Mushroom Street Chen Entrepreneurial story: abandoning Chiovan right to sell the house to start a business

Chen give up Chiovan right, Hangzhou, "net business" sales of venture capital investment, 20 million U.S. dollars to seize the company's equity 1.5 million yuan venture to achieve a miracle two years less than the company's value to achieve billions of dollars of business newspaper reporter Manyan Fei photography Du Guoping Hangzhou, this year, 21 years old, is a company's clerk. She told reporters, now the company blocked Taobao, and then found the Mushroom Street (micro-blog), all day bubble on top. "Mushroom Street is absolutely addictive." "Because the above every day to update a lot of girls send up the beautiful merchandise, I like, and then can buy directly, than in Taobao also more convenient."　　"You may not know what is Mushroom street, but for Iphine mobile phones, Android phone users, it must not be unfamiliar, it is a lot of mobile software." Today, the number of registered users in Mushroom Street has exceeded 3 million and is growing at a rate of nearly 1 million per month.　　After two rounds of financing, VCs have injected nearly 20 million dollars. There are about 1.2 million visitors per day, 50 million of the browsing volume. What is this concept?　　It is said that Hangzhou's most popular forum, daily browsing volume is only within 10 million.　　February 2010 Venture to now, this in a short period of less than two years to the company to achieve the value of billions of dollars, but is a net business, his name is Chen.　　1. The website of the amateurs nature has slowly become bigger Rome was not caused by a day.　　After graduating from university, Chen has a period of time in "Taobao" company to work, and up to six years. "I graduated that year, many of my classmates have chosen Microsoft (Micro-BO), IBM, such a large company." At that time, I chose the closest to home Alibaba (Weibo), and finally was arranged in Taobao.　　"2008, there must be a lot of people's common memory, that is the Wenchuan earthquake." The earthquake of that year, many enterprises have come out to donate money, Wahaha, Yili, Wanglaoji and so on. "At that time, my wife paid attention to the news every day, she discussed with me, so many ethnic enterprises have donated money, how those more profitable multinational companies do not donate?" She said she was going to do a website about the domestics, so there was a ' Linlang ' website.　　"Then, the technical things on the site, it fell on the Chen body." "At the beginning, there were people talking about permanent bikes, seagull cameras, and then slowly concentrating on cosmetics and skincare products, and became a women's website for discussing cosmetics and skincare products."　　Chen recalls.　　Young couple tinker with this amateurs nature of the site incredibly slowly bigger, one day can reach sixty thousand or seventy thousand of visitors.　　In this way, the couple began to think about making some commercial adjustments to the site. "Since 2008, I've been using my spare time to help my wife combine community and E-commerce," he said. Including a key to the sharing of goods into the community, tracking and analysis of community users and other functions. "Chen said," Taobao (Weibo) was unable to track the sale of Amoy customers. "In this way, Chen the community by technical meansThe user resources and the electricity merchant's commodity resource integration.　　2. Two weeks, with the idea of rushing to start a business, entrepreneurship seems to have become an overnight affair. From the idea, to quit, Chen only spent two weeks.　　2010 of February, Chen quit Taobao work, with the classmate of Zhejiang Zhe Wei a fight to start a business. He said: "It is simply because I see the current entrepreneurial direction very excited, to not immediately start to sleep at night." So from generating ideas to leaving Taobao, only a two-week interval.　　"Entrepreneurship needs to start capital, how to start funding?" Chen told reporters that he and Wei Yibo a man sold a house, "I sold a set of Hangzhou's house, sold 1 million." Wei Yi sold a set of Shenzhen house, sold 500,000. Total 1.5 million, as start-up funds, enough.　　He looked very calm when he said these words.　　The road to entrepreneurship began. 3. Give up the right to Chiovan, the introduction of the expert to join the reporter curious to ask him, "selling the house is not a small matter, do not the family have the voice of opposition?" "He said:" The house is fine, really let the family feel a little hesitant, is the original leave Taobao when the Taobao option abandoned.　　As a veteran Taobao employee, Chen has an option worth more than 10 million. Mushroom Street The current partner team, in addition to co-founder Wei Yibo is Chen's former classmate friends, the other two were once Taobao senior staff. Mushroom Street CTO Yeu Xuqiang once Taobao's chief architect, nickname Huang Chang.　　July 2011 joined the Yan Bead is the marketing field quite famous "Fat Fei". Alipay, chief product designer, said in a tweet about Mushroom street, "Taobao's best product Manager + Top technical expert + best marketing plan, they will create miracles."　　4. The beginning of the Bean network, did not successfully optimistic about the community and E-commerce combined with the huge market and space, the beginning of Chen and his team to do a project is called "Roll beans Net" site. "Linlang products inside the product stripped out, recommended to more people, so there is a roll beans net."　　"The idea was to provide e-commerce tools for existing communities," he said. So, everyone spent five months. Some of the more popular communities have been talked about, such as "19 Floor", "Love Things Network (microblogging)", "Dragon Lane" and so on. Such big customers talk about more than 10, but also follow the bandwagon brought many small customers.　　Finally, Chen's team has accumulated more than 20,000 customers. The way to serve these "customers" is simple.　　Frankly speaking, it is through the Community network, introduce community users to buy products, the community from the Commission. "Network editors just need to add a little piece of beans to the ads or link page to provide the code, you can track the user clicks, once the user transaction success, the shopping community will get commission from the store."　　"However, it turns out that this is not successful. Although, these are all popular communities, but through the community finally to the storehome to buy products, the number of users is not many.　　In the jargon of e-commerce, the conversion rate is low (the proportion of people who buy goods in stores and the number of people who arrive at a store). "No customer has a conversion rate of 1% per cent, which has created a much smaller market size than we expected." We studied and analyzed for a long time, found that the original is because these popular community sites are lack of a understand e-commerce. So, we decided to make a show to everyone, how can the conversion rate is high, did not think this case has quickly become our main business.　　"Chen said.　　This is the embryonic form of "Mushroom Street" later. 5. Inadvertently inserted Liu-shady, business opportunities inadvertently flashed Chen team from "Party B" into "Party a". began to do a community-mushroom street.　　For this mushroom Street Community's request is, the popularity wants to be flourishing, inside the Netizen also must have the formidable shopping ability. In Chen's view, Mushroom Street is a "fashion" and "shopping" as the theme of the female community.　　Every day, hundreds of thousands of of women talk about fashion, sharing shopping, and glut chatting, and their teams are starting with these needs and providing services to users in a more socially and more interesting way.　　Although "shopping" as the theme of the community, but "Mushroom Street" itself does not sell goods to users, it is neither the consumer, nor Consumer-to-consumer. In "Mushroom Street", users can share the fun of shopping and share their discoveries on the shop.　　In addition to Taobao, Mushroom Street and when (micro-Bo), Jingdong (micro-bo), Fank and other sites have cooperation, users can take their own from these shopping platform to see the good things, in the Mushroom Street sun out, to share. Chen said: "We do have a group of girls claiming to be small, but their work is quite different from the traditional editors." Their main task is to guide the community on a macro level. And more human nature, more details of the style and atmosphere, are determined by the user, we believe that the girls mushroom street than we know more fashion, understand shopping.　　"Since it's a favorite thing that most people choose, the likelihood of buying is much higher," he said. The conversion rate of Mushroom Street reached 1991–2002.　　Today's Mushroom Street, a day of more than 3 million turnover.　　6. "Mushroom Street" backed by "online shopping", facing the consumer Mushroom street success, and quickly began to be imitated. Search on the Internet "mushroom street procedures", can even see the public sale of this procedure, by the peers known as "mushroom body page."　　At present, a set of direct installation can be used in the simulation software price of 380 yuan-2000 yuan.　　For Chen, however, the recipe for success in Mushroom Street does not come from a cold process, but from a group of innovative, in-unison partners.　　Chen said the company now has a total of 60 members. 60 How to divide a person? Half of them engage in technology.　　The remaining 30 people, 10 are responsible for site content, 10 responsible for marketing, 10 people responsible for brand planning. Although the company is less people, but everyone should have a veryStrong hands-on ability. "Our goal is to integrate the ' fashion Community ' and ' e-commerce ' across borders through products and technologies," Chen said. "From now on, more accurate and effective advertising should be the way it earns money," Chen said. Mushroom Street is backed by a lucrative industry (online shopping), for the purchasing power of valuable users. Users who share the consumer experience on Mushroom Street are certainly more advertising-worthy than other general portal users.　　"Mushroom Street development problem is not how to profit, but how to meet the complex needs of young female users, young female users are sometimes impulsive consumption, but also do not know when to become sensible, these are difficult to understand the user place." How to use the most appropriate way to meet the different needs of different users, try to figure out the consumer psychology of female users, let Mushroom street simpler, better play, this is the most central Mushroom street place.