Chen Qi: Focus on transition 67

"Mobile • Intelligent era" as the theme of "Wemedia 2014 China since the media annual meeting" and "Wemedia Mobile Wind and Roll" award ceremony in Beijing Shangri-La Hotel grand opening. Mushroom Street CEO Chen Qi attended the meeting and received an interview with Bianews.

Focus on the Transition 67

Talking about the transformation of the purchasing power, Chen Qi laughs that he has focused on transformation for six or seven years.

From the time of the start-up of a power Trader's tool to transition to a consumer community, and then from the consumer community to the shopping guide, the end of last year has transformed into a business-to-consumer. He said that in the next few days, there will be a new transformation, the whole platform will become completely different.

Layout after transformation

Chen Qi admits that the past year, Mushroom Street did not follow his original forecast, he always wanted to do is:

Do not care where consumers buy, who the seller, from where the supply, what brand, mushroom Street only care about one thing, that is what consumers want to buy, how to make decisions, how to buy the hands of people to share and so on.

Chen Qi said that in the past year Mushroom Street was forced to do its own trading platform, doing a lot of things are not the original preset path. But this year also the entire trading link through, from the payment, trading, merchandise, after customer communication, and then to the entire business backstage control and so on. Now he's going to do it again and return back to the so-called c2c.

He revealed that the new version of Mushroom Street will be on the line, a new version of the online, any one using the Mushroom Street app, can release goods, have their own shop, which can be understood as Mushroom street back to a c2c system.

He thinks a lot of electric dealers are from the perspective of supply, but no one is from the perspective of people. Mushroom Street from the point of view of the people, to help match the talent, the beauty of talent, overseas students to show their own, through the display of their own fans, and eventually the fans will be present.

Not the crowd, but the opinion leader.

Mushroom Street, the majority of users after 90, outside the crowd of the consumer power has been questioned. On this Chen Qi that not only the consumption power is not low, but they are more independent, freer, more talented, clear what they want.

So he thinks Mushroom street is not the crowd, but the opinion leader. He believes there will be more personal brands in the future, just as the media is a personal brand, the advantage of personal brand is short supply chain, easier to cash out.

Mushroom Street shop Future three positioning

Chen Qi that the Mushroom Street shop has a different three points from Taobao.

A "My product is my commodity", that is, the store can freely define and release their products, Mushroom Street will not give a lot of restrictions.

The second call "My client is my customer", the store can let customers in their own shop shopping, while allowing customers to become their own fans to focus on the store. The micro-quotient is developing very big now, Chen Qi thinks the driving force of the micro-quotient is "My commodity is my commodity, my customer is my customer".

The third is called "cost stops to zero". Chen Qi revealed that the next Mushroom Street will have a new policy, the original seller will smoke 5% of the transaction Commission, will soon be a reform. If a single user becomes a fan of the shop, he is not charged a transaction commission.

As for how to benefit from it, Chen Qi said he still does not know, but he believes that after a certain amount of trading volume, there will be a natural way to cash.

How to see the role of media in communication

In Chen Qi's view, since the media is a personal brand, but also the direction of future development. Mushroom Street Flat on the people, Reds, teachers, there are a group of fans followed him, when he said what everyone believes, he is from the media, is the opinion leader. So the thing to do on Mushroom Street is to provide them with the best tools, services, platforms and clients to help them run their own business.

The following is an interview transcript:

Bianews: We know that Mushroom street by Taobao after the flow, began to transform, speaking of transformation in fact, I do not know if you have such a concern, because once it has its own some of the flow, it is tantamount to give up the larger, it is a lot of traffic to guide in.

Chen Qi: Who are you talking about?

Bianews: Taobao. Now we have to free platform, that is, some businessmen and what, will not be in the transition, there would be some exchanges in this regard?

Chen Qi: First, Taobao never give the external flow, so we do not have any traffic from Amoy Bora, has been our diversion volume to Taobao, so this big background is this way. And then, in fact, we have many times since the transition, because last year, as if we are concerned about more, because we were a lot of time, so I just started a business, we do is actually a tool of the electrical business, and then transformed to a consumer community, from the consumer community to the shopping guide, The shopping guide was transformed from the end of last year to the equivalent of a business-to-consumer, because so many merchants settled in, then we in the next 10 days or so, we will do a new transformation, I just said, again after the transformation, our entire platform is completely different, so sometimes jokes, I said in the company I focus on the transformation has been six or seven years.

Bianews: After we turn, in fact, the capital market may be more optimistic now, because the whole brand and the company are more independent, so what are we going to do next?

Chen Qi: That involves me to disclose the practice behind me, anyway, soon released, said that it can also.

The whole mushroom Street of the past year, actually, from my point of view, not in the direction of my original prediction, what we have always wanted to do is a consumer perspective, which means I don't care where your stuff is bought, who the seller is, where he supplies it, what brand I don't care about, I only care about one thing, What you consumers want to buy, and then how you make decisions, how do you buy it after you share with people and so on, the pure consumption perspective, so that the experience of consumption will be better.

So from our point of view, where he went to buy I do not care, you can buy from Taobao, but the problem is girl things, Taobao, so it looks like we become a Taobao shopping guide. Over the past year we've been forced to make our own trading platform, so in fact this year we do a lot of things that are not my original preset path, but it doesn't matter, this year we have the entire transaction to achieve, pay, trade, merchandise, and then customer communication, and then the entire business backstage control and so on, all buttoned up.

Then I'm actually back to return, back to do the so-called social Shopping, our new version of the online, any one using the Mushroom Street app girl, can be the lowest cost of publishing goods, to have their own shop, you can understand, I 850,000 registered users, Can instantly get a store of their own. So that means I'm going to completely release the supply side of my entire platform, and you can also understand it as a c2c system.

All the electrical dealers before us, I think it's all in the supply perspective, that is, I have what brand, I have what goods, or I have what kind of business, but no one is an artificial perspective, said I have what kind of people, for example, from our perspective, I have a group of people here is to match up with people, There are a group of beauty makeup teachers, there are a group of students who purchase the sea, so from a human perspective, we're going to help them show their brand, style, character, and the whole process of showing their fans that they're getting, and we're going to offer a bunch of very low-cost tools to them, So when this platform on the line, you can understand as a people-centric c2c platform, it is not based on the price, commodity, brand or business-oriented.

Bianews: I asked Yeu Xuqiang to say that you have some new layouts for socializing, for social consumption, and he says there's nothing left to say now, and then I'll say, you let Chen Qi talk to me this time.

Chen Qi: Because we will soon release, today is Sunday, it should be Tuesday or Wednesday we submitted, if the Apple is smooth, it may be next weekend, the latest next weekend, certainly can see this thing, so now said it does not matter.

Bianews: Will the original flow of Mushroom Street be directed here at first?

Chen Qi: The whole mushroom street becomes that way, so I said just now, I also often say, often change, why to transition, in fact, I have a lot of courage, gambling is also heavier, is that every time I feel that the direction of the right, I am aware of the direction of the market, or products to do so, I am putting all my previous accumulation into my resources and not being my own, saying I want to stay in this place, and then do a new booth, so I am a person who does not like to add, I want to do I do multiplication, but do multiplication has a disadvantage, if you multiply a 0 on the miserable, you multiply a 3 is 3 times times, You multiply by 5 is 5 times times, then you multiply a 0 is miserable.

If it is to add, you add a 0 is OK, we are still in the original, so most people are willing to choose to do addition, but do addition has a big problem is 10 plus 3 equals 13, for me maybe my heart is bigger, in fact, I used to say less, after all, I was small, but now this stage, as I said earlier, We will from the six levels that I have just mentioned, from the public level, in the now functional cost to do something good, then get a lot of content, then we quickly break through the content cost, because can buy this thing well, to the actual cost, then last year, we do brand things, so I'm going to do the ecosystem.

Bianews: I've been thinking about a thing before, is also a lot of people have asked me, is the micro-business, micro-mall can do this topic, that is, when he stayed in very simple, is the circle of friends brush these faces what, but I said a little, that is, one of the community, for example, I this piece is outdoors, I put some products in this place, in fact, his effect is very good, we are actually very similar, because it is with the crowd to divide.

Chen Qi: We do not call the crowd, we are following the opinion leader, our future Chanbao pressure? Pressure on the so-called personal brand, I press on the so-called personal brand, because my opinion is that a lot of people in the past to question us, said your customers are all over, the consumption rate is low or something, I have always felt that the consumer power is not low, and they are very important a point, they are more independent, more free, no insecurity, You know what you want, right? I feel more talented and better. So I think there will be more and more personal brand, as today we are from the media, in fact, since the media is a personal brand, because it is the shortest supply chain, I can say so.

Bianews: Because it's a good way to get out of the media.

Chen Qi: yes, it has the shortest supply chain, so it is the fastest in the media to have a personal brand.

Bianews: Because I have been asking since the morning how the media, in fact, we did not get very good answer, think that this is a nice piece.

Chen Qi: We were even thinking, for example, from marketing, maybe we could open an account for a puppy, every day he is selling Meng, there may be a lot of it fans will follow this puppy, that day if the puppy sold some dog food is logical, I think even if the puppy today to sell a stud, Or in the name of the puppy to sell a girl's underwear, I believe all sold out, because it is so cute, for many fans, I just because I like that state, like that feeling.

More and more will not become said because this thing cheap, or because of this thing how how, this is in the past the situation of the lack of physical shopping psychology, now is very rich, more and more rich, people will become more and more personalized, more and more satisfied with the spiritual level.

Bianews: Originally I also want to ask with some other shopping guide brand difference, I think this also has no good to ask, is very good some layout now all already come out.

Chen Qi: yes, unique.

Bianews: Do you have any second-hand stuff?

Chen Qi: Anything, like I'm a regular tourist girl, I told my fans that tomorrow afternoon, I play in New York, you pay attention to me tomorrow afternoon, and then play when you took photos of the price, took pictures of the price, and then this thing is listed, on the spot can be bought, I will send the goods to them.

Bianews: In fact, I also check today, 58 of the best is a flea, the second is a pet, but I think second-hand in China can do it, I reserve their opinions.

Chen Qi: At present I think it is still more difficult, we idle use better, stay relatively good.

Bianews: But there's a very special one because she's got a lot of consumer goods, and then she has some second-hand stuff to keep because she's not fresh, but a lot of the bags are good.

Chen Qi: But one of the prerequisites is that she's an opinion leader, so her fans say OK, I believe you, and know that you have so many clothes to wear, you must not wear this dress several times, now may only this small link can, according to what I have just said, in fact, for me, I have completely broken open, you such as nail, Right? Everyone is very hot now, for me, manicure I can open a small shop, immediately can do my whole platform will be opened, I will not be confined to a certain vertical area, so I said just now, we are turning to the ecosystem.

Bianews: But there will be some, such as Taobao now, Taobao ecosystem, you open the shop, you will not pay, Taobao can not make money, but the through train will pay for anything. Later, after you have a lot of information, there will be a large number of messages, there will be your ranking.

Chen Qi: This is our very clear three points, I think the next move above three points, to see the electricity quotient has three standards, a call my commodity is my commodity, two call my customer is my customer, the third call the cost stops to zero.

What do you mean my merchandise is my product? This product I want to do how to hair, I want to describe how to describe, you send a clothes, you have to tell me this is the European and American style, not Japanese and Korean style, I also told you that Japan and Korea is not the same, I this is Han Feng, why you have to me in that category, my merchandise is my goods, No one can give me shelves and shelves unless I'm designing something like yellow gambling and robbery. Otherwise, my client is my client, I have a hard time to convert a customer in my shop to buy something, or let him become my fans, or pay attention to my shop, and then you try your best to turn it into another shop users, I can't stand , so why the micro-business development is very big now, because my commodity is my commodity, my customer is my customer, so this drive is very big.

The third is called zero cost, what is the cost of zero? The cost of releasing goods, trading, and getting new traffic is very low, so we will soon have a new policy, that is, to remove the personal transactions that we have just mentioned, I certainly do not charge, my original whole system of posts and telecommunications, thousands of sellers, we used to smoke 5% of the Trading Commission, I will soon make a reform , if with you under this order of this user, he is your shop fans, that is, pay attention to your shop, I do not, but if this person is not your fans, I accept, because this is a new guest, I brought you, I accept you very normal. You turn him into his old guest, then I will not accept, then how will I make money? I think a lot of people ask me this question, I think I do not know, I would like to make this volume big again.

Bianews: What do you think of the role of media in marketing communication?

Chen Qi: I just said from the media and personal brand, I think this is definitely the direction of the future, today, when the General Assembly, a lot of people from the media such as in micro-blog active, or the public account active, a lot of the media, but I have a large number of people on the platform, the Reds, teachers, this is the person, you say he from the media? Of course, when he had a bunch of fans following him, when he said what everyone believed, he is certainly from the media, he is the opinion leader, so we will do the thing is to give them the best tools, the best service, the best platform, as well as the best customers, to help them to run their own, according to me to run their own little dream, And then we're going to do things from the media I think in the media this field inside that seems to have begun to focus on this trend, there are some Matthew effect, there are some big number or big brand more and more, in my system, I may not allow this situation, I want very long, very wide, on all kinds of people have, But in general it is for girls, at least for the next three years, I will not consider men, but I will find some muscle men to show it, there are a lot of fans pay attention to them, but I will not consider serving men.