购物车
购物车
刘国昊
用户在平台上进行购物时的传统路径是“货比三家”，用户不会只看了一家店便下单，往往都是把一系列有相同商品的店铺看完之后，再挑选其中更好的进行下单购买。即用户的下单行为需要联合评估才可以决定。繁杂的商品对比使人们产生价格对比的心理效应，会直接导致用户的不确定性增加，影响其最后的购买行为。内容的好处是用户提供了单独评估的场景，当用户在感兴趣的内容中遇到自己喜欢的内容，会直接进行下单购买，而不会存在其他商品对其造成影响，所以最后的交易成功率也会大大的增加。如图3–5所示。
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图3–5 内容向商品引流是有效的
所以相对来说，内容电商比交易型平台电商更具场景化，用户在进行浏览时的代入感更强，往往当用户看到感兴趣的、具有实用价值和决策价值的内容，发现了自己的需求，恰好内容中的商品又有呈现的话，他们就会直接进行购买，而不会去与其他商品对比。
在进行购物的时候，我们的购物情绪是一直保持着理性，在购买一件商品的时候我们会把这件商品的价格、质量、评价等详细的信息与其他店铺进行对比，然后再选出综合情况最好的进行交易。
而在内容电商中，用户的目的并不在于购物，往往用户的第一目的是阅读，阅读的过程中，该商品的优点会被无限地放大，我们的眼球会被其吸引，并且容易忽略掉缺点的存在，这时候就算用户在最开始时并不是想要购物的，但是到最后都会觉得：“哇！这款产品不错，我买了。”
我们回到小红书的体验上，小红书的商品详情页也可以进入相关的内容社区，通过真实用户的分享、评价来为自己是否购买提供决策依据。如图3–6所示。
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图3–6 小红书内容社区
体验至此，我们可以看到小红书社区是提供用户黏性的，为电商引流而存在的，电商则把流量变现，在 APP 里形成一个闭环，互相推动。通过个性化推荐引擎，将社区的用户行为数据，商城的用户行为数据，两边行为连接起来，更深刻地理解用户，满足用户个性化需求，实现平台销量增长。小红书从内容社区转型内容电商，其运营思维值得各位内容平台的运营者借鉴与学习。跨数据类型可以实现的玩法十分丰富，关键是结合自身平台的用户群体及现有资源，优雅和自然地为用户提供有价值的变现服务，实现内容也是生产力。
