The shopping guide website strong like the forest, the berry net wants to depend on the minority route to survive

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An illness is inspired, Li and her husband Huanglin start a business. Both husband and wife resign their position, operating shopping guide website "berries"--now, shopping site has been everywhere, from scratch, a shoestring, how to win a place?

"Titanium Media Special/Shu Jingyang" March 2013, is the last time for the third revision of the Berry net. Huanglin quit his job earlier, ready to work with his wife Li, do their best to do their website, "We are both science origin, are very curtilage!" Huanglin is obsessed with technology, while Li the content-website construction and operation, two people just complement each other.

"Now we're still scratch, and we haven't started yet!" Huanglin said, entrepreneurship started, they want to walk a bit more stable, "other sites will be crazy to hit the money, but we, even do a small advertisement will be prudent for half a day." ”

Speaking of the market, the couple said to the titanium media reporter, "Women are the largest market, we only in the vertical area of female e-commerce, to explore a small part of a big cake." ”

However, before the berries, there are beautiful said, Mushroom street, such as a number of mature shopping guide site, as a successor, how to avoid the pioneers of the sharpness of the berries to develop their own characteristics? How to get a place in the market?

Personal blog to the shopping Guide website

"At the end of 2011, I just got sick at home and liked to browse foreign websites." "Li found that a lot of people abroad are going to recommend things on their blogs, update them regularly, attract advertisers, and get a split--this spawned the first" berry nets, "A simple blog, and a good product for others.

At that time, Huanglin also worked in a state-owned enterprise in Chongqing, a typical technical residence. Learned that his wife's ideas, Huanglin use of spare time, began at home to do the program, while Li often on various websites at home and abroad, learning operational experience. Husband and wife, "in addition to something, time completely on the website." ”

Taobao API Open, "Consulting + shopping" category of the site began to flourish. and other shopping-like sites, Huanglin couple of berry nets should be potential, "customers through the shopping guide website to buy things, Taobao guests will be in accordance with the Commission of direct money." Huanglin said, it is precisely because there is a clear profit model, Huanglin is willing to try to start a business, "I personally can not afford to be a loss of entrepreneurial products-not profitable, the need for wind support, but the wind is not so easy to find." ”

After a tense preparation, February 2012, the official online berry network test.

At first, they only do personal blog and product recommendation, "Slowly developed, the heart is big, adding a lot of features." Finally, the Berry network has become a social function of the shopping guide site: In this shopping community, users can pass pictures, send products recommended, write articles.

"In the beginning, we went to the" popular route, "the content of the public, both men and women do. Because it is an open community, the articles and pictures are all at sixes and sevens. "Then the two men slowly felt a little labored-the content was" all-round, "but the energy was too limited. Moreover, the construction of social platforms requires a huge amount of user and activity. Moreover, the establishment of social sector, will give too much authority to users, but also bring a lot of negative effects. "It's not for us to want to do it very well. ”

"A friend to the Berry net after stroll, but can not understand what we this site is doing." This lets us begin to reflect: in order to function comprehensively, add various kinds of community function, put the website to the user completely, is this right? When users see a messy page, all kinds of small ads Taobao, can also have a good experience? "

In the initial scenario, the berry net creates a social atmosphere that allows visitors to have a broad range of privileges, which is expected to increase user stickiness and increase site activity. However, the actual situation is not so: come in upload, update content, mainly Taobao merchants. "Our site has become a place for others to advertise, whether the people who really need help?" ”

In view of this, they again revised, remove social content, cut user rights, to provide users with a "concise", "perfect" site. At the same time, in terms of content, but also a change of the past "all-round route", positioning in the "have a certain pursuit of young women", to provide them with "good and fresh fashion and nutrition" content.

"After the revision, the website style and the grade became our core." "Huanglin and Li feel that the style and taste should be grasped to allow users to recognize the way the berry nets think," Our goal is to be small. ”

How can you win a place with strong opponents like Lin?

With the continuous maturity of the electric business, shopping guide site is gradually emerging. Now, the market has been "beautiful said", "Mushroom street" such a relatively mature shopping site, and a pile of sugar nets This "information plus shopping Guide", with its own characteristics of the shopping guide site, berry Nets how to win the hearts of users?

"Beautiful said" very early began to do shopping Guide website, covering the various styles of clothing. In comparison, Berry-net products are much less-and because of the small number of products, every berry store has to be screened by Li: "Other sites are building content through the user, and we are editing to filter the content." ”

Through this screening, Li controls the quality of the Berry Web's content, "in addition to commodities, we also provide women with information, including fashion, DIY, photography, food and so on." ”

Contains information shopping Guide NET, the heap sugar net already more mature, its team personnel more, the development time is earlier. Huanglin Two people are also aware of this: "So we can only get out of the unique style of the road, with original information and more sophisticated shop screening to make the berry personality." We prefer fresh and natural, but also priority to choose independent original, Style fresh shop. "At the same time, in the choice of advertising and information, they demand" tasteful, high quality of life requirements, fresh and natural taste, close to life, there is a sense of design.

Because of the social failure of the attempt, they attach great importance to the user experience, "Now there is no social function, we must rely on a good user experience to improve user viscosity." ”

In other similar shopping websites, users can share their favorite treasures and create their own fashion magazines. The Berry net originally had similar function, but was deleted in the third revision. Social function of the removal, let Huanglin is very sorry, "no way, to control the content style, have to do so." Besides, full imitation, no social characteristics, why do people come to berries? can be achieved in other very mature communities. ”

How do I improve the user experience? Huanglin to the titanium media reporter summed up four: "First, we do not force users to sign up, users can use the identity of tourists to complete all the information browsing." Second, our information is mainly based on originality. Third, the page set concise, only show the classic things, so that users can find the fastest speed. Four, through the strict selection, only the introduction of beautiful pictures, style and adjust the shop and advertising. ”

Future, do information plus E-commerce

"What we ultimately want to do is to add information to E-commerce, not limited to the shopping guide." The initial idea is: to cooperate with some independent brands abroad, in our market launch, to do domestic markets. "Although there are logistics costs, but by way of cooperation, you can get discounts," Through this way, to do ' in Taobao can not buy things '. ”

At present, according to two people to the titanium media reporter description, berry network maintained through the "Taobao open platform," the way to gain profits. Thanks to Taobao API Open, based on the open platform of the Electric guide, you can get a sales commission from the platform. Berry Nets is such a profit model, which makes Huanglin and Li's entrepreneurial pressure a lot less: "Although the money is not much now, but still have a profit." "As long as a user links to Taobao through their web site and trades, the berries can profit from it." A clear profit model gives them more energy to spend on berry site development and content building.

However, in the promotion aspect, the Berry net has not yet moved. "The only way now is to exchange links with Taobao stores. "They plan to launch a full promotion after the site is revamped," recruiting, expanding, improving our information, interviewing talented women, and promoting our web sites on a variety of social networks. At the end of the year, we will also launch the Berry Web app, which can also increase traffic for us. ”

Before the Berry net is perfect, Huanglin doesn't want to have too much movement: "Keep innovating, keep thinking, do your own style." "Entrepreneurship," the need for a good mentality.

For financing, the two are not too worried, "after March, we will seek financing, but do not want to interfere with the style of the site too much, so that our ideas can be achieved as soon as possible." But it doesn't matter if there's no financing, it's just slow in practice and we want to be more secure. ”

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