A fast-changing social power provider

E-commerce has been one of the most powerful, largest and most promising Internet industries in the world. From the original Ali a single big, to later the prosperity of the net, explosive growth, the decline of precipitation, and then to the current Beijing-east, Suning and other groups of integrated electric business platform and the rise of a group of vertical electric business growth, seems to have filled the domestic demand for electricity business platform. But the pattern on the Internet is always fast changing, who knows that there will not be a four-and-two-ton role to appear.

Today to say that light travels, but to the field of electricity has brought a lot of touch electric business model-social E-commerce. The social power quotient cannot be equated with the electric quotient, in fact it is a derivative mode of the electric quotient, based on the social media's own model (social interaction, UGC), to assist the user to complete the purchase behavior of the goods. So according to this definition, it can be known that the two important elements of social electrical quotient are interactive mode and user nature. To put it simply, who is this social power provider to launch?

Before answering these two questions, let's take a look at the representatives of several domestic social-power providers.

Ali

As the domestic electricity business of one elder brother, Ali is inevitable to do social electric dealer's attempt. From Amoy Lake, to Amoy gangs, and then the shopkeeper said and love shopping, it is painstaking, but unfortunately are tepid, not see how much effect. It was not until this May that Ali injected into Sina Weibo that we knew that Ali could not wait for the rise of his own social power quotient. Injected into the domestic first social media platform, has become a social power Ali layout of the leap step. Then the August Taobao and Sina Weibo data interchange, as well as "Micro Mall" launched, further accelerated the layout of the social power of Ali's footsteps. However, for Ali, its desire is not only reflected in the flow above, although the flow is an indispensable door, but it has more expectations of social power providers.

E-commerce is the buyer and seller of the matter, they need more interaction and exchange, to enhance the viscosity and retention, the formation of a good brand (shop) awareness and communication to share the closed loop. And before Ali injected into Sina Weibo, Sina Weibo has a large number of businesses in the micro-bo through the social media in the dissemination of their products, and these merchants and Ali Taobao and day cat merchants have a high degree of overlap. So Ali is also want to use micro-bleomycin to let their sellers upgrade a grade, the formation of "seller advantage", and "seller advantage" will directly lead to the promotion of conversion rate. This is also one of the alternatives for sellers to choose among the fittest, and this screening, is Ali has always wanted to do and in doing, it is because it does not worry about no sellers, just want to leave the best quality sellers, such a result can also be pulled from the side of the Jing Dong this strong opponent about the seller this piece of advantage.

Back to our question, who initiated this social power business? There is a small number of people initiated the (early), and now more sellers to launch, because Sina Weibo has as a marketing channel advantage; sellers already have fans (including some of the old customers), as well as Sina Weibo account but did not pay attention to their old customers, There are also theoretical vast microblogging passers-by (through forwarding and other activities). The nature of the user has no obvious attribute, but the interactive mode can have richer malleable form.

Mushroom Street & Beautiful said

Mushroom Street and Beautiful said has been as a representative of the domestic social power to the mirror. Their core model is relatively concise, can be summed up as: integration and optimization of the classification of the product layout, through the guidance (interface layout and talent recommended) to buy for the electricity business platform to bring traffic, after the transaction to obtain the partition. However, the product category is relatively concentrated, basic to young women's clothing and hats mainly, because this is one of the most easily through visual communication to promote the desire to purchase the category, but also a group of the most impulsive irrational consumer groups.

However, this model has been questioned, because after all, is based on other people's industry in the money, the heart is not stable na. For example, you are for Taobao diversion volume, but if Taobao do not? What do you think? Then you say I give it diversion volume, improve its conversion rate, also what bad? Taobao also gives you a commission, which is equivalent to buying traffic from you. Cost-effective when buying can be, it if you feel that the price is not high at any time can stop, even if not stop, rebate rate down a little, and then cut a little, how to do? There is the source of traffic, your core value is what, rely on "editing" fashion talent? It also involves a split ratio, And this mode of enthusiasm is inevitably to be feared, and how to prevent these opinion leaders "flee"? Maybe now everyone is still peaceful, but the internet changes, often is caught off guard, new model always inadvertently walked to everyone around, A few years ago, who would have thought that micro-letters could affect so many people's lives as today. Therefore, the most important thing is to optimize your operation mode and get more platform entrance.

Anyway, those two questions we had, in Mushroom street and beauty, who was it? is the website itself as well as a group of opinion leaders (fashion Tatsu people), initiated to who? to the positioning platform at the beginning of the group identified. Its interactive mode is relatively simple, that is, the picture display plus the recommended text, the user nature is relatively concentrated, young women, and this user nature is because the platform for the product class to choose the purpose of the decision.

Watercress

Watercress in September online shopping guide Channel-"Things", theoretically completed from the book Audio and video spiritual life services to the transition to find around the service, but currently has not been open to everyone "publishing" permission. Although watercress has always been a good word "literary slow platform", but this "thing" does not seem to see anything special, personally feel more like a carefully trained high-quality users of a "electronic business-style" means. Watercress "things" and the beauty of Mushroom Street said the model does not have a special difference, but in the quality of users has a clear advantage. Mushroom Street is the beauty of the first positioning product positioning users, watercress is the opposite, is the first positioning of users, and then positioning products.

Look at the "Things" home page, full of force, abstract dolls, retro jewelry, and even the human skull, watching it becomes a drying style of the game. User's loyalty to the platform and label obviously is a very strong advantage, but afraid of not eating the human world fireworks in the watercress young people forget to go home the road, farther and farther, the so-called into also force lattice, defeat also forced lattice. However, if the real can play a "literary youth" electric business shopping platform, perhaps it is a good development.

The reason for this is that watercress, because it is not like Ali as the electric business platform, nor Mushroom Street as a pure shopping guide platform. It is a traditional social media platform, the electrical business is only it in the attempt to expand an area, and the user has a more concentrated and high-intensity style attribution, which can be said that it is a user to become the attempt. So this is the social power of watercress trial case, there are certain reasons to be concerned.

Watercress "Things" on the social power to enter the initiator of the business who? It has not fully open the right, currently see is not particularly many requirements, watercress users can be released, as for the later will not build "people" users, it is not yet known, but the original users of other areas of the people to "things" the possibility of migration, or exist. The impact of the object is that watercress users and their own similar aesthetic style of the crowd. Watercress on the nature of the user is not tired, it's the advantage of the nature of the user can be relative to protect the accuracy of product attributes, to avoid the proliferation of garbage products;

The above is a representative of the existing three types of social electric business model, Ali's "union" model, Mushroom Street Beautiful said "pure" mode, and watercress "expansion" mode. The "union" mode has the strongest vitality, the "pure" mode is the most brisk, and the "expansion" mode is the most moderate viscosity. Each has its own advantages, however, the core competition of social power providers is: How to maintain (develop, interact, strengthen) the relationship between business and consumers, so that transactions can naturally integrate into this social relationship, and ultimately become one of the elements of social relations. Who can do this, who will be the final winner.