There is capital in front and giants behind. Where is the development path of social e-commerce?

　　When it comes to social e-commerce, people think more about the previous micro-commerce, because social e-commerce still relies on social relationship chains to sell goods. From this perspective, social e-commerce is actually not essentially different from WeChat. As an e-commerce species born under the WeChat dividend, there is an inevitable difference between social e-commerce and micro-commerce. As an outstanding representative of social e-commerce, Pinduoduo's success has allowed people to see the huge development potential of social e-commerce itself, and more and more people have begun to join the social e-commerce camp.

　　Alibaba and Tencent continue to support social e-commerce through capital intervention, and many traditional companies sell goods through social e-commerce, which is a direct reflection of this trend. With the advent of the new retail era, social e-commerce has also begun to continuously support the concept of new retail, and the trend of social e-commerce transfer to new social retail is relatively obvious. A new evolution represented by new social retail is in full swing in the social e-commerce field. It can be foreseeable that with the support of capital and giants in the future, new social retail will continue to grow rapidly under the background of new retail.

　　1. Social e-commerce comes first and social new retail comes later. What is the reason behind the popularity?

　　When Pinduoduo appeared in front of people with a lightning speed, people began to re-examine their views on social e-commerce. With the addition of capital and giants, people have begun to change their views on social e-commerce and have begun to enjoy the huge convenience that social e-commerce brings to people's lives.

　　As social e-commerce continues to be popular and players continue to pour in, new social retail has begun to enter people's lives under the promotion of the new retail trend. The fermentation of the two elements of social and new retail has made social new retail become popular like social e-commerce. It is constantly entering the market with new players and constantly adding capital. A new era triggered by new social retail is coming. Different people always have different opinions on the continued popularity of social e-commerce and new social retail. Overall, there are mainly the following reasons.

　　Against the backdrop of the peak of traffic dividends, social networking is still the killer weapon to activate traffic. The continuous increase in user acquisition costs, the continuous increase in operation and promotion costs, and the continuous decrease in user vitality all show that the era when you have traffic is over. However, if we can find suitable promotion methods and means to activate the user activity of the platform, we can still achieve growth in the context of the peak of traffic.

　　As a link and bridge that directly connects relationships between people, social networking can directly contact users themselves, reduce dependence on the platform, and achieve the re-development of e-commerce. For e-commerce platforms, socialization is still a new way and means for them to activate user traffic. When e-commerce begins to encounter traffic dilemma, socialization becomes a new way for them to rediscover and activate traffic.

　　The giants and capital we see are constantly supporting social e-commerce and new social retail. In fact, one of the important reasons is that they see the powerful energy of social itself and are willing to devote themselves to finding ways and methods to reactivate user and platform activities. For e-commerce platforms that are struggling to find the right way and means to activate traffic, the important role played by social tools undoubtedly opens the door to a new world for them.

　　Channel sinking is becoming the mainstream, and social e-commerce and social new retail are prominent representatives. When platform-led deintermediation gradually loses its original effectiveness, further deintermediation through channel sinking is becoming a new trend. As a presence of social e-commerce and new social retail, as a direct sinking channel from the platform to users, has naturally attracted a lot of attention.

　　Against the backdrop of channel sinking becoming the mainstream of industry development, the emergence of social e-commerce and new social retail undoubtedly follows this trend. With channel sinking as the main breakthrough, social e-commerce and new social retail are beginning to appear more and more. From this logic, the popularity of social e-commerce and new social retail is mainly due to the adaptation of the trend of channel sinking. By sinking channels to users, it may be more direct and effective than any other channel sinking method.

　　Therefore, another major reason why social e-commerce and new social retail are popular is that they follow the trend of channel sinking, and through the social relationship chain between people, they truly realize channel sinking. It can be foreseeable that as channels sink more and more obvious in the future, we will find more social-based e-commerce or new retail methods, and the role of social networking in the process of channel sinking will become more obvious.

　　Capital's passion for elements such as social, e-commerce and new retail has given social e-commerce and new social retail a source of strength. As the dividends in the mobile Internet era gradually faded, the development of the entire industry began to enter a capital winter. Platforms that rely on capital blood transfusions are beginning to encounter more and more challenges. We see that platforms are constantly falling into the vortex of broken capital chains, which is actually the main sign of the emergence of the capital winter.

　　Unlike the capital winter that swept the entire mobile Internet, capital has always maintained a relatively high investment popularity in social networking, e-commerce and new retail. Social platforms represented by Duoshan, Chatbao and Toilet MT have emerged, and platforms represented by Haoyiku, Aikucan and Global Catcher have emerged to a certain extent, which actually represents capital's continued attention to this field.

　　As capital continues to pour in and players continue to increase, the social e-commerce and social new retail fields naturally begin to become popular. Even when the outside world is cold and bleak, the social e-commerce and social new retail fields are still popular. Capital's continued attention and continuous support for social networking, e-commerce and new retail is the direct reason for this popularity. It can be foreseeable that with the continued popularity of new retail and the continuous enrichment of social gameplay, more capital forces will join in the future, and this hot state will continue for a while.

　　Through analysis, we can see that the popularity of social e-commerce and social new retail is no accident. In the future, as people continue to upgrade their social gameplay, especially with the real advent of the new retail era, the social e-commerce and social new retail fields are expected to continue to be popular. It is worth noting that with the increasing number of players in social e-commerce and social new retail, the future development of the industry will enter a period of reshuffle.

　　2. Reshuffle is imminent. Who is the future of social e-commerce?

　　Whether it is social e-commerce or new social retail, they are actually selling goods with the help of social, e-commerce or new retail concepts. The addition of capital, the participation of giants, and the increase in players are bringing social e-commerce and new social retail into a relatively popular era. When the industry's development enters the red ocean from the blue ocean, a new reshuffle will also begin to take place. So, when the industry reshuffle begins, who is the future of social e-commerce?

　　Social networking is just the entry point, and the future of social e-commerce lies in new technologies. Whether it is the early social e-commerce or the emerging new social retail, they are actually carried out with socialization as the starting point. Social networking only opens up a way and method for them to view traditional e-commerce and new retail. When social networking and e-commerce are integrated with new retail, the dividend period will not be too long. In the future, what really tests the future of social e-commerce will still lie in new technologies.

　　By benchmarking against Pinduoduo's development, we can see that in the early stage, Pinduoduo has achieved dividends that traditional e-commerce will take a long time to obtain in a short period of time. However, when the social dividends are released, if you want to break through the development bottleneck, social e-commerce must rely on the power of new technologies to achieve it. Only through new technical means such as big data, cloud computing and smart technology, social e-commerce will continue to release social dividends. Otherwise, once the social dividend is released, social e-commerce will encounter a bottleneck.

　　Based on this logic, the future of social e-commerce in the future lies in the combination of social e-commerce and new technologies. Platforms that can truly use new technologies to continuously provide energy for social e-commerce will continue to gain growth momentum. When the social dividends peak, only those platforms that can truly use the power of new technologies to continuously obtain growth energy can go far enough. Otherwise, social e-commerce is just a phased species that enjoys social dividends and cannot go long.

　　The ability to empower will determine the future of social e-commerce, and players who can provide all-round empowerment can only have the last laugh. Like the development of e-commerce, the development of social e-commerce will also go through a process from germination to maturity. In the early stages of the development of social e-commerce, the main conceptual approach can be developed. When the development of social e-commerce gradually matures, the empowerment ability of B-end users directly determines whether the profit methods of social e-commerce platforms are diversified enough. Those social e-commerce players who can provide all-round empowerment may be the ultimate winners.

　　The ability to empower social e-commerce platforms have the ability of social e-commerce platforms to deeply intervene in the B-end. If the social e-commerce platform is just a platform and does not do anything deeply intervened, then the so-called social e-commerce platform is just a concept and does not have real competitiveness. When the social e-commerce trend has passed, the first ones to be eliminated are those players who simply regard social e-commerce as a concept.

　　Therefore, how to intervene more deeply in the future development of social e-commerce and continuously provide services to B-end users through the perspectives of tools, supply chains, products and services, social e-commerce platforms can obtain enough C-end users with the help of B-end users, thereby obtaining enough monetization possibilities. Only those players who can support and empower all aspects and can deeply participate in the development of the industry can truly laugh to the end.

　　Capital is just a passerby, and the future of social e-commerce lies in self-profit and self-transfusion. People who are accustomed to the Internet-style development model often regard capital as the key to promoting the development of social e-commerce, which is obviously a big mistake. The development experience in the mobile Internet era tells us that capital is just playing the role of icing on the cake and cannot provide timely help to social e-commerce players. Therefore, capital is only a passerby, and what determines the development of social e-commerce in the future is the ability to make profits and self-transfusion.

　　When the reshuffle of social e-commerce and social new retail comes, what determines the future of social e-commerce and social new retail is the ability to make profits and self-transfusion. If you just rely on the concept of social e-commerce to gain capital attention and not seek the ability to make self-produce, then social e-commerce and social new retail can only be regarded as one concept, and it cannot achieve true self-transformation and self-growth.

　　Based on this logic, those social e-commerce and new social retail platforms that can truly create self-health and transform themselves are the leaders in future development. Blindly cater to capital preferences and ignore rational judgments about the market and users, such a social e-commerce model will only enter a bottleneck period of development. Only those players who can truly achieve self-profit and self-produce will be strong competitors to win the social e-commerce and social new retail market in the future.

　　Social e-commerce comes first and social new retail comes later, and the e-commerce development model with social as the entry point has begun to be favored by more and more people. The addition of capital and the participation of giants have made the social e-commerce and social new retail markets extremely popular. At the same time, social e-commerce and social new retail have also changed from blue ocean to red ocean.