Relocation Research For Yuemei Global Shopping Platform

With the rapid development of Internet technology,a large number of social e-commerce platforms have emerged,including the Yuemei global shopping platform based on Youzan micro mall.Yuemei in its early stage aims at the college students market,with the purpose of "enabling college students to easily and conveniently buy global genuine brands".Yuemei’s product categories cover clothing,beauty care,home,health care,food,technology and so on.However,during the actual operation of the platform,many disadvantages are gradually exposed.The dismal business performance forced the Yuemei to rethink its business strategy,and decided to reposition the target market under the guidance of scientific positioning theory.Based on the review of the positioning theory,positioning model and relevant research on social e-commerce platform,focus group interview method and questionnaire survey method are used to discuss the repositioning of Yuemei.Firstly,focus group interview method was used to finish "position finding".In a quiet environment free from external stimuli,the researchers divided 18 college students into three groups to conduct in-depth interviews,in order to understand their initial impression,purchase intention and expectations of the Yuemei.The interview results of "position finding" show that "college student gift market" is more in line with the business purpose of the Yuemei.Subsequently,questionnaire survey method was adopted to complete "position selection" for the Yuemei.The questionnaire survey aims to understand the value(tool value,final value,benefit value,product attribute value,etc.)in purchasing gifts and the factors influencing their purchasing decisions.Data analysis based on 329 valid questionnaires shows that,"position selection" of the Yuemei should focus on "providing high-quality and creative personalized gifts for college students".Finally,the "position placing" of the Yuemei will be completed by in-depth mining of the questionnaire results.In gift purchase decision factors for college students in the questionnaire on the basis of further analysis,research and reveals that the college students’ habit of gifts to buy,be fond of,motivation and demand characteristics.In addition,this study combined with the four marketing elements of the diamond positioning model,from the four aspects of advertising planning,price planning,distribution planning and communication planning,the paper puts forward targeted suggestions for Yuemei’s repositioning.The innovation of the research is mainly reflected in the following two aspects.On the one hand,the research adopts the diamond positioning model,uses the focus interview and the questionnaire survey method,carries on the scientific and reasonable repositioning of the Yuemei global purchase platform from the three stages of "locating,selecting and placing",which is the deepening and expansion of the traditional positioning theory.On the other hand,social e-commerce,as a new convergence platform,provides entrepreneurial opportunities for small enterprises such as Yuemei global purchase platform.Taking Yuemei as the research object,this study provides ideas for positioning small enterprises to enter the social e-commerce market,and has practical reference significance for social e-commerce platforms to win customer trust in the target market through positioning and improve the sales performance of the platform.