社交電商作為一(yi)種基于社會(hui)化(hua)移動社交而迅速發展的(de)新興電子(zi)商務模(mo)式，自2013年(nian)出現后經過六年(nian)高速發展，2019年(nian)已經進(jin)入(ru)穩步發展階(jie)段。2019年(nian)是(shi)中(zhong)國互聯網協會(hui)微商工作組連(lian)續第(di)五(wu)年(nian)發布(bu)社交電商行業發展報告(gao)，報告(gao)明確指出中(zhong)國社交電商行業已經進(jin)入(ru)下半(ban)場，從引(yin)流模(mo)式創(chuang)新到(dao)系統化(hua)運營升(sheng)級的(de)進(jin)化(hua)是(shi)2019年(nian)中(zhong)國社交電商行業的(de)主旋律。

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中國互聯(lian)網協會研(yan)究部主任助理王朔發(fa)布報告

隨著中(zhong)國(guo)互聯網(wang)行(xing)(xing)業(ye)(ye)(ye)人口(kou)紅利逐漸消(xiao)(xiao)失，電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)獲客(ke)成本顯(xian)著上(shang)升(sheng)，低端(duan)市(shi)場愈發(fa)受到(dao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)企(qi)(qi)業(ye)(ye)(ye)的關(guan)注，消(xiao)(xiao)費者對(dui)低價(jia)產品存在大(da)量(liang)(liang)需求(qiu)(qiu)，同時消(xiao)(xiao)費兩(liang)極化(hua)(hua)(hua)和(he)(he)(he)(he)大(da)眾創業(ye)(ye)(ye)就業(ye)(ye)(ye)需求(qiu)(qiu)導致2019年(nian)社交(jiao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)(xing)業(ye)(ye)(ye)穩步發(fa)展(zhan)。2019年(nian)中(zhong)國(guo)社交(jiao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)(xing)業(ye)(ye)(ye)表現出(chu)參與(yu)者人數眾多(duo)、交(jiao)易額巨大(da)、創新(xin)不斷，明星企(qi)(qi)業(ye)(ye)(ye)頻(pin)現的特征，社交(jiao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)企(qi)(qi)業(ye)(ye)(ye)從(cong)引流模式創新(xin)到(dao)系(xi)統化(hua)(hua)(hua)運營升(sheng)級的進(jin)(jin)化(hua)(hua)(hua)趨(qu)勢明顯(xian)。系(xi)統化(hua)(hua)(hua)運營體現在社交(jiao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)(xing)業(ye)(ye)(ye)各個(ge)環節，包括大(da)量(liang)(liang)多(duo)維度跨(kua)界產品投入研發(fa)生產、商(shang)(shang)品供(gong)應(ying)鏈從(cong)廠家(jia)代工到(dao)產地直供(gong)、大(da)數據應(ying)用從(cong)代理商(shang)(shang)體系(xi)發(fa)展(zhan)到(dao)消(xiao)(xiao)費行(xing)(xing)為(wei)分析等。社交(jiao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)以(yi)數字化(hua)(hua)(hua)系(xi)統架構建立基礎設施，完成前(qian)臺、中(zhong)臺及后臺的系(xi)統化(hua)(hua)(hua)規(gui)劃與(yu)實(shi)施，再造供(gong)應(ying)鏈，重(zhong)塑產業(ye)(ye)(ye)端(duan)，提(ti)升(sheng)電(dian)(dian)(dian)(dian)(dian)子商(shang)(shang)務的協同效(xiao)率。前(qian)臺主(zhu)要圍繞(rao)C端(duan)和(he)(he)(he)(he)B端(duan)進(jin)(jin)行(xing)(xing)獲客(ke)和(he)(he)(he)(he)銷售，中(zhong)臺以(yi)裂變和(he)(he)(he)(he)復購為(wei)核(he)心為(wei)前(qian)臺賦能，后臺為(wei)中(zhong)前(qian)臺提(ti)供(gong)支撐(cheng)和(he)(he)(he)(he)沉淀(dian)。2019年(nian)社交(jiao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)的競爭不僅是(shi)(shi)流量(liang)(liang)競爭，也是(shi)(shi)進(jin)(jin)一步向(xiang)系(xi)統化(hua)(hua)(hua)運營升(sheng)級進(jin)(jin)化(hua)(hua)(hua)。電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)(xing)業(ye)(ye)(ye)頭部玩家(jia)、傳(chuan)統行(xing)(xing)業(ye)(ye)(ye)的進(jin)(jin)入，大(da)量(liang)(liang)資(zi)本的涌入，社交(jiao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)企(qi)(qi)業(ye)(ye)(ye)頻(pin)頻(pin)上(shang)市(shi)，《電(dian)(dian)(dian)(dian)(dian)子商(shang)(shang)務法》等社交(jiao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)相關(guan)的法律法規(gui)完善也是(shi)(shi)2019年(nian)中(zhong)國(guo)社交(jiao)電(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)(xing)業(ye)(ye)(ye)升(sheng)級進(jin)(jin)化(hua)(hua)(hua)的重(zhong)要標志。

報(bao)告指出，2019年社(she)(she)(she)交(jiao)(jiao)電商(shang)(shang)(shang)(shang)保(bao)持高(gao)(gao)速增(zeng)(zeng)長(chang)(chang)，預(yu)(yu)計市場(chang)規(gui)(gui)模達20605.8億元(yuan)，同比增(zeng)(zeng)長(chang)(chang)高(gao)(gao)達63.2%。2019年社(she)(she)(she)交(jiao)(jiao)電商(shang)(shang)(shang)(shang)消(xiao)費者人數已(yi)達5.12億人，成(cheng)為電子商(shang)(shang)(shang)(shang)務創新的主(zhu)要力量(liang)。2019年社(she)(she)(she)交(jiao)(jiao)電商(shang)(shang)(shang)(shang)從業人員(yuan)規(gui)(gui)模預(yu)(yu)計將達到4801萬(wan)人，同比增(zeng)(zeng)長(chang)(chang)為58.3%，社(she)(she)(she)交(jiao)(jiao)電商(shang)(shang)(shang)(shang)行業的參與者已(yi)經覆蓋了社(she)(she)(she)交(jiao)(jiao)網絡(luo)的多(duo)個領域。預(yu)(yu)計2019年社(she)(she)(she)交(jiao)(jiao)電商(shang)(shang)(shang)(shang)占(zhan)比網絡(luo)零售(shou)規(gui)(gui)模超過20%，2020年社(she)(she)(she)交(jiao)(jiao)電商(shang)(shang)(shang)(shang)市場(chang)規(gui)(gui)模占(zhan)比網絡(luo)零售(shou)超過30%，社(she)(she)(she)交(jiao)(jiao)電商(shang)(shang)(shang)(shang)已(yi)成(cheng)為電子商(shang)(shang)(shang)(shang)務不(bu)可忽(hu)視的規(gui)(gui)模化、高(gao)(gao)增(zeng)(zeng)長(chang)(chang)的細分(fen)市場(chang)。

報告(gao)預(yu)測(ce)2019年(nian)社交(jiao)電商(shang)(shang)下(xia)半場的(de)(de)四大發展趨勢：一、線上線下(xia)融合發展，二、零售商(shang)(shang)品的(de)(de)多元化(hua)(hua)、品質化(hua)(hua)和(he)服務化(hua)(hua)，三、智能化(hua)(hua)水平提(ti)升，四、商(shang)(shang)務交(jiao)易與社交(jiao)網(wang)絡(luo)、社交(jiao)內容熱(re)點(dian)的(de)(de)結合。

2019年1月1日《電(dian)子商(shang)(shang)務(wu)法(fa)》正式實施，《社(she)交(jiao)電(dian)商(shang)(shang)經營(ying)規范》提(ti)交(jiao)商(shang)(shang)務(wu)部(bu)審核，社(she)交(jiao)電(dian)商(shang)(shang)迎來行(xing)業規范化發(fa)展。報(bao)告對社(she)交(jiao)電(dian)商(shang)(shang)合(he)(he)(he)法(fa)合(he)(he)(he)規進行(xing)了研究，提(ti)出社(she)交(jiao)電(dian)商(shang)(shang)合(he)(he)(he)法(fa)合(he)(he)(he)規的五大要點：一、經營(ying)者(zhe)主體登記合(he)(he)(he)法(fa)，二、依(yi)法(fa)合(he)(he)(he)理納稅(shui)，三(san)、人力資(zi)源社(she)保(bao)合(he)(he)(he)法(fa)，四、商(shang)(shang)業模式合(he)(he)(he)法(fa)（禁止傳銷等），五、依(yi)法(fa)經營(ying)。

報告對社(she)(she)交電商(shang)(shang)的(de)(de)(de)核(he)心(xin)價值(zhi)、社(she)(she)交電商(shang)(shang)C2M模式、主流商(shang)(shang)品(pin)何(he)時成為社(she)(she)交電商(shang)(shang)主流等(deng)熱點問題發起(qi)探討。針對社(she)(she)交電商(shang)(shang)核(he)心(xin)價值(zhi)的(de)(de)(de)討論(lun)，報告指出(chu)社(she)(she)交電商(shang)(shang)注重(zhong)人(ren)和(he)(he)社(she)(she)群的(de)(de)(de)聚集(ji)，但(dan)商(shang)(shang)品(pin)供應鏈尚未完善，核(he)心(xin)能力有待提高(gao)；效仿COSTCO收取會員費來實(shi)現持續性發展尚未得到(dao)有效實(shi)踐，只是形似而神不至。商(shang)(shang)品(pin)供應鏈和(he)(he)客戶才是一切商(shang)(shang)業(ye)(ye)的(de)(de)(de)本質，本質如何(he)在社(she)(she)交電商(shang)(shang)持續穩定體現？中(zhong)(zhong)國互(hu)聯網(wang)協會微(wei)商(shang)(shang)工(gong)作組、創奇社(she)(she)交電商(shang)(shang)研究中(zhong)(zhong)心(xin)號召更多從業(ye)(ye)者和(he)(he)優秀企業(ye)(ye)參(can)與其中(zhong)(zhong)的(de)(de)(de)探討和(he)(he)實(shi)踐。