By analyzing and comparing the differences between idle fish and competing products in the core process, this paper puts forward some suggestions to improve the internal commodity turnover of idle fish platform.
Second, competing products
1, select competing products
Direct competition: transfer App
2. Introduce competitive products
Zhuanzhuan APP provides a fast and idle trading platform for second-hand buyers and sellers, with secured transactions and WeChat payment, which is released in 30 seconds and released in 3 days. With "redistributing resources to make people trust more" as corporate vision, it advocates real personal transactions.
Third, competitive product analysis
1, strategy comparison
Idle fish starts from the community and gathers users with similar interests through fish ponds to solve the problems of low trust and unequal information among users, thus improving the retention and activity of users and promoting the transaction rate.
Transfer to a professional trading platform. By building a quality inspection system covering mobile phones, digital 3C, books, sneakers, beauty cosmetics and other categories, we will provide consumers with professional and reliable services.
2. Comparison of core functional processes
Compared with idle fish, the purchase process of transfer buyers is shorter, and the buyers of idle fish must first enter the "I want" page before placing an order.
During the seller's release process, both idle fish and transfer have the function of ensuring the sales of mobile phone products. Because idle fish has business connection with Taobao, idle fish has a Taobao resale function, which greatly shortens the path for users to release idle products. Transfer is to provide corresponding services according to the category of goods. In addition, the release of idle fish can be synchronized to the fish pond, increasing the exposure and click-through rate of sellers' goods.
3. Comparison of core functions
(1) Home page recommendation
Interface contrast
Idle fish and zhuanzhuan both use information flow cards to display goods in the homepage recommendation. There are two forms of commodity display, pictures and videos.
Comparison of recommendation algorithms
Both of them guess and recommend products that users may be interested in according to their recent search keywords.
When the user slides on the recommendation page for a long time without clicking on any detailed product interface, it can be judged that the recommended content users are not interested. In view of this situation, turning around is to provide more labels of other categories in the form of cards for users to choose from, and users will be guided to a specific classification page after clicking on the labels. In this respect, there is no obvious change in the recommendation direction of idle fish, and there is no corresponding label guide card.
(2) Purchase process
Interface contrast
In addition to the same basic price and product introduction, idle fish and transfer have their own emphasis on seller information introduction. Idle fish pays more attention to the seller's credit, showing the seller's personal introduction, credit status and real name, while turning around pays more attention to improving the exposure of other goods of the seller, showing pictures of goods being purchased, such as the number of goods sold, transactions and response rate.
In addition, in the interface design, turn around and enlarge the question button, increase the "Everyone wants to ask" section, and emphasize the interactive function of asking questions. When the buyer browses the seller's goods, the seller is in a passive state. When the buyer contacts the seller, the seller can turn passive into active, and provide more information about the goods to the buyer, which can improve the buyer's order rate to some extent.
Comparison of purchase ways
Idle fish need to click the "I want" button to enter the page of communication with the seller, then choose to buy now and enter the purchase page to place an order for payment. You can choose to chat before buying, or you can choose to buy directly and go directly to the payment page. The purchase path of idle fish is relatively long, and the buyer of idle fish must enter the communication page to place an order, which may be determined by the social strategy of idle fish, while the purchase path of idle fish pays more attention to the transaction rate itself.
(3) Release process
Comparison of publishing methods
Idle fish can be released through Taobao resale, mobile phone consignment, screenshot resale and album/photo/video release. In Taobao's one-click resale, the seller selects the goods to be resold from Taobao's purchase records, and then directly releases them. Product information reuses the seller's new product map, so the picture display cannot be modified. Although convenient, it lacks credibility for buyers. Screenshot resale means that the system can identify the order information, eliminating the steps for users to fill in the product introduction.
There are two ways to publish a transfer. The first way is that users publish their own photos, and the other way is to resell them directly to the platform. The latter is only for electronic products.
Release process comparison
For the most basic photo album/photo/video publishing method, the basic publishing process of idle fish needs to take photos, record videos or add photos, then add labels and stickers to the photos, and then enter the page to fill in the basic information of goods. Idle fish will automatically identify and classify goods through the system.
When you turn around, you need to select the commodity classification first, fill in the page according to the basic information of different commodities, and the page will be adjusted accordingly, and the corresponding detailed parameter labels will be provided to guide the seller to provide more detailed commodity-related parameters. On the one hand, it will help the system to recommend the seller's goods to a more suitable seller, on the other hand, it will let the buyer know more about the goods and reduce the communication cost.
Four. Summary and suggestions
(1) Optimize the quality inspection system and increase the scenes covered by the quality inspection system.
At present, idle fish only provides mobile phone inspection service. From 20 18, luxury goods, electronic products and other categories have become the favored markets of capital. When buying products in these fields, users pay great attention to their quality and authenticity. It is not enough to rely solely on the community to generate trust among users. It is necessary for the platform to provide more professional and comprehensive quality inspection services, provide quality assurance and eliminate users' doubts, so as to increase the quantity of goods in this field.
(2) Optimize the homepage recommendation algorithm
For buyers who have no purpose and no specific purchase target, they will generally recommend products that they want to buy through the platform system. In addition to recommending according to the recent search keywords of users, the homepage of idle fish can also recommend other related categories appropriately.
(3) Release idle classification and parameter labels in detail to guide sellers to provide more detailed commodity information.
According to the different classification, the corresponding detailed parameter labels are provided so that the seller can provide more detailed information. The system can recommend the seller's goods to a more suitable seller according to these labels, which is also beneficial for the buyer to know more about the goods and reduce the communication cost.
(4) Add other commodity display cards of the seller on the commodity details page.
At present, idle fish has gathered interested senior sellers from all walks of life, and most of the products released by these sellers belong to the same category. Adding the seller's other products to the product details page is conducive to improving the seller's product exposure and click-through rate and promoting commodity trading.