iwom watch 2012 compilation_ecommerce (part 7)
TRANSCRIPT
© 2011 CIC IWOM WATCH © 2012 CIC
IWOM WATCH COMPILATION 2012
IWOM WATCH
网论观察 2012
PAGE. 3-4
eCommerce and Customer Care PAGE. 5 eCommerce Development in the Last Year PAGE.6 eTao’s Comparison Feature and Brand Cooperation
E-COMMERCE
Summary
Chinese social networking site Renren has recently collaborated with CHANet to launch an ecommerce platform that offers rebates on purchases from www.renrenfl.com (still under building). Renren has so far partnered over 200 e-commerce sites, including e-commerce giants Vancl.com, Newegg.com.cn, 360Buy.com and Mbaobao.com. Users can earn bonus points for shopping at partner sites and redeem them for Renren services or cash coupons. Renren users can also use their accounts to log in to hundreds of e-commerce sites for an even more convenient, and social, online shopping experience.
3
eCommerce and Customer Care
Renren’s Rebate Service Reaps Rewards
CIC View
Renren’s rebate service represents a landmark cooperation between SNS and e-commerce, which benefits both brands and consumers. By establishing a new marketing model, Renren have taken a big step in monetization of social media and increased community and user stickiness. Its ecommerce partners can use Renren’s platform to spread discount information and reach more potential customers. Users benefit from this integration with an improved shopping experience, including redeeming points for Renren services, cash coupons and bonuses on partner sites. Social media is imposing increasing influence on sales and all the while, developing a standard of measurement for social engagement efficacy.
4
Boost interactivity
SNS Media
Renren Users
Improved shopping
experience
Redeem points &
cash coupons
Information about
discounts
Bonus points from
partner sites
Ecommerce Sites
More potential
customers
Monitoring
Lower costs
Spread of discount
information
Profit growth
eCommerce and Customer Care
Renren’s Rebate Service Reaps Rewards
CIC View
eCommerce is evolving to incorporate social sharing sites, like Huaban, to social purchasing sites, like Mogujie, then to price comparison websites like Etao. The development of ecommerce hinges on making purchasing ever more convenient. The process of finding the right product has two simple principles; suitable goods and a suitable price. Mogujie takes care of the first part and Etao looks after the second. If one ecommerce site had these two features, it would be a breakthrough.
eCommerce Development in the Last Year
Social Connection and Ecommerce
Social Sharing
•感觉杂了点
•希望别变成淘宝店长集中营[link]
Social Purchasing
•蘑菇街的东西好给力啊！！！！我还正愁着怎么在网上淘
到特好看的东西呢！！！给力[link]
Price Comparison
•一淘垂直比价太牛了，以后出差就方便了，刚与员工做好
交流，花了十分钟时间在一淘上搞定一家只花188元在上
海松江的四星豪华酒店[link]
Social Sharing
Price Comparison
Social Purchasing
Boom in “Pinterest” drives a connection between social and ecommerce. Etao is far beyond this, it combined goods search and price comparison, making shopping more convenient.
5
6
Brand Could Cooperate with eTao to Tackle Netizens’ Concerns
eTao’s Comparison Feature and Brand Cooperation
Sample Quote: 自从有了一淘网, 再也不用担心东西买贵了, 买东西用一淘比价, 那里便宜去哪里.[link] I do not need to worry about high price products anymore, because I could use eTao price comparison feature and buy any cheap products I want.
Sample Quote: 其实一淘比价真的不错，可以比价，还有推荐，有聚划算…让网购更加便宜…[link] The price comparison feature was really good…it made online shopping more affordable…
Sample Quote: 至于一淘，因为实在太淘宝，重复多，质量不咋地，满意少[link] As for eTao, it was based on taobao.com, too many products seem alike, low quality, and really hard to satisfy customers.
Sample Quote: 一淘上怎么都是假货丫，还让不让人买了[link]Why there were so many fake products on eTao? How could I shop on this website?
Positive: Cheap Price
Brand Could…
CIC View Netizens did like to shop on eTao thanks to the comparison feature and cheap price. However, some of them worried about fake products and quality problems.
Brands could cooperate with eTao to launch campaigns, promotions of ensured products, and advertise themselves via the platform.
Negative: Fake Product
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2012: 2012 IWOM Watch Travel Special Edition | view IWOM watch Compilation 2011 | view 2011: IWOM watch Special Edition: Microblog | view 2010: IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch compilations from 2006 to 2010 (part 7) - How brands marketing under social media age | view IWOM watch compilations from 2006 to 2010 (part 6) - Interaction in virtual gaming world between brands and netizens | view IWOM watch compilations from 2006 to 2010 (part 5) - The inspiration from “Shai”,“Show” culture for brand marketing | view IWOM watch compilations from 2006 to 2010 (part 4) - Spoof – Brand’s “ending” or “chances”? | view IWOM watch compilations from 2006 to 2010 (part 3) - Viral videos storm come up with brands | view IWOM watch compilations from 2006 to 2010 (part 2) - Brands Crisis upgrade to 2.0 | view IWOM watch compilations from 2006 to 2010 (part 1) - New product promotion way through new media - Seckill & Group purchase | view
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