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“眼球”商品是指通过本身独特性吸引眼球,并通过大量的关注评论聚合吸引力引爆销售的金牛商品。对于大B2C来说,“眼球”商品除了可以增加销售额外,亦可以制造长尾;对于小B2C就更有意思,通过“眼球”商品来吸引更多的流量并形成口碑传播推广网站。

“眼球”商品有几个注意点:1.通常太标准的商品,形成不了“眼球”,比如数码;2.一旦有了“眼球”的趋势,要不断进行人为推动。举两个例子:

 

AMAZON的“三狼啸月”:一件普通的印着三匹狼和一个月亮的T恤,在出现了第一条搞笑的评论后,吸引了无数无厘头评论。到现在总共1118条评论(其中887个好评),并成为AMAZON服装销售TOP 1,AMAZON给予了重点推荐,形成良性循环,无数的人来看,来买,来评。这些都源于那第一条BT评论:

http://www.amazon.com/The-Mountain-Three-Wolf-T-Shirt/dp/B000NZW3KC/ref=sr_1_1?ie=UTF8&s=apparel&qid=1245522282&sr=8-1

 

京东的蚂蚁工坊:很简单的一款蚂蚁生态容器,历时一年多的热评,超过220条的咨询评论,客户和客服的“斗智斗勇”爆笑问答。这里面可以看出京东有意通过搞笑回复来吸引客户来提出刁钻问题“挑战”客服,百度一下“蚂蚁工坊 京东”,在成百上千的网站论坛博客上都有形成讨论话题。

http://www.360buy.com/product/125453.html


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