Behind the Pinterest mode

Under pressure, the electric dealer needs to bid farewell to the extensive flow "sprinkler irrigation" and begin to evolve to the more advanced "flow drip irrigation" mode.

Deliberately chose the last day of 2011 years, the white Jay on Weibo announced his entrepreneurial project-a named "Stroll" shopping platform station officially launched. As the former Alipay chief product experience, the White Jay said it would be a very worthwhile dish to chew in the 2012.

Open this site, divided into a number of themes and pictures, such as travel, festivals, gifts, continue to subdivide and "We Are all Rainbow control", "Hit color" and other bright themes. At the same time, the Web site takes a novel for synchronization, there are 8 characters in the novel, 8 Heroes is now the city life of 8 kinds of roles and attributes, as a clue, users see something like click In, will be directly inverted to the item Taobao purchase link, the purpose is to users "recommended products", And in the form of CPS and Taobao divided into.

If you say "stroll" is a dish, then in the past 12 months, the domestic electric business district staged a big enough banquet. To "stroll" for the new representative, the early model Beautiful said, Mushroom Street, the follow-up there are petals nets, heap of sugar, know the United States and so on, some and traditional electric business model "not the same" new shape rapidly germinal.

The origins of these new forms stem from the rise of the Pinterest, a picture-and-visual social-networking site that was founded in 2011, with pictures and interests at its core, and has grown faster than Facebook and TUMBLR.

At least in a very long time dimension, to flow as the ultimate demand for E-commerce mode, seems to be in the innovation always dry, and the appearance of Pinterest, no matter from the model to see whether it can be made bigger, but all have value and vitality--once simple, extensive access to traffic mode, Obviously can not meet the electricity business in the winter heating needs. A variety of more precise and accurate, effective operation control, and maintain a continuous upward user experience, is now the test of the core of the electric business.

Times and the pulse of the electric business, need a new frequency to meet the efficiency of the things appear. This is the electronic commerce is farewell to the extensive traffic times, into the best period of drip irrigation mode.

Behind the Pinterest

It all stems from the unexpected growth of America's Pinterest. Pin (Pins) +interest (interest) on the nail Plate (pinboard) with a Pushpin. Many people have not yet figured out, a seemingly many people will not use the site, why so fire? According to Hitwise US data, its monthly total visit increased by 1745% from August 2011 to January 2012.

This logic is actually not complicated.

When the internet was first created, it was launched from Yahoo and BBS. It can be said that the original demand of the internet is, "no content to create content"; And the second step is to have a mass of information. Google's generation helps people to filter the content, search completed according to the needs of the need to select information; the third step, the information began to explode, the internet on the day produced a picture more than one person in a lifetime can not see the end-so it is necessary to enter the personalized screening Information age.

The best screening mechanism at the moment is to filter valuable information based on Twitter's follow relationships, or to pass on real life messages based on Facebook's strong relationship.

This kind of interpersonal filtering mechanism is only one aspect. Take TUMBLR, for example, it solves the problem of getting information on the basis of interest, an interest-based relationship layer that looks more precise and sticky-and, sadly, Tumblr's speech system at its core is creating content, although in the middle class-dominated American society, people have the time to share, But the cost of creating is still much higher than the delivery of content.

The birth of Pinterest greatly reduced the cost and threshold of sharing "love and interest". It solves the problem of spreading more content on the Internet in the simplest way. And what does this form look like in life?

Magazine。 A magazine that is made up of a lot of beautiful pictures that girls read and love.

In fact, in today's springing up the domestic imitators, the most similar is the petal nets, found, there are also including heap sugar, know the United States and other types of Pinterest website. But is it just a community based on good-looking pictures and "waterfall Flow"? As Pinterest's early practitioners in China, Xu Yijong was asked the same question by a lot of people, the beauty of what to do. "Beauty is said to be a magazine." He kept emphasizing. "Because Taobao has lost the best time in the field of shopping and sharing." As long as you think of this as the media, not the community, they will be getting better. The white Raven also said so in his knowledge.

At present, these social electric quotient form main docking channel or Taobao. They have done a new comb on Taobao's content. But, beautiful say, Mushroom Street "This magazine" the media form is not the editor to filter the content, but is based on the UGC socialization pattern, namely the broad user together to recommend and the screening.

In fact, the picture is just a surface phenomenon, the core of the model is to eventually connect to the Web page. In other words, the form is like a picture of the nature of advertising, but this content production to the dissemination is actually Web2.0 implementation of the way, it is precisely this attribute determines the presentation of this image is very suitable for the system to guide the electrical business, do shopping recommendations, and the cost of sharing is lowered enough.

However, a research Pinterest very meticulous entrepreneurial talent Huang Xiuyuan told reporters that in the Pinterest of the shopping and other content compared to the fact that the proportion is not high, but why in the domestic mushroom street, beautiful said that the electricity quotient property so strong? The domestic market is based on low-end users of the user base. Girls everywhere are beautiful. Taobao is not good enough, but cheap enough and beautiful. A lot of Fashion Big magazine, let a person can only see can't buy, but Mushroom street, beautiful say such magazine let person "afford".

From left brain to right brain

The computer screen is getting bigger, the bandwidth is increasing, reading and looking at the picture getting easier, the network and the mobile phone browser renders the image also already very convenient and quick, the technological progress has made the foreshadowing for the reading picture time. It can be said that the Pinterest of the media properties, the most intuitive part is from the visual form of the change-simple waterfall not only subvert the traditional electronic commerce shelf-style picture display, actually changed the content of the transfer form.

If we use the division of the brain to analyze the way users choose, prices stimulate the brain region, and the love of stimulation is clearly not a part. It's also very interesting.

The human brain is made up of 300 million neurons, and the left brain appears detached. They have very different personalities and will handle the information they receive in a completely separate way. The right brain only cares about the immediate things, and through the graphic way of perceptual thinking, for example, this picture is really beautiful, the color of the pair of shoes is very beautiful, while the left brain is a rational logic, it uses linear and regular way of thinking, refraction to buy things on the matter, contains the price, practical and many other rational label.

The price of instant noodles in the supermarket is written directly in the outside, while shopping malls found the beautiful clothes tag is hidden in the back of the collar, from the price orientation to interest orientation. This is a typical left-right brain difference.

And the media represents a higher efficiency, its value is to affect people's thinking, to persuade and guide people's thinking, rather than let people through the data to make decisions-these are beyond reason, change decision-making process.

Based on the interest of packaging and restructuring so that the effect of the electrical business to further improve. In fact, many years ago, Taobao inside someone put forward "we lack of media attributes," the problem, but Taobao to media, there is too much information, matching difficult. Taobao existing flow, the proportion of decision-making through the right brain is not high enough, most people are to select cost-effective products, and "shopping" type of experience is not good, so the perceptual purchase and high premium products are not enough-in fact, this is the domestic e-commerce habits of the common price decision.

Taobao is also now aware of the big strategy gradually open. For example, Taobao buyers open platform, it for 420 million of buyers to provide external third-party application services to all kinds of applications to Taobao line of business. February 2012 it docked Taobao apparel channel, to Mushroom Street and LC Style Network for high-quality application of the typical representative. It is understood that from the same magazine properties of the LC style net import Taobao purchase, the daily average of more than 3000, the monthly maximum divided into more than million.

"I want it to do more and better, even if the price is slightly higher," he said. A fan of the LC style Network told reporters. The group itself is less sensitive to price, and they are even willing to pay a premium for "liking" it.

Today's market finds that there are some interesting points of interest, and how the value of these concerns can occur when shopping. Through the left and right brain to dominate the words, it is divided into the selection of brain deviation, and the brain more subjective sensitivity recommendations.

and the corresponding tools, is the comparison of search-type sites, and subjective because there is no clear demand, and the emergence of fashion magazines like the way of browsing. For example, choose a standard product, for many people can be selected to select, look at the search site search more complete, even for users to do a price order, for this kind of buying behavior, these are enough.

And for a lot of people (mostly female users), she may not have a clear direction to buy, especially a lot of non-standard products, she does not even know the existence of the creative product. At this time, they need to be guided and based on interest, to do consumer recommendations.

Flow of Drip

So why should E-commerce play the media's properties? This is a better two-level derivation.

Over the years, the electrical business in the flow and burning money on the relationship between a lot of people know. Use a lot of money to hit the ads, because it is transverse scan, traffic is still too extensive-although any kind of marketing is the hope of continuous precision and precision, but still difficult to solve the efficiency of the flow is too low, intuitive indicators that the conversion rate is too low problem.

Of course, there are many drawbacks to the existing business model of E-commerce, for example, the price war is deeply rooted, because the user's price-oriented, the loyalty and stickiness of the electric quotient is not high, the next step of the vicious circle is to obtain new customers more and more expensive, we all go to the price, a slight competitor to further lower survival situation.

At the same time, there is an entrance battle for the flow of the outside. A user's demand ratio is probably: 70% is I know a thing, I need to buy; 20% is someone tell me a thing, I want to buy, 10% is casually stroll, found a thing suddenly want to buy. Search engine-oriented strong entrance, and site Navigation and CPS Alliance to guide the flow of the structure of the proportion has not been shaken.

These are the need to constantly throw money out of the flow of handling work. But if the electronic commerce can carry on the depth excavation to the current traffic and the user resources, directional qualitative to the person who has the same interest to intensive cultivation, it is not difficult to exert the bigger media value.

Does the user have a better way to get to their favorite product than a domain name? Is it possible for a user to take a shorter step from the desire to purchase to a single decision? There is no more need for a change than at the moment--the efficiency of the electric dealer's flow is more urgent need to subdivide rigorous, need to be fragmented.

According to this idea to look back to the 2010-year "Every guest talent", although not at the time, but still can feel the foresight of every guest CEO aged. E-commerce how to play its own media properties, in addition to the basic traffic can do?

In fact, the "recommendation" of this matter, itself is a kind of information in the reverse flow. As Chen, the CEO of Mushroom Street, says: "Quality flow and quality goods are scarce resources." ”

We can actually look at it this way: if the former information was a watershed, flowed into the fields to form irrigation, and then gradually evolved into sprinkler irrigation-and the future of the electricity business model will be "drip", the water directly to the root of the crop, so that information more efficient to meet and match demand, the ability to capture people more powerful.

This description is like Weibo. Micro Bo is to break the information, become by you to choose who to focus on, when you actively selected your source of information, your source of information to help you filter a lot of worthless or irrelevant information. This flow of transmission way than the original system more personalized and humane. After all, choosing from 100 pairs of high heels is completely different from the concept of picking from 100,000 pairs.

"Flow drip" under the shopping Guide website of course there are also different paths: In addition to Mushroom street, beauty and so on to UGC as the core of the social sharing model; Petal nets, found, heap sugar, known beauty of the class Pinterest model, and the search and recommend the dual attributes of the Peanut Republic; and small audience edit the one-way recommendation mode of filtering, such as LC Style Network and Fruit Library.

Fruit Library, an app on apps. Recommend non-standard, good-looking and creative products at irregular intervals every day. Mobile phone users can follow the "favorite" to save or click on Taobao page to buy directly.

According to the needs of mobile phone users, the fruit Library has a clear entry classification, the picture becomes very big, looks very attractive. One of the founders, Zhou Shijun, was a technical man, while another founder, Liao Jinyou, was editor of the weekend pictorial, with a precise grasp of fashion and beauty. Into the Fruit Library team editors carefully recommended products, have the same tone and temperament, can be said to be some kind of small fresh, or good quality creative goods. According to Zhou Shijun revealed that, as an initial product, the average UV will be brought to Taobao 2.5 yuan.

Douban CEO Ah North has said that the reason for the use of UGC, watercress is because the editor is not enough, if enough will be editor-driven. LC Style Network and fruit Library The current product recommendation is based on the selection of small-audience editorial team, is a one-way recommendation rather than UGC-style crowdsourcing. But in the future, it does not rule out the possibility of openness.

In the future world, when the flow rate of information is getting faster and bigger, it is bound to have a new model to reorganize the efficiency and form of information and increase the efficiency of communication. Otherwise, the high flow of information will result in less efficiency than ascension.

However, a small number of channels, can reach the proportion of search engine, it is difficult to have a clear conclusion. "Innovation Workshop investment manager Analysys said. And the rapid Pinterest, it is not difficult to remind people of the bleak remaining temperature of the thousand-Regiment war. The very fanatical pattern behind it is bound to encounter the reality of exaggeration, and then landing.

But how to use the traffic, so that the value of the flow of full release. The original electric quotient dilemma must promote the industry's autogenous change and evolution. At present, the Pinterest are still small spark, have not formed prairie. But the appearance of this model is a kind of more advanced form of electronic commerce. With such a budding as a critical starting point, E-commerce is evolving into more efficient operations, because only a more advanced model than the traditional retail model, E-commerce will have a brighter future.