How to monetize the e-commerce circle?

　　Chinese people are social animals, and human relationships and social phenomena are particularly obvious. As the saying goes, multiple friends, multiple roads, maybe friends will be able to pull you that day. Therefore, young people who are struggling outside also follow the teachings of the older generation, get along with friends, help more, and enter the other party's relationship circle after a while.

　　I once read a saying: "When you are excellent enough, the circle will automatically gather around you." If you think about it carefully, it seems to make some sense. But this sentence cannot stand scrutiny. What is excellent enough? Everyone has a different circle. I am in a circle of 1 million. Compared with people with a monthly salary of 3,000, my circle seems to be inlaid with gold. But in front of people worth 50 million, it looks like scrap metal.

　　The same is true for e-commerce. E-commerce is currently under pressure to make profits, and e-commerce platforms in many sub-categories are accelerating their entry into more services to transform into comprehensive platforms to reduce costs and improve profitability. Taobao’s sudden downgrade in 2017 caused 6 million small and medium-sized sellers to panic. In this new era of retail, fighting alone will eventually drift away.

　　With the rise of knowledge payment, the e-commerce "circle" has also shown diversified development. There are lecturers who teach courses, commentators and observers in the observation industry, and clubs that specialize in resource integration and connections. In short, through the bonds of social media, e-commerce newcomers can also develop rapidly. As of now, there are two major ways to monetize the e-commerce circle.

　　1. Community

　　Community is a big concept. Its main characteristics are: stable group structure and consistency awareness, consistent norms and continuous interactions among group members. For e-commerce, communities refer to various e-commerce circles, clubs, and associations. Among them, the more famous ones are Laogao E-commerce Club, Electric Shock Club, Grassroots Courtyard, etc. This type of circle is operated by community talk.

　　Take Laogao E-commerce Club as an example. Laogao E-commerce Club is a well-known e-commerce club in China and an e-commerce circle recognized by Alibaba in the early days. The club advocates brotherly culture, insists on treating people sincerely and being equal to everyone. There is a saying in the club that is very eye-catching: "Help e-commerce succeed." For novices, they have no experience and no direction for the early days of well-known difficulties. The mission of Laogao E-commerce Club is to let experienced veteran sellers help novice sellers and help all e-commerce companies succeed.

　　(1) Membership System

　　For such clubs, the profit method is generally based on membership fees, and most of them implement a membership system. The membership system is the basic thing to ensure that the club can operate, and it also ensures the threshold for the circle and improves the purity.

　　(2) Promote products and accept advertisements

　　At the same time, after the club develops to a certain level, it will have its own influence. Promotion and publicity with the help of this influence is also one of the sources of income for most circles. Of course, when choosing advertising, each company has its own considerations and chooses the best.

　　(3) Training courses

　　In addition to giving merchants relatively support to connect, most circles will build their own courses. The introduction of the online course implemented by Laogao E-commerce Club is called Laogao E-commerce Classroom. The club has achieved good results by looking for high-quality mentors to popularize and introduce relevant e-commerce knowledge to sellers. This is also a way to monetize.

　　2. Personal

　　In addition to community operations, creating personal IP is also a common way to monetize e-commerce "circles". By establishing a classic IP image, it is recognized by the public, and then gathering these fans through influence to achieve promotion and monetization. For this kind of celebrity marketing, monetization methods are also common.

　　(1) New Media Marketing

　　Most celebrities use new media to build their own media matrix to promote their influence. For individuals, they rely more on this method. Therefore, they will continue to write articles to output their views on the industry and improve their current situation, so as to attract readers in the same field. Then, through new media, they can connect with other merchant resources to achieve profitability.

　　(2) Copyright fee, speech

　　Attracting users through perspective output will naturally not be limited to new media. Traditional media and publishing books is also an important way. Obtain copyright fees by publishing books and establish connections with traditional media. In addition, as a lecturer, he will give face-to-face explanations and introductions to users. It is also a personal profit method.

　　Whether it is a community or an individual, the way of monetization is similar. If it can provide effective help to users, it is valuable and naturally forms a reputation. Therefore, in the process of engaging in "circle" operations, high standards and high-quality operations are the best way to monetize!

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