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京东昨天偷偷上线了“朋友购”

2017-4-28 00:12| 投稿: caiflyer| 查看: 1100| 评论: 41|来自: 互联网

摘要: 巨头们总喜欢在不经意间“搞点事情”。4月25日傍晚,一张疑似来自京东商城3C事业部总裁胡胜利朋友圈的截图在社交平台上流传,京东3C团队推出了一款“历经半年开发的基于社交关系的口碑传播工具”。经过寻找,我们在 ...

巨头们总喜欢在不经意间“搞点事情”。4月25日傍晚,一张疑似来自京东商城3C事业部总裁胡胜利朋友圈的截图在社交平台上流传,京东3C团队推出了一款“历经半年开发的基于社交关系的口碑传播工具”。经过寻找,我们在京东APP“百宝箱”板块发现了这个称之为“朋友购”的功能。

按照坊间流传的打开方式,找到这个小功能并不费力,但是为了“引诱”我们体验完成这个小功能,京东也算是下足了本钱!“拉好友,瓜分1000万大礼”这噱头绝对赚足眼球。

如此低调,但这般巨大的投入,让我们深深地觉得这款应用不能小觑。有知情人爆料它将是京东618期间的一个大招,从618的准备和应用灰度测试的时间来看,如此传言绝非不可能!

通过京东APP初步的授权朋友购读取手机通讯录,获取京东好友后,可加入通讯录好友所在的队伍或自行创建队伍,邀请3个以上的好友组团,累计所有成员2016年的消费金额,24小时内突破1万、5万、10万三个级别后,团队成员可瓜分15元、100元和300元的礼包奖励。奖励形式为京东小金库优惠券、手机流量、京东阅读畅读卡,总量1000万。

引流、拉新及参与机制如此的似曾相识!春节前支付宝玩了2年“集五福”也是这个套路,但如果京东要做自己的社交的话,支付宝用户瓜分到几分钱后剩下一地鸡毛的评论及用户的暴怒,应该能让京东警醒。

在将多样的优惠券放进京东小金库后,真正的商业模式才浮出水面。首先露出的线索是好友的购物记录,像朋友圈更新一样,你的好友会有一条条的购物状态。其次,好友间可对展示出来的商品和评价进行咨询或回复,你还可以通过点击“去购买”跳转到商祥进行下单支付。

京东把这个功能叫作“朋友购”,而更实际一点名字不应该是“购物朋友圈”吗?!而且是基于熟人社交的一个真实口碑平台!相比集五福的收集癖社交,京东“朋友购”通过产品口碑的建立,将社交互动与购物行为打通。不难想象朋友圈辣妈们围绕哪款奶粉更安全的日常,也将成为京东朋友购的每日一话。

当用户达到一定规模之后,产品的场景需求逻辑如果没有出现颠覆性的创新,那么通过让用户整体迁移到另外一个阵地来触发互动,这是业界对于电商社交化的一个论断。支付宝用集福和圈子功能进行了两轮社交试水,暂未得志。京东APP的朋友购却是在用一种逆向思维,让关系落地。从这个理想模式来看,如果618的流量集中到朋友购上,没准京东这次真的就把社交电商再升一个段位。


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