小红舍(小红书 - 英文小红皮书,但与美国红书杂志无关)是一家受欢迎的中国社会电子商务移动应用程序,该应用程序于2013年推出,并根据中国日报的数据,现在价值超过30亿美元。它针对18-35岁的女性对豪华时装和美容产品感兴趣。Redbook允许用户浏览,购买和查看产品,分享购物体验,以及来自海外共享的发现和购买产品。

应用程序的用户可以通过发布详细的产品评论或基于产品的生活方式以及使用照片,视频和文本的产品的生活方式和时尚提示来贡献社区。关于特定项目的帖子通常包含有关价格,品牌和购买地点的信息的标签(甚至到确切的商店)。产品帖子与Redbook的购物平台集成,允许浏览器从社区帖子导航以购买正在讨论的产品。

Community and Convenience Are Key

Redbook现在拥有1700万只女性用户,而且我们说话的数字仍在增长。那么,是什么让它如此受欢迎?

In our independently funded,生活在线定性可用性测试conducted in Shanghai, China, we asked 5 loyal users of Redbook (all female) what they valued about it. The top three reasons were the same among these users, in no particular order:

  • Legitimate and comprehensive content由平台的大用户社区创建和维护
  • 购买讨论的物品的便利性
  • Access to overseas products at lower prices.China is one of the world’s largest consumers of luxury goods. Many overseas and cross border products are brought into China with high customs fees. Redbook targets this opportunity by sourcing products from overseas sellers, storing them in free-trade zones that are not subject to the customs fees, and redistributing them to its Chinese consumers. The platform functions as a mediator, providing Redbook shoppers access to various overseas products at relatively low prices.

Though access to foreign products at lower prices is an important benefit for Redbook’s users, in this article, we focus on the first two reasons listed by our study participants and on why they foster customer loyalty.

A Community With Legitimate and Comprehensive Content

随着参与者对Redbook上的内容的综合性和全面性评论,我们进一步探讨了最多的吸引力。两个主要因素使红皮书的内容与用户产生共鸣:社区感和信任内容和产品的有效性。

A Sense of Community

购物是一个社交活动。Over the years, in our电子商务User Experience report series,我们已经记录了购物的社会方面以及它们如何影响在线购物。在线购物者与朋友和家人讨论预期购买,并在购买产品之前寻找建议和意见。在线产品评论是购物的一个重要方面:购物者价值稳健的评论其中包括有关审阅者和使用产品照片的详细信息。

One participant from our China research study said: “I almost use Redbook as a translator for my cosmetic-product instructions because some of the products I bought overseas only have instructions in foreign languages. In Redbook, other people will tell you in detail what [a product] does and how to use it.”

Redbook Acne Search
Redbook: A search for acne under Posts (left) returns 772,834 results that users can discover and interact with. For example, one post (right) discusses in great detail how one blogger struggled to treat her acne, what products she used, and how each of them worked for her.

On Redbook, people interact and give each other advice by posting, commenting with questions, and sharing experiences. Redbook gamifies the experience by using a hierarchical status system to encourage participation in the app and strengthen the community. Users start out as a ‘baby’ and, after reaching community-related milestones (e.g., 300 posts with more than 50 likes) they are able unlock higher levels, ultimately reaching the top level, called the ‘golden crown’. By unlocking higher levels of status, users gain access to exclusive features such as customized stickers or watermarks to post on images or videos. Because images and videos are the most eye-catching elements of a post, these extra features mean more opportunities for popularity and exposure. The most-popular influencers of the community may receive sponsorships from brands in exchange for posts about products. Redbook’s community component has helped the platform build a large group of active users and quickly scale up as a sharing and shopping destination.

真实产品和评论的重要性

假冒产品在中国是一个巨大的关注点。Fakes are abundant on the market, and luxury beauty and fashion products often become counterfeiting targets. Therefore, Chinese shoppers are extremely wary about product authenticity.

在这样的环境中,trust and credibility are incredibly important。Redbook在购物之旅中放心客户在购物之旅中,它销售的产品是正品的:

  • 在其网站和其应用程序中清除其合作伙伴品牌的显示
  • Transparent, well-documented shipping details (e.g., flight number, time when it cleared customs) for those foreign products shipped from Redbook’s overseas warehouses
  • 清除其他人正在购买产品的指标,增加信任social proof
  • A product-authenticity–guarantee policy, which states that if you bought one faked item on the platform, you will be compensated 10 times the price of the product
Redbook social proof popup
On the product-detail page, the real-time floating information bar indicated that other buyers’ have recently purchased the product.

由于这些原因,用户信任该公司提供真正的产品,这次信任有助于Redbook将自己与竞争平台区分开来。“我从未对我在Redbook上买的产品疑问,因为我认为它带来了真正的东西。但我通常验证我在其他平台上购买的产品,“一项研究参与者说。

Redbook Lipstick Search
Giorgio Armani Lipstick 501(左)的产品搜索仅显示一个产品列表。在淘宝(右)这样的其他流行购物平台上搜索相同的关键字产生数千个选项可供选择,因为商店和个人卖家可以列出自己的产品,淘宝上有数百万商店。由用户决定哪些是真实的,这是伪造的。

除了值得信赖的产品外,comprehensive and legitimate user reviewsalso help the platform to build trust within its shopping community. Posts on Redbook are typically very detailed and very personal, filled with descriptions, pictures, and videos. Users are motivated to post high-quality content because such content will get attention and comments, will be liked or saved by others, and will raise the users’ community-status level, helping them become popular influencers. In turn, the platform benefits from such content because detailed reviews with a lot of interaction around them appear genuine and legitimate to shoppers. This互惠互利用户和平台之间的关系创造了购物生态学,维持红皮书的增长和成功。

Redbook通过要求用户在其帖子中至少包含一个视频或一个图像来鼓励高质量的内容。此外,它还提供了有用的提示,用于创建新内容和准备和编辑媒体。

对伪造和虚假审查的担忧也在美国种植。在我们最近的研究中电子商务User Experience report series,人们质疑他们在线看到的评级和审查,并抱怨它是多么困难,如果他们包括几个字,就会审查真实的审查。

红皮书详细的帖子
Redbook:EESOP眼霜的详细用户评论描述了使用该产品的海报的个人体验。图片显示产品标签,价格,甚至是购买产品的确切位置。
China fake reviews
相比之下,淘宝(左)和亚马逊(右)有许多可疑的假审查。

The Convenience of Purchasing Directly From Reviews

The second factor that influenced users’ perceptions about the utility and value of Redbook was that they could purchase products directly from other users’ posts.

一体化平台

Redbook用户不仅可以从用户生成的帖子中发现新产品,但它们可以轻松购买正在讨论的产品。The integration between community reviews and transactions facilitates impulse buying and saves user effort: users don’t have to remember products they found on Redbook and then shop for them elsewhere, as it is often the case with traditional workflows, where product research and purchasing takes place in different places.

Redbook Discovery购买
Redbook: Example of a user workflow, from content discovery to purchase

整个工作流程简单,方便,内置于应用程序中。用户评论了这种体验的易消化,称红皮书使发现和获取可信的产品是一个简单的过程,包含在一个应用程序中。这种情绪以及我们在美国参与者的研究中呼应了我们的研究:人们更喜欢流线型和连接工作流超过必须将信息与多个来源组合。(我们已经从先前的研究结果中了解到无缝的对omnichannel ux有益and that only a third of the population has足够的计算机技能来结合信息来源。)

设计外卖

以下是来自Redbook的一些关键外来,目标是电子商务网站可以包含UX a competitive advantage over giant, but undifferentiated sites like Amazon:

  1. Explore the social aspect of shopping and foster a community of users.Community supports research, inspiration, and product discovery. Incorporate social components into the shopping journey by:
  • Providing product-discovery forums:Encourage sharing and conversations around your products to help buyers learn from peers. This resource can supplement polished product details and marketing messages that consumers can become numb to.
家庭造教家社区
家Goods’ mobile application encourages shoppers to post images of items they’ve found at stores and discuss the products
  • 将共享机制建立成产品页面:The social side of shopping often revolves around asking others for insights and opinions. Social components can fit naturally on existing product pages to facilitate communication between browsers and those who’ve purchased the item before.
Cruthfield q&a
Crutchfield.com included a product Q&A component on product detail pages. This allowed browsers to ask questions and get answers from other buyers.
塞纳社区
Shein.com鼓励买家上传自己的照片炫耀他们的购买。购物者为他们的参与和浏览器获得积分,获得有关项目如何为真人工作的启发和细节。
  • Adding features for encouraging participation:Participation is key to the social element of a business platform. Providing incentives for posting content or gamifying the experience can motivate users and ultimately lead to a strong, active community. For example, the clothing- and accessory-resale app, Poshmark, allows members to earn Posh Ambassador status. Ambassadors receive exposure in the community (which can help them sell their goods). The app provides a page called Posh Stats which indicates how close they are to receiving the Posh Ambassador title based on 9 participation factors.
Poshmark状态
Poshmark users can become Posh Ambassadors based on community-participation factors.
  1. 探索第三方社区与电子商务之间的联系。即使您在电子商务网站上没有生动和盛行的社区,您也可以在现有社区与您的业务之间创建联系。利用现有的社交渠道等,如Facebook,Instagram,Twitter或Pinterest,并鼓励网站访问者探索关键页面和Hashtags的灵感。第三方工具还试图桥接这种差距。例如,liketoknow.it用作Instagram上的购物扩展,以将产品发现与产品购买的产品相关联。内容创建者可以使用liketoknow.it来标记和链接其Instagram帖子中的产品。帖子的浪爱者收到一封电子邮件,包括详细信息和链接到这些产品。
LiketoKnowit community
Content creators can use LIKEtoKNOW.it to tag and link to products in their Instagram posts. Likers receive an email including details and links to these products online. The benefit for creators is a small commission on any sales made from their posted photo.

Retailers can also take advantage of their social-network pages to post product details and link to product pages; they should also strive to encourage users to add their own content.

Instagram Ads
Instagram上的零售商可以使用产品详细信息(左)标记图片或提供产品页面(右)的链接。

  1. 收集客户的思想和经验的洞察。公司可以通过关注在线购物者的共鸣来学习很多。在您的产品周围建立和监控社区使零售商能够分析趋势和偏好。消费者的见解和实时反馈可以告知业务的作品和不起作用的业务,使他们能够相应地反应和调整其策略。例如,Redbook根据有多少用户或查看特定帖子,并辨别出基于这些指标的品牌投资的品牌来调整产品库存。

Conclusion

中国的红皮书的成功说明了战俘er of community and trustworthiness in ecommerce. Redbook encourages participation in its ecommerce community in order to build quality, trustworthy content. By combining this strong community with other tactics that establish its products’ credibility, Redbooks drives engagement and trust around purchases made on the platform.

注:“红宝书”是英语文字translation of the Chinese name of the app, “XiaoHongShu”. The shopping platform has no relation to The Book of Quotations from Chairman Mao Tse-tung [Máo Zhǔxí Yǔlù] written by Mao Zedong, also known in English as the “Little Red Book.” We thank one of our readers for pointing out this coincidence.