In today's Smartphone and mobile Internet coverage, mobile e-commerce become the hottest shopping and entertainment platform in the hands of users. Today's not electrical contractor, electrical contractor, they begin to enrich their content, using the prevailing trends, create network red, using interesting content to attract customers, content to pass on information, giving publicity to the commodity. Even as a mobile payment tool XX treasure, Hot membrane keyboard also introduced a life ring, friends XX treasure can be fast interaction can also share life, evolving electronic trading models.
I. the basic elements of traditional business into social e-commerce
1, we all know that e-commerce is the biggest dividend in mobile Internet, is now one of the most powerful industry. Especially in China, because of too many traditional retail intermediaries, as well as logistics and labor costs are still relatively cheap, electrical contractor has the hot soil. We have seen over the past few years is one of the fastest growing sectors in the mobile Internet, but like Alibaba, Jingdong, vipshop, Ju mei products in the unit. Entire business turnover of more than 4 trillion yuan, accounting for 12% per cent of total retail sales. However, in recent quarters on behalf of Alibaba e-commerce industry growth showing signs of slowing growth. GMV throughout the Ali year shown in the latest quarterly growth for the 23%, in which the cat GMV growth 34%, treasure 18%. So what is the e-commerce industry entered a period of bottlenecks? below is in the Morgan Stanley report on Taobao and the cat GMV growth quarter split.
2, through observation over a period of time, I found that e-commerce growth was not down, but the business model has changed into the 2.0 mode. 1.0 mode is basically enjoy to go to the middle and the bonus of the first wave of mobile Internet, essentially little change. Only through offline channels to subvert. So we see the bookstore, 3C products, clothing and shoes, even of standardized commodities, such as food marketing. Social attributes were present in 2.0 mode, can also be seen as a social business, and 1.0 is completely different.
3, social networks become the primary vehicle for communication, with the popularity of social networking, social networking platform is gradually layout mode. Such as micro-platform app itself, apart from the public opening connections, users can also open micro-mall stores or directly to a third party platform app; now most micro-credit are also used to send product news directly in your circle of friends to form a "ring of friends" Mall. However, due to the popularity of e-commerce, in addition to micro-there are many social networking platforms are constantly trying to e-commerce, Tweets Twitter window and associated micro-selling and so on, become social platforms.
4, now the Internet has completely penetrated into people's lives, social networking and e-commerce also gradually integrated in the development process, hence the birth of the derivative, since media and, reticulocyte series a by-product. Starling Song Xueyang thinks with the perfect combination of business and social, will create a new business model, how social business prospects, however, will depend on consumer trust and reliance.
5, now social electricity development in full swing, giving way to replace Taobao, become the next generation of the mainstream model in the commercial market. Social e-commerce under the box, various sales and marketing models are infinite touted, micro, micro-business, community, Twitter, micro-shop window, and so on.
II. social business model several characteristics:
1. "consumption" as "consumption". I think this is the core of the new business model characteristics. Although physically said before, we have 24-hour shopping in real time via the Internet. But before shopping, we generally have a list of ideas and. Today I'm going to buy milk powder and diapers on the East. So shopping is not always in real time (or as complete a task type, just don't need to go to the store). But the new social business model, we don't know what to buy, products and content through social networks by push us. More debris penetration in the social scene of shopping information. The combination of social networking and shopping. We can see the friends sharing shopping information directly to place an order, you can also purchase our latest product to share in your circle of friends. Past e-commerce 1.0 era, shopping is no social attributes. User is still a "go shopping" State, so not anytime, anywhere (Although physically possible). Mobile social networking truly "shopping" for 24 hours. We are social circles, so have the possibility of buying goods at any time and buy the idea is being pushed.
2. secondary distribution of flow. Social maximum dividends from flow to the second, three times, or even several times to the distribution. Most of the time we're going to see a good article, in the circle of friends was forwarded many times. It is also mobile social e-commerce features to help businesses access to low-cost traffic. The other side, because of the social properties, businesses more power and willingness to do product and service experience. Social Internet traffic is obviously the Matthew effect, the best products will be 80% traffic, played a "good money drives out bad money" effect. Some poor-quality products and services will be published on social networks, people would not "second fall." In contrast, good products and services will receive more traffic. Businesses are no longer "deal" business, hope to do good service. Played a virtuous circle.
3. shopping atmosphere, and fun. Traditional shopping without any ecosystem, rely more on the flow into (whether brand or channel). Social business is a biosphere. The app, Twitter is a huge social networking portal, electricity flows through the portal. Used to be a simple shopping, now is the Sun product, or even an individual can share coupons. Social Association "community flow-word of mouth promotion-flow" of new business logic. All social things, is going to be fun.
4. recently, I also see a lot of companies market entering this one. Entire business upon completion of the traffic Division for the first time, there will be new models. Social networking is the core piece of new business models. In fact, with the development of the Internet, we demand more and more of the social "vertical". Have not just text and pictures. Including the latest video social networking on the rise. Longer term, the quotient space is still very large, but this time new traffic segmentation, social firms will get greater growth.
Third, whether social networking is a transition from traditional business object
1. Social e-commerce has been defined and position in China are very vague. Front differential surface of the circle of friends get out, Ali after manipulation of micro-blogging mode is unknown. Double micro-hogging social networking business name but always fail to get results when DAU double 11 mushroom Street last year was surpassed only, and on November 10 day sales total beyond last year's double ten activities as a whole, 3 times more than double the amount of growth was hefty. Only reminiscent, Ali, had been banned mushroom Street, has quietly turned the social business for a long time.
2. social business core should not be in the business of words, but a social front, business in the post. Social business is seen as the future direction of e-commerce, in large part, that is because its mode of hidden huge power consumption capacity, inventory, working capital in the traditional business model, and many other pressures. Impulse spending and fans of economic a social property dividend, all of this relies on KOL groups represented by the Internet celebrity. Taobao's grip on the reds is not enough in itself, and currently can only rely on the micro-blogging and Twitter as a social media itself does not have the gene and not naturally suited for electrical contractor drainage business.
3. Secondly, social networking is based on people, to interest or theme as the core of the gathered crowd, this precondition social e-commerce more suited to vertical segments. A user across the concern may cross several different subject areas, but are almost always independent of each of these areas, there is strong vertical properties as KOL. Platform Taobao compared to department store and Amazon, mushroom Street clusters more appropriate user groups, easier to train a comfortable community environment.
4. social electric business and traditional business model than advantage focuses on the shopping experience and relationships of, and its difficulties are in both places. The depth of the social, and commercialization into binding mode, is now including Tencent and Ali, giant still needs to continue to address the issue. Micro-social atmosphere in too far and closed, user acceptance of commercialization is not high, once business information will result in your circle of friends, slinky. Twitter is after a cut by Ali, electrical contractor of the road towards the direction of KOL recommended drainage slope, their products the business model instead is unclear.
5. Social e-commerce in the country as a whole are still in the exploratory stage, other politics other than two giant Tencent and Ali, gaming Mechanical Keyboard there are many possibilities. Mushroom Street however it whether it's also is looking at the results from the transformation of the most noteworthy – and beautiful that struggled in the market segments have begun to seek, other new projects are featured but are still at the stage of small is beautiful, does not occupy the user's daily consumption. Mushroom Street itself is still there is room for some not yet fully explored, its advantage lies in the use of hand and KOL's vision and power to reconcile between merchant and consumer demand, while using these high quality content for product promotion. Depth of this social model the product of richness and high quality requirements, for new users of absorption and also there is a marketing challenge.
Conclusion: social e-commerce so far no absolute mode, many platforms have also faced challenges with limited growth. Beacon of ultimately worth the wait?