1. Make decisions based on the positioning of e-commerce platforms
The more mainstream e-commerce platforms in my country can be divided into six categories: comprehensive e-commerce platforms, social e-commerce platforms, live broadcast e-commerce platforms, vertical e-commerce platforms, life service e-commerce platforms, and global cross-border e-commerce platforms. These six categories of e-commerce platforms have their own representatives.
When choosing an e-commerce platform to enter, e-commerce companies should first consider the positioning of the e-commerce platform, and secondly consider traffic and exposure. If you want your product to be known by more buyers and gain more attention, then e-commerce companies should choose an e-commerce platform with relatively large traffic. Of course, the fit between the product and the e-commerce platform is also very important. If it is an e-commerce company selling beauty products, you can enter Jumei Youpin.
Tips
E-commerce companies are best to decide which e-commerce platform to enter based on their main products and main business. Only by choosing the right e-commerce platform can e-commerce companies create better sales performance and obtain more lucrative profits.
2. The complexity of the operation determines the age of the buyer
E-commerce platforms have different positioning, which to a large extent distinguishes the characteristics of buyers. In addition, the complexity of the operation of the e-commerce platform also determines the age of the buyer. Generally speaking, the simpler the operation of the e-commerce platform, the older the buyer.
Why is Taobao more popular with young buyers? On the one hand, it is because Taobao has always positioned itself as an e-commerce platform for individual sellers and buyers. Young buyers like to buy and sell, but they must first learn how to buy and sell. This process is relatively complex, so young buyers naturally learn faster. Older buyers find it too complicated, which will lead to the younger generation of Taobao over time.
Tmall and JD.com are e-commerce platforms for e-commerce companies, and the sales end is basically not open to individual sellers. Therefore, the target groups of these two e-commerce platforms are not greatly affected by the complexity of operation. In addition, e-commerce platforms such as Pinduoduo and Xiaohongshu have made innovations in form, which are easier to operate and suitable for buyers of various ages such as 20 to 40 years old.
Obviously, the complexity of operation has become an important indicator for e-commerce platforms to define target groups. For e-commerce companies that want to settle in e-commerce platforms, age, income, education and other conditions are also reference indicators for defining target groups. For example, if an e-commerce company specializing in selling cosmetics enters JD.com and Tmall, it will inevitably face different buyers. This e-commerce company needs to adjust and optimize its marketing strategy and sales plan according to the characteristics of the buyers.
Tips
When choosing an e-commerce platform, e-commerce companies must consider the complexity of the operation. At the same time, the buyer’s age, income, education, etc. are also things that e-commerce companies should consider. Of course, the consideration of these aspects is only a summary made in practice, and e-commerce companies can also conduct specific analysis based on their own situation.