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In the past 2018, social e -commerce is undoubtedly in the field of entrepreneurship. One of the hottest words can be described as emerging, but it has also aroused controversy among many people. Specifically, negative words such as fakes, fakes, and MLM are endless. So, what kind of situation is the social e -commerce company in the past year?
In July 26 this year, the controversial Pinduoduo has finally been successfully listed in a question, and the market value of the day has reached the market value that reached the same day. $ 29.6 billion. Relying on social gameplay such as bargaining and fighting groups to successfully obtain customers, it was successful in the era of mobile Internet in the era of e -commerce dividends that gradually disappeared.
In fact, in the field of social e -commerce, not only only Pinduoduo represented the group model, but also the love inventory of the S2B2C model that is also attached to the WeChat ecosystem, and many applet e -commerce companies that were born in the sky. Such as a daily, reliable good things. There are also UGC content e -commerce with content, such as Mushroom Street and Xiaohongshu.
In short, the social e -commerce market in 2018 can be described as fascinating, making people unclear and unpredictable.
It is expected to exceed trillion in the scale of my country's social e -commerce market in 2018
In the increase in the policy, my country's social e -commerce market has grown rapidly. According to the monitoring data of the "China's Social E-commerce Industry Market Prospects and Investment Strategic Planning Analysis Report" released by the Foresight Industry Research Institute, from 2014 to 2017, my country's social e-commerce market has grown rapidly. In 2014 It was only 95.0 billion yuan, an increase of 87.2%year -on -year. As of 2017, the scale of my country's social e -commerce market increased to 683.58 billion yuan, an increase of 89.5%from 360.73 billion yuan in 2016, and the average annual compound growth rate reached 93.05%. The Foresight Industry Research Institute predicts that my country's social e -commerce companies are expected to maintain its rapid growth in 2018, and the market size will exceed trillion yuan.
2014-2018 Our social e-commerce marketing plan and growth conditions in China
Data sources: Foresight Industry Research Institute organized
2018 China State Social E-commerce Development Model Model Analysis
1, based on WeChat ecological ecology Mode to play. What is the core weapon of Pinduoduo's rapid rise? There is no doubt that it is a group gameplay based on the WeChat ecosystem. At the beginning of 2018, there will always be friends on WeChat to send you a lot of links for you to help you bargain. Through such a "bargaining" business model, Pinduoduo has achieved virus -like growth in a short period of time.
. Because of this, just three years, its active users have reached 300 million, and the monthly current water is as high as 40 billion yuan. year.
In the simple model of the group, consumers will have a spontaneous promotion link in order to get low -cost commodities, which is equivalent to helping merchants promote free of charge and has strong drainage value.
can be said that the user's one -click forwarding and purchasing purchase not only greatly reduces the cost of promotion, reduces customer acquisition and operating costs, but also a new sales channel. Therefore, it has caused the major domestic e -commerce leading enterprises.
Puk of Pinduoduo successfully listed, and once despised the head Internet company of social e -commerce, it couldn't sit still, and accelerated the layout to catch up with social e -commerce to prevent its territory from being eroded.
So traditional e -commerce companies such as Jingdong, Taobao, and Suning have also launched their own group model models. Among them, JD.com increased the number of purchases of products, Ali also launched the Taobao special version, and the price it sold also also launched the price Most of them are concentrated in 10-30 yuan, and even set up 9.9 free shipping windows. At this time, Pinduoduo seems to be the "catfish" in the e -commerce industry. In terms of, this model also brings high cost -effective products to more users.
In the second half of the mobile Internet, for e -commerce, it is still not enough to achieve information only. It needs strong stimulation and influence. Make full use, which is the "magic weapon" for users to interact and generate purchase behavior. The biggest innovation of Pinduoduo is to have social relationships and people through the "gaming" operating model through the order and people.
It can be said that when traditional e -commerce growth is weak and the Internet adds new users in the Internet, the success of Pinduoduo will undoubtedly make the practitioners of social e -commerce who have been silent and negatively sees hope, and at the same time lead to attracting it, but also attracts it. It is because of countless followers, and it is precisely because of this track.
2. The distribution mode represented by S2B2C
The friends who were popular in the circle of friends in 2014 can be said to be the originator of social e -commerce. Falling down. The recent sales of friends who have appeared in the circle of friends are no longer the simple way of circulation of original goods in the 1.0 era of Weishang 1.0. It has become a new type of business model called S2B2C. Top social e -commerce companies such as Jiji Micro -Store, Global Catcher, and Love Inventory have adopted this model.
In this mode, S, that is, the platform side and the small B -end serving C, the core of the connection is that S is empowerment of small B. When a small B service C, a certain service provided by S must be called.
Specifically, S can not only provide some tool -based platform services, but also combine the upstream supply chain to some extent, centralized procurement, unified service, and help B better serve C. For users, such a business model has the benefits of "self -use saving money" and "sharing and making money". If the distributor does not fully participate during the service C process, then it is not a pure S2B2C model.
In S2B2C's business model, social e -commerce platforms can provide system SaaS services for each ordinary person, including training, technical support, and marketing.
In addition, the business and consumer behavior data of C -end users can be fed back to the B -end and C -ends, optimizing and correction of the business, and finally forming a perfect commercial ecological closed loop.
It, with the frequent love inventory of this year's action, from the perspective of the supply chain, the platform connects the brand side, and the other side is connected to the purchasing agent. Ecological social chain, sell goods. The distributor can expand sales categories through a platform such as love inventory to ensure quality, thereby increasing the joint rate and repurchase rate, which helps improve the fan activity of small B -ends.
This model of love inventory gives a part -time stage for people with more spare time, so that the fragmented time is valuable and monetized, which greatly improves the efficiency of enterprise. On the other hand, the huge third- and fourth -tier purchasing groups also help the brand's sink, allowing more third- and fourth -tier cities to achieve the so -called "consumption upgrade".
3. Community shopping guide mode based on UGC content
The content e -commerce platforms mostly introduced KOL, Internet celebrities, and celebrities to enter to drain. The content, through sharing with users, to achieve a behavior of selling goods.
The red book starts from the community. At the beginning, users of Xiaohongshu focused on sharing shopping guide experience in overseas communities. In the Xiaohongshu community, users can use text, pictures, and videos to record life, share their mood, and then use big data and artificial intelligence to make a large amount of product information efficiently and accurately match to realize the realization of information.
The Xiaohongshu has gradually expanded from the original beauty and households to the field of home, tourism, hotels, catering and other fields, and has a trend of development to comprehensive e -commerce. In June 2018, Xiaohongshu officially announced that it had completed a round of more than 300 million US dollars, led by Ali, and the company's valuation has exceeded $ 3 billion.
is similar to Xiaohongshu. Mushroom Street is committed to providing girls with clothes, shoes, bags, and accessories for young women. However, the business model of Mushroom Street is different from Xiaohongshu. A closed -loop business ecosystem to be constructed by Mushroom Street. In this system, Mushroom Street transports a lot of fashion information on the one hand; on the other hand, internally, through the integration of the resources of the supply chain, KOL and brand business, it forms a continuous cycle of ecosystem.
It, it is a tri -side relationship that constructs a "user -master -brand". Fashion experts have influence on users, and users have a "follow" effect. The social relationship similar to the "business endorsement" between the masters and the brand.
But from the current development, the difference between Xiaohongshu and Mushroom Street and other content e -commerce models have become smaller and smaller, and there is almost no obvious difference.
The problems in China ’s social e -commerce companies still need to solve
Ip, in fact, whether it is a community shopping guide model with a long content, or a distribution model based on S2B2C The models are different, but at the present, there are still many industries common problems:
1, first of all, fake and sub -products. Because the requirements of social e -commerce such as Pinduoduo and the requirements for settlement are very low, most merchants on most social e -commerce platforms are also mixed with fish and dragons, and the phenomenon of fake goods is very prominent.
In report data, in the sales of Pinduoduo's appliances, the number of brands suspected of counterfeit and inferiority is as high as 39%, 8%without brand, and 32%of small brands. Among the proportion of sales, 63.4%are suspected of counterfeit and shoddy products, 3.8%are non -branded products, 24%are small brands, and only 8.8%are well -known brand products; 57.8%of the sales are suspected of counterfeit and inferior products, 25.8%of 25.8% For small brands, 1.5%come from non -branded products.
. Although social e -commerce is "the new concept of social networking, it is still" consumer behavior "in essence, the quality control capacity of the platform is also very important. If you cannot strengthen the platform's product control capabilities, it will cause users to pay only attention to the platform's product information and use experience sharing, and when truly "enthusiastic" wants to buy it, they go to the head platforms such as "Tmall and JD" to buy Essence
. Therefore, when emphasizing your social and content, you still cannot forget the original intention of "user -based" to increase your efforts and ensure the quality of the product.
2. The management model of social e -commerce platform is difficult, and the industry model is chaotic. Due to the rapid development of social e -commerce and the low threshold of most platforms, fish and dragons are mixed in the group of distributions and agents, so some merchants often do it on the platform.
For example, in order to publicize the effect, some merchants publish dozens of "drainage information" every day in the circle of friends, which has caused some users to be disgusted and make people feel uncomfortable. Other merchants develop distributors and exaggerate their products and income for their own income, which has caused a bad impact in society.
3. Although most of the social e -commerce companies advertise their own business model innovation, under the pressure of inventory and cash flow, they eventually lead to swords. Penalized.
, although the social e -commerce rivers and lakes in 2018 are full of flowers, the explosion is one after another, and the social e -commerce company in 2019 is still very interesting. But at the same time, it can be seen that many problems still need to be solved urgently, and the road of development is still full of thorns.