There is such an emerging shopping community, which does not sell products directly to users, but can earn commission income from transactions; they are not like JD.com’s B2C, nor Taobao’s C2C, but a growing model.” Community-based e-commerce”; they don’t have to purchase and deliver goods, and they don’t have to worry about various integration issues in the upstream and downstream of the supply chain, but they can handle the cumbersome e-commerce model with ease. Mogujie and Meilishuo are exactly this kind of shopping community. They are mainly aimed at specific user groups. Meilishuo is aimed at young female white-collar workers in first-tier cities, and Mogujie is aimed at girls born in the 90s in second- and third-tier cities. The current sources of income are mainly commodities. Taobao customer commission, on this kind of community platform, there will be many experienced shoppers sharing their shopping experience and making corresponding recommendations, which will lead to everyone's viewing and discussion.
Traditional online shopping is not aimed at specific groups, nor can there be a corresponding platform for sharing and discussion, because everyone's needs are different, and they cannot be well discussed together. The traditional online shopping does everything and does nothing fine, which brings a series of problems that cause people to think deeply. The products are diverse, sourced from a wide range of channels, and the quality is also mixed, making it difficult for consumers to identify; the reputation of the business cannot be guaranteed. , Most of the praise is from the brush, making it more difficult for consumers to distinguish; it is common for commodity advertisements to be exaggerated, and the pictures do not match the real objects, which makes it difficult for consumers to trust and choose, so more and more consumers choose to leave and find alternatives better platform.
The shopping community is different. The platform selects the product links given by the selection, and the quality of the products is guaranteed. At the same time, products are aimed at specific consumers, making shopping more convenient for consumers. The products provided by Mogujie are classified as: tops, skirts, trousers, underwear, shoes, bags, beauty, accessories, home, mother and baby, snacks, and general merchandise. It covers almost all the needs of specific consumers, making it very convenient for consumers to shop. They can browse products according to their needs, so as to choose the most suitable products for their purchase.
In an environment where social media is popular, consumers' purchasing behaviors no longer rely solely on product and sales introductions provided by merchants. They are more inclined to listen to the consumption suggestions of their friends and other netizens. It can be said that the shopping community provides consumers with It is a platform for sharing and discussion. At this time, it is obviously a media that disseminates information through the interpersonal network, so as to realize the docking with e-commerce. Therefore, it can be seen that the continuous development of the shopping community will definitely have a certain impact on traditional online shopping. He will take away part of the customer source to form his own loyal customers, and through the integration and analysis of the personal information of fixed customers, to grasp the preferences of customers. , and through cooperation with e-commerce companies, use the platform to launch accurate advertising sales.
Mogujie and Meilishuo are currently mainly promoted through Weibo, which has attracted a large group of loyal customers. I think they can also promote and market through QQ and WeChat. On these two social platforms, people are more closely related. , are classmates, friends, or even relatives, so trust will increase. If it is spread by word of mouth again and again, I believe that the shopping community can win more users.