165438+1October 8th-16, Onion Group launched the annual "Imagination Season of Everything", which opened the double 1 1 carnival of Onion People. During the promotion period, the Onion Group, relying on its strong supply chain strength and the promotion mode of de-flow, brought consumers simple and direct rules of full reduction and full reduction, and the preferential play was routine and brainless, which met the demand of consumers to "buy while lying down".
In this promotion, Onion OMall has gathered more than 4,000 brands around the world, including international brands, popular explosions and novel and exquisite products. The proportion of GMV of independent brands and strategic brands in the total GMV increased from 37.8% last year to 45.4% this year. This achievement is inseparable from the persistence and persistence of the onion group in creating "good experience" and "good products". The trust of consumers in "onion products" reflects the long-term values of the onion group.
Create a "lying purchase experience" to accurately meet the needs of consumers
Based on the fragmentation of young people's needs and insight into consumption preferences, Onion Group has created different categories of "planting grass" lists for different groups of people and subdivided needs to help users easily obtain the good things they need.
Set up an "imperial era battle zone" for Z generation to resist aging and form party members, and divide "sub-health in the workplace" and "exquisite lazy life" into two zones, which are for Z generation's healthy workplace people, sub-health people and lazy people respectively.
Take the Battle Zone of the Royal Age as an example. Under the category of beauty care, continue to divide the ingredients of lifting and firming, anti-oxidation and anti-aging, vitamin C or an alcohol, and meet the needs of different skin care effects for care products of different parts of the body; In the category of digital home appliances, a tightening beauty instrument was introduced; In the word-of-mouth health care products, different products of anti-sugar and anti-oxygen and collagen are divided. "Segmentation+demand orientation brings consumers a more worry-free user experience. Facts have proved that this "de-streaming shopping experience" can make young consumers more comfortable. It is also based on the onion group's accurate insight into the consumption logic of young people that the onion group and its new consumer brand groups have become important sample cases for the lifestyle research team of Jinan University to study the new consumer industry and the lifestyle of young people.
Cultivate the internal strength of the platform and build the long-term value of the platform brand.
Countless new consumer brands have risen rapidly through the dividend of the times. However, the core competitiveness of mature brands must not be external dividends, but internal capabilities. The development of onion group has always been based on the control of product quality. Product innovation, market segmentation, industrialization and standardization of product quality are all inseparable from the support of its strong supply chain.
This year, from "Double-product Online Shopping Festival", "Modern Festival S-level Promotion", "Sixth Anniversary of Beauty Festival" and Guangzhou Live Festival to the recent "Imagination Season of Everything", the achievements promoted by Onion Group are reflected in its internal cultivation, that is, the deep cultivation and accumulation of the upstream supply chain.
Onion Group always insists that good products are the cornerstone to drive users to precipitate and drive good brands. Onion Group has gradually established the core competitiveness of its own brand products by linking global processing plants and product R&D centers with technical capabilities. The SKU selection base of R&D team of Onion Group is as high as 10000+, and the brand matrix that can meet the demand and guarantee the quality is built with strict selection criteria. At the same time, onion group has reached in-depth cooperation with many international brands to implement "authentic guarantee and product quality" from the source of products.
It is worth mentioning that, in order to reassure consumers, Onion Group has reached a cooperation with Hehe on the traceability system of cross-border e-commerce, and effectively supervised, inspected, traced and faked all cross-border goods in the Group's supply chain from the purchasing end in the form of third-party supervision, providing all-round protection technical support for consumers who buy cross-border brands.
A truly successful platform brand knows how to achieve the "sustainability" of brand value. Onion Group firmly believes that only by returning to the essence of user experience, product quality and industry empowerment, adhering to the values of long-termism, persisting in deep cultivation and research on new consumer markets, incubating and developing good products to meet consumer needs, can the brand become prosperous and invincible.