The rise of social power: The two horses are each other's fire and fire and invade each other

Ma, Yun

Ali and Tencent, as the two giants of the electric business and social circles, have been impinging. Now they are each other's fire and fire and invade each other.

Tencent to micro-letter as the basis, exerting power micro-electricity quotient, a stake in the east, integration of electricity business resources; Arili and social. What about the future Santher? But this is enough to show that the future of social and electrical contacts will be more closely linked, difficult to easily split.

Nowadays, no one can relax at the moment of horse-race. Future electric dealers will not be independent of social interaction, may become a social downstream link. If people's shopping patterns or habits are really socially driven, the mere lack of social networking platform will become precarious.

So why is it that the future social electric chambers become mainstream?—— because of the timing, geography, and people of social power.

Day: All human beings in real time online

Now the mobile wave sweeping the world, anytime and anywhere communication and communication has no barriers, the Internet woven Network, the realization of the people between the two points of direct connection between the communication efficiency greatly improved.

Location: A variety of electronic business platforms and social applications are emerging, basically meet people's social or shopping one-sided demand.

People and: Clustering effect

Through various social platforms, people have gradually built up various circles, strangers, acquaintances, and between the two. The establishment of the circle, for mutual communication, interaction, sharing provides the basic conditions for the future of the application of the electric quotient, clustering effect can be based on this unlimited diffusion.

Socializing to make electric dealers

The development of the electric business has the following two kinds of trends:

1, from the material to the people-oriented:

Traditional electric dealers, including the current mainstream electric business platform, the main idea is still on the basis of the commodity itself, such as a beautiful shop, product cool a little bit more detailed, and so on. Even has been in the hype of precision marketing, personalized push, etc. actually do or do a good job is not much.

2, from the need to shopping to follow the shopping:

Generally speaking, customers have a clear idea of what they want to buy because they need shopping. And in the next phase, with social presence, there may be more unknown and uncertain needs that need to be directed or triggered by socializing to produce random shopping. In the social network through a single click, you can complete the instant shopping. That makes it the next step in social networking. It is also possible to bring social power to the electrical quotient.

In the future, social networking will become extremely important for the purchase of electricity merchants, based on the following analysis of shopping needs:

Those who speak are not necessarily true.

In brief, people's shopping needs can be divided into surface demand, potential demand two kinds.

Surface demand refers to the need to buy specific and clear goods, because the demand has been very clear, the electrical business itself can be resolved.

Potential demand refers to the underlying reasons behind buying a product, such as what is behind a dress? Are you showing off? Is it because of decency? or is it due to the mad shopping behavior caused by the quarrel? The traditional electric dealer is not able to learn, and naturally can not be based on this to dig deeper and more consumer demand. This needs to be done by interacting and socializing to dig deeper.

Advertising + Marketing < Social

For surface demand, traditional electric dealers, mainly through advertising or marketing this way to meet. But this way is one-way, lack of interaction, the user in a passive state; In fact, it is difficult to perceive the pulse of a user accurately.

Moreover, now has entered the personalized era, advertising proliferation, traditional marketing has gradually become ineffective, the user has already aesthetic fatigue, not directly to the depths of the heart, emotion can not resonate.

In the personalized era, personalized needs need to be further explained by social interaction and personalized.

In such situations, the need is to be talked about, not smashed out.

Social dividend

Xu Zhibin has proposed a concept called social dividend, and gives the following equation:

Social dividend = information * Relationship chain * interaction.

Making a product or service-related information flow effectively in the user's chain of relationships generates social dividends, which are also value, and of course social dividends refer not only to material gains, such as increased income, but also to brand promotion and increased user viscosity.

By the above equation, the integration of social and electrical quotient, thus bringing the social electric quotient, will make the individual fully released, will lead to more demand.

So for the social electric business, through full social interaction, can burst out great value, thereby entering:

Fan economy

Millet is a fan of the economy, in terms of the fan economy, its core value is the sense of participation, users and enterprises can be deeply bound. Its mode of operation is to build a community, or ecological environment. The user is condensed together.

Through the construction of fan ecology, between users and between users and enterprises, the establishment of multidimensional communication channels, through the full interactive communication, users can be deeply involved in it.

In the future, only the construction of ecology, will have a depth of user stickiness.

Product Personalization

From the product use, said, experienced the following three stages: Product Features-experience-the sense of participation. From the most primitive use function, progress to a certain degree of spiritual experience, and then to the depth of product participation, personalized customization. This reflects the human needs are gradually changing, the era of pure selling products has passed. Need to go deep into the potential needs of the product personified.

Customers really buy sleep, not bed. The taste needs to be carefully read.

Human nature, social networking, electrical business

Micro-letter into the interface, is a villain standing on a planet looking up to the Earth. Zhangxiaolong to express means that people are lonely, need to communicate. This is human nature.

Similarly, in shopping consumption, people are not autistic, many times, what they want is not so clear, but also need to interact with others to communicate. This nature needs to be done socially.

Therefore, only read the human nature, read the latent demand behind the human nature, on the basis of social interaction, fully interactive communication, will make the value of the electric quotient maximization.

And this is exactly where Ma Yun and Ma Teng are now anxious.