Background of decentralized social E-commerce

1. Excerpt: yishop e-commerce system
at present, the best e-commerce in China is "centralized" mode. The so-called centralized mode means that an e-commerce platform concentrates all businesses and eyeballs / traffic and becomes the first entrance for consumers to shop. Consumers find goods through this entrance, and the platform allocates benefits through this entrance<

the concept of decentralization has been boiling in the past two years, and the climax appeared in December last year. Zhang Xiaolong elaborated the eight views of wechat public platform in detail, one of which is that "wechat wants to build a real decentralized system, it will not provide a centralized traffic entrance to all public platform parties and third parties".

2. Social e-commerce is a new sales model derived from e-commerce. It relies on the interpersonal network, social media as a means of communication, through social interaction means to facilitate commodity transactions. Compared with traditional e-commerce platforms, social e-commerce has more comprehensive services, lower operating costs, and the sharing consumption mode makes it easier to get the trust of consumers. The reason why social e-commerce can become a dark horse in the market is inseparable from its decentralized business model. The essence of e-commerce is retail, so retail must be maintained by the three dimensions of people, goods and market. The decentralization of social e-commerce can make more and more consumers turn from the original purposeful consumption to improvisation and passive consumption. Legendary life and other social e-commerce companies adopt the decentralized mode, which is just in line with people's demand for personalized and labeled shopping. It not only ensures the quality of goods, but also reces a series of operating costs.

3. In the future, when people buy goods, the influence of brand, advertising and other channels will become weaker and weaker, and word-of-mouth communication in social relations will become a big factor for people to make purchase decisions. The analysis of the rapid rise of cloud Tesco can be summarized as follows: it is caused by the general environment. The popularity of mobile phones has reached various villages, and the decentralized strategy has been adopted. It has quickly conquered cities and plundered land, and has won a large number of loyal customers and fans.

4.

Social e-commerce will be the same as group buying in the future, only one or two will survive

5.   1、 Pinoo is the representative of pinoo social e-commerce. Pinoo attracts users to participate in the pintou group with low price, which can make consumers communicate by themselves

advantages: the collage platform can attract users to open a group actively at only one drainage cost. In the process of opening a group, it can continue to attract users to open a group again, and finally realize the fission growth of orders and propagation times

disadvantages: third party platforms, such as wechat and QQ, are needed. However, Tencent's restrictions on third-party links will greatly restrict such platforms. As for how to play in the future, it still depends on the policies of the platform and Tencent< Second, membership social e-commerce is a business model of connecting suppliers and consumers to realize commodity circulation. In short, it is the upgraded version of wechat business. The mode of wechat business needs to complete the whole process of purchasing, pricing, after-sales and so on. Membership based social e-commerce means that the shopkeeper can open his own shop by paying a certain membership fee on the platform, and he only needs to use his social relationship to share recommendations and attract users to place orders, while the distribution platform helps you complete the storage and delivery of goods

advantages: the maintenance cost of a single user released by iResearch is 41.2 yuan, which is significantly lower than that of traditional e-commerce platforms such as Alibaba and Jingdong

disadvantages: the users of the platform are all engaged in wechat business, which can split rapidly in the early stage, but when the users penetrate to a certain extent, there will be bottlenecks, and the instry competition will return to the middle and back-end supply chain and service ability< Community group buying is also a kind of s2b2c. The community group buying platform provides warehousing, logistics and after-sales support. The community head (usually Baoma or the owner of a community convenience store) is responsible for the community operation, mainly including community operation, order collection, commodity promotion and goods distribution

advantages: the community group buying platform uses fresh water as drainage to cut into the daily consumption of community residents. Fresh water is a consumer proct with high frequency and high re purchase, as well as a category with low gross profit, high loss and high logistics cost, which improves the efficiency of fresh water supply chain

disadvantages: in this mode of community group buying, the transfer costs of the team leader and the users are not high, and they do not have much loyalty to the platform. The key to attract users to buy is good quality and cheap goods, and the large-scale growth of orders can also reverse the rection of costs< 4. Content e-commerce

content social e-commerce refers to an e-commerce mode that guides consumers to shop through various forms of content, realizes the coordination of goods and content, and improves the marketing effect of e-commerce

for the e-commerce platform, the traffic dividend will be exhausted, and a new traffic entrance is urgently needed. Content as a medium plays an important role in improving the stickiness of e-commerce users and consumer experience. Some users will make their own usage information into content to share on the platform again after purchasing, so as to further enrich the platform content, Form a complete closed loop from "discovery purchase sharing discovery" to effectively improve user stickiness and conversion rate. Taking KOL as an example, e-commerce is currently the most important way for KOL to make profits, accounting for 68.7% in 2017

the future trend of social E-commerce; Under the Matthew effect, the flow continues to converge to the head commodities, and the traditional e-commerce shows the trend of brand upgrading. In this process, small and medium-sized long tail merchants are easy to be submerged in the massive tide of commodities

the shopping mode of social e-commerce is "discovery type", and users' choices are generally limited. At the same time, users' desire to buy is stimulated through low price, content and other ways. Finally, users' willingness to actively share is stimulated through incentive mechanism to rece customer acquisition cost. Social e-commerce takes social network as a link, goods are spread based on indivial users, and each social node can become a traffic entry and generate transactions, showing the structural characteristics of "decentralization".

6.

Social e-commerce is still in a period of rapid growth

after 20 years of development, China's e-commerce is now in a mature stage of development, with the growth of mobile shopping market slowing down and the growth rate decreasing. The pattern of e-commerce platform has been set, and online dividends are graally disappearing

in 2016, the growth rate of mobile shopping market was lower than 100% for the first time, and the increment of e-commerce Mau encountered bottleneck

with the emergence of instry giants, how to optimize the business model of mobile shopping is an urgent problem to be solved. In addition to continuously expanding categories, optimizing logistics and after-sales services, e-commerce enterprises are also actively expanding social e-commerce and other emerging fields

compared with traditional e-commerce, social e-commerce has significant advantages in traffic, operation, channel, user and customer acquisition cost

Social e-commerce has the characteristics of decentralization, and relying on social platform and acquaintance network for fission communication can effectively rece the cost of customer acquisition

compared with traditional e-commerce, social e-commerce can save about 80% of fixed costs, relieve about 70% of inventory pressure, rece about 60% of promotion costs, and improve about 48% of sales cycle and sales profit

as a new model, social e-commerce, after several years of exploration, has begun to rise in an all-round way and become the backbone supporting the development of e-commerce instry

with the deepening integration of social traffic and e-commerce transactions, the proportion of social e-commerce in the online shopping market is also increasing. From 2015 to 2018, the proportion of social e-commerce in the overall online shopping market has increased from 0.1% to 7.8% in China's online shopping market, and the instry scale has grown rapidly

in 2018, social e-commerce will become the favorite of capital, and the listing of social e-commerce such as pinoo and Yunji will push social e-commerce to the top. In 2018, the scale of China's social e-commerce instry reached 626.85 billion yuan, with a year-on-year growth of 255.8%, becoming a dark horse in the online shopping market

in the next few years, with the maturity of the regulatory system and the intensification of market competition, the growth forecast of the scale of social e-commerce instry will fall. It is estimated that by 2020, the growth rate of the scale of social e-commerce will be about 57%. Although it has declined from the explosive growth of previous years, compared with the whole e-commerce market, the growth rate is still considerable

in terms of the scale of social e-commerce users, at present, the post-80s and post-90s are the backbone of the development of China's mobile social network, and the post-00s are the new generation of mobile social network

from the perspective of the scale of social e-commerce, more and more people participate in the social e-commerce team. In 2018, the number of social e-commerce practitioners is expected to be 30.32 million, with a growth rate of 50.2%. The participants in the social e-commerce instry have covered every field of social networks

7.

According to statistics, the scale of China's social e-commerce instry reached 626.85 billion yuan in 2018, and it is estimated that this year's scale will exceed 2 trillion yuan

China's e-commerce platform is the elder generation of social e-commerce. After years of rapid development, it has grown from a newborn baby to a mature middle-aged person. It can be said that people can't help themselves. In 2018, China's online shopping transaction scale totaled 8.0 trillion yuan, and its growth rate slowed down by nearly 20%

tmall, Jingdong, vipshop and other traditional mainstream e-commerce companies are very helpless. They can't find a flow source with high efficiency, low price and high viscosity, which means that their market will only be smaller and smaller. In order to break through this bottleneck, the most urgent task is to find new users to import. Of course, this is not difficult for e-commerce platforms with strong market sense

in this era of mobile Internet, with the comprehensive popularity of social app, social platform has become the main traffic entrance, and they have cultivated a group of users with strong stickiness and rich traffic value. Users with these characteristics are just the consumers that e-commerce platforms need ring the transformation period, and the e-commerce market can attract users only at a lower cost by using social platforms with strong fission ability

Social e-commerce mainly relies on two aspects to defeat traditional e-commerce. On the one hand, based on the relationship of acquaintances, it improves the transformation efficiency with the help of trust between acquaintances; On the other hand, users are naturally divided by social tags, so as to carry out refined operation

to take a specific example, we should be familiar with wechat friends circle. This is a role of seller and consumer. Most of the desire to buy comes from the trust between acquaintances. Moreover, according to the role of social psychology, the group of micro businesses will become larger and larger. Seeing the successful cases of micro businesses around, people will have a psychological hint that most of them are willing to believe that they are the people who collect wool instead of being collected, so it is a low-cost and High-yield business

after mastering user channels at low cost, social e-commerce can rely on Algorithms and other technologies to efficiently retain customers. What's more, social e-commerce can also create personalized consumption recommendation for users based on the decentralized communication network of indivial users, which is unmatched by traditional e-commerce platforms

from these characteristics, we can see that the essence of social e-commerce is "people", and everything it manages is to use social tools to trade goods or provide services through interpersonal networks. In fact, this is the same as the purpose of the new retail. It is no longer simply about how to sell goods, but to focus on serving users. Only people-oriented can bring stronger competitiveness for itself

8. It's normally 7-8 hours. If there's a traffic jam, it's hard to say. I had another friend for 13 hours the other day