Little Red Book: iOS v5.13.1 (iPhoneX, iOS 11.2.6)

NetEase Kaola Online Shopping: iOS v3.13.0 (iPhoneX, iOS 11.2.6)

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The "2017-2018 China Cross-border E-commerce Market Research Report" released by iiMedia Research shows that the overall cross-border e-commerce transaction scale (including retail and B2B) in 2017 reached 7.6 trillion yuan , the growth rate is considerable. The scale of cross-border e-commerce transactions is expected to increase to 9.0 trillion yuan in 2018. iiMedia Consulting analysts believe that under the impact of the "new consumption" concept and the trend of consumption upgrading, the transaction scale of the cross-border e-commerce market with more guaranteed product quality has maintained rapid growth. As the platform logistics level and supply chain construction gradually improve, the market is expected to be further expanded in the future.

In addition to the steady growth in the scale of cross-border e-commerce transactions, the number of users of China's overseas shopping has also shown a steady growth trend. After the explosive growth in 2016-2017, the growth rate of overseas shopping users is gradually stabilizing. Among the consumers who are aware of overseas shopping, those born in the 1980s already have a relatively stable income, while those born in the 1990s have gradually entered the working environment and have increased spending power. The subsequent generations born in the 2000s will also inject fresh blood into this consumption level. It is expected that the scale of overseas shopping users in China will continue to expand in the future.

In the 2017 China cross-border e-commerce platform popularity rankings, NetEase Kaola and Xiaohongshu performed well as independent e-commerce platforms. It is also one of the basis for product selection for this experience. As an independent e-commerce platform, it is easier to control the quality of goods, with a higher degree of product quality assurance, and it is easier to establish a good reputation among consumers.

Xiaohongshu’s slogan “Mark my life” clearly defines the platform’s key positioning as a high-quality UGC community. Therefore, Xiaohongshu is firstly a quality product sharing community, and secondly a cross-border e-commerce platform.

In terms of community building, Xiaohongshu places the community module on the homepage of the APP, which is the interface displayed by default after opening the APP. Community content on the home page is divided into two categories: Follow and Discover.

In "Follow", users can browse recent notes of friends or bloggers they follow in the form of Timeline. Each note card is presented in the form of three large pictures/a small video preview and text. Users can quickly interact by clicking the "Like", "Comment", and "Collect" buttons below the card, or they can enter by clicking on the card itself. Notes for details. The Timeline is also occasionally interspersed with some "users you may be interested in" sliding areas to guide users to create more connections. In the attention module, you can feel the heavier social attributes, which stimulate users' desire to produce content and produce good content through social interaction.

In "Discover", notes are displayed in the form of a waterfall. By selecting different tags, you can see related notes on different topics. The default label is "Recommended". Under this module, each note in the waterfall flow is presented in the form of a long picture/small video or a small amount of text. Each card only contains the personal avatar, name and like button of the note blogger. The function is compared to "Follow". The cards in are more concise. And two cards are placed side by side in each row, so that users can view more information at the same time under the same screen capacity and get to the topics they are interested in more quickly. From the built-in tag under the "Discover" module, we can find that "Men's Outfits" is located in an important position that can be seen without swiping left. Reminiscing that the main users of Xiaohongshu before were girls, it can be thought that Xiaohongshu is now preparing more To develop the market of young boys.

After entering the note, the note picture is displayed at the top, which can be switched by sliding left and right. If it is a video sharing, you can slide up and down to switch to watch other videos. Users who post notes can add a product/brand tag to the picture. Click the tag to enter the homepage of the product/brand and view the product/brand introduction, photo gallery, notes, and Xiaohongshu's self-operated products, etc. Following the picture is the text of the note and the note evaluation. A line of product recommendations "You might like" is inserted below the review. The recommended content is products related to this note or products that users frequently browse and search for. At the bottom of the entire note are a large number of related note recommendations, presented in the form of a waterfall.

When it comes to publishing notes, Xiaohongshu places the publish button in the middle of the bottom bar, which allows you to quickly publish notes in any main interface module. After clicking the publish plus sign, the first thing that pops up is the photo/video shooting or album selection, which cannot be skipped. Therefore, the generated content is all with pictures or videos, ensuring the integrity of the notes and ensuring the bottom line of note quality. , and pictures are more attractive than text when displayed in a waterfall. The operations after selecting a photo are more conventional, that is, photo editing, text editing, publishing, sharing to other social platforms, etc. When editing notes, you can choose to save a draft in the upper right corner and continue to improve the notes when you have time.

Overall experience: The community content is relatively rich, from makeup, skin care and outfits to food and fitness to travel. Xiaohongshu’s community content is no longer limited to the sharing of good things, but also emphasizes a kind of "marking" The concept of life further enhances user stickiness by motivating users to share all aspects of their lives. The shortcoming is that the experience of the community drainage mall is not strong. During the experience, some recommended products in the notes have nothing to do with the content of the notes, or even no recommended products. The channels leading to the mall within the entire note are relatively narrow, but this may also be a sacrifice made by Xiaohongshu to ensure the quality and purity of community content.

Compared to Xiaohongshu, Kaola prefers the operation of cross-border e-commerce platforms.

The entrance button of Koala’s community module is in the middle of the bottom bar of the main interface. The entire community is divided into three parts: planting community, live broadcast and good articles. Switch through the drop-down menu in the upper left corner.

In the "Chongcao Community", the top area is for writing experience/Q&A/discovering friends/my homepage. In the lower third of the page, there are recommendations in the form of waterfall flow. The display format is similar to that of Xiaohongshu. It is a row of two experience cards side by side. Each card consists of a picture and a little text. At the bottom of the card, there is the business card of the experience blogger and a like button. Users can view experiences in different areas of interest by selecting different labels. The default label is "Guess You Like". After entering the experience, the overall interface is similar to that of Xiaohongshu. The top is a slideable picture display, followed by the main text and reviews. There is a row of slideable related products below the reviews. You can click directly to enter the product details page. Finally, there are more relevant recommendations presented in the form of waterfall flow.

In "Live Broadcast", you can subscribe to videos that will be broadcast live recently, watch videos that are being broadcast live, and play back exciting live broadcasts in the past. Each video module is mainly composed of upper and lower parts. The upper part is a picture preview of the live video, and the lower part is a slideable display of live broadcast-related products. After clicking on each specific video, you can switch between the three interfaces of "Related Introduction", "Watch and Buy" and "Chat Room" while watching the video. You can directly see it on the "Watch and Buy" interface. Product introduction, price, quantity and other information, and you can directly click the shopping cart button on the right side of the product to quickly add it.

In "Good Articles", articles are divided into six channels of good things. The top is "Daily Must Read", followed by the selection of good things channels. By clicking on it, you can enter a specific channel to view all articles in that channel. Next is "Recommended for You", which is presented in the form of a combination of long and short cards. The long card is divided into two parts, including a large picture in the upper part and a title and text introduction in the lower part. The short card is shorter in height, almost half of the long card, and is divided into left and right parts, including the title on the left part and the small picture on the right part. Good articles contain rich content such as promotional activities, good product lists, product reviews, entertainment reviews, etc., and most good articles have product information inserted into them. There are two presentation forms: one is the product card in the text, including product pictures? Product Name? Price, click to jump to the product details page; the second is the product matrix display attached after the text, which contains recommendations for more related products. You can also click directly to the product details page.

In terms of publishing experience, Kaola users can only publish content in the "Cultivation Community" under the community module. Different from Xiaohongshu, when you click to publish your experience in Koala, an editing experience interface will pop up directly. The upper part is the image adding area, and the lower part is the text editing part. If no picture is added when clicking "Publish", it will jump directly to the picture selection interface to add and edit pictures. In addition, Koala does not have a direct "Save Draft" button in the experience publishing interface. You need to exit when there is text content before you will be prompted whether to save the draft.

Overall experience: The community content is also relatively rich.

"Zangcao Community" has many tag categories; "Live Broadcast" and "Haowen" are officially produced and operated content, and the overall quality is higher than user-generated content. And in the latter two parts, there are many entrances to the shopping mall, making it easier for users to make purchases.

In general, the difference in the positioning of the two platforms in terms of community is quite obvious.

a/Xiaohongshu focuses on the production of user content, while Koala has also added a large amount of high-quality platform content production in addition to pure user content production;

b/Xiaohong The book gives the community more social attributes, hoping that users can not only share content in Xiaohongshu, but also meet their social needs;

c/Xiaohongshu’s “discovery” interface and test Kaola’s “Cultivation Community” has a similar structure, both displaying waterfall information. However, Koala places nearly one-third of the screen’s comprehensive functional areas such as search and publishing at the top of the main interface, resulting in what can be obtained at first glance. There is less information;

d/In addition, a small detail in the UI experience is that when Xiaohongshu enters notes or publishes notes, it chooses to cut off the content in the upper bangs area of ????the iPhoneX and directly lower the overall interface. Shen, the purpose of leaving the bangs area black may be to prevent the bangs from blocking the note pictures. However, the overall dynamic special effects entering the note are very smooth, and the reduction process of the visible area is almost imperceptible. Koala has not done any special processing, so when browsing the experience, the top picture will be partially blocked;

e/The most common problem in the community notes of the two platforms is that the notes Separate content from text. For example: Blogger A shared multiple lipstick color trials with text similar to the Estee Lauder 420 color number as shown below. At this time, the viewer must slide to the top of the note and click on the picture to find the corresponding color number. This kind of operation is very unsmooth, and it is easy to be confused if the blogger does not mark the picture.

The entrance to Xiaohongshu’s mall module is the second button on the bottom column.

After entering the mall interface, from top to bottom they are: 323 Renewal Week event banner, limited time purchase, exclusive discounts for newcomers, and product categories. The product categories are hidden in the dark blue background in the form of smaller round icons, which are not very conspicuous. You can enter the classification interface by clicking "More Categories" at the end of the category. The left column shows the major product categories. After clicking on each major category, you can see the subdivided categories and popular brands under that category. Go back to the main interface of the mall and continue to slide down, which is the venue for various promotional activities and popular categories. At the bottom are recommended products displayed in the form of waterfall flow.

After clicking to enter a specific product, the top is a sliding picture display of the product that takes up almost half of the screen. The bottom is the price, product name, brief product description, and store information. After the product information is over, there are slideable recommendations for related products. It is worth noting that Xiaohongshu’s product interface does not have buyer reviews, instead there are notes related to the product. There may be two reasons for this: First, Xiaohongshu has a large amount of UGC, and the notes written by users are usually more detailed than comments, and there is no suspicion of fraudulent orders; second, it allows the mall to further feed back to the community and increase community traffic. .

The entrance to the shopping cart channel is the floating shopping cart icon in the lower right corner of the mall interface. After clicking to enter, you can see that the products have been added to the shopping cart. There are "Guess You Like" product recommendations below, arranged in a matrix form. When there are no items in the shopping cart, the shopping cart interface is empty and there are no product recommendations. At the same time, the Xiaohongshu order entry is also deep. There is a subcategory in "More" in the upper left corner where you can view order details and perform operations such as receiving goods. But similarly, the interface is blank when there is no order.

Koala’s slogan is “High-quality imported goods at local prices”. You can see the cute koala dragging the slogan out every time the APP is refreshed. This slogan also reflects the difference in positioning between Kaola and Xiaohongshu: Kaola focuses on the operation of overseas shopping e-commerce. This is also reflected in the architecture of the APP.

Among the five buttons in the bottom bar of the main interface, three are directly related to the mall, namely: home page, category and shopping cart.

Open the Kaola APP and directly enter the "Homepage" mall. At the top is the carousel activity advertising image, followed by some popular categories including Koala Supermarket, Global Factory Store, Black Card Membership, etc. Further down are various snap-up activities and selected activities. The selected activities are combined in the form of large cards at the venue and small sliding cards.

The bottom is product recommendations, displayed in the form of cards. Each card is divided into two parts, consisting of product pictures on the left and product name/user reviews/product introduction on the right. Click to directly enter the product details page.

In "Category", the left sidebar contains product category labels. After clicking on a specific label, you can select a subcategory or a popular brand under this category on the right to further view the product.

In the "Shopping Cart", you can view the items that have been added to the shopping cart through editing and settlement. Below the products, there are "Guess You Like" product recommendations, displayed in a matrix form. There will also be product recommendations when there are no products in the shopping cart. In "My Koala", there is "My Order" in the middle, where you can view items such as pending payment/to be shipped/to be received/evaluations/returns and refunds.

In the product details page, the top is a sliding image display area. There is price/product name and other information below, and there is a brief product introduction below the product name to help buyers quickly understand the product. Further down are product specifications, delivery and other information, as well as a row of slideable product evaluation previews. For product reviews, you can quickly swipe to view pictures and reviews from other buyers without having to click to enter the review interface. Below the reviews are store and brand channels. You can click to enter the store or brand to purchase more products. Below the brand are similar and best-selling recommendations. The bottom of the entire details page is the picture and text details.

In general, the differences in the positioning of the two platforms in terms of shopping malls are also very obvious.

a/In terms of the proportion of the mall, Xiaohongshu only has one mall-related entrance on the main interface, while Koala has as many as three. In terms of user experience, Kaola's mall experience is closer to that of a traditional e-commerce APP, with a complete, fully functional and easy-to-reach mall homepage, mall categories, shopping cart and order inquiry;

< p> b/The structure of Xiaohongshu’s mall homepage is more confusing than that of Kaola. The main page of Kaola has a large card for selected activities and a small card format to make it easier for buyers to locate the categories they are interested in;

c/In the product details page, Xiaohongshu abandoned the buyer reviews and graphic details that are essential for traditional e-commerce, and instead introduced product-related notes, further consolidating the status of UGC and weakening the existence of official platform content Feeling;

d/The UI of Xiaohongshu’s community and mall is not consistent enough. The notch-free design that is friendly to iPhoneX in the community notes has not been carried over to the mall. When viewing the product on Xiaohongshu in the mall, the upper image may sometimes be blocked.

According to the 2017 Cross-border Online Shopping Trend Report released by Amazon, one of the major features and trends in China’s cross-border online shopping consumption in 2017 is that the membership economy has become a new growth point for cross-border online shopping.

Members of cross-border e-commerce platforms can not only bring direct prices and postage discounts to consumers, but also provide soft privileges such as exclusive customer service and return and exchange policies. It is obviously helpful to increase user stickiness and increase repurchase rate.

Both Xiaohongshu and Kaola Haitao have launched the black card membership function. Users can join the black card membership through annual fee reservation and enjoy discounts. The membership functions of the two platforms have the following similarities and differences.

Similarities:

a/ text information such as black card member discounts are displayed in a prominent position on the homepage of the mall;

b/ the price on the product details page There is an obvious price comparison of black cards nearby and near the settlement, stimulating consumers to check the rights of black cards;

c/The main entrances of black cards on both platforms are prominently located on the personal information page

Differences:

a/Although both platforms focus on the six major black card rights, the specific rights and interests are different. The six major benefits of Xiaohongshu are: SF Express free shipping, early access to limited-time purchases, seven-day guaranteed price automatic refund, black card exclusive price, exclusive customer service, and exclusive packaging. The six major benefits of Kaola are: 40% off for self-operated, black card Card exclusive prices, tax coupons, freight coupons, black card exclusive coupons, black card after-sales service. Judging from the content of black card rights, Xiaohongshu has more soft rights such as early purchase and return discounts, while Kaola focuses on preferential policies on product prices;

b/Members of both platforms Annual fees vary. Xiaohongshu’s annual fee is 266 yuan, and if automatic renewal is enabled, the annual fee will be reduced to 166 yuan starting from the second year. The annual fee of Kaola is fixed at 279 yuan, and there is no preferential policy. Therefore, considering the price, Xiaohongshu’s black card membership is more attractive.

Xiaohongshu: Generally speaking, Xiaohongshu still places its core business in the UGC community. The community notes are rich in content and of high quality, and the accompanying social attributes can spontaneously acquire more new users. And ensure user retention rate. The mall module is in its infancy, and the Xiaohongshu web version even only contains community notes without a mall page. The APP mall has many details that need to be improved, including UI/UX improvements, community drainage, etc. It is recommended that more consideration be given to balancing the traffic of the community and the mall to realize the monetization of user content traffic. Specific measures may include: optimizing the recommended product algorithm below notes, enriching product categories in the mall, etc.

NetEase Kaola Overseas Shopping: The mall part of Kaola is relatively mature, and the mall has more interactions with the community. There are many channels from the community to divert traffic to the product interface. The shortcoming is that the various sections of the community are loosely connected. Although they are both under the category of "grass planting community", they feel seriously separated from each other. The experience is not as smooth as the mall. You can consider changing the access method or combining the content of the three small communities. Fusion to eliminate dissonant feelings.

Of course, in general, the two cross-border e-commerce platforms Xiaohongshu and NetEase Kaola are outstanding and unique leading companies in the industry. In the wave of consumption upgrading, High-quality products at reasonable prices and high-quality content have gained a large number of loyal users. I took this opportunity to experience two excellent platforms to write my first product experience report, and learned a lot from it. Please give me some advice~ Squirting(?ヮ?)?*:

By Langlang on 2018/03/25 11:28PM