Product Experience Report

Dangdang was founded in 1999. It started as a book seller and once grew into the largest online book mall in China. Three years later, the founder of Confucius Second-hand Book Network completed the basic construction of Confucius Second-hand Book Network in one week, and started a development road different from Dangdang Second-hand Book Trading Platform. Both products are based on books, and the similarities show the differences.

This article will analyze from the following aspects:

I. Product Overview

Second, the market analysis

Third, product depth analysis

Four. Summary and suggestions

1. 1 product positioning

Pawn things

Positioning: As a world-renowned comprehensive online shopping mall, it covers millions of commodities with quality assurance. Provide cash on delivery and various online payment methods, door-to-door return and face-to-face refund.

Slogan: reading and measuring the world

Dongwang

Positioning: Adhering to the development concept of "collecting books from all over the world and inheriting Chinese civilization", we are committed to developing into the largest China traditional cultural information and data center with transaction as the core.

Slogan: spend less money on good books.

1.2 product function

Pawn things

One-stop shopping: rich in categories, pursuing economies of scale, constantly optimizing categories, and selling the latest and hottest goods at the first time;

Intelligent price comparison: after placing an order, the price of the goods in the order is higher than the price of the goods of the same specification of the same e-commerce, and the goods sold by Dangdang will provide price difference return service;

Intimate service: logistics speeds up door-to-door delivery, with full-day delivery in 600 cities across the country, and next-day delivery in 1200 districts and counties, which makes receiving goods faster and more convenient.

Dongwang

Rare book collection: Kongwang has collected a large number of ancient rare books with great collection value, attracting a large number of scholars and bibliophiles to pay attention to and trade online for a long time;

Books are very cheap: there are more than 6.5438+0.7 million kinds of books displayed on the website, most of which are relatively cheap because they are old books;

Irreplaceability: There are nearly one million old books sold by the empty network, which can't be bought by other channels.

1.3 experience environment

Experience version: Dangdang: 9.11.2; Hole net: 2.9.2

Experience system: iOS 12.0. 1 version.

2. 1 Macro environment of book market

1) The book sales policy is fully open.

Thirty years of book sales management and reform have greatly liberated the productivity of the book market, broken through one institutional obstacle after another and promoted the marketization of book sales.

2) structural adjustment of book market channels

Main channel reform: it is proposed that Xinhua Bookstore should implement modern enterprise system, seek strategies suitable for its own development, and enter the era of market competition with independent operation and self-financing;

Private channels: At the end of the 20th century, private bookstores became an indispensable part of the book sales market, and the competition with the main channels became increasingly fierce.

E-commerce channel for books: 2 1 At the beginning of the century, online sales gradually became a new consumption channel for books. Network sales, as a new thing brought about by the development of network technology, has obvious competitive advantages and impacts the traditional book sales industry.

2.2 Market size

Keywords: the market scale continues to grow

With the further deepening of the market-oriented reform of the book publishing industry, the upgrading of cultural consumption and the development of new media, the book market is inclined to popular books, and the retail sales of books are also increasing year by year. According to the report, the book retail market in China reached 89.4 billion in 20 18, a further increase over the previous year. At the same time, the whole book retail market continued to maintain double-digit growth in 20 18.

From the data, we can see that the book retail market has been growing, which provides a good opportunity for the development of book trading platform.

2.3 operation mode

Keywords: the mode of operation has changed from extensive to lean.

The book sales market is developing to the diversified competition pattern of state-owned, private and network.

Unbalanced supply and demand, high inventory, discount wars, etc. Under the guidance of the development goal of "leaping from a publishing power to a publishing power", the development structure of the book market has been gradually optimized.

2.4 the development of book e-commerce

Keywords: from offline to online, from PC to mobile.

Entering maturity (2006): the variety, quality, logistics and after-sales of books have also developed rapidly. Online bookstores, physical bookstores, online bookstores and online bookstores coexist;

Expansion of service scope (2009): The e-commerce of books represented by Dangdang has developed rapidly. As of 2009, Dangdang has provided cash on delivery services to more than 750 cities, becoming the most extensive online shopping mall.

Popularization of digital reading (20 12): major book e-commerce platforms launched reading client APP and reader, and the concept of digital reading began to take root in people's hearts.

2.5 reading for all

Influenced by the social environment of reading by the whole people, people's daily reading habits are gradually developed, and the comprehensive reading rate of various media, including books, newspapers and digital publications, is also increasing year by year. Online store channels still maintained a high growth rate, but the growth rate slowed down, while physical stores experienced negative growth.

The report shows that in 20 18, the variety of new books in the overall book retail market continued to shrink slightly, but remained basically stable. By observing the proportion of new books, it is found that the contribution of new books to the overall market is declining, and their share in the overall market is getting smaller and smaller.

The proportion of used books in the market has further increased, which can be said to play an increasingly important role in the market, but it also reflects the lack of content innovation.

summary

According to the above information, the book e-commerce market is huge, with unlimited potential, and the online store channel still has great advantages. With the maturity of the business model of book e-commerce, it is possible to buy books anytime and anywhere. These conditions are conducive to the development of e-commerce platform for books.

The increase in the market share of used books will affect the mature development model of Dangdang to a certain extent, and also test the current operation model of Kongwang.

3. 1 functional architecture

The following figure shows the main information architecture of Dangdang (red represents the module that coincides with the hole network):

The following figure shows the main information architecture of Dongwang (blue represents the modules that Dangdang does not have):

From the information architecture of the two products, Dangdang's information architecture is divided into five modules: home page, classification, reading time, shopping cart and me; The information architecture of the empty network is divided into five modules: home page, attention, auction, shopping cart and me. As an online trading platform, the two have great similarities in the classified columns, trends, shopping carts and so on.

Product differences are mainly reflected in:

As an established comprehensive shopping platform, Dangdang mainly sells new books, but it also expands to sell various kinds of department stores. The content classification is detailed but slightly bloated, and it also involves business modules such as second-hand books and auctions, but the classification and auction categories of second-hand books are not as detailed and comprehensive as those of the empty network.

The empty network mainly deals with ancient books, and the information structure is relatively simple and clear. The detailed classification of auction modules is the unique highlight of the product.

3.2 User characteristics

Pawn things

From the development of book e-commerce to clothing, pregnant and baby, home textiles and other market segments, Dangdang has a more comprehensive and broader audience and better understands consumers' reading habits and tastes.

Dongwang

The users of Kongwang are mainly middle and senior intellectuals, including collectors, artists, scholars, writers, government officials, researchers, teachers and students in colleges and universities, white-collar workers in enterprises, media practitioners and so on. It represents the most advanced value orientation and lifestyle in China and has a high cultural taste.

3.3 Analysis of core functions

Next, the author will analyze the core functions of Dangdang and Kongwang respectively. The focus of the analysis is the logic and purpose behind the function point.

Pawn things

1) Home Page

Various operational activities, such as daily lottery, 0 yuan collar, exclusive for newcomers, occupy nearly half of the space on the homepage ... These dynamics can attract and retain a large number of users, but to some extent, they will also cause visual and experience interference. From the layout of the homepage, we can also see Dangdang's current state-expanding into the field of integrated e-commerce.

Structural analysis:

On the one hand, the purpose of these operations is to realize commercial realization and income generation, on the other hand, to increase hackers for the spread of user groups. Operational activities promote goods, attract more customers to consume, and distinguish various activities in different visual forms;

Click the home search box to enter the search page. Users can enter keywords to search for the desired goods, and the search results matching the keywords will be displayed in the search box in real time. For products searched or browsed by users, the system will recommend similar products to users according to browsing history;

The search page provides popular search commodity names, highlights the most popular commodity names, and improves users' browsing and purchase. The design of voice input takes into account a larger user group and improves the operability.

2) Book list

Dangdang provides the most comprehensive book list, including new book bestseller list, book bestseller list and children's book bestseller list. These lists provide some guidance for users to buy books.

Structural analysis:

The words "bestseller" and "bestseller" are very attractive to users. These classified labels with higher priority are located at the beginning of the top navigation, and the first few labels bring the largest number of user views and book sales, so the appropriate location relationship of various labels is closely related to book sales.

In the list of goods, Dangdang is different from other e-commerce companies in the label design of "the lowest price in history". The implication of price promotion is related to the competitiveness of goods and the purchasing enthusiasm of users, with the aim of promoting consumption and improving the order rate of users.

On the one hand, the drawer-type projection design saves space, on the other hand, it shows the most popular labels to the greatest extent and understands the popular culture at this stage. For example, Joy of Life series books ranked first in the hot search list, because of the popularity of TV series with the same name, the original works have also been sought after by the public.

3) Dangdang Bookstore

As a professional book buying platform, Dangdang Bookstore covers almost all kinds of books and serves people at all stages.

Structural analysis:

The book classification module adopts X-type classification, taking books as the center, classifying according to the attributes of the goods themselves, and gradually subdividing the classification level. This classification method is relatively stable, and almost every commodity can be classified under these classifications;

The F-shaped visual moving line design up, down, left and right conforms to the user's browsing habits. Put the highest-selling categories, such as literature and art, children's books, etc. , placed in the first place noticed by users, indirectly improve the page views and sales of such books;

Unified labels are different, and popular labels have key tips to help users reduce the logic of the decision-making process. At the same time, it highlights the categories of public interest, such as a continuous guide to guide users to make purposeful choices.

Dongwang

1) Home Page

The homepage of the cave net is regular and orderly, with many blank pages, which brings users a clean and concise feeling, and the visual design conforms to the overall tonality of the product.

Structural analysis:

Visual form: the carousel banner on the homepage is the first thing users see after entering the homepage, and it is also the visual focus in the first screen. The carousel map is divided into search box and commodity classification label, and then subdivided into book details and auction details modules;

Information transmission: the homepage contains a large amount of information, so it is necessary to divide the information levels and highlight the key contents. The simple design style of the hole net makes the information level clearer, reduces the interference in use, and makes the overall information more concentrated and clear.

2) Classification

Classification module, such as the combination of three characteristic channels in the empty network, such as online ancient books library, old books library in the Republic of China, celebrity ink and other miscellaneous items, provides a detailed division of old books and is an important section in the empty network.

Structural analysis:

The classification module adopts X-type classification similar to Dangdang, and subdivides the old books according to their own attributes. The arrangement of F-shaped visual lines makes it easier for users to focus on recommending categories and featured channels, which indirectly promotes the exposure and trading of used books.

The characteristic channel is of great significance to Airnet, and it is the symbol of the corporate culture of Airnet. The three libraries are unified in visual expression, but each library has its own characteristics in header design and icon color, which may be the sound that the empty network wants to make.

In the library, we will find that the design of the first picture has not been played back and forth, but has been recommended by a special bookstore, which has an excellent reputation. On the one hand, choosing to recommend these bookstores by Kongwang can help book lovers find good stores. The hidden advantage is that sellers will trust websites more, thus generating a large number of loyal fans.

3) auction details

Auction is another important module of the empty network. The auction system and rules are designed in detail, covering all situations that can be encountered in the auction.

Structural analysis:

On the auction page, you can see the permanent label "1000 above", indicating that the price of the lot is above 1000 yuan. Why is it set to 1000 instead of 500 or 2000? The author thinks that an important reason is that the goods that can be auctioned will have certain value. If the price is too low, the buyer will feel that the lot has no purchase value. If the price is too high, it will hinder some users in the economic budget, so choose a relatively compromised price as a permanent label.

Under each label, the specific batch number is marked. This small design detail allows users to clearly understand the macro situation of a certain kind of lots, which kind of lots have the largest number or which kind of goods are the most popular, so that users can prepare for the auction.

In the auction process, if the bids of two buyers are the same, the regular bid takes precedence over the agent bid, and the first agent bid takes precedence over the last agent bid.

4) One-price auction

A one-price auction is more like a simple linear transaction. For the "one-price" lot, the constant bidding price increase in the auction process is omitted, and the book lovers only need to bid at the preset price, and they will immediately win and enter the transaction process.

Kongwang understands the eagerness of book lovers to buy good books as soon as they meet them. As a special commodity, books have different values for different readers, so it is more suitable for this auction form to some extent, and the transaction can be completed as quickly as possible.

3.4 Shopping Process Analysis

Dangdang and Kongwang belong to the category of e-commerce transactions, and the shopping process is basically similar. The operation diagram of the shopping process is as follows:

The difference between the two is more reflected in the design details of the product:

1) search and classification

After entering the search term, the total number of such goods will be displayed in the search box of Dangdang, so that users can clearly know the remaining goods; Price discounts and favorable rates are also clearly marked, which provides clear guidance for users in shopping browsing and promotes consumption.

The classification label of empty net is more comprehensive, and it provides more detailed screening according to the characteristics of old books, such as excluding keywords, publishing time, appearance, binding, bookstore and so on. , bringing users more choice space and maneuverability; Classified items are distinguished more carefully, and specific quantities are displayed under each category. Such small details are often more shocking.

2) Product page

Dangdang and its own cloud reading are integrated into one, so some books sold provide free online reading function, paving the way for understanding books in advance; Based on the development of its own platform, the advantages of logistics distribution are more obvious; Screenshot sharing is a highlight function in the experience. Personalized product pictures automatically generated after screen capture are beneficial to spread on other platforms and increase the purchase volume.

The hierarchical relationship of information in Dongwang is clear, and Dongwang pays more attention to the value of books themselves, and comprehensively introduces book-related information on the product page; The evaluation method of the empty network is the general evaluation of the goods sold in the store. The author thinks that the number of a second-hand book in a second-hand book bookstore may be only one in many cases, so the single evaluation after the transaction is completed is of little reference significance to other users, and the comprehensive evaluation can better represent the reputation level of the bookstore.

3) Order page

Dangdang provides similar product recommendations on the shopping cart page, and there are more options to increase sales besides buying; The bottom icon is designed as a number that changes according to the number of goods in the shopping cart, which is convenient for customers to check how many goods have been purchased; Logistics can be accurate to the specific delivery date, and information such as working days and holidays will be marked in detail.

The order interface structure of the empty network is relatively simple. Because of the particularity of old books, it does not support the 7-day unreasonable return function commonly implemented by e-commerce, so you should pay attention when shopping. In addition, you can also recharge your account and directly realize the convenience of using the account to settle accounts.

Book is a special commodity, and its value is not only reflected in the price, but also in the content. Although the prices of old and new books are different, there are similarities and differences in the quality of books. How to choose depends on the needs of users.

Advantages of Dangdang:

Synthesis: After years of operation, the product details are polished more comprehensively, the book resources are rich, and a large number of new books are provided.

Advantages of mesh:

Practicality: Books are purely for the purpose of "reading", and the value of second-hand books is not worse than that of new books, because the contents in the books are eternal.

Non-standardization: Second-hand books will set different prices according to their appearance. There is no price competition in the second-hand book trading industry, which avoids the problem of vicious competition. Buyers will only choose the platform with the best service quality.

The ups and downs of Dangdang and the slow motion of Dongwang show us the different operating conditions of the two enterprises.

As a unicorn of cultural e-commerce, Dangdang should perhaps recall the cultural vision of the company except high-value transactions at the beginning of its establishment, and at the same time pay attention to the fact that the empty network is slowly coming along the cultural avenue; In the era of capital flow, the obscurity of empty network needs to pay attention to the actions of e-commerce. The empty net that fights alone is selected for intellectuals, but the acceptance and dissemination of culture should have a wider audience.