In the field of the shopping guide to the Electronic business ecosystem under the shopping guide site new opportunities

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

[Core Tip] when the shopping guide this matter is more and more external factors wrapped, destined in the future, shopping Guide is a comprehensive analysis of users and multidimensional dynamic combination, closer to users, to provide personalized services.

Beautiful said after the Mushroom street, the electric business ecosystem of shopping for new opportunities are emerging, in the field of shopping guide will be bound to add some personalized forces.

2011, the most lively web site, not beautiful said, Mushroom Street mo. All two companies have brought Taobao hundreds of billions of dollars in sales, and last year Taobao open platform generated total turnover only 3 billion yuan. They quickly detonated public awareness of the shopping guide.

In China's e-commerce pattern, large-scale business, a variety of price wars, living space to squeeze each other. But in the big electric business ecosystem, there is bound to be a new opportunity and mode of birth, shopping guide is one of them. Similarly, when the shopping guide market is beautiful said, Mushroom Street proved value, and not only their model can survive, in the field of shopping guide also contains countless opportunities.

For example, regardless of the beauty of the media attributes, or mushroom Street Community attributes, the current two platforms are the active user. How does a higher age group meet?

For example, how to avoid homogenization of serious and thousands of people side of the product, and let more people get personalized one-on-one service?

Or how to analyze the user's psychology, from its deeper level to provide users with prices, hobbies, scenarios, dynamic solutions?

Now in the market, there have been some active new variables to look for opportunities. They are simply a "tool-type" shopping model, or in the media, the properties of the community to be innovative, because they found that the shopping guide is not only docking Taobao data, the selection and classification of goods, but through the need to get closer to the user, by increasing the psychological analysis and impact of people to achieve higher conversion efficiency.

At this level, there are many opportunities to be developed.

Dynamic combination of recommended engines

Although by virtue of the "rainbow Search" app in Taobao wireless open platform 2011 years of Application contest won the application of the winner, the three-dimensional era CEO Shao Yilei is still constantly accelerating the product iteration and new. July, the three-dimensional era will launch a new panoramic style personalized fashion shopping platform-sugar.

In Shao Yilei's judgment, the fashion-type shopping thing, there are 3 kinds of needs at the psychological level: the first is really because of lack, in order to need to buy; the second is because of preferences, girls are constantly going to buy things they like; the third is the "good for me", and maybe this dress is not my favorite, But in particular can show the body, wear on me good, these 3 kinds of actually is completely different demand.

"Sugar" will be a personal image of the assistant products, but also tool (data)-type shopping guide products. It is through the combination of half artificial technology, according to the user's behavior data, analysis to the user to personalized recommendations. Personalized recommendations for this product include personal style, preferences, style, what is more suitable for you and so on, is the details to meet the psychological needs of multi-level.

But for a personalized user, the information he has is divided into two dimensions: first, the explicit personal information, including gender, age, geography, occupation and other data; the second is from his stealth habits and preferences, this depends on the technology in the background to constantly crawl the user's every action, such as his browsing trajectory, Shopping records to analyze. When these data are collected, the shopping guide to do is whether to grasp the details, really for each person to customize or recommend "only belong to him" content.

This requires technical means to generate an understanding of each individual's needs and to accurately cluster the user. When a user comes in, you give him a lot of labels, more than you like, consume, buy, and so on, and you need to tag a lot of the items on the back, "it's a bit of a psychological test and needs to be constantly matched in a changing label."

Why are a variety of recommended algorithms, such as the most common "guess you like" or "watercress" radio, in books and music have done very well, but fashion has not been done well? Because the dimension of fashion class is too much, everyone likes one thing's psychological reason is different, it is about the occasion, the preference, the price and so on multiple factors. "I think it's a very strong recommendation, and it's hard, of course," Shao Yilei said. For example, does personalization really need to be very accurate? In fact, a good product, to control the exact proportion. Because this is a thing that can not be denied or not accurate. If the recommendation is not allowed, users will not trust this product, if too accurate, will continue to strengthen a person's preferences, thus masking the "discovery" of the new possibility, just as Google will not be 100% of the technology presented to users, it needs to be proportional to the white, to place other things.

The opportunity and difficulty of the future guide is from this--it will be a dynamic combination, the need for constant matching and balance, the middle is full of the user's psychological weight of the grasp. "Personalization is actually about improving efficiency, and I want everyone to come in and see things differently," Shao Yilei said.

The algorithm pulls high conversion rate

There is no doubt that the ultimate goal of shopping guide or conversion rate. Want to do a shopping recommendation, browse from the user one thing until he buys, there are two key links: one is to browse the user will not click on this product, and the second step is the user will not be formed after the purchase-the final conversion rate is formed by these two points, no matter which is better than others, conversion rate will be very advantageous.

Pocket Shopping-Taobao (hereinafter referred to as Taobao) is a 2011 years before the launch of mobile applications, users can use it to browse, collect, share and buy goods on Taobao. The IOS 2.0 version adds the "My Street" feature, which is based on each individual's personal habits, using algorithms to recommend one-to-one products tailored to different users. At present, the number of users has been close to 3 million, daily active users 10%, the customer unit price reached 95,2012 in April to become a fund and Jingwei venture to invest a total of 12 million U.S. dollars investment.

Different from the media, community-style shopping guide, Taobao President Hou Xun to positioning the company as a tool (data) type. And the above three-dimensional era, the core of the tool is automatically based on the user's behavior in the background of the technical operations, "large data mining" automatic matching and personalized rendering. This is also the point, Taobao can reach 7% of the ultra-high conversion rate-Taobao open platform system, 1%-5% conversion rate has been regarded as a good application of the standard.

The use of the process you will find that the entrance to Taobao did not register separately, are all micro-bo, Taobao, watercress and other platform account import, through the authorization to crawl more user characteristics. "Even if you are the first to use, no track of users, in the ' My street ' will also have 10 problems, such as gender, age, online shopping frequency, like style, the user through a simple judgment, 210 is only the first to receive 1024 kinds of results. Once the action is produced, it will be adapted quickly and gradually. Taobao President Hou Xun told the business value of the reporter.

The great thing about this product is not how big it is, but how high the turnover is at the back end. Although the company itself on a number of techniques and methods relatively low-key, but the reporter or from the relevant people to understand that Taobao back-end link to all sellers, are from Taobao yellow diamond buyers of the collection folder dug, these sellers are all crown.

This means that these stores are fully validated, no matter from the service, delivery, credit and so on look not too bad. Regardless of a shopping guide platform to do how attractive, but when a person in the lead Taobao found sellers are three heart or even lower level, trust will quickly decline, and in Taobao, click and buy two actions will converge very smoothly.

For beautiful said Mushroom street, a large number of users upload pictures and content, it is difficult to guide the user backend will be completed purchase. And this effect can only be achieved through technical means, "their conversion rate is even more than twice times the beauty said." said the person.

Good scene spreads

A good shopping scene, is able to the user's psychological level, highlighting efficiency and reduce price sensitivity.

VERYCD founder Huang Yimeng in the American drama "Life Big Bang" saw a very geek computer chair, the price is more than 8000 yuan. When he bought and fell madly in love with the chair, he put the company's more than 200 employees into the chair. VERYCD also began to realize that through film and television, anime derivative products are very many and there is a market, so the independent mall, through the internal editor to recommend some and film related products. At the same time, based on the community attribute of VERYCD, its vertical coupling degree is stronger than other industries.

The same thing happened to Zhao Ye. He was the founder of a very hot local media metropolis in Shanghai, and is now creating a drag-and-drop network that is a shopping platform with clues to match scenes. "In a situation where dress has become a rigid requirement, who can find a niche, such as a more accurate service for people with specific needs?" "In the beautiful said Mushroom street has been big, Zhao Ye think so."

Drag net all product design logic, judgment logic is from buyer side cut, "We think the user wants is the solution." "For users, they want to give me a solution with a more effective way of organizing information, which could be a comprehensive experience," Zhao Ye said. "I will attend a party tomorrow, do not know what style to wear, I did not watch the weather forecast, who can help me to these scenes and my information together, give a complete set of solutions, let me like and fashion." It's okay to have a little more money. "A white-collar who turns from beauty to hauling nets."

Let the date (weather), the region, the occasion, the style, these all become the clothing collocation solution variable, after the continuous combination present to the user, thus forms one kind of purchase the driving force, then brings the higher conversion rate. The towing network has not only played the founder's media advantage, but also has the tool type characteristic. According to the towing network data, users see a relatively high-quality collocation, and there is the scene of the guide, click to the final page to complete the purchase conversion rate will be higher than the recommendation of a single product 40%.

In fact, shopping guide is a psychological game to see who can give the right person to buy the right mentality and efficiency. Any form can create a good scene in the crowd and in the angle of entry, and see how you make good use of your genes.

Simply summed up, the current fashion shopping guide because of the different logical basis, probably showing 3 categories: Media properties, community attributes, and tool attributes. It's better to look at the genes behind these patterns with a little gossip.

This gene is bound to come from the team. Why is beauty said to be a media? Because Xu Yijong from Baidu Bar, he is also the most familiar with the media, the media this road will also go more smoothly; The CEO of the LC style web is a fashion magazine background, the style also looks like a magazine, with the same background as the fruit Bank, co-founder Liao Jinyou, who was the editor of the weekend pictorial, was accurate in fashion; Zhao Ye's Metropolitan was one of the most famous media in Shanghai ...

And the Chen of Mushroom Street and the executive team mostly come from Taobao, Taobao is a very focus on the operation of the company, and the shopping guide this thing in Taobao inside and difficult to get a better presentation, Mushroom Street will play an advantage to create a community; The top executives are also from Taobao, the gene that carries the community of operations. Based on the Pinterest model so that the heap sugar still remains the shopping channel, it is still a picture of the community, compared to the beautiful said Mushroom street, it more generalization.

This group of people are doing personalized things, and the means to achieve personalization more needs technology, analysis and data mining. For example, three-dimensional era, such as shopping taobao. To Wang and Hou Xun Taobao Group For example team, because there are a group of products from Baidu, technology and search strengths are very obvious, so their products is a straightforward tool ...

In fact, shopping guide market is big enough, in how to improve the "efficiency" of this matter, beautiful said Mushroom street again large volume also did not exceed the market structure of 10%. When the shopping guide this matter is more and more external factors wrapped, destined in the future, shopping Guide is a comprehensive analysis of users and multidimensional dynamic combination, closer to users, to provide personalized services.