What should community e-commerce do?

With the rise of social economy, network celebrity economy, WeChat business and self-media, social e-commerce has also been born. Especially in the last two years, social e-commerce has been very popular, with Pinduoduo before and good deals afterwards. However, vertical e-commerce companies such as Vipshop were caught off guard, and Pinduoduo successfully pushed Vipshop into the top three domestic e-commerce. Traditional e-commerce giants have also entered social e-commerce. Does this mean that vertical e-commerce has no way out, and the future is the market for social e-commerce? Let's take a brief look at social e-commerce.

Social e-commerce in a broad sense includes WeChat business and micro-mall, and social e-commerce in a narrow sense is through social interaction, word of mouth, interaction and sharing of these social functions. Generally speaking, social e-commerce can be divided into three types:

Shopping guide type social e-commerce

For example, Juhua micro-stores, such social e-commerce generally originated from taobao guest, an e-commerce platform such as Taobao, and mainly relied on platform merchants' rebates or coupons.

Content-based social e-commerce

For example, Xiaohongshu and Tik Tok, such social e-commerce companies generally use KOL's word-of-mouth and content output to facilitate transactions, and their user groups are generally based on a community with similar points.

Social e-commerce based on platform

For example, in Pinduoduo, this kind of social e-commerce generally adopts the way of group bargaining, sinking users with the help of social forces, and completing the sales fission through low-threshold promotion.

The outbreak of social e-commerce is a trend in the new retail era, but in the final analysis, social e-commerce is only a channel to broaden e-commerce. The same e-commerce, product quality, service, supply chain and consumer experience are also eternal topics.

Of course, personally, WeChat business is not a good development direction. Strictly speaking, WeChat business cannot be regarded as social e-commerce. Wechat is not suitable for social e-commerce (excluding platforms based on WeChat ecology). Wechat business is still developing, but now the road is getting narrower and narrower, and it is also developing into a formal social e-commerce.