E-commerce from wide coverage to deep potential tapping
2023-02-17
A few days ago, the Market Economy Research Institute of the Development Research Center of the State Council released the report "Research on the Mechanism and Policy of Creating New Brands and Stimulating New Consumption in the New E-commerce Model", which pointed out that China's e-commerce model is still in continuous innovation and iteration, and a large number of new demands for consumption upgrading are emerging through live broadcast e-commerce, interest e-commerce and other models. Enterprises adjust research and development design, production process, etc. based on the new needs, to produce new products that meet the segmentation needs, Form a new brand. According to the report, under the trend of consumption upgrading, there will be a large number of new consumption demands in the market, especially for high-quality, high-value-added and high-tech goods. The focus of e-commerce development is changing from "wide coverage" to "deep potential tapping", that is, to provide users with better products and services to respond to the new demand generated in the consumption upgrading. Many small commodities that "consumers have needs but don't know themselves" are connecting the big market through the new model represented by interested e-commerce, and in turn promote the continuous innovation and iteration of enterprises. Ren Xingzhou, former director of the Market Economy Research Institute of the Development Research Center of the State Council, believes that consumer demand is more diversified, consumption levels are increasingly subdivided, and the personalized characteristics of consumption are increasingly obvious. The new e-commerce models represented by live broadcast, short video, interest e-commerce and so on are characterized by new scenes of content production and commodity marketing. These e-commerce models comprehensively use various forms of modern information technology and means to reach the needs of consumers through diversified content, and promote the high matching of commodity supply and demand through diversified new consumption scenarios, so as to meet the needs of consumers more vividly, intuitively and efficiently. For example, Haixing Group, a plastic home furnishing enterprise in Jieyang, Guangdong, launched a double door plastic cabinet product in the flagship store of Tiktok E-commerce, and consumers raised the problem of "insufficient hand feeling when closing the cabinet door" after use. After receiving the feedback, the company modified the production mold, and it can make a "click" sound when closing the cabinet door. At present, the cumulative sales volume of this product in Tiktok e-commerce has exceeded 100000 pieces. In order to meet the market demand, the sales department of Haixing Group fed back the Tiktok e-commerce data to the designer at the beginning of product design, and coordinated the mold design and production process in advance according to this information. "The new model of e-commerce can not only stimulate consumer demand, but also quickly and accurately feed back consumer demand to upstream production and manufacturing entities, promote upstream on-demand production and optimize supply, so that the manufacturing industry presents a flexible, personalized and customized development trend, further improve the adaptability of supply and demand, and realize the dynamic balance of consumer demand and supply at a higher level," Ren Xingzhou said. Li Boyang, director of the Consumer Goods Industry Research Institute of the China Electronics and Information Industry Development Research Institute, said that the traditional thinking of consumer goods industry enterprises is to "make the industry chain bigger and bigger" through economies of scale, while the current "small order and quick return" production mode is the concept innovation under the development of the new e-commerce model, and is the positive change of the production enterprises and e-commerce platforms to adapt to the demand of the consumer market. For consumer goods manufacturing enterprises, only by getting through the whole system of production and consumption can they better realize product innovation and brand cultivation. According to the Report, after entering the new mode of e-commerce, manufacturing enterprises will no longer rely on the sales promotion of known commodities and mass production of homogeneous commodities, but will turn their eyes
Edit：He Chuanning Responsible editor：Su Suiyue
Source：ECONOMIC DAILY
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