[China Glass Network] The advertising war of the group buying website is still going on. Just seeing the glutinous rice net in the elevator. Behind the "burning money" grand occasion is the booming development of the industry: last week visited a group buying website, the internal blackboard showed 38,000 people shopping on the previous day, and the single-day sales amount was 2 million according to the document 50. No matter how controversial the e-commerce bubble theory is, it cannot stop the rapid growth of online shopping scale.
With the help of "3·15" Yu Wei, CCTV finally implemented a "strike" on the group purchase website. However, the effect does not seem to be ideal: consumers have become accustomed to buying cheap online shopping sites, just like a group buying slogan "Let prices return to ten years ago"; CCTV media has been difficult to hit young people living in the network, they are more concerned Internet public opinion is not a traditional TV. Therefore, the combination of SNS and e-commerce is an inevitable trend, and the word-of-mouth communication between acquaintance networks is a more lethal spread.
Sina Weibo is exploring the possibility of combining with e-commerce, and micro-groups and other products have been launched, and the joint promotion with Pizza Hut has also been successful. Wherever Eslite launches the “Vanke Daren†to promote the personal alliance, and regardless of whether the cost of participation for uploading photos by users is high, and whether the folks are beautiful, at least this exploration is extremely valuable. Jingdong Mall also launched a sharing community, trying to let consumers help consumers, which is of great significance to the channel class B2C. However, how to combine real word of mouth with merchant marketing, there are still many topics to explore and practice, especially for the media.
The use of community, Weibo and other SNS platforms for word-of-mouth communication is a crucial way for niche brands. In the age of e-commerce, many people want to do the mass market, and do not bother to stay in the niche market for a while. I said on Weibo: "Some people say that Crucco's slow fashion life orientation seems to be very small. I said that Volkswagen is a trap: Vanke went to the public for three or four years, and the shirts at the beginning were also small; Jingdong was a department store. It’s Volkswagen, it’s used to raise hundreds of millions of dollars in 7 years. It’s not to say that the mass minority is a theory of relativity. It takes more resources and time for the public to do it. It is not suitable for startup companies. Douban is a youth of literature and art, and MUJI is a simple life, although it is a minority. But it is beautiful." This speech has caused a lot of discussion, but there is no clear answer. Each market has its own rules of the game and its existence.
The Zero2IPO Research Center released a report saying: “SNS needs to find a way to expand its business model through the combination of e-commerce, and the latter’s vigorous development needs to continuously integrate multiple Internet applications to improve its operating model. Therefore, SNS will Become a standard module for e-commerce companies." Although no one will deny that this trend is correct, just as the mobile Internet has been optimistic many years ago but has never been able to break out, the combination of SNS and e-commerce is still only looking It’s beautiful to go up.
Xu Xiaohui, born in Hebei, graduated from the Chinese Department of Peking University; worked as a project manager, marketing director, assistant president in Yahoo China, Jinshan Software, Vanke Eslite; currently founded Beijing Godot Technology Co., Ltd. and served as CEO in the field of clothing B2C Start a business.
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