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当前位置: 首页 > 新闻 > 业界动态
从斑马会员看社交电商如何做品牌制造的“发动机”?
时间:2020-07-04 09:58:20
文章发布:李阳
原创作者:未知
来源:互联网

不久前的618狂欢,为2020年上半年划上一个尚算“圆满”的句号。据网经社预计,今年618全网交易额预计达到了1.2万亿元,而2019年的双11全网成交额为6000亿元,也就说今年618或是去年双11的2倍规模。

在这样一个特殊年份,618交上来的这份“答卷”提振了大家的信心。在这场狂欢大促中,除了哪些我们熟知的类似华为、小米、苹果、戴森等知名品牌实现热销,很多中小品牌也享受了狂欢红利。例如说,产自于山西阳曲的阳曲小米,与产自于河南省东部宁陵县的宁陵梨膏,也在618期间收获了很不错的销量,给当地的农人带来了不错的收益,助他们度过这个“艰难时期”。

也正是618让我们再次看到传统电商平台与社交电商平台的一个差异,中心化流量为主的前者,更多的是大品牌的“狂欢地”。而一些中小品牌,却正在利用社交电商的裂变传播特性,由好友、亲朋的分享,在社交平台上实现销售。

过去提到社交电商业界想到的就是低流量成本,经过几年的发展,带有私域流量等诸多光环的社交电商,正在成为许多新品牌打造的发动机。

已是“爆款”发源地?

过去的很长一段时间,中国市场呈现一种只有商品,没有品牌的尴尬情况。近些年,随着中国企业的多方努力,国货正在洗褪过去的标签,逐渐的向品质、性价比高的认知靠拢。据阿里研究院《2020中国消费品牌发展报告》显示,2019年线上中国品牌市场占有率达到72%,其中医药健康、美妆个护、食品行业线上中国品牌市场规模同比增幅位居前三。

相比于传统中心流量的综合电商平台,社交电商正在成为许多“爆款”的发源地。以阳曲小米为例,产自于山西省太原市的阳曲县,虽然这个地方有“谷乡”的称谓,可因为地处忻州与晋中盆地之脊梁地带,本地农人对互联网所知甚少,不知道如何利用网络去做宣传和销售,其在全国的知名度并不高,致使特产的“黄小米”虽然品质好、口碑好,却一直没能真正的“畅销”。

2018年11月,斑马会员旗下的“中国田”团队首次走进山西阳曲,与当地政府签署协议,并辅助阳曲小米供应商阳曲县供销联社建立起选品、包装、物流标准,另外还投入人力资源,协助供销联社培养电商运营团队。

2019年,阳曲小米在斑马会员上的销售金额接近241万元,同比增长了119%。2020年,新冠肺炎疫情期间,斑马会员还上线了“抗疫助农专区”,共销售阳曲杂粮产品26921单,约8万斤,合计金额68.649万元。据了解,随着阳曲小米在社交网络上的热销,其在传统电商平台的销量也迎来相似的增长幅度。

从中能够发现,阳曲小米在斑马会员平台上的增量,也会反射在传统电商平台上的增长曲线上。而这并不是孤例,传统电商平台流量过于集中,为了高效率的转化,势必更青睐于对流行品牌的扶持。而社交电商流量是货找人,精准匹配的特点,即是大品牌的销售渠道,也有利于一些中小品牌的打造和孵化。

正因为如此,传统电商平台也在纷纷打造自己的社交电商平台,例如阿里上线的淘宝特价版,京东打造的京喜,以及新晋电商老二拼多多,还有发力直播带货的快手、抖音等短视频直播平台。包括微信自己,通过小程序也在大力发展社交电商。

疫情期间,不仅仅是农产品通过社交电商平台,实现销路增收和品牌的打造,如“阳曲小米”在去年6月通过了地理标志证明商标认证。许多品牌商、线下店也是依靠社交电商、直播电商实现自救,据斑马会员公布的4.10交易数据显示,米面粮油等民生消费品及锅具等厨房用品成为平台销售增速最快的商品。其中食用油较去年同比增长440%,大米增长240%,锅具增长110%,地域特色美食增长120%。

社交电商对经济的影响力正在加深,过去印象里,它只是传统流量遇到天花板后的一个社交流量蓝海,可越来越多的案例证实,社交电商不仅仅是一个好的卖货渠道,也正在成为扶持新品牌的阵地。

社交电商扶“新”的三个优势

1、移动互联网时代就是社交时代,社交电商具备天然优势;

曾经央视广告标王是打造品牌的捷径。从1995年的孔府宴酒开始,十数年间几乎所有的央视标王都一鸣惊人地成为知名品牌。曾经连续两届抢到央视标王而名声大噪的秦池,销量迅速攀升,当时大有俨然一线名酒的势头。

时任厂长姬长孔打了一个流传甚广的比喻:我们每天向中央电视台开进一辆桑塔纳,开出的是一俩豪华奥迪。这就是流量的价值!当时央视是国内唯一能触及全中国家庭的媒体,因此有能力帮助标王一夜成名。

如今20多年过去了,中国发生了翻天覆地的变化,从传统媒体到PC互联网,再到移动互联网。与之前的时代不同,移动互联网呈现出去中心化的特点,或者说多中心化。央视仍然实力雄厚,但却没有了从前的流量中心化地位。

移动互联网不仅只是传递信息的新技术,而且成为了人们的工作生活方式。移动互联网APP林立,最核心的则是社交——人人实时在线,我们可能不网购不看短视频,但却无法不和其他人相互联系。不夸张地说,将移动互联网称之为社交互联网时代也不为过。腾讯、FaceBook等巨头,能够历经众多对手的多年冲击而屹立不倒,正是其社交平台的强大。

对于品牌销售而言,这时社交电商的优势便充分显示出来了:其一,社交电商可以通过自有和微信等社交平台的渠道进行扩散,理论上有机会触及每一个潜在用户,这是传统电商所不具备的短板。

其二,社交电商的核心用户非常精准,有助于品牌找到正确的人群、提高转化率。斑马会员遍布全国,有着不同的标签,通过后台大数据算法和会员的主动选择,就可以帮助品牌快速锁定潜在消费者群体。

2、社交裂变传播的特点,给小品牌迅速放大的机会;

拼多多从诞生到上市,只用了两年多的时间,创下国内企业之最。同样的路,阿里和京东走了十数年。是阿里和京东不如拼多多优秀吗?显然不是。之所以拼多多发展这么迅速,除了获得微信生态的流量支持外,另一个重要原因就是它充分发挥了社交裂变传播快速高效的特点。

社会上出现热点后,我们很快就能在朋友圈看到刷屏,并充斥微信群。当我们在吐槽拼多多帮助砍一刀的恼人时,拼多多已经实现了用户和市场的快速扩张。

这种现象反映出了社交裂变的两个特点:传播速度快,裂变效果惊人。

社交裂变同样可以应用在小品牌销售上,只要打开方式正确,就有望实现低成本的快速成长。社交裂变虽好,但并非没有门槛。小品牌依靠自身力量是不够的,毕竟它缺乏挖掘用户痛点和启动流量,但完全可以借力斑马会员这样的社交电商来实现。

阳曲小米的传奇便是这样创造出来的,短短两年时间,阳曲小米便成长为知名的地域性杂粮品牌,在线上占据着较高的份额。

3、“货找人”的倒链条,更利于品质“性价比”高的产品突围;

我们都知道,传统的商业零售模式,是“人找货”。消费者无论到门店还是浏览电商网站,都是商品被动地等待消费者的选择。渠道很大程度决定了商品销售的好坏,门店中的显眼货架、电商网站的优质展示位,都是品牌必争之地。对于大品牌来说,它们有实力砸钱去争取,小品牌往往只能望洋兴叹,马太效应愈发明显。

相比大品牌,小品牌的性价比高,更适合中低收入人群。中国经济虽然成长迅速,但仍有大量的中低收入群体。前段时间有关部门的统计数据显示,中国有6亿人月均收入不足一千元。在传统线下专卖和电商平台,小品牌能够露出的机会很小,供应端和需求端的脱节问题比较突出。

社交电商的出现,改变了这个游戏规则。如今,不但可以“人找货”,而且还能够主动地“货找人”,小品牌也有机会获得大流量。

在斑马会员平台上,一个新品牌商品要经过平台的严格审核后上架,会员将根据自己的经验和圈层的实际情况选择是否推广,这意味着可以扩散到精准的用户群体。小品牌在斑马会员平台上,不但主动 “货找人”,而且能实现“货”找到“对”的人。

2019年9月,原本在线下滞销的宁陵酥梨上线斑马会员,月均销售量20万斤以上,售后率长期稳定在0.8%,远低于行业平均售后率(3.2%)。

私域流量+标准化效应

根据浙江发布的《社交电商白皮书》显示,目前国内社交电商已是仅次于自营电商、平台电商的“第三极”。该白皮书预测,到了2020年,社交电商的用户数和市场规模将从2019年的4.22亿人和2万亿元,增加至7.73亿人和3万亿元。

社交电商也是标准的私域流量电商,社交关系总体上以熟人或准熟人网络为主,在微信、QQ等流量蓝海里,社交用户购买产品的诸多因素中,朋友或网友分享推荐理由占到了61.4%。斑马会员的用户群体以国内城市中等收入家庭为主,其中女性占比在90%左右,用户主要集中在国内经济排行TOP30的城市。

独特的用户结构,决定了平台热门品类上的结构,斑马会员主要聚焦中产人群衣、食、住、行、购、娱、学等家庭生活领域的消费。2020年前五个月里,斑马会员APP累计销售湖北农产品在1345.9万元,而助农扶贫项目“中国田”项目,从创立至今累计帮助近69个县市,将近75个农特产扶贫项目,带动的农产品销售约10亿元。

在整个过程中,斑马会员平台上走出了很多农产品品牌,也走出了包括溯黎、路季妮、蓝嘉、YPEPRO、等知名度较高的自营品牌。那斑马会员为何能够较为成功将一些小品牌孵化出来呢?天浩认为主要做对了两件事:

首先,精准私域流量优势; 相比很多社交电商,斑马会员自推出以来,并未走粗放的发展路线,而是聚焦国内拥有极高消费潜力和人数规模的中产人群。同时,会员消费占据了平台销售额的95%,从保健美妆到百货家清等各个领域,女性消费品长期占据平台销量榜单的前几位。

人群的精准,意味着平台上数千万“触点”,又会覆盖到更多拥有相同消费习惯、消费喜好的人群,它能够为无论大品牌、还是中小品牌,提供消费意愿极高的精准目标人群,对于提升复购率而言有极好的帮助。

其次,供应链标准化优势; 从上文提到的阳曲小米、宁陵梨膏两个案例中能够看出,斑马会员平台对于农产品扶持,不仅仅是给流量、给推荐位,即授人予鱼由授人予渔。

要知道,农产品和工业品在商品属性上有很大的区别。工业品的生产是标准化的,而农产品的生产却存在很多的“变数”。因此对平台供应链能力有很高的要求,倘若入驻平台的农产品产量小、品质不稳定、包装/物流不够规范,都会影响消费者最终的消费体验,决定了他们是否会长期的进行购买和消费。

传统印象里,社交电商就是靠裂变传播快速销货,可很多人忽略了,一个成熟的社交电商平台必须具备“信任”这一关键元素,只有信任构建完成了,这些分享行为才能持续的产出商业价值。斑马会员一方面聚焦在精准人群的打造上,另一方面在供应链能力上也非常重视。以农产品物流和售后两个较难标准化的环节为例,斑马会员曾对宁陵梨膏扶贫车间的物流运输进行了专业化指导,包括内包装防撞设计、包材筛选、外包装视觉设计、ERP订单系统接入、一件代发物流试寄等。

另外,根据平台大数据分析,发现宁陵县所在的商丘地区某快递公司在时效、破损率控制、运费标准等方面,综合得分最高,之后,建议扶贫车间转用该快递服务,物流原因即将退换货率由先前的2.7%降至0.2%。

随着大量的社交平台涌入微信、QQ等流量蓝海,意味着社交电商的流量优势会逐渐被抹平。因此,社交平台在用户群体中的“口碑”变的极为重要,构建精准的私域流量,可以进行更精细化的运营。

而供应链打造能力,更是社交电商未来发展的一个分水岭,那些缺乏这方面能力的平台,将会逐步的被替代。

相信,未来将有更多的中小品牌,会从社交电商中走出,成为知名度较高的国民品牌。

社交电商2.0时代比拼的是“造新”能力

随着传统电商的发展到了自身边界,社交电商、直播电商等新零售模式兴起,线上渠道零售规模也迎来持续提升。随着行业由小做大,由稚嫩到成熟,社交电商即将进入自己的2.0时代,更多的新模式会诞生。例如说,2019年10月,斑马会员上线会员直播带货功能,截止今年4月,已经有1731名会员在斑马会员上开展了直播带货,直播总场次达到6542场,直播总成交额超过1亿,单场直播最高销售了600万。

移动互联网时代,消费人群被无数个APP“打碎”,社交电商的兴起,使更多的细分领域被中小品牌挖掘和推广,并向着许多传统、主流的品牌发起了挑战。在社交电商的下一站里,比拼的将是“造新”能力,哪家平台能够持续的孵化新品牌出来,哪家平台将会走得更远。

为何说,社交电商2.0时代的开启,是许多中小品牌的一次机遇呢?天浩认为,主要是三个原因:

首先,传统电商平台流量获取的红利衰退,社交电商平台具备的成本优势,是有利于中小品牌发展的一个因素。

其次,社交电商平台能够触达更为精准的人群,围绕人群的裂变传播特质,决定了社交电商货找人的特性,这也是有利于中小品牌脱颖而出的因素。

最后,消费社会的持续推进,消费者越来越细分的需求,催生很多小众市场。中心化电商平台为了流量转化的效率最大化,必然会倾向于一些“兼容”大众消费的商品,而社交电商却是解决消费者长尾需求的一个重要渠道。

社交电商不再是低价引流的一个渠道,对于大多数品牌而言,其“价值通道”的价值远远大于单纯的“销售渠道”的价值。站在消费者角度来看,只有那些持续的给他们提供优质、性价比高商品的社交电商,才能获得他们更为长久的“垂青”。

毋庸置疑,随着社交电商持续的演变,进入了2.0时代,平台是否具备打造新品的能力很重要。只有流量成本优势+选品的优势结合,社交电商的效率才能够得到持续的保持。

从流量蓝海到“新品牌”的发动机,蜕变后的社交电商能给我们带来更多的想象空间。


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