Shulou(Shulou.com)06/03 Report--

With the upgrading of consumption concept, the traditional business model is undergoing earth-shaking changes. Social e-commerce platform has emerged as a new force, which continues to stimulate the consumption potential of the sinking market through the innovative model of "social + e-commerce". It is increasingly becoming a new momentum to drive the growth of Chinese consumption.

"the rapid development of social e-commerce is mainly due to higher traffic costs, lower network charges, changes in user experience, and so on." On the one hand, after more than a decade of development of traditional e-commerce, high-quality traffic is basically concentrated in large platforms, and the cost of new platforms to obtain user traffic is getting higher and higher. At the same time, with the use of intelligent mobile terminals and 5G, the network tariff decreases, which lays a foundation for the development of diversified mobile products. On the other hand, the competition of products on different platforms in differentiated services and immersive user experience can be described as contending among a hundred schools of thought, which promotes the vigorous development of social e-commerce.

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Traditional e-commerce platforms basically recommend products based on market feedback, but the commercial realization brought by this approach is relatively limited, a lot of platform traffic is wasted, and the consumer experience is not good enough. Compared with traditional e-commerce, the biggest feature of social e-commerce is "decentralization", giving the initiative to users, and the cost of getting customers is very low. "on the social e-commerce platform

Users are mainly unplanned purchases and discovery purchases. "with the fragmentation of shopping scenes and social stimulation, consumers find products driven by social sharing and content, and express their feelings through consumption behavior, and the products are more targeted. At this time, the promotion and dissemination of e-commerce products mainly rely on social relationships, social relationships naturally form word-of-mouth communication, trust foundation to improve communication efficiency.

However, the development of social e-commerce also faces some problems. With the development of e-commerce industry, the user flow in first-and second-tier cities has been greatly harvested, the flow dividend is coming to an end, the e-commerce market has entered the second half, and the major e-commerce platforms are looking for a new way out.

"Social e-commerce is nothing new. It has existed and developed for some time before. With the entry of traditional e-commerce and the emergence of innovative enterprises, the social e-commerce industry is becoming more and more competitive." Social ecommerce platform has no special business requirements for participating users, and being able to create content does not mean that it can cash out traffic very well, which is a disadvantage for the platform.

Social e-commerce merchants are facing serious product homogenization competition, increasingly fierce price war and other problems. With the popularity of the Internet and the gradual disappearance of traffic dividends, how to keep customers is the fundamental for enterprises to survive. The future will be the era of strong consumers, with four characteristics: fragmentation of orders, shorter and shorter product life cycle, weakening brand and heavy reputation. In the new era, the future is about product power.

Social attribute e-commerce platform

Compared with the traditional e-commerce platform, due to the different product positioning, it is different from the traditional e-commerce platform in terms of merchant access control while strengthening social attributes. If the credibility of merchants and products can not be guaranteed, it will reduce users' sense of experience and reputation in the process of using the product, and affect the image of the product.

"on e-commerce platforms with social attributes, most of them are user-generated or professionally produced content. In order to attract customers, there are often many problems such as extreme and exaggeration in the content link." If the content is published and distributed directly without review, it will bring incalculable losses to the operating platform, which is the core risk related to the normal operation of products and platforms. "at present, the Internet social e-commerce industry is in the transitional stage of exploration and growth, focusing on the first stage, enterprises pay more attention to the increase of traffic and users, and often ignore the control of operational risk."

At the same time, the government's regulation of social e-commerce has become increasingly stringent. The means used by regulators range from interviews, warnings and fines to the removal of app stores. In this environment, both the platform itself and the upstream and downstream practitioners should face up to the seriousness of the problem, carry out strict checks, put an end to the generation and diffusion of false low-quality content, and ensure the healthy operation of the platform ecology.

"how to ensure the healthy and sustainable development of products is the key point that every operator should think about." Social e-commerce enterprises should ensure the compliance production of content in an increasingly stringent regulatory environment, and effectively control suppliers to ensure a healthy operating ecology of the platform under cost and safety considerations.

In addition, enterprises need to accurately locate products and reach target users quickly and accurately. "in the social e-commerce model, enterprises need not only a more thorough understanding of products, but also a more accurate understanding of users. The sales volume and influence of an extreme single product or explosive product is far more than that of ordinary products." In the future, the third, fourth and fifth-tier cities with a large user group and the growth of online consumption power will become a new blue sea, with stronger word-of-mouth communication effect and great potential for development.

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