Refuse To "Brush Off"? Little Red Book Takes Out A Red Heart And A Small Red Heart.

In May 27th, the Lifestyle Community Xiaohong book held a product launch in Shanghai. It officially released the new commodity rating system "small heart" and consumer decision list "small red heart Award".

What is little heart?

In short, users of small red book rated the real experience of goods according to their specific dimensions and eventually formed the "little hearts" of the products.

Then, on the basis of the small red heart scoring system, Xiao Hong book will produce the list of "small red heart Award" in different dimensions of different categories.

The relevant person in charge of Xiaohong book said to yimbang power that the users' grading of each dimension of the commodity will be reflected equally and objectively. However, whether it is "little red heart" or "small red heart Award", its goal is to help users make more convenient and efficient consumption decisions.

Qu Fang, the founder of Xiaohong book, further said that this product not only helps consumer decisions, but also continues to tap user value in consumer decision-making scenarios.

According to the understanding of billion state power, the 2019 small red heart awards released by this time have produced nearly 500 thousand production people to participate in the scoring, resulting in 93 subdivision lists and 656 single products on the list.

In order to ensure impartiality, the evaluation process is carried out by the independent third party organization, Shanghai branch of Ernst & Young Wah Ming accounting firm (special general partnership).

It is a thankless job to construct reality in the virtual world.

In cyberspace, reality is more and more difficult, but reality is indeed just needed.

"The electricity supplier is responsible for making money to support the family, the content is responsible for the beautiful and flowery" little red book. How do we rely on the small heart to explain the truth this time?

01

Why do you want to be a little red heart?

The commercialization of Xiao Hong's book has been quite cautious.

Since its entry into the electricity supplier business in 2014, Xiao Hong's book has been further commercialized through the brand cooperation platform until 2018.

Even with the opening of the official marketing platform, Xiao Hong is still slightly conservative. It ensures that the marketing platform is not abused by improving the threshold of KOL entry and increasing the proportion of commission users.

Xiao Hong has responded to the overly conservative assessment of commercialization. The speed of commercialization of the platform has something to do with the size of the book itself, the amount of users, and the preparation of the product.

In February 21, 2019, Xiao Hong carried out a large-scale organizational restructuring, mainly involving advertising marketing and e-commerce business:

First, upgrade the original community electric business department to "brand number" department, and do marketing and trading around the brand.

(2) upgrade the "welfare agency" department to integrate the whole process function of commodity acquisition, warehousing, logistics and customer service.

Xiao Hong Book responsible person said that organizational upgrading stems from higher strategic requirements.

In fact, Xiao Hong has always compared himself to a city without borders, which means that the simple community and the electricity supplier are not the final form.

The release of little hearts may, to some extent, reflect the real business ecological imagination of Xiao Hong's "city".

As for why we released the list of small hearts and small hearts at this time, Xiao Hong gave his own answer to the power of billion states.

Because of the rapid pace and diversification of information, the world and environment are becoming more and more complex, and different commercial forces are gradually infiltrating into different groups.

In the current environment, a convenient product can help consumers to simplify as much as possible.

2. The objective and necessary conditions are ripe.

For example, the number of real users can achieve such a mechanism as one vote and one vote.

It is understood that as of May 2019, the number of users of Xiaohong Book exceeded 250 million, and daily community notes were exposed more than 3 billion times, of which 70% of the exposure was UGC content.

Xiaohong book expresses to the power of billion state. At present, the platform has made some achievements in the exploration of community commercialization. Apart from the business of electronic commerce, it has already carried out advertising cooperation with various brands such as beauty, fashion, travel, automobile, mother and infant.

However, the premise of platform exploration and commercialization is to ensure good user experience and stick to user value.

Therefore, the small red heart rating will be a product independent of the commercial system, and no commercial cooperation can interfere with the rating of the small hearts.

Qu Fang, founder of Xiaohong book, said that Xiao Hong's first business was to let good things pass to ordinary people through ordinary voice, help consumer decision-making and help people find a good way of life.

In her opinion, listening to the voice of real consumers from numerous information is not only the value provided by Xiaohong book, but also the responsibility of Xiao Hong's book.

Xiao Hongshu, the responsible person, said that the release of xiaohongxin is the ideal of continuing the little red book and "returning" to become the purest "voice" of Xiao Hong's book.

On the small red book platform, users can see that the small hearts score and the small red heart reward can be completed in any third party channel.

From this point of view, small hearts are more willing to influence the industry and the overall situation.

"Xiao Hong is a city of lifestyle. People in the city can help others in their lifestyle and consumption decisions through mutual help. The essence and driving force of small hearts is also a shared experience."

"If we have a little bit of selfishness, it can also drive the vitality of the community," the official said.

02

How do you do it?

For a long time, planting grass and helping consumption decisions has become one of the community labels of Xiao Hong's book.

Many small red book users are accustomed to opening the little red book search keywords at the first time, and get the full range information of the commodities through the notes of different bloggers.

At the same time, Xiao Hong book also provides purchase channels for its platform users through its own e-commerce platform.

In the electricity industry today, the "brush list" and "brush evaluation" is not new, "brush off" has become a mainstream industry profession.

Although the major electronic business platforms are using many complex measures to curb the behavior of brushing, but due to the low cost of registered accounts and the low cost of evaluating goods, the effect is not obvious.

In the face of these two obvious "low thresholds", "small hearts" set up two "unshakable" principles at the beginning of the selection: real buyers and one person, one vote.

Among them, the real purchaser guarantees the authenticity and objectivity of the accounts. The one person, one vote on this basis will make the cost of the "brush ticket" unlimited.

Small red heart product leader to the power of the billion state, the traditional community users are using words, pictures, video in the recommendation for their own products, small red heart is the user as consumers say, with the number to reflect.

The logic here is not difficult to understand: if many users see Xiao Hong book in order to know whether a product is good or not, why can't we use a weighted algorithm that can withstand objectivity to present the consumption opinions on the small red book platform more efficiently?

Since there are algorithms, the data that will be injected into the algorithm will have high requirements for purity.

The small red heart official said that the platform side would not give any promises of interest in the process of convening the producers.

As a result, producers can share real evaluations without interest, so as to output truly practical, objective and effective data, which is the obvious advantage of the evaluation system of the relative business platform.

On the choice of participating products, the "little red heart" team will select a single product according to the overall ranking of the community fever and the sales volume of the mall. (up to now, there are 3108 single products entering the small red heart scoring system). In the selection of the users, the small red will select the users who have purchased the product in one year. According to the users' community behavior data, the users with high activity will be comprehensively calculated to become the small red heart producers, and 5 to 10 evaluation dimensions will be selected from the products of each category.

Finally, for each single product evaluation questionnaire, it will be pushed to the standard small red heart producers to score, after calculation and summary, the final small red heart score of each single product will be formed.

According to the news of Xiaohong, there are three categories of skin care products, personal makeup and personal care products. With the expansion of the supply category, the products and categories will be expanded to more.

Billion power understands that the goal of the next stage is to accumulate more user data and continuously enhance the breadth and depth of the data, so that the commodity score will eventually come closer to its true value.

The release of Xiao Hongxin aroused concern. The little red book team gave some answers to some popular questions, and the billion state power collation did not represent the position of the billion state.

1. Will the two criteria of "people who buy" and "one person, one vote" persist in the diversity of categories?

"People who must buy real" and "one person, one vote" is an unshakable principle. We will try our best to let small hearts try to cover the products that are sold well throughout the network and discussed in the whole network.

For the evaluation of goods, is now a physical commodity, and gradually expand to the virtual direction of service.

Two, how do the small hearts producers choose?

The "authenticity" and "objectivity" requirements of users are essential.

The first requirement is true purchase.

The second level is that users are ranked in the interest and activity level of content related to the category tested.

The third level is the user's willingness to share and feedback unconditionally.

Three, will this list be directly related to the sales volume of Xiao Hong book?

The small red heart award is our list based on the small red heart scoring system.

Its goal is to help users make consumption decisions more conveniently and efficiently.

The influence of small hearts will be on the industry and the overall situation.

Users can see this list not only on the little red book platform, but also in any channel in the world.

The small red heart award is a summary of the grading, and the score will continue to update with time. The scoring system is long-term and the score is floating.

Four, the commodity of Xiao Hong book is not the most abundant. How can these evaluations include real good products?

(1) confirmation of user trading orders is the first layer of screening for our small red heart producers.

(2) at present, the trading side helps us to provide enough data in the more than 20 categories released by the small red heart awards to ensure that the ratings of these categories come from the real and large number of users' word of mouth.

3. The grading of small hearts is constantly updated every month according to the recycling of household registration tablets. With the rapid growth of the community and the expansion of the corresponding supply side, the commodity and category of Xiao Xin will continue to iterate.

Five, what kind of influence will little hearts bring?

(1) Xiao Hong Xin finds more helpers for everyone's consumption decision making, so that everyone can see the commodity evaluation more efficiently and simply.

Small red hearts may affect the whole industry.

The little red book allows users to see good things in the world. Users can buy them after the big red heart.

(3) Xiao Hong is a city of lifestyle. People in the city can help other people's lifestyle and consumption decisions through mutual help. The essence and driving force of small hearts is also a shared experience, which will also lead to community vitality.