The practical experience of traditional e-commerce veterans switching to fresh food e-commerce 2

　　I believe everyone is thinking about how to build a corporate system. We are now building a Weibo and WeChat official account, doing some copywriting and content marketing, and we are doing some short videos. We have never seen many things. Let me introduce them to you, and try to provide some training for everyone, live broadcast of the venue, and spread the brand. We have new products to try out, forming a pyramid shape.

　　We have been improving the maintenance and management of distributors. The direction of distributors must be consistent with the company. We must become a community of interests. Second, we need to carry out the principles of distribution management and implement management in case of problems. In this way, the communication is faster, and we also need to return to the service field more. In terms of marketing, we need to be the self-media with the lowest traffic. We hope that in the future, our traffic is greater than the traffic from other channels, which is essentially the same.

　　Regarding social e-commerce , last year, many people mentioned e-commerce. They all said that traffic is relatively expensive, while social e-commerce is relatively cheap. It turned out that Taobao was a platform and a website, and now every Taobao customer can become your distributor. So I think that almost everyone spends money on traffic. I think there is a big problem at present. Everyone is considering that when traffic is very expensive, they cannot make money. Personal micro-commerce is the first to spread, then Pinduoduo, then WeChat Mall, which is divided into multi-level agents, then WeChat business platforms, brand micro-commerce. Everyone is concerned about personal experience. Many brands of micro-commerce get up very quickly. It is difficult for e-commerce to achieve one or two hundred million. Within a year, it will not work. Therefore, its life cycle is very short. The development trend of social e-commerce is that with the improvement of WeChat's trading platform, individual micro-commerce with three-no products will be eliminated, and B2C direct sales or brands of brand products will become the mainstream. Wechat is no longer limited to friends and WeChat stores.

　　E-commerce today is often different from traditional e-commerce . Whether it is self-media or platform, it is called traditional e-commerce. If we face this social e-commerce , I think we can actively learn and not blindly follow the trend. I think the most important part is to focus on the main e-commerce business. Alibaba e-commerce currently accounts for more than 80%. It is impossible for micro-commerce to replace e-commerce in the future, and it is difficult for micro-commerce to become e-commerce.

　　We need to consider whether our products are suitable or not. Which products do I think are suitable for making? The first is the product for women and children, the second is the daily chemical products of home furnishings, the third is the product repurchase rate, the fourth is a bit special, not easy to buy, scarce, and products with a high degree of standardization. The average customer unit price should be moderate, otherwise it will be difficult for users to accept.

　　Then you have to think about what your purpose is, whether you want to make a deal or an interactive channel. I think most people want to promote new products in this way, launch your brand, and then increase conversion rate. So that is to say that your promotion is on WeChat, but your transaction is on Taobao, because you have to consider your conversion rate, it is actually very difficult to make a transaction on WeChat. The third type is Tmall WeChat’s independent operation and product line independently operated.

　　Then there is independent operation. I just said that we should use social platforms. The first is to build a technical team and use third-party platforms. Moreover, when you have to think about whether the things you sell are suitable for, and the product lines or sales specifications that are suitable for social e-commerce, you must be distinguished from the Tmall product line, and the store must be cheaper than Tmall. The third one is content and marketing. You need to keep your cost-effectiveness high, and then you need to find the trigger point through some software and promotions. You can think about it, you can consider your industry. In May this year, Benxiansheng Helping Farmers went bankrupt on its own. Fresh food e-commerce currently has only two percent social rate, which is a very large market. It has grown by 95 percent last year. Fresh food e-commerce transactions are expected to reach 230 billion yuan in 18 years. Everyone has a different understanding of the product. User standardization and product standardization are very important. The second is that the loss rate remains high, and finally the logistics issue. Our after-sales service is 24 hours a day, and we need to build positions in various regions. We have to look at the development in the next two to three years. Then there is the supply chain, and we have done all our processes.

　　Text/Leng Home CEO Lao Yan

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