Would you like to be watched online by your friends?
Editor’s note: This article is from WeChat public account “Tech Planet” (ID: tech618) author: Li Xiaolei.
Imagine that when your WeChat friends can read your e-commerce platform orders and know what you bought for each transaction, how much will it cost, will it cause some discomfort?
Tech Planet recently discovered that after opening Pinduoduo, it will automatically be invited to enter the “Pin Xiaodian” interface and “see what friends are buying”. The core logic of this new product is that after adding friends and establishing social relationships in the “small circle”, friends will be able to see the details of your shopping order on Pinduoduo, including specific products, prices, and purchase time. From the current point of view, Pinduoduo attaches great importance to the “Pin small circle”, and the online position is the first-level entrance.
“Pin small circle” is very similar to the early “WeChat circle”, but “WeChat circle” requires users to share spontaneously, and users have the initiative. However, Tech Planet found that Pinduoduo did not remind users that the previously purchased products will be automatically synchronized in the “Pin small circle”; after opening the small circle, three minutes after the successful order, the user’s order will automatically Synchronize.
An earlier invited user told Tech Planet that this feature has been active for some time, but because of insecurity, he quickly shut down all entrances. “This belongs to my shopping privacy. It ’s terrible to list them. “
Sharing good things or leaking privacy?
From a functional point of view, Pinyin has three main use cases: sharing purchased products, “recommending” to friends, and sharing the evaluation content of purchased products, that is, “planting grass” or “pulling grass.”
The origin of this feature is the upgrade of Pinduoduo’s product evaluation system. Affected by the epidemic, the e-commerce industry faces a common war: “Strictly crack down on fake and bad masks and temporarily raise prices.” The person in charge of Pinduo multi-platform governance said that this shows that the traditional “stranger evaluation system” industry standard of e-commerce has been difficult to protect the interests of consumers.
As a result, on February 9, Pinduoduo announced that in order to facilitate consumers to understand the “true evaluation information” of the product, the product evaluation system will be adjusted and upgraded to crack down on false positive reviews. After upgrading, inIn addition to the original tag evaluation system, Pinduoduo will allow users to voluntarily disclose their evaluation content to friends who have actively shared information about the group.
The product of this upgrade is a “small circle.” The official introduction is that users can choose whether to share their evaluation content with friends after purchasing products and publishing reviews, and provide friends with reference for shopping decisions. … p
But in fact, the situation of many users is that after clicking a lot, they are automatically invited to enter the interface. When the details of the specific rules are folded, the previously purchased orders are automatically synchronized in the circle. The gloves bought 5 days ago, the alcohol bought 15 days ago, and the apple bought 129 days ago are displayed one by one in the “small circle”.
At the same time, Pinduoduo also recommends “probable friends” to users by reading previous user ’s spelling orders and interactions with activities. Only after being friends with each other, the dynamics of Pinotiao can be shown to each other, while strangers cannot. See related content.
If you look closely at the rules of the small circle, you can also find that except for sensitive products such as adult products, women’s products, nutrition and health products, it will not be synchronized automatically. Once the small circle is opened, within 3 minutes of the successful payment of the order , The order dynamic will be automatically synchronized to the small circle. If you do not agree to share the order, you need to manually delete it again after it is automatically synchronized.
Pinduoduo, the most social one,
It is worth mentioning that, just like WeChat circles, Pinduoduo has added social attributes to the Pinotiao circle. Users have a QR code for the Pinot circle.Social relations are established within the scope, and there are also social functions like “Like” and “Comment” for interaction under the order dynamic.
Building a friend relationship, realizing social interaction, sharing products and evaluating related dynamics. At the same time, each user has his own homepage, and can change notes and set viewing permissions for friends. From these points of view, the small circle is more like A “friend circle” based on Pinduoduo shopping.
Since 2015, Pinduoduo has been in WeChat ’s huge traffic pool. Based on the social scenes of WeChat and exploring new ways of playing e-commerce, Pinduoduo has successfully grown up in the shadow of the giant.
Pin Duoduo tries to activate social relationships and social scenes in its own ecology, and it is the best choice to break through by means of content. On the one hand, based on the relationship of friends, the endorsement of goods can be enhanced by using social links, so that friends with a trust base can “grass” and carry goods with each other, and at the same time, reduce the user’s decision cost.
The origin of the E-commerce Pinduoduo small circle is due to the upgrade of the product evaluation system. Product reviews posted by friends can also be displayed in the small circle.
In fact, not only do you fight a lot, Taobao is also upgrading the product evaluation system. Taobao ’s “Yaotao News” is also based on the “Small Circles” within Taobao. When users purchase products and publish evaluations with pictures, the content will appear as a “buyer show” and appear in “Taoyou News”. Friends will see related orders and reviews, and also have a dedicated display below the product reviews.
Compared to Pinduoduo ’s position of opening the “first-level entrance”, Taobao ’s feature can be said to be “hidden”. Pinduoduo has given Pinquan more social gameplay, but the biggest discomfort and dissatisfaction caused by users in the early stage is whether the privacy protection of users is comprehensive. And this will also directly determine the degree of acceptance of the small circle in the future.
Whether it’s WeChat’s “Good Circle” (now changed to WeChat Circle) or Pinduoduo’s “Pink Small Circle” are information recommendations based on the social relationship chain. But essentially, the WeChat circle was initiallyThe product recommendation comes from the user’s active upload, and Pinduoduo uses a hidden method to form a direct connection between purchase and sharing.
From the past experience of the good circle, how to keep the circle alive and true, and not reduce it to the private domain traffic of the merchants, is the next problem in the small circle. At this stage, the real question facing Pinduoduo is whether users know the rules and are willing to share their shopping privacy?