48.8% of Internet users hope to buy cake online

Cakes have become an indispensable item for people's birthday parties, weddings, and other places. More and more people like to customize their cakes for their friends. With the acceleration of the pace of life and the development of e-commerce, online bake is also compliant with the requirements of the times. Quietly rising, it caters to the huge market of customized demand quickly and easily. At present, domestic baking websites mainly include: NO CAKE, 21cake, waffle kid, mcake and Murphy.

Researchers at the Speed ​​Way Research Institute conducted an analysis of people’s buying habits and online bake markets through market research and Baidu Index.

What are the priorities for buying cakes?

The data shows that people are most concerned about the quality of food ingredients (22%). With the improvement of people’s health awareness, eating safe and hygienic food is the first thing people should consider, followed by the appearance/shape (20%). And taste/formulation (20%), personalized appearance, suits their own taste has also become an important factor for people to customize the cake, and second, people will consider the price of the product, as well as the brand of the cake and other factors. According to the survey, NO CAKE may have certain advantages in the selection of ingredients.

Online bake market conditions and prospects

Survey data showed that only 25.6% of people bought cakes online and 74.4% did not purchase cakes online. There are many reasons for the lack of online shopping, such as the inability to deliver in remote areas, the lack of suitable online payment methods, and concerns about online shopping. On the one hand, this is related to the development of e-commerce. Although e-commerce has developed rapidly in recent years, some special products, such as food, fresh fruits and vegetables, need to be further developed due to problems such as short-term preservation and distribution. perfect. On the other hand, netizens’ awareness of online shopping and online shopping habits still require a certain amount of time.

Under the conditions permitting, netizens are more willing to use the “Internet purchase, delivery home”, a total of 273 people chose this channel, accounting for 48.8% of the total number of people, followed by going to the store to buy.

It can be seen that if the conditions are ripe, the online baking industry will be greatly developed and the offline baking will receive different degrees of crowding.

Such products as cakes have great difficulty in distribution, and the cold chain system requires high delivery speeds in the distribution process. In addition, delivery needs to be on time. This has become a problem encountered in the online bakery industry. According to consumer feedback, the relatively large brands such as Leoch, 21cake, etc., are taking delivery time and delivering it to consumers with a higher degree of cake integrity.

Bakery Website Analysis

In the construction of the website, the bakery website attracted the most customers is the "cake picture", a total of 364 people choose this item, the picture is a way to most intuitively reflect the appearance of the cake, allowing customers to intuitively see the shape of the cake, followed by The customer's evaluation, the customer's reputation is always the only way for an online store to survive, and then is the type of cake and discounts, and many sites strive to create a beautiful text introduction and activity rankings are behind.

The customer's gender also determines the customer's shopping behavior, regardless of the man and woman's "convenience and time to order process," the most important one. 207 men and 195 women chose this option. From the chart, it can be seen that female shoppers are more concerned with prices, which is significantly higher than that of male shoppers. Therefore, when baking websites contact females, they must pay attention to the guidance of price factors.

The first time people buy cake online and enter a certain website, the proportion is the friend recommendation factor. This factor accounts for 46.2% of all factors, so the cake shop must pay attention to its website's word-of-mouth publicity; The percentage of ads and offers seen is 30.8%. There are also other factors such as Baidu search, reviews, accidental factors and so on.

Online Bakery Website Search Volume Analysis

According to data from Baidu Index's major baking websites for nearly a month, the user's attention on baked websites has been growing in a periodic manner. During the Spring Festival holiday from February 9th to 16th, the user’s attention was generally low; and when people began to work, the user’s attention gradually increased, but the attention of the users dropped sharply every weekend. These websites are still open during the holidays, and a large part of the decline in attention is due to the fact that holiday customers have more time to purchase from physical stores.

The rankings of the attention of various baking websites are fluctuating. Among them, 21cake's daily average user attention is about 1200, ranking first, Nuo heart lecake ranks second with 600 average daily users attention, followed by waffle kid, mcake and Murphy. The degree of attention of the users of the website is also related to the city coverage and online time covered by the website. For example, 21cake covers Beijing, Shanghai, Hangzhou, and Tianjin. Noble lecake covers Shanghai and Hangzhou. It can be seen from the number of city coverage that if you are satisfied Like Lecake and 21cake city coverage, this ranking may be subject to change. According to Alexa's rankings, in the nearest stage, Leoch’s daily average IP has exceeded 21Cake. The number of users of 21Cake is stable and Lecake has been increasing. Relatively speaking, 21Cake is more likely to retain old users, and there is basically no loss. The level of recognition of Nocardi Lecake by the public continues to rise.

Through analysis, analysts at the Sutu Institute believe that the online baking industry is a blue ocean and nearly half of Internet users want to be able to shop online. The higher level of customer demand is due to the fact that online purchase saves a lot of time for physical stores to buy and wait; in different genders, men are more concerned about the design and quality of cakes, while women are more sensitive to prices.