How to operate social e-commerce well?

We always say that when the wind blows, even pigs can fly.

Over the years, Taobao , Weibo, WeChat , live streaming , Douyin ...technological changes have created countless opportunities, and we must seize them this time!

So we see internet celebrities with tens of millions of fans, whose Taobao sales even exceed those of fast fashion brands such as Zara; top micro-businesses with 14 years of experience can easily earn a million yuan a month... Many people have seized the opportunities brought by the trend and made a comeback.

Now the trend has come again, and we are also facing a problem: we all know that social e-commerce is a trend, but if we don’t know how to operate social e-commerce, we will not be able to do it well, let alone create the next Pinduoduo .

To engage in social e-commerce, we must figure out what the difference is between social e-commerce and traditional e-commerce and WeChat business. This is the prerequisite for us to operate social e-commerce well.

1. Traditional e-commerce and WeChat businesses often rely on traffic

Traditional e-commerce and WeChat business often rely on traffic . If the traffic is managed well, a large number of customers can be attracted.

Therefore, many traditional e-commerce and WeChat businesses do not care too much about the actual quality of the products. As long as they can increase traffic, they can still do business even if some customers catch them selling counterfeit and shoddy products.

Two years ago, someone on Weibo systematically sorted out Taobao stores that sold counterfeit and shoddy products, which caused a sensation on Weibo. But even with the evidence, most of the stores on the list were still doing very good business .

Why?

Because even if a systematic organization is made, the list is too large and most people will not be impressed after a moment of indignation.

So when people search and buy products, they often continue to buy in these stores without realizing it.

This phenomenon is even more common in micro-business. By changing the account number, changing the avatar, and redecorating the circle of friends , the micro-business selling counterfeit and shoddy products can successfully "cleanse themselves" and start selling goods again.

2. Fan operation is the key

For social e-commerce, traffic is not the most important thing; managing fans well is the key.

A restaurant in my neighborhood recently closed down. The food was large in quantity and affordable, but it still went bankrupt because someone was sent to the hospital due to food poisoning after eating his food.

The restaurant's patrons were mostly residents of the neighborhood, and everyone knew about it all of a sudden. Even though the boss apologized and offered discounts, no one dared to eat there, so it was natural that it went bankrupt.

Doing social e-commerce is similar to running a restaurant in a neighborhood in some ways:

If it’s done well, everyone in the community will go to the restaurant to eat, but if there’s a problem, everyone will run away;

If we sell good products and promote them one by one, everyone will come to buy from us.

But if there is a problem or suspected problem, the bad reputation will spread faster and previous customers will leave.

Because social e-commerce relies on social networking to achieve fan fission, it pays special attention to service quality .

Because this is a sharing and interactive camp , once a problem is discovered, it must be dealt with unconditionally, otherwise it will cause a bad reputation.

The biggest difference between social e-commerce and traditional e-commerce and WeChat business actually lies in the "fan thinking" .

Only by managing your fans well and letting your fans constantly split can you operate social e-commerce well.

3. Professionalization of social media accounts

However, after all, social e-commerce is still an evolved version of WeChat business, so the things that WeChat business needs to pay attention to, you also need to pay attention to when doing social e-commerce.

One of them is to keep our social accounts professional .

Starting from traffic generation , our account nickname, avatar, signature, and positioning must be professional. This is an important step in gaining buyers' trust and reducing communication barriers.

If we cannot establish an initial sense of trust with customers from the very beginning, it will be completely nonsense to expect to continue to operate customers into fans and let one customer split into more customers.

4. Trust in social networking

Another point is to build a personal brand , which is also a point often emphasized in the past era of micro-business.

No matter how small an individual is, it is also a brand. Fans’ trust in social e-commerce actually comes from our construction of personal brands.

Many times, customers don’t buy because of the product, but because of the seller.

Today, when the performance of traditional e-commerce and WeChat business has been declining, social e-commerce has entered a period of explosive growth.

There is also a prerequisite for seizing opportunities and overtaking others, and that is that we can find differences and find methods.

When the wind blows, not every pig can fly. I hope we are all the smart pigs and can take off smoothly.

Source: Social e-commerce