研究和市场预测，社会贸易将grow at a 31.4%在2020年至2027年之间，复合年度增长率（CAGR）。他们估计到2027年它将增长到6045亿美元。他们认为，到2027年，仅中国社会商业市场将价值10033亿美元。显然，许多人正在使用社交媒体作为一个市场帮助他们购物。
Social commerce involves brands using social media to sell goods and services. This includes video channels, such as YouTube and TikTok, and messenger services, such as Facebook Messenger and WeChat (China's largest messaging app), as well as more traditional social media apps, such as Facebook and Instagram. Many social networks have recognized the importance of social commerce in recent years, making it easier for brands and consumers to interact. Examples of these are Instagram shopping posts and YouTube product storefronts. Social commerce tends to be more interactive than the typical eCommerce experience.
So far, there are more examples of social commerce in China than anywhere else. However, this will undoubtedly change as more people recognize the potential of buying and selling directly from their social apps.
Not all of the examples we have given are complete examples of social commerce – it is still early days for firms to solely use social media for all stages of their marketing and sales. But all of these brands are trendsetters, using at least some of the major aspects of social commerce.
8个社会贸易示例：
1。Pinduoduo
在许多方面，Pinduoduo是中国社会贸易的固定。它可能比全球任何其他公司都更喜欢社会贸易。如果您还没有听说过，那纯粹是由于您的住所。
Pinduoduois China's leading social eCommerce platform. Indeed, its Gross Merchandise Volume (GMV) is now greater than JD.com, meaning that Pinduoduo holds the second spot in China for all eCommerce, beaten only by the giant Alibaba.
该公司针对中低级的消费者。它使用该网络的迷你程序功能在微信上建立了一个社会商业平台。
Interestingly, however, Pinduoduo generates nearly 90 percent of its revenues from advertising fees collected from merchants.
Pinduoduo推荐的用户体验中心ation feed. Users enjoy an interactive and enjoyable experience shopping on their app by integrating games and social interaction. It also embraces livestreaming because they saw that consumers were more willing to purchase categories that traditionally performed less well on eCommerce platforms if they could see the product in action and ask relevant questions.
2.Yunji
Another company to leverage WeChat and their Mini Programs is Yunji. Like Pinduoduo, Yunji was founded in 2015. More recently, however, it has taken advantage of WeChat to acquire, engage, and sell to users.
Unlike Pinduoduo, however, Yunji focuses on direct sales, which make nearly 90% of its revenues.
Yunji使用基于会员资格的模型。人们通常会付费加入Yunji。这使他们获得了一系列福利和折扣，并获得了开设自己的微型商店的许可。成员因成功销售给他人以及招募新成员而获得补偿。
Initially, Chinese regulators considered this model too close to a pyramid scheme and banned the company for a time. Indeed in 2017, a local government slapped Yunji with a $1.4 million fine for pyramid selling. As a result, Yunji revamped its marketing strategy. One change was to reward salespeople with virtual Yun-coins, are not redeemable for cash and only usable as coupons for future purchase.
3。梅图恩
梅图恩-Dianping, a Chinese food delivery giant and services platform, integrates social elements in its platform to boost user engagement for food delivery from restaurants. It features a new group buying feature that it hopes will help the company consolidate its foothold in lower-tier cities.
As with many Chinese companies, this feature utilizes a WeChat Mini Program. The company has named this app Pinhaofan. People interested in dealing with Meituan can share links with their friends and family to earn discounts through group buying.
The company offers generous subsidies to customers who use the feature and promises free delivery with no packaging fees.
梅图恩is still trialing Pinhaofan, and it only has limited availability (as of July 2020, it was being trialed in Wuhu, a third-tier city in eastern China's Anhui province). It has also set some limitations at present, with customers who place orders together having to order from a limited menu at the same store. Also, each user can initiate or join up to four orders every day.
4.Alibaba
Livestreaming has been an integral activity for many Chinese millennials since 2016. Alibaba broadcast a "See Now, Buy Now" fashion show for the first time during the 2017 Singles Day. The show enabled consumers to buy the latest creations of 80 brands, including Adidas, Burberry, and Gap. Viewers could see these products on the Tmall platform in real-time.
The massive eCommerce store discovered the benefits of livestreaming as a marketing tool. They could present products in a video, answer consumers' questions in real-time, and carry out live promotional offers to encourage people to buy products.
阿里巴巴现在经营着一个直播平台，淘宝现场。它在2020年1月的销售商的现场会议上增加了110％。TAOBAO在Covid19期间向更多的卖方开放了数字服务，并且在首次使用实时流媒体的用户数量增加了719％。一月和2020年2月。
Alibaba is looking to encourage livestreaming in the rest of Southeast Asia via the platform Lazada.
5.Perfect Diary
完美日记已经是中国最畅销的美容品牌之一，尽管仅在2016年推出。它在中国的社交平台上很受欢迎，包括中国社交购物应用程序Red。188滚球地址它通过采样和标签广告系列吸引了红色的用户。Perfect Diary的产品在Red的半年度美容奖中排名了多种类别的前十名。
The company also heavily uses WeChat. It operates a network of 500-person WeChat groups to which users are invited to join via the brand's official WeChat account. It directs users to "friend" a virtual brand-created influencer named "Little Miss Perfect" as well as another virtual mascot, "Little Miss Beautiful." Perfect Diary uses these accounts to answer questions and update group members on new products. It also shares links to campaigns, including livestreams, giveaways, and Mini Programs.
They were the first to use a new live streaming feature launched by WeChat during the lockdown. WeChat figures suggest the number of its visitors increased ten times, and the conversion rate was three times higher than on other platforms.
Thanks to WeChat, Perfect Diary became China's third-largest cosmetics brand in just three years.
6.Avon
Avon is probably best known for its door-to-door marketing. However, new owner, Natura & Co, have done their best to drag it into the 21英石Century.
Avon began back in 1886, however by 2018, it was struggling to modernize from its traditional model. They appointed VaynerMedia London to create marketing tools that would inspire Avon's 5 million beauty advisors to become the "authentic voice of the brand." Their initial focus was on the British and South African markets.
They focused on using a variety of social channels to find new sellers of Avon beauty products. Indeed, in the UK, the number of people willing to sell Avon beauty products doubled during the lockdown months of March, April, and May 2020, compared to the comparable 2019 months.
One way they did this was the extensive use of chatbots to encourage customer engagement. They used a special plugin and camera filters to help potential customers test lipstick shades before buying them.
7.New Balance
New Balance recognizes that 85% of social media orders come from Facebook. So it has placed much emphasis on selling and marketing via that social platform. They use theFacebook商店广泛。商店应用程序允许您在Facebook上单击几下创建商店。
When you go to theNew Balance Facebook page，，，，the first thing you notice is a big button at the top right saying, "Shop Now." Also (on the desktop version at least), New Balance's Messenger chatbot opens, ready for you to start a conversation with them.
As you go down each post, you will notice a gray "Shop Now" button on each post, once again allowing you to buy the relevant pair of shoes the post promotes.
8.FlyAway BlueJay
FlyAway BlueJay has learned the value of using Buyable Pins on Pinterest to acquire new customers. FlyAway BlueJay sells curated handmade pieces from small artisans. They made a conscious decision to try and increase mobile sales and decided that Buyable Pins would help them reach new customers, drive leads, and hit their sales goals.
尽管传统上，个人美容产品和珠宝一直是Bluejay的最大卖家，但可买到的别针也扩大了许多其他类别的销售。
One notable statistic is that 100% of Buyable Pins sales are to new customers. Also, the Buyable Pin sales account for 20% of their overall sales and 28% of their website traffic during holidays. In fact, the company receives more orders from Buyable Pins than from any other traffic source.
经常问的问题
社会商业会很大吗？
研究和市场预测，社会贸易将在2020年至2027年之间以复合年增长率（CAGR）增长31.4％。他们估计，到2027年，它将增长到6045亿美元，仅中国社会商业市场将在1.033亿美元中价值1.33亿美元2027年。许多社交网络已经认识到近年来社会贸易的重要性，使品牌和消费者更容易互动。
What is Pinduoduo?
Pinduoduo是中国领先的社会电子商务平台之一，在所有电子商务中排名第二。188滚球地址他们的目标受众是下层中产阶级的消费者。它的用户体验是围绕浏览和互动以及以推荐提要为中心的，而不是更常规的，基于搜索的发现模型。它鼓励消费者至少组建两个“团队”，以获取较低的价格。用户通过集成游戏和社交互动来享受在他们的应用上购物的互动和愉快的体验。
Yunji如何工作？
Yunjiuses a membership-based model and people typically have to pay a fee to join Yunji. This gives them access to a range of benefits and discounts and permission to open their own micro-stores. Members also get compensated for successfully selling to others, as well as recruiting new members.
Is Avon still well-known in the UK?
Avon’s new owner, Natura & Co., has put in a lot of effort to make sure that Avon keeps up with the times. One way they achieved this was with the extensive use of chatbots to encourage customer engagement and focusing more on using a variety of social channels to find new sellers of their beauty products. Thanks to their efforts, the number of people who are interested in selling Avon products doubled in March, April and May 2020.
完美的日记很受欢迎吗？
完美日记在短短三年内就成为中国第三大化妆品品牌。他们是第一个使用微信在锁定期间推出的新的实时流传输功能的人。微信的数据表明，其访客人数增加了十倍，转化率是其他平台上的三倍。188滚球地址更重要的是，Perfect Diary的产品在Red的半年度美容奖中排名了多种类别的前十名。
