wholesale jewelry shop online What is the credible assessment?

wholesale core jewelry When we are shopping, we often encounter problems selected among multiple products, especially for high -value products, and are arranged to solve this problem. With the increasingly perfect shopping environment and increasingly rational consumers, how can the ranking stand out from it? The author will analyze the liquid ranking from the current actual market environment and user usage, and put forward improvement opinions.

This will be analyzed from the following aspects:
r
products n market analysis
User analysis
function analysis
operation analysis
summary
. Product profile 1.1 Product introduction
Users provide objective neutral products and merchant rankings, which basically covers most of ordinary goods, medicines, and popular cities. Its ranking is mainly due to the major rankings, and the editor is organized to eliminate bidding rankings.
1.2 product function framework
product architecture
1.3 Typical use path
a. Users shopping on the website and want to find what products are worth buying in a category.
b. Users want to find a restaurant/other city services.
c. The user already wants to buy something, wants to take shopping subsidies or find coupons.
D. The user does not clearly see the shopping goal, just take a look.
. Market analysis 2.1 Market boundary
The cover is a main type of commodity ranking and urban service ranking for consumers, while providing more favorable purchase channels for purchasing channels.
The target population is a rational consumer with a certain consumption power, the product differences and product parameters. As the noodles of its product rankings and urban service rankings are becoming wider and more complete, the number of target users of the product is also increasing, and the market boundary is continuously expanded.
2.2 Market space estimation
The people covering the main coverage are mainly online shopping, with certain consumption capacity, and rational consumers who pay more attention to product differences and product parameters. The user group is mainly 25 ~ Between 40 years old.
In statistical reports of the 43rd China Internet development status released by CNNIC in CNNIC: The size of netizens in my country reached 829 million, the size of online shopping users was 610 million, accounting for 73.6%of the scale of netizens. About 50.3%of the scale, high school and above academic degree netizens accounted for about 43.1%, and monthly income of more than 3,000 yuan accounted for about 45.1%.
In 2020, online shopping can cover about 80%of the number of netizens, and the size of netizens can reach about 900 million people. Netizens 10 to 19 years old accounted for 17.5%, 40 ~ 49 years old accounted for 15.6%, and high school education and above basically refers to users over 18 years old. Such people account for most of the groups of more than 3,000 yuan in monthly income. The target group also covers a small number of students and elderly people at the age of 19 and less than the elderly.
In previous years of data: The number of people with a monthly income of 3,000-5000 people has not changed significantly, and the monthly income of more than 5,000 or more has increased significantly each year, an annual increase of about 40 million people. On the one hand, this group of people comes from the previous lower -level income people to be promoted to salary and increase. The other part comes from the original non -income student population. Basically, it is the cover crowd of online shopping. Based on this, the market ceiling is about 350 million.
Estiments of Ai Media Consultation
2.3 Data
2.3.1 APP's own data
Covering the download volume of about 1 million times in the past year, IOS end loading capacity For 420,000 times, the number of independent equipment in iResearch has dropped significantly from 400 to 550,000 units in April this year to 240,000 units. It is estimated that the actual monthly use households will be around 150,000 to 250,000, and the number of users is small.
Data source -iResearch
Clash -based data: Cover the number of monthly per capita starts of 11.6 times, the monthly per capita use is 0.6 hours, the number of per capita per capita is 2.1 times, and the per capita in one day is 6.0. minute.
2.3.2 Competition Data
1) Product ranking category
The apps on the market are very small to cover the ranking. At present, only the top 100 apps are found. High similarity, the top 100 rankings are mainly providing product ranking services, and also have the function of shopping rebate. However, there are too few online data. You can only know that the Android end has a certain download amount, but the function is not very complete, and there are too few users in the overall active active.
2) E -commerce shopping guide platform
The composition of the PGC UGC mode in content shopping guide is worth buying, UGC model content community Xiaohongshu, select the rebate of the OGC model in price shopping guide, one Amoy work Compared. (The data limited by the trial account, the data that can be viewed is older)
The red book is worth the comparison of buying (data source -easy -to -see thousand sails)
It is very large, but the user's viscosity is the opposite. What is worth buying 66.72 times per month, 23.31 Xiaohongshu, what is worth buying for a monthly per capita, 5.01 hours, and Xiaohongshu 2.06 hours. What is worth buying 5.13 times in a single day and 3.52 Xiaohongshu, what is worth buying for 23.04 minutes in a single day and 18.62 minutes.
The contrast between one Amoy and rebate (data source -easy -to -see thousand sails)
The user size of rebate and one -notch, and the user viscosity is gapdly. The per capita start of the month is 18.55 times, the rebate is 11.67 times, and the per capita use of the month is 1.12 hours, and the rebate is 0.44 hours. The number of starting times per day is similar to the average daily startup, which is about 2.7 times. The per capita use of a single day is 9.78 minutes, and the rebate is 6.29 minutes.
It: The user viscosity of the price shopping guide app is much lower than the UGC content content shopping guide app. After the development of good management to a certain degree, a considerable number of users can be reserved. Users participating in community discussions and content perfection can also increase the desire to buy by users in the process. Users complete the purchase behavior in the APP to form a complete closed loop.
The red book is mainly facing female users, and it is mainly for beauty and clothing. The user group and content are more targeted than buying a single but more targeted. What is worth buying for a wide range of user groups, and because of the main discount information, the update speed is fast, the information is timely, and the user will use the APP more frequently.
, but what is worth buying too much information also causes problems. Too much information seems to be messy. At the same time, there is a lack of in -depth articles. Many users will be dismissed. Filter in the information.
The overall gap of the APP of the two price shopping guides is mainly due to the richer content of Yitao, and more information on the basis of simply rebate and coupons, but the user stickiness of the two products is still far low low. In the UGC content shopping guide app.
3) Urban service
The public comment and reputation here, both are apps that provide local life service merchants and group purchase information.
The size of the two APP users has a certain gap, and the popularity of user viscosity is higher than the word of mouth. The public comments of the monthly monthly start of 15.08 times, the reputation of 10.13 times, the per capita use time of the public commented on the monthly use of 1.06 hours, and the reputation of 0.43 hours. Word of mouth per capita starts of 2.55 times, which is slightly higher than 2.36 of the public reviews. The per capita single -day long review is 9.89 minutes, which is 6.57 higher than the word of mouth.
Cornemia and word -of -mouth are almost the same market positioning and functions. They are both UGC promotion models. The reason why popular reviews are better in user viscosity. For many years, merchant resources are richer than word of mouth, more complete than word of mouth, and choose more.
The reason for the gap between the user scale is also the difference between entering the market time, and the other is that many users use word of mouth in Alipay without downloading word -of -mouth clients. There is business cooperation with WeChat, there are second -level entrances under the payment function, and there are also WeChat mini -programs. It is easier to get the traffic on WeChat. As a product of Ali, the content spread on WeChat will also be limited. There is no WeChat mini program.
2.3.3 Comparison analysis of competing products
The cover is the PGC mode. It is selected by editors with special knowledge, ranking products or services, or integrating the authoritative list on the Internet, so as to produce different outputs. The advantage of the ranking is that it can control the quality of output. The disadvantage is that the user's participation is low.
Compared with the competitive products of the UGC mode, the user's viscosity and activity are lower, and the user's viscosity data is closer to the two price shopping guide apps in the OGC mode. There are very few products in the market of PGC models, and this is not yet compared with other products. This is also the core competitiveness of the ranking.
2.4 Summary
The core function of the cover is also the most competitive place, which is the product ranking of the PGC model.
The characteristic of this ranking is that one is to advertise that you do not charge, that is, to be objective and fair, and the other is to cover complete products. In addition to the common beauty and digital 3C in other APPs, it also covers a large number of daily necessities and electrical appliances. Urban services also have the ranking of PGC models.
, the objective and fairness of the currently covered is not enough, and it is not reliable. Objective and just, on the one hand, it refers to not collecting money and "bidding rankings". On the other hand, it refers to the accuracy of the ranking. This aspect is not satisfactory. The online search ranking evaluation has a large number of users reporting that the rankings are not accurate and objective, and the ranking standards are not transparent, especially the evaluation of some professional users, making the ranking of the ranking not convincing.
For the rankings, objective justice is life. For the ranking, the criticism of online professional users, especially influential professional users, will seriously hinder the promotion of products.
The on the one hand, the product can be split into different dimensions, and each dimension can be scored differently, so that the evaluation standards are transparent and standardized. On the other hand, you can find influential, objective and independent evaluation agencies and media to assist in ranking work, saving labor costs and convincing.
The user will not pay special attention to whether your ranking comes from professional institutions at home and abroad. The ranking of these institutions may also be unfair, and the user feels whether the ranking is reliable.
On the one hand, based on the degree of understanding of the field of familiarity with yourself, it has an evaluation of whether the ranking is reliable. On the other hand, it is based on other media, professionals, and other users' evaluation of the accuracy of the rankings. Therefore, standardization, professionalization, and transparency of the standards of ranking must be done. For the currently retained users, it is also an important job to improve the stickiness of products to them.
. User analysis 3.1 age analysis
Data source-iResearch
In Iri in May 2019 data: The main use groups in the cover are concentrated between 25-40 years old , Especially at 31-35 years old.
This people generally have a certain consumption power, and have formed the habit of online shopping. Users under the age of 24 accounted for 10.03%, and the proportion was relatively small. The main reason is that one of the groups are mostly students. They have not graduated, there is no stable source of income, and the consumption power is limited. Pay more attention to personal hobbies or personality, and cost -effectiveness is not the most important factor.
25-30 users accounted for 22.33%, ranking second among the five ages. Most of the users in this part have just entered the workplace shortly after they have just entered the workplace but have some money but their consumption power is not very strong. At the same time, online shopping is already their important way of shopping. Compared with users under the age of 24, the shopping concepts of these users are more mature and rational.
31-35-year-old users accounted for 45.15%, which is the absolute main force of the cover. Most of these users have been stable and small in their careers. The income level is generally medium or middle, and can basically achieve economic independence. There are certain consumer budgets except daily expenses. Most people have become a family business. They have also had great economic pressure due to family and children. There are many types of items that need to be purchased than before. They need to buy high -quality or cost -effective products through clear shopping guides.
36-40 users accounted for 18.12%, ranking third among the five ages. These users have basically formed a stable consumption habit, with relatively fixed preference brands and purchasing channels, and have strong consumption power. The use of cover is mainly to find a small number of unfamiliar areas of high -cost or high -quality products in unfamiliar areas.
41 years old and above account for 4.37%, accounting for the least proportion. The main reason for the less proportion is that many users of this age are not good at shopping online, or used to going directly to the e -commerce platform to shop. They are not good at using third -party tools. They rarely have the idea of ​​comparison or actively search for third -party products.
3.2 Gender analysis
Data sources -iResearch
In May 2019 data: Covers are slightly more female users than male users, and the gender ratio is generally balanced.
The generally average reason for gender is mainly to cover the ranking of most commodity categories and urban services. It is not limited to some two categories. The range is wider, so the gender is more average, which can provide consumer guidance for almost all users. As for the reason why female users are slightly more than male users, I believe that this is related to the functional changes in the cover.
Data sources -Iri Data
IRearian data in February 2019 shows that at the time, there were more male users than female users. In the past few months, the cover has strengthened the functions of subsidies and search coupons.
Data source-iResearch
The above figure is the user gender data of the rebate app in May 2019. You can see that female users are obviously more male users than male users. The cover ranking has attracted more female users to use by increasing subsidies for users and improvement of shopping -related functions.
3.3 User distribution analysis
Data sources -iResearch
In May 2019 Data: The users who are arranged are mainly distributed in the economically developed coastal areas, followed by Middle and western regions with more active economy.
This is mainly related to the regional economic development level. In areas with high economic level, people's consumption capacity and consumption willingness are stronger. The arranged urban service guidelines also first improve the main big cities, which will also attract users in these large cities, especially Guangdong as the place where Gai is ranked, and is the first place to improve.
3.4 User use scenario
user A:
22 -year -old college student, male, who is about to graduate, wants to buy a laptop computer, check the evaluation video of Zhihu and Bilibili online online Because I do n’t understand, I still ca n’t start.
The friendly suggests to download the cover and let him go, let him pick a favorite to buy in front of the ranking. After downloading, he found the details of the laptop computer. According to his own budget and needs, he chose one of the first few models of the ranking.
user B:
27 -year -old white -collar worker, female, recently bought a house to prepare for decoration. When the buyer's appliances, they made difficulties. There is no evaluation on the Internet. Basically, there is a rough direction of the use of friends and family members of the surrounding friends and family members. The staff of the home appliance store cannot tell which product is much better than another product.
Prinked from friends to learn that Gai ranked well for these products that "evaluated blind spots", so I downloaded it. Under the classification of various products, she learned some basic knowledge and common misunderstandings through knowledge encyclopedia. With the help of the supercover, several suitable products were selected. After the online home appliance store experience Purchased and installed.
User C:
30 years old in the workplace, with a certain economic strength, just gave birth to a child the previous year. I want to buy a lot of things for children, especially what diapers, milk powder, and milk. I want to buy some better but I am afraid of being promoted by false propaganda. There are too many soft texts on the Internet. I learned about the Gaidai ranking when I read related articles, downloaded it and used it. I saw that the previously used things were also on the recommendation list. I trusted the software. I read some recommended other products and found that it was found in The software can be connected directly to the merchant store. It is very convenient. It does not need to take timely and labor -intensive platforms to find each platform, so I often find things and buy things through cover.
M:
34 -year -old senior travelers have been to many countries and have recently traveled to China. I want to find some local specialty restaurants, but there are too many soft essays on the Internet, and many are places where the locals are not going often. How much is the difference.
The on the Internet, I learned that there are many characteristic rankings in Gai, so go to the trial. There are different cities and different types of restaurants in different cities, and they are compiled according to the rankings of multiple institutions. The possibility of soft text is relatively small, so I found some stores to taste according to the above recommendations. The evaluation is good. I plan to buy some specialties, and it is recommended to cover the local specialties and specialty snacks. It is very intimate. According to the above recommendation, I bought some offline to take it back.
User E:
36 -year -old office staff, female, easy to work, often buying things online during her spare time, she will also use the rebate website or APP, and she will find coupons everywhere to province money.
Recently, she heard that she had a lot of rebates, so she downloaded one to try. In addition to the points given by the general rebate website, there are additional subsidies recently, which makes her very happy. Moreover, Gai also has the function of searching for coupons, making shopping easier. She now mainly uses the cover to obtain rebates and find coupons, and sometimes she will turn over the list of interest.
User F:
32 -year -old designer, male, likes a design -like niche product, is a loyal fan of hammer mobile phones and Smartisan OS. He also followed Luo Yonghao on Weibo.
In Lao Luo from time to time to publicize an app named Gaidai, which made him interested. After he downloaded and used this app, he was attracted by this app. The interface was simple and clear. There was no advertisement and annoying push. Community, the content of the ranking is very full and practical. He often refers to the contents of the cover before buying things, and then choose a product that conforms to his taste.
. Function analysis 4.1 Problem analysis
This is a consumer auxiliary tool. The main function is to provide consumer decision reference for consumers, and provide consumers with fair, objective and reliable Consumption ranking. Before buying goods or service consumption, users check the corresponding products or services in the ranking.
The row standards are opaque and the credibility is lacking;
has a single display form, boring content, not grounding;
lacks user evaluation content;
is not closely combined with shopping related functions.
The credibility of the ranking is the foundation of the cover. The ranking of the ranking does not show the specific source of the ranking data, and the specific standards of the ranking are not announced. They are all editors operating in one hand. In addition, some commodity rankings and user feelings have different feelings, which will cause users to have a sense of unscrupulous ranking and damage the core competitiveness of the ranking.
The content of the displayed display is basically text, there are very few pictures, there are no videos, and the text is often very long. Some texts are similar to the manufacturer's promotional words. After watching it patiently, or after reading it, you can't catch the key points. Users hope to have more pictures, more refined and more grounded text, to guide the purchase.
At present, there is no user evaluation function in the cover. The evaluation comes from the responsible editor and the evaluation of the e -commerce platform. However, the number of evaluations of e -commerce platforms is not large, and most of the above evaluation lacks value. Sometimes editing evaluations may be biased. Users hope to see more real and multi -dimensional evaluations, especially to reveal some some of them. Evaluation of potential defects.
The "special offer" module is the main profit point of the cover. The improvement of the shopping function and the degree of combination with the ranking function directly affect the profitability of the cover. At present, the special information and recommendation information displayed by the cover are often different from the needs of users. Users do not have the desire to buy. Some local jumping functions are lacking, and users cannot jump directly from the application to the product page directly, so that the shopping process cannot be completed in the application, bringing benefits to the application.
The improvement of the problem of covering the cover will mainly focus on three aspects: enhancement of core competitiveness, improving user experience, and improving user viscosity.
4.2 Modify content
4.2.1 In terms of product display
is the transparent ranking standard, improve ranking conviction, add multi -dimensional scoring function, display the grades of different dimensions of the product, and cover the different dimensions of the product and cover the cover. The average score of the user.
Is adding user reviews and scoring functions. Users can publish short comments, can also publish detailed evaluation (evaluation), and link with the newly launched community functions. Users can also ask questions about the questions they are interested in. The concentrated product characteristics of user reviews will be displayed under the total score.
It access to third -party evaluation to provide users with more references.
Is add product map browsing, product parameter viewing and contrast function.
4.2.2 Community function
The initial period is the evaluation community. There is no first -level entrance. After a certain number of users, it is upgraded to a product community.
The so -called evaluation community is carried out around the product review function. The product review is the review module of each product page, and the review is subdivided into short reviews and detailed evaluation (evaluation).
The in the early stage only set up an entrance on the product page and personal page, and the number of users in the later period increases. After the review of the review surface is greatly improved, the first -level entrance is set. Users can stroll out to refer to different products and different category products. Users can set the classification of attention by themselves, or to predict the category of interest in the prediction of users, and there are new popular products to push the evaluation message directly when related evaluations are launched.
Is community -related operations:
User sources: Cover has fewer current users, and the UGC content added requires KOL users and professional users to enter and produce content, so it involves obtaining seed users.
In the early stage, through the third -party evaluation module, some traffic from third -party evaluation agencies and their audiences and readers can be obtained. You can invite the personnel of the evaluation agency to settle in, provide high -quality comments on the products they evaluated, and provide more details outside the evaluation article or something that is inconvenient in the evaluation.
Is who are more familiar with users in the field brought by the evaluation agency, encourage them to comment through certain incentive methods. Relevant editors should also actively participate in interaction with users in the early days. For example, interact with users in users 'comments, and answer users' questions in the product Q