The characteristics of Vipshop are mainly brand products. It adopts low -priced and group purchase forms in conjunction with the promotion model to achieve good sales
1 cost -effective n The value and price of goods are the most important links to stimulate consumption. Only by making consumers feel satisfied after buying goods. It is believed that the value of money can increase consumers' desire to buy and attract more consumers to buy. In the snap -up promotion, merchants must ensure the quality and brand awareness of the product, and try to make consumers feel as much as possible and satisfied with the product. Perhaps many people think that snap -up does not necessarily allow them to buy products suitable for personal willingness. However, according to the survey, 60%of consumers can buy goods that meet their personal needs. Only a few people think they cannot achieve purchasing demand, and the goods they buy are not suitable for personal needs.
2 Limited time -limited purchase
based on survey analysis, online consumers are more inclined to get less and less time, enough to buy when the number is sufficient. In the limited time, we will also face some physical and psychological influences, and say whether you feel nervous or anxious when you participate in snapping. Do you feel that you may not be able to grab the product, which is anxious. Our survey analysis can be found that half of people will feel this feeling, and half of people will not. This situation shows that the impact of snapping on consumers has a significant effect on stimulating consumption. In real life, we participating in snapping are actually a competitive model, and many people will actively participate in this link. In the process of snatching, you will feel that you are competing with others. Take auction, and the sense of competition stimulates you to consume. Our survey shows that 63%of consumers will have a sense of competition in the process of snapping in a limited time, which shows that the time -limited purchase of buying is conducive to stimulating consumption and achieving promotional purposes. The time -limited buying is repeatedly tried in e -commerce, and offline marketing can also effectively achieve promotional purposes. From our survey and analysis, it can reflect this situation. 75%of consumers often go to online or department stores to participate in snap -up. 70%of consumers will introduce to relatives and friends after participating in the limited -time snap -up purchase. This kind of data shows that the time -limited buying can stimulate consumers to repeatedly participate in this promotion, which can better stimulate people around them to participate and increase customers.
3 Brand limited time special sale of e -commerce marketing features
brand special online marketing refers to the sale of brand products through network marketing methods. It is B2C electronics based on the Internet as a medium Retail transaction activities. The meaning of the "limited time" special sale is to launch products in a specified regularly, first buy first, limited time and limited edition. Its core competitiveness is the cost -effectiveness brought by the discounts of brand products. The brand -limited time discount mode is based on the premise of "limited time hunger marketing" and "brand inventory discount".
3.1 Brand effect
3.1.1 Professional buyer group
The so -called brand buyers are to determine what to sell in the next season The characters of things must be very good, they have excellent judgment and brand taste, understand consumers and the market, and at the same time they are well known to the reports and financial data. Compared with ordinary buyers, Vipshop's buyers are the biggest features are affected by the company's style and brand tone. Generally speaking, buyers are the working model generated by the company's operation. However, in Vipshop, the buyer team is more inclined to the role of a striker. Vipshop buyers are both Party A and Party B. They must understand both management and business. This innovative fashion buyer is unique in the industry and has become an important core competitiveness of Vipshop. Buyers must first judge the appropriate items and discounts of the brand according to the season, price, reference brand, popularity, influence and other conditions, and then judge the appropriate items and discounts of the brand. Provide data analysis.
3.1.2 Diversified development of commodity types
Vipping will start the luxury channel in January 2011, but now this channel that has created several years Has been compressed into a small channel. At the beginning of its establishment, he hoped to build a domestic luxury discount e -commerce platform and also killed it in first -tier and second -tier cities, but its operating conditions were very bleak. The company finally chose to transform to create a vertical discount e -commerce platform belonging to the third and fourth -tier cities. At present, third- and fourth -tier cities are the main forces of Vipshop sales, and the proportion of first -tier cities is quite low, which is only about ten percent. The rapid growth of Vipshop's sales performance benefits from its more practical market positioning and operation capabilities. It quickly shifted from the field of fashion with the average price of 200 yuan to the fake proposition of "luxury e -commerce". Get the market -scale opportunity.
3.1.3 Stable supply chain upstream and downstream relationships
Analysis of the product chain structure of Vipshop through the five -force mode: supplier: Vipshop will mainly be the main thing For second- and third -tier cities, the products sold are mainly mid -to -high -end brand products. Therefore, the suppliers of their products are international and well -known domestic brand agents or manufacturers to sell their products on their behalf. It is guaranteed, and the purchase of Vipshop usually staggers seasonal purchases to make the discounts of wounds greater. Consumers: Vipshop's consumer group is mainly white -collar workers from 22 to 35 years old. Online shopping users with matching consumption power are huge. There is also enough space to choose from. Moreover, consumers of this age group can greatly increase the duplicate purchase rate of Vipshop once they develop their consumption habits. Competitors: Brand limited -time special sale websites are in the beginning of the segmented industry. The number of similar competitors has continued to increase, but as Vipshop is listed, it is stable in the leading position in the same industry. Potential entry: Large e -commerce websites such as Taobao Mall, JD.com, and Fanke V are capable of getting involved in this field, and have various advantages such as traffic, funds, and marketing. Traditional department stores, similar to Yintai and Bailian, have the highest quality brand resources, which are also very competitive. Replacement: Online, in terms of model, group purchase and "brand discounts restrictions to snap -up" are the closest and have alternative relationships; discount promotions of the platform business of e -commerce websites will also compete for market demand in the field. Offline, Outlets is the first, but it has not really developed in the Outlets industry in China.
3.2 Limited time mode concentration period of large access volume
The special sales model unique to Vipshop website, which will attract users to access the website at 10 am every day. At this time, In the paragraph, high access, high views, and corresponding high orders will appear, which is a very large pressure for the background services and databases. At the same time, for front desk users, ensuring that users can access websites in a faster time period are also important needs for technical support.
3.3 Limited mode
sku category is large. Because the small number of response strategies are special sales models, Vipshop will have a very fast inventory turnover rate. Inventory units) have undergone 100%changes, and traditional e -commerce is a long -term sales model with a high degree of standardization of logistics. Sale generally lasts 3-15 days. With the rapid rotation of special items, the types of warehousing goods are extremely huge, which has reached 10 million levels, while the number of each type is very small, often there are only a few pieces. How to design the real -time data of the warehouse is the guarantee of Vipshop logistics.
4 Conclusion
The e -commerce industry in Vipshop is very fierce. How to keep market share in this environment is a problem that Vipshop must be solved. Simply through marketing or platform technology, there is no way to stand in the industry's undefeated place. It must be continuously improved by combing the operation process of the entire company and improving the needs of continuous improvement of users. In this process, it is necessary to pay attention to market changes at all times. Increase the depth and breadth of cooperation in cooperative manufacturers, and strive to achieve the benchmark of the industry in all aspects.
The characteristics of Vipshop are mainly brand products. It adopts low -priced and group purchase forms in conjunction with the promotion model to achieve good sales
1 cost -effective
n The value and price of goods are the most important links to stimulate consumption. Only by making consumers feel satisfied after buying goods. It is believed that the value of money can increase consumers' desire to buy and attract more consumers to buy. In the snap -up promotion, merchants must ensure the quality and brand awareness of the product, and try to make consumers feel as much as possible and satisfied with the product. Perhaps many people think that snap -up does not necessarily allow them to buy products suitable for personal willingness. However, according to the survey, 60%of consumers can buy goods that meet their personal needs. Only a few people think they cannot achieve purchasing demand, and the goods they buy are not suitable for personal needs.
2 Limited time -limited purchase
based on survey analysis, online consumers are more inclined to get less and less time, enough to buy when the number is sufficient. In the limited time, we will also face some physical and psychological influences, and say whether you feel nervous or anxious when you participate in snapping. Do you feel that you may not be able to grab the product, which is anxious. Our survey analysis can be found that half of people will feel this feeling, and half of people will not. This situation shows that the impact of snapping on consumers has a significant effect on stimulating consumption. In real life, we participating in snapping are actually a competitive model, and many people will actively participate in this link. In the process of snatching, you will feel that you are competing with others. Take auction, and the sense of competition stimulates you to consume. Our survey shows that 63%of consumers will have a sense of competition in the process of snapping in a limited time, which shows that the time -limited purchase of buying is conducive to stimulating consumption and achieving promotional purposes. The time -limited buying is repeatedly tried in e -commerce, and offline marketing can also effectively achieve promotional purposes. From our survey and analysis, it can reflect this situation. 75%of consumers often go to online or department stores to participate in snap -up. 70%of consumers will introduce to relatives and friends after participating in the limited -time snap -up purchase. This kind of data shows that the time -limited buying can stimulate consumers to repeatedly participate in this promotion, which can better stimulate people around them to participate and increase customers.
3 Brand limited time special sale of e -commerce marketing features
brand special online marketing refers to the sale of brand products through network marketing methods. It is B2C electronics based on the Internet as a medium Retail transaction activities. The meaning of the "limited time" special sale is to launch products in a specified regularly, first buy first, limited time and limited edition. Its core competitiveness is the cost -effectiveness brought by the discounts of brand products. The brand -limited time discount mode is based on the premise of "limited time hunger marketing" and "brand inventory discount".
3.1 Brand effect
3.1.1 Professional buyer group
The so -called brand buyers are to determine what to sell in the next season The characters of things must be very good, they have excellent judgment and brand taste, understand consumers and the market, and at the same time they are well known to the reports and financial data. Compared with ordinary buyers, Vipshop's buyers are the biggest features are affected by the company's style and brand tone. Generally speaking, buyers are the working model generated by the company's operation. However, in Vipshop, the buyer team is more inclined to the role of a striker. Vipshop buyers are both Party A and Party B. They must understand both management and business. This innovative fashion buyer is unique in the industry and has become an important core competitiveness of Vipshop. Buyers must first judge the appropriate items and discounts of the brand according to the season, price, reference brand, popularity, influence and other conditions, and then judge the appropriate items and discounts of the brand. Provide data analysis.
3.1.2 Diversified development of commodity types
Vipping will start the luxury channel in January 2011, but now this channel that has created several years Has been compressed into a small channel. At the beginning of its establishment, he hoped to build a domestic luxury discount e -commerce platform and also killed it in first -tier and second -tier cities, but its operating conditions were very bleak. The company finally chose to transform to create a vertical discount e -commerce platform belonging to the third and fourth -tier cities. At present, third- and fourth -tier cities are the main forces of Vipshop sales, and the proportion of first -tier cities is quite low, which is only about ten percent. The rapid growth of Vipshop's sales performance benefits from its more practical market positioning and operation capabilities. It quickly shifted from the field of fashion with the average price of 200 yuan to the fake proposition of "luxury e -commerce". Get the market -scale opportunity.
3.1.3 Stable supply chain upstream and downstream relationships
Analysis of the product chain structure of Vipshop through the five -force mode: supplier: Vipshop will mainly be the main thing For second- and third -tier cities, the products sold are mainly mid -to -high -end brand products. Therefore, the suppliers of their products are international and well -known domestic brand agents or manufacturers to sell their products on their behalf. It is guaranteed, and the purchase of Vipshop usually staggers seasonal purchases to make the discounts of wounds greater. Consumers: Vipshop's consumer group is mainly white -collar workers from 22 to 35 years old. Online shopping users with matching consumption power are huge. There is also enough space to choose from. Moreover, consumers of this age group can greatly increase the duplicate purchase rate of Vipshop once they develop their consumption habits. Competitors: Brand limited -time special sale websites are in the beginning of the segmented industry. The number of similar competitors has continued to increase, but as Vipshop is listed, it is stable in the leading position in the same industry. Potential entry: Large e -commerce websites such as Taobao Mall, JD.com, and Fanke V are capable of getting involved in this field, and have various advantages such as traffic, funds, and marketing. Traditional department stores, similar to Yintai and Bailian, have the highest quality brand resources, which are also very competitive. Replacement: Online, in terms of model, group purchase and "brand discounts restrictions to snap -up" are the closest and have alternative relationships; discount promotions of the platform business of e -commerce websites will also compete for market demand in the field. Offline, Outlets is the first, but it has not really developed in the Outlets industry in China.
3.2 Limited time mode concentration period of large access volume
The special sales model unique to Vipshop website, which will attract users to access the website at 10 am every day. At this time, In the paragraph, high access, high views, and corresponding high orders will appear, which is a very large pressure for the background services and databases. At the same time, for front desk users, ensuring that users can access websites in a faster time period are also important needs for technical support.
3.3 Limited mode
sku category is large. Because the small number of response strategies are special sales models, Vipshop will have a very fast inventory turnover rate. Inventory units) have undergone 100%changes, and traditional e -commerce is a long -term sales model with a high degree of standardization of logistics. Sale generally lasts 3-15 days. With the rapid rotation of special items, the types of warehousing goods are extremely huge, which has reached 10 million levels, while the number of each type is very small, often there are only a few pieces. How to design the real -time data of the warehouse is the guarantee of Vipshop logistics.
4 Conclusion
The e -commerce industry in Vipshop is very fierce. How to keep market share in this environment is a problem that Vipshop must be solved. Simply through marketing or platform technology, there is no way to stand in the industry's undefeated place. It must be continuously improved by combing the operation process of the entire company and improving the needs of continuous improvement of users. In this process, it is necessary to pay attention to market changes at all times. Increase the depth and breadth of cooperation in cooperative manufacturers, and strive to achieve the benchmark of the industry in all aspects.