JD.COM shopping process steps (JD.COM business process and detailed shopping steps)

Editor's lead: Nowadays, the e-commerce industry continues to develop, and various types of e-commerce platforms also attract different users; For different user groups, some processes in the e-commerce platform are also different; The author of this article shared the key analysis of three types of e-commerce platforms: JD.COM, Tmall and Xiaohongshu. Let's have a look.

Due to the different platform positioning and user portraits, JD.COM, Tmall and Xiaohongshu have certain differences and changes in shopping process and interaction design, and the emphasis of each platform is also different.

I. Product background

1.JD.COM

Many things are economical, just for the quality of life.

The essence of JD.COM is retailing, which builds the connection between merchants and users, and does not develop the window for the connection between users. It pursues cost, efficiency and user experience, reduces the operating cost of merchants and the intermediate cost of transactions, and improves the efficiency and experience of buyers and sellers. JD.COM is more for users with relatively clear shopping needs and certain requirements for product quality and after-sales service.

JD.COM 3C digital entrepreneurship, mainly selling computers, digital, communications, household appliances, a wide range of products. In recent years, it has developed many product fields, not limited to 3C products.

2.tmall

Leading a better life trend, the ideal life is a cat; Tmall is a comprehensive shopping website, a new B2C commercial retail platform created by Taobao. It integrates thousands of brands and manufacturers to provide one-stop solutions for businesses and consumers.

It is complementary to "Universal Taobao", which covers almost all aspects of product types, while Tmall mainly gathers brand flagship stores and sellers with good credit.

3. Little Red Book

The little red book started in the community. At first, users focused on sharing overseas shopping experiences in the community. Later, in addition to beauty and personal care, Xiaohongshu appeared to share information about sports, travel, home, tourism and hotel catering, touching all aspects of consumption experience and lifestyle.

Xiaohongshu changed the manual operation content into the form of machine distribution, and accurately matched the content in the community to users who were interested in it through big data and artificial intelligence, thus enhancing the user experience.

The uniqueness of Xiaohongshu e-commerce lies in:

Word-of-mouth marketing: there is no better way to improve the conversion rate than the real user's word-of-mouth, just as users will definitely go to see user comments before buying things on Taobao; Xiaohongshu has a real user word-of-mouth sharing community, and the whole community is a huge user word-of-mouth database.

Choice under structured data: Little Red Book's community has accumulated a lot of consumer reputation, just like millions of users have discovered and shared good things from all over the world on this platform.

In addition, users' browsing, liking and collecting will produce a lot of underlying data; Through these data, Xiaohongshu can accurately analyze the needs of users and ensure that the purchased goods are highly respected by users.

Second, the user portrait.

The word user portrait is believed to be familiar to everyone. When designing products, we should not only design around the user scene, but also consider the user portrait as an important factor.

In recent years, a group of user portraits have been hotly discussed and called "Daming, Benben, Xiaoxian".

Daming: It refers to a very rational crowd. The purpose of their use of the product is very clear, and they will leave after using it.

Stupid: refers to a group of users who have needs, but their needs are not very clear. They are easy to accept guidance.

Xiaoxian: These people have no exact needs. They just have time to wander around.

JD.COM serves "Daming" users.

JD.COM started with 3C digital products, and 3C products are generally not cheap, so users who buy 3C products online generally have clear goals and directions. For example, if I want to buy an iPhone, when I go to JD.COM, I will definitely search for an Apple phone instead of anything else, and the search results are very clear.

2. Tmall serves "stupid" users.

Girls visiting Tmall Taobao are just like boys playing games. Users want to buy things, but most of the time they don't want to buy anything. Usually they want to buy a hat when they enter the store, and finally buy a pair of shoes.

They really want to buy something, but in the end, they often don't think about it at first, and then buy a lot of products that they didn't think about before opening the app.

3. Little Fairy users of Little Red Book service

When users visit Xiaohongshu, they often don't want to buy anything in advance, but the content posted by bloggers grows grass, which stimulates the purchase motivation, and they don't think clearly about what they want to buy or the brand before buying.

Third, the purchase path

1. Main details page

After entering the app default page, JD.COM and Tmall are very similar, divided into search, navigation bar, marketing activities and recommended products. Xiaohongshu is a community. Click on the mall page to enter the shopping page; Shopping pages are also based on search, navigation bar, marketing activities and recommended products.

The difference between the menu items at the bottom of the first level is:

JD.COM highlighted the classification and discovery pages; Tmall highlights reviews and member stores; Xiaohongshu is more prominent in guiding users to publish content through good species of grass.

2. Shopping path

Combing the shopping processes of JD.COM, Tmall and Xiaohongshu. The shopping processes of the three platforms are similar, and the content displayed in each link is different.

The detailed order of JD.COM is:

Add member provinces * * * yuan-preferential activities-product parameters-address-evaluation-store information-recommendation for you-introduction of detailed product parameters-product details page-service list-good products in the same store-recommendation: reading-adding to shopping cart-automatically selecting products that have just been added to shopping-settlement.

The detailed order of Tmall is:

Product 1: installment payment-product evaluation-product details-collection/addition to shopping cart/purchase now.

Product 2: cost performance-preferential information-product evaluation-ask everyone-recommend for you-store information-store activity information-store product recommendation-product details-product recommendation: you may like-collect/join the shopping cart/buy now-settle accounts-the settlement page shows the recent activities and recommended products.

The detailed order of Little Red Book is as follows:

Promotion information-store-guess what you want to see: other product recommendations-how to say sweet potato-comments-graphic details-related product recommendations-purchase price after adding shopping cart/coupon-settlement-settlement page shows recent activities and recommended products.

From this path and design, JD.COM is more inclined to let users confirm that this is the product they want, add the product to the shopping cart or buy it directly; Tmall and Xiaohongshu prefer users to browse products and choose freely.

Tmall emphasizes the communication between buyers and sellers. After the order is completed, Want Want automatically pops up the information sent by the merchant to the user, such as order information and address information. On the other hand, JD.COM makes the information interface more hidden and weakens the connection between sellers and buyers. After payment, JD.COM will automatically contact WeChat to send out order information notice and delivery information reminder, and communicate logistics and other information in real time.

Fourth, the key psychological and behavioral factors.

Color Psychology: Add a shopping cart and buy it now on the purchase page. The activity spike button is designed to be red or yellow, so that the target color will prompt the user to click on the order.

Fear/scarcity psychology: marketing activities, coupons and countdown reminders to stimulate users' fear; At the same time, it creates the impression of scarcity and tells users that it is too late to place an order.

Peer pressure: refers to people with similar basic conditions and identities, and their behavior decisions will have a great impact on our behavior; This kind of psychological influence on us can be seen everywhere in life; The user's word-of-mouth and evaluation are placed at the front end to see how others comment, and the praise of planting grass encourages users to place orders.

Feeling of taking advantage: members save money, full reduction, coupons and other activities make users feel taking advantage.

The above are some personal ideas, and the shortcomings are welcome to exchange and correct.

The title map comes from Unsplash and is based on CC0 protocol.