2013 double 11 IT netizens online shopping report

I. Background of the survey In 2013, the e-commerce market continued to grow rapidly. According to the report from the China Electronic Commerce Research Center, as of June 2013, the national e-commerce transaction volume reached 4.35 trillion yuan, an increase of 24.3% year-on-year. The continuous rapid growth of the Internet, especially the number of mobile Internet users, has accelerated the growth of e-commerce to a certain extent. The e-commerce companies headed by Taobao have spared no effort to use and create various festivals to carry out rounds of promotions. On November 11, after two or three years of rendering, it has become synonymous with shopping carnival.

In 2013, the double 11 had just ended. According to Ali Group's data, as of 11:00 on November 11th, the sales volume of the Double 11 online shopping carnival Alipay (mainly Tmall and Taobao) reached 35.019 billion yuan, breaking the Alibaba Group Director Chairman Ma Yun’s previous forecast of 30 billion. The enthusiasm of netizens shopping online is evident.

How many Internet users participated in the carnival during the period of Double 11? What types of products do they prefer online shopping? How satisfied is the e-commerce service? What is the biggest feeling about double eleven? In this regard, the Internet Consumer Research Center ZDC conducted a special prize survey, the questionnaire was promoted on the ZOL home page, a total of 1012 questionnaires were recovered, through the screening of the completeness of the answer, IP and other information, a total of 998 effective questionnaires were obtained, the questionnaire efficiency 98.6%.

Note: The data of this survey report is mainly from the ZOL website and may have an impact on the survey results.

Report points:

• Nearly 70% of netizens said they participated in the double 11 online shopping spree last year.

• Being cheap and needed for the moment is the main motivation for IT netizens to participate in the double 11 online shopping.

• Over 60% of netizens said they have no regrets.

• Among the netizens who have repentance, the proportion of netizens whose remorseless goods account for less than 20% of the total is the highest.

• For this double-eleven, nearly 50% of netizens said they have saved money and have also purchased desirable products.

• Over 40% of Internet users feel better about this e-commerce double 11 event.

• Commodity prices and logistics speeds are at the highest level for Internet users.

• Less than expected discounts are the main reason why netizens are not shopping on Double 11th.

• The first increase in price and then discount is the mainstream view of IT users on the E-Commerce Double 11 war.

II. Evaluation of IT Internet Users' Double-Eleven Online Shopping (I) Online Shopping Motivation 1. Online Shopping Motives • Cheap and Immediately Needed are the main motives for IT netizens to participate in the double 11 online shopping. From the perspective of participating in the double 11 online shopping motive, 65.3% of IT netizens said that because of the cheap price, and the goods are really needed for the moment. Followed by cheap goods, the proportion of netizens preparing for the future is 26.0%. The cumulative proportion of netizens affected by people around them without considering their actual needs and practicality is less than 10%. It can be seen that the vast majority of IT netizens maintain their rationality during the double 11 online shopping.

2. Retaliation situation • Over 60% of netizens said that they did not feel regret that in the survey on whether online merchandise purchased during the period of Double 11 was regretful to purchase, over 60% of netizens said they did not feel regret and occupied the mainstream. The percentage of netizens who clearly indicated that they had purchased products that they regretted was only 16.9%, less than 20%. It can be seen that netizens' rational shopping has reached a certain degree.

3. The percentage of goods that have repentance. • Among Internet users who have repentance, the percentage of users who have repentance accounts for less than 20% of netizens, who have the highest percentage of 16.9% of netizens who expressly express regret. The proportion of netizens that accounted for less than 20% of the amount of money is the highest, at 31.3%. The proportion of netizens who accounted for 20%-30% of total purchases and 30%-40% of total purchases for repentance items was 18.7% and 15.7% respectively.

(2) Online shopping evaluation 1. Feeling on consumption quotas • For this Double 11th, nearly 50% of netizens said that they saved money and also purchased the merchandise for this Double 11 online shopping, 48.9% of netizens The biggest feeling is that it saves money, and it also buys a good product. Feeling double eleven overspending, but the proportion of netizens who can afford it is 25.3%. The percentage of Internet users who believe that the proportion of goods that are irrationally purchased is high is about 20%. The proportion of netizens who expressed serious overspending and wanted to pick their hands was only 5.2%.

2. The overall feeling of the Double 11 event • Over 40% of netizens feel better about the e-commerce double 11 event. Super 40% of netizens said that they feel better. Occupy the mainstream. Another 10% of Internet users said they felt very good. Feeling more than 30% of netizens in general, but it is significantly lower than the proportion of netizens who feel better. The proportion of netizens who feel unsatisfied and very dissatisfied is less than 10%. It can be seen that the goodwill of netizens on the Double 11 promotional activities is continuously increasing.

3. Unsatisfactory places • Commodity prices and logistics speeds were the most serious complaints among Internet users. Among the 8.9% of IT netizens who felt that they were not satisfied or dissatisfied with the Double 11 promotion activities, netizens’ dissatisfaction mainly focused on commodity prices and logistics speed. In terms of large scale, they accounted for 29.5% and 29.1% respectively. The percentage of netizens dissatisfied with the quality of goods and services provided by the company is around 10%. Internet users who are dissatisfied with after-sales services, payment systems, and product packaging account for relatively low levels, and are all below 10%.

(c) Why not shop during the Double 11?

• Less than expected discounts were among Internet users who did not participate in the survey due to the main reason for the Double 11 shopping. 26.8% of netizens did not purchase online during the 11th period. In the cause investigation, the Internet users who did not achieve the expected discounts occupied the mainstream, accounting for 30.2%. Fearing that the speed of logistics could not keep pace, there is really no need for and feel that the proportion of netizens who did not increase their commodity prices after the double eleventh of last year is more concentrated, ranging from 10% to 15%.

(4) The double 11 in the eyes of netizens • The first price increase and then the discount is the mainstream opinion of IT netizens on the E-commerce double 11 war. On how to treat this double 11 E-commerce promotion war, the mainstream view of netizens is focused on At the first price increase and then discount, netizens holding this view accounted for 58.0%. Secondly, 33.6% of Internet users believe that this is a gimmick for various e-commerce companies to promote their brands. Another 30% of netizens think this is a clear inventory operation across the entire network. On the whole, e-commerce companies still need to offer preferential Internet users in terms of prices to gain more support from Internet users.

ZDC concludes:

With the development of the Internet and mobile Internet, e-commerce has become increasingly important in the lives of Internet users. Internet users have become more and more involved in the double 11 online shopping carnival, and the amount of consumption has also been rising. How can we get the favor of netizens and ensure that we can gain a dominant position in the long-term competition? This is worth considering for the current mainstream integrated e-commerce and vertical e-commerce. Only by making real benefits to the people, and by providing quality services to netizens to obtain a good online shopping experience, can they stand firm and keep going.