E -commerce companies are so popular

Different from the traditional consumer format, the grass planting economy can dig deeper to dig consumer potential. At present, the grass planting economy has reached 100 billion yuan. Among them, online channels have become an important position for Chinese consumption. At the moment when the epidemic is normalized and resumed and re -production. Growth.

In recent years, the grass notes shared by the shopping experience have affected many consumers, and the role of guiding consumption should not be underestimated. In particular, in the moment when residents' consumption levels were improved, the post -epidemic era continued to recover from China's consumption capacity, and the rapid development of the new economy online, the scale of the "grass planting economy" continued to expand.

The "Research Report on the Three Platform Grass Power" released by relevant agencies shows that 74%of users have purchased products that have been planted, and more than 80%of users will complete the purchase within one week after being planted.

As a part of the new retail, planting grass has become a force that cannot be ignored in China's new consumption wave in the new era.

The grass -growing economy is windy, and Internet giants have also followed this cake. Douyin launched the new grass -growing APP "Ke Song", which is positioned as a lifestyle community of young people, forming a closed loop with Douyin e -commerce.

Zhihu and station B also bet on the grass track, open an advertising platform, and connect more MCN (multi -channel network) institutions, creators and brand customers.

Some Internet platforms also have the function of planting grass -planting communities or main stations, such as Taobao's "shopping" and "grass show" of Jingdong. Tencent began a new grass -breeding project "Penguin Hui Bu" with attributes such as "local, grass, and communities".

Why do the Internet giants collectively rushed to community grass? On the one hand, through the form of grass, brands can maximize the attention of users or consumers and cultivate potential consumer groups. On the other hand, for e -commerce platforms, grass planting can reduce user awakening costs and enhance the transformation of user consumption in the platform; for the content platform, grass planting can attract advertising business and realize the realization of traffic.

Internet giants have deeply cultivated grass tracks. KOL (key opinion leader) and KOC (key opinion consumers) have become the main force of grass -breed economy. The survey data of Ai Media Consultation of third -party research institutions shows that the main channel for Chinese consumers to be planted is the evaluation videos of "Internet celebrities" and "experts" and the promotion of goods. It is easy to be shared by amateurs in the content community.

Ai Media Consulting Analysts believe that the Internet celebrity KOL has a certain influence in a specific circle. Consumers appreciate the attitude and lifestyle of KOL. The same place, etc.

The survey data also shows that 67.1%of consumers believe that they are "because they want the same models of Internet celebrities and people"; 55.4%of consumers believe that they are "trust in original content "; 43.1%of consumers are more attractive because of graphic testing.

However, while the grass planting economy ushered in high attention, it also experienced the "pain" during the development period. A large number of "false grass" is destroying this new grassland. Hiring the Internet Water Army likes and collects "grass -planting notes", and has formed a gray industrial chain. Searching keywords such as "Raising Powder Platform" on the Internet, there will be a large number of services such as brushing orders. At the same time, grass notes are written on behalf of them, and the agency business is constantly emerging. It has become the induction or even misleading of consumers.

The survey data shows that more than 70 % of consumers say they know that some platforms have the behavior of pseudo amateur "grass -growing notes".

People in the industry generally believe that for such "false grass", consumers must calm down and rationality when consumed, and carefully identify the "grass -growing notes" popular in various network platforms to avoid being induced by marketing advertisements. The platform party should also bear the main responsibility, continuously upgrade algorithm technology, improve recognition capabilities, and strictly prohibit the behavior of brushing orders. At the same time, it is necessary to improve the punishment mechanism and multi -pronged purification of the platform environment.

In addition, although many platforms are trying to plant grass fields, there are currently not mature, stable or worthy of other companies to imitate and learn from. Even Xiaohongshu, who was the first opportunity for grass, was still in the exploration stage. In the future, who can highlight the grass -breed track, it depends on who can run out of the optimal business model. (Reporter Chen Qing)

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