The boom of online shopping has become the biggest highlight in the retail field in 2009. Because the fashion, convenience and entertainment of online shopping are highly similar to women's shopping habits, women's keen shopping habits continue on the Internet, and female netizens have gradually become active in online shopping. crowd. In 2008, women accounted for 50.8% of online shopping users; in 2009, this proportion increased to 61.5%, which was significantly higher than men. The data will still grow further in 2010, and female customers have become the main force of online shopping. According to CNNIC data, in the first half of 2009, the total online shopping consumption nationwide was 119.52 billion yuan, and the total online shopping volume for the whole year is expected to reach about 250 billion yuan. At the same time, China’s online shopping users are also showing continued growth. At present, the number of online shopping users in my country has reached 87.88 million, a year-on-year increase of 38.9%. In the continuously growing market space, whoever takes the lead will have greater hope of winning the future.
The growth of women’s online shopping has stimulated many merchants to explore the women’s online shopping market
The increase in female online shopping users has immediately driven the popularity of cosmetics, clothing, household items and other products. Many merchants have begun to tap the potential of the women's online shopping market and strive to seize market opportunities. For example, Vancl Eslite, which started with men's shirts, has successively launched a variety of standardized women's clothing this year. Many websites' online shopping platforms have quickly emerged as dark horses in online shopping because they are positioned at women's fashion shopping.
The limitations of professional women’s online shopping drive the development of vertical women’s websites and their rapid growth
The biggest limitation of professional women’s online shopping platforms is user experience. Female customers not only focus on obtaining fashion shopping information, but also want to experience the shopping process and share experiences. Online shopping, based on the characteristics of the platform, is obviously not as good as in-person shopping in traditional stores in terms of user experience. Try it on and try it on. The consumption demand of female online shopping users is growing rapidly, and their thirst for fashionable life and information has become increasingly prominent and improved. Information content related to fashion, life, shopping, and female communication is favored by more and more female users. This has also promoted the continued rapid growth of the value of China's fashion and women's online media. The user coverage of female online media exceeds 64 million. The weekly user coverage of the vertical fashion women's website exceeds 12 million. The leading vertical fashion media has more than 5 million weekly users and weekly page views. The number of users exceeds 260 million, and the weekly user stay time exceeds 1.4 million hours. According to a survey by CR-Nielsen, China's fashion and women's online media maintained rapid growth in 2009, among which the user profile and marketing value of vertical fashion media increased significantly.
The main audience of fashionable female online media is young women aged 18-29, most of whom have online shopping experience. They have a huge demand for information on clothing and makeup, beauty and body care, health care, emotions and psychology, relationships, marriage, parent-child care, etc. While browsing this information, it will also drive related online shopping needs. Therefore, the development of B2C vertical women's websites is also the key to whether women's online shopping can maintain sustained growth.
Innovative model helps women’s website development
Female users mainly focus on three aspects of content: the first part mainly includes fashion dressing, skin care and beauty, and body health; the second part mainly includes trend information, leisure life, zodiac signs/psychological tests, entertainment stars, emotional life, etc.; the third part The main contents include gender world, online shopping, luxury products, film and television videos, forum blogs and electronic magazines. Nowadays, the phenomenon of fashionable female users obtaining information across media has received widespread attention, and it is also a key breakthrough for the future development of women's vertical websites. Most women's websites in my country cannot fully meet the comprehensive needs of female fashion users. How to break through the barriers for female users to obtain information across media and develop comprehensively is the key to improving the competitiveness of vertical women's websites.
Fashion female users pay attention to a large amount of content and cover a wide range of content. Vertical women's websites must accurately grasp user needs, find accurate positioning, and find an innovative e-commerce development model. For example, the newly launched women's portal Zhuangdian.com in the past two years has rapidly emerged as a women's website due to its innovative (portal + mall + own products) e-commerce model advantages, a large audience group and unique interactive integrated marketing value. 's rising star. If latecomers want to catch up, they must also explore an innovative path of their own. Another example is the Aili Women's Network ( http://www.27.cn/ ), which has developed rapidly in recent years. It combines e-commerce with a traditional portal (portal + mall + forum + SNS) and uses SNS and forums to gather users. The innovative model quickly occupied the market and entered the top ten women's websites. According to the statistics of iReli in the past week, Aili Women's Network ranks ninth among women's websites, with a clear upward trend, and has the potential to surpass Ruili, Pacific Women and other well-known women's websites.
In recent years, women's websites have developed rapidly, but compared with other vertical websites, there is still a gap in scale. However, the future development space is broad and the prospects are bright. With the increase in women's online shopping needs and the development of women's online shopping platforms, the influence and marketing value of women's vertical websites will continue to increase in the future.