Graphic: Heishijiao Technology CEO Zhang Lianhua

Heishijiao Science and Technology CEO Zhang Lianhua (Sina Science and Technology Han Lian/photo) May 2011 10 to 11th by the consultation sponsored by the third China Clothing Electric Business Summit held in Hangzhou, Sina Science and technology live the conference.　　Picture is Heishijiao Technology CEO Zhang Lian Hua. Hello everyone!　　I am Zhang Lian of Heishijiao, my theme today is the use of user experience analysis, enhance brand E-commerce.　　Before I came, our team gave me such a data sheet, and I said the presentation was going to tell me what it was, they told me to guess, and I analyzed the data. The absolute user says it is so large, 20% elegant people say it is the right size, but some people say it is too small, we say it is not a underwear, this is a underwear. This data shows that the pursuit of fashion 100%, they will recommend this product to his friends, then we will know to this part of the people to carry out accurate marketing.　　The key to a massive data-accurate decision is how to achieve it. Customer experience is a new word, very new, I did 20 my years of user experience, customer experience is really a new word, but I know this experience very much, because in the past I was real money investment, including physical store display, escalators, all kinds of user-friendly facilities, consumers in our store can go to try, trial, Our designers will adjust the various products according to the feedback, what is this? What did we call it in the past?　　Call Customer experience, is the thing that we always attach great importance to. But in the Electronic business era, the consumer has undergone great changes, what kind of change? Consumer demand and choice presents an irreversible diversification, that is, it needs more, at the same time it has more choices. What kind of characteristics do we say the electric quotient is? Today many of the traditional enterprises are to come with every guest, Taobao and so on the electrical business to learn, we are learning every day. What are the characteristics of electrical business? Multi-brand, low price. We know that a lot of electric dealers engaged in ux/ued for 10 years, the traditional characteristics are pragmatic, all the things are true gold and silver into the, the boss personally ran to the shop to customers to try to wear clothes have. But in today's internet age, in today's electronic business background we are primary school students, so we have to learn. So for the enterprise, with every customer to learn shop marketing, with other electrical business user experience, many large companies have hundreds of of people's team.　　But you just keep on learning, you learn like him, consumers still do not buy things here, because you are students or chasing, because they have done in the user experience. What is the idea of brand electric business? Brand Electric business ideas can not be handan, not to follow, but to avoid weaknesses, as the theme of today's conference, to the alienation of competition, to understand the difference in competition is how, we say not only to catch up, because the rush is to catch up, to go beyond, how to go beyond? Shopping malls such as battlefield, to adopt innovative products and technical means to achieve. The traditional industry in retreat this point, is not to speak of hypocrisy, is actuallyIn the grasp of the user experience. How to continue to practice and grasp the user experience, we will be innovative way to collect a huge user experience. We know that for a lot of electric dealers they have a huge team, they use a variety of ways, such as Google, or other networks, in the process, the consumer electric shock this key more to search, what? You still do not know why consumers do not like this product, why a lot of goods sold, another item you should look better, the result is that it is not selling well, so to use innovative methods to collect. In fact, I do not do sales, our analysis system can be pre-installed, no matter how many products can be refined user experience analysis, in our experience analysis tools inside, we have user indicators, using these two things to deliver the product's selling point, and ultimately can significantly improve your user experience. How do we say the user experience is pragmatic? Why collect user experience only in the dot? Your consumers are everywhere, for the brand electric business, to the brand Enterprise, your consumer also includes the person who bought your goods in the physical store, and even other channels who bought your goods, and even did not buy your goods, because you want to know why they do not buy, with Heishijiao user experience analysis, No matter what method and means, we know that the traditional enterprises do e-commerce many enterprises to today actually the utilization of the site is very low, we provide a very rich way to you from the line and network platform to collect and analyze the use of users experience, through this experience analysis,　　The brand enterprise can obtain the whole network sale information in real time, and drive the product adjustment and business innovation centering on consumer and user experience. User experience, how do we continue to be pragmatic, online support line, with the user experience data to play the advantages of background, including product improvement, how to improve your products, first of all to know what consumers complain about it, how to improve it. I don't know how the electric dealer did it, generally speaking, we used to rely on sales, a good sale of goods to put it to the eye-catching position, a good sale of goods on the shelf, but in the final analysis you do not know why he sold bad, then our experience data to help you. If you want to do not sell mainland goods will be targeted market and target customers, but how to subdivide? Do not rely solely on sales data, because the sales data is later, relying on the user experience to help you segment the market.　　Business innovation, consumers will tell you the answer, through data analysis can use the consumer experience, sales experience, demand for a variety of business innovation.　　We said that you have done a mall online is not easy, and now give you a mall, now the enterprise generally talk about the combination of the actual situation, you take the virtual site from the customer to the physical store to help you do the distribution, but you may not be shipped. How to go beyond, to user experience data as the basis for Cross-platform hardware marketing, promote online sales under the line, we have a multi-functional integrated system, such applications can be used in internal and external Data application reservation interfaceand offers a variety of experiences. For example, we now put an ad on the right side of Google, you can do a small experiment, as long as the ads below said there are 3500 people recommend this product, it will increase the number of clicks.　　Television marketing, print advertising and so on, this is what we call the data experience based on Cross-platform marketing. What are we going to achieve in the end? To achieve business sales, partners of the three-win, including his help you to solve online, offline contradictions.　　It also changes the intangible assets of your business into tangible. Then how to go beyond the user experience, just say how to continue to be pragmatic, now we say how to go beyond.　　All the traffic in the website is actually bought, Su must do, in a word, the users who run to your website are spending money. (pictured) Here is a data, 100% of the people on the site came, 54% to browse the page, the other directly fled, why he fled? Because he came to the wrong place.　　Finally, we have been to browse your product customers they put this product into the shopping cart, and some of them did not buy your things, because he did not have confidence, because there is no confidence to buy more, there is a kind of expensive goods dare not buy more. In the wrong place, there is another one is not found, the morning of the underwear problem, we are experts in underwear, our team of computers on the small guy basically every day to see underwear, said very strange, used to say a word, consumers why to shop, is to meet the expectations of a better life. There is a little girl in our company, the logic is very good, she immediately, no exceptions?　　I say no exception, she said, there is a person he went to the pharmacy to buy a sleeping pill, I said he bought a sleeping pill because of dissatisfaction with the current life, he is looking forward to another life, so I said the consumer shopping is to meet his expectations of a better life. He came to your mall and couldn't find anything, our product Manager or user Experience team, the user experience to do a deep system, there is a saying is that the shopping process into seven stages, for the mall to the goal is very clear, this group of people sent to the shopping cart card checkout, In fact, shopping this thing is the most complex things, often I go online to buy things before I do not know what I want to buy, people may be very strange to say I do not know how to buy things. For example, when you want to buy a gift, you do not know what you buy, can't find, what is the result? The result that cannot be found is to find the place to buy. There is the most direct, we now have a lot of time, but we are not patient, you let me find, let me pick money, I will go to Taiping department store to buy. That's what I'm talking about. Marketing promotion These flows will be lost, why consumers will not be satisfied, because you made a variety of adjustments, you put this button changed the green, shopping cart from the left to the right, the last consumer best user experience is what? is to buy the right goods, we think this sentence is right, if he bought wrong, he made the wrong decision, you RegimentAll the things the team did. Finally online this part of the customer, once the loss is simply no way to grasp, because you do not know who he is, 2 million can not be one-on-one to his follow-up service, throw away. This is your conversion rate is only 2% or 3%, how can we solve this problem? What do we say about shopping? Shopping is a process of making decisions, buying things is a process of making decisions, what do you need to make decisions? Decision needs the information source, the decision needs to filter, the method of screening. What do consumers believe? What do consumers rely on to make decisions? What do consumers today rely on to make decisions?　　Not advertising and product introductions, relying on Word-of-mouth, relying on the feelings of other users and using experience to make its shopping decisions, if you are in your mall to provide such information to your consumers, you are really help him to make the right decision, there is no better way. We can give examples of underwear, business Liu always said a word, he said his most concerned about is how to improve women's underwear product experience. This is not a simple question, it is a very complicated problem, choose a underwear you have not bought the don't know, very complex, not just a, B, C, D problem, I may not know what I wear this season, what is the popular season, I want to know if it is soft enough, I want to know how it will be after washing, It is suitable for the occasion to wear, if it is a date is a day date is more suitable or evening date. What can help her solve these problems? Depending on the quality of the product is difficult to do, because of consumer demand, he wants to buy this product for the purpose you can not guess.　　The user experience can help them to share the user experience you have gathered with consumers, allowing consumers to use their feelings and experience to help consumers make the right purchases. We are on the line 10 billion or 20 billion, the boss and E-commerce director said, you do not give me the trouble is good, if your eyes only stare at this 200 million online sales is wrong. Macy's 2009 annual sales are 2.4 billion U.S. dollars, 90% survey said that the first to online search products, and then to the offline shopping is the best experience, we asked all the candidates to cast resumes online to answer a questionnaire, the questionnaire has a question, said you buy things in accordance with the following types, One type is to buy online only, to see the user experience, which is very important for his decision to buy.　　So today is not the day we push the user experience to the consumer, but the consumer needs the user experience to make decisions, and today's consumers also rely on other users and experience to help you. Through the user experience of the promotion, E-commerce plate can bring you what kind of dedication. Higher quality of flow, conversion rate of promotion, promote online sales, commodity adjustment, product improvement and so on.　　So we have a point of view, E-commerce sector is the best way to implement user experience. For the brand and ordinary electrical business is not the same, for those who have no brand in the past today's e-commerce a good time, a tide is notDo you have a brand? So this is our Heishijiao company put forward a new product view, will come from the user's product evaluation and view of the important features of the product, so that these comments and views to become the user to buy goods important basis, and in the consumer to establish a new product concept.　　This sentence is not what I said, is a candidate said, we in the application topic mentioned how to let the user experience to help consumers, how to use the user experience to help businesses sell more products, this sentence is he said. From the customer to the UV, from experience to UX, we have never been unfamiliar with the user experience, but what has changed? The original clear customer becomes UV, the past can and customer exchange experience became UX. So in today's online shopping era, in today's social media era, you do not see consumers, you can not grasp the experience how to do? You have to find a way to get the user experience back. Therefore, we should carry forward the spirit of innovation and pragmatic, user experience analysis to achieve differentiated competition.　　Not only to catch up, but also to achieve beyond. E-commerce market is very weak, although there are a lot of data, 400 billion, 500 billion, 800 billion, you do not do this thing there is no market to do, so this market is a very broad space. But for enterprises, you tell the boss that my boss said a lot of things, KPIs are more than 100, you this matter back, to do a lot of things.　　The key between this is how you do it, so we say through user experience analysis, create a platform between enterprise customers and partners. In the past I often said a line and offline difference is what, like the day does not know night black, we used to surf the internet is dark, now Taobao through years of cultivation of our consumers, we know that now 80% of consumers are through the day to work through the Internet.　　So Taobao made a contribution to E-commerce, and then we give the applause to Taobao, thank you. Moderator: Thank you user experience is a very hanging things, we do not understand consumers, but also grasp the user experience, but we have to do, but also to do better.