Merchants increase the number of fans during the promotion period, and some of these fans may develop into customers, or even long-term customers. However, the proportion of customers who can become customers or long-term customers is very low. Most users may unfollow the store or forget it after the purchase, so that customer resources will be lost. How much customer conversion and customer retention can really be achieved, I am skeptical about this. Deepen the social attributes of the platform Whether it is the "cat raising activity" promoted by 618 this year, or the "building building activity" on Double Eleven last year, it all has social attributes. Activities can be shared with friends, inviting them to participate in the event, or teaming up
The rules of the game stipulate that the benefits of participating in the game in a multi-player group are higher than that of a single player, thus encouraging users to invite friends. Taobao is an e-commerce platform, but it does not satisfy its own e-commerce attributes, and he also needs to develop social networking. The development of social attributes is indeed of great help to the construction of the entire platform ecology. As a link, social networking leads you to shopping; social networking is a pastime, as a supplement to shopping, so even if you do not shop, you will not leave the platform immediately. Shopping behavior can develop social sms marketing service relationships, and social activities lead to shopping behavior. The two promote each other and provide a driving force for the development of the platform. But at present, Taobao's social function is more than enough to promote shopping.