Is there a future for the social-electric business?

Once upon a time, the social electric power trader was once regarded as the future trend of the electronic commerce platform, the key to breaking through the bottleneck of traffic distribution of the third party platform was the social power provider.

To this end, to 800 million users occupy mobile Internet traffic access to the social platform of micro-letter, is considered to be the biggest threat to subvert the electric quotient of Taobao, the Alliance of Beijing-east, open micro-trust public platform, exerting micro-letter payment, a great deal of blood Pat the power of the former disgrace. So, to sit on the electric business head of Alibaba is also not calm, to 586 million U.S. dollars to invest in Sina Weibo, the data interface to ban micro-letter sources, the layout of mobile social products, micro Amoy and so on. Looking at the situation of electronic commerce, the second horse will eventually set off a battle in the field of social electrical business.

However, for more than a year, the concept of social electric power has rarely been mentioned, but it is the "micro-quotient" that relies on the micro-social ecology created by friends, electricity, and micro-stores, which cause social shocks. Selling masks in a circle of friends, sell eye lashes, sell women, sell beads still some do overseas purchasing business more and more, one month water can reach hundreds of thousands of even millions of standards, created a rich myth not to say, but also released the public for the micro-business of the future of all the imagination.

The micro-quotient falls into the dilemma of "MLM"

However, the recent short-lived, the micro-business has fallen into the "MLM" under the muzzle of the public opinion. In fact, called "MLM" is not appropriate, a bit of public sentiment on the exclusion aversion, because MLM is directly to develop the "head" of the lower limit to the illegal profit, micro-business is the core of the commodity itself, is only a deviation in the business model, contaminated with the "MLM" flavor.

If in accordance with the concept of electricity for all, micro-business with social platform can be a promising, why now fell to be "MLM" the situation, the reason is that the micro-business is morbid, living environment more difficult, even a bit sick.

First, in the early growth of micro-credit social platform, the number of people trying to do micro-business, close to the commercial nature, the entire micro-business ecology is more benign, there are many micro-merchants have made money, but with the micro-business entrepreneurs of the mixed and turbulent, more competitors, selling the same category of micro-business faced with brutal competition, there are a lot of micro-business owners quick success, Fraud, the micro-business to confuse the ecology.

Second, at the beginning, social software is a relatively new product, friends in the circle of individual business individuals, as long as it is not a serious brush screen, we still have a certain degree of acceptance, and now, micro-letter ecological maturity, the relationship between the basic establishment of the Circle of friends, the public is flooded with too many brush screen selling more disgusted, encounter will automatically shield, Many micro-quotient in the early accumulation of social relations in the chain of effective users accounted for less and less.

Three, a long time, with the help of micro-letter platform to do business, micro-letter official attitude is open one eye, but with the deterioration of the micro-business ecology, micro-letter under pressure, had to implement a series of platform policy to suppress. For example: limited micro-letter public account Guide to share, limit the micro-trust friend 5000 caps, strengthen the reporting process and so on.

Many of the logic of doing business in the micro-business has changed, in the past or commodity trading as a fundamental, now all to expand the agency level as a profit point, a total generation if there are 10 first-level agent, each agent below and there are 50 to 100 of two agents, in order to ship this mode, to the end, The general generation does not need to worry about whether the goods are actually sold to consumers, anyway, as long as the distribution to the agent to get the money. And the product how, consumer use how, but not very concerned about, and so on, the fate of really worrying ah.

How far is the micro-business from the social power provider?

In terms of the situation, the micro-business situation is not optimistic, does it mean that the "social electric quotient" to the end? To understand the problem, it is necessary to clarify the relationship between the micro-quotient and the social-electric quotient, in fact, the micro-business is the social dividend of the natural derivative of the social electrical quotient of the primary model. The mature social electrical quotient should be like this.

The traffic problem: the social platform itself is a huge flow portal, user stickiness is relatively high, the user most of the time spent in the fragmentation of social software, if the flow of these flows into the electricity business, its commercial value is not predictable, and these flows are naturally into a circle of small ecological, a selling mask, As long as there are 1000 female potential customer groups, business will continue to do, in contrast to the traditional electric quotient of the ecological nature or the concept of real estate rental, too central, store too much reliance on the platform to recommend advertising, search optimization recommendations, such as the distribution of traffic in the ceiling.

Second, the trust question: the traditional electric merchant ecology needs to rely on the third party platform to do the trust intermediary support, needs the long time accumulation and the habit training. And the social platform naturally has the gene of the acquaintance relation, easy to build trust between users, can reduce the transaction threshold. Many of the micro-business to the present is the first payment after delivery, there is no Third-party platform security, the user's trust plays a leading role.

Third, the dissemination of the problem: the traditional electronic business reputation and brand reference standards are consumer word-of-mouth evaluation, this hard reference is effective, but there may be a brush and praise the fraud behavior, and these word-of-mouth information is still hidden, need to search independently. And the new social electric business reputation is spread among acquaintances, sharing the spread will be directly through the circle of friends platform quickly spread, a praise of the spread of the impact is a step, it is easy to spread by two times by the infinite amplification.

Micro-quotient as the social power of the primary model, can enjoy the flow, trust, the spread of all the dividends, in the early development of everything is out of control, and some of the original good aspects if not used, it is easy to cause negative effects. From the micro-quotient to the social power of the total outbreak, it is only time accumulation and precipitation, there are new problems, and then a new solution, the trend is blocking also can't stop, is this it?

The challenges facing social power providers

The micro-business out of the commercial nature of the morbid problem, is a micro-quotient to the social electric business model to explore a relatively large obstacle, skip the prospect of this ridge is very good, jump but still alive. However, premature exposure to problems can make us aware of the potential challenges of the social-electric-business model.

The internet giants are slowing down. In the past year, social-power dealers have not been as hot as they were a year ago, the reason is that Ali, Tencent seemingly in this aspect of the pace of exploration slowed down, in addition to the previous time micro-Bo and micro-letter platform war can vaguely see the shadow of the electricity quotient layout, social power of the fighting from the momentum and the real action has slowed. Ali this year's publicity focus also on Taobao wireless, and contacts, micro-Amoy, and other social products, online still how many voices? Tencent is, the strategic layout of the micro-letter eyebrows, social games rely on a game to play a plane to make the town; Do the local O2O layout, strategic stake in the 58 city; do a micro-video layout, trying to rely on a small video to set off a new era of video; With the Beijing-East cooperation of the electric business entrance does not seem to be much improvement, not to mention the current micro-letter shopping entrance, or Taobao-type of the electric quotient of the ecology, and social power is not too much association. The current Internet environment, the concept of the direction, if there is no giant's pinch and layout, want to develop is bound to slow half a shot.

Second, to the central "out of control" how to play? In the end, the most important difference between social electric business and traditional e-commerce is the release of trust. Social electrical business is to center, but go to the center, does not mean that no platform rules guide, uncontrolled form of essentially more advanced intangible "control." Taobao now also in the micro-blogging ecological use of social elements, to help the electric platform diversion, with the help of micro-bo output Word-of-mouth, brand, do promotional activities. The distribution of micro-letters in the social electrical business is obviously laissez-faire, just guarding the product's most basic platform rules, out of the question control, and did not do the right guidance. The outbreak of the micro-business crisis, micro-trust is also the blame. For example: How to turn micro-business users to the micro-shop, with the help of micro-shop platform rules, standardize the interests of micro-business agents chain, or how to integrate micro-trust public platform and Friends Circle, in the user experience and product diversion to do a certain balance. Obviously, the micro-letter on this is closed attitude, and did not act as a platform for the implicit control and guidance role, as to the "MLM" of the morbid consequences.

Third, sns+ electrical business, how the scene interoperability? Users have a potential habit and awareness, Taobao on the platform will be assured shopping consumption, and micro-bo, micro-credit and other social platforms on the natural is for entertainment. Sns+, there is a transition problem in the scene. From the simple user's custom angle to explain the difficulty which the two fusion, there is a certain reason, simulation of a scene, such as: a good friend for a long time did not contact, suddenly to greet themselves, the first word is, I recently bought a product, pretty good, in my friend Circle first, you also buy it. Users are not accustomed to the elements of a social relationship that infects the electrical quotient. But in the long run, the key to the future of the electric business owners is attention, as long as the user's attention on the social platform, the electrical business will not be impervious. How to deal with the relationship between the social and the electric quotient naturally, need the platform side to explore in the product, also need the user's custom and the cultivation of the consciousness, now it seems that the road is far away.

"Author Micro-trust: cross-border Thinking (Kjsiwei) micro-signal: (tmel0211)"