If you rely on social networking to do e-commerce, you will lose if you are anxious.

　　Social networking and e-commerce are two very important and mature fields in Internet products. Any one of them has extremely successful industry models, and there are also many methods, theories, and talents to accumulate. But in the past, countless heroes tried to create myths by combining the two, but there were few amazing cases.

　　If you rely on social networking to do e-commerce, you will lose if you are anxious.

　　At the regular meeting of the Crown Club, Alibaba’s senior product expert Blue and White discussed the history and future, opportunities and challenges of social e-commerce with everyone.

　　The following is a selection of full texts:

　　When I entered the industry and started e-commerce, e-commerce was still a very emerging industry. The issue discussed at that time was how traditional brands access the Internet, and now it has become a traditional e-commerce. I have been working in Tencent for a long time before, and we have also tried to combine social and e-commerce, but unfortunately, there are no successful cases. Even now, there are almost no e-commerce that successfully combines e-commerce and social. I have not seen e-commerce. His case is that it combines with the soul of social, and often gains traffic dividends and other dividends in social, so today I will give you some experience and lessons.

　　What is the difference between social and community?

　　With the rise of new mobile social media, e-commerce social networking, which has been trying for many years, has heated up again. In fact, we have been trying social e-commerce. With the rise of a new round of mobile social networking, everyone has begun to rekindle their enthusiasm to develop ambitions in social development, but so far, I have not seen success touching the soul.

　　Social platforms are highly aggregation and declining, WeChat is closed, we have a friend relationship, but you don’t know who my friends are. We each have their own friends, but Facebook is different. It is open and hopes to combine people on the earth into a network. He will tell you what friends your friends have and what communications he has with his friends, so you can meet all kinds of people in this open space. Now Facebook has become the third largest country with a population and has 1 billion users. However, the number of users is because it cannot enter China now.

　　Facebook previously said that it wanted to use drones to send networks to places without networks. This is because now there are people who have networks and no policy restrictions. Facebook has completely occupied the places where there are networks and no policy restrictions. It now wants to explore places without networks. This open social platform is infinite, and this social network is the most fascinating. How do we want to gain benefits from it. Social needs are the third level of human beings, and can meet all the needs of individuals and others. For example, love and friendship belonging is a kind of emotional demand.

　　So what are the needs of e-commerce? The essence of e-commerce is business, which is consumption. It can meet people's different needs, and various products meet different needs. Socialization starts with people. In the early stage of online socialization, it is Email, the second stage is BBS, the next stage is MSN, etc., but they are not open until there is SNS, that is, QQ space, etc., everyone is a outlet.

　　The lowest level of SNS is personal information, and the second level is relationships, which are very core content in SNS. Relationships weave people into a network and establish various activities and dynamics in relationships.

　　The first characteristic of social networks is the six-degree segmentation, and everyone in this world will reach anyone through six layers of relationships.

　　The second is that there is no center on the SNS website. There is no center just a fixed center. The mesh relationship corresponds to a tree relationship. Openness is to provide all the conditions to let you know all kinds of people. Equality means that everyone is the same, very similar to the mesh relationship, and there is no level difference.

　　What is the difference between social and community? The essential difference is that social is relationship and community is content.

　　What is e-commerce? Simply put, e-commerce is a joint role in information flow, capital flow and logistics to make everyone consume. Why is social e-commerce worth investing? One is traffic and the other is relationship. Compatibility between social and e-commerce, can friends buy and sell things? Of course, it is possible, but this is not common. Can people who buy and sell things make friends? Of course, I can share the good things I bought and recommend them to my good friends. I want to find the deepest demands in your heart. Are you interested in the things shared by friends? This depends on the situation. I am interested in some things shared by some people.

　　Why do people need to socialize?

　　I think what is the most worthy of attention? This relationship is based on social interaction. Why do people need to socialize?

　　The first person has the need to pursue affinity.

　　The second person has the pursuit of intimacy.

　　The third person has the mentality of fear and loneliness.

　　It is also said that it is because of evolution to pursue social interaction. Based on this kind of social relationship, people's needs must be met. What do we need to pay attention to when building relationships socially? The first is communication, such as word-of-mouth brands and stories, the second is trust. I have become friends because I trust you. I trust your vision and knowledge, and the third is sharing.

　　Five opinions on social e-commerce:

　　I’ll share a few points with you:

　　First, don’t just do the top of the information dissemination chain, don’t click on the opposite side, mobilize everyone to participate, you need to let all your fans participate, mobilize your sense of participation, and contribute value;

　　Second, we must give users the motivation to spread. When giving them motivation, we must have benefits for both parties;

　　The third value of trust is well-known, so word of mouth is the most important;

　　The fourth poor word of mouth spreads faster;

　　The fifth professionalism can make social network players the focus of their relationships. Decentralization is not about not having a center, but about any ordinary node that may become a center. What makes you the center? I personally think that in the future e-commerce environment, the supply chain may no longer be that important. The supply chain is not the only important thing. Your knowledge is very important because I personally am optimistic about knowledge-based merchants. Social networks are an equal, decentralized and boundless network, and social network itself is a matter that does not pursue efficiency. Therefore, the help that social networking brings to e-commerce must be slow and steady. Please be patient.

　　Thank you everyone.

　　Q&A session:

　　Member 1: I would like to ask which products are not suitable for promotion. I think maternal and infant products are not suitable for promotion. Do you agree?

　　Blue and White: I agree.

　　Member 2: I just listened carefully. Many people do not count as social networking and are just Weibo bonuses. I do cosmetics myself, but I don’t like cosmetics. I want to do outdoor mountaineering, so I am now studying foreign internet celebrities. Many brand founders do not have overwhelming advertisements and activities like China. They just serve as mountaineering guides for others, open a small studio at the foot of the mountain, and even write on the webpage that I will not ship from May to October because it is my climbing time. Then I think, with the improvement of China’s economy and spirit, if I just want to do it for my hobbies, is this my way out, rather than Taobao is just for products every day, I can share my life every day, not for the benefit, and share my mountaineering activities and fitness results. Will this be more interesting?

　　Blue and White: I particularly agree with it. As I said just now, I think the future knowledge-based ones, or why social networks are attractive and why I am willing to connect with that person, because that person has a personality and has a distinct personality. It has characteristics, which is actually an important basis for people to connect with each other. If I face a person, I have many characteristics. For example, there is a web page on Facebook that provides a very comprehensive introduction to which mountains I have been to. All my wishes that I cannot realize have been realized. My upholding for you will definitely make me a fan. I really want to communicate with you. If I have questions, I want to ask you. Isn’t this actually socializing, and I will spread you to other friends of my friends. Although I like you, it does not mean that all my friends like you. This is actually a targeted target shooting, and I will shoot very accurately. Find the person who suits you to follow you.

　　I personally am very optimistic about such a professional business model, but one thing is that it may not become a very large scale, and the scale must be brought about by centralization. For example, if Weibo does not have a centralized traffic to promote, it may be difficult for it to succeed. As the saying goes, a big V is a center, and there will be many nodes below it. The radiation volume is sufficient, so it can bring about a peak growth. However, if it is the kind of small shop just now, I agree with you. If you want to be friends with you, it may not have a large scale. This is my judgment.

　　Member 3: Hello, I would like to ask a very simple question, how do you think it is better to post on WeChat Moments now. I am a cosmetics merchant, and I don’t know how to post it so that I won’t be blocked.

　　Blue and White: I personally have several WeChat accounts that I like the things he posted very much. For example, there is an account called Niwa Zaomin. In fact, he also sells things, sells women's clothing and shoes, etc. Why do I follow him? I actually know that the things he does have commercial purposes, but when he shares with everyone how I take care of my patent leather boots, he will recommend some exciting products. When people feel that the things he shares are professional, and each time it is not entirely for me to buy his things, I actually have a much better psychological acceptance, at least in my opinion, it is a form that makes me accept.

　　Member 3: Because Niwa is a C-store, and the things are very complicated, we can use this method, but we are a flagship store, which will have certain limitations, so we want to know how to do it.

　　Blue and White: I once had a problem. My friend decorated a house and wanted to install a central air conditioner. He didn't know where he heard three brands, one was called Daji and Mitsubishi Electric and Mitsubishi Heavy Industries. Everyone knows the brands of air conditioners that buyers usually use, but they may not know which brand is good or bad. They have been struggling for a long time before buying a house, and this thing is relatively expensive. During this process, he asked many people, and he said it was useless to ask in the flagship store, because he would definitely tell me that his own products are the best. I was thinking about what you use to convince others that this is good.

　　Of course, the quality of the product itself is a hard power. If it is really good, you should also explain clearly what good method is. And the good is targeted. My product is definitely targeted. As long as you are fair and objective, let others believe in your professionalism and credibility, and build your direction in this direction. Even if this person’s characteristics do not match you this time, he will introduce someone who is suitable for you to buy your products next time. I personally think this is a point of view, but you still have to grasp the specific operation yourself. Trust is the most important thing. Don’t let others think that you are just selling products.

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