Mushroom Street Real gold and silver for transformation, to serve female users fashion electric business platform

After getting enough ammo for 200 million dollars, Mushroom Street began real gold and silver into the transformation, from the former "Waterfall Flow" to the service of female users of the fashion of the electric platform, from the big bowl of Taobao, such as grab food, with the only products, poly beautiful products These are good at serving female users of the vertical electric business competition.

In this battle, Mushroom Street has its own advantages, there are late to enter the short plate: The advantage is that the user, the community based on good, accumulated a large amount of its own flow, the user stickiness is good, and the core user group is a strong shopping desire, high consumption of young female white-collar users. The disadvantage is that the online retail work is not deep, in the creation of a complete chain of electrical business transactions in the process of goods, logistics, payment and other short board.

Founder, CEO Chen on their own understanding is also a clear, after making the transition, change the decision, Mushroom Street, the first step is to take more money to ensure the rapid development phase of the heavy investment; the second step is to develop new development strategies, from brand positioning, product design (especially mobile products) and trading closed loop construction three aspects to make clear planning. In an interview, Chen also gave a detailed interpretation of the company's new strategy.

Change one: positioning buy hand street, fusion algorithm and buy hands recommended

In the positioning of the Electronic business shopping site stage, Mushroom Street, the rapid development of the focus on the back-end data, algorithm with the front-end users of the match, whether it is the waterfall stream picture display mode, or entirely based on the algorithm of the product ranking recommendation, are to do a good job of "diversion, drainage" This matter, so that female users in the constant browsing, Hang out and find the goods you want to buy.

But after a clear positioning to do the electric business platform, Mushroom Street made the construction of "buy hand Street" positioning, to discard the waterfall flow of merchandise display, in the product recommendation of the integration of data analysis and fashion buyers in charge of the recommendation, in the commodity display category, direct, in order to standardize the management of commodities, while upgrading the platform's trading conversion rate.

Chen that the community, entertainment and the mobile will be combined with the electricity quotient, but in the process of integration there are significant differences in operational management. In the construction community stage, the Mushroom Street column, the product completely by the cold server and the data decision, the user clicks, browses, the change which the order changes the information in the display recommendation. In the transformation to do fashion, then the need to build a professional team to buy, to complete the pick, pick goods, before the target users to make decisions, the formation of objective data analysis and fashion purchasing director recommended to combine. From the data point of view, this way to promote the platform commodity trading conversion rate increased 6 times times.

Chen also revealed that in the Mushroom Street headquarters in Hangzhou, has set up a 5000 square meters of the selection center, buy hands in the completion of the brand sample purchase, the merchandise will then enter the inspection Center examination and Audit, and then to edit collocation, model show, finally presented in front of the user.

Change two: Tilt to the moving end, completely abandon waterfall flow

Mushroom Street has been the early development of the PC, the mobile end of both, but in the mobile trend, but also began to tilt the resources to the mobile side, redesign client products, the original UI, columns, search navigation and so made a change. And for the establishment of the fashion buying team, a new independent app, "Top", has been set up to build a mobile community centered around buying hands and mentors.

The new mobile product logo is more prominent and the UI is more concise and straightforward. Navigation bar is divided into love stroll, classification, collocation, news and other columns, on the goods, with a large number of optimization, user-friendly selection of clothing, better make purchase decisions.

It is noteworthy that Mushroom Street will completely abandon the waterfall flow of the picture display, on the one hand, optimize the mobile end of information display, on the other hand from shopping more to the community and retail link evolution, "In simple terms, is the Mushroom Street display window will be more orderly."

Change three: vigorously put into payment, after-sale and other links

In addition to the positioning and product changes, Mushroom Street on the one hand to increase support for merchants, attract excellent merchants to join the platform, on the other hand also accelerate the replenishment of the short board, in the electricity business transaction key links such as quality assurance, payment, after-sales service input to ensure smooth transaction and customer satisfaction.

In the payment link, changed the single reliance on micro-letter payment of the status quo, through the investment in Hangzhou Third-party payment Company, support fast payment, with Ping An bank online wallet system to help users create virtual accounts. Chen revealed that after the introduction of fast payment and wallet system, payment success rate will increase 50%-70%.

In the seller and the user's communication link, on-line new Cross-platform IM system, uses in buys the hand, buys the hand and the merchant, the merchant and the user interaction. At the same time, the IM system will also become a business Management store CRM tools, in addition to communication, can also use data analysis to provide in-depth services.

In the warranty, service links, Chen introduced in the newly introduced cosmetics special Sale channel, Mushroom Street first set a high margin threshold, the provision of beauty makeup merchant margin to 100,000 yuan, and Mushroom Street to give the same amount of margin, to protect the quality problems when the user to pay. Second, the commitment to 30 days without reason to be returned, as long as the use of bad can apply for return refund. Third, the cooperation with PICC to further consolidate.

After the change of Mushroom Street, will be the official electric business scramble. From this year's cumulative data, Mushroom Street Excellent store platform cumulative turnover (GMV) more than 1.5 billion yuan, the annual target volume of transactions will reach 405 billion yuan level.