So the founder of Qingdao Yixing Yiyi Cultural Media Co., Ltd , Qingdao chief business school new media operation founder , Senior new media operator ,IT Industry observer , The new Internet + Marketing practitioners , Gold medal copywriter , Tencent network 、 Baidu. Com 、 Today's headline 、 Sohu 、 Netease News Network 、 Famous columnist of Phoenix News Network and other websites ,《 New media promotion and operation practice 》 author 、 Famous brand marketing consultant Mr. Li Xiang tells you about ： This paper focuses on how to do e-commerce well UGC topic of conversation （ Guarantee value 、 Highly active ）.
As for the upstream supply chain 、B End （ Business operations ） Relationship with e-commerce platform 、 Product iteration and other topics are not discussed .
One 、 Online retailers UGC Sort out the community background
Yes UGC Friends who are not very familiar with can first understand UGC The definition of ：
UGC（User-Generated Content） User generated content , It is relative to PGC（Professionally-produced Content） A source of professional content , Simply speaking , By professional individuals 、 The targeted output of the organization is more professional 、 The content of authority belongs to PGC, For example, movies and entertainment programs 、 Books and periodicals 、 Professional media information, etc ; conversely , Your circle of friends 、 Microblogging 、 Zhihu's reply 、 Second video , Most of them belong to UGC.UGC It's with the Internet 2.0 The rise of a kind of birth “ Mass production content ” The pattern of .
So e-commerce UGC Where did it originate ？
Let's look back at our own shopping , For example, on Taobao , The first is to understand the basic information of commodities , Like the price 、 shape 、 Color, etc , besides , What else is there that every consumer wants to know, but businesses can't provide ？
Yes . Is it real , How are the people who bought this product doing ？ wait .
Users of these problems can only rely on the information shared by other buyers .（ Yes , This is also the Internet 2.0 One of the spirits of ： I'm for everyone , Everyone for me .）
But whether all products need this information ？ Let's summarize in abstract , from 「 Is it a topic 」 Dimension , Essentially , All goods can be classified into three categories ：
（1） General commodity ： That is to say, all parts of the country are fully standardized products , Like coca cola 、 The farmer mountain spring 、 McDonald's, etc , Users only need to think about buying or not buying ;
（2） Adaptive products ： That is, demand is different from person to person , For example, clothing 、 Books and movies 、 Digital 3C wait , Different people because of their body 、 identity 、 taste 、 Preference 、 There will be different choices for the difference of knowledge ;
（3） High decision cost goods ： For example, a house 、 vehicle 、 Unmanned aerial vehicle (uav) 、 Or giving gifts to important people and so on , It means that a lot of decision-making costs are consumed before each purchase （ Energy or money ） The goods ;
In these three categories , The first is that they hardly have it 「 Topic of e-commerce 」 At all , And second 、 In particular, the third category is our e-commerce UGC Operation points that can be fully exploited by operation .
Let's sort out the status quo of the industry , In fact, typical E-commerce UGC In essence, there are three kinds of contents ： Buyer show 、 Seller show 、 Product consultation and recommendation （ Like mother and baby 、3C Digital 、 Home appliance 、 Gifts and other high decision-making costs of goods ）、 Express feelings and so on .
The presentation styles of specific contents are as follows ： illustrated 、 Short video and this year's popular live broadcast and so on .
Online retailers UGC The participating roles include ： Mainstream buyer users （ Potential buyers include ）、 The seller 、 enthusiasts （ Various commodity areas KOL）. Of course , Like the content generated by the operators of e-commerce platforms , Like what “ Small make up recommend ” And so on. Strictly speaking, it doesn't belong to UGC, And it's just “ Official guidance content ”.
In addition, there are market stakeholders in various segments , For example, manufacturers 、 channel 、 brand 、 Promotion personnel, etc , They sometimes post products in support of their own 、 Information that belittles competitors , The proportion of content produced by these groups is lower than that of mainstream content .
Through such a simple carding and definition , We will discuss e-commerce later UGC It's much easier to operate a community .
Where there is trade, there is information asymmetry , Information asymmetry will lead to content 、 correct 、 spread .
Thus, e-commerce can be seen UGC Potential volume .
Two 、 Return to UGC Original intention of operation
cough , Don't let people's minds drift to happiness Shopping Yes, ha . While reading this article , Our position is the operator of e-commerce community .
Let's first think from the standpoint of the operator ： E-commerce platform operation UGC What is the purpose ？
Yes , Improving user activity with the lowest cost , Improve conversion rate . Our operation should always focus on this core goal .
For the integrated e-commerce platform of standardized products , At present, the industry's usual means to enhance user activity rate is nothing more than a variety of low prices 、 vouchers 、 Holiday activities and other crude means of stimulating interests , Highly homogenous , No idea 、 Lack of technical content .
What jobs said about Microsoft is ： No taste
I've talked about it in previous articles ,UGC The essence of community is content ecology , And build well UGC The core of the community is to build and maintain UGC The core three elements —— Content producers 、 consumer 、 The relationship of content ：
Producers get the motivation to produce quality content ; Consumers get what they want ; High quality content can be delivered from producers to consumers in the first place , And extend the life cycle as much as possible ; This core ecological principle has been fully applied to e-commerce UGC.
I understand UGC After the operation logic of , below , We should focus on two types of user motivation ： Exactly? , What is the motivation of e-commerce users to produce content ？ What are the motivations for consumers to read content ？ The answer to these two questions has been found , It means that we have found the driving force of our e-commerce community .
3、 ... and 、 motivation ： Users go to e-commerce APP What are you doing here ？
When talking about user motivation , We need to remember one premise ： E-commerce products are only a shopping tool in the user's mental positioning . so , Such as “ Building a happy business spirit home for users 、 Spirit Lodge ” And all the fantasies that run counter to business activities can be broken first , At least for a long time .
that , The adaptive products mentioned above 、 Whether all topics of high decision-making products are e-commerce users visiting e-commerce UGC The motive of ？ This is obviously not true at present .
such as ： I check book reviews 、 The first time film critics choose Douban ; understand 3C Digital products will be the first time to choose the relevant digital products of the vertical Forum 、 Community ; Understand the fashion clothing and wear will be the first time to see fashion website ah ;
It is difficult for users to use e-commerce products as the first channel to understand commodity information at the first time , The reason lies in ： E-commerce products in the minds of users as a shopping tool , How does he believe in the objective neutrality of your content ？ This is what we will discuss later .
Contact earth gas , Let's start with simple and direct e-commerce UGC Content as the entry point of community construction . Let's look at it again , When buyers of e-commerce platform visit E-commerce UGC In the community , What is his motive ？
When the buyer of e-commerce products, users read it （ consumption ） Content time , The motive is ： Decision support in purchasing goods ( Pre sale behavior ), This is the mainstream content consumer motivation , Usually occurs before the purchase of goods （ pre-sale ）, When we buy all the non generic products, we need to purchase reference information .
such as , When you buy clothes, see how real people wear them , When buying a SLR, see how the photos taken by other users are effective , Let's know about a restaurant before you go to a restaurant .
The inherent advantages of e-commerce platform lie in , Nearest to potential customers , It is more likely to provide a direct channel for content connection （ If the content is well organized , Credibility , Users don't need to search through other external channels ）.
（1） Seeking resonance （ After sale behavior ）
A lot of people buy something , I want to know if I bought it “ A bargain ” Or not satisfied with the goods , I want to see if anyone else make complaints about it. , All of these situations will access user reviews of the product .
（2） Looking for new ways to play 、 usage （ After sale behavior ）
For some with 「 Playability 」、「 Extensibility 」 The goods , Such as 3C Digital 、VR、 UAV, etc. , Users also need to look for some strategic information . Of course , I said before. , Evaluation website 、 The forum provides such content , At present, its advantages are more obvious .
In addition to the buyer users , There are also several types of people who will consume content on e-commerce websites , For example, the developer of the product （ manufacturer ）、 Middle and upper reaches of supply chain 、 Shop owner, etc ……
that , They read e-commerce UGC What is the content for ？
Collecting market information, of course . Understand user preferences 、 Consumer trends, etc , In order to better optimize the follow-up product design or product category . in general , Online retailers UGC For the content 「 consumption 」 Time is nothing but the four kinds of motives mentioned above ： Decision support 、 Seeking resonance 、 Seeking strategy 、 Collect market voice .
that , For content producers , What are their corresponding motivations ？
Here are three types of content producers ： merchants （ The seller ）、 Brand dealer （ Commodity manufacturer ）、 Explain the buyer's motivation separately .
（1） For businesses , Their goal is ultimately to increase passenger flow , Improve order conversion rate . Be commonly called ： Earn more money . such as ： Evaluation of commodity use 、 Instructions 、 Positive feedback from users, etc , It's all for the sake of influencing the user's favor to the merchant and the purchase decision .
（2） For manufacturers , Their aim is to enhance the positive image of their brand , Strengthen users' Mental Cognition （ Please pay attention to the difference between business purpose and brand business purpose ）.
（3） For buyer users , The main motivation for people to comment on commodities is to express their feelings , For example, make complaints about compliments or dissatisfied Tucao 、 And share the joy of shopping （ Social identity ） wait . There is also a considerable proportion of users to obtain material incentives for the business to conduct positive reviews of goods .
Summary of user motivation ： From the above analysis, we can see that , Online retailers UGC It has a strong utilitarian color , It has never been “ Social networking ” The shelter of . It can be said that “ The hustle and bustle , For reward ” True portrayal .
Four 、 How to plan E-commerce UGC Content ecology of
Analysis of e-commerce UGC Content consumers 、 After the motives of producers , Now we can start to build an e-commerce with practical value for all roles UGC The community .
By the way , We make products 、 Please remember the operation friends ： We are the creators and guides of the rules of the platform game , But it's not a participant . It's a mess to be a referee and an athlete .
Users will have spontaneous content 、 The motivation of consuming content , But it doesn't mean that these behaviors will happen on their own , Therefore, we need the proper guidance of our operators .
these 「 motivation 」 Trigger user 「 Spontaneous behavior （ Producing or consuming content ）」 The key is ： Operation guidance 、 Community atmosphere 、 Realistic motivation .
So called guidance , It means to make some rules or mechanisms , Connect the motivations of content producers and consumers , In this way, we can lay the foundation for the healthy production of content .
such as , The seller provides for the buyer “ Positive feedback ” It belongs to a typical motive connection , Of course , This “ Mechanism ” Or how to play it “ merchants ” Self made （ At the expense of some profits ）, Not the platform operator .
Considering the content, one of the motivations for consumers to read content “ Purchase decision support ”, What is needed is objective and neutral content , This kind of content will reduce the neutrality of content , In fact, platform operators should not encourage it .
that , Our e-commerce UGC What are the operators of the community “ Operation mechanism ” Can you try to build it ？
According to the previous motivation analysis , Now I'm going to tease out three motivational connections , It also provides some content mechanisms that can be referenced , You can follow a similar line of thinking to develop more creativity ：
（ Connection point one ）： Increase the flow of producers to improve the conversion rate + Consumer purchase decision support
Yes , In fact, we are the most common “ Seller show ”, But have we thought about it , hold “ Seller show ” It's too wasteful to put it in the product details ： It can't get consumers' feedback in time , Interaction 、 Not to mention “ flow ”.
But if we can do it UGC Part of the content , Can be greatly released —— What I want to say is , Will thousands of businesses redundant time 、 Beauty 、 The talent can be realized .
such as , A large number of physical stores are now relatively depressed , Employees spend a lot of time in leisure. , In fact, many physical stores now have their own online stores , So why don't you take the staff's “ Redundant assets ” Revitalize , Let them produce content ？
For example, live broadcast of clothing matching in the store , Or make a short video , such “ Seller show ” The experience is a big step forward than the way of showing goods in pictures .
（ Connection point 2 ）： Consumer purchase decision support （ And finding resonance 、 Looking for new ways to play ）+ Producers enhance brand image 、 Influence customer's mental positioning
Whether our product operation can consider opening up independent interaction with users or organizing brand activities for brand owners （ For example, there are prize papers for brand evaluation ） Of UGC What about the special area ？
For consumers , Whether it's about expressing a view of the brand （ Or praise or worship ）、 Or do you know more about brands （ As purchase decision support ）, These are strong demands , And brands are naturally willing to increase interaction and exposure with consumers .
We as e-commerce UGC The maker of , It can fully meet the needs of both sides , such as ：
Brand interaction ： Accept and answer all consumer questions about the brand ;
Brand activity column ： All kinds of activities launched by brand from top to bottom to consumers , It can be a prize contest 、 Promotion discount 、 Other interesting activities, etc ;
After sales service docking ： To put it bluntly , It is transparent to make complaints about users and to tuck them out. , The necessary response is given . Of course, the promotion of this content needs to involve multiple resources , But it's worth trying .
In order to motivate users （ Brand oriented ） The initiative of independent production content , Our operators can inculcate the advantages of this content interaction to brand providers , Provide a variety of activities at the same time 、 Template for publicity , Lower the threshold for their production of content .
Of course , in consideration of “ Hedonism ” Era , If we can put the template activity 、 Publicity examples are more entertaining 、 Interesting , Of course, the viscosity to the user will be stronger , It can even be used as a new profit point .
（ Connection point 3 ）： Content producers （ buyers ） Express feelings + consumer （ buyers ） Seeking resonance
Both sides of this connection point are buyer users , It is a golden point worthy of in-depth operation . But it is not easy to design the mechanism of this connection point well . Of course , The design of the project is very important , The basic principle is to be specific 、 Interesting , For example, I saw some on Taobao “ The mood of autumn ” It's not a good topic , It's too abstract （ As can be seen from the popularity data ）.
5、 ... and 、 Construction of e-commerce UGC Five steps of content
The core of the whole content ecology has been discussed above , that , In from 0 To 1 In the process of operation and construction , What should be done ？
Here are five construction steps , It is also applicable to the community new function operation of mature e-commerce platform .
First step ： Value promotion and Implementation for content producers , Provide examples of high quality demonstration content 、 Convenient content production tools .
The premise is to let content producers truly perceive the value of producing content , For example, give a set of data to the business , Through excellent content can increase the flow and conversion rate with “ Data without content ” Contrast, etc .
remember , There is a high threshold for content production , If possible , Try to provide them with convenient content production templates and tools , And for “ First bite of crab ” Content producers provide exposure privileges and other incentives .
The second step ： Connect content with commodity , Import users
When the early content is ready , When a new version is released, the product can be associated with the associated content , It means that you can access the content from the product , In turn, , You can also access the corresponding products from the content （ It also creates a lot of platform profit space ）.
The third step ： Early content experience guarantee , Develop assurance 「 Content neutrality 」 The measures of
In the early stage, human resources can be used to intervene in the content , Release content through semi audit system , Ensure community tonality , Until the formation of a good content self elimination mechanism , Let the content operate by itself .
Of course, the low-level advertising content can be cleaned up through machine filtering and management measures such as the title .
Content neutrality , It's very important . We can do it through implementation 「 Content reporting 」（ Fake buyer ） And auditing system 、 Establishment of user credit system 、 Provide user behavior trace （ This means that users can access all series content production ） To curb all kinds of malicious sales or attacks on goods .
Step four ： Ecological guidance and maintenance of e-commerce content
With the initial improvement of the community's early content and user behavior , It's time for operations to shift to the creation of content ecology , The operation in this area is actually professional and complex , Specific include ：
Incentives for content producers ; Decentralization of content ; High quality content exposure and flow ; Eliminating Matthew effect ; Extending the life cycle of quality content ……
Step five ： Develop user growth mechanism
With UGC Further development of community 、 mature , It is necessary to fine grade and classify the users in the community , Only in this way can the content producers have the space to continuously increase and output content .
such as ： Get through the user's 「 Attention chain 」, Cultivate star users （ Content producers Kol）. such , Content consumer users can focus on buyers who are particularly proficient in various commodity areas , This will further encourage these users to improve the quality and professionalism of their content , Cultivate positive circulation of community content , Benign producer competition and so on , And star users because of the existence of their idol burden , Will be more willing to keep the content neutral . These are all e-commerce UGC Community favorite scene .
The content of hierarchical user management and upgrade is not in the core of this article , Limited by space , Other topics will not be discussed in depth .
Online retailers UGC Community is to serve E-commerce （ Low cost user activity 、 Flow rate and conversion rate ） And exist , Don't let the content lead the product to , Make your own positioning incoherent , It's not worth the trouble .
Online retailers UGC It is a huge subject involving many interests , It's very difficult , As a matter of fact, there is no good product in the industry at present , Even the leader of e-commerce TaoBao also .
For the vast majority of e-commerce products that do not have such a large number of active users , Building e-commerce from scratch UGC Follow the community ：
It's easy before it's difficult （ From the content of e-commerce users, just as the entry point ）; First heavy then light （ Early heavy user operation , Give the necessary concession 、 Privilege ）; The foundation should be firm （UGC Mechanism of ecological health cycle ） Equal principle . Instead of always trying to get there in one step , You can build an active community with two strokes . There is no such simple thing in the world , Simple things have no value , This is the basic logic .