Cnnic Tan Guang: The social electric quotient of the data perspective

Alibaba recently bought a 18% per cent stake in Sina Weibo at 586 million dollars, indicating that the company is accelerating the integration of social elements.

Social networks such as E-commerce and Weibo are currently the two most frequently used service platforms for users. Microblogging and online shopping users of the larger, micro-blog users up to 309 million, online shopping users up to 240 million, according to CNNIC survey: At the same time micro-blog and online shopping users up to 167 million, that is, online shopping users, 70% of users at the same time using micro-blog. The integration of these two platforms is conducive to large data mining based on the social relationships of Weibo users, promoting the formation of new business models by electric dealers, and promoting the liquidity of social networks such as microblogs.

Social media such as Weibo will become an important entry point for electric dealers. According to the CNNIC2012 China Online shopping Survey, 52.8% of online shoppers who use social-sharing sites say they are browsing the social-sharing web site and focusing on shopping-related information, with 18% of the users deciding to buy a product Will often log on to the social sharing site to look at the relevant merchandise information, respectively, 25% and 37% of users sometimes or occasionally login to view. 34.8% of users who use social-sharing web sites have forwarded information about their products on their microblog, mainly to see price promotions, style-pleasing items, forwarding or @ to others. 41.8% of users who use social-sharing websites see merchandise information or promotional information on social-sharing sites and finally buy the product. This shows that not only the product information and publicity will affect the user's purchase behavior, social media user evaluation and recommendation will also have an impact, so micro-blog and other social media for the maintenance of corporate network reputation, cultivate loyal customers is of great significance.

Micro-blogging and E-commerce integration, is conducive to creating "mobile + social + business" eco-circle. Business applications in the mobile phone side of the rapid development, rapid growth. In 2012, the actual number of users of the mobile phone shopping reached 55.44 million people, accounting for 13.2% of mobile phone users. According to CNNIC survey, 53.3% of the users use mobile phone shopping at home, 31.8% of the users are unable to use the computer network when using mobile phone net shopping, 26.2% of users in work, school with mobile phone network shopping; there are 13.9% and 10.6% Users are taking public transport and waiting in line to use the mobile phone network to buy. Mobile phone network to buy a more diversified scene, at home, work and other time to the PC side has produced a certain substitution effect, while the fragmentation of time to the PC side shopping supplemented. Weibo is one of the major star applications of mobile Internet, and integrates with E-commerce, which is conducive to creating "mobile + social + business" eco-circle. For example: Alibaba and Sina Micro-bo cooperation reached after the mobile phone Taobao terminal "Micro Amoy" fast online. Micro Amoy So-called "we redefined the mobile phone Taobao", including "Shopping Guide information, interactive marketing, consumer culture, life services, experience precipitation, group discussion", the formation of "social shopping platform." The product is the most important first step toward social and mobile Taobao. (Author Tan Guang, China Internet Network Information Center analyst)