我们要提前说明，我们总结的社区电商是基于酒庄模式为前提，并非完全是基于小B端为核心的社区采购平台。

XIANZAITIDAOSHEQUDIANSHANG，WODEZONGJIEJIUSHI：

“YISHEQUTUANZHANGWEIZHONGXINZUCHENGDETUANGOUFENXIAOMOSHI”。

由于社区电商本质上是一种物理或者心理为前提的低价流量生意模式，因此销售产品大多集中于农产品与生活日用品此类低货值与高频价格敏感型产品。

窃以为，社区电商之所以持续走热，无非是传统的电商平台增长乏力，获客成本极高，在电商大资本的推动下，消费市场碎片化严重，销售形式借助现代信息与物流技术走向精细化操作的过程。

HUANJUHUASHUO，XIANZAIDAJIAZHISUOYIDOUCHENGWEISHEQUDIANSHANGDEYONGDUN，HAISHIYINWEIXIANZAIHAICHUYUBUTIEJIEDUAN，BUJINTUANZHANGYONGYOUGAOEDEYONGJIN，ERQIELAXINYUXIADANLIANGHAIYOUXIANGYINGDEJIANGLI，DANSHIZHEIBINGBUNENGJIEJUESHEQUDIANSHANGDEZHONGCHENGWENTI，BENZHISHANGHAISHIDIANSHANGJUTOUYUTUANZHANGZHIJIANZIYUANHUHUANDELIULIANGSHENGYI。

WOMENRENWEISHEQUNDIANSHANGZHENZHENGDEJIAZHIQISHISHIZHUANYEXUANPIN、XINGJIABIYIJIBIANJIEFUWUDENGNEIRONG。

SHUOWANWODUIYUSHEQUDIANSHANGDERENZHI，NEIMEZUOWEIYIGEJIUQI，HUOZHEJIUZHUANG，WOMENSHIFOUNENGGOUGENDESHANGSHEQUDIANSHANGLAIZUOYIXIECHUANGXINXINGDEGONGZUONI?WODEHUIDASHIKENDINGDE!DANSHIWOMENXUYAOZHUYIJIDIAN：

1、从品类来看，社区电商目前依然是高频生鲜与日常消费品为主，譬如农果产品、米面粮油等居家用品，对于品牌的要求并不高;

2、CONGCELVELAIKAN，SHEQUDIANSHANGMUQIANYIRANSHILIYONGDIJIACELVELAICIJIXIAOFEIZHEDEGOUMAIXINGWEI，LIYONGTESHUQUDAOHUOZHEJITIGOUMAILAIHUODEJIAODADEZHEKOU，YOUXIAOKEHUQUNDEHUOQUFANGSHIDANYI;

3、CONGZUZHILAIKAN，SHEQUDIANSHANGDETUANZHANGWUYISHIGUANJIANREN，TUANZHANGDEGERENZHUANYEXINGBEISHUSHISHEQUNEIXIAOFEIZHEYUANYICANYUGOUMAIDEZHONGYAOTUIDONGLI。

社区电商的以上特点给我们许多启发，同时也为酒类产品的销售提出许多新的要求，其实我们在酒庄“1234新价值体系”中特别阐述了“一个社群”与“1+1模式”的营销价值，这里面就包括了社区电商的运营思路与实操方法，如下：

01、先统一思想再建立组织

JIUZHUANGYAOQIERUSHEQUDIANSHANG，JIUBIXUXIANZHUANBIANJINGYINGSILU，NEIJIUSHIWOMENJINGCHANGSHUODE，BAZIJICONG“CHANPINXIAOSHOUZHE”BIANCHENG“JIAZHITIGONGZHE”，PAOQICHUANTONGDEMAIHUOSIWEI，GUANCHEFUWUSIWEI，CONGZHUIQIUDUANQIDECHANPINLIRUNHUOQUBIANCHENGXIAOFEIZHEDEZHANGQISHENGHUOHUOBAN。

DANGQIYEHUODETONGYISIXIANGZHIHOUJIUYAOJIANLIXIANGYINGDEZUZHILAIKAIZHANZHEIXIANGGONGZUO，ZUOWEICHUANGXINXINGZUZHI，GENJUWOMENDESHIJIANJINGYAN，SHEQUDIANSHANGDEYUNYINGRENYUANBIXUYOUYIXIAJIGEQIANTI，1、TA(TA)BENRENDUIYUWANGLUOGOUWUYOUZHEFENGFUDEJINGYANYUYIDINGJINENG;2、TA(TA)BENRENCHONGMANHAOQIXIN，BINGQIEDUIYURICHANGSHENGHUOYOUZHEJIJIDECANYUTAIDU;3、TA(TA)BENRENYAOYOUJIAOQIANGDEXUEXINENGLIYURENRENWEIWO，WOWEIRENRENDEJINENGYUJUEWU。

HENDUOSHIHOU，ZHAODAOZHENGQUDESHIQINGRONGYI，ZHAODAOHESHIDERENHENNAN，ERZHAODAOHESHIDEREN，SHIQINGJIUYIJINGCHENGGONGLEYIBAN。

02、先建立信任再经营生意

MEIYOUXINREN，JIUMEIYOUMAIMAI。

ZHONGGUOSHIYIGESHURENSHEHUI，ZHEIZHONGSHURENSHEHUIJUEDINGLEGERENXIAOFEIRONGYIXINGCHENGGENFENGXIANXIANG，BINGQIEXIAOFEIJUECEFEICHANGYILAIKOUBEIDETUIJIAN，ZHEISHISHEQUDIANSHANGCUNZAIDEJICHU。

QISHIMEIYIGERENDEXIAOFEIDOUBUSHIGULIDE，TADEXIAOFEIZAIHENDACHENGDUSHANGHUIQUJUEYUTASHENBIANRENDEXUANZE，LEISIYU“BIERENYOUSUOYOUWOYAOYOU”DEXINLI，XIANGJIULEIZHEIZHONGXIAOFEIDEDUIBIAORENQUNGENGDUODESHI“KEWANGRENQUN”，ZAIRICHANGSHENGHUOZHONGDAYUESHI“YUWOTONGYANGJIEJI”HUOZHE“BIWOCHENGGONGDEREN”DOUXUANZE，SUOYIWODEXUANZEBUHUICUO，ZHEIZHONGXIAOFEIXINLIBEIHOUSUOWEIDEPINPAI、JIAGEDENGZHISHICIYAOYINSU，GENGDUODESHIRENMENZHUIQIUYIZHONGQUTONGDEANQUANXINLI，TEBIESHIZAIYIGESHEQUNNEIBU(BIRUXIAOQU、XIAOZUDENG)，BUTONGDEXUANZEWANGWANGYIWEIZHEMAOZHEWUFARONGRUJITIDEFENGXIAN。

SUOYIJIUQIYAOZUOSHEQUDIANSHANG，SHOUXIANYAOYUXIANGYINGDEMUBIAOQUNTIJIANLIHUXINGUANXI，ERZHEIZHONGHUXINCHULEGONGTONGDEJINGYANYUHUATI，QISHIGENGDUODETIXIANZAIZISHENDEZHUANYEXINGCENGMIAN，YEJIUSHISHUO，WOMENZUOSHEQUDIANSHANGDERENYUANBIXUSHOUXIANYAOCHENGWEISHEQUHUODONGDEJIJICANYUZHE，JIANLIXINRENGUANXI，WULUNSHIZISHENZHUDAO，YIHUOSHITONGGUOTUANZHANGDETUIJIAN，CAINENGGOUZHUJIANXINGCHENGKECHIXUDEXIAOFEI。

HENDUORENSHANGLAIJIUSHUOYAOYUTUANZHANGGAOHAOGUANXI，BINGQIETONGGUOFANLIYUHUILUJINXINGLIYIKUNBANG，ZHEIZHONGZUOFASHIFEICHANGDUANSHIDE，CHIXUDESHENGYICAISHIMAIMAIDEGUANJIAN，TUANZHANGYESHIYIKAOGERENZIYUANLAIWEICHIQUNTIHUOXING，WANGTUTONGGUOGUANJIANRENLAIZHIJIEQIAODONGXIAOFEISHICHANG，BUJINHUIJISUDEXISHITUANZHANGGERENZIYUAN，RONGYIYINQIFANGAN，ERQIEDUIYUZHENGGESHEQUDEZHANGQIFAZHANSHIYOUHAIDE。(SUIRANWOQUESHIKANDAOZHEIZHONGJIGONGJINLIDEXINGWEIPUBIANCUNZAI)

03、先提供价值再索取利润

YOUBUHEJIUDEREN，MEIBUYONGJIUDEJIATING。

ZHONGGUOJIUSHIQUYUWENHUADEZAITI，SHISHEJIAOCHANGJINGDECHANWU，BINGQIEJIULEIXIAOFEIJUYOUMINGXIANDEJIETIXINGYUQUYUXINGTEZHENG，ZHEISHIJIULEISHEQUDIANSHANGNENGGOUFAZHANDEGUANJIAN。

ZHENGRUWOQIANWENSUOSHUODENEIYANG，ZHONGGUOJIUBUTONGYUSHUIGUO、MOBUYUCAIDAO，TADEXIAOFEIJUYOUSHEJIAOXINGTEZHENG，HUANYANZHI，NIMAISHENMEJIU，BINGBUSHIMAIJIUDEXIAOFEIZHEJUEDINGDE，ERSHIXIAOFEIZHEDESHIYONGCHANGJINGJUEDINGDE。

DUIYUZHONGGUOJIUDEXIAOFEI，QIZHONGHENZHONGYAODEYIDIANJIUSHIJIEQINGYONGJIU，WULUNSHIJIATINGDEHUNSANGJIAQU，YIHUOSHIGERENDESHENGSHOUXUEQIAN，ZAIHUOZHESHISHANGWUYONGJIU，YINYONGYEHAO，LIPINYEBA，BENZHISHANGDOUSHIYOUYUEDINGSUCHENGDEPINPAIPIANHAO。

ERDUIYUHENDUOJINGGENGYUBENDIDEJIUQILAISHUO，LIYONGSHEQUDIANSHANGMAIJIUYAODONGDEKEZHI，PINFANDECUXIAOTUIJIANBUJINHUIDAOZHIBUCUBUXIAO，SHENZHIHUIDAILAIPINPAIFUMIANRENZHI，ZAIRICHANGDEYUNYINGZHONG，YAOCEZHONGYUYONGJIUZHISHIDECHUANDAYUJIAOYU，BINGQIEJIEHEQIYEDEQINGKUANGZAIQIADANGDESHIJITUIJIANQIADANGDEJIU。

DUIYUSHEQUTUIJIANCHANPINYAOYOUQUGE，BINGQIECHENGWEI“XIAOFEIZHEYONGJIUWENTIDEFUWUSHANG”，ZHEIJIUSHIWOMENZUOJIUZHUANGYIZHIZAIQIANGDIAODE，NISHIBENDIDE“JIUZHUANJIA”，NIDEQUANWEIYIDANJIANLIJIUYAOWEIHUHAO，BUSHIMEIYIGERENDOUGUANXINJIU，DANSHIDANGTAMENXUYAODESHIHOU，TAMENDIYIGEXIANGQINI，YINWEI：

BIERENZENMEKANNI，JUEDINGLENISHISHEI。

SHUOLEZHEIMEDUO，QISHIGUANYUSHEQUDIANSHANGDEZUZHI、GUANLI、CHANPIN、CELVEYUFUWUNEIRONGSHIFENPANGZA，DANSHIWOMENRENWEI，WANBIANBULIQIZONG，SHEQUDIANSHANGSHISUIPIANHUAXIAOFEIQUSHIXIADEXIFENSHICHANGYUNYING，DUIYUZHONGGUOJIULAISHUO，JINJINSHIJIERUXIAOSHOU，YIKAODIJIACELVEDENGSHIWUFAWANCHENGCHIXUXIAOFEIDE，ZHIYOUJIANLIZAIJIAZHISHUCHUDEJICHUSHANGDESHEQUDIANSHANG，BINGQIESHIXIANBENDIHUADESHEQUNJIANSHECAIYOUYINGXIAOJIAZHI。

ZUIHOU，WOMENRENWEIJIUZHUANG“1+1”MOSHIYIRANSHIJIAJIESHEQUJIULEIDIANSHANGDEGUANJIANSHOUDUAN。