Social e-commerce of e-commerce wechat small program analysis

Social e-commerce refers to the form of e-commerce based on the development of social media to socialize to facilitate transactions. With the gradual disappearance of the Internet demographic dividend, WeChat's traffic realization has become another way out of the development of e-commerce. Social e-commerce continues to grow through a series of social fission in which consumers forward, share and buy on WeChat. In the past two years, major e-commerce companies have developed WeChat small program, which is more convenient for consumers to share and shop on WeChat. In this issue of Media Direct, the media analysis team will analyze the development of e-commerce WeChat mini-programs.

Key Findings

Background of the development of WeChat e-commerce small programs:

? E-commerce is imperative to realize traffic from WeChat, and consumers' trust in WeChat advertising increases the value of social e-commerce. WeChat's monthly activity is 20% higher than that of e-commerce, and e-commerce has leveled off in recent years. On the other hand, among all Internet advertisements, consumers trust all forms of advertisements in WeChat more than the rest of Internet advertisement types. WeChat e-commerce applet classification:

? WeChat e-commerce applets can be divided into strong social applets and weak social applets according to the degree of their social attributes. Strong social e-commerce is strongly dependent on WeChat's social features, while weak social e-commerce takes advantage of WeChat applets' convenience and assistance.

Head social e-commerce media analysis:

? Strong social e-commerce both WeChat small program and APP, the development of the last six months have performed better than traditional e-commerce. Pinduoduo APP's monthly activity number has exceeded that of Jingdong, becoming the APP that covers the largest number of people in addition to Taobao.Jingdong has also made efforts in the layout of the small program, and among the Top10 e-commerce small programs, Jingdong occupies three.

? E-commerce WeChat small program and APP form an effective complement. Strong social attributes of the e-commerce APP is mainly through the channel of WeChat small program to obtain traffic, while WeChat small program can obtain more new users. Compared with APP, the distribution of users of WeChat small program is more youthful and has a stronger willingness to consume.

1, the background of the development of WeChat e-commerce small program

WeChat's monthly activity is 20% higher than that of e-commerce, and e-commerce in recent years, the monthly activity of e-commerce tends to slow down, and the flow of traffic from WeChat has become an inevitable trend in the development of e-commerce. On the other hand, the rapid development of e-commerce WeChat small program can not be separated from the consumer's trust in all forms of advertising in WeChat. Among all Internet advertisements, consumers' trust in all forms of advertisements in WeChat is higher than the rest of Internet advertising types.

The rapid development of WeChat small program is also one of the factors in the development of social e-commerce, compared with e-commerce APP, e-commerce WeChat small program has many unique advantages. The main advantages are as follows:

2, WeChat e-commerce applet classification

WeChat e-commerce applets can be divided into strong social applets and weak social applets according to the degree of their social attributes, the development of strong social e-commerce strongly relies on WeChat's social features, while weak social e-commerce makes use of WeChat applets to facilitate and assist.

3, the head of WeChat e-commerce small program analysis

Top10 e-commerce small program, Pinduoduo covers the largest number of people, and Jingdong also made efforts in the layout of WeChat small program, Top10 e-commerce WeChat small program accounted for 3. The development of e-commerce small program is strong, and the development of e-commerce APP tends to slow down. most of the Top10 WeChat e-commerce small programs are strong social e-commerce. The only two APPs with monthly activity growth are also strong social e-commerce, and their e-commerce based on social fission development is still in the process of rapid growth.

Strong social attributes of the e-commerce APP mainly through the channel of WeChat small program to obtain traffic, at the same time, WeChat small program can obtain more new users, and APP to form an effective complement (the left chart below, to Jinduoduo as an example). Compared with APP, the distribution of users of WeChat's small program is more youthful and has a stronger willingness to consume (as shown in the right figure below, with Uniqlo as an example).

Jingdong Yun Xiaodian is a social e-commerce tool developed by Jingdong Cloud. Jingdong Yun Xiaodian is positioned as a community-based e-commerce company that everyone can participate in, and adopts the S2B2C model, relying on the promotion of registered members to complete sales. The store owner does not have to worry about the quality of goods after-sales fulfillment customer service and other issues, Jingdong genuine logistics.

The cloud store assistant can help the promoter to build thousands of people, thousands of groups, thousands of abilities, through the AI + big data capabilities to help you intelligently and accurately match the group of users and goods.