Author of pencil path column | Liu Kuang
Liu Kuang: Hainan president of limited company of science and technology of 3 cars network, with buddhist path ginseng realizes Internet.
"Community + electric business " although not be initiate of little red book,play a way, but the road that little red book walked out of to belong to his however -- discharge of star effect, vermicelli made from bean starch takes money. This road makes small red title angry soar, but subsequently and come malpractice also is in show increasingly.
Recently two years, by right of in popular put together art in embedded advertisement and invite star to enter halt, little red book shows itself quickly. Little now red book has had the user of near 100 million, among them female user was occupied 9 into. The little red book of business of cable of left hand socialization, right hand was finished on May 31, 2018 new financing of round of more than 300 million dollar, in orgnaization of one numerous investment, be in awesomely with gregarious oligarch Tecent in A of electric business overlord row.
Present electric business market is the Red Sea already, industry competition is ceaseless, can gain the favour of two big tycoons at the same time, enough proves little red book " gregarious + electric business " mode has killed a tight encirclement.
Person of favourable geographical position of climate of have the aid of and, little red book shows itself
APP of little in May 2018 red book registers an user to had been broken through 100 million, the month is active user dimensions 30 million, was last year double of the end of the year. So, what is little red book to be relied on to develop so quickly?
One of, home consumed behavior lifestyle to produce a change. Little 2013 red book held water in Shanghai in June, this moment has had more and more people to liked to go up " the sea is naughty " , the consumptive pattern of people arrives from traditional pattern fight in some places one by one slowly " the sea is naughty " , all the more takes product quality seriously. "The sea is naughty " because,can developing so quickly is user the first can be in the home " ramble " international shop, order goods the limitation that does not get time, place; The 2nd, the user can obtain more international commodity information, buy the goods that home does not have; The 3rd, the commodity price on abroad shopping website is a lot of more low-cost than domestic shop, and abroad shopping website is hit via often can having fold sales promotion activity.
Integrated moxa intermediary net " 2016-2017 China crosses market of condition cable business to study a report " and " 2017-2018 China crosses market of condition cable business to study a report " several, china crossed condition cable business to trade 2016 dimensions achieves 6.3 trillion yuan, was 2013 when 2 times much, the sea cleans out user dimensions to achieve 41 million person-time; Crossed whole of condition cable business to trade 2017 dimensions also achieves 7.6 trillion yuan of RMBs (contain 2C and 2B business) , hopeful achieved 8.8 trillion yuan 2018. The sea cleans out the market to grow quickly, little red book develops below this setting rapid.
Secondly, follow fixed position to the essence of the user. We know young woman is the main force of product of United States makeup, also be the person that love the outstanding that community shares, they love to shop, like to share oneself result. 2016, the data of easy Guan Qianfan shows: The female user of little red book is as high as 87% , exceed user of a gleam of, a gleam of to exceed 60% , basically distributing taking littoral.
Occupy Mao Wenchao of CEO of little red book to divulge additionally, the user age of little red book distributings centrally in 18 to 30 years old between, the profession includes big city white-collar, official, and student studying abroad. The content of little red book locates around young woman, content enclothes vogue to wear build, the colour that protect skin makeup, the topic that the young woman such as star is interested in. Little red book is above user group, fixed position compares essence of life to allow.
Thirdly, sale publicizes a respect to reach the designated position. Small Gong Shuzeng grows rapid main reason is to star effect and program put in. Little red book publicizes a respect in advertisement all the time very make great efforts, no matter be spokesman,still be on put together art sending ad is the star with the most popular option and put together art. For instance from most initial Hu Ge arrives present Zhao Youting is instantly most igneous actor.
This year first half of the year, little red book is become with the commitment specified amount of ten million class respectively " God trainee " and " creation 101 " explode twice the business of associated coronal name of a program of put together art, show in groovy brand, the program is embedded, stick an advertisement, compere mouth to sow besides, a favourite by sb in power in still inviting a program is entered be stationed in and open the government voting passageway will attract suffer numerous. The data place that occupies QuestMobile is shown, the beginning of the year arrived 2018 by June, the DAU of little red book goes up to from many 300 8.406 million the left and right sides.
Its 4, star benefit is driven. "Community + electric business " although not be initiate of little red book,play a way, but the road that little red book walked out of to belong to his however -- discharge of star effect, vermicelli made from bean starch takes money. Share from the star such as Lin Yun, Fan Bingbing, Qi Wei, Zhang Yuqi halt, heat up the conduct propaganda of search plus small gain, little red book walked into popular eye shot.
Early before Fan Bingbing is entered be stationed in little red book, the makeup that shared her on her Zhang date product and daily life make little red book famous spend rise quickly; Before still having paragraph time enters Zhang Yuqi of little red book, because true make her frequent ascend small gain to heat up search with the language of bully gas, also make little red book rapid rise famous degree; Small Gong Shuhe stars collaboration is pair of cooperative results, both sides gained bigger profit.
The little red book with auspicious situation, want beware of to become the next to go all out great
Research center of electronic business affairs releases " series of year of industry of commerce of electron of 2017 year China reports " the report was announced " the whole nation crossed satisfaction of user of condition cable business to spend TOP10 a list of names posted up 2017 " , sweet bud, Netease take an examination ofing pulls the sea to buy, abundant interesting sea cleans out before living apart 3. And baby grid, amount to your, little red book pays a copy, user satisfaction is spent poorer, obtain " do not suggest to buy " grade. Is the little red book that if is day towering,looks existing after all what problem?
Article control existence problem. 2018 " 315 " exposure is small problem of presence of quality of red book product, many user mirrors him to be in the beauty that buys above little red book makeup product and quality of brand shop product are different, use on the face to appear harmful response; The dress that still the user is mirrorred on little red book to buy, charge the product such as treasure also appears quality problem.
What the product pledges the quantity is to decide report sells platform to be able to develop continuously is important assure. Get together beautiful actor is tasted depending on " Chen Ou body " hot, appear on the market quickly in the United States, but appear of product quality problem ceaselessly, make get together beautiful actor is tasted drop next altar. So the quality of the product can make a company, also can destroy a company.
The user group with little red main book is a female, one big characteristic loves the woman namely shop, love to share, right product of United States makeup has endless because passion their meeting produces the stand or fall that tastes quality and go publicizing, the transmission rate of word of network news age is rapid, once platform appears problem, public praise is met wide suffer an effect, cause client prediction of a person's luck in a given year.
Put in information safety hidden danger. " series of year of industry of commerce of electron of 2017 year China reports " data shows, little red book divulges problem consumption to complain because of information increase apparent, occupy in complain than for 46.49% , occupy to complain than the biggest cross condition cable business.
Many users react, they register information and consumption in little red book hind, in individual information and the hand that tip illegal element and other platform in bought product information. The information that illegal element mastered an user to go up in little red book, undertake bilk to the user with reason of product off quality. The user of little red book that there are nearly 50 2017 is divulged because of information be cheated to make an appointment with 800 thousand RMB.
Although little red book understands circumstance hind undertook in-house test and verify and technical platoon are checked for a short while, did not discover the near future has batch Zhang number sensitive data divulges a phenomenon. Dan Yibo did not make the same score to rise again, little 2018 red book appears again information reveals the scandal that causes user bilk, although response of little red book is individual businessman and express,occurrence information is divulged, but the flaw of platform management existence that enough shows little red book. Appear often information reveals a problem, make the client suspects a manner to hold of little red book, cause prediction of a person's luck in a given year of one part client.
The service experiences not beautiful. Content shedding is electric business platform important composition link, favorable content fluid produce the expected result can let a client produce good opinion, the content that fares badly conversely sheds the good opinion that can lower a client to spend. Little red book built professional abroad warehouse in 29 countries, the area exceeds the storehouse that keep tax 150 thousand square metre, built REDelivery international content technically to shed a system (content of international of little red book sheds solution) , offer international content to shed a solution to tripartite businessman.
This is a good step originally, but react according to many users, still put in commodity to deliver goods long, violent express, false content sheds slow, carriage time in little red book wait for a problem. The thing that indicates on little red book for instance flows to had been given out, the user calls when ask express company, inform however without order; For instance some users buy the sea to clean out commodity, what show on express is express company of home however. The content that appears often sheds a problem to make many users right little red book looks and go no further.
Check of carry out rear body fares badly. Before carry out hind and carry out same important, affecting an user to counter-purchase rate. According to many clients reaction, be like the case that occurrence quality problem perhaps loses bought product, with customer service reaction hind did not receive satisfactory solution however.
Efficiency handles affairs after little red book makes work low, did not solve a problem in time, evading an issue however, "Dispute of consumption of electronic business affairs mediates platform " go up complain have intuitionistic reflect: The product quality that some users buy has a problem, want to return money but after service is poor; The order of some users does not have a record, want to seek advice from customer service but reaction is not had after carry out; Still have a plenty of exchange goods time to grow too, advisory customer service, client muddle through one's work. The after service that little red book fares badly can make one part client abandons it.
The development of estate of electric trading company nowadays is rapid, market competition is ceaseless, want occurrence problem to be abandoned very likely by the client only, be flooded by whole market place. Go all out great depending on all sorts of advertisement embedded, enter popular field of vision at a draught, but product quality problem made the masses great to going all out generate doubt. Little red book also is existing in development process a variety of malpractice, if these problems are couldn't get solve, little red book may resemble going all out great cannot get popular to approbate in that way, cause concern of can of future of the following development.
Brief summary
Internet times, good luck and challenge are collateral, person of favourable geographical position of climate of have the aid of of little red book and, famous degree rise further, it is rapid in this industry occupational market, become the person above average of the industry. But before there is fierce tiger after having fierce wolf, competitor of industry of little red book also is in ceaseless amplification, netease take an examination ofing is pulled oneself self-supporting pattern was established below the general trends force of Netease, and famous spend and the sale rises ceaselessly; Taste only likewise also can pass business of cable of the socialization that send force to have his moment quickly, have more client group. When the competitor's existence makes the crisis of little red book is not had, these are absent.
The problem that oneself of little red book exists lets it be full of twist on the road of development, want to examine oneself inadequacy in development, go correcting it next, "Take its flower, go its scum " , let oneself become have more perfect. Still be that word, can get used to this tendency of the day, can allow the company that the masses approves, ability goes further.
Editor | Red
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