domeet webmaster

Foreword

The traditional festivals and shopping needs at the end of the year are a great opportunity to host a large-scale promotional shopping festival, as well as an opportunity for e-commerce to quickly acquire customers. In this year, the main trends emerging in overseas e-commerce are video content shipments, rising demand for women, and rising demand for second-hand transactions. The rapid development of network infrastructure and online payment in emerging markets has given many e-commerce opportunities to grow rapidly. Because of borrowing domestic experience in user operations and shopping festivals, cross-border e-commerce companies have performed well. TouchPal (NYSE: CTK) Big Data Research Institute shows the overall development trend of e-commerce in this year’s shopping festival according to the changes in e-commerce, audiences and forms in different regional markets during the shopping festival.

Note: Based on statistical fairness, TouchPal products will not be included in the list statistics.

From the fast-growing shopping applications in Q4, it can be seen that the fast-growing e-commerce covers multiple vertical types. There are increasing demand for 3C-related electronic products in emerging markets, and second-hand goods in more economically developed markets. Transaction auction demand. In the case of high consumption levels in economically developed areas, it may be because of excessive consumption that the demand for second-hand goods is sold, and local small goods are more expensive to manufacture, and buying second-hand goods has become the most cost-effective choice.

From a regional perspective, Southeast Asia and Europe are the fastest-growing regions. Southeast Asia, as an emerging market, is popular for electronic products and fashion apparel. The development of online payment has made them quickly used to mobile shopping. Commodity preferences are mainly based on the preferences of young people. Many European countries have large cultural differences, and when giants such as Amazon occupy the market, they need second-hand transactions to supplement transaction demand.

The activity of shopping apps in the shopping season has risen to a certain degree. Starting from early September this year, Southeast Asia ’s top apps have begun promotions for the 9.9 shopping season, increasing user usage time. Beginning in October of the Diwali promotion season in India, local headline e-commerce companies have their own shopping festival brands, and the broad market has led to more active users of head apps such as Flipkart and Amazon in India. Black Friday sales season will be launched in many overseas markets in November, and the user’s shopping preparation period will also increase the opening time. The increase in the number of open times and the use time means more advertisement and display opportunities for e-commerce platforms. For e-commerce, the shopping promotion season is also the best opportunity to attract new users and cultivate users’ mobile shopping habits.

With the rise of Black Friday in North America and the domestic Double Eleven Shopping Festival, e-commerce companies have found that consumers have the most budgets for shopping festival promotions at the end of the year, and consumers are more inclined to purchase clothing and other items before the New Year. For supplies, November is also a time of seasonal change in many regions, and shopping demand has increased sharply.

With some e-commerce companies going overseas and their experience of China ’s Double Eleven Shopping Festival, multiple shopping festivals in the second half of Southeast Asia have become a necessary habit in shopping, and it is the fashion of young consumers who account for the largest proportion of e-commerce Apparel, electronics, and other products have a short life cycle, and they have a large demand, but they are more price sensitive, so they are more involved in shopping festivals.

The duration and number of user openings indicate the user ’s immersion and purchasing habits in e-commerce. Currently, Indonesian users have the longest week for e-commerce. This is also because the major local e-commerce companies are still currently Happy horse enclosure, and the continuous launch of multiple shopping festivals make them further cultivate the use of e-commerce. Longer open time meansWith more consumption possibilities, for e-commerce, how to keep consumers in the application and give a more comprehensive experience is a larger issue.

However, TouchPal Big Data Research Institute found that although the hotspots have different opening times for e-commerce due to network infrastructure and economic environment, the time for a single opening of e-commerce is about two minutes, which means that Some users have more fixed e-commerce goals, and the time to complete the selection and purchase behavior is shorter.

From the fluctuation range of retention rate, the retention changes of most hot markets are consistent. Compared with other applications, the retention rate of shopping applications is lower. This may be because users are more targeted. After returning to offline shopping, or the online shopping experience is not good. Southeast Asia has a higher retention, but Thailand’s retention on the 7th has dropped significantly, and shopping habits cannot be maintained for long.

Besides that second-hand auctions are C2C services, when there are social elements in e-commerce, users are more sticky to the platform and the relationship chain on the platform, so the retention is relatively high. For sellers and buyers, They have long-term regular browsing habits, which is also an important part of the e-commerce industry chain.

The United States, as a more developed area for e-commerce and mobile e-commerce, has relatively mature user habits, and the gender ratio of users participating in consumption is balanced. This is also the region with the highest average age in hot markets. The use of e-commerce The average age of users is over 34 years old, and they will be more inclined to holiday consumption and family consumption, such as buying gifts for relatives and friends in shopping festivals near the festival. In addition, due to the maturity of e-commerce, they can have more choices in e-commerce. More than 4% of their users have more than 3 e-commerce applications to meet the needs of electronics, apparel, second-hand transactions, and vehicle trading. .

In the U.S. head shopping application, except mobile payment, it covers almost all the shopping needs of users. During the shopping season, fashion and groceries are the most sought-after, and currently have a large proportion in head e-commerce. . Also usedConsumers are also relatively interested in the application of discount cashback, which is why discount promotions are more popular in the shopping festival. The mining of this sinking market is also a potential blue ocean for mature markets.

The rapid development of mobile e-commerce consumption in the Southeast Asian market, and the rapid penetration of smart phones and young markets that have greater demand for e-commerce have contributed to the rapid development of e-commerce. Indonesia is one of the huge markets. The local area is a relatively balanced area of ​​male to female ratio in hot markets. Women have a strong voice in e-commerce consumption. Therefore, there are many local fashion e-commerce companies focusing on serving the local female market. The average age of users is 25. At present, the main targets of e-commerce are still young users. The main products are 3C electronics, fashion apparel and skin care products.

Because the budgets of young users are limited, applications such as discount rebates and points programs to reduce user shopping costs are more active, and the ads in these applications have stimulated their consumer demand and formed a virtuous circle. For example, how to set discounts and promote more consumption through discounts has become a hot topic in shopping festivals.

In addition, the fast-growing mobile digital trend has also provided conditions for the digital upgrade of local small and medium-sized sellers. Many small sellers have expanded their sales scope through the presence of e-commerce and improved the purchasing efficiency of users and merchants.

Nigeria is one of the most developed markets in Africa. Although the network infrastructure and logistics supply chain still need to be improved, it is relatively fast, and there are already some large-scale promotional activities in the region. Local e-commerce users are mainly young men who are close to 30. These users are the most proficient in using mobile phones and have the greatest demand for smartphones. Therefore, the main demand for goods also coincides with their needs, including smartphones, computers, used cars, Some medium and large household appliances are the main demand objects. But at the same time, the consumer demand of local female users is gradually emerging, and their main consumption direction is mainly fashion clothing and accessories.

A lot of merchants learn from the Black Friday Shopping Festival in Europe and AmericaThe promotion is currently carried out, mainly represented by the local giant Jumia. During the shopping festival, some electronic products and household appliances with rigid demand are promoted. However, as online payment and logistics facilities are still relatively backward, it is a major obstacle to local e-commerce penetration.

The penetration rate of India ’s top e-commerce market is relatively stable. Amazon and Flipkart both aimed at the traditional festival Diwali in mid-October, and proposed the Great Indian Festival and Big Billion Days shopping festival brands to cultivate users ’ Consumption habits, and the Indian e-commerce market is also growing rapidly with the local economy, the penetration of smart devices, and the influx of Chinese giants who have transplanted Chinese play. At the same time, overseas e-commerce companies also have great user potential based on domestic female market development experience.

With the rapid development of the e-commerce market and demand, the diversity of demand and the upgrading of consumption have become an inevitable trend. The consumption potential of women has always been in a relatively limited position in India. Short video live broadcasts break through the restrictions of time and space, and their leading role in household consumption, women and fashion consumption will further increase, and fashion apparel is also the easiest to attract young new users. Women’s vertical e-commerce, such as clothing, beauty and skin care, will become a fast-growing breakthrough point in this field. These young users also have a strong stickiness to video content, and like to obtain information through the promotion of KOL, artists, and Youtuber. In addition, at present, grocery e-commerce has become a new entry point for enabling dataization of traditional vegetable markets and supermarkets.

Conclusion

• It can be seen from the growth of e-commerce in the fourth quarter that whether in mature or emerging markets, the penetration rate of e-commerce is still increasing, but different markets are based on user concepts of consumption and local infrastructure. Development has different entry points. The European market is biased towards second-hand auctions to address commodity circulation needs, while young people in emerging markets still have greater demand for electronics and fashion apparel.

• Developed markets have a tradition of shopping seasons in traditional festivals. In recent years, e-commerce in emerging markets is also creating a shopping festival atmosphere to cultivate user habits. Shopping festivals in Southeast Asia have developed rapidly. Shopping Festival is more active and requiresLarger electronic products and fashion apparel have shorter replacement cycles.

• The retention rate of e-commerce is generally low. How to make users develop a continuous shopping habit on e-commerce and become a moat for e-commerce. At present, the retention in India and Indonesia in the hot market is generally better, while in e-commerce Adding social elements is another way to keep users on the platform for a long time.

• The United States is a mature market for e-commerce. The user habits are more mature. The categories provided by e-commerce are very wide. The general portraits of users are also mature. They are the countries with the highest average age. Therefore, these users are mainly focused on the family Consumption, during the holiday shopping season, we will focus on gifts and festive supplies. In addition, users are also interested in discount items, which is a demand that cannot be ignored in the local sinking market.

• India is a blue ocean market with great potential for e-commerce. Their users are generally younger and larger. Although e-commerce users are still mostly male, women have gradually achieved consumption. Some voices, fashion women’s products, and beauty and skin care needs are rapidly tapping. In addition, video promotions and short video interactions have also become the main channels for users to obtain shopping information.
  

  Edit | Yun 晞 @ 出海

  Picture | Pexels