The rise of Internet consumer groups, new consumer demand for culture, entertainment, sports, health and other emergencies broke out. The demand has changed rapidly under the impetus of technologies such as artificial intelligence and cloud computing, thus forcing enterprises and business operators to change their businesses. The "consumer data" The core of retail new ecology also will be formed.
By the end of 2017, CBNData and 30 data source partners jointly released the "2017 China Internet Consumer Ecology Big Data Report", through in-depth analysis on the fields of e-commerce, new retail, sports, healthcare, education, tourism, travel and shared economy , From the consumer attitudes, business models and consumer formats in three major areas of insight into the consumption upgrade in 2017, the elite portrays the future of China's Internet consumer trends.
Stressed that two-line integration, scene-based marketing, product-driven appliance enterprises in 2017 launched a number of positive, open, cross-domain, pan-entertainment attempts, with the Internet consumer trend also get a huge return, thanks to Enterprises to seize the Internet consumer ecology trends and the actual strategy of landing, no doubt will continue in 2018 in this direction.
Businesses and brands found that today's consumers are more willing to buy quality from the previous 'buy cheaper' and buy products to buy services. They have met the refined requirements of upgrading from basic needs of life to all aspects of life, Features: The popularity of consumer upgrades, price-oriented to value-oriented, the pursuit of a more sub-categories.
Therefore, the simple product recommendation mode, the single channel mode and the merchant-led product production mode are no longer valid, and the user attention is becoming a scarce resource. The content + product, user-centered omni-channel mode, On-demand custom C2M mode gradually popular.
CBNData "Report" summarizes seven major trends in the Internet consumer ecology: further adjustment of consumption structure and rapid development of service-oriented consumption; the convergence of two-tier consumer channels has formed a new retail ecosystem with consumers as the core; content has become a commodity and consumer The indispensable depth of links between the sharing mode continue to be fermented credit services have become an important support for consumer ecology; artificial intelligence to accelerate industrial applications, and effectively into the consumer level; big data to optimize the consumer experience, integrated resource allocation model is applied to more Multi-consumption areas.
Source: CBNData "Report"
For example, Midea Air-Conditioners' theme of meeting you in no-windy times in 2017 is that there are many successful cases in the field of domestic home appliances that highlight the interesting and interactive interactions with users in multiple dimensions. The process of 'silent' embedded air conditioning 'cool feeling, no sense of wind' product performance: a new interpretation of classical Chinese classic pieces of the bridge and characters such as the Journey to the West extinguished Flaming Mountain Iron Fan, the Three Kingdoms fan of Zhuge Liang, White Snake Chuan Li familiar with the 'Millennium waiting for a benefit'; very warmhearted and empathy series of short videos, such as the Christmas season's "ten-year innocence" to soft implants in the second shot, Tencent and other online video end trigger users Emotional resonance; Entity store launched the king of the annual flow of hand-travel 'King glory' challenge, and live champion competition. Midea air-conditioned diversified cross-border marketing graphic, video, live broadcast and other ways to enhance the user experience, so that users have feelings Pinpointing, improving stickiness and conversion rates while taking advantage of platform data to capture potential users more precisely and ultimately drive precision marketing.
In recent years the blowout trend swept China's urban marathon, the United States air-conditioning, Little Swan Beverly, Casa Di and other brands have appeared, gathered a group of young, dynamic, healthy and stylish user base. CBNData "Report" Data show that only 27.1% of people choose to exercise alone, in fact, the movement has become a new social carrier, the user movement is normalized, device specialization trend is obvious as of the third quarter of 2017, the online marathon modeler Yue The number of active users in the lap circle reached 5.15 million. After 90 and 00, the proportion of runners has risen rapidly in the past two years. This is also the reason that the brands of home appliances favor young marathons, fluorescent runners and international sports events such as marathon, fashion run and personalized sports. One of the important reasons for the way.
Sharing area also has the figure of household appliances enterprises, MBO Meibo air conditioning in the world premiere on August 8, 2017 1.0 version of the shared air conditioner, with the help of Internet of Things, big data and other new technologies, 'deposit + on-time' recyclable profit model . MBO Meibom Air Conditioners put forward a 'new generation, light luxury' brand positioning for '90' after the user base, emphasizing the luxury products used to share CBNData "Report" pointed out that the concept of rational consumption popular, research data found nearly seven Consumers are willing to buy on behalf of the rent generation, the shared economy is growing at a steady pace, and more and more enterprises become participants and beneficiaries of the shared economy.
The unmanned retail sales in the new retail area are in full swing. The United States refrigerator and Ali jointly launched the small lockers, star cold chain and scarlet convenience to create unattended freezer, 24-hour unattended real-time retail experience to become a reality, concentration and precipitation of the Internet of Things, Payment cloud platform, information security, and many other aspects of the cutting-edge technology.Micro's small store on behalf of the product provides three major solutions: a new terminal based on IoT technology, precision retail based on data intelligence, based on shared Retail business model.
Data channel + technology to help the Internet consumer ecology will continue to deepen the mainstream appliance companies have fully integrated into the dominant brand layout is more than one area in the future, consumer-centric business model will be broke up, full integration of various channels, the traditional Industry intelligence is imperative.
