Previous article: In life, the things we come into contact with the most are commodities, and each commodity has its own classification. Over the years, we have developed an effective and widely used system based on how goods are classified. What are the categories of products on the market? There is actually a strategy here.
After sorting out the original text and adding comments, everyone mainly pays attention to the following points:
1. This article is actually a bit biased towards Y, but in fact I do not agree that Y is necessarily better than X;
2. I suggest that everyone understands that there are two classification methods: Noun expressions, especially demand expressions, increase "influence"'';
It is enough to understand the above.
Finally, I would like to add why Y is not necessarily better than X. It depends on the product and scenario to think about it separately. For example, product libraries, encyclopedias, etc. need to use Although Y is understood to be relatively popular and personalized, it often represents differentiation and subjective judgment, and can only focus on a certain group of people or filter it into a certain issue. X is more comprehensive and systematic and objective, while Y is more humane and subjective. The two should be analyzed based on the product and user usage scenarios. I think a product should be based on the actual needs of users. It is best to put X and Y in the product at the same time, so as to complement each other and catch the cat.
After understanding the X and Y categories, we will continue to think about what kind of classification can improve user conversion.
Text
1. Books
2. Movies
3. Music
This classification method is of course It is simple and clear. When you need a product, you can search according to the picture and you will definitely find the product you need. To keep up with the fashion, I call it the X-type classification method. (Traditional classification, based on objective attributes of goods)
So can you think of a better classification method?
The following is a new way of thinking. I believe you must have seen this classification method.
1. Books
2. Movies
3. Music
This classification method is different from the traditional X-type classification method. I call it tag taxonomy.
For comparison purposes, this article calls it the Y-type classification method. (Based on user needs, scenarios, purpose and wishes, etc.)
Do you see the difference between the two? If you are a user, which product classification method is more attractive to you?
The difference between X-type classification and Y-type classification
Through the above cases, I believe you already have a certain understanding of the difference between X-type and Y-type classification. In order to explain the problem, it is necessary to define the X-type classification method and the Y-type classification method.
It faces the mass market and represents a common mass taste and mainstream culture. It is characterized by stability. Once it is determined to remain unchanged forever, almost every commodity can be classified under these categories.
Y-type classification method: A method that focuses on user needs and classifies based on user labels (mentality or preferences).
It faces a segmented (niche) market (vertical products + content), represents a kind of personalized taste, and includes subcultures. It is characterized by instability and changes with market and user needs. Continuously evolve with changes. (References from hot spots and changes in scenes need to be replaced)
The most common classification method we see in life is the X-type classification method. You may have adapted to the X-type classification method and feel that it is not bad. That is Because you haven't seen a better taxonomy.
The Y-type taxonomy is exactly this method. In fact, this classification method has begun to play its role in many brands.
X-type and Y-type classification of stores
Let’s take two very common products, clothes and home furnishings. The picture below is the classification of JD.com’s clothing and home furnishings.
JD.com’s classification obviously belongs to the X-type classification. Then let’s take a look at Taobao’s classification of these two products in the figure below.
Obviously, this new classification method of Taobao belongs to the Y-type classification method.
Still the above question, if you are a user, which product classification method is more attractive to you? You should already have the answer in your mind, right? (This article is actually a bit biased towards Y, but in fact I don’t agree that Y is necessarily better than X. If most of the user groups are not “fashionable”, the classification of The product page is not suitable for this classification. In addition, some multi-attribute products can be classified as Y1 or Y2 tags, which will also cause confusion. My personal preference is for niche vertical and differentiated products, especially from users. For "shopping guide and marketing" scenarios, you can use Y. The definition of Y is not random. I will continue to share these definitions later.)
(I recommend that everyone understands that there are two classification methods: X and Y. , what are the characteristics of each)
In addition to e-commerce websites, the Y-type classification method has also begun to be gradually accepted and applied in physical shopping malls. This is the so-called concept of business format and theme space. (Everyone thinks about themed restaurants and some menus. I will find a few to add later. I would also like to mention an idea here: every industry will go through a "cycle", that is, for example, physical stores were hit by e-commerce and fell into a downturn. Then the management + technical means that also use Internet thinking will usher in a period of growth, and this cycle is true for many industries. You can think about whether this is the case)
Chaoyang Joy City is currently on the 6th floor. The innovative lifestyle theme space "Yuejie" created is this kind of exploration.
"Yuejie" integrates creative retail, home life, gourmet restaurants, music cafes, art salons, and beauty salons. The retail, catering and experience formats are based on "2:5:3" The area ratio is presented, and a multi-dimensional three-dimensional living space is constructed in the integration of cross-border business formats.
Li Rui of Chaoyang Joy City said when talking about this issue: "We used to have one layer of men's clothing, one layer of women's clothing, and one layer of sports, but now we require mixed clothing.
Today we must have someone’s main line to re-combine things, so that we can truly meet the potential needs of today’s consumers. This is our time. You can take a look when you have time. Every space created in Chaoyang Joy City, What I want to do is not to attract investment or carry out engineering renovation, but to publish a brochure about the values ??of this space.”
(I have never been there. , but I feel a bit like a "user space that meets multiple needs". The services provided by these spaces are continuously layered)
(X-type classification store)
( Y-type classification stores)
The above are just two examples I gave. In fact, many brands have noticed this problem and have begun to gradually implement this classification method, and many new brands have borrowed This established its own business model and achieved a certain degree of success.
Small brands that use Y-type classification to achieve counterattack (case)
1. Books: Catch more fish, Tsutaya Bookstore
(Actually there are many more , such as travel warehouses, where to go on weekends, etc.)
Duozhaoyu is a second-hand book buying and selling platform. Books are sold at low discounts on e-commerce platforms, and there are also websites such as Kongfuzi Used Books. In the presence of predators, Duozhaoyu has maintained continued growth and user activity. I think this is inseparable from its adoption of a Y-type classification strategy for book classification. (This is a good typical case, strategy-product-growth, and can also be used as a "talking point" for requirements and interviews)
The first time I learned about DuoZhaoyu was when I heard the founder Wei Ying speak in a small According to the introduction at the salon, when I opened this small program (it doesn’t have an APP yet), the first thing that attracted me was the classification of books. It does not have the traditional classification method of books, but only one classification, which is the Y-type classification (the latest The version also adds traditional classification), which uses a book list to allow people to find their own labels. Its success so far is inseparable from the adoption of this taxonomy.
As a second-hand book trading platform, if it becomes a second-hand department store in the future and adopts the same Y-type classification, it will definitely still be attractive.
In addition to catching more fish, another heavyweight physical bookstore that adopts the Y-type classification method is the famous Tsutaya Bookstore in Japan.
Masuda Muneaki changed the traditional library classification method according to publishers and authors, and instead changed it to 22 categories that are more in line with practical life.
Masuda Muneaki said in the book, "If it is a cooking area, it can be 'collecting books on the history and practice of the origin of medicine and food'; if it is a tourism area, it can be 'introduction from an artistic perspective' "Magic City Prague", and then collect books and magazines according to these themes" (idea)
To give just one crazy example, in the Tsutaya Bookstore in Ikebukuro, there are "ghost beasts" in the BL genre alone. "Gong", "arrogant gong", "unparalleled gong", "black-bellied gong" and "yandere gong". The heavy flavors also include pain, erotic, training and toy, all types are covered in one go.
2. Movie: TV Cat, what to watch tonight
In the early days of smart TV, video software was fiercely strangled. At that time, I installed a software called TV Cat (now renamed Cloud The biggest surprise for me about the Audiovisual (MoreTV) application is its movie classification, which also uses the Y-type classification method for movie classification.
A few years ago, a small application called "What to Watch Tonight" (later acquired by Baidu) became very popular on Weibo. It mainly focused on movie recommendations. The reason for its success was the Y-type classification method and the personal-oriented Personalized movie recommendations are a way to abandon traditional movie classification.
(Based on 'Y tag', used for recommendations. I think this is a recommendation that belongs to the "operational" tag, a recommendation based on tags. Because this has many influencing factors, such as hot spots and timeliness , crowd bundling, so it is generally used as an auxiliary recommendation, or a recommendation based on operational tags that favors certain activities and scene hot spots)
3. Music: NetEase Cloud Music
It goes without saying that NetEase Cloud Music’s Y-type classification is probably experienced by everyone. This is one of its biggest differences compared to other music software.
NetEase Cloud Music can seize the market from the giant crocodiles, and the Y-type playlists are indispensable. The first time I used NetEase Cloud Music, it was entirely because of its playlist function. Give me value.
(The playlist is created by users or big Vs, and the rules created are formulated and reviewed in the early stage of operation. It is community-oriented and operation is very important)
4. Cars: Car Encyclopedia
In the field of bulk commodities - automobiles, this classification has always existed. When many consumers buy a car, they do not necessarily look at the function and performance of the car, but the label attributes of the car. ——That is, whether the attitude it represents is consistent with one's own mentality.
Below is the car homepage classification I intercepted from Autohome. It is obvious that it uses the X-type classification method.
The following is the classification method of a car mini program in WeChat. It is obvious that it uses a Y-type classification method.
How Y-type classification was born
The birth of Y-type classification is actually a classification method born under the background of consumption upgrading in the mobile Internet era. It is achieved on the following three variations.
Looking for goods - visiting stores: In an era when goods are scarce, people purchase goods driven by demand. They look for what they need directly by category. This is also the reason why the X-type classification was born. In the context of consumption upgrading, faced with an increasingly abundant range of commodities, people’s worry is not knowing what to buy. The user's logic for purchasing products has changed from searching to shopping. When he is browsing boredly on his mobile phone, if he sees a product that matches his label, he may buy it directly.
I believe that many people who visit Taobao are not there for buying, but for shopping. They may place orders for certain products while shopping. At this time, the Y-type classification method comes into play. If one of his categories matches the user's label or mentality, it will prompt him to place an order.
Just imagine, if a user opens Taobao with the mentality of visiting a store, the homepage is directly a first-level category, and the user can only proceed to the next step by selecting it. Category, then he will definitely click according to his needs.
People look for information (products) - information (products) look for people: In today’s fragmented world, information and products are extremely abundant and even flooding. The way people obtain information and products is by people looking for information (products) It becomes information (product) looking for people. In this case, whoever can attract users with what kind of information or products will win the first step.
(Y-type taxonomy must have advantages in this aspect)
Product-centered - user-centered: In the final analysis, X-type taxonomy is product-centered classification thinking. This classification is completely It is to solve the needs of product suppliers to manage products, and the Y-type classification rule is user-centered classification thinking. This classification thinking is a classification based on user labels or mentality, and is also to solve the ultimate needs of users - psychology. need.
The consumption upgrade era of the mobile Internet is a transformation from product-centered to consumer-centered, and it is also a change in consumer demand from the era of mass commodities to the era of personalized commodities, and the Y-type business classification Method - that is, label classification method, a commodity classification method that formally meets the needs of this era.
If you still don’t know how to classify products in the end: Go check out Douban Douban. As the originator of Y-type classification, I believe it will give you a reference.