Female users have become the main force of e-commerce.
Editor’s note: This article href=”https://mp.weixin.qq.com/s/aEFLjPE4vbm3aePWc2hcig”> “billion state power” from the micro-channel public number , Author: Zou Beilin.
On April 8th, Quest Mobile released the “New Women’s Consumer Trend Report”, saying that female users have become the main force of e-commerce. The report data shows that the number of female users in the e-commerce field has grown to 446 million, an increase of 8.0% year-on-year, and the monthly use time per capita is 416 minutes, an increase of 10.3% year-on-year.
The report shows that in February 2020, the top 10 active penetration rates of female users are WeChat, Taobao, QQ, iQiyi, Tencent Video, Alipay, Douyin, Baidu, Pinduoduo, and Weibo. Among them, e-commerce APP occupies two seats.
In the e-commerce channel, the top 5 of the mobile shopping WeChat mini program in February 2020 are Jingxi, Jingdong Shopping, Pinduoduo, Vipshop, Suning.com, among which the women of Jingxi, Pinduoduo, Vipshop The proportion of users is more than half, reaching 54.8%, 54.1%, and 57.4%, respectively; the top 4 of the community e-commerce APP is Weidian, Moe, Gathering, and Sugar, and female users account for 49.5% and 55.8, respectively. %, 59.6%, 87.6%.
According to the report, the purchase path of female users has also formed three typical paths from the previous independent e-commerce app. They are: content platforms such as Douyin and Xiaohongshu, and social platforms such as WeChat and Weibo. And grass-roots gameplay such as e-commerce live broadcast and team building. Female users first “grassed grass” in these three major paths, and then go to various e-commerce platforms to place orders.
Specifically speaking, mobile Taobao accounted for 18.8% of women from WeChat, and 6.6% of female users from Douyin and QQ; Pinduoduo had more female users from WeChat and QQ.10.5% and 7.1% respectively; 10.2% of Jingdong female users are from WeChat and 5.9% are from Douyin.
KOL female fans with a typical grass planting platform account for a relatively high proportion, and their online spending power is outstanding. For example, Douyin Li Jiaqi accounts for up to 80% of female fans, and users with an online spending capacity of over 1,000 yuan account for 29.4 %; Kuaishou Xinyouzhi female fans accounted for 51%, and users with online spending capacity of more than 1,000 yuan accounted for 29.2%.
The efficiency of conversion of live sales to female audiences is high. For example, female users of mobile Taobao live broadcast accounted for 55%, and the payment rate was as high as 68.8%. In contrast, the average payment rate of all mobile Taobao users was 56.8%; Mushroom Street, which features live broadcast as the main feature, accounts for 87% of female users %, Only 20.8% of those with online spending capacity below 200 yuan.
