Mushroom Street 1 billion dollar valuation behind the advent of the new electric business era

In the near future, once sojourn on Taobao shopping guide platform ushered in a fund-raising spree.

June 6, Mushroom Street confirmed the completion of a new round of more than 200 million U.S. dollars in financing, the investors to Mushroom street valuation of up to 1 billion U.S. dollars. Not long ago, the meter-folding network also announced a $30 million trillion round of financing, at the beginning of the 51 rebate of the B round of financing also won 20 million U.S. dollars.

With the passage of time, the capital market seems to be more and more recognition of the value of these shopping platform, the amount of financing has been refreshing people's imagination. Hidden in the back is, what is the reason for these have been Taobao blocked life on a line of shopping guide site to break the cocoon of rebirth, and these shopping-like web site can give it seems to have been the trend of the electric quotient of the situation has been determined how the impact?

The transition from bit to protagonist

In China, shopping-guide sites like navigation, with obvious Chinese characteristics. What seems to be the so-called "phobia of choice" is a phenomenon that specifically describes Chinese netizens. Despite the twists and turns of the shopping guide website, but still in the fall after time and again to climb up, and their own energy and an instant ascension, like all the main characters in the martial arts drama, was eventually Big Boss dozen black and blue, but in the next time, martial arts will be shocked everyone.

It is just, in a long time, shopping guide in the electric business of this martial arts play is not the so-called protagonist, more direct point, the shopping guide like the protagonist of an unknown AoE at any time seconds to kill the bit. To beautiful said, Mushroom Street, led by the navigation site from time to time to see the protagonist Taobao face, a very small rule adjustment, in the shopping guide site seems likely to be survival.

To the surprise of people, although the protagonist of the play has already seen these bit "ambitions", and have the heart to remove it, but helpless these small characters in the performance of the whole play is very good, let the director often dare not take the risk to let the audience disgusted and secretly kill these dragon sets, and with the development of the plot, began to become the protagonist gradually.

In this performance, Beauty said, Mushroom Street staged again and again the thrilling reverse attack, the main reason is, first Taobao as the biggest protagonist, because the play too much, it is difficult in every scene are perfect, this gives bit leave a chance. More than 5 million of Taobao sellers are offering a large number of SKUs that require something to help the user "pick up", rather than bump around like a headless fly in the voluminous stuff.

Second, the bit caught the contradictions between the protagonists, the smooth upper. In this scene, Taobao is undoubtedly the biggest protagonist, and the protagonist of the 2nd is Taobao those C shop sellers, the protagonist 3rd is the day after the Cat B shop big sellers. The original protagonist number 2nd has a lot of play, but because the protagonist 3rd deep pockets, with Taobao will continue to clean up Taobao C shop's play less. Taobao C store because not enough resources to start a large area of complaints, and even a number of joint exercises, but did not let Taobao make any changes. This time, beautiful said, Mushroom Street bit quickly netting these C store sellers, think it increases the name of the user and revenue quickly for the protagonist 4th, but still can't make Taobao convergence, dragon sets of the C shop sellers, start a beginning to play in an opera, and Taobao openly.

Finally, beautiful said, Mushroom street Perfect show "I am an actor" such a super classic repertoire. In the beginning, beautiful said and Mushroom Street can quickly grasp the needs of users to find "female shopping" this differentiated positioning, and then by doing a variety of special activities to attract users to visit. And the use of QQ space-oriented social network, to become Tencent to do a wide-point business of the first batch of users, fully enjoy the Tencent now wide point of the business dividend, will be bigger.

From the bit to the protagonist's reversal, of course, the fate of the god of Providence, but the larger reason is to seize the user's demand for shopping, and a keen grasp of Taobao C store small sellers "defection" of the mind and social power business opportunities, and then constantly improve the product, and thus make their own living space more and more, the road more and more wide.

Why valuations are so high

Although most of the shopping guide site is starting a start, but still not able to achieve with Taobao "rival" the point, or even not complete the "out of the Tao." Beauty and Mushroom Street as one of the best, although has been transformed into a platform for more than half a year, but the current link to Taobao's goods still accounted for 30% of them, but is to guide Taobao these goods will not be beautiful said, Mushroom Street, the main recommendation, and there is no Taobao customers.

And even if beautiful, Mushroom street, known as its daily average UV can exceed 600w, but still seems unable to compare with Taobao. In this case, beauty and Mushroom Street can still get such a high valuation, indeed a bit unexpected. But in practical terms, the valuation is still within "reasonable bounds".

Beautiful said, Mushroom Street from the business attribute, although the transformation to do the platform, but still take the "shopping model" of the electric business platform. This contrast is now Taobao's advantage is that Taobao itself because of its huge volume, it is difficult to make this shopping guide model, which is precisely to the shopping guide site created a competition barrier. From Beauty says, Mushroom Street now can be seen on the page, beauty is now still biased in favor of media properties, by doing a variety of topics to recommend products, and Mushroom Street also further strengthen the user to the sun, neither of them because of their own transformation in the user experience a big change.

For two websites, because the shopping guide mode needs to have enough basic goods, this will increase to some extent two of the investment pressure. However, from the two of the current number of self-employed shops in the 2000 or so, there seems to be no particularly large resistance, we can only Marvel Yu Yu Treasure C Store Sellers strong demand. At the same time, plus the transition to do the self-employed, income control will be more comfortable, no longer follow Taobao's rules and regulations. This model is believed to be a major reason for attracting capital markets.

In addition, Beautiful said, Mushroom Street mobile end of the flow accounted for a great advantage, and more suitable for the development of mobile electricity. In the current capital market, mobile business is often the most important factor to measure the value of an Internet enterprise. The high valuation of the poly-beauty product can be seen by many as having a significant correlation with its hyper-mobile footprint. At present, the electronic business crocodile Taobao, Beijing-east mobile end accounted for about 20%-30%, and shopping-type platform is generally above 50%, and this proportion is rising. Because of its small number of goods, so that users can better use the time of fragmentation to quickly browse, and make a quick choice to pay, more in line with the use of mobile electricity business scene. It is this way of simplifying, so that the shopping-guide Web site stumbled, to meet the capital market for mobile electrical business imagination.

"Beat Taobao is definitely not another Taobao," from this latitude, shopping-like site seems more suitable for mobile internet development, and is expected to build a real "mobile end of Taobao." If this concept is used as a target, Mushroom Street seems to have a 1 billion dollar valuation that seems to be in the past.

The advent of the new electric business era

The reason why online shopping can beat the traditional shopping mode is to take the price as the cut-in point, then form the user buying habit, to thoroughly enjoy the dividend of the change of the user buying habit. And this theory if transplanted to the shopping guide website and the relationship of the electric quotient website, we can understand that, shopping guide website to focus on a certain subdivision area to attract users to browse, and then through the formation of user buying habits, and then become the new entrance of the electric business. At the same time, shopping guide site because the value of this entry can also attract merchants to enter, and then form a vertical type of electric business platform. This does not seem to be a wild imagination, from beautiful, Mushroom street, such as shopping Guide website transformation process, this conjecture is gradually becoming a reality.

The so-called "the world divided for a long time will be combined, long will be divided." In the past 3 years, the vertical type of electric business platform by the integrated electric platform can be said to kill the wind, vertical footwear Shang officially sold, good music to buy has been a long time no news, Macaulay, every guest, Dream Bazaar has already died down. It can be said that in the recent year, the electric business has become a day cat, Jingdong led the integrated electric business platform. But it seems that the situation is being a shopping guide platform to transform into a vertical electric business break, the future of the electric business industry, there may be gradually changed back to the vertical electric business platform and integrated electric platform coexistence state. and the entire electrical business also formally completed the "divide------------cent" transformation process.

It is just that, in the first phase of the electric business, the vertical electric quotient platform is mainly subdivided by commodity category, for example, 3C type of electric business platform, shoe electric business platform, the package of electric business platform, and in the future of the vertical electric platform, it is more through the consumer's purchase behavior to subdivide, such as the only product will brand special sale, Beauty says female shopping on Mushroom Street. The vertical division of the electric quotient is sublimated from the previous image to the present characteristic, thus radiating the new vitality of the vertical electric quotient.

Ma Yun once to the shopping guide website bristling situation said, "Taobao need is not a tree, but the forest." But the growth of these trees does not seem to be the will of Ma and stop, on the contrary, in the gradual departure from Taobao's site, not only has a more robust growth, but these uncles formed a new site, the establishment of a new "electric business ecosystem."

This reminds me of the story of Zhu Yuanzhang's abolition of the prime Minister's system. In Zhu Yuanzhang's view, the emperor worked hard to lay the Jiangshan, with what to give a working prime minister to share power, so Zhu Yuanzhang use Hu Weisiang case completely abolished the continuation of thousands of years of prime Minister system. But the reason why need prime minister since ancient times, is because to balance the power of sovereignty through the right to the problem, than Zhu Yuanzhang not bad Emperor Li, Kuangyin and so on although all hate prime minister, but did not abolish the system of natural reasons. Sure enough, after Zhu Yuanzhang died not long, Zhu Di set up the cabinet of this system, and the consequences of this system is that a greater than the Prime Minister's rights of the organization produced, such as High arch, Juzheng is such a cabinet first supplemented even to create their own beyond the imperial power of the era.

Contrary to the laws of historical development will certainly get the regular revenge, Zhu Yuanzhang's descendants did not escape this punishment. Similarly for the electric business industry, a history will rise in the business and will not stop because of a certain will of development. Mushroom Street Financing 200 million dollars, valuation 1 billion just proves that, doesn't it?