This year’s “Double 11” enthusiasm seems to have come earlier than ever.
Affected by the epidemic, online shopping has surged. According to data from the State Post Bureau of China, 60 billion express mails will be generated in 2020. The growth rate of China’s express delivery industry in the first three quarters hit a three-year high, and it is showing an accelerated growth momentum.
Leveraging on “Double 11”, social e-commerce platforms use marketing methods to achieve more refined user operations and efficient traffic acquisition, thereby achieving accelerated growth.
Social e-commerce bonus
In recent years, the scale of online mobile shopping in China has laid the foundation for the development of the social e-commerce industry. In 2019, the user scale of social e-commerce reached 713 million, a year-on-year increase of 17.26%. The market size of social e-commerce reached 2 trillion yuan, a year-on-year increase of 71.71%.
As a new type of e-commerce, if you choose between live streaming e-commerce and social e-commerce, most people will choose social e-commerce, because live streaming e-commerce is more like a mobile version of “TV shopping”, while social e-commerce E-commerce is to attract customers to buy through the efforts of merchants.
The social scene is “sticky.” E-commerce in the social scene combines the data generated by the user’s purchasing behavior with the data generated by social interaction, which will generate greater value.
The “new” e-commerce era
The accurate positioning of market demand can discover new laws that have not been discovered in the past, and then nurture brand-new business models.
Eliminating the middlemen, users can directly connect to the brand through the platform, and there is more room for profit. If the platform has a strong ability to gather customers, it can also form a reverse customization of C2M. Not only has the scale effect been enlarged, but almost zero inventory has been achieved.
In the future, a comprehensive e-commerce platform will still be the main consumer scene. But with the emergence of short videos, live content, vertical e-commerce, and other small programs, online shopping will not only have a single dimension. Traffic will inevitably be further differentiated, and the price of traffic will rise further. Social traffic that can carry more high-quality product information will occupy a larger share of the entire CPS (Cost Per Sales) market due to its high stickiness and high conversion rate, and will gradually become the mainstream.