01. Product Overview
1) Product positioning: Group Buy is a brand sale commodity trading platform that connects consumers and brand merchants, equivalent to Taobao's "Tmall". Pinduoduo's positioning is a low-cost commodity group shopping platform, and the positioning of group buying is a high-end special-priced brand shopping platform, which is a supplement to Pinduoduo.
2) Target customer group: high-end customer group that values the brand and pursues cost performance
3) Cooperation mode:
4) Product advantages: For consumers, goods under the same brand, the price provided by group buy is lower than that of Tmall (because group buy buy is in the Pinduoduo ten billion subsidy plan); for brand merchants, the group buy distribution system is within the WeChat ecology, and the commission is bound to the subordinate level, and the customer acquisition efficiency is higher
02. Functional experience
2.1 Promote the promotion mechanism
analyse:
: Group buying and buying put part of the marketing cost into the promotion and promotion mechanism, guessing for two reasons, one is that the participation threshold of fission activities in the WeChat ecosystem is low, which can quickly form a network effect to obtain a large number of new users; the other is to reward users to cultivate user loyalty and strengthen brand identity
: Consumers cannot voluntarily apply to become a store owner, but must be invited by other store owners. There are two reasons for the setting of the guess invitation system, one is that the invitation system is that the owner invites the next level of the shop owner, which is easier to screen out the high-quality shop owner; the second is to reduce the probability of consumers to buy wool, if the consumer knows that the owner can save money by buying itself, it may be possible to purchase the wool through the owner's identity in the future
: The promotion mechanism has three levels, with the increase of the level, the higher the threshold, the more generous the reward, and constantly motivate the shop owner to fight monster upgrades and contribute to the platform and business
2.2 Homepage promotion process
Note: Only the identity of the store owner, the front-end user interface will have a promotion function; the ordinary consumer identity, the front-end user interface does not have a promotion function, only the purchase function
1. Page objective: Improve the efficiency of clicking on the content of the homepage
2. User needs:
1) User goal: quickly find the right product for promotion
2) User expectations: quickly find products, promote the products with high cost performance, high commissions, and high customer purchase rates
3. Solution:
Novice shop owners: Provide the [Today Must Push] section to meet the needs of novice shop owners to quickly find the right promotional products. Today's must push is the group buying platform daily selection of 4 explosive products, novice shop owners can directly choose to promote. Moreover, the design logic of the explosive product is clever, including low customer unit price and high customer unit price goods, to meet the promotion needs of different shop owners. In addition, in the promotion process, the owner clicks the "Earn XX Yuan" button on the home page to share it immediately, and the process is very simple
Professional shopkeepers: Provide a variety of product inquiry methods, such as search, search by category, product topics (limited time explosions, daily spikes, etc.), brand collections, brand venues
4. Experience:
As a novice store owner, the "Today Must Push" section is not quick to find; clicking on today's must push products is to enter the today's must push product collection page, not the product detail page, which is not expected
2.3 Venue promotion process
1. Page objective: to improve the click sharing rate and product click sharing rate of the venue
1) User goal: Quickly find the desired product for promotion
3) Obstacles encountered: In the case of second-kill products, the product list will not show the commission, and you need to click into the product details to see the commission
Provides a variety of product search methods, such as search (for purposeful store owners), product lists (for novice store owners), find by category (for store owners who know roughly what they want)
1) Venue promotion process, suitable for store owners who want to find goods by brand, the overall process is smoother.
2) [Material] function is the highlight, the material is the platform to provide the corresponding product promotion copy and pictures, convenient for the store owner to send WeChat circle of friends and WeChat group for promotion. Personally, I think that the way of promoting the material is more native than the way to generate pictures to share (unlike advertising), and the consumer acceptance may be higher
2.4 Product Detail Promotion Process
：
1. Page objective: improve the product car rate, click purchase rate, and click sharing rate
Shop owners who want to promote their products:
1) User goal: fully understand the product information, judge the product is suitable for promotion
2) User expectations: high cost performance of goods, guaranteed quality, high commissions, high customer purchase rate, product pictures should be good-looking
3) Obstacle encountered: I don't know what the purchase rate of the product that is launched is
Shop owners who want to buy items:
1) User goal: fully understand the product information, judge whether the value of the product is worth buying
2) User expectations: high cost performance of goods, guaranteed quality, fast delivery speed, support for return refunds
Shop owners who want to promote goods: the price of goods provided by the platform is lower than that of Tmall, which meets the demand for high cost performance of goods; displays business license information to meet the needs of quality assurance; displays commission information, with a commission ratio of more than 10%, to meet the high demand for commissions; the large picture of the goods and the beautiful material pictures meet the aesthetic needs of the pictures
Shopkeepers who want to buy goods: The solution for cost-effective and quality assurance of goods is the same as above. Group Buy supports return refunds and free shipping, this solution surprises users
The design of the product detail page is very mature, and the page design on the market is much the same. However, when experiencing the [customer service] function, it is found that it is relatively weak, there is no common QA, there is no robot and human reply, and it may not have done this piece
03. Reference points for group buying
The promotion mechanism of group buying and buying: it is a complete distribution system. Refer to for USE IN MGM ACTIVITIES.
1) Three level mechanisms, as the level increases, the higher the threshold, the more generous the rewards, constantly motivating the shop owner to fight monster upgrades and contribute to the platform and businesses
2) Commission composition: Locking in subordinate commissions is the highlight. Commission composition: personal promotion of sales commission + direct subordinate commission + platform subsidies, personal commission and the ability of individual promotion of goods linked, strong ability can also continue to drive subordinates to increase sales, subordinate sales can bring commissions to the front of the store owner, the formation of positive feedback closed loop.
Author: Little Fox Does not blow the product concept, only talks about dry products