In addition, second-tier e-commerce companies such as Pinduoduo, Suning Tesco, and Vipshop are also scrambling to make differentiated layouts to seize market opportunities. Even in the e-commerce market, which is initially determined, no one is willing to give up. After all, with the deepening of the new retail concept, the e-commerce market will generate more complex and diversified operating forms, which is still expected in the future.
I. WeChat Mini Program + E-commerce
It is said that the WeChat Mini Program is a new opportunity for the e-commerce ecosystem.
But WeChat's e-commerce journey has also been bumpy.
In 2013, Taobao blocked WeChat on the grounds of “WeChat is not secure”. To this day, we ca n’t open any Taobao link in WeChat that can jump directly.
Even after leaving Ali's arms, WeChat's e-commerce ecosystem has not stopped. At the end of 2017, in the update screen of WeChat 6.6.1, a game called "jump and jump" represented the official WeChat Mini Program to meet 1 billion WeChat users.
The small program not only comes with the innovative mission of casual games, but also carries the hope of the WeChat e-commerce ecosystem.
First of all, the most important thing for Internet e-commerce is the amount of traffic, and WeChat has a huge traffic advantage, which can provide an excellent platform for online drainage of merchants. Second, WeChat based on social ecology is also convenient for promotion. The e-commerce information transmitted by relatives and friends is much more useful than the web-based advertising, which provides fertile ground for word-of-mouth communication for e-commerce; third, for small programs, compared with APP, the development cycle is shorter and the cost is lower , And easy to use, can be used in conjunction with the public account. With so many advantages, the small program has brought new vitality to the e-commerce ecosystem.
At present, the small program pages, including Pinduoduo, daily e-commerce and other e-commerce forms, bargains, and share rewards, are sweeping WeChat group chats with an overwhelming offensive, and the WeChat mini-program e-commerce war has exploded.
Short video + e-commerce
Short videos have been at the forefront since their emergence, and now they have become a battleground for e-commerce.
In September 2016, Douyin was launched. After more than a year of development, the number of Douyin users exceeded the 1 billion mark. The overseas version of Tik Tok also achieved impressive results, ranking first in the App Store download list in the first quarter of 2018.
On May 16, Douyin started to launch its own stores within a small range. On the homepage of some Douyin experts, "TA's shop" is displayed, and baby profiles are aggregated in the shop. Viewing the product will jump to the Taobao link. Therefore, it can be said that the self-owned shop launched this time is essentially the diversion of Taobao e-commerce.
Douyin launched its own shop and channeled its traffic and explosive products to Taobao platform for commercial realization, which not only realized watching and buying, but also its own delivery target, and finally formed a complete marketing closed loop.
However, Douyin's embrace of Ali may only be temporary, and its ambitions do not stop there. While diverting Taobao e-commerce, Douyin is also incubating its own e-commerce platform. Coincidentally, Taobao and Tencent are also grabbing the short video market, incubating Taobao short video and restarting the micro-vision project. It is not difficult to imagine that in the short video field, the e-commerce ecosystem will have another world.
Third, live broadcast + e-commerce
If the live broadcast industry in Japan and China is not good for the expansion of the "live broadcast +" economy, the chemical reaction brought by the live broadcast + e-commerce is much larger than expected.
According to the official data provided by Taobao Live Broadcast, live content has been viewed more than 100 million times. The live broadcast covers multiple categories including beauty, baby, video, sports and fitness. The corresponding anchors include stars, online shop owners and grassroots. Users, etc. Online shop owners such as Zhang Dayi with 170 million sales on the day of 2017 Double Eleven will appear in the future.
In the final analysis, the core logic of "Live + E-commerce" lies in high-frequency interactive scene dialogues, and the goal is very clear, that is, to sell goods and complete the shopping guide of items in face-to-face communication, similar to a fashion expert or beauty expert Teach you how to dress and guide you face-to-face like skin care and makeup. The conversion rate of purchase is extremely high. At this time, you don't need to browse hundreds of webpages. Many people often watch the live broadcast and place an order and buy directly.
Not only Taobao, but also live streaming e-commerce on other live streaming platforms. On the live broadcast of Panda ’s Seafood Festival, the PC and mobile dual-end were linked to perform a live broadcast of “Sheng Meng Seafood” for three days. Panda is using Video ++ 's live e-commerce technology, combined with two-way interactive methods such as voting, sweepstakes, red envelopes, and likes. Clicking the screen can complete watching and buying, and complete the business of closed-loop marketing of live + e-commerce.
In short, whether it ’s applets, short videos, or live broadcast expansion, as more platforms are restructured and born, traffic will continue to migrate and influx. There are still many new ways to play in the e-commerce ecosystem in the future, even under the grip of Taobao Jingdong. The road of diversified e-commerce is worth looking forward to.