【E-commerce Operation】How to understand social e-commerce

　　For a long time, many people have doubts about the effectiveness of brand communication on social media. Business owners or brands will look at it rationally after they are crazy about data such as reposts and number of fans at the beginning. This change also reflects the brand's cognitive process of social marketing. However, it seems that so far, most marketing still feel powerless about the monetization and proof of value of hundreds of thousands of fans. As a result, all kinds of seemingly awesome ideas seem to have become fig leafs for practical problems... Fortunately, technological development is changing with each passing day. Pioneers of social media platforms such as WeChat and Weibo have been able to solve the convenience of payment well, and marketing seems to have a hope of turning things around.

　　So, how to understand social e-commerce?

　　1. Socialized e-commerce is decentralized

　　Decentralization is probably the hottest word among e-commerce keywords this year. If you don’t understand the specific explanation of “decentralized e-commerce”, you can take Baidu. I remember someone in my circle of friends once said: "The appearance of the Internet is decentralization, which in essence strengthens centralization and centralization." I agree with this, but I think it can be viewed together. Social networks make everyone a central node, and each central node can emit its own unique attractive traits. This characteristic belongs to the fan audience's perception of this central point. Isn’t this very similar to the brand’s understanding? Therefore, decentralized e-commerce should be brand-centric.

　　2. The essence of social e-commerce is scenario-based shopping

　　Bai Ya, the founder of Pocket Tong, once said, "Consumption behavior has begun to be scenario-based, and the random consumer behaviors in life are gradually replacing active consumption." Yes, most people no longer often go to hypermarkets to buy something for one thing, but most of the time it has become to buy a bunch of "not important" things while shopping in Shopping Mall. Or, if you are traveling to Thailand, the tour guide will take you to the Bird's Nest Expo, and you will unknowingly buy a bunch of ridiculously expensive bird's nests. These scenarios are exactly what social e-commerce should be shaped.

　　3. Business fans

　　In social e-commerce, achieving sales is only the first step, and managing fans is the ultimate goal. Since it is already a decentralized e-commerce, the followers you attract are no longer those who are greedy for small gains, but those who are identifying, demanding and loyal fans of your brand. How to interact with fans and enhance stickiness is the top priority of operations.

　　4. Communication between users, multi-party interaction and information sharing are the main explicit features of social media.

　　Therefore, the two core propositions that are ultimately guided by social operations based on business are: how to achieve dissemination in the sales process; how to achieve effective conversion in the communication process.

　　For e-commerce operations, we need to always pay attention to industry trends and understand the latest knowledge in the e-commerce industry, so that we can do a good job in e-commerce and operate e-commerce well. Leave a message online and join us to succeed.