E-commerce Site Analysis: Why users in your site UGC

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Now the domestic e-commerce is like a pot of stone soup, because the pay will be material, because rich and delicious. But don't forget that only selfless qualities are worthy of sharing.

So let's share a little story: "Stone Soup," which is a true story.

Napoleon in the Waterloo defeated, all soldiers on the spot retired, many soldiers empty-handed, in the long journey back to the road sick hungry and died. One day, a hungry soldier walked to a village and found a very special stone. He brainwave, took off his helmet, cleaned the stone by the river, and began to boil the stone at the village stand.

A good villager thought he was strange and asked him what he was doing. The soldier replied, "I am cooking the most beautiful stone soup in the world because I have a strange stone." "Of course the villagers didn't believe it, and laughed at him and said," You're crazy, how could it be. The soldier firmly said: "If you suspect is not really delicious, I can divide a bowl of stone soup to you." However, you can not drink my stone soup, you have a little contribution. Do you have any vegetables in your home, please put them in the soup. ”

The man quickly brought the green vegetables, the road met his neighbour, said to him: "There is a strange people at the village in the boiling stone soup, taste very good, want to try?" but, if you want to drink, you must contribute something. "So soon came three or four people, some contribute vegetables, eggs, and some contribution to salt, spices, soup more and more things, fragrance overflow out." Finally, the soldier stirred the soup and said, "Yes, anyone who adds material can share a bowl of stone soup." "After everyone drank, they said the taste is really different, stone soup is amazing." The soldiers washed the "magic" stone and went on their way, making stone soup in every village along the road and returning home safely by it.

Once told a friend about this story, he said you this is not empty gloves white Wolf? I said no, empty gloves white Wolf is you take other people's things to plunder the past, is you win others lose, even you win others died. In fact, the market is big enough to share so that we can do a bigger business. Today's Chinese e-commerce is like this pot of stone soup, every different vertical market can be boiled into stone soup, the question is, if everyone wants to drink the magic stone soup, who will cook soup? Stone Soup In addition to the resources available, the result is that everyone can share.

But the social electronic commerce that develops based on the electronic commerce, namely social Shopping, also is so. Behind its prosperity, there are a lot of issues to be concerned about, such as: UGC and socializing, social e-commerce is called socialization, because it has a strong social. That is, discovering, liking, spreading, word-of-mouth, participation (discussion, evaluation, scoring, etc.), sharing, content and relationship. All this is to make everyone like the goods more people know. The mode of public push and share can make good goods stand out from tens of thousands of commodities and be bought or collected by the public.

We all know that the concept of UGC has been put forward many years ago, and the real fire has gone through several stages. Take the media, news as an example.

The first stage: the blog age. Blog China, portal blog, personal blog times There are many professional writers began to contribute content, not only the creation of Web site editors. RSS also makes it easier for us to get the content.

The second stage: the Weibo era. The emergence of Weibo has made it easier for many people to contribute content, and the information is more flat and fast.

And we often bubble the forum community is also a UGC, but the quality of the content is not the best. Cloud, sofa, Lanzhou sesame cake are our characteristics UGC

In the field of E-commerce, UGC has not been well reflected, and micro-Bo popular after the social E-commerce dishes began to find their own outbreak point. We all know that in daily life, girls are very like to go shopping together, reference to each other. Occasionally sit down to drink coffee, will Twitter to share with each other: you this nail polish where to buy ah? You're a nice bag. Oh, it's good for you. Typical offline shopping sharing. In the era of online shopping, users can only evaluate on the purchase platform, and they do not form a sharing and evaluation mechanism. With the combination of Weibo and electricity, it is not surprising that the online shopping-sharing phenomenon is booming on the website.

This driving force is the fundamental ugc of social e-commerce websites. But these are not enough, because the operators always have to face the business, competitors, boring people's UGC. So similar to the beautiful said, Mushroom Street site development in the early days by the editor of the initiative to release goods, guide users to participate. This will not only ensure the quality of the content, but also to form the dominant style of the website.

But why do users UGC on your site? (This article features social e-commerce)

Can be seen from the following points (do not do analysis, only to see the phenomenon, all the way viewers themselves analysis of the good)

Let's see why users come to your site.

To buy (find) something is more time-saving

Have a choice, but not confused

Good taste, preference

Find a channel, Amoy shop

Learning skills, sharing experience

Gather like-minded, herd

Gossip ... It's important to kill time.

Visual experience

Let's just add ...

Originator: 55bbs, all kinds of QQ and Wang Wang Group, local community, vertical community (mother and child, etc.)

Who will UGC?

The first thing to figure out is who is the main body of UGC? Who is active? who is passive?

The initiative is the editors, the people, and the sellers and their navy friends

Passive observers, real users and testers

And then figure out what the UGC will get?

Name-Talent, Reds

Profit-Rebate, cooperation, etc.

Interpersonal-gossip sister sang

Feel cheerful ...

And these are typical social e-commerce site users contribute content performance, they and in 51 rebate and other sites are different points, the rebate category of UGC just for cheap, in order to get commission. In fact, they are not real beneficiaries, users will really buy it?

Beautiful said, Mushroom Street and other sites in UGC has experienced several stages, each stage requires a strong operational control, otherwise the content is not quality not to say, a large number of passive users are also difficult to find their favorite, and make purchase decisions.

The first stage: Editors and volunteers (also known as chicken vest users) recommended, is to establish a typical, guide users, determine the style

Second stage: Onlookers participate in learning to add goods, and receive various official encouragement and recommendation (acknowledge you)

The third stage: the Navy and vest are beginning to create prosperity, the details of the reference pig, Granville guests and other sites ... As well as QQ and Wang Wang Mutual Brush group. Of course, this stage is more special, there are a large part of the commercial awareness of sensitive sellers began to enter, found that the site does not accept the seller's puff, so there is this phenomenon

Phase IV: The real user began to participate in, and passively began to UGC, at this time the album, themes, groups and other products have played a large role, so that these people have the intersection. The role of Micro Bo is also very large, can be UGC at the same time to share a variety of social networking sites, micro-blog. (This feature is available at all stages)

After several stages of development, the entire site seems to be a user participation, interactive very strong site. But the site operators need to constantly audit content, adjust the label, and fight with the Navy. This is also a typical domestic community, BBS must do things. As long as the overall style and product content quality does not occur big changes can be.

Petals and other waterfall stream site in the past a period of time is also very hot, its UGC is actually the hard drive inside of my picture into real-time sharing, of course, you can take my hard disk as each has a beautiful picture of the site. Storage and presentation are fundamental, content is the user to rely on their own preferences to organize, fire is not surprising.

Love shopping, Taobao wow Brother products, in Wow, after the accident, love shopping became a only Taobao waterfall streaming products. But this UGC is a big difference from other social e-commerce sites. Love shopping is real time to grab users to buy and comment on the merchandise. In addition to adjusting the label and home focus map, there is not much interference, so the overall content does not look very good. A simple word: machines can only improve efficiency, and can not improve taste and increase the purchase rate of conversion.

Shells, 5 years nirvana, March 1, the reappearance of rivers and lakes. Experience for a while, dare not to what conclusion. Several steps of DNA testing in the guide process are also commonly used in many websites at home and abroad. Does the test result help the user decide whether to stay on the site and do UGC? But there is one thing to be sure, men and women are different ... Maybe no home page is right. I've been thinking about where the UGC power of male users is.

Of course there are some sites do not have the so-called UGC, editorial-led content can guarantee quality, but let the site appears not so high "popularity." The trade-off is a matter for every operator to consider. Emphasis on quality of life stroll as a content as the core of the site, in the UGC aspects are also trying to ... How to drive user UGC has always been a topic. This article is not only the clarity of thought is also the signal to start trying. Another advertisement: guang.com recruitment products, design, development, operation, promotion. Bash here and hang out with us!

and social property is a social e-commerce site another necessary component points, no social networking sites, micro-blog, just simple users like, sharing or can not let UGC become a cycle. So many sites have done all kinds of social networking site landing, but the site without some interactive features, pull people come in after the operation is still difficult to achieve.

Finally, summarize why users UGC your website:

Valuable content (goods and shops)

There are typical reference objects

Operational guidance with a virtuous circle

A harvest of fame and gossip

Find goods more convenient, shopping decision more basis

Kill time, make relationships, and improve taste

A bit of money, a little leisure, a bit of pursuit, a bit of love, a bit of personality of the users are UGC beneficiaries.

Original: http://www.jinrishi.com/?p=32