The advantages of online shopping have evolved into huge traps, and information asymmetry has become a sea of information with no clue what to do. The value of shopping guides lies in saving time and money. Representatives of the social shopping guide category are small but beautiful companies, such as Xiaotaojiang, 55 Overseas Shopping, Overseas E-Shopping, Geek Overseas Shopping, etc., which provide overseas shopping information, shopping guides, rebates, community sharing, sales commissions, merchant coupons, etc.
The traffic and conversion effects of different shopping guide websites are different, and the rebate ratios of each category and each e-commerce platform are also different. It is related to the customer unit price, discount rate, etc. The rebate ratio ranges from 2% to 10 %between. This model is very light, it is an auxiliary service for overseas shopping and online shopping, and the profit model is also simple, so there are many imitators. From a consumer psychology point of view, consumers always want to know more merchant or product information before purchasing, and the strategies accumulated by shopping guide communities have become a credible way.
Shopping guides have also become a channel for brands, e-commerce and transshipment companies to obtain precise off-site traffic. One category, such as What’s Worth Buying, North American Money Savings Express, American Ebates, etc., is positioned to help consumers make shopping decisions. Through purchases, comments and sharing, it connects users with offers, overseas shopping, public testing, consultation, original sharing and product encyclopedias. Connection, enhance consumption stickiness, and cooperate with major websites to make connection jumps.
The platform provides rebate and discount information. Product reviews and usage experiences are shared by users and recommended by editors. Product revelations will be combined with product sales, classified and labeled recommendations, and the diversion website will focus on overseas B2C e-commerce. . There are three main areas of profit: performance advertising, transaction commissions and manufacturer promotions.
The other type, such as Haitao Artifact, Yi Haitao, Valatao and other browser plug-ins, provide convenient functions such as translation, price comparison and waybill reminder for overseas shopping websites; and Momosu, Hai360, Overseas shopping malls, etc., automatically capture overseas e-commerce website information through the system, and provide Chinese orders through translation, semantic analysis and other processing; UnionPay overseas shopping publishes preferential information for overseas online shopping with UnionPay cards and then jumps.
The latest trendy shopping guide model is undoubtedly the online real-person “Internet celebrity” shopping guide. The traditional shopping guide is “from things to people” and is driven by the price or novelty of the goods, while the new shopping guide model is based on experts. (Internet celebrities) lead the recommendation of a social network relationship, whether they use pictures, texts or videos, it is only a content-driven form.”
The shopping guide platform introduces high-quality overseas Internet celebrities or top buyers to create fashionable goods and guide consumers’ purchases. Commonly, Dressing Assistant, Meilishuo, Mogujie, etc. rely on Internet celebrities and bring their own traffic, and collect and operate well-known beauty and makeup experts, clothing matching experts, fashion bloggers, popular beauty anchors and other people on social media. Editor Make packaging recommendations, highlight fashionable life elements and youthful atmosphere, spread them on social media channels, and gain traffic.
At the same time, shopping guide websites compete more directly from social media, such as Pinterest and Weibo. After gaining popularity and stickiness, many social networking sites or APPs have connected to external links and turned into shopping guides. Considering The Internet celebrity has a large number of fans, and the click-through rate of the purchase link attached is astonishing.
Due to the large user base and high stickiness, many shopping guides have started thinking about purchasing and transshipment services, trying to create a one-stop overseas shopping purchasing model, shifting from light to heavy, cooperating with overseas e-commerce and entering transshipment logistics. , product library access, or directly capture products from foreign e-commerce platforms, and then edit them into Chinese to display to consumers. At the same time, payment, transshipment and other services are integrated in the background to provide consumers with a fully Chinese localized shopping experience. .
A typical example is “community-empowered e-commerce” Xiaohongshu, which has transformed from a global shopping community to a community-based cross-border e-commerce. The core of the model includes UGC user-generated content, mobile social network sharing and cross-border e-commerce. Business selection. After the front-end community gathered millions of overseas shopping users, it began to create a closed loop and launched self-operated cross-border e-commerce. It laid out, recruited people, built its own bonded warehouse, opened overseas direct mail, customs declaration, and logistics. The operation process was cumbersome and was User needs push us forward.
But the community stickiness is too high, the content guides consumption, natural conversion, and the purchasing power is amazing. Xiaohongshu connects the community and e-commerce on the product side. The note-taking products users see are sold in Welfare Club (Xiaohongshu e-commerce platform), and they can directly enter the product page to purchase, which can also be seen on the product details page. Real user notes from the community.
50% of Xiaohongshu users are born in the 1990s, and 90% are female users. They can generate more than 30,000 shopping notes every day. With the help of word-of-mouth recommendations from the notes, the conversion rate of users’ orders is 9 %, much higher than the 2% of purchasing agents. Therefore, it continues to maintain the characteristics of a shopping guide community, build an original consumer content platform, and enhance user feedback and content incentive mechanisms.