From an operational perspective, what are the differences between content e-commerce and social e-commerce?

No matter from that level, the essence of e-commerce is retail, but the means of realization are different.

The essence of new retail is high efficiency. Obtaining users at a lower cost is one of the key elements of e-commerce development. Take a treasure as an example: With the advent of the data era and the intelligent Internet era, the Internet 3.0 era has started; In the past 10 years, many brands successfully went public with the help of booming e-commerce, such as the famous local brands "Three Squirrels", "Two Guns" and "Camellia" in China.

Facing the new era of e-commerce, which has entered a period of saturated and full competition, how can new brands stand out and occupy a place in the field of e-commerce?

Brand upgrade is the key to e-commerce operation. Since 20 15, Tmall has adopted the brand invitation system. Compared with Tmall, which used to pay attention to products and cost performance, it has paid more attention to the brand value behind the products, as well as the plans and prospects of the products in brand building and promotion.

Tmall's own slogan has also been upgraded from "a cat in heaven is enough" to "a cat in heaven in an ideal life", alluding to Tmall's transformation to consumption upgrading and brand upgrading. Industry insiders also revealed to PLTFRM that Tmall's positioning and development direction are moving towards internationalization and high-end, and brands with complete brands and marketing plans are more likely to be favored by Tmall. At the 20 18 Taobao merchants conference, Fan Jiang defined his ideal Taobao for millions of merchants with three key words: "simplicity, tolerance and creativity". Fan Jiang believes that it is the technical strength far beyond the past that makes Taobao have the ability to become simple. In the era of machine intelligence, new intelligent tools and big data marketing will better liberate merchants and correspondingly bring about great improvement of platform business rules.

Taobao's operation will be people-oriented, not traffic. Therefore, the key of brand to e-commerce operation is no longer the basic traffic operation and sales operation, but should pay more attention to the establishment, upgrading and dissemination of brand content. Content e-commerce: from consumer products to consumer emotional content operation, including advertising operation, brand operation and scene marketing; Content itself refers to brand advertisements, brand stories, brand images, hot events and so on. All products have a strong correlation with some kind of "beautiful feeling" or "scene". Combined with the operation mode, we call it content operation. So selling products has evolved into selling feelings, feelings, culture and adjectives. The traditional product operation is to sell sofas, drinks, flowers and massage cushion; The upgraded content operation sells warmth, happiness, romance and comfort.

Although "content e-commerce" is a new term in recent years, content operation has existed for a long time, and diamond marketing is the best example:

Diamond itself is neither scarce nor a rare metal that can be used in currency circulation since ancient times, but smart diamond dealers have made a strong connection between "diamond" and "true love" and carried out a series of marketing, boasting about the originally worthless diamond again and again until today's high price. Diamonds are valuable, but true love is priceless. True love can't be measured, but the size and brand of a diamond can be measured for you. Diamond is the most successful marketing case and the best content operation case in the 20th century.

Content operation also provides opportunities for brand differentiation for homogeneous products. Products with the same attributes, through different stories and scenes, can arouse different consumers' sense of substitution and * * *, and finally stimulate demand and reach * * * knowledge, which is the core of Internet content marketing.

Taobao provides many platforms and tools for content operation, such as Taobao live broadcast, micro-amoy, short video, Taobao group, content-based stores, customer service number and so on. From single commodity to diversified operation of IP, content and commodities. These brand-new operating models will continue to bring hundreds of billions of explosive growth to businesses.

If the product has no strong connection with "some beautiful emotion" or "scene", it can be sold, but it is always "selling goods".

Social e-commerce: Interactive, sharing and SNS spread social e-commerce, that is, with the help of social networking sites, SNS, WeChat, Weibo, social media, online media and other communication channels, the purchase and sale of goods are assisted by means of socialization and user UGC content, and social elements such as attention, sharing, communication, discussion and interaction are applied to the e-commerce transaction process. From the perspective of brand advertisers, social e-commerce is a form of e-commerce that completes enterprise sales, promotion and final sales of goods through the application of social tools and cooperation with social media and networks.

Social e-commerce has two core features:

1, to help consumers solve the answer "What to buy? Where to buy ",that is, it has a shopping guide function;

2. There is interaction and sharing between users or between users and enterprises, that is, it has elements of socialization.

Social e-commerce is part of content e-commerce. Content e-commerce strongly associates "good feelings" or "scenes" with products, while social e-commerce assists product marketing behavior through social channels, mainly including Weibo, WeChat, KOL and various SNS channels. It can be seen that social e-commerce is a part of content e-commerce, and the scope of content e-commerce is larger than social e-commerce.

Social e-commerce is about equal to media e-commerce.

Content e-commerce is about equal to brand differentiation e-commerce

The two complement each other and realize the marketing of products and brands. The common way is to shape the brand's personality (content operation) first, and then display and spread the brand's personality through KOL and SNS platforms (social e-commerce and fan e-commerce).

In this context, a creative team with various background strengths such as brand, marketing and e-commerce can better highlight its role in the era of content e-commerce.

How can online celebrities help brand e-commerce realize?

Online celebrities, selling products on Taobao live broadcast, are actually more attractive and interactive TV shopping hosts, who have multiple roles such as customer service, promotion, host and artist.

For the realization of online celebrities, online celebrities are first of all gold medal customer service, with excellent commodity introduction ability; Secondly, an excellent push, in fact, the live promotion product is basically an extension of the ground promotion product, which is nothing more than the push being recorded and play online; Then a gold medal host is good at controlling and adjusting the atmosphere of the program and has the ability to interact with the audience; Finally, an excellent artist has his own performances and talents to attract the audience to watch your program. The reason why it is difficult to realize the realization of online celebrities now is that many online celebrities have only completed the last role, and the other three more important roles related to the realization have not been well completed.

So, online celebrity is actually a concept. In addition to the role of online celebrities in front of the stage, the concept of "online celebrities" is more widely used as "online celebrity programs".

As for the "Network Celebrity Program", in order to continue its influence and continuously upgrade its product image to meet the tonality and selection criteria of more brands, in addition to enhancing its professionalism, we can also consider joining more professional behind-the-scenes teams for organization, promotion and packaging, such as directors, music production, lighting, screenwriters, commercial distribution and art design.

Grasping its own content marketing, operating with the help of social platforms, and testing the quick liquidity of products through online celebrities, the new Internet era has brought greater challenges and better opportunities to brands.