Beautiful said Mushroom Street transformation in the beginning, competition for merchants

Taobao as the same as the shopping guide to buy food, the transformation of the electric platform can avoid the arbitrary suppression of Taobao, but it is inevitable that once the boat, and now in the struggle for businesses. Beautiful said and Mushroom Street in succession after the completion of the trade closed-loop ecology, has thrown huge sums of money and preferential conditions to attract businesses to settle in, launched a shopping guide website transformation of the first gun. However, in the industry, the beauty of the said and Mushroom Street now strength is not enough, in the competition in the business will not appear in the brutal state of the electric business melee. There is also the view that the mobile market space is large enough, there is no such a long relationship, both in the high-speed growth stage, just to run forward.

The beginning of the transformation

Carrying the "Beautiful 100" program, has been in Guangzhou, Beijing, Shanghai, Wuhan and other companies to meet the beauty of the beautiful said to throw 1 billion yuan hatching fast fashion business, "the core goal is to support 100 days of sales of million-dollar high-quality businesses, fully meet the consumer demand for fast fashion." "It's another big move on the road to transformation," said Beauty, who already has reserves in trading platforms, payment systems and mobile terminals. This March spring carnival can be seen as a small test on the electric business Road, from the beautiful said data show that more than 3,000 merchants participated in the event, 7 days accumulated turnover of more than 100 million yuan.

Along with the road on the transformation of Mushroom Street also at the end of the month to sell 500 million yuan business support plan, and issued a brand new strategy, the future will be more around the "buy" this core brand, Mushroom Street said for well-known reasons, will be on line with the new payment system. In order to match the new brand positioning, mushroom Street updated logo definition and product navigation design, the web will give up the "waterfall flow" of this traditional expression, on the mobile end of Mushroom Street launched a full platform IM real-time chat system "communication." According to Chen, the CEO of Mushroom Street, this means that the focus of the Mushroom Street business will be shifted more from the community to the retail link.

In addition to beautiful said, Mushroom Street, folding 800 and pocket shopping and other guide websites are also in the transformation of their own electricity. In the eyes of the industry, although faced with the oppression of survival to make a transition, the strain of the ingredients far greater than the change, but the beautiful said and Mushroom Street has built a closed-loop ecological trade, the transformation model has been recognized capital, Mushroom Street This June to complete the D round of 200 million U.S. dollars of financing, valued at 1 billion U.S. dollars, This is only 8 months from its announcement of transformation.

Compete for merchant

A succession of huge sums of money to let businesses begin to move, Beijing Commercial newspaper reporter in a small taobao sellers see, most sellers to beautiful said and Mushroom Street Olive branch to itch, but small sellers in the discussion settled only pay attention to the preferential policies, and the platform did not make a distinction. In fact, in the eyes of consumers, whether it is as a shopping guide website or shop platform, Beautiful said and Mushroom Street have a great similarity.

Beauty said in the business meeting clearly described the transformation direction and route, "Women's exclusive electric shopping platform, dedicated to using the best Internet technology to subvert the female fashion industry", female + fashion has become the key word. The Mushroom street, which has been keeping abreast of it, also places the fulcrum here, "Mushroom Street is from the point of view of fashion women to do e-commerce platform, which can be understood from two aspects: on the one hand, mushroom Street Existing user groups are fashionable female consumers, they have their own fashion dress up a certain understanding; Mushroom Street is based on our users and is also positioned in the field of fashionable female consumption.

Mushroom Street said, "We nurture the business has a good selection capacity, have sufficient operational capacity (including product quality, customer service, etc.), these are we very much value." It is obvious that these businesses are also beautiful said they want to strive for. "Help 100 prominent fashion, quality control, service in place of the rapid development of businesses." "Beauty said.

Merchant coincidence

According to the published data, Mushroom Street has more than 80 million users, 6,000 settled businesses, Beauty said registered users more than 100 million, settled in more than 10,000 businesses. Although in the industry, beauty said media attributes stronger, rely on their own operations that PGC pull users, and Mushroom street mainly biased social attributes, relying on the user's own content is UGC, its user relationship chain is also a potential killer. But in the view of merchant and seller, beauty and Mushroom street belong to the same class, which is parallel rather than the only distribution channel.

To "xx bag" as an example, Beijing business newspaper reporter found that its beauty and Mushroom Street opened the shop, at the same time, the brand in the day cat and Taobao also have shops. But interestingly, the day Cat customer service staff made it clear that the cat shop and Taobao shop belong to a company. But the beautiful said and Mushroom Street customer service staff to avoid this.

In fact, many merchants are sellers of Taobao. Beauty said after being blocked, in half a month time developed a business trading system. And at that time in the beautiful said on the long-term advertising Taobao merchants have tens of thousands of, beautiful said the advertising team directly transformed into business operations team, from which to pick out thousands of of quality merchants, to help them in the beautiful said on the open shop. The traffic becomes the key factor on the basis of the business coincidence. It is understood that Mushroom Street to support the merchant's 500 million yuan to implement its business, 100 million yuan will be used to purchase the entire network of traffic, a full range of external traffic to buy the entrance. Beautiful said also for businesses to provide advertising resources, effect analysis and other services.

However, Allwin Consulting analyst Guo Zhangyu that, beauty and Mushroom Street in the investment although there is competition, but will not appear like large electric dealer price war as the melee situation, "Now is not enough power, the appeal to the business is not enough to meet the requirements of the merchant ' Row ' level." At the same time, Guo Zhangyu said, Mushroom Street and beautiful said the transition is biased towards the mobile end, while the mobile end of the market space is large enough.

Mobile End Race

Beautiful said and Mushroom Street to guide the transformation of electric power, in addition to positioning, the target customer group overlap, but also invariably chose the mobile end as a breakthrough.

Mushroom Street stressed that the procurement of the entire network of traffic, including Baidu, 360 and Sina Weibo, QQ space, and so on, the overall flow of procurement will tilt to the app. "Here is recommended Mushroom Street Boutique Boutique, which is also a battleground between businesses, here will get the most traffic support." Chen said Mushroom Street was the first to introduce a waterfall in 2011 because it showed the largest number of images per unit area, and now PCs have become less important and mobile phones have become more important. Based on this, Mushroom Street launched a full platform IM instant chat system "communication", and for the establishment of the fashion buying team launched a new independent app "Top", through the gathering of buyers and mentors, build to buy the hands of the mobile community core. Up to now, Mushroom street sales reached 1.5 billion yuan this year, of which the mobile end of the sales ratio from the beginning of the 35% increase to 65%.

Beautiful said also just opened the mobile phone QQ level entrance, is a high-profile proposed "All in Moving End" slogan. Data show that the beautiful said mobile client installed capacity of more than 75 million, to undertake 70% of orders. In the industry, the mobile end is a shopping guide platform for the transformation of vertical electric platform of the important chips, in the mobile end, beauty and Mushroom Street does not exist this relationship between the long, but high-speed growth, just need to run forward.

Beijing business Newspaper reporter Shaolanji/wen