What are the modes and characteristics of social e-commerce?

According to the characteristics of social networks, target users and core products, China's social e-commerce models can be divided into: shopping social e-commerce, distribution social e-commerce, content social e-commerce and community group purchase social e-commerce.

Collective social e-commerce: definition and characteristics: aggregate consumers with the same purchase intention, rely on bulk orders to reduce the purchase and sale costs, manufacturers directly profit from the saved sales costs, consumers get low-price concessions and spread themselves.

Specific forms: including grouping, grouping, sharing and reciprocity, inviting assistance and other forms.

Social chain: friends share to improve the credibility of goods (acquaintances socialize)

Target users: price-sensitive people.

Core products: regional famous brand products (high-end clothing, electronic products, luxury goods, etc.). )

Representative enterprises: Pinduoduo, Suning, Jingxi, etc.

Distribution-oriented social e-commerce: Definition and characteristics: It originated from personal purchasing, accepted the WeChat business flow, connected suppliers and consumers in S2B2C mode, and realized the commodity circulation goal. The platform provides services such as supply chain, logistics and after-sales, and forms a spontaneous innovation promotion model among individual shopkeepers.

Specific forms: innovation system, commodity sales rebate system, membership growth system, etc.

Social Chain: Membership-based social interaction builds private domain traffic (acquaintance social interaction).

Target users: people with distribution ability.

Core products: daily necessities with high repurchase rate (bath products, personal care products, etc. )

Representative enterprises: Zan, Beidian, Global Catcher, Peanut Diary, etc.

Content social e-commerce: definition and characteristics: using the fragmented information dissemination mode of the Internet, relying on high-quality content to arouse users' interest, and using live broadcast and short video to trigger users' purchase behavior.

Specific forms: customized content recommendation, building a vertical content community, and "KOL+ users+supply chain" integration.

Social chain: content-based social interest chain (pan-social)

Target users: interested and quality-oriented people.

Core products: cosmetics, daily necessities, famous brands, etc. (cosmetics, bags, clothing)

Representative enterprises: Taobao Live, Tik Tok, Aauto Faster, Little Red Book, Mushroom Street, Logical Thinking, etc.

Community group buying social e-commerce: definition and characteristics: taking the community as a unit, merchants recruit community owners to become responsible persons, and the responsible persons use WeChat group as the carrier to publish and promote low-priced goods. Users purchase goods through small programs and WeChat service numbers, and the cost of distributing goods and obtaining customers is low.

Specific form: the owner is responsible for the promotion, which is convenient for the owner to promote, and uses tools such as small programs and H5 pages.

Social chain: information dissemination of acquaintances in the community (light socialization)

Target users: community residents and price-sensitive people.

Core products: just-needed, high-frequency consumer goods, household fast-moving consumer goods (fresh and cooked food, etc.). )

On behalf of enterprises: prosperity optimization, etc.