How does the e-commerce industry master social media marketing such as Weibo and Tik Tok?

Judging from various indications, social e-commerce is already in a big trend. Have you felt it? The wind is getting stronger and stronger, sweeping you up into the clouds. Hot money is pouring in, industries are evolving, models are evolving, and everything is moving forward at a rapid pace. All industries are actively or passively participating in it, whether embracing it or forcing it, if they follow it they will prosper, if they go against it they will suffer.

The following will look into the essence and clarify the understanding of social e-commerce from the perspective of its "beginning, development, transition and conclusion" (causes, necessary and sufficient conditions, methodology). It should be noted that the level of cognition determines the speed of career advancement and the amount of wealth, so let’s start with the practical stuff.

"Start": Channels are king, this channel is not that channel

The social e-commerce industry is in a stage of large-scale explosion, to put it bluntly, it is entering a highly decentralized mode. This decentralized process finally allows capable people to own their own brand or IP, and even the smallest individuals can own their own brand, thus forming a new e-commerce model, and then changing the traditional "channel is king" pattern and ushering in a new era where social e-commerce is king.

Traditional sales or selling goods used to be very hard: find a formula, find a factory to produce, then find a national general distributor after production, and then distribute it to distributors at all levels, such as city, county, district, and village. Each level was allocated 15%-20% of the rights and interests, and the channel cost remained high. For example, beer costs 4-5 yuan a bottle in the supermarket, the cost is 0.5 yuan, labor and electricity costs, etc. are 0.5 yuan, packaging costs are close to 1 yuan, and the rest is all channel costs. The price markup in the cost distribution network chain results in a huge gap between the price paid by customers and the actual production cost.

The home appliance industry is also a typical example. Home appliance chain channel dealers were once "channel king", and those who controlled the channels had the final say. Social e-commerce is changing this situation, and today, community resources or traffic pools are the main battlefield for "channel king".

Enemy at the Gate: From Resistance to Embrace

In fact, traditional businesses were very resistant to e-commerce platforms at the beginning, but in the end they had to embrace them. As the saying goes, the situation is stronger than people. The e-commerce model is destructive to the original interest structure. The interests of existing dealers at the provincial and municipal levels have been greatly damaged, and the backlash is very severe. A typical case is a certain clothing brand, where several e-commerce general managers were "fired" because the offline dealers resisted too strongly, so they had to replace the generals and calm the situation.

Many brands are very interested in social e-commerce because the sales process is fast, the cash flow is fast, and there is no need to go through layers of dealers. There are too many such cases. For example, in the circle of friends of employees of a certain clothing brand's stores, all of them were selling competitors' products. This was unacceptable, and the company's leaders could not sit still. Another example was that a certain micro-business agent opened a store in Dongmen, Shenzhen, and developed all the employees in underwear stores in other shopping malls in Shenzhen into agents. What's even more interesting is that most of the employees of a certain drugstore were agents of "Hansu". Realizing the crisis, the management quickly started micro-business and built their own social e-commerce platform, requiring all employees to have sales QR codes and develop the company's own social e-commerce.

Social e-commerce has exerted a reverse pressure on the original industrial structure, and has had a huge impact on the adjustment of the existing interest structure. Moreover, e-commerce is not thorough enough, the original interest groups cannot be completely broken up, and companies will be caught in a dilemma. For example, for a certain cosmetics brand, the best distributor contributes one-third of the company's performance, contracts the company's Tmall store, earns 300,000 yuan per month, and has all the fans.

With the two models running in parallel, companies are having to compromise on one while focusing on the other. It takes time and determination to straighten out this situation.

"Cheng": Both the necessary and sufficient conditions for social e-commerce must be met

Payment has become popular in every corner, and now the throughput of an ATM is 1/10 of what it used to be. Convenient payment and high-speed, efficient digital networking are the two necessary conditions for the rise of social e-commerce: convenient payment and convenient logistics.

The sufficient condition for social e-commerce is trust, and trust is built in a social way. Trust is the basis of transactions, and the most difficult thing about social e-commerce is also trust!

Take Tik Tok as an example. The interactive method can quickly attract fans and get conversion opportunities. The content is liked by fans, which generates trust, and trust leads to transactions. Endorsement is also a way to increase credit:

1. Professional endorsement → (health products, recommended by professional doctors)

2. Industry endorsement → (Many brands at Landing Club asked us to shoot short videos)

3. Public endorsement → (WeChat brands seek celebrity endorsements)

For example, many internet celebrities build trust through Weibo, Kuaishou, and Douyin, and their fans facilitate transactions. Social networking is the model that makes it easiest for people to build trust.

Another example is the Qise brand, which is selling very well and even the square dance aunties know about it. It is recommended by many Kuaishou influencers in Northeast China. The influencer agents are nodes of trust, product distribution, and traffic. Therefore, each agent is a dealer network that continues to spread and fission, showing huge commercial monetization power.

“Transformation”: Content IPization is the key to social e-commerce transformation

Create IP tools: official accounts, APPs, Douyin, Weibo, etc. Each sales node of social e-commerce needs to be self-IPized and have the ability to output content to form a gravitational field that can attract a steady stream of fans. Therefore, there is a source of conversion and an object of conversion, and transactions will naturally come to fruition.

The product production process must be explained with emotion to arouse users' interest, so that fans gather to form communities and data is generated after transactions. For example, people often receive praise cards after receiving items, and they offer cash back for positive reviews: 5 yuan for a 20-word positive review, 10 yuan for a seller's good review, etc. It is difficult to sustain attracting customers only by interests without social interaction. Users should be categorized and labeled, product attributes should be defined, and content should be output to truly gather fans.

For example, a certain e-commerce clothing brand currently has difficulties in going public. If it cannot output content and is just a five-star Taobao store, its market potential will be limited. For example, when buying maternity clothes, the card content is to add a WeChat account to share professional knowledge on maternity care, regular lectures, etc., in order to increase user stickiness.

The core of social e-commerce is social interaction first, then e-commerce, social interaction first, then transaction.

Social e-commerce does not require excessive advertising or SEO advertising. A typical example is the popular product "You Hao Wu Jing", which branded the purchasing process, upgraded buyers to "taste seekers", and daily work reports to "taste seeker notes", with characters, stories and hardships. Users are impressed and interested, which will lead to purchases.

“Combination”: Social e-commerce is suitable for many products, not limited to high-frequency

Social e-commerce is not only suitable for products with strong demand, high frequency and addiction, such as daily necessities, food, fruit, maternal and child products, clothing, etc.; for low-frequency home appliances or real estate, social e-commerce first helps to establish a flexible and elastic production chain, and secondly, it is also convenient to attract and segment users with content. Let me give you an example. There is an electronic screen on the refrigerator door, through which you can see the food inside the refrigerator (temperature, shelf life, etc.). Milk is about to expire, but eggs still have a shelf life of three days. You can write a refrigerator review and output content, which is subversive and can attract customers to buy. If the electronic screen is equipped with a function that allows customers to shop and pay directly online, and the entire process is recorded as a short video and put on the client, it will be very attractive and can directly encourage customers to make purchases. The processes and scenes used are transmitted in an emotional way.

All products are fine, including real estate, and it can be judged based on the user's community attributes and social attributes. For example, Ma Jiajia once said that "people born after 1990 don't buy houses" because they pursue a happier life. For example, if you like rock climbing, you can build a rock climbing wall near the property; if you like nightclubs... if you have the same interests and hobbies, and you are friendly neighbors, isn't that fun? But now there is no choice, the only criterion is housing price.

In the future, home purchases will be adapted to match people with similar interests and values ​​to the same property. For example: the neighbor is a badminton enthusiast, a Chaoshan person who has worked in Shenzhen for 10 years... Matching users in a community way, and building a business model with social networking as the core.

The e-commerce industry is very suitable for social media marketing on Weibo, Douyin, Kuaishou, and Momo. If advertisers need, they can also place advertisements on Weibo, Douyin, Kuaishou, and Momo to attract target audiences.