Sometimes when we need to buy a product that is not very familiar, we will search for relevant information on the Internet, watch some evaluation articles or videos, and finally do Make a choice. This is a form of expression of content e-commerce, which presents content to users, rather than naked products themselves. This article is from the WeChat official account:Xiaole’s product notes (ID: PMleroy), author: Leroy, head Figure from: vision China
In a previous life experience, I planned to buy a suitcase, hoping that its material is wear-resistant, it is portable and has good storage capacity.
However, I checked seven or eight pages in the Taobao search results, and it was difficult to determine which suitcase I should buy to meet my expectations.
Because there are a lot of search results about suitcases, there are different brands, appearances, functions, as well as uneven prices, discounts and reviews. In order to find the suitcase that meets the needs, I will instinctively Various influencing factors are filtered and compared and comprehensively evaluated; moreover, the information presented by many products is biased towards the introduction of surface characteristics, so that I cannot be trusted enough. At the same time, this also consumed me too much thinking energy. After a week, I still did not buy a suitcase that made me feel at ease, and slowly I was about to lose the desire to buy.
So, how can I quickly solve my problem?
1. Product logic of content e-commerce
On one occasion, I saw an article in my spare time, the title was-“Finally Waiting for You: Wrestling Protest! It is the suitcase that can be packed in a portable anti-built. Since I haven’t bought a suitcase yet, and the information elements expressed in the title are more in line with my needs, I browsed the article further.
From the text, we can learn that the seller has conducted physical tests on the wear resistance, lightness, safety, storage capacity, etc. of the common suitcases in the market. , Given the test process and test results, regardless of the appearance or the test results are very convincing to me.
As a result, I placed the order after reading the script–Even though the price is not very low, but during the short lunch break, I bought the lilies that I had not completed the purchase for a week before. box.
The above-mentioned article on suitcases provides me with a shopping scene that is a form of content e-commerce: It presents content to users, not the naked product itself.
In content e-commerce, the essence of content is to convey product consumption knowledge to consumers. The following content forms are usually used to express consumption knowledge and seize the attraction to users.
1. Function evaluation type
If people are interested in something unfamiliar, they will have curiosity and thirst for knowledge, and will be attracted by it. They always want to explore the true details of things further to satisfy cognitive drive psychology.
Whether the function of the product solves the pain point and whether it is easy to use should be the most concerned thing for consumers before buying; and in the content with product function evaluation as the core content, the experience will be tested and analyzed from the perspective of actual use. The details and functions of the goods are supplemented by real-life pictures and videos to express the sense of reality.
Through reading the evaluation content, consumers foresee the product’s ability to solve practical problems and good results, and these problems are exactly what consumers encounter, which coincide and confirm each other, and at the same time produce self-suggestion in consciousness : Yes, this is what I want. Buying it can solve the problems I encountered and trigger a strong desire for possession, so it touched the desire to place an order.
2. Knowledge puzzle type
Knowledge-solving content is more focused on analyzing the problems encountered by consumers, and has a deeper understanding and insights than ordinary people, and is good at decoupling, describing the essential causes of problems from the perspective of consumers sharply.
For example: some basic scientific knowledge or the laws of the operation of things, etc., have domain expertise, so that consumers can quickly and easily recognize and understand the problems they encounter.