What is new social retailing? Is it necessary for traditional e-commerce to do social new retail?

With the rise of social economy, network celebrity economy, WeChat business and self-media, social e-commerce has also been born. Especially in the last two years, social e-commerce has been very popular, with Pinduoduo before and good deals afterwards. On the contrary, vertical e-commerce companies such as Vipshop will be caught off guard. Pinduoduo has successfully pushed Vipshop into the top three domestic e-commerce, and traditional e-commerce giants have also entered social e-commerce. Social e-commerce in a broad sense includes WeChat business and micro-mall, and social e-commerce in a narrow sense is through social interaction, word of mouth, interaction and sharing of these social functions. Generally speaking, social e-commerce can be divided into three types:

Shopping guide type social e-commerce

Content-based social e-commerce

Social e-commerce based on platform

The outbreak of social e-commerce is a trend in the new retail era, but in the final analysis, social e-commerce is only a channel to broaden e-commerce. The same e-commerce, product quality, service, supply chain and consumer experience are also eternal topics. Nowadays, the traffic portal in the era of mobile Internet relies on platforms with social attributes such as self-media platform, qq space, Weibo and WeChat circle of friends. Remember, it is a platform with "social attributes". With social attributes, two people who have never known each other before can get together through the same hobbies, thus forming a community. The establishment of a community is based on trust and the same hobbies. Service and trust based on the same product, etc. Running the community well means increasing the length, frequency and dimension of the links of community members. This can produce fission and bring more flow.

This is also the low cost and high flow pursued by businesses now. Today, when the traffic dividend is exhausted and private domain traffic is strongly advocated, the new social retail platform undoubtedly caters to this trend. The emergence of social new retail also makes many enterprises want to seize this opportunity, so how to do a good job in the new retail model of store+social? This is also a specific situation, a specific industry and a specific analysis. Selling clothes is definitely different from selling seafood. Customer unit price and purchase frequency, whether just needed or not, will have an impact. You should know your own situation first.