Shulou(Shulou.com)06/02 Report--

At present, it has entered the middle stage of development, in this stage, many platforms have entered the deep water area of exploration and change.

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New things need to be shaped, constantly changing, there is no right or wrong, only the process. At the same time, he believes that there is no fixed format on the road to innovation and change. At present, many platforms want to transform into social e-commerce, some platforms may not be able to do social e-commerce, they may not be able to do a good job, and they may not be able to do well in the future.

The underlying logic of social e-commerce

The underlying logic of social ecommerce has three points:

First, the relationship between people and social interaction.

Second, the diversity of shopping scenes.

Third, how to better obtain users, dock goods and meet the needs of users.

In terms of the relationship between people and society, the construction of the relationship between people is social, which is divided into three steps:

The first step is to build a relationship, from strangers to acquaintances.

The second step is to build trust, from knowing to friends.

The third step is to establish the basis of value exchange.

In addition, the diversity of shopping scenarios is also a very important point in the logic of social e-commerce. To constantly create a new scene, and to create this scene needs to be broken, not inherent, is completely broken. Social e-commerce

The last logic is three questions: how to better get users, how to better dock goods, and how to better meet the needs of users. The answers and answers to these three questions are expressed differently in different periods. "at this point, we have designed a system that enables the platform to obtain a group of highly active users at a low cost, which is not a non-input, but a relative zero input."

We have interacted with many brands, which can form a very efficient connection with brands or products and users. Big brands and new brands will certainly do one thing, that is, constantly create new SKU. "traditional brands are also doing innovation. When a new product appears, it needs a complete set of marketing logic. If you use social ecommerce platform at this time, the effect will be very different."

Three major systems of social e-commerce

Different from traditional e-commerce, social e-commerce is divided into three systems, namely, social system, growth system and propulsion system, which is an important power source for social e-commerce.

1. Social system

The social factors faced by an e-commerce platform mainly include three forms: the social interaction between the platform and users, the social interaction between users and users, and the social interaction between users and consumers.

In terms of the social relationship between the platform and users, it means that when users choose a platform and begin to share products and grow on the platform, the platform should give users enough benefits. In addition, the platform should give users a sense of belonging through its own activities and cultural construction.

The social relationship between the platform and users is mainly realized through three factors: carrier, education and conference. The social interaction between users is also a very important connector for social e-commerce. The platform can see whether users can grow together and help each other.

In the social aspect of users and consumers, the platform should give the shopkeeper enough ability to solve the C-end. Because every time the shopkeeper shares the goods, he consumes the trust value and returns the realization of the value. in this process, when the ability of the shopkeeper is not strong enough, the trust of the C side will gradually decline.

2. Growth system

Social system can bring fission to users, while growth system can bring fission power, what can bring is fission power, its core logic is to empower shopkeepers.

In the growth system, it is accompanied by the establishment of an honor system. In the short-term honor system, it is necessary to establish "two systems and one program", that is, the lecturer information system and task system, and an incentive scheme; in the medium-term honor system, it is necessary to build learning system, debate system and competition system; in the long-term honor system, long-term service awards should be established.

3. Propulsion system

The propulsion system mainly depends on WeChat groups in social e-commerce, so it is necessary to analyze the community structure first. The community structure is mainly divided into tower structure, umbrella structure and grid honeycomb structure, and the representative e-commerce platforms are Yun Ji, Global Catcher and pinduoduo. Second, when there are portraits of community users, the community culture can be further determined. Among them, the three most important basic fulcrums are management, marketing and fission.

First, determine the model of community management, which will determine the content, method and rhythm of users.

Second, the rhythm of community operation.

To learn more about social e-commerce issues, you can follow "E + Intelligent customer acquisition Marketing Mini Program Service provider"

Original text: three underlying logic zsyncmall.com/html/xwzx/xydt/153.html of social e-commerce

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