Social e-commerce is a kind of business ideology, a manifestation of social economy online, and a set of customer management system. Through the socialization of customers, it can fully activate the precipitated customers of enterprises, transform each individual customer through social networking tools, and fully mobilize the activity and communication power of community members by using social media tools.
Community e-commerce is not a subversive mode of traditional e-commerce or mobile e-commerce, but a deepening extension of the two. It is an awakening of business ideology and an online manifestation of social economy. In a sense, community e-commerce is a set of customer management system, which can fully activate the precipitated customers of enterprises through the socialization of customers, which abandons the traditional customer management side Each individual customer is socialized through social networking tools, and social media tools are used to fully mobilize the activity and communication power of community members. The community e-commerce model is not only applicable to traditional e-commerce, but also applicable to mobile e-commerce, and even to wechat businesses that only sell through social tools.
Community e-commerce is not a subversive mode of traditional e-commerce or mobile e-commerce, but a deepening extension of both. It is an awakening of commercial ideology and an online manifestation of social economy
As long as the distance between the two-way business community and that of consumers is no longer fierce, the most difficult way for enterprises to attract consumers is to make use of this mode of two-way communication.
Mode of production
In the community business model, because users are attracted by good content, they gather into the community, and the community develops and grows, facilitating more transactions and completing commercial realization. Among them, content is the attribute of media, which is used as the entrance of traffic; community is the attribute of relationship, which is used to precipitate traffic; commerce is the attribute of transaction to realize the value of traffic. In the era of mobile Internet, community e-commerce is the trend.
社群经济时代有 6 个商业趋势，分别是基于粉丝的社群经营、用户“智造”产品的时代、人人可参与的众筹商业、触发用户的情景营销、实时响应的客户服务和打破边界的用户协同。
There are six business trends in the era of social economy, namely, the community management based on fans, the era of “intelligent products” by users, crowdfunding commerce in which everyone can participate, scenario marketing triggered by users, customer service with real-time response and user collaboration breaking the boundary.
Trend 1: Community Management Based on fans
The basis of community management is fans. Fans are the loyal users who are full of feelings for the brand. The consumption behavior of fans is also based on the emotional basis of the brand. Apple’s business model is a fan economy based on Apple flour. The legendary Xiaomi technology is also a brand established based on rice flour’s emotional recognition of the brand. Luo Yonghao’s hammer mobile phone is aimed at Lao Luo’s fans. For Lao Luo, if fans identify with him, they will also recognize his products. Therefore, at least Luo Fen will buy the hammer account. In the future, Mr. Luo also needs to continue to tap the needs of fans and embody them in mobile phone products.
Social economy is such a model. First, target users are positioned through the community, and then corresponding products are produced through the research on user needs, so as to maximize the unity of product attributes and user needs, rather than defining users according to products.
Trend 2: the era of intelligent products
Once upon a time, the manufacturing industry emphasized manufacturing, and the whole process was completely controlled by enterprises. Now, consumers want enterprises to do according to their own needs from the product development and participate in the creation process. Many enterprises have begun to do so, allowing users to participate in the whole process of product manufacturing. In the process of development, we add user’s creativity, use user’s Tucao to improve the structure of products, invite users to make complaints about consumer demand.
2011 年 5 月，大众推出了“大众自造”网络互动平台。该平台以“汽车及设计”为主题，为公众提供汽车设计、虚拟造车、互动交流等多种沟通渠道，到 2013 年 5 月，已经吸引了 1400 万用户的访问，25 万个造车创意。通过这个平台，大众得到了很多用户关于车的需求。
In May 2011, Volkswagen launched the “mass made” network interactive platform. With “automobile and design” as the theme, the platform provides various communication channels for the public, such as automobile design, virtual car building, and interactive communication. By may 2013, it has attracted 14 million users’ visits and 250000 car making ideas. Through this platform, Volkswagen gets a lot of users’ demands for cars.
Trend 3: crowdfunding business for all
Crowdfunding mode is a business model that connects entrepreneurs and investors directly through Internet crowdfunding platform. Entrepreneurs show their own entrepreneurial projects in detail on the crowdfunding platform. Scattered potential investors can browse various venture projects on this platform, and they can invest if they are interested. Moreover, there is no requirement for the scale of the investment team, so the threshold for investors is very low. This mode has less intermediate links, a wide range of choices for both sides and simple operation, so the success rate and efficiency are much higher than the traditional mode.
2014 年 3 月，阿里巴巴推出增值服务平台“娱乐宝”，网民出资 100 元即可投资热门影视剧作品，并有机会享受剧组探班、明星见面会等娱乐权益。娱乐宝所融资金最终投向阿里旗下的文化产业。这是一个众筹模式的基金产品，人人可参与成为创新文化产品的投资者。
In March 2014, Alibaba launched the value-added service platform “entertainment treasure”. Netizens can invest 100 yuan to invest in popular movies and TV series, and have the opportunity to enjoy the entertainment rights and interests such as crew visits and star meetings. The financing fund of entertainment treasure house is finally invested in the cultural industry of Ali. This is a crowdfunding fund product, and everyone can participate in becoming an investor in innovative cultural products.
Trend 4: triggering situational marketing of users
In order to stimulate consumers’ desire to buy, marketing usually needs to match the corresponding situation. Otherwise, consumers can’t touch the scene or move with emotion. Then this kind of marketing behavior is a failure. It turns into a rude advertisement push, which has the same effect as the small advertisement on the telephone pole. Due to the limitation of technology, the former marketing can only be carried out through TV advertising and terminal activities. In recent years, with the development of Internet technology and the popularity of mobile terminals, the mobile Internet can be linked with any advertising screen and terminal, so that consumers can capture marketing scenarios anytime and anywhere.
In our daily life, we can quickly get the promotion information or coupons of the surrounding stores on the mobile phone, and the advertisements everywhere are usually attached with a QR code. We can immediately link to the consumption platform by scanning with the mobile phone. For example, when we see the discount in the surrounding shopping malls on the mobile phone, we can go shopping for a short time during lunch break, or buy directly from the mobile terminal of the mall, and then sit at home waiting for the goods to come. Every marketing scene can bring new brand communication opportunities.
Trend 5: real time responsive customer service
In the era of people-oriented Internet commerce, the response efficiency of enterprises to users will also profoundly affect the user experience, and the bad user experience will cause a fatal blow to the enterprise. Therefore, although the development of mobile Internet makes consumers’ demand burst in real time, every enterprise will respond immediately. At the same time, the service form of enterprises also evolves.
2013 年 3 月，招商银行在微信推出客户服务，用户只要在客户端完成信用卡绑定，就可以通过微客服进行查询额度、查询账单、还款等业务。四个月后，微信服务平台升级为微信银行，服务范围进一步拓展，成为集借记卡、信用卡业务为一体的综合客户服务平台，给用户带来全新的体验。在这个平台，用户的需求随时都可以得到满足。
In March 2013, China Merchants Bank launched customer service on wechat. As long as users complete the credit card binding at the client, they can query the amount, check the bill, and repay through the wechat customer service. Four months later, the wechat service platform was upgraded to wechat bank, and its service scope was further expanded to become a comprehensive customer service platform integrating debit card and credit card business, bringing new experience to users. In this platform, the needs of users can be met at any time.
Trend 6: user collaboration breaking boundaries
Nowadays, almost all enterprises have their own big data system. However, the data of different platforms and different levels are independent, which causes great obstacles to the application of big data, and the problem of data coordination has been in front of all enterprises. User data and background data, online data and offline data, social media data and offline retail data, membership card data and wechat fan data and so on, all of which need comprehensive collaboration to truly reflect the value of big data.
Only by breaking the sharp boundaries of barriers between organizations and institutions can we bring about comprehensive user collaboration. However, for many enterprises, this is a great challenge to corporate culture. How to carry out this step depends on the performance of each enterprise.