网络定制消费--我的需求我做主（Network customized consumption - my needs, I call the shots）.doc

网络定制消费--我的需求我做主（Network customized consumption - my needs, I call the shots） At the beginning of June 2011, 10 thousand sets of customized air-conditioning just 38 hours will be sold in the Taobao online, according to industry data show that the appliance stores store one day average air conditioning sales of about 150 units, which means that the online sales is 42 times faster than the next line stores. But the pace of sales is not the biggest bright spot, more critical is that the 10 thousand air-conditioning enterprise is entirely based on consumer demand to customization, including air conditioning appearance, function, power and so on are tens of thousands of consumers voting results. In fact, in addition to air conditioning, through the network, custom merchandise transactions emerge, from clothing to furniture, from toys to diamonds, from health care packages to travel programs...... This kind of mode which is put forward by consumers and customized according to the needs of enterprises is undoubtedly a profound business change compared with the traditional consumption patterns. Personalized consumption era At present, China is ushering in a mass era of personalized consumption, accompanied by two unique and significant trends. First, consumption continues to escalate. Since the reform and opening to the outside world, China has gone through third consumption upgrades. In 2008 and 2010, Chinas per capita GDP exceeded $3000 and $4000. Referring to international experience, China has entered a phase of heterogeneous economy, and the trend of individuation and diversification of consumer demand has increased significantly. According to the data Chinese academy shows that since 2008, Chinas total household consumption in urban and rural areas in the development of consumption (including housing, transportation and communication, education, entertainment, health care, tourism etc.) has exceeded the proportion of 50%. This means that our overall consumption structu