Trend e-commerce is a vertical e-commerce industry with young people under the age of 35 as its target users, and its products are mainly fashionable fashion clothes, fashion shoes, fashion play, beauty and skin care. Compared with e-commerce in vertical fields such as maternal and child, fresh food, trend e-commerce has developed into a variety of models. Can be divided into three broad categories:
The first category is the trend or fashion section under the integrated e-commerce platform, such as the trend section under JD.com and Taobao.
The second category is the online store of country email list trendy brands or designers. For example, the official malls of H&M, NIKE and other fast fashion products adopt the O2O model of online ordering and store pickup.
The third category is the trend vertical e-commerce website. This is the most complex category and can again be broken down into three sub-categories. One is the Vipshop and Jumeiyoupin-style special sales models, the other is the third-party B2C or C2C platform headed by Mogujie, and the last is the self-operated B2C or C2B2C model. kind.
At present, major e-commerce platforms focus on "good quality and low price" products. However, due to the upgrading of consumers' consumption concept, especially the young generation Z after 1995, they pay more attention to product quality and shopping experience. They are willing to pay for the added value of the trendy attributes of products, but they are worried that they may not be able to buy their favorite products or buy fake products on the big platform. At this time, "Dewu (Poison)" was born to provide professional sneaker identification services, which satisfied young people who wanted to buy genuine fashion shoes but were afraid of being cheated. Therefore, they continued to expand their business and developed rapidly, becoming a leader in the e-commerce industry. "Dark Horse".
Why is trendy e-commerce developing rapidly? We use the PEST model to explore the latter reason:
1.1 Politics level
In 2013, the government introduced a number of measures to encourage the development of e-commerce by reducing the start-up and operating costs of e-commerce companies. E-commerce management policies tended to be perfected, and the industry received attention from national and local governments.
The Fifth Session of the Standing Committee of the Thirteenth National People's Congress voted to pass the "E-commerce Law", which will come into force on January 1, 2019. The promulgation of the E-commerce Law will effectively promote the healthy development of e-commerce in China.