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Shormila Shormi
Jul 31, 2022
In Design Forum
Social grouping outside the Fifth Ring Road The term "people outside the Fifth Ring Road" comes from Pinduoduo CEO Huang Zheng, which is essentially a description of the phenomenon of consumption sinking. Pinduoduo, on the other hand, awakens the purchasing potential of "people outside the fifth ring" through the trick of "splitting groups to kill low prices". Looking at Pinduoduo's more and more GMV, many people are moved, and many new platforms with the label of "low price, group fight" have sprung up, and old players have also launched corresponding channels. But no one can really shake Pinduoduo's TOP position in the hearts of "people outside the fifth ring"—— 1) The old players didn't fight hard enough The old players represented by Taobao have already formed their own e-commerce ecology, and they will not change drastically. Like Taobao, an important task in recent years has been quality control. The “9.9 popular items” have been removed from the phone number list homepage before Pinduoduo flourished. The overall strategic planning of Pinduoduo is contrary to the core concept of Pinduoduo, and naturally it is impossible to win the hearts of "people outside the fifth ring" through group grouping. 2) New players are not playing wild enough And the new players who are competing against Pinduoduo will naturally play more than the old players, but they are not wild enough. First, the promotion efforts are not enough, and it is difficult to attract traffic; the second is that the platform itself is immature, with few SKUs, few merchants, slow logistics, and no innovative gameplay. In this way, Pinduoduo, the first to go deep into the "outside the fifth ring", is almost invincible. But there are always exceptions.
What is the follow-up point of social grouping?
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Shormila Shormi
Jul 31, 2022
In Design Forum
Reading suggestion: This article involves a large number of languages ​​commonly used in station B, which are marked in blue by the author, and understanding the meaning does not affect the understanding of the article; at the end of this article, the “stalks” mentioned are explained for reference. Core point: Content: Station B has now broken through the core two-dimensional circle (senior Japanese anime/game users), but the content still bears the imprint of two-dimensional (aesthetics, "slang words"/stalks in the circle), and the topic is phone number list obviously "student-oriented" ; At the same time, the community atmosphere is very strong, and it is difficult for people without a certain background knowledge of the second dimension to understand the essence of station B User: The ceiling of users at station B is far less than that of "generation Z"/pan-young people. The penetration rate of station B in cities with more developed economies tends to be higher, because young people in these places can see (determined by the degree of openness) and also Can understand the content of station B (determined by education level); on the contrary, young people in small towns rarely read station B; among the 370 million young generation Z young people, only 1/3 live in cities and towns, and the well-educated young people are B station The most accurate user Creators: The creators/up masters of Station B take students as the absolute main force. The subject matter and vision of the works are limited by the students. They usually give up their creation within 1-2 years of work due to work/family reasons; It is popular, so the creators of station B have decided that its users are based on students, and it is difficult to transform into YouTube in China
Students, Boundary of Station B
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Shormila Shormi

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