Domestic class Pinterest springing up, how to cut into the trade into the key

On May 18 in 2012, Instagram's 1 billion-dollar story of wealth-creation thrilled countless entrepreneurs, and at the other side of the ocean, Pinterest was on the verge of getting a new round of $100 million trillion in financing and most likely the next Instagram. In the domestic, the class Pinterest pattern continues to heat up, the beauty says, Mushroom Street is hot, Taobao, everybody has killed in, in a short half year time, China's class Pinterest website already surpassed 50.

But behind the hustle and bustle of the domestic market, there is still a sound of light. In the view of Xie, an Internet analyst, for companies such as the beautiful, Mushroom street, may be just a moment to make a little money, but it is difficult to do, and this is mainly because the threshold of such application is too low, once the big company formally cut, like Sina, Tencent into the field of micro-bo, the advantages of their own immediately become a fleeting.

Every guest's CEO aged also think, compared with Tencent, Sina, community-wide e-commerce is still ashamed to discuss, and the whole market level is very small, has not reached the real outbreak. Aging also suggested that the social electric business entrepreneurs should not be confused by appearances, to concentrate on the development of their business.

A mushroom street person said that the media was concerned about the feeling like a person in the square, suddenly be hit by the spotlight, feeling is the focus, but in fact, after the light transfer, this person has not changed, for Mushroom Street, still just a start-up company, the future still has a long way to go, focus on good products, Serving good users is the essence of development.

The Jinsha River Venture investment cooperation person Zhu Yuhu pointed out, the domestic class Pinterest website also stays in the conduction flow stage, the business model has the very big improvement space, how can cut into the transaction to be big key.

The domestic class Pinterest website exceed 50

Abroad, Pinterest is growing fast. According to a new study by Eloqua, the number of Pinterest users is twice times as high as Twitter's 7%,pinterest. The study also points out that although Pinterest is 1% of Facebook's users, it offers the same referral traffic as Facebook. Pinterest is undoubtedly the darling of the future Internet market.

Domestic class Pinterest site has sprung up, the site is currently known to exceed 40. Petal NET CEO Liu Pingyang to Tencent Science and Technology says, class Pinterest website has three kinds of, first, the Electric business Shopping guide, such as Mushroom street and Beauty said, hit the waterfall after a spark burst; the second is the interest map, such as petals; three is not the first two, but the use of Waterfall flow show form, to do their own things, such as a few minutes net, snack control.

Liu Pingyang pointed out that the main innovation in class Pinterest site, one is to significantly reduce the UGC gate; the second is to use the waterfall flow this form, unprecedented stimulation of the user's vision. Whether it is the petals or mushroom street/Beautiful said, all use waterfall flow form to show the picture content. But in terms of positioning, there are some differences in these sites.

From the point of view, Mushroom Street/Beauty said to do is the electric business Shopping guide, to solve the problem is to buy what, where to buy the problem; petals more to solve the problem of how to better collect, organize their favorite things. In this sense, beautiful said and Mushroom street is shopping Mall, petals more like the exhibition hall. From the revenue model, Mushroom Street/Beautiful said mode from the money near, easy to establish a cash flow cycle, the challenges of the petals.

From the content source, said the beauty and Mushroom street content is almost all from Taobao and the website of the Business-to-consumer, and the content of the petal net is more diverse, more broad; From the user behavior, mushroom Street/Beautiful said more biased browsing, content is made by a small number of users, more users browse, users more use "like" function; And the users on the petals of the content of the tribute users more like to use the "Turn mining" function.

In fact, in addition to Mushroom street, beautiful said, petal nets these pure start-up companies, Taobao, where guests, everyone company, happy NET also has similar applications, its more important is the original business with the company has a coordinated effect.

According to all visitors to the person in charge of the said, relative to the beautiful, Mushroom street, a large number of Taobao link reprint, focus on sharing, where customers are more focused on is not only to share, but also original collocation content; In addition, the model generated by the Sir is more than 20% of the models in the van.

Where guests are the person in charge, where the customer support and encourage users to original content, these content for every customer to bring value and flow, in the prior to the people on the line less than a year, a total of 700,000 sheets of sun, on average 1000 Zhang each day. And this is backed by the customer product line. Within the company, where the customer has depth and the company each business module integration, in the industrial chain plays an important role.

Class Pinterest web site may become a mobile internet portal

Data show that in the social electric business start-up company Beauty said and Mushroom Street has a lead, and has been financing. There are, however, significant differences between the two, beauty says more emphasis on social concepts, beauty says CEO Xu Yijong (Weibo) emphasizes that the community is divided into three layers, the top 5% is the opinion of the leaders, relying on the community's incentive system; the second layer is 20% active users who are willing to share; the rest of the bottom users are onlookers.

Mushroom Street is the main direct link Taobao sellers of pictures, for its traffic. Users in the Mushroom street to bask in their favorite merchandise, with other users to share the purchase of ideas, in others to find the seller of goods. Once a new purchase record is generated for the store through the Mushroom Street, Mushroom Street can get a commission from the store by the gold chain.

Every guest and beauty said, Mushroom Street is very different, where customers to Tencent technology to provide data is, where the customer has more than 500,000 registered users, of which active users accounted for nearly half. Where customers through the user page generated by the sales volume in the overall total sales accounted for more than 5%, about 3 to 400 million yuan. Some of the quality of the drying orders, on average, each can bring more than 2500 yuan in sales revenue.

Every guest has more attention to the mining of social data. Where the guest of the People and the Institute of the follow-up will have cooperation, change the order of goods, on the basis of the release of the picture quality and user evaluation, and user interest map, to carry out collaborative filtering and sorting, the user want information in front of the recommended, and in the sun to introduce V, to brand single.

The Pinterest also reinforces the layout and contention for the mobile internet sector. Beautiful said recently published data show that mobile phone client installed capacity reached 7.2 million, daily active users 700,000, the average daily use time of 26 minutes. 75% of the installed capacity is 540万来 from iOS devices. Hu Song, the chief architect, says the mobile client brings 1.2 million hits and 800,000 yuan a day to the downstream web site.

Mushroom Street revealed that as of March 31, 2012, the number of registered users of Mushroom Street reached 9.5 million, the daily UV reached 2.2 million, 110 million of the browse volume (PV), a single user browse to 50 pages. In app, Mushroom Street has more than 200,000 UV access on iOS and Android platforms, averaging 125 pages per user.

Where the customer has also been accelerated on the mobile internet will also be exerting force, and mobile client depth combination, such as later will launch a weather forecast app, according to the weather temperature situation will wear index and user matching to match, automatically recommend a suitable dress for users to match.

Zhang, the chief executive of the media, said that Instagram and Pinterest, as a picture-sharing site with different positioning, could become mobile internet portals, Instagram at the right time to be acquired by Facebook, with value being reflected, And as their similar Pinterest naturally attract the attention of the industry. In terms of industrial development, this also reflects the tendency of entrepreneurs and capital markets to bias projects.

Zhang says the new opportunity still belongs to the new venture company. Large enterprises have big business disease, not suitable for innovation. The opportunity of the class Pinterest website lies in the mobile Internet, as the big enterprise, they have the rich person, but lacks the innovation, the class Pinterest website needs to understand the user and the market need more, can laugh to the last.

Community-e-commerce is also ashamed to discuss

Mushroom Street, beauty and other types of Pinterest website to the electric site to bring a lot of traffic, forming hundreds of billions of turnover, and these sites in the process of rapid growth.

Mushroom Street, for example, following the launch of the Free Corps in March, in May, launched a new product mushroom home. According to Mushroom Street public relations director Bing Yongbin revealed that the free group is based on buyer demand "reverse Group purchase" mode, buyers like commodities, and then through the purchase, and then by the seller pricing process, the whole product is the C2B way.

Mushroom Street brand leader pointed out that Mushroom street, the reason for the introduction of mushroom home is an important and rapid growth category. At present, Taobao household products jumped to the second category. On the other hand, home products more in line with Mushroom Street business model. Consumers are very accustomed to the choice of household products to share, more consumers are willing to choose home products in reference to other people like things. At the same time, home product purchase conversion rate far more than traditional clothing category.

At present, Mushroom Street can get more than 140,000 commission per month, but compared to the big electric sites, these revenues are negligible. Every guest CEO aged to Tencent Technology, community-electronic e-commerce than Tencent, Sina, today are ashamed to discuss. "There is nothing good to discuss, the worse. Today I am thinking that it may not be the time to really explode, it is a time to explore. ”

Aging said that these community-based e-commerce sites are not enough to become a force, should be more focused on the development of their business, rather than being confused by external appearances. "When the time is ripe I will tell you that the time is not ripe for the guests," he said. "In response to some of the impetuous wind in the social electricity industry," said the chief executive, who declined to be named, "the CEO of the beautiful, Mushroom street is a bit too much." ”

Internet analyst Xie that, for Beautiful said, Mushroom Street Such companies, may make a little money for a while, it is difficult to become a climate, because this kind of application threshold is too low, big companies cut, just as Sina, Tencent into the field of micro-BO, the advantages immediately into a cloud.

VC wait and see in the End Class Pinterest mode go how far

Relative to the excitement of entrepreneurs, the light of the electricity business, VC is more calm, qiming venture partner Donshau that, Beautiful said, Mushroom Street has a huge flow, the most important is to further grow, in the case of sufficient number of users to promote conversion rate. For Xie about beauty, Mushroom Street can not become the climate, Donshau said, hard to say, let time to prove everything.

Jiang Haotien, managing director of the Arctic Light venture, said the Northern lights had also had a chat with a class of Pinterest websites, but there was no final investment, on the one hand is the Northern lights investment of the net, happy also in doing Pinterest product products, the reinvestment of a certain competitive relationship, On the other hand is see not clear class Pinterest website can go how far in China.

Jinsha Venture has also seen 4, 5 types of Pinterest websites in China, but ultimately did not choose to invest. Jinsha Venture partner Zhu Yuhu to Tencent Science and Technology, said the beautiful, mushroom street such sites like a fashion magazine, there must be the existence of demand, can do a few billion scale, but it is difficult to further enlarge.

Zhu Yuhu pointed out that the domestic class Pinterest most need to provide quality content, but currently provides 80% of content is merchant, long-term look difficult to continue, must be the user to provide more content. In addition, for the class Pinterest site, still stay in the pilot flow stage, the business model has a great improvement in space. Domestic class Pinterest web site How to cut into the transaction is the key to the big.

Copy to-the model is a vicious circle

In fact, both the group purchase model two years ago, or the current class Pinterest mode, the Copy to China model has been prevalent in the Chinese industry. Zhang, the chief executive of the media, believes that the Copy to the model is a vicious circle of misunderstanding. This model in China's survival rate is generally not high, to the last success is only a few to two, the model behind the promotion of capital, so that those companies enjoy.

Zhang said that the capital promotion makes the domestic atmosphere from the entrepreneur to venture capital, to finally become the mutual capital, the success rate is very low. Over the past few years, the Thousand-Regiment war is the best case. For domestic entrepreneurs, the most important point is to start from the user needs, combined with local advantages, non-stop to provide Chinese users with satisfactory service, rather than just copy the United States model.

"Pinterest is just a special product of a western developed country, the entrepreneur does not need to complete copy Pinterest, the user likes is the most important." "Zhang suggested that the copy behavior of big Chinese companies should not be promoted because it is not possible to replicate all of them completely, and the missing may be the one most needed in the last market." If you want to succeed, you might as well learn google,google over the past few years through the constant acquisition of some of the early enterprises, these companies have a typical feature: either Google's potential competitors, or Google complementary and growth of good products.

In any case, through the acquisition, the talent and products under the SAC, killing the enemy halfway, it is worth China's big internet companies to learn. In fact, a product like Android is the way to create a guarantee that Google will continue its brilliance in the next 10 years.

Xie also believes that Pinterest is indeed innovative, but the drawbacks of the current large companies are not a unified complete platform, large companies such as its following hot application run, but also as a big platform, through Plug-ins and other ways to integrate these applications.