What does a social power trader need to conquer a power-dealer fortress?

(conment: See) Today, including Weibo, micro-credit and other social products are also active in the field of electricity distribution, micro-credit to the introduction of micro-credit payment and micro-shop, and Weibo at the beginning of the line to "pay" products, and then try to sell a variety of goods, the recent micro-bo or even test the car sales, and So, is this social-based electrical quotient model successful?

What is the difference between a social and a traditional electric dealer?

As we all know, the core of social platforms is the word "social", enterprises, brands and the relationship between individuals are intangible social assets, on the platform any bright spots on the topic and content are likely to be widely disseminated, in the dissemination of the same time with each other's driving and influence, here, "spread" and "impact" of the behavior, For the social platform to do the power of the core competitiveness.

Although the traditional electric dealers in the direct sale of goods, also increased the comments of the section, is by the user's real comments led to consumer consumption intention of the implementation of the purchase behavior, which is also a kind of influence and drive, but there is no relationship between consumers, resulting in a commodity comment must be sufficient and persuasive enough to be able to lead consumers to purchase orders, and this behavior can not be spread and spread.

Next, let's take a look at micro-letters and Weibo's attempts at social-power providers. In fact, micro-credit is not a social network, it is based on the social relationship of instant messaging tools, its circle of friends more emphasis on close friends and intimate social. Last year, when everyone in micro-trust saw it as the only valid ticket to the mobile internet age, countless "experts" are in the analysis of the strong relationship within the micro-letter how to become a powerful tool for sales, and in the circle of Friends was marketing and purchasing the screen, the sound finally became weak. Then Jing Dong entered the micro-letter entrance, also let a lot of people look forward to, but this year's 618 big promotion, micro-letter also failed to turn the dream into reality.

Take a look at the micro-blog, in the above mentioned the spread and impact of the behavior of two points, micro-bo all have. Twitter can be said to have a social-media trial--the most important basis for leveraging social assets. This foundation has not enough, still need a series of "sharp weapon" to try to pave the electrical business.

The ecological considerations of Weibo as a social power provider

There is no such thing as a benchmarking case for social media, either Facebook or Twitter, who has been more cautious in its attempts at electricity dealers. On this level, Weibo and your international social giants are at the same starting point, even slightly ahead. Weibo also understands that E-commerce is moving from a single online shopping platform towards an integrated ecosystem. Therefore, Micro Bo do social electrical business also exist ecosystem considerations, such as the introduction of payment tools, with micro-bo payment, on the micro-blogging platform to achieve trading closed-loop, is a micro-bo to build a complete electrical business ecology must be a strategy.

But this is not enough, microblogging to become a comprehensive service provider, rather than a simple online shopping platform. Shortly before the end of the micro-blog car season, is a micro-blog for the first time to organize large-scale sales of motor vehicles, 14 days 60,000 cars are booked, orders total broken 9.2 billion yuan, become the industry during the off-season period of "dark horse" case. Battle, Weibo tries to get a step closer to the confidence of social-power providers.

During the festive season, Weibo has embodied the concept of brand integrated services. For users, micro-Bo car is a one-stop service, in addition to a comprehensive understanding of automotive information, but also on the vehicle information exchange, micro-bo payment also provides a more convenient experience, that is, users click on the Merchandise page can be directly purchased payment; For businesses, the car season in the spread of micro-blog, At the same time the sale has reached the effect of brand communication, promote cost-effective than traditional advertising mode. At the same time, the user's opinion influence, also causes the turnover rate to obtain the biggest degree promotion.

In addition, in addition to the direct sale behavior, the user behavior data on Weibo has been regarded as the future "gold Mine" by every merchant. In this micro-blog all participate in the car season activities of the users, from Shandong, Hebei users more attention to 200,000 of the following models, and Guangdong, Jiangsu, Beijing, Zhejiang users, is the backbone of the car activities, concern 20.4 million or even more than 400,000 of the models, Fujian and Shanghai users, more attention to more than 200,000 models. In addition to the already scheduled users, there are more than 150,000 users express the intention of buying a car. These typical user characteristics will provide an important reference for the follow-up marketing of automobile manufacturers.

What is the point of an open strategy?

It is also important for Weibo social power providers to open strategies, which are known to be important strategies for Weibo to be bigger and stronger. Today, the microblogging open platform has attracted hundreds of thousands of of third-party developers, and thousands of applications have been generated, covering entertainment, life, tools and other fields. With the deepening of social electrical business, the open strategy will also play a role in fuelling.

For example, future developers may develop in-depth applications based on electrical business, personalized recommendation applications, and more. Do not exclude developers directly and business cooperation, the introduction of customized applications. The benefits of this model are many, for example, it can enrich the social power of the application scene, can narrow the distance between the merchant and the consumer, can help the merchant more accurate statistics consumption information, can help the merchant better to interact with the user and so on. In short, as long as the platform is open enough, there is enough room for imagination.

Moreover, this openness is not limited by the terminal, that is, both on the mobile side and on the PC side, micro-blogging can carry out the same strategy, bringing a consistent experience. In this case, Weibo is more able to capture the user's fragmented time and expand its electrical business.

It should be said that Weibo is trying to be an electric dealer with an open social and communication base, a more valuable user data, and an increasingly sophisticated open platform, and we'll see how the future of the traditional electricity business