How to help users overcome obstacles in the operation of shared clothing APP

In 2017, the sharing economy was in vogue, from shared bicycles to shared cars , from shared sleep to shared stools, and even shared boyfriends and girlfriends. As far as the eye can see, everything can be shared. And in the same year, the shared clothing APP Yiersan also became known to the public. As early as 2015, the clothing rental platform Yirsan had received several million yuan in Series A investment , but it was not until this year that it was given the name of sharing.

All of you readers must be feeling very uncomfortable at this moment. Sharing the same clothes with others sounds really uncomfortable. How to make users accept shared clothing is a problem that operators need to solve. This article will analyze the Yiersan APP to see how this APP, which seems to be a false demand, uses operational means to enable users to overcome their inner barriers step by step and accept and use shared clothes.

1. Present a laundry report

Clothes that are not used frequently can be shared, clothes sharing can be used to pursue novelty, clothes sharing can be used to reduce luggage for business trips... The proposition of sharing clothes seems to have great potential. But even very good friends may not wear the same clothes, let alone strangers. "Wearing the same clothes with strangers" is the obstacle in the shared clothing industry. If users cannot be helped to overcome this inner obstacle, no one will use the product no matter how strong the pain point is.

Faced with this obstacle, the most direct way for Yiersan APP to deal with it is to publish a laundry report on the clothes.

Yiersan introduces users to clothing cleaning companies and equipment, and tells users that we use the most advanced equipment to ensure that clothing is clean.

By showing users the laundry scene and process, they are informed that clothes washed by Yiersan are 999 times cleaner than clothes washed by users at home.

Present a laundry report to intuitively show users the clothes washing process. Let users know that the shared clothes provided by the Yiersan APP are clean and can be used with confidence. But this only makes users let down their guard a little, and fails to successfully persuade users to try it.

2. Content Operation

When a user opens an APP, the content presented in the APP is the user’s first impression of the APP. If the emergence of the laundry report dispels the user's first level of doubts, then the content within the APP is the second step to stimulate users to use shared clothing services. The content of Yiersan APP can be divided into official operation content and user contribution content.

1. Official premium content

(1) Brand display

The most basic service of the Yiersan APP is clothing rental. In terms of APP content display, the most basic is the display of various brands of clothing. Yiersan provides users with a large number of foreign brands, some of which are impossible for users to purchase directly through e-commerce platforms such as Tmall . Faced with a full range of clothing brands, users can't help but lose control of themselves.

In addition to a wide range of brands, Yiersan also introduces brand stories to users on each brand page, thus narrowing the distance between the brand and users through this storytelling method.

(2) Featured Recommendations

The APP provides so many categories, allowing users to choose the products they like in the shortest time possible is also a problem that content operations need to solve.

Content operations recommend special clothing to users based on different user needs, such as "the same style as celebrities", "matching sets", "exclusive", etc. Users can find their favorite products based on their needs.

(3) Special content planning

Content operators plan corresponding content based on different themes, such as "Five most popular items to easily complete your work look for a week."

Popularize basic dressing tips for work, and then recommend similar clothes provided by the Yiersan APP to users at the bottom of the special content, stimulating users to place orders within the APP.

The theme content planning of "Super Red Blogger XXX's Clothing Experience Report" invites Internet celebrity bloggers to evaluate the clothes on the platform, by showing the Internet celebrity blogger's outfit and trial report, and providing corresponding product pages. It seems to be telling users that if you want to dress as beautifully as the Internet celebrity blogger, you can use our shared clothes.

2. User Contributions

(1) Planning activities

The Look function of the Yiersan APP is used to display users’ outfits. After placing an order on the Yiersan APP, users can upload photos of their outfits. In order to stimulate users, contribute more high-quality content. Yiersan APP will give surprise gifts to the top three users every week.

In addition to weekly recommendations, the Yiersan APP also planned topic activities such as "Crazy cheer for Fashion Week" and "Which fashion item is your favorite". Members who participate in the event and receive the most likes can add a 7-day validity period to their membership card.

(2) Y girl program

As long as you are a member of Yiersan and have contributed high-quality content to the platform, you can participate in the application for Y girl.

After successfully becoming a Y girl, you will have a unique identity mark. You can get double points if the content you publish is set as high-quality. Y girls who publish the most high-quality content every month can also get a monthly card. Stimulate users to contribute high-quality content through points and rewards.

(3) User incentives

Points rewards are a way to motivate users. Users can earn points by posting orders, inviting friends, liking other people’s posts, and other system-recognized behaviors. The more points you have, the more level benefits you will get. Therefore, users will complete the behaviors prescribed by the system under the stimulation of hierarchical rights and interests.

Whether it is officially operated content or user-contributed content, it conveys the same message to users, that is, we provide you with a variety of big-name clothes. When you wear them, you can be as beautiful as celebrities and internet celebrities. This information made beauty-loving users let down their guard and start to think about giving it a try.

3. Welfare Distribution

The official provided a clothing cleaning report to dispel users' doubts about "whether the clothes are clean", and then started with the content, providing a variety of beautiful clothes, as well as users trying on the clothes and posting pictures, to make users want to use them. The last step is to directly stimulate users to use the product by offering benefits.

1. Experience benefits

On the homepage of the Yiersan APP, a large page of new user membership experience prices reminds users that newcomers can purchase membership cards at a discounted price of 200 yuan lower than that of old users. Since there are benefits for new users, and the APP is full of big-name clothing, the pictures posted by every user are beautiful. If you wear these clothes on yourself, you will also become beautiful. Users will inevitably want to experience them. Doesn’t this once again encourage users to use the app?

2. Be polite when inviting

If a user invites his or her friends to register, both of them can receive a cash bonus of 50 yuan. The Yiersan APP stimulates users to invite their friends by distributing invitation rewards, thus attracting new users to the APP.

Moreover, since all my friends are using shared clothing, I wonder if I can try it too. The invitation mechanism between users once again helps users overcome the obstacles in their minds.

As for why invitation-gift activities can help APP attract new users , interested operators can check out the article "An inconspicuous activity can achieve viral user growth" written by Activity Box before.

Summarize

iFlytek's voice technology was popular for a while last year, but few people mention it now. This is because the act of speaking into a mobile phone in front of a lot of people to complete information input will more or less make people feel that it is an insurmountable obstacle. Whether the shared clothing business can succeed still needs time to test. But the most important thing is that to operate shared clothing well, we must help users overcome the obstacles in their minds.