Social e-commerce in foreign countries

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下面为大家整理一篇优秀的essay代写范文- Social e-commerce in foreign countries,供大家参考学习,这篇论文讨论了国外的社交电商。作为典型的移动社交电商平台,Wish最早只是一个图片分享网站,2013年开始进军跨境电商领域,借助移动端的属性将跨境电商和社交进行融合,并走出了一条具有自身特色的差异化路线。Wish虽然本质上也是提供交易服务的电商平台,但其更专注于移动端的“算法推荐”购物,呈现给用户的商品大都是用户关注的、喜欢的商品,每一个用户看到的商品信息不一样,同一用户在不同时间看到的商品也不一样。另外,不同于Wanelo等社交导购网站需要跳转相应的购物网站,Wish不依附于其他购物网站,本身就能直接实现闭环的商品交易。

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Wish: integrate social networking + shopping and take differentiated e-commerce route.

As a typical mobile social e-commerce platform, Wish topped the global shopping App download list in 2018, with over 197 million installed and nearly 6 billion played on social platforms in 2018.

Originally a photo sharing website, Wish started to enter into the cross-border e-commerce field in 2013, integrating cross-border e-commerce and social networking with the attributes of mobile terminals, and walked out of a differentiation route with its own characteristics. First, Wish's entertainment and user engagement are stronger. Amazon, eBay and other platform is developed by PC traditional electrical contractor, to pay more attention to the commodity trading, Wish though essentially also provide trading services electric business platform, but it is more focused on mobile end "algorithm to recommend" shopping, presented to the user of goods on display are most of users, like commodities, commodity information of each user sees not the same, the same user to see the goods are not the same as at a different time. Second, Wish is not affiliated with other shopping websites. Unlike Wanelo and other social shopping guides, which need to jump to the corresponding shopping website, Wish does not attach to other shopping websites and can directly realize closed-loop commodity trading itself. Third, Wish can provide the purchase service of goods. Unlike social image sites such as Pinterest, which require users to exit other channels to make purchases, Wish users can purchase directly by clicking "like" an item Shared by others. And based on the initial investment in mobile, Wish users will increasingly interact socially.

Weee! : mainly focus on overseas Chinese market, and build community social contact with the leader as the center.

Weee! It is an American fresh food e-commerce company mainly engaged in overseas Chinese circle. It was founded in 2015, and the founding team was all Chinese. The current Weee! The market share of online fresh food retailing in China has exceeded 80%, the transaction amount is five times that of the second place, the number of registered users has reached millions, the annual turnover is 10 million dollars, the annual growth rate is more than 150%, and the positive cash flow has been realized. Weee! The main target customers are more than 5 million Chinese and Asian communities in the United States. The product strategy is "livelihood + boutique" -- livelihood refers to the daily necessities of Chinese people, such as seasonings and Chinese food materials. Boutique refers to things that are more cost-effective and difficult to buy in other supermarkets, such as special varieties of fruits and vegetables such as jufeng grapes and sweet potato seedlings.

Its communication mode is similar to that of pinduoduo group haggling. Through WeChat group social communication, users can generate a haggling link after placing an order, share the link to the group, invite friends to help them haggle, and continue to pull new. Almost all of the growth in new users comes from person-to-person communication, or more precisely from local networking in the neighborhood. When the user is successful in WeChat group, the supplier will send the goods to the community leader, and the buyer will purchase through the leader. Weee! It plays the role of community e-commerce platform information docking, gathering a large number of orders from the leader, and getting a much lower price from the supplier than the physical store at the wholesale price. The group leader is the group leader scattered in each community. They buy, receive and sell goods for the end users in the community, from which they receive commissions. Almost every colonel has his own WeChat group, which maintains hundreds or even hundreds of users around the community. The group leader and the users themselves are neighbors. They communicate and interact in WeChat every day. Many of them go through Weee! Become offline friends. So Weee! It also adds second-hand trading, home kitchen, shopping information, discount information, offline activities and other related functions. Weee! Is a group of Weee! As a platform, it can help them get lower prices, more stable sources of goods and better suppliers. Without the need to leave the community, according to their own trading volume and users, the head of the monthly income of several hundred to thousands of dollars. For users, they can choose to pay through the platform or in cash, which means that they can pay after seeing the quality of products. It is through this acquaintance social community + light e-commerce model, Weee! Was able to grow rapidly and achieve positive cash flow in just a few years.

Wish: deeply social, follow the trend of interest; Precise algorithm, improve user stickiness.

According to the 2018 video report released by Tubular Labs, an online video analysis company, Wish has become the third largest brand of video in the world with over 5.8 billion streams of YouTube video, and also the first largest brand of e-commerce platform. However, amazon and walmart only ranked 14th and 24th in the same period. How did Wish achieve such success?

Wish sticks to the deep research in the social field and can keep up with the trend and cater to people's interests, thus continuously expanding its influence. During the 2018 World Cup, Wish teamed up with the sports world to create a sports star effect with short video social gameplay. In its Time on your hands campaign, video had 595 million views on YouTube, more than 600 million views on Facebook and Instagram, and 6.48 million APP downloads and installations. In addition, Wish keeps users active by creating activities that improve user engagement. For example, by participating in the Wish wheel, users can unlock promotional products; Another example is stamp collecting game. Users can get a stamp every day by logging into the Wish client. After collecting 7 stamps, they will have the opportunity to get shopping discount of 50%. In high-viscosity activities, Wish continuously improves the fit with users through deep learning and big data: users put the goods they want to buy into the Wish list, and Wish can actively push related goods; Users' purchase times, previously viewed goods, transaction evaluation, commodity browsing time, etc. can be recorded in Wish's database; Users log in through social software accounts or click on ads in their social media streams, which then become the data basis for Wish.

Weee! : focus on social contact with acquaintances and build a light e-commerce; Improve the supply chain and provide differentiated products.

The group leader as the center for the creation of acquaintances, plus only play the role of information docking mode, Weee! It has incomparable advantages: acquaintances' social contact is more popular, and the community is more permeable; Light e-commerce companies only need to play the role of information docking and payment platform, and do not need to invest in the establishment of their own warehousing and logistics, not to worry about the problem of inventory overstocking.

However, Weee! Development has also been hampered. For example, the logistics cost in the United States is very high, which makes it impossible for the platform to afford the logistics cost of door-to-door delivery after paying the commission of "leader", thus indirectly affecting users' shopping experience. In terms of head management, Weee! Also encountered the head of poaching, head of isolation from users and enterprise contact and other problems. In addition, westerners pay more attention to the tool of e-commerce and prefer the straightforward shopping way, so going to the supermarket shopping is still the most important choice.

For these difficulties, Weee! Also has adopted the corresponding countermeasure, this has the very strong reference significance. Weee! Continuous improvement of supply chain, logistics and storage systems, Weee is supported by data. There are a whole set of processes behind the selection, storage and logistics, establishing a large warehouse mode of unified distribution, improving the delivery cost of each order through data docking, and continuously investing in the supply chain construction to further develop the inventory of upstream brands for market expansion. Due to the relatively unenthusiastic attitude towards e-commerce, Weee! I realize that the shopping habits of Chinese and asians are similar to those of domestic users, and they have a higher acceptance of e-commerce shopping, so the Chinese community is the key target group in its development process. To counter consumers' habit of going to supermarkets, Weee! The choice is to provide consumers with more commodity choices. Many foods and daily necessities sold on the platform are not common commodities in local supermarkets, such as ice-sugar gourd and jufeng grape.

Instagram: from photo social to social e-commerce

Giant Instagram is also moving into social e-commerce. Shopping's "shoppable posts" feature launched in the us in 2016 and is only available to Instagram business users. Shoppable posts allow brands and merchants to mark up to five items in their posts that consumers can click on.

In May 2018, Instagram quietly unveiled a new in-app purchase feature that will feature a "one-stop" store for apps. Cooperate with third-party service providers such as online movie ticket platform Fandango, GrubHub, Eventbrite, OpenTable, StyleSeat and Yelp to realize in-app meal ordering and movie ticket buying. The core idea is to simplify the process to promote impulse buying, and Instagram still hopes to benefit from brand advertising spending, rather than taking a cut of payments. According to the terms, Instagram's payment system is supported by its parent company, Facebook's payment system.

Since June 2018, Instagram has launched IGTV, a feature of video with vertical screen for the first time, and launched an independent video app for it. In August, Instagram put its new messaging app, Direct, to the test. In early September, Instagram, with 1 billion users, focused on e-commerce services and planned to develop and launch an independent online Shopping App "IG Shopping", as the third independent sub-app derived from the platform.

In just a few years, social e-commerce has achieved rapid development and extended to multiple modes. Based on the sorting and thinking of domestic social e-commerce model, and the characteristics and reference of foreign social e-commerce, the following provides several prospects for the future development of social e-commerce.

Social e-commerce should strive to build and maintain the trust relationship between merchants and consumers. In business behavior, the establishment of trust relationship between merchants and consumers is commendable.

From the perspective of interest relationship, buyers and sellers are in essence opposite, while trust relationship can be influenced by social relationship. Social e-commerce is a new type of business relationship based on social trust. Since consumers need to pay real money, trust is particularly important. The objects of trust can be various, such as other individuals, talents, or the professional ability of editors. Therefore, how to build this trust in the development and maintain this trust for a long time so as to form public praise is very critical to the development of social e-commerce.

Social e-commerce should go out of its own characteristics of differentiated e-commerce routes. In essence, social e-commerce is a new business model integrating social and shopping functions, which means that compared with traditional e-commerce, social e-commerce needs to invest more cost and time in the implementation of social functions, so as to bring stronger social communication attributes and trust relations than traditional e-commerce.

Therefore, social e-commerce should not follow the same homogeneous competition path as traditional e-commerce, because neither experience nor the cost of social investment can be recovered. As the feature of social e-commerce is social, it should be as deep in the social field as Wish, consciously launch differentiated goods and services with its own characteristics, and create specialization on the basis of differentiation, so as to ensure a place in a particular field.

Social e-commerce companies should deepen the supply chain and strictly control the quality of goods. The development of domestic social e-commerce mainly relies on the low-cost logistics and the promotion and polite communication mode, and achieves the increase of revenue through the rapid recruitment of customers, which inevitably leads to insufficient control of product quality and other aspects.

But we need to calmly see that the low-cost logistics and promotion of polite model is not sustainable, to provide consumers with value for money or even excellent quality and reasonable price goods is the fundamental guarantee of all business models to achieve results. Just like the United States and other overseas markets, social e-commerce companies compete with each other in terms of the level of supply chain, requiring higher control over the supply chain.

From this perspective, we must really deep, on the product and supply chain optimization and inventory control of supply chain, control the upstream supplier's quality and lower the risk of distribution and inventory, expand more brand resources, reduce procurement difficulty, thus ensuring the quality of the product, price and service advantages, enhance consumer confidence in the platform.


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