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After 20 years of rapid development, China's e-commerce industry has entered middle age, and the rising cost of customer traffic has made competition increasingly fierce. However, it is also under such a cold winter outlet that social e-commerce with the advantages of efficient customer acquisition and fission ability has emerged, attracting many companies to enter the game. But what is the current volume of social e-commerce? How can companies or brands effectively use Internet fission gadgets and humanized marketing content to make consumers spontaneously and voluntarily become sharers and salespeople?
On December 28, the 2019 China Physical Mother and Baby (CEMC) Conference held in Beijing, the founder of Sanli Renjia and the designer of the community marketing standardization system were heartbroken, combined with some practical cases, and shared the content of the social e-commerce marketing section with strong practical implementation.
Let's review the wonderful speech of Teacher Xinran!
If you use ten years to grind a sword to describe, then my current achievement can be said to be fourteen or five years of grinding, and this amount of this is actually mostly due to the Internet. But since I'm here, I'll share with you this afternoon my understanding of social e-commerce, especially fission, and share some of the content that can be implemented by micro-partial practices.
First of all, share with you the next few sets of data: 1139.778 billion, this is the total market size of the entire social e-commerce industry in 2018, the data in 2019 is still in the statistics; in the user group, 24 to 30 years old these two categories accounted for 65%, biased towards youth; followed by income distribution, the mainstream population of social e-commerce customers, is the income of less than three thousand, belongs to the sinking market that is, small places four, five or six lines, if there is a social e-commerce brand or fission play method affects the business of traditional mother and baby stores, It is the preemption of this part of the group. In addition, 13.5% of those who are very willing to buy products shared by friends and 30.4% who are willing to do so are very high, but these values are expected to increase in 2019.
First commodity circulation efficiency. We have to go shopping in traditional industries, especially consumers in some small places, it is difficult to buy high-end imported products. But with the social platform Internet, it has changed, the circulation of goods has become instant, consumers can not only contact but also get a variety of overseas imported products immediately.
Second, the efficiency of purchase decision-making. Whether it is shopping or traditional e-commerce, consumers need to compare prices and look at evaluations. But social e-commerce does not need, such as Bao Zong recommended me to buy a watch I will buy immediately, this is the power of friends, this is the power of social, do not need to consider, so the decision-making efficiency is greatly improved.
Third, the efficiency of payment. In the past, it was very painful to buy things, offline checkout to pay cash, online bank cards between transfers, and then there was Alipay WeChat payment, only need to enter 6 digits of password; today brush face, eyes closed and open money is gone, more convenient.
These three efficiency improvements make the power of new retail much greater, and the reason why I call it social new retail is because social e-commerce has also encountered bottlenecks, that is, traffic exhaustion. Of course, this does not mean that there is no traffic slowly, but that growth has stopped. What should I do if I encounter this? The direction of the way to break the situation is to completely open up the offline social circle and the online circle of friends, and the operators should have an efficient thinking, and use the Internet as a tool to improve efficiency, and do not separate the online and offline so open.
When my wife gave birth to a second child, I suddenly had a feeling, if making money is a child, who is the mother? I figured it out at once, his mother is trust, whether it is social new retail, social e-commerce, traditional e-commerce, traditional business or not, this money comes from trust, business is a trusted child.
The process of efficiently building trust is to send red envelopes, thank you to chat, send gifts, and interact with your heart. In the traditional past, the way we cultivated trust offline was to eat, drink, and engage in relationships, and this process of building trust or friendship took a lot of energy and interaction through multiple interactions. But with the internet, building trust doesn't take as much time.
First take the initiative to send a red packet, after sending a red packet to thank the customer, and then send gifts, such as he is a mother, you send him some children's puzzle picture books, etc., and the last step is to interact with the heart.
The first three can be completed on the same day, and the last step is the most critical step. But what is the heart? First of all, the difference in form. For example, when sending red envelopes, the amount is not important, but do not only send one, can be decomposed into: life, day, fast, happy, and then such as a large customer or a customer birthday, let all the company's small partners together to hold up a card to record a video to send blessings, customers immediately forward to the circle of friends, and will explain the gratitude to you. This work is to cultivate trust by building trust and taking the initiative to cultivate trust, in fact, the Internet is very careful to do these details.
It can be calculated that if an average of one mother or a family spends ten thousand a year in your store, if there are fifty stores, there is absolutely no problem in the survival of this store, and there are hundreds of thousands of dollars in revenue a year.
In fact, the boundaries between business and social networking are becoming more and more blurred, and the boundaries between online and offline will become more and more blurred. The best business is that you have to be attentive, go to the heart, attract the good with the good, be on the same frequency with the customer, and be altruistic from the heart. Just did the Internet for a few years to feel that this is virtual, is a routine, did 10 years to find that this is a new thing, called the essence of new retail things.
The misunderstanding of physical store marketing: waiting for customers to come to the door, distributing flyers, community activities, free gifts to attract members, etc. Why it is called a misunderstanding is not to say that these things are not good or important, but that they do not solve the fundamental problem. And if you want to really make your store or your online products, the user continues to fission growth, you need to solve three problems.
The first is user retention, how to solve it? Use the private domain membership system to let ordinary users become members, so that you can retain him; the second difficulty is high-frequency repurchase, what is the solution to this? It is to rely on recharge consumption, the user really comes back is that he has money in your store; the third marketing difficulty is about sharing recommendations, let users share recommendations, this is a two-way incentive by material spirit.
In addition, the community + membership system, which is the future of social new retail, can maintain the weapon of growth. The core of the membership system is what the customer needs, not the membership but the membership service, which is equivalent to the sum of material rewards, spiritual rewards, and identity privilege rewards.
Of course, the first element of nuclear fission is an invincible product, although such a product does not exist, but you can create it, this is the first step to do, otherwise you don't expect fission. Second, the material and spiritual double incentive, can be membership, can also be privilege, parent-child travel, as well as service expert lectures, this is a double incentive, so that members and your brand have a friendly relationship. Third, simple and friendly process. True elegance is to let users spend the same amount of money as their peers, but hold back a product that is 5 times the value, so the simpler the process, the easier it is for ordinary people to do as much as possible, don't expect the elite to help you fission. Thank you!