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大家觉得现在做美丽说蘑菇街这样的还有机会吗?


2 个回答

  • Roy Li | 2017-10-18 15:21:49

    当然有机会，关键是你要有自己的风格，做社区定位要准，原创内容要好，剩下就是经营管理了。

    本问答由Roy Li提供

  • Roy Li | 2017-10-18 15:01:45

    有机会。

    美丽说和蘑菇街都是基于大淘宝生态链的，如果不基于生态链，做个类似pinterest的读图服务，意义不大，国内外的生态环境是不同的，不能完全照搬。

    [生态链位置 - 良性导流]
    大淘宝现在有8亿商品，能提供给商品进行展示的位置非常有限，目前直通车、淘宝热卖、聚划算和淘宝联盟橱窗，试用中心等等，但是还是不能满足商家导流的需求。如果没有有效的流量导入，数百万商家会有流失的风险。

    美丽说和蘑菇街正是一定程度上满足了淘宝的需求，让淘宝即爱又恨。

    [用户价值 - 降低选购成本]
    从用户价值来看，即给用户有限的选择，降低选购成本，提高成交量。
    太多的选择会让用户产生麻痹，从而降低选择，或者不选择。

    美丽说和蘑菇街单位用户的成交量远高于淘宝，一方面是内容运营作的不错，另一方面，更极端的说法，不做运营，只要减少商品展示量，便能降低用户选购成本，从而提高单位用户订单数。

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    有兴趣的同学可以阅读下面文章
    People want more choices and information than they can process
    《100 things every designer need to know about people》
    If you stand in any aisle in any retail store in the U.S., you'll be inundated with choices. Whether you're buying candy, cereal, TVs, or jeans, you'll likely have a huge number of items to choose from. Whether it's a retail store or a web site, if you ask people if they'd prefer to choose from a few alternatives of have lots of choices, most people will say they want lots of choices.

    Too many choices paralyzes the thought process
    Sheena lyengar's book The Art of Choosing (2010) details here research and other's on choice; In graduate school lyengar conducted what is now knows as the "jam" study. lyengar and Mark Lepper (2000) decided to test the theory that people who have too many choices will not choose at all. They set up booths at a busy upscale grocery store and posed as store employees. They alternated the selection on the table. Half of the time there were six choices of fruit jam for people to try and the other half of the time there were twenty-four jars of jam.

    Which table had more visitors?
    When there were twenty-four jars of jam, 60 percent of the people coming by would stop and taste. When there were six jars of jam only 40 percent of the people would stop and taste. So having more choices was better, right? Not really.

    Which table resulted in more tasting?
    You might think that people would taste more jam when the table had twenty-four varieties. But they didn't. People stopped at the table, but they only tasted a few varieties whether there were six or twenty-four choices available. People can remember only three or four things at a time (see the chapter "how people remember"); likewise they can decide from among only three or four things at a time.

    Which table resulted in more purchases?
    The most interesting part of lyengar's study is that 31 percent of the people who stopped at the table with six jars actually made a purchase. But only 3 percent of the people who stopped at the table with twenty-four jars actually made a purchase, So even though more people stopped by, less people purchased. To give you an example of the numbers, if 100 people came by (they actually had more than that in the study, but 100 makes the calculations easy for our purposes), 60 of them would stop and try the jam at the twenty-four-jar table, but only two would make a purchase. Forty people would stop and try the jam at the six-jar table, and twelve of them would actually make a purchase.

    Why people can't stop
    So if "less is more," then why do people always want more choices? It's part of that dopamine effect. Information is addictive. it's only when people are confident in their decisions that they stop seeking more information.

    Takeaways
    * Resist the impulse to provide your customers with a large number of choices.
    * If you ask people how many options they want, they will almost always say "a lot" or "give me all the options." So if you ask, be prepared to deviate from what they ask for.
    * If possible, limit the number of choices to three or four. If you have to offer more options, try to do so in a progressive way. For exmaple, have people choose first from three of four options, and then choose again from a subset.

    本问答由Roy Li提供

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