Briefly Describe The Three Stages Of Buying And Selling.

If desire is not satisfied, then pain, satisfaction is boring, and life is swaying between pain and boredom.

Schopenhauer's definition of human desire more than 100 years ago.

Consumption is one of the most typical psychological and behavior satisfying human desires.

According to the world clothing shoes and hats net, we have developed into modern society.

It has become one of the main consumption and even lifestyle of today.

Thus, there are even various kinds of electricity supplier festivals, such as the upcoming ones.

It has become a double 11, double 12 and so on for business and consumers carnival.

But these surfaces appear to be

The changes in the industry are reflected in the countless hands buying and buying, but the process and changes of the whole society and consumer psychology.

At this stage of development, both the underlying needs of users' psychology and the form of electronic commerce have begun to change and divide.

Three stages of consumption

The first stage, around 2000s, price war, electric business sprout and development: at this stage, the reason why the electricity supplier sprout and develop is closely related to the social development at that time. At this stage, since the beginning of national urbanization, many user groups have just arrived in big cities or have just started to try these new lifestyles, but the disposable income is relatively limited. The typical representative platform at this stage is Taobao.

Ma Yun himself has a clear understanding of this. In a speech, Ma Yun once said that if manufacturers did not profit or even lose money in the price war, manufacturers would not be able to provide follow-up services, and would not be able to sustain innovation for consumers.

At this stage, e-commerce has just entered people's lives.

The electricity supplier has become a cheap pronoun in the eyes of users. People firmly believe that as long as it is bought online, it should be cheap.

The main index of user consumption is to pay attention to price.

The cheaper things are, the more popular they are.

Cheap first, quality second.

Price has become the driving force for the development of the whole industry.

So it caused 1 yuan postal package and other modes to break out.

The second stage, in 2010s, launched a big push to encourage consumption: after the fierce price war, people's understanding of e-commerce gradually matured, and they found that there was no cheap and good quality products.

Price is no longer the focus of attention, fame and quality.

Related manufacturers are increasingly finding that a pure price war will eventually kill each other in a mess.

Advertising has become the driving force for the development of the whole industry.

That led to the outbreak of endorsements and advertisements.

More and more businesses continue to get more attention and exposure through double 11 through a large number of advertising, stimulating sales of goods.

After increasing the intensity of advertising, the increasing flow in the short term has proved that this model is effective.

It has led manufacturers to rely more and more on investment and rely more on advertising and promotion.

Many enterprises will continue to increase group buying, buy advertising positions, and find celebrity endorsements to boost sales.

But most of the profits were eventually taken away by advertisements.

At this stage, urbanization has speeded up rapidly.

In the early days, the electricity consumer group basically stabilized in the city, and got a certain or considerable income. More consumer behavior was identified by brand.

Typical representative platforms are Tmall and Jingdong.

Including the temple library, walking show and other positioning luxury platform centralized online.

The third stage, now, industry differentiation, return to human nature: after the price war and advertising war, the user after the market education, the most sensitive is no longer the price or fame, but return to focus on the design and quality of the product, the user emphasizes the product experience, some manufacturers and platforms are not the price line, and not by advertising and star big cards, the quality of the line, to emphasize the lifestyle, in order to more in line with consumer psychology and needs.

At this stage, the urbanization process of social development is basically completed in a second line city.

The new generation of young people in big cities is gradually becoming a consumer group. They are more explicit about their consumption needs and are relatively pragmatic.

From things to people, return to the real needs of human nature, instead of exaggerated design, local tyrant's color, star's banner, but real thoughtful and practical, simple and beautiful.

Gradually abandoned the so-called useless high value.

The evolution of the electricity supplier from person to person starts when the first stage starts towards the second stage and the second stage evolves to the third stage. It does not mean that the two stages will disappear completely, but is mixed and exists together. However, with the development and evolution of the society, the consumption characteristics of the third stage will become more and more obvious.

E-commerce products and consumption, at different stages, for users' needs, the focus of the function is not the same.

Basically, it is the evolution from material to human.

The first stage is functional, and the commodity and mode of this stage must satisfy the functional needs of users.

It is a necessary commodity for survival or life, such as tool food and other basic commodities.

Consumers at this stage look at the object itself.

Emphasis is on usability.

Large volume, large volume and low price are the main driving forces of consumer psychology.

At this stage, the platform is to stimulate users through various promotional activities and so on.

The second stage is vanity. Michael Solomon said in consumer behavior, from the perspective of consumer behavior, people's consumption behavior is also very different because of different social strata.

On the one hand, the characteristics of the social class will solidify the consumption pattern of this stratum.

On the other hand, people consciously and unconsciously buy objects reflecting their social class, thus making goods become the symbol of their social status.

This phenomenon is particularly evident in the e-commerce brand war and advertising war. Conspicuous consumption has become one of the driving forces of purchase and even one of the main driving forces.

This stage is concentrated on the outbreak of local brands, especially those native brands that take various foreign names.

Formerly known as the whole imported from Italy's Da Vinci home, a bed will be about one hundred thousand, the result is found in Dongguan's ordinary factory production.

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The third stage is a sense of pleasure, not only spending money, but also a way of life, completing the return from things to people, displaying their taste and appreciation through consumption, emphasizing quality and service, returning to the users themselves, paying attention to the bottom needs of people and human nature, rather than encouraging users to spend money blindly.

Japanese playwright Yamazaki Masawa said in the birth of "flexible individualism", the satisfaction created by material desire is based on unsatisfied stage. Once this is satisfied, the satisfaction will disappear in a moment.

We will focus on encouraging consumption to encourage users to control and stop.

Thus the relationship between the electronic business platform and users, from things to people, to evolve the relationship between adults and people.

The human concern behind consumption is WAL-MART's survey of brand and money among different consumers, including food, home, clothing, etc.

Personal attitude towards money includes brand aspirant, price sensitive person and value shopper.

Interestingly, the attitude of consumers to money is not necessarily proportional to the amount of money, rather than the state of purse, but the state of mind.

With the change of society and the increase of material and income, the consumption difference of consumer goods is greatly reduced. For example, early iPhone3 is a symbol of wealth. But now whether it is BAT white-collar workers, or college students who are doing summer jobs in playground, they will easily own a iPhone6 or 7.

However, the consumption orientation and psychological needs of different strata are constantly changing.

With the social changes and the adjustment of the self stratum, the consumers' taste culture is also changing in liquidity.

In the rapidly developing society in China, the stratum is constantly changing and flowing. The former office workers become management, and programmers go public through the company, and wealth and freedom, etc., whether upward, parallel or downward, are constantly changing and flowing, but the whole is still improving.

From the consumer group, according to the aesthetic and interest preferences to make a different distinction.

An important and subtle difference in consumption choice between different social strata.

Like the royalty, royalty, aristocracy, rich, top class and so on, the so-called "high-end" consumption and ideas, once occupied the minds of brands, electricity providers, media and users.

Consumers are proud of that.

Feng Xiaogang also specially sent a micro-blog, ridicule the real estate in Beijing, and constantly use the name of the royal family or the left bank of Paris to install noble names.

However, after 80 90 became the main force of consumption, at the same time, because of the evolution of the education and consumption consciousness of the market, the users did not read the clock "big, expensive or expensive", but a simple, aesthetically and practical product that suited their life and taste.

Similarly, the same traces can be found in American society.

In a sample survey of families in the United States, early families like to buy religious items, fake flowers, life portraits, thick carpet and chair covers.

And the pition to the new and young people's class is fond of abstract paintings, sculptures and simple modern furniture.

According to relevant reports, according to the wealth standard of 50 thousand to 500 thousand dollars, the number of middle class in China has exceeded 100 million in 2015, and this figure is not expanding.

In China, the new middle class and their family members need the electricity providers who meet the quality and service at the same time, rather than simple commodity sales.

The consumption capacity of this class is amazing. In 2015, the actual consumption growth in China was 8.4%, higher than the overall growth rate of 6.9% in the domestic economy, and personal consumption accounted for 38% of nominal GDP.

And it expects that in the next 15 years, the average annual growth rate of personal consumption will reach 5.5%, and nominal GDP share will grow to 47.4%.

According to this estimate, the increment of personal consumption will exceed the total consumption of the European Union.

A famous Japanese scholar, the three Pu exhibition, mentioned in her book "the fourth consumption era", which studies Japanese consumption, "after experiencing such a society, people pursue not only the rapid economic development and the maximization of efficiency, but also the simple way of life.

People no longer think simply that shopping makes people happy, but is asking what makes people truly happy.

This is the fourth consumption era.

Japan is experiencing every change of material consumption, and China is experiencing this change.

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