Who can catch the female user--talking about consumption sharing community

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As a new era of women, they think that the pursuit of the appearance of women, the inner man's independent state is a cool thing. In order to achieve this goal, Taobao did not read less books is not less. Although there is a distant distance from the benchmark, in the process, from the unknown small buyers turn into a double bric and slightly experienced Taobao buyers, to talk about consumption and share the community of things should be a little understand a one or two drops.

I would like to ask now online shopping, how many children's shoes are so naïve to Taobao direct search, and then click the sales ranking and then one by one to see the comparison of the final order? If the computer is lovely before you still follow this set of old methods, then the bump ha. Internet Information change, the most recent industry has been the most dark in the field of "recommended shopping, shopping search, Shopping community" and other directions of the products. Of course, the news I also read the White Crow Brother's blog (http://uicom.net/blog/) said, White Jay brother to the E-commerce shopping area of insight is very profound, recommended reading.

Today, I act as a typical female beauty user, as well as the experience and research on consumer sharing community products, and talk about this new field. Also give the male compatriots to popularize this kind of message, because the most popular consumer sharing community product is rejects the male user!

What is a consumer sharing community?

Beautiful say, mushroom street, love material net, beautiful street, even the new real-name system that is launched by Renren has just introduced the SNS "shopping" all belong to the consumer sharing community, but the definition of the term "consumption sharing community" has no information in Wikipedia and Baidu (trouble update). There are other sayings about the classification of such products, such as vertical social networking sites, new models of vertical electronic commerce, socialization (community) E-commerce, and so on, and the closer argument is socialized e-commerce.

Social electronic Commerce

Social electronic commerce, social commerce, is a new derivative mode of e-commerce. It uses social media, network media transmission channels, through social interaction, user-born content and other means to assist the purchase of goods and sales behavior. In the Web2.0 era, more and more content and behavior are generated and dominated by end users. The social E-commerce market will reach $30 billion trillion by 2015, and is meant only through social media sales revenue. The size of the market should be even greater.

These products were initially defined as community based models, but are now gradually becoming media, or essentially more like media than communities. Because users and users basically do not interact, they are simply because of the same tastes and tastes and mutual attention.

Product positioning and user groups

A representative of some domestic and foreign consumer sharing community sites.

Beautiful said

http://www.meilishuo.com/

Mushroom Street

http://www.mogujie.com/

Love Thing Net

http://www.hers.com.cn/

Thisnext

http://www.thisnext.com/

Kaboodle

http://www.kaboodle.com/

Refers to product positioning and user groups, is very representative of the consumer sharing community leader Beautiful said and Mushroom Street, many people on both sides of the comparison and analysis. Interested children's shoes can read this article, SWOT analysis is quite in place. Http://liao.it/archives/172.html

I do not talk about this topic again, summed up some of the reference value of information and charts and share with you, to beautiful say, mushroom street for example.

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Making content for 1% of users

"Let 1% of users to make most of the content on the site, and the other 99% of users, is to let them visit, to provide them with a variety of recommendations." "This is a point of view that the beautiful street has put forward and focused only." For the consumption sharing community, content production is not to be ignored, especially some network Reds brought about by the chain of Word-of-mouth response. Beautiful Street CEO Ningxiaotong said the 1% users are mainly divided into three stages of origin:

In the same way, the beauty of the magazine and Mushroom Street album is also the user to create the content of one of the main ways.

"Walking quality" or "Walking volume"

and want to do a delicate and strong, and want to do bigger and stronger, this has been a lot of products faced with the necessary topics. At one point to do too focused and afraid to keep up with the changes in user needs, want to expand market share, the size of the team can not take into account the quality of the product, which is the choice or contains a lot of stories.

Like beautiful said and Mushroom Street content planning, the nature of the shopping guide will be 80% of the flow to Taobao, the merchants in order to increase the exposure rate will be as a user to push their own goods. Fortunately, the business "disruptive" behavior in the current still belong to the scope of control, than the imagination to be more harmonious. But the quality of the content problem will be affected more or less, this filter rules will be adjusted, let us wait and see.

Pinterest Pictorial Flow Pattern

Pinterest recently is a fiery red fiery, it is a self-proclaimed "personal version of Cool hunting Tools" of the visual sharing community, where the content in the form of picture waterfall flow, users can focus on people, you can also share, collect their own interest in content.

2010 Pinterest has begun to be in the pursuit of domestic entrepreneurs, beauty, mushroom Street and other sites on the line is actually in the Pinterest micro-innovation under the improved version, the difference is that they are more focused on women products, and e-commerce cooperation more closely and more commercialized. and the new online knowledge of the United States nets and petals just more like the Chinese version of Pinterest, pay attention to the content of the various collection and sharing of interest.

Pinterest pictorial flow mode to the image as the center of the relationship between people and information, and the picture is the carrier of interest.

Pin mode in beauty, Mushroom Street and other sites on the use of mainly two categories:

This pictorial flow layout, a more intuitive user experience interface, a unique style of content display, plus from the color and composition angle to attract girls, easy to arouse the resonance of female users.

At the same time around the interest of this type of pattern using waterfall streaming picture display way, image intuitive, precisely meet the fast shopping needs, in fact, this also for the picture behind the commercial intention laid the foundation. This kind of website gathers a lot of valuable information from the user, after the optimized sorting, the classification processing, the content becomes more valuable.

Expand reading: http://www.dorightdream.com/news/latest/2011-12-03/43.html

Client, it's a showdown.

The women's consumer-sharing community has two main trends in mobile Internet, the first is that women's handheld devices are heavily diverted to the iphone and Android, are being occupied by mobile devices in their leisure time, and the second is that mobile shopping is starting to grow, and Alipay has multiplied its mobile turnover over the years. The two major reasons for the consumer-categorized community to compete on mobile devices are likely to be in the wireless sector.

At present this kind of mobile phone application is better still beautiful said and Mushroom street, Beautiful said iOS client launched earlier, Mushroom Street followed.

By contrast, beauty is more likely to be a community where users are interested in getting information. Mushroom Street ideas are more inclined to the media, output content. Application in the layout is also the basic use of pin mode, continue to read the picture. In these two application competition, the product experience and the main push camera function will become the competitive hot spot.

Summary

One of the interesting things we can observe in many women's consumer-sharing communities is that they reject male users, but are now slowly opening up to male users.

Now in the market for the core users of women's products are still quite a lot, but only for women service products are few, not to mention the application of the client. Let's go back and talk about "who can catch women" in the title.

Beautiful said CEO Xu Yijong that the next 5-10 years, there is one thing can be predicted, is that women will become more and more beautiful. And what is fashionable, how to become more fashionable, is urgent to solve the problem. According to statistics, in the use of skincare products, Chinese and foreign female users have a big difference is that the brand's adherence. Xu Yijong that the reason why Chinese women are easy to change their brands is that the concept of how to become beautiful is vague. Therefore, to help women perfect the concept of "beauty" itself is a huge industry, has a wealth of imaginative space.

In fact, in addition to fashion, skin care products, such as slimming, body, health (menstrual treatment), or even to the internal recuperation, such as how to enrich the life, broaden their horizons and sublimation itself, etc., can be done for ladies. We can also expand out, take QQ as a case. can also out a QQ for ladies version? This version of the content is based on or according to the needs of women planning. Like every day's news bomb box, which can be all the content or application of women's interest, after all, how many female users are interested in Audi A6? In this version, there is also a one-click Switch back to normal mode of the entrance, so everything can be back to normal, think it is very interesting.

OK, so stop, can only say that the design for ladies products in today or a piece of people are worthy of Reverie field, later can extend what mode, is an unknown.

(This article originates from Tencent CDC Blog, please indicate the source when reprint)