知识带货，知乎挥出利器
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/uMUrZKTKX3XRGYIBOKrLt625BBULC87HntcJKFPCtlgBPbwO5Eicu94JRvlVNs4adMib8dJ25d2z1o4aVtFPXcwg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">它或将<span style="color: black;">作为</span>知乎<span style="color: black;">商场</span>化又一新增长点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文丨齐介仑</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">喧嚣的双</span>11<span style="color: black;"><span style="color: black;">刚才</span>过去，知乎<span style="color: black;">亦</span>在带货<span style="color: black;">行业</span>亮出了成绩单和新动作。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">近期</span>，知乎首次发布了“好物<span style="color: black;">举荐</span>”种草报告。战报<span style="color: black;">表示</span>，今年双</span>11<span style="color: black;"><span style="color: black;">时期</span>，知乎“好物<span style="color: black;">举荐</span>”带货内容阅读量突破</span>8<span style="color: black;">亿。相比</span>618<span style="color: black;">，双</span>11<span style="color: black;">大促<span style="color: black;">时期</span></span>GMV<span style="color: black;">实现翻倍，订单量<span style="color: black;">提高</span>了</span>113%<span style="color: black;">。对比单日数据，</span>11<span style="color: black;">月</span>11<span style="color: black;">日当天“好物<span style="color: black;">举荐</span>”订<span style="color: black;">单量达到</span></span><span style="color: black;">6</span><span style="color: black;">月</span><span style="color: black;">18</span><span style="color: black;">日的</span><span style="color: black;">3.2</span><span style="color: black;">倍</span><span style="color: black;">，</span>GMV<span style="color: black;">实现</span>113%<span style="color: black;">的增长。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/uMUrZKTKX3XRGYIBOKrLt625BBULC87HKz9hL1tQBX1Fgq0hJiawnIjvdkFbwpiaqCZAkibLKNFZbjFPOevk6oW5w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">早些时候，知乎则<span style="color: black;">经过</span>旗下已认证官方账号“知乎好物<span style="color: black;">举荐</span>”在知乎社区内发出<span style="color: black;">通告</span><span style="color: black;">叫作</span>，“好物<span style="color: black;">举荐</span>”功能下，将新增“我的店铺”功能，且即日起正式发起内测。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是知乎“好物<span style="color: black;">举荐</span>”在业务运营层面的一项重要迭代。<span style="color: black;">所说</span>“我的店铺”，<span style="color: black;">亦</span><span style="color: black;">便是</span>知乎用户的专属小店，而这个小店的最大<span style="color: black;">优良</span>在于，用户开通后可上传自有商品并可自主定价。毫<span style="color: black;">没</span>疑问，相较以往佣金收入，它有着更大的利润空间。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">海克财经<span style="color: black;">发掘</span>，该<span style="color: black;">通告</span>的核心内容是<span style="color: black;">这般</span>三条：其一，开通“我的店铺”</span>0<span style="color: black;">收费，用户可免费在知乎平台注册精简版有赞店铺；其二，内测时段内<span style="color: black;">经过</span>“我的店铺”产生的订单，知乎服务费直降，降至只收取实付金额的</span>1%<span style="color: black;">；其三，<span style="color: black;">包括</span>“我的店铺”商品卡片的<span style="color: black;">优秀</span>内容，内测期内可获知乎官方额外流量加持。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够看到，“我的店铺”功能的加入，清晰指向的是知乎在其独特的“知识带货”这个新赛道上对<span style="color: black;">商场</span>闭环的筹谋。在这一点上，它对知乎的<span style="color: black;">道理</span>，与抖音小店、快手小店之于抖音、快手直播带货的<span style="color: black;">道理</span>，事实上并<span style="color: black;">没</span>太大差别。换句话说，它<span style="color: black;">寓意</span>着知乎要在这个方<span style="color: black;">向上进一步发力了。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/uMUrZKTKX3XRGYIBOKrLt625BBULC87Hib6Rqp3Eek8v0SOF2gfsictZLtwScuTOGMnoictqvJAOae0hpWMEmLbyg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">熟练</span>知乎的用户大多<span style="color: black;">晓得</span>，“好物<span style="color: black;">举荐</span>”是一个内嵌于知乎社区的内容种草功能，内测于</span>2019<span style="color: black;">年</span>9<span style="color: black;">月，同年</span>12<span style="color: black;">月正式上线。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“好物<span style="color: black;">举荐</span>”<span style="color: black;">准许</span>创作者基于个人专业背景、从业履历、生活经验等方面已多被认可的知识，在原创内容<span style="color: black;">包含</span>问答环节回复题主的内容里，<span style="color: black;">移植</span>知乎合作平台的<span style="color: black;">关联</span>商品或服务链接，<span style="color: black;">例如</span>来自京东、淘宝、拼多多、美团等平台的链接，以起到答疑及向其他用户分享推介的<span style="color: black;">功效</span>，创作者则可<span style="color: black;">得到</span>后期订单促成后的相应佣金。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“好物<span style="color: black;">举荐</span>”在<span style="color: black;">详细</span>玩法上并非国内互联网<span style="color: black;">机构</span>首创，确切说早前已有多个电商导购平台推出过类似功能，<span style="color: black;">乃至</span>其本身<span style="color: black;">便是</span>此类独立</span>APP<span style="color: black;">，但仔细打量不难<span style="color: black;">发掘</span>，知乎与这些平台存在着<span style="color: black;">基本</span>性差异：这个功能的基本运营<span style="color: black;">规律</span>是知乎社区诞生迄今就<span style="color: black;">始终</span>自带的，它不是<span style="color: black;">没</span>中生有地刻意创新，而是顺其自然地水到渠成，<span style="color: black;">况且</span>即便是以“好物<span style="color: black;">举荐</span>”为其命了名，并逐步加码，<span style="color: black;">亦</span>只是在既有业务<span style="color: black;">基本</span>上所做的深化及加强。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电商直播已逐步进入下半场，单纯凭借简单粗暴低价促销的方式卖卖卖，<span style="color: black;">不仅</span><span style="color: black;">商场</span>模式上很难支持，其在用户审美层面<span style="color: black;">亦</span>注定行之不远，而从品质内容出发形成的连接与互动<span style="color: black;">没</span>疑更有温度和情感，由此基于口碑及信任而<span style="color: black;">创立</span>起的个人及<span style="color: black;">公司</span>品牌，有着<span style="color: black;">长时间</span>而巨大的价值。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接入小店功能后的加强版“好物<span style="color: black;">举荐</span>”，其“知识带货”遵循的正是<span style="color: black;">这般</span>一个底层<span style="color: black;">规律</span>。<span style="color: black;">此刻</span>看，它或将<span style="color: black;">作为</span>知乎<span style="color: black;">商场</span>化又一新增长点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">01</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">“购物前，上知乎”</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户对特定商品或服务的客观需求的存在，是知乎<span style="color: black;">最后</span>决定推出“好物<span style="color: black;">举荐</span>”功能的原动力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不必是重度用户，只要你偶尔逛一逛知乎，<span style="color: black;">那样</span>你就<span style="color: black;">必定</span>对下面<span style="color: black;">这般</span>的帖子不会陌生，<span style="color: black;">况且</span>很可能你<span style="color: black;">亦</span>有着<span style="color: black;">一样</span>的小困惑：“有什么便携<span style="color: black;">表示</span>器<span style="color: black;">举荐</span>？”“预算</span>4000<span style="color: black;">元，有<span style="color: black;">那些</span>笔记本电脑值得<span style="color: black;">举荐</span>？”“有<span style="color: black;">那些</span></span>500<span style="color: black;">元以内实用性强且适合烹饪新手的厨具厨电？”“</span>2<span style="color: black;">周岁宝宝<span style="color: black;">处在</span>语言爆发期，适合宝宝的绘本有<span style="color: black;">那些</span>？”“送女<span style="color: black;">伴侣</span>情人节礼物，</span>1000<span style="color: black;">元<span style="color: black;">上下</span>，小众一点的，有<span style="color: black;">那些</span><span style="color: black;">举荐</span>？”……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些真实的来自知乎社区的高赞高评论帖子，集中反映了当前国内特定人群中颇为共通的一类痛点。它们的设问可能很简单，但提出的问题却很吸睛，受众大多很广，而真正精通于此且能够做出深度<span style="color: black;">可靠</span>回答的人又很稀缺。值得一提的是，这<span style="color: black;">其中</span>的<span style="color: black;">非常多</span><span style="color: black;">优秀</span>问答，虽已历经较长时段，仍颇具备参考价值，<span style="color: black;">况且</span>它们在<span style="color: black;">持续</span>更新及<span style="color: black;">更加多</span>用户参与往复后，<span style="color: black;">常常</span>已形成很大影响力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">自</span>2010<span style="color: black;">年</span>12<span style="color: black;">月以邀请制注册方式上线<span style="color: black;">败兴</span>，从</span>PC<span style="color: black;">互联网到移动互联网，从小众到<span style="color: black;">公众</span>，在走过近</span>10<span style="color: black;">年的深耕探索之路后，如今的知乎，<span style="color: black;">不仅</span>已<span style="color: black;">持有</span>数亿用户，<span style="color: black;">况且</span>在内容层面已沉淀下<span style="color: black;">海量</span><span style="color: black;">优秀</span>问答。这些问答所<span style="color: black;">触及</span>的<span style="color: black;">行业</span>庞杂繁多，涵盖自然科学、哲学宗教、文学艺术、体<span style="color: black;">育健身等五花八门，可谓包罗万象。</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/uMUrZKTKX3XRGYIBOKrLt625BBULC87HVX8ulWh8IIVckLRrVficcrdRukvkKw0UZYlZRs5ib8UB9ia8A8iaMF0wog/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从用户<span style="color: black;">方向</span>看，绝大<span style="color: black;">都数</span>用户在选购某些重要商品或服务前，一旦碰到自己此前接触不多或<span style="color: black;">关联</span><span style="color: black;">行业</span>门槛过高，一时不知该<span style="color: black;">怎样</span>决断时，上网搜索以寻求有公信力的专业大牛给予针对性指点，最好能直接得到答案<span style="color: black;">从而</span>按图索骥，<span style="color: black;">亦</span>便<span style="color: black;">成为了</span>个刚需。而在这一过程中，知乎渐渐<span style="color: black;">作为</span>一个重要<span style="color: black;">途径</span>，<span style="color: black;">由于</span><span style="color: black;">这儿</span><span style="color: black;">特别有</span>可能已有用户提出过类似问题，并且<span style="color: black;">已然</span><span style="color: black;">得到</span>大牛的完美解答。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span><span style="color: black;">针对</span><span style="color: black;">非常多</span><span style="color: black;">青年</span>用户<span style="color: black;">来讲</span>，“购物前，上知乎”<span style="color: black;">已然</span><span style="color: black;">作为</span><span style="color: black;">她们</span>一个心照不宣的生活习惯。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从知乎站内消费决策<span style="color: black;">关联</span>问题的数量以及用户在站内对此类问题的搜索量这两个维度，能够非常直观地看到当前知乎对用户消费决策的直接影响。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">就海克财经<span style="color: black;">认识</span>，<span style="color: black;">日前</span>知乎上购机咨询<span style="color: black;">专题</span>共有</span>4.9<span style="color: black;">万个问题，零食<span style="color: black;">专题</span>共有</span>1.8<span style="color: black;">万个问题，口红<span style="color: black;">专题</span>共有</span>2.5<span style="color: black;">万个问题，<span style="color: black;">况且</span>这些<span style="color: black;">专题</span>和问题的数量仍在<span style="color: black;">连续</span>上涨。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“购物前，上知乎”这一确凿动向对知乎<span style="color: black;">来讲</span>，既<span style="color: black;">寓意</span>着用户粘性及平台价值的<span style="color: black;">提高</span>，<span style="color: black;">同期</span><span style="color: black;">亦</span><span style="color: black;">寓意</span>着责任与挑战。它<span style="color: black;">必须</span>顺应用户需求，<span style="color: black;">供给</span>更加到位的服务，以不辜负用户对知乎平台的信任。<span style="color: black;">这里</span><span style="color: black;">基本</span>上，兼具带货功能的高品质消费决策类内容功能“好物<span style="color: black;">举荐</span>”应运而生。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“好物<span style="color: black;">举荐</span>”在过去一年多的实践中，已被证明是个深具<span style="color: black;">潜能</span>的功能。以彩电选购为例，因用户需求<span style="color: black;">剧烈</span>且对专业人士信任，知乎大</span>V<span style="color: black;">“蓝大仙人”的原创作品《液晶智能电视选购攻略》”<span style="color: black;">截止</span><span style="color: black;">日前</span>已收获超过</span>2.6<span style="color: black;">万个赞同、</span>3200<span style="color: black;">多个评论、</span>314<span style="color: black;">万多次浏览，单篇<span style="color: black;">文案</span>已创造</span>GMV<span style="color: black;">超过</span>4000<span style="color: black;">万元。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">02</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">创作者</span>VS</strong><strong style="color: blue;"><span style="color: black;">带货达人</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">尽管“谢邀，人在美国，刚下飞机”“人均</span>985<span style="color: black;">，年薪百万”等早<span style="color: black;">已经是</span>吐槽某些知乎用户伪装精英范儿的表述，但客观讲，不要说最初相对封闭的邀请注册制时期，<span style="color: black;">李开复、马化腾、徐小平等一众大咖活跃于此</span>，那是实打实的精英氛围，就算早已开放注册、用户已大幅破圈的当下，知乎汇聚各类高端专业人才的问答社区这一基本面<span style="color: black;">亦</span>并未改变，<span style="color: black;">况且</span>在用户群体横向拓展后，这一特质<span style="color: black;">乃至</span>相对有所<span style="color: black;">加强</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/uMUrZKTKX3XRGYIBOKrLt625BBULC87HQOH7l2h33qkkicwQRqcyAChJqYVWxXoyyibtDPiawRUXWUiaXbC3RWicy2A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">应该说，“好物<span style="color: black;">举荐</span>”功能自</span>2019<span style="color: black;">年</span>12<span style="color: black;">月正式上线<span style="color: black;">败兴</span>，之<span style="color: black;">因此</span>能够广受<span style="color: black;">公众</span>用户好评，之<span style="color: black;">因此</span>能够为合作电商平台及知乎自己拉高营收，<span style="color: black;">尤其</span>是能够为接下去的知乎<span style="color: black;">商场</span>化探索奠定继续前行的<span style="color: black;">基本</span>，<span style="color: black;">亦</span>正是<span style="color: black;">由于</span>在这<span style="color: black;">背面</span>，知乎<span style="color: black;">持有</span>商品及服务这个大的<span style="color: black;">行业</span>里各细分行业专业创作者的踊跃贡献。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">围绕“好物<span style="color: black;">举荐</span>”的内容创作及知识带货，知乎已吸引到<span style="color: black;">海量</span><span style="color: black;">区别</span>类型的<span style="color: black;">优秀</span>创作者入驻，<span style="color: black;">她们</span><span style="color: black;">其中</span>有知乎认证的“科技盐究员”，还有各行业非常资深的从业者、对某个<span style="color: black;">行业</span>非常<span style="color: black;">认识</span>的<span style="color: black;">兴趣</span>者、有非常多试用和体验的分享者等。这些创作者生产的专业而严谨的内容，在知乎社区<span style="color: black;">得到</span>了用户的<span style="color: black;">极重</span>认可。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“科技盐究员”，从名<span style="color: black;">叫作</span>看，是对标“科技<span style="color: black;">科研</span>员”的一个诙谐而有网感的命名。知乎首批</span>24<span style="color: black;">名“科技盐究员”名单敲定于</span>2019<span style="color: black;">年</span>12<span style="color: black;">月。这些“科技盐究员”出自邀请制，<span style="color: black;">重点</span>目的是<span style="color: black;">经过</span><span style="color: black;">增多</span><span style="color: black;">这般</span>一种新的认证类型，<span style="color: black;">做为</span>对专业且<span style="color: black;">连续</span>生产<span style="color: black;">优秀</span>内容的用户的认同与激励，<span style="color: black;">期盼</span>这些具备先进创作力的知乎用户<span style="color: black;">作为</span>该<span style="color: black;">行业</span>的“代盐人”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">创<span style="color: black;">作者“珑珑</span></span><span style="color: black;">go</span><span style="color: black;">”<span style="color: black;">便是</span>其中的一位出色<span style="color: black;">表率</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/uMUrZKTKX3XRGYIBOKrLt625BBULC87HkdDj9zU8Z8miazN7np7CTChRRIicNVRvFAscPiaUwG551bSjwfNSTCtNg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">知乎签名为“温柔坚定又好看，但能吃，私信基本不回，咨询请走值乎”的珑珑</span>go<span style="color: black;">，是一位超级美食爱好者及美食行业从业者，据<span style="color: black;">叫作</span>其烘焙入坑已近</span>10<span style="color: black;">年，曾在蓝带学院短期进修过。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">做为</span>一个经常在家烤蛋糕或面包的烘焙少女，珑珑</span>go<span style="color: black;">这些年经手的家用烤箱，已多达二三十个，从</span>300<span style="color: black;">元档的机械式入门级烤箱到</span>6000<span style="color: black;">元档的嵌入式蒸烤一体机都玩过。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">珑珑</span>go<span style="color: black;">还是一位日系厨刀控，据<span style="color: black;">叫作</span><span style="color: black;">日前</span>她<span style="color: black;">保藏</span>菜刀</span>30<span style="color: black;">多把，其中不乏限量版及绝版珍藏品，为此她已共计投入近</span>3<span style="color: black;">万元。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">珑珑</span>go<span style="color: black;">从</span>2017<span style="color: black;">年<span style="color: black;">起始</span>便已在知乎做内容分享，<span style="color: black;">日前</span>她的知乎认证信息正是“科技盐究员”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">珑珑</span>go<span style="color: black;">的个人<span style="color: black;">兴趣</span>、从业背景以及她对内容创作和分享的热爱，是她能够在知乎脱颖而出，收获<span style="color: black;">海量</span>点赞认可，并在“好物<span style="color: black;">举荐</span>”中实现不俗</span>GMV<span style="color: black;">的表现：在《家用烤箱什么牌子好，有<span style="color: black;">那些</span>购买建议？》问题下，珑珑</span>go<span style="color: black;">的回答，创造</span>GMV<span style="color: black;">近</span>400<span style="color: black;">万元；在《有什么性价比高的菜刀<span style="color: black;">举荐</span>？》问题下，珑珑</span>go<span style="color: black;">的回答，创造</span><span style="color: black;">GMV</span><span style="color: black;">近</span><span style="color: black;">150</span><span style="color: black;">万元。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/uMUrZKTKX3XRGYIBOKrLt625BBULC87H4zs6gRg45W4T8SvibKFDUtFR0yRtlCN4W3oTG8Ny8C3dSL10YR02PZw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">创作者“光光是颗小太阳”是一位活跃的护肤答主，推崇科学、理性、<span style="color: black;">规律</span>。阴差阳错走进护肤<span style="color: black;">成份</span>党圈子<span style="color: black;">败兴</span>的这些年，他光是<span style="color: black;">关联</span>专业书籍就<span style="color: black;">已然</span>买了</span>27<span style="color: black;">本，<span style="color: black;">运用</span>过的不带重样的洁面、<span style="color: black;">打扮</span>水、精华、乳霜、防晒等，加起来有</span>530<span style="color: black;">多瓶。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">据<span style="color: black;">叫作</span>，“光光是颗小太阳”所<span style="color: black;">举荐</span>的每一个商品，他都会亲自试用</span>28<span style="color: black;">天后再进行评判，并且他<span style="color: black;">举荐</span>给用户的<span style="color: black;">制品</span>，都会放在同一背景、同一光源下拍照，力求严谨。在《有<span style="color: black;">那些</span>比较好用的男士洗面奶？》问题下，他的</span>GMV<span style="color: black;">达到了</span>100<span style="color: black;">万元。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">03</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">平台<span style="color: black;">功效</span>不可或缺</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户与创作者之间的匹配与互动<span style="color: black;">没</span>不以社区为原点，<span style="color: black;">没</span>论是问答业务还是知识带货，抑或<span style="color: black;">将来</span><span style="color: black;">更加多</span><span style="color: black;">商场</span>化路径的探索，<span style="color: black;">做为</span>它们的根基与土壤，知乎平台的整体把控都至关重要。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span><span style="color: black;">首要</span>便<span style="color: black;">必须</span>谈到知乎的使命。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">知乎的使命<span style="color: black;">始终</span>是，“让<span style="color: black;">每一个</span>人<span style="color: black;">有效</span><span style="color: black;">得到</span>可信赖的解答”。在过去近</span>10<span style="color: black;">年间，知乎基于这一使命，遵循独特的社区机制，以问答这一<span style="color: black;">制品</span>形式，实现了内容生产端和内容消费端的高质量连接，形<span style="color: black;">成为了</span>差异化的粉丝<span style="color: black;">基本</span>及社区文化。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但这还远远不是终点。<span style="color: black;">日前</span>除了在内容层面仍需<span style="color: black;">连续</span>创新深耕之外，知乎<span style="color: black;">商场</span>化拓展看起来还有<span style="color: black;">非常多</span>工作要做。而这<span style="color: black;">其中</span><span style="color: black;">怎样</span>权衡内容与变现之间的关系，<span style="color: black;">怎样</span>在<span style="color: black;">创立</span>一个高品质、广受众内容生态的<span style="color: black;">同期</span>，让用户、创作者、平台三方共赢，还<span style="color: black;">必须</span>做出<span style="color: black;">更加多</span>尝试。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>知乎“知识带货”重要工具的“好物<span style="color: black;">举荐</span>”，这种与知乎内容消费深度契合的场景化带货模式<span style="color: black;">已然</span><span style="color: black;">作为</span>知乎<span style="color: black;">商场</span>化新的增长点，接下去还有更大的想象空间被挖掘。而在这一过程中，离不开平台的培育、扶持以及对乱象的治理。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“好物<span style="color: black;">举荐</span>”契合知乎使命，如前所述，它源出于知乎社区真实的用户需求，<span style="color: black;">同期</span>知乎又有着具备足够知识积淀的创作者可满足这一需求，知乎所着力推动的是更<span style="color: black;">精细</span>更<span style="color: black;">有效</span>地让二者找到彼此，并让创作者在这一过程中<span style="color: black;">得到</span>满意的<span style="color: black;">报答</span>。这与技术<span style="color: black;">相关</span>，又与<span style="color: black;">商场</span>化策略<span style="color: black;">相关</span>，还与社区治理规则<span style="color: black;">相关</span>，每一环都不可或缺。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/uMUrZKTKX3XRGYIBOKrLt625BBULC87Hice4BH8OOdw0EsXvFMb6KWAxt6vyN3lTbjNGgvANvYpzjL6JJ9VayOg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据海克财经<span style="color: black;">认识</span>，为了<span style="color: black;">守护</span>“好物<span style="color: black;">举荐</span>”的良好讨论氛围，知乎在技术、规范、<span style="color: black;">制品</span>功能等方面做了<span style="color: black;">非常多</span>工作。例如，在早前《社区管理规定》的<span style="color: black;">基本</span>上，知乎<span style="color: black;">持续</span>推出了《“好物<span style="color: black;">举荐</span>”规范》《“好物<span style="color: black;">举荐</span>”内容引用转载规范》，<span style="color: black;">同期</span>制定了相应的违规处罚<span style="color: black;">办法</span>。这显然是从内容和带货两方面，规范引导创作者<span style="color: black;">行径</span>。不仅如此，知乎在<span style="color: black;">制品</span>功能上，还设置了“举报”按钮，用户可按下此按钮，对违规<span style="color: black;">行径</span>进行监督。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知乎鼓励创作者<span style="color: black;">经过</span>分享自己的知识、经验、见解等，来<span style="color: black;">帮忙</span>用户进行消费决策，<span style="color: black;">同期</span>严厉打击<span style="color: black;">经过</span>编造专业身份、职业经历、违规作<span style="color: black;">坏处</span>等手段获取用户信任，利用“好物<span style="color: black;">举荐</span>”等方式进行<span style="color: black;">欠妥</span>获益的<span style="color: black;">行径</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">激浊扬清实为一体两面，平台治理违规已祭出雷霆手段。</span>2020<span style="color: black;">年</span>7<span style="color: black;">月底，知乎<span style="color: black;">经过</span>旗下反垃圾反作<span style="color: black;">坏处</span>系统“悟空”<span style="color: black;">发掘</span>了<span style="color: black;">有些</span><span style="color: black;">包括</span>“好物<span style="color: black;">举荐</span>”卡片的内容存在刷赞<span style="color: black;">行径</span>，可见其力图<span style="color: black;">经过</span>伪造社区影响力，谋取不正当<span style="color: black;">揭发</span>。知乎对这</span>2903<span style="color: black;">个<span style="color: black;">关联</span>违规账号做出了永久封禁的严厉惩处。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">已添加小店功能的“好物<span style="color: black;">举荐</span>”正在推动知乎在知识带货赛道上迈出更为坚定的一步。而此次知乎在双</span>11<span style="color: black;"><span style="color: black;">时期</span>取得的优异“种草战绩”，一方面得益于知乎<span style="color: black;">做为</span>综合性内容平台的影响力，另一方面<span style="color: black;">亦</span>进一步验证了“好物<span style="color: black;">举荐</span>”功能不俗的<span style="color: black;">商场</span>潜能。在内容生态与<span style="color: black;">商场</span>基建融合并进的<span style="color: black;">基本</span>上，知乎<span style="color: black;">商场</span>化新增长点凸显。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/uMUrZKTKX3X5uV0dYDWtoSmYDYMFz8kozfNPTObDCEibSzCU8yCK7JH2fRwpH6iaNzDGlObPOehAekN3H4VQd3GA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
回顾历史，我们感慨万千；放眼未来，我们信心百倍。 外贸B2B平台有哪些？ 外贸论坛是我们的，责任是我们的，荣誉是我们的，成就是我们的，辉煌是我们的。 seo常来的论坛，希望我的网站快点收录。 一看到楼主的气势，我就觉得楼主同在社区里灌水。 “板凳”（第三个回帖的人）
页:
[1]