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Um… Visually “war” can’t get up!

Editor’s note: This article is from WeChat public account “Dawn Program Observation” (ID: yinghoo-tech) , author Miss Bean.

The WeChat good circle of circles that has been “opening the switch” registration channel has finally been officially opened for registration. Merchants can create circles through both self-service and friend invitations.

Not only that, the good universe v1.9 version also strengthened the display of the topic. Users can see open topics on the Circles homepage, or add topics directly on the post page.

Unexpectedly, just a few days ago, the other two players also “fighted.”

One is a content platform that is praised by netizens as “the highest quality content”. It is revealed that the product guidance function of “measured goods” has been launched. Currently, the orientation invitation system is adopted, and the invited users can answer and submit articles. If the user inserts a JD commodity card through the channel, the original author can obtain the corresponding commission.

The other is the e-commerce company Taobao in iOS, Android dual-end 50% grayscale measurement “full network hot list”, this function is a bit similar to Weibo hot search, the list will be updated in real time according to the heat, and Let the user see and buy, click the link to go to the relevant product page.

These three protagonists all have a strong color of “grass + e-commerce”, and Lenovo’s small red book was taken off the shelf. Weibo quickly measured the oasis, and now three heavyweight players in a week. It started quiet again, and a good show of the crowds will be staged.

However, the matter of planting grass + e-commerce seems to be easier to do. Which of the three is more imaginative? Xiaohoo-tech decided to make a big PK from three aspects: product form, flow characteristics, and operational points.

Taobao Hot List:No Hot Search for Content

Taobao is the most e-commerce gene among the three platforms, and its content construction is also obvious. For example, Taobao live, micro-Amoy, Taobao headlines, Taobao experience, etc.These products carry a strong “grassing gene” behind them.

Obviously, the content as a carrier of grass, its importance is not necessary to say. So how is the new Taobao Grassroots Portal, the “Whole Network Hot List”, to build a content system? Can you achieve the purpose of planting grass?

1. Product form: A “pseudo-grass” entrance?

The location of “The Whole Web Hot List” is not deep in Taobao. After clicking “Search”, you can see it.

As shown in the figure, both in terms of form and content, it is similar to Weibo Hot Search. But the difference is that after clicking on these topics, you will be taken to the product search results page.

It’s worth noting that in the search box is not the entry on the hot list, but the keyword that is automatically converted into the usual search for goods in Taobao.

A lot of businesses have inferred that these hot search terms are manually edited by Taobao, see It seems that hot search, this is not the case, like wearing a “Gorgeous Outerwear” search keyword.

For now, “The whole network hot list” is not enough to do content, both in terms of depth and breadth of content. Entering a topic entry, only a simple and rude statement, then a list of products, and no user participation in the discussion of the topic.

Since it is “planting grass,” then more content is needed to carry this purpose. But Taobao does not It is a pity that Taobao headlines, experience, live broadcasts and other products with content advantages are hot.

Now, Taobao Hot Search is still too rudimentary, or it is a “pseudo-grass” entrance. “It seems that there is a feeling of being cheated, saying good hot search? How to sell things!” Some netizens said.

2, Traffic Operations: Merchants have little room to play

Although Taobao Hot Search is still very simple, it also more or less indicates that it wants to create a new content portal to better sell goods. From the perspective of traffic, Taobao Hot Search can still bring more traffic to the merchants, after all, it is located in the search portal.

As we all know, in the many traffic portals in Taobao, the proportion of search is not small. Some Taobao sellers tell us that among all sources of their store traffic, the search share is generally ranked in the top 3, both on the App and PC.

However, as for how many businesses can benefit, it is hard to say, after all, Taobao search is still centralized, most of the products on the search results page are based on big data to actively recommend, this should be deep for most users. Have experience.

For businesses, there is not much room to play. The reason is that the content attribute is too weak, and the second is that the centralization is too strong.

Knowing “good things recommended”: Jingdong’s large lawn mower

Knowing that users can add goods directly to the answer, once they were discovered, it caused widespread discussion. Because it is the existence of the “God-level” content platform in many users’ hearts, the content here is rich and interesting, the perspective is peculiar and professional, but when the content is added with the product attributes, the user is guilty: in order to grow grass Is the content of the goods still trustworthy?

Because of this, the “good things recommendation” function is slightly restrained, and it seems to try to find a balance between dry goods content and grass.

1, product form: restraint, restraint, restraint

“Good things recommendation” is not an independent function, but a “hidden” user’s answer or answer

In particular, the user is answering a question or writing an article, You can insert a product card in it. However, the answer or article of the inserted product needs to meet the following three conditions:

• Answer cannot be posted anonymously;

• The text portion of the article must be at least 200 words;

• Up to one answer or article with “good stuff recommendation” at most, up to 10 items can be inserted at a time.

At present, all goods are from Jingdong. Users who participate in the “good things recommendation” can get the corresponding rewards, and users can directly earn income for the Jingdong diversion.

2, traffic characteristics: high quality, but not yet available

As a professional Q&A community, it has always been advertised as a high-quality knowledge sharing platform, gathering a large number of high-quality creators from all walks of life, so the quality of its content is definitely relatively high quality, also Has attracted many loyal users.

But for most people, knowing that they are still niche, the overall number is small, and it is difficult to have a big V.

So, high quality + loyalty + niche is the traffic characteristics that are known.

From the perspective of the “good stuff recommendation” feature that is being tested, these traffic advantages are not completely available to merchants.

Because users have restrictions on adding products, only a few KOLs can do it. Therefore, the number of people who grow grass is too small, the conversion rate is high, and it is difficult to exert its flow advantage.

3. Operational points: Do content with “cargo” thinking

In fact, this is not the first time to try to grow grass + e-commerce.

As early as the beginning of this year, I knew that I was on the line with a male version of “Little Red Book” – “CHAO”, which is mainly recommended for male users. It is similar to “Poison” and “Knowing”, but for half a year. More past, there is no improvement.

The grass planting function is now placed on the knowledgeable base camp, which looks like a “unlimited” behavior.

For the business, in terms of operation and gameplay, there are two ways of “old talk”.

• Create an account on the know, build a self-contained content system, and also operate in a way that operates private domain traffic. The focus is on using goods thinking to make it high. Quality content;

• Knowing that V and KOL are working together, this is not much different from the content delivery of the general platform. Just find the KOL that fits the product more. .

For knowledge, content is an advantage. How to find a balance between the quality and commercialization of content is an eternal issue. Nowadays, although Jingdong has started a new exploration, the space available for merchants is still not big enough, and there is no innovative gameplay.

WeChat Good Story: Opportunities hidden in interest

Whenever you talk about “content and grass,” you must always take the WeChat good circle out of “遛遛”.

As we all know, if you want to achieve the best results of planting grass, it is either a big V recommendation or an acquaintance recommendation. The WeChat good object circle is basically based on the acquaintance recommendation content, and this decentralized recommendation mechanism has obvious advantages.

Let’s take a look at the features of the latest updated good object circle, how can the business use it.

1, product form: interest is a circle

First look at the first change – the circle reopens the application, and the Good Circle provides two paths:

• One is to apply for it, apply for a circle to create a card in the personal center of the good circle. You need to fill in three items when you apply, including the reason for the application and recommendation. People WeChat ID, as well as their own contact information.

• Second is a friend to give a circle to create a card, users who have a circle, they will have a circle to create a card, you can give it to a friend, after receiving the card, the friend can directly Created successfully.

The other change is more subtle. The hints in the search box of the good object circle have changed from “circles, items, recommendations” to “circles and works”. In addition, in the personal center, “recommendation” has also become a “work”.

It can be seen that the good circle seems to no longer be a simple “recommended good thing”, but has become an interest community. After the user selects the area of ​​interest, the good circle will recommend the circle that may be of interest to the user in real time.

2, traffic characteristics: decentralized + private domain traffic

In terms of content positioning, the good object circle has changed from commodity recommendation to social interest, especially in the latest version of the good circle, users can directly add topics when posting content. For businesses, the connection between content and users will be more sticky, especially in the construction of private domain traffic, after all, the circle is traffic.

In addition, the good object circle also has the flow advantage that Xiaohongshu and Oasis do not have, that is, the unique characteristics of WeChat ecology, and its flow has several characteristics:

• Decentralization. WeChat is a decentralized platform. The content in the good object circle is mostly from friends’ recommendation;

• Private domain traffic. A circle is like a WeChat group in a good object circle. For a business, that is, private domain traffic, users can create circles here and continuously promote new content. Therefore, once the circle function is online, it will usher in a lot of “registration”.

3. Operational points: one of the core of the good circle – circle

For a good object circle, such as an acquaintance-based interest and content community, we must make good use of the tools in the WeChat ecosystem in operation. Public functions, group chats, friends and other WeChat functions can guide the good object circle.. For example, the content is output to the user through the public number, and the communication relationship is established through the group, and the good object circle can bear the role of the user sharing the content.

At the same time, all content can be connected to the small program store in depth, so that you can buy it immediately.

In the end, when you grow grass and bring goods, you need a strong content scene and excellent content quality. Which of the above three games do you think is more fun? Welcome to leave a message to tell us.