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Poshmark:超过一半的消费者会通过社交媒体购买 | 出海Poshmark电商岛群第7期

2020-04-16 19:53:00

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根据Poshmark社交商务平台的2020年社交商务报告,58%的消费者表示他们愿意通过社交媒体而非公司的网站购买商品,而75%的消费者表示他们会直接从网上购买商品。 该报告还发现,57%的消费者通过口口相传发现了新品牌,41%的消费者是通过有影响力的人,33%的消费者是通过社交媒体营销。 约8,500名消费者的调查重点放在Poshmark用户上,约占6,500名受访者。 它还包括来自该公司6000万用户的内部数据。 该公司还在报告中增加了其用户购买方式和销售的统计数据,该公司指出Poshmark的增长反映了向社交商务和转售的趋势。

尽管该报告侧重于Poshmark用户,但它为整个转售市场的增长提供了更多背景信息。 ThredUp在2019年的一份报告估计,转售市场将在五年内达到510亿美元,而Poshmark的报告进一步讨论了消费者心目中的二手和转售市场的增长。

根据调查,有38%的Poshmark用户的壁橱是二手衣服,而接受调查的非Poshmark用户的14%。 与Poshmark用户相比,非Poshmark用户从诸如Target和Walmart等大型商家或百货商店购买了更多的服装。 该研究表明,在年轻消费者中,这也是一种更受欢迎的趋势。 Z世代壁橱由16.5%的二手物品组成,是所有世代中最多的,其次是X世代(14%),千禧一代(12.5%)和婴儿潮一代(9.5%)。 从百货商店和大型商户购买的商品所占的百分比在老年人中较高。

一直在关注转售市场增长的零售商以不同的方式做出回应。虽然梅西百货(Macy's)和盖普(Gap)等一些零售商选择与转售平台ThredUp合作,但诺德斯特罗姆(Nordstrom)和巴塔哥尼亚(Patagonia)等其他零售商则选择为二手商品创建自己的空间。 Poshmark本身在最近几个月中扩大了其二手产品的销售范围,并于去年6月开始转向家庭用品。

Poshmark可能还会涉足与社交商务的兴起有关的事情。 PayPal对加拿大消费者的分析发现,有40%的消费者期望在2019年假期期间在社交媒体和移动应用上购物。 Poshmark的报告发现,Z世代中有57%的人通过社交平台上的影响者发现了新品牌,而Z世代中有34%的消费者是从社交媒体影响者那里获得灵感的。

Poshmark的创始人兼首席执行官曼尼什·钱德拉(Manish Chandra)在一份声明中表示:“展望2020年,消费者将内在地产生内在的渴望,重新定义买卖的含义,使社交购物成为零售本身的代名词。”

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Poshmark: Over half of consumers would buy through social media

Dive Brief:

  • According to social commerce platform Poshmark's 2020 social commerce report, 58% of consumers said they were comfortable with buying goods via social media rather than a company's website, while 75% said they would buy something directly from a person online.

  • The report also found that 57% of consumers discover new brands via word of mouth, 41% of them through influencers and 33% through social media marketing. 

  • The survey of roughly 8,500 consumers was heavily weighted toward Poshmark users, which made up about 6,500 of the respondents. It also included internal data from the company's 60 million users. The company, which also added statistics on its users' purchase patterns and sales in the report, points to Poshmark's growth as a reflection of the movement toward social commerce and resale.

Dive Insight:

Though the report focuses on Poshmark users, it provides more context behind the growth of the overall resale market. A 2019 report from ThredUpestimated that the resale market will reach $51 billion in five years, and Poshmark's report further discusses the growth of the secondhand and resale market in the consumer conscience.

According to the survey, 38% of Poshmark users' closets are secondhand clothing, versus 14% of non-Poshmark users surveyed. Non-Poshmark users bought more of their apparel from mass merchants like Target and Walmart, or department stores, than Poshmark users. It's also a more popular trend with younger consumers, according to the study. Gen Z closets are made up of 16.5% secondhand items, the most of any generation measured, followed by Gen X (14%), millennials (12.5%) and baby boomers (9.5%). The percentage of items bought from department stores and mass merchants was higher for older generations.

Retailers that have been watching the resale market's growth have responded in different ways. While some retailers like Macy's and Gap have chosen to partner with resale platform ThredUp, others like Nordstrom and Patagoniahave opted to create their own spaces for used goods. Poshmark itself has expanded its collection of secondhand sales in recent months, moving into home goods in June of last year.

Poshmark also may be onto something regarding the rise of social commerce. PayPal's analysis of Canadian consumers found that 40% of consumers anticipated shopping on social media and mobile apps during the 2019 holiday season. Poshmark's report found that 57% of Gen Z discover new brands via influencers on social platforms, and 34% of Gen Z consumers get their style inspiration from social media influencers. 

"Looking ahead to 2020, consumers are emerging with an inherent desire for connection, redefining what it means to buy and sell, making social shopping synonymous with retail itself," Manish Chandra, Poshmark's founder and CEO, said in a statement.


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