E-commerce has been developing for more than ten years, and the model is constantly developing. From traditional e-commerce to social e-commerce, the play of e-commerce has always emerged one after another. How can we play social e-commerce?

Through this article, we will give you a brief analysis of the following three typical modes of social e-commerce and play.

1.   Social retail e-commerce           

B2C platform or off-line physical stores will directly target the goods to C-end consumers. The goods come from self-operated or third-party platforms. The platform needs to undertake selection, quality control, logistics, warehousing and after-sales services, such as JD shopping App.           

Under the model of S2B2C, S platform is directly targeted at small B users such as individual shopkeepers and indirectly contacts c-end consumers through small B. Small B is mainly responsible for traffic acquisition and distribution, commodity supply chain and after-sales services are undertaken by big B platforms of the upstream, such as Yunji WeChat stores.

Model characteristics: build online retail platform based on social scene.

Model segmentation: it can be divided into B2C (direct selling) and S2B2C (distribution) according to the different service objects.

2.   Social content e-commerce

There are many forms of high-quality content, such as text, pictures, voice, video, live broadcast and so on. High-quality content output can help customers solve problems and provide value to customers. After customers are interested in or trust your content, they will also have great interest and trust in your product. What's more, the general content attracts more accurate fans. For example, articles such as purchase list provide value to users through text content and solve the problems of user selection difficulties.

Model features: web celebrity, KOL and KOC produce content through social tools (WeChat, WeiBo, WeChat account, live broadcast, short video and other social media) to attract users to consume, and solve pain points such as high selection cost and difficult decision-making before customer shopping.

Model segmentation: According to whether the automatic supply chain or source of goods can be divided into other e-commerce platform diversion type, such as what is worth buying; Self-supporting, such as Red book.

3.   Social sharing e-commerce

Social e-commerce is based on the evolution model of e-commerce. When there is social interaction, people can communicate and share with each other. Through user sharing, social media such as Wechat use social relations to achieve commodity dissemination. Social sharing is mainly to guide consumers to share or buy through users' psychology of showing off, taking advantage of small gains, conformity and so on. For example, discount can be enjoyed for group purchase, points can be enjoyed for forwarding, and commission rebate can be enjoyed for distribution, all of which are the operation of social sharing. The main purpose is to achieve the fission of users through sharing, attract traffic with the help of social power, and obtain sales.

Model characteristics: through user sharing, use social relations on social media (WeChat and other platforms) to help spread goods, seize users' needs to attract consumers to buy.

Model segmentation: promote users' social interaction and consumption needs through sharing, such as gift mini program; And encourage individuals to share product links to promote products through interest incentives, such as Pinduoduo App.

The popularity of social e-commerce is inevitable. The elements of social e-commerce will also be valued by traditional e-commerce and become a universal publicity channel or standard configuration. The social platform led by WeChat may become the largest trading place in the future. However, the end-result of social e-commerce is still e-commerce, and the standard of sustainable development remains unchanged. Commodity quality, user service, supply chain control and consumption experience are still eternal topics and the key to winning the competition.