????RNKD的存在目的多少有點(diǎn)相似——根據(jù)信息分享,，是消費(fèi)者與公司實(shí)現(xiàn)配對(duì),。該網(wǎng)站由鞋類銷售網(wǎng)站Zappos創(chuàng)始人尼克?斯威姆打造，希望吸引用戶上傳其服飾的照片,，并配以詳細(xì)信息,。如此，用戶們可以憑借其品牌忠誠(chéng)度獲得類似于地理定位網(wǎng)站Foursquare的“徽章”,，比如“最佳球鞋收藏者”或“耐克（Nike）第三大擁躉”之類,。“如果用戶分享現(xiàn)在已有的服飾,，它們能極佳地表明他們喜歡什么類型,。”斯威姆表示,，2006年他離開了Zappos,，但并未脫離服裝業(yè)務(wù)，而是打造了Dethrone服裝品牌,。他認(rèn)為,，RNKD對(duì)服飾消費(fèi)者和銷售者同樣具有吸引力,，因?yàn)樗Ｍ椘放茣?huì)提供一些特別優(yōu)惠，給予忠誠(chéng)消費(fèi)者,；而對(duì)服飾企業(yè)自身來說,，該網(wǎng)站提供的學(xué)習(xí)機(jī)會(huì)也很有價(jià)值。例如,，J.Crew公司可以發(fā)現(xiàn),，其顧客群體中受歡迎度排行第二的到底是什么品牌。
????他也認(rèn)識(shí)到風(fēng)險(xiǎn)所在,?！拔覀兛赡軙?huì)發(fā)現(xiàn)，沒人愿意分享他們衣櫥里的內(nèi)容,，”他說,。“但我認(rèn)為他們將來會(huì)的,?！碑?dāng)然，有些時(shí)尚前衛(wèi)的消費(fèi)者本來就喜歡分享衣櫥里的各種服飾,，他們肯定不會(huì)有什么顧慮,。喬治城大學(xué)（Georgetown University）大四學(xué)生卡莉?黑特靈格爾開有一個(gè)稱為“大學(xué)富二代”（The College Prepster）的博客。她每天早上都會(huì)發(fā)一張照片,，展示自己當(dāng)天穿的衣服,。據(jù)她透露，籍此竟能每月吸引近15萬獨(dú)立訪客,。她認(rèn)為,，這在當(dāng)今時(shí)尚界沒有什么稀奇的?！叭绻阋粋€(gè)月前問我,，我可能會(huì)告訴你，像RNKD這樣的主意永遠(yuǎn)都不會(huì)成功,?？墒牵@個(gè)行業(yè)時(shí)時(shí)刻刻都在演變不息,。如今人們?cè)趥€(gè)人博客中分享一張照片后,，可能五分鐘之內(nèi)就會(huì)突然走紅?！?/p>
????兩家公司存在的問題也不難發(fā)現(xiàn),。就Identified而言，其排名系統(tǒng)肯定會(huì)遭到批評(píng)：某個(gè)公立大學(xué)畢業(yè)并在不那么知名的公司工作過的人士,，往往比金光閃閃的哈佛大學(xué)（Harvard）畢業(yè)生更適合某項(xiàng)工作,。就RNKD而言,，它必須依賴服飾品牌的配合才能生存：如果這些品牌向其最忠誠(chéng)顧客提供的獎(jiǎng)勵(lì)不夠豐厚，分享照片的動(dòng)力就會(huì)化為烏有,。更嚴(yán)重的是,，此前類似的想法都遭遇了滑鐵盧,。曾有一款稱為Blippy的應(yīng)用,，它與用戶的信用卡掛鉤，使其可以分享用戶的購物信息,。它一度吸引了媒體的熱烈關(guān)注,，但最終卻銷聲匿跡。
????兩家公司都還面臨著一個(gè)更大的挑戰(zhàn)：到底有沒有足夠多的人愿意分享從學(xué)業(yè)成績(jī)到平角內(nèi)褲品牌的一切信息,？已經(jīng)與這兩家網(wǎng)站建立合作關(guān)系的企業(yè)顯然希望如此,。如果所謂“過度分享”的觀念進(jìn)一步淡薄，這兩家創(chuàng)業(yè)公司都有機(jī)會(huì)獲得長(zhǎng)足的發(fā)展,。
????譯者：小宇 |
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????RNKD aims for something similar, pairing consumers with corporations based on sharing of information. Created by Zappos founder Nick Swinmurn, RNKD expects users to upload photos of their clothing and tag them with detailed information. By doing so, they can earn Foursquare-like badges for certain allegiances like having the best sneaker collection or being the third-most loyal to Nike (NKE). "If you share what you already own, it's the best indicator of what you like," says Swinmurn, who after leaving Zappos in 2006 stayed in apparel, creating the clothing line Dethrone. His notion is that RNKD could appeal to both buyers and sellers of clothing, because consumers will want the special deals that he hopes brands will offer, and brands will love the learning opportunity. For example, J.Crew (GPS) could find out which brand is second-most popular among its customers.
????He knows the risks. "We could find out that no one will ever share what's in their closet," he says. "But I think they will." Certainly fashion-forward shoppers that already do share their wardrobe will have no qualms. Carly Heitlinger, a Georgetown University senior, runs a blog called The College Prepster that she says gets nearly 150,000 visitors per month. She posts a photo every morning of her outfit and says that's nothing unusual in today's fashion scene: "If you asked me a month ago, I would have told you an idea like [RNKD] never would have worked. But it's an industry evolving on a minute-by-minute basis. Now someone can upload a photo on a personal blog and in five minutes it could be highly popular."
????Each company has foreseeable issues. With Identified, the ranking system is bound to be criticized: someone who went to a state school and worked at a lesser-known company is often a better fit for a job than the sparkling Harvard grad. For RNKD, the onus is on participating brands: if the rewards they offer to their most loyal consumers aren't very good, the impetus to share photos is gone. What's more, similar ideas have failed. Blippy, an app that connected to users' credit cards to share info on their purchases, grabbed headlines only to end up going nowhere.
????Both businesses face a larger challenge: Will enough people be willing to share everything from academic awards to the brand of boxers they wear? The corporations that end up involved with these sites hope so. And if the very concept of over-sharing continues to fade away, both startups could stand to gain a lot. |
