社(she)交(jiao)電(dian)商(shang)(shang)作為一種基于(yu)社(she)會化移動社(she)交(jiao)而迅速發(fa)(fa)展(zhan)(zhan)的新興電(dian)子商(shang)(shang)務模式(shi)，自(zi)2013年(nian)(nian)出現(xian)后經過六年(nian)(nian)高速發(fa)(fa)展(zhan)(zhan)，2019年(nian)(nian)已經進(jin)入穩步發(fa)(fa)展(zhan)(zhan)階(jie)段(duan)。2019年(nian)(nian)是中(zhong)國互聯(lian)網(wang)協會微商(shang)(shang)工作組(zu)連續第五(wu)年(nian)(nian)發(fa)(fa)布(bu)社(she)交(jiao)電(dian)商(shang)(shang)行(xing)業(ye)發(fa)(fa)展(zhan)(zhan)報(bao)告(gao)，報(bao)告(gao)明(ming)確指(zhi)出中(zhong)國社(she)交(jiao)電(dian)商(shang)(shang)行(xing)業(ye)已經進(jin)入下(xia)半(ban)場，從引流模式(shi)創新到(dao)系統化運營升(sheng)級的進(jin)化是2019年(nian)(nian)中(zhong)國社(she)交(jiao)電(dian)商(shang)(shang)行(xing)業(ye)的主旋(xuan)律。

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中(zhong)國互聯網協會研究部主任助理王朔發布報告

隨著中(zhong)(zhong)(zhong)(zhong)國互聯網行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)人口紅利逐(zhu)漸(jian)消失，電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)獲客成本顯(xian)著上(shang)升(sheng)(sheng)(sheng)，低端(duan)市場愈發受到(dao)(dao)(dao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)關注，消費者對低價產(chan)品存(cun)在大(da)量(liang)需求，同時消費兩極化(hua)(hua)(hua)和(he)大(da)眾(zhong)創(chuang)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)就業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)需求導(dao)致2019年(nian)(nian)社(she)(she)交(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)穩步發展(zhan)。2019年(nian)(nian)中(zhong)(zhong)(zhong)(zhong)國社(she)(she)交(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)表現(xian)出參(can)與(yu)(yu)者人數(shu)眾(zhong)多(duo)、交(jiao)易額巨大(da)、創(chuang)新不(bu)斷，明星企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)頻現(xian)的(de)(de)特(te)征，社(she)(she)交(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)從引流模式創(chuang)新到(dao)(dao)(dao)系(xi)統(tong)(tong)(tong)(tong)化(hua)(hua)(hua)運營升(sheng)(sheng)(sheng)級(ji)(ji)的(de)(de)進化(hua)(hua)(hua)趨(qu)勢明顯(xian)。系(xi)統(tong)(tong)(tong)(tong)化(hua)(hua)(hua)運營體現(xian)在社(she)(she)交(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)各個環節(jie)，包括大(da)量(liang)多(duo)維度跨界產(chan)品投(tou)入(ru)研發生產(chan)、商(shang)(shang)(shang)品供應鏈從廠(chang)家代(dai)工到(dao)(dao)(dao)產(chan)地直供、大(da)數(shu)據應用從代(dai)理商(shang)(shang)(shang)體系(xi)發展(zhan)到(dao)(dao)(dao)消費行(xing)(xing)(xing)(xing)為分析等(deng)。社(she)(she)交(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)以數(shu)字(zi)化(hua)(hua)(hua)系(xi)統(tong)(tong)(tong)(tong)架構建立基礎設施(shi)，完成前臺(tai)(tai)、中(zhong)(zhong)(zhong)(zhong)臺(tai)(tai)及后(hou)臺(tai)(tai)的(de)(de)系(xi)統(tong)(tong)(tong)(tong)化(hua)(hua)(hua)規(gui)劃與(yu)(yu)實施(shi)，再造供應鏈，重塑產(chan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)端(duan)，提升(sheng)(sheng)(sheng)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)子(zi)(zi)商(shang)(shang)(shang)務的(de)(de)協同效率(lv)。前臺(tai)(tai)主要圍繞C端(duan)和(he)B端(duan)進行(xing)(xing)(xing)(xing)獲客和(he)銷售，中(zhong)(zhong)(zhong)(zhong)臺(tai)(tai)以裂變和(he)復購為核心為前臺(tai)(tai)賦能，后(hou)臺(tai)(tai)為中(zhong)(zhong)(zhong)(zhong)前臺(tai)(tai)提供支撐和(he)沉淀。2019年(nian)(nian)社(she)(she)交(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)的(de)(de)競爭(zheng)不(bu)僅是流量(liang)競爭(zheng)，也是進一步向系(xi)統(tong)(tong)(tong)(tong)化(hua)(hua)(hua)運營升(sheng)(sheng)(sheng)級(ji)(ji)進化(hua)(hua)(hua)。電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)頭部玩家、傳統(tong)(tong)(tong)(tong)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)進入(ru)，大(da)量(liang)資本的(de)(de)涌入(ru)，社(she)(she)交(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)頻頻上(shang)市，《電(dian)(dian)(dian)(dian)(dian)(dian)(dian)子(zi)(zi)商(shang)(shang)(shang)務法(fa)》等(deng)社(she)(she)交(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)相關的(de)(de)法(fa)律法(fa)規(gui)完善也是2019年(nian)(nian)中(zhong)(zhong)(zhong)(zhong)國社(she)(she)交(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)升(sheng)(sheng)(sheng)級(ji)(ji)進化(hua)(hua)(hua)的(de)(de)重要標志(zhi)。

報(bao)告指出，2019年社(she)(she)(she)交電商(shang)(shang)保持高速增(zeng)長(chang)(chang)，預(yu)計(ji)市(shi)(shi)場(chang)規(gui)(gui)模達(da)20605.8億(yi)元(yuan)，同(tong)(tong)比增(zeng)長(chang)(chang)高達(da)63.2%。2019年社(she)(she)(she)交電商(shang)(shang)消費者人(ren)數已達(da)5.12億(yi)人(ren)，成(cheng)為(wei)(wei)電子(zi)商(shang)(shang)務創新的(de)主要力量。2019年社(she)(she)(she)交電商(shang)(shang)從業(ye)人(ren)員規(gui)(gui)模預(yu)計(ji)將達(da)到4801萬人(ren)，同(tong)(tong)比增(zeng)長(chang)(chang)為(wei)(wei)58.3%，社(she)(she)(she)交電商(shang)(shang)行業(ye)的(de)參與者已經覆蓋了社(she)(she)(she)交網絡的(de)多個領域(yu)。預(yu)計(ji)2019年社(she)(she)(she)交電商(shang)(shang)占(zhan)比網絡零售(shou)規(gui)(gui)模超(chao)過(guo)20%，2020年社(she)(she)(she)交電商(shang)(shang)市(shi)(shi)場(chang)規(gui)(gui)模占(zhan)比網絡零售(shou)超(chao)過(guo)30%，社(she)(she)(she)交電商(shang)(shang)已成(cheng)為(wei)(wei)電子(zi)商(shang)(shang)務不可忽視(shi)的(de)規(gui)(gui)模化、高增(zeng)長(chang)(chang)的(de)細分(fen)市(shi)(shi)場(chang)。

報(bao)告預(yu)測2019年(nian)社(she)(she)交電商(shang)下(xia)半(ban)場的四(si)大(da)發展(zhan)趨勢：一、線上線下(xia)融合(he)發展(zhan)，二、零售(shou)商(shang)品的多(duo)元化(hua)(hua)、品質化(hua)(hua)和服務(wu)化(hua)(hua)，三、智能化(hua)(hua)水平提升，四(si)、商(shang)務(wu)交易與社(she)(she)交網絡、社(she)(she)交內容(rong)熱點的結合(he)。

2019年(nian)1月(yue)1日《電子商(shang)務法》正式(shi)實施，《社(she)交電商(shang)經營規(gui)范(fan)》提(ti)(ti)交商(shang)務部審核，社(she)交電商(shang)迎來行業規(gui)范(fan)化(hua)發展(zhan)。報告對社(she)交電商(shang)合(he)法合(he)規(gui)進行了研究，提(ti)(ti)出社(she)交電商(shang)合(he)法合(he)規(gui)的五大要點(dian)：一、經營者主體登記合(he)法，二、依法合(he)理納(na)稅，三(san)、人力資源社(she)保合(he)法，四、商(shang)業模式(shi)合(he)法（禁止傳(chuan)銷等），五、依法經營。

報(bao)(bao)告對社(she)交電(dian)(dian)(dian)商的核心價值(zhi)、社(she)交電(dian)(dian)(dian)商C2M模(mo)式、主(zhu)流(liu)商品何時成為社(she)交電(dian)(dian)(dian)商主(zhu)流(liu)等熱點問題發起探(tan)討(tao)。針對社(she)交電(dian)(dian)(dian)商核心價值(zhi)的討(tao)論(lun)，報(bao)(bao)告指出社(she)交電(dian)(dian)(dian)商注重人和(he)社(she)群的聚集，但(dan)商品供(gong)應(ying)鏈尚未(wei)完(wan)善，核心能(neng)力(li)有待提高；效(xiao)仿COSTCO收(shou)取會員費來(lai)實(shi)現持續(xu)性發展尚未(wei)得到有效(xiao)實(shi)踐，只是形似而神不至。商品供(gong)應(ying)鏈和(he)客戶才(cai)是一切商業的本(ben)質，本(ben)質如何在社(she)交電(dian)(dian)(dian)商持續(xu)穩定(ding)體現？中(zhong)國互聯網協會微商工作組、創奇社(she)交電(dian)(dian)(dian)商研究中(zhong)心號召(zhao)更多(duo)從(cong)業者(zhe)和(he)優(you)秀企業參(can)與其中(zhong)的探(tan)討(tao)和(he)實(shi)踐。