During this time, I found a strange consumption phenomenon, that is, many people around me are not only using Tmall JD.com, but also Vipshop. For a special sale platform like Vipshop, I used to think it was relatively "niche", but I didn't expect that many people still use it, and several female colleagues often share links in chat groups.
Including sometimes in the community, you can also see some young mothers and fathers holding Vipshop's express delivery, or on the SF Express vehicle that comes to the community to deliver goods, sometimes four or five of the more than 10 express deliveries are Vipshop's pink packages.
On social platforms, a netizen also calculated that last year, there were more consumers on Vipshop than on other platforms, and there were always dozens of orders, including clothes and shoes, mobile phones and air conditioners.
As a special sale platform, the volume and scale of Vipshop are not as good as Tmall JD.com, if you want more styles, I believe Tmall is the first choice of many netizens, if you want faster logistics, then JD is more popular. The reason why Vipshop has so many young people is mainly because of the good goods and good prices.
Vipshop is a bit like the outlets that have been very popular in the past two years, selling big brands such as Adinaike, but they are generally more affordable than outside. And Vipshop is good at good goods and good prices, it is not the absolute cheapness of "nine dollars and nine free shipping", but to pull big brands to engage in discounts, so that consumers feel good quality and low price.
For example, a young lady accidentally found that an imported big-brand lipstick costs two or three hundred on other platforms, but Vipshop has achieved 174 yuan, such a cost-effective and good product, and it was quickly snatched up by young people after it was put on the shelves.
Another mother also said that she couldn't stop visiting Vipshop at all, and it was easy to "get addicted". She learned a lot of children's clothing and maternal and child products in a group of mothers, and Vipshop is generally lower than other platforms, but it turns out that this is really the case, and a brand of baby clothes is only a few dozen yuan.
According to many people's inherent impression, good goods should not be cheap, but Vipshop has formed a "cognitive contrast", and big brands can also sell at low prices. The biggest confidence of this platform to do brand sales is to create a strong deterministic ** chain based on "self-operated + buyer system".
At present, there are more than 40,000 brands cooperating with Vipshop, of which they are either directly brands or can only be first-class distributors, which not only ensures quality control to a large extent, but also streamlines the commodity premium in the circulation link, which can leave more profit space for consumers.
Just like the recent Chinese New Year, brands such as L'Oreal, Flying in the Snow and Three Squirrels have their own ** activities, and then superimposed with the platform's profits, and the New Year's goods such as down jackets and nut gift boxes on Vipshop are naturally more affordable to hand.
Therefore, in the past, Vipshop seemed to be relatively "niche", because consumers held the inherent impression that good goods should not be cheap, but now more and more people's inherent impression has been broken, and this platform will be recognized by more young consumers with good goods and good prices.