On January 22, the Jingdong Data Research Institute, in conjunction with Xinhua Index, 21 · Jingdong BD Research Institute, Nandu Jingdong Consumer Research Institute, and the China Communications-Jingdong Data Joint Laboratory, jointly discussed the theme of 'Modeling Good Life' A series of data products, including five reports, an index and a group of surveys, are released to jointly describe the Chinese people's vision of good life and consumer trends through big data and to reveal the current differences in population and geographical distribution in areas such as consumption.
Over the past dozen years, the e-commerce effect has mainly taken place in the consumer field. From 3C, home appliances have been extended to consumer goods, and fashion, freshness and e-commerce have led to industry-specific improvements in promoting urban-rural consumer upgrades, flattening consumer differences and stabilizing Price and optimize the industry has made a lot of ecological contribution.Jingdong Institute of data that in the consumer field, through the opening up of geographical restrictions, channel restrictions, information asymmetry, the price is not balanced, e-commerce in the consumer unbalanced has played a positive effect.
A better life, how far?
If language is used to describe a better life, this may be the case: good health, sweet love, family harmony, career advancement ...
Through big data, we can clearly measure the distance between ourselves and a better life. The Narada Jingdong Consumer Research Institute has conducted a survey on "Beautiful Life" for a large number of online and offline consumers. According to the survey, in 2017, 67% of the respondents Those who believe that life is more satisfactory for the 2017 life rating of more than 7 points, happiness was significantly higher than five years ago, of which 70 after the highest happiness index generation, followed by 80. Satisfying people from the life point of view, Southwest and Northwest China the highest proportion, followed by South China, East China, and finally the northeast, north, central China.
More than 80% of respondents in the survey recognized that there was an imbalance in their lives, with nearly 50% of respondents considering the issue of information balance as important. More than 80% of respondents lived in more than two cities , Of which over 90% of the respondents felt the difference in consumption among different cities.They think that the difference of urban consumption is mainly manifested in commodity richness, brand richness and service health, which are expensive and can not be bought in urban The biggest pain of consumer discrepancies.
Spiritual consumption determines the level of consumption and quality
In order to better measure and observe the trend of national spiritual consumption, Xinhua Index and Jingdong Data Research Institute jointly released the Xinhua-Jingdong China Online Consumption Balance Index. The index is based on the JD data and is constructed by using the coefficient of variation , Providing an objective analysis tool for measuring the balance of household consumption in China with multi-granularity, multi-dimensional and multi-frequency.
China's online consumer balance index system is huge, Xinhua - Jingdong Index Task Force first selected from the level of consumer psychology, the introduction of an index - China online spiritual consumption balance index.The group believes that spiritual consumption in a regional consumption structure Level and balance, to some extent, can reflect the consumption patterns and levels of residents in the region, the quality of income life and even the level of economic development in the region.
According to the division of purchasing power groups, the level of spiritual consumption balance among blue-collar workers has improved markedly, according to Zhao Ping, director of the International Trade Research Department of the CCPIT Research Institute, which is related to the factors such as the Belt and Road initiative, the large-scale development of the western region and the continuous increase of the minimum wage by the state. In terms of the three major economic belts, the balance of spiritual consumption between the Yangtze River Delta and the Pearl River Delta region is significantly higher than that of the Beijing-Tianjin-Hebei region. According to experts, this is in line with the fact that Beijing-Tianjin-Hebei region has not only such first-tier cities as Beijing and Tianjin, Third-tier cities, leading to large differences in income and consumption levels of the reasons.
Wang Yao, vice president of China Chamber of Commerce that the Xinhua? Jingdong China online consumer balance index truly and objectively reflect the changing trends of consumers in China, the correct understanding of different regions of consumers, as well as different types of consumers for goods All kinds of consumer demand, etc., have important research and practical significance.
Inter-region information gap narrowed
Information means opportunities that affect people's ways of understanding the world and lifestyles.Jingdao - The "2017 Information Equilibrium Report" released by JD.com Joint Laboratory, through the Jingdong e-commerce platform communications equipment, office equipment, digital media, games Eight categories of information products such as equipment, photographic equipment, smart home, smart devices and wearable devices were statistically compiled and statistically compared with other consumer-related change indices in 2016-2017. From the perspective of online consumption of information products, Observe and analyze the balanced development and the general appearance of the three aspects of information technology development in different urban levels, provinces and user age groups in our country at present.
The report shows that the major contradictions in the development of informatization are still mainly concentrated in the basic satisfaction and use of informatization tools, reflecting the fact that the main contradictions of information equilibrium in our country still focus on basic means of communication and communications equipment.
Geographically, the provinces are asymptotically balanced, the gap narrows, and the rates of development are close, but due to the large differences in infrastructure, the imbalances will continue to be maintained. Consumption of Information and Access In cities 1-3 and 4-6 In order to further narrow the gap with the first-, second- and third-tier cities, there is still room for improvement in the interest and loyalty of the information consumers in 4-6 cities.
From the perspective of age, the consumption balance of all categories of information of all ages mostly has different degrees of increase, indicating that the electricity supplier industry as a whole is still in a rapid development channel, of which 26-35 years of the most dependent on the electricity supplier, followed by Is 16-25 years old and 36-45 years old.At the same time, the lower the age, the higher the viscosity of informational goods.
E-commerce breakthroughs in population differences reshape the concept of unbounded consumption
With the development of science and technology and application of technology, the Internet has profoundly changed everyone's way of life. The next day the next day receiving goods, enough to eat and drink at home, travel options smart choice ...... E-commerce and big data applications have been integrated All aspects of people's lives.
According to the "Annual Consumption Balance Report 2017" released by China Unicom-JDU Laboratory, changes in the consumption environment, the expansion of the middle class and the emergence of an aging trend all affect the consumption pattern. Has changed from the initial supplement and replacement of traditional markets to a new stage of service to meet and create new consumer demand, while the consumption trend of Chinese consumers is moving from quality to personality driven by the retail model such as e-commerce Balanced, more advanced view of consumption, mature consumer behavior is infiltrating into all groups, all regions.
In the big consumer data of the past four years in Jingdong, we can see that consumers are evolving from traditional consumption concepts, such as buying benefits, buying the masses and re-materials, into new consumer attitudes such as buying high quality, buying niche and buying services At the same time, the report also shows that consumption has also produced many new features, such as the trend of low consumption of luxury goods there is a trend, from 2014 to 2017 data, Jingdong platform 16-25 age group to buy luxury goods users accounted for In addition, the middle-income group has the characteristics of show off consumption, the blue-collar workers and small white-collar workers are the main user groups to buy luxury online, accounting for more than 6% of the total stations and 2% .
Comparing the consumption characteristics of young and old people, the data show that young people have the characteristics of circle consumption, and they are the most active group in purchasing brands other than mainstream head brands, indicating that they have their own approval in their own circle Popular brand, while the elderly also showed a 'young state' of shopping features, they are also actively through the e-commerce to accept new things, such as smart hardware and other equipment to become the new darling of the elderly shopping.
Significant trend of consumer backflow Chinese brands lead consumer upgrades
In recent years, the brand effect has released a huge aura in online consumption.Jingdong - China Data Big Data Laboratory jointly released the "2018 Brand Equilibrium Report", based on the data of Jingdong, balanced supply of brands, balanced consumption of brands, Ecological balance three angles comprehensive analysis of the field of e-commerce in 2017 the brand balanced development.
According to the report, Chinese and foreign brands dominated in 2017, with Chinese brands gaining an absolute superiority in scale. 3C smart lifestyle brands recorded significant growth while international brands made more aggressive efforts in representing sub-categories of quality of life and overall average orders were higher Chinese brand 2.2 times.From the comparison of domestic and foreign top-level brands, in the evaluation of key words, service rate, repurchasing rate and return rate and other aspects of the initial balance.
Chinese brands are also attracting more and more attention on the categories that have clearly dominated foreign brands in the past. The report shows that from 2014 to 2017, consumer goods such as smart home, smart toilet seats, sports equipment, electric toothbrushes, Sales of Chinese branded goods have increased by more than 500%, consumer return is very obvious.
The report also divides the Chinese brand into several subdivisions of the type of research, national brands, local brands, Internet brands and China Design / China Zhizao brand, and pointed out: local brands with electricity providers to the first and second tier cities; Internet Brand sales to achieve low-tier cities sinking; Made in China / China's rapid growth of design brands, quality, personalized recognition by consumers.
From the analysis of different consumer groups' consumer spending directly through the 'Named Spending' of the target, the data show that men prefer to spend more than their women. 28% of the TOP100 search terms are brand-related; 16-25 years old, job-oriented students higher consumer awareness of the brand name, TOP100 search words in 31% of the keywords related to the brand; the same time, the stronger the consumer purchasing power, the consumer brand awareness higher.
E-commerce has become the new impetus for the balanced development of economy in cities and regional industries
From "material and cultural needs" to "good life needs", from 'backward social production' to 'unbalanced and underdeveloped development', the most prominent are all kinds of shortcomings that exist in the development of urban and rural areas and between regions Balance, the development gap still exists.
According to the JD data, the report ranks the top 10 electricity consumers in each province in 2017. The top 10 regions correspond basically to the top ten in terms of population, while the main consumers are those mainly from Guangdong, Beijing, Jiangsu, Shanghai and Zhejiang Of the 'parcels' lead Sichuan Province is the only top 10 list of the western provinces, ranked fifth in the country.
By comprehensively analyzing the 'throughput' of the regional and city e-commerce industries, only 27 of the 350 cities are e-commerce 'surplus cities' that have uplink sizes larger than their consumption scales. 'Surplus' means that all of these cities are The major birthplace of the e-commerce sales node is the regional hub city and the industry node city where e-commerce is developing, and the top 15 cities in terms of surpluses account for more than 25% of the nation's GDP in the first half of 2017, E-commerce up and sales accounted for more than 63% of the total, forming China's e-commerce industry belt.
As the e-commerce effect continues to eliminate retail space differences, the advantages of industries and specialty products are recognized by consumers and the cost of channeling out of the region to the whole country and even the whole world is greatly reduced and the possibility is also greatly enhanced. In particular, in rural areas with distinctive agricultural products, Bring down the channel cost, will greatly promote the development of industries with local characteristics.
As the e-commerce infrastructure continues to improve, it has been providing consumers with a higher level and more balanced service guarantee and has played a huge role in promoting the balance of consumption. Taking the e-commerce logistics service as an example, in September 2012, Nearly 900 distribution stations and self-service outlets across the country are mainly concentrated in the southeastern coastal provinces; by the end of September 2017, Jingdong has nearly 7,000 delivery stations and self-service outlets nationwide, up 6.8 times in five years , And even Jingdong's large logistics also achieved 100% geographical coverage.In customer service, the completion of the customer service center in 2009, the number of customer service seats is only 150 seats in 2017 has been expanded to more than 15,000 seats, JIMI customer service unmanned system After the operation, during the promotion period, the first-time user reception accounts for nearly 90%, which means the customer service capacity is further expanded by 10 times.
As you can see, with the popularization of Internet services, after changing the real retail field, the E-commerce effect is changing a large number of traditional service industries. The online travel application makes traveling easier and the price and service more transparent. The restaurant service can make the restaurant certain To the extent of the geographical limitations, by virtue of the characteristics and quality to win the favor of consumers; to Jingdong as the representative of the electricity supplier companies are entering maintenance, second-hand, after-sales service and so on the market in these areas have existed information, prices, product quality, Opaque service quality will be e-commerce effect changes, bringing the industry's positive development, better service to consumers, reshaping the new order for consumption, so that consumers from a better life.