China's e-commerce turnover of more than 10 trillion, of which network retail reach 1.8 trillion

In 2013, China's e-commerce turnover of more than 10 trillion, of which the network of retail sales reached 1.8 trillion, become the world's largest network retail country. Although the electric business industry allows consumers to enjoy the price dividend, but its dependence on the flow of business to increase the operating costs, and its sales attributes also make the business has to promote, service functions streaming to the platform to complete, but also to the user caused a certain inconvenience. Until the social media platform to rely on the appearance of social power, so that businesses have the ability to provide a "one-stop shopping experience", which is expected to achieve a real sense of the restructuring of the retail industry.

The war of traffic in electric business

The popularization of the concept of electric business is actually accompanied by the development of Taobao. Users will be able to buy at low prices to the category of rich goods, but also made a lot of Taobao sellers of the creation of rich myths. Jing-dong, when the emergence of the business, such as manufacturers, to a certain extent, accelerated the sales channel to the Electronic Business platform transfer, greatly accelerated the popularization of the process of the electricity business.

However, regardless of the platform or millet, Fank and other proprietary brands of electric dealers, as well as the flagship O2O group, glutinous rice and other group purchase sites, are dependent on users to generate purchase demand after the browse or search, so have to through advertising, price reduction and other means of import traffic. Relevant monitoring data show that last year, "Double 11" cat in the television media in the growth rate of 29% years ago, Beijing-East growth of 2,967%. The latter has repeatedly exposed the news that forced businesses to take on promotional expenses. Although the electricity merchant is inexpensive to the user, but the merchant cost is increasing year by age, especially the BTOC model platform electric quotient, almost becomes the big brand the monologue.

The development of the concept of social electric quotient makes the social tools of micro-faith become the new darling of the electric business. In particular, a large number of small and medium-sized merchants influx, so that micro-trust platform unusually active. Relying on the mobile internet socialization of the purchase process is simple, but also for the business CRM management provided convenience, but also did not solve the flow problem. and micro-trust platform does not have the flow of import mechanism, enterprises need to import their own flow, but also increase the cost of promotion. This also leads to the disorderly development of the advertisement information of the Circle of friends and the micro-group, so that they always emphasize that they are not the micro-letter of the marketing tool, have to suppress the marketing behavior by the official posture.

Social media brings in three major breakthroughs

If you continue to rely on users to purchase demand after browsing and search, the electronic business in the flow of the cost of import will be more and more high. These costs will also be passed on to the merchant and ultimately by the consumer. In fact, the electric business industry is aware of this problem. Last year Alibaba invested in Sina Weibo and gained 18% per cent of its shares, suggesting that the platform for Electricity has begun to seek transformation, while social media platforms have become the best carriers.

Firstly, it is based on the diversion advantage produced by the propagation behavior. Commodity information can appear on social media in the flow of information that users are browsing in their daily lives. This may be based on the concerns of the enterprise and the user, and may also come from the user's own share of the social chain. The user is not after the purchase demand to find the product information, but to see the product information generated purchase demand. This approach is cheaper for businesses than the traditional advertising diversion, and the dominance of businesses is greater. To the user, commodity information becomes a part of daily browsing information, it is relatively easy to accept, and it is easier to produce two times.

Next is the payment tool perfect marketing closed-loop advantage. From the recent charm of the MX3 in Sina Weibo launched the swap activities, from the event trailer, to the reservation to redeem the platform on the line, and then to the formal redemption activities to start, the whole process in micro-blog completed. The user orders, payment process also completed on Weibo, forming a "browse-interest-order-pay-share" of the complete closed loop. Plus the recent attempt to sell books on Weibo by the media man @ ghost-foot Seven shows that Weibo is the first social platform to get through the closed loop of electric business marketing, which is suitable for both brand and small businesses.

Again is the activity brought about by the service and two times marketing opportunities. User access to the electrical business site is clear, and after shopping, if there is no service or integration requirements, usually do not interact with the business. Weibo is not. As of last September, Beijing's active users were 35.8 million, and Sina Weibo reached 129 million by the end of last year. Businesses can guide users to share their shopping experiences on Weibo, and users ' stickiness to microblogs is much higher than the stickiness of the electrical quotient, and the chances of interacting with the merchant are far greater. Micro Bo Fan Service platform Point-to-Point service and custom query function, but also for businesses to carry out services and two marketing to provide a convenient.

Although the social media users are weak relations, but this relationship is more based on interest and has a certain correlation with the offline relationship, its viscosity must be higher than the user relationship on the platform. Micro-credit and other social tools also have similar advantages, but the closeness caused by the communication and diversion phase of the defect, so it is difficult for businesses on this platform to form a marketing closed loop.

The participation of social media has undoubtedly made the electric business industry more active, and the marketing closed loop based on social relations also brings more imagination to the merchants. We wait and see what happens to the electric-business industry after the social age.