"What's Worth Buying" is so awesome, how does it operate its content?

What’s Worth Buying is also known as “Sex Maniac Aunt Zhang”. As a shopping guide community, What’s Worth Buying has accumulated a lot of user-generated reviews, sharing and other content. So, how does their content work ? Let’s take a look.

1. Data on “What’s Worth Buying”

So far, What’s Worth Buying has received 1.6 million tips. After reviewing 70,000 submissions about products, the editors published 48,000 of them.

In November 2014, the number of orders placed through What’s Worth Buying reached 3.6 million, with a conversion rate of 8%.

2. What’s Worth Buying Content Generation Method

What’s Worth Buying uses UGC and PGC as its main creative means

That is, the product discovery work is transferred to front-line netizens through crowdsourcing. Users, as product users, write about their experience, and the platform screens the content to ensure its objectivity. In this way, the product discovery and objectivity of the shopping guide platform can achieve a qualitative leap.

PGC:

The size of the editorial team is expected to be around 100 to 200 people, with each category divided into corresponding junior, intermediate, and senior managers. They need to add to our product library every day, look at a large number of products, collect various information, and even place orders to buy them themselves.

UGC:

On the other hand, it relies on user power, that is, UGC plus PGC. Users who are willing to shop and study will eventually be recruited as employees of What’s Worth Buying.

3. What users should buy

Professional users

• Have plenty of time to research and screen high-quality products
• Maintain and update your own information base
• Stronger desire to actively produce information
• Gain a sense of presence and respect through professionalism
• Early users came from the HiPDA forum

List-based users

• No research on content, shopping is usually based on recommendations and rankings
• Not strongly dependent on the platform
• The information contribution is not great, what they expect is reliable shopping guidance.
• The sources are very complex. They are attracted by word-of-mouth influence, brand communication activities, promotional marketing , etc.

4. Early User Operation of What’s Worth Buying

1. Seed users

Deep users of the website migrate to the platform and are cultivated into professional users;

• HiPAD: "Electrician Forum"
• Discovery
• Buy&Sell

2. Seize the opportunity of overseas shopping and attract a large number of users

• The website that introduced the overseas shopping process in full and introduced seed users
• A guide to overseas shopping, teaching users step by step how to buy products on Amazon in the United States through a shipping company.

3. Cultivate "list-type" lazy people based on content

• Most of the users attracted by What’s Worth Buying are willing to try and learn new shopping methods and are familiar with foreign products, namely the so-called professional users. These users produce a lot of professional shopping knowledge, and Why It’s Worth Buying has accumulated good content.
• At the same time, they are like magnets, attracting a large number of consumers who want to buy good things but are not "professional" to this platform. They are the so-called "list-type" users.

4. “List-based” lazy people

• Pay too much attention to the price of goods
• Don’t pay too much attention to the reputation of the mall
• Don’t pay attention to what B2C is doing
• I hope there is a professional organization to help me solve this problem.

5. Rapidly increase the number of users by leveraging big promotion marketing nodes

• Abroad, Thanksgiving and Black Friday: for example, the very popular Philips 1150 razor in 2011 (huge price difference between domestic and foreign markets), the Plantronics 975 and Braun 790cc in 2012, and several other amazing promotional prices, all brought a lot of reputation to smzdm.
• In China, there are promotional campaigns such as Tmall 1111, JD 618, and Desert Storm. Many people are confused because of the various tricky settings of coupon rebates, discounts for purchases over a certain amount, and third-party coupons. So you can check smzdm and the website to see which items are cost-effective.

5. How is content generated?

Operation process

Promotional information generally goes through these operation processes:

Leads - roughly screen - compare and screen by discount amount - verify - write recommendations - go to home page.

After going to the homepage, the editor must also update the promotion status in real time, such as "price increased" or "ended, etc.

Content Sources

80% came from netizens:

• Enthusiastic users
• Taobao sellers or brands pretending to be users
• Merchants come directly to seek cooperation

From the user's perspective, why write content?

I hope someone can understand me

Tuoni is a 4-year veteran user of What’s Worth Buying. He has published 8 articles about his experiences with products, such as his experience using the Pebble smartwatch. He explained his motivation for sharing: "A good thing can improve the quality of life. I know it’s good and I must share it with others so that they can use it. This is a very natural thing. I share it on What’s Worth Buying because there are people here who can understand it and will discuss it with me." This idea is reflected in the enthusiastic shopping experience of users on What’s Worth Buying, with more than 100 articles posted every day.

Good content is more important than user stickiness. Because good content can bring user stickiness. Many users have gained tangible benefits from reading other people’s experience sharing on Zhiyoumai, and they will develop a mindset that they also need to produce content to give back to other users.
Then for sellers, of course, it’s traffic.

6. Refined Operation

• 2010, the first channel, preferential selection: [Keywords] cost-effective, special price, promotion
• August 22, 2012, Discovery Channel: [Keywords] Rapid Exposure
• March 21, 2013, Suning Square: [Keywords] Online shopping experience sharing, product reference database
• June 9, 2013, Experience Box: [Keywords] Shopping Guide
• October 24, 2013, Overseas Shopping Zone: [Keywords] International, Strategy
• April 2, 2014, Information Center: [Keywords] Consumer News
• June 30, 2014, Consumer Crowd Testing: [Keywords] Product Crowdsourcing Testing, Customized Consumer Upgrade
• April 2015, Product Encyclopedia: [Keywords] Query, Comparison
• April 24, 2015, original article by Zhike: [Keywords] Integrated shopping guide + online shopping sharing

1. "Ten Thousand People Trial"

What’s Worth Buying has launched a “Ten Thousand People Trial” campaign. Major brands such as Chow Sang Sang, Sony, Electrolux, BenQ, and Dove, as well as extremely popular niche high-end brands like KEF audio, are participating in the trial.

2. Crowd testing activities

The products involved in the test come from categories such as digital products, home appliances, daily necessities, personal care and cosmetics. Brands include Sony, Electrolux, Durex , GUNN AR , Xiaomi, LeTV, Ryfit, and Mumu.

The ratio of product applications to approved users is usually around 100:1

3. Avoid becoming a “price comparison assistant”

• Integrate UGC output and community building
• Making a shopping guide website feel like a community
• User generated, editor checked, but does not affect the various user personal colors

4. Improve user experience

• Content processing efficiency
• The accuracy of judgment on products and content
• Breadth of content
• Text quality
• User communication quality

5. User growth system

• In 2012, the user growth system attempted to use quantitative methods to evaluate the contribution of netizens to website content.
• Currently enabled: Points, Experience, Gold, Level
• Points: Participate in lucky draws, buy coupons
• Experience is similar to QQ level and is a symbol of user qualifications.
• Gold coins: The core of the entire points system, only users who submit articles and expose information can obtain them
• Netizens can earn points and experience points through daily login, commenting and other daily operations, earn gold coins through effective revelations, excellent comments and original articles, and correspondingly, obtain website resources (such as receiving coupons, points are consumed when participating in activities, super-valued rewards and some boutique coupons)

6. A plan to give back to original content creators: “Tianqin Project”

• Recruit a group of "chief lifestyle experts". When new products are launched, these authors will experience them and write articles about them. They will then receive different rewards and returns based on the quantity and quality of the articles published.
• Priority privilege: priority review of articles
• Personal brand: Allows you to build a personal brand and enhance the author's personal influence
• Revenue sharing: Improve the gold coin system, additional royalties, and advertising revenue sharing

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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