In recent years, with the IP economy, the net red economy, and the live broadcast, the social e-commerce has used consumers to generate purchases by using social relationships and personal influence. In 2017, social e-commerce has quietly squeezed into the front. 5. Ranked fifth with 2.5% market share. Social e-commerce has become a rookie in the retail market.
In recent years, with the IP economy, the net red economy, and the live broadcast, the social e-commerce has used consumers to generate purchases by using social relationships and personal influence. In 2017, social e-commerce has quietly squeezed into the front. 5. Ranked fifth with 2.5% market share. Social e-commerce has become a rookie in the retail market.
As a third-party social e-commerce platform focusing on C2B, it uses a lot of consumers to use social networking attributes to spread the group at a lower price. It uses communication as a new social e-commerce thinking. The number of users has exceeded 300 million. It has been established for nearly three years, has carried out four rounds of financing, and has obtained more than $3 billion in financing. It was listed on the NASDAQ IPO in July 2018. It took only 2 years and 11 months to go public, showing a rapid growth.
However, after the listing, many of the attacks also attracted investigations, down shelves, litigation and other issues, which became the focus of public opinion, and even ironically criticized as 'the eve of the night'. How will the emerging business of social e-commerce develop next? ?
The secret of success
Tightly grasp the long tail economy, accurate user positioning. In the context of consumption upgrades, major e-commerce giants have been closely watching the high-end consumer market, and the fight has not kept pace with the e-commerce giants, but with low- and middle-income people. The target user group has seized the long-tailed users and fully compensated for the gap in the low-end consumer market. On the other hand, commodity manufacturers need to obtain a relatively low-priced traffic by multiplying, so as to pass the 'low-cost explosion', etc. The way to transfer the original excess capacity to the consumer. At the same time, as a social e-commerce platform, the socialization of the group mode is stronger, has a certain user stickiness, and can obtain more traffic at a lower cost. And with its small profits but quick turnover, it can accurately solve the problem of merchant goods inventory.
WeChat traffic portal expands its user coverage. In February 2018, the company reached a strategic cooperation agreement framework with Tencent, and Tencent provided the access point on the WeChat wallet interface to make use of the traffic of Tencent WeChat wallet. Before the listing, Tencent had participated in its two rounds of financing, and relied on the WeChat circle of friends promotion and the flow of small programs to create a sharing scene on WeChat, which has certain advantages in platform exposure. The advantages of traffic, the massive user base of WeChat, its coverage has already involved county-level cities and even rural consumers who have not been covered by e-commerce in the past. The user community is already a traditional e-commerce platform that does not reach the user community, huge Traffic entry is also a major factor in promoting the rapid development of the fight.
The new model promotes the expansion of many business upgrades. Before the fight, the existing model mainly relies on the network red economy, live e-commerce, IP economy and other means to interact with consumers to promote consumption, but this consumption pattern is very limited. The coverage of the attracted consumers is not strong, and there is a certain degree of pertinence. The fight is more than the core mode of the group, combined with mobile social, consumers through multi-users through multi-person group, forward links to invite relatives and friends to join the group Get a lower price, and let the platform have a 'fission' type of communication effect through the consumer forwarding link. In addition, there are also new shopping activities such as 'share the bargain', 'help free', 'head of the free', and so on. Inspires consumer engagement and drives social traffic into sales.
Social e-commerce faces great challenges
Platform commodity quality issues. In August 2018, the State Administration of Market Supervision said that it had investigated the infringement of counterfeit branded goods in the multi-platform platform and had asked the Shanghai Industrial and Commercial Bureau to interview the platform operators, and then made a lot of statements to make full efforts. Cooperate with industry and commerce, market supervision departments to carry out investigations, and carry out self-examination and self-correction in the platform to protect user rights and interests. From August 2nd to 9th, the platform has been forced to close 1,128 stores, and the shelves are up to 430. 10,000 pieces, such a massive platform store shutdown phenomenon fully reflects the serious quality problems of the multi-platform products. At the same time, in the low-cost platform, consumers need to fill in personal information, which also causes consumers to disclose personal information. Larger risks. Commodity quality problems will be the bottleneck for the next step of development. Whether the quality of goods can be handled correctly and reasonably is related to the platform's 'life and death'.
Products and services can be replaced. After the rise of the low-end consumer market, major traditional e-commerce platforms have begun to deploy low-priced products, and many platforms have been on the line. 2016 Jingdong in traditional e-commerce First of all, the 'Jingdong fight-purchase' function was launched, and users who have purchased a group of people can enjoy more powerful offers; Taobao launched an independent 'Taobao Special Edition' app in March 2018, not only through low prices. Taobao products to create explosive models, also introduced a promotion model for recommending new users to return commissions; Suning integrated the original 'lease purchase' business in July 2018, changed its name to 'Suning Shopping', and will be set on August 8th As the 'purchase date', the number of orders for the day's purchase exceeded 5 million. From the perspective of a series of traditional e-commerce business layouts, the major e-commerce giants have been aiming at the advantages of multi-functionality, with the function of homogenization, products The layout market, this is undoubtedly a challenge for the fight. The main user groups of the social e-commerce platform represented by the fight are more price sensitive. In the case of the same products and other platforms with lower prices, the user loss situation Serious, For iterative innovation model is also a major event to fight a lot of platform upgrade to be considered.
The future development trend of social e-commerce
Social e-commerce will be diversified and segmented. With the rapid rise of the fight, the social e-commerce field has been favored by capital in recent years, and a large number of emerging social e-commerce companies have emerged, and its fields and business models will gradually Diversified and segmented development. From the perspective of the field, social e-commerce relies on new social platforms such as WeChat and Weibo, which are easier to obtain massive traffic than traditional e-commerce, and are more suitable for cutting in from the vertical field and sinking to Different layers, so as to obtain a relatively loyal user group. From the perspective of business model, social e-commerce is not limited to the network red economy, IP economy, user group and other business models, S2B2C model, brand direct sales and other new Modes are constantly emerging. From the perspective of promotion, through community operations, self-media content diversion, using KOL influence and other means to increase product and platform exposure, further realizing users' self-fission will further promote social e-commerce Platform development.
Social e-commerce operations will be more standardized and professional. In the future, social e-commerce needs to be further developed, and it is inseparable from standardization and professional management and operation. In general, the number of users of social e-commerce platforms and the number of merchants tend to be short-term. In the process of rapid growth of the platform, in the process of continuous expansion of the scale of the platform, there may be a series of problems such as irregular business operations, poor product quality, and many counterfeit and shoddy products. The e-commerce platform should expand its scale while improving its management. And operational capabilities, such as through the use of big data, intelligent algorithms and other information technology to solve the problem of commodity quality, give certain penalties for fake goods, give certain rewards to honest merchants, etc. More and more competitors in social e-commerce Under the situation, only self-standardization, quality upgrading, in order to gain consumer trust, reduce user loss.
Smart retail is the trend of the times. With the fierce new retail, the innovation transformation of retail enterprises will continue to escalate in 2018, and the trend of physical retail recovery will continue to increase. Social e-commerce should not be limited to marketing means such as e-commerce drainage, but should also be sufficient. Utilize new generation information technology such as big data and cloud computing to expand the application methods of big data marketing and VR shopping. At the same time, the digital economy is becoming the commanding height of global industry competition in the new era, and digitalization will also be an important breakthrough for the transformation and upgrading of the retail industry.