閒魚如何0到1搭建一套發佈引導鏈路

{"type":"doc","content":[{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"背景"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"隨着閒魚持續不斷的需求迭代和業務迅速的發展，如何進一步提升用戶的使用、留存和活躍的轉化，進而帶動整體二手交易市場的增長是核心命題。經閒魚內部數據分析我們發現，用戶的商品發佈數與成交量呈現明顯正相關，寶貝數量越多的賣家，更活躍且留存高，所以發佈對於成交和用戶留存活躍有着至關重要的作用。那麼我們如何引導賣家發佈更多的商品，從而幫助交易創新業務快速迭代，促進供給與交易增長，是閒魚目前重點思考方向之一。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"現狀與目標"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"閒魚目前的MAU中66%非賣家，而在線賣家中有接近一半的用戶只有2件以內的寶貝，賣家不發佈的主要原因可以分爲以下三類："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1.動力不足"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2.發佈成本高"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"3.沒有觸發賣家轉賣意識"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以往閒魚通過在雙十等大促活動中嘗試發佈閒置領紅包、權益等相關營銷活動提高賣家發佈動力；智能發佈（模糊、相似度檢測、主題識別）、輕發佈（同款預測、輸入聯想、鍵盤標籤）的建設致力於降低用戶的發佈成本；而在發佈鏈路上的促發布營銷策略基本都是臨時活動爲主，需要研發每次提前case by case的單獨開發，排期耗時嚴重，一直以來缺乏固定場景的定向干預能力，觸發用戶的轉賣意識。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"結合閒置二手市場貨品的孤品特性，不同商品品類的商品效率和成交效率相去甚遠，我們希望基於閒置市場供需現狀分析，挖掘機會市場，在固定引導頁建立導賣主陣地，搭建一條人工可定向干預+算法推薦的促發布導賣推薦鏈路，實現千人千面的精細化運營，引導賣家發佈，調整發布商品的品類結構，從而更好的給閒魚提供優質供給，提高商品效率，促進交易增長，實現賣家促發布閉環。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/54\/54d3a1cd578fbdee60b77cdb1dda51f1.png","alt":"圖片","title":"null","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"思路"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"圍繞閉環鏈路中的問題，具體該如何搭建一個運營可長期干預的促發布平臺？我們需要從以下角度着手："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1.結合二手閒置商品算法的供需分析，實現不同賣家的不同策略推薦"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2.基於賣家淘寶訂單融合多算法推薦策略，展示同類商品匹配求購和賣出詳情"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"3.通過工程手段賦能業務方，提供實時干預能力，加速新業務的快速上線、快速調整投放策略"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"基於以上考慮，我們和算法和搜索團隊合作，打通算法基於一鍵轉賣列表的個性化推薦鏈路，同時支持運營幹預能力，聯動搜索實時匹配賣出的關聯商品，爲促發布導賣長期定向干預搭建一條基礎鏈路，實現導賣策略的千人千面，給予業務方快速試錯機會。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"主要實現方法"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"圍繞前面提到的核心思路，我們可以將促發布引導鏈路可拆分爲兩類場景，一類是運營配置的活動和策略，另一類是算法根據賣家淘寶訂單列表的個性化SPU推薦。基於移動端的UT日誌採集，我們分別設計了運營活動配置、算法推薦、條件搜索三大模塊，實現不同的功能"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1.運營活動配置支持對多種導賣活動類型的靈活配置"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2.算法推薦用於獲取促發布算法的不同策略"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"3.條件搜索用於解決承接頁關聯商品的數據源"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在實現過程中我們遵循以下兩個原則："}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"模塊之間互相解耦，實現過程中依賴的多個外部系統，明確批次的邊界，做到最小耦合"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"模塊內接入服務具有可擴展性，運營策略和算法策略可能會不斷迭代，在代碼實現上我們需要做到可快速接入，易擴展"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"總體分層架構如下："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/62\/620e9368398d2499f61010ed232adeca.png","alt":"圖片","title":"null","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"運營活動配置建設"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲給運營提供長期干預能力，實現千人千面的導賣策略。如果像以往老的開發模式中，需要通過服務端推開關甚至修改代碼才實現，不僅成本高且效率低。因此促發布活動配置基於閒魚技術團隊打造的鯤鵬系統(面向業務開發和運營同學的平臺)進行二次開發，通過鯤鵬積木化特性提供的兩個主要擴展點（DataFetcher和MatFilter）開發框架實現業務特殊需求，使得開發模式從原來的單人串行開發升級爲多人並行，將開發與運營的角色分工隔離，並實現活動週期管理、灰度控制、多種條件過濾（版本、疲勞度、平臺等）等功能。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1.DataFetcher子系統，通過實現該父類，運營活動後續在首頁feeds、搜索結果頁、猜你喜歡頁面等投放時此DataFetcher類可快速複用，通過控制檯註冊到對應場景即可，有效節省開發資源，也提升了業務上線效率。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2.MatFilter過濾器子系統，它沉澱了多種基礎組件供業務使用，例如分版本、灰度流量比例、搜索詞嚴格匹配、頁碼過濾、uv疲勞度過濾等前置過濾器等。活動配置可根據相關的運營定投需求，在控制檯上選擇對應的過濾器使用，同時通過繼承MatFilter基類實現具體業務邏輯。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"促發布鏈路基於以上兩個子系統的能力，在投放出來的擴展點上拓展業務需求，實現場景的可擴展和素材過濾器的複用，開發出促發布獨有的配置模板和素材，提供運營基礎組件來達到不同配置的投放效果。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/52\/5277752a9e0d717984f2199223864644.png","alt":"圖片","title":"null","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"•運營配置設計如下"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/49\/49731926e79038cb75b240fa7518994c.png","alt":"圖片","title":"null","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"運營在配置平臺上，可靈活配置活動的生命週期、投放人羣、活動疲勞度、投放策略的優先級以及活動的具體主題參數等，然後根據不同活動選擇不同的素材，配置完成後經樣式預覽，進行審批，產生實驗數據，實現活動鏈路閉環。 "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"開發同學實現完設計的幾種配置模板後，後續所有運營類的變更都可以由運營和產品自助在控制檯操作完成，如果投放不符合預期，也可自動修改、自助下線，整體流程和開發同學解耦。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"算法分析推薦 "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"算法測主要通過供需分析爲運營導賣策略提供重要依據以及提供個性化SPU商品推薦"}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"商品供需分析。利用細分市場與大盤流量效率及商品效率的對比，結合動銷情況，根據發佈到成交的時間長短，挖掘出緊俏供給類目，供運營圈選人羣的策略提供重要依據；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"個性化SPU商品推薦。基於用戶淘寶訂單，從擴展可轉賣訂單、優化排序模型、優化促發布利益點：如求購人數、價格指導、售賣時間預估 三個方面進行優化；重構離線數據源與在線方案，透出真實求購商品和匹配人數，促進發布；"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"考慮到算法的多來源接入及後續接入的擴展性，針對集團統一的TPP服務（集團內通用的JVM代碼開發和託管平臺，目前承載主要的推薦業務），促發布鏈路根據不同算法源（獲取spu商品、對應的匹配商品數）進行結果DO定義，繼承基礎DO（resultBaseDO），使用統一封裝的模板請求和解析TPP服務的結果，大幅降低接入成本，提升代碼擴展性。 "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"模板定義結構類圖如下："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/63\/63c43912e2ac4e5f9eb055c2ec1ae0b9.png","alt":"圖片","title":"null","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"客戶端每次只需要自定義具體場景id對應的tpp返回結果結構體，然後統一調用getResultAndParse函數即可，由模板統一完成數據結構轉換、日誌打印、異常保護等，極大提升了接入效率。代碼示例如下："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"codeblock","attrs":{"lang":null},"content":[{"type":"text","text":" function TppResultDO getResultAndParse(sceneId, userId, params, cls) {\n TppResultDO tppResultDO = new TppResultDO<>(); \n \/\/ 請求獲取tpp結果\n String response = retrieveTppData(sceneId, userId, params);\n try {\n if (condition) {\n \/\/ 根據繼承模板類解析成基礎DO\n tppResultDO = JSONObject.parseObject(response, new TypeReference>(cls) {\n });\n } else {\n ...\n }\n } catch (Throwable throwable) {\n ...\n } \n return tppResultDO;\n }\n\n"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"條件搜索"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲給用戶展示與推薦策略同類型商品詳情，我們聯動搜索，分別在運營活動配置和策略、算法SPU推薦商品的不同活動承接頁中支持了不同條件下關聯商品的搜索(關鍵詞、多類目、多狀態排序)，解決承接頁同類商品的實時數據源問題。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"效果"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/7a\/7a79b41530950c7313338926f9b7cdad.png","alt":"圖片","title":"null","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前，促發布導賣已在線上分桶實驗中，賣家進入頁面後點擊率和承接頁轉化效率較高，但整體入口轉化率表現不明顯，對發佈和交易的大盤提升有限，後續會根據賣家發佈行爲特徵，嘗試在更多新場景下進一步探索適用場景，觸發賣家轉賣心智。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"總結與展望"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"本文主要介紹發佈引導促發布鏈路的整體架構及幾個關鍵點的解決思路，希望能給讀者帶來的一些思考和啓發。促發布鏈路天然支持奧格人羣圈選、鯤鵬多場景過濾，運營活動、策略和算法推薦相結合，不光是在發佈引導頁，首頁feeds、猜你喜歡等多場景也可快速接入，後續我們也會嘗試探索更多的促發布新場景（閒魚集市，新手村，拍照掃碼發佈等），持續挖掘賣家行爲數據和特徵，提升賣家用戶標的精度和轉化效率，同時結合品牌力、價格力、供需關係來提升商品優質供給和賣家活躍度，實現交易增長。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"本文轉載自：閒魚技術（ID：XYtech_Alibaba）"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原文鏈接："},{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s\/XbcwItZ8ao9z-IhTo4QcCA","title":"xxx","type":null},"content":[{"type":"text","text":"閒魚如何0到1搭建一套發佈引導鏈路"}]}]}]}