Make A Lot Of Small Books

On February 17, we have received the recommendation of "big tech" platform. Before that, the main source of Zhihu's "Haowu recommendation" products was Jingdong. Now, four e-commerce channels, namely Jingdong, Taobao, pinduoduo and Zhihu commodity, have been formed. Zhihu has accelerated the commercialization of the mode of carrying goods.

According to the introduction, the creator can insert the product card of pinduoduo commodity library into the answer, article and window. When a user purchases the product, the blogger can get the corresponding commission income. In terms of the mode of carrying goods, Zhihu chooses to drain the e-commerce platform and build a service-oriented plate for revenue. According to the information obtained from tech planet, the Commission of different commodities is not the same, and the platform and bloggers share the Commission at a ratio of 7:3.

It is understood that the internal test time is from February 17 to February 21, and some bloggers who have experienced the "good thing recommendation" have received the internal test invitation. Since the internal test of "Haowu recommendation" in September last year, Zhihu's relevant measures on e-commerce carrying goods have attracted much attention. It's time for us to bring the goods together.

After joining the "business platform" of Jingdong, it is difficult to understand the "business platform". It seems that the "little book" is gradually becoming a good one in the industry.

　 Big V with goods, know "little red book"

This is not the first time that Zhihu has set foot in the grass planting business of xiaohongshu. As early as February 2019, Zhihu launched the app "Chao" in a low-key way, positioning itself as a "men's grass planting community", trying to start from the male community and share the grass business in the content community.

However, due to the fact that the products are not hot or hot, by the end of November 2019, Chao changed its positioning to a trendy toy community. According to the app store intermediary, this is a "toy world" that can be played by both boys and girls. Recently, tech planet found that Chao positioning has been changed again, and now it is "trend × interest × record, a content community without trend".

In fact, Zhihu's commercial exploration has been walking on multiple legs. From September 2019, Zhihu's internal test of "good things recommendation" function will quietly open another way to bring goods to Zhihu.

The creator of Zhihu can insert commodity cards in answers, articles and windows through the "good thing recommendation" function. After a user purchases through the commodity card, the creator can get the corresponding rebate income. That is to say, Zhihu creators can directly earn commission by diverting commodities from other e-commerce platforms.

"After using the good thing recommendation, the answer saw more people." Shen Wei, Zhihu beauty big V, told tech planet. Zhihu has continuously enhanced its commercialization ability and given all kinds of support to big v.

Since Zhihu has a good thing recommendation function, Shen Wei began to add products to carry goods. Because she is familiar with it, she often adds links to Taobao. However, according to Shen Wei, "Zhihu was more inclined to add links to Jingdong products before, and there were often activities. Only by adding the recommendation of Jingdong products can they participate in and get rewards."

Since the products they bring are beauty products, the Commission of all bloggers is the highest. "The Commission is decided by the merchants and platforms. My commission ratio is more than 10-20% on average. There are more than 20% and 50% commission, but it is relatively small. Many digital commissions are even less than 1%. In addition, we have to deduct the share with the platform, so we have very little left. "

On the eve of last year's double 11, Zhihu also launched the "small blue star recommendation" function, which is very similar to the official scoring system "little red heart" launched by xiaohongshu in May 2019.

The "little blue star recommendation" also adopts the scoring mechanism. According to Zhihu data, there are 750000 objective evaluations, and 400 + good items are selected. They are not the same only in the category of grass planting. Under the four categories of mother and baby, digital, fashion and film and television, little blue star selected 30 + good items, while "little red heart" mainly focused on skin care, color makeup and personal care, and 26 sub categories. This may be related to the user tonality and product positioning of the two platforms.

In the past, xiaohongshu has always been faced with the dilemma of "planting grass on the platform and weeding outside the platform". Similarly, Zhihu has always been called a "high-quality knowledge sharing platform", and it is also a "holy land for grass planting" that can not directly weed. Both need to improve the closed-loop from planting grass to weeding, so that users can complete the whole set of actions in the platform.

Xiaohongshu's solution is to build an e-commerce trading system on the platform, while Zhihu's solution is to drain the e-commerce platform, encourage creators with the mode of commission sharing, and produce the content of real good things recommendation.

Secondly, the main source of the products is Jingdong Nianshang. Now, "pinduoduo" has been added to the Zhihu Haowu recommendation cooperation e-commerce platform. Pinduoduo, which has never been understood by Zhihu users, can earn high praise in the elite Zhihu community. Will Zhihu big V sell accounts to attract pinduoduo products?

　　 More commercial

"I don't know how to use pinduoduo, unless I know that pinduoduo will give more support." Zhihu beauty V Shen Wei (pseudonym) told tech planet.

As she is a beauty category, for the products of pinduoduo platform, many beauty users may have weak purchase intention. Shen Wei said that she is still waiting for the channel of pinduoduo's commodity platform.

And since the end of last year, Zhihu has been encouraging big V to bring goods and frequently launched activities. At the end of 2019, Zhihu's official account of "Haowu recommendation" launched the Spring Festival campaign, providing financial and flow support to encourage big V to bring goods. It is reported that thousands of people participated in the activity.

Details of rights and interests of Spring Festival campaign

In addition to the beauty category, other categories of bloggers can not get high profits, even because of the commercialization of the content has been criticized by users. "I've tried to put up a product link twice, but no one bought it." Another Zhihu big V reflected to the tech planet, "don't buy it. There are even some people who say bad things in the message area."

To some extent, Zhihu's attempt to commercialize its elite user portraits is regarded as kitsch. Moreover, this time adds the pinduoduo commodity platform, the user difference between them is bigger. For Zhihu users, it will take some time to adapt to accept the large V-belt products.

In fact, there are still two main types of business, namely, knowledge-based advertising and knowledge-based advertising. As an established content community on the Chinese Internet, Zhihu tried the short video product "Instant Video" in March 2019, but it was shut down three months later. In August 2019, Zhihu, which has not been a positive attitude towards MCN institutions, has also started to recruit Zhihu MCN institutions to empower the content.

Zhihu has tried many times in the field of e-commerce. In addition to incubating its grass products "Chao" and launching "good things recommendation" and "small blue star recommendation", salt election members were released in March last year, MCN recruitment was started in August, and live broadcast function was launched in October. Zhihu has been trying to increase revenue with service products. This road has just started, and it seems that it has not been smooth.

Users scored 5.3 points (10 out of 10) for pinduoduo app on Zhihu, while Jingdong scored nearly 7 points. Now that popularity has been lost, will users be willing to pay for pinduoduo when they start to bring goods for pinduoduo?