The failure tide of group buying network and the community of e-commerce

At present, the electricity merchant community, the media has become the hot topic, the new community website unceasingly emerges, the electronic commerce moves toward the community, but the community website also moves toward the electronic commerce. Traditional enterprises pay more attention to the trend of the community of E-commerce, and attach importance to the construction and application of the official microblogging and forum. This issue of the network column, we will discuss the profit model of the community site, how traditional enterprises choose the Community E-commerce platform, do a good job in community E-commerce?

E-commerce "community" is the inevitable trend

1. The whole Internet presents a trend of community

Rock Heart: The Internet is a trend of community. Why E-commerce faces the problem of community, mainly in order to retain consumer groups. Including Taobao has been a lack of quantity, Taobao Amoy Lake is also to do the community to strengthen interaction with customers. Where the customer has recently launched a customer's talent community website, the nature of the forum, they need the community to maintain users, through the community interaction, cultivate a loyal consumer groups.

2, the Chinese group purchase site can only be left three

Rock Heart: Recently, the group buying site has failed. I first proposed that the Chinese group purchase site can only be left three, other group purchase sites need to use the power of the platform, especially the strength of the Community platform. Because they do not produce the user's ability. The future of the Internet is the community, consumers through the virtual community shopping. Therefore, the community of E-commerce is the inevitable trend.

3. Community of e-commerce = media

The heart of Rock: the community and the media are fused together. The community of E-commerce can also be said to be media, everyone is a media, and many people come to a piece is a community. We have been discussing before, the microblogging is a community platform or media platform, and finally concluded that: the community is the media, the community and the media is inseparable.

Ii. the difficulty of "electronic business" of the community website

1, most of the community shopping site interaction is poor, loyal groups difficult to cultivate

Rock Heart: Community shopping site features, first of all, must include the material and spiritual needs of our daily life, such as food, clothing, entertainment, and secondly, to be interactive. The more service items, the more interactive, consumers and communities will be more viscous, willing to stay in the community for a long time.

But, the interaction is bad, the website speed is slow, the service attitude is poor, these are the common problems of the community website. The concrete manifestation in, some shopping community website commercial atmosphere is strong, has empty community's appearance, but does not have the community intrinsic behavior. For the purpose of sales, not communication. After the purpose of the product is enlarged, the nature of the advertisement is obvious, and no one is willing to look at the advertisement information.

For example, Mushroom Street, beauty is also not known as the community site, are just the platform for commodity recommendations, usually, lack of interaction between users did not produce a warm interaction. Consumers will not be shopping all the time, therefore, the business atmosphere magnified by the community site must not allow users to stop long. Including job-seeking social networking sites, it's impossible for everyone to be looking for a job, so there's no way to form a loyal group. The lack of interactivity of the community web site means that it loses its value and meaning.

2, a small number of good community websites, E-commerce in the early stages of development

Rock Heart: Sina Weibo, Tencent Weibo, forum, Renren, QQ space, etc. are community sites, the higher the interaction, the more obvious the characteristics of the community. For example, when a user speaks, like-minded people can resonate and forward the user's views and information to their fans or friends, such as Weibo.

But the e-commerce of these websites is in the initial stage of development, but the future will certainly connect with the electronic commerce. For example, Tencent daily special recommended commodity activities, many daily specials, can attract consumer groups, sales are also high. All QQ users in fact constitute a community, community users according to the recommended into the racket, there is no clear purpose of shopping, but suddenly see the heart satisfying products, the desire to buy. Like offline shopping, may not initially want to buy clothes, but stroll around suddenly see a piece of clothing is very beautiful, so they bought.

3, the profit model of the community website

Rock Heart: In fact, community e-commerce and real community shopping is no different, positioning is the same. Just to transfer the real shopping behavior to the Internet, community e-commerce should emphasize a kind of not deliberate, not forced shopping behavior. So that consumers do not consciously buy products.

And the profit model of the community website, for the profit model of the system plus the profit model of the Internet. One is to profit by selling products. Taobao Phpwind, there is a shopping system, can be directly linked to Alipay, can directly through the forum to buy products, Web site can be directly generated after E-commerce, and Tencent's Discuz is the same. Like Taobao, Pat, the community website can sell products directly. Second, business advertising, people flow will certainly attract businesses to advertise.

Third, how to use the Community electric business platform in traditional enterprises

1, Taobao products to promote the link to the Community platform, the effect is not

Rock Heart: Taobao sellers around the day to send links, forums, micro-blog, shopping site, as long as someone's place will be sent. These are Taobao promotion strategy, but in essence, the product Sales no promotion.

Like beautiful said, Mushroom Street These community shopping sites, the promotion of product sales is not big, very few people will go there to see products, but they are just entertaining. Website basic users are not much, let alone active users, therefore, the basic promotion of brand awareness, not to drive the product sales.

2, Micro-Bo is a good community electric business platform

Rock Heart: Just said Sina Weibo, Tencent Weibo, forum, QQ Space, Renren, traditional enterprises have gradually attached importance and use. Now, microblogging marketing is very hot, companies are trying to do microblogging marketing, indeed, Weibo is a good community e-commerce platform. Traditional enterprises such as Li Ning, Anta opened the official micro-blog, have a large number of fans, with the help of micro-blog, companies can recommend products and brand-related information, fans will be forwarded to share it, this is the era of sharing, enterprises must grasp the tools of sharing, this is the process of communication

There are forums, companies will also pay attention to. Community sites that embody local characteristics: The 19 floor, and the vertical forums of each industry are also valuable, such as the Jifeng Forum on mobile phones. Microblogs need to pay attention to each other to see information and social relationships are relatively complex. Forum is the media format, is to make micro-blog or into a forum, enterprises to be based on their own situation to decide.

3, mobile phone shopping in the future will be the rapid development

Rock Heart: Traditional Enterprises in the Community E-commerce platform utilization, first of all, to enter a large community platform such as Tencent Weibo, Sina Weibo, QQ space. Second, the use of mobile E-commerce two-dimensional code technology and mobile payment tools.

Mobile shopping also belongs to the community E-commerce, consumers use mobile phone shopping has randomness, rather than deliberately buy products. Mobile shopping is a fragmented feature, and it is not possible to use mobile phones 24 hours a day. At present, mobile phone e-commerce has not developed, the future will be rapid development, of course, must be combined with the most convenient way, such as the use of two-dimensional code. When we were shopping, we suddenly saw a lot of product posters and advertisements with two-dimensional codes on the street. can use a mobile phone to take the product of two-dimensional code information, mobile phone-related software can identify two-dimensional code, direct link Display product name, origin, Price and a series of product introduction, and then click the Purchase button, you can pay through the mobile phone purchase.

4, the traditional Enterprise best Choice Project Outsourcing

Rock Heart: Professional talent, including marketing personnel, with activities planning thinking talent, customer service personnel. Of course, companies can work with professional agency operators, such as advertising companies, public relations companies, the Project outsourcing is also a good choice. Now the community site is not easy to operate, not so simple, do a good job not much, the enterprise also not enough attention.

Many of the official websites of traditional enterprises have interactive forum, but the operation effect is poor. Weibo, forum, etc. is also a double-edged sword, used well can help enterprises to save the cost of advertising operations, poor use will produce a lot of negative effects. Therefore, the team building is very important, the traditional enterprise does not have the community experience, basically is cooperates with the outsourcing company.

Iv. Survey: How traditional Enterprises view Community electric business Platform

1, Sholiwa, Special step e-commerce responsible person:

Traditional enterprises use community platform to communicate consumers

We usually have attention to the community site, including the Tianya, Tiger-bashing China and other large community sites, Sina Weibo has also attached importance to the establishment of the brand's official microblogging, in fact, the community web site to promote the role of brand marketing is not particularly big, the most important thing is to communicate with consumers through the Community network platform.

Now the community of E-commerce, media is a major trend, we through the establishment of official micro-blog, community forums, mobile e-commerce, and consumers to establish long-term interaction. In addition, our official website, also has the interactive forum of entertainment, of course, to do a good job in community interaction, but also need to have the ability to plan activities.

2, Zhou Manager, Walt Taobao Distributor:

If to promote sales, then more with group buying site cooperation;

We have more cooperation with the corporate Web site, group purchase site, less community sites stationed. We are mainly on the promotion of sales performance. Of course, the brand in Mushroom Street and other community shopping sites, should be Taobao promotion Department to promote the unified strategy, which is to increase the exposure rate of the brand is helpful. If the enterprise is to sell, or to cooperate with group buying site is more appropriate, and if it is to promote the brand spread, all kinds of channels can try. Brand promotion is more and more. At present, Walt mainly focus on Tiger bashing China, through the forum to understand the brand evaluation of consumers.