Kunpeng Project
How can e-commerce expand its business in 2024, and what are the key indicators besides GMV?
In a sense, in the past five years, the transaction volume of e-commerce has become an indicator of the level of economic development of a country. In the past two years, with the recovery of the domestic economy, the network industry has also become the focus of many people.
As the financial quarter approached, all the contestants completed their tasks "as promised", and the performance report was released, which attracted a lot of attention. However, to everyone's surprise, those e-commerce players don't seem to care much about this. And for Ali and Vipshop, this is not the most critical part.
In 2024, if it's not GMV, what else can it be? Both sides are focused on the user.
Wu Yongming, president of Alibaba and president of Taotian Group, said that Taotian is still in the process of increasing the frequency of user purchases, thereby promoting the improvement of GMV. In the past year, Alibaba has been committed to meeting the needs of consumers, and continues to increase the proportion of distribution, and this year launched its own car business, and achieved distribution in 300 cities across the country.
And Ali is "tearing down the wall", allowing the payment function to be opened, so that consumers can pay independently, which is more convenient and fast. This move to break through bias and consider customers quickly caused a sensation in the industry.
Relatively speaking, JD.com does not have any advantages in scale, but it has put a lot of effort into paying attention to the experience and needs of users. For example, takeaway delivery has not caused much controversy, and Ele.me took the lead in launching SF Express, and it has received high praise. Moreover, they have also come up with a new way, which is to return the goods. For example, as long as the customer wants, SF Express will send the right size of goods to the store to pick up the goods.
This is to make it easier for customers to buy what they want, and also to allow customers to personally inspect and make sure that there is no problem with the goods, so as to avoid waiting for so long and getting something that they are still not satisfied with.
In recent years, intelligent customer service has been very popular, but judging from the response of customers, many problems exist, so Vipshop has gone the opposite way and spent huge resources and resources to set up a manual customer service team of more than 1,000 people to make their service warmer.
From the customer's point of view, Vipshop has finally won the favor of the public. Last year, Vipshop had 87.4 million active people, an increase of 39%, SVIP increased the number of active users by 13% year-over-year, accounting for 45% of total online spend. Similarly, Alibaba's position in the minds of customers is more important.
E-commerce, on the other hand, focuses on the consumer, as can be seen from this. Only by being people-oriented and winning the recognition of customers will the development of the enterprise have a steady stream of driving force.
In other words, don't just look at "quantity", pay attention to "quality", and realize that "quality" is greater than "quantity". The new year has begun, and e-commerce has started a new journey, which is still focused on high-quality development, making GMV "volume" lower, more "volume" for users, and more viscosity for customers.