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Mingo6666

Mingo6666

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2021-06-25

Hi test

2021-06-25

Hmmm

Will Generation Z, who "lies flat", follow Ding Lei to plant grass in Netease?

2021-06-24

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2021-06-22

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2021-06-21

Hmm

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Netease Yanxuan, which once only aimed at the \"new middle class\", now advertises all kinds of things, showing Generation Z, the main consumer going to the future. Although trying to cater, the current situation is still awkward.</p><p>At present, the \"new middle class\" has higher requirements for brands in the torrent of consumption upgrading, and is unwilling to pay for its high imitation Putian goods and bad after-sales service.</p><p>Generation Z, who chants \"lie flat\" and doesn't want to be coerced by \"consumerism\" in the traditional sense, has long disdained the name of \"new middle class\", and is more likely to be attracted by personalized original innovative consumer brands, rather than strictly selecting such \"OEM stream\".</p><p>Therefore, in order to survive, Netease Yanxuan, while sinking hard through various affordable products and \"Pinduoduo\" red envelope routines, at the same time, he did not hesitate to pull out CEO Ding Lei to endorse all kinds of original brands of his own, trying to drag back the group of \"new middle class\" drifting away and Generation Z whose consumption power is constantly upgrading...</p><p>And this is more difficult than we thought.</p><p><b>Putian goods can't afford the \"good life\" the new middle class wants</b></p><p>\"Living in first-and second-tier cities, have certain consumption insights, pay attention to spiritual improvement and satisfaction, pay attention to quality of life and pursue self-worth.\"</p><p>This is a portrait of Netease Yanxuan of its target users at the beginning of its establishment. To sum up simply, it is the so-called \"new middle class\".</p><p>This is indeed a big \"plate\". According to the data of Huxiu.com, at present, the total number of new middle-class users in China is 33.2 million, while Wu Xiaobo's 2019 White Paper on New Middle Class shows that the size and consumption scale of new middle-class users in China are expected to reach 450 million in 2029. However, setting a good goal does not mean that Netease Yanxuan will definitely be tangible.</p><p>Playing the slogan of \"good life, not so expensive\", claiming that the goods come from big-name manufacturers of Muji or Samsonite, did make Netease Yanxuan gain a lot of attention shortly after its establishment. After all, for the new middle class with limited economic strength but hoping to maintain a certain \"force\", this seems to be a very \"cost-effective\" choice.</p><p>This was the common path of boutique e-commerce at that time-focusing on \"ODM with Chinese characteristics\", finding the same manufacturer by \"OEM production\", making simple modifications to the design, and then putting it on the shelves for sale in their own channels, and the price was even half cheaper than that of genuine big brands.</p><p>\"When Netease Yanxuan first appeared, I did visit it often, and I was happy to pay for some of its main daily necessities. For example, towels and sheets made by the same manufacturer of Muji, or milk pots made of the same material of Zwilling.\" Jiang Yuru, 27, works for an Internet company in Chengdu. When she just graduated from college, Jiang Yuru was once a loyal user of Netease Yanxuan, because for her who was new to society and had some requirements for quality of life, but it was difficult to pay for the high premium of famous brands, \"Netease's Yanxuan products are not big names, but things are not bad.\"</p><p>\"Jiang Yuru\" once made Netease Yanxuan briefly pushed into the forefront.</p><p><b>However, Netease Yanxuan ignored one point-most of Jiang Yuru's trust in it only stays in daily necessities with low selling prices and low repurchase rate.</b></p><p>The reason behind this is that in the past 20 years, the per capita disposable income of Chinese families has increased year by year, the family structure has been shrinking, people's consumption level has improved, and there has been a trend of \"consumption upgrading\". People are willing to spend more money to accept commodity premiums.</p><p>Therefore, the \"new middle class\" targeted by Netease Yixian treats the firewood, rice, oil and salt that must be solved with the concept of \"high cost performance\", while on the other hand, it still retains the expectation of \"big names\" in clothing, cosmetics, electronic products and other products. At least, it is unwilling to pay for products that can be seen at a glance.</p><p>When you open Netease Yanxuan, you can often see \"coconut\" shoes directly marked from \"Putian\", which are priced at about 200 yuan, and so-called bloggers recommend them, also claiming that their brand manufacturers \"have maintained good cooperative relations with well-known sports brands for a long time\".</p><p><img src=\"https://static.tigerbbs.com/5f118bc9e648532d3412d0861c6ce6d8\" tg-width=\"839\" tg-height=\"629\" referrerpolicy=\"no-referrer\">Putian shoes have become Netease's \"global top goods\"</p><p>In this regard, Jiang Yuru's attitude is, \"I would rather save more money to buy the original version, but I really can't buy the original niche brand.\"</p><p>This is not a simple \"face-saving doctrine\", but because, in the eyes of the new middle-class \"Jiang Yuru\", this is not in line with their concept of life and consumption attitude. \"The plagiarism and cottage background behind Putian are obviously not the good life we want.\"</p><p>Tommy, 29, is in Shanghai. His clothes mostly rely on Haitao, and he occasionally uses Netease Yanxuan for daily use. \"We save where we can, and we definitely don't save where we can't.\" Tommy told Zinc Scale that like Jiang Yuru, he felt that Netease's carefully selected home textiles, socks and underwear could occasionally be bought, while clothing, cosmetics and maternal and infant products had to be bought from big brands or more professional brands.</p><p>Except for the criticized Putian goods, its product quality control and after-sales are difficult to match the imagination of the new middle class people for a better life. Under a Zhihu page of \"How about Netease Yanxuan\", consumers have complained about the product quality and after-sales service of Yanxuan, and complained about the huge gap between the seller's show and the buyer's show. This kind of stalk, which was originally played rotten on Taobao platform, is reproduced on a platform that focuses on quality.</p><p><b>Therefore, it is difficult for Netease Yanxuan to win the favor of the new middle class, and it is difficult for Netease Yanxuan to make money simply by selling daily necessities business with low repurchase rate.</b></p><p>The data intuitively verifies this point-since 2018, Netease Yanxuan's goal of 20 billion GMV is far from being reached. In 2018, e-commerce business (Netease Koala and Netease Yanxuan) achieved 19.235 billion yuan, with a year-on-year growth rate of 64.8%.</p><p>In September 2019, Netease Koala sold itself to Ali, and Liu Xiaogang, general manager of Yanxuan Division, resigned. Netease Yanxuan has also been merged into innovative enterprises and other businesses because it \"accounts for a very small proportion of the company's total revenue\".</p><p><b>\"I want to tell original stories when I post a card\", the old routine can't fool young people</b></p><p>Netease Yanxuan is not unaware that it is difficult for him to reach the national level of MUJI to Japan, and it is difficult for the new middle class to continue to pay for the narrative system of \"big name with the same style\". As a result, Netease Yanxuan began to look at the new middle class in the future, that is, Generation Z.</p><p>From the launch of the free brand \"Black Pineapple\" series to the online adult sex brand \"Spring Breeze\", Netease Yanxuan seems to hope to attract those Generation Z who do not pursue \"brand symbol value\" but favor brand stories and personalities by telling original brand stories.</p><p>The ideal is good, but Netease Yanxuan is \"lazy\" again on the road to realizing the ideal.</p><p>\"Although Yanxuan has been following the preferences of young people, such as low-alcohol wine, small household appliances and other products, it looks original, but in fact it is still the OEM set. This is obviously not the national trend brand or niche brand that Generation Z wants.\" Industry insiders pointed out that if you know a little about the preferences of Generation Z, you can find that their pursuit of niche and national trend brands often lies in the stories behind the brands, from original designs to stories of brand establishment and development, etc. \"Compared with OEM goods, they are more willing to accompany the growth of a truly original small brand.\"</p><p>\"Post-00\" Jiaojiao's idea verifies the observation of the above-mentioned industry insiders. \"Obviously, it's still a card, but Netease Yanxuan also emphasizes that it is original. In fact, there is no brand connotation and story at all. To put it bluntly, I still want to make the difference.\"</p><p>For example, Jiaojiao once took a fancy to a bottle of so-called \"new concept sake\" osmanthus sparkling sake in Netease Yanxuan, which was priced at 88 yuan. She claimed to be a self-operated brand of Netease Yanxuan, and also pulled out Netease CEO Ding Lei's endorsement for recommendation. \"I drank three bottles of a hot pot.\"</p><p>However, when Jiaojiao traced the source and found the manufacturer of this bottle of wine \"Suzhou Bridge\", she found that the price of the same product of the original manufacturer was less than 50 yuan, and the wholesale price could be as low as about 30 yuan. \"The ingredients and volume are the same, but the label on the bottle is different.\"<img src=\"https://static.tigerbbs.com/aa6f075306f08a085a1cb107edd05319\" tg-width=\"988\" tg-height=\"741\" referrerpolicy=\"no-referrer\">Ding Lei's recommended sake brand premium is too high</p><p>This is not an isolated case. Ding Lei also recommended a 198g self-operated brand canned lunch meat, which was priced at 19.9 yuan, in the \"hot selling explosion\" of Netease Yanxuan during the \"6.18\" period. Searching for the same product of the original manufacturer of zinc scale, it was found that the price of 340g was only 15 yuan. Post a card selected by Netease, the quantity is half less, but the price is nearly one-third more expensive. \"Can Netease Yanxuan be worth so much premium?\" Finally, Jiaojiao turned around and chose an original women's wine brand, even if the price was more expensive than Netease Yanxuan.</p><p>This is obviously contrary to Netease's new expectation of itself, that is, \"not e-commerce, but brand\". In fact, after so many years, the impact of the words \"Netease Yanxuan\" on the minds of young users is actually very vague, and to a large extent, it is \"neither e-commerce nor brand\".</p><p>However, many new consumer brands have risen rapidly in this period. With the DTC marketing model that faces consumers directly, they focus more on brand building and fan management of sub-categories. Through community, content, live broadcast and other forms, they have formed a stronger vertical category of grass planting to harvest the favorability of young people.</p><p>Young people like Jiaojiao are willing to pay for it, and have popularized many new brands. In 2020, Tmall Double Eleven, such as 59 seconds in the disinfector category, Pineapple Jun in the fascia gun category, and Biba Baby in the diaper category, these new consumer brands that have been in Tmall for less than three years, ranked first in 357 categories in Double Eleven.</p><p><b>But looking back, Netease Yanxuan is still playing the previous set, and at most it has changed its gimmick-replacing the same style of big names with \"CEO recommendation\" or \"Netease employees select good things\", and these are obviously difficult to have a close connection with users.</b></p><p>For this reason, in recent years, products such as \"Hour Light Liquor\" and \"Mushroom Quick Cooked Pot\", which have been promoted by Netease Yanxuan, have not actually become explosives in that period.</p><p>As the New Consumption Research Institute wrote before, \"Netease Yanxuan, although they rely on the big platform tree to enjoy the shade, are still KO by a group of newcomers. After all, the new consumption environment no longer needs so many online versions of famous products... With more rational and diversified consumption demands, it may not be so easy for young people to pay for the quality concept of over-packaging.\"</p><p>Although Netease Yanxuan App added the \"Select Lane\" community on June 9th, focusing on \"sharing differences together and discovering more life options\", guiding users to share their life dynamics in the App, and trying to restrengthen the connection with young people, it seems somewhat late.</p><p><b>Engage in low prices and cashback, want to learn Pinduoduo but \"can't afford to play\"?</b></p><p>Telling original stories doesn't work well, and Netease Yanxuan didn't give up, hobbling to continue to save itself, such as learning the routine of Pinduoduo and playing sinking.</p><p>First, the activity of full return for the first single of newcomers was launched. The initial form was \"return of red envelopes\", but now the form is \"return of balance\". In short, the amount returned to users has to be used in Netease Yanxuan.</p><p><b>This activity has indeed attracted many new users for Netease Yanxuan, but the retention rate is not necessarily high. After all, when you open social platforms such as Zhihu and Weibo, you can see a lot of complaints about Netease's \"can't afford to play\".</b></p><p>Under the question of \"Is it a pit for Netease's strict selection of newcomers to return the first full amount?\", one of them praised the answer, \"After spending 78 yuan to buy a barrel of edible oil (platform), I returned two 39 coupons, but it must be over 56 before it can be used, and some products are not in the scope of use. Thinking that 56-39=17 is quite appropriate, then go and see what to buy. It turns out that all goods need to be over 99 before they can be shipped, so these two coupons can only have a discount of 29 plus postage. Of course, you can enjoy the discount in full, just scrape 99, so that you will spend more invisibly. I don't know whether this oil is good or not. Anyway, I retired it immediately, and went to a certain treasure to buy a familiar brand. \"</p><p>There are many more such cases. Many consumers took a fancy to the word \"cashback\" and placed an order. After receiving the coupon, they found that \"you can use it if you want to, and there are many thresholds\", but in the end, they couldn't get too much discount. The current \"return balance\" activity is also \"old wine in new bottles\". According to the rules of the platform, \"the balance of the return account does not support cash withdrawal, and it can be automatically deducted when placing an order, up to 30% of the order amount.\"<img src=\"https://static.tigerbbs.com/fc658684d616a2798ae5caceb0e26185\" tg-width=\"1080\" tg-height=\"809\" referrerpolicy=\"no-referrer\">On one side are coupons for brushing the screen, and on the other side are routines</p><p>Zhang Ru, who once bought Netease Yanxuan pro annual membership, felt that \"there are too many preferential routines for Yanxuan\". Zhang Ru said, \"I originally thought that it was cost-effective for members to often get coupons, but it turned out that it was often impossible to pay with coupons.\"</p><p>This has also been verified on social platforms such as Zhihu. Some users said, \"I just got the full-time coupon of 21 minus 20, and I excitedly collected 30 yuan and found that I couldn't pay. However, if the same thing doesn't use the coupon, it can directly enter the payment interface of Alipay in seconds, which is typically unaffordable.\"</p><p><b>On the other hand, Netease's \"Welfare Fan Group\" is filled with coupon information that brushes the screen every day. It is not difficult to see that Yanxuan wants to compete for the market by low-price preferential strategy and community marketing. However, whether it is low-price strategy or community marketing, Netease Yanxuan came too late and did not do it sincerely enough.</b></p><p>\"After all, the low price is not in line with Yanxuan's previous positioning and brand tone, not to mention that Pinduoduo has played coupons and cashback deeply in the hearts of the people. And being a community doesn't mean that giving coupons every day can increase user stickiness. Yanxuan obviously came too late and not serious enough.\" Some insiders pointed out that \"Netease Yanxuan is now more like seeking medical treatment in a hurry\".</p><p>In fact, earlier, Netease Yanxuan had launched the 9.9 value zone. In the special area, 180 explosive products were selected and repriced to provide consumers with the ultimate cost performance. At that time, this move caused a strong rebound from the old users of Netease-Yanxuan has always been positioned in the middle and high end. In the eyes of consumers, the 9.9 yuan special product seems to have lowered the platform tone.</p><p>However, Netease Yanxuan does not seem to have a long memory, and it is going farther and farther on the road of deviating from positioning.</p><p><b>The more you toss, the harder it is to save yourself</b></p><p>\"Today, most consumers will still pursue cost-effectiveness, but when the cost-effectiveness ratio is similar, more and more people will choose brands that match their own ideas, and these brands need to persist in conveying their ideas for a long time, so that consumers think that their ideas are real, not generated for profit.\" Ma Zichun, deputy director of research at Mintel, a market research consulting company, once pointed out this in an interview with Jiemian.</p><p>However, although Netease Yanxuan is still \"tossing\", its footprints have become more and more chaotic. For users, the changing brand concept has made its shape more and more blurry.</p><p>On the one hand, the further it sinks, the farther it is from the initial users \"new middle class\"; On the other hand, the more emphasis is placed on its original branding, the less willing Gen Z will be to pay for its premium.</p><p>Especially according to media reports, this year, when the total amount of social retail goods is declining, the consumption concept is becoming more and more polarized. On the one hand, consumers are spending huge sums of money to buy big brands and paying a premium for the added value of brands. Therefore, the price increase of luxury big brands this year is still becoming more and more fierce; On the other hand, it is the thorough pursuit of low prices. Taobao, Pinduoduo and even 1688 wholesale goods have received a lot of attention.</p><p>Under this background, Netease Yanxuan has been in trouble for a long time-not that there is no market, but that there is no market that belongs to \"Yanxuan\". In the increasingly abundant consumer market, there are fewer and fewer users who are willing to choose \"high or low\".</p><p>Therefore, the more Netease Yanxuan in the quagmire is tossed, the more difficult it is to save itself.</p>","source":"lsy1568158634801","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Will Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nWill Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\"> 锌刻度</strong><span class=\"h-time small\">2021-06-25 17:24</span>\n</p>\n</h4>\n</header>\n<article>\n<p><img src=\"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9\" tg-width=\"1024\" tg-height=\"683\" referrerpolicy=\"no-referrer\"><b>The new middle class looks down on it, and Gen Z doesn't buy it</b></p><p>\"I drank three bottles of hot pot.”</p><p>Ding Lei, CEO of Netease, strongly recommended it on the detail page of Netease's strict selection of a so-called \"new concept sake\".</p><p>Planting grass, playing with the community, telling brand stories... Netease Yanxuan, which once only aimed at the \"new middle class\", now advertises all kinds of things, showing Generation Z, the main consumer going to the future. Although trying to cater, the current situation is still awkward.</p><p>At present, the \"new middle class\" has higher requirements for brands in the torrent of consumption upgrading, and is unwilling to pay for its high imitation Putian goods and bad after-sales service.</p><p>Generation Z, who chants \"lie flat\" and doesn't want to be coerced by \"consumerism\" in the traditional sense, has long disdained the name of \"new middle class\", and is more likely to be attracted by personalized original innovative consumer brands, rather than strictly selecting such \"OEM stream\".</p><p>Therefore, in order to survive, Netease Yanxuan, while sinking hard through various affordable products and \"Pinduoduo\" red envelope routines, at the same time, he did not hesitate to pull out CEO Ding Lei to endorse all kinds of original brands of his own, trying to drag back the group of \"new middle class\" drifting away and Generation Z whose consumption power is constantly upgrading...</p><p>And this is more difficult than we thought.</p><p><b>Putian goods can't afford the \"good life\" the new middle class wants</b></p><p>\"Living in first-and second-tier cities, have certain consumption insights, pay attention to spiritual improvement and satisfaction, pay attention to quality of life and pursue self-worth.\"</p><p>This is a portrait of Netease Yanxuan of its target users at the beginning of its establishment. To sum up simply, it is the so-called \"new middle class\".</p><p>This is indeed a big \"plate\". According to the data of Huxiu.com, at present, the total number of new middle-class users in China is 33.2 million, while Wu Xiaobo's 2019 White Paper on New Middle Class shows that the size and consumption scale of new middle-class users in China are expected to reach 450 million in 2029. However, setting a good goal does not mean that Netease Yanxuan will definitely be tangible.</p><p>Playing the slogan of \"good life, not so expensive\", claiming that the goods come from big-name manufacturers of Muji or Samsonite, did make Netease Yanxuan gain a lot of attention shortly after its establishment. After all, for the new middle class with limited economic strength but hoping to maintain a certain \"force\", this seems to be a very \"cost-effective\" choice.</p><p>This was the common path of boutique e-commerce at that time-focusing on \"ODM with Chinese characteristics\", finding the same manufacturer by \"OEM production\", making simple modifications to the design, and then putting it on the shelves for sale in their own channels, and the price was even half cheaper than that of genuine big brands.</p><p>\"When Netease Yanxuan first appeared, I did visit it often, and I was happy to pay for some of its main daily necessities. For example, towels and sheets made by the same manufacturer of Muji, or milk pots made of the same material of Zwilling.\" Jiang Yuru, 27, works for an Internet company in Chengdu. When she just graduated from college, Jiang Yuru was once a loyal user of Netease Yanxuan, because for her who was new to society and had some requirements for quality of life, but it was difficult to pay for the high premium of famous brands, \"Netease's Yanxuan products are not big names, but things are not bad.\"</p><p>\"Jiang Yuru\" once made Netease Yanxuan briefly pushed into the forefront.</p><p><b>However, Netease Yanxuan ignored one point-most of Jiang Yuru's trust in it only stays in daily necessities with low selling prices and low repurchase rate.</b></p><p>The reason behind this is that in the past 20 years, the per capita disposable income of Chinese families has increased year by year, the family structure has been shrinking, people's consumption level has improved, and there has been a trend of \"consumption upgrading\". People are willing to spend more money to accept commodity premiums.</p><p>Therefore, the \"new middle class\" targeted by Netease Yixian treats the firewood, rice, oil and salt that must be solved with the concept of \"high cost performance\", while on the other hand, it still retains the expectation of \"big names\" in clothing, cosmetics, electronic products and other products. At least, it is unwilling to pay for products that can be seen at a glance.</p><p>When you open Netease Yanxuan, you can often see \"coconut\" shoes directly marked from \"Putian\", which are priced at about 200 yuan, and so-called bloggers recommend them, also claiming that their brand manufacturers \"have maintained good cooperative relations with well-known sports brands for a long time\".</p><p><img src=\"https://static.tigerbbs.com/5f118bc9e648532d3412d0861c6ce6d8\" tg-width=\"839\" tg-height=\"629\" referrerpolicy=\"no-referrer\">Putian shoes have become Netease's \"global top goods\"</p><p>In this regard, Jiang Yuru's attitude is, \"I would rather save more money to buy the original version, but I really can't buy the original niche brand.\"</p><p>This is not a simple \"face-saving doctrine\", but because, in the eyes of the new middle-class \"Jiang Yuru\", this is not in line with their concept of life and consumption attitude. \"The plagiarism and cottage background behind Putian are obviously not the good life we want.\"</p><p>Tommy, 29, is in Shanghai. His clothes mostly rely on Haitao, and he occasionally uses Netease Yanxuan for daily use. \"We save where we can, and we definitely don't save where we can't.\" Tommy told Zinc Scale that like Jiang Yuru, he felt that Netease's carefully selected home textiles, socks and underwear could occasionally be bought, while clothing, cosmetics and maternal and infant products had to be bought from big brands or more professional brands.</p><p>Except for the criticized Putian goods, its product quality control and after-sales are difficult to match the imagination of the new middle class people for a better life. Under a Zhihu page of \"How about Netease Yanxuan\", consumers have complained about the product quality and after-sales service of Yanxuan, and complained about the huge gap between the seller's show and the buyer's show. This kind of stalk, which was originally played rotten on Taobao platform, is reproduced on a platform that focuses on quality.</p><p><b>Therefore, it is difficult for Netease Yanxuan to win the favor of the new middle class, and it is difficult for Netease Yanxuan to make money simply by selling daily necessities business with low repurchase rate.</b></p><p>The data intuitively verifies this point-since 2018, Netease Yanxuan's goal of 20 billion GMV is far from being reached. In 2018, e-commerce business (Netease Koala and Netease Yanxuan) achieved 19.235 billion yuan, with a year-on-year growth rate of 64.8%.</p><p>In September 2019, Netease Koala sold itself to Ali, and Liu Xiaogang, general manager of Yanxuan Division, resigned. Netease Yanxuan has also been merged into innovative enterprises and other businesses because it \"accounts for a very small proportion of the company's total revenue\".</p><p><b>\"I want to tell original stories when I post a card\", the old routine can't fool young people</b></p><p>Netease Yanxuan is not unaware that it is difficult for him to reach the national level of MUJI to Japan, and it is difficult for the new middle class to continue to pay for the narrative system of \"big name with the same style\". As a result, Netease Yanxuan began to look at the new middle class in the future, that is, Generation Z.</p><p>From the launch of the free brand \"Black Pineapple\" series to the online adult sex brand \"Spring Breeze\", Netease Yanxuan seems to hope to attract those Generation Z who do not pursue \"brand symbol value\" but favor brand stories and personalities by telling original brand stories.</p><p>The ideal is good, but Netease Yanxuan is \"lazy\" again on the road to realizing the ideal.</p><p>\"Although Yanxuan has been following the preferences of young people, such as low-alcohol wine, small household appliances and other products, it looks original, but in fact it is still the OEM set. This is obviously not the national trend brand or niche brand that Generation Z wants.\" Industry insiders pointed out that if you know a little about the preferences of Generation Z, you can find that their pursuit of niche and national trend brands often lies in the stories behind the brands, from original designs to stories of brand establishment and development, etc. \"Compared with OEM goods, they are more willing to accompany the growth of a truly original small brand.\"</p><p>\"Post-00\" Jiaojiao's idea verifies the observation of the above-mentioned industry insiders. \"Obviously, it's still a card, but Netease Yanxuan also emphasizes that it is original. In fact, there is no brand connotation and story at all. To put it bluntly, I still want to make the difference.\"</p><p>For example, Jiaojiao once took a fancy to a bottle of so-called \"new concept sake\" osmanthus sparkling sake in Netease Yanxuan, which was priced at 88 yuan. She claimed to be a self-operated brand of Netease Yanxuan, and also pulled out Netease CEO Ding Lei's endorsement for recommendation. \"I drank three bottles of a hot pot.\"</p><p>However, when Jiaojiao traced the source and found the manufacturer of this bottle of wine \"Suzhou Bridge\", she found that the price of the same product of the original manufacturer was less than 50 yuan, and the wholesale price could be as low as about 30 yuan. \"The ingredients and volume are the same, but the label on the bottle is different.\"<img src=\"https://static.tigerbbs.com/aa6f075306f08a085a1cb107edd05319\" tg-width=\"988\" tg-height=\"741\" referrerpolicy=\"no-referrer\">Ding Lei's recommended sake brand premium is too high</p><p>This is not an isolated case. Ding Lei also recommended a 198g self-operated brand canned lunch meat, which was priced at 19.9 yuan, in the \"hot selling explosion\" of Netease Yanxuan during the \"6.18\" period. Searching for the same product of the original manufacturer of zinc scale, it was found that the price of 340g was only 15 yuan. Post a card selected by Netease, the quantity is half less, but the price is nearly one-third more expensive. \"Can Netease Yanxuan be worth so much premium?\" Finally, Jiaojiao turned around and chose an original women's wine brand, even if the price was more expensive than Netease Yanxuan.</p><p>This is obviously contrary to Netease's new expectation of itself, that is, \"not e-commerce, but brand\". In fact, after so many years, the impact of the words \"Netease Yanxuan\" on the minds of young users is actually very vague, and to a large extent, it is \"neither e-commerce nor brand\".</p><p>However, many new consumer brands have risen rapidly in this period. With the DTC marketing model that faces consumers directly, they focus more on brand building and fan management of sub-categories. Through community, content, live broadcast and other forms, they have formed a stronger vertical category of grass planting to harvest the favorability of young people.</p><p>Young people like Jiaojiao are willing to pay for it, and have popularized many new brands. In 2020, Tmall Double Eleven, such as 59 seconds in the disinfector category, Pineapple Jun in the fascia gun category, and Biba Baby in the diaper category, these new consumer brands that have been in Tmall for less than three years, ranked first in 357 categories in Double Eleven.</p><p><b>But looking back, Netease Yanxuan is still playing the previous set, and at most it has changed its gimmick-replacing the same style of big names with \"CEO recommendation\" or \"Netease employees select good things\", and these are obviously difficult to have a close connection with users.</b></p><p>For this reason, in recent years, products such as \"Hour Light Liquor\" and \"Mushroom Quick Cooked Pot\", which have been promoted by Netease Yanxuan, have not actually become explosives in that period.</p><p>As the New Consumption Research Institute wrote before, \"Netease Yanxuan, although they rely on the big platform tree to enjoy the shade, are still KO by a group of newcomers. After all, the new consumption environment no longer needs so many online versions of famous products... With more rational and diversified consumption demands, it may not be so easy for young people to pay for the quality concept of over-packaging.\"</p><p>Although Netease Yanxuan App added the \"Select Lane\" community on June 9th, focusing on \"sharing differences together and discovering more life options\", guiding users to share their life dynamics in the App, and trying to restrengthen the connection with young people, it seems somewhat late.</p><p><b>Engage in low prices and cashback, want to learn Pinduoduo but \"can't afford to play\"?</b></p><p>Telling original stories doesn't work well, and Netease Yanxuan didn't give up, hobbling to continue to save itself, such as learning the routine of Pinduoduo and playing sinking.</p><p>First, the activity of full return for the first single of newcomers was launched. The initial form was \"return of red envelopes\", but now the form is \"return of balance\". In short, the amount returned to users has to be used in Netease Yanxuan.</p><p><b>This activity has indeed attracted many new users for Netease Yanxuan, but the retention rate is not necessarily high. After all, when you open social platforms such as Zhihu and Weibo, you can see a lot of complaints about Netease's \"can't afford to play\".</b></p><p>Under the question of \"Is it a pit for Netease's strict selection of newcomers to return the first full amount?\", one of them praised the answer, \"After spending 78 yuan to buy a barrel of edible oil (platform), I returned two 39 coupons, but it must be over 56 before it can be used, and some products are not in the scope of use. Thinking that 56-39=17 is quite appropriate, then go and see what to buy. It turns out that all goods need to be over 99 before they can be shipped, so these two coupons can only have a discount of 29 plus postage. Of course, you can enjoy the discount in full, just scrape 99, so that you will spend more invisibly. I don't know whether this oil is good or not. Anyway, I retired it immediately, and went to a certain treasure to buy a familiar brand. \"</p><p>There are many more such cases. Many consumers took a fancy to the word \"cashback\" and placed an order. After receiving the coupon, they found that \"you can use it if you want to, and there are many thresholds\", but in the end, they couldn't get too much discount. The current \"return balance\" activity is also \"old wine in new bottles\". According to the rules of the platform, \"the balance of the return account does not support cash withdrawal, and it can be automatically deducted when placing an order, up to 30% of the order amount.\"<img src=\"https://static.tigerbbs.com/fc658684d616a2798ae5caceb0e26185\" tg-width=\"1080\" tg-height=\"809\" referrerpolicy=\"no-referrer\">On one side are coupons for brushing the screen, and on the other side are routines</p><p>Zhang Ru, who once bought Netease Yanxuan pro annual membership, felt that \"there are too many preferential routines for Yanxuan\". Zhang Ru said, \"I originally thought that it was cost-effective for members to often get coupons, but it turned out that it was often impossible to pay with coupons.\"</p><p>This has also been verified on social platforms such as Zhihu. Some users said, \"I just got the full-time coupon of 21 minus 20, and I excitedly collected 30 yuan and found that I couldn't pay. However, if the same thing doesn't use the coupon, it can directly enter the payment interface of Alipay in seconds, which is typically unaffordable.\"</p><p><b>On the other hand, Netease's \"Welfare Fan Group\" is filled with coupon information that brushes the screen every day. It is not difficult to see that Yanxuan wants to compete for the market by low-price preferential strategy and community marketing. However, whether it is low-price strategy or community marketing, Netease Yanxuan came too late and did not do it sincerely enough.</b></p><p>\"After all, the low price is not in line with Yanxuan's previous positioning and brand tone, not to mention that Pinduoduo has played coupons and cashback deeply in the hearts of the people. And being a community doesn't mean that giving coupons every day can increase user stickiness. Yanxuan obviously came too late and not serious enough.\" Some insiders pointed out that \"Netease Yanxuan is now more like seeking medical treatment in a hurry\".</p><p>In fact, earlier, Netease Yanxuan had launched the 9.9 value zone. In the special area, 180 explosive products were selected and repriced to provide consumers with the ultimate cost performance. At that time, this move caused a strong rebound from the old users of Netease-Yanxuan has always been positioned in the middle and high end. In the eyes of consumers, the 9.9 yuan special product seems to have lowered the platform tone.</p><p>However, Netease Yanxuan does not seem to have a long memory, and it is going farther and farther on the road of deviating from positioning.</p><p><b>The more you toss, the harder it is to save yourself</b></p><p>\"Today, most consumers will still pursue cost-effectiveness, but when the cost-effectiveness ratio is similar, more and more people will choose brands that match their own ideas, and these brands need to persist in conveying their ideas for a long time, so that consumers think that their ideas are real, not generated for profit.\" Ma Zichun, deputy director of research at Mintel, a market research consulting company, once pointed out this in an interview with Jiemian.</p><p>However, although Netease Yanxuan is still \"tossing\", its footprints have become more and more chaotic. For users, the changing brand concept has made its shape more and more blurry.</p><p>On the one hand, the further it sinks, the farther it is from the initial users \"new middle class\"; On the other hand, the more emphasis is placed on its original branding, the less willing Gen Z will be to pay for its premium.</p><p>Especially according to media reports, this year, when the total amount of social retail goods is declining, the consumption concept is becoming more and more polarized. On the one hand, consumers are spending huge sums of money to buy big brands and paying a premium for the added value of brands. Therefore, the price increase of luxury big brands this year is still becoming more and more fierce; On the other hand, it is the thorough pursuit of low prices. Taobao, Pinduoduo and even 1688 wholesale goods have received a lot of attention.</p><p>Under this background, Netease Yanxuan has been in trouble for a long time-not that there is no market, but that there is no market that belongs to \"Yanxuan\". In the increasingly abundant consumer market, there are fewer and fewer users who are willing to choose \"high or low\".</p><p>Therefore, the more Netease Yanxuan in the quagmire is tossed, the more difficult it is to save itself.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://mp.weixin.qq.com/s/Y4RTLQs-kdrPFTffcty2qQ\"> 锌刻度</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9","relate_stocks":{"NTES":"网易","09999":"网易-S"},"source_url":"https://mp.weixin.qq.com/s/Y4RTLQs-kdrPFTffcty2qQ","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1122245122","content_text":"新中产看不上，Z世代不买账\n“一顿火锅，我喝了三瓶。”\n在网易严选一款所谓的“新概念清酒”的详情页上，网易CEO丁磊对其如此强烈推荐。\n内容种草、玩转社群、讲品牌故事……曾一度只瞄准“新中产”的网易严选，如今标榜的种种，呈现出的是奔赴未来的消费主力——Z世代。虽然在努力迎合，但现状却是处境依旧尴尬。\n当下， “新中产”，在消费升级的洪流之中对品牌已有了更高的要求，不愿再为其高仿莆田货和糟心的售后服务买单。\n高呼着“躺平”、不愿被传统意义上的“消费主义”裹挟的Z世代，则早已不屑于“新中产”之称，更容易被个性化的原创新消费品牌吸引，而非严选这类“贴牌之流”。\n于是，为了活下去的网易严选，一边通过各种平价产品、“拼多多”式红包套路用力下沉，一边又不惜拉出CEO丁磊来为自家的各类原创品牌背书，试图拽回那群渐行渐远的“新中产”，以及消费能力正不断升级的Z世代……\n而这，比想象中更难。\n莆田货们，撑不起新中产想要的“好生活”\n“生活在一、二线城市，有一定消费见解，讲究精神层面的提升和满足，注重生活品质，追求自我价值。”\n这是网易严选在创立之初对其目标用户的一个画像，简单概括，就是所谓的“新中产”。\n\n 这的确是个不小的“盘子”，据虎嗅网的数据，目前，中国新中产用户总体体量是3320万户，而吴晓波《2019年新中产白皮书》则显示，2029年预计中国新中产用户群体规模和消费规模将达到4.5亿。\n\n但是，目标定得好，并不代表网易严选就一定摸得着。\n打出“好的生活，没那么贵”的slogan，宣称商品来自无印良品或新秀丽的大牌厂商，的确让网易严选在创立不久后就获得了大量关注。毕竟，对于经济实力有限，却又希望保持一定“逼格”的新中产而言，这看上去是“性价比”极高的选择。\n这是彼时精品电商共同的路径——主打 \" 中国特色的 ODM\"，以 \" 代工生产的方式 \" 找到同样的制造商，将设计做简单的修改，再上架到自家渠道销售，价格甚至比正品大牌便宜一半。\n“网易严选刚出现时，我的确常在上面逛一逛，也很乐意为它主推的一些生活用品买单。比如无印良品同一厂商制作的毛巾和床单，或者双立人同材质的牛奶锅。”江玉汝今年27岁，在成都的一家互联网公司工作。大学刚毕业时，江玉汝一度是网易严选的忠实用户，因为对于初入社会，对生活品质有所要求，却又难以为名牌的高溢价买单的她而言，“网易严选的产品不算大牌，但东西不差。”\n“江玉汝”们曾让网易严选短暂被推上了风口。\n然而，网易严选忽视了一点——江玉汝们对其的信任大多仅仅停留在低售价且复购率较低的日用百货。\n这背后的原因是，在这20年之间，中国家庭人均可支配收入逐年递增，家庭结构不断缩小，人们的消费水平提高，也出现了“消费升级”的趋势，人们愿意花更多的钱接受商品溢价。\n于是，网易严选瞄准的“新中产”，一边以“高性价比”的理念对待必须被解决的柴米油盐，另一边却在服饰、化妆品、电子产品等产品上仍然保留着对“大牌”的期待，至少，不愿意为一眼就能被识破的产品买单。\n而打开网易严选，你却常能看见直接标明来自“莆田”的“椰子”鞋，售价在两百元左右，还有所谓的博主推荐，同样宣称其品牌制造商“长期与知名运动品牌保持良好合作关系”。\n莆田鞋，成为网易严选的“全球尖货”\n对此，江玉汝的态度是，“宁可多攒点钱买原版，实在不行买原创的小众品牌。”\n这并非简单的“面子主义”，而是因为，在新中产“江玉汝”们看来，这并不符合他们的生活观念和消费态度，“莆田背后的抄袭、山寨底色，显然不是我们想要的好生活。”\n29岁的Tommy身在上海，服饰多靠海淘，生活日用偶尔用用网易严选。“我们是在能省的地方省一省，不能省的地方绝对不省。”Tommy告诉锌刻度，和江玉汝一样，他觉得网易严选的家纺、袜子和内裤偶尔可以买一买，服饰、化妆品和母婴用品等还得买大牌或者更专业的品牌。\n除却饱受诟病的莆田货，其产品品控和售后也难以配得上新中产们对美好生活的想象。在一条“网易严选怎么样”的知乎页面下，消费者纷纷对严选的产品品质和售后服务吐槽，吐槽卖家秀和买家秀之间的巨大差距。这种最初在淘宝平台被玩烂的梗，在一个主打品质的平台上重现。\n于是，网易严选的大牌同款很难得到新中产们的青睐，而单纯只卖复购率较低的日用百货生意，网易严选又很难赚到钱。\n数据很直观地验证了这一点——从 2018 年开始，网易严选 200 亿 GMV 的目标远未达到，2018 年，电商业务（网易考拉和网易严选）实现 192.35 亿元，同比增长率 64.8%。\n2019 年 9 月，网易考拉卖身阿里，严选事业部总经理柳晓刚离职。网易严选也因 \" 占公司总收入比例甚少 \" 的原因，并入创新企业及其他业务。\n“贴个牌就想讲原创故事”，老套路忽悠不了年轻人\n网易严选并非没有意识到，自己很难达到无印良品之于日本的国民程度，而新中产们也已经很难持续为那套“大牌同款”的叙事体系买单。于是，网易严选开始将目光投向未来的新中产，即Z世代人群。\n从推出自由品牌“黑凤梨”系列，到上线成人情趣品牌“春风”，网易严选似乎希望通过讲原创品牌故事这一套，吸引那些不追求“品牌符号价值”而是青睐品牌故事和个性的Z世代。\n理想是好的，但网易严选在实现理想这条路上又“偷懒”了。\n“尽管严选一直在紧追年轻人的喜好，比如低度酒、小家电之类的产品，但看上去是原创，实际上还是玩的贴牌那一套，这显然不是Z世代们想要的国潮品牌或者小众品牌。”业内人士指出，如果稍微了解一下Z世代的喜好，就能发现，他们对小众和国潮品牌的追求往往在于品牌背后的故事，从原创的设计、到品牌成立和发展的故事等等，“比起贴牌货，他们更愿意陪伴一个真正原创的小品牌成长。”\n“00后”娇娇的想法验证了上述业内人士的观察，“明明还是贴个牌，而网易严选还要强调自己是原创，其实根本没什么品牌内涵和故事，说白了还是想赚差价。”\n娇娇举例，她曾在网易严选上看中一瓶所谓的“新概念清酒”桂花起泡清酒，标价88元，声称是网易严选自营品牌，还拉出了网易CEO丁磊背书做推荐，“一顿火锅，我喝了三瓶。”\n然而，当娇娇溯源查到这瓶酒的厂家“苏州桥”，再随手一查，发现原厂家的同一产品价格才不到50元，批发价能低至30元左右，“配料和体量什么都一样，就是瓶身上那个标不同而已。”丁磊推荐的清酒品牌溢价过高\n\n 这并非个例，网易严选在“6·18”期间的“热卖爆款”中，丁磊还推荐了一款198克的自营品牌午餐肉罐头，售价为19.9元。锌刻度搜索原生产厂家的同款产品却发现，340g的才售价15元。贴个网易严选的牌，量少了一半，价格却贵了近三分之一。\n\n“网易严选这品牌能值这么多溢价？”最后，娇娇扭头选择了一家女性酒原创品牌，哪怕售价比网易严选更贵。\n这显然有悖于网易严选此前对自己的新期待，即“不是电商，而是品牌”。事实上，这么多年过去，“网易严选”几个字，对于年轻用户心智的影响其实非常含混，很大程度上“既不是电商，也不是品牌”。\n而众多新消费品牌却正是在这个时期迅速崛起。他们以直面消费者的DTC营销模式，更专注细分品类的品牌打造以及粉丝经营，通过社群、内容、直播等形式，形成了更强的垂直品类种草，收割年轻人的好感度。\n像娇娇这样的年轻人，乐于为此买单，并且捧红了众多新品牌。2020年天猫双十一，像消毒机品类的59秒、筋膜枪品类的菠萝君、纸尿裤品类的碧芭宝贝，这些入驻天猫不足三年的新消费品牌，在双十一一天就跑出了357个品类第一。\n但回过头来，网易严选还在玩以前那一套，顶多换了噱头——把大牌同款换成了“CEO推荐”或者“网易员工精选好物”，而这些显然很难与用户产生紧密连接。\n也正因此，近年来网易严选主推过的“小时光白酒”、“蘑立快熟锅”等产品，事实上都并没有成为那一时期的爆款。\n正如新消费研究所此前写到，“网易严选们，虽然依靠大平台树下好乘凉，但依然被一群新人给群KO了，毕竟新的消费环境，已经不再需要那么多线上版的名创优品……更理性和多元化的消费诉求下，想让年轻人们为过度包装的品质概念买单，或许已经没那么容易了。”\n尽管网易严选App在6月9日新增“选巷”社区，主打“一起分享不同，发现更多生活选项”，引导用户在App分享自己的生活动态，试图重新加强与年轻人的连接，但也多少显得珊珊来迟了。\n搞低价和返现，想学拼多多却又“玩不起”？\n讲原创的故事行不太通，网易严选倒也没放弃，蹒跚着继续自救，比如学着拼多多的套路玩下沉。\n先是推出了新人首单全额返的活动，最初的形式为“返红包”，如今的形式是“返余额”，简而言之就是返给用户的金额还得在网易严选使用。\n这一活动的确曾为网易严选吸引了不少的新用户，然而留存率却并不一定高。毕竟，打开知乎、微博等社交平台，能看见不少对网易严选“玩不起”的吐槽。\n在“网易严选新人首单全额返是坑吗？”的提问下，其中一高赞回答如是说，“花78元买了一桶食用油后（平台）返了2张39的券，但是必须要满56才能使用并且部分商品不在使用范围内，想着56-39=17也挺合适的，那就去看看买点啥呗，结果发现所有商品需要满99才能包邮，那么加上邮费这两张券变相地只能有29的优惠了。当然，你想全额享受优惠也可以，凑够99就可以了，这样无形之中又会多消费。这个油好不好我不知道，反正当下就退了，反手去某宝买了一个耳熟能详的牌子。”\n这样的案例还有很多。许多消费者看中“返现”二字下了单，收到优惠券后却发现“想用可以，门槛多多”，而最后也优惠不了太多。而眼下的“返余额”活动，也是“新瓶装旧酒”，按照平台的规则，“返回账户的余额不支持体提现，下单时可以自动抵扣，最高只能抵扣订单金额的30%。”一边是刷屏的优惠券，一边是套路\n曾购买了网易严选pro年费会员的张茹更是觉得“严选的优惠套路太多”。张茹称，“本来觉得会员可以经常领券挺划算，结果发现使用优惠券常常无法付款。”\n这一点也在知乎等社交平台上得以验证，有用户表示，“刚领了满21减20的全场优惠券，兴冲冲凑了30块钱发现不能付款，但同样的东西不使用优惠券的话，直接秒入支付宝付款界面，典型玩不起。”\n而另一边，网易严选的“福利粉丝群”里则是每日刷屏的优惠券信息，不难看出严选想靠低价优惠策略，以及社群营销来争夺市场的心。但是，无论是低价策略还是社群营销，网易严选都来得太晚，做得也不够真诚。\n“毕竟低价就不符合严选此前对自己的定位和品牌调性，更何况拼多多已经把优惠券、返现这些玩法玩得深入人心。而做社群也并不是天天发点优惠券就能增加用户粘性的，严选显然来得太晚，又不够认真。”有业内人士指出，“网易严选现在更像是病急乱投医”。\n事实上，在更早之前，网易严选就曾推出9.9超值专区。在专区内，严选挑选了180款爆款产品重新定价，为消费者提供极致性价比。而这一举动当时引起网易老用户们的强烈反弹——严选一直以来都定位于中高端，在消费者眼中，9.9元特价商品似乎拉低了平台调性。\n而网易严选似乎并未长记性，并在背离定位这条路上越走越远。\n越折腾越难自救\n“今天大部分消费者仍然会追求性价比，但在性价比差不多的情况下，越来越多的人会选择符合自己理念的品牌，而且这些品牌需要在很长时间内坚持传达着他们的理念，让消费者认为他们这些理念是真实的，而不是为了盈利而产生的。”市场研究咨询公司英敏特的研究副总监马子淳曾在接受界面采访时指出这一点。\n然而，尽管网易严选还在“折腾”，但其踩下的脚印已经越来越乱。对于用户而言，不断变化的品牌理念，已经让它的形则变得越来越模糊。\n一方面，越往下沉，其与初始用户“新中产”们的距离则越远；另一方面，越强调其原创品牌，Z世代们就越不愿意为它的溢价买单。\n尤其是据媒体报道，在社会零售品总额下降的今年，消费观念越来越两极化，一边的消费者是斥巨资买大牌，为品牌附加值支付溢价，因此，奢侈品大牌今年的涨价程度依然愈发凶猛；另一边是彻底追求低价，淘宝、拼多多甚至是 1688 批发货受到众多关注。\n在这样的大背景之下，网易严选陷入困境已久——并非没有市场，而是已经没有属于“严选”的市场。在越来越丰富的消费市场上，愿意选择“高不成低不就”的严选的用户，越来越少。\n于是，泥潭之中的网易严选越折腾，越难自救。","news_type":1,"symbols_score_info":{"09999":0.9,"NTES":0.9}},"isVote":1,"tweetType":1,"viewCount":1094,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":128756257,"gmtCreate":1624533536379,"gmtModify":1703839588024,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3584434979527981","idStr":"3584434979527981"},"themes":[],"title":"","htmlText":"Hi","listText":"Hi","text":"Hi","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/128756257","repostId":"2145824046","repostType":4,"isVote":1,"tweetType":1,"viewCount":874,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":129081684,"gmtCreate":1624344202348,"gmtModify":1703834021273,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3584434979527981","idStr":"3584434979527981"},"themes":[],"title":"","htmlText":"Huh","listText":"Huh","text":"Huh","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/129081684","repostId":"2145505834","repostType":4,"isVote":1,"tweetType":1,"viewCount":1134,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":167060748,"gmtCreate":1624239676284,"gmtModify":1703831232231,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3584434979527981","idStr":"3584434979527981"},"themes":[],"title":"","htmlText":"Hmm","listText":"Hmm","text":"Hmm","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/167060748","repostId":"1123620007","repostType":4,"repost":{"id":"1123620007","kind":"news","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1624238540,"share":"https://ttm.financial/m/news/1123620007?lang=en_US&edition=fundamental","pubTime":"2021-06-21 09:22","market":"sh","language":"zh","title":"Opening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down","url":"https://stock-news.laohu8.com/highlight/detail?id=1123620007","media":"老虎资讯综合","summary":"6月21日讯，港股主要指数全线低开，恒指跌1.04%报28501点，国指底0.94%报1546点，恒生科技指数跌1.07%报7955点。盘面上，钢铁股强势，鞍钢股份大幅上涨8%；药品股、电信股、燃气股","content":"<p>On June 21st, the main indices of Hong Kong stocks were open low across the board, with the Hang Seng Index falling 1.04% to 28,501 points, the State Index falling 0.94% to 1,546 points, and the Hang Seng Technology Index falling 1.07% to 7,955 points.<img src=\"https://static.tigerbbs.com/81cc3ace25bcae36db384c4760ade009\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\">On the disk, steel stocks are strong,<a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>A sharp 8% rise; Most pharmaceutical stocks, telecom stocks and gas stocks rose, and China Gas, which had fallen sharply before, stopped falling; Photovoltaic stocks, automobile stocks, copper, and other sectors plummeted, while sporting goods stocks rose and fell mixed, with Xtep falling 3%.<a href=\"https://laohu8.com/S/02331\">Li Ning</a>、<a href=\"https://laohu8.com/S/01361\">361 degrees</a>Opens slightly higher; Big tech stocks fell generally,<a href=\"https://laohu8.com/S/09999\">Netease</a>It fell more than 3%, and Meituan, Aauto Quicker and Xiaomi all fell more than 1%.</p><p><a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>Up 8%, and it is expected that the net profit in the first half of the year will increase by 860% year-on-year.</p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Opening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; 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{font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nOpening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down\n</h2>\n<h4 class=\"meta\">\n<a class=\"head\" href=\"https://laohu8.com/wemedia/102\">\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">老虎资讯综合 </p>\n<p class=\"h-time smaller\">2021-06-21 09:22</p>\n</div>\n</a>\n</h4>\n</header>\n<article>\n<p>On June 21st, the main indices of Hong Kong stocks were open low across the board, with the Hang Seng Index falling 1.04% to 28,501 points, the State Index falling 0.94% to 1,546 points, and the Hang Seng Technology Index falling 1.07% to 7,955 points.<img src=\"https://static.tigerbbs.com/81cc3ace25bcae36db384c4760ade009\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\">On the disk, steel stocks are strong,<a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>A sharp 8% rise; Most pharmaceutical stocks, telecom stocks and gas stocks rose, and China Gas, which had fallen sharply before, stopped falling; Photovoltaic stocks, automobile stocks, copper, and other sectors plummeted, while sporting goods stocks rose and fell mixed, with Xtep falling 3%.<a href=\"https://laohu8.com/S/02331\">Li Ning</a>、<a href=\"https://laohu8.com/S/01361\">361 degrees</a>Opens slightly higher; Big tech stocks fell generally,<a href=\"https://laohu8.com/S/09999\">Netease</a>It fell more than 3%, and Meituan, Aauto Quicker and Xiaomi all fell more than 1%.</p><p><a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>Up 8%, and it is expected that the net profit in the first half of the year will increase by 860% year-on-year.</p>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/5b3b5e72649367d0aafd9bcbbca9bcd1","relate_stocks":{"513600":"恒生指数ETF南方","02833":"恒指ETF","TTTN":"老虎中美互联网巨头ETF","HSI":"恒生指数","03086":"华夏纳指","QNETCN":"纳斯达克中美互联网老虎指数"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1123620007","content_text":"6月21日讯，港股主要指数全线低开，恒指跌1.04%报28501点，国指底0.94%报1546点，恒生科技指数跌1.07%报7955点。盘面上，钢铁股强势，鞍钢股份大幅上涨8%；药品股、电信股、燃气股多数上涨，此前连续大跌的中国燃气止跌；光伏股、汽车股、铜、等板块大跌，体育用品股涨跌不一，特步跌3%，李宁、361度小幅高开；大型科技股普跌，网易跌超3%，美团、快手、小米皆跌超1%。\n鞍钢股份涨8%，预计上半年净利同比增860%。","news_type":1,"symbols_score_info":{"513600":0.9,"HHImain":0.9,"03086":0.9,"TTTN":0.9,"MCHmain":0.9,"QNETCN":0.9,"HSI":0.9,"02833":0.9,"MHImain":0.9,"HSImain":0.9}},"isVote":1,"tweetType":1,"viewCount":969,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"hots":[{"id":128756257,"gmtCreate":1624533536379,"gmtModify":1703839588024,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584434979527981","authorIdStr":"3584434979527981"},"themes":[],"title":"","htmlText":"Hi","listText":"Hi","text":"Hi","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/128756257","repostId":"2145824046","repostType":4,"isVote":1,"tweetType":1,"viewCount":874,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":129081684,"gmtCreate":1624344202348,"gmtModify":1703834021273,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584434979527981","authorIdStr":"3584434979527981"},"themes":[],"title":"","htmlText":"Huh","listText":"Huh","text":"Huh","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/129081684","repostId":"2145505834","repostType":4,"isVote":1,"tweetType":1,"viewCount":1134,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":167060748,"gmtCreate":1624239676284,"gmtModify":1703831232231,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584434979527981","authorIdStr":"3584434979527981"},"themes":[],"title":"","htmlText":"Hmm","listText":"Hmm","text":"Hmm","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/167060748","repostId":"1123620007","repostType":4,"repost":{"id":"1123620007","kind":"news","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1624238540,"share":"https://ttm.financial/m/news/1123620007?lang=en_US&edition=fundamental","pubTime":"2021-06-21 09:22","market":"sh","language":"zh","title":"Opening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down","url":"https://stock-news.laohu8.com/highlight/detail?id=1123620007","media":"老虎资讯综合","summary":"6月21日讯，港股主要指数全线低开，恒指跌1.04%报28501点，国指底0.94%报1546点，恒生科技指数跌1.07%报7955点。盘面上，钢铁股强势，鞍钢股份大幅上涨8%；药品股、电信股、燃气股","content":"<p>On June 21st, the main indices of Hong Kong stocks were open low across the board, with the Hang Seng Index falling 1.04% to 28,501 points, the State Index falling 0.94% to 1,546 points, and the Hang Seng Technology Index falling 1.07% to 7,955 points.<img src=\"https://static.tigerbbs.com/81cc3ace25bcae36db384c4760ade009\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\">On the disk, steel stocks are strong,<a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>A sharp 8% rise; Most pharmaceutical stocks, telecom stocks and gas stocks rose, and China Gas, which had fallen sharply before, stopped falling; Photovoltaic stocks, automobile stocks, copper, and other sectors plummeted, while sporting goods stocks rose and fell mixed, with Xtep falling 3%.<a href=\"https://laohu8.com/S/02331\">Li Ning</a>、<a href=\"https://laohu8.com/S/01361\">361 degrees</a>Opens slightly higher; Big tech stocks fell generally,<a href=\"https://laohu8.com/S/09999\">Netease</a>It fell more than 3%, and Meituan, Aauto Quicker and Xiaomi all fell more than 1%.</p><p><a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>Up 8%, and it is expected that the net profit in the first half of the year will increase by 860% year-on-year.</p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Opening: Hang Seng open low 1.04%, Big Tech Stocks Pull 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{font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nOpening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down\n</h2>\n<h4 class=\"meta\">\n<a class=\"head\" href=\"https://laohu8.com/wemedia/102\">\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">老虎资讯综合 </p>\n<p class=\"h-time smaller\">2021-06-21 09:22</p>\n</div>\n</a>\n</h4>\n</header>\n<article>\n<p>On June 21st, the main indices of Hong Kong stocks were open low across the board, with the Hang Seng Index falling 1.04% to 28,501 points, the State Index falling 0.94% to 1,546 points, and the Hang Seng Technology Index falling 1.07% to 7,955 points.<img src=\"https://static.tigerbbs.com/81cc3ace25bcae36db384c4760ade009\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\">On the disk, steel stocks are strong,<a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>A sharp 8% rise; Most pharmaceutical stocks, telecom stocks and gas stocks rose, and China Gas, which had fallen sharply before, stopped falling; Photovoltaic stocks, automobile stocks, copper, and other sectors plummeted, while sporting goods stocks rose and fell mixed, with Xtep falling 3%.<a href=\"https://laohu8.com/S/02331\">Li Ning</a>、<a href=\"https://laohu8.com/S/01361\">361 degrees</a>Opens slightly higher; Big tech stocks fell generally,<a href=\"https://laohu8.com/S/09999\">Netease</a>It fell more than 3%, and Meituan, Aauto Quicker and Xiaomi all fell more than 1%.</p><p><a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>Up 8%, and it is expected that the net profit in the first half of the year will increase by 860% year-on-year.</p>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/5b3b5e72649367d0aafd9bcbbca9bcd1","relate_stocks":{"513600":"恒生指数ETF南方","02833":"恒指ETF","TTTN":"老虎中美互联网巨头ETF","HSI":"恒生指数","03086":"华夏纳指","QNETCN":"纳斯达克中美互联网老虎指数"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1123620007","content_text":"6月21日讯，港股主要指数全线低开，恒指跌1.04%报28501点，国指底0.94%报1546点，恒生科技指数跌1.07%报7955点。盘面上，钢铁股强势，鞍钢股份大幅上涨8%；药品股、电信股、燃气股多数上涨，此前连续大跌的中国燃气止跌；光伏股、汽车股、铜、等板块大跌，体育用品股涨跌不一，特步跌3%，李宁、361度小幅高开；大型科技股普跌，网易跌超3%，美团、快手、小米皆跌超1%。\n鞍钢股份涨8%，预计上半年净利同比增860%。","news_type":1,"symbols_score_info":{"513600":0.9,"HHImain":0.9,"03086":0.9,"TTTN":0.9,"MCHmain":0.9,"QNETCN":0.9,"HSI":0.9,"02833":0.9,"MHImain":0.9,"HSImain":0.9}},"isVote":1,"tweetType":1,"viewCount":969,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":122602564,"gmtCreate":1624614454758,"gmtModify":1703841757425,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584434979527981","authorIdStr":"3584434979527981"},"themes":[],"title":"","htmlText":"Hi test","listText":"Hi test","text":"Hi test","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/122602564","isVote":1,"tweetType":1,"viewCount":991,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":122608533,"gmtCreate":1624614323822,"gmtModify":1703841755298,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584434979527981","authorIdStr":"3584434979527981"},"themes":[],"title":"","htmlText":"Hmmm","listText":"Hmmm","text":"Hmmm","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/122608533","repostId":"1122245122","repostType":4,"repost":{"id":"1122245122","kind":"news","pubTimestamp":1624613042,"share":"https://ttm.financial/m/news/1122245122?lang=en_US&edition=fundamental","pubTime":"2021-06-25 17:24","market":"hk","language":"zh","title":"Will Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?","url":"https://stock-news.laohu8.com/highlight/detail?id=1122245122","media":" 锌刻度","summary":"新中产看不上，Z世代不买账\n“一顿火锅，我喝了三瓶。”\n在网易严选一款所谓的“新概念清酒”的详情页上，网易CEO丁磊对其如此强烈推荐。\n内容种草、玩转社群、讲品牌故事……曾一度只瞄准“新中产”的网易严","content":"<p><img src=\"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9\" tg-width=\"1024\" tg-height=\"683\" referrerpolicy=\"no-referrer\"><b>The new middle class looks down on it, and Gen Z doesn't buy it</b></p><p>\"I drank three bottles of hot pot.”</p><p>Ding Lei, CEO of Netease, strongly recommended it on the detail page of Netease's strict selection of a so-called \"new concept sake\".</p><p>Planting grass, playing with the community, telling brand stories... Netease Yanxuan, which once only aimed at the \"new middle class\", now advertises all kinds of things, showing Generation Z, the main consumer going to the future. Although trying to cater, the current situation is still awkward.</p><p>At present, the \"new middle class\" has higher requirements for brands in the torrent of consumption upgrading, and is unwilling to pay for its high imitation Putian goods and bad after-sales service.</p><p>Generation Z, who chants \"lie flat\" and doesn't want to be coerced by \"consumerism\" in the traditional sense, has long disdained the name of \"new middle class\", and is more likely to be attracted by personalized original innovative consumer brands, rather than strictly selecting such \"OEM stream\".</p><p>Therefore, in order to survive, Netease Yanxuan, while sinking hard through various affordable products and \"Pinduoduo\" red envelope routines, at the same time, he did not hesitate to pull out CEO Ding Lei to endorse all kinds of original brands of his own, trying to drag back the group of \"new middle class\" drifting away and Generation Z whose consumption power is constantly upgrading...</p><p>And this is more difficult than we thought.</p><p><b>Putian goods can't afford the \"good life\" the new middle class wants</b></p><p>\"Living in first-and second-tier cities, have certain consumption insights, pay attention to spiritual improvement and satisfaction, pay attention to quality of life and pursue self-worth.\"</p><p>This is a portrait of Netease Yanxuan of its target users at the beginning of its establishment. To sum up simply, it is the so-called \"new middle class\".</p><p>This is indeed a big \"plate\". According to the data of Huxiu.com, at present, the total number of new middle-class users in China is 33.2 million, while Wu Xiaobo's 2019 White Paper on New Middle Class shows that the size and consumption scale of new middle-class users in China are expected to reach 450 million in 2029. However, setting a good goal does not mean that Netease Yanxuan will definitely be tangible.</p><p>Playing the slogan of \"good life, not so expensive\", claiming that the goods come from big-name manufacturers of Muji or Samsonite, did make Netease Yanxuan gain a lot of attention shortly after its establishment. After all, for the new middle class with limited economic strength but hoping to maintain a certain \"force\", this seems to be a very \"cost-effective\" choice.</p><p>This was the common path of boutique e-commerce at that time-focusing on \"ODM with Chinese characteristics\", finding the same manufacturer by \"OEM production\", making simple modifications to the design, and then putting it on the shelves for sale in their own channels, and the price was even half cheaper than that of genuine big brands.</p><p>\"When Netease Yanxuan first appeared, I did visit it often, and I was happy to pay for some of its main daily necessities. For example, towels and sheets made by the same manufacturer of Muji, or milk pots made of the same material of Zwilling.\" Jiang Yuru, 27, works for an Internet company in Chengdu. When she just graduated from college, Jiang Yuru was once a loyal user of Netease Yanxuan, because for her who was new to society and had some requirements for quality of life, but it was difficult to pay for the high premium of famous brands, \"Netease's Yanxuan products are not big names, but things are not bad.\"</p><p>\"Jiang Yuru\" once made Netease Yanxuan briefly pushed into the forefront.</p><p><b>However, Netease Yanxuan ignored one point-most of Jiang Yuru's trust in it only stays in daily necessities with low selling prices and low repurchase rate.</b></p><p>The reason behind this is that in the past 20 years, the per capita disposable income of Chinese families has increased year by year, the family structure has been shrinking, people's consumption level has improved, and there has been a trend of \"consumption upgrading\". People are willing to spend more money to accept commodity premiums.</p><p>Therefore, the \"new middle class\" targeted by Netease Yixian treats the firewood, rice, oil and salt that must be solved with the concept of \"high cost performance\", while on the other hand, it still retains the expectation of \"big names\" in clothing, cosmetics, electronic products and other products. At least, it is unwilling to pay for products that can be seen at a glance.</p><p>When you open Netease Yanxuan, you can often see \"coconut\" shoes directly marked from \"Putian\", which are priced at about 200 yuan, and so-called bloggers recommend them, also claiming that their brand manufacturers \"have maintained good cooperative relations with well-known sports brands for a long time\".</p><p><img src=\"https://static.tigerbbs.com/5f118bc9e648532d3412d0861c6ce6d8\" tg-width=\"839\" tg-height=\"629\" referrerpolicy=\"no-referrer\">Putian shoes have become Netease's \"global top goods\"</p><p>In this regard, Jiang Yuru's attitude is, \"I would rather save more money to buy the original version, but I really can't buy the original niche brand.\"</p><p>This is not a simple \"face-saving doctrine\", but because, in the eyes of the new middle-class \"Jiang Yuru\", this is not in line with their concept of life and consumption attitude. \"The plagiarism and cottage background behind Putian are obviously not the good life we want.\"</p><p>Tommy, 29, is in Shanghai. His clothes mostly rely on Haitao, and he occasionally uses Netease Yanxuan for daily use. \"We save where we can, and we definitely don't save where we can't.\" Tommy told Zinc Scale that like Jiang Yuru, he felt that Netease's carefully selected home textiles, socks and underwear could occasionally be bought, while clothing, cosmetics and maternal and infant products had to be bought from big brands or more professional brands.</p><p>Except for the criticized Putian goods, its product quality control and after-sales are difficult to match the imagination of the new middle class people for a better life. Under a Zhihu page of \"How about Netease Yanxuan\", consumers have complained about the product quality and after-sales service of Yanxuan, and complained about the huge gap between the seller's show and the buyer's show. This kind of stalk, which was originally played rotten on Taobao platform, is reproduced on a platform that focuses on quality.</p><p><b>Therefore, it is difficult for Netease Yanxuan to win the favor of the new middle class, and it is difficult for Netease Yanxuan to make money simply by selling daily necessities business with low repurchase rate.</b></p><p>The data intuitively verifies this point-since 2018, Netease Yanxuan's goal of 20 billion GMV is far from being reached. In 2018, e-commerce business (Netease Koala and Netease Yanxuan) achieved 19.235 billion yuan, with a year-on-year growth rate of 64.8%.</p><p>In September 2019, Netease Koala sold itself to Ali, and Liu Xiaogang, general manager of Yanxuan Division, resigned. Netease Yanxuan has also been merged into innovative enterprises and other businesses because it \"accounts for a very small proportion of the company's total revenue\".</p><p><b>\"I want to tell original stories when I post a card\", the old routine can't fool young people</b></p><p>Netease Yanxuan is not unaware that it is difficult for him to reach the national level of MUJI to Japan, and it is difficult for the new middle class to continue to pay for the narrative system of \"big name with the same style\". As a result, Netease Yanxuan began to look at the new middle class in the future, that is, Generation Z.</p><p>From the launch of the free brand \"Black Pineapple\" series to the online adult sex brand \"Spring Breeze\", Netease Yanxuan seems to hope to attract those Generation Z who do not pursue \"brand symbol value\" but favor brand stories and personalities by telling original brand stories.</p><p>The ideal is good, but Netease Yanxuan is \"lazy\" again on the road to realizing the ideal.</p><p>\"Although Yanxuan has been following the preferences of young people, such as low-alcohol wine, small household appliances and other products, it looks original, but in fact it is still the OEM set. This is obviously not the national trend brand or niche brand that Generation Z wants.\" Industry insiders pointed out that if you know a little about the preferences of Generation Z, you can find that their pursuit of niche and national trend brands often lies in the stories behind the brands, from original designs to stories of brand establishment and development, etc. \"Compared with OEM goods, they are more willing to accompany the growth of a truly original small brand.\"</p><p>\"Post-00\" Jiaojiao's idea verifies the observation of the above-mentioned industry insiders. \"Obviously, it's still a card, but Netease Yanxuan also emphasizes that it is original. In fact, there is no brand connotation and story at all. To put it bluntly, I still want to make the difference.\"</p><p>For example, Jiaojiao once took a fancy to a bottle of so-called \"new concept sake\" osmanthus sparkling sake in Netease Yanxuan, which was priced at 88 yuan. She claimed to be a self-operated brand of Netease Yanxuan, and also pulled out Netease CEO Ding Lei's endorsement for recommendation. \"I drank three bottles of a hot pot.\"</p><p>However, when Jiaojiao traced the source and found the manufacturer of this bottle of wine \"Suzhou Bridge\", she found that the price of the same product of the original manufacturer was less than 50 yuan, and the wholesale price could be as low as about 30 yuan. \"The ingredients and volume are the same, but the label on the bottle is different.\"<img src=\"https://static.tigerbbs.com/aa6f075306f08a085a1cb107edd05319\" tg-width=\"988\" tg-height=\"741\" referrerpolicy=\"no-referrer\">Ding Lei's recommended sake brand premium is too high</p><p>This is not an isolated case. Ding Lei also recommended a 198g self-operated brand canned lunch meat, which was priced at 19.9 yuan, in the \"hot selling explosion\" of Netease Yanxuan during the \"6.18\" period. Searching for the same product of the original manufacturer of zinc scale, it was found that the price of 340g was only 15 yuan. Post a card selected by Netease, the quantity is half less, but the price is nearly one-third more expensive. \"Can Netease Yanxuan be worth so much premium?\" Finally, Jiaojiao turned around and chose an original women's wine brand, even if the price was more expensive than Netease Yanxuan.</p><p>This is obviously contrary to Netease's new expectation of itself, that is, \"not e-commerce, but brand\". In fact, after so many years, the impact of the words \"Netease Yanxuan\" on the minds of young users is actually very vague, and to a large extent, it is \"neither e-commerce nor brand\".</p><p>However, many new consumer brands have risen rapidly in this period. With the DTC marketing model that faces consumers directly, they focus more on brand building and fan management of sub-categories. Through community, content, live broadcast and other forms, they have formed a stronger vertical category of grass planting to harvest the favorability of young people.</p><p>Young people like Jiaojiao are willing to pay for it, and have popularized many new brands. In 2020, Tmall Double Eleven, such as 59 seconds in the disinfector category, Pineapple Jun in the fascia gun category, and Biba Baby in the diaper category, these new consumer brands that have been in Tmall for less than three years, ranked first in 357 categories in Double Eleven.</p><p><b>But looking back, Netease Yanxuan is still playing the previous set, and at most it has changed its gimmick-replacing the same style of big names with \"CEO recommendation\" or \"Netease employees select good things\", and these are obviously difficult to have a close connection with users.</b></p><p>For this reason, in recent years, products such as \"Hour Light Liquor\" and \"Mushroom Quick Cooked Pot\", which have been promoted by Netease Yanxuan, have not actually become explosives in that period.</p><p>As the New Consumption Research Institute wrote before, \"Netease Yanxuan, although they rely on the big platform tree to enjoy the shade, are still KO by a group of newcomers. After all, the new consumption environment no longer needs so many online versions of famous products... With more rational and diversified consumption demands, it may not be so easy for young people to pay for the quality concept of over-packaging.\"</p><p>Although Netease Yanxuan App added the \"Select Lane\" community on June 9th, focusing on \"sharing differences together and discovering more life options\", guiding users to share their life dynamics in the App, and trying to restrengthen the connection with young people, it seems somewhat late.</p><p><b>Engage in low prices and cashback, want to learn Pinduoduo but \"can't afford to play\"?</b></p><p>Telling original stories doesn't work well, and Netease Yanxuan didn't give up, hobbling to continue to save itself, such as learning the routine of Pinduoduo and playing sinking.</p><p>First, the activity of full return for the first single of newcomers was launched. The initial form was \"return of red envelopes\", but now the form is \"return of balance\". In short, the amount returned to users has to be used in Netease Yanxuan.</p><p><b>This activity has indeed attracted many new users for Netease Yanxuan, but the retention rate is not necessarily high. After all, when you open social platforms such as Zhihu and Weibo, you can see a lot of complaints about Netease's \"can't afford to play\".</b></p><p>Under the question of \"Is it a pit for Netease's strict selection of newcomers to return the first full amount?\", one of them praised the answer, \"After spending 78 yuan to buy a barrel of edible oil (platform), I returned two 39 coupons, but it must be over 56 before it can be used, and some products are not in the scope of use. Thinking that 56-39=17 is quite appropriate, then go and see what to buy. It turns out that all goods need to be over 99 before they can be shipped, so these two coupons can only have a discount of 29 plus postage. Of course, you can enjoy the discount in full, just scrape 99, so that you will spend more invisibly. I don't know whether this oil is good or not. Anyway, I retired it immediately, and went to a certain treasure to buy a familiar brand. \"</p><p>There are many more such cases. Many consumers took a fancy to the word \"cashback\" and placed an order. After receiving the coupon, they found that \"you can use it if you want to, and there are many thresholds\", but in the end, they couldn't get too much discount. The current \"return balance\" activity is also \"old wine in new bottles\". According to the rules of the platform, \"the balance of the return account does not support cash withdrawal, and it can be automatically deducted when placing an order, up to 30% of the order amount.\"<img src=\"https://static.tigerbbs.com/fc658684d616a2798ae5caceb0e26185\" tg-width=\"1080\" tg-height=\"809\" referrerpolicy=\"no-referrer\">On one side are coupons for brushing the screen, and on the other side are routines</p><p>Zhang Ru, who once bought Netease Yanxuan pro annual membership, felt that \"there are too many preferential routines for Yanxuan\". Zhang Ru said, \"I originally thought that it was cost-effective for members to often get coupons, but it turned out that it was often impossible to pay with coupons.\"</p><p>This has also been verified on social platforms such as Zhihu. Some users said, \"I just got the full-time coupon of 21 minus 20, and I excitedly collected 30 yuan and found that I couldn't pay. However, if the same thing doesn't use the coupon, it can directly enter the payment interface of Alipay in seconds, which is typically unaffordable.\"</p><p><b>On the other hand, Netease's \"Welfare Fan Group\" is filled with coupon information that brushes the screen every day. It is not difficult to see that Yanxuan wants to compete for the market by low-price preferential strategy and community marketing. However, whether it is low-price strategy or community marketing, Netease Yanxuan came too late and did not do it sincerely enough.</b></p><p>\"After all, the low price is not in line with Yanxuan's previous positioning and brand tone, not to mention that Pinduoduo has played coupons and cashback deeply in the hearts of the people. And being a community doesn't mean that giving coupons every day can increase user stickiness. Yanxuan obviously came too late and not serious enough.\" Some insiders pointed out that \"Netease Yanxuan is now more like seeking medical treatment in a hurry\".</p><p>In fact, earlier, Netease Yanxuan had launched the 9.9 value zone. In the special area, 180 explosive products were selected and repriced to provide consumers with the ultimate cost performance. At that time, this move caused a strong rebound from the old users of Netease-Yanxuan has always been positioned in the middle and high end. In the eyes of consumers, the 9.9 yuan special product seems to have lowered the platform tone.</p><p>However, Netease Yanxuan does not seem to have a long memory, and it is going farther and farther on the road of deviating from positioning.</p><p><b>The more you toss, the harder it is to save yourself</b></p><p>\"Today, most consumers will still pursue cost-effectiveness, but when the cost-effectiveness ratio is similar, more and more people will choose brands that match their own ideas, and these brands need to persist in conveying their ideas for a long time, so that consumers think that their ideas are real, not generated for profit.\" Ma Zichun, deputy director of research at Mintel, a market research consulting company, once pointed out this in an interview with Jiemian.</p><p>However, although Netease Yanxuan is still \"tossing\", its footprints have become more and more chaotic. For users, the changing brand concept has made its shape more and more blurry.</p><p>On the one hand, the further it sinks, the farther it is from the initial users \"new middle class\"; On the other hand, the more emphasis is placed on its original branding, the less willing Gen Z will be to pay for its premium.</p><p>Especially according to media reports, this year, when the total amount of social retail goods is declining, the consumption concept is becoming more and more polarized. On the one hand, consumers are spending huge sums of money to buy big brands and paying a premium for the added value of brands. Therefore, the price increase of luxury big brands this year is still becoming more and more fierce; On the other hand, it is the thorough pursuit of low prices. Taobao, Pinduoduo and even 1688 wholesale goods have received a lot of attention.</p><p>Under this background, Netease Yanxuan has been in trouble for a long time-not that there is no market, but that there is no market that belongs to \"Yanxuan\". In the increasingly abundant consumer market, there are fewer and fewer users who are willing to choose \"high or low\".</p><p>Therefore, the more Netease Yanxuan in the quagmire is tossed, the more difficult it is to save itself.</p>","source":"lsy1568158634801","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Will Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nWill Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\"> 锌刻度</strong><span class=\"h-time small\">2021-06-25 17:24</span>\n</p>\n</h4>\n</header>\n<article>\n<p><img src=\"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9\" tg-width=\"1024\" tg-height=\"683\" referrerpolicy=\"no-referrer\"><b>The new middle class looks down on it, and Gen Z doesn't buy it</b></p><p>\"I drank three bottles of hot pot.”</p><p>Ding Lei, CEO of Netease, strongly recommended it on the detail page of Netease's strict selection of a so-called \"new concept sake\".</p><p>Planting grass, playing with the community, telling brand stories... Netease Yanxuan, which once only aimed at the \"new middle class\", now advertises all kinds of things, showing Generation Z, the main consumer going to the future. Although trying to cater, the current situation is still awkward.</p><p>At present, the \"new middle class\" has higher requirements for brands in the torrent of consumption upgrading, and is unwilling to pay for its high imitation Putian goods and bad after-sales service.</p><p>Generation Z, who chants \"lie flat\" and doesn't want to be coerced by \"consumerism\" in the traditional sense, has long disdained the name of \"new middle class\", and is more likely to be attracted by personalized original innovative consumer brands, rather than strictly selecting such \"OEM stream\".</p><p>Therefore, in order to survive, Netease Yanxuan, while sinking hard through various affordable products and \"Pinduoduo\" red envelope routines, at the same time, he did not hesitate to pull out CEO Ding Lei to endorse all kinds of original brands of his own, trying to drag back the group of \"new middle class\" drifting away and Generation Z whose consumption power is constantly upgrading...</p><p>And this is more difficult than we thought.</p><p><b>Putian goods can't afford the \"good life\" the new middle class wants</b></p><p>\"Living in first-and second-tier cities, have certain consumption insights, pay attention to spiritual improvement and satisfaction, pay attention to quality of life and pursue self-worth.\"</p><p>This is a portrait of Netease Yanxuan of its target users at the beginning of its establishment. To sum up simply, it is the so-called \"new middle class\".</p><p>This is indeed a big \"plate\". According to the data of Huxiu.com, at present, the total number of new middle-class users in China is 33.2 million, while Wu Xiaobo's 2019 White Paper on New Middle Class shows that the size and consumption scale of new middle-class users in China are expected to reach 450 million in 2029. However, setting a good goal does not mean that Netease Yanxuan will definitely be tangible.</p><p>Playing the slogan of \"good life, not so expensive\", claiming that the goods come from big-name manufacturers of Muji or Samsonite, did make Netease Yanxuan gain a lot of attention shortly after its establishment. After all, for the new middle class with limited economic strength but hoping to maintain a certain \"force\", this seems to be a very \"cost-effective\" choice.</p><p>This was the common path of boutique e-commerce at that time-focusing on \"ODM with Chinese characteristics\", finding the same manufacturer by \"OEM production\", making simple modifications to the design, and then putting it on the shelves for sale in their own channels, and the price was even half cheaper than that of genuine big brands.</p><p>\"When Netease Yanxuan first appeared, I did visit it often, and I was happy to pay for some of its main daily necessities. For example, towels and sheets made by the same manufacturer of Muji, or milk pots made of the same material of Zwilling.\" Jiang Yuru, 27, works for an Internet company in Chengdu. When she just graduated from college, Jiang Yuru was once a loyal user of Netease Yanxuan, because for her who was new to society and had some requirements for quality of life, but it was difficult to pay for the high premium of famous brands, \"Netease's Yanxuan products are not big names, but things are not bad.\"</p><p>\"Jiang Yuru\" once made Netease Yanxuan briefly pushed into the forefront.</p><p><b>However, Netease Yanxuan ignored one point-most of Jiang Yuru's trust in it only stays in daily necessities with low selling prices and low repurchase rate.</b></p><p>The reason behind this is that in the past 20 years, the per capita disposable income of Chinese families has increased year by year, the family structure has been shrinking, people's consumption level has improved, and there has been a trend of \"consumption upgrading\". People are willing to spend more money to accept commodity premiums.</p><p>Therefore, the \"new middle class\" targeted by Netease Yixian treats the firewood, rice, oil and salt that must be solved with the concept of \"high cost performance\", while on the other hand, it still retains the expectation of \"big names\" in clothing, cosmetics, electronic products and other products. At least, it is unwilling to pay for products that can be seen at a glance.</p><p>When you open Netease Yanxuan, you can often see \"coconut\" shoes directly marked from \"Putian\", which are priced at about 200 yuan, and so-called bloggers recommend them, also claiming that their brand manufacturers \"have maintained good cooperative relations with well-known sports brands for a long time\".</p><p><img src=\"https://static.tigerbbs.com/5f118bc9e648532d3412d0861c6ce6d8\" tg-width=\"839\" tg-height=\"629\" referrerpolicy=\"no-referrer\">Putian shoes have become Netease's \"global top goods\"</p><p>In this regard, Jiang Yuru's attitude is, \"I would rather save more money to buy the original version, but I really can't buy the original niche brand.\"</p><p>This is not a simple \"face-saving doctrine\", but because, in the eyes of the new middle-class \"Jiang Yuru\", this is not in line with their concept of life and consumption attitude. \"The plagiarism and cottage background behind Putian are obviously not the good life we want.\"</p><p>Tommy, 29, is in Shanghai. His clothes mostly rely on Haitao, and he occasionally uses Netease Yanxuan for daily use. \"We save where we can, and we definitely don't save where we can't.\" Tommy told Zinc Scale that like Jiang Yuru, he felt that Netease's carefully selected home textiles, socks and underwear could occasionally be bought, while clothing, cosmetics and maternal and infant products had to be bought from big brands or more professional brands.</p><p>Except for the criticized Putian goods, its product quality control and after-sales are difficult to match the imagination of the new middle class people for a better life. Under a Zhihu page of \"How about Netease Yanxuan\", consumers have complained about the product quality and after-sales service of Yanxuan, and complained about the huge gap between the seller's show and the buyer's show. This kind of stalk, which was originally played rotten on Taobao platform, is reproduced on a platform that focuses on quality.</p><p><b>Therefore, it is difficult for Netease Yanxuan to win the favor of the new middle class, and it is difficult for Netease Yanxuan to make money simply by selling daily necessities business with low repurchase rate.</b></p><p>The data intuitively verifies this point-since 2018, Netease Yanxuan's goal of 20 billion GMV is far from being reached. In 2018, e-commerce business (Netease Koala and Netease Yanxuan) achieved 19.235 billion yuan, with a year-on-year growth rate of 64.8%.</p><p>In September 2019, Netease Koala sold itself to Ali, and Liu Xiaogang, general manager of Yanxuan Division, resigned. Netease Yanxuan has also been merged into innovative enterprises and other businesses because it \"accounts for a very small proportion of the company's total revenue\".</p><p><b>\"I want to tell original stories when I post a card\", the old routine can't fool young people</b></p><p>Netease Yanxuan is not unaware that it is difficult for him to reach the national level of MUJI to Japan, and it is difficult for the new middle class to continue to pay for the narrative system of \"big name with the same style\". As a result, Netease Yanxuan began to look at the new middle class in the future, that is, Generation Z.</p><p>From the launch of the free brand \"Black Pineapple\" series to the online adult sex brand \"Spring Breeze\", Netease Yanxuan seems to hope to attract those Generation Z who do not pursue \"brand symbol value\" but favor brand stories and personalities by telling original brand stories.</p><p>The ideal is good, but Netease Yanxuan is \"lazy\" again on the road to realizing the ideal.</p><p>\"Although Yanxuan has been following the preferences of young people, such as low-alcohol wine, small household appliances and other products, it looks original, but in fact it is still the OEM set. This is obviously not the national trend brand or niche brand that Generation Z wants.\" Industry insiders pointed out that if you know a little about the preferences of Generation Z, you can find that their pursuit of niche and national trend brands often lies in the stories behind the brands, from original designs to stories of brand establishment and development, etc. \"Compared with OEM goods, they are more willing to accompany the growth of a truly original small brand.\"</p><p>\"Post-00\" Jiaojiao's idea verifies the observation of the above-mentioned industry insiders. \"Obviously, it's still a card, but Netease Yanxuan also emphasizes that it is original. In fact, there is no brand connotation and story at all. To put it bluntly, I still want to make the difference.\"</p><p>For example, Jiaojiao once took a fancy to a bottle of so-called \"new concept sake\" osmanthus sparkling sake in Netease Yanxuan, which was priced at 88 yuan. She claimed to be a self-operated brand of Netease Yanxuan, and also pulled out Netease CEO Ding Lei's endorsement for recommendation. \"I drank three bottles of a hot pot.\"</p><p>However, when Jiaojiao traced the source and found the manufacturer of this bottle of wine \"Suzhou Bridge\", she found that the price of the same product of the original manufacturer was less than 50 yuan, and the wholesale price could be as low as about 30 yuan. \"The ingredients and volume are the same, but the label on the bottle is different.\"<img src=\"https://static.tigerbbs.com/aa6f075306f08a085a1cb107edd05319\" tg-width=\"988\" tg-height=\"741\" referrerpolicy=\"no-referrer\">Ding Lei's recommended sake brand premium is too high</p><p>This is not an isolated case. Ding Lei also recommended a 198g self-operated brand canned lunch meat, which was priced at 19.9 yuan, in the \"hot selling explosion\" of Netease Yanxuan during the \"6.18\" period. Searching for the same product of the original manufacturer of zinc scale, it was found that the price of 340g was only 15 yuan. Post a card selected by Netease, the quantity is half less, but the price is nearly one-third more expensive. \"Can Netease Yanxuan be worth so much premium?\" Finally, Jiaojiao turned around and chose an original women's wine brand, even if the price was more expensive than Netease Yanxuan.</p><p>This is obviously contrary to Netease's new expectation of itself, that is, \"not e-commerce, but brand\". In fact, after so many years, the impact of the words \"Netease Yanxuan\" on the minds of young users is actually very vague, and to a large extent, it is \"neither e-commerce nor brand\".</p><p>However, many new consumer brands have risen rapidly in this period. With the DTC marketing model that faces consumers directly, they focus more on brand building and fan management of sub-categories. Through community, content, live broadcast and other forms, they have formed a stronger vertical category of grass planting to harvest the favorability of young people.</p><p>Young people like Jiaojiao are willing to pay for it, and have popularized many new brands. In 2020, Tmall Double Eleven, such as 59 seconds in the disinfector category, Pineapple Jun in the fascia gun category, and Biba Baby in the diaper category, these new consumer brands that have been in Tmall for less than three years, ranked first in 357 categories in Double Eleven.</p><p><b>But looking back, Netease Yanxuan is still playing the previous set, and at most it has changed its gimmick-replacing the same style of big names with \"CEO recommendation\" or \"Netease employees select good things\", and these are obviously difficult to have a close connection with users.</b></p><p>For this reason, in recent years, products such as \"Hour Light Liquor\" and \"Mushroom Quick Cooked Pot\", which have been promoted by Netease Yanxuan, have not actually become explosives in that period.</p><p>As the New Consumption Research Institute wrote before, \"Netease Yanxuan, although they rely on the big platform tree to enjoy the shade, are still KO by a group of newcomers. After all, the new consumption environment no longer needs so many online versions of famous products... With more rational and diversified consumption demands, it may not be so easy for young people to pay for the quality concept of over-packaging.\"</p><p>Although Netease Yanxuan App added the \"Select Lane\" community on June 9th, focusing on \"sharing differences together and discovering more life options\", guiding users to share their life dynamics in the App, and trying to restrengthen the connection with young people, it seems somewhat late.</p><p><b>Engage in low prices and cashback, want to learn Pinduoduo but \"can't afford to play\"?</b></p><p>Telling original stories doesn't work well, and Netease Yanxuan didn't give up, hobbling to continue to save itself, such as learning the routine of Pinduoduo and playing sinking.</p><p>First, the activity of full return for the first single of newcomers was launched. The initial form was \"return of red envelopes\", but now the form is \"return of balance\". In short, the amount returned to users has to be used in Netease Yanxuan.</p><p><b>This activity has indeed attracted many new users for Netease Yanxuan, but the retention rate is not necessarily high. After all, when you open social platforms such as Zhihu and Weibo, you can see a lot of complaints about Netease's \"can't afford to play\".</b></p><p>Under the question of \"Is it a pit for Netease's strict selection of newcomers to return the first full amount?\", one of them praised the answer, \"After spending 78 yuan to buy a barrel of edible oil (platform), I returned two 39 coupons, but it must be over 56 before it can be used, and some products are not in the scope of use. Thinking that 56-39=17 is quite appropriate, then go and see what to buy. It turns out that all goods need to be over 99 before they can be shipped, so these two coupons can only have a discount of 29 plus postage. Of course, you can enjoy the discount in full, just scrape 99, so that you will spend more invisibly. I don't know whether this oil is good or not. Anyway, I retired it immediately, and went to a certain treasure to buy a familiar brand. \"</p><p>There are many more such cases. Many consumers took a fancy to the word \"cashback\" and placed an order. After receiving the coupon, they found that \"you can use it if you want to, and there are many thresholds\", but in the end, they couldn't get too much discount. The current \"return balance\" activity is also \"old wine in new bottles\". According to the rules of the platform, \"the balance of the return account does not support cash withdrawal, and it can be automatically deducted when placing an order, up to 30% of the order amount.\"<img src=\"https://static.tigerbbs.com/fc658684d616a2798ae5caceb0e26185\" tg-width=\"1080\" tg-height=\"809\" referrerpolicy=\"no-referrer\">On one side are coupons for brushing the screen, and on the other side are routines</p><p>Zhang Ru, who once bought Netease Yanxuan pro annual membership, felt that \"there are too many preferential routines for Yanxuan\". Zhang Ru said, \"I originally thought that it was cost-effective for members to often get coupons, but it turned out that it was often impossible to pay with coupons.\"</p><p>This has also been verified on social platforms such as Zhihu. Some users said, \"I just got the full-time coupon of 21 minus 20, and I excitedly collected 30 yuan and found that I couldn't pay. However, if the same thing doesn't use the coupon, it can directly enter the payment interface of Alipay in seconds, which is typically unaffordable.\"</p><p><b>On the other hand, Netease's \"Welfare Fan Group\" is filled with coupon information that brushes the screen every day. It is not difficult to see that Yanxuan wants to compete for the market by low-price preferential strategy and community marketing. However, whether it is low-price strategy or community marketing, Netease Yanxuan came too late and did not do it sincerely enough.</b></p><p>\"After all, the low price is not in line with Yanxuan's previous positioning and brand tone, not to mention that Pinduoduo has played coupons and cashback deeply in the hearts of the people. And being a community doesn't mean that giving coupons every day can increase user stickiness. Yanxuan obviously came too late and not serious enough.\" Some insiders pointed out that \"Netease Yanxuan is now more like seeking medical treatment in a hurry\".</p><p>In fact, earlier, Netease Yanxuan had launched the 9.9 value zone. In the special area, 180 explosive products were selected and repriced to provide consumers with the ultimate cost performance. At that time, this move caused a strong rebound from the old users of Netease-Yanxuan has always been positioned in the middle and high end. In the eyes of consumers, the 9.9 yuan special product seems to have lowered the platform tone.</p><p>However, Netease Yanxuan does not seem to have a long memory, and it is going farther and farther on the road of deviating from positioning.</p><p><b>The more you toss, the harder it is to save yourself</b></p><p>\"Today, most consumers will still pursue cost-effectiveness, but when the cost-effectiveness ratio is similar, more and more people will choose brands that match their own ideas, and these brands need to persist in conveying their ideas for a long time, so that consumers think that their ideas are real, not generated for profit.\" Ma Zichun, deputy director of research at Mintel, a market research consulting company, once pointed out this in an interview with Jiemian.</p><p>However, although Netease Yanxuan is still \"tossing\", its footprints have become more and more chaotic. For users, the changing brand concept has made its shape more and more blurry.</p><p>On the one hand, the further it sinks, the farther it is from the initial users \"new middle class\"; On the other hand, the more emphasis is placed on its original branding, the less willing Gen Z will be to pay for its premium.</p><p>Especially according to media reports, this year, when the total amount of social retail goods is declining, the consumption concept is becoming more and more polarized. On the one hand, consumers are spending huge sums of money to buy big brands and paying a premium for the added value of brands. Therefore, the price increase of luxury big brands this year is still becoming more and more fierce; On the other hand, it is the thorough pursuit of low prices. Taobao, Pinduoduo and even 1688 wholesale goods have received a lot of attention.</p><p>Under this background, Netease Yanxuan has been in trouble for a long time-not that there is no market, but that there is no market that belongs to \"Yanxuan\". In the increasingly abundant consumer market, there are fewer and fewer users who are willing to choose \"high or low\".</p><p>Therefore, the more Netease Yanxuan in the quagmire is tossed, the more difficult it is to save itself.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://mp.weixin.qq.com/s/Y4RTLQs-kdrPFTffcty2qQ\"> 锌刻度</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9","relate_stocks":{"NTES":"网易","09999":"网易-S"},"source_url":"https://mp.weixin.qq.com/s/Y4RTLQs-kdrPFTffcty2qQ","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1122245122","content_text":"新中产看不上，Z世代不买账\n“一顿火锅，我喝了三瓶。”\n在网易严选一款所谓的“新概念清酒”的详情页上，网易CEO丁磊对其如此强烈推荐。\n内容种草、玩转社群、讲品牌故事……曾一度只瞄准“新中产”的网易严选，如今标榜的种种，呈现出的是奔赴未来的消费主力——Z世代。虽然在努力迎合，但现状却是处境依旧尴尬。\n当下， “新中产”，在消费升级的洪流之中对品牌已有了更高的要求，不愿再为其高仿莆田货和糟心的售后服务买单。\n高呼着“躺平”、不愿被传统意义上的“消费主义”裹挟的Z世代，则早已不屑于“新中产”之称，更容易被个性化的原创新消费品牌吸引，而非严选这类“贴牌之流”。\n于是，为了活下去的网易严选，一边通过各种平价产品、“拼多多”式红包套路用力下沉，一边又不惜拉出CEO丁磊来为自家的各类原创品牌背书，试图拽回那群渐行渐远的“新中产”，以及消费能力正不断升级的Z世代……\n而这，比想象中更难。\n莆田货们，撑不起新中产想要的“好生活”\n“生活在一、二线城市，有一定消费见解，讲究精神层面的提升和满足，注重生活品质，追求自我价值。”\n这是网易严选在创立之初对其目标用户的一个画像，简单概括，就是所谓的“新中产”。\n\n 这的确是个不小的“盘子”，据虎嗅网的数据，目前，中国新中产用户总体体量是3320万户，而吴晓波《2019年新中产白皮书》则显示，2029年预计中国新中产用户群体规模和消费规模将达到4.5亿。\n\n但是，目标定得好，并不代表网易严选就一定摸得着。\n打出“好的生活，没那么贵”的slogan，宣称商品来自无印良品或新秀丽的大牌厂商，的确让网易严选在创立不久后就获得了大量关注。毕竟，对于经济实力有限，却又希望保持一定“逼格”的新中产而言，这看上去是“性价比”极高的选择。\n这是彼时精品电商共同的路径——主打 \" 中国特色的 ODM\"，以 \" 代工生产的方式 \" 找到同样的制造商，将设计做简单的修改，再上架到自家渠道销售，价格甚至比正品大牌便宜一半。\n“网易严选刚出现时，我的确常在上面逛一逛，也很乐意为它主推的一些生活用品买单。比如无印良品同一厂商制作的毛巾和床单，或者双立人同材质的牛奶锅。”江玉汝今年27岁，在成都的一家互联网公司工作。大学刚毕业时，江玉汝一度是网易严选的忠实用户，因为对于初入社会，对生活品质有所要求，却又难以为名牌的高溢价买单的她而言，“网易严选的产品不算大牌，但东西不差。”\n“江玉汝”们曾让网易严选短暂被推上了风口。\n然而，网易严选忽视了一点——江玉汝们对其的信任大多仅仅停留在低售价且复购率较低的日用百货。\n这背后的原因是，在这20年之间，中国家庭人均可支配收入逐年递增，家庭结构不断缩小，人们的消费水平提高，也出现了“消费升级”的趋势，人们愿意花更多的钱接受商品溢价。\n于是，网易严选瞄准的“新中产”，一边以“高性价比”的理念对待必须被解决的柴米油盐，另一边却在服饰、化妆品、电子产品等产品上仍然保留着对“大牌”的期待，至少，不愿意为一眼就能被识破的产品买单。\n而打开网易严选，你却常能看见直接标明来自“莆田”的“椰子”鞋，售价在两百元左右，还有所谓的博主推荐，同样宣称其品牌制造商“长期与知名运动品牌保持良好合作关系”。\n莆田鞋，成为网易严选的“全球尖货”\n对此，江玉汝的态度是，“宁可多攒点钱买原版，实在不行买原创的小众品牌。”\n这并非简单的“面子主义”，而是因为，在新中产“江玉汝”们看来，这并不符合他们的生活观念和消费态度，“莆田背后的抄袭、山寨底色，显然不是我们想要的好生活。”\n29岁的Tommy身在上海，服饰多靠海淘，生活日用偶尔用用网易严选。“我们是在能省的地方省一省，不能省的地方绝对不省。”Tommy告诉锌刻度，和江玉汝一样，他觉得网易严选的家纺、袜子和内裤偶尔可以买一买，服饰、化妆品和母婴用品等还得买大牌或者更专业的品牌。\n除却饱受诟病的莆田货，其产品品控和售后也难以配得上新中产们对美好生活的想象。在一条“网易严选怎么样”的知乎页面下，消费者纷纷对严选的产品品质和售后服务吐槽，吐槽卖家秀和买家秀之间的巨大差距。这种最初在淘宝平台被玩烂的梗，在一个主打品质的平台上重现。\n于是，网易严选的大牌同款很难得到新中产们的青睐，而单纯只卖复购率较低的日用百货生意，网易严选又很难赚到钱。\n数据很直观地验证了这一点——从 2018 年开始，网易严选 200 亿 GMV 的目标远未达到，2018 年，电商业务（网易考拉和网易严选）实现 192.35 亿元，同比增长率 64.8%。\n2019 年 9 月，网易考拉卖身阿里，严选事业部总经理柳晓刚离职。网易严选也因 \" 占公司总收入比例甚少 \" 的原因，并入创新企业及其他业务。\n“贴个牌就想讲原创故事”，老套路忽悠不了年轻人\n网易严选并非没有意识到，自己很难达到无印良品之于日本的国民程度，而新中产们也已经很难持续为那套“大牌同款”的叙事体系买单。于是，网易严选开始将目光投向未来的新中产，即Z世代人群。\n从推出自由品牌“黑凤梨”系列，到上线成人情趣品牌“春风”，网易严选似乎希望通过讲原创品牌故事这一套，吸引那些不追求“品牌符号价值”而是青睐品牌故事和个性的Z世代。\n理想是好的，但网易严选在实现理想这条路上又“偷懒”了。\n“尽管严选一直在紧追年轻人的喜好，比如低度酒、小家电之类的产品，但看上去是原创，实际上还是玩的贴牌那一套，这显然不是Z世代们想要的国潮品牌或者小众品牌。”业内人士指出，如果稍微了解一下Z世代的喜好，就能发现，他们对小众和国潮品牌的追求往往在于品牌背后的故事，从原创的设计、到品牌成立和发展的故事等等，“比起贴牌货，他们更愿意陪伴一个真正原创的小品牌成长。”\n“00后”娇娇的想法验证了上述业内人士的观察，“明明还是贴个牌，而网易严选还要强调自己是原创，其实根本没什么品牌内涵和故事，说白了还是想赚差价。”\n娇娇举例，她曾在网易严选上看中一瓶所谓的“新概念清酒”桂花起泡清酒，标价88元，声称是网易严选自营品牌，还拉出了网易CEO丁磊背书做推荐，“一顿火锅，我喝了三瓶。”\n然而，当娇娇溯源查到这瓶酒的厂家“苏州桥”，再随手一查，发现原厂家的同一产品价格才不到50元，批发价能低至30元左右，“配料和体量什么都一样，就是瓶身上那个标不同而已。”丁磊推荐的清酒品牌溢价过高\n\n 这并非个例，网易严选在“6·18”期间的“热卖爆款”中，丁磊还推荐了一款198克的自营品牌午餐肉罐头，售价为19.9元。锌刻度搜索原生产厂家的同款产品却发现，340g的才售价15元。贴个网易严选的牌，量少了一半，价格却贵了近三分之一。\n\n“网易严选这品牌能值这么多溢价？”最后，娇娇扭头选择了一家女性酒原创品牌，哪怕售价比网易严选更贵。\n这显然有悖于网易严选此前对自己的新期待，即“不是电商，而是品牌”。事实上，这么多年过去，“网易严选”几个字，对于年轻用户心智的影响其实非常含混，很大程度上“既不是电商，也不是品牌”。\n而众多新消费品牌却正是在这个时期迅速崛起。他们以直面消费者的DTC营销模式，更专注细分品类的品牌打造以及粉丝经营，通过社群、内容、直播等形式，形成了更强的垂直品类种草，收割年轻人的好感度。\n像娇娇这样的年轻人，乐于为此买单，并且捧红了众多新品牌。2020年天猫双十一，像消毒机品类的59秒、筋膜枪品类的菠萝君、纸尿裤品类的碧芭宝贝，这些入驻天猫不足三年的新消费品牌，在双十一一天就跑出了357个品类第一。\n但回过头来，网易严选还在玩以前那一套，顶多换了噱头——把大牌同款换成了“CEO推荐”或者“网易员工精选好物”，而这些显然很难与用户产生紧密连接。\n也正因此，近年来网易严选主推过的“小时光白酒”、“蘑立快熟锅”等产品，事实上都并没有成为那一时期的爆款。\n正如新消费研究所此前写到，“网易严选们，虽然依靠大平台树下好乘凉，但依然被一群新人给群KO了，毕竟新的消费环境，已经不再需要那么多线上版的名创优品……更理性和多元化的消费诉求下，想让年轻人们为过度包装的品质概念买单，或许已经没那么容易了。”\n尽管网易严选App在6月9日新增“选巷”社区，主打“一起分享不同，发现更多生活选项”，引导用户在App分享自己的生活动态，试图重新加强与年轻人的连接，但也多少显得珊珊来迟了。\n搞低价和返现，想学拼多多却又“玩不起”？\n讲原创的故事行不太通，网易严选倒也没放弃，蹒跚着继续自救，比如学着拼多多的套路玩下沉。\n先是推出了新人首单全额返的活动，最初的形式为“返红包”，如今的形式是“返余额”，简而言之就是返给用户的金额还得在网易严选使用。\n这一活动的确曾为网易严选吸引了不少的新用户，然而留存率却并不一定高。毕竟，打开知乎、微博等社交平台，能看见不少对网易严选“玩不起”的吐槽。\n在“网易严选新人首单全额返是坑吗？”的提问下，其中一高赞回答如是说，“花78元买了一桶食用油后（平台）返了2张39的券，但是必须要满56才能使用并且部分商品不在使用范围内，想着56-39=17也挺合适的，那就去看看买点啥呗，结果发现所有商品需要满99才能包邮，那么加上邮费这两张券变相地只能有29的优惠了。当然，你想全额享受优惠也可以，凑够99就可以了，这样无形之中又会多消费。这个油好不好我不知道，反正当下就退了，反手去某宝买了一个耳熟能详的牌子。”\n这样的案例还有很多。许多消费者看中“返现”二字下了单，收到优惠券后却发现“想用可以，门槛多多”，而最后也优惠不了太多。而眼下的“返余额”活动，也是“新瓶装旧酒”，按照平台的规则，“返回账户的余额不支持体提现，下单时可以自动抵扣，最高只能抵扣订单金额的30%。”一边是刷屏的优惠券，一边是套路\n曾购买了网易严选pro年费会员的张茹更是觉得“严选的优惠套路太多”。张茹称，“本来觉得会员可以经常领券挺划算，结果发现使用优惠券常常无法付款。”\n这一点也在知乎等社交平台上得以验证，有用户表示，“刚领了满21减20的全场优惠券，兴冲冲凑了30块钱发现不能付款，但同样的东西不使用优惠券的话，直接秒入支付宝付款界面，典型玩不起。”\n而另一边，网易严选的“福利粉丝群”里则是每日刷屏的优惠券信息，不难看出严选想靠低价优惠策略，以及社群营销来争夺市场的心。但是，无论是低价策略还是社群营销，网易严选都来得太晚，做得也不够真诚。\n“毕竟低价就不符合严选此前对自己的定位和品牌调性，更何况拼多多已经把优惠券、返现这些玩法玩得深入人心。而做社群也并不是天天发点优惠券就能增加用户粘性的，严选显然来得太晚，又不够认真。”有业内人士指出，“网易严选现在更像是病急乱投医”。\n事实上，在更早之前，网易严选就曾推出9.9超值专区。在专区内，严选挑选了180款爆款产品重新定价，为消费者提供极致性价比。而这一举动当时引起网易老用户们的强烈反弹——严选一直以来都定位于中高端，在消费者眼中，9.9元特价商品似乎拉低了平台调性。\n而网易严选似乎并未长记性，并在背离定位这条路上越走越远。\n越折腾越难自救\n“今天大部分消费者仍然会追求性价比，但在性价比差不多的情况下，越来越多的人会选择符合自己理念的品牌，而且这些品牌需要在很长时间内坚持传达着他们的理念，让消费者认为他们这些理念是真实的，而不是为了盈利而产生的。”市场研究咨询公司英敏特的研究副总监马子淳曾在接受界面采访时指出这一点。\n然而，尽管网易严选还在“折腾”，但其踩下的脚印已经越来越乱。对于用户而言，不断变化的品牌理念，已经让它的形则变得越来越模糊。\n一方面，越往下沉，其与初始用户“新中产”们的距离则越远；另一方面，越强调其原创品牌，Z世代们就越不愿意为它的溢价买单。\n尤其是据媒体报道，在社会零售品总额下降的今年，消费观念越来越两极化，一边的消费者是斥巨资买大牌，为品牌附加值支付溢价，因此，奢侈品大牌今年的涨价程度依然愈发凶猛；另一边是彻底追求低价，淘宝、拼多多甚至是 1688 批发货受到众多关注。\n在这样的大背景之下，网易严选陷入困境已久——并非没有市场，而是已经没有属于“严选”的市场。在越来越丰富的消费市场上，愿意选择“高不成低不就”的严选的用户，越来越少。\n于是，泥潭之中的网易严选越折腾，越难自救。","news_type":1,"symbols_score_info":{"09999":0.9,"NTES":0.9}},"isVote":1,"tweetType":1,"viewCount":1094,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"lives":[]}