1 thought on “The development trend of community e -commerce”
Victoria
In the era of community economy, there are 6 business trends, which are based on the community operations of fans, the era of "smart manufacturing" products, crowdfunding business that everyone can participate in, the scenario marketing of users, real -time response customer services, and breaking Users on the border. Trends 1: Fan -based community operations The basis for community operations is fans. Fans are hardcore users full of emotions for the brand. The consumption behavior of fans is also based on the emotional foundation for the brand. Apple's business model is the fan economy based on fruit powder. The legendary Xiaomi technology is also a brand established based on the emotional identity of Mi Fan's brand. Luo Yonghao's hammer mobile phone, the target user is Lao Luo's fan group. For Lao Luo, fans agree with him, and they will also recognize his products, so at least Luo Fan will buy a hammer account. In the future, Teacher Luo will also need to continue digging the needs of fans and reflect it on mobile phone products. The community economy is this model. First, the target users are located through the community, and then the corresponding products are studied by researching the user's needs. Define users. Trends 2: The era of user "smart manufacturing" products . In the past, the manufacturing industry emphasized manufacturing, and the entire process was controlled by a complete enterprise. Now, consumers hope that enterprises will be done from their own needs from their own needs to participate in the process of creativity. Many companies have begun to do so, allowing users to participate in product manufacturing. Add user creativity during the research and development process, use the user's vomiting to improve the structure of the product, and invite users to participate in providing demand and solve consumer demand. In May 2011, Volkswagen launched the "Volkswagen Self -created" network interactive platform. The platform is based on the theme of "car and design" to provide the public with a variety of communication channels such as automobile design, virtual car construction, and interactive communication. By May 2013, it has attracted the visit of 14 million users. Essence Through this platform, Volkswagen has obtained the needs of many users about cars. Trends 3: The crowdfunding business that everyone can participate in The crowdfunding model is a business model that directly linked entrepreneurs and investors through the Internet crowdfunding platform. Entrepreneurs show their entrepreneurial projects in detail on the crowdfunding platform. Disted potential investors can browse various entrepreneurial projects on this platform and find that they can invest if they are interested. Investor thresholds are very low. There are fewer intermediate links in this model. The two sides can choose a large range and simple operation, so the success rate and efficiency are much higher than the traditional model. In March 2014, Alibaba launched the value -added service platform "Entertainment Treasure". Netizens can invest 100 yuan to invest in popular film and television drama works, and have the opportunity to enjoy entertainment rights such as crew, celebrity meeting and other entertainment rights. Entertainment Bao's financing fund was finally invested in the cultural industry of Ali. This is a fund product with a crowdfunding model, and everyone can participate in investors in innovative cultural products. Trends 4: Trigger the user's scenario marketing The marketing to stimulate consumers to produce the desire to buy, usually to match the corresponding scene, otherwise consumers cannot touch the scene, or move If the failure, it becomes a rough advertising push, which is effective with the small advertisement on the electric pole. Due to technology restrictions, past marketing can only be carried out through TV advertising and terminal activities. In recent years, with the development of Internet technology and the popularization of mobile terminals, the mobile Internet can be connected to any advertising screen and terminal, so that consumers can Capture marketing scenarios anytime, anywhere. It in life, we can quickly obtain promotional information or coupons of surrounding shops on the mobile phone side, and advertisements everywhere are usually attached to the QR code. We can immediately link to the consumer platform with just scanning with mobile phones. For example, when we see a discount on the surrounding shopping malls on the mobile phone, we can go to a short period of time in lunch breaks, or buy it directly on the mobile phone of the mall, and then sit at home and wait for the goods to come to the door. Each marketing scene manufacturing can bring new brand communication opportunities. Trends 5: Customer service that responds in real time In the people -oriented Internet business era, enterprises' response efficiency to users will also deeply affect the user experience, and the poor user experience will cause a fatal blow to the enterprise. Essence Therefore, despite the development of the mobile Internet that makes consumer demand explode in real time, each company responds to immediately. At the same time, the service form of the enterprise has evolved. In March 2013, China Merchants Bank launched customer service on WeChat. As long as users complete the credit card binding on the client, they can query the query quota, query bills, repayment and other businesses through WeChat uniforms. Four months later, the WeChat service platform was upgraded to WeChat Bank, which further expanded the service scope and became a comprehensive customer service platform that integrates debit cards and credit card business, bringing a new experience to users. On this platform, user needs can be met at any time. Trends 6: Users who break the border collaboration Nowadays, almost all companies have their own big data system. After a lot of obstacles, the coordination problem between data has gone in front of the enterprises. User data and background data, online data and offline data, social media data and offline retail data, membership card data and WeChat fan data, etc., they need to be comprehensively collaborated between them the value of. The border between various organizations and institutions can bring comprehensive user coordination. However, for many companies, this move has a great challenge to corporate culture. How to carry out this step can only look at the respective performance of the company. At present, the founder of the old A e -commerce business in community e -commerce is Old A (Wu Yuanzheng), the founder of Daqian Club Qianhe and Datang Zhen, Luo Zhenyu, Chen Ou, Wang Jun, Guan Peng and others, many industries The front e -commerce platforms, such as Vipshop and Jumei Youpin, have gradually moved closer to community e -commerce.
In the era of community economy, there are 6 business trends, which are based on the community operations of fans, the era of "smart manufacturing" products, crowdfunding business that everyone can participate in, the scenario marketing of users, real -time response customer services, and breaking Users on the border.
Trends 1: Fan -based community operations
The basis for community operations is fans. Fans are hardcore users full of emotions for the brand. The consumption behavior of fans is also based on the emotional foundation for the brand. Apple's business model is the fan economy based on fruit powder. The legendary Xiaomi technology is also a brand established based on the emotional identity of Mi Fan's brand. Luo Yonghao's hammer mobile phone, the target user is Lao Luo's fan group. For Lao Luo, fans agree with him, and they will also recognize his products, so at least Luo Fan will buy a hammer account. In the future, Teacher Luo will also need to continue digging the needs of fans and reflect it on mobile phone products.
The community economy is this model. First, the target users are located through the community, and then the corresponding products are studied by researching the user's needs. Define users.
Trends 2: The era of user "smart manufacturing" products
. In the past, the manufacturing industry emphasized manufacturing, and the entire process was controlled by a complete enterprise. Now, consumers hope that enterprises will be done from their own needs from their own needs to participate in the process of creativity. Many companies have begun to do so, allowing users to participate in product manufacturing. Add user creativity during the research and development process, use the user's vomiting to improve the structure of the product, and invite users to participate in providing demand and solve consumer demand.
In May 2011, Volkswagen launched the "Volkswagen Self -created" network interactive platform. The platform is based on the theme of "car and design" to provide the public with a variety of communication channels such as automobile design, virtual car construction, and interactive communication. By May 2013, it has attracted the visit of 14 million users. Essence Through this platform, Volkswagen has obtained the needs of many users about cars.
Trends 3: The crowdfunding business that everyone can participate in
The crowdfunding model is a business model that directly linked entrepreneurs and investors through the Internet crowdfunding platform. Entrepreneurs show their entrepreneurial projects in detail on the crowdfunding platform. Disted potential investors can browse various entrepreneurial projects on this platform and find that they can invest if they are interested. Investor thresholds are very low. There are fewer intermediate links in this model. The two sides can choose a large range and simple operation, so the success rate and efficiency are much higher than the traditional model.
In March 2014, Alibaba launched the value -added service platform "Entertainment Treasure". Netizens can invest 100 yuan to invest in popular film and television drama works, and have the opportunity to enjoy entertainment rights such as crew, celebrity meeting and other entertainment rights. Entertainment Bao's financing fund was finally invested in the cultural industry of Ali. This is a fund product with a crowdfunding model, and everyone can participate in investors in innovative cultural products.
Trends 4: Trigger the user's scenario marketing
The marketing to stimulate consumers to produce the desire to buy, usually to match the corresponding scene, otherwise consumers cannot touch the scene, or move If the failure, it becomes a rough advertising push, which is effective with the small advertisement on the electric pole. Due to technology restrictions, past marketing can only be carried out through TV advertising and terminal activities. In recent years, with the development of Internet technology and the popularization of mobile terminals, the mobile Internet can be connected to any advertising screen and terminal, so that consumers can Capture marketing scenarios anytime, anywhere.
It in life, we can quickly obtain promotional information or coupons of surrounding shops on the mobile phone side, and advertisements everywhere are usually attached to the QR code. We can immediately link to the consumer platform with just scanning with mobile phones. For example, when we see a discount on the surrounding shopping malls on the mobile phone, we can go to a short period of time in lunch breaks, or buy it directly on the mobile phone of the mall, and then sit at home and wait for the goods to come to the door. Each marketing scene manufacturing can bring new brand communication opportunities.
Trends 5: Customer service that responds in real time
In the people -oriented Internet business era, enterprises' response efficiency to users will also deeply affect the user experience, and the poor user experience will cause a fatal blow to the enterprise. Essence Therefore, despite the development of the mobile Internet that makes consumer demand explode in real time, each company responds to immediately. At the same time, the service form of the enterprise has evolved.
In March 2013, China Merchants Bank launched customer service on WeChat. As long as users complete the credit card binding on the client, they can query the query quota, query bills, repayment and other businesses through WeChat uniforms. Four months later, the WeChat service platform was upgraded to WeChat Bank, which further expanded the service scope and became a comprehensive customer service platform that integrates debit cards and credit card business, bringing a new experience to users. On this platform, user needs can be met at any time.
Trends 6: Users who break the border collaboration
Nowadays, almost all companies have their own big data system. After a lot of obstacles, the coordination problem between data has gone in front of the enterprises. User data and background data, online data and offline data, social media data and offline retail data, membership card data and WeChat fan data, etc., they need to be comprehensively collaborated between them the value of.
The border between various organizations and institutions can bring comprehensive user coordination. However, for many companies, this move has a great challenge to corporate culture. How to carry out this step can only look at the respective performance of the company.
At present, the founder of the old A e -commerce business in community e -commerce is Old A (Wu Yuanzheng), the founder of Daqian Club Qianhe and Datang Zhen, Luo Zhenyu, Chen Ou, Wang Jun, Guan Peng and others, many industries The front e -commerce platforms, such as Vipshop and Jumei Youpin, have gradually moved closer to community e -commerce.