社(she)交(jiao)(jiao)(jiao)電商(shang)(shang)作(zuo)為一種基于(yu)社(she)會化移動(dong)社(she)交(jiao)(jiao)(jiao)而迅速發(fa)展(zhan)的新(xin)興電子商(shang)(shang)務(wu)模式(shi)，自2013年(nian)出現后經(jing)(jing)過六(liu)年(nian)高速發(fa)展(zhan)，2019年(nian)已經(jing)(jing)進入穩步發(fa)展(zhan)階段。2019年(nian)是(shi)中國(guo)(guo)互(hu)聯網協會微商(shang)(shang)工作(zuo)組(zu)連續第五年(nian)發(fa)布社(she)交(jiao)(jiao)(jiao)電商(shang)(shang)行(xing)業(ye)發(fa)展(zhan)報告，報告明確指出中國(guo)(guo)社(she)交(jiao)(jiao)(jiao)電商(shang)(shang)行(xing)業(ye)已經(jing)(jing)進入下(xia)半場，從引流模式(shi)創新(xin)到系統化運營升級的進化是(shi)2019年(nian)中國(guo)(guo)社(she)交(jiao)(jiao)(jiao)電商(shang)(shang)行(xing)業(ye)的主旋律(lv)。

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中(zhong)國互聯(lian)網協會研究(jiu)部主任助(zhu)理(li)王朔(shuo)發布報告(gao)

隨(sui)著中(zhong)國互聯(lian)網行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)人(ren)口紅利逐漸消(xiao)失，電(dian)(dian)(dian)商(shang)(shang)(shang)獲客成本顯著上升(sheng)，低端(duan)市(shi)場愈發(fa)受到電(dian)(dian)(dian)商(shang)(shang)(shang)企業(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)關(guan)注，消(xiao)費者對低價產(chan)品存在(zai)大(da)(da)量(liang)需(xu)求，同時(shi)消(xiao)費兩極化(hua)(hua)(hua)(hua)和(he)大(da)(da)眾創業(ye)(ye)(ye)(ye)(ye)(ye)就業(ye)(ye)(ye)(ye)(ye)(ye)需(xu)求導(dao)致2019年社(she)交(jiao)(jiao)電(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)穩步發(fa)展。2019年中(zhong)國社(she)交(jiao)(jiao)電(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)表現出參(can)與者人(ren)數(shu)眾多、交(jiao)(jiao)易額巨大(da)(da)、創新(xin)不斷，明星企業(ye)(ye)(ye)(ye)(ye)(ye)頻(pin)現的(de)(de)特征，社(she)交(jiao)(jiao)電(dian)(dian)(dian)商(shang)(shang)(shang)企業(ye)(ye)(ye)(ye)(ye)(ye)從(cong)(cong)引(yin)流(liu)模式創新(xin)到系統化(hua)(hua)(hua)(hua)運(yun)營(ying)升(sheng)級的(de)(de)進化(hua)(hua)(hua)(hua)趨勢明顯。系統化(hua)(hua)(hua)(hua)運(yun)營(ying)體現在(zai)社(she)交(jiao)(jiao)電(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)各個環節，包括大(da)(da)量(liang)多維度跨界產(chan)品投入(ru)研發(fa)生產(chan)、商(shang)(shang)(shang)品供應鏈(lian)從(cong)(cong)廠(chang)家(jia)代工到產(chan)地直(zhi)供、大(da)(da)數(shu)據(ju)應用從(cong)(cong)代理(li)商(shang)(shang)(shang)體系發(fa)展到消(xiao)費行(xing)(xing)(xing)為分析等(deng)。社(she)交(jiao)(jiao)電(dian)(dian)(dian)商(shang)(shang)(shang)以數(shu)字(zi)化(hua)(hua)(hua)(hua)系統架構建立(li)基礎(chu)設施，完成前臺、中(zhong)臺及(ji)后臺的(de)(de)系統化(hua)(hua)(hua)(hua)規劃(hua)與實施，再造供應鏈(lian)，重塑產(chan)業(ye)(ye)(ye)(ye)(ye)(ye)端(duan)，提升(sheng)電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)務的(de)(de)協同效率。前臺主要圍繞C端(duan)和(he)B端(duan)進行(xing)(xing)(xing)獲客和(he)銷售，中(zhong)臺以裂變和(he)復購(gou)為核心為前臺賦能，后臺為中(zhong)前臺提供支撐和(he)沉淀。2019年社(she)交(jiao)(jiao)電(dian)(dian)(dian)商(shang)(shang)(shang)的(de)(de)競(jing)爭(zheng)不僅是流(liu)量(liang)競(jing)爭(zheng)，也是進一步向系統化(hua)(hua)(hua)(hua)運(yun)營(ying)升(sheng)級進化(hua)(hua)(hua)(hua)。電(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)頭部玩家(jia)、傳統行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)進入(ru)，大(da)(da)量(liang)資(zi)本的(de)(de)涌(yong)入(ru)，社(she)交(jiao)(jiao)電(dian)(dian)(dian)商(shang)(shang)(shang)企業(ye)(ye)(ye)(ye)(ye)(ye)頻(pin)頻(pin)上市(shi)，《電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)務法》等(deng)社(she)交(jiao)(jiao)電(dian)(dian)(dian)商(shang)(shang)(shang)相(xiang)關(guan)的(de)(de)法律法規完善也是2019年中(zhong)國社(she)交(jiao)(jiao)電(dian)(dian)(dian)商(shang)(shang)(shang)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)升(sheng)級進化(hua)(hua)(hua)(hua)的(de)(de)重要標志。

報(bao)告指出，2019年(nian)社(she)(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)(shang)保(bao)持高速增(zeng)長，預計市場(chang)規(gui)(gui)(gui)模(mo)(mo)達(da)20605.8億元(yuan)，同(tong)比(bi)(bi)增(zeng)長高達(da)63.2%。2019年(nian)社(she)(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)(shang)消費者人(ren)(ren)數已(yi)達(da)5.12億人(ren)(ren)，成為(wei)電(dian)(dian)子(zi)商(shang)(shang)(shang)務(wu)創(chuang)新的(de)(de)主要力量(liang)。2019年(nian)社(she)(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)(shang)從業人(ren)(ren)員規(gui)(gui)(gui)模(mo)(mo)預計將達(da)到4801萬人(ren)(ren)，同(tong)比(bi)(bi)增(zeng)長為(wei)58.3%，社(she)(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)(shang)行業的(de)(de)參與者已(yi)經(jing)覆蓋(gai)了社(she)(she)(she)交(jiao)(jiao)網(wang)絡(luo)的(de)(de)多個領(ling)域。預計2019年(nian)社(she)(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)(shang)占(zhan)(zhan)比(bi)(bi)網(wang)絡(luo)零售規(gui)(gui)(gui)模(mo)(mo)超過(guo)20%，2020年(nian)社(she)(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)(shang)市場(chang)規(gui)(gui)(gui)模(mo)(mo)占(zhan)(zhan)比(bi)(bi)網(wang)絡(luo)零售超過(guo)30%，社(she)(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)(shang)已(yi)成為(wei)電(dian)(dian)子(zi)商(shang)(shang)(shang)務(wu)不可忽視(shi)的(de)(de)規(gui)(gui)(gui)模(mo)(mo)化、高增(zeng)長的(de)(de)細分市場(chang)。

報告預測2019年社交(jiao)(jiao)電商下(xia)半場的(de)四(si)(si)大發展(zhan)趨勢：一、線上線下(xia)融(rong)合發展(zhan)，二、零售商品的(de)多(duo)元化(hua)(hua)(hua)、品質化(hua)(hua)(hua)和服(fu)務化(hua)(hua)(hua)，三、智能化(hua)(hua)(hua)水平(ping)提升，四(si)(si)、商務交(jiao)(jiao)易(yi)與社交(jiao)(jiao)網絡、社交(jiao)(jiao)內容(rong)熱點的(de)結合。

2019年1月1日《電(dian)(dian)子(zi)商(shang)(shang)(shang)務法(fa)》正式實施(shi)，《社(she)(she)交(jiao)電(dian)(dian)商(shang)(shang)(shang)經營(ying)規(gui)范》提交(jiao)商(shang)(shang)(shang)務部審核，社(she)(she)交(jiao)電(dian)(dian)商(shang)(shang)(shang)迎(ying)來行(xing)業規(gui)范化發展。報(bao)告對社(she)(she)交(jiao)電(dian)(dian)商(shang)(shang)(shang)合(he)法(fa)合(he)規(gui)進行(xing)了研究(jiu)，提出社(she)(she)交(jiao)電(dian)(dian)商(shang)(shang)(shang)合(he)法(fa)合(he)規(gui)的五大要(yao)點：一、經營(ying)者主體登記合(he)法(fa)，二、依(yi)法(fa)合(he)理納(na)稅(shui)，三、人力資源社(she)(she)保(bao)合(he)法(fa)，四、商(shang)(shang)(shang)業模式合(he)法(fa)（禁止傳銷等(deng)），五、依(yi)法(fa)經營(ying)。

報(bao)告對(dui)社(she)(she)(she)交電(dian)(dian)商(shang)(shang)(shang)(shang)(shang)的(de)核心價值、社(she)(she)(she)交電(dian)(dian)商(shang)(shang)(shang)(shang)(shang)C2M模式(shi)、主流(liu)商(shang)(shang)(shang)(shang)(shang)品何時成(cheng)為社(she)(she)(she)交電(dian)(dian)商(shang)(shang)(shang)(shang)(shang)主流(liu)等熱點問題發起探(tan)討(tao)(tao)。針對(dui)社(she)(she)(she)交電(dian)(dian)商(shang)(shang)(shang)(shang)(shang)核心價值的(de)討(tao)(tao)論，報(bao)告指出社(she)(she)(she)交電(dian)(dian)商(shang)(shang)(shang)(shang)(shang)注重人和(he)社(she)(she)(she)群的(de)聚集，但商(shang)(shang)(shang)(shang)(shang)品供應鏈(lian)尚(shang)未(wei)完善，核心能力有待提高；效仿COSTCO收取會員費來(lai)實現(xian)持(chi)(chi)續性發展尚(shang)未(wei)得到有效實踐(jian)，只是(shi)形似而神(shen)不至。商(shang)(shang)(shang)(shang)(shang)品供應鏈(lian)和(he)客戶才(cai)是(shi)一切商(shang)(shang)(shang)(shang)(shang)業的(de)本質，本質如何在社(she)(she)(she)交電(dian)(dian)商(shang)(shang)(shang)(shang)(shang)持(chi)(chi)續穩(wen)定(ding)體現(xian)？中(zhong)國互聯網協會微商(shang)(shang)(shang)(shang)(shang)工作組、創奇社(she)(she)(she)交電(dian)(dian)商(shang)(shang)(shang)(shang)(shang)研究中(zhong)心號召(zhao)更(geng)多從業者和(he)優秀企業參(can)與其中(zhong)的(de)探(tan)討(tao)(tao)和(he)實踐(jian)。