A few days ago, a report in the World Financial Weekly stated that according to incomplete statistics on industrial and commercial information, more than 500 social e-commerce platforms have closed down or ceased operations in Guangzhou and Yiwu in 2020. Many small and medium-sized platforms are difficult to continue, or rely on large platforms to become”group leaders” or close their doors and run away.

Since 2013, the social-based social e-commerce model welcomes To flourish, batches of social e-commerce platforms have risen, and batches of social e-commerce platforms have fallen. The entire social e-commerce environment is chaotic, like a giant ship sailing in a dark sea, with no light ahead and lack of lighthouse companies. Guidelines.

By 2020, catalyzed by the epidemic, a large number of retail enterprises will transform Online, relying on WeChat ecology to start a private domain e-commerce, social e-commerce is becoming more and more lively at the same time, the wave has become more turbulent.


Industry concentrated thunderstorms

Bone and bones

Due to the extremely low entry barrier for social e-commerce, the phenomenon of concentrated thunderstorms in the entire industry is spreading…

In August 2019, I once dared to challenge Pinduoduo in the industry Taojiji Declared bankruptcy, a sensation in the electronic business sector; in March 2020, Taojiji’s declaration of claims for liquidation began to be accepted. This dark horse in the social networking business ran blindly under the traffic spree, and died in just 16 months.

The social e-commerce platform that became popular in the circle of friends last yearFuture bazaars have repeatedly”stepped on thunder” and gradually disappeared from the”MLM” dispute…

In June 2020, the social e-commerce”Zebra Member” related company was suspected of pyramid schemes by the court Freeze 30 million yuan.

In July, some netizens broke the news, and Litao couldn’t publish it The commission is over, and Qutao is about to run away…

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In addition, according to incomplete statistics from the industry media, platforms such as Mi Bu Plus, Girlfriends Group, Xi Tuan, Rou Tuan, Hi Tuan, Beidian, and Legendary Jinsheng have all been reported to be”suspected of pyramid schemes”, which has touched the legal red line. Coupon shopping guide platforms backed by major e-commerce giants, including Hua Di Di Ji, Fen Xiang, Fen Xiang Life, etc., have also been frequently questioned”involved”.

Among millions of social e-commerce platforms, these thunderous platforms are just icebergs For one thing, we don’t know how many platforms there are without names.

These social e-commerce platforms went from rushing all the way to halfway stalling and running the wrong way , Or bankruptcy, or transformation, or disappearance, it is precisely the true portrayal of the social e-commerce track, from the hustle and bustle to the departure:there is no other way but the flowers fall, leaving only a chicken feather.


Big waves wash away sand

Update iterations of the social e-commerce industry

Where is the problem of social e-commerce?

From the outbreak of a large number of platforms to death, we can also find Some rules.

Social e-commerce is an e-commerce behavior that relies on social relationships, but Everyone seems to be focusing on customer acquisition, and more use of”social relations” instead of normal e-commerce refined operations to maintain retained customers.

They either rudely use money-burning subsidies to win customers, or For the purpose of quickly collecting money, use the fission of social relations to pull people’s heads. In the end, either due to fierce market competition, those platforms with no backing behind were unable to obtain financing, causing the capital chain to break, defaulting on payment from suppliers, and small B users withdrawing money and escaping or going bankrupt; or they were exploiting legal loopholes. Wandering in the gray zone, and finally failing to grasp the boundaries and being punished by law, we can see that even those platforms backed by e-commerce giants often find it difficult to escape the”involved in rumors” question.

These thunderous social e-commerce platforms are cutting leeks crazily and harming agents , Focusing only on the growth of scale and the amount of financing, completely disregarding the construction of the supply chain, disregarding product quality, disregarding the underlying sales, disregarding user experience, let alone any service, this approach seems to have become a common gameplay for some social e-commerce platforms .

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Relying on low prices and subsidies, users are drawn in batches , Due to low quality and poor service, users are losing in batches, without stickiness and loyalty. This is completely contrary to the”social” nature of social e-commerce. Moreover, in the entire industry, the fission, cashback, commission, and membership systems all imitate and replicate each other, without any differentiation advantage. For example, although”Fenxiang” is backed by the big tree of JD.com, its model is the same as the membership distribution system of Yunji and Huadaiji, which is just copy and paste.

In the arena of social e-commerce, It is the survival of the fittest. Those naked swimmers who have impure goals, do not follow the laws of the market, and blindfolded will eventually be eliminated by the market. Small and medium-sized social e-commerce platforms without strong supply chain barriers are more silent.

Only those who can integrate emerging models and continuously update generations Only with the accumulation of supply chain and the platform with mobile sales as the core can it stay in the gradual upgrade of the industry and be truly accepted by consumers.

The coming of the reshuffle period of the social e-commerce industry is the real farewell The barbaric growth and chaos in the 1.0 period.


The model upgrade of social e-commerce

Private domain e-commerce accelerates and flourishes strong>

Since ancient times, the competitive environment of any commercial track It’s a “song of ice and fire, half sea water, half flame”. Have you ever noticed that after many social e-commerce platforms have closed down one after another, those platforms and companies that have combined with live broadcasts to start private e-commerce have survived this year? Quite moisturizing.

Under the pressure of the epidemic, retail companies are transforming to help themselves Private domain e-commerce has started online. In addition to retail companies, participants on this track of private domain e-commerce also include traditional micro-business, group buying, and e-commerce platforms that have been transformed and upgraded.

In fact, social e-commerce and private domain e-commerce are not too big The difference is that they all rely on social networking to do e-commerce, which is the state of looking for people. The biggest difference is that private domain e-commerce solves the fatal problem of social e-commerce in the past-bottom mobile sales, private domain e-commerce integrates the latest live broadcast The mode of bringing goods and community grouping is centered on selling goods.

In Ting Keli’s view, doesn’t sell goods as The core social e-commerce are all playing rogues, and private domain e-commerce is a model upgrade of traditional social e-commerce.

In simple terms, the originally healthy social e-commerce model It should be walking on two legs, one to develop manpower, and one to sell products. However, the previous social e-commerce model only relied on the underlying agency. There were no group discounts, no live broadcast, and no IP effect. The products were too difficult to sell. In addition, pulling heads is more profitable than drug trafficking, and policy supervision is not so strict. Of course, those big agents and team leaders will chop off the leg that sells goods. The whole model is very deformed, that is, walking on a lame leg.

Nowadays, in the context of increasingly strict policy supervision, step on the front On human bones, everyone’s awareness of law-abiding is stronger, and the private domain e-commerce model can combine live broadcast + community grouping to accelerate sales, so that the lame leg is connected, so the whole model becomes healthier and balanced. , Can walk normally on two legs.

For example, Wu Zhaoguo joked at the 715 first private domain summit:”Last year, I was very SB and did the future bazaar. Everyone knows that it’s dead. It’s miserable. Fortunately, I seized the trend of live broadcasting and started a private domain live broadcasting through transformation, and slowly came alive.”

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Now Wu Zhaoguo uses the private domain play method of”Wechat community fission + private domain live broadcast”, through reasonable community operation startup and wechat commission sharing model to stimulate, easily create With the high performance of 5800W in the live broadcast and inventory field, Wu Zhaoguo’s new private domain gameplay rescued the entire Sibu Group. Including the former micro-business brand Yuela, now it has also started the Yuela selection platform through the private domain live broadcast mode, and has a vivid life.

This is a new transformation result of traditional micro-business, Wu Zhaoguo and Yue The selections provide new ideas for the upgrade of the private domain e-commerce model of the WeChat business platform.

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In addition, according to official WeChat data, from 2020 to the present, the There are more than 400 million daily active users, more than one million mini programs, and 5.36 million practitioners. From January to August 2020, the GMV of physical mini-program products increased by 115%year-on-year, and the self-operated GMV of brand merchants increased by 210%year-on-year.

The rapid growth of data in mini-programs also reveals that, relying on WeChat ecological retail enterprises The accelerated entry into the game has made the entire private domain e-commerce industry more prosperous.

According to the latest data, the average annual market size of my country’s social e-commerce industry The growth rate is above 70%. It is expected that the number of social e-commerce users and market size will increase to 773 million people and 3 trillion yuan in 2020, accounting for nearly 30%of the industry. The growth rate of the traditional e-commerce industry is gradually slowing down from an average annual growth rate of 35.1%between 2014 and 2018.

Regardless of market size or growth rate, social e-commerce will Become the main force for the growth of e-commerce in the future.

This year WeChat built its own Goose Pinpin and built a WeChat store Pinduoduo, which relies on social development and growth, launched a good in-app purchase project to enter the private domain; Ali restarted Juhuasuan. Jingdong first pressed Fenxiang and then launched the Dongxiaodian, and Suning accelerated its launch. Giants have launched into the water, and the private domain e-commerce track is getting more and more lively…