Social shopping sites hit ads to rob users, different types of sites will eventually go their separate ways

The endless stream of users is always the most ecstatic of internet companies, because this is the flow, but also can be realizable revenue.

Since the first half of 2011, the consumer website burned money to rob users, Beauty said that with Mushroom Street two belong to the first echelon of the social shopping site and began a new user competition.

"At present, Beauty said that every day on the Tencent platform advertising investment is 400,000 yuan." "March 15, a veteran of the Internet investment Circle told reporters, Beautiful said to start a large amount of advertising to attract new users."

This kind of Hao throws the daughter to rob the user the method to let the short money electricity business colleague exclaiming. Not only that, let beauty say, Mushroom Street is enough to be proud of, their current annual revenue is close to 100 million yuan, the commission ratio is close to 10%. If they do not want to smash gold advertising, their days than the loss of the operation of a lot of electricity dealers better.

However, these revenues are basically from Taobao, many people worry that their high Commission will not be deprived.

Smashing ads and robbing users

Mushroom Street in early 2011, the beautiful said in October 2009 set up, did not go through 3 years of life and death test period. But in just two years, they are wildly popular with the user and the capital market, also be labeled as "Class Pinterest" website, "Chinese Pinterest variant" and so on.

For these labels, two of the CEO unanimously denied. In Chen's view, Pinterest is a cohesive web site, and its users will find a good picture "Pin" from the internet to the Pinterest, but under the same picture, there is little interaction between the members. And Mushroom Street is out of the Web site, the user's traffic guide to the outside station. From the user and positioning, the two are not the same. Pinterest's users are 25 to 35-Year-old young housewives, are gathered on the basis of images, the mushroom Street users are mainly 18 years old-25-year-old female users, based on the consumer experience and aroused interest.

Xu Yijong also said, "Beauty is actually just borrowed from its picture waterfall flow show form, not the same type of site." "He believes that the core idea of beauty is user, content is also generated by users, fashion sharing requires user interaction, so the ultimate foothold is social media."

"Mushroom Street is social Shopping (social shopping), beauty says social media (social media)." By the middle of this year, we can see that two sites have different ideas. Chen said that although from the UI (user interface), two sites are no different, but in fact not the same.

From the present state of view, can reflect two different sites are "magazine" and "group" these two products. Beautiful said to Do "magazine", Mushroom Street Do "group". The magazine is a media practice, allowing some minority opinion leaders to lead the trend of consumption and fashion. At present, in the beautiful said already has tens of thousands of beautiful person, among them "choke mouth small chili" is the net buys the world well-known fashion reaches the person. Mushroom Street as a group, but also fashion tatsu people, but these fashion is mainly responsible for organizing a group of people, the group of people to evolve the common needs, rather than bear the responsibility of discovery.

"From the final results presented to the user, the two sites are no different. The only difference is: Beauty is said to be a girl; "A product manager who is responsible for all the guests told reporters.

"Women naturally have the need and desire to share, and if they are women, the atmosphere will be very good." We do not allow men to register, just want to be able to provide a pure discussion environment for female users. Xu Yijong explained that there would be a suitable scene for anything, such as a couple who would not fall in love in a noisy market, and business people would not negotiate in a movie theater.

"In the Chinese internet, mushroom Street thinking close to watercress." "Chen that the watercress is a group of people who like the same book, film and Music, with books, movies and music, so that these people form the same circle with a common hobby." Mushroom Street is also this idea, but props are clothing, shoes and hats, skin care products.

More valuable to Consumer-to-consumer

At present, Mushroom Street 90% of traffic, Beautiful said 80% of the flow is directed to Taobao. The rest of the flow to guide such as van, Good buy, Amoy, Poly-Mei excellent products, Lok bee nets and other women's clothing and beauty care related to the website of the customer.

"This is consistent with the proportion of Taobao in the overall e-commerce. What is the share of Taobao in the proportion of Consumer-to-consumer that includes both the operator and the trader? "That's not surprising," Chen.

Dongxu that, "The business enterprise goes is the brand, has the cluster effect to the user." and Consumer-to-consumer website, is a no brand, high demand for advertising-oriented web site, for them, beautiful said, Mushroom Street Shopping guide site is very marketing, promotional value. Consumer-to-consumer website will also give beautiful say, mushroom street with more divided. ”

Mushroom Street is called every month Taobao to take the turnover is 150 million yuan, and beauty said that each month to Taobao to take the sales is 700 million yuan. "Every month, we are divided into 7 million by Taobao customers." Xu Yijong told reporters that not all transactions are divided.

From this figure, the proportion of social shopping has reached 10%. Among them, clothing, shoes and hats are divided into 5%, digital, household products are divided into the proportion of 1.5%~2%, weight loss products and essential oils are generally divided into 20%~30%, and some even up to 50%.

Such percentages are much higher than the average conversion rate of other Internet 1%~3%. This is due to the beautiful said, Mushroom Street to bring the value of transformation. According to Chen revealed that the Mushroom Street for Taobao conversion rate is 10%, that is, from Taobao lead the flow of the past 10% of users will produce purchase behavior.

Of course, because the vast majority of users are led Taobao, this also attracted those who open shop on Taobao network shopkeepers have chosen to send a large number of user-oriented posts on these sites. "The new tens of thousands of pictures each day, the background of the machine will be based on the user's behavior characteristics to determine whether it belongs to the" water post, once found, immediately deleted. In the "shopping" of the fine categories, we will delete 60% of the picture every day. "Chen that the third party social shopping site is focused on the user, the most important is the user experience, should not be reduced to a seller's promotion platform."

At present, in the field of social shopping, everyone, happy, 360 have been carried out, before every customer has launched every customer, Taobao also launched Love shopping, also intended to "where to buy", "buy what" this link to supplement the whole.

"Taobao, Fank and other shopping sites are still standing in the seller's position, and independent Third-party shopping site is from the buyer's demand, in order to achieve the needs of buyers." Chen thinks, the position decides the thought, these two kinds of websites will eventually go their separate ways.