Design elements of shopping community based on female users: Trial

This article mainly wants to express the meaning that, because of the specificity of the female user group and the special attributes of the cosmetics themselves that are most relevant to women, the shopping community with female users as the main body is more easily assembled, and this kind of product shopping reviews are also very easy to succeed, and one of them decides that the elements that can fire up are-try!

I have seen such a shop in Soho in the early days, saying he is a shop is actually a bit inaccurate, because he is not selling things, he is a spin-off of things, he is a Test inn.
Their model is very simple, you pay 365 yuan to become a member, and then you can go to him to receive 3 things to use every day. These things include perfumes, tissues, trinkets, small foods, cosmetics 、...、 and so on. are basically women-related supplies, and are the higher end of the brand. and each member can receive is not a whole bottle, but was separated by the N-per-cent bottle . For example, a bottle of Dior perfume will be broken up enough for a woman to use a few 2-3 days of small bottles, and then each member limited to receive a copy of the cookies are in accordance with the small bag to collect.
According to the owner of the 3-month membership has been thousands of times, every time you see a lot of Meimei in the trial .... They're walking in fact a line of Word-of-mouth marketing model.

Recently, I began to pay attention to the shopping review community, found a very interesting phenomenon, in the domestic do still have a popular shopping comments the community is basically women's related products comments on the community, if you count the watercress then the book image is a. Other such as digital products, clothing and apparel, department stores and other items are basically not seen forming.

So why is it easier for women-oriented shopping communities to assemble?
The user relationship between ① and women is easy to establish;
② and female users prefer to display, show themselves and their shopping experience relative to male users;
③, female users of the greedy and cheap psychology also led them to be more willing to join together with a group of people to explore;
Before I wrote an article "Why girls prefer to go to Taobao instead of shopping", in general, can explain this problem.

So, why do women's articles for the main body of the comments community easy to be prosperous?
①, female users love to show;
②, the female supplies need to compare and the brand transfer cost is low;
③, to try to install as the core of the three-win user chain;

Let's go back to the beginning of the product reviews when I said that the user for what purpose is willing to comment on it? No more than three kinds: the interests of the injured, benefited, idle boredom .
Yes, the benefit is the interest! The benefits are almost always the same routines that have been used in the early days of all the websites that have reviews. To put it simply, 90% of the site's data is burning money piled up, the rest is garbage data heap out. Of course, watercress in a special time to enter a special market, is an exception.

Some sites in the early period is directly to the RMB reward, some to reward points, points redeem gifts. And these women shopping reviews station is another benefit reward--trial outfit.
From the cosmetic properties, cosmetics are easy to standardize, cosmetics do need to contrast, and the replacement cycle is short, the cost of brand migration is also low. Therefore, the trial of the appearance of the outfit is really perfect match ah!
The website is sent to the user for a trial of a new cosmetic, the user is free to receive a trial, and the only price is to submit a trial report (comments). It's a lot easier for women who like to show up and try to keep trying.

So we see in the cosmetics category reviews the website actually exists such a chain: The factory provides the trial product--the website is responsible for looking for someone to try--the trial user submits the comment--forms the word of mouth to cause other user to use--the factory benefits, the website benefit, the user benefits. It's a three-win deal!

At the same time, this mode is basically unable to replicate, this is determined by the product properties of cosmetics, the rest has nothing to try the product ... however, not cosmetic and female users as the main body of the reviews are also increasingly shaped, but mostly concentrated in the business of the consumer, because of the company to do, In fact, there is a profit chain, and to let's.