Huatian Xiaoyu APP product experience: e-commerce logic is not established.

Android V3. 1

Product positioning

As for plant decoration and aesthetics of life, the whole product is full of aesthetic feeling of life and petty bourgeoisie.

Target user requirements

Mainly female literary young people who know how to live and love beauty at home, pursue quality life and earn a higher income.

The pursuit of beauty begins with human nature. As people's income increases, users will pay more and more attention to the quality of life and the tonality of life. How to appreciate beauty and how to create beauty will become the needs of these users.

Product core logic

analyse

First of all, the demand is small and the user range is narrow. Everyone pursues beauty. Everyone likes to see beautiful things, collect beautiful things and make beautiful things. In life, beauty can be seen everywhere in various forms. "Flower field nap" defines the scope of beauty in plants and life decoration. What is needed for this kind of beauty is hands-on practice, not just collection and appreciation. Compared with flower arrangement, no one just likes to watch flower arrangement rather than make it himself. This kind of hands-on practice will instantly raise the threshold, because this kind of practice really doesn't look like taking pictures at hand.

The content of the platform is less and the update speed is slow. As an APP that relies on content to attract users to guide e-commerce, content production is the key foundation. At present, the product does not solve the problem of sustainable content production. In fact, this also reflects the niche of product demand from another side. Because there are so few users that even the production of content cannot be supplied, there will not be enough core key users to provide content without a certain user base.

The logic of e-commerce is not established, not to mention that some flowers are not suitable for e-commerce. Even if the front end attracts enough users with content, e-commerce cannot realize the purchase conversion of local users. There are several ways for PGC or UGC to realize the diversion and transformation of e-commerce:

1, the commodity market has not yet appeared a dominant platform, such as the sea purchase market melee, overseas e-commerce Xiaohongshu sudden emergence of the community;

2, do not directly do e-commerce for third-party institutions, such as semi-sugar, mainly recommend exquisite single products, and directly guide third-party Taobao merchants;

3. They can provide products with unique functions. In fact, businesses that can provide exclusive functions will stay in the e-commerce platform directly in most cases, instead of building their own e-commerce, or building their own e-commerce and entering the third-party e-commerce platform. There are two kinds of featured goods, those with material characteristics and those with spiritual characteristics. For example, hammers and Xiaomi mobile phones have their own exclusive e-commerce websites while entering the third-party e-commerce platform, or moon cakes sold in Luo Ji during the Mid-Autumn Festival. The reason why users buy it is not only that users want to buy it, but more importantly, these moon cakes are endorsed by Luo Fatty and are endowed with more spiritual connotations. They bought not only edible moon cakes, but also moon cakes representing an attitude and a spirit.

At present, "Hua Tian Xiao" does not belong to any of the above situations. The products sold are highly replaceable and have no features, and users can easily buy them on the existing e-commerce platform.

When building the "PGC+ e-commerce" model, products can closely combine PGC with e-commerce and sell characteristic goods with connotation, instead of simply being a commodity porter.