左手游戏右手电商-如何刷新社交电商新玩法?

千亿GMV,京东用了10年,唯品会用了8年,淘宝用了5年,而新晋社交电商拼多多仅用时3年不到,便一跃攀升至国内三大电商席位。在以300亿美金身价赴美上市的传言中,近日更是向SEC递交招股书,博得“社交电商第一股”的头衔。

消息一出,一时间争议蜂拥而起,更引起市场是对社交电商模式的新一轮的思考与反思:在社交电商这条幽深的隧道里,究竟还能跑出怎样的新鲜玩法和新锐独角兽?

撰文 | 钱皓,陈国国亦有贡献

排版 | 七寒谷

一、社交电商:海纳百川,有容乃大

作为电商界的新物种,社交电商的“正规军”身份已完全被市场认可,也试验出了包含各类成熟的商业模式,接下来,皓哥将为精炼地梳理一下行业。

微信互联网红利巨大,核心体现在触达下沉增量人群与低成本获客上。

和互联网时代的浏览器相似,微信占据用户55%的线上时间,成为移动互联网时代的超级入口。而对比5.5亿月活的淘宝,微信拥有10亿月活,下沉触达了一批以往电商未能覆盖的增量用户,且熟人关系链也更适合通过拼团、分销等社交裂变方式,降低商家的获客成本,对苦于市场饱和、流量成本高的电商而言,无异于巨大的市场红利。

在这样的结构性机遇下,孕育出多元的社交电商模式,其中4种较为典型代表:

拼多多:以低价拼团为核心吸引力,通过好友拼团、抽奖等玩法迅速聚集大量用户,并以低门槛的促销活动持续刺激用户,再以大额订单反向引导商家低价供货;

云集:典型的S2B2C的模式,通过整合供应链和服务网络,为拥有销货能力的个人提供统一的货物、仓配、营销等服务,进而最终共同服务C端用户;

一条:平台主打中产人群,从公众号等内容起家,通过图文、短视频等优质内容向用户分享有生活品味及态度的精选商品,刺激购买欲望,进而实现内容电商的购物转化;

享物说:采取社区化运营思路,建立体系化的代币(小红花)机制,进而打造出针对闲置物品的分享型的封闭交易社区,形成巨大的“流量池”。

左手游戏右手电商,如何玩转新社交电商

伴随着小程序的成熟,除以上模式外,社交电商仍有许多新玩法值得探索,比如在这次618中崭露头角的“靠谱好物”,便将拼团、内容电商、积分体系熔于一炉,创造全新的模式。

该模式围绕社交电商生态,以“品牌+供应链+工具+消费者”,在公众号、APP、小程序分别布局,形成靠谱实验室、靠谱好物、靠谱小程序三大板块,以集团作战方式完美吸收各大模式所长,更获得新榜千万级天使轮以及顶级供应链服务商近亿元级A轮战略融资,是一个值得研究的新标的。

二、战绩=前端流量+后端供应链

为了探明这个新模式的潜在矿藏,皓哥透过圈内好友,成功拜访了这家尚处于早期的社交电商新秀创始团队,看到冰山藏于水下的99%的神秘。

捷报频传:100天,GMV从0跨越到2000万,618年中大促期间,单周GMV大幅增长800%。而在广州小程序峰会互动中,被提及的线上活动“天使之橙”仅在2小时内便完成18万用户裂变。气势如虹下,靠谱好物快速增长的“达芬奇密码”值得细究一番。

围绕前端用户体验,博采众长,多线齐发,创造出流量新打法。

在这方面,最让皓哥耳目一新的是其构建以钻石、碎片为机制的积分体系。在这套体系中, 平台分别列出了每日任务、连续登陆、等级奖励等三大板块,用户只需登陆能免费领取一定数量的钻石,并能转换为碎片进而兑换平台上的实物商品。

和其他电商平台不同的是,领取钻石的界面底图便是商品,方便用户直接购买,同时通过钻石激励用户分享给好友,更具互动性。如此一来,其将游戏中的任务玩家和付费玩家引入电商体系形成闭环,构造了分享式品质电商平台,在“为拼而拼”的模式外,创造全新玩法。

每日任务-连续登陆-等级奖励每日任务-连续登陆-等级奖励

围绕这一核心玩法创新,其还借鉴社交电商先驱们探索的经验。先后上线拼团服务手气团、抢好物等流量玩法,为各大品牌商提供有效露出资源,并利用旗下靠谱实验室公众号,联合积累的自媒体、KOL等资源,每期以用户体验、测评等方式向用户推介新品,与商城发挥协同效应。

同时,对新零售着重强调的线下购物场景,也火力全开。4、5月期间,其便开始为618预热,联合京沪两地核心商圈王府井APM、西直门凯德、长宁龙之梦、环球港等6大商场,开展靠谱好物快闪店。而在618前后两周时间内,其在全国15个一二线城市10万块电梯广告屏上强势霸屏。一套组合拳之下,两者在完成线下引流至线上的同时,也强化了一二线用户的品牌认知,增加了用户信任。

在后端供应链上,靠谱好物创始人拥有6年慧聪网B2B电商运营经验,且获得全球顶级供应链服务商近亿元A轮融资,供应链资源雄厚。

历经老牌B2B电商平台的多年积累,创始人魏明杰已掌握了良好供应链资源,对垂直品类竞争格局也形成深刻认知,制定了清晰的品类扩张策略。平台避开在重度垂直的女装、母婴等品类的消耗战,聚焦在居家生活、户外运动、智能家电、美妆个护等四个品类,围绕年轻人的生活方式为主旋律。

目前,平台已有500家主流品牌商家入驻。

6月20日,更是受戴森盛情邀约,亲赴新加坡戴森亚太总部参观。而2018年年初,全球顶级供应链服务商的战略投资,无疑给其供应链优势再次加码,为其618喜人战绩奠定了强大后盾。

参观戴森总部参观戴森总部

三、社交电商下,重新演绎流量神话

靠谱好物作为尚处早期的社交电商,其新鲜的流量玩法为其带来了快速增长,可圈可点,但也必须清醒地认识到:借助流量新玩法取得红利的同时,还得加强对后端供应链的掌控力,这才是真正的护城河。

靠谱好物的玩法背后,最大的亮点在于将游戏积分体系等玩法融入到电商中,让购物更加娱乐化,深刻洞察了用户追求实惠、享受娱乐的心理,也刷新业内对社交电商的边界设定,推动模式的持续创新。

正如前文所言,尽管社交电商作为一种新模式刷新了用户的购物体验,但是在这种千篇一律的简单直接的方式下,用户愈发喜新厌旧,审美疲劳感增加。而游戏早已运用成熟的激励机制,其围绕对应的权力、道具所建立的等级成长体系,却能鼓励用户持续投入和消费。

靠谱好物引入游戏化的玩法,通过积分体系替换各类优惠券,既能让利用户,为购物乐趣赋予更多内涵,更能不断唤醒用户,提升用户活跃度。例如,针对时下大热的世界杯,其专门上线竞猜等多款引流的小程序,成为电商平台中一道稀有的风景。这种玩法创新无疑将打破固化认知,在引领社交电商模式不断推陈出新中,成为行业重要一极。

靠谱好物引入游戏化玩法靠谱好物引入游戏化玩法

竞猜引流小程序竞猜引流小程序

回顾互联网发展史,多数成功的模式都是以前端的流量红利为筹码,以此撬动后端供应链,通过规模效应降低供应成本反哺用户体验,形成品牌竞争的护城河。而靠谱好物想要进入社交电商“名人堂”,同样需要在这一历程中完成蜕变。

多数电商平台早期用户体量小,在供应商面前议价力有限,只能通过流量红利+补贴吸引用户。随着平台订单规模的不断扩大,逐渐获得了与厂商平起平坐的议价权,并基于规模效应累计,压低成本,在补贴力度降低的同时仍能为用户带来极致体验,最终形成品牌竞争力。

而在社交电商这场围绕“人、货、场”的游戏中,各类新模式以新增量人群与新玩法为养料,百花齐放,冲击着旧电商秩序。成立于2016年的靠谱好物,集众多模式于一身,既是对社交电商的阶段总结,也开启了新征程。而其所代表的新物种,若能完成从掌握流量到整合供应链的跨越,或将演绎出新模式下的流量神话,打开崛起的命门。

四、结语

九层之台,起于累土。在整个社交电商发展洪流中,一点一滴的创新或许只是沧海一粟,而聚沙成塔后,厚积薄发下必能成为影响趋势走向滔天巨浪。而能否驶向未来,需要靠谱好物紧紧掌好自己的舵。​​​​



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