为了刺激消费“回暖”,4月下旬商务部牵头举办了“双品网购节”,振奋人心的是,双品网购节销售额超过580亿元。受此带动,五一小长假期间,全国实物商品网络零售额同比增长36.3%,一些大型电商同比超过40%。
就在不久前,业界还在担心消费者“报复性存款”问题,这一仗结束,给2020年后半年的经济走势开了一个好头。
双品网购节是2019年由商务部会同国家邮政局、中国消费者协会一起组织,以倡导品牌消费、品质消费为目标的“网购造节”。有着“电商之都”称号的杭州,首届只有阿里巴巴、网易严选两家传统电商平台参与,于2020年举办的第二届“一口气”迎来五个平台,同在杭州的斑马会员、云集和贝贝三家会员制社交电商平台都列入了“国家队”名单。
5年前社交电商横空出世,迅猛发展的同时,一直伴随着争议,三家社交电商平台能够被选入“国家队”,是一次很难得的“正名”。度过过去几年的“混乱”期,社交电商已沉淀为一种成熟的电商新模式,5月的这次转身,或意味着另一个故事的开始。
“中国电商新一极”
作为国家级的造节活动,虽没有双11、双12那么高的知名度,可在2020年五一小长假这个特殊时间里,第二届双品网购节承载了社会各界很多的期望。从整个“节日”的各项成绩来看,表现还算优异。
社交电商是该节诸多的亮点之一,不仅有斑马会员等这样的会员制社交电商加盟,拼购模式为主的拼多多、京喜也是重要的参与者,聚美也携社交电商拼团模式加入,包括主打“工厂直供”的淘宝特价版。自4月28日至5月10日,共有100余家知名电商平台和企业“参战”。
仅阿里巴巴就携十大业务一起参与,共拿出10亿补贴,吸引了10万品牌、1000万款商品,在首日就有高达106个品牌的成交额破千万。京东也投入超过10亿元的营销及促销资源,5月1日当天,京东家电成交额达到去年同日的两倍;5月5日京东家电成交额达到去年同日的3倍。此外,云集于5月1日至5月5日期间的销售额超过了8200万元,斑马会员截止5月1日的三天时间,销售量达到了50万单,销售额为8313.97万元。
从以上各家战报的数据来看,社交电商平台相比传统电商尚有不小的差距。但从整体影响力来看,社交电商已不容小觑。双品网购节今年首次拥抱社交电商,除了“众人拾柴火焰高”基于拉动消费的考虑外,还和社交电商体量的不断壮大有很大关系。
数据来源《中国社交电商行业发展报告》
据《中国社交电商行业发展报告》显示,2019年社交电商市场规模预计达到20605.8亿元,同比增长高达63.2%,以去年10万亿网络零售总额来计算,社交电商整体规模已占到整体电商的20%,该报告预测2020年这一占比或将达到30%,按照这个趋势,用不了几年,社交电商与传统电商就能分庭抗礼。
要知道2016年这一数字还只是个位数。
社交电商的快速崛起,离不开社交电商从业人员(小B)的扩大,2016年小B规模只有1535万人,来到2019年小B规模已达4801万人。在流量越来越贵的背景下,社交电商解决了传统电商获客成本高企的问题。
社交电商形成的平台-小B-消费者的交易链路,优化着移动线上交易的供给匹配效率,截止去年底社交电商消费者已有5.1亿人的规模。
经过5年发展,社交电商开始由“大”向“强”的转身,已是仅次于自营电商、平台电商的“第三极”。
三个梯队三个“故事”
社交电商由小风口升级为大产业,离不开三方势力的努力:以微信、微博为首的社交媒体平台,以拼多多、京喜、斑马会员、云集等为代表的社交电商平台,以及活跃在社交媒体上的海量中小B人群。
相比传统电商平台,用户寻找商品的模式,社交电商是典型的货找人模式。从本质上来看,传统电商最重要的是对“货”的运营,阿里、京东、苏宁几大平台时长上演“二选一”战争,就基于此理,社交电商最重要的是对“人”的运营。
在各自垂直细分的划定上,也呈现着明显的不同。传统电商会分为3C电商、美妆电商、商超电商。基于用户关系的区别,社交电商主要分为三种模式:拼购制、会员制、网红电商。
第一种模式,拼购制;就在5月13日,拼购类社交电商平台拼多多市值再次超过京东,成为国内仅次于阿里、腾讯、美团的第四大互联网公司。为了应对拼多多的“攻势”,京东上线了京喜、阿里推出了淘宝特价版。拼购类的社交电商主打的是价格敏感人群,类似早年间的拼团购物,通过设立多人“合买”更便宜的规则,激励用户找用户。
流量红利时代,拼购类社交电商侧重以低价商品换流量来快速裂变,6元包邮、3元包邮的诱惑下,成为小镇青年的最爱。已是巨头切入下沉市场的利器,拼多多、京喜、聚划算/淘宝特价版进行着焦灼的“补贴战”,入门门槛被拉高,基本上被巨头玩家把持。
第二种模式,会员制;相比拼购类社交电商的“粗放”用户运营,会员类社交电商最大的特点,在于对特定人群的精细化运营。以斑马会员和云集为例,前者主打中产家庭群体,女性会员占比达到了80%以上。云集则定位为精品会员电商平台,根据其财报数据显示,截至2019年末,云集拥有会员数量超1380万,2019年GMV达到352亿元。
相比于拼购的“粗暴”,会员制社交电商更考验平台的精细化运营能力。以斑马为例,平台所有会员都有一个“会员管家”,根据中产家庭的需要,实时提供最近有什么新品、促销、优惠等动态,省去目标用户找商品的时间,以精细化运营来提升平台商业模式的整体效率。
第三种模式,网红电商;过去网红电商较为知名的有小红书、蘑菇街,随着短视频/直播的兴起,如今淘宝直播、抖音、快手为代表的直播电商,也可以划进网红电商的大类中。第三种模式和拼购类、会员制有着本质的区别,前两种强调通过平台机制,激发社交媒体上活跃的个体的主观能动性开拓市场。网红电商则更偏重于内容运营,KOL通过图文或视频内容低成本的吸引大量的粉丝,平台为KOL提供供应链服务。
这种模式下,KOL是非常关键的一环,更偏向于兴趣经济的类别,例如罗永浩,因为其拥有大量的“罗粉”,抖音上首次直播带货就完成了1.1亿的销售额。不过,KOL的内容创作能力的强弱直接影响着卖货,由于在直播期间多次“翻车”,罗永浩的直播带货能力呈现着下滑的趋势。
基于人为核心的社交电商,相比传统电商平台,除了低流量成本的优势外,最大的价值或在非计划性购物层面的“激活”。传统电商无论是PC端、还是移动端,为了刺激交易的完成,越来越重视基于大数据的“千人千面”精准推荐,导致传统电商消费目的性很强,可人的消费习惯既有理性的部分,也有非理性的部分,社交电商出现之前,非计划性购物一直是线上消费的短板。
基于社交链条传播的社交电商,正在激活用户线上非计划性购物层面的活跃度。据尼尔森发布的《2019泛社交电商深度研究报告》数据显示,80%消费者非计划性购物来自社交电商。
消费型社会中,如果消费者只是进行计划消费,将大大抑制经济的活跃度。第二届双品网购节,选择了多家知名社交电商平台加入,或也有着这方面的考虑。目前三种类型的社交电商中,拼购模式更适用工厂直购类商品的快速流通,会员类社交电商潜力最大,主打特定人群的消费生活满足,商业效率上最高。网红电商尚处在发展初期,其想象空间局限于直播、图文等内容形式的稳定性,要知道,一旦用户兴趣转移,基于内容而衍生的网红电商就会遭受“重创”。
毋庸置疑的是,五年来的迅猛成长,社交电商这个“新物种”,已不再是资本催熟的概念,已是线上消费重要的组成部分之一。QuestMobile研究院数据显示,疫情发生以来,每个网民每天花在移动互联网的时长比年初增加21.5%,消费者线上生活程度持续加深,社交电商的增长空间在未来几年仍然可期。
进入“国家队”只是新开始?
社交电商基于人际关系网络发展,在其迅猛崛起的另一面,也成为了消费纠纷的高发区。过去的几年,除了“正经”做生意的中小B,也有许多“不良”的微商混入其中。前者注重长久运营,会选择做正规社交电商平台的“代理”,后者则注重单笔交易的利润,甘愿做一些违规微商平台的“帮手”,抱着捞一笔就跑的心态,将大量质量参差不齐、劣质产品销售给“社交好友”,他们的存在破坏了整个行业的形象。
早期中小微商的乱象,促使以云集、斑马会员、贝贝等为代表,基于S2b2c模式的会员制社交电商的快速崛起。
S即是大供货商,B指渠道商,C为顾客,由大供货商把控货源的正品和质量,并提供高质量的供应链服务,中小B发挥获客和用户运营能力获取利润,C端用户则可以用更低的价格购买到有保障的商品或服务。
基于用户关系的社交电商,得益于社交媒体中熟人关系中天然存在的信任基础,为私域流量的商业化带来想象空间。
因此相比于传统电商,社交电商的长久发展更依赖内部信任体系的构建。
双品购物节作为商务部带头的造节,相比“卖出更多的货”对品质消费更为重视,活动期间设置了专门的投诉通道,来保障消费者合法权益。
受该节的带动,5月1日至5日全国邮政行业共揽收快递包裹11.02亿件,同比增长41.8%;投递快递包裹10.38亿件,同比增长38.93%。与之相对应的,来自用户的投诉率大幅度下滑。
根据网易严选公开的数据显示,4.28-5.4双品网购节期间, 该平台退货较同期降低15.7%。斑马会员也公开了此项数据,活动期间该平台退单率/投诉率,均低于千分之一。在退货的数据上,社交电商平台已可以和传统电商进行比肩。
这是此次网购节中,社交电商平台交出来的最好的一个答卷。经历了几年的快速发展,由大做强是社交电商必走之路。
由此可见,几大社交电商平台首次进入“国家队”,不仅仅提升了行业的整体形象,也为其他中小社交电商平台做了一次重要的示范。
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