The Rise Of Her Economy Is Particularly Important In The Field Of O2O.

During the two sessions this year, Premier Li Keqiang encouraged in the government work report to "make the Internet as the carrier and the emerging online and offline interaction" to flourishing. Obviously, the O2O industry represented by the "online and offline interactive consumption" will be well received by the policy, and it is expected to continue the hot market in 2014 in 2015. In the expanding environment of O2O boundaries, it is very important to choose suitable entry points when undertaking O2O business or providing O2O services. Among them, subdividing the crowd and efficiently meeting the needs of specific groups is a good thinking direction. In fact, the "she economy" represented by the consumption of "middle class women" is increasingly concerned by O2O parties.

"Her economy" has long been valued by the major Internet Co. This is not only related to the promotion of women's status in recent years, but also the traditional consumption of Chinese traditional ideas and habits. Even those who did not get married, their pursuit of quality of life was generally higher than that of unmarried men. Therefore, after the rise of Internet consumption, women became the main force of consumption. Take e-commerce online shopping as an example. In the popular category, apart from the obvious male characteristics of 3C digital, other clothing, bags, cosmetics, mother and baby, snacks and other categories are all "her economy".

In the hot O2O field, the status of her economy is more obvious. Compared with online shopping, the main reason for male users to choose online shopping is convenience, while women are more likely to be affected by price and experience factors. Unlike online shopping, O2O is a combination of online and offline experience, which naturally meets the needs of female users better. Another reason is that most O2O services are based on the development of mobile Internet. Compared with the PC terminal, women spend more time on mobile terminals than men, and are more willing to share. Therefore, "her economy" has stronger consumption dominance on O2O.

It is precisely the value of O2O+ women's huge market prospects, many O2O start-ups have taken this as a breakthrough point. In the O2O community of the hot community, the community aunt has become the main force; in the field of catering O2O, the young women who love to eat and love to share are the opinion leaders; and the leading power of women is more obvious in the fields of beauty industry O2O, mother infant O2O, jewelry O2O and so on. Recently, with the help of "Peach Blossom Festival", "butterfly Festival", "anniversary celebration, girls' day and other gimmicks, the major electricity providers and O2O companies have been trying to snatch". Her economy This market cake.

The popular category of cosmetics in e-commerce online shopping. Jumei.com Through the anniversary of March, the "Peach Blossom Festival" and the Jingdong's flagship "butterfly Festival", the three companies took pains to seize the market of "her economy", such as discount sale, limited time kill, full reduction, full package and so on. Judging from the effect of the activity, the number of cosmetics online shopping transactions in several companies reached the highest level in the whole year in the early March, which basically left the impression of "online Beauty Festival" in the minds of female online shoppers in the early March. According to the feedback data, cosmetics are highly standardized. online shopping The proportion from mobile terminals is more obvious than other categories.

In the O2O, the company represented by the US group, the public comment, Taobao and Baidu Nuomi is even bigger. The US group's main hits were "5th Anniversary Full Court reduction". The company even chose March 8th as the date of the annual meeting, announcing that the target of 100 billion should be completed in 2015. The public comment launched the "3.8 girlfriends Festival" and "3.8 goddess Festival", making a big promotion in its traditional strong food and cuisine. Taobao launched the "Taobao 38 women's Day" in March 2014, claiming to invite people across the country to eat and drink free for one day. This year Taobao's action is small, and its "little 3.8 Life Festival" is launched. And Baidu Nuomi's "3.7 girls' Day" continued its high profile last year.

The big O2O companies compete for "her economy" and have achieved good results as a whole. Whether it is Baidu or Alibaba as a giant, O2O is becoming their strategic focus. Baidu is trying to build O2O synergy based on traffic entry (Baidu), online platform (Baidu map), offline capability (Baidu Nuomi), and underlying capability (technology + big data); Ali has borrowed the Alipay invasion line to build the online and offline living environment. Meanwhile, the mid sized platforms such as the US group and the public comment have attracted more and more attention from users and capital markets to the evolution of O2O.

Although the market of "her economy" has attracted widespread attention and participation from all sides under O2O, the specific operation still has much room for improvement. First of all, although "her economy" focuses on women, but "women are willing to please themselves", in fact, "her economy" also needs to consider men, too much emphasis on "goddess" and "Queen" when doing activities, and ignores men's feelings. Secondly, most of her "economic" collective attributes are strong, and few women are willing to eat and drink alone, and need to focus on activities; lastly, "her economy" is naturally shared by the economy, and women's satisfaction not only comes from products and services, but also makes it very convenient for them to engage in social sharing and to satisfy their "vanity mentality".

The essence of O2O is to efficiently connect demand and services through mobile Internet and other new technologies. Therefore, "her economy" is a subdivision area, but in the provision of O2O services, she needs to be further subdivided: to satisfy the health care of young women who eat, drink, play, middle-aged mothers, mothers and children, and old women. No matter which subdivision market, there will be a huge market prospect in the future. "Her economy" will support the O2O market and continue to develop rapidly.