Ali does not raise leisure fish

@新 新 新

Author 丨 pine leaf

Edit 丨 Monthly

"You have no traffic on the goods you hanging in the idle fish?"

Since this year, every time, Chen Shuang will hear such emotions in the leisure fish sellers. She finds that the exposure of the idle fish accounts around her is very sluggish. There are very few users. Compared with previous years, the average daily exposure of goods can reach thousands or even tens of thousands.

Chen Shuang wanted to ask for the seller of the idle fish, what happened to the traffic flow?

In this regard, some people in the industry said that in the process of idle fish tools, although the low threshold allowed the idle fish to get as many users and traffic as possible, many problems have also been derived, such as the chaos in the gray transactions that are frequently exposed. Wait, and the practice of continuous rectification, adjustment rules, and expanding the violation of the violation of the illegal library each time, it is also restricting the natural traffic of normal sellers.

Along the way, idle fish has been qualified as Ali's tools, from C2C, C2B2C to today's C2X mode (X represents a diverse trading path). Over time, the positioning of the idle fish is positioned in the Ali system. The product matrix is ​​getting clearer: Foreign fish is a role that carrys second -hand and idle products; in the inside, leisure fish has become the most important "blood transfusion" tool for profit, the most important diversion, for Taobao, Tmall, etc. Ali products transport traffic.

But now, as the vanguard of the Ali community products, leisure fish has begun to become bloated. Not only does it introduce the operating mechanism of leisure fish coins to improve the threshold for seller operation, but also open up a variety of content sections, hoping that users will stay more and the seller will expose more. But these measures have brought new troubles to leisure fish.

Ali does not support "leisure fish", and the idle fish must solve the problem of the seller's traffic and retain users.

Leisure fish seller, the traffic is urgent

Chen Shuang has played hundreds of items on the salted fish for six years. According to her, after she observed that every 618 and Double 11 promotion nodes, there will be a wave of commodities on the leisure fish. It can be said that leisure fish is a barometer of Taobao Tmall's transaction volume, and it is also the "regret" of consumers.

In the past, there were also leisurely fish users who discovered that the exposure volume had fallen sharply. Most of them were affected by the rectification of leisure fish. For example, during the 315 period of this year, idle fish were exposed by the media to sell second -hand clothes through secret words and erotic transactions. At that time, a large number of users felt that the idle fish traffic fell on the cliff. After the leisure fish rectified the prohibited goods or modify the platform rules, it would affect the exposure of some products.

Leisure fish mainly enters the prohibited words by constantly incorporated the vocabulary and secret words of the prohibited goods, and reviews, shielded and removed the goods. Most of the secret words are ordinary vocabulary, and these ordinary vocabulary is constantly classified into the prohibited thesaurus, and the exposure of normal commodities is unavoidable. For example, there are porn services to set the secret saying as "Love Blind Box". When the idle fish divides this secret words into the prohibited thesaurus, the word "rural love series blind box" containing the vocabulary cannot be retrieved. Exposure.

Some sellers have also blocked the illegal vocabulary to ask about the official customer service of the idle fish. The other party responded: "Leisure fish are blurred search, but it is not that the full name cannot be searched. If the product, the system may not be searched. "

A response to the seller of the official service of the idle fish

The answer of the idle fish customer service shows that the mechanism of the prohibited word really affects the retrieval results and product exposure of the idle fish. It is difficult for many products to find accurate search, which causes the seller's traffic to rush.

Because the official fish official will not clearly inform users that the prohibited words or other platform rules will be explicitly informed, and many sellers have fallen into the situation where the product is not exposed or the exposure is not high, but I do not know where the problem is. However, on the other side, the prohibited goods have continued to appear again through the new secret words. Even in the near future, some media have found that through new secret words, you can find the links of selling original clothing, pornographic resources, pornographic services, and liaison of prohibited powder on the leisure fish.

The IQ Tax Research Center recently discovered that the idle fish can still be retrieved through the English secret code

It has become an absolute pain point for leisure fish through secret transactions. With the continuous renewal of replacement and the continuous expansion of the inbound thesaurus, it is destined to accidentally hurt more and more goods, exacerbating the traffic dilemma of the seller.

Professional seller is very sad

The reason why professional sellers choose idle fish is mainly because the operating costs and traffic costs of idle fish are lower than Taobao.

For many professional sellers, they have long been clear about the prohibited word mechanism, and they have time, energy, and resources to continue trial and error to break through the traffic difficulties.

Xu Wei recently launched a tide play, which triggered a prohibited word and it was difficult to get exposure. As a result, Xu Wei searched for related tutorials online and tried to drain the method shared by professional sellers.

"It is necessary to list a popular product of the same category. The price is set lower than the market price, and then many people will ask. It will continue to be exposed. Because some buyers are accustomed to browsing the seller's main page, they are driven by this popular product, and the low -exposure and low exposure products can be discovered and purchased by potential buyers. "Xu Wei said.

Only one week after trying this method, Xu Wei sold it without exposure. "This method is not absolutely effective, because some senior buyers also know that fuzzy search can search for products that have been blocked by errors. Then, I think this method is not moral, because many people sincerely ask for buying, but I do n’t have this one without this one, but I do n’t have this one. It can be sold and wasting the energy of many people. "In order to break through the traffic dilemma, professional sellers will also operate similar Taobao group gameplay, upload multiple links, and so on to win more exposure. It can effectively avoid the restraint of leisure fish on professional sellers. "As long as you use multiple devices and different people's mobile phone cards to open an account, leisure fish will not determine that you are one person." A leisure fish professional seller told "the new entropy told" the new entropy "".

But not all professional sellers can be like fish. Many professional sellers feel that leisure fish is trying to restrict and manage professional sellers.

"In 2020, the idle fish blocked my idle fish account, and then the customer service clearly told me that the idle fish did not support the batch sales of the goods. It is suggested that I move to Taobao to open a store."

False -shells of popular products, making shop groups, and multi -linking of the shelves, although they can break through traffic restrictions to a certain extent, have also aggravated the burden of leisure fish. In order to maintain the community ecology and ensure that Taobao's own basic disk is not lost, leisure fish once strictly hit professional sellers and attempted to drain professional sellers to Taobao, but this approach had little effect.

Later, leisure fish went online, leisure fish Pro, leisure fish excellent products, and small fish shops, so as to facilitate unified management and traffic transportation of professional sellers, but the captured professional sellers were also very limited.

"Making idle fish is because of saving money and convenient. Young fish excellent products need to provide business licenses, pay margin and service fees, and there are few open categories, which is only suitable for a small number of merchants." A leisure fish professional seller who made overseas purchasing purchases said.

Leisure Fish Youpin supports the category of settlement

The fish shop is the new seller service that has been opened after the idle fish Pro in June 2022, but many sellers who have already opened the fish shop said that there are tens of thousands of exposure before the opening of the account. Later exposure became low, and some sellers even fell to dozens of hundreds of exposure.

"It should be because the fish shop has a platform endorsement and the review is stricter, so if the seller accidentally uses the prohibited expression, it will affect the exposure. The previous idle fish Pro, there are many players after opening." The seller of the fish shop was opened.

In short, professional sellers regard leisure fish as a flow depression, but if you settle in the idle fish and the fish shop, there is a risk of worse traffic. Professional sellers would rather continue to fight alone.

Flow occupation from Taobao

The traffic of ordinary sellers and professional sellers is not only affected by the mechanism of prohibited words. With the continuous drainage of Ali products such as Taobao and Tmall in recent years, it has continued to increase, which has caused traffic that should have belonged to the idle fish products.

"New Entropy" statistics found that in the recommendation stream of leisure fish homepage, there are currently about 20%-25%of links, which is a product link for Taobao stores/Tmall stores/idle fish. Among the Taobao Tmall products in Xianyu's recommended stream, most of the products that users have not searched in idle fish have only searched on Taobao. This means that when users use idle fish, they are forcibly stuffed with intelligent recommendations from Taobao Tmall, and users are induced to return to Taobao Tmall.

This also means that the second -hand consumption environment that users should have had greatly damaged. When consumers want to find low -cost second -hand items, they are still forced to browse a lot of positive products.

Taobao product link in the recommended stream of idle fish products

As for leisure fish, although it is still an internal product of idle fish, because it is a B -end product for professional sellers, it is the same as Taobao Tmall.

In addition, the introduction of leisure fish coins mechanism has also prompted leisure fish to further become a diversion tool for Ali products. On the idle fish currency task page, users can get the leisure fish coin rewards for the jump links of Ali products such as Taobao, Tmall, Taote, Hungry, and Cainiao.

Leisure fish coin task page

Leisure fish coins can be used to promote goods or deduct cash to buy goods. The gameplay is basically the same as the gold coin in Taobao ecology. Although the introduction of the leisure fish coin mechanism, although it is valid for Ali's product diversion, it has also increased the user's operating threshold.

The drainage pool of Leisure Fish to Ali B -end e -commerce seems to have been destined.

The significance of leisure fish was originally a "regret medicine" as consumers, which stimulated users to consume on Taobao Tmall. As more and more users are idle in idle fish, the operating costs of leisure fish are gradually increasing, but it is difficult to make profit. As the person in charge of the idle fish, Wen Zhong said in an interview with the media in 2020: "The idle fish model is closer to money, but it is far from making money."

For Ali, leisure fish is difficult to make profit and have to do it. In this case, the semi -tools of leisure fish are used to drain the Ali products led by Taobao Tmall to maximize the benefits of the entire Ali products.

But unpleasant, the short video live platform is becoming a cross -border opponent of leisure fish. The second -hand luxury goods, tide, and Wenwan categories of idle fish are reinstated. Taking the category of tide game as an example, the seller sent the blind box and other tide to play to the anchor live broadcast room, and the anchor will help auction and shipment, and then collect a small amount of commissions in the live broadcast room. Because there is a guarantee and endorsement in the live broadcast room, second -hand transactions have been guaranteed.

This model has a direct impact on leisure fish excellent products, because leisure fish excellent products only support the B -end sellers to settle in, while sending the live broadcast room to all C -end sellers, which is more advantageous. With the incompetence of leisure fish, the exposure of the seller's lost exposure still needs to find a way to find it.

The content is difficult to stabilize fish flow

Regarding commodity audit, although the idle fish adopted the three -layer comprehensive identification measures of the "Key Demonstrate+Picture Library+Artificial Audit", and assisted by measures such as manual inspections and background audits, as long as the idle fish does not increase the seller's threshold and increase violations of regulations For punishment, gray production will always appear in a more hidden form.

Leisure fish dare not relax the mouth on the audit mechanism, and can only increase the exposure and conversion of goods through other channels. Promoting communityization and content seems to be the correct path that leisure fish has long been identified for a long time.

In 2019, leisure fish launched idle fish players, which is essentially to build a community KOL, promote community construction, improve community activity, and indirectly bring exposure and conversion to users. In 2020, it will play the section online, giving the idle fish players more intensive display space.

In the later period, the player section gradually enriched the three TAB columns of the circle, square, and popular. Among them, the circle is the upgraded version of the fish pond that was closed before the rectification, inheriting all the tags of the fish pond. "New Entropy" observes that compared with the fish pond, the order order in the circle today is not presented in accordance with the time flow, but presented by the heat, high -quality posts will be topped to the front row. In this way, it resolved the stubborn illness of the user in the fish pond that can see the real -time product linked in the past and the platform was too late to review the product.

The square is the graphic content section displayed in the circle in the circle, which is no different from the product form of Xiaohongshu. But the popular posts are mostly published by the fish shop sellers and idle fish players. In other words, the flow distribution of circles and squares is closer to professional sellers and KOL, showing a centralized trend. In this way, in order to enhance user stickiness and solve the dilemma of user traffic, the role of the play is very limited to the re -distribution of traffic.

The popular column is a short video recommendation flow, but most of the videos are entertainment, stars, sports and other aspects, and are not related to the attributes of the idle trading community. "New Entropy" found that most short video publishers are pure content creators. The homepage does not have a record and transaction records. The settlement time is concentrated, and it is generally stopped after October 2021. Obviously, these entertainment short video creators are officially invited by leisure fish.

The short video creator of the entertainment direction, the homepage has no products

Regarding the official establishment of short video recommendation flow and the introduction of short video creators, product manager SUPER Huang analyzed the "new entropy": "It feels like the content team is driven by KPI, and introduces more unrelated content to extend the user's stay. Time. If the user wants to sell things and post it, the supply will not be enough, because there are not so many standard creators in the user. "

However, in early August, the idle fish suddenly rectified a large range of play sections, cut off the popular column (short video recommendation stream), and the short video content was integrated into the graphic content, merged into a recommended bar, and the original circle column was changed to the discovery bar. This major change shows that the idle fish has found that it will play the section in the past to try to use short videos and graphic multi -line parallel to promote the effect of promoting transformation. The idle fish community needs to be decentralized, that is, to see Xiaohongshu.

After the revision, I will play, cut off the short video recommendation flow

In fact, as the traffic of the idle fish gets more withered, many users are diversion to their idle fish accounts through Xiaohongshu, but this also threatens the idle fish. At present, Xiaohongshu is also actively expanding the C -end merchant resources. If you are aiming at the idle trading market in the future, it will be destined to have a huge impact on leisure fish. The second -hand luxury goods and tide -playing categories that are valued by leisure fish are mostly the categories with the highest discussion of Xiaohongshu.

Digestion of idle fish users through Xiaohongshu

What's more, the content productive forces of Xiaohongshu are beyond the reach of idle fish. "New Entropy" discovered that many idle fish professional sellers, the content published in the play section has been handled since Xiaohongshu blogger, and the posts that have been carried by them will get higher likes in the meeting to help sellers help sellers Dravings and increased powder.

The left is the homepage of a leisurely fish creator, and the content of the contents of the red book of Xiaohongshu

However, for community construction, the short video content that handles the content of other stations and introduces non -related community attributes is not the correct path to create a benign community with sustainable growth. If you want to solve the problem of anxiety of the seller's traffic, you need to let go of the obsession to swallow the C -end market as much as possible.

In 2020, Wen Zhong, the person in charge of the idle fish, said: "The current idle fish is indeed very much like Taobao before the shopping cart. Because Taobao before 2005 was based on the community C2C transactions. But today, we hope that the idle fish For the C2C part, it is not efficient, but to allow more people to participate in low thresholds. "Obviously, the mission of leisure fish also includes the residual traffic after the transformation of Taobao.

However, it turns out that the threshold that is as low as possible will only cause leisure fish to be eroded for a long time, and it will also cause more ordinary sellers to be pushed to the traffic black hole.

(Chen Shuang, Xu Wei, and Liu Lei in the text are all pseudals)

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