Tmall, China’s largest B2C e-commerce platform, released a college consumption trend list at the beginning of a new school year. The list shows that online purchases from college students across China rose in the past year. Tmall’s sales growth in Beijing colleges was five times that of the overall Beijing market and the purchase orders from college students accounted for 17 percent of the total purchases in Beijing.
Shao Xiong, the director of operations of Tmall told the reporter of Beijing Youth Daily that in Beijing 17 percent of the users of Tmall Supermarket, which is the most popular one-stop online shopping platform among college students, are college students. It means there are 17 college students among every 100 online shoppers of Tmall Supermarket in Beijing. Data shows that there are about 1.5 million college students in Beijing, which account for around five percent of the city’s total population. According to statistics, the college shopaholics of Tmall Supermarket in Beijing are mainly in Tsinghua University, Peking University, Renmin University of China, Beijing Normal University and Beihang University (listed in random order).
“The sales of Tmall Market grew faster in Beijing than nationwide, and it grows five times in Beijing universities than the overall market of Beijing this year, making college users the major contributor to the rapid sales growth of Tmall,”Shao expressed. With the first post 00s generation entering colleges, there is a great demand for shopping consumer goods online. Accordingly, the sales strategy of Tmall Supermarket in Beijing targets the young generation and individualized demands more.
It is learned that Tmall Supermarket will also cooperate with universities to recruit “gourmets” on campus as their new product tasters and provide samples for them who would write “experience reports” in return. The reports will become part of Tmall’s data from colleges and help its data mining team to learn about the user perception in an all-round way.