The social e-commerce industry has been lively for many years, but there are few outstanding ones. In the past six months, Tencent has also invested a lot of energy in social e-commerce. There are Xiaogepin, who directly end up playing social group buying, and WeChat small stores that want to build the infrastructure of the trading environment. Many people think that Tencent does not have the e-commerce genes because of the results of its previous e-commerce projects. However, considering the changes in today's trading environment, I think that only Tencent can go further on the road of social trading. The theme of today's article is based on the social e-commerce environment, to talk about how new platforms like Xiaoge Pinpin take a different path than Pinduoduo. Although it is very similar to Pinduoduo from the current product experience, but from the perspective of industry development trends, what consumers want is no longer a new Pinduoduo. Let's first look at who are the participants in social e-commerce Fax List transactions? 1. The interests of the parties to the transaction 1. Consumers What transaction value can social e-commerce bring to consumers? Or in other words, why do users have to come here instead of going to Taobao and Jingdong to buy things? When consumers are faced with shopping choices, If the benefit results are the same, low cost is better than high cost; if the cost is the same, high benefit is better than low benefit, of course, it is better if low cost can be used to obtain high benefit. Therefore, in the transaction link, what consumers care about is nothing more than the cost-to-benefit ratio. If you can get the same quality products as Taboo Jindong with less time or money cost, or even better than Taobao Jingdong, it will be irresistibly attractive to consumers. Therefore, in a nutshell, the motivation for consumers to choose new platforms must be that users can obtain high-quality products at low decision-making costs. There are two key words here: low decision-making costs, high-quality goods.