Comparative analysis of carefully selected users of JD.com and NetEase

JD.com and NetEase Yanxuan are two different types of e-commerce platforms. What are the specific similarities or differences in their user groups?

I will conduct my interpretation through typical and label analysis. I will break down my interpretation into typical and labeled categories. ? First is JD.com. I chose my good friend Lily, a 25-year-old married woman in the city of Beijing. She has a car, a house and a mortgage. She is engaged in the financial industry. Her income is about 12K to 20K. She has a regular life schedule and occasionally works overtime. Entertainment methods: reading books, watching TV series, games, and movies; cheerful personality and loving sports. Reason for choosing the product: Logistics speed, something JD.com doesn’t do very well. The logistics speed of establishing cargo warehouses across the country is very fast. Under normal circumstances, when purchasing products on JD.com: brand clothing and home furnishings, they mainly browse on the APP on the way to work and after get off work. In most cases, it is to kill time. Occasionally, it is for urgent needs, and the browsing time is 30 to 60 minutes a day. When choosing products, buyer reviews, friend recommendations, and Weibo recommendations are the main factors in her choice.

Secondly, I chose Lao Ding as my NetEase carefully selected typical user. Lao Ding, bachelor degree, 27 years old, single. Residence: Guangzhou, working in the Internet industry, with a monthly income of 10K-20K, no car, a house and no mortgage, regular work and rest schedule, occasional overtime work, and smoking. She has a shy personality and is quite homely. Main forms of entertainment: reading books and games. When choosing products, pay more attention to the quality of the products. The main products carefully selected on NetEase are home furnishings. Usually on the way to work and after get off work, he uses the mobile APP to access it. It is mainly because of urgent needs that he opens the APP to browse. The browsing time is about 20-15 minutes. The main factors that influence his choice are buyer reviews and friend recommendations. .

Based on my knowledge, I think that whether it is JD.com or NetEase Yanxuan, the main force of their consumption is middle- and high-income young people in first- and second-tier cities, so they probably spend most of their time at work. On the road and after get off work. However, the product positioning between the two is different, and the consumption intentions of people who choose different platforms are also different. The main consumption intention of users who choose JD.com is: 3C electronic products. The slogan carefully selected by NetEase is: A good life is not that expensive. Therefore, the main consumption intention of choosing JD.com is to pursue affordable and high-quality products, and pay more attention to home life products. . I also looked up some data, based on which I made some other discoveries.

The first is the gender ratio. The male-to-female ratio of JD users has reached 6:4. The main reason is that in life, male users generally choose and buy home appliances. There is not much difference in the selection of NetEase carefully selected products by male and female users.

The age distribution of users using JD.com and NetEase Select is roughly the same. Young and middle-aged people are the main force of consumption.

The carefully selected consumer groups of JD.com and NetEase are mainly distributed in super first-tier, first-tier and second-tier cities. NetEase carefully selects more first-tier and super first-tier users, mainly because these people pay more attention to the quality of life.

Non-professionals who have just come into contact with the product manager industry welcome criticism and advice.