3 days fans increased 1.57 million, sales of 17.77 million yuan, 樂天集運 of more than 90,000 people ...... This is after Liu Weihong, shake the short video platform again "phenomenal" fire live, and the main character of this live is the New Oriental.

"'Everythingwilldisappearfinally' everything will eventually fade, but there are always stories that will be passed down." Unlike the past "lulling" mode of live broadcast, this kind of narrative is eye-catching and successfully exploded. After the fans, sales, stock prices rose, the new East in a large number of sellers in the loud call, will be aimed at TikTok live selling goods, quietly recruiting people.

The new East will be looking at TikTok live selling, quietly recruiting. domestic social e-commerce is hot, overseas social e-commerce is also in full swing, and the layout of the cross-border e-commerce platform or also for this runway like a fish. on July 5, cross-border e-commerce B2B platform Dunhuang announced the official upgrade to Dunhuang Group. The company contains two main brands of centralized cross-border e-commerce platform DHgate (Dunhuang) and decentralized social e-commerce SaaS platform (MyyShop), producing a dual-engine drive.

In recent years, social e-commerce has created myths for many brands at home and abroad. The company has been focusing on small B2B export platforms for 18 years, but what is the intention of this action layout?

The "myth" of social commerce

"A short video, a day sold 15,000 pieces of products, just a week sold a year of volume, resulting in inventory tension for three months," this is the pharmaceutical hot PeaceOutSkincare create in the sales myth.

During the TikTok traffic explosion during the epidemic in 2020, PeaceOutSkincare paid attention to this emerging social media platform and tested the waters, and became, in one fell swoop, to have the "myth" mentioned earlier.

And for example, such as this, relying on social media platforms to complete the volume of sound, sales flush rise of cross-border brands and national brands are numerous. Cross-border brands such as the long-term leading independent station big brother SHEIN, swimwear brand Frankiesbikinis, brand home Newme; domestic brands beauty category such as flower Xizi, perfect diary, Fei Luer and so on. Among them, Newme's GMV all comes from TikTok, 95% with the help of short videos and 5% from live streaming. [1].

The fact that it helps these brands to achieve both volume and sales is 樂天JAPAN to the effectiveness of social e-commerce operation logic. What is social e-commerce? Specifically refers to rely on social platforms, SNS, Jitterbug, Facebook, social media, network media communication channels, based on sociality, customer-generated content and other ways to assist the purchase and sales behavior of goods, and to care, share, communicate, explore, interact and other socialization elements used in the e-commerce transaction process.

The underlying logic of its operation lies in: first, the association between people, the relationship between people is to build social, including building relationships, building trust, to achieve value exchange; second, shopping scene diversity, different from the traditional e-commerce centralized approach, social e-commerce is a decentralized approach, the need to constantly build new shopping scene, the process will continue to break the previous inherent consumption scene, outward Expanding traffic; third, low cost to get quality customers, connecting goods and meeting user requirements, compared to the first two points, the third point is more on the ground implementation and overall planning of operational programs. According to the first two points of the pavement, users in the shopping method from "search" to "discovery", stimulate their unplanned purchase behavior, and through the incentive system to make users to carry out active sharing, and thus reduce costs.

In essence, social commerce is about using people as a bridge and shopping scenarios as a private domain to finally sell and convert products. According to Accenture's report, the global social commerce market will reach $123.2 billion by 2025, with a compound annual growth rate of 26% between 2021 and 2025, far exceeding the growth rate of traditional e-commerce (11%).

It is foreseeable that there will be more cross-border brands or national brands relying on this approach to become popular in the future.

Behind the "myth" is the reconstruction of cross-border trade chain

The fire of social e-commerce allows every content creator to become a marketing 樂天集運 marketing channel, and also allows every small and medium-sized enterprise to reach customers directly, connect to the world and create more "myths". In fact, the occurrence and popularity of this approach is also behind the reconstruction of the cross-border trade chain.