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

01 | what is social e-commerce?

Have you ever bought anything on social ecommerce? In fact, all online transactions based on social relationships can be regarded as social e-commerce in a broad sense, and there are many kinds:

WeChat business

Content e-commerce with the official account of Wechat as KOL

Live broadcast of Taobi and so on.

02 | compared with traditional e-commerce, what are the changes in social e-commerce merchants, goods and markets?

Retail can not escape the three dimensions of people, goods and market. In my opinion, these three dimensions of social e-commerce are decentralized.

First, let's talk about the decentralization of "people". It is mainly manifested in the fragmentation of the crowd and the rise of minorities.

In the past, most of our idols or opinion leaders were stars and it was difficult to interact with them. Now social ecommerce, KOL, has been decentralized. A person who practices Sanda and a person who fishes on the street may become KOL.

Consumers are also changing, from "carved out of a mold", becoming more and more personalized. Post-70s Internet users read information and check weather forecasts; post-80s have instant messaging requirements, that is, BBS, QQ, Wechat, Momo, Weibo; post-90s join personal interests, such as Tieba, bilibili, poison App, KEEP, Yue running circle, are all a labeled, personality crowd.

And say "field". Concretely speaking, the market is the channel and the transaction scene.

In addition to offline stores, there are a lot of social e-commerce currently on the market or have been set up, which are based on social relationships and have a weak centralization attribute. And I don't think KOL will be included. The next step in decentralization is not centralization.

The product is also being decentralized.

In the past, the brand of home appliances was Meijiusu. Now, there is more and more room for small brands. Procter & Gamble, Unilever and even Lenovo are all facing the challenge of being subdivided by competitors.

Why is this?

In my opinion, for a long time, the core reason why China has formed a central brand layout is that the post-60s, post-70s and post-80s have experienced an era of material scarcity and formed the brand concept of "big brand = good quality" and even "import = good quality". With this perception of value, once the company becomes a big brand, it will be chased by more people, and the degree of brand competition will be higher and higher.

The post-90s generation was born in the era of relatively abundant material, of course, there are good and bad products in circulation, but small brands do not necessarily mean poor quality. You see in the Little Red Book, there are often things about Amway that differentiate small brands, which are very popular. Therefore, the decentralization of brands or product companies is also a new direction.

To sum up, people, goods and markets are all being decentralized.

03 | what does social e-commerce look like tomorrow?

So, what else can be centralised in social e-commerce? There are several possibilities.

Social ecommerce SAAS service

Not all Big Vs have technical teams and may not be able to make trading platforms or tools that meet their needs. If there is a technical side to do a cloud SAAS service, it can still have a certain scale effect. There are already specialized social e-commerce service providers to provide this service. I think this area is likely to be centralized in the future, because the better the technology, the more people are willing to use this platform.

There will be a centralized platform in the supply system.

This supply platform will have a wide variety of products in China's best supply chain. It may connect 100 APP and 5000 KOL to allow users to choose products, or it may have customized push features, such as beauty makeup bloggers can push differentiated new products to users, and so on.

In addition, if the technical side and the supply chain end can be merged, of course, it is best to be equivalent to a centralized pallet service provider that sells goods in the foreground and selects products in the background.

As for the top level, the credit system of the whole platform may be built by blockchain technology.

Let's talk about some interesting interpretations of social e-commerce.

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Social e-commerce will change the traditional employment relationship.

What kind of people are social e-commerce practitioners? First of all, there must be a lot of time; second, TA has a strong desire for success or wealth, but the reality is very skinny and cannot be realized for a variety of reasons. In other words, this group is usually junior staff of 2345 line companies, or people who do not have a formal job.

And social e-commerce does not need strong professional ability, as long as it is willing to do, and the path is right, and get good products, TA is possible to do.

As a result, this may happen: the driver drives for the boss and earns 3,000 yuan a month, while he works as a social e-commerce business, earning 10,000 a month. If the boss makes the driver unhappy, he may quit the next day. As a result, the relationship between traditional employers and employees has changed.

At present, an important role of social e-commerce in China is to solve the problem of unemployment and improve social stability.

Social ecommerce has no time window.

From an investment point of view, this is not a wave that needs to be laid out within half a year, otherwise the tuyere will pass.

Social e-commerce is linked by people, and it is difficult for people to be "pinched" together. Therefore, the "iron battalion" is a flowing soldier, but the "camp" here is a person, a big V and a small V. This is very much like the relationship between film and television companies and contracted artists, the flow, the box office is to follow the artists, the company is a shell.

So I think, whether it is to do social e-commerce, or to invest in social e-commerce, the key lies in people, in essence, there is no time window. As long as you find the right person, even if the competitor has run out, you still have a chance.

04 | Why does social ecommerce have advanced underlying logic?

In particular, I would like to say one thing: people are afraid of something new and unfamiliar.

At the beginning of 2000, Taobao was remembered as a place to sell fake goods, which was criticized by people and was also investigated by the State Administration for Industry and Commerce. Early people diss Taobao, and later diss pinduoduo, WeChat business, social e-commerce can not escape the fate of diss. In fact, they are all developing better and better.

In the observation period of new things, most people are unfair, because the frame of reference is different.

It is unfair to use the quality of products in department stores to require products in circulation in a new channel, because the two meet the needs of differentiation. If the same needs of the same people are met, the latter should not exist, should it?

To go deeper, the essence of channel is the process of solving the problem from the seller to the consumer. In this process, consumers have two requirements for the channel:

The less time, the better.

The higher the performance / price ratio, the better. No one wants to buy goods of the same quality at a higher price, no matter whether they are rich or not.

Let's take a look at the history of channel evolution.

From supply and marketing cooperatives, to department stores, to supermarkets, to convenience stores, the whole offline system is getting closer and closer to our doorstep. The closer to home, the more daily consumption things, the number of products will not be too large; 3 kilometers away from home, a large area, a large number of products, cheap, a bit like volume, maybe once a week.

It's the same online. Comprehensive e-commerce like Amoy and JD.com, like supermarkets, is rich in products, but it wastes time-you are sure to go to the comments area, read good and bad reviews, and filter out distractions such as keyboards and fake comments.

The logic of quality e-commerce or selected e-commerce is to reduce the time cost of purchase decisions. The products of these platforms have been strictly screened, such as Xiaomi and fish, so that you can "buy with your eyes closed".

As for social ecommerce, what you get is a product recommended to you by someone you trust. This trust is not based on the product, but on personal reputation. "if something goes wrong with the product, you sell it to me, I will find you." "identify with the person before you identify with the product, which is also the" customer relationship "that will be used in sales.

Currently do a better social e-commerce platform, their fixed multiplier is actually not so high, unlike the early WeChat business format, often more than 5-10 times. They want their products to be cost-effective and not to pursue unreasonably high profits. The social e-commerce model is simple, and in my opinion, it will last for a long time. In the past, the proportion of online and offline sales in retail was 20% and 75%. Now, social networking will eat some of the traditional e-commerce as well as the offline part.

In the past, people went to buy things when they wanted to buy things; now, with so many social ecommerce, you will buy things you don't want to buy when I recommend them to you, intercepting users directly before the demand is generated.

05 | where will the traditional e-commerce platform go?

Here we can mention Mogujie App, I think its "skin" is advanced: when you open a shopping APP, you don't see items one by one, but live anchors one by one.

Of course, these live broadcasts (including Taobao Live) still have room to upgrade in terms of user experience. You can always see things in a mess in the camera, or the anchor starts to change in front of the screen.

But in terms of underlying selling logic, the platform and users have gone from building connections with products to building connections with people-KOL and people you like and follow. This is advanced.

An article lets you understand what social e-commerce is.

06 | what is the significance of social e-commerce to product entrepreneurs?

First of all, product entrepreneurs should not rush to reject social ecommerce. Not necessarily agree with it right away, but don't reject it either.

Second, try to understand different social ecommerce and use your values to judge which ones are "good" and "bad". You can choose what you agree with and seek cooperation.

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