November 10th news, recently, China’s leading mobile Internet big data monitoring platform Trustdata released the “2018 China Mobile Internet Industry Development Report”, the report shows that 2018 Q3 mainstream E-Commerce Taobao, Jingdong, Tmall, user total The volume growth rate is stable, but the total number of users is almost zero.
In fact, in addition to the stagnation of user growth, the growth rate of the average number of monthly users has begun to slow down. According to the second quarter financial report, from the second quarter of 2017 to the second quarter of 2018, the average growth rate of the average monthly active users was 118.67%, 116.77%, 98.31%, 17.73%, 17.47%, respectively. From the ring data, the growth rate is continuing to slow down, and the growth has gradually “topped”.
Analyst Tang Kai believes that the fight depends on the social platform to cut in, the data in the early stage is gratifying, but the growth rate will inevitably slow down. The growth rate slowed down, and with the loss of some users, the ceiling came out. More importantly, the attributes of social E-Commerce may be difficult to retain users.
Previously, with the help of Wechat platform, the “social + E-Commerce” detonation marketing network has rapidly emerged, and the number of active buyers has increased to 340 million. Subsequently, Taobao, Jingdong, Koala and other platforms have also launched a similar group of social E-Commerce gameplay, the increasingly crowded track and the influx of capital, some problems of social E-Commerce have begun to appear.
After the early days of social E-Commerce attracted users through low prices, the quality problems of counterfeit goods and defective products caused social E-Commerce to fall into the storm of public opinion, resulting in more and more consumers losing. In addition, relying on Wechat external chain or The small program touches the user’s social E-Commerce, and user retention is the biggest problem.
On the one hand, social E-Commerce can reduce the marketing cost by using the convenience of social relationship and social platform information dissemination. However, based on the spread of social behavior, the business model that allows social E-Commerce to promote user social relationships is controversial. The essence of social E-Commerce is to attract users through good products and to fissile users through the promotion of active users. Customer cost. Social E-Commerce users rely on the social chain to attract users and conversions are the dividends brought by social attributes. The long period is unknown, and it still faces the problem of excessive harassment of users’ social circles and credit overdraft after fake traffic.
On the other hand, most social E-Commerce companies rely too much on small programs. Previously, the use of bargaining and massaging mode, relying on small programs to bring user fission, this rapid mode of acquisition is being imitated by more and more E-Commerce, and the small program track is becoming more and more crowded. However, according to Aladdin data of the research institute, the average number of Wechat applets stays around 13% on the next day, and only 1% in the two weeks. Because the small program’s “convenient operation, easy to use and go” and other characteristics, how to let users retain while quickly gaining customers has become a problem that small programs have been difficult to solve.
At present, the social E-Commerce industry has not yet fully formed. Many E-Commerce giants are also taking market share in different postures, and changing the development track of the entire market with a new attitude, competing for potential traffic in the consumer market of the social E-Commerce industry. After experiencing the barbaric growth period, the traffic tends to be fragmented, and the user growth rate may enter the bottleneck period. How to accurately flow, the user’s retention fission and the corporate image upgrade are urgent problems to be solved.