Decentralized social channel E-commerce
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".
Social e-commerce is a business type based on human nature
TA has the ability to share fission propagation
content
, red voice, mogujie.com, and so on, and so on, using
feedback to share grass and grass as the main source, and
community group purchase
platform, based on the recruitment and promotion of the district leaders, accurately capture the community owners' consumption groups, and snow flower development fission. Suitable for fresh daily procts group buying, the day group buying cumulative sales, the next day can be the same city distribution! For enterprises, a large quantity is equal to wholesale, for customers, the group will get tangible benefits
membership mall
regular members can buy, but after upgrading to VIP members, they will get more preferential treatment. This is a reference to the traditional offline VIP membership system! For example, VIP members of global cloud Huigou are more preferential than ordinary group buying members, and 88vip members of Taobao are also able to get more discounts
closed membership mall
the origin of closed membership Mall: there are some procts in the enterprise that need internal processing and are not suitable for circulation to the market, so the factory has set up a store for employees to enjoy special price! Later, some enterprises found that this way of doing business very quickly received the money, while employees are very happy! It's also a welfare for employees! Later, it evolved into a shopping channel commonly used in major enterprises in the early days. It changed from offline to online, and even to give more benefits to employees, such as issuing shopping cards to employees on New Year's holidays. Instead of guiding employees to buy in supermarkets such as Carrefour or Wal Mart, it's better to do it on their own platform, At this time, the internal shopping channel is opened to recruit suppliers. With the more abundant procts, the sales volume of employees on the intranet is also increasing. Because the enterprise employees are only allowed to buy at preferential prices, and the external personnel can't buy at this price, even if this channel is sold very cheaply, it won't have much impact on customers in other markets, After all, we can say a word to the outside world. It's not that our employees can't enjoy the benefits of the company! Well, at this time, some enterprises see the business opportunities and start to build a "closed membership mall". If you want to shop at our discount, you must become our VIP members, because we only sell to our members, not to our members
psychological marketing system
for example, pinoo, taojiji (money burning addiction, broken capital chain, bankrupt), mainly give users a mentality of taking advantage. If you want to take advantage, you can introce people to me, and the people who come see that they are really valuable. He also entered the whole, also want to discount the natural cycle of continuous publicity to the platform! Such a user's only purpose is to find a bargain for themselves
the distribution mall
is to spend part of the advertising expenses on the distributors who promote the procts. This is like the complex of Taobao + Taobao alliance. The merchants put in the effect transaction type advertising, and the promoters make efforts to promote and publicize. With orders, the promoters and the merchants can win-win! More based on wechat ecosystem
the above is a common social e-commerce posture
Mobile social e-commerce platform literally means mobile + social + e-commerce. The shopping behavior of e-commerce generated in the social scene can be understood as social e-commerce. However, many traditional e-commerce will be "acclimatized" when they transform into social e-commerce, and need services such as course learning, data support and operation consultation to provide help
there are three major transformations in the future development of mobile social e-commerce.
first, the people-centered social e-commerce model has come, and the platform based traditional e-commerce model is being influenced and subverted by the "decentralized" social e-commerce model. And the instry wave set off by this change will also change the existing pattern. After reshuffle, a group of new instry forces will emerge first by using the red interest rate of social e-commerce
with the influence of social networking, e-commerce traffic begins to move towards mobility and fragmentation. How to seize the fragmented traffic has become a key factor to seize the mobile social e-commerce market. According to the relevant data reports, 60.10% of social e-commerce users have purchase behavior through friend recommendation, and more than 70% of users are willing to share their shopping on social networks. In other words, on the basis of trust sharing and friend recommendation, goods and services with price advantage and good experience will be favored by consumers of social e-commerce, which is people-centered
Second: consumer users are becoming younger and more social. at present, APP socialization is becoming more and more obvious, mobile social application coverage is rising, and the effective use time is growing, among which the post-80s and post-90s occupy the dominant position, and have become the main consumer group, accounting for more than 74% in the process of realizing transactions, social e-commerce needs to meet the needs of consumers' interaction, experience, interaction, listing and sharing. In the marketing link, we need to build interest topics according to the characteristics of the crowd. Marketing activities and communication content are particularly important. In the planning of marketing activities, we should pay attention to the younger, personalized in the future, personalized, diversified and customized shopping demands will be popular. Shopping behavior in social e-commerce is no longer a simple consumption behavior, but more to show taste and aesthetics. In addition to controlling the quality of goods and services, businesses should also increase the "uniqueness" and "sun exposure" Third: rural e-commerce is hot data shows that in 2015, the number of rural Internet users has reached 56.59 million, and it is expected to exceed 60 million in 2016. The scale of rural online shopping market reached 353 billion yuan, with a year-on-year growth of 94.3%. In the case that the growth rate of rural online shopping market exceeds that of cities, Weibao cloud distribution believes that the development space of social e-commerce in the future will exist in the channels of third tier, fourth tier and lower tier cities. In particular, with the slowdown of urban e-commerce sales growth, rural e-commerce will become a new "blue ocean" at present, with the incandescence of business competition, every brand is eager to establish a brand image in the emerging consumer groups, establish a unique business scene, effectively reach the target consumer groups in the social ecology characterized by personalization and fragmentation, and provide better consumer experience. Under the tide of Internet plus, we should seize the opportunity and layout of social networking operators as early as possible. p>
After nearly 20 years of market optimization, on the one hand, e-commerce has been developing from comprehensive online shopping to maternal and infant, cross-border, rural and other segmentation fields. On the other hand, the combination of online and offline, the vertical and horizontal cooperation of enterprises, and the application of big data technology symbolize the ecological development path of e-commerce
During theperiod, the enterprise brand re integrated the resources in its own ecosystem and broke the instry boundary by continuously opening up the ecological entrance, procts, services and scenes; On the basis of disintermediation, decentralization and de boundary, the e-commerce platform has opened a multi instry, multi field and multi-channel all-round ecosystem layout... However, according to Taiyi data, the cross-border cooperation between social networking and e-commerce has become one of the most important development trends in the instry
double 11: the biggest gain of businesses is "consumer assets"
recently, Ali mother summed up tmall double 11, saying that the "consumer assets" behind the 168.2 billion sales is the biggest gain of businesses
* the" double 11 "gate has been opened, and the data of social platform has increased dramatically
here, consumer equity refers to the ability to show the relationship between brand and consumer value through digital visualization, and provide continuous operation. Through the full link perspective of data, the data assets of consumers can be evaluated, optimized and operated, and finally realize the activation and value-added of the data assets of consumers. The reason why Ali can provide a complete full link perspective is inseparable from its business layout
* brief analysis of Alibaba's business layout. The core of this business ecosystem is data and traffic sharing, which is based on marketing services and cloud services. Effective data integration is Alipay. p> by using Alibaba e-commerce platform, brands accumulate consumer data in one marketing and operation activity after another. Ali's brand data bank hierarchizes these data and consumers, and carries out targeted operation for consumers of different levels and states, so as to promote consumers to transform between different states and finally achieve brand loyalty. For brands, these consumer assets will become effective guidance for new marketing activities, and ultimately contribute to the long-term marketing planning of enterprises the characteristics of consumer behavior force e-commerce platforms to be socialized in addition to completing the accumulation of consumer assets through the way of double 11, brands need to put the accumulation in the daily life of the brand market. Therefore, social platforms that aggregate a large amount of daily behavior data of consumers naturally become a must for brands. This is inseparable from the following two characteristics of consumers' purchasing behavior in the new e-commerce era * ring the" double 11 "period, the brand brings its own" double 11 "topic fragmented use, more scenario consumption in the mobile Internet era, information penetration is everywhere, shopping is less limited by time and space, and consumption behavior becomes scattered, Any life scene may be transformed into actual consumption - the market begins to change from traditional price orientation to scene orientation. The direct impact of time and space fragmentation includes the fragmentation trend of brand in information transmission, demand, channel, proction and other aspects. Since 2015, mobile terminal has surpassed PC terminal and become the main consumption mode in online shopping market. With the diversification of mobile shopping mode, o2o, special sale and other scene related applications will become a new growth point to drive consumer migration population segmentation, diversified development of demand as users pay more attention to the quality of goods, all aspects of consumer power rise, the post-90s, women and the elderly groups become new consumption power. Users with different gender, age and family roles have different needs, so they will choose procts that match their own characteristics. Business returns to the essence of procts and services, procing procts more in line with consumer demand, providing more refined operations and personalized services including content. Consumer groups graally tend to be subdivided, and e-commerce enterprise services are accurate and personalized according to the characteristics of consumers' purchasing behavior in the mobile era, it can be found that consumers' requirements for brands are not simply the identity of brand shapers, but also the role of content disseminators and channel operators. As a result, the major e-commerce platforms have launched their own extension and supplement to e-commerce channels, such as Taobao's "youhaohuo", "Taobao Toutiao", "micro Taobao", and Jingdong's "Mi · me", opening up the content display forms of graphics, live broadcast, video, etc. Through these supplements, e-commerce platform intends to help brands to bridge the communication with consumers, and ultimately promote consumers to complete all the data behaviors of cognition, interest, purchase and loyalty in the same platform social networking and e-commerce "play" together, the future can be expected different from e-commerce platform socialization, the attention of crowd flow on social platform is natural aggregation. Where there are people, there are social relationships; Where there is social networking, there are users. E-commerce giants hope to seize more time and traffic of users (consumers) through social functions. However, under the impact of the popularity of Internet and the rise of content e-commerce, social platforms are providing strong traffic support for e-commerce on the social platform, content has become a powerful tool to obtain and identify users. With the innovative marketing of brands in the original field of social platform content, mobile users are forming the shopping habit of taking social networking as the entrance. Brands are more likely to use social data to identify users, analyze user attributes, and complete more accurate marketing positioning, becoming multiple traffic entrances of mobile terminals. With the graal integration and penetration of social and e-commerce, e-commerce instry is graally transiting to the era of decentralization based on social interaction * brief analysis of the causes and advantages of social networking + E-commerce. At the same time, a large number of original content has brought about a change in consumers' evaluation of procts from rationality to sensibility. In the past, only the rigid evaluation of procts' quality, appearance and performance has been guided to the comprehensive evaluation of procts, even the brand value and the representative's life attitude. The standard of choosing procts has changed fundamentally, The consumption level has also changed from cost performance to pursuit of "quality", "grade" and "value". Finally, different from the weakness of traditional e-commerce such as high traffic acquisition cost and low conversion rate, e-commerce behavior based on social relationship chain has the advantages of precise marketing, good social effect and high user stickiness. Taking indivial trust as the medium, it provides a solution direction for brands to rece traffic cost and tap the user value of online shopping stock with the blurring of the functional boundaries between social networking and e-commerce platforms, brand promotion and shopping scenes have achieved seamless docking, and users (consumers) have gathered e to their interests and preferences, and have mastered more market dominance. This change makes stimulating users' interests become the pass line of brand marketing, and the new consumption upgrading based on market segmentation is coming fiercely, It is imperative to seek a new way of brand presentation through social platform as for us, Taiyi data is a data business service brand of Taiyi Zhishang (stock abbreviation: Zhejiang Furun, stock code: 600070). Relying on the domestic leading big data technology strength and continuous proct innovation, T-data is committed to exploring the commercial value of big data, helping customers realize the implementation of market decisions, and realizing the ability to transform data information into procts. T-data goes deep into finance, ecation, real estate, automobile, e-commerce, FMCG, 3C, entertainment and many other vertical instries, and generates 100 billion level labels. Using the unique data mining algorithm, personalized label system, real-time data monitoring and analysis of the whole network and visualization display technology, we can provide customers with consumer insight, brand research and media research for the actual full business scene. Business information insight based on big data helps customers realize big data analysis and application, and constructs data value discovery and application innovation ability
Social e-commerce will be the same as group buying in the future, only one or two will survive
in fact, it is not. Traditional e-commerce is just changing its operation and development mode
from e-commerce 1.0 to e-commerce 2.0 to e-commerce 3.0, the dividends brought by e-commerce are not only subverting online and offline sales channels and decentralizing, but also putting social attributes. According to the survey data of foreign consulting agencies, 87% of e-commerce enterprises use social channels, 79% use them to enhance brand awareness, and 74% use them to obtain customers. As for mushroom street, which surpassed vipshop on November 10 last year, its turnover exceeded the total amount of last year's double 11 activities in one day. It was once blocked by Ali. Today's performance is precisely because it dares to stand on the high ground of social e-commerce dividend
in addition, under the social media, consumers' purchasing behavior and habits are also changing. With the rise of mobile terminals, consumers can compare prices anytime and anywhere or seek pertinent suggestions from friends. Word of mouth and imitation have become the key factors influencing consumer decision-making. In the SNS stage of the Internet, word-of-mouth and imitation are scaled up, so that the power of word-of-mouth is truly transformed into the power of sales
for these reasons, social e-commerce has also become a breakthrough in e-commerce market competition.