Online fresh so hot, you also use it？

Today, with the increasingly developed Internet economy, the scope of online shopping is more and more extensive。In recent years, the development momentum of online fresh platforms is rapid, the major network giants have come to the end, fresh platforms emerge in endlessly, and quickly occupy the "people's table" with its convenience and other advantages, becoming one of the preferred fresh purchase methods for many users。

In order to better understand the thoughts of people who buy fresh food online, 皇冠体育博彩 conducted an online survey for users of online fresh food platforms in first-tier cities such as Beijing, Guangzhou and Shenzhen。The survey found that the online fresh food platform has grown into a very important purchase channel for this part of consumers。Among the interviewed consumers, the proportion of buying fresh goods in the wet market/comprehensive supermarket and online fresh products platform is very close, and more than 50% of consumers regard online fresh products platform as one of the main channels to buy fresh products。

Not only that, from the overall consumption of food and daily necessities, the monthly consumption peak of online fresh users is 1000-1599 yuan and 2000-3999 yuan。Among them, the amount of online consumption is almost the same as the amount of offline consumption, the peak of the amount of online fresh platform purchase is 601-800 yuan, and the proportion of consumption above 400 yuan is close to 80%。

What are the characteristics of consumer groups who often use online fresh food platforms？Is there a more concentrated trait？

Online fresh food users are mostly female, post-80s or post-90s, married with children, and above the middle income。

Online fresh purchasing is dominated by women, and most of the tasks of online fresh purchasing in the family are undertaken by women, accounting for 70%。In terms of groups, nearly 80% of the post-80s and post-90s, 46% and 33% respectively;The post-1995 and post-1980 generations are relatively small, accounting for 14% and 7% respectively。More than 80% of online fresh food users are married with children, mostly in a family of three。

The overall education level of online fresh users is relatively high, 90% is college or above proportion, education is higher than the average level。In terms of income, the personal monthly income of fresh users is mostly concentrated in more than 6,000 yuan, and more than 10,000 yuan exceeds 30%;Family monthly income is mostly concentrated in more than 10,000 yuan, nearly 40% of more than 20,000 yuan。

Most online fresh food users have a certain amount of entertainment time every day, like to browse videos and graphic content, like food programs。

About 76% of online fresh food users spend 1 per cent of their daily entertainment time.5-4 hours, of which the number of users between 2-3 hours and nearly half, the overall proportion of 34%。

In today's short video reign, online fresh users also prefer long videos and graphic content。In terms of content preference, I have a soft spot for "food"。

What do these consumers like to buy on online grocery platforms？

What consumers most like to buy on the fresh platform is水果Followed by all kinds of fresh food, including seafood, vegetables and soy products, meat, poultry and eggs。In addition, the consumption of various staple foods and deli pastries is not low。Consumers' purchase shows a certain age difference, the post-80s and pre-80s users prefer seafood and aquatic products, and the post-95s have a stronger demand for convenient vegetarian food。

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The frequency of online fresh food users using online fresh food platforms is close to that of offline wet markets/supermarkets, and the consumption power of online fresh food platforms can not be underestimated。Most of these users who are keen to buy fresh food online platforms are women after 8090, married with children, and have a medium income level or above. They have more time to browse mobile phones and like to watch food programs。

What makes online shopping so popular？

From the consumer side, the factors driving people can be mainly classified into four aspects:The first is convenience.Such as "convenient and fast", "save cumbersome selection steps", "one-stop procurement" and so on;The second is the "price factor."Such as "preferential intensity", "cheap", "clear price" and so on。In addition to these two points, users also value the time aspect and the space aspect of the two major factors。"Time" and "space" factors are natural advantages of online platforms, while "price factors" and some "convenience" (such as eliminating cumbersome selection steps, one-stop shopping, etc.) are not natural advantages of the platform itself。

Looking at the reasons why consumers still choose offline, it is not difficult to find that the "distance factor" is the most important factor。

其次，「新鲜"Is another focus of customer concern。And from the comparison of online and offline purchase driving data, it can be seen that fresh may be one for online purchaseMotivating factor。The "fresh" mentioned when purchasing offline, in addition to the quality of the ingredients themselves, also contains"Pick and choose」、「You can see and touch it"And other internal needs。Offline wet markets can meet the pursuit of "fresh" at any time, while online platforms will be relatively difficult to achieve this, but the advantage is that the return after exceeding expectations is also greater。In addition, there is another advantage of offline channelsInteractivity of offline purchases：「Food preparation」和「bargain」。The stall owner can handle the ingredients according to his own needs, which is convenient for cooking;There can be back and forth bargaining with the stall owner, and there may be communication about ingredients in the process。The shopping fun contained in these interactions is the shortcomings of the online fresh food platform, and it is also the breakthrough point of the experience level that can be improved through design。

Driven by the service level, consumers' demands are mainly"配送"Aspects, such asDelivery on time、Fast speed、Home delivery、Free deliveryEtc.;Second is the"Service attitude and service skills"The requirements, as rightDelivery man attitudeThe appeal of... YesCustomer service problem solving abilityAnd so on。Also, and"The corresponding services associated with the product」，如称重、包装Etc., users also have certain needs。

What are the main concerns of online shopping users when they choose a fresh food platform？

For consumers who use the fresh platform to buy food, good quality, rich categories, and high visibility are what they consider most。Prices, concessions and delivery capabilities are also considered to focus on more users。

Among them, "good product quality" contains two levels: one is "freshness" and the other is "appearance" (such as size, completeness, maturity, etc.). 。

In addition, consumers pay more than 60% attention to "rich categories", reflecting consumers' invisible demand for "one-stop shopping"。

On the contrary, "the variety of goods is not rich", "less coupons/incentives are small" and "goods are not fresh" are the three biggest factors for the loss of fresh platform users。

In the eyes of consumers, whether there are differences in the characteristics of major fresh platforms now？

• 选择Daily fresh、Ding Dong buy food、盒马和Yonghui supermarketThe main reasons for the selection of users are concentrated inThe quality of the goods themselvesOn, such as: fresh ingredients, good quality, rich variety of goods, seasonal goods and so on;
• 选择The United States group to buy food和多点In addition to the main reasons for users to chooseCommodity quality reasonIn addition, there is"Great preferential power」；
• Instead of choosing...朴朴和7FRESH Some of the main reasons for the selection areQuality reasons of goods, such as "seasonal commodities" and so on, in additionService factorIt is also the main reason for users to choose the APP, such as:Delivery on time、Low delivery cost等。

In the special period of occasional epidemics, online shopping can meet the dual considerations of shopping and epidemic prevention and control due to its "non-contact" characteristics, and provide consumers with a shopping experience more in line with the current situation。

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Different users have different perceptions of different platforms。For online fresh users, quality is the basis, freshness is the core force of competition, and coupons play a catalytic role。

In addition, the service experience is also very important, and the platform needs to pay attention to the standardization of the distribution process。In addition, the platform can increase some user interaction experience, whether it is at the level of APP design, distribution, and customer service, which is the key to improving the user's shopping experience in the future。

Postscript: Due to the epidemic, the scope of this survey does not include Shanghai。Since many online fresh food platforms were unable to sell and deliver during the outbreak in Shanghai, most consumers likely relied on other channels to obtain fresh food。