text / Jin Jilei
this title now seems somewhat sensational, however, do catering giant Taobao overturned public comment is not impossible. Moreover, Taobao is also a little bit with the corner overtaking ambition.
why do you say, long winded wordy:
form from the product point of view, the public comment and some similarities and differences Taobao. The same place is that the two products are the main food and beverage industry, are trying to create a closed loop consumer chain. The difference is that the public comment is the user UGC comments started, focusing on providing users with front-end services. And Taobao is more like a point meal tool, focusing on the transaction.
is a fish, in the same river both rush can hardly be avoided.
is this seemingly almost the same product, because the details of the product design is different, the future development path is likely to be different.
why do you say that? Some time ago, a hunting cloud network reader Huang Xiaoxi comments make me some emotion:
from the information link into the trading session, the strategic changes of public comment can be understood, but they obviously underestimated the difficulty of this strategic shift. First of all, from the user’s habits, a lot of user’s operation is often in the public comment on the comments, and then the specific order is in the United States and other groups to buy applications to achieve. Visible, the first positioning of different applications to guide the user behavior tremendous influence. Similarly, even after WeChat, Baidu map to join the local life service information, they are also very difficult in the field of o2o group purchase and take all.
it’s said that the elephant is turning around. Public comment has begun a strategic transformation, from the information service providers to provide a whole set of services.
public comment on why the transition, the reason is that such a scenario: the user wants to eat, the Internet a glance at the comments of the public comment, but the list was sent to other homes. In this way, the public comment into a lot of work to do, but there is no reward cup. The advantage of the original information has now become a burden.
elephants have been aware of this crisis, and began to transition.
, however, the transition is too slow, too painful.
first, the public comment must strengthen the new positioning of the transaction, while weakening the old position of the review, change the user’s perception is not easy thing. Second, to be willing to do. Now, one of the main business model of public comment is still a collection of merchant promotion fees, and cut into the transaction after the transaction is equal to change the original business model, the loss of cash is also a painful thing to do. Third, turn to turn thoroughly, now look at the transformation of public comment, or not enough. Just add a reservation function, want is too naive to think through the trading process. Is this O2O?.
Taobao point of view