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

Originally, social networking is social, and e-commerce is e-commerce, and there is a clear distinction between the two, but today, social networking and e-commerce have crossed into a new species-social e-commerce.

To learn more about E + new retail industry Internet, you can search the official account "Industrial Internet Service provider"

Social e-commerce is very popular, whether pinduoduo or Yunji, have been listed, and created a very fast listing speed, they will position themselves as social e-commerce. As if overnight, let everyone see the power of social e-commerce, so many people can not help but enter the field of social e-commerce one after another.

When it comes to social e-commerce, the first thing that comes to mind is selling things on Wechat, which is considered social e-commerce, but it is only the initial stage of social e-commerce. Based on my experience in social e-commerce, let me first define what social e-commerce is.

What is social e-commerce?

Since it is called social e-commerce, it must be the combination of social and e-commerce, but the combination of the two has two orders: social + e-commerce, and the other is e-commerce + social.

E-commerce + social interaction

Taobao, Tmall, JD.com and so on, are all engaged in e-commerce, and the traffic is also the flow of the platform. I define it as public domain traffic. As the public domain traffic dividend disappears, more businesses begin to snatch limited traffic, so everyone is doing everything they can, that is, to attract as much public domain traffic as possible and become their own traffic, that is, private domain traffic. In their own small traffic pool, strengthen interaction with customers, which increases the social attribute, this type, first is e-commerce, followed by social interaction.

Social networking + e-commerce

Wechat has more than a billion users. At first, based on social relationships, everyone became Wechat friends. Now that there are people and traffic, someone must find a way to sell things, so Wechat moments has first become a circle of selling things. Add friends, not only to socialize, many are to sell things, so Wechat has changed from social to e-commerce.

To sum up, social e-commerce is an e-commerce model based on social relationships. Of course, there are many forms of social interaction, such as Wechat friends, WeChat groups, or Douyin fans; there are also many forms of e-commerce, such as group buying, membership, distribution, etc., social e-commerce is not a single concept, but refers to this kind of model.

How to seize the tuyere of social e-commerce

Social ecommerce looks beautiful, but now it has entered the deep water zone, and the era of being able to sell goods by posting on moments is over. Now to do social e-commerce must have a clear understanding, to do social e-commerce has higher requirements, mainly manifested in the following two aspects:

First: Wechat is the king of traffic, with 1 billion users, but the activity of Wechat has begun to decline, the opening rate of moments and official accounts continues to decline, and users have more and more access to information and content. the mode of moments has made everyone have aesthetic fatigue, many people have not paid much attention to the circle of friends, can continue to post moments, except WeChat merchants, few people still insist Therefore, the function of information dissemination in moments is greatly reduced. At the same time, the opening rate of most official accounts is less than 5%, and the Wechat official accounts of most enterprises have been marginalized. As the main social position of social e-commerce, Wechat puts forward higher requirements for operators.

Second: if the social interaction represented by Wechat is dominated by pictures and text, then today, short videos and live streaming represented by Douyin have gradually become the mainstream. Compared with pictures and texts, short videos and live broadcasts are more vivid and interesting, and social communication has entered a stage of multi-platform and multi-form development.

How to seize the tuyere of social e-commerce

The barbaric growth stage of social e-commerce is over, and now it has entered the stage of heavy operational development, it takes more efforts to do a good job in social e-commerce. I think to do social e-commerce now, we need to strengthen our professional ability in the following aspects:

First: create a personal IP with temperature

Before to do e-commerce, is the company behavior, the company gives people the feeling is cold, there is no temperature, now have become a charming personality, that is, to turn your company into a warm individual. Gree works in air conditioning, but Dong Mingzhu has opened his own micro-store, called Dong Mingzhu's shop, and is leading Gree's 90,000 employees to set up micro-stores. Why not call it "Gree's store"? But "Dong Mingzhu's shop", because individuals are more warm. How to seize the wind of social e-commerce in the future is not necessarily the enterprise, more likely to be attractive personality individuals, because fans like you, identify with you, recognize your values, will interact with you, and thus buy your products.

Second: continuous high-quality content output ability

Social interaction in social e-commerce is not sales, but the creation of content and the interaction of topics. This requires you to create content in your own niche around your brand, product, and life, and continue to output high-quality content. Any form of media, whether it is the picture-based Wechat official account, or short video-based Douyin and Kuaishou, the last to win is to rely on content. Content needs to be vertical, focused, a professional writer in its own field, and expressed in a variety of forms. For example, a wine seller should understand the brewing technology of different wines, the ways of drinking and the corresponding etiquette, and even be able to spread and share the history, stories and anecdotes of a wine very appropriately. Other people don't come to buy your wine. What really attracts him is your content. Because your content attracts him, he becomes interested in this wine and therefore buys it. Social e-commerce is content-driven.

Third: the ability to create explosive products, good products can speak by themselves.

Social e-commerce is developed around the product, there is no product, it is ineffective social. Popular products are rotten on the street, and they are sold everywhere. If you still sell such products, how can you arouse the interest of customers? Popular products are bought on large e-commerce platforms, and personalized products are the advantages of social e-commerce. In a word: the product is so bad that it's no use socializing again.

Fourth: community operation ability

To attract fans through the whole network, all fans have to enter their own traffic pool and build their own community. Wechat is the main social tool for social e-commerce, although the opening rate of Wechat official account and moments is declining, but WeChat group is still the main social tool. WeChat group is not one-to-one, but many-to-many social interaction, so there will be more room to play. WeChat groups can have topic discussions, activities or even competitions, red packets, games, and anything that makes people feel fun and valuable. WeChat group has changed its spontaneous mode and has now entered the stage of professional operation, which requires professional operators to release content, interact and maintain order regularly in the group. Although the form of WeChat group is simple, it is very direct, it can be multi-person, real-time, high-frequency, and share. if WeChat Mini Programs and other tools are added, more functions of WeChat group can be satisfied through the third-party Mini Program, a group, or even become a small ecology.

Fifth: cross-platform operation capability

Social e-commerce is not an isolated system, but an open system that can reach all platforms. It needs cross-platform links with Wechat, Douyin, Toutiao, Baidu and even Taobao and Tmall. Wherever there are people, there are social e-commerce. For example, the content output, can be in the Wechat official account, can also be in Jinri Toutiao, which requires that you can write, copywriting ability is the basic skills. If you output to short videos such as Douyin, you have to direct, perform and edit, from video creativity to screenwriting, to shooting and post-production in order to complete the cross-platform output.

Social e-commerce is not only linked online, but also effectively linked offline, and even cross-border cooperation, such as the non-industry alliance with offline stores, through cross-platform, cross-border integration and links, will bring unlimited possibilities to social e-commerce.

Social e-commerce has formed a new tuyere. Compared with traditional e-commerce, social e-commerce pays more attention to users and content, which makes it show a bright prospect in product, promotion, transaction, data management and so on. Social networking is a way to further expand the e-commerce industry. It is estimated that by 2020, the scale of social e-commerce in China will exceed trillions of yuan, and the traffic dividend of social platforms will create the next giant in the Chinese market. Are you ready?

This is an era where miracles can be worked. Opportunities are left to those who are prepared. What social e-commerce really tests is your operational ability.

To learn more about E + new retail industry Internet, you can search the official account "Industrial Internet Service provider"

Original link: zsyncmall.com/html/xwzx/xydt/104.html

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.