Mushroom Street issued a new brand strategy, transition fashion buy hands

NetEase technology News August 22, yesterday, the domestic female fashion consumer electric business Platform Mushroom Street, released a brand new strategy, the future will be more around the "buy" this core brand, and announced the march into cosmetics special sale. It is noteworthy that at the press conference, Mushroom Street said it would be online for a new payment system for well-known reasons.

Mushroom Street brand director Fan Yiming on the "Fashion to buy" the positioning of the solution: "Based on Mushroom Street users to expand, Mushroom Street users of two types of typical user groups are 16~22岁 young girls and 23~28岁 urban white-collar." Young girl's characteristics love fashion, advocating the trend, have their own personality and ideas. and urban white-collar has a higher consumption capacity, the pursuit of fashion and elegant stable, eager to their own image in the workplace to stand out. We are based on the needs of users, the introduction of Mushroom Street, "fashion buy hands." ”

In order to match the new brand positioning, mushroom Street updated logo definition and product navigation design, to simplify. The web is to give up "waterfall flow" this traditional manifestation, mobile end of Mushroom Street launched full platform IM real-time chat system "communication." According to Chen, the CEO of Mushroom Street, this means that the focus of the Mushroom Street business will be shifted more from the community to the retail link.

In the new line of the United States special Sale channel, Mushroom Street will support 30 days for no reason to open the exchange, and will set up a double margin system, the minimum amount of business margin to reach 100,000 yuan.

According to Chen revealed, Mushroom Street also invested in a Hangzhou Third-party payment company, will work with the Shanghai Ping An bank, in the near future fully on-line its own payment system.

Mushroom Street and Beautiful said this is a very popular site in recent years, a large number of Taobao sellers and users in this electric shopping community to share their own consumer experience, and these two sites fully from the perspective of women to operate, but also quickly won the market, and thus become Taobao guest Billboard big winners. But when Taobao found the original dispersed Taobao guest funds began to gradually be a few platform monopoly, quickly redesign Taobao guest rules, so Mushroom street and beautiful said the scenery began no longer.

Mushroom Street Coping style is the use of their own in the field of electricity accumulation of popularity and flow, into the online electric business platform. The number of businesses currently settled is 6,000. To support businesses, Mushroom Street in the second half of this year will invest 500 million yuan to implement its business support plan. Among them, 100 million yuan will be used to purchase the entire network of traffic, a full range of purchases of external traffic entrance, including Baidu, 360 and Sina Weibo, QQ space. Wei Yibo, chief operating officer of Mushroom Street, stressed that the overall flow of procurement will tilt to the app.

The first half of this year, Mushroom Street completed the D round of 200 million U.S. dollars financing, valued at 1 billion U.S. dollars. Wei Yibo announced at the meeting, as of now, Mushroom Street sales reached 1.5 billion yuan this year, the mobile end of the sales accounted for 65%. The sales target for Mushroom Street next year is between 40 and 5 billion yuan. (Sun Hongsu)