Watercress test social electric shock road into the user also defeated users

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Watercress "Everyone talk about the merchandise" page screenshot (Tencent Science and technology with map)

Tencent Science and Technology Jing June 20 Report

From Facebook to Sina Weibo's search for commercialization, it's easy to see that social-power providers will be the inevitable path to these social networking sites. For the rich flow and the user's watercress is no exception. In fact, the bean sauce on the electric fan exploration has already begun, a few days ago, watercress again quietly small range of testing the electrical business new products, "we talk about the goods."

Judging from the current version of the test, this is a similar to the beautiful, Mushroom Street merchandise navigation page. The difference is that the product on the page is based on the preference of users of watercress, rather than the recommendation of professional sellers. And the purchase of merchandise links are users to upload their own use of the electric dealer sellers. At present, users to share the content mainly from Taobao, Amazon, but also from the 1th shop, such as vertical electric dealers.

In the "What We talk about" page, there are three sections: Browse discovery, dynamic, and my product homepage. Among them, "Browse discovery" inside, contain the home groceries, Geek, her, design feeling, small sentiment, digital products, outdoor sports, beauty makeup Care and cargo 9 categories, still embodies the small fresh in the watercress of the literary van.

Each category is the user's share, in the form of information flow presented. Each piece of information puts the user's evaluation of the product on top, along with the product's image, name, price, detailed data, and other user comments. Browse users can choose to share this product or click the "Go to Buy" button to enter the purchase page.

The other two sections provide ancillary information--viewing the product dynamics that users are concerned about and the products they share with each other. The drawback is that the entire page has no search entrance, users can not be interested in their products for accurate search.

Overall, this is just a watercress to the electricity business Shopping guide preliminary attempt, in the future can officially on-line and develop into a perfect, efficient electric business shopping guide platform, but also to see the watercress users to the acceptance of this page. Watercress community and the special quality of the users of watercress, decided to explore the watercress must be careful.

Potential factors impeding the trial of watercress:

1, users

Most of the users in watercress still prefer reading, film, music and other fields. On the other hand, the user characteristics of watercress is too sharp, too have character. These users will be in conflict if they pour into a lot of sellers of goods, like beauty and Mushroom street. As Bo (Weibo) says: "Watercress user is a character, temper, will cry, emotional fragility, too narcissistic groups, often with obvious anti-business tendencies, and their one of the tendon was touched, will be called, and shouted loudly. ”

2, Flow

The social electric quotient is one kind of flow business, the final value depends on the effective value of the platform flow. This is exactly the same as the above. The source of the watercress flow mainly relies on the sharing of the users of watercress, and the community that is not supported by the user can talk about the value of traffic.

3, the essence of watercress-a living community

Watercress to book audio and video started, small fresh, literary style is its always advertised community personality, which decided that watercress high user stickiness of the community atmosphere is the key to its electric business, but also affect its further development of the biggest challenge. In order to maintain this atmosphere, such "People talk about the goods" products will be limited to the user's interest in sharing the scope, even if not accepted by users may be quietly canceled watercress.

However, from the recent two years of its large number of commercial attempts to see, watercress into social electronic shopping platform is not impossible:

1. A series of successful commercialization attempts

In the 2012, watercress had made a lot of commercial attempts. For example, watercress online a number of paid items, such as watercress reading paid e-books, Watercress FM and Watercress film ticket function.

Earlier, Watercress launched the "Things" channel, the user can create "things", the kind of things covered by the web site, food, software, musical instruments, toys, etc., which became a deep digging in watercress, another important traffic entrance.

2, strong user base and data accumulation

Watercress users have a clear interest and love segmentation, which makes watercress has a strong user stickiness. Highly personalized and loyal to the product users under the appropriate function guidance, can spontaneously in a large environment to form a variety of subdivided, different "circles." This unique and distinct "circle" can solve the problem of the precision of marketing, which is a solid foundation for the development of Consumer-to-consumer, O2O, etc.

Watercress has formed a large number of groups and based on these interest groups to build up the station, and some beautifully designed small station, itself is the display of E-commerce page. Based on these, watercress into the category of electric dealers or even set up a group buying station is possible.

3, Word-of-mouth and trends

For users, Watercress has a very good reputation. Watercress users are some very loyal users, without destroying the original atmosphere and the user mood of watercress, cleverly to integrate business into urban life community, is not impossible. No matter from which point of view, social electric dealers are the trend of the general, for Watercress is the same. In the words of its founder, Yang Bo, "Watercress is not deliberately commercialized, but the changes that have taken place across the industry are making things possible." ”

Overall, from the existing in the watercress of Alpha City and the layout of the station, the electronic business of watercress is very handy. If you make full use of those interest groups, brand clubs and public homepage, the characteristics of watercress is very suitable to combine with the brand electric.

However, the commercialization of watercress should be based on not shaking the life of the watercress, socialization of the foundation. Therefore, watercress in doing related product design, need to be in the user's role design up and down a little kung fu. After all, here, the user is the core. The existence of watercress as a bean friend said: "Watercress is what kind of site, depending on why you come here, also depends on why you stay." "This determines the attitude of watercress, but also determines its future business form."