比,这些垂直的电子商务平台更注重按照自己的商业模式进行差异化经营。
流量太大了,我宁愿研究我的用户集中在哪里来控制客户获取成本。台州ykk澳门太阳成城6138刘对界面资讯说。
乐信的主要客户群是90后。根据Tencent社交广告发布的2017年金融行业消费者洞察演讲稿,分期付款电子商务用户中国足球协会超级联赛过80%的人年龄在19岁至25岁之间。根据乐信企业提供的官方数据显示,在乐信平台上分期消费的90后用户中,超过70%的用户占总用户数。
这项战略的重点是关注人口,满足年轻人的需要。据刘说,在618年期间,数字产品仍占销售的大部分,占销售的80.3%
对于这类产品,乐新的经营策略是与一些著名的数字评估媒体合作。当这种媒体进行产品评估时,常州ykk澳门太阳成城6138相关的销售环节将为用户提供购买渠道。这些媒体通常是年轻用户购买数字产品时的信息来源。
刘还发现,在保守的门户网站上投放广告的回报明显低于更具针对性的方式。这是因为激进门户的用户基础更广泛,不能集中在相应的客户基础上。
此外,该企业还希翼利用更专注的社交媒体App,从更年轻的用户那里获得更多的营销努力,比如最近的合作伙伴hissing。刘说,hissing music的主要用户年龄在20岁左右,与登台音乐的目标群体高度吻合,可带来较高的转化率。
根据市场调研企业aimedia consulting的数据,中国电子商务用户预计2018年将增加到1.7亿人,嘉兴ykk澳门太阳成城6138未来两年的年复合增长率将达到68%。到2021年,中国跨境进口零售电子商务行业的市场规模将超过3000亿元。
总体而言,随着消费的不断增长,消费者需求将变得更加多样化。或许在接下来的618或双11大活动中,除了京东和淘宝,各种垂直电商平台将越来越受到用户的关注,成为新的增长点。

The 618 promotion this year is not as exciting as in previous years for some e-commerce platforms. The drop in traffic has left many brands feeling a rare cold snap, with some stores reporting a 50% drop in traffic, according to eppn

Large platforms generally face the dilemma of market saturation. Take jingdong, the main battlefield of 618, for example. The number of monthly active users has reached 300 million, equivalent to one of every 2.5 Internet users in China. In a sense, the flow of large e-commerce platforms is close to the ceiling.
But for smaller, the main field more vertical electric business platform, the market space still exist now, large-scale integrated platform of traffic growth began to slow, but still have a lot of opportunities, small and medium-sized platform will focus on the future development in vertical mode of the platform. Liu fang, vice President of lexin, told interface news on June 20.
Vertical electric business platform in growing Numbers are beginning to promote activity into the top 618, including the main electrical appliances sale Su Ningyi purchase, the main consumption by letter, main hai tao wei article will, etc., even the micro letters just launched only 3 months of the original electric business platform "selection" in them.
Compared with radical e-commerce platforms, these vertical e-commerce platforms pay more attention to operating in a differentiated way according to their own business model.
The traffic is so expensive that I prefer to study where my users are concentrated to control the customer acquisition cost. Liu said to interface news.
For lexin, the main customer group is post-90s users. According to the 2017 financial industry consumer insight speech released by tencent social advertising, more than 80% of the users of installment e-commerce are between 19 and 25 years old. According to official data provided by lexin, more than 70 percent of the post-90s users on its platform who consume by installments account for the total number of users.
The strategy is to focus on the population and meet the needs of young people. According to liu, digital products still accounted for the majority of sales during the 618 period, accounting for 80.3% of sales
For such products, the operating strategy of lexin is to cooperate with some famous digital evaluation media. When this kind of media conducts product evaluation, relevant sales links will provide users with a purchase channel. These media are often a source of information for young users when buying digital products.
Liu also found that the return on advertising on conservative portals was significantly lower than the more targeted approach. This is because the user base of radical portals is wider and cannot be focused on the corresponding customer base.
In addition, the company is looking to work with more focused social media software from younger users to increase its marketing efforts, such as hissing, a recent partner. Liu said that the main users of hissing music are around 20 years old, which is highly in line with the target group of staging music and therefore can bring high conversion rate.
According to data from market research firm aimedia consulting, Chinas e-commerce users are expected to increase to 170 million in 2018, and the annual compound growth rate of users will reach 68 percent in the next two years. The market size of Chinas cross-border import retail e-commerce industry will exceed 300 billion yuan by 2021.
Overall, consumer demand will become more diversified as consumption increases from time to time. Maybe in the next 618 or double 11 large and promote activities, lead in addition to jingdong and taobao, a variety of vertical electric business platform will get more and more attention to users, so as to become the new growth point.

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