9 months experience sharing with the community

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In September 2009, the net was questioned by many people, objections, worries began to enter E-commerce, this 9 months, we continue to explore, to find the community and e-commerce effective combination of the road, all the way down is very difficult, but also a little bit of harvest, only the network of 9 months of the e-commerce development, There are a lot of feelings and experience to share with you.

The network is engaged in the background of the Business-to-consumer:

The network was founded in early 2008, after 1.5 years of development, has become China's largest cosmetics community, with nearly 500,000 of female members, only the members of the Iraqi network has a high viscosity, like in the community to discuss the use of cosmetics, purchase experience to share, in addition to the net also has nearly more than 200,000 comments on the cosmetics library. The network's team has a wealth of experience in technology and community operations, but with little experience in the field of electrical business, how to transform from Community management to e-business is our biggest challenge.

Although the difficulties, this has not hindered our development, after 9 months of stumbling groping, gradually embarked on the right track, sourcing end in the cosmetics field for 2 years of operation and accumulation, many channels and manufacturers gradually become our close partners. The business strategy of the company is to continue the thinking of our community operation, and also to walk out of many innovative ways, and also form our unique management system in the user's operation and analysis.

I believe that a lot of friends will be very concerned about the community and E-commerce after the combination of what kind of effect? Our development process and some data can also be simple to share with you:

1. Because of the existence of the community, the total conversion rate of the order has reached about 2% per cent, and the conversion rate of the users of the network is 4% to 5%.

2. In the 9-month period, the rate of repeat purchase is roughly 40%;

3. Sales may be more attention, we almost no advertising in the case, also did not do Taobao, only in Iraq-related channel platform, after 9 months of development, one-month sales have exceeded 1 million;

4. We started with the start, from Shanghai moved to Jiaxing, from 5 people's team, 6 months after the development of 10 people, 9 months after the development of 20 people's team, the future needs more people, we in 9 months, the team on the two small steps.

We are the Forces nouvelles of the electric power business, and almost everything is done from zero to there, no one, no experience, no funds, we have is the first only Iraq net and 500,000 of precision members, and the only Iraq team tenacity will, we must do the electrical business, we must do a good job, no matter what difficulties will be encountered.

It is true that there are many feelings and experiences to share in these 9 months:

1. It is a coincidence that the community has successfully made the electric quotient, and the electric quotient makes the community more scaly Mao Feng angle, I am more worried about the social business I advocated will give more electricity quotient misunderstanding, we today's a little bit of no reference at all, the probability of success of the community than the electricity quotient is much lower, the probability of success of the electric quotient is not high, Even if both success probabilities are 1%, then the community and e-commerce combination of success probability is only 0.01%. The electric dealer does not have the patience to spend 2 years not to eat does not drink to engage in the community, but actually has the achievement the community to be very few, but how many community dares to Gbagbo to gamble in the electricity merchant?

2. Electric business and community management are completely different two areas, the community is in fact the media, the media is Light Company, 5-10 people can do millions community platform, but do the electrical business need to do all the things, what links can not be less, like bucket effect, any short board can let you do not go. Sourcing is the most typical thing, there is no stock can not do the electricity quotient, we now do is not good, has basically achieved 60%-70% in the library rate, the future to achieve 100%.

3. Electric business is happy and painful cause, when the scale is not big enough, the company can be profitable, can do tens of millions of annual scale, survival worry-free, there is a certain development, this stage is happy. But after this stage, not strong enough funds to support the growth of the bottleneck is very clear, big almost hopeless. So now I understand more and more, why do the powerful people keep taking the money, because in the end, the ROI of the business media is almost the same, the rest is more than who cast more money, who has more money who sales, unless someone can improve the conversion rate of ROI data, open the competition pattern, Macaulay's data is better than Vancl's, which means that, to achieve the same sales, Macaulay spends less money, and eventually the electricity quotient will become a fully formulated operating system.

4. The value of membership behavior analysis is incalculable, and we are now gradually starting to build this system, for the only network, we have a considerable number of users, in different nodes on the user has a symbolic behavior, such as: registration, multiple landing, posting, high grade, trial, add shopping cart, the next single payment, shopping, repeat shopping, VIP and so on. Accurate analysis of the users of different channels, can clearly analyze the value of channel media, marketing guidance is very important. I think that the independent of the meaning of the business is not entirely out of the shackles of Taobao, and more importantly, you can label any one of your concerns, understand the behavior of consumers, to make a targeted response, the future competition of the electric dealer is every detail to see who better understand consumers.

5. Flow of the trap, when the conversion rate is stable, the amount of traffic to determine how much, when we gradually digest the electrical business must do, found that the essence is to the appropriate cost to obtain effective flow, suddenly found that our advantages did not fully play, put more resources and energy into the electricity business, the community will inevitably be overlooked, And now the Awakening community is in no big capital investment, get the flow of the most appropriate strategy, so we re-revision, and return to our core, but we put the electrical business as the first guiding goal.

We are so bumpy on this road, although we still have problems in many basic links, such as SEO, EDM, advertising, marketing strategy, etc., but we will continue to strengthen our core competitiveness: the effective combination of community and e-commerce, and continuously improve the conversion rate, repurchase rate, the number of users and other indicators of efficiency , optimizing the user transformation model and behavioral analysis system, I believe that only the future of the network in the field of electrical business will be able to create her unique value.

In the 2010, the net has gradually opened the curtain of development, recently we have made a major revision, reflecting our 9 months of condensed community and electricity business combined with the exploration experience, to show only the new face of the Iraq network, but also hope that friends in our revision and development process to understand our thinking, We also hope that our experience can be used by all of us. Finally, we have replaced the new domain name, which represents the new starting point of the only Iraq network, the new journey: www.w1.cn