Why is food shopping online?

Internet marketing has become the main channel of new sales has been the trend of the indisputable trend, from the platform to the business are fierce competition. Jingdong Suning’s war brought this scramble to a climax. In contrast, food e-commerce has been tepid, although it has done so-called vigorous promotion like COFCO and Meicun.com, but it has not attracted much attention. Among consumers who are accustomed to online shopping, the number of online shopping for food is relatively small, and the sales and activity of food in electric goods is far lower than that of home appliances, electronic products and clothing.

Low stickiness of category and online shopping channels stimulates high purchase threshold

Why is the explosive power of online shopping for food and beverage products insufficient? The essential reason is that the characteristics of the food category itself and the viscosity of online shopping channels are relatively low.

The spread between online and offline is the basis for online shopping. Most food products are low in price, and the difference in online shopping is not obvious. Online shopping has emerged from consumer incentives for low prices, but the relative price of food products is low, and the preferential prices are not obvious. Such as the original price of 23 yuan baton doll shredded beef, even if you play 6 fold, but also about 10 yuan cheaper, plus shipping, consumers do not feel that there is much preferential efforts, and home appliances and other products, there will be time The difference of a hundred dollars makes consumers unable to lose heart. At the same time, supermarket food promotion activities are flexible and rich, so that online promotions can not be fully displayed.

In addition, the market for food products is improved, and supermarkets, convenience stores, and food markets are almost universally used in every corner of consumer life, forming a powerful food terminal network, and achieving a high level of product richness and convenience in purchasing. degree. It is difficult for consumers to buy a satisfactory mobile phone at the door, but they can buy satisfactory food. Consumer purchase requirements are extremely easy to satisfy from offline purchases, and the convenience of online purchases is weakened. Therefore, many online hot products are concentrated on scarce and regional products.

Coupled with the fact that food is a traditional industry, many companies are not familiar with online channels, copy other categories of business, or directly copy online business to the Internet, so it is difficult to have an ideal effect.

Activate food online shopping "three"

To activate food network sales, it is necessary to effectively combine the characteristics of food categories with network characteristics. Except for some scarce products, general product network sales must strive to achieve three.

First of all, the products are high-end and standardized. On the one hand, high-end technology can increase the discount difference and reduce the consumer psychological conflict caused by online shopping flow costs. On the other hand, product standardization can reduce the risk of purchase and reduce the psychological conflict of consumers. Non-standardized products, even if purchased by consumers, will not be very large. Unable to see the real thing before the purchase is the biggest feature of online shopping, but also the risk, Jingdong or Suning Tesco to buy the iphone and physical store to buy the iphone is no difference, but from the online purchase of fruit apple, it is difficult to guarantee and supermarket One by one, one by one. Therefore, if food is sold online, it must strengthen its own standardization. Dove chocolate with good sales volume is a model of high-end and standardization; Jiapei kiwifruit can control each net weight up and down within 5 grams. Once there are promotions and group purchases, consumers will boldly shoot.

Second, the form of promotion combined. It is very difficult for a single product to reach enough promotional efforts to stimulate consumers to purchase. It requires a targeted combination of promotions to increase the consumer's feeling of “cheap”. At present, online promotions are mostly in the form of single product discounts and multi-buy packages, which are no different from offline promotions. Combination promotions can be used in large packages, gift boxes, and can be combined with large categories of related products, such as potato chips, jelly and other leisure food combinations, snack foods and blended drinks, etc., can also be cross-category combination, such as food and toy combinations Wait. Today, many large-scale e-commerce platforms have become integrated product platforms, and flexible foods can be combined with other categories to form gifts, bills, and other combinations to effectively increase sales and network exposure.

Third, the benchmark price is fixed. The consumer's promotional power comes from the price gap rather than the absolute low price. Therefore, if there is not a relatively fixed price benchmark, sales promotion will not make any sense, and it will even result in a situation that does not promote sales. Huang Feihong peanut is a network hot product, but its flagship stores are rarely discounted, and they are always the same as the offline prices, and the promotion price difference is allowed to dealers. It is with the flagship store and offline price benchmarking, Huang Feihong's every promotion will attract consumers.

Network, as a marketing platform and sales channel, gives enterprises ample room for innovation. Food companies cannot be limited by traditional management methods. To fully integrate product features and network features, it is possible to truly activate this borderless channel and open up companies. A new chapter in the market.