The glamour of e-magazine shopping-watch yahoojp! 's fashion channel

Relatively speaking, the electric business people should be more familiar with the U.S. market, but in fact, Asia, Europe and even Latin America and Africa now have a large number of e-commerce companies in the positive development, the birth of a lot of reference to learn the creative, ignoring the pity. Previously wrote a project on the Japanese electric business giant Lotte, today, this is another company in Japan's electricity market leading position-Yahoo jp!, Japan, because its recent focus on the category is fashionable, to gather a look at the Japanese Yahoo Fashion Channel Bar.

Figure I: The first screenshot of the fashion channel is as follows, from the site structure is basically just a brand shopping guide + trend information of the skin, although some users contribute content (such as fashion quiz or user scoring function), but the feeling is not much. Site purchase links are clicked to the outside (including Japan Yahoo own shopping site and other independent Electric Company website), according to Yahoo Jp! as Japan's largest portal itself can bring huge traffic, so lightweight construction of a operating state of fashion "skin" is indeed a more cost-effective solution.

Figure II: The personal impression is more profound is the fashion channel Electronic magazine content. People in the mind of the "fashion" is a large number of media have been created, there is a beautifully crafted fashion electronic magazine is Japan's Yahoo fashion channel façade and brand. This is shorty+. The magazine was launched in 2007 by the Japanese Yahoo and fashionwalker.com (Fashionwalker founder of the Great Bang Stayron is also a celebrity in Japan's fashion industry, the first to start from a decade ago, the mobile phone channel fashion shopping website Girlswalker, and later made use of various channels and media platform to engage in a large-scale fashion clothing show TGS ）。

Figure Three: Unlike the general Flash Electronic magazine, this shorty+ magazine also contains several features that enhance user interaction, such as the screenshot below, where the user feels like the model is wearing clothing and can click to buy it directly. After all, a lot of fashion shopping behavior is instantaneous impulse, from the point of view of the business is not want to waste.

Figure Four (next picture): From the above click "Buy" and then be guided to the external cooperative merchant website to follow the next single process, these once published to the magazine of the single product will also be labeled "Magazine uncovered" label and attached back to shorty+ view link.

Figure Five: In addition, users can also directly in the magazine published in each single product page to their favorite style to vote and view the overall real-time ranking.

Shorty+ is actually a good example of e-commerce operations. Because of the high cost of doing such a beautiful electronic magazine, must have the ability to borrow points (flow or content) in order to balance cost-effective, such as large traffic site (especially now there is a fashion channel editing team of several major portals) or strong entity magazine Media + Fashion E-commerce site to cooperate.

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