What do we mean when we talk about customers, followers and visitors? Visitors are the people who come by our shop portal. Followers are those who have opted to receive updates from our site, when we publish new content or products. Customers are those who made purchase(s) from our site. Thus, visitors consist of both followers and non-followers, customers and non-customers, whereas there are overlaps between customers and followers.
Geographically, the top 10 provinces are the same for both customers and visitors. They are as follows: Guangdong, Zhejiang, Jiangsu, Shanghai, Beijing, Shandong, Fujian, Sichuan, Henan and Hubei. As can be seen from the map, most of these provinces are east coast provinces. Common for all of the provinces is that they are among the more economically developed provinces in China. While across the Alibaba platform, the geographical indicator on the purchasing power is largely the same, it is worth noticing that most high-profile brands also have an offline shop or office presence in these areas, which foster synergy for the particular brand.
There are 10 levels on Alibaba to identify one’s consumption ability, or purchasing power. The higher level one is, the higher consumption ability one possess.
Almost 50% of our customers have what Alibaba qualifies as “high consumption ability”, meaning that they are customers who are heavy online-shoppers. 20% of the visitors have average order sizes of over 300 RMB.
Our followers are mostly from level 2 to level 5, indicating a medium-low ability to consume. This indicates that we have the potential to present more volume-based products at a lower price point, e.g. food products.
Most of our non-buying visitors (48.62%), new buying customers (65.17%) and returning customers (68.75%) are female.
Most of our returning customers and non-buying viewers are between 26 to 30 years old, while the new buying customers are younger, between 18 to 25 years old. Additionally, most of our visitors have mid-high Taoqizhi Index, which is an index based on Alibaba’s big data, calculating core purchasing power, interaction activities and shopping reputation.
Chart 1: Among our visitors in August 2018, 26% of them belong to a cost-conscious group, who have purchased discounted products in the past 6 months. 74% of the visitors have not purchased any products with discount.
Chart 2: Most of our visitors have medium-low sensitivity on discount. They might focus on the product itself more than the price.
The tendeny for high quality design products sold at a premium price point, as well as the ability to sell products with a premium pricing strategy, means that Ehubnordic flagship store has through time accumulated a customer base who trust the quality of the products we sell as well as the reliability of our services.
Among our visitors, most people favor to view tableware and kitchen tools. Besides that, our followers are interested in food, digital compliances, cooking, fashion and beauty products.