After being blocked to find another way: Mushroom street, Beautiful said since the establishment of electric business platform

By Alibaba "ban" and become low-key Mushroom street, Beautiful said, is looking for a new way out-build electric business platform.

In the middle of last year, Alibaba restricted the Commission interface of Mushroom Street and beauty, which directly affected the revenue source of these shopping-guide websites. Mushroom Street, Beauty said to find another way out. Alibaba last year was rumored to have bought Mushroom street, but it was not reached.

Now, Mushroom Street, Beautiful said all launched the electric business platform, the Mushroom Street Line excellent store, beautiful said that the good store. Yeu Xuqiang, co-founder of Mushroom Street, said in December 2013 sales of 120 million, sales in March this year will be more than last December, the target turnover of 3 billion this year, according to the development forecast, next year turnover or will exceed billion. Beautiful said CEO Xu Yijong (Weibo) earlier this year to the merchant's thank-you note revealed that the monthly turnover has reached 45 million yuan.

Mushroom Street, Beautiful said collective online electric business platform

Mushroom Street, such as shopping Guide website why build the electric business platform?

The main reason is to get rid of the deadly reliance on upstream electric dealers. According to a shopping guide website revealed that, since last year, Alibaba to the policy of shopping guide further tightening, open interface has been shrinking, restricting the shopping guide site to the API interface calls times. In the middle of last year, Taobao limited the relevant Commission interface.

"Like a faucet, the water in the faucet was used indefinitely and is now subject to a lot of restrictions." Limiting the Commission interface means that the source of revenue is cut off, which is fatal to the purchasing site, which is the main source of revenue for the Commission. "A certain Guide website personage says.

Warburg Pincus investment adviser Huang Jo has said: "The electric business Shopping Guide This industry state ' ceiling ' is very obvious, this is one mainly relies on the Taobao environment to survive the business state. As long as the valve is closed, this mode of collective layoffs. ”

Mushroom Street co-founder Yeu Xuqiang in an interview with Tencent Technology, said the mushroom Street adjustment does and Taobao policy changes, but also have other considerations.

He said that shopping is divided into two stages: one is to solve what to buy, and the other is to solve where to buy. Previously only to solve what to buy, do not solve where to buy, in fact, the quality of goods can not be controlled. Oneself on-line electric business platform, may solve the upstream restriction, at the same time to the merchant has the control power, the commodity quality is more assured.

Since last August, the official start of the Mushroom Street Electric Platform excellent store, last October officially online. Mushroom Street to the merchants have two criteria for assessment, one is the service capabilities of businesses, operating capacity, the second is the degree of commodity fashion. According to these two standards, the proportion of businesses audited is 20%. At present, there are more than 2000 stores, Yeu Xuqiang said the business will be controlled within thousands of, not unlimited investment.

At present, Mushroom Street registered users 69 million, the average daily independent access to user 5.5 million. Yeu Xuqiang revealed that the overall flow of Mushroom street, there are One-fourth imported excellent store, the remaining three-fourths imported the United States makeup channel, Taobao and other platforms. "The future excellent store flow rate will be higher, now the number of businesses, the number of goods is not enough." ”

Mushroom Street Profit model is, for Taobao and other sites to trade, to get into; now, Mushroom Street on the merchant will have 5% turnover commission charge, Yeu Xuqiang said, 5% of the Commission is equivalent to technical service fees, covering the transaction process of the system costs, quality audit costs, return freight subsidies can. "Technical service fees are not a means of making money. The technical service charge to be collected will be spent. ”

He said that the final profit model has commission, advertising, but this year, next year will not consider profits. "At this stage the focus is to introduce quality business, clear play, expand the impact on the consumer side." ”

Beautiful said also in increasing the investment in the platform of the electric business. Beautiful said CEO Xu Yijong earlier this year to the merchant's thank-you note revealed that within 2 months there are more than 1000 businesses settled, at that time the monthly turnover of 45 million yuan, which is not introduced to buy and coupons and other promotional methods to achieve.

Xu Yijong in the letter revealed that the 2014 spring shopping season (March-May), will launch new products, hot series of activities, buy, special sale channel revision on line, put 60 million yuan marketing costs to introduce customers, put 40 million coupons to promote customer purchase transformation, Let 50 million yuan to help businesses in the beautiful said station advertising to promote.

In addition, he also revealed and micro-letter has cooperated with the official cooperation program, will join hands with quality businesses on the micro-letter on the sale. At present, this cooperation has not yet been launched.

Turn to micro-letter payment

Since the establishment of electric business platform, Shopping guide site in the payment link has also experienced twists and turns.

Last October, on the Mushroom Street Line electric business platform soon, Alipay stopped working with Mushroom Street. Analysts believe that the reasons behind or Alibaba continued to guide the site does not support the strategy.

Since then, Mushroom Street will pay the focus shifted to the micro-letter payment. Mushroom Street official said, in February Mushroom Street held three years of activity, through micro-letter payment completed orders, the amount of orders accounted for more than 50%. "Micro-credit payment will be our key direction." "Yeu Xuqiang said.

Focus on promoting micro-letter payments also have beautiful said. Since February, the beauty of the redeployed to pay the first day of the daily minus 10 yuan activities. Mushroom Street officials did not disclose the proportion of orders reached through micro-credit payments, but said: "The daily ratio is climbing." ”

Shopping guide Industry people believe that, on the one hand, Alibaba on the shopping guide site is not support policy; On the other hand, from February 13 this year, Alipay stopped the micro-letter business scene of payment interface application, means that the micro-credit platform merchants can not access Alipay. Beautiful said will be with micro-letter cooperation, or will affect with Alipay cooperation. For the shopping Guide website, with micro-letter payment cooperation or another way out.

The challenges of the transformation of electricity dealers

Beautiful said, Mushroom Street Line electric business platform, means to become a day cat, Taobao and other large electric platform of direct competitors.

An electric industry critic said, after being blocked by Alibaba, Beauty said, Mushroom Street can only find another way out. But the challenge is that China's electricity business platform flow more and more concentrated, beautiful said, Mushroom Street also face Taobao, Cat and other platforms competition. In this case, Beauty said, Mushroom Street needs distinctive, enough differentiation.

Yeu Xuqiang said that Mushroom Street to provide consumers with different services and Taobao. Mushroom Street for young users, belong to a relatively vertical area. The competitive edge of Mushroom Street is to help users delete and select the right goods, and provide services such as collocation, community and so on.

From the shopping guide to the electricity quotient, at the business level also faces certain challenges. "Now the business chain is much longer than before. Before the user to find the favorite products, now before the purchase of communication, purchase process, payment, acquisition needs to be managed. Yeu Xuqiang said, "However, the Mushroom Street team has the electric quotient gene (the founding team from Taobao), now does things, more can play the team's ability and value." ”