Knowing to start a new commercialization attempt – planting grass. Recently, it is known that the platform is being tested internally for good object recommendation. Users can insert product cards in the answer and get commissions after others purchase.
This function is currently only open to invited users. The inserted product link is from Jingdong platform. It knows that it has already cooperated with Jingdong. It has launched the Beijing-based joint membership card in March this year. .
Maybe for user experience considerations, knowing that there are many restrictions on participating in the “good things recommendation” answer, Introduction to the interface, knows that each answer text must be at least 200 words, insert up to 10 items, and publish only one item containing the product card per day.
This is similar to the Xiaohongshu “brand partner”. The qualified blogger inserts the products of the small red book partner in the grass notes, the difference is that the income of the bloggers of Xiaohongshu From advertising costs, there is no direct requirement for conversion rate.
Either knowing or being big V, the need to realise is quite urgent. Sitting on a large number of high-quality answers and knowledge of more than 200 million users, commercialization has never broken through; excellent respondents have gained a lot of attention in knowing, growing into a big V, but they are not supported by the platform. Empty content can not be realized, so in the past two years, the “big V run away” incident was exposed from time to time. First of all, there are 300 heads in the 2017 headline questioning and digging corner. I know that the movie topic KOL “rabbit tearing chicken” Leading hundreds of big V to the Weibo question and answer.
Of course, the big Vs are not willing to completely abandon the well-known community atmosphere and years of accumulation, but it is obviously impossible to say that they are not worried at all.
The “good things recommendation” can be seen as a ground-breaking attempt to help big Vs find ways to monetize their content after launching the MCN organization in August. At that time, they knew that they had just got the fast, Baidu and Tencent in the F round of financing. With a total investment of 434 million US dollars, commercialization is an urgent task.
Although the number of users has increased in the past two years, it is known that the quality of the contents of the spit is declining and soft and wide, but this does not prevent many people from habitually knowing the evaluation when making purchasing decisions. There are some kinds of grassy topics such as kitchen utensils that meet each other and “what are the good-looking and cheap women’s clothing stores on Taobao.” It is obvious that there is a soil for developing content e-commerce.
Similar to the business of Xiaohongshu, I know that I have already explored at the beginning of this year. In February of this year, I knew that a low-profile application was launched called “CHAO”, which was positioned as “Men’s breed.””Grass community”, it is a small red book marked with female users as the main body, but only half a year has passed, the small red book has been taken off the shelf, and CHAO is still tepid.
CHAO’s disadvantages may be attributed to pseudo-needs. Too straightforwardly publicizing the positioning of the “grass community” is also easy for users to doubt the reliability of the platform content. Although “good thing recommendation” is a function for MCN, the answer is The abrupt commodity card may not reduce the authenticity of the answer or cause the user to resent. After all, the user’s response to the suspected random goods is quite contradictory, not to mention the naked advertisement, and the merchandise diversion to the income of the big V. It’s hard to compare with writing soft texts to earn advertising fees.
However, it seems that the twisting of the commercialization and user experience has been around for a long time, and the good product recommendation is only the initial attempt after MCN recruitment. The specific effect is still to be officially put on the line to undergo user inspection.
The title map is from: Know