Xianyu product analysis report!

As the leader in second-hand e-commerce, how did Xianyu develop step by step? Users are complaining about transaction security issues, can Xianyu turn the tide? Where should the development of Yutang Community go? This article will provide a comprehensive analysis of Xianyu’s current situation and future development.

In fact, I knew about Xianyu a long time ago, but I really started using it last year when I found a huge number of unused items. I am a serious patient of the "decluttering" method, and my house is full of unused items that I have not thrown away after moving many times. So I tried to post it on Xianyu. Within two or three days, there were many buyers asking for information about the item, and it sold very quickly. For the first time, I felt the joy of clearing out unused items. Not only did it help me solve the long-standing problem of "decluttering", but I also received money. It was truly the best of both worlds. Therefore, for this product analysis, I also decided to choose Xianyu to explore its unique features.

1. Product Function Structure

In the functional structure diagram, the author divides Xianyu into seven modules: e-commerce, community, rental, product recycling and mobile phone consignment, live broadcast, messaging, and personal center, and shows the specific functions of each module in detail.

2. Competitive Product Analysis

2.1 Product Positioning

According to a user survey of second-hand platforms, 98% of people have idle items, and half of these users do not deal with their idle items. As people's consumption capacity increases, they purchase more and more items, and the accumulated idle items continue to increase, so the demand for second-hand transactions continues to increase. Xianyu is one of the idle trading platforms currently leading the market.

Xianyu started out as an individual idle item transaction platform, and has continuously expanded its business scope to include rental, product recycling, and merchant entry modules. Its target group and business scope have been expanding. Its product positioning is to provide a reliable idle item transaction platform with social attributes for individual sellers and merchants with idle items, and buyers with second-hand item purchase needs.

2.2 Identify competing products

Data source: Analysys Qianfan

According to the data provided by Analysys Qianfan, it can be seen that the domestic second-hand trading market is basically occupied by Xianyu and Zhuan Zhuan. The scale of other second-hand trading platforms is far behind Xianyu, so Zhuan Zhuan is selected here as a competitor for comprehensive comparative analysis.

2.3 Business Distribution

The above is the author's summary of the business distribution of Xianyu and Zhuanzhuan. From the table, we can conclude that:

• There is a high degree of business overlap. Xianyu and Zhuan Zhuan are both platforms for second-hand transactions, and their core businesses are transactions of all categories of second-hand goods. While the core business is developing steadily, the two major platforms have been constantly making up for their shortcomings and expanding their business scope, ultimately resulting in a high degree of business overlap.
• There are differences in community business attributes. Xianyu attaches great importance to the community. It has been planning the community since its inception and has been optimizing and iterating it. Currently, the community is developing well and stably. Zhuan Zhuan’s community business started late and is less important than other business segments. It is currently mainly composed of short videos, nearby people and Zhuanba community, but these three segments are too fragmented and the experience is not good. The author believes that if Zhuan Zhuan wants to focus on the social segment business, it needs to consider how to integrate and optimize it.
• There are differences in platform resource advantages. Compared with Xianyu, Zhuan Zhuan has an additional mini-program entrance. According to Zhuan Zhuan’s 2017 report data, the average monthly active users of the “Zhuan Zhuan Official” mini-program have exceeded 3 million. The monthly registered users of Zhuan Zhuan through WeChat have exceeded 30% of the platform’s existing Android users. This is a huge advantage of the Zhuan Zhuan platform. In terms of product categories, Zhuan Zhuan has second-hand cars provided by the 58 Best Platform, with richer categories and sufficient supply. Although Xianyu also has a second-hand car module, there are currently only individual sellers, and the number of second-hand cars posted is very limited.

2.4 Development History

The above is the development history of Xianyu and Zhuanzhuan. The following is an analysis:

• Xianyu : The biggest challenge in second-hand transactions is mutual trust. Xianyu began to develop the community (fish pond) in November 2014, and continued to polish it in subsequent versions. It also aims to enhance the trust between buyers and sellers through community connections, so as to make up for the shortcomings of the difficulty in supervising second-hand platforms. Subsequently, functions such as Sesame Credit score, real-name authentication, and transaction evaluation will be added to continuously improve the credit system, further providing buyers and sellers with more reliable basis for judgment and making transactions more secure. On this basis, Xianyu began to explore more forms of sharing economy business, merged with auction business, reached cooperation with Cainiao Guogou and China Inspection Group Luxury Goods Appraisal Center, launched a rental section, cooperated with companies such as Aihuishou to launch a product recycling function, cooperated with third-party leasing companies to launch a product leasing function, launched the Xianyu Premium Channel (with brand merchants settled in), and celebrities settled in, constantly improving and expanding the scope of the second-hand market. It can be seen that Xianyu has great ambitions and is bound to cover all aspects of the second-hand market business. According to data released by Xianyu, Xianyu’s sales in 2018 exceeded 100 billion yuan, which also confirms the correctness of Xianyu’s market and product positioning.
• Zhuan Zhuan : Although it started three years later than Xianyu, it is unwilling to lag behind and has developed rapidly. From the very beginning, it has focused on the "professional second-hand trading platform" model, vigorously developing quality inspection services, and providing users with product quality assurance and after-sales services. At the same time, it has strong support from 58 platform resources to further consolidate its user base. In 2017, it received an investment of 200 million yuan from Tencent, becoming an industry unicorn and officially becoming one of Tencent's ecological companies. On the occasion of Zhuan Zhuan’s second anniversary, it launched a mini program. Relying on WeChat’s own traffic, the total number of users exceeded 100 million and the transaction volume reached 21.064 billion yuan. After that, it began to continuously expand its business scope, and successively launched platform-guaranteed product recycling modules, financial services - borrowing money, short videos, live broadcasts, free live broadcast identification and other sectors. The business development is very similar to Xianyu, forming a strong competitive relationship. In the future, the competition between Xianyu and Zhuan Zhuan is bound to become more and more fierce.

2.5 Data Performance

2.5.1 Current situation analysis

The above data comes from Analysys Qianfan, and the statistical time is September 2019. From the data, we can see that:

• Xianyu's indicators are all better than Zhuan Zhuan's, with monthly active users being 2.27 times that of Zhuan Zhuan, daily active users being 4.7 times that of Zhuan Zhuan, and average monthly usage days per person being 2.09 times that of Zhuan Zhuan. The difference of two times between the monthly active number multiple and the daily active number multiple just verifies that the same user uses Xianyu twice as many days per month as Zhuan Zhuan, which indirectly verifies that users have better retention on Xianyu. Xianyu’s industry monopoly rate is as high as 59.0%, which reflects the high loyalty of Xianyu users and a large proportion of its user base in the second-hand industry.
• Among the three indicators of average daily launch times per person, average daily usage time per person, and next-month retention rate, the gap between Xianyu and Zhuan Zhuan is not as large as other indicators. Therefore, it can be inferred that the heavy user stickiness of Xianyu and Zhuan Zhuan is good, with Xianyu slightly better.

Judging from the current situation analysis data, Xianyu's performance is far better than Zhuanzhuan. I personally think there are several reasons for this:

• Xianyu is backed by Alibaba, and has rich resource advantages and strong financial chain support. It has the products of giants such as Taobao to attract traffic, is not in a hurry for commercial monetization, and can better polish its products, thereby attracting more users.
• Xianyu attaches great importance to community development and the community is developing well, and social interaction is one of the important factors that enhance user stickiness. If a second-hand trading platform does not have social attributes, it can be considered a simple tool, and as a tool, it will only be opened when I need to use it.
• From the user experience, Xianyu's interface layout and product display are different from existing e-commerce apps. The product release process is simple and does not restrict the filling of many parameters. Zhuan Zhuan maintains the traditional e-commerce interface layout, just like the slogan "a more professional second-hand idle trading platform" says, giving people a serious and professional feeling. The publishing process is rather complicated and requires filling in more parameters. I felt this deeply during the experience. But everything is a double-edged sword, and advantages can easily become disadvantages. Xianyu does not require filling in many parameters when publishing, which is beneficial to sellers, but it can also lead to missing product information, which is not conducive to buyers' screening of items.
• Analysys Qianfan has not compiled data on the Zhuan Zhuan mini program. According to Zhuan Zhuan’s 2017 report data, the average monthly active users of the “Zhuan Zhuan Official” mini program have exceeded 3 million, and the number of monthly registered users of Zhuan Zhuan through WeChat has exceeded 30% of the platform’s existing Android users. This shows that the number of active users on the Zhuan Zhuan mini program is huge.

2.5.2 Trend Analysis

Data source: Analysys Qianfan

From the data we can see that:

• Xianyu has been in a period of slow growth since February 2015, with the number of active users increasing steadily. It started to accelerate its growth in November 2016, and began to significantly widen the gap with Zhuanzhuan in January 2018. After a small peak in December 2018, it began to decline, but accelerated again in February 2019, and is now in a period of rapid growth. During this period, Xianyu has continued to expand its business scope, launch various new functions, and even attracted celebrities to join the platform, which has also played a positive role in promoting user growth. It is expected that the number of users will continue to grow rapidly for some time thereafter. This is both an opportunity and a challenge. How to withstand the rapidly growing user traffic and retain them will be a problem that Xianyu will have to face and think about in the long run.
• The average daily active users of Zhuanzhuan maintained a steady growth from November 2016 to February 2018, and remained basically the same from July 2018 to July 2019. However, from the data of the current situation analysis, it can be seen that Zhuanzhuan’s monthly active users / average daily active users = 8.5 times, so Zhuanzhuan’s average daily active data actually still has huge room for improvement. This is also one of the issues that Zhuanzhuan needs to focus on in the future.

2.6 Competitive Product Summary

Through the comparison of business distribution, development history and data analysis of Xianyu and Zhuanzhuan, the advantages and disadvantages of Xianyu are summarized as follows:

Combining the advantages and disadvantages of Xianyu, we can see that its advantages lie in the support of Alibaba's resources and community attributes, as well as better user experience; its disadvantages lie in the transaction security risks caused by information asymmetry, the lack of competitiveness in the field of 3C digital electronic products, and the strong support of Tencent 58 resources for Zhuan Zhuan.

In the future, the author intends to optimize Xianyu from two aspects: strengthening advantages and reducing disadvantages. On the one hand, we will continue to strengthen the advantages of fish ponds and user experience of segmented functions. On the other hand, we will improve the credit system and reduce the occurrence of transaction security incidents.

3. User Analysis

3.1 User role map

Based on the understanding and analysis of Xianyu’s business, the author divides Xianyu user roles into five categories: buyers, sellers, third-party recycling, third-party leasing, and platform.

3.2 User Profile

4. User Research

4.1 Research Purpose

This user survey mainly focused on transactions, fish ponds and live broadcasts, aiming to explore users' potential needs and provide a basis for function optimization. Therefore, the author found 4 typical users and 1 user who wanted to abandon Xianyu and conducted in-depth user interviews using voice communication.

4.2 Research Questions and Results

4.3 Research Summary

A total of 5 users were surveyed, including 1 student and 4 working people. The following is an analysis of the survey results:

4.3.1 Transaction Security

• The types of items purchased by users in this survey on Xianyu are relatively limited, and the reasons for not purchasing other types of items are basically the same: the quality of the goods is not guaranteed, they are afraid of being cheated, or they cannot accept second-hand goods. In addition, people are also worried about being cheated during the buying and selling process. One user was cheated by the seller, but his complaint was not successful and the small court kept dragging its feet on the case. In the end, the user contacted Taobao customer service to resolve the issue. Dispute resolution has always been a long-standing problem for Xianyu. Once a dispute occurs, it is difficult to supervise individual sellers and buyers, which is also a point of criticism by many users.
• One of the users reported that he had faked positive reviews for his friends, and another user also mentioned that positive reviews were unreliable and that he preferred to check negative reviews to determine whether the seller's products were reliable. However, there is currently no quick way to filter out negative reviews, making it inconvenient to check.

For the first case, since it is difficult to improve the post-dispute handling mechanism, the author intends to start from the perspective of reducing transaction disputes, providing more information to assist users in making transaction decisions, allowing buyers and sellers to conduct sufficient screening before the transaction, thereby reducing the probability of disputes in the later stages of the transaction.

In the latter case, a quick filter label for negative reviews can be provided on the personal homepage to facilitate users to filter freely.

4.3.2 Trading User Experience

• My Favorites is a common complaint among survey users. First, they are unable to quickly retrieve the items in their favorites, and second, they are unable to unfavorite expired items in batches.
• The surveyed users tend to choose products with comprehensive information, but when they post products themselves, they find it troublesome to fill in too much information and are unwilling to do so.
• One user mentioned that the event notification messages were pushed all the time, but he couldn't find the settings entrance. This shows that the settings entrance may be too hidden for users. Another three users expressed the need to search for information.
• The sizes of clothes and shoes are not displayed on the outside. You have to enter the product details to see them. After entering, if you find that the size is not suitable, you have to exit and look for it again, which brings certain inconveniences to users when choosing.

Based on the problems presented by the trading user experience, the following improvements can be made:

• My Favorites can add search and management functions to optimize the user experience.
• A new voice-to-text input function has been added to product releases to increase sellers’ willingness to enter more product information.
• The message notification setting entrance has been adjusted to a more prominent position, and the message search and chat partner note functions have been added to quickly note the characteristics of the chat partner, making it easier for users to make trading decisions.
• When selecting clothing and shoes as the product publishing type, the size limit must be filled in, and the clothing and shoes with the filled-in size must be displayed in all product information.

4.3.3 Fish pond

According to the survey, two out of five users are completely unaware of Yutang, and one user never visits Yutang at all, but only chooses to sync to Yutang when posting products to increase product exposure. Although the remaining two people would visit Yutang, they were not very satisfied with it. One of them felt that the function of Yutang was useless, the posts were not attractive, and there was no desire for interaction. For him, Yutang was just another place to expose the products. The other user also felt that the content of the posts was boring, and expressed the hope that there would be more posts related to products and transaction security.

From this we can see that users are not satisfied with the content of posts in Yutang and the stickiness is not enough, so Yutang needs to consider adding practical content to attract users while serving transactions and better play the role of the community.

In this regard, the author believes that a special area for practical information can be added to the fish pond recommendation page, including anti-fraud discussions, selling strategies and shopping strategies. In this area, users can freely view and share content related to fraud prevention, sales and shopping, and users are supported to comment, like and share with each other. These practical contents can increase user stickiness to a certain extent, improve users' transaction security awareness, and also play a certain role in promoting transactions.

4.3.4 Live Broadcast

Among the users surveyed, relatively few pay attention to live streaming. Only two out of five users know about live streaming, and they all watch it occasionally and have never purchased items in the live streaming room. One of the users said that he did not buy the product because he did not trust the anchor very much and did not know how to select the anchor.

At present, the scale of Xianyu Live is relatively small, the variety of items is not large, and most of the anchors are individual sellers, and the types are too single.

In response to this issue, the author believes that the platform can sign official professional anchors and add an official anchor area as a function. Live broadcast of high-quality digital electronic products for commodity recycling and mobile phone consignment, helping users to select good products and explaining the recycling and consignment processes to users.

This will not only greatly expand the scale of live broadcasts, but also enhance user trust. In addition, it can attract more users to follow the live broadcast, expand the audience watching the live broadcast, and allow individuals to buy and sell digital electronic products in one stop in the live broadcast room. It can also promote the inflow and outflow of commodity resources for recycling and consignment on the platform.

5. Functional optimization

5.1 Optimization plan

According to competitor analysis and user survey results, Xianyu still has room for improvement in transactions, fish ponds and live streaming.

5.1.1 Problems

1. In terms of transaction security, if you are cheated during the transaction, it is difficult to protect your rights later. Many people dare not trade on Xianyu for fear of encountering unscrupulous sellers/buyers. Currently, there is no other dimension except Sesame Credit to assist in screening buyers and sellers.
2. In terms of transaction user experience, the user experience in collection, product release, and messages needs to be strengthened.
3. The content quality of fish pond posts is not high, they are not very practical, they are not very attractive to users, and they do not play the role of the community well.
4. The types of products shown in live broadcasts are limited, and most of the hosts are individual sellers. The overall live broadcast audience is very small, and it lacks appeal to users.

5.1.2 Optimization plan

1. A new reputation module has been added to the personal homepage to record violations, complaints and dispute history, providing more dimensional judgment for user transaction security.
2. The user experience has been further enhanced, with new functions such as collection management, voice-to-text input, and message notes to improve the user experience.
3. Yutang has enhanced the practicality of its content and added a collection of useful information, including three modules: anti-fraud discussion/selling guide/shopping guide, to provide all-round services to Xianyu users, allowing buyers and sellers to see content of interest and actively participate in it. This can increase transaction success rates to a certain extent, effectively enhance users' awareness of transaction security, and reduce the occurrence of transaction disputes.
4. The platform has signed contracts with official professional anchors for the consignment or recycling of digital electronic products. The anchors provide professional services, find quality-assured goods for users in need, and provide a quick entry for consignment/recycling. This can greatly expand the live broadcast audience, attract more users to pay attention to the live broadcast, and also promote the live broadcast transaction volume to a certain extent.

5.1.3 Functional Optimization Mind Map

5.2 Transaction optimization

5.2.1 Added reputation module and negative review screening

As a second-hand trading platform, Xianyu needs to continuously strengthen transaction security and user trust. During the survey, users constantly gave feedback on their concerns in this regard. On the one hand, they feel that Xianyu allows idle items to be put to good use; on the other hand, they are worried about being cheated in transactions on Xianyu. Moreover, once a transaction dispute arises, it takes a long time to defend their rights, and the final result may not be satisfactory.

5.2.1.1 Optimization plan

A reputation tab is added to the personal homepage to record users’ violations, complaints, and dispute failures, providing more judgments for user transaction security, reducing the occurrence of disputes from the transaction entry point, and allowing users to trade with greater confidence.

Most of the users on Xianyu are high-quality ones who are serious about doing business. However, as the user base continues to grow, many low-quality users will mix in. In fact, many fraud incidents are also caused by these low-quality users. Therefore, this function aims to identify low-quality users and provide a basis for judgment for transaction decisions, which can improve transaction security and user trust to a certain extent. The personal homepage evaluation tab has added a quick filter label for negative reviews, providing more dimensional judgment for user transactions.

5.2.1.2 Optimize prototype and annotation

Complaints and violation records can check the time and reason. Dispute records are transactions that enter the small court, and only the losing party needs to show the dispute record. The dispute record includes time, role, reason and result.

A negative review filter tag has been added to personal homepage reviews, allowing users to quickly view the other party’s negative reviews, helping users make trading decisions.

5.2.2 Add search and management functions to favorites

Most of the products sold by individual sellers are single items, which are taken off the shelves once they are sold. So when you check your favorites after a while, you will find that most of the products have been sold or taken off the shelves. Currently, you can only cancel favorites for individual items, which is not user-friendly for users who want to cancel the favorites of a large number of expired items. In addition, it is not convenient to search for a large number of favorite items, and you can only search one by one.

5.2.2.1 Optimization plan

Added the management function of searching and batch canceling expired products to facilitate users to query products and manage favorites.

5.2.2.2 Optimize prototype and annotation

In the non-management state, add all and non-expired product label filtering; add the function of batch canceling the collection of expired products, which includes sold/removed/deleted products; add search to support query of product description information.

5.2.3 Add voice-to-text function to product release

Most of the surveyed users prefer to buy products with complete product information, but when they publish products themselves, they find it troublesome and unwilling to manually fill in more product information. When product information is relatively complete, it can reduce the communication time between the two parties, and therefore also has a certain effect in promoting transaction conversion.

5.2.3.1 Optimization plan

A voice-to-text input method is added to the product information description, allowing users to easily enter more product information without any hassle.

5.2.3.2 Optimize prototype and annotation

When filling in information, you can long press the voice control to convert voice to text input. The default copy adds "Manual filling is too tiring? Try the voice input on the right~" after the original default copy.

5.2.4 When the type is selected as clothing and shoes, the size must be filled in and displayed

When searching for information on clothes, shoes and other products, you often see products that interest you, but after clicking on the details, you find that the size is not suitable for you. Products from individual sellers are not available in all sizes like products from commercial stores. They are generally only available in single pieces, and the product card information currently does not display the size, which brings certain troubles to users' selection.

5.2.4.1 Optimization plan

When posting a product, if the type is selected as clothing or shoes, the size must be filled in, and the product with the size filled in must be displayed in all places where product information is displayed.

5.2.4.2 Optimize prototype and annotation

5.2.5 Added search and note functions to messages, and moved the message setting level up

During the user survey, some users reported that they were troubled by event or official push message notifications, but they could not find the settings entry. In addition, the message page cannot be searched or annotated, which makes message management inconvenient.

5.2.5.1 Optimization plan

Messages have added search and note functions to facilitate the management and query of chat information, quickly note the characteristics of chat objects, identify buyers and sellers who have communicated for subsequent transactions, and help users make trading decisions. The message setting entry level has been moved up to make it easier for users to find it quickly.

5.2.5.2 Optimize prototype and annotation

When the user swipes left on the chat history, a note entry will appear. Click on the note to add a note name for the chat partner. After a user is added with a note name, the note name will be displayed instead of the user's member name or nickname on the product cards on the homepage/same city/search/fish pond, etc.

Search supports searching by chat information and note name.

The message setting entrance has been moved to the right side of the message title bar, and interactive messages, daily bargain hunting and quick-selling guide messages have been integrated into one place for setting.

5.3 New dry goods area in Yutang

During the survey, users generally reported that the quality of posts on Fishpond was not high, not practical, and did not promote transactions much. Therefore, it is necessary to improve the practicality of the content so that the content can help users and be recognized by users.

5.3.1 Optimization plan

Yutang has added a special area for practical information, including three categories: anti-fraud discussions, selling strategies, and shopping strategies. This not only ensures the practicality of the content, but also serves more users.

Sellers can share and review content related to selling strategies to help quickly clear out idle items; buyers can share and review second-hand shopping strategies to facilitate the purchase of practical and good products; at the same time, the content of anti-fraud discussions can also effectively improve users' awareness of transaction security. Therefore, this module can improve user stickiness, transaction completion rate and transaction security.

5.3.2 The optimized prototype and comments are as follows

5.3.2.1 Dry Goods Collection Entrance Added a dry goods collection entrance to the fish pond recommendation page, click to enter the dry goods area

5.3.2.2 Anti-fraud discussion/selling strategies/shopping strategies page

The anti-fraud discussion tab page can be used to view an overview of anti-fraud related content, supports combination filtering of essence/popular/latest + item classification, supports searching by content and title, can post anti-fraud related content, and can directly share and like content.

The selling guide/shopping guide is basically the same as the anti-fraud discussion interface, with the addition of a content title display. Classification is different from anti-fraud discussions. Here we only support filtering by essence, popular and latest.

Click on the content or a blank area on the content card to enter the content details page, where you can comment/reply/like/share/collect the content. If it is content you posted yourself, the Collection button will change to Manage, and you can edit or delete the content by clicking it.

5.3.2.3 Share, publish and edit pages

The picture below is the sharing and publishing page. The editing and publishing are the same, but the previously entered text and pictures are brought out by default for modification. After successfully publishing the content, the system will automatically give you 200 Xianyu coins. When posting anti-fraud discussions, you need to fill in the category of items related to the shared content. When posting sales tips and shopping tips, you need to fill in the title.

5.3.2.4 View comments/comment interactions

On the content details page, click on a comment or click on the comment input box to pop up a comment filling box. On the details page, click View more replies to enter the comment reply page. The comment area and comment reply page on the details page support interactions such as viewing comments and liking comments.

5.3.2.5 Search for content in the collection of useful information

Supports searching by shared content and title.

Search rules:

The number of search words is less than or equal to 2. The search must be exact match. If only one word matches, the search will not be found. For example, if you enter "xianyu", you can only find "xianyu" in the search results.

If the number of search words is greater than 2, the exact match search results will be displayed first, followed by the results of information that continuously matches two or more search words. For example, if you enter "闲鱼骗程序", the content with 6 consecutive words will be displayed first, followed by the results that continuously match 2-5 words in descending time order.

5.3.2.6 Collection of Useful Information - My Collection of Useful Information

Click on the favorite content to jump directly to the content details, and click to go to the anti-fraud discussion/selling guide/shopping guide to enter the corresponding tab page.

The collected useful information can be searched by title and content.

5.3.2.7 Comments, replies and likes on shared content are all available in interactive messages.

Click on comment interaction messages and like messages to enter the content details page, and click on reply interaction messages to enter the comment reply page.

5.3.2.8 My collection of useful information

My - My Community Content - Useful Information Collection Sharing, you can view all the content I shared in the Useful Information Collection, click to enter the content details, and you can re-edit or delete the content.

5.3.2.9 Share the contents of the collection with friends on or off the site

Share to Xianyu messages within the site, QQ, WeChat and QQ space outside the site, and generate Taobao password format.

5.3.2.10 Anti-fraud discussion invitation notification

The system automatically sends invitation notifications to 10 users who have submitted fraud reports every day. Users who have been invited will not be invited again, and the invitation information will be sent in the notification message. Click on the message to go directly to the anti-fraud discussion page.

5.4 Added official anchor area for live broadcast

Judging from the results of competitive product analysis and user surveys, Xianyu’s live streaming is lukewarm, and surveyed users pay little attention to live streaming. The homepage has a large section for live streaming, but there are few types of products, the type of anchors is single (mainly individual sellers), the overall live streaming audience is small, and it lacks appeal to users.

5.4.1 Optimization plan

The platform has signed official professional anchors for the types of digital electronic products that are consigned and recycled, enriching the anchor types. The professional anchors search for quality-assured goods for users, helping users to buy good products without worry; they explain matters related to product recycling and mobile phone consignment, helping users to quickly clear idle items. This can greatly expand the live broadcast audience and attract more users to pay attention to the live broadcast. At the same time, it promotes the sales and supply inflow of electronic digital products recycled on the platform.

In terms of function, the live broadcast section adds an independent category for official anchors to serve the signed official anchor plan. At the same time, the official anchor live broadcasts also appear under the watch live broadcast category, with an official anchor logo added to facilitate user distinction.

5.4.2 Optimize prototype and annotation

Added categories for watching live broadcasts, including all personal or official live broadcasts, and added quick filtering tags for official anchors and personal anchors, which are not required. Official anchors will have official distinguishing marks added.

To help you save time when shopping, the category is dedicated to the official anchor’s live broadcast area, which provides a section to introduce the official anchor’s services, tells users how to interact with the official anchor, and displays information on all anchors who are cooperating with the platform and are currently broadcasting for users to choose from.

The shopping bag in the official anchor’s live broadcast room provides an entrance for product recycling and mobile phone consignment. Click to enter the platform’s product recycling and mobile phone consignment page.

VI. Conclusion

Xianyu started in 2012 and has been working hard with the "golden key" to date. It has achieved very good results and now occupies a dominant position in the second-hand market.

However, there is still a need for continuous exploration in terms of transaction security. How to break the dilemma of transaction security is an urgent problem that all second-hand e-commerce companies need to solve.

On the other hand, Xianyu’s social attributes need to continue to be consolidated and developed. Can Xianyu realize Alibaba’s social dream and become an idle trading community with trillions of traffic? Let’s look forward to it together!

Author: echo

Source: echo