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社群电商微渠道 新零售的最佳途径
作者:admin 发布于:2018-11-08 13:40

社群电商微渠道之“微”,代表的是团队的大小,并不表示力量的微弱,社交行为的影响力让这些小众力量活跃于消费者的生活圈,影响消费者的消费心理和消费行为,已经成为大众新的消费指南。
 
The micro-channel of community e-commerce represents the size of the team, not the weakness of the power. The influence of social behavior makes these small forces active in the consumer's life circle and affects consumer's consumption psychology and behavior. It has become a new consumer guide for the public.
 
 
 
 
 
社群电商可否撼动传统渠道这棵大树?
 
Can community electronics shake traditional trees?
 
 
 
仁者认为,百家争鸣的渠道现状,社群电商一定会影响传统渠道,甚至成就传统渠道的升级。从以下几点可以看出:
 
Benevolent people believe that the status quo of the contentious channels of hundreds of schools of thought, community e-commerce will certainly affect traditional channels, and even achieve the upgrading of traditional channels. From the following points, we can see:
 
 
 
第一,社交模式的创新为社群电商微渠道注入新鲜血液。
 
First, the innovation of social mode has injected new blood into the micro channel of community e-commerce.
 
 
 
社群电商时代的来临,兴趣、职业、年龄等个性特征背后代表的是不同的消费需求,社交行为将人群细分,网红、短视频、直播等形式的出现使社交行为变得更加活跃。商业模式的植入,让人人成为渠道变成可能。
 
With the advent of the era of community e-commerce, personality characteristics such as interest, occupation and age represent different consumer needs. Social behavior subdivides the crowd. The emergence of online red, short video, live broadcasting and other forms makes social behavior more active. The implantation of business mode makes it possible for everyone to become a channel.
 
 
 
近两年,直播风靡大街小巷,与短视频相比,内容不再是最吸引观众的看点,只因视频极大满足了社交群体的窥探欲望,将虚拟的社交网络真实化。当雷军通过直播发布小米新品,当鲁豫直播王健林一家在飞机上斗地主,惊掉了成千上万网友的下巴。
 
In the past two years, live broadcasting has become popular in the streets and lanes. Compared with short videos, content is no longer the most attractive point for viewers. Videos satisfy the desire of social groups to spy and make virtual social networks real. When Lei Jun released new millet products through live broadcasting, when Lu Yu broadcast live Wang Jianlin's family fighting landlords on the plane, it shocked thousands of netizens'chins.
 
 
 
商业总是感性又性感的,“电商+直播+网红”的打法为沉寂的商业江湖注入了一剂兴奋剂,商业模式新面孔的出现让网友们找到了新鲜感。所以,当美宝莲联合Angelbaby和一大波网红直播,短短几十分钟卖掉10000万只口红并不意外;为惠氏代言的吴尊直播卖奶粉在1个多小时GMV达到120万,是平时转化率的7倍变得稀松平常;618各大电商频道大促之际,直播成为淘宝卖货新风尚,剁手党们一边通过直播互动一边下单,开开心心将自己兜里的大把大把的money送给淘宝店主。
 
Business is always emotional and sexy, "e-commerce + live broadcast + online red" method injects a stimulant into the silent commercial rivers and lakes, the emergence of a new face of business model makes netizens find a fresh feeling. Therefore, it is not surprising that Maybelline sold 100 million Lipsticks in just a few minutes with Angelbaby and Dabo. Wu Zun, a Wyeth endorser, sold milk powder live in more than one hour when GMV reached 1.2 million, which is seven times the usual conversion rate. When 618 major e-commerce channels were booming, live broadcasting became a new Taobao seller. Fashion, the Cutter Party through live interaction while placing orders, happy to give their pockets a lot of money to Taobao shopkeepers.
 
 
 
第二,目标市场体量扩大、主体消费人群变更、移动电商为王的大环境为社群电商的发展创造了温床。
 
Secondly, the environment of expanding target market volume, changing main consumer groups and mobile e-commerce as king has created a hotbed for the development of community e-commerce.
 
 
 
全面二胎政策的开放带动全产业链的发展,而母婴行业的红利正在爆发。
 
The opening of the comprehensive two child policy has led to the development of the whole industry chain, and the dividends of mother and infant industries are breaking out.
 
 
 
生于网络时代的原著民90后、95后的新晋奶妈、奶爸逐渐成为主流母婴消费人群,除了关注育儿经验、品牌质量、价格等,他们更愿意在好玩有趣的社交行为中享受消费过程,甚至成为个人渠道,影响其他人的消费行为。
 
Native Americans born in the Internet age after 1990 and 95 have gradually become the mainstream consumers of mothers and babies. In addition to focusing on parenting experience, brand quality and price, they are more willing to enjoy the consumption process in fun and interesting social behavior, and even become personal channels to influence other people's consumption behavior.
 
 
 
加之移动电商的发展逐步与PC端缩小差距并反超,电商战场的转变,极大发挥了网红、自媒体等渠道的移动属性价值、渠道属性价值、营销价值等优势,一大波各种形态的微渠道正在成长壮大,侵占消费者的心智。
 
In addition, the development of mobile e-commerce has gradually narrowed the gap with PC, and the transformation of e-commerce battlefield has brought into full play the advantages of mobile attribute value, channel attribute value and marketing value of Internet Red, self-Media and other channels. A wave of micro-channels of various forms is growing and expanding, encroaching on consumers'minds.
 
 
 
今年在发力做母婴网红的妈妈网,手里掌握的母婴网红看上去已经是稀缺资源了,而做了两年多社群电商的大V店,则更加坚定的在围绕着妈妈这个人群深耕下去。
 
This year in the efforts to become mother-to-child net red mother net, mother-to-child net red in hand seems to have been scarce resources, and more than two years of community e-commerce big V shop, is more firmly around the mother of this group of people to plow deeply.
 
 
 
第三,大品牌入局社群电商,重塑社群电商竞争的格局和声誉。
 
Third, big brands enter the community electronic business, reshape the pattern and reputation of community e-commerce competition.
 
 
 
2018年一个已经到来的趋势是很多大品牌都开始进入到社群电商渠道,发挥社群电商的优势,打造企业品牌力,同时让微渠道的存在感变得更强。
 
A trend that has come in 2018 is that many big brands are beginning to enter the community e-commerce channel, giving full play to the advantages of community e-commerce, building enterprise brand power, and making the sense of existence of micro-channels stronger.

 


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