Weibo has been exploring Social e-commerce. At the beginning of the year, Weibo launched the "Payment" product, which closed the social industry chain. Then, Weibo tried to sell multiple commodities, expanding the test scope of mobile e-commerce, Weibo's large-scale auto sales have achieved remarkable results recently, bringing itself to a greater position in the e-commerce field.
In August 21, the Weibo happy car purchase season was launched. This activity attracted the participation of hundreds of models from more than 30 brands, including luxury brands such as Mercedes-Benz BMW and domestic brands such as Chery BYD, the complete range of brand models is called the "Auto Show" based on the Internet platform ". Users can log on to the activity page through their computers, mobile phones, tablets, and other terminals to get discounts for purchasing cars through seckilling, cashback, and lottery, in addition, the discount is strong enough, so this activity attracted a large number of users to participate, and the order amount successfully exceeded 100 in 0.1 billion minutes.
This data is indeed an unprecedented success for Weibo. Behind the data, we should face up to the value of Social e-commerce. Different from traditional e-commerce, Social e-commerce emphasizes the value of network social relations in the e-commerce field. In other words, it is "Word of mouth". Users with social relations spread over ten thousand lines, in this way, brand promotion and sales increase are achieved.
As the world's largest Chinese social media platform, Weibo has up to 0.5 billion registered users and up to 0.1565 billion million monthly active users. On this basis, Weibo's Social e-commerce efforts will be successful. First, Weibo's social media chain includes the circle of friends, fans, and opinion leaders. Although different circles have different influences and scales, they have one thing in common: information is open and transparent. Based on this, users can click on each model to go to the relevant page, not only to view images, quotations, dealers, news and other information, but also to comment in real time, and Weibo subdivided the comment content, it can be divided into celebrity comments and comments from netizens. Users can read the comments more specifically.
Therefore, it is better to say that users prefer this brand-new model because it avoids the problems of traditional car purchasing to the greatest extent. As we all know, when purchasing a car offline, users know little about the car. That is to say, there is a certain degree of information asymmetry between users and 4S, generally, 4S will not objectively explain the disadvantages of the car to the customer, which may lead to users not buying their favorite car. However, on the Weibo platform, this shopping environment is very transparent and open. Users can obtain as rich and authoritative information as possible, so purchasing a car through Weibo is more reliable.
In addition to comprehensive understanding of Vehicle Information, Weibo payment also provides a more convenient experience, that is, users can directly purchase and pay after clicking the product page. This innovative car buying experience is very important to consumers.
From the marketing point of view, Weibo car purchase model provides an all-in-one marketing solution for vehicle manufacturers. As mentioned earlier, users can learn about the car information through Weibo, you can also exchange and interact. If you are optimistic, you can place orders directly. This means that automobile manufacturers can not only build brands through Weibo, increase brand awareness and influence, but also directly sell them. This is a "one-to-one" attack, which is a huge disruption to the automotive industry.
As we all know, in general, when we buy a car, we will first view the details of the car on the car website, the appearance of the interior, the control, and so on. After confirming the initial intention, I went to the 4S store for a bargain and finally booked the car. This model of brand building and sales channels are isolated, reducing the efficiency of purchasing a car for consumers and failing to adapt to the rapidly growing needs of the industry. Through this purchase season, we can see that Weibo has fundamentally changed users' purchasing behavior and simplified the traditional complicated model. Therefore, for car manufacturers, Weibo car purchase is an unprecedented huge business opportunity.
In fact, similar foreign social platforms are also actively deploying E-commerce. Taking Twitter as an example, a service named chirpify has put Twitter on the road of e-commerce. Chirpify allows users to use a Twitter account for sales, donations, and other types of transactions. This service has been used by big companies such as HP, PowerBar, and VH1. The root cause is that Twitter has a large number of users and has a huge social influence, which enables Twitter to transform users into customers and improve e-commerce efficiency.
To sum up, the development prospects of Social e-commerce are bright to the author, and more automobile manufacturers and Weibo will certainly cooperate in the future. The automobile industry may enter the new era of Social e-commerce in an all-round way, will this brand new model shake the traditional 4s? Wait and see. (Text/Wang yijian QQ: 543415188)
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