Beauty says Face-lifting: Again with Mushroom Street "bump face"?

2013 may be the most painful year for the domestic shopping website. This year, Alibaba constantly in a variety of ways to make the "parasitic" in Taobao, cat entrepreneurs, Beautiful said is the first. But from another point of view, this will also become beautiful said the establishment of more than 4 years of the most historic year, this year, beauty said that the pain determined to their own "move Knife": Cut off the shopping guide links, the formation of its own payment system, face into a new electric business platform.

And beautiful said have similar fate also has mushroom street and pocket shopping, the three leading industry leaders have begun to makeover, whirlwind as the sellers to their own new platform, do a "Dig Taobao Corner" business. Insiders commented that Alibaba exhausted means, eventually forced out three "small Taobao."

But Beauty said not willing to accept the "small Taobao" this argument. What does beauty say in their conception?

Not a "little Taobao"

"There are many people misunderstanding that beauty is said to be a small Taobao, it is only a broad structure of cognition." Yes, beautiful said and Taobao like, sellers can open shop, but we have too many differences. "In the face of the outside world to say the new face of beauty, Beauty said the senior vice president of the Big Bear had to billion power network so stressed."

Beautiful said founder Xu Yijong to his positioning is "category killer", in his planning, beauty said to catch the fashion women this fine classification of the trade platform, and even the future will do its own brand.

Big Bear Detailed description of the beauty of the operation of the logic, the difference between Taobao is a key link in the selection. "A businessman in Taobao has 300 sku, beautiful said that screening out may only have 20 SKU is a fashion attribute, I'm sorry, the remaining 280 I don't want." We almost don't want basic money, let alone stock. ”

In addition to the selection, Beauty said that the choice of sellers also have their own principles. "If you're a big seller of Taobao on a shelf, it's worthless to us," he said. Some sellers may say that we are Taobao some kind of purpose first, or the top three, but useless, we do not welcome this pure seller of goods. "said the Big Bear.

Fashion, have a fast supply chain, with the operation of the electric operator experience, this is beautiful said that the selection of sellers three criteria, but also the main factor of store rankings, "not according to the order of sales, this is our biggest difference with Taobao." "said the Big Bear.

In the above three criteria, the last one is relatively less tough, mainly to take into account some not "electric shock" of the online fashion buying shop. "As long as the first two elements, this type of fashion shop can directly across Taobao to the beauty of the shop, you can have no electrical business experience, we will teach them to do electric business operations." ”

Moving End "Slimming"

In addition to the overall change in face, beautiful said that still doing one thing is moving the end of the "thin body." The number of goods to be streamlined, the details of the product page to be concise, which is beautiful said moving end of the two key to thin body.

The streamlining of the number of goods, refers to the mobile end to do "optimization", there are 300 sku, mobile end only pick 10 to present; Originally there are 6 production lines, the best 2 to pick out. This is basically the logic of most mobile business entrepreneurs-Find out Taobao "all-inclusive, inefficient" the fatal weakness, select goods, speed up user shopping decisions.

But it is not easy for sellers who are accustomed to Taobao to sell their goods, so little sku, how to quantity? In fact, there is a problem of thinking conversion, 30 SKU each sold 100 pieces, and 300 SKU each sold 10, the result is the same. ”

The simplicity of the product detail page is also an important change in the mobile end. "Product Details page two m long, this is the ethos of Taobao buddies: The first part is the description of the product, 20 pictures, the second part is the brand story, the third part, screenshots user comments, ' Buyers like the Tide ', the fourth part, ' We have long occupied the category of the list of the first place. ' "Once served in the cat's Big Bear said Taobao sellers play almost backwards."

In his view, meticulous detail page is the PC side to promote the user to buy a sharp weapon, but can not continue to the mobile end. "The rules of the game are so different. Mobile phone screen determines the way of thinking, buyers will not like the PC side of a variety of Web sites, various dimensions to compare goods, there is too much of the picture is also a waste of traffic. ”

In addition to the two subtraction, beauty says that the third key word in the mobile is "discovery", including social discovery (i.e., sharing and recommendation among friends) and personalized discovery (i.e., the precise recommendation mechanism for beauty). Before the Beijing-East in its micro-letter shopping portal has tried to facelift for a large search box, quickly met many people in the industry. The Big Bear jokingly calls this practice "dehumanizing", in his view, the mobile end is to personalize the recommendation, do not need users to search and select.

and the personalized recommendation behind, is the understanding of fashion and data support. "Fashion must have a thing to look up to, to play the role of opinion leaders, than they are professional, not to make friends with them." "said the Big Bear.

"Bump your face" again with Mushroom Street?

From the birth of that day, Mushroom Street with its predecessors beautiful said tightly tied together, positioning and business model similarity can be called the electrical business field of the twin sisters. In beauty said "plastic surgery" at the same time, Mushroom Street is not idle. In the past, Mushroom Street has also been remaking itself: building new payment systems, experimenting with selling patterns, building your own IM (instant communication tools), and new UI and icon designs.

But what is unavoidable is that beauty and mushroom street after the plastic surgery once again "bump face"-the same own trading system, the same positioning of the "fashion" and "women", the same training to buy the hands of the team, the same dead scratching mobile end, even the two icon design is more and more similar.

Mushroom Street icon Change track, there is a sign of convergence with beautiful said

A Beijing, a Hangzhou, beautiful said and Mushroom Street in 4 years after standing in a new starting line. Three years ago, Xu Yijong once openly said that beauty will adhere to the fashion media positioning, will not be involved in the mall business. Three years after the beauty that has been all betting on the mall business. Two years ago, Chen still insists that "Mushroom street is an active and important participant in the ecological system of Taobao," and two years later, the Mushroom street has almost completely said goodbye to Taobao.

This is perhaps the characteristics of the internet world, onlookers can only see the beginning, but never guess the end.