Social electric Quotient competition accelerates: will be the next investment "breakout point"

I do not know when to start, e-commerce derivative of a new model is the social power, SNS and e-commerce combination, this just right integration to make the field of e-commerce become more people taste, in the previous group buy 020 model is the earliest form of social e-commerce.

The crime and punishment of social electric power quotient

The first batch of social electrical dealers have eliminated a large number of, such as shells, ants and so on, and the survival of the socialized electric bottle set in the early days mainly to the public comment on the network as a representative of the social electric quotient of the flight has been greatly marketing people's buying behavior change people's habits. With the popularity of the network and the success of watercress, social electric business platform springing up in all vertical industries, the second batch of social e-commerce sites in 2011, 2011, Social electrical business began in the domestic struggles, along with the rise of Sina Weibo and foreign Pinterest, into a period of vigorous development. To girls dressed as the main content of Beauty said, Mushroom Street has been quite large, registered users have reached tens of millions.

Nowadays, this pattern emerges massively, cherry love, fruit street, bean sprouts net, snack control and so on website duplicated social element and Pinterest interface, known as "do own field of beauty say". But in the face of homogenization of the market, how to stand out? Only if you want to understand this problem can you attract more and more discerning users and gain a firm foothold.

For social E-commerce, the most important way to profit is the Commission model, by providing customers with orders to other E-commerce sites to achieve commission sharing. Moreover is the coupon and the split pattern, through the coupon class means to attract the user to form the offline consumption behavior, thus realizes divides into the pattern.

With more and more E-commerce platform for the opening of goods, social e-commerce development opportunities will become more and more big.

The survival way of social electric quotient

By the end of December 2012, the number of Chinese Internet users has reached 546 million, Internet users to increase the proportion to 39%. Only last year, "Double 11" one day, Taobao cat sales of up to 19.1 billion yuan. At the same time, the competition between electric business enterprises is more and more fierce, more and more attention to the effect of network advertising, but the mainstream monopoly position to strengthen the dominance of advertising is scarce, network advertising prices rise, the electric business enterprise marketing costs are also rising year by year.

The emergence of the social electric quotient, let the electric business Enterprise found the new direction of the marketing. Although from beautiful said, Mushroom Street import flow, electric business enterprises will pay some commission, but compared to the huge advertising fees, it is a lot of money. For users, Taobao's merchandise is very difficult to find in line with their expected cost-effective and high, social power to bring them a convenient and fast and enjoyable shopping experience.

In the field of burning money in the Internet, the social power provider has a natural profit model, and therefore by the capital market bullish. 2011, Mushroom Street After the completion of the B-round financing, has accumulated financing up to 20 million U.S. dollars, beautiful said, Taobao Wow, and other sites have also received tens of millions of yuan of financing. In this respect, China E-commerce Research Center assistant analyst Wang Zhouping predicted that social E-commerce will be the next investment "outbreak point."

The outlook is not optimistic

But in the current domestic Internet environment, the prospects of the social electric business also seems not so optimistic. Reviewing the history of the development of the Internet in China, we can summarize why the model fire glut copy, and die together after a period of time to start copying new patterns, so reciprocating, infinite cycle. According to incomplete statistics, only the independent operation of the social shopping site currently has more than 20, coupled with the electrical business and picture sharing Community Shopping guide, but not less than fifty or sixty, these sites almost all in the second half of 2011 to the first half of 2012 officially online operation.

According to Mushroom Street CMO yan Bead revealed, Mushroom Street on average daily Taobao take 60,000 single, spring customer unit price 80 yuan to 90 yuan, that is, the daily for Taobao take 6 million yuan of turnover. According to the rebate ratio of about 5%, mushroom Street income should be around 130,000 yuan a day. In 2011 years of entrepreneurship, beautiful said CEO Xu Yijong also revealed that the current beautiful said each month for Taobao brought the turnover has reached 700 million yuan.

Social electric quotient and microblog fusion

Alibaba recently bought a 18% per cent stake in Sina Weibo at 586 million dollars, indicating that the company is accelerating the integration of social elements. In an internal meeting last May, MA also clearly pointed out that do not support the upstream shopping site to continue to grow bigger, and do not support the return of the site, to tighten Taobao flow entrance.

Social networks such as E-commerce and Weibo are currently the two most frequently used service platforms for users. Microblogging and online shopping users of the larger, micro-blog users up to 309 million, online shopping users up to 240 million, according to CNNIC survey: At the same time micro-blog and online shopping users up to 167 million, that is, online shopping users, 70% of users at the same time using micro-blog. The integration of these two platforms is conducive to large data mining based on the social relationships of Weibo users, promoting the formation of new business models by electric dealers, and promoting the liquidity of social networks such as microblogs.

According to the CNNIC2012 China Online shopping Survey, 52.8% of online shoppers who use social-sharing sites say they are browsing the social-sharing web site and focusing on shopping-related information, with 18% of the users deciding to buy a product Will often log on to the social sharing site to look at the relevant merchandise information, respectively, 25% and 37% of users sometimes or occasionally login to view. 34.8% of users who use social-sharing web sites have forwarded information about their products on their microblog, mainly to see price promotions, style-pleasing items, forwarding or @ to others. 41.8% of users who use social-sharing websites see merchandise information or promotional information on social-sharing sites and finally buy the product. This shows that not only the product information and publicity will affect the user's purchase behavior, social media user evaluation and recommendation will also have an impact, so micro-blog and other social media for the maintenance of corporate network reputation, cultivate loyal customers is of great significance.