Social networking providers attack the stations air traffic flow bonus or give birth to a new giant.

category:Internet
 Social networking providers attack the stations air traffic flow bonus or give birth to a new giant.


Social networking providers are rising rapidly, and the growth rate of their fission is remarkable. Social networking + e-commerce is also considered to be the trend of development in the future. In the face of this trillion market, both traditional electricity providers and emerging platforms want to get a slice of the cake. The huge flow bonus of social networking providers will spawn the next giant of the electricity supplier industry. The fission and explosive growth of the social network based on WeChats ecology seems to be on the way in the post - e-commerce era when the traffic dividend is running out. It is worth noting that, in the short half of a month, five social e-commerce platforms, the same financing, IPO, behind this is a lot of spelling and cloud collection only used three years into the first echelon of the electric business industry level phenomenon. Meanwhile, e-commerce giant Jingdong also announced the establishment of WeChat social ecology Super League to upgrade the social networking strategy. Why did the social network suddenly become a tuyere? The social network has been doing it over the past few years, but it has been recognized as a feasible model until the last one or two years, which is proved to be a feasible model, and can be replicated in scale and can imagine a big space, so people think that the wind is coming. Li Chengdong, an e-commerce analyst, said in an interview with the daily economic news reporter that a single social e-commerce platform in the future has the opportunity to copy a Taobao, because the current market performance is expected to be supported by the foreseeable data, and a new unicorn will be created. The capital pet has been questioned as a false proposition According to experience, all fields that call draught are all piled up with capital. In the past April, not only did the social ecommerce Unicorn spread more than 3 billion dollars in financing for the Tencent, and in April 23rd, the social e-commerce platform cloud micro store announced that it had completed $120 million B round financing; and the social e-commerce service providers have been able to formally complete the backdoor listing in Hong Kong. Before this, in January this year, brand inventory distribution platform love inventory announced 100 million yuan A round financing; February, global catcher announced a strategic investment, valued at 2 billion yuan. Behind these financing companies, there are many famous institutions and companies such as Tencent, Sequoia, Sai Fu Asia, joyful capital and fast hand. All the vents of the past have nothing to do with the general public, but the vents of the social network are characterized by the opportunity that everyone can participate for the first time since the circulation of goods, and that all people can enjoy this opportunity. Gu Rong, general manager of bainite, said in an interview with the daily economic news that the penetration of WeChat in China is now about 2 times the permeability of Taobao, and the huge WeChat user group has become a powerful bonus point for the social network, and its development speed is beyond imagination. In fact, the platform is not a social consumer, the first batch of people who do not need to rely on the platform for traffic distribution, and by creating their own traffic center to sell their own products, including the small red book, WeChat micro shop, and of course, including a circle of mask cosmetics micro merchants. It is worth noting that the daily economic news reporter found that, in 2014, double 11, Jingdong and Tencent have tried to launch a new game of Fan + social in the mobile terminal, by patting the network to achieve social e-commerce, with the help of WeChat to Ali challenge, and the time of the pat Network is also C2C model, Not todays second-hand e-commerce. However, at that time, people in the industry questioned the concept of social e-commerce, thinking that the social network is a pseudo proposition, social is a way of drainage, not an e-commerce model. In addition, the social business of the time was only a small part of the shopping experience, not the general consumer demand, the mobile e-commerce has not been explosive growth, the social network has not yet a benchmarking case. Therefore, the pat Network was shut down by Jingdong after one year, that is, in November of 2015. As for the rise of social e-commerce, founder Shaw shshishu said in an interview with the daily economic news reporter that social e-commerce is a new species, many of which are gradually on track from 2015 and 2016. Whether traditional e-commerce or traditional offline retail, or todays social network, an essential value point is to reduce the cost of benefit, reduce the transaction cost between brands to consumers, and obtain low-cost communication and low cost channels. The common feature of gathering and spelling is that users bring users. In fact, social business can only be regarded as a subversive trend, the essence of which is the difference of marketing methods, and actually the platform and self catering business mode. Li Chengdong believes that there are several necessary conditions for the rise of the social network: first, the business development enters the bottleneck, the operation cost is increasing, the new company has no opportunity; two is the mobile social media technology drive, the supply chain and the payment link, the three is the time fragmentation and the change of shopping habits; four is the member. The user fission mode of the system and the owner system not only makes the traffic acquisition cost low, but also solves the problem of user retention rate and repeat purchase rate. A huge traffic bonus or a unicorn Social networking providers are rising rapidly, and the growth rate of their fission is remarkable. Social networking + e-commerce is also considered to be the trend of development in the future. Therefore, in the face of this trillion market, both traditional electricity providers and emerging platforms want to get a slice of the cake. The daily economic news reporter found that there are six main models in the social e-commerce field. There are six main models: Cloud Collection, global catcher, bainite and other types of platform distribution; the platform represented by collage, Taobao special, Jingdong, wharf, and suning.com. Collage mode; the platform + access model represented by the red book and the beauty of mogujie.com and so on; what is worth buying as a representative of the content guide class platform; the service business tool model represented by the praise, the spot, the micro League and so on; and the traditional model of the micro business agent. The industry believes that, compared with traditional e-commerce, the social network pays more attention to users and content, which makes it a strong prospect in products, promotion, transaction, data management and so on. Social networking is the way to further enlarge the electricity supplier industry, which is why many companies are trying social networking business. As for the relationship between social electricity providers and traditional electricity providers, as Xiao Shang Liang said, we are a player who dug a river outside the Yangtze River and the Yellow River. Nanhai, social networking business is expected to bring about an incremental retail market, but the trajectory of development still has to follow the essence of retail. 2018 China social e-commerce consumer upgrade white paper pointed out that by 2020, the size of Chinas social business businesses will reach 24 million, the market scale will break through trillions of yuan. That is to say, with the existence of Taobao and Jingdong giants, the flow bonus of the social platform can still lead to the next giant in the Chinese market. So, is there such a huge market space to replicate the volume of a Taobao? Li Chengdong believes that the answer is predictable through current data. Gu Rong, the general manager of bainite, also holds the same view, the size of the social network is in the magnitude of trillions. It is less than 3 months on the line, and it has got a super 1 million order during double 11, so it is absolutely possible to copy a Taobao. In addition, there are more than the rise of the WeChat flow, according to the aurora data statistics show that in March, the penetration of more than 22.4%, ranking second beyond the Jingdong, an increase of 15.6%. There is no doubt that the emergence of social e-commerce is a agitate on traditional e-commerce, and the introduction of Ali low price Taobao can also be seen to attach much importance to it. Social networking providers are changing the trajectory of the market as a whole, affecting consumers shopping habits. According to data, the total GMV of WeChat ecosystem in 2017 has exceeded one trillion yuan. As a new market, there must be Unicorn enterprises. The development of social business is just beginning, and future fighting will be more intense. However, from the analysis of the social electronic business mode, is the flow of social e-commerce unlimited? Any explosive product or platform similar to WeChat or jitter will become the next traffic pool, the so-called de centralization traffic. The flow of social business is unlimited, but the traffic of the platform is limited, but there are big and small. Im going to do what Im going to do, if theres no traffic on WeChat, and Ill start to serve these platforms, he said in an interview with the daily economic news reporter. But in the view of Gu Rong, the premise of the traffic pool is that there needs to be relatively perfect ecommerce ecology, such as WeChat and micro-blog now. Such as jitter, although the current explosion, but the shadow of the electricity supplier is very vague, he can become a diversion channel, but can not become a traffic pool. The core race of social networking competition: small programs focus on customer retention problems to be solved Behind the outbreak of social e-commerce is also a small program of fire. When the spice, vip.com, and every day, with the help of small programs to get unexpected development effect, the small program has become a new species in the post electricity supplier era. Since 2018, small programs, including LOOK and other small programs, have obtained capital investment. When enterprises shout Allin small program slogans, there are industry forecasts, small programs will have a large-scale outbreak in 2018, the number of small programs will break through 3 million. Social networking providers have the opportunity to replicate the volume of a Taobao. At the end of March, the capital founding partner of the small program platform LOOK has just invested in the daily economic news reporter, in an interview with the daily economic news reporter that WeChat and other social networks will quickly cut a large market share of the e-commerce market, not only the existing stock of e-commerce, but more will be incremental. Much of this is based on opportunities brought by small programs. Coincidentally, Jinsha River venture capital Zhu Xiaohu also said in a public speech at the end of April: small programs will subvert PC Internet and mobile Internet giant. He believes that the small program traffic dividends may be one year this year, and at least tens of billions of investment in small programs. Contention between the core raceway of the social network QuestMobile data show that with the application of WeChat small programs and the gradual formation of the scene, WeChat small program monthly active user scale has exceeded 400 million, the permeability in WeChat in March 2018 is 43.9%, and the future growth space is huge. The fire of small programs is not only spawned a large number of new start-up companies, but also attracted the flames of traditional business tycoons. At the end of April, Jingdong announced the establishment of WeChats social ecology super alliance. According to the daily economic news reporter, compared with the ecological layout of social networking providers earlier, Jingdongs efforts are mainly based on small programs. In fact, since 2018, Jingdong began to exert force on WeChats small program. At present, Jingdong not only online Jingdong shopping, Jingdong shopping, handset, unmanned supermarket, and other small programs, and have WeChats first class shopping entrance. The industry believes that with the launch of Jingdong Kepler small program platform, Jingdong basically completed the construction of the track of social and retail scenes in the WeChat ecosystem. Jingdongs move is based on the small program as a foothold to compete for the core track of social business ecosystem. The social e-commerce model has proved its great advantage in obtaining traffic. The traditional e-commerce platform such as Jingdong has encountered the bottleneck in the flow of traffic. Increasing the input of traditional traffic may not improve the competitiveness of the industry. On the premise of deep cooperation with the Tencent, the use of small programs in the WeChat social platform should be a consideration to further open the access of social media traffic. Lv Haoze, assistant analyst at the online retail department of e-commerce research center, analyzed the daily economic news reporter. In addition to the Jingdong, including a lot of spelling, daily excellent fresh and so on are based on the small program to carry out model innovation and promotion, vip.com, mogujie.com and other e-commerce platforms have obtained a large number of new customers outside the APP. QuestMobile data show that the number of WeChat small programs is more than 230 million active users, while Jingdong, vip.com and other small programs have also developed rapidly. With the help of small programs to stimulate the flow beyond App, the small program has become a racetrack that can not be wound in the competition of social e-commerce. On the other side of the electronic business platform, the capital is also closing to the small program. In March 20th, LOOK announced a $22 million A round of financing, and GGV, Feng Shang capital. In April 19th, the gift announced that it would complete the 100 million yuan C1 round of financing, and the funds would also be used for the development of small programs. In addition, companies like WeChat, Zai, and so on are constantly sending news of listing and financing. The small program platform, LOOK, is the first company to invest in Feng Shan capital in the field. Kolk told the daily economic news reporter that the company began to focus on the various modes of social e-commerce when the first generation of micromerchants rose in 2013, and the choice was for the regulatory environment, consumer habits, WeChat and so on. The platforms open attitude and other conditions have reached the right stage. At the same time, she stressed that Future Ltd will speed up its efforts in this field. Taobao now covers more than 300 million, and more users use a variety of social networks than this. Considering the conversion rate and social habits, the future social network will exceed the size of Taobao. Ke Ye music told reporters. The new draught brought by small procedures has also made many front-line entrepreneurs feel the surging of capital. Chen Miao, the founder of the championship, told the daily economic news reporter that the company, as a platform for providing small program technology support to businesses, has recently been linked to a number of investment agencies. Light weight, low threshold, that is, go... Small program social networking gene has been repeatedly mentioned by many people in the industry. Lv Zehao said that the traditional business competition is intense, and the cost of traffic is high. Compared with the traditional electricity supplier, the small program rooted in the social platform WeChat has been popularized quickly, with little difficulty and low customer acquisition. Small program electronic business is small program + retail, with mobile phone as port, Unicom online and offline, from its nature, it also belongs to new retail. However, the increasingly crowded track and capital influx seems to be able to feel the pressure on both existing and existing players. According to Ke Ye music, from the point of view of capital, WeChats small program e-commerce is the early stage of development and also the dividend period. On the basis of the existing players, the e-commerce enterprises that have already become a large scale are also actively competing for the bonus of the WeChat small program e-commerce business, but the traditional business companies have each established business model and organization form. Better than a new player. Small program providers will definitely be accompanied by some new e-commerce platform companies. But on the other hand, it is because of the characteristics that the small program is easy to operate, follow along, and so on, let the user remain the problem that the small program has always existed. In the white paper published by Aladdin, the average next day of the small program remains about 13%, but the retention of the two weeks is down to only 1%. Zhu Xiaohu also said publicly that investors are most concerned about whether they can stay behind. How to deal with the problem of user retention of small programs, or the key to the development of related businesses next to investors and small programs. (Intern Zhao Wenqi contributed to this article): Source: Daily Economic News Editor: Bai Xin _NT4464 According to Ke Ye music, from the point of view of capital, WeChats small program e-commerce is the early stage of development and also the dividend period. On the basis of the existing players, the e-commerce enterprises that have already become a large scale are also actively competing for the bonus of the WeChat small program e-commerce business, but the traditional business companies have each established business model and organization form. Better than a new player. Small program providers will definitely be accompanied by some new e-commerce platform companies. But on the other hand, it is because of the characteristics that the small program is easy to operate, follow along, and so on, let the user remain the problem that the small program has always existed. In the white paper published by Aladdin, the average next day of the small program remains about 13%, but the retention of the two weeks is down to only 1%. Zhu Xiaohu also said publicly that investors are most concerned about whether they can stay behind. How to deal with the problem of user retention of small programs, or the key to the development of related businesses next to investors and small programs. (Intern Zhao Wenqi has also contributed to this article)