Social e-commerce has become the "third pole" after self-operated e-commerce and platform e-commerce
Follow your friends to buy shopping and add shopping guides (consumption window · approach new online consumption ④)
Our reporter Qi Zhiming
Core reading
Compared with traditional e-commerce, social e-commerce has unique advantages such as discovery purchase and rich scenes. Different types of flow contacts such as WeChat Moments, Public Accounts, and Mini Programs can promote the efficient delivery of retail merchandise purchase information and user experience, and bring new opportunities for e-commerce operations
● Liu Yang, a resident of Jiande, Zhejiang——
Good goods to share with friends
"Toon buds are seasonal vegetables now, and the unit price is higher. I bought them through Pinduoduo's product evaluation platform 'Pin Xiaohuan'. It costs only 27 yuan to pick 3 ton toon buds. It is also free shipping, which is really a bargain!" Zhejiang Liu Yang, a resident of Jiande City, said, "Good things are to be shared with everyone." After uploading the pictures to the "Small Circle", several friends placed orders and bought.
"Small circle" is a new platform for product evaluation launched by shopping platform Pinduoduo. It can share good products with friends, evaluate and like friends' sharing, and users can choose whether to buy products and post evaluations. Share your evaluation content with friends to provide shopping reference for friends.
"I bought diapers, children's toys, fresh food, rice, oil, salt and other commodities with my friends on the" Small Circle ". After sharing them, they have driven many" circle friends "to buy." Liu Yang said that this kind of Acquaintance socialization can often lead to large purchases.
"Traditional e-commerce requires you to actively search and select, the process is boring and cumbersome, and social e-commerce is like a friend shopping with you, not only improves the efficiency of shopping, but also can experience the fun of shopping with friends." Liu Yang Say.
"It is not convenient to go out during epidemic prevention and control. More and more people choose online shopping, but due to the epidemic, many products cannot be shipped in time. Therefore, when shopping online, you need to refer to some real and comprehensive information: which one can ship? Which one Ca n’t ship? Which one is of good quality? Which one is shipped fast? If you ask one merchant by one, or read product reviews one by one, it ’s really too tiring. ”Liu Yang said that in this case, "Buy with friends" has become your online shopping choice. "In the" Small Circle ", everyone is willing to share the platform subsidies, product quality, delivery speed, after-sales service and so on. I feel that so many people have already done the preliminary work for you. You only need to follow the purchase. Now. "
"Traditional online shopping is to make a choice among a large number of products by yourself, but online shopping based on the social relationship of acquaintances is more like a group of friends with similar consumption habits to make decisions together, which is more efficient and more worry-free. I think this kind of safety "The sense of shopping experience will be accepted by more and more consumers." Liu Yang said.
● Li Li, store manager of Tianjin Carrefour Haiguang Temple store
"Circle Group" marketing needs to be refined
"Try this wet and dry two spray mop, clean the room clean and worry-free" "The newly arrived oranges are sweet and delicious ..." More than 10 WeChat groups, hundreds of thousands of consultations per day, and thousands of Famous regular customers interact in the circle of friends, which is the daily work of Li Li, the manager of Tianjin Carrefour Haiguang Temple Store.
In September last year, Carrefour officially became a member of the Suning system. In order to broaden the online sales channels of traditional stores, continue to conduct online drainage, and promote sales, Suning has cultivated a group of "tweets" for Carrefour, using social platforms such as WeChat group and circle of friends to carry out marketing.
Recently, in a large group of 440 people on WeChat, a customer took the initiative to ask Li Li early in the morning, "What is the price of pork belly in the store", and within a few minutes, Li Li put a "1 kg pork belly with skin" "The small program of price graphic information is hung in the group, and it is very attractive to just look at the pictures, and the customer quickly places an order.
"Being a 'tweeter' for several months, the trick I have summarized is to accurately recommend products for different types of customers, rather than extensive 'swipe screens'. Only by achieving marketing refinement and specialization can we really bring new channels Good use. "Li Li said that during the epidemic prevention and control, people's demand for fresh and leisure products surged, so she would carry out refined selection and promotion every day.
For high-visibility WeChat group customers, Li Li will share different types of concessions in the group every day, such as cost-effective ribs, pork belly, 9.9 yuan per catty of pineapple, 3 yuan of spinach ... and real-time according to customer needs Adjust the product selection structure; in the more personalized area of friend circles, Li Li "wins with quality" and only pushes 1 promotional item per day, such as masks, disposable disinfectant hand sanitizer, etc. Anti-killing supplies, and high-quality goods such as Dyson vacuum cleaners, on the premise of "not disturbing" and "not brushing the screen", continue to drain through explosive products, and gradually cultivate the consumption habits of ordinary customers.
At present, through these promotion techniques and in conjunction with certain store promotions, Li Li has more than 100 online orders per day. The customers in the "circle groups" she serves spontaneously pull acquaintances into groups and actively promote products.
● Lu Junsi, Chairman of Guangdong Zhuhai Duty Free Group——
New opportunities for online operations in physical stores
Compared with traditional e-commerce, social e-commerce has unique advantages such as discovery purchase and rich scenes. It has developed rapidly in recent years. According to the "China Social E-commerce Industry Development Report" released by the China Internet Association, the size of China's social e-commerce market in 2019 reached 2060.58 billion yuan, an increase of 63.2% year-on-year; the number of consumers reached 512 million people. At present, social e-commerce has become the "third pole" after self-operated e-commerce and platform e-commerce.
Social e-commerce has three major characteristics: First, rely on social influence to reduce drainage costs and increase user stickiness; Second, multi-dimensional interactive industrial chain, which can achieve zero inventory distribution and precise marketing to improve supply chain efficiency; Third, develop for small and medium suppliers Provides vast space.
According to Lu Junsi, Chairman of Guangdong Zhuhai Duty Free Group, in the era of mobile Internet, social apps represented by WeChat have become widespread and become the most important traffic entry point on the mobile side. Among them, WeChat has different forms of traffic contacts such as friend circles, public accounts, and small programs, which can promote the efficient delivery of retail product purchase information and user experience, and bring new opportunities for offline physical stores to carry out online operations.
"WeChat Mini Program has low development cost, low entry barrier, simple application process, and easy to operate in the background." Lu Junsi said that the "Zhuhai Tax-Free Mall" Mini Program developed by the Group completed the platform construction in only two weeks, attracting Major brands have settled in to meet the rapidly growing online consumption needs of residents during the epidemic prevention and control period.
"Some duty-free self-operated goods can be pre-ordered on the applet, and then self-collected in the duty-free shop through the redemption code. The applet page can be laid out independently. WeChat users within 3 km of the purchase of goods can be delivered within half an hour." Lu Jun Si said.
"We rely on our own business resources and supply chain system to allow applets to create richer and more diversified consumption scenarios and services for consumers." Lu Junsi introduced, "Zhuhai Tax-Free Mall" applet was launched in less than half a month, The total number of orders exceeded 13,000 orders, allowing consumers to enjoy more benefits and convenience.
It is worth noting that many social e-commerce companies log in through information authorization, which is easy to bring the risk of personal information leakage of users. Relevant departments should promptly issue relevant policies and regulations to guide the healthy development of social e-commerce. E-commerce platforms should also strictly control the quality of commodities, avoid selling products that consumers are not willing to accept, and establish a good brand image.