国货严选 / Quality Domestic Products Selection
UI用户体验设计师 · 2025 · 淘宝项目
淘工厂《国货严选》 · 力挺品质国货
一句话概述:把国货严选做成用户「想买品质国货第一个想到的地方」——多维榜单建选品信任、多版本框架统一频道认知、新人红包 + 主题会场 + 直播间多触点承接,沉淀产业带工厂直供 + 出口转内销 + 国货品质的三重心智阵地。
Summary in one sentence: Transform "National Products Select" into the "first place where users think to purchase high-quality domestic products" - build a multi-dimensional ranking list to establish product selection trust, adopt a multi-version framework to unify channel perception, offer new user red envelopes + themed exhibition halls + live streaming rooms for multi-channel reception, and consolidate three key strategic positions: industrial cluster factory direct supply + export-to-internationally-oriented domestic sales + domestic product quality.
背景和问题
淘工厂国货严选是淘工厂主推的国货品质频道,品牌主张「力挺品质国货」。频道承接三重价值: 产业带工厂直供 — 淘工厂的核心心智延伸。 出口转内销 — 海外品质货回流,出口品质转内销。 国货品质 — 国货严选与品质溢价。 作为品质心智阵地的核心命题:让用户在面对琳琅满目的国货商品时,把「想买品质国货第一个想到的地方」锁定到这里。
Taofactory's "Quality Selection of Domestic Products" is the main domestic product quality channel promoted by Taofactory. The brand's proposition is "Supporting Quality Domestic Products". The channel embodies three core values: Factory supply directly from industrial zones - The core brand identity extension of Taobao Factory. Export to domestic market - Overseas high-quality products return to the domestic market, and export-quality products are transformed into domestic sales. Domestic product quality - Selecting domestic products with strict standards and achieving premium pricing. As the core proposition of the quality mindset: Make users, when faced with a wide variety of domestic products, choose to come here as the first place they think of when wanting to purchase quality domestic goods.
三个难点
1. 选品信任建立成本高 — 用户对国货品质有需求,但建立信任成本高,缺乏稳定的选品入口与可信决策依据。 2. 多版本认知割裂 — 国货严选 / 淘工厂版 / 外贸二级承接等多版本并存,用户对频道身份认知容易割裂。 3. 新人转化承接弱 — 频道新人首访缺乏强承接,易在浏览阶段流失。
1. The cost of establishing trust in product selection is high - Users have a demand for the quality of domestic products, but the cost of building trust is high, and there is a lack of stable product selection entry points and reliable decision-making basis. 2. Fragmented multi-version cognition - Multiple versions such as "National Quality Selection", "Taobao Factory Edition", and "Secondary Foreign Trade Undertaking" coexist, and users' cognition of the channel identity is prone to be fragmented. 3. Weak conversion and承接 for newcomers - Newcomers to the channel have a lack of strong承接 at their first visit， and are likely to lose users during the browsing stage.
设计思路
主线策略:两线并进——榜单建立"品质可信"的选品心智,首页优化做"频道枢纽"的承接框架。 榜单线(国货严选榜单) — 多维度榜单(总榜 / 分品类热卖&好评&回购榜 / 金榜+热度推荐 / 严选品类金榜)+ 首页海景房黄金位 + 榜单规则透明化,把选品做成「跟着榜单买就对了」的信任体验。 首页枢纽线(国货严选首页优化) — 多版本视觉框架统一(国货严选 / 淘工厂版 / 外贸二级承接)+ 新人红包链路 + 主题会场点位 + 国货严选直播间,把首页做成频道核心承接枢纽。
Main strategy: Dual-track approach - Establish a "quality trustworthy" selection mindset on the list, and optimize the homepage to form a "channel hub" framework for承接. Ranking Line (National Products Selective List) - Multi-dimensional ranking list (Overall List / Category Hot Sales & Positive Reviews & Repeat Purchase List / Golden List + Popularity Recommendation / Selective Category Golden List) + Frontpage Sea View Room Golden Position + Transparency of Ranking Rules, making product selection a trusted experience of "Just Buy According to the List". Frontpage Hub Line (Optimization of National Products Selective Frontpage) - Unified visual framework of multiple versions (National Products Selective / Taobao Factory Version / Secondary Foreign Trade Undertaking) + Newcomer Red Packet Link + Theme Conference Venue Position + National Products Selective Live Broadcast Room, making the frontpage a core hub for channel承接.
沉淀和能力
多榜单选品体系:总榜 / 热卖 / 好评 / 回购 / 金榜+热度推荐 / 品类金榜的组合方法,可复用于其他品质频道。 多版本视觉框架:国货严选 / 淘工厂版 / 外贸二级承接的统一视觉与组件规范,跨场景复用。 新人红包链路组件:pop / 待领取 / 已领取 / 浮标的完整新人转化承接组件。 主题会场点位框架:美国商超 / 美式生活方式 / 节日精选 / 精选大放价的主题化会场范式,可继续延展。 频道心智设计范式:沉淀「榜单建信任 + 首页做枢纽 + 多触点承接」的频道型项目设计方法论。
Multi-List Selection System: An integrated recommendation framework that synthesizes multiple quality signals—including master product listings, bestsellers, highly rated items, repeat-purchase items, and Gold List selections—augmented by popularity-based and category-specific ranking algorithms. This system is designed for scalable deployment across diverse high-quality distribution channels. Multi-Version Visual Framework: A unified design system supporting differentiated brand expressions—namely, domestic-brand-exclusive layouts, Taobao Factory Edition interfaces, and standardized visual and component specifications for cross-border OEM/ODM fulfillment—ensuring consistent UI/UX and enabling cross-scenario component reuse. Newcomer Incentive Component Suite: A comprehensive onboarding conversion module comprising four sequential states—pop-up invitation, claim pending, claim completed, and floating promotional banner—orchestrated to guide first-time users through acquisition, activation, and retention. Thematic Exhibition Venue Framework: A modular, theme-driven merchandising architecture supporting curated experiences such as “American Supermarket,” “American Lifestyle,” “Holiday Picks,” and “Limited-Time Value Offers,” with built-in extensibility for future thematic expansions. Channel-Centric Design Paradigm: A consolidated design methodology grounded in three core principles: (1) list-based trust establishment, (2) homepage-as-hub information architecture, and (3) coordinated multi-touchpoint user journey orchestration—systematizing end-to-end channel product design.
复盘反思
多版本并存(国货严选 / 淘工厂版 / 外贸二级承接)的认知割裂,单靠视觉统一难以完全弥合,后续需要在频道身份与入口层面进一步收敛。 榜单系统过多可能造成用户选择疲劳,需要做主榜次榜的层级表达。 直播间的动态承接与图文承接之间的切换体验还可以更顺滑。 出口转内销的叙事在用户认知中仍偏弱,需要更多内容化运营延长长尾。
The confusion caused by the coexistence of multiple versions (national products selection / Taobao Factory Edition / secondary foreign trade) is difficult to completely bridge through visual uniformity alone. Further convergence is needed at the channel identity and entry levels in the future. The excessive number of ranking systems may cause user selection fatigue. A hierarchical expression of main and secondary rankings needs to be implemented. The switching experience between live streaming dynamic and graphic承接 can be smoother. The narrative of exporting to domestic sales is still relatively weak in user perception. More content-based operations are needed to extend the long tail.
Damien Wang · 产品经理作品集