【2012】关于“分类”的一些简单思考

导语

上帝创造世界,将世间万物做了各自各样的分类,大地上的生命可以通过各自特征,梳理对世界结构的认知。

今天我想说的是“分类”,政企有分类,商场的店铺也有分类,商品也有自己的分类。

分类的目的是什么

为什么需要分类?东西多了乱了,就要分类,所以分类就是为了能更好的进行管理。

很多小型的垂直电商平台或者直营品牌,都喜欢直接使用“瀑布流”的商品展示方式,对于“分类”和“筛选”这些功能相对弱化。原因在于他们的体量小,当他们的SKU多起来了,自然而然的,分类功能也会得到一定的优化。

在通用型的平台环境中,我们通常会看到另外一种情况。国内用户比较喜欢用底部导航栏,一般通用型的电商平台,底部导航的ICON都会有一个是“分类”,大平台如淘宝京东这些,因为体积很大,承载的东西很多,“分类”可能只是二级目录的一个小ICON。

类目树的层级

一般来说,类目树分三个层级就够用了。可能有人会问,为什么是三个层级?我个人认为两级或三级都够用了。毕竟,若层级太少,容易导致一个类目底下商品太多,而找不到目标商品;若层级太多,容易导致因为类目太多,因为找错类目而找不到商品。

可能这时候有人会想起“搜索”这个功能,搜索应该归类在推荐管理,而不是在商品分类管理。当然,一个商品,存在类目的层级以及类目的类型的不同,肯定也会对它的曝光度造成影响,这里就不做展开。

在只能设备普及的今天,终端屏幕的特点及尺寸都不一样,上图为例,Mobile端的分类层级展示就和PC端的有区别,所以在设计时,需要考虑各种设备的前端进行展示考虑。例如:手机、电脑、电视、平板……

类目的定义

用生活中的便利店举例,仓库商品的归类摆放与店面商品的货架摆放,位置是有可能不一样的。在货架上,不同的品牌的薯片放在同一个位置,在仓库中,不同品牌的薯片可能也是摆在差不多的位置。在货架上,啤酒和尿片摆在相邻的位置,在仓库中,啤酒可能在饮料区,尿片可能在生活用品区。

我举的这个例子不一定真实就是这样,但想告诉大家的是这个逻辑。作为用户,在电商平台看到的类目,不一定就是操作人员在后台的数据库类目。因为让用户看的类目有可能是经过运营人员的打磨加工。

所以,类目应该分为“前台类目”和“后台类目”。他们可以是一样的,也可以是不一样的。

商品的属性

上文提到“前台类目”,要做到“前台类目”的个性化,就必须要从商品的属性入手。先说说定义:

  • 【属性】就是商品存在的特性;
  • 【属性项】就是商品的品牌、尺寸、颜色、大小、型号等;
  • 【属性值】用品牌举例,手机品牌中的属性值为小米、华为、OPPO、VIVO、诺基亚等。

“后台类目”的分类其实也是商品属性的一种,只是将某个维度系统化,容易寻找。有时候一些特殊定义的分类,比较个性化,就是将不同类目层级的商品混合放在一齐,形成“组”,然后将这“组”分类展示给用户浏览。

一个简单的例子:“掌柜推荐”下可以放8个商品,这8个商品可以是平台商品库中的任意商品,来自不同的分类。站在运营策略的角度,将这些商品推送给用户,达到曝光效果。

个性化属性的一些思路

公共属性

公共属性指的是可以多个类目共用的属性。

用衣服举例,属性项可以是很多的,例如:颜色、品牌、尺寸、性别、类型等,而颜色和性别这类型的属性,都具有公共特性。颜色的红、黄、蓝、绿;性别的男、女、中性。

销售属性

销售属性一般都是规格属性,主要用于SKU/SPU的特殊属性,可以直接影响商品详情页的商品展示管理。通过考虑用户购买的场景,映射出属性归类。

关键属性

关键属性一般是能一眼看出是什么的属性,可以是一个属性,也可以是一群属性的集合体,就如品牌“大疆”,都会想到无人机,设计关键属性的目的也是未了让用户能更好的找到想要的商品。这个与推荐管理也有很大联系,这里不作展开。

属性优化

这块只能靠日积月累,在属性设置一段时间后,会出现大量的长尾属性和属性值,如何去优化这个库,就要看具体的定位和方向,尽可能的将属性进行系统化管理,降低操作人员的复杂度,降低用户的查询成本。

小结

方法论的作用只是归纳总结,实际操作是灵活变通,怎么使用“分类”,我认为定位和方向很重要。

《【2012】关于“分类”的一些简单思考》上有13条评论

  1. Youre so cool! I dont suppose Ive read anything like this before. So good to find any person with some original thoughts on this subject. realy thanks for starting this up. this web site is one thing that’s needed on the web, someone with somewhat originality. helpful job for bringing something new to the internet!

  2. There are some fascinating points in time in this article but I don抰 know if I see all of them middle to heart. There may be some validity however I’ll take maintain opinion till I look into it further. Good article , thanks and we want more! Added to FeedBurner as properly

  3. I used to be very happy to seek out this internet-site.I needed to thanks on your time for this excellent learn!! I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you weblog post.

  4. I was more than happy to search out this internet-site.I wished to thanks to your time for this glorious learn!! I undoubtedly enjoying each little bit of it and I have you bookmarked to check out new stuff you blog post.

  5. I would like to convey my passion for your generosity in support of folks who should have help with in this idea. Your very own commitment to passing the message all-around has been certainly productive and have continually allowed people much like me to arrive at their desired goals. Your new helpful guide means a great deal a person like me and even further to my office colleagues. Best wishes; from all of us.

  6. I wish to express appreciation to this writer just for rescuing me from this type of situation. After scouting throughout the search engines and obtaining things which are not pleasant, I believed my life was over. Being alive without the approaches to the difficulties you have resolved all through the post is a crucial case, and the kind which might have in a negative way affected my career if I hadn’t noticed the blog. Your good training and kindness in playing with every item was valuable. I am not sure what I would have done if I hadn’t come upon such a step like this. I’m able to at this point relish my future. Thanks very much for this reliable and results-oriented guide. I will not be reluctant to recommend your web page to any individual who requires guide about this area.

  7. Hi, I do think this is a great site. I stumbledupon it 😉 I will return yet again since i have bookmarked it.
    Money and freedom is the greatest way to change, may you be rich and continue to
    guide other people.

  8. I wish to show thanks to you just for bailing me out of such a predicament. Just after scouting through the the web and seeing advice that were not powerful, I thought my life was gone. Existing devoid of the strategies to the problems you have fixed by means of your website is a critical case, as well as the ones that could have in a wrong way affected my career if I hadn’t encountered your site. Your main natural talent and kindness in taking care of all areas was useful. I am not sure what I would have done if I hadn’t come across such a subject like this. It’s possible to at this time look forward to my future. Thanks a lot so much for this high quality and result oriented help. I will not hesitate to recommend the sites to any individual who should receive tips on this subject matter.

发表评论