The segmentation criteria of the cross-border consumer goods market can be summarized into four aspects: geographical factors, demographic factors, psychological factors and behavioral factors, each of which includes a series of segmentation variables.
The segmentation criteria of the means of production market can be divided into the following categories.
(1) Segmentation based on customer requirements, usually divided into customized products and standard products.
(2) Segmentation based on customer business scale. The customer’s business scale determines the size of its purchasing power, and it can usually be divided into large customers, medium customers, and small customers. Although the number of large customers is small, their production scale and purchase quantity are large, and they pay attention to quality and delivery time. The number of small customers is large, they are relatively scattered, the purchase quantity is limited, and they pay attention to credit conditions. The transaction volume with a large customer is equivalent to the sum of the transaction volume with many small customers. Losing a large customer often causes serious losses to the company. Therefore, cross-border e-commerce companies must pay attention to large customer marketing.
(3) Segmentation based on the customer’s geographical location. When enterprises segment the market by the geographical location of customers, they should select areas where customers are more concentrated as targets. This will help save labor costs, plan transportation routes reasonably, and make better use of sales forces to reduce sales costs.
(IV) Market segmentation methods
Enterprises can use the following methods to segment the market based on market research results and their own resource conditions.
(1) Dominant factor arrangement method: Use one factor to segment the market. For example, segment the cosmetics market by gender, segment the clothing market by age, etc. This method is simple and easy to implement, but it is difficult to reflect the complex and changing customer needs.
(2) Comprehensive factor segmentation method: Use two or more factors that affect consumer demand for comprehensive segmentation. For example, the women’s clothing market can be divided into different market segments using three factors: lifestyle, income level, and age.
(3) Series factor segmentation method: When there are multiple factors involved in market segmentation, and each factor is carried out step by step in a certain order, the segmentation can be carried out step by step from coarse to fine and from shallow to deep.