After Taobao and JD.com, who is next? ——In the development process of China’s e-commerce, the impact of consumption concepts on e-commerce

The development of China's TOC e-commerce is closely related to the development of Chinese people's consumption concepts. From the pursuit of low prices to the pursuit of brands to the pursuit of quality, e-commerce has also followed this change and undergone tremendous changes.

1. Pursue low prices

From the 1990s to the PC Internet era, China's mainstream consumer concept has pursued low prices. This concept directly created Taobao.

Anyone who worked in e-commerce more than ten years ago knows that the key to doing e-commerce at that time was price.

Taobao greatly caters to this concept of consumers, and sellers on Taobao do their best to provide products at lower prices. Counterfeiting, inferior quality, and even counterfeiting will not be tolerated.

2. Pursue brand

When the consumption power of Chinese people has increased to a certain extent, their consumption concepts have also changed. People are no longer satisfied with low prices and low quality, and instead pursue brands.

Brand represents high price, high quality and face to a certain extent. Especially when you have just switched from pursuing low prices to pursuing brands.

The pursuit of brand created JD.com.

3. Pursue quality

This is a trend that is beginning to emerge in China's first-tier cities.

This is the group of people with the highest income level in China. Their consumption concept no longer associates brands with quality, and they no longer rely on consumption level to gain face. Really return to the essence of consumption - spend the right money and use the right, high-quality products.

NetEase Yanxuan is a representative of e-commerce products with the pursuit of quality as its core.

Although the three consumption concepts appeared one after another, they now coexist in China. A large number of Chinese people (mainly the sinking population) still mainly pursue low prices. Similarly, a large number of Chinese people mainly pursue brands. At the same time, a small number of Chinese people (compared to the first two) began to pursue quality.