"Ban order" under the Change, Shopping Guide website transformation to do the electricity business

"Ban order" under the Change, Shopping Guide website transformation to do the electricity business

June, Mushroom Street, Zhejiang Electric Business, the most typical shopping guide platform, confirmed the completion of a new round of more than 200 million U.S. dollars in financing, investors valued as high as 1 billion U.S. dollars. The reason for the refinancing of Mushroom Street is that investors are bullish on its transition from early shopping to social power.

And Mushroom Street is not only a competitor, but also the beauty of the same life Mandarin, is looking for their own new living space. The development of a complete set of commercial advertising system, to help them to cooperate with their Taobao sellers in the beautiful said direct ads, from the profit income from the dependence on Taobao.

In the early years, the electric business field appeared a lot of shopping guide type website, such as beautiful say, return the net, etc., are relying on the way of rebate or commission, rely on Taobao and other electric business platform to survive, but with the electric business big guys "face", have to find a new way out. Mushroom Street, such as shopping guide the results of the resurrection, obviously the industry did not expect.

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For many buyers, in the online selection of the right goods too laborious, because there is Taobao, when, Jingdong and other electric business platform, each platform has thousands of sellers, each seller's source is different.

There is a need for guidance at this time. 2011, the early location of Mushroom Street is "shopping Guide", its present to the user is a bunch of other users selected goods, and these products show no doubt make online shopping more simple.

Mushroom Street model is from the hands of Sina Weibo to obtain traffic, from Taobao hand earn a commission, the original up to 8% conversion rate, far higher than other shopping site 1% level, so that in the peer to stand out.

In a way, Taobao and other electric platform for such shopping guide site is "full of joy." For example, from Mushroom Street sent 100 people to Taobao, there are 8 people under the single shopping. The better the shopping guide site, for the electrical business site, brought in the flow is higher, a proud.

Give the electric dealer to do the shopping guide, initiate the new electric business model

June 6, Mushroom Street announced a new round of $200 million trillion in financing.

According to public information, Mushroom Street has carried out 3 rounds totaling more than 20 million dollars of financing. 2011 Financing two rounds, a round of investors to Bertelsmann, B-round investment is qiming venture. October 2012 to complete the B + round financing, by IDG. In 2012, the media said Mushroom street was valued at $200 million trillion, and now valuations have reached $1 billion trillion.

On the value of investment, Chen that the site after three years, accumulated 80 million of registered users, as well as accumulated a good reputation, and the whole team's implementation of the trust.

In addition, Mushroom Street on the mobile end of the performance is also favored by investors.

According to Mushroom Street official data revealed that 30% of the traffic from the mobile end, but brought 65% of the turnover.

Mushroom Street at the mobile end of the current iOS, Android and other versions, picture information and interactive content more, every day will update the content of the product, the version is constantly upgraded to elaborate ways to provide users with shopping decisions.

And such a result is not groundless. As early as the 2011 Mushroom Street released Mobile applications, was the App Store's life class ranked first; at the end of 2012, Mushroom Street Mobile end of the flow accounted for 15%.

Focus on moving the end, 30% of traffic attracted 65% of the turnover

However, the short-lived.

At the beginning of 2013, Taobao began to ban all kinds of shopping guide website. At that time this kind of shopping guide website is prevailing, according to Iris information statistics, most of the time there are different categories of 65 waterfall flow form of the shopping guide site.

September 2013, a netizen through Taobao account in the Mushroom Street shopping, but found that its account can not log in. Originally, a large number of Taobao blocked all kinds of third-party shopping websites, Mushroom Street is also in the "blacklist."

Taobao at that time gave the explanation is that some of the Super Low-cost Third-party Shopping Guide site, in order to earn more profits, for sellers to enter the merchandise to bargain freely, the seller can only do a loss of drainage. However, there are media reports that the ban is because Taobao is ready to build their own shopping platform.

"Mushroom Street in fact, starting from last August, the official launch of the electric business Platform excellent store, October officially online, upgraded to a social electric platform, the introduction of businesses into Mushroom Street open shop." COO Assistant Xuda of Mushroom Street said that when CEO Chen to the investor vaccination, said that this conversion may lead to the end of the flow is only half of the previous, fortunately the result is not so bad.

"Regardless of the transition, or after the transformation, still focused on the ' female Fashion consumer goods retail ' this area, so from products, technology and operations do not need a big adjustment, the appropriate adjustment of organizational structure can adapt to new platform requirements. Mushroom Street co-founder Yeu Xuqiang in an interview that 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.

In last year's "Double 11", Mushroom Street achieved an unexpectedly close 30 million turnover. Analysis of the reasons, it has been focused on the female consumer buyers this side, for consumers on which goods more preferences, has a good experience in the process of accumulation, in addition, accurate flow for businesses are flocking.

Beautiful said and Mushroom Street, the two are both competitors, but also the same life Mandarin ducks. In the electric business big guy, Beauty said developed a complete set of commercial advertising system, to help their cooperation with Taobao sellers in the beautiful said direct ads, from the profit income from Taobao dependence. Insiders said that the beauty of the new settled business concessions are very rich, such as the first year of Free commission, click the link price down very low. In addition, the beautiful said in the micro-letter on the force, in addition to the micro-letter payment docking, but also as the first to participate in the "micro-letter Store" inside the micro-letter service number "opening".