Do you know that the elite will become a lot of “real incense” users?
Editor’s note: This article is from WeChat public account “Tech Planet” (ID: tech618) , Author Ma Weibing Li Xiaolei, reproduced with permission.
On February 17th, Tech Planet was informed that there are many new e-commerce platforms added to the source of goods in the column of “Good Things Recommended”, and some of them know that Big V has received an invitation to test. Before that, the main source of Zhihu’s “good product recommendation” products was mainly JD. Nowadays, JD, Taobao, Pinduoduo, and Zhihu have four e-commerce channels. Zhihu has accelerated the commercialization of the cargo delivery model.
According to the introduction, the creator can insert the product card of the Pinduoduo product library in the answer, article, and window. When a user purchases the product, the blogger can get the corresponding commission income. With regard to the way of bringing goods, the choice is to divert traffic to the e-commerce platform and build a service sector for revenue. From the information obtained by Tech Planet (WeChat ID: tech618), the commissions for different products are different, and the platform and bloggers divide the commissions by 7: 3.
It is understood that the internal beta time is from February 17th to February 21st, and some bloggers who have previously experienced “good thing recommendations” received an invitation to beta. Since the “good product recommendation” of the internal test in September last year, Zhihu’s related measures on bringing goods to e-commerce have attracted much attention. This time, Zhihu pulled on Pinduoduo to bring goods.
Following Taobao and JD.com, Pinduoduo’s addition to the “good product recommendation” platform is not difficult to understand as a further action related to commercialization. Coming to the commercialization of goods with goods, also known as “good things recommended” by the industry, is gradually becoming another little red book.
Large V with goods, knowing “Little Red Book”
This is not the first time I’ve been involved in a small red book-like grass-growing business. As early as February 2019, Zhihu launched the app “CHAO” in a low profile, positioning it as a “male grass growing community” and trying to start from the male group and share the grass growing business in the content community.
But because the product is always tepid, by the end of November 2019, CHAO will change the product positioning to the trendy toy community. It is introduced in the App Store that this is a “toy world of boys and girls” “. Recently,Tech Planet found that Chao’s positioning was changed again, and now it is “Trends × Interests × Records, a content community that does not trend”.
In fact, Zhihu ’s commercial exploration has also been walking on multiple legs. Starting from September 2019, knowing the “good product recommendation” function of the internal test, another way to bring goods to the knowledge of “Little Red Book” has quietly started.
I know that creators can insert product cards in answers, articles, and windows through the “good product recommendation” function. After a user purchases through a product card, the creator can get corresponding rebate income. In other words, knowing that creators can divert goods from other e-commerce platforms, users can directly earn commissions after being planted and weeded.
“After using good recommendations, I can see more people answering it.” Shen Wei, a big beauty artist, said to Tech Planet (WeChat ID: tech618). I know that we will continue to enhance our commercialization capabilities and give Big V various support.
Since knowing that there is a good product recommendation function, Shen Wei has begun to add products to bring goods, because she is more familiar, and she often adds links to Taobao. Link, there are often events, and you can add rewards for JD.com to participate. “
Because I bring beauty products, the highest commission is among all bloggers I know. “The commission is determined by the merchant and the platform. On average, my commission ratio is 10-20%, more than 20%, and 50%, but it is relatively small. Many digital commissions are even less than 1%. In addition, you have to deduct the share with the platform, and you have very little left. “
On the eve of Double Eleven last year, Zhihu also launched the “Little Blue Star Recommendation” function. Regardless of the naming and recommendation mechanism, both Xiaohongshu and Xiaohongshu’s official scoring system launched in May 2019. “Very similar.
“Small Blue Star Recommendation” also uses a scoring mechanism. Knowing the data, there are 750,000 objective evaluations and 400+ good things are selected. The two differ only in the type of grass grown. Little blue starUnder the four categories of maternal and infant, digital, fashion, film and television, 30+ good items were selected; and “Little Red Heart” was mainly focused on skin care, makeup and personal care, with 26 sub-categories. This may be related to user tonality and product positioning of the two platforms.
In the past, Xiaohongshu always faced the dilemma of “planting grass inside the platform and plucking grass outside the platform”. Similarly, Zhihu has always been called a “high-quality knowledge sharing platform”. The Holy Land of Grass. ” Both need to improve the closed loop of planting to weeding, so that users can complete the entire set of actions within the platform.
Xiaohongshu’s solution is to set up an e-commerce transaction system within the platform, and the known solution is to divert the e-commerce platform, motivate creators with a commission-sharing model, and produce content that is recommended by real good things.
In the 2020 Goods Awards, the main sources of commodity cards are JD.com, followed by Taobao. Now, knowing good things and recommending cooperative e-commerce platforms has added “Pinduoduo”. Pinduoduo, which has never been understood by users, can earn good reviews in the elite Zhihu community. Do the big Vs sell their bills for the drainage of Pinduoduo products?
Zhuhu Pinduoduo commercialization
“I do n’t know how to use Pinduoduo unless I know that using Pinduoduo will give more support.” Zhiwei Beauty V Shen Wei (pseudonym) told Tech Planet (WeChat ID: Tech618).
Because I am a beauty product category, for the products of Pinduoduo, many cosmetic users may have a weak purchase intention. Shen Wei said that she is still waiting to see the channels of Pinduoduo’s merchandise platform.
Since the end of last year, Zhihu has been encouraging big V to bring goods and frequently launch activities. At the end of 2019, Zhihu “good stuff recommendation” official account launched the Spring Festival campaign, giving funding and flow support to encourage big V. It was reported that thousands of people participated in the event.
Know the details of the rights and interests of the Spring Festival operations
Except for the beauty category, bloggers in other categories are not able to earn high returns, and have even been criticized by users for commercializing content. “I tried to hang the product link twice, but no one bought it.” Another person who knows Big V reported to Tech Planet (WeChat ID: tech618), “Do n’t buy it, there are even people who talk in the message area Terrible. “
In a way, the portraits of known elite users make their attempts to commercialize more of them.Vulgar. And, this time adding a lot of goods platform, the user difference between the two is even greater. For users who know about it, it will take a while to adapt to accepting large V-belt products.
In fact, from the current stage, knowing that the source of profit is still mainly two types of advertising and payment of knowledge, but knowing that the business line has been widened and commercialization has continued. As an old-fashioned content community on the Chinese Internet, Zhihu also tried a short video product called Instant Film in March 2019, but it was shut down three months after it went online. In August 2019, I always knew that the attitude of MCN institutions was not positive, and started to recruit Zhihu MCN institutions to empower the content.
Zhihu has also repeatedly tried in the field of e-commerce. In addition to incubating its grass-growing product “Chao”, launching “good product recommendations” and “little blue star recommendations”, it released a salt selection member in March last year, started recruiting MCNs in August, and also launched live streaming in October. Zhihu has been trying to increase revenue with service products. This road Zhihu has just embarked on and seems to have not gone smoothly.
Users scored 5.3 points (out of 10 points) for Pinduoduo App on Zhihu, while JD.com was close to 7 points. Now that the favorability has been damaged, when the big Vs start to bring more goods for the lot, will the users be willing to put aside their prejudices?
“I do n’t know how to use Pinduoduo unless I know that using Pinduoduo will give more support.” Zhiwei Beauty V Shen Wei (pseudonym) told Tech Planet (WeChat ID: Tech618).
Because I am a beauty product category, for the products of Pinduoduo, many cosmetic users may have a weak purchase intention. Shen Wei said that she is still waiting to see the channels of Pinduoduo’s merchandise platform.
Since the end of last year, Zhihu has been encouraging big V to bring goods and frequently launch activities. At the end of 2019, Zhihu “good stuff recommendation” official account launched the Spring Festival campaign, giving funding and flow support to encourage big V. It was reported that thousands of people participated in the event.
Know the details of the rights and interests of the Spring Festival operations
Except for the beauty category, bloggers in other categories are not able to earn high returns, and have even been criticized by users for commercializing content. “I tried to hang the product link twice, but no one bought it.” Another person who knows Big V reported to Tech Planet (WeChat ID: tech618), “Do n’t buy it, there are even people who talk in the message area Terrible. “
In a way, the portraits of known elite users make their attempts to commercialize more of them.Vulgar. And, this time adding a lot of goods platform, the user difference between the two is even greater. For users who know about it, it will take a while to adapt to accepting large V-belt products.
In fact, from the current stage, knowing that the source of profit is still mainly two types of advertising and payment of knowledge, but knowing that the business line has been widened and commercialization has continued. As an old-fashioned content community on the Chinese Internet, Zhihu also tried a short video product called Instant Film in March 2019, but it was shut down three months after it went online. In August 2019, I always knew that the attitude of MCN institutions was not positive, and started to recruit Zhihu MCN institutions to empower the content.
Zhihu has also repeatedly tried in the field of e-commerce. In addition to incubating its grass-growing product “Chao”, launching “good product recommendations” and “little blue star recommendations”, it released a salt selection member in March last year, started recruiting MCNs in August, and also launched live streaming in October. Zhihu has been trying to increase revenue with service products. This road Zhihu has just embarked on and seems to have not gone smoothly.
Users scored 5.3 points (out of 10 points) for Pinduoduo App on Zhihu, while JD.com was close to 7 points. Now that the favorability has been damaged, when the big Vs start to bring more goods for the lot, will the users be willing to put aside their prejudices?