Why are e-commerce companies rushing into the internet community?

The reason is that it will naturally associate with the impact of the financial crisis on Chinese traditional industries. 300 million network consumer, low-cost sales channels, light asset model, everything seems very imaginative space.

However, wait until they put the beautiful mall on the line, goods, logistics, customer service are in place, immediately facing the problem is, the network of the vast sea, how to let my target consumers find me?

There is no way, if you do not want to be Taobao, Pat, have ah such professional E-commerce platform amnesty, only to pay to buy traffic, buy registered users, and hope that the order conversion rate higher, and higher. So, you can find that Sina, NetEase, q Q and other traditional portal home page is now full of VANCL, Masamaso and other apparel brand advertising, giving people "the advent of E-commerce Spring" strong hint.

And as the most viscous and interactive, has a stable membership of the network community, so deeply favored by E-commerce enterprises. In particular, like the end of the Earth, mop, 19 floor such a comprehensive or regional network of strong popular community, there are happy, net, and 51, such as SN s community, E-commerce customers are the first choice.

Unlike other advertisers, E-commerce customers want orders. Therefore, the once popular C PC (Pay-per-click) has been unable to persuade customers to pay, C PS (paid by turnover) is the mainstream e-business business model. Therefore, pay by effect has become the popular word of e-commerce industry this year.

Relative to the portal, I am more optimistic about community e-commerce. Because a portal shopping ads, rely on only in the golden spot with a beautiful advertising screen to attract passers-by, single means, it is difficult to retain the hearts of consumers. Community E-commerce Cooperation, you can use the depth of implantation of the way, and the community to share rich quality of membership resources, and the use of interactive forums and users of virtual interpersonal relationships, to the cooperative customers to bring immeasurable Word-of-mouth value, the community shopping platform mainstream consumers are most of the customers repeat.

Moreover, the network community is not a hard advertising pull to order, you can use the community points to buy, you can organize group buying, free to distribute experience products, can be a time limit seconds to kill, you can send discount coupons, you can also launch a massive online promotional or public relations activities.

And all of this is a traditional gateway. E-commerce enterprises stationed in the network community, not only to harvest orders, but also a very high reputation and media dissemination value. This is the deep reason why community e-commerce is booming this year.

The original July 10, 2009, "Southern Metropolis Daily" Shenzhen version of the business era "surging new marketing" column