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Facebook推出電商APP,可直播帶貨

Facebook推出電商APP,可直播帶貨

Jeremy Kahn 2020年05月20日
扎克伯格表示,雖然Facebook Shops本身是免費的,但大量的商業流量卻可以再次拉升公司的廣告收入。

為加速社交網絡與商業的融合,Facebook推出了一個全新的電子購物平臺Facebook Shops。

周二,Facebook的首席執行官馬克·扎克伯格在直播中推出了這款新軟件。他認為這個平臺能夠有效地幫助正在疫情期間掙扎著的各類商家?!拔覀兊哪繕耸菐椭麄兲嵘櫩宛ざ?,無論是小微店家還是全球品牌,都可以通過我們的APP和他們的客戶緊密聯系起來?!?/p>

Facebook Shops能夠更好地讓該公司旗下的其他三個APP互聯互通,因為平臺用戶在購物過程中必然也會用到Instagram的照片分享功能以及WhatsApp和Messenger的信息傳遞功能。

2012年,Facebook花10億美元收購了Instagram。2014年,該公司又斥190億美元巨資收購了WhatsApp。事實證明,Facebook的投資沒錯,這兩次收購都為其帶來了巨額利潤,而這一次Facebook Shops的出場,也正是該公司試圖從Instagram和WhatsApp上繼續謀求回報的途徑之一。扎克伯格表示,雖然Facebook Shops本身是免費的,但大量的商業流量卻可以再次拉升公司的廣告收入,而廣告費一直都是Facebook主要的財政收入來源。

扎克伯格認為,這個新產品將會是整個“Facebook Apps互聯生態圈”的關鍵因素。一直以來,許多企業都會利用Facebook或者是Instagram這兩個平臺來向消費者安利自己的品牌??梢哉f,Facebook早就躍躍欲試地想要通過建立自己的交易平臺來構建一整個具有商業價值的環形結構了。

功能與作用

任何一個企業都能在Facebook shops上申請開設一個Facebook和Instagram的通用賬號,然后就可以上傳自己的商品目錄供顧客線上挑選。Facebook商店接受兩種付款方式:一種是在Facebook頁面處理付款,另一種是將客戶重新定向到另一個企業的獨立網站進行付款。

另外,消費者可以自行選用WhatsApp、Instagram Direct或者 Messenger中的任意一個來聯系商家。據官方規劃,在不久的將來,顧客甚至可以直接通過發送信息來完成整個購買流程。與此同時,Instagram的新版本也在“探索區Explore feature”同步上線了Instagram Shop的微程序,用戶可以直接在Instagram上瀏覽不同的品牌商品,并完成購買。

還有一大亮點就是Facebook和Instagram的直播功能與商品推銷的聯動,商家可以在直播的時候直接放上商品的購買鏈接來提升“帶貨”效率。事實上,這種模式正是電視導購經由互聯網改造后形成的全新變體。

最后還值得一提的是,Facebook公司聲稱正在為企業研發一個用戶黏度查詢系統,日后,企業可以通過自己的賬號看到不同的用戶在本店所對應的消費頻次,從而更好地管理并應用這些數據。

Facebook目前已經與包括Shopify、BigCommerce、Woo在內的多個電商平臺達成了合作意向,接下來這些戰略伙伴也會為Facebook Shops提供更多的開發服務和技術工具。

AI技術戰略

在周二發布的另一份聲明和博文中,Facebook公司對于未來購物領域的AI市場做出了無限的展望。公司的AI總監馬諾哈爾·帕魯里表示,如今一些巨頭零售商已經能在線給顧客提供360度的全景產品視圖和詳細的目錄信息,而Facebook Shops的目標則在于為那些弱勢的小企業提供技術支持,讓它們也可以做到這一點。

在Facebook正在研發的眾多項目中,有一個特別的計算機視覺系統。無論是Gap的T恤衫,還是宜家(IKEA)的沙發,又或者是起亞(KIA)的小跑車,都能被它一鍵識別。

這個系統叫做 GrokNet。它不僅能識別商品,還可以識別商品的參數,告訴用戶商品的顏色和風格等等。有了這個系統,當用戶希望購買一件同款產品時,只需對著看到的東西拍一張照。同時,商家也可以通過拍照對他們的商品進行錄入,極大地減輕了工作負擔。為了保證識別精度,GrokNet系統的7個數據庫接受了大量調試,它需要在數十億張清晰度不同的照片里將每一個物件歸類到83個不同的屬性當中去。

“經過微調后,這個系統現在特別適用于識別時裝、家具和汽車產品?!盕acebook計算機視覺項目研究員兼GrokNet開發者肖恩·貝爾說道。最初,GrokNet系統其實是舊金山一家名為GrokStyle的公司的子產品。2016年2月Facebook收購了這家公司,但沒有披露具體的收購金額。

在此基礎上,Facebook表示公司還創建了一個可以識別被部分遮擋的物體的系統,例如夾克衫里的T恤。不過這個系統也并非完美無缺,它還是未能做到精確地計算外套里面的T恤的袖子長度?!暗谶@項艱巨的任務中,它的表現比其他任何系統都要好?!惫镜牧硪晃挥嬎銠C視覺項目研究員塔瑪拉·伯格說道。

在智能算法方面,一個名為“旋轉視圖”(Rotating View)的工具被新近研發成功,只需幾張照片,一幅完整的三維全景視圖就展現了出來。同樣,這個軟件是由Facebook的研究人員與芯片制造商英偉達(Nvidia)和DeepMind人工智能公司(谷歌母公司Alphabet旗下)共同合作開發的。

Facebook的博文向我們勾勒了一個奇幻美妙的未來?;蛟S有一天,當我們踏進商店時,虛擬導購會和我們心靈相通,我們喜歡的服裝款式、我們著迷的建筑風格都能自然而然地浮現在我們的面前。

伯格表示,Facebook正在沿著這些路線打造出一個“虛擬時尚造型師”,這個造型師能夠幫助用戶參謀造型,為他們衣柜里的搭配提供建議。她說,一直以來她都希望自己能擁有一個和1995年的老電影《獨領風騷》(Clueless)里的“雪兒”一樣的造型師。(財富中文網)

編譯:陳怡軒

為加速社交網絡與商業的融合,Facebook推出了一個全新的電子購物平臺Facebook Shops。

周二,Facebook的首席執行官馬克·扎克伯格在直播中推出了這款新軟件。他認為這個平臺能夠有效地幫助正在疫情期間掙扎著的各類商家?!拔覀兊哪繕耸菐椭麄兲嵘櫩宛ざ?,無論是小微店家還是全球品牌,都可以通過我們的APP和他們的客戶緊密聯系起來?!?/p>

Facebook Shops能夠更好地讓該公司旗下的其他三個APP互聯互通,因為平臺用戶在購物過程中必然也會用到Instagram的照片分享功能以及WhatsApp和Messenger的信息傳遞功能。

2012年,Facebook花10億美元收購了Instagram。2014年,該公司又斥190億美元巨資收購了WhatsApp。事實證明,Facebook的投資沒錯,這兩次收購都為其帶來了巨額利潤,而這一次Facebook Shops的出場,也正是該公司試圖從Instagram和WhatsApp上繼續謀求回報的途徑之一。扎克伯格表示,雖然Facebook Shops本身是免費的,但大量的商業流量卻可以再次拉升公司的廣告收入,而廣告費一直都是Facebook主要的財政收入來源。

扎克伯格認為,這個新產品將會是整個“Facebook Apps互聯生態圈”的關鍵因素。一直以來,許多企業都會利用Facebook或者是Instagram這兩個平臺來向消費者安利自己的品牌??梢哉f,Facebook早就躍躍欲試地想要通過建立自己的交易平臺來構建一整個具有商業價值的環形結構了。

功能與作用

任何一個企業都能在Facebook shops上申請開設一個Facebook和Instagram的通用賬號,然后就可以上傳自己的商品目錄供顧客線上挑選。Facebook商店接受兩種付款方式:一種是在Facebook頁面處理付款,另一種是將客戶重新定向到另一個企業的獨立網站進行付款。

另外,消費者可以自行選用WhatsApp、Instagram Direct或者 Messenger中的任意一個來聯系商家。據官方規劃,在不久的將來,顧客甚至可以直接通過發送信息來完成整個購買流程。與此同時,Instagram的新版本也在“探索區Explore feature”同步上線了Instagram Shop的微程序,用戶可以直接在Instagram上瀏覽不同的品牌商品,并完成購買。

還有一大亮點就是Facebook和Instagram的直播功能與商品推銷的聯動,商家可以在直播的時候直接放上商品的購買鏈接來提升“帶貨”效率。事實上,這種模式正是電視導購經由互聯網改造后形成的全新變體。

最后還值得一提的是,Facebook公司聲稱正在為企業研發一個用戶黏度查詢系統,日后,企業可以通過自己的賬號看到不同的用戶在本店所對應的消費頻次,從而更好地管理并應用這些數據。

Facebook目前已經與包括Shopify、BigCommerce、Woo在內的多個電商平臺達成了合作意向,接下來這些戰略伙伴也會為Facebook Shops提供更多的開發服務和技術工具。

AI技術戰略

在周二發布的另一份聲明和博文中,Facebook公司對于未來購物領域的AI市場做出了無限的展望。公司的AI總監馬諾哈爾·帕魯里表示,如今一些巨頭零售商已經能在線給顧客提供360度的全景產品視圖和詳細的目錄信息,而Facebook Shops的目標則在于為那些弱勢的小企業提供技術支持,讓它們也可以做到這一點。

在Facebook正在研發的眾多項目中,有一個特別的計算機視覺系統。無論是Gap的T恤衫,還是宜家(IKEA)的沙發,又或者是起亞(KIA)的小跑車,都能被它一鍵識別。

這個系統叫做 GrokNet。它不僅能識別商品,還可以識別商品的參數,告訴用戶商品的顏色和風格等等。有了這個系統,當用戶希望購買一件同款產品時,只需對著看到的東西拍一張照。同時,商家也可以通過拍照對他們的商品進行錄入,極大地減輕了工作負擔。為了保證識別精度,GrokNet系統的7個數據庫接受了大量調試,它需要在數十億張清晰度不同的照片里將每一個物件歸類到83個不同的屬性當中去。

The system was fine-tuned to perform particularly well for fashion items, furniture, and automobiles, Sean Bell, the computer vision researcher who developed the software, said. Bell had previously founded a San Francisco company called GrokStyle that was creating this software and which Facebook acquired in February 2019 for an undisclosed amount. “經過微調后,這個系統現在特別適用于識別時裝、家具和汽車產品?!盕acebook計算機視覺項目研究員兼GrokNet開發者肖恩·貝爾說道。最初,GrokNet系統其實是舊金山一家名為GrokStyle的公司的子產品。2016年2月Facebook收購了這家公司,但沒有披露具體的收購金額。

在此基礎上,Facebook表示公司還創建了一個可以識別被部分遮擋的物體的系統,例如夾克衫里的T恤。不過這個系統也并非完美無缺,它還是未能做到精確地計算外套里面的T恤的袖子長度?!暗谶@項艱巨的任務中,它的表現比其他任何系統都要好?!惫镜牧硪晃挥嬎銠C視覺項目研究員塔瑪拉·伯格說道。

在智能算法方面,一個名為“旋轉視圖”(Rotating View)的工具被新近研發成功,只需幾張照片,一幅完整的三維全景視圖就展現了出來。同樣,這個軟件是由Facebook的研究人員與芯片制造商英偉達(Nvidia)和DeepMind人工智能公司(谷歌母公司Alphabet旗下)共同合作開發的。

Facebook的博文向我們勾勒了一個奇幻美妙的未來?;蛟S有一天,當我們踏進商店時,虛擬導購會和我們心靈相通,我們喜歡的服裝款式、我們著迷的建筑風格都能自然而然地浮現在我們的面前。

伯格表示,Facebook正在沿著這些路線打造出一個“虛擬時尚造型師”,這個造型師能夠幫助用戶參謀造型,為他們衣柜里的搭配提供建議。她說,一直以來她都希望自己能擁有一個和1995年的老電影《獨領風騷》(Clueless)里的“雪兒”一樣的造型師。(財富中文網)

編譯:陳怡軒

Facebook has unveiled a new e-commerce platform and several new shopping features in an effort to make its social network more relevant for business.

Facebook CEO Mark Zuckerberg announced the changes Tuesday in a live video broadcast on the social network in which he positioned the new shopping service as a way to boost small businesses, especially those struggling during the coronavirus pandemic.

“Our goal is to make shopping seamless and empower anyone from a small-business owner to a global brand to use our apps to connect with customers,” Zuckerberg said.

The new e-commerce platform, called Facebook Shops, is a further step in Facebook’s efforts to integrate its original social networking site with photo-sharing site Instagram and messaging services WhatsApp and Messenger, which it also owns.

It’s also the company’s latest move to generate revenue from Instagram, which it purchased for $1 billion in 2012, and WhatsApp, which it bought for $19 billion in 2014. Although the shops are free for businesses to set up, Zuckerberg said he thought the improved commerce offerings would lead to increased advertising across Facebook’s platforms, which is the company’s primary revenue source.

He said the new shopping features were “the biggest step we’ve taken yet to enable commerce across our apps.” While in the past, many companies had used Facebook and Instagram to build brand awareness, Facebook has been eager to ensure users stay within its ecosystem to actually make transactions.

Facebook Shops will allow any business to set up a unified Facebook and Instagram virtual storefront, put its catalog online, and take orders through either a link to its own website or, for companies in the U.S. that use Facebook’s “checkout” feature, directly on Facebook’s platform.

Customers will be able to communicate with the retailer through WhatsApp, Instagram Direct, or Messenger. In the future, Facebook said, customers would be able to make purchases directly through these messaging services too.

The company also debuted new e-commerce features for Instagram. One called Instagram Shop will enable users to browse for items they may want to buy through the app’s Explore feature, browsing by brand or item type, and then make purchases directly within the app.

Another feature will allow businesses to tag products in their Facebook Shops catalog and then do a broadcast on Facebook Live or Instagram Live that will enable customers to purchase those items while watching. In essence, it takes a concept pioneered in the television era by the Home Shopping Network and updates it for the mobile age.

Finally, the company said it would test a way for customers to connect company loyalty programs to their Facebook profiles and then enable businesses to manage those loyalty programs through their Facebook Shops accounts.

Facebook said companies that provide tech to help businesses sell online such as Shopify, BigCommerce, Woo, ChannelAdvisor, Cred Commerce, Cafe24, Tienda Nube, and Feedonomics were partnering with it on these new shopping features and would be providing tools to help small businesses set up on Facebook Shops.

In a separate announcement and blog post Tuesday, Facebook touted several artificial intelligence advances that it says will underpin the new shopping features. Manohar Paluri, a director of Facebook AI, said the vision is to give small businesses tools to create the same sort of online shopping experiences—complete with 360-degree views of products and detailed catalog information—that previously only major retail brands could afford to deliver.

Among these innovations is a computer vision system capable of recognizing almost any product—from a Gap sweatshirt to an IKEA sofa to a KIA Sportage—in almost any image.

The system, which Facebook calls GrokNet, not only identifies the product, it can determine many of its attributes, such as its color and style. The idea is that someone will be able to upload a photograph to Facebook’s Marketplace, or eventually Instagram, and automatically create links to places where you can buy the items in that photograph. Businesses will be able to create catalogs of items they can sell more rapidly simply by photographing their products. And, eventually, Facebook and Instagram users may be able to shop simply by taking photographs of items they are hoping to buy.

The system was fine-tuned to perform particularly well for fashion items, furniture, and automobiles, Sean Bell, the computer vision researcher who developed the software, said. Bell had previously founded a San Francisco company called GrokStyle that was creating this software and which Facebook acquired in February 2019 for an undisclosed amount.

The system was trained on billions of images, both high-resolution and low-resolution, across seven different data sets, and it outputs 83 different classifications for each object.

Facebook

In what it calls a world first, Facebook also said it had created a system that can accurately identify partly blocked objects in images—such as a T-shirt underneath a jacket. The system isn’t always perfect—it can’t know for certain in some cases, for instance, the sleeve length of a shirt underneath a sweater. But it performs better than any prior system at this difficult task, Tamara Berg, another Facebook researcher who worked on the computer vision project, said.

The company also created a different A.I. algorithm, called Rotating View, that will enable anyone to create three-dimensional and panoramic views from just a few photographs. The software leverages advances made in the past two years by Facebook’s own researchers and those at companies like chipmaker Nvidia and DeepMind, the A.I. company owned by Google parent Alphabet, that can render three-dimensional models from two-dimensional images.

In blog posts related to the A.I. developments, Facebook sketched a future in which an intelligent virtual assistant helps users shop, suggesting items that suit their personal tastes and fashion sense, or that fit in well in with their existing home decor.

Berg said the company is in the process of prototyping a kind of “virtual fashion stylist” along these lines—one that would eventually be able to recommend what items in a person’s wardrobe would work well together or help a person build outfits from different items. She said it has long been her own ambition to create a virtual fashion assistant modeled on the character of Cher, played by Alicia Silverstone in the 1995 film Clueless.

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