First, for consumers with unclear goals, the efficiency of traditional shelf-style shopping is very low, resulting in low product conversion, because the reference dimension is single and the product recommendation hit rate is not high. At this time, content-based shopping guides have a significant effect of helping users refine their needs, including the setting of a homepage with thousands of faces for thousands of people, detailed recommendations, and often creating needs for consumers; guiding transactions, and increasing the content-based transaction rate

Second, content-based shopping guides are very effective in improving product stickiness. Sometimes, products are purchased because of a post recommended by a Taobao anchor or a Taobao expert, but this coverage is only a part of the store traffic entrance after all (and is for those who have a lot of time to shop, such as women with a high shopping frequency, mothers, etc.).

And most of the people are mainly from search and promotion. Search itself is a high-efficiency way to buy products. Buyers enter Taobao, search and browse through search terms, compare goods, add to cart, collect and buy, and leave after buying. They don’t want them to stay too long. Although content-based shopping guides are time-consuming and costly for users, they obviously improve the stickiness of some user groups (this group of people only targets those who are willing to spend several times more time browsing and shopping), and ultimately help increase transaction volume and product activity, but it is not a decisive role, and the coverage cannot far exceed search traffic or even some promotional traffic.

Therefore, only when content-based shopping guides are combined with traditional promotion and search shopping guides and a closed loop is formed in a product, the effect can be maximized, provided that the store population is suitable for content-based operations (such as snacks, women's clothing, maternal and child, beauty, and jewelry stores); (Taobao iFashion women's clothing store, industry top 30 jewelry store, content-based operation test, content-based operation effect is relatively high)

But it is not suitable for some high-efficiency purchasing groups or products with high value (for example, the population positioning is those data control, science and engineering men, like electronic products, high-value jewelry, men's clothing, car products, furniture) (ifshion men's clothing store, home industry store content-based operation test, content-based operation effect is poor)

How does Taobao do content operations? Did you do it right? Third, content shopping guides have extremely high requirements for the content itself and the store foundation.

Most e-commerce platforms have tried content shopping guides, but to be honest, the quality of the content is too poor, which is why JD invested in "What's Worth Buying". Content is often in the form of pictures, texts, and videos, with high production costs and uneven quality. It is not suitable for all products and categories.

All major e-commerce platforms should strengthen the accumulation of content. After all, once you go to other platforms to see content shopping guides, you may not know where you will make the final transaction. There will be a lot of content area guidance, and the exposure rate is high, but the transaction rate depends on the product itself and the category.