Who wants to drag on hind legs, reportedly double eleven chopped hand party average budget of 1719 y-icesword

Who wants to drag the hind legs, reportedly "double eleven" chopped hand party average budget 1719 yuan picture source: Vision China in November 1st, market research company Nelson released "2016" double 11 "marketing hot spot report". The report said that China’s consumer enthusiasm for double eleven this year unabated, nearly 90% consumers plan to participate, nearly 60% of consumers compared with 2015 has increased double eleven of the online shopping budget, consumer purchase behavior is more planned. The data collection period of this report was September 26, 2016 October 2nd -2016, covering 31 provinces, autonomous regions and municipalities directly under the central government, covering the eastern, western, southern, northern and central regions. Here are five interesting findings from this survey. 1. shopping enthusiasm is high, consumption is more planned, shopping cart is filled four days ahead of schedule. According to the Nelson report, this year, nearly 90% of consumers plan to participate in the double eleven Shopping Festival, of which nearly 60% have started to pay attention and participate in online activities, Tmall, Taobao and Jingdong three major electricity supplier is still the main position of consumers plan to participate in the activities of ten. More than 90% of consumers will put the goods they want to buy in advance of the shopping cart, which is one to two days or two to three days, the proportion is the highest, up to 45%, shopping cart on average four days ahead of time is filled. The main consumers plan to buy the shoes and clothing supplies skin care products and food packaging digital products, consistent with the category purchase last year. 2. average budget of 1719 yuan, slightly higher than last year; men buy more partners, more women honor their parents. 1001-3000 yuan interval is the largest proportion of consumers in the dual eleven shopping budget, nearly 60% of consumers compared with 2015 has increased double eleven of the online shopping budget, but the overall rise is not crazy than 2014 to 2015". This double eleven more than 80% consumers intend to buy themselves, buy for others is the most parents, followed by partners. 3. promotions and discounts dominate the consumer’s willingness to participate, the most Tucao is "feeling double eleven, the price is not too O Yumegumi."". Promotions and discounts is the biggest driving factor of double eleven consumption, the single product direct discount and full less cash in the form of two most popular. Reason prompted consumers to choose a business platform, in addition to promotions and discounts, genuine genuine also plays a decisive role. With the major suppliers continue to optimize logistics services and commodity richness, compared with previous years, "logistics speed slow" and "can not grab the goods to buy" is no longer the most Tucao place, "price incentives" is. 4. live and thousands of thousands of people face new marketing methods in the consumer overall acceptance is limited, but among consumers 26-35 more popular — they are ten a main consumer in cross-border online shopping. Nelson research found that although the concept of live marketing is really fire, but this new marketing approach in consumer acceptance is limited, in the 26-35 year old consumers are more popular. As young people share their willingness to increase year by year, they prefer to be on social media.

谁要拖后腿 据说“双十一”剁手党平均预算1719元  图片来源:视觉中国  11月1日,市场调研公司尼尔森发布了《2016“双11”营销热点报告》。报告称,中国消费者今年对双十一的热情有增无减,近九成消费者计划参与,近六成消费者与2015年相比都增加了双十一的网购预算,消费者的购买行为也更有计划性。  这份报告的数据采集时段是2016年9月26日-2016年10月2日,地域包括全国31个省份自治区及直辖市,其中东部、西部、南部、北部、中部区域均有覆盖。以下是本次调研的五个有趣发现。  1.购物热情高,消费更有计划性,购物车平均提前四天装满。  尼尔森报告显示,今年近九成消费者计划参与双十一购物节,其中近六成已经开始关注并参与网上活动,天猫、淘宝和京东三大电商依然是消费者计划参与双十一活动的主阵地。  90%以上的消费者会把自己想要购买的商品提前放入电商的购物车当中,其中提前一到两天或两到三天的比例最高,合计达到45% ,购物车平均提前四天就被装满。消费者主要计划购买的是服装鞋帽 生活用品 护肤洗护品 包装食品和数码产品,与去年购买品类情况基本一致。  2.平均预算1719元,较去年小幅上涨;男性多买给伴侣,女性多孝敬父母。  1001-3000元区间是消费者在双十一购物预算上占比最大的区间,近六成消费者与2015年相比都增加了双十一的网购预算,但整体上升幅度不比2014年到2015年的“疯狂”。本次双十一超过八成消费者打算买给自己,给别人买的最多是父母,其次是伴侣。  3.促销和折扣主导着消费者的参与意愿,最受吐槽的是“感觉双十一期间价格并无太大优惠”。  促销和折扣是双十一消费的最大驱动因素,其中单品直接打折和满额减现这两种形式最受欢迎。促使消费者选择某一电商平台的动因,除了促销和折扣外,正品真货也起着决定性的作用。  随着各大电商不断优化物流服务和商品丰富性,与往年相比,“物流速度慢”和“抢不到想买的商品”不再是最被吐槽的地方,“价格 优惠力”才是。  4.直播和千人千面等新型营销方式在消费者中整体接受度有限,但在26-35岁的消费者中较受欢迎——他们也是双十一跨境网购的主力消费军。  尼尔森研究发现,虽然直播的营销概念真是火到不行,但这种新型营销方式在消费者中接受度其实有限,在26-35岁的消费者中较受欢迎。  随着年轻群体分享意愿逐年上升,喜欢在社交媒体上晒单,为了抓住主力消费军(26-35岁)和潜在消费力(16-25岁),商家可通过线上社交媒体结合新型营销方式来吸引他们的眼球。微信成为近七成消费者双十一晒单渠道选择,其次是QQ空间和微博。  60%的消费者表示肯定或可能在双十一跨境网购,其中年轻群体的消费意愿更强。  5.海淘热度不减,跨境电商网站青睐度高。  在所有被调查的消费者中,超八成受访者都有海外购物需求,其中超过七成的人最近半年内都有过海外商品购买经历,这个比例较2015年略有上升。在各种海淘渠道中,电商网站的跨境电商平台已成为最主要的购买渠道,天猫、淘宝、京东和亚马逊四大传统电商的海淘频道是消费者的主要选择。  虽然电商网站的海淘频道在所有渠道中占比最高,但依然被代购、亲友代买、旅游购买等分流了近一半的业务机会,依然存在很大业务拓展空间。相关的主题文章:

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