Under the guidance of the 'personal unity one' mode, the core path of 'user-centered' is adhered to, pushing users to the top of product discourse power, and a return to the product 'serving people' has changed quietly.
On September 6th, Haier sneaked out the first industry community standard, “Community Economic Platform Operational Specification”, and showed the results of the 'N' contest community interactions including the four major system solutions.
Wu Hao, vice president of the China Information Association, believes that the standard fills the gap in the norm of the social economy operation mode, is a new starting point for promoting supply-side structural reform, and is also a new link between the digital economy and the real economy.
It is reported that the "Community Economic Platform Operational Code" covers the key subjects and basic model definitions of the operation of the social economy platform, interactive manufacturing of social economy, social marketing, community-based after-sales and crowdsourcing service specifications. The aim is to clarify the scope of the social economy, standardize the direction of the industry, protect consumer rights, safeguard the economic security of the community, and accelerate the optimization and upgrading of the community economy.
Shunbo is the official social interaction platform of Haier Group. Through the implementation of the 'three stores in one' mode, the online and offline stores will be integrated to provide users with multi-scene consistency experience. At the same time, consumers will be connected to the nation's largest contact network. , to form a human-centered interest ecology, and the brand cross-border ecology centered on the needs of the family, to achieve platform sharing, ecological co-construction.
Qingdao Haier 2018 semi-annual report shows that the platform has entered the core value of the platform through the contacts, the community, and the integrity of the platform, with 'one brand, one website, one ecological platform' as the entry point, from home appliances to home decoration to home ecology, the first half A total of 1.25 million network contacts are distributed, including 20,000 O+O experience stores, 240,000 smart cloud stores to the community, and 1 million micro stores. The first product is 41. The first half of 2018 is large. The transaction volume of the platform was 6.87 billion yuan, a year-on-year increase of 66.5%.
The typical feature of the platform is to focus on the user's needs, and guide the user to interact with the community to achieve the painful point of self-destruction. For example, follow the "Top No. Community" hegemony, for the user's laundry, care, storage pain points, 'For the enterprising love' team to summarize the special washing schemes for silk products, sweaters, etc., down jackets, fur and other storage and maintenance techniques, as well as blood stains, oil spots and other stain-removing programs. 》, one-stop solution to consumer categories, full scene clothing processing appeal.
In addition, there is a “hot mom development solution” that solves the problem that the mother group is difficult to achieve personal value; “hot pot solution” that breaks the hot pot taste, oil, smell and other pain points one by one; and aims to solve the uneven quality of maternal and child products market. The "Mother and Baby Second-hand Items Sharing Platform", which is sold at a high price, is also among the top 4 system solutions.
Products that are interactively incubated by the platform are all consumer-led 'user-produced consumption', which is the primary path for the competitiveness of the empowerment products in the current social economy era. The user needs to accurately capture. For example, the kitchen cleaning is broken. The 'small square towel' of the pain point has exceeded 100,000 sales in one month. There are also 375ml 'small red wine' which users have developed according to their own pain points. The first batch of 3,000 bottles sold out in 22 minutes.
It is worth mentioning that Shun Tak also set up an innovative revenue sharing mechanism. For example, the demand proponents of 'Xiaozhi Red Wine' and the creative exporters all get the revenue share according to the market sales volume of the products.