Talking about Shopping Guide website

The nature of the shopping guide website

In the user for online shopping more and more complex and annoying time, in the merchants to obtain traffic and order and worry when the shopping-type website slowly developed.

1, from the user's point of view. Nowadays, all shopping-guide websites are doing one thing: standing in the consumer's perspective to help them find and select goods. It can also be said that the different dimensions of the organization of goods to meet the personalized needs of a group.

The value provided is three:

1 targeted to meet user needs and habits of the Organization of goods

2 through the way of community, strengthen the user viscosity, enhance the personalized dimension

3 Integrate the effective information of the commodity through the community, help the customer to make the decision

These three values are progressively evolving. Today all the shopping guide website is not good enough in these three values. Everyone did a good job at the first value, the second one just started, and the third one has not yet started (Guang.com did it at the beginning, but it was not the right time to do it early)

2, from the flow point of view. What we are doing is not very simple to fade out of the flow of forwarders, because in traffic trading this single point, we and businessmen stand in front of the webmaster to purchase, we have no advantage, not to mention we bought traffic and then sold to the merchant. In terms of traffic, the things we do are basically the same:

1 integration of social web site traffic and vertical web site and search engine traffic, packaging optimization after distribution to different sellers.

2 through socialization and personalized way, let the flow register into the user, incubation and regeneration of new traffic, repeated distribution.

To put it bluntly: in the early days of the shopping guide site, we are all in the Baidu, Tencent, 360, micro-blog users pulled to their own site to shake a lap of light wash again, and then sent to Taobao. Everyone is Taobao with the seller's Amoy customer fees hired porters.

3, from the future point of view of business value, all the shopping guide site is a marketing platform.

From the point of view of making money alone, we can see Taobao as two parts: Free hydro-coal system + profitable marketing platform. You can open the shop for free, but if you want to ask me for an order, please pay the advertising fee; What is the shopping guide site doing? A: omit/borrow Taobao free system, in the same customer's hand to make the same budget customers.

So, shopping guide is a big business. Of course, before the shopping guide is not a good business.

User and content of shopping guide website

1. About Content Sources

First of all, we need to understand a problem: when a website with only millions of UV, tens of thousands of or even 100,000 new products appear every day, and the selection of these products need to be very beautiful. Then, these must not be called "User contributions." Don't listen to people bragging, saying that their site is shared by users. No, most of them are shared by businesses, and a small number are invited to the talent and small parts to share.

Relying on UGC is a scam for things that have a heavy contribution and no guarantee of interest.

However, when hundreds of thousands of millions of people look at and click on hundreds of thousands of of their products every day, each click, like, Buy, share is a vote. It's a good vote to decide where each item appears and what kind of merchandise everyone will see in the future.

UGC is a treasure for such a light contribution.

From the very first day guang.com did not want to be like the ministers, watching the king naked and continue to play. So we started by positioning ourselves as a search company, revealing our product production processes:

1 Our source of goods from the hundreds of thousands of senior Taobao buyer's public purchase record, from the daily sales of key trusted merchants and new, from the daily microblogging and other social media appear on the share of the word, from the People's initiative to share and small number of hours a day to search.

2 When these goods are gathered in the background of the website, our machine algorithm will be the first filter to remove half past Word-of-mouth is not very good, the image of the ugly, at the same time to the whole network to search for other businesses are also selling this product to provide price comparisons; then our small series of second filtration; And then put it on the website of the user to carry out a third vote, and finally decide what goods appear what goods do not appear.

At the same time we are a community site. Because when these basics are on the guang.com, users begin to discuss, share, authenticate, evaluate, and vote. Such community behavior is beneficial to our better organization of goods, beneficial to the user to help each other decision-making, more beneficial to the stickiness of the site. We can not expect consumers to have nothing to do shopping website to turn, it is Taobao, if buyers only buy things when the thought of a turn, the stickiness is too low. If he has similar, close needs will think of this site, or he will be fine when he would come to talk to you, so the stickiness is much better.

2, the net buys the crowd composition

In general, we can divide today's online shopping group into "three Low", "Wenqing", "Kid" so three parts, they have a great crossover, there is a great difference in consumer behavior:

(Note: The following methods and names are not disrespectful to human nature)

1) Three Low:

Concerned about Yang, May; Qzone often updated, his own photos, reprinted articles inspirational articles, on the beautiful said, Mushroom Street, do not have their own discernment, like to flock together, not the ability to spread, students, three or four-line city to one or two-line urban migrant workers, two or three-line city of the tide people; monthly net purchase average 200-300, commodity price 65-70; Mainly buy cheap (low quality) clothes, fake shoes and cheap shoes, fake bags and cheap bags, fake cosmetics;

This group is very, very big, is the main net buys a group. Their focus on the Internet is also clear, and the demand is simple and clear. Doing this group business is a very good choice. However, they are too fond of the follow, and do not have their own discernment, so this business if one to do very large, the other is basically only to give him the training of new users, because the Internet is the same, the people who get together will naturally run to many places to go.

2) Wenqing:

Pay attention to Lao Luo, Han and so on, micro Bo every day spit trough, often on the watercress, shrimp; most people want to be a minority, proud of the display of criticism and authority, have and like to show off their discernment, unwilling to pay, like to share, have a strong ability to communicate, working-class, home, monthly net shopping average about 600, commodity price 100; Mainly buy creative products, fun things, home, digital accessories, travel and outdoor supplies, consumer care security, applicability, brand and service, price.

This group is also not small, but the main group of communication. They are concentrated on the internet's most lively place, they are the internet's most "mainstream" voice, they like to spread, to influence others proud. However, when they spend more money, and most of them do not want to pay, they go to buy the business is also very lofty. In short, this group of people can build momentum (whether positive or negative), but no money to make.

3 Petty Bourgeoisie:

Pay attention to Yang Lan, Li and so on; nothing bubble forum, turn over high-end magazine; have their own discernment, do not like to flock to the following, have the ability to spread, but do not like the public communication, online circle or QQ group spread; one or two line city life of small white-collar, high-income family of women, the brain of the second generation and rich second generation; Monthly net Purchase average 1000 +, the commodity price 200+; main buy: Household items, accessory accessories, wearing shoes and playing with a play bag, cosmetics small, snack, creative products, pay attention to quality.

This group is small, the voice of communication is not very large, but they are very influential, they will be in the circle of trust and influence. And in fact they are leading the trend of fashion, the trend of consumption, because the other two people are following their walk. But at this stage they do not buy clothes online (except for household clothes and occasional wear and play), cosmetics, because they do not see, but their monthly consumption is very large, and they buy a more dispersed category. They buy things to pursue quality, but they are very painful when online shopping, because often cannot find the quality of things or often fooled, because most of the lack of quality ...

The division of these three groups is not necessarily objective and accurate, but it basically indicates my attitude towards the user base. Unless the platform is large, it is difficult to have a website that can serve three people at once in the medium term. For a long time, did the three low people you will be difficult to continue to serve the petty bourgeoisie crowd, did the petty bourgeoisie crowd you can not serve the three low crowd.

The three low crowd did very well at the beginning, and I myself was one of those groups, China today such a group of netizens is also the largest, but do their people too much; for most shopping site, the initial clothing is indeed the greatest best to do, but for the online shopping market most of the quality of clothing is really low excessive; shoes, So is the bag ... Everyone is repeatedly putting low quality stuff in one that looks better than one.

Petty bourgeoisie is really very small, but they are really poor, really can not find the site to serve them. In order to adhere to the things we are interested in, after repeated trial and error and tangle after the visit (guang.com) to choose a dedicated service to the crowd. In this revision process, we delete more than 80% of the quality of the product is not guaranteed (see Guang.com main product designer's blog).

Use the Wenqing crowd to help themselves spread. Always have to be an integral part of most internet services.

Conclusion：

1. Shopping Guide is a good business.

2, Shopping guide will be more and more diversified, for different groups of different levels of shopping guide will be more and more interesting.

3, Shopping Guide is just beginning today, the next to go the road is still very long. Because we can't just do the things that rearrange our products, we need to provide more valuable things to our users.

4, I believe that the quality of the shopping guide will be more and more welcome, because the electrical business will slowly out of the price war stage (before the price war is not wrong, is no way to play cheap compared users pull up the online retail base user group), into the positive cycle, because people's choice is more and more expensive, because the 85 will dominate household consumption. More because of the information violence has let us not to breathe.

There are four articles in this series:

1, why users need to guide the site?

2, why do businesses need to guide the site?

3, the shopping Guide website serves the user and provides the value

4, social Shopping guide Why let Taobao happy and worried?