Apr 09, 2022
In Welcome to the Food Forum
The ability to carry goods is the core competitiveness of the e-commerce industry, and its essence is the strength of users' trust in goods. text message service As content socialization and sharing social models become more mature, building product trust may be a new growth point. I don’t know since when, the products that do e-commerce on the market have been busy with content, and the products that do content are eager to receive e-commerce. After all the giants entered the market, the two forms of social delivery of content, grassroots and bargaining, gradually moved from rivalry to integration. This article only analyzes the two most popular social e-commerce models and their possible new growth points from the perspective of "commodity trust building". 1. Content-based social delivery Content-based social delivery, such as the original Xiaohongshu, what is worth buying, to content (shopping guide) platforms such as Douyin, is essentially to transfer product parameters, performance, functions, usage scenarios, and usage effects to products through content expression , so as to build product trust. The so-called short video and live broadcast are just a form of expression. From pictures and texts to short videos to live text message service broadcasts, the efficiency of information transmission is improved. The conversion effect of the final delivery reflects the strength of the content producer's ability to build product trust. The ideal state of the current content carrier is to continuously build the trust of a single product, accumulate the trust of the audience, and be promoted to KOL in the professional field. For example, the large-scale "designer A Shuang", who is deeply involved in the decoration field, has accumulated nearly 20 million fans on Douyin due to his clear and fast-paced expression style. At present, her video content has been introduced into the Taobao community for direct conversion. In reality, it is extremely difficult to build a head KOL through gradual accumulation + accidental luck. So someone came up with the idea of a celebrity V to bring goods across borders, the essence of which is to transfer their credibility to commodities. However, text message service in fact, due to some celebrities and big V's lack of understanding of the product itself, it has resulted in failure to build product confidence and frequent rollover accidents with live broadcasts. From the perspective of actual ROI, the cost-effectiveness of star-delivered goods is not high, and not all merchant brands can afford it. In order to solve the shortage of high-quality content production capacity, the usual "three-axes" of content platforms are to build a PCG production team, sign contracts for batch incubation.