No. 1th Store Chairman Gege: the way to explore social shopping

In recent years, social, localization, mobile, so-called Solomo (social,local,mobile) Form the Internet's trendy. Social shopping (Social Commerce) has become a new hotspot of E-commerce.

Social shopping is defined as shopping or trading based on social networking or the result of a social activity or event. Social shopping is based on social interaction, that is, the relationship between people. This kind of relationship can be a friend or colleague of friends or relatives, or someone with similar experience or interest, or even an opinion leader who has a certain sense of trust or another customer who has bought the goods you wish to buy. A relationship that lays the foundation of trust is a foreshadowing of your shopping decisions.

Social shopping has been in fact since ancient times, everyone wants to get the advice, recommendation and evaluation of the people they trust before they go shopping. The correctness of your own shopping decisions is circumstantial. Small to casual snacks, big to the car house, are looking forward to listen to other people's views. However, the social shopping in the information age has undergone a qualitative leap after the advent of the Internet. The main reasons are as follows:

1, the Internet has greatly reduced the space and time generated by the interval, will be the public low-cost, high speed, wide-spread degree of dense connection. Internet-based Technology tools enable social networking to instantly and in large volumes convey information, disseminate information, and store information.

2. Internet-based social networks empower individuals, and the public's herd mentality amplifies and highlights individual abilities, allowing thoughtful, professional, expressive and vocal opinion leaders to increase their influence.

3. The rapid development of data mining, analysis and decision support based on mass information also enables enterprises to fully understand and meet the needs of customers through social networks and application software.

The success factors of social shopping are as follows:

1, to build on a highly active social platform, the sale of goods and services to the platform and the user base of the needs and interests of the match.

2, to plan a fun, have the point of transmission, can arouse in the corresponding social platform of the user community resonance activities.

3, Shopping Guide to seamless and latent embedded in social activities, not too blunt to arouse the user's aversion.

4. The process of social activities and the design of incentive mechanism should be simple, preferably quantifiable, with a system to ensure its extensibility.

Here are a few examples of the industry's classic, and finally use the practice of Shop No. 1th to clarify the concept of social shopping.

Walmart global E-commerce launches Shopycat is a Facebook based application. The app was downloaded and listened to users ' discussions in the Facebook community, analyzing its potential needs from the user's key words, and dynamically presenting the associated items offered by Wal-Mart's E-commerce site on the user's web page, and link to Walmart.com's product page to convert community discussions to sales.

Taobao and Beautiful said and cooperation is also very successful. Beautiful said the community platform has a large number of users to provide exquisite pictures, with waterfall display, very eye-catching, more suitable for fashionable goods. Taobao many clothing, home, jewelry merchants borrow these pictures linked to its Taobao mall shops, to CPS settlement, become a high conversion rate of traffic.

Amazon's wedding registry provides a platform for couples who are ready to marry to list their desired wedding gifts on this platform for their relatives to claim. Some big things can be bought together by many friends and relatives. This avoids the repetition of gifts and waste, but also sent to the new people really want the goods.

The 1th store's attempt to socialize shopping began almost as soon as it was launched in 2008. Soon after the launch we and China's famous social networking site Tianya strategic cooperation, in Tianya implanted 1th shop online supermarket. In order to integrate into the Tianya to make it easier for users to accept, we name it as Tianya No. 1th store. Later in Tianya held in line with community netizens interest activities, each time there are a hundred thousand of participants, thousands of posts, the recommendation of customers attracted many other customers to buy, while rapidly expanding the popularity of 1th stores.

Later, we built a shopping union platform where every user could initiate a shopping union or join an existing trade union. If a trade union reaches a set threshold for one months of total shopping, every customer in the Union will be able to enjoy higher levels of integration next month. In just a few months time, thousands of shopping unions have been built by users, many of the trade union president to call friends to join, hundreds of thousands of users, and each trade union users of the purchase behavior is very similar.

Last year our Innovation center launched a "China Good commodity" platform (see chart i). Invite all businesses and individuals to submit the concept of their new product or innovative product to the form of a short video, and display the video on the platform of Chinese good products, so that customers can decide what is popular and what goods we should sell. We invite all our friends to help us choose the top 10 most popular. The selected goods are worth millions of promotional resources and brand promotion resources in store No. 1th. This form of interaction with merchants and customers is popular, forwarding and commenting has reached 500多万条.

Figure A: The China good Commodity Platform of store No. 1th

Sina Weibo has become the most active social networking site for Chinese users in just a few years. We have also seen the micro-blogging customer's viscosity and its rapid spread characteristics. Last year, store 1th and Sina Weibo formed a strategic partnership and began to develop applications based on the Sina Weibo platform. Has launched a "micro-customer service" and "micro-group purchase." Micro-customer service (see figure II) allows users to Exchange Sina Weibo account number and store 1th instantly push the latest status information of the user's order in store 1th to Sina Weibo clients (including PC-side, mobile client, etc.), so that users can master the progress of their orders in the way of daily brush Weibo. Users can also easily print their orders on Weibo and automatically remind and recommend them to their fans or ask their friends for feedback. Micro Group purchase (see figure III) will be our group purchase channel to the Sina Weibo platform, with the dissemination of opinion leaders and the micro-blogging community of the characteristics of viral proliferation to expand the number 1th store brand awareness and influence.

Figure II: Micro Customer Service Application in Sina Weibo, store no. 1th

There are a few examples of social shopping. This trend will become more and more prominent, electric business enterprises must seize the opportunity to push waves.