Le Cool Day Mall closed because not acclimatized?

Japan's Lotte Group recently announced that it will close its joint venture with Baidu in China on April 27 to cool days. It is understood that the Le Cool day site, although closed, but the two sides set up a joint venture still exists, and maintain the previous 51% and 49% of the shareholding structure unchanged.

June 9, 2010, Baidu and Japan's E-commerce giant Lotte joint venture http://www.aliyun.com/zixun/aggregation/17539.html "> announced that the launch of" Le Cool Days "as the online mall brand name, Le cool days in Shanghai to the investment so far recall still vividly. The online mall will provide "all for quality authentic" merchandise. October 19, 2010, "Cool Days" officially online. Perhaps, the results of today's cool days in many people seem to be a necessity, or a natural competition under the rule of elimination, but in any case, will be the future of China's electric business operators to bring indispensable experience. The author from their own understanding of the cool days, to analyze the IS and the non, Welcome to discuss together:

There are regional differences in the use behavior and habits of Internet users

Now it seems that the "Happy Tokyo Lifestyle" of the cool days, from the beginning of the positioning is biased, Tokyo fashion may not be able to become Asian fashion, similarly, in Japan's No.1 online mall, in China is not necessarily the case.

After that, Baidu once again dabbled in E-commerce, the United Lotte launched the cool days, I think there must be its own consideration; But there is a failure I think it must not be accidental factors, this Baidu should be more clear than outsiders, but, for the operation of the electric business and search is still a difference, whether the search company to do E-commerce, Or E-commerce companies do search, undoubtedly indicates a new network service mode and the formation of the industry, that is, "search + shopping." What I want to say is that Baidu involved in electricity and Alibaba do search is not a concept, because the general search and vertical search is two concepts, traffic is not equal to sales, the Japanese and Chinese in the treatment of online shopping and brand awareness of a certain difference, the same in the user's shopping habits also exist a big difference, There are also big differences between Asian consumption habits and Europeans, so it is a question mark in China whether the brand or model is in Japan.

Operation and Promotion is the core of the electrical business

The first time I contacted the cool days, the most tangled is not remember the domain name of this site, may be in the Japanese pronunciation has a special meaning, and then used the phonetic domain name, perhaps should not be called "Le cool Days", it is clear that from the beginning the Japanese did not go to the operation of Japan to promote; and the operations team is really important, Can the Japanese know more about the Chinese than the Chinese in the Internet industry where talent is winning? I believe that the facts will tell us the answer.

As far as I know, in the early stage of platform promotion, back to Baidu's largest Chinese flow "export" Le cool days, not only to enjoy the same with Baidu account, Baidu registered users can directly login to cool balance table; In addition, Baidu has given a lot of promotional resources: bidding rankings, advertising alliances, display ads, Web site navigation, box calculation, Aladdin's show and so on.

But, offline and online markets, we seem to be able to see the promotion and marketing of cool days, if only rely on Baidu's flow injection, no promotions, no marketing, no user training, no external cooperation and operation, in China such a brutal internet market, want to be able to make money immediately profit, it is "quite large" of difficulty. Moreover, Baidu has given up the flow of feed. As everyone knows, in China there are days of cats, when, Jing Dong and so on, who is the cool days? Many people are not very clear.

In addition, to the big department store investment behavior began, but also a major strategic error, to the later operations and focus on the promotion of a huge waste of resources, it is conceivable that there is no shop in the "Empty City" will be what the outcome.

Conversion rate is the unspeakable pain of electricity quotient

Conversion rate has always been the most important to the operation and development of electric business enterprises, advertising has conversion rate, promotion has conversion rate, turnover also has conversion rate, with the flow of Baidu may not be able to turn into the flow of cool days, and then into orders, this is the focus, extensive flow guidance, coupled with extensive external market behavior, "alongside the rich" may not be able to make themselves rich, in the fierce competition in China's Internet market, for platform network brand growth and development, there must be its phased characteristics, at each stage to do each stage of things, imagine, in China will also appear a second "cat" or the second "Jingdong", basic is impossible. If it is inaccurate to say that le cool days are untimely, of course, wrong parents are not research, for do not understand the Chinese market, the cool days, with the flow of Baidu, it is difficult to do a good conversion rate, not to mention, no traffic should do, so for the electric business enterprises, conversion rate can be said that the lifeblood of its development, This is especially true in China.

Patterns, capital, and operations are more important, and it may be difficult to give accurate answers. But the 21st century Internet surging, fast-changing, can not wind and waves, is the geometry sinking boat, but fortunately, le cool days ahead of the shore.