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d":"9KA0-1647058311146","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"LNvm-1647058311145","leaves":[{"text":"2）用户期待：商品性价比高、质量有保障、发货速度快、支持退货退款\n","marks":[{"type":"fontSize","value":12}]}]}],"state":{}},{"type":"block","id":"N0ln-1647058311148","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"pZRt-1647058311147","leaves":[{"text":"3、解决方案：\n","marks":[{"type":"fontSize","value":12}]}]}],"state":{}},{"type":"block","id":"ypGk-1647058311150","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"qc0G-1647058311149","leaves":[{"text":"想要推广商品的店主","marks":[{"type":"bold"},{"type":"fontSize","value":12}]},{"text":"：平台提供的商品价格相比天猫都偏低，满足商品性价比高的需求；展示商家营业执照信息，满足质量有保障需求；展示佣金信息，佣金比例10%以上，满足佣金高需求；商品大图和素材图片美观，满足图片美观度需求","marks":[{"type":"fontSize","value":12}]}]}],"state":{}},{"type":"block","id":"FyQ4-1647058311152","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"wBGh-1647058311151","leaves":[{"text":"想要购买商品的店主","marks":[{"type":"bold"},{"type":"fontSize","value":12}]},{"text":"：商品性价比、质量保障的解决方案同上。群买买支持退货退款且免运费，这个解决方案让用户惊喜","marks":[{"type":"fontSize","value":12}]}]}],"state":{}},{"type":"block","id":"fG3D-1647072487104","name":"paragraph","data":{},"nodes":[{"type":"text","id":"ctwU-1647072487103","leaves":[{"text":"4、体验感受：\n","marks":[{"type":"fontSize","value":12}]}]}],"state":{"index":1}},{"type":"block","id":"paXt-1647072487970","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"rlKo-1647072487969","leaves":[{"text":"商品详情页的设计已经非常成熟，市场上的页面设计大同小异。不过在体验【客服】功能时发现做的比较弱，没有常见的QA，也没有机器人和人工回复，可能还没有做好这一块","marks":[{"type":"fontSize","value":12}]}]}],"state":{}},{"type":"block","id":"RLcR-1647058254377","name":"heading","data":{"level":"h1"},"nodes":[{"type":"text","id":"IrS6-1647058254375","leaves":[{"text":"3.群买买的借鉴点","marks":[{"type":"bold"},{"type":"fontSize","value":26}]}]}]},{"type":"block","id":"T6sj-1647058406891","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"iFHK-1647058406890","leaves":[{"text":"群买买的推广晋升机制：是一套完整的分销体系。可参考用于MGM活动。","marks":[{"type":"fontSize","value":12}]}]}],"state":{}},{"type":"block","id":"o6m0-1647058422802","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"NofH-1647058422801","leaves":[{"text":"1）三个等级机制，随着等级提升，门槛越高，奖励越丰厚，不断激励店主打怪升级，为平台和商家做贡献","marks":[{"type":"fontSize","value":12}]}]}],"state":{}},{"type":"block","id":"2Oi7-1647058422804","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"J7Kr-1647058422803","leaves":[{"text":"2）佣金构成：锁定下级佣金是亮点。佣金构成：个人推广的销售额佣金+直属下级佣金+平台补贴，个人佣金与个人推广商品的能力挂钩，能力强的人还可以继续带动下级提高销售额，下级的销售额可以为前面的店主带来佣金，形成正向反馈闭环。","marks":[{"type":"fontSize","value":12}]}]}],"state":{}},{"type":"block","id":"0spC-1647058254543","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"Lsuy-1647058254542","leaves":[{"text":"","marks":[]}]}],"state":{}},{"type":"block","id":"nzzx-1647058254704","name":"paragraph","data":{"version":1},"nodes":[{"type":"text","id":"fy5L-1647058254703","leaves":[{"text":"","marks":[]}]}],"state":{}}]">小狐今年有个目标，要多接触新鲜事物，体验新产品，以达到刻意练习产品思维的目的，同时让自己的想法变得更多一点。所以特地新增【新产品体验系列专栏】，希望可以给你带来帮助。
本次体验第一个产品是拼多多旗下的群买买小程序，号称“淘宝”中的“天猫”。
01. 产品概述
1）产品定位：群买买是一个品牌特卖商品交易平台，连接消费者和品牌商家，相当于淘宝的“天猫”。拼多多的定位是低价商品拼团购物平台，群买买的定位是中高端特价品牌购物平台，是拼多多的补充。
2）目标客群：看重品牌，又追求性价比的中高端客群
3）合作模式：
4）产品优势：对于消费者，同一个品牌下的商品，群买买提供的价格比天猫更低（因为群买买在拼多多百亿补贴计划中）；对于品牌商家，群买买分销体系在微信生态内，且佣金绑定下级，获客效率更高
02. 功能体验
2.1推广晋升机制
分析：
1）营销成本反哺用户：群买买将部分营销成本投放至推广晋升机制，猜测原因有二，一是微信生态内裂变活动的参与门槛较低，可快速形成网络效应获取大量新用户；二是奖励用户可培养用户忠诚度，加强品牌认同感
2）店主邀请制：消费者不能主动申请成为店主，而是要通过其他店主邀请。猜测邀请制的设置原因有二，一是邀请制是店主邀请下一级店主，更容易筛选出优质店主；二是减少消费者薅羊毛概率，如果消费者知晓店主自购可省钱，可能以后都通过店主身份自购薅羊毛
3）阶梯式晋升机制：推广机制有三个等级，随着等级提升，门槛越高，奖励越丰厚，不断激励店主打怪升级，为平台和商家做贡献
2.2首页推广流程
注：只有店主身份，前端用户界面才会有推广功能；普通消费者身份，前端用户界面没有推广功能，只有购买功能
店主首页体验：（上方流程中的第一个页面）
1、页面目标：提高首页内容点击效率
2、用户需求：
1）用户目标：快速找到合适的商品进行推广
2）用户期待：快速找到商品，推广的商品性价比高、佣金高、客户购买率高
3、解决方案：
新手店主：提供【今日必推】版块，满足新手店主快速找到合适的推广商品的需求。今日必推是群买买平台每日优选4个爆品，新手店主直接选择推广即可。而且爆品设计逻辑巧妙，包含低客单价和高客单价商品，满足不同店主的推广需求。另外，在推广流程上，店主在首页点击“赚XX元”按钮即可马上分享出去，流程非常简便
专业店主：提供多种商品查询方式，例如搜索、按分类查找、商品专题（限时爆款、天天秒杀等）、品牌合集、品牌会场
4、体验感受：
本人作为新手店主，“今日必推”版块不是很快能够找到；点击今日必推的商品，是进入今日必推商品集合页，不是商品详情页，不符合预期
2.3会场推广流程
会场详情页体验：（上方流程中的第二个页面）
1、页面目标：提高会场点击分享率和商品点击分享率
2、用户需求：
1）用户目标：快速找到想要的商品进行推广
2）用户期待：快速找到商品，推广的商品性价比高、佣金高、客户购买率高
3）遇到的阻碍：如遇秒杀性质的商品，商品列表则不会外显佣金，需要点击进入商品详情才能看到佣金
3、解决方案：
提供多种商品查询方式，例如搜索（适合目的性强的店主）、商品列表（适合新手店主）、按分类查找（适合大概知道自己想要什么商品的店主）
4、体验感受：
1）会场推广流程，适合想要按品牌去查找商品的店主，整体流程较顺畅。
2）【素材】功能是亮点，素材是平台提供对应商品的推广文案和图片，方便店主发微信朋友圈和微信群进行推广。个人认为素材推广方式，相较于生成图片分享方式更加原生（不像广告），消费者接受度可能更高一些
2.4商品详情推广流程
商品详情页体验：
1、页面目标：提高商品加车率、点击购买率、点击分享率
2、用户需求：
想要推广商品的店主：
1）用户目标：全面了解商品信息，判断商品适不适合推广
2）用户期待：商品性价比高、质量有保障、佣金高、客户购买率高、商品图片要好看
3）遇到的阻碍：不知道推出去的商品购买率如何
想要购买商品的店主：
1）用户目标：全面了解商品信息，判断商品值不值得买
2）用户期待：商品性价比高、质量有保障、发货速度快、支持退货退款
3、解决方案：
想要推广商品的店主：平台提供的商品价格相比天猫都偏低，满足商品性价比高的需求；展示商家营业执照信息，满足质量有保障需求；展示佣金信息，佣金比例10%以上，满足佣金高需求；商品大图和素材图片美观，满足图片美观度需求
想要购买商品的店主：商品性价比、质量保障的解决方案同上。群买买支持退货退款且免运费，这个解决方案让用户惊喜
4、体验感受：
商品详情页的设计已经非常成熟，市场上的页面设计大同小异。不过在体验【客服】功能时发现做的比较弱，没有常见的QA，也没有机器人和人工回复，可能还没有做好这一块
03. 群买买的借鉴点
群买买的推广晋升机制：是一套完整的分销体系。可参考用于MGM活动。
1）三个等级机制，随着等级提升，门槛越高，奖励越丰厚，不断激励店主打怪升级，为平台和商家做贡献
2）佣金构成：锁定下级佣金是亮点。佣金构成：个人推广的销售额佣金+直属下级佣金+平台补贴，个人佣金与个人推广商品的能力挂钩，能力强的人还可以继续带动下级提高销售额，下级的销售额可以为前面的店主带来佣金，形成正向反馈闭环。
