Behind the popularity of Uniqlo: offline stores VS e-commerce?

You really went to Uniqlo to buy it! Clothes! Clothes! Of? ...What do you see behind the popularity of Uniqlo? In fact, in daily life, including myself, when I go to UNIQLO offline stores, I don’t just buy clothes… I just go to try on clothes…

In today's world where e-commerce apps are rampant, all kinds of e-commerce promotional activities are attracting users' attention, whether it is Tmall's "Double Eleven" Singles' Day shopping spree, JD.com's "June 18" shopping festival, or the "big promotion" activities of the emerging overseas e-commerce market. All kinds of traditional stores are constantly impacted by e-commerce. If they want to capture users in the competition, they can only seek to transform to e-commerce.

The latest data from Umeng in 2015 shows that e-commerce shopping guide apps are still very popular among users. Let’s take a look at the data:

1. The number of users of e-commerce shopping guide apps has increased significantly

In the first quarter of 2015, the number of users of e-commerce shopping guide apps increased by 46% quarter-on-quarter; from last year to this year, the number of users has maintained a stable growth.

2. E-commerce shopping guide apps have seen an increase in daily usage and usage time per person

Users' dependence on e-commerce shopping guides is steadily growing. The average daily usage of e-commerce shopping guide apps is 120% of that in June 2014. Users' reliance on online shopping has been steadily increasing, and people's habit of online shopping has been formed.

In addition, the average daily usage time of e-commerce shopping guide apps was 146% of that in June last year. People are becoming more and more accustomed to browsing, selecting and comparing products on their mobile phones, and are spending more and more time on mobile shopping.

3. Geographical distribution of users of e-commerce shopping guide apps

According to data from the fourth quarter of 2014, the e-commerce shopping guide sector has the largest share in third-tier and lower cities. The combined share of second-tier and first-tier cities does not exceed 50%. The consumption capacity of residents in my country's small and medium-sized cities and towns has increased, and their demands have become more high-end and diversified. Mobile e-commerce has filled the gap left by offline physical stores and met the shopping needs of users.

4. E-commerce shopping guide app users are growing fastest in third-tier and lower cities

From the fourth quarter of 2013 to the fourth quarter of 2014, e-commerce shopping guides achieved growth of more than 100% in all tier cities, with the fastest growth of 179% in third-tier and lower cities.

5. Gender distribution of users of e-commerce shopping guide apps

The male-female ratio of e-commerce shopping guide app users is 30%:70%, and women love shopping more.

6. E-commerce shopping guide apps have the lowest usage rate on Fridays and Saturdays

During the week, users use e-commerce shopping guide apps least frequently on Fridays and Saturdays. Every day, users’ peak usage time is concentrated between 20:00 and 22:00 after dinner, with the highest value occurring at 21:00.

With the development of payment links (Alipay, WeChat Pay) and logistics, online shopping already has a mature network environment, and users can shop with confidence; on the other hand, compared to spending more time and money on offline selection, through online shopping, users can also quickly and conveniently purchase cost-effective products at any time. The success of Tmall’s “Double Eleven” in 2014 illustrates this point.

Some people may say that this "Uniqlo" incident may make everyone want to go to offline stores to take a look. However, if offline stores want to continue to occupy a place in the fierce e-commerce competition to seize user market, they need to spend more time to study what users really need!

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