In recent years, e-commerce has developed vigorously with the development of Internet technology, and many e-commerce giants such as Taobao and JD.com have emerged. However, as China's per capita consumption expenditure becomes higher and consumption upgrades, millennials pay more attention to paying for quality and trendy products.
However, as mentioned above, the e-commerce giants of all categories cannot meet the needs of consumers very well. For example, the lack of fashionable products and the fear of buying fake products. A series of factors have promoted the acquisition of vertical category trendy products e-commerce. The development of (poison), its appearance satisfies users' desire to pursue trends, and solves users' fear of buying fake products, and can also country email list deepen users' cognition of trend culture, so this dark horse has gradually become the e-commerce industry. A giant.
The development of the industry is inseparable from the factors of the macro environment. This article will analyze how things (poisons) develop in the industry from the four dimensions of PEST.
1. Politics level
In 2013, the government introduced a number of measures to encourage the development of e-commerce by reducing the start-up and operating costs of e-commerce companies. E-commerce management policies tended to be perfected, and the industry received attention from national and local governments.
E-commerce is an important part of the "Eleventh Five-Year Plan", which further clarifies the status of the e-commerce industry, clarifies the goal of developing e-commerce in my country, and also improves the service system of the e-commerce industry. As a result, a large number of entrepreneurs in the e-commerce industry have emerged.
The Fifth Session of the Standing Committee of the Thirteenth National People's Congress voted to pass the "E-commerce Law", which will come into force on January 1, 2019. The promulgation of the E-commerce Law will effectively promote the healthy development of e-commerce in China.
In January 2021, the General Office of the Ministry of Commerce required in the "Notice on Promoting the Green Development of E-commerce Enterprises" that policies such as planning, standards, capital, investment and financing should be used comprehensively to promote the green development of e-commerce enterprises.
2. Economic level
The upgrading and iteration of the Internet and social media and the vigorous development of the cultural and entertainment industry have become the deep soil for the rise of the "fan economy".
The shoes and clothes under the star's feet became the object of being chased. According to Sina's "Contemporary Young People's Trend Consumption Questionnaire" data, the trend style of contemporary young people is greatly influenced by star artists such as Edison Chen and Wu Yifan, and the top trend Icon further promotes trend culture to the public.