Analysis of the impact of U.S. population structure and trade industry structure on cross-border e-commerce
The differentiation of the U.S. market is first reflected in its demographic structure and consumption power. Since the 1940s, the United States has entered a society with an aging population, and the proportion of the population over 65 years old has increased from 9.08% in 1959 to 15.81% in 2018. Although the U.S. population growth rate continues to decline, the total population still maintains steady growth. Changes in the demographic structure have directly affected the composition of the consumer market. For example, in the Amazon women’s clothing category, “big mom style” has long occupied the top 100 best-selling list due to its basic design style and multi-SKU advantages.
Differences in consumer behavior among users of different ages
There are significant differences in the consumption behavior of users of different age groups. Taking the clothing category as an example, young consumers tend to prefer trendy and fashionable styles; while aging consumers prefer casual and ordinary styles. In 2000, the population distribution of American society was dominated by middle-aged people aged 30 to 50, and the population structure was relatively stable. However, as time goes by, the post-00s generation and the elderly will become the mainstream consumer group. In addition, the consumer group aged 50 to 60 has become the main consumer group. This group of people has experienced the hippie era and has high spending power. In contrast, although Millennials have a high willingness to consume, they lack sufficient spending power.
Influencing factors of trade industry structure
The structure of the trade industry not only involves demographic changes, but also includes commodity division of labor trends and corporate organizational factors. The trend of commodity division of labor is affected by the commodity structure and the natural attributes of the commodity. For example, non-staple food operations have unique requirements in terms of warehousing and capital turnover speed, while durable consumer goods operations focus on maintenance and other after-sales services. In addition, internal business risks of enterprises and business connections between enterprises are also important factors affecting the structure of the trade industry.
Product structure stratification and cross-border e-commerce operations
In cross-border e-commerce, scientific product management is crucial. From the perspective of traffic conversion, store products can be divided into traffic models, popular models, profit models, and image models. The traffic model attracts buyers to click on the details page or visit the store. The price is lower, and its main function is to attract traffic rather than make profits. Hot items have the characteristics of high traffic, high exposure, and high order volume, which help to increase the overall weight of the store. Profit money is the main source of profit, and it is necessary to accurately target niche groups. The image model is used to enhance the brand image and is aimed at a very niche market.
Product growth stratification and optimization strategies
Product growth stratification is a key step in planning product growth path. It conducts comprehensive evaluation based on multiple dimensions such as industry indicators, content expression, effect transformation, product services, etc. By stratifying the growth of products, products at different levels such as new products, low-scoring products, potential products, strong products, and explosive products can be more accurately identified, and corresponding optimization strategies can be formulated accordingly. For example, regarding the content expression dimension, it should be ensured that product information is of high quality and well standardized.
In summary, through in-depth analysis of the U.S. population structure and trade industry structure, combined with the cross-border e-commerce product structure stratification theory, it can help merchants better understand and grasp market changes, and thus formulate effective product selections and operational strategies.