Vipshop's "special sale" business is no longer easy to do?

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After years of development , The domestic e-commerce pattern has basically stabilized . TaoBao 、 JD.COM 、 Pinduoduo relies on its comprehensive advantages , Occupy the vast majority of the market share , In other markets, Suning Tesco 、 Small and medium-sized vertical e-commerce platforms represented by vipshop, etc .

And in the fierce e-commerce Jianghu , There are very few e-commerce platforms that can make sustainable profits . Most vertical e-commerce such as mushroom street 、 Dangdang, etc. is due to the limitations of its own single category , And fell into a growth dilemma . however , Among many vertical e-commerce platforms , continuity 34 Vipshop, which made a profit in the last quarter , Is one of them “ Very few ”. As one of the e-commerce companies that can maintain long-term profits , Vipshop “ The secret of growth ” It also aroused the strong curiosity of the outside world .

Both revenue and net profit increased

In recent days, , Vipshop released 2021 First quarter results . Results show that , Vipshop achieved total revenue in the quarter 284 One hundred million yuan , Year-on-year growth 51.1%; Net profit 15 One hundred million yuan , Year-on-year growth 125.7%; Realize gross profit 56 One hundred million yuan , Year-on-year growth 54.7%; Gross profit margin for 19.7%, Year on year increase 0.5 percentage .

Vipshop's revenue and profit in this quarter can have such a steady growth trend , Mainly thanks to its active users 、GMV And the strong growth in the number of orders . According to financial data , The total number of vipshop active users in this quarter was 4580 ten thousand people , Year-on-year growth 54%; Super VIP The number of users reaches 489.1 ten thousand people , Year-on-year growth 37%;GMV Realization 461 Billion , Year-on-year increase 60%; The number of orders also increased from the same period last year 1.217 100 million to 1.755 Millions of , An increase of 44%.

The surge of core data such as the number of active users of vipshop , Nature can't do without it “ Special sale ” Mode, strong customer acquisition ability . Vipshop relies on its “ Brand discount + flash sale + Genuine protection ” This unique business model , Cut into the market at a low price , Attracted a lot of fans , The number of users and sales have been greatly increased .

To be specific , Vipshop launched in the last quarter “419 Brand sale Festival ”, Abandon the traditional inventory sale , At the same time of integrating special sale consumption into international brands , Also joined the first new product , The number of active orders reached in just one day 1500 Thousands of single , Sales doubled from the same period last year .

Besides , Its all-round improvement of consumption experience , It also has a positive impact on its financial results . all the time , pre-sale 、 After sales service , It is an important link to test the user experience , It is also a key factor influencing consumers' repurchase . Vipshop continuously upgrades its service system , It provides users with “ Return and replace all in one ” and “ One click free door-to-door return ” Etc , It has greatly improved the user's consumption experience , Enhanced user stickiness , The repurchase rate of users has soared .

such as , Vipshop has established nearly 2000 A professional customer service team , And upgraded the call center 、 Online customer service center and intelligent customer service system , So as to continuously improve and unblock the feedback channel of users , So that users' real voice can be quickly 、 Communicate easily , And get timely treatment .

At the same time, vipshop also provides users with seven days of no reason to return or exchange goods 、10 A series of measures such as price protection within a day , So as to enhance the users' sense of security in shopping . Based on various efforts , Vipshop achieved a good growth in both revenue and profit .

“ His economy ” Form a new growth curve

In recent years, in addition to the traditional “ Her economy ”, Continue to drive platform growth ,“ His economy ” It has also become another potential driving force for vipshop's growth .

data display , The number of female users of vipshop is growing steadily , The number of male users is also rising rapidly ; meanwhile , The shoes most concerned by male users 、 men's wear 、 Orders for outdoor sports and other categories also increased significantly . It is reported that ,2020 So far this year , The number of orders for related goods of male users increased by more than 80%, It has surpassed the growth of female user orders in the same period . This indicates that “ His economy ” Power , It is having a profound impact on the development of vipshop .

before , Vipshop users are mostly women , In recent quarters , Vipshop also started “ Take multiple measures at the same time ”, To meet the growing needs of men . Vipshop is cultivating the male market , In addition to constantly enriching men's clothing 、 Outdoor sports 、3C Electronic products and other categories , In addition, a number of new trends have been added to the basic models of the goods , Coupled with authentic 、 Low price and logistics guarantee , Better meet the shopping needs of male users , Therefore, the purchase conversion rate of male users is further improved .

And it is thanks to vipshop that “ His economy ” There is a lot of room for growth , And made a forward-looking layout , Its profitability has been further improved . In recent years , The male group pays more attention to personal image management , The explosion of male users of little red books , To footwear e-commerce “ Get something ” The rise of , Male users have become the most potential incremental market of e-commerce platforms . Vipshop has seized this wave of dividends , The expansion of male consumer categories , Just dug out “ His economy ” The huge dividends hidden in it .

in addition , Development “ His economy ” It can also dilute the business risk of the enterprise to a certain extent . In recent years, various factors have promoted “ Her economy ” The market continues to soar , The influx of more and more players makes it almost saturated . Vipshop continues to develop “ Her economy ” At the same time , We got it “ His economy ” This new air outlet , As a new growth curve . adopt “ Her economy ” and “ His economy ” The two pronged approach , The risks faced by a single category have been effectively diluted .

stay “ His economy ” Under the differentiation strategy , Vipshop's profitability has been enhanced , It has achieved high-speed growth in the competition for stock . But after the highlight , Vipshop's development anxiety hidden under the iceberg also gradually surfaced .

“ Special sale ” The advantage of the moat is losing

Vipshop since its birth , By virtue of its “ Special sale ” Core strengths , It has attracted a large number of loyal users . However, vipshop has developed so far , Although its performance is still growing , But it's “ Special sale ” Business has become no longer easy to do .

First , Old players are overweight 、 New players in , Further squeeze the market space of vipshop special sale . The selling threshold is not high , So in this segment , Vipshop is no longer the only player . In addition to the head of e-commerce, you can buy more 、 Taobao Special Edition 、 Jingxi and other platforms focusing on the sinking market have emerged one after another , Rising stars in the vertical field love inventory and good clothes warehouse , It also brings heavy competitive pressure to vipshop .

secondly ,C2M The rise of models , It also has a great impact on vipshop . In recent years , The e-commerce business community has created a wave “C2M” The fashion of , TaoBao 、 JD.COM 、 Pinduoduo and other e-commerce platforms rushed to launch C2M Pattern . The characteristics of this mode of production on demand , Enhance the enterprise's control over inventory , Reduce the risk of inventory .C2M The emergence of patterns , In the invisible, it must be against “ Special sale ” The only product that makes a living will cause a great blow .

Last , Miss the outlet of e-commerce live broadcast , Vipshop is facing more and more severe competition . In recent years, Taobao and other e-commerce platforms have relied on live broadcasting 、 Short video 、 Image & Text , Create a new content Ecology ; Tiktok and Kwai also rely on “ Content + social contact ” The driver , Get a large amount of private domain traffic . In the background that e-commerce and short video giants have established extremely high live broadcast barriers , Vipshop, which started its live broadcast business relatively late , It will be very difficult to enter .

The rise of vipshop benefited from “ Special sale ”, But as the e-commerce industry has changed from B2C Mode direction C2M Pattern change , Vipshop “ Special sale ” The barriers of the model no longer exist . The moat was gradually weakened 、 When growth is facing the ceiling , Vipshop's breakthrough will undoubtedly become more difficult .

Liu Kuang's official account ,ID：liukuang110