Facebook and Twitter have recently revealed news of online social networking shopping

Facebook and Twitter have recently revealed online shopping on the internet, which, in the present case, is more about advertising and shopping, rather than the real social power providers.

In the domestic social network shopping this name is not new, whether it is micro-bo, micro-mail or QQ are more or less infected with the traces of the electrical quotient. Unlike Facebook and Twitter's flagship shopping and advertising models, Tencent and Sina's social-networking purchases tend to be more of a shopper.

The main domestic social networking sites and tools in the electric business exploration, than abroad, much earlier, roughly the following three stages of development:

First stage: Shopping and advertising

Unlike foreign countries, the domestic social network to open the shopping model from netizens themselves.

Before micro-blogging and micro-mail, our main social tools are no more than QQ, post bar and social networking sites for everyone. QQ can be said to be the birthplace of the shopping guide, very early on some people rely on QQ space and QQ Group to guide, especially QQ Group, the endless stream of advertising links, until today is still a very active advertising mecca.

Post bar and everyone as a shopping guide in the second battlefield, soft and hard to almost become a paste bar a harm. Special organizers call on thousands of netizens, with social networks, shopping guides are playing well. But netizens ' spontaneous shopping behavior is harmful to social networking sites, social networking sites have to delete these ads and shopping guide information, publishers find ways to exploit, avoid keywords, both cat and mouse-style game has not ended.

The arrival of Weibo era, shopping guide industry ushered in a new paradise, first of all methods to attract a large number of fans, and then rely on the amount of fans in exchange for advertising chips. It is also one of the reasons that Weibo has been flooded with advertisements, with more freedom and wider audiences. At the same time the social network itself began advertising shopping guide, whether it is micro-bo or everyone, the homepage of the official advertising and promotion of people helpless. I have mentioned in the Idonews column, "The tangle and excitement of the grassroots electric quotient", that the electric business road is not so easy. Therefore, this kind of spontaneous shopping behavior still has its existence value.

The second stage: The new battlefield of Consumer-to-consumer

Chinese netizens have never lacked the imagination to profit, and social networks can do consumer-to-consumer.

Along with the micro-letter and the friend Circle marketing, it seems to become a marketer's paradise, but also consumer-to-consumer another manifestation. Compared to Taobao and Pat, the circle of friends can better interact, based on the relationship between the marketing is also more trustworthy, some people even do tens other annual sales. But the chain of friends rampant marketing behavior Tencent is quite dissatisfied, through a series of measures to block the circle of friends marketing behavior, the interests of the devil to push people crime, friends circle of marketing behavior how will disappear.

Similarly, many people also do marketing in micro-blog, the pattern and the circle of Friends is similar, but the scope and effect is limited. But Ali mother opened micro-blog ads, let micro Bo completely reduced to the shopping guide and Consumer-to-consumer platform, as long as have a certain amount of fans can be for Taobao goods to do shopping guide and from the split. Since Ali's share of the microblog, the latter has gradually become the former flow of the entrance, which also accelerated the spread of Weibo ads.

QQ by most people as a tool for chatting, rather than marketing platform, but using QQ to do Consumer-to-consumer is not without. QQ Consumer-to-consumer More is Tencent-led, every day pop-up so many clap and Xun news bomb window, QQ space side column clouds of merchandise advertising and QQ Chat window ads, for many sellers attracted a large number of customers. QQ positioning is more like a consumer-to-consumer flow tool.

Other social platforms are also tainted by this ethos, which is not mentioned in the light of its increasingly low impact.

Phase III: The certainty of the Business-to-consumer

Social platforms are not preachers, and it is the profit model they want.

The micro envelope kills the friend Circle and the public platform's marketing behavior is both for the user experience, also and has to launch the social electrical quotient. First, the micro-letter wallet on the line, and then the birth of micro-letter store, and then directly joined the east to set up a shopping portal, micro-letter of the road to the Pingping. Because of the micro-letter store Strict review mechanism, many people with third-party shopping tools in the public platform to open the shop, in the pattern of the consumer in the loopholes, here to remind you, in accordance with the style of Tencent Third-party tools sooner or later to be blocked. The social power quotient in the micro-letter will eventually be attributed to the trader.

Weibo is also revelation, micro-bo pay by virtue of the relationship with Alipay and "send money" activities, quickly attracted a large number of users, relying on a wide range of blue v certification users, micro-blogging social power is also gradually biased towards the consumer.

For QQ, in the PC version still rely on the universal window June, mobile phone version of the QQ and micro-letter way is quite similar.

In the same way, the domestic social platform is unwilling to do other people's propaganda channels, more willing to take a piece from it. Whether it is micro-bo or micro-letter and QQ, and the electric business platform has a deep relationship, in the right place and all have the situation, social power business is also the case.

Whether it's Facebook, Twitter's advertising-shopping model, or microblogging or micro-blogging, the social network is not ready to profit purely by advertising. Social power business is not just a concept, but how to achieve also need to continue to explore, blindly engaged in electrical business and ignore the user experience, social power and ordinary electric business is what difference.

Wen/alter