Image source: Oriental IC editor/Liu Minjuan editor/Producer of Liu Minjuan/Yang Hui Recently, an independent e-commerce APP launched by Oriental Selection has caused heated discussions from all walks of life, allowing Oriental Selection to gain another huge amount of money in ad

Picture source: Oriental ICh

edited/Liu Minjuan

edited/Liu Minjuan

producer/Yang Hui

1 A few days ago, an independent e-commerce APP launched by Oriental Selection has sparked heated discussions from all walks of life, allowing Oriental Selection to gain another harvest in addition to live streaming and selling goods. A huge wave of attention. The name of the APP

is "Oriental Selection". It is officially introduced as "High Product Selection Platform under New Oriental ", and is currently on the shelves on major application platforms. The reporter noticed that as of press time, the number of downloads and installations of the "Oriental Selection" APP in the Huawei application store has been 160,000 times.

Regarding the launch of the "Oriental Selection" APP, the industry generally believes that Oriental Selection has become popular in Douyin with bilingual live broadcasts, and is almost deeply bound to Douyin. This time, the self-built e-commerce platform is to try out the waters of private domain e-commerce. Mode, get rid of dependence on TikTok.

reporters found that the page color and function design of the "Oriental Selection" APP is relatively simple. Currently, its SKU is limited, with about 400, of which there are only about 20 SKUs for self-operated products, which is the main product of the platform. At present, the platform only supports users to purchase products online and has not yet been connected to live broadcast and other functions. The color matching and design of

page is simple and clear. The home page attracts traffic to its own mini program

. After the reporter opened the "Oriental Selection" APP, he saw that the open-screen page showed Slogan "a dazzling variety of delicious life". The page is matched with white background with black and yellow colors. The overall style of Chinese characters is simple and bright.

(the picture above is the open screen page) After

enters the APP, no pop-up windows or scrolling advertisements are available for both the first-level page and the second-level page, and the overall design is simple and clear.

From the perspective of functional design, the menu bar at the bottom of the homepage of the platform has four functional entrances: "Select", "Classification", "Shopping Cart" and "My Order". Among them, "Select" (similar to "Homepage") is the page that is displayed by default after opening the APP.

On the "Select" page, the banner image at the top has an entrance to "Oriental Selection Fan Group". After clicking on this entry, a QR code will be displayed. After scanning the QR code with WeChat, the reporter found that this was actually the WeChat account of Oriental Preferred Enterprise "Xiaozhen".

According to the reporter's experience, after successfully adding "Xiaozhen", it will push the official WeChat mall (i.e. "Oriental Selection Member" WeChat applet) link to the user, and guide the user to "Oriental Selection" by issuing coupons Membership” Place an order in WeChat applet to purchase. This move is regarded as an act of Oriental Selection to create a private domain e-commerce model.

reporter found that the "Oriental Selection" APP almost replicates the interface of the "Oriental Selection Member" WeChat mini program. The only difference between the two is that there is a slight difference in the naming of the bottom menu bar. The four major entrances of "Select", "Classification", "Shopping Cart" and "My Order" at the bottom of the "Oriental Selection" APP are corresponding to "Home", "All Products", "Shopping" at the bottom of the WeChat mini-program interface of "Oriental Selection Members", "Homepage", "All Products", "Shopping" at the bottom of the "Oriental Selection Members" WeChat mini-program interface car and "mine".

(the picture on the left is the APP interface, and the picture on the right is the WeChat mini program interface)

mainly promotes self-operated products on the platform, and there are only about 20 self-operated SKUs. The reporter noticed that there is also a "home page" below the banner image of the "Select" page. Limited-time activities, "selected self-operated" and "hot search list". Among them, "Home Page" is the default first-level page after the APP is opened, and the other three navigation bars can all jump to the corresponding second-level page.

Specifically, "limited-time activities" are mainly used to showcase the limited-time group buying or discount activities launched by the platform. There are only 1-2 products participating in the event recently. As the name suggests, "Selected Self-operated" means that it is used to present the self-operated products of the platform. The currently listed self-operated SKUs are about 20.

(the picture on the left is the "Limited Time Activities" page, and the picture on the right is the "Selected Self-operated" page)

's "Hot Search List" mainly provides more than 20 products that are popular on the platform, but the platform has not announced these products. Search volume or sales volume; if it slides to the bottom of the page, you will find that it has three lists: "Sales List", "Popularity List" and "New Product List". Each list temporarily has information about three products.

reporters found that the above three secondary pages have added a search box at the top to lay the foundation for subsequent content additions in advance.

From the page design, "limited-time activities" and "selected and self-operated" are relatively simple, and only provide users with relevant product information in the form of pictures and text + prices. Users need to slide up and down the screen to browse different content; "Hot Searches" The page design of the List" is relatively complicated. It sets several keywords below the search box for users to search and search.

No matter which page you are on, as long as the user clicks on the information of a certain product page, the page will jump to the product details page. The user can browse the detailed information of the product on this page and complete the operation of placing an order and purchasing.

products cover 11 categories, and the live broadcast function has not been connected to

As mentioned above, the "Classification" channel of the "Oriental Selection" APP is equivalent to "all products" in the mini program interface, and is mainly used to display the product categories of the platform. division. In addition to self-operated products, Oriental Selection subdivides the products on the platform into 11 categories, covering 8 food categories such as fresh fruits and vegetables, seafood, meat, poultry and eggs, as well as beauty, skin care, books, entertainment and home furnishings. 3 non-food categories for daily use.

Among them, there are currently about 20 SKUs for self-operated products, which is basically the same as the aforementioned "selected and self-operated" quantity, and the price is basically the same as the company stores of Oriental Select on Douyin. The other product categories cover at least 4 SKUs and at most hundreds, and the platform has accumulated more than 400 SKUs.

can be seen. Judging from the classification method of products, the "Oriental Selection" APP is quite similar to traditional shelf-style e-commerce, but its main categories focus on food, and it is about to do "Chinese high-quality agriculture and other products" to do "China's high-quality agriculture and other products." The positioning of the business platform is consistent.

During the order payment process, the reporter found that the platform can currently support three methods: Alipay , WeChat payment, and bank card payment, and the delivery address can be directly synchronized with the built-in address of Youzan Mall Mini Program.

At present, the "Oriental Selection" APP only supports users to purchase products online, and has not yet accessed live broadcast and other functions. Compared with comprehensive e-commerce platforms such as Taobao , JD , the overall function is relatively single.

In fact, before launching the "Oriental Selection" APP, Oriental Selection had already made multiple channels on platforms such as WeChat and comprehensive e-commerce, such as launching WeChat mini-programs, entering Tmall , etc. Now that it launches its independent e-commerce APP, it will undoubtedly provide a more stable channel for it to develop its own products.