Talking about the fun playing net

I divide the product into the content type, the relation type, the amusement type, the tool type, the electronic commerce type 5 big categories. I am most interested in the content type, at the same time minor relationship type, for the other three categories just have a simple understanding. But recently read a very long ane-commerce related interview, the word I have patience to look down, because I think it is worth watching. This year to find a "harvest" of it articles how difficult ah, a few months to meet a, I think should be taken out and share with you.





This article interview is fun play nets, a special "fun gadgets" of the company, set up less than a year, not famous also not prosperous, but CEO Zhou Ping speak very good. I sorted out some of the most impressive ideas and retell them in my own words. Nor do I rule out the possibility of distorting the opinions of the week for personal reasons.





1, products for the King

What is the most important thing about
e-commerce? Is the commodity itself, the competitiveness of goods and consumer trust in goods. As the media industry often says, content is king. Everything else is a flower head. Or if your single item is competitive in the marketplace, or if your product is in a competitive form, and the user is in a transparent information environment (the Internet is hard to be opaque), he trusts that you have the advantage of this commodity and you can develop it.





so E-commerce Enterprises should put most of the energy in the commodity entities, from the choice of goods to pricing to transport, in fact, is a special traditional sales concept. The Orthodox business model will not "reform" the "electronic". If your commodity is not competitive, rely on promotion, website optimization These flowers, it is difficult to play the long-term.





from a different point of view, commodity competitiveness itself is the best advertising. The conversion rate or social communication is essentially dependent on the consumer attraction of the commodity. But the market on the bad example many many, plainly is to play smart, because the establishment of commodity advantage is difficult, the need for comprehensive strength, playing a job is relatively easy. He thinks he has a brain, he needs to rely on "personal intelligence" to break through the bottleneck of business. What's it called? It's called speculation.





2, Entity priority


Speaking of E-commerce, often heard several indicators are registration rate, conversion rate, two jump rate, ARPU and so on. Not that these indicators are unimportant, but I've always wondered if it's right to stare at them. Later saw the words of Zhou Ping is very happy, he said: "We are more concerned about the shortage rate, the logistics of the due rate, packaging breakage rate and punctual arrival rate, with customers closely related to the data, because these indicators will directly affect the experience of his purchase of goods." "I dropped the mouse Pat slap, good praise."





we often say that users experience the user experience, most of the time is not really about the user experience, but the experience of the designer. The user does not care about you, he is to buy things, his core experience and offline shopping is actually no difference. No matter how exquisite your website design, he wants to buy things out of stock, transport time is too long, take the hand of the packaging is too bad or damaged goods, the user is Mao. The core experience of the user is the part that is closely related to the commodity entity, and some people focus on the part that is related to the page and the process. In the final analysis, because he does not understand the goods, he knows the Internet products, of course, to show off their strengths.





surgery industry has specialized, product personnel do a good job on the website product is right, but the focus is not here. Shopping is shopping, even if stained with the internet of Xian Qi, the user's focus is still in the "selection, payment, receiving" these three links. Everything else is icing on the cake. As Zhou Ping said, goods out of stock and transportation damage enough to kill all the user experience. E-commerce decision-makers to see more "real" that part, authorized to the professionals to tinker with the "virtual" that part, not to be confused by the fashion of the page indicators.





3, pressure is the power


fools know that the most popular on the internet is "social recommendation", 10 users of the opinion than 10 bowls of expert saliva. But the user opinion is double-edged sword, encounter the difference comment how to do? E-commerce is the most afraid of a bad comment, a person scolded two sentences, may have poured out 10 people's shopping impulse. So do all of the public have a trick to kill skills, delete posts, a see you open a curse on the deletion of the post, leaving are praised, or advisory questions and answers. Even I thought it was normal, but.





but Zhou Ping said something in the interview that made me feel ashamed. He said: "There are users to scold you, a user said, you this thing is more expensive than Taobao." We set a principle, as long as the user is not swearing, as long as it is not related to the laws and regulations do not allow things, we will retain his comments, we have to solve this thing rather than hide and run away. "Oh, God, he's too good to be true, at least he's brave."





I also make products, I often put users scold us, questioning our voice to tuck up. There is a problem with the old, you have deleted the bad comments, leaving only praise, they will be paralyzed, coax themselves to say "only a small number of users are not satisfied." In fact, there may be only a small number of people come up to scold you, more people are not satisfied, he patted his butt away, ignore you. If I can be brave, to scold our opinions are openly out, yesterday today can see, how dazzling ah, can give themselves a lot of pressure to solve problems, until the user no longer scold you so far.





The determination to make some troublesome improvements must be stressful, and even if you choose not to improve, you should be careful not to avoid cowardice. Users scold us, in most cases we can only say that we do not good enough, is to urge themselves to solve the problem of motivation. But you delete it, the eye is not clear, pretending as if never happened. You think "I know all these questions", but you know too superficial. When you can rise to face scold, blush into liver color, can really understand the user's pain. When you feel the pain of the user, you can do more for them.





4, trust is security


all e-commerce involves the return of this link. Foreign companies are more ruthless, such as selling shoes Zappos, provide a year unconditional return, also package round-trip freight. I used to say this in the country is unthinkable, because China has no good faith buyers too much, to kill you. I'm still sticking to the idea of consumables. But the fun play net sells is not the consumable, is the interesting toy, the week product has several words to me to be very enlightening.





he said: "Before our return rate in 2% or so, which used to feel less like, the return of the situation (subjective dislike of commodities) accounted for 20%." In this 2% of 20%, that is 0.4%. Later we found that users have a psychological, the longer the return time he dare to buy. Really done later (extended return period), the return rate has not risen at all, the subjective cause of the return rate is declining. Dropped from 0.4% to 0.2%.





we later communicated with some users and found it was not difficult to understand. You buy a thing, if tell you three days return goods, you certainly immediately will dismantle a package, discover this thing has what kind of problem. But if you have a long time, you have enough time to use this product, but will produce a stronger sense of trust and fitness. Some things just get the feeling and spend a period of time is not the same. So after the return time is longer, in fact he is to his own mentality become more open, accept such goods. ”