Why the SNS grafting to the business-to-consumer is mixed

WEB2.0 has faded out of the internet perspective, SNS in the experience of the rise of the storm, but also because there is no "sustainable profit model" and slow development. However, as the first-line media in social marketing, SNS still has irreplaceable market position and communication efficiency, and gradually grafting into various network platforms become the mainstream function.

In recent years, the graft SNS community function is common in the electronic shopping mall, and the aim is to move the independent social marketing way directly into the business. In order to shorten the marketing process, master market information, stimulate the sale of goods. However, the author of the country in this article to show that SNS grafting is absolutely not perfect, "any camp means are pros and cons." In this article, the author of the country will share with you the pros and cons of SNS grafting.

SNS grafting is the market demand

In 2007, Eric had data that made it clear that one of the main factors that affected netizens ' purchases of shopping malls was that other netizens were evaluating the product. In particular, digital and it products, because of the price is not expensive, the quality of the unified security, maintenance trouble, parallel imports all over. Add some big brand also really unsatisfactory, the commodity repair is high, the Post-sale service is very bad, the kind and picture disparity is big and so on phenomenon abound. In such a market situation, only by the online publicity and packaging businesses, it is clear that consumers can not be completely assured.

At this time, users need to be able to truly understand the actual product information channels and platforms, only consumers in the face of consumer communication, consumption vigilance will be minimized, or even directly to the unconscious consumption into active consumption. At this time, SNS "interactive", "immediacy", "convenience" characteristics, just meet the information sharing needs of netizens.

Enumerate one of the simplest examples:

Friends in Jingdong Mall to buy a 5000-yuan notebook computer, in the targeted search will appear after 20 variety. At this time the first factor affecting consumption is "brand impression", the second factor is "functional gap", the third factor is "price gap." Through the comparison of three links, the computer included in the purchase scope has 5. At this time, the real impact of the purchase is "social marketing" in the Word-of-mouth spread. Friends in a careful view of the 5 computer users after the message found that a certain product although the brand is relatively not well-known, but the appearance of beautiful, fast operation, long after the sale, but also presented a U disk gifts, then immediately decided to buy.

Although this is only a case, but can definitely represent most people's online shopping psychology. Especially in recent years, Internet users in the purchase of sales of hot cosmetics, food, household items and other commodities, to understand the actual consumption of product information needs of increasing. Also directly promote the SNS function in the use of the consumer.

Second, SNS grafting is a double-edged steel knife

As the media and marketing methods, SNS obviously does not have the subjective service like advertisement and EDM. That is, it is not entirely for the products of the commercial carol, but a real "double-edged steel knives." Can break the consumer purchase obstacle, a little careless also can completely break consumer's purchase confidence. And it's hard to guarantee which side of the blade appears when it faces a direct consumer.

Because the ultimate users of SNS, not the consumer and consumers, but consumers and consumers. The information and content of the feedback are completely uncontrolled. Although the merchant can release some positive information, it can also delete some unfavorable product feedback. But excessive false, this can seriously dampen consumer enthusiasm and initiative, even produce brand boredom psychology. This is something that all the business-to-consumer are absolutely unwilling to face.

Moreover, the problems of many commodities are objectively and universally disseminated. In the application process of SNS, in addition to the correct and positive guiding role, it has the negative effect on the sale of some goods is also a reality. This, however, is often overlooked by the business-to-consumer.

Also use just the example of analysis, was eliminated from the purchase target of 4 notebook computers, there are 1 friends have a long time brand and model. However, in 107 netizens evaluation, there are 14 of the difference in the comments. It is generally reported that the arrival of the goods soon failed. 10% of the difference is enough to allow the most loyal consumers to form the purchase of "fear." The reason is very simple, who would like to gamble with money is not that "11%" it.

Of course, the application of SNS for the business to find the problem of goods, to avoid the next purchase and cooperation errors, but also a happy good thing. It just depends on whether the person can see the problem from another angle.

Third, SNS grafting is the general trend

Today's electric dealers have been from the business of enterprise marketing, vertical development to the business of the industry marketing, local marketing, customers group buying marketing. A phenomenon still exists, the whole market bread is constantly being refined by the small and medium-sized electric business cut away. Although the consumption quota increases, the industry application expands, consumes the netizen to increase, may with the supplier to enter the electricity quotient, buys the country intervention, the supply shortage becomes the occurrence and so on situation, 2011 's Chinese electric business doomed is the wave fluctuation.

The power quotient's troop and the pattern already more and more disorderly, the national intervention strength also already more and more, but the more and more mature electric business consumer, also will to the electric business service, the commodity quality, the Post-sale service, the purchase process, the price superiority, the logistics speed and so on aspect's synthesis request also is The role and task of SNS function in the platform of the Business-to-consumer will also evolve with the deepening of the marketing system. Product homogeneity, price transparency, logistics problems, and so on, will be accompanied by SNS continuously reverse to the merchants and businesses.

SNS will also from the auxiliary function of the consumer, development into mainstream products, and with the sale of goods, as a development and maintenance of interactive tools for customers. Ebb Tide, the rapid changes in China's electric business world can be used "fast changing" to interpret. But it's never going to change. 1.4 billion users of the electronic business model services and the demand for electrical goods, but also always need netizens and electrical business running-in communication.

Hope that the broad masses of consumers can fully understand and recognize the true meaning and value of SNS, do not film and subjective it as a means of communication, but ignore and indifferent to its two-way transfer role!