Want To See The Bad Reviews Of Real Feelings? A Lot Of Friends Made A "Friend Circle".

I wonder if you can paste the bottom of the sticky pan that you put in the favorites. When you open the commodity evaluation, you can only see the same praise. This problem may be solved.

36 krypton recently discovered that many users are inviting users to share a social networking function called "small circle" to "see what their friends are buying". The entry is located at the bottom of the multi App home page Banner, and many users will automatically add the address book friend to the users who read the contact information automatically. After the function is opened, users can not only share their own collage activities, but also see friends' open group information and comments.

This is the adjustment and upgrading of a lot of commodity evaluation system. During the epidemic period, it was put on the shelves urgently. Before that, there were 40 stores that sold fake and poor masks. The problem exposed by the epidemic is that when users purchase medical care products and other commodities on the platform of electronic commerce, they often fail to buy or buy in disorder because of lack of necessary decision-making reference.

One data is that the abnormal application of refund and refund during the epidemic period increased by 120% over the same period. These abnormal applications were mostly caused by the failure of effective information.

The fundamental pain of the "small circle" is that the reference and credibility of the traditional "stranger evaluation system" is not so high. On the one hand, when users browse the evaluation of goods, they can not quickly filter out the information they need from thousands of commodity evaluations; on the other hand, there are many false reviews that merchants get through the brush list.

We want to design a mechanism to complete the identification of "eliminating the false and preserving the true" from the consumer side.

　　 A lot of "copied" good jobs.

This is probably the first attempt at private domain traffic on its own platform.

First, look at the specific function settings of "small circle". After the user opens the loop function, each order will be automatically synchronized to the small circle. The user can manually cancel the synchronization action within 3 minutes. The product evaluation is the same. When users publish the merchandise evaluation, they can manually select the "synchronize the evaluation to the small circle". Sensitive products such as adult products, women's articles, underwear, pajamas and special medical supplies will not be synchronized by default.

The list of products and the dynamic evaluation of commodities are limited to the opening of "small circles" and become good friends. In addition, users can delete the dynamic "small circle" that has been shared, or manually turn off or re open the "little circle" function. It looks more like a multi circle "friend circle":

It includes two actions of sharing and social interaction, and friends can comment on each other.

In addition to the single item information and the sharing of merchandise reviews, users can directly release the dynamic description of what they want to buy, and @ friends to plant grass recommendation.

After creating a personal two-dimensional code, the user can add a friend by scanning the two-dimensional code and modify the remarks.

With the permission function of friends circle, you can choose "don't let Ta watch my little circle" or "do not watch Ta's small circle".

In fact, in early 2019, WeChat went on the shopping circle of "friends circle" - the good thing circle, which was originally a good recommendation circle based on social relations. Users can share grass and good things with each other on this platform, thus facilitated the transformation of electronic business. Now it has renamed the "circle", and has become a life content sharing platform, aiming to enable users to find interest groups that match themselves.

Good thing circle was born at the beginning of WeChat electric business dream. But WeChat's functions are quite complex and diverse, so that users can go to WeChat to enter a deep enough entrance (find a search good circle) to recommend each other to exchange good things. This scene and logic are not smooth enough; and the good circle is more inclined to the 1.5 open sharing platform, which grows from KOL instead of WeChat friends.

It seems that a lot of "copy" a good job, screening and filtering the circle of friends, the good diversification of the property circle, leaving a simple and platform function, the entrance is also quite conspicuous. But can we do a lot?

　 The intention behind the "little secret" in the circle

"Small circle" made up the gap of many scores.

Unlike Taobao, many front-end products do not have good reviews and bad reviews. Consumers can score points for goods, logistics and services while making evaluations. However, these ratings will not be displayed on merchandise pages, instead of "labels", "videos", "appends" and "repeat customers".

A lot of reviews show a general evaluation of all products, and the label evaluation system is mostly positive expression (red label is positive, grey label is negative). Because most brands are weak and consumers pay more attention to low price and practicality, this label evaluation system can emphasize the cost performance of commodities to a certain extent, but it will be worse in evaluating the balance. After all, for consumers, a pertinent mid - to - poor assessment may be more valuable than the same stereotyped praise or lengthy information flow.

Many people in charge of platform management products show a mask, for example, there are more than 10 shops selling only masks and related products, and the total number of SKU is more than 600 thousand. Which masks can play a protective role, the quality of which shops is qualified, and whether the Spring Festival holiday can deliver goods and other practical information, it is difficult for consumers to find accurate answers in the historical evaluation of goods.

The dynamic sharing of "small circles" fully shows the details of friends' evaluation of goods, and the credibility of acquaintances evaluation system is higher. The advantage of spelling is that even if the share holder gives a star rating, the scope of decision making is limited, which is a "small secret" in the circle. At present, the overall score of the product is not so great.

From the original intention of "many small circles", the important link of creating a real shopping experience is to "eliminate false" in the circle, thereby reducing decision-making errors.

"But when it comes to practical application, the final trend of small circles is more likely to be grass planting, private platform, rather than mine clearance", a judge of the entrepreneur in the field of social electronic commerce. In his view, it is far from enough to mine alone.

The above entrepreneurs said that if the new function of "small circles" can really be pushed up, it can be directly different from Taobao's new social fission. The difficulty lies in whether users are willing to share shopping secrets with friends, especially low-priced goods.

For ordinary consumers, the greater possibility is that after finding good things, they will share them in social groups or a pair of grass between friends. But it does not exclude users who share the desire to share their homepage by heart, becoming the "KOL" in the circle of acquaintances.