Netease koala Haitao: IOS v3. 13.0 (iPhone, iOS 1 1.2.6)

According to the "20 17-20 18 China cross-border e-commerce market research report" released by iiMedia Research, the overall transaction scale of cross-border e-commerce (including retail and B2B) reached 7.6 trillion yuan in 20 17, with a considerable growth rate. The scale of cross-border e-commerce transactions in 20 18 is expected to increase to 9.0 trillion yuan. Ai Media Consulting analysts believe that under the impact of the concept of "new consumption" and the trend of consumption upgrading, the transaction scale of cross-border e-commerce market with more guaranteed commodity quality has maintained rapid growth. With the gradual improvement of platform logistics level and supply chain construction, the market is expected to expand further in the future.

In addition to the steady growth in the scale of cross-border e-commerce transactions, the user scale of China Haitao has also shown a steady growth trend. After experiencing the explosive growth of 20 16-20 17, the growth rate of Haitao users is gradually stabilizing. Among consumers with Haitao consciousness, the post-80s generation has a relatively stable income, and the post-90s generation has gradually entered the working environment, and their spending power has increased, which will also inject fresh blood into the post-00s consumption level. It can be predicted that the scale of Haitao users in China will continue to expand in the future.

In the popularity ranking of cross-border e-commerce platforms in China on 20 17, Netease koala haigou and xiaohongshu performed well as independent e-commerce platforms. It is also one of the bases for product selection in this experience. As an independent e-commerce platform, it is easier to control the quality of goods, with a high degree of product quality assurance, and it is easier to establish a good reputation among consumers.

The slogan "Mark My Life" of Xiaohongshu clearly gives the key positioning of the platform itself-quality UGC community. Therefore, Xiaohongshu is first of all a boutique sharing community, followed by a cross-border e-commerce platform.

In terms of community construction, Xiaohongshu put the community module on the homepage of the APP, which is the default interface after opening the APP. Family community content is divided into two categories: attention and discovery.

In "Follow", users can browse the recent notes of friends or bloggers in the form of timeline. Each note card is a preview of three big pictures/a small video? Presented in text form, users can quickly interact by clicking the buttons like, comment and favorite at the bottom of the card, or click the card itself to enter the comments to view the details. In the timeline, occasionally insert some "users you may be interested in" sliding areas to guide users to create more connections. In the attention module, we can feel the heavy social attributes, and stimulate users' desire to produce content and produce good content through social interaction.

In Discovery, notes are presented in the form of a waterfall, and you can see related notes on different topics by selecting different labels. The default label is "Recommended". Under this module, the notes in each waterfall stream form a long picture/small video? Presented in a small amount of words, each card only contains the name of the personal portrait of the note blogger and the like button, which is more concise than the cards in "attention". And two cards are placed side by side in each row, so that users can view more information at the same time and get interested topics faster under the same screen capacity. From the self-contained label under the "Discovery" module, it can be found that "Men's Wear" is located in an important position that can be seen without sliding to the left. Reminiscent that the main users before Little Red Book were girls, it can be considered that Little Red Book is now preparing to develop more markets for young boys.

After entering the note, the note map is displayed above, and you can switch by swiping left and right. If it is video sharing, you can swipe up and down to watch other videos. Users who post comments can add product/brand labels to pictures. Click on the label to enter the product/brand homepage, and view the product/brand introduction, atlas, notes and self-operated products of Xiaohongshu. Next to the picture is the text of the note and the evaluation of the note. Below the evaluation, there is a line of "you might like it" product recommendation, which is related to this note or the products that users often browse and search. At the bottom of the whole note, a large number of related notes are recommended and presented in the form of waterfalls.

In publishing notes, Xiaohongshu puts the publishing button in the center of the bottom column, which can quickly publish notes in any main interface module. After clicking the publish plus sign, the first thing that pops up is the shooting of photos/videos or the selection of albums, which cannot be skipped. Therefore, the generated content is all with pictures or videos, which ensures the integrity of notes and the bottom line of note quality. Pictures are more attractive than words when displayed in waterfall. After selecting a photo, the operation is more routine, that is, photo editing, text editing, publishing and sharing to other social platforms. When editing notes, you can choose to save a draft in the upper right corner and continue to improve your notes when you have time.

Overall feeling: the community is rich in content, from makeup and skin care to food and fitness to tourism. The community content of Xiaohongshu is no longer limited to the sharing of beautiful things, but also emphasizes a concept of "marking" life, which further enhances user stickiness by encouraging users to share all aspects of life. The disadvantage is that the community drainage mall is not experienced. During the experience, some products recommended by the notes have nothing to do with the contents of the notes, and even no products are recommended. The access to the mall inside the whole note is relatively narrow, but it may also be a sacrifice made by Xiaohongshu to ensure the quality and purity of community content.

Compared with Xiaohongshu, koala prefers the operation of cross-border e-commerce platform.

The koala community module entrance button is in the center of the bottom bar of the main interface. The whole community is divided into three parts: grass planting community, live broadcast and good writing. Switch through the drop-down menu in the upper left corner.

In the "Grass Community", the top area is the writing experience/question and answer/finding friends/my home page. It is only in the lower third of the page that the experience recommendation in the form of waterfall begins. The presentation form is similar to the little red book, which is a line of two side-by-side experience cards, each card consists of a picture? It consists of several words. At the bottom of the card is the blogger's business card and a favorite button. Users can view their experiences in different areas of interest by selecting different tabs. The default label is "Guess what you like". After entering the experience, the overall interface is similar to a little red book, with a slidable picture display at the top, followed by words and comments. There is a row of related products that can slide under the evaluation. Click to go directly to the product details page. Finally, more relevant recommendations are presented in the form of waterfalls.

In "live broadcast", you can subscribe to the video that will be broadcast live recently, watch the video that is being broadcast live, or play back the wonderful live broadcast in the past. Each video module is mainly composed of two parts, the first part is the picture preview of the live video, and the second part is the slidable live related merchandise display. After clicking into each specific video, you can watch the video and switch between three interfaces: related introduction, watching and buying, and chat room. In the "Buy while Watching" interface, you can directly see the product introduction, price, quantity and other information, and you can also click the shopping cart button on the right side of the product to quickly add it.

In "Good Articles", articles are divided into six good channels. At the top is "Daily Must Read", followed by the selection of Good Things Channel. Click to enter a specific channel to view all the articles of that channel. Further down is "recommended for you", which is presented in the form of a combination of long and short cards. The long card is divided into two parts, including the big picture of the upper part. The title and text of the next part are introduced. The short card is relatively short, almost half as high as the long card. It is divided into two parts, including the title on the left? The right half of the small picture. Good articles include promotional activities, good things list, product evaluation, entertainment reviews and other rich content. And most good articles are inserted with commodity information. There are two forms of presentation: one is the commodity card in the text, including the commodity picture? Commodity name? Price, click to jump to the product details page; Second, an additional product matrix will be displayed behind the text, which contains more recommendations of related products, or you can click directly to enter the product details page.

In the publishing experience, koala users can only publish content in the "grass community" under the community module. Different from the little red book, clicking on the post experience in the koala directly pops up an editing experience interface. Above is the area for adding pictures, and below is the text editing part. If you click Publish without adding pictures, you will jump directly to the picture selection interface to add and edit pictures. In addition, koala doesn't have a direct "Save Draft" button in the interface of publishing ideas, and will only remind you whether to save the draft after exiting with text content.

Overall feeling: the community content is also rich. There are many kinds of labels for "grass community"; "Live broadcast" and "good articles" are the contents of official production and operation, and the overall quality is higher than that produced by users. Moreover, in the latter two parts, there are many entrances to the drainage mall, and users are more likely to buy it.

Generally speaking, the positioning difference between the two platforms in terms of community is quite obvious.

A/ Xiaohongshu focuses on the production of user content, while koala has added a lot of high-quality platform content production in addition to simple user content production;

B/ Little Red Book gives the community more social attributes, hoping that users can not only share the contents in Little Red Book, but also meet social needs;

The "Discovery" interface of c/ Little Red Book is similar to the "Grassland Community" structure of Koala, which is all about the display of waterfall information. However, Koala puts the comprehensive functional areas such as searching and publishing on the screen above the main interface, resulting in less information at first sight.

D/ In addition, a small detail experience in the UI is that Xiaohongshu chose to cut off the contents of the bangs area in the upper part of iPoneX when inputting notes or publishing notes, directly sinking the whole interface and blackening the bangs area. The purpose may be to prevent bangs from blocking notes. However, the overall dynamic effect of the input notes is very smooth, and the narrowing process of the visual area is almost imperceptible. Koalas have not been specially treated, so the top picture will be partially blocked during the browsing experience;

One of the problems of community notes on E/ two platforms is the separation of notes from graphics. Example: Blogger A shared a number of lipstick color trials, and the text is similar to Estee Lauder 420 color number as shown below. At this time, the viewer must slide to the top of the note, click on the picture and find the corresponding color number. This operation is not smooth, and it is easy to get confused if bloggers don't mark pictures.

The entrance to the mall module of Xiaohongshu is the second button in the bottom bar.

After entering the mall interface, from top to bottom, it is: 323 Huanxin Week activity banner, limited time snapping, exclusive discount for newcomers, and commodity classification. Among them, the commodity classification is hidden in the dark blue background in the form of small circular icons, which is not very conspicuous. Click the last "More Classification" of classification to enter the classification interface. The column on the left is the big classification of goods. After clicking on each big category, you can see the sub-categories and popular brands under this category. Go back to the main interface of the mall and continue to descend. It is a venue for various promotional activities and popular categories, and the recommended products displayed in the form of waterfalls are at the bottom.

After clicking on a specific product, the top is a sliding picture display of the product that occupies almost half of the screen, and the bottom is the price, product name, short description of the product and store information. After reading the product information, there are slidable recommendations for related products. It is worth noting that there is no buyer's evaluation on the product interface of Xiaohongshu, and it is replaced by the relevant comments of the product. There may be two reasons: First, the amount of UGC in Xiaohongshu is huge, and the notes written by users are usually more detailed than comments, so there is no suspicion of brushing; Second, the mall can further feed back the community and increase community traffic.

The entrance of the shopping cart channel is in the suspended shopping cart icon in the lower right corner of the mall interface. After clicking on it, you can see that the shopping cart has been added with goods, and there is also a "guess what you like" product recommendation below, which is placed in matrix form. When there are no goods in the shopping cart, the shopping cart interface is empty and there is no product recommendation. At the same time, the little red book order entry is also relatively in-depth. In the "More" in the upper left corner, there is a small category where you can view the order details and receive goods. But the same interface is blank and there is no order.

The slogan of koala is "land price of imported good goods". In every pull-down refresh of the APP, you can see the koala in MengMeng dragging out the slogan. This slogan also reflects the positioning difference between koala and Xiaohongshu: koala focuses on the operation of Haitao e-commerce. This is also reflected in the architecture of the APP.

Of the five buttons in the bottom bar of the main interface, three are directly related to the mall, namely: home page, category and shopping cart.

Open the koala APP and go directly to the "home" mall. At the top is the advertising map of carousel activities, followed by some popular categories including koala supermarkets, global factory stores and black card members. Then there are all kinds of snap-up activities and selection activities, with the big names in the venue as the selection activities. Form combination of sliding small cards. At the bottom is the product recommendation, which is displayed in the form of cards. Each card is divided into two parts. On the right, click product name/user evaluation/product introduction to directly enter the product details page.

In "Classification", the left sidebar is the label of commodity category. After clicking a specific label, you can select a sub-category or popular brand under this category on the right to further view the goods.

In the shopping cart, you can view and edit the goods that have been added to the shopping cart. There are "guess what you like" product recommendations under the products, which are displayed in matrix form. There will also be product recommendations when there are no products in the shopping cart. In My Koala, there is "My Command" in the middle. You can view the items to be paid/delivered/received/evaluated/returned and refunded.

In the product details page, the top is a slidable picture display area. Below are information such as price/product name, and a short product description under the product name to help buyers quickly understand the product. Further down is information such as product specifications and distribution, as well as a sliding preview of product evaluation. Commodity evaluation can quickly slide to view photos and evaluations of other buyers without clicking on the evaluation interface. Below is the store and brand channel, you can click to enter the store or brand to buy more goods. Below the brand are similar and popular recommendations. At the bottom of the whole detail page is the graphic details.

Generally speaking, the positioning difference between the two platforms in the shopping mall is also very obvious.

A/ As far as the proportion of shopping malls is concerned, Xiaohongshu only has one mall-related entrance on the main interface, while koalas have as many as three. And in terms of experience, koala's mall experience is closer to the traditional e-commerce APP, with a complete, functional and accessible mall homepage, shopping cart and order inquiry;

B/ Little Red Book's mall homepage structure is more chaotic than koala's. What is the big name of the koala homepage selection activity? Small card form makes it easier for buyers to locate the categories of interest;

C/ On the product details page, Xiaohongshu gave up the buyer's evaluation and graphic details necessary for traditional e-commerce, and instead introduced product-related notes, further consolidating the status of UGC and weakening the presence of official platform content;

D/ Xiaohongshu's community and shopping mall are not consistent in UI, and the iPhoneX-friendly bangs design in community notes has not been extended to shopping malls. Xiaohongshu sometimes looks at the pictures on the goods in the mall and will be blocked.

Amazon's "20 17 Cross-border Online Shopping Trend Report" shows that a major feature and trend of cross-border online shopping consumption in China in 20 17 is that member economy has become a new growth point of cross-border online shopping.

Members of the cross-border e-commerce platform can not only give consumers direct discounts on price and postage, but also provide soft privileges such as exclusive customer service and return policy. It is obviously helpful to increase user stickiness and improve repurchase rate.

Both Xiaohongshu and Koala Haitao have launched the function of black card membership, and users can join black card members through annual fees and enjoy preferential treatment. The membership functions of the two platforms have the following similarities and differences.

Similarities:

A/ Prompt the black card member discount and other text information in the eye-catching position on the homepage of the mall;

B/ There is an obvious black card price comparison near the price and settlement of the product details page to stimulate consumers to check the rights and interests of black cards;

C/ The main entrance of the black card of both platforms is in an eye-catching position on the personal information page.

Difference:

A/ Although both platforms focus on six black card rights, the specific rights are different. The six rights and interests of Xiaohongshu are: SF Express, limited time preemptive purchase, seven-day guaranteed automatic refund, exclusive price of black card, exclusive customer service and exclusive packaging. The six rights and interests of koala are: 96% discount for self-operation, exclusive price of black card, tax coupon, freight coupon, exclusive coupon of black card and after-sales of black card. Judging from the content of black card rights and interests, Xiaohongshu is more soft rights and interests, such as snapping up in advance and returning goods, while koala focuses on preferential policies for commodity prices;

B/ There are differences in the annual membership fees between the two platforms. The annual fee of Xiaohongshu is 266 yuan. If automatic renewal is introduced, the annual fee will be reduced to 166 yuan from the second year. The koala annual fee is fixed at 279 yuan, and there is no preferential policy. Therefore, considering the price, the black card members of Xiaohongshu are more attractive.

Xiaohongshu: Generally speaking, Xiaohongshu still puts its core business in the UGC community. Community notes are rich in content and high in quality, and the attached social attributes can spontaneously acquire more new users and ensure the user retention rate. The mall module is in its infancy, and the online version of Little Red Book even contains only community notes without mall pages. There are still many details to be improved in APP Mall, including UI/UX improvement and community drainage. It is suggested that more consideration should be given to balancing the traffic between residential areas and shopping malls to realize the realization of user content traffic. Specific measures can include: optimizing the algorithm of commodity recommendation, enriching the commodity categories of shopping malls, etc.

Netease Koala Haitao: Koala's mall is relatively mature, and there are more interactions between the mall and the community. There are many channels from the community to the product interface. The deficiency lies in the lack of close ties between various departments in the community. Although they are all in the category of "grass planting community", they have a serious sense of mutual tearing and the experience is not as smooth as that of shopping malls. We can consider changing the access mode or integrating the contents of three small communities to eliminate disharmony.

Of course, in general, the two cross-border e-commerce platforms, Xiaohongshu and Netease Koala, are excellent and distinctive head enterprises in this industry. In the wave of consumption upgrading, they have gained a large number of loyal users with high-quality and reasonable goods and high-quality content. I took this opportunity to experience two excellent platforms and wrote the first product experience report, from which I learned a lot. Seek the guidance of the great god ~ light spray (ヮ? )? *:?

Lang 2018/03/2511:28pm