After double 11, Black Five and Double 12, I wonder how many people can still say "Help me up, I can still buy". In the process of large-scale shopping spree at the end of the year, none of the popular and unpopular people left behind. Unpopular pets such as hermit crabs, lizards and flying squirrels, and mini-mechanical models such as programmable robots, homemade clocks and air suspension have become young people’s new favorites and new toys with the help of short video platforms.
Flying squirrel becomes an "unpopular pet" in online celebrity, and now it is not unpopular.
According to the double 12 new data released by Taobao, more than 2,000 new Taobao brands were born in the past year. In 2018, more than 1,000 merchants traded over 10 million, and more than 20,000 merchants traded over 1 million. Behind these brands are more and more users who are willing to pay for personalized needs and creative brains.
Among the most popular "exotic pets" shops "new pets", hermit crabs, which are born with a house, are the most popular. In addition to the corresponding feeding boxes and padding materials, the owners also need to prepare replacement shells for them to "change houses" at each new stage of "crab life". There are many followers of "flying squirrel" honey-coated honeydew, and the small video that landed firmly in the palm of the owner’s hand after sliding from a height made them become this year’s "online celebrity" unpopular pets.
Tao Kai, the shopkeeper, actually doesn’t quite agree with the industry classification of "different pets". "This word is imposed on us by the outside world. We don’t think this kind of pet is strange and heterogeneous. They are roughly divided into three categories: the first category is cold-blooded reptiles, the second category is small pets such as golden bears, rabbits and hedgehogs, and the third category is relatively emerging pets except mainstream pets such as cats, dogs and fish. "
Tao Kai, a native of Daqing, Heilongjiang, often lives in Shanghai and is an animal lover. After he left Gome in 2007, he opened a shop on Taobao to sell lizards, water turtles and other pets, and was dubbed by friends as selling "cold-blooded animals". The new pet has gathered a small number of pet lovers all over the country, and has now become the largest brand in the domestic pet crawling market.
In 2018, Tao Kai started its business again, opening a new "new pet shop", introducing hamsters, Miramo, umbrella lizards, water-shooting fish, dead-leaf turtles, etc. Some extremely small pets, and the store grew rapidly for more than a year. Tao Kai said that today’s online shopping platform not only radiates buyers from all over the country, but also has a special platform to bring together people with similar interests.
Parent-child class "flow responsibility"
Children’s science toys friends circle screen
Shake the glass and beer becomes a drink; Bubbles of different colors blow out the shape of "trunk" in a special way; Assemble a set of hydraulic mechanical arm that can be controlled remotely & HELIP; … If you know enough treasure moms, the circle of friends must be often "screened" by children’s experimental science toys, and they can be called the well-deserved king of traffic in the parent-child circle.
You may be a little unfamiliar with the concept of "science toys", and now there are other nicknames such as STEM toys and scientific education equipment. Science toys includes small physical and chemical experiments, as well as electronic and mechanical toys and programmable robots. It can be used not only as equipment for science education, but also as an entertaining toy. It is being widely used in the scene of family and school science education.
The founder of the brand is Zhang Yushi, a young man from Shandong Province. After graduating from college in 2009, he found it difficult to find a research and development job. When researching and applying for products, he accidentally found a gap in the online shopping market. So in 2010, he opened a shop in Taobao and independently developed scientific toys, selling hydraulic manipulators, Mars rovers, biped robots and other small physical and chemical experiments to electronic and mechanical models.
By 2013, he had set up a company and started mass production, with sales reaching 10 million in 2018. At present, central enterprises including science education have found him to start cooperation. In 2019, his store maintained an annual growth rate of more than 300% for two consecutive years, and the fourth generation of products is being developed recently. "science toys will no longer be a niche industry, let every child fall in love with science!"
Creative products stimulate new markets after 95 years of platform nesting.
Zhang Hua, an associate researcher at China Academy of Social Sciences, believes that the online shopping platform is a relationship between nesting and attracting phoenix. The successful cases of small and medium-sized enterprises have several characteristics. The first is that the mode of communication must keep up with the trend, and the live broadcast must keep up with the pace of the times; The second is that "there is specialization in the industry", and it is necessary to enter a market with individuality and segmentation.
According to the Insight Report on Young Creativity in China in 2019, more than 40% of the shops opened by young people are selling "creative goods", especially the shops of young people born after 1995, and the average growth rate is nearly 7 times higher than the overall growth rate of the market. This also reflects the new generation of young people’s pursuit of fresh and personalized consumer demand.
Tiande, director of Taobao FMCG industry, said that the new stores will grow steadily and stand out within one year, which proves that the current personalized consumption provides a brand-new development opportunity for new businesses and brands. In the past, the fans of unpopular culture were scattered, and they couldn’t find a seller or a lover. Nowadays, huge consumer groups, fast-growing consumption scale and diversified consumer demand are gathered, which not only makes small and medium-sized businesses grow rapidly, but also gives consumers the opportunity to communicate and share with friends. "A group of young people have jointly created a retail ecological market with a hundred flowers." (Text/Beijing Youth Daily reporter Chen Si)