Open the e-commerce app, you will see more and more buttons and functions in the interface - content planting, social connection, community interaction, the platform puts various popular gameplays into one app, and all these changes require It comes down to the inescapable topic: traffic.
Compared with social or content platforms such as WeChat, Douyin, and Kuaishou, e-commerce platforms are inherently "traffic-hungry", so the outside world will see a series of actions by e-commerce platforms around "traffic"-Ali once heavily invested in social applications "Laiwang" hopes to challenge WeChat; JD.com has formed an alliance with Tencent, a big social traffic player; the Number List rising star Pinduoduo has also found the correct posture to "pull" WeChat traffic wool.
In the period of rapid growth of the industry, platforms compete to attract customers at low cost. As mobile Internet traffic peaks and it becomes more difficult to attract new ones, e-commerce platforms will shift more and more attention to the stock market. Equally important is to mine the value of overweight stock and improve the efficiency of traffic utilization.
In order to increase user stickiness and prolong the user's stay time, the platform has made every effort to hope that users will "go shopping", "talk" and "play".
Major players know that it is difficult to "recreate" a traffic bonanza like WeChat, but the "social" ambitions of the year have not disappeared. From the interface changes and functional iterations of Taobao, JD.com, and Pinduoduo apps, the outside world can also clearly feel it. Platform anxiety.
1. The continuation of “social” ambitions
Now open the app homepages of Taobao, JD.com, and Pinduoduo, and users can easily see the content community entrances including graphic sharing and short videos. The channels of mini games are also prominently placed on the homepage. The commonalities and differences of these functions reflect the platform’s common desire for stock mining and differentiated operational logic.