In the new retail era, the core of all business has become a competition for managing consumers. With the advent of mobile Internet, the information explosion accelerates, and the competition for user time has become the core of everything. Whether Tencent relies on WeChat to kill all sides, or Alibaba spends huge amounts of money to deploy large entertainment, it all marks the unparalleled importance of user time.
User time is becoming more and more valuable
In modern society, people's pace of life is getting faster and faster, and life pressure is getting greater and greater. Consumers spend less and less time on entertainment, leisure and shopping. Every minute of time has to be calculated, which is a big challenge for merchants waiting for consumers to come . In order to attract consumers, all kinds of merchants have shown their magical powers. Consumers have attracted them, but they still don’t have much time to get them in the end.
1. More and more user choices, you will get less and less user time
The highly developed business and the rich life will inevitably lead to the diversification of user time allocation. Offline, in addition to shopping, consumers can also travel, exercise, watch movies... Online, in addition to shopping, consumers can spend time on entertainment variety shows, news, and music movies. While emotional needs are becoming increasingly important reasons for shopping, they are also very easy to be replaced by other consumption methods.
For merchants who are determined to compete for user time, you must ask yourself a question: Why do users spend their precious time on you. The increase in choices will inevitably mean that the merchants can allocate less and less user time. Scarcity makes things valuable, and consumers do not spend time on merchants. No matter how perfect the service or quality the products are, it is meaningless. If the business strategy is not changed and the user time is the core, the merchant's prospects are worrying.
2. Users tend to focus their time on a few top merchants
Sometimes the world is so paradoxical. On the one hand, consumers want endless freedom of choice. After too many choices, they are confused about too many choices and start to concentrate their time on a few businesses. Consumers usually don’t spend their energy on brands they are unfamiliar with.
Therefore, the first choice for online shopping is Tmall. Apart from JD.com , relying on logistics, it cannot find other powerful challengers. The first choice for social networking is WeChat, with 768 million users, watching Momo, Tantan, and DingTalk, you just finished singing and making a debut; the market share of maternal and infants is even monopolized by top brands such as Johnson & Johnson, Good Children, Pampers, and Beingmei...
On the one hand, user time is diluted by diversified consumption choices, and on the other hand, it is concentrated in top merchants in various industries, which will naturally become more and more valuable.
Competing for user time is sometimes simple
In the era of consumer sovereignty, initiative is always in the hands of users. Whether the diverse consumption choices reduce the consumer's stay time in a single store or the top brand monopolizes user time, it is always out of the user's wishes.
Although merchants can get less and less user time and the cost of transferring users is getting higher and higher, a new brand with explosive points can still easily win the favor of users. Merchants who have reached the user pulse can still occupy a large amount of user time, and slowly cultivate and monetize in their own small circle. Consumers' desire for novelty is always strong.
Why do opinion leaders and internet celebrity mothers be particularly valued by maternal and child businesses ? Because they help mothers complete product selection through their professional knowledge and personal charm, saving time. By saving user time and supplemented by social operations and emotional communication, consumers will have a strong stickiness and will naturally gather a large amount of user time. For merchants, user time is a well-known wealth.
Competing for user time is sometimes simple, either helping users save time or making users' time more valuable.
In fact, the total amount of user time remains generally unchanged. What merchants need to do is to shift from extensive volume to refined operation and focus on services, and provide users with every minute of their time. At a time when users' time has become the focus of merchants' competition, it is necessary to save users' time and make every minute of users' time valuable.
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