E-Commerce Is Showing An Explosive Growth Of &Nbsp; The Footwear Industry Is Aiming At Electricity Sales.

July 18th dispatch 2010 Electronic Commerce In the year of explosive growth, besides selling more new e-business, Internet sales of traditional industries such as shoes and clothing are also in full swing. This is followed by more intense competition, which has created pressure for e-commerce enterprises in many aspects such as promotion, logistics and operation. Since 2011, the rise of multimedia advertising has prompted e-commerce companies to scrutiny their promotion strategies more strictly. Past shoes and clothing B2C enterprises are more interested in search engines and alliances. Advertisement To guide users' traffic, but in fact, from the latest data, the time that American users stay on Facebook has exceeded Google. Therefore, when the user's time is more occupied by the social network, there is no reason why e-business enterprises such as shoes and clothes should not think about how to do it through social network. Marketing This leads to the next topic -- how to integrate social networking and e-business with shoes and clothing, and achieve win-win results.

Background of "marriage"

Social networking is no longer a simple application of SNS or micro-blog. The nature of socialization has become a basic feature of the Internet. All the network applications you can think of have the basic characteristics of socialization, including video sharing based on Youku, potatoes, public comment and bean paste as the representative comment website, and the online games represented by QQ and Shanda. The nature of socialization goes deep into the bone marrow of Internet applications. The difference between the 1 mode of the Internet portal and the simplest portals website is that in the age of socialized Internet, information is not only the output and user acceptance of enterprises and websites, but also the two-way interaction between users and users, and the importance of users to share information independently has increased.

The typical user of social networking services, SNS and micro-blog, has seen rapid growth in China's market size in 2010. On the one hand, from the perspective of user breadth, according to the data released by Analysys International, China's SNS users reached 225 million in 2010, and 75 million registered users in 2010, and the penetration of social networking services among Chinese netizens deepened. On the other hand, from the perspective of users, according to the survey conducted by US Internet users in December eMarketer2010, the penetration rate of social network among young users aged 18~33 years increased from 67% in 2009 to 83%, and the penetration rate of social networks among the 34~73 year old users has more than doubled. The scale of user groups in social networks is expanding, the breadth and depth are deepening, and thus constitutes the basis for marketing activities based on social networks.

Advertising has become one of the most important sources of profit for social networking. But the new social media network, as a new media display form, brings new advertising measurement problems. From the survey conducted by eMarketer2010 in September, the global socialized marketing advertisers found that 35% of users believe that the advertising value of social networks is similar or better than that of other media marketing, while 47% of advertisers believe that the advertising value of social marketing is difficult to measure. 17% of advertisers believe that the value of socialized marketing is lower than other forms of marketing. This requires the other protagonist of this marriage, e-commerce. For e-commerce advertisers, the cash yield generated by business is the most direct embodiment of the effectiveness of social marketing because of the networking of its launch and sales process. In this cross-border marriage, e-commerce can help social marketing directly reflect marketing value.

Let's look at the other protagonist of this marriage, the status quo of e-commerce. In 2010, the competition in the B2C industry became more and more intense. From the perspective of financing, we explored the tip of the iceberg. According to the statistics of Qing Dynasty, the number of B2C financing pen reached 39 in 2010, of which 25 of the total amount disclosed amounted to 432 million US dollars, which was 7 times that of 2009. After more money in the electricity supplier business, in addition to consolidating the logistics backstage, an important part of the business is to promote. Then compare the advertising of Chinese apparel and apparel industry in 2009 and 2010. In 2010, the advertising industry in the clothing industry increased by 83.9%. The main driving force for growth came from the advertising of clothing suppliers. This leads to the following topics: on the one hand, the electricity providers need to invest more in promoting the cost and energy to compete. On the other hand, the quality media resources are limited, how can online businesses better sell? {page_break}

From the user's point of view, 76% of users believe that hard advertising is untrue. 83% of users' shopping decisions are affected by network evaluation, and 76% of users use network evaluation to help shopping decisions. That is to say, in addition to traditional hard advertising, user evaluation is one of the important factors that ultimately affect users' shopping decisions. Where does user evaluation come from? Social networking is the best source of providers. Therefore, under the background of this era, the background of the integration of social networking and e-commerce is constructed.

The conjunction point of "marriage"

Information flow, capital flow and logistics are three important components of e-commerce. Information flow is the first part of e-commerce. However, in the past, the way that the electricity supplier put the keyword and the alliance display advertisement, the information flow only arrived at the user in one direction. The information that the users knew was a uniform commodity display. The social media effectively helped the electricity supplier to improve the effective communication of the information flow, and helped the users to achieve the closed loop of selecting information and disseminating information again. Theoretically, any social network can achieve this closed loop, but in this process, the key point is the user's activity and feedback degree in the social network, and there is not enough active user feedback, this closed loop also loses its original value.

The way of "marriage"

The primary way of combining e-commerce marketing with social networking is also the simplest way, which is to directly introduce shopping links to achieve user flow guidance. For example, the micro-blog or postcards recommended by many of our products on micro-blog and Renren, in essence, rely on the user scale and popularity of social networks to achieve the most basic marketing advertising function, and to introduce user traffic; or in the vertical communities like 55BBS and Tianjin BELLE, we can initiate discussions on users' discussions through the initiation of topics, thus forming a purchase decision, essentially more than community marketing. The two are the most common marketing modes of e-commerce on social networks. But the former problem is that the main contribution of the social network is user traffic. In addition, there is no better feedback from user information. The latter problem is that the vertical community usually discusses whether the brand is directly achieved or not.

The more ideal case of e-commerce marketing based on social network requires three main points: huge user scale, sufficient user activity and direct spanaction. For example, in addition to the various online shops stationed on the Facebook, the third party e-commerce application can facilitate the rapid development of e-commerce on Facebook. After using Payvment's Facebook application to create a retail store, an electric business enterprise can set up product categories (such as shoes, clothing, etc.), import photos and complete the business terms filling and distribution modes. In this process, Facebook provides large user scale and high interactive user support platform. On Facebook, users can understand commodity information more comprehensively and multidimensionally, especially from the information that users share independently, such as clicking the LIKE key of a product and recommending it to a friend. At the same time, the addition of virtual currency system makes the spanaction based on Facebook more convenient and direct. Again, who is going to cross these three barriers at the same time? If Tencent's SNS division and the electronic business division work together to promote social e-business, we can look forward to it.

The second is based on e-commerce, adding socialized elements to it. Take Taobao as an example, Taobao's original intention is to provide a convenient marketing way for more small and medium-sized sellers to provide word of mouth platform for users to share information in the case of page advertising and limited placement advertisements, and then through the gold rush to help Amoy platform to enhance user stickiness and activity, so as to enhance the marketing effect. The desire to Amoy the lake is beautiful. Tao's way of doing this is to build a social network from scratch, but the various applications are not well integrated with e-commerce. Therefore, although Taobao has a large user community to support, there is not enough user activity, and it can not effectively achieve the effective circulation and spanmission of business information. {page_break}

There are not so many users who are willing to share in the Amoy lake, so where are the users who are willing to share the shopping experience? This is also a website application similar to mogujie.com and beauty, which is the third party with community and e-commerce as the selling point. Their value lies in assembling fashion people or enthusiasts to attract commodity searchers through sharing their shopping experience and experience, and by collecting such vertical user traffic, they can get income through the "gold rush chain". With the development of e-commerce, I believe there will be more vertical e-commerce communities. How to effectively integrate and utilize such websites is a topic that needs to be discussed for a long time.

The future of "marriage"

One of the developing trends of the future socialized electronic commerce is that social marketing will run through every link of the electricity supplier in the user's operation. First, business enterprises must also be stationed in various kinds of active social media. Second, the example of Taojiang Lake illustrates that it is very difficult for the electricity supplier to build their own social network relationship based on the electricity supplier from zero. Then it is necessary to use the existing social networking relationship to form user socialization and interaction, such as sharing all kinds of goods to Sina micro-blog and Renren et al. Thirdly, the emergence of virtual currency not only realizes the convenience of impulsive consumption, but also creates a good foundation for the establishment of user feedback and incentive mechanism. Fourthly, when users complete their consumption, social networking is a good feedback channel for the electricity providers to improve their services and operations. It is not the way to solve the problem thoroughly to delete the bad evaluation and seal stickers. Finding the problem solving problem is the foundation of long term operation. A typical example is that DELL does not delete the bad reviews, and gives users feedback quickly, so as to achieve a positive incentive for brand image.

Two of the trend is that the open platform is the general trend of the whole social network. Apart from the game, in order to enrich the user experience, the social network will inevitably introduce e-commerce as a new business mode. Various group buying, shoes, clothing, textiles and other B2C enterprises enter the social network in the form of application, and complete the cycle of understanding goods to buy goods and evaluate commodities.