What are the dilemmas and pain points of social e-commerce? How to solve it?

2018 is known as the first year of social e-commerce, and last year social e-commerce began to enter the public's field of vision.

Social e-commerce has grown phenomenally at the level of gathering people and rapid fission,

The huge volume of transactions is supported by an even larger volume of users.

But with the development of social e-commerce, social e-commerce also began to fall into difficulties, pain points.

So where are the dilemmas and pain points of social e-commerce? How to solve it?

I. Understanding social e-commerce

1. What is social e-commerce?

Social e-commerce is a special form of e-commerce based on highly personalized and interactive social relationships.

Social e-commerce is a new form of e-commerce, is the extension of e-commerce in social media, social networking services.

Social e-commerce is an e-commerce model that influences and guides users to generate purchase willingness and behavior through social interaction and content operation with the help of social software communication channels.

2. Social e-commerce model

1) Social sharing e-commerce model

2) Social content e-commerce model

3) Social retailing e-commerce model

3. Social e-commerce features

1) Realize precise marketing

Social e-commerce platform can create multiple traffic entrances, each of which can correspond to a characteristic consumption scene and match with a particular consumer. Each portal can correspond to the characteristic consumption scene and match the corresponding consumption group to realize precise marketing.

Pushing marketing messages to more accurate audience groups saves marketing costs and maximizes marketing results.

2) Decentralized, low marketing costs

There are many e-commerce companies in China that have obvious "centralized" characteristics, and the social e-commerce system has a large number of consumers and commodities that are aggregated in the hands of the e-commerce platform.

And social e-commerce has accelerated the pace of retailing from mobile shopping to social shopping upgrade, and continue to achieve decentralization.

3) Strong customer stickiness and interaction

Compared with simple e-commerce, social e-commerce is distinctly social in nature.

When merchants and customers are in commercial behavior, they are inherently antagonistic, and it is more difficult to establish a relationship of trust in the consumption process, while social e-commerce can enhance the trust between buyers and sellers with its social nature.

Makes customers sticky and interactive.

4) Huge commercial potential

Social networks bring together a large number of real people, and the rich human resources bring great commercial potential to the development of social e-commerce.

And the users of social networking sites have more or less friends and fans, who are potential consumer groups in the Internet.

5) Expansion of channels

With the development and growth, social e-commerce has been obviously not satisfied with the closed loop operation in the social platform, tend to get more traffic.

They build their own independent trading sites, stationed in third-party trading platforms or through third-party developers or service providers in the social e-commerce platform on the basis of building through the social platform closed loop, in order to obtain multi-channel user traffic.

6) Human-centered

Traditional e-commerce is centered on "goods", and social e-commerce is centered on "people".

Social e-commerce, first of all, is to establish a connection between people, and then build trust, and then sell goods.

II. Dilemma and pain points of social e-commerce

1. Dilemma of social e-commerce

1) There is too much risk in the supply chain

Social e-commerce, although it can help enterprises to do a good job of coordinating the management of the upstream and downstream of the supply chain to achieve a rapid response of the supply chain and minimize the amount of inventory.

The enterprise's zero inventory supply chain business model still has certain risks.

Pre-sale mode, may be due to excessive dependence on product parts suppliers lead to supply product out-of-stock risk.

2) Social and e-commerce scenarios are not integrated

Social and e-commerce are two different scenarios, and how they interoperate is a tricky issue.

According to users' potential awareness and consumption habits, e-commerce platforms are for shopping and consumption.

The e-commerce and social scenes can not be rigidly integrated together,

To integrate e-commerce into social through specific scenes in order to improve user acceptance.

3) The quagmire of fake and shoddy goods behind the low price strategy

Low price group play is one of the keys to the success of some social e-commerce companies led by Pinduoduo.

And now, that approach is putting a large number of social e-commerce companies like Pinduoduo in a new predicament.

The quality of goods has become a socialized e-commerce company like Pinduoduo, where low-priced trouping is the main model, and it is difficult to cross a hurdle in the road to development.

4) Social e-commerce crisis of trust

It is estimated that by 2020, the size of China's social e-commerce merchants will reach 24 million, and the overall market size will exceed one trillion yuan.

But the issue of trust, has been a difficult problem in front of social e-commerce,

And bottomless competition and false marketing has triggered a serious consumer trust crisis, to solve the e-commerce trust crisis is imminent.

2. Pain points of social e-commerce

1) Lack of management and improper operation

The threshold of social e-commerce distribution and agents is not high, leading to the phenomenon of practitioners having mixed standards and varying abilities, which results in improper operation. There may even be excessive harassment of users and other issues that cause negative impact.

2)The income level of individual practitioners, determining the sustainability of the model

With the further expansion of the giants, price wars are inevitable, and the profits of practitioners may be further compressed.

In the absence of profitability, there are only a few people who are willing to spontaneously become a part of the fission.

3)Emphasize the traffic end, ignore the supply chain

Social e-commerce is not much of a brand effect, the ability of sustainable development is weak, and it is difficult to rely on the network of social networking to build trust.

Emphasis on the traffic end ignores the supply chain, which limits development, gradually reduces people's trust, and loses stable traffic.

4)Inefficient incentive mechanism of social e-commerce

Current incentive mode of social e-commerce is also relatively single, can only rely on the point system with many restrictive terms and low prices to attract users. In addition, the organizational form of social e-commerce is also relatively closed and inefficient.

Three. How to break the game

1. Digging deep into user demand

Consumer demand largely determines the success or failure of enterprise products and services,

Social networks and other aggregated a large number of personalized needs, and will focus on these needs, to the enterprise's product research and development to provide a new idea,

Enterprises choose to social e-commerce should take advantage of social platforms, to explore user demand, and to provide new ideas.

Enterprises choosing social e-commerce should utilize the advantages of social platforms to explore the needs of users and produce marketable products.

2. Improve the supply chain

The supply chain is the key to winning the quality of goods, and the breakthrough of the supply chain is especially critical.

By improving the supply chain and removing intermediate links, we can break the dilemma of commodity quality and price.

Improve the threshold to ensure that the goods on the social e-commerce platform are genuine.

Promoting inspections and protecting consumer rights with actions.

3. Increase publicity

In the process of "social + e-commerce" to introduce a new mode of enterprise development, to form a new core competitive advantage of enterprises. Social media has changed the way people search for and share information, as well as the way they may make purchasing decisions.

To take advantage of social e-commerce and increase publicity.

4. Improve the conversion rate

How to convert "social people" into "buyers" is a core issue of social e-commerce, e-commerce and social applications combined, the user's original life sharing, information search tools commercialization The first step is to promote the popularity of the product into a practical shopping action.

5. Take a lesson from the enemy

Analyze your peers or related experiences, usually your peers are the best teachers.

Know your enemy, know your enemy, focus on understanding the skills and ways of competitors, good experience, to learn from, and fail to learn from the place.

6. Establish a good mentality

Social e-commerce needs to be proactive, so we need to establish a sense of this aspect, take the initiative to provide services to users to meet their needs, rather than rush.

Wen/Lao Xia

Sometimes, although never met.