Vipshop product operation analysis!

Vipshop is positioned as "a website specializing in special sales". Most of the products are branded and there are often discounts, which attracts a large number of users. Despite the presence of several e-commerce giants, Vipshop still has its own place in the e-commerce industry.

01 Product Overview

1.1 Experience Environment

Experience product: Vipshop

Product version: 7.29.1

Device model: iPhone X

Operating system: iOS 13.7

Experience time: 2020.09.17

1.2 Product Overview

Logo: The overall composition is simple and direct, consisting of the brand name and company slogan. Pink is used as the base color, which represents women and highlights women’s love of shopping. The logo also highlights the brand’s characteristics.

Slogan: Brand sales mean great value.

Vipshop has pioneered an innovative e-commerce model in China of "brand name discounts + limited-time sales + authentic product guarantee", and continues to deepen it into an authentic product sale model of "selected brands + deep discounts + limited-time sales" - a model that is vividly known as the "online outlet".

Vipshop launches more than 500 authentic brand sales online at 10 a.m. and 8 p.m. every day, and implements a three-day limited-time sale with discounts as low as 10%, bringing consumers a cost-effective "online shopping" experience.

1.3 Product Positioning

Vipshop is an e-commerce platform that focuses on brand sales and provides online shopping services for women who like shopping.

1.4 User Needs Analysis

1.4.1 Who is the user?

Target users of the product: middle- and high-income women aged 25-34.

1.4.2 User Characteristics

According to the 360 ​​Index, the largest age group of Vipshop users is 25-34 years old, accounting for 58%, and the main age distribution is between 19-49 years old; at the same time, female users account for 69% of the total number of users. Women prefer clothing, accessories and other products, and have no resistance to discounted genuine products, and are willing to spend a lot of energy browsing products.

Data source: 360 Index

Vipshop users are mainly distributed in coastal areas and areas with convenient transportation, because these areas have relatively developed economies and convenient logistics; and they pay more attention to brand and quality, so more people use Vipshop.

Data source: 360 Index

Vipshop users’ main hobbies include online shopping, watching videos, information, social networking and reading.

Data source: 360 Index

1.4.3 Target User Needs

Consumers pursue high-quality goods, but at the same time they have price requirements and the mentality of buying authentic products at affordable prices.

1.4.4 Solution

Vipshop uses brand name discounts and guarantees genuine products to satisfy users' need to purchase low-priced genuine products at ultra-low prices, while providing consumers with a cost-effective "online shopping" experience. The online platform's prices are lower than those of offline stores, and its screening function that brings together selected brands can attract many consumers to consume.

1.4.5 User Usage Scenarios

Scenario 1: I still have work to do, so I turn on my computer. Wow, it’s already ten o’clock, and Vipshop has new products. I’ll just take a look to see if there are any good ones, which won’t waste much time. Wow, this dress is so pretty, and the discount is so low, much cheaper than in the mall. Let me think about it, should I buy it or not? Oh no! I only have 2 pieces left and they are about to sell out, so hurry up and buy! Buy it now! Work overtime after buying!

Scenario 2: I really like a certain brand, but it’s too expensive in the mall outside! By the way, go check out Vipshop, the discounts there are really low, it’s really a good deal! Although this is not a new model, the quality and comfort of the clothes are the most important; the quality of this brand is really good, it is cheap here, and Vipshop guarantees authenticity, so just buy it here!

1.4.6 Summary

In summary, Vipshop is an e-commerce platform that attracts customers aged between 19 and 49, especially middle- and high-income women aged between 25 and 34, who pursue high-quality goods; they have no resistance to discounted genuine products and are willing to spend time browsing products; in developed cities, people pay more attention to brand and quality, and Vipshop brings together selected brands to bring consumers higher cost-effectiveness, attracting many consumers to consume.

1.5 Market Status and Analysis

1.5.1 Market Environment

1) Policy

The continuous introduction of e-commerce policies has effectively regulated corporate behavior, protected the interests of consumers and operators, and promoted the healthy and orderly development of the e-commerce industry.

The relevant laws and regulations on e-commerce from 2017 to 2019 are as follows:

Data source: Public information compilation

2) Economic aspects

According to iMedia Research data, global retail sales reached US$24.86 trillion in 2018, of which e-commerce retail sales were US$284.2 million. The proportion of e-commerce channels in total retail sales exceeded 10% for the first time, reaching 11.4%. In the future, the proportion of e-commerce retail sales is expected to continue to rise year by year, and is predicted to reach 14.9% in 2020.

iiMedia Research analysts believe that under the impact of the mobile Internet wave, the importance of online consumption channels continues to increase globally.

Data source: iiMedia Research

In terms of online retail scale, China's online retail scale has soared from 1.3 trillion yuan in 2008 to 9 trillion yuan in 2018. China has been the world's largest online retail country for many years.

Data source: Foresight Economics APP

3) Social aspects

As of the end of 2018, the scale of Internet users in my country was 829 million, and the Internet penetration rate had reached 59.6%; among them, the scale of mobile Internet users accounted for as high as 98.6%. With the popularization of mobile Internet and smart phones, the daily use of mobile phones has become a part of people's lives, and it has also paved the way for the further penetration and development of e-commerce.

Data source: Public information compilation

Data source: Public information compilation

4) Technical aspects

With the maturity of domestic artificial intelligence and Internet basic service technologies, the foundation has been laid for the rapid development of e-commerce. By combining big data with e-commerce platforms, we can grasp users' various preferences, purchasing power and demand directions in real time, and adjust our sales models and sales directions in a timely manner.

The development of artificial intelligence, mobile payment technology, Internet system, 5G technology and the popularization of WIFI hotspots have further promoted the maturity of the e-commerce industry. Consumers have developed the habit of online shopping, which has laid the foundation for the rapid development of the e-commerce industry.

1.5.2 Market Data

According to iResearch Qianfan's mobile shopping ranking, it ranks 6th in the mobile shopping ranking and 1st in the industry's special sale e-commerce ranking, far ahead of other special sale e-commerce data year-on-year.

Data source: Analysys Qianfan

Referring to KuChuan's Android download volume, Vipshop, which belongs to the same discount e-commerce industry, has 11.837 billion downloads, and Jumei has 544 million downloads. In terms of Android download volume, Vipshop is catching up with the first-tier JD.com, which has 14.235 billion downloads.

On the left is Vipshop, on the right is Jumei

The above is JD.com (data source: KuChuan)

1.5.3 Summary

From the perspective of the market environment, the country has actively promoted the healthy and orderly development of the e-commerce industry in terms of policy, and has introduced relevant laws to safeguard the interests of all levels. The economy has maintained an upward trend, and China has been the world's largest online retail country for many years in a row; in terms of society and technology, with the popularization of smartphones and the development of the Internet, people's lifestyles have become more diversified, and they can buy various products from all over the world without leaving their homes. All walks of life have actively joined the e-commerce industry and maintained a good development trend.

Vipshop is different from other comprehensive e-commerce platforms such as Taobao and JD.com, but its development trend remains strong. Its Android download volume is close to that of JD.com, but the gap in the number of active users is large, and more improvements can be made in user retention.

02 Product Analysis

2.1 Product Structure Diagram

Vipshop product structure diagram

Uniqueness: Vipshop’s APP version does not have a bottom tab, but instead has a quick floating combination button (My, Favorites, Shopping Cart), which satisfies users’ direct shopping needs.

2.2 User flow chart

Vipshop user order flow chart

Judging from the flow chart, Vipshop's ordering process is basically similar to that of other e-commerce platforms. For Vipshop, its product positioning is to do special sales, and the products are very random. That is, if you like something, you buy it, and if you don't like it, you keep browsing. Therefore, the product brands are infinitely extended in the homepage design to achieve the feeling of shopping in a mall.

2.3 Functional Experience Analysis

Main functions of the homepage:

Today’s Recommendation is Vipshop’s core product feature. For Vipshop’s core user groups, Today’s Recommendation is the core driving force for users to continue using the product, satisfying users’ needs to discover good products and find their favorite products every day.

Vipshop’s homepage is very distinctive, and there is no bottom tab. The more common top carousel banner has been changed to a flip card display, which is more beautiful overall. Vipshop has been creating a lively atmosphere on its homepage, showing how many people are rushing to buy and what products someone has purchased, which is more dynamic.

The second functional block categorizes all products so that users can find the type of product they want without searching.

Next, swipe down to enter Vipshop’s autumn sale, where you will see an endless list of product brands. For users, opening such a product list will give them a sense of freshness as if they were shopping in a mall. To provide a better user experience, Vipshop has placed a “return to top” button in the lower right corner, which is undoubtedly a proper way to optimize the experience for both new and old users.

Optimization suggestions: Because there is no bottom tab, the entire APP displays too much content on the homepage. When you swipe down to enter the autumn sale, there will be obvious lag when you swipe up again, and the fluency needs to be optimized.

User selects product:

After users enter the channel, they are more likely to make check-box choices. The overall multi-panel design adopts a simple display of products without too much introduction, and the overall interface gives a clean feeling. The theme color is used in the focus area of ​​the product page, making people pay more attention to the price, purchase time and remaining quantity.

As an e-commerce platform, the shopping cart function is second only to the homepage in importance to users and merchants. Vipshop’s shopping cart further highlights its features.

After a user adds an item to the shopping cart, he or she only has 20 minutes to choose whether to submit the order. The logic is that the item is limited, and once it is added to the shopping cart by a user, there will be one less item. In addition, users who want this item will have one less chance to grab it. Giving users a certain time limit and reducing the temporary quantity of users' items can make it more convenient for other users to make purchases, thereby better meeting users' needs. Overall, it urges users to buy goods and increases the purchase rate.

Optimization suggestion: Move the product parameters to the product homepage. When users simply view the product, they can obtain information such as the product's function and fabric more quickly, increase the speed of product selection, and promote payment for the product.

Shopping cart checkout:

After adding an order to the shopping cart, the user has 20 minutes to modify the order and submit it, urging the user to check the order; after submitting the order and before paying, the user has 30 minutes to decide whether to pay.

Increase payment time:

• On the one hand, it takes some time for users to calm down before buying to prevent irrational consumption;
• On the other hand, it provides users with more time to choose payment methods;
• Another reason is that if users have payment problems during the payment process, they can have more time to solve them, giving them enough time to pay;
• At the same time, throughout the entire process, the concept of time was used to create an atmosphere of rushing to buy goods.

Optimization suggestion: On the order confirmation interface, the selected model, size and color can be directly displayed to facilitate users to make a second confirmation, confirm that the purchased goods are correct, reduce the return and exchange rate, and reduce the number of clicks.

2.4 Summary

In summary, Vipshop's product structure is designed based on shopping categories as a whole, without many other auxiliary applications. In terms of usage process, the design infinitely extends the product brands, creating the feeling of shopping in a mall and stimulating user consumption.

The smoothness of product use needs to be optimized. At the same time, the introduction of the product is not detailed. When confirming the order, the model of the product should be highlighted to facilitate reconfirmation.

03 Competitive product analysis

3.1 Comparison of Competitive Products

Product name: Vipshop, Tmall.

Online time: 2011.4.4, 2012.4.22.

APP Store shopping ranking: 7, 14.

E-commerce ranking: 6, 7.

Slogan: Brand sales mean great value; ideal life on Tmall.

Product user characteristics: more females than males, most of whom are users pursuing quality of life; the ratio of males to females is balanced, they pursue quality of life and love online shopping.

Product features: brand name discounts + limited time sales + authentic product guarantee; fashionable shopping, authentic online shopping.

Keyword coverage: 32065, 39319.

From the above table, we can draw the following conclusion: the main common point of both products is “authentic”.

From the perspective of user characteristics, Vipshop is more inclined to female users, while Tmall (formerly Taobao Mall) is a comprehensive e-commerce product, so there is not much difference in the ratio of men to women; as for the coverage of ASO keywords, Tmall has the largest coverage, which is related to Taobao's traffic.

In general, among competing products, Tmall users are more likely to be found on search engines; as the user base increases, the number of users pursuing quality of life is also slowly increasing; Vipshop should increase keyword coverage and increase brand exposure, which can accurately bring in crowd traffic and improve conversions.

3.2 Interactive Page Comparison

The picture shows the interface of Vipshop

The picture shows the Tmall interface

A comparison shows that Vipshop is more inclined towards female users, and uses a lot of pink overall, which is more feminine; Vipshop's homepage is very detailed in classification, which can guide users to find the category of the products they want without searching; and because there is no bottom tab, users habitually slide down, which is more in line with its "online shopping" experience. Compared with other e-commerce apps with four columns or even more content presentation, it has a strong visual recognition.

However, the overall content is too extensive, which can easily make users feel tired; the design of quick floating combination buttons (My, Favorites, Shopping Cart) is a feature of Vipshop, which keeps the functions frequently used by users floating. When the shopping cart is empty, there is a greater urge to fill it up, which stimulates users' desire to consume; Tmall is more about filtering products through search, and will recommend some products on the homepage for users to choose from, which does not stimulate users' desire to consume strongly.

On the product page, Vipshop's interface is simpler than Tmall's, and there are user purchase information jumping on the side and the progress of the remaining quantity of the rush to buy. Since the product feature is the rush to buy, it further reflects the fierceness of the product rush to buy. Vipshop does not have a direct purchase function, so all products need to be added to the shopping cart and then purchased in the shopping cart. The overall experience will be one step more than Tmall, but it is in line with the design of the shopping mode. However, the contrast between Vipshop's market price and special price is more obvious, which can stimulate users' consumption desire better.

Tmall’s product pages have more detailed information, including item parameters and return shipping insurance, which better reflects the overall information integrity of Tmall’s products to highlight authentic online shopping.

There is little difference in the order confirmation pages, but Vipshop has a time limit in the payment process, while Tmall does not. Overall, on the order page, Tmall displays information more clearly; Vipshop's interface focuses more on simplicity, but each user's habits are different. You can add an order note, allowing merchants to pay more attention to user experience.

04 User Opinion

4.1 User evaluation feedback

Vipshop rating level user ratio chart

Android's current rating is 4.5 points. The statistical time is: 2020/08/22-2020/09/21. The total number of people is 315, 246 people scored 5 points, 27 people scored 4 points, 8 people scored 3 points, 6 people scored 2 points, 0 people scored 1 point, and 28 people scored 0 points; there are 283 valid feedbacks and 32 invalid feedbacks.

The current App Store rating is 4.9 points. The statistical time is: 2020/08/24 - 2020/9/22, with a total of 192 people, 103 people scored 5 points, 11 people scored 4 points, 12 people scored 3 points, 4 people scored 2 points, 62 people scored 1 point, and 0 people scored 0 points; there are 184 valid feedbacks and 8 invalid feedbacks.

Vipshop Android review problem classification diagram

Vipshop iOS review problem classification diagram

In summary, uneven product quality, optimized customer service, text message harassment, and insufficient discounts are four issues that both Android and iOS users are eager to improve. iOS users also attach great importance to free shipping, lack of shipping insurance, and returns and exchanges, and are also concerned about large fluctuations in commodity prices. Black screen and crashes are also serious bugs.

4.2 Others

At the same time, I also encountered interface bugs and connection URL errors during my experience, and the product quality should be improved.

Bug interface on the left, normal interface on the right

05 If I were PM

1) Regarding product smoothness issues.

Solution: Check whether there is a bug or too much content is displayed, and optimize it.

2) In the user evaluation feedback, some users also expressed their opinions on the lack of detailed description and parameters of the product. It is possible that the users did not find the detailed parameter description of the product.

Solution: Move the product parameters to the product homepage and add a parameter function. When users simply view the product, they can more quickly obtain information such as the product's function and fabric, thereby increasing the speed of product selection and promoting payment.

3) On the order confirmation page, the product model parameters are not displayed, and there is no note information function.

Solution: Display the selected model, size and color directly below the product to facilitate users to make a second confirmation to confirm that the purchased product is correct, reduce the return rate, and reduce the number of clicks. Add a note function above the invoice function to reduce the cost of communicating with customer service about the product and facilitate users to place orders independently.

4) The APP frequently sends text messages to customers to make recommendations, which makes users feel harassed.

Solution:

• Users may feel harassed because the content is not attractive enough or the discount is not big enough. We can improve the big data recommendation capabilities, recommend more suitable items to users, reduce the frequency of sending, and improve the quality of sending.
• It can be adjusted more to push selected APPs to reduce harassment.

5) Regarding the uneven quality of goods.

Solution: Improve the ability to control the quality of goods. The quality of goods is the foundation of a platform, and provide freight insurance for goods; handle unsatisfactory goods more quickly, and optimize the professional service level of customer service to improve the overall service quality.

6) The discounts on products are not strong enough.

Solution:

• We can learn from Tmall to promote seasonal activities, time node activities, etc., and give users discount coupons to stimulate them to consume more; let users feel the greater discount, experience more discounts on discounts, and increase sales overall.
• Improve overall product quality and make users feel that they are getting great value for money.

06 Conclusion

Overall, Vipshop's advantage lies in its online shopping model that positions its products as "brand name discounts + limited-time sales + authentic product assurance".

• The product has a clear logical structure. Compared with products on e-commerce platforms such as Tmall, it is a lightweight product with more usage processes. It is more in line with the role of the product positioning and meets the user's "shopping" needs.
• From the perspective of market size, PC users are gradually transforming into mobile users, the proportion of online shopping is increasing year by year, the growth in the number of Internet users is gradually slowing down, and the number of domestic Internet users is approaching saturation. Vipshop ranks sixth in the mobile online shopping market, and the number of active users is expected to increase further.
• The main products include clothing, beauty products, mother and baby products, etc. The majority of users are female, accounting for more than 60%. Women are naturally more pursuing quality, fashion sense and service, so users pay attention not only to product quality but also service.
• From the UI aspect, the overall product interface has its own characteristics, but aspects such as interactive design are not optimized enough. At the same time, by looking at Vipshop's version iterations, Vipshop also pays attention to this experience and is also optimizing more actively at this stage, as shown in the version iteration below.

Version iteration diagram

Author: Xiao Q

Source: Xiao Q