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With the rapid development of social networks like Facebook and WeChat and so on, the social characteristics of the emerging e-commerce has become increasingly prominent and the varied demand for products rises in the same way, and the commercial value of niche products has also been surging with a blowout type, which suggests that the business model of niche products owns unique research value. Thus, the paper starts with the characteristics of niche products and their level of market demands, combines with the information diffusion characteristics of social networks, proposes the Business to (the Social Network Service)SNS to Customers (B2S2C) model and takes walnut oil products as example to empirically demonstrate this social commerce model. The empirical results show that the B2S2C social business model can reduce the high cost of middlemen, increase market share of niche products and ultimately achieve a significant improvement for its business efficiency, which suggests strong guiding significance and practical value for the product positioning and business model innovation for social network environment. Keywords-social commerce; niche products; the long tail; social networks; the B2S2C Model

Construction and Empirical Study of Social Business Model on Niche Products