Wen | Wu Lingwei
Editor | asked
When the biggest spending season of the year arrives, many people begin to care, "What's in your shopping cart?"
In the era of online shopping, almost everyone has a "shopping cart" with clothes you wear, food you eat, toys you buy, and even unknown hobbies. The shopping cart is not just a shopping list, but also a lifestyle packaged from a combination of goods, and a consumption choice that cannot be decided for the time being – it represents your aesthetic pursuit.
On October 27, Taobao made one of the most important changes in the 13th year of Double 11, launching the sharing cart function. Consumers can "copy" the homework of celebrities, celebrities or other consumer opinion leaders, or they can share the items in the shopping cart with friends.
What is the sharing logic of Taobao shopping cart? How to balance product sharing and privacy protection? In the context of interconnection, how to achieve shopping cart access in social fields such as WeChat and Weibo?
We tried out the product and talked to its product and operations team, hoping to tell you the story behind the product.
<h1 class="pgc-h-arrow-right" data-track="14" > an important change before double 11</h1>
On the second screen of the Taobao homepage, and the shopping cart at the bottom tab, the shopping cart sharing portal has been launched online. Enter the page, which is automatically assigned by the system to share the shopping cart. Swipe left and right, these lists come from celebrities, bloggers, virtual idols, or well-known IPs like Bubble Mart and Peppa Pig. More, or the average consumer with similar shopping preferences to you and me.
According to their past consumption experience, every ordinary consumer has been labeled as a "consumer upstart", "senior grass grower of daily necessities", "top elite buyer of jewelry", "fanatic of beauty and skin care products" and so on. If you are a "Valued 88VIP User", the badge on a gold background will also appear next to the name.
In addition to being able to see what's in someone else's shopping cart, consumers can also proactively choose the shopping cart items they want to make public. The pain point that needs to be solved by this function is nothing more than the inconvenience of sharing shopping links in the past: in the past, on Double 11, consumers could only plant grass through social media platforms, or get consumption inspiration from familiar people, and then search on e-commerce platforms such as Taobao or JD.com. Sharers can only share a single product link. The path is long and inconvenient. Now, the shopping list can be packaged and shared with one click, and consumers have a smoother and more convenient experience.
The privacy concerns that many people are worried about do not actually exist, and consumers can choose products or choose who to share: only friends, or actively open to all consumers on Taobao. Even some "shameful" Taobao nicknames can be re-edited when the shopping cart is shared. Similar to sensitive categories such as sex toys, Taobao has strict internal control. If the user shares the list and accidentally carries such sensitive goods, it will be automatically blocked by the platform.
Since the project was launched in June this year, the design of the gameplay and how to present the products shared in the shopping cart have become issues that the product team needs to consider. "Consumers have a strong desire to share goods, and the platform wants to let users have a better experience, constantly optimizing, almost one version a day."
In addition to online sharing, friends can choose to share in person: shake the shopping cart page, and after matching, you can see the shopping cart list shared by the other party.
The product team also hopes that the shopping cart sharing page will highlight the product itself more: the main title of the product is indispensable, it is used to describe what the product is; whether the product is new, what list it has landed on, the keywords that consumers evaluate it, whether there is a full discount, whether it can use the large consumption coupon issued by 88VIP... The points of interest around the product are all factors that may attract consumers to make the next shopping decision.
<h1 class="pgc-h-arrow-right" data-track="84" > cart: truth and narcissism coexist</h1>
Among the participants in the shopping cart sharing, the addition of celebrities and virtual idols is more like a marketing method to bring the shopping cart into the public eye.
Searching for "star shopping cart" in the Taobao search box, the star lineup that jumped out included stars such as Yang Mi, Zhou Dongyu, Ouyang Nana, Di Lieba, Gong Jun, Wang Jiaer, Lee Seung-hyun, etc., as well as artists such as Ye Yin and Xu Zhisheng, who were on fire because of street dance and talk show variety shows, including Olympic athletes such as Su Bingtian and Lu Xiaojun.
Virtual idols who are close to luxury brands and e-commerce platforms are also bringing goods for various big brands, such as the shopping cart of virtual idol LING, there are Burberry's double 11 exclusive new scarf, Longines watches, Couch classic bags...
More in the sharers are those who are grounded in the world or buyers, who bring a sense of community and social realism. In particular, some consumers who buy their experience are not necessarily excellent content producers, but they are very good at buying things, providing reference value for other consumers.
In the list shared by the shopping cart, consumers can share the goods they have already purchased, or they can choose the items lying in the shopping cart - especially those that reflect the aesthetic or ability to consume. This means that even though you don't actually own a single item, you can still get Versailles-esque joy from those products and the "elite buyer" label given by the platform.
Satisfying the social experience of narcissism has been verified more than once, such as the personality test of NetEase Cloud Music, almost every time the circle of friends brushes the screen, it is because its "rainbow fart" is just right, fun, interactive experience, so that participants feel unique.
These consumers who are willing to share the shopping cart list are not necessarily real, it is not the truth of the consumption record, but at least it is a kind of human truth. Currently, the platform shows that 6.3 million people are already sharing their shopping carts.
<h1 class="pgc-h-arrow-right" data-track="85" > a way of life from a sense of discovery to fission</h1>
In the past, information platforms and e-commerce platforms would use algorithms to continuously push the goods you had browsed or purchased to you in the information flow. Consumers are trapped in familiar goods and categories to jump, lack of a sense of discovery, platforms and merchants can not open consumer choices, it is difficult to increase the unit price and sales, it is difficult to convert consumers into cross-category buyers.
In the past, consumers' sense of discovery was often obtained from social platforms such as Xiaohongshu, B station, Weibo, and Douyin, which naturally had a joke about the three axes of new brand marketing, "perceptual grass to go to Xiaohongshu", "rational science popularization", "attacking new consumer forces to rush to B station". Before Double 11 every year, many people's social topics are still, "What are you going to buy?"
As an e-commerce platform at the end of traffic, in order to complete the grass planting link, a lot of efforts have been made over the years. One of the most effective and widely used means is live streaming. Taobao shopping launched in November last year, Taobao online list and shopping list during 618 this year, are also the paths provided by the platform to meet the "sense of discovery". Similarly, JD.com not only launched a "shopping" channel in the tab at the bottom of the home page, there is a list of goods on the home page, and in the shopping cart page, you can also choose to share the goods in the form of a list.
(THE "SHOPPING" channel in the bottom column of the Jingdong homepage)
And Pinduoduo, the way to bring a sense of discovery in the early days, is the "slash a knife" in the WeChat group, 2.9 yuan a pump of paper towels, so that how many sinking market crowds to achieve toilet paper upgrades, to achieve consumers on a commodity discovery and fission.
Seeking a sense of shopping discovery is actually very similar to the experience of finding a movie when you are in the film famine: the movie list on Douban or IMDb is the result of a big data score; the film critic's movie list is the text version of the live broadcast; the publicity of the theater line may not make you make up your mind to watch, but the word-of-mouth recommendation of your friends may give you more motivation to enter the theater.
If the list and list is the authoritative display of the platform according to the consumption big data or the recommendation of the shopping master, the shopping cart sharing covers a wider range, it is more like a private recommendation with a smaller sample, on the one hand, the shopping cart of the acquaintance is naturally convincing and high trust, and the shopping cart of the master can give people a glimpse of the lifestyle of the opinion leader, and even use it as a life guide to receive it all.
Most importantly, the shopping cart is always filled with more than one item. It is a combination of multiple commodities and consumption choices, reflecting a person's consumption level, aesthetic taste, and even lifestyle and class.
E-commerce platforms often divide everyone into eight major groups according to consumers' consumption habits, but this division is actually too mechanized - the crowd can always flow between people, you can change the clothing style according to the mood, or you can completely migrate to another way of life because of a move.
<h1 class="pgc-h-arrow-right" data-track="86" can shopping cart socialize >? </h1>
Since the beginning of this year, Taobao shopping cart has continued to change, and the functions of "buy one by hand" and "buy for ta" have been launched successively.
But if you pull the time longer, this shopping cart sharing function is more like a continuation of Taobao's social attempts over the past few years: the essence of shopping cart sharing is a social action. You can see the list of friends who have shared the shopping cart on the shopping cart page, and you can also edit your own screen name to create a stem, which has long been reflected in the "express notes" in many netizens. Previously, Taobao's payment function, family number, and the "buy for ta" launched in the second half of this year are actually ways to open social paths by virtue of consumers' existing offline relationships.
In addition to sharing shopping carts online, face-to-face "shake and shake" sharing by friends is a way of interaction that runs through online and offline to meet face-to-face social needs. This form of social interaction was accepted by the public as early as 2015 when WeChat launched a shake red packet, and in April this year, the vibrato that tried to socialize was also online with "shake a shake".
But obviously, Taobao is not just looking at social networking within the app. Outside Taobao is a broader grassland. BASED ON THE CALCULATION OF CICC RESEARCH BASED ON THE SHARING TRAFFIC AND TRANSACTION VOLUME OBTAINED ON WEChat by trading platforms such as Meituan, JD.com, and Pinduoduo, judged that WeChat's contribution to Taobao's traffic and transaction volume increased by 6.3% and 2.6% respectively.
Previously, there were media reports that the Taobao shopping cart is expected to be shared directly to WeChat with one click during the double 11 period. After the launch meeting of Tmall Double 11 on October 20, Chui Xue, the head of the Tmall industry, said in an interview with the media, "At this time, it is first and foremost a function in Taobao, and I think today it first serves Taobao users." Second, it is uncertain where the future will be shared. At this point, I have no way to give you an accurate answer. A lot of things that everyone likes to hear and pay great attention to require a lot of people to work together. ”