The recent century is characterized by radical changes in technology. Individuals are living in smart world in which the information communication technology is a basic requirement. Therefore, leading to social needs as well as opportunities among the people in the recent era. 2019 is regarded as the initial year for the social networking. Modern social approaches such as video, sound and pictures have accelerated the implementation pace. Together with the emergence of the young groups which include the Z era, the demand for the social interaction has been changing constantly. By so doing, social networking field has become a field of interest. Also, the social networking for campus has become a battleground for military planners and has enticed many business. As a result, LiWo campus networking App.
The development of the APP has been as a result of the social need for the Z-generation. The ear comprises of the individuals born after 1995. The LiWo App has been also developed as a result of the support from the different companies. First, Jingdong Corporation concentrate on supporting Campus social business layout. Also, branch of Jingdong digital support the development of LiWo App through providing funds as well as the strong background support. The new Liwo App which has been already launched for all users of the smartphones, consist of the functions such as earning a particular amount of money after a certain activity for example completing a survey. During a Covid-19 pandemic the JD digits introduced a promotion which required the students to share their photos from their lives to gain likes. The first five student with many likes would win USD 1,418 while other participant would get rewards such as hairdryers. The study on the social needs of Z generation and the campus networking platform market in China has been influenced by the Covid-19 impact on the interactions, ideas of the college individual born from 1995, and social behavior and habits. The literature review provides the following sections: market analysis, competitive product analysis, and user analysis.
Z-generation is specifically a young generation which comprise of the individuals born after 1995. In China, Z generation is an upcoming borderless tribe characterized by the uniqueness and hungry for uniqueness. OC & C conducted a comprehensive survey which revealed distinct pattern of consumption for the generation which are accountable for the worldwide third consumers. Z-generation makes up around 30% of the global population while in China around 20% of the population. Therefore, it is essential to analyze the z-generation as the users of the social networking platforms. For example, LiWo App is a campus App that z-generation use for social networking. Therefore, analyzing the z-generation in aspect of the consumer behavior, consumer usage of App, consumer adoption and user demand preferences is essential as it will provide information on the user of LiWo App.
According to Garcia (2018), Z-generation is considered to be sophisticated however, it provides an essential group of consumers for retailers and brands as it make up a high proportion of the international consumers. The generation is changing the consumer industries’ face through having a distinct patterns of behavior and therefore, it is the responsibility of the companies to modify their products and services to cater and meet the social needs for the young generation. In China, the consumption power is growing steadily with z-generation becoming a consumer segment that companies want to understand more and target. Specifically, China accounts for highest share of the z-generation household spending at 13% compared to UK at 3% and USA 4% (Occcstrategy.com, 2019). Also, the information reveals that Chines Z-generation spends more on the technology which includes media subscriptions and mobile phones. The generation is characterized by willing to spend and less willing to save. This trend is considered to be fueled by the enhanced sense of security as well as the optimism for future to spend. In the research conducted by the OC & C, it reveals that 41% of the respondents agreed to being optimistic about their future in China while 19% for the Italy (Occstrategy.com, 2019). The information is enough to urge the companies to consider strategies they would implement if they wish to capitalize on the booming market of China.
Z-generation id all about technology. From the era of birth, the cellphones and internet were commonplace (Garcia, 2018). The generation desire for instant gratification and they understand that when they need information it will be accessible for them. Due to advancement in technology, the world is connected and therefore communication is virtual. As a result, it is uncommon for the z-generation in China to have friends across the world. Many of them find it easier and appropriate to communicate with individuals halfway around the world compared to communicating with relative at dinner table during a holiday meal. Cell phones may appear to be confused for an extra appendage among the members of z-generation, however, the use the gadgets for many reasons. Mostly, use them for entertainment purposes. The usage of the phone could reveal that the z-generation has a habit of using different App for communication (Ho, 2020). In China, the individuals use WeChat for communicating. Using Apps implies that the z-generation has high chances of using LiWo apps for communicating. Z-generation is characterized by researching online for goods and services. Also, they research companies online and they depend on the user reviews to backups their gut instincts concerning a corporation before they transact with them. Therefore, they depend on the Apps for having clarification on the company products and services. Improving the services that App will provide would influence the App usage. Therefore, it implies that enhancing the efficient of the LiWo App will enable the Z-generation to use the App. Since the z-generation has high chances of using Apps, it is a ready market for LiWo App.
Z-generation is considered to a borderless generation. As a result, it share behavior and attitudes with other countries. This results to a homogenizing effect which is driven by technology. The social media platforms and internet make it easy for the z-generation to share ideas and also access similar media and information. They enjoy face-to-face interaction, however it does not have to take place at the same physical locality. With help of social media platforms, they are different App in which the z-generation could communicate face-to-face such as Skype and FaceTime.
The z-generation are prolific users of social media. According to Occstrategy.com (2019), they have profiles, check their account more frequently and spend a lot of time browsing. Therefore, they are influenced by celebrities, friends follow brands, inspiration from the source purchase and make transactions. They are conscious consumers and they purchase products that are environmentally save. The z-generation is a great influencer of the companies. They purchase products from one company and if they are satisfied they become loyal customer and advertise about the products. Upon dissatisfaction, they also, talk about the company’s products which could lower its sales.
From the characteristics of Z-generation it is clear that campus students are big users of the social networking platforms. Therefore, the LiWo app has a ready market. it is upon the brand to modify the app to meet the social interaction needs for the generation. Through this, the LiWo App will gain a competitive advantage which is essential for the App to gain popularity and to do well in the networking industry. Since the z-generation are influenced by celebrities to purchase products, the brand should use celebrity endorsement to promote the App through this, it will gain fame among the campus students. As result, gaining the competitive edge in the industry.
Competitive product analysis
LiWo App is an interesting with a slogan “to know interesting new classmates”. The aim of the App is to make new friends among campus students. Also, the App allow brands which offer products and services to meet the need of the campus students to open online stores on the liwo. By so doing, it will increase the users of the app (Jingili, 2019). For example, z-generation is considered to be trendy and fashion industry providing opening their online store will entice campus students. Selling smart and high-quality clothes for both men and women will attract many users. Online selling is considered to influence impulsive buying. Therefore, the user will strive to use the app increasing the number of users.
The roll-out come at the appropriate time, during Corona pandemic when universities across the world were shut down and students were at home. However, JD digits faces a steep competition in the industry since it is operating in a highly competitive market with well-established social network Apps. According to Jingili (2020), Cecilia Xu, an analyst told KrASIA that it is too late for the JD Digits to gain a market share in the local life service sector since the Alibaba and Meituan’s Ele.me has dominated the industry. Also, Xu said that it is hard for social apps to take off in China. She pointed out that ByteDance has made multiple attempts to challenge the Tencent WeChat which is dominating in the industry. ByteDance launched a social app which is video based however, it did not overtake the WeChat app. The app is used for facilitating online social services. It is the company beyond TikTok which has gained popularity recently. According to Ting (2019), the corporation has a valuation of around $78b and it has generated over $7b in profit for the first half of year in 2019. TikTok app is fascinating to the z-generation as they are the most users. The corporation earns mostly through advertising. Therefore, it has gained a competitive advantage through advertisement of the goods and services.
With all these WeChat is well established and it has over billion user across the world. The app is more than messaging and social media. It is used by individuals to chat as well make calls with the pals, read news, and use local services in mini programs and official accounts. Also, friends could play games and enjoy features of the mobile payment with the WeChat pay. WeChat is popular is the largest and most dominating social network in China due to various reason. First, it is all-in-one app. Initially, it was used to send instant messages, however currently, it forms a basis of the daily digital life. It provide online stores in which individuals could use to advertise about their products. Having many users, it could reach many people, thus advertising products and services efficiently. According to Lee (2018), WeChat was launched in 2011, and it was answer to the WhatsApp, Viber and Kik. It provides many features which include video calls, messaging, advertising options, interest groups, online payment, advertising options, and micro-blogging. By the fact of having many features, it has been essential for the app has the features are essential and facilitate digital life. WeChat has is business friendly as a result attracting many businesses (Lee, 2018). Contrary to Facebook where business users are almost forced to pay to promote their content for them to be seen by their followers, WeChat only allows business to just open an official account in which and earn following at a zero cost. WeChat is an essential app to the business since they could post updates daily, customers could pay their services through WeChat account and also enterprise with more than 100,000 followers are permitted to purchase ads, and promote the services, products and their accounts. The strategy that WeChat use for obtaining a competitive edge is focus. They are focused on facilitating digital life. Therefore, ensuring that that WeChat app has all features that could ensure that individual are experiencing digital life as they use the app. As a result, Liwo app should integrate many features to facilitate digital life.
With the existence of the well-established social network app for the JD.com should promote its app through advertising. It could use paid celebrity endorsement whereby famous celeb would advertise the product through different channels. It could also incorporate many apps to accommodate the social needs of the current generation.
Social networking company are operating in highly competitive market. This is due to advancement in the technology which has resulted to new goods and services. Therefore, leading to changes to social market. For any company to compete efficiently, they need to be able to adopt and adapt new changes quickly as this could make them to be consistent with the social need for the recent era. Also, the use technology has been help to the companies providing social services. The target population for the social products in the current period is the Z-generation. They are individuals born after 1995, and they were born in the digital era where technology use was the common thing among individuals. The social segmentation of the z-generation include the following segments: sustainable luxury services, eco-conscious, affordable service, and Ethical, eco-friendly, and fair trade accessories brands segment. Sustainable luxury products is a kind of segment in which consumer desire luxury products which are long-lasting (Walheer and He, 2020, p. 127). Conscious consumers want truthfulness in the products and services. They also wishes for uniqueness and simplicity in their services. Another segment of the consumers exists which require affordable services. This group of the consumers are likelihood of purchasing affordable services but quality ones.
PESTLE could be used to analyze the companies providing social products (Achinas et al., 2019, p.21).
P-Political-Politic are external factors which could affect operation service companies. They include political stability, government policy, tax policy, as well as trade restriction. The laws of the company influence the business success (Joseph, 2019). The government of Spain has favorable government policies. The politics in the current era is concerned with facilitating a digital era (Xin-gang et al., 2016, p.116). Therefore, investing heavily on the technology which has led to development of the social products (Mengin and Rocca, 2016). China is a country which has invested heavily on technology. It is considered as the country which is superior in terms of technology (Zhan, 2017, p.45). Therefore, promoting social service development.
E-Economic-economic factor could influence business operation. The factors include economic growth, unemployment rates, exchange rates and inflation rate (Lai and Xia, 2016, p.25). China is a country characterized by high economic growth. Therefore, service companies operates in an environment with a lot of resources. As a result, this boost the operation of the service companies. They able to invest hugely on the business.
S-Social-social factor influence of the business. They include lifestyle factors. The target consumers for Liwo Company is the z-generation (Csobanka, 2016, p.67). The lifestyle of the individuals include depending on the social media for communication and interaction. Therefore, they need to have social network app.
T-Technology-advancement of the technology is essential for business operation. China has been investing on the technology which has facilitated the development of the social networking services. Therefore, the presence of the high connectivity in China is influencing social networking platforms positively.
L-Legal-Legal factors affects the operation of the enterprises. They include how the law affect business operations. Example of the how legal factors affects include affecting viability and profit margins of a certain market. The law in China affect the operation of the enterprises.
E-Environment-Environmental factors include the environmental condition that influence the operation of corporations. Service industry are like virtual enterprise therefore, they do not operate on the physical world. Therefore, they do not have hazard effects on the environment.
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