Oriental selection self -built APP Test Water Testing Water Private Domain E -commerce: It mainly promotes self -employed products, SKU is limited, and the live broadcast function is not yet available

Picture source: Oriental IC

Pa Wan/Liu Minjuan

Edit/Liu Minjuan

Producer/Yang Hui

A few days ago, an independent e -commerce APP selected by Oriental selected low -key has caused heated discussions from all walks of life, allowing Oriental selection to bring a huge amount of attention again outside of the live broadcast and cargo.

The name of this APP is "Eastern Selection", which is officially introduced as "New Oriental's selection of good -looking object platform", which is currently on the major application platforms. The reporter noticed that as of press time, the download and installation of the "East Selection" APP in Huawei App Store had 160,000 times.

Regarding the launch of the "Oriental Selection" APP, the industry generally believes that Oriental selection burst into fire in Douyin with bilingual live broadcast, which is almost deeply bound to Douyin. Dependence on Douyin.

The reporter's experience found that the page color and functional design of the "Oriental Selection" APP is relatively simple. At present, its SKU is limited, about 400, of which about 20 SKUs of self -operated products are the main push of the platform. At present, the platform only supports users to buy products online, and has not yet access to live broadcast functions.

The page color and design are simple and clear.

After the reporter opened the "Oriental Selection" APP, he saw that its opening page showed the slogan "Fresh Life". The page was paired with black and yellow Chinese characters with white backgrounds. The overall style was simple and bright.

(The picture above shows the screen page)

After entering the APP, there is no pop -up or rolling advertisement whether it is first -level or second -level page. The overall design is simple and clear.

From the perspective of functional design, the menu bar at the bottom of the platform has four functional entrances: "selection", "classification", "shopping cart" and "my order". Among them, "Selection" (similar to the "Homepage") is the page displayed by default after opening the APP.

On the "Selection" page, the banner map on the top adds an entrance to the "Eastern Selection Fan Group". After clicking the entrance, a QR code will be displayed. After the reporter scanned this QR code with WeChat, he found that this was actually an preferred corporate WeChat "Xiao Zhen".

According to the experience of the reporter, after successfully adding "Xiao Zhen", it will push the official WeChat mall (that is, the "Eastern Selection Member" WeChat Mini Program) to users, and guide users in the "Oriental Selection Member" WeChat through the form of discount coupons. Put an order in the applet. This move is considered to be the move to create a private domain e -commerce model.

The reporter found that the "Oriental Selection" APP almost re -engraved the "Oriental Selection Member" WeChat Mini Program interface. The only difference between the two is that the naming of the bottom menu bar is slightly different. The "selection", "classification", "shopping cart" and "my order" at the bottom of the "Oriental Selection" APP, correspond to the "Homepage", "All Commodity" of the "Oriental Selection Member" WeChat Mini Program interface "Car" and "Mine".

(The picture on the left is the APP interface, and the picture on the right is the WeChat Mini Program interface)

Mainly push the platform self -operated goods, only about 20 self -operated SKUs

The reporter noticed that there are four navigation columns: "homepage", "time -limited activity", "selection of self -employment list" below the banner chart of the "Selection" page. Among them, the "homepage" is the default first -level page after the APP is turned on, and the remaining three navigation bars can jump to the corresponding secondary page.

Specifically, the "limited time activity" is mainly used to show the platform's launch of time-limited group or discount activities. There are only 1-2 products participating in the event recently. "Selection of self -employment", as the name implies, is used to present self -employed products for the platform. The current self -operated SKU listed is about 20.

(The picture on the left is the "Limited Time Event" page, and the picture on the right is the "Selection Self -Operation" page)

The "Hot Search List" mainly provides more than 20 products sold on the platform, but the platform has not announced the search volume or sales of these products; if it declines to the bottom of the page, it will find that its "sales list", "popularity", "popularity", popularity The list of the list and the "new product list", each list temporarily lists information about three products.

The reporter's experience found that the above three second -level pages have added a search box at the top to make a presence to add content to the subsequent content.

From the perspective of page design, "time -limited activities" and "selection self -employment" are relatively simple. Only in the form of graphic+price, users provide relevant product information. Users need to slide up and down the screen to browse different content; "Hot Search List List List The page design of the "single" is relatively complicated. It sets several keywords under the search box to search for search.

No matter which page is, as long as the user clicks a simple page information of a certain product, the page jumps to the product details page. The user can browse the detailed information of the product on this page and complete the operation and other operations.

The product covers 11 categories, and has not yet been connected to the live broadcast function

As mentioned earlier, the "classification" channel of the "Oriental Selection" APP is equivalent to the "all products" in the applet interface, which is mainly used to display the platform's division of product categories. In addition to self -operated goods, Oriental selection has subdivided the products on the platform into 11 categories, covering 8 food categories such as fresh fruits and vegetables, seafood and water, meat and poultry eggs, as well as beauty skin care, book entertainment and home furnishings. Use 3 non -food categories a day.

Among them, SKUs of self -operated products are currently around 20, which is basically the same as the number of "selected self -employment" in the aforementioned "selection of self -employment". There are 4 SKUs covered by the rest of the commodity categories, as many as hundreds of SKUs. It can be seen that from the perspective of the classification of goods, the "Oriental Selection" APP is quite similar to traditional shelf e -commerce, but its main category focuses on food, and the selection of e -commerce in "Chinese high -quality agriculture and other products in the East. The positioning of the platform is consistent.

In the order payment session, the reporter found that the platform can currently support three ways: Alipay, WeChat payment, and bank card payment. The receiving address can be synchronized directly with the built -in address of the small program of Youzan Mall.

At present, the "Oriental Selection" APP only supports users to buy products online, and has not yet access to live broadcast functions. Compared with comprehensive e -commerce platforms such as Taobao Jingdong, the overall function is relatively single.

In fact, before the launch of the "Oriental Selection" APP, Oriental selection has laid out multi -channel layout on WeChat and integrated e -commerce platforms, such as online WeChat Mini Program and Tmall. Now it will launch an independent e -commerce app will undoubtedly provide a more stable channel for the development of self -employed products.

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