道道网讯 2019年,中国社交电商整体规模已达2万亿以上,增长63.2%,在网络零售中的占比超过20%,渗透率达到71%,成为电子商务中增长最快的部分。根据交易规模,社交电商平台现已形成千亿级、百亿级以及百亿以下三个梯队。
在当前阶段,争夺社交流量、抢占下沉市场和满足消费需求是社交电商发展的三大核心驱动力。
亿邦智库认为,随着用户需求的持续多元化,社交电商正在从一种电商模式进化为新的商业底层逻辑,即通过关键人物(KP,Key Personnel)的介入,创新、重构零售场景和链路,来获得、运营、转化和服务用户,最终形成新的商业生态。
而在价值实现方面,社交电商表现了吸纳就业、加速实体数字化进程、助力消费升级和助力农村扶贫等社会经济价值,以及提高转化率、增强用户黏性、降低营销成本和提升品牌机会等零售价值。
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