What Products Are Suitable for Social e-Commerce
- On October 7, 2020
- China social e-commerce
If you want to ask what is the fastest growing field in 2019? Then community e-commerce must be one of the answers.
Community e-commerce extends the entire chain from products, services, experience to logistics, and aims at community residents within a few kilometers to achieve “zero distance” shopping through mobile terminals. In the final analysis, it is new retail, which solves the last-mile delivery pressure of traditional e-commerce.
So, what product is suitable for community e-commerce?
There are many types of social e-commerce. Strong relationship e-commerce based on WeChat and QQ Moments of acquaintances. WeChat is the cornerstone of the overall WeChat business. Weak ties such as internet celebrity e-commerce and community e-commerce.
The types of communities in social e-commerce are more promising.
- Acquaintance E-commerce: There are too many advertisements occupying WeChat and Moments, users are tired or even disgusted.
- Internet celebrity e-commerce: On the one hand, it is difficult to cultivate top influencers, and on the other hand, individual influencers have a life cycle.
Community e-commerce has been very popular in recent years, and many e-commerce companies want to go in this direction. Community e-commerce products can largely solve a major shortcoming of traditional e-commerce-retention. After all, whether it is online or offline, allowing users to stay in the store more on products, watch more and compare more, are important means to promote transaction conversion.
The core content of social e-commerce helps solve the needs of users, mainly including two:
1. Number of people
This is a necessary condition. Content-based community e-commerce must have a certain level of content. The content reaches a certain level to trigger a qualitative change in the entire community. The premise of a large amount of content is a certain scale of potential users, not a niche product, and a limited audience. .
For producers, no matter how professional the content is output, it is naturally difficult to increase the number of followers and conversions of bloggers when the audience is not enough.
2. Complex decision-making process
The necessary conditions include three types:
a. The level of industry standardization is low and transparency is low, and different users need different solutions
Decoration, plastic surgery, and studying abroad have such characteristics. Because of its huge opacity, such products and services often have completely different solutions for different customers. Users need to consult a lot of information and spend more time to understand, which gives the content community a certain living space.
In the past, such products and services were all through Baidu. But with the deepening of Baidu’s bidding, all kinds of soft, wide, hard and broad occupy the search results, it has been difficult to distinguish which are objective descriptions and which are business advertisements.
Through user feedback and complete cases of the institution, users can understand the general situation of decoration and plastic surgery relatively objectively, eliminate user concerns, and establish transaction trust.
b. There are so many product categories, it takes time to find
For example, when we buy clothes, we need to browse and compare a lot of clothes in terms of age group, style, preference, color matching. The variety of types gives content sharing and recommendation, and the description of the content gives a huge space.
c. Product specifications, but the manufacturing process or service process is complicated and needs to be discussed
Such products, such as automobiles, mobile phones, and computers, are regulated in the industry. All major spare parts are traceable and searchable. But because it is a complex machine, various components and various parameters, and the use of various functions, these all require users to spend energy before purchasing.
The low transparency of products and services, the wide variety of products and the complexity of the products themselves, these three situations cause the complexity in making transaction decisions. Therefore, for users, a large amount of content is needed to help users make decisions.
3, use or transaction risk is high
a. Use risk
Product problems can cause more serious losses in addition to money, such as cosmetics. For many users, they are willing to spend more money and cannot buy other brands. After all, it is not a trivial thing to ruin the face when used on the face. Plastic products are also The same is true.
b. Transaction risk
The issue of trust between the two parties in the transaction. Transaction risk refers to the issue of trust between merchants or bloggers. The pictures on the Internet are very good, and the publicity copy is in line with users’ expectations, but is there any exaggeration in the real product?
Although the general concept is that cheap goods are not good products, there are actually niche products with high quality and low prices. The key is the people who need to recommend, this is the opportunity for community content.
4, the relative price is not low
The relative price is not low, including two aspects:
a. Absolutely high prices
The decision-making speed of spending 10,000 yuan to buy something is completely different. When buying a bottle of water for one yuan, our brains don’t think much, so we buy when we are thirsty; when we spend 10,000 yuan, users may have to search through all the information I can find. To see how valuable it is and whether there is a scam.
Based on this consideration, the necessity of knowledge and content exchange in content-based communities is highlighted, which can help users reduce their doubts and promote orders.
b. Relatively high price
I used to spend 30 yuan to buy a bottle of shampoo, but now there is a 300 shampoo that works well. Then the user’s first reaction is of course to check the information and read the evaluation, as the consumption upgrade continues.
Community e-commerce, as the name suggests, is still e-commerce. Regardless of the form or gameplay of the community, the biggest goal is to bring benefits to content producers. Only on this basis can content producers have the motivation and growth prospects to output content. This is the basis for e-commerce to form an ecological community.