社交(jiao)(jiao)電商(shang)(shang)作(zuo)為一種基于社會化移動(dong)社交(jiao)(jiao)而迅速(su)發(fa)(fa)展(zhan)(zhan)的(de)新興電子商(shang)(shang)務模式，自2013年出現后經(jing)過(guo)六年高速(su)發(fa)(fa)展(zhan)(zhan)，2019年已經(jing)進入(ru)穩步發(fa)(fa)展(zhan)(zhan)階(jie)段。2019年是中國(guo)互聯網協會微商(shang)(shang)工(gong)作(zuo)組連續第五年發(fa)(fa)布社交(jiao)(jiao)電商(shang)(shang)行業發(fa)(fa)展(zhan)(zhan)報告，報告明(ming)確指出中國(guo)社交(jiao)(jiao)電商(shang)(shang)行業已經(jing)進入(ru)下(xia)半場(chang)，從引流(liu)模式創(chuang)新到系統化運營升級的(de)進化是2019年中國(guo)社交(jiao)(jiao)電商(shang)(shang)行業的(de)主旋律。

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中(zhong)國互(hu)聯網協會研究(jiu)部主任助理王朔發布報告

隨著中(zhong)國互聯網行(xing)業(ye)(ye)(ye)(ye)(ye)人(ren)口紅(hong)利逐漸消失，電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)獲客(ke)成本(ben)顯著上(shang)升(sheng)，低(di)端(duan)市場(chang)愈發受到電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)企業(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)關注，消費者對(dui)低(di)價產(chan)(chan)品存在大(da)量(liang)需求，同時消費兩(liang)極化(hua)(hua)(hua)和(he)大(da)眾創(chuang)業(ye)(ye)(ye)(ye)(ye)就業(ye)(ye)(ye)(ye)(ye)需求導(dao)致2019年社(she)(she)交(jiao)(jiao)(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)業(ye)(ye)(ye)(ye)(ye)穩步發展。2019年中(zhong)國社(she)(she)交(jiao)(jiao)(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)業(ye)(ye)(ye)(ye)(ye)表現出參與(yu)者人(ren)數(shu)眾多、交(jiao)(jiao)(jiao)易額巨大(da)、創(chuang)新不(bu)斷，明星企業(ye)(ye)(ye)(ye)(ye)頻現的(de)(de)(de)特(te)征(zheng)，社(she)(she)交(jiao)(jiao)(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)企業(ye)(ye)(ye)(ye)(ye)從引流模式創(chuang)新到系(xi)統(tong)(tong)化(hua)(hua)(hua)運營(ying)升(sheng)級的(de)(de)(de)進(jin)化(hua)(hua)(hua)趨勢(shi)明顯。系(xi)統(tong)(tong)化(hua)(hua)(hua)運營(ying)體現在社(she)(she)交(jiao)(jiao)(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)業(ye)(ye)(ye)(ye)(ye)各個環節，包括大(da)量(liang)多維度跨界產(chan)(chan)品投(tou)入研發生產(chan)(chan)、商(shang)(shang)品供(gong)應鏈從廠家代工到產(chan)(chan)地(di)直供(gong)、大(da)數(shu)據應用從代理商(shang)(shang)體系(xi)發展到消費行(xing)為(wei)分析等。社(she)(she)交(jiao)(jiao)(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)以(yi)數(shu)字化(hua)(hua)(hua)系(xi)統(tong)(tong)架構建立基礎設施(shi)，完(wan)成前臺(tai)(tai)(tai)、中(zhong)臺(tai)(tai)(tai)及后臺(tai)(tai)(tai)的(de)(de)(de)系(xi)統(tong)(tong)化(hua)(hua)(hua)規(gui)劃(hua)與(yu)實施(shi)，再造(zao)供(gong)應鏈，重塑(su)產(chan)(chan)業(ye)(ye)(ye)(ye)(ye)端(duan)，提(ti)(ti)升(sheng)電(dian)(dian)(dian)(dian)(dian)(dian)子商(shang)(shang)務(wu)的(de)(de)(de)協同效率(lv)。前臺(tai)(tai)(tai)主要圍繞C端(duan)和(he)B端(duan)進(jin)行(xing)獲客(ke)和(he)銷售，中(zhong)臺(tai)(tai)(tai)以(yi)裂(lie)變和(he)復購為(wei)核(he)心為(wei)前臺(tai)(tai)(tai)賦能，后臺(tai)(tai)(tai)為(wei)中(zhong)前臺(tai)(tai)(tai)提(ti)(ti)供(gong)支(zhi)撐和(he)沉淀。2019年社(she)(she)交(jiao)(jiao)(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)的(de)(de)(de)競(jing)爭不(bu)僅是流量(liang)競(jing)爭，也(ye)是進(jin)一步向(xiang)系(xi)統(tong)(tong)化(hua)(hua)(hua)運營(ying)升(sheng)級進(jin)化(hua)(hua)(hua)。電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)業(ye)(ye)(ye)(ye)(ye)頭(tou)部玩家、傳(chuan)統(tong)(tong)行(xing)業(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)進(jin)入，大(da)量(liang)資本(ben)的(de)(de)(de)涌入，社(she)(she)交(jiao)(jiao)(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)企業(ye)(ye)(ye)(ye)(ye)頻頻上(shang)市，《電(dian)(dian)(dian)(dian)(dian)(dian)子商(shang)(shang)務(wu)法(fa)(fa)》等社(she)(she)交(jiao)(jiao)(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)相關的(de)(de)(de)法(fa)(fa)律法(fa)(fa)規(gui)完(wan)善也(ye)是2019年中(zhong)國社(she)(she)交(jiao)(jiao)(jiao)電(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)行(xing)業(ye)(ye)(ye)(ye)(ye)升(sheng)級進(jin)化(hua)(hua)(hua)的(de)(de)(de)重要標(biao)志。

報告指出，2019年(nian)社(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)保持高(gao)速增長，預計(ji)市(shi)場(chang)(chang)規模達(da)20605.8億(yi)元，同比增長高(gao)達(da)63.2%。2019年(nian)社(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)消費者人數(shu)已(yi)達(da)5.12億(yi)人，成為電(dian)(dian)子商(shang)(shang)務(wu)創(chuang)新的主要力量。2019年(nian)社(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)從業人員規模預計(ji)將達(da)到4801萬人，同比增長為58.3%，社(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)行業的參與者已(yi)經覆蓋了(le)社(she)(she)交(jiao)(jiao)網絡(luo)的多個領(ling)域。預計(ji)2019年(nian)社(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)占比網絡(luo)零售規模超(chao)過20%，2020年(nian)社(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)市(shi)場(chang)(chang)規模占比網絡(luo)零售超(chao)過30%，社(she)(she)交(jiao)(jiao)電(dian)(dian)商(shang)(shang)已(yi)成為電(dian)(dian)子商(shang)(shang)務(wu)不可忽(hu)視的規模化(hua)、高(gao)增長的細分(fen)市(shi)場(chang)(chang)。

報告(gao)預測2019年社交(jiao)電商下半場的(de)(de)四大發(fa)展(zhan)趨勢：一、線(xian)上(shang)線(xian)下融合發(fa)展(zhan)，二、零售商品的(de)(de)多元化、品質化和服(fu)務化，三(san)、智能(neng)化水平提升，四、商務交(jiao)易與(yu)社交(jiao)網絡、社交(jiao)內容熱點的(de)(de)結合。

2019年1月1日《電子(zi)商(shang)(shang)務法(fa)(fa)》正式(shi)(shi)實施，《社(she)交(jiao)電商(shang)(shang)經營(ying)規(gui)(gui)范(fan)》提交(jiao)商(shang)(shang)務部審核(he)，社(she)交(jiao)電商(shang)(shang)迎(ying)來行(xing)(xing)業規(gui)(gui)范(fan)化發展。報告(gao)對社(she)交(jiao)電商(shang)(shang)合(he)法(fa)(fa)合(he)規(gui)(gui)進(jin)行(xing)(xing)了(le)研(yan)究，提出社(she)交(jiao)電商(shang)(shang)合(he)法(fa)(fa)合(he)規(gui)(gui)的五(wu)大要點：一、經營(ying)者主體登記合(he)法(fa)(fa)，二(er)、依法(fa)(fa)合(he)理納(na)稅，三(san)、人力資源社(she)保合(he)法(fa)(fa)，四、商(shang)(shang)業模式(shi)(shi)合(he)法(fa)(fa)（禁止(zhi)傳銷等），五(wu)、依法(fa)(fa)經營(ying)。

報(bao)告對(dui)社(she)(she)(she)交(jiao)(jiao)電(dian)商的核(he)心價(jia)值(zhi)、社(she)(she)(she)交(jiao)(jiao)電(dian)商C2M模式、主流商品何(he)時(shi)成為(wei)社(she)(she)(she)交(jiao)(jiao)電(dian)商主流等熱點問(wen)題發起探討(tao)(tao)。針對(dui)社(she)(she)(she)交(jiao)(jiao)電(dian)商核(he)心價(jia)值(zhi)的討(tao)(tao)論，報(bao)告指出社(she)(she)(she)交(jiao)(jiao)電(dian)商注(zhu)重人和(he)社(she)(she)(she)群的聚集(ji)，但商品供(gong)(gong)應(ying)鏈尚(shang)未完(wan)善，核(he)心能力有待提(ti)高；效(xiao)仿COSTCO收取(qu)會員費來實現(xian)持(chi)續性發展尚(shang)未得到有效(xiao)實踐，只是(shi)形(xing)似而神不至(zhi)。商品供(gong)(gong)應(ying)鏈和(he)客戶才是(shi)一切(qie)商業(ye)的本(ben)(ben)質，本(ben)(ben)質如何(he)在社(she)(she)(she)交(jiao)(jiao)電(dian)商持(chi)續穩定體現(xian)？中(zhong)國(guo)互聯網協會微商工(gong)作組(zu)、創奇社(she)(she)(she)交(jiao)(jiao)電(dian)商研究(jiu)中(zhong)心號召更多從(cong)業(ye)者和(he)優秀企(qi)業(ye)參與其(qi)中(zhong)的探討(tao)(tao)和(he)實踐。