Today is November 1st, I don't know if you participated in the hundreds of millions of projects in 2021 Double Eleven last night?
Speaking of this year's Double Eleven, one-click sharing of shopping cart is an absolutely eye-catching function.
Questions
As a sales platform, is it necessary for Taobao to promote product sales through the social function of "sharing shopping cart"?
Reply
In the early morning of October 27, Taobao's one-click sharing shopping cart function was launched. According to Taobao official data, in just three days, more than 10 million people shared their shopping carts on Taobao.
Among them, netizens in Beijing, Guangzhou, Shenzhen, Chengdu, Chongqing, Zhengzhou, Wuhan, Nanjing and other eight places participated in shopping cart sharing most actively.
However, instead of actively sharing, visiting this page, we will find that there are many passive operation meanings.
1
Passive operation of big coffee and ordinary users
When it comes to the function of sharing shopping cart, some friends may not pay too much attention, so Qianqian did a little homework and found that there are 4 tags with the most concentrated functions: one-click sharing shopping cart, looking for someone to shake the shopping cart in person, star shopping cart, and emptying shopping cart.
In the first wave of double eleven rushes, with the sharing shopping cart just launched this time, Taobao forcefully grasped these 4 labels to tell the new story of "sales + social".
1) One-click sharing shopping cart
This function button appears in the lower left corner of the share shopper page.
As soon as you enter this page, users can share based on their shopping cart.
Some friends may feel that directly exposing the shopping list is equivalent to exposing privacy. But when we do it, we will find that we can choose the treasures we share.
In other words, what you present to others is the result of your screening.
In this way, users can share good things with their friends and achieve the purpose of protecting their privacy.
At the same time, these filtered shopping cart contents can not only be shared with friends in Taobao, but also shared on Taobao's "public page" for all users on the Taobao platform for comparison and reference.
2) Find someone to shake the shopping cart in person
Corresponding to the one-click sharing function, the function of finding someone to shake the shopping cart in person is listed in the lower right corner of the sharing cart page.
If you think about it carefully, you will find that the two buttons that are most obvious on this page are the sales conversion actions made by Taobao based on the social networking of acquaintances.
These two buttons directly meet the shopping communication needs of acquaintances.
In previous years, after receiving the information on the activities of merchants' discount promotions, the public often felt excited and confused - "want to buy something, but don't know what to buy." At this time, in addition to watching the KOL planting baby of the social platform, the public is also an alternative to watching the product introduction of the anchor with goods.
But the most immediate stimulus comes from socializing among acquaintances.
In previous years, first of all, WeChat blocked Taobao links, and secondly, the mutual sharing of friends in Taobao also needed to share links through a single baby page, which was not convenient to operate.
This year, Taobao directly supports packing shopping carts and sharing, which has made great improvements to the interaction of users in the shopping sharing between acquaintances.
3) Star Shopping Cart
The celebrity shopping cart is the part that all users can be attracted to when they enter this page.
Usually, after a new user of this feature enters the page, the main page of the function is a celebrity's shopping cart sharing. After flipping through a few, everyone may exclaim, "Isn't this just an advertisement in disguise!" ”
We will find that the shopping carts of the so-called celebrities are mostly the baby links of the brands endorsed by the stars, or the products that meet the labels that the stars have shaped in front of the public, such as public welfare links such as the one-dollar breakfast for children in the mountains.
For the stars, this operation directly expands the radiation range of their influence. By watching their favorite stars, users are more likely to have a sense of trust in the brand, which also generates more sales conversions.
For example, some time ago, Qianqian wanted to buy an office chair for his family, there were two alternative links, and the two brands were similar in my opinion, but in the end, I still chose the chair endorsed by the star Liu Tao.
On the other hand, the platform invites many stars, but also in order to use the fame of stars to expand the scope of influence of Double Eleven.
4) Empty your shopping cart
Just celebrity momentum + convenient for acquaintances to socialize, this function is not enough to make ordinary users feel moved.
For ordinary people, real cash and red envelopes in hand are the highest motivation for action.
Therefore, in the face of ordinary people, Taobao directly launched the function of "emptying the shopping cart". The situation of the event is that as long as you share your shopping cart before the first wave of promotions on Double Eleven, you have the opportunity to get the reward of Taobao's official empty shopping cart.
On the evening of October 31, Qianqian saw many users on the social platform posting their rewards for being emptied of their shopping carts.
2
The sales logic of "Social Plus"
After talking about this new feature of Taobao, we will find that this function is an attempt for Taobao to gradually move towards "social +".
Speaking of "social +", it is now almost standard for platforms of different natures.
For example, the music platform NetEase Cloud, in order to strengthen the retention of users, specially planned the online activities of the NetEase Cloud villagers' ID card, the relevant villagers' ID card will generate pictures, users can share across the platform at will, and above the picture, the user's personal listening taste on the NetEase Cloud is marked.
In addition, NetEase Cloud has also opened up the platform of the circle for singers, the circle platform, for fans, is a platform for fans to gather, similar to the early Baidu Tieba and now Weibo super talk.
These operations of the platform give users personalized labels, and also meet the needs of user communication, so the user's stay on the platform will naturally become longer.
Taobao's function this time also has such a purpose.
When users share the shopping cart, in addition to enjoying the function of screening babies, they can also be displayed by multiple tags by the platform.
On the shared page, the platform will divide the user into tags, and such tags are also similar to the villager ID card of NetEase Cloud.
On the one hand, these tags allow the sharers to have their own personality, on the other hand, it also makes it easier for users with similar tags to find products that match their own needs.
In this way, even if you don't have a "social cow" - sharing your shopping cart with your friends, but just choosing to peek into other people's shopping carts, it is a good choice.
This is like refreshing the circle of friends that has been carefully edited, and it is probably a very good function for many of today's "social terrorists".
summary
This year's Singles Day, it looks quite exciting.
On one side, there is a meow candy activity comparable to a squid game, and on the other hand, there is this new hot feature.
Well, everywhere on this line there is a lot of "snap it up!" Crazy! "When are you impulsive?"
[If you want to know more about new media, you can pay attention to "Media Play", the same name for each platform account]