current position：Home>A large number of "trend" apps appear, and the Internet industry sticks to the word "tide"
A large number of "trend" apps appear, and the Internet industry sticks to the word "tide"
recently , Alibaba Once again, it's on the bar “ Trend ” Two words .
Following the trend launched last month, e-commerce 、 Launch a model focusing on young communities “ Great ”APP after , Taobao recently launched “ Wu Yan ”APP, Combine fashion with home once again , And positioned as “ One stop fashion home platform ”, It can provide users with design from the whole house 、 Custom service 、 Purchase of household goods , And the one-stop all inclusive service of delivering and loading to the door .
According to our actual experience ,“ Wu Yan ” The layout is similar to IKEA APP, A living room is provided 、 Bedroom 、 The restaurant 、 Study 、 The porch 、 Children's room and other scene subjects , There are corresponding household products in each theme . according to the understanding of ,“ Wu Yan ” As a direct selected household brand under Alibaba , At present, there are also offline home experience halls , Users can go to the store to understand the physical goods .
in fact , Launched in Ali “ Wu Yan ” front , Already launched For the home decoration industry under the wiring “ Every flat, every house ”, As well as providing housing sales and leasing business “ Tmall house ”. meanwhile , Taobao's tmall decoration localization project was launched last year , And carry out linkage with several offline head merchants “ Reliable decoration Festival ” Activities .
And home furnishing and home decoration as a sub category in the field of e-commerce , In recent years, it has also attracted the attention of many Internet enterprises . Before that, the byte beat was as early as 2018 In, it launched the home decoration service platform “ Live in a small group ”, JD.COM In the past year, it also took 12 Billion yuan strategic investment in customized furniture enterprises Shangpin house accessories .
It's not hard to find out ,“ Wu Yan ”APP On line , On the one hand, it is undoubtedly to better tap the subdivided categories of e-commerce , On the other hand, it is also an important part of this ecology .
From these two models recently launched by Ali “ Trend ”APP The path is not difficult to find , Basic and “ Trend ” The two words are inseparable , But are the goods sold there really so different from those in Taobao ？
Perhaps this can be regarded as the myth of the Internet industry , This front-line store publicity “ Baroque style ”、“ Mediterranean style ” Wait for the wind , Online as long as “ tide ” Just put it on the side . In the e-commerce platform, no matter what goods , Just add “ National tide ”、“ Tide play ” Two words are like “ gold-plated ” commonly , But a cold kettle 、 tissue , Even for bathroom products “ tide ” To describe , Don't you feel too hard ？
It seems that at any time ,“ Trend ” Always one of the best propaganda terms . Now there are many APP Doing this , For example, jd.com has tested the trend attitude sharing platform on wechat “ Mustard ”、 A lot of spelling Once online trend community “ Multi tide ”、 The trend of social networking launched by microblog in the same city APP Hobby, And the trend e-commerce launched last year APP“ Tiktok box ”. In these self styled trend e-commerce 、 Trendy social 、 Of the trendy community APP After continuous emergence ,“ Home trend ” Not surprisingly .
With “ Trendy goods ”、 With the exchange of trendy products “ Trendy community ”, And there's a way to integrate the two “ Trendy e-commerce ”, Naturally, there are also around “ Trendy people ” Our program appears . Prior to 2020 year , Aiyouteng has launched trendy variety shows , for example 《 Trend partners 》、《720 Trend Manager 》 And so on all take the trend as the incision , To show the so-called “ Trend culture ”, And development “ Chaopin IP”. But in the endless “ Trend ”APP and “ National tide ” In the face of commodity trends , Have you ever asked whether consumers have aesthetic fatigue ？
that , consumption “ Trend ” Users of , What are you buying ？ Initially, I positioned myself as a member of the trendy online shopping community “ Get something ”APP（ It was originally called “ poison ”, Hatched by a tiger ） It was previously revealed that , The main trend of contemporary consumption is 95 After Z Age crowd 、 Proportion is as high as 85%. And according to Sina 《 Contemporary youth trend consumption questionnaire 》（ Hereinafter referred to as “ questionnaire ”） Show , Fashion categories that have attracted much attention from consumers include clothing 、 Gym shoes 、 Luggage and bags 、 Beauty makeup 、 Jewelry 、 Hand run tide play, etc . Besides , Take Li Ning 、 Anta 、 National products represented by cultural and creative works of the Forbidden City , It did set off a wave “ National tide ” wind .
At the same time in this “ questionnaire ” Pointed out in , Social media and trends App It has become a source of information for contemporary young people , This has further affected the consumption trend of young people . So many platforms are competing with “ Trend ” Put it on the side , Perhaps it is to provide a for these users A letter Access to information , And then combined with their own business .
However, in the track of trendy e-commerce and grass planting community , Now dewu and xiaohongshu haven't come out of a broad road . Although the former has expanded from sneakers to more categories , But it is still limited by the frequent exposure of “ Sale of counterfeit goods ”, And it's hard to call it a broken circle ; It was founded on 2013 The little red book of , As a content community for sharing lifestyle , Its 80% Our revenue also comes from advertising , It is also on the road of e-commerce “ Struggle ”.
Although based on the trend , To attract young users is understandable , But it's just like the get things and little red books that currently lead the fashion of this kind of users , We still have to face the problem of survival, just like the pressure of liquidation , Today, the e-commerce platform plunged into the tide 、 Social networking platform , Maybe it's all “ Old wine in new bottles ”, In essence, they are using “ Trend ” It's just a gimmick to attract young users . Although there is no data to show , add “ tide ” How much premium can there be for the goods with Chinese characters 、 How much benefit does it bring to the platform , But it is obviously qualified as a marketing word that has failed in a hundred attempts .
However , What exactly is the trend ？ In the fashion industry , The trend may come from the major fashion weeks and Gaoding in the latest season . But the current trend seems to be no longer “ tide ”, But constantly changing 、 Flowing fashion elements , Plus all kinds of hype on the Internet , Boost the current “ Trends ”.
And the so-called trend APP Maybe it's just another expression of homogenization , Use it in things like home 、 There are even some nonsense in snacks and other goods , But these seem to be related to what the trend once contained “ rebel ” and “ Individualization ” On the contrary .
Interestingly , The fire in recent years “ Hong Kong Style ”、“ Zhaohefeng ”、“Y2K” Wait for the retro boom , After decades of precipitation, these pronouns of fashion elements in those years , It has unique characteristics of that era . such as Y2K Originally refers to the Millennium Bug virus problem in the program , From the visual presentation, it is plastic 、 leather 、 Metal , And black 、 silvery 、 Digital neon and other modern colors , But now it has become a style that some people pursue individuality . And Hong Kong wind is mainly “ Bright and flamboyant ”,“ Big waves ” Other characteristics , What it carries is the specific culture that once flourished , And the cultural symbolic meaning behind these upsurge , Maybe that's why it turns red again .
But like now “ National tide ” The goods have cooled down ,“ Trend ” How far can this more vague concept go ？ What will be the next hot word on the Internet .
This article is from WeChat official account. “ Sanyi life ”（ID：IT-3eLife）, author ： Three easy bacteria ,36 Krypton authorized release .
author[36kr],Please bring the original link to reprint, thank you.
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