Let Fab shame mother and child Flash purchase website Zulily Why can the rapid growth?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

[Guide] let the promotion of mail become "art", close to women's psychology, so that products have feelings, wooing small brands to complete low-cost operation.

Tencent Science and Technology Xushuchi October 10 Report

"Our mission is to maintain a fast pace of development every single day," he said. "Darrell Cavens, one of the founders of the Zulily website, said. Now, Zulily has harvested the outside world for its "rapid growth" recognition.

Zulily, founded in 2009, submitted an IPO document to the US Securities and Exchange Commission to raise $100 million. In the July 2012 D-round financing, Zulily raised $85 million trillion and was valued at $1 billion.

According to Zulily IPO documents, zulily active users of the number of 2.2 million people, last year, the revenue of 331 million U.S. dollars, far higher than the 2011 143 million U.S. dollars, the first half of this year still a sharp increase of 114% to 272 million U.S. dollars. Meanwhile, Zulily, who lost 10.3 million dollars last year, has made 2.3 million dollars in the first half of the year.

By comparison, Tableau Software, a technology company listed this year in the Seattle region, has a market capitalisation of $4.1 billion trillion, but last year's revenue was only $127.3 million trillion and is still not profitable. If the IPO succeeds, Zulily will become the youngest and largest listed technology company in the Seattle region.

At present, the whole group buying market and recession, the United States another big flash site fab on the situation, the CEO announced the initiative unpaid a year, as the mother and child zulily why the rapid growth of the site?

Make promotional messages "artwork"

Zulily was founded by the online diamond jewellery vendor, the former executive of Blue Nile Dallers Kevins (Darrell cavens) and Mark Waden (Mark Vadon). At present, the main selling mom outfit, children's wear, female supplies, household necessities, toys and children's books.

Its operating mode for the flash purchase, that is, limited time special selling, by shortening the user's decision times, improve user purchase efficiency, at the same time, to avoid inventory backlog.

Every six o'clock in the morning, Zulily will send mail to users, providing 600 styles or quantities of clothing or items for users to choose from. These costumes are 50% to 90% of the price concessions, and the promotional activities lasted 72 hours or sold out.

Zulily website page clean and tidy, the Product guide interface is divided into five main categories: The day new products, hot product, yesterday's products, by product classification, by size classification. In addition also dedicated to tomorrow's product preheating zone, the website product picture, all by the website photographer specially shoots, the picture exquisite beautiful, by the user likes. Even some people say that the daily zulily of the product mail as a leisure pastime.

Close to female psychology: Let the product have the sentiment

"Women and children make the best money. "The growth rate of zulily is closely related to the field of choice."

According to the Zulily IPO document, the U.S. Census Bureau reported that in 2012, 39 million families in the United States under 18 years of age accounted for 100.002 million people. In these families, mothers generally control the vast share of spending. According to the advertising industry's 2012 report, women control 73% of household spending in the category of children's clothing, women's clothing and household purchases.

Also, women are among the most active consumers of online shopping. According to ComScore's latest figures, women account for 49.8% of the U.S. population, but account for 61.1% of online shoppers.

To this end, zulily not only for the mother to provide a good shopping environment, but also according to the characteristics of female sensibility, to tell them a small story. Kevins said that most of the mother and child product brand was set up at the beginning is to their children design, during the child's growth there will be many touching moments, these written to carry out product dissemination, it is easy to narrow the distance with consumers, so that the product is no longer just a simple product.

Wooing small brands to perform low cost operations

Although the flash-purchase mode is relatively novel, but similar to the Flash purchase site has been a lot, how to stand out to achieve profitability? Zulily's approach is to reduce costs as much as possible.

Zulily aimed at "no one has ever heard of" the brand, to persuade them to discount, and get their business behind the story, to help them spread and complete the style positioning, plus these small brand chic style, by the fixed customer's favorite, order volume than the big brand up to dozens of times times. At the same time, zulily to these small brands of their own development does not carry stock, the stock risk of such products are completely passed on.

Moreover, instead of paying models, zulily parents to bring their children to the movies for free, and in exchange, they left their children's photos online. The amount of time a child's photos are stored is determined by the number of clicks. As the site increased user participation, loyalty increased.

Zulily also plays a significant role in the analysis and application of large data. The company uphold the concept of data-driven, through large data to accurately analyze user preferences and purchase needs, accurate push product information, so that product turnover rate increased, overall reduce operating costs.