Mushroom Street, Beautiful said that the electric business Shopping Guide website will go

After the strict ban Taobao, Mushroom street, Beauty said, such as electric business Shopping guide site will go?

The transformation of vertical electric dealer is the choice of Mushroom Street. August 21, Mushroom Street announced three items, first is a brand new strategy, followed by the updating of mobile products, and then distributed business Support plan. The aim of the three strategies is completely different from that of Mushroom Street in the age of diversion: The new aim is to create a closed loop of electrical business, no longer for Taobao platform diversion.

After Taobao blocked, Mushroom Street at the end of last year on the line of the electricity trader trading platform. Mushroom Street CEO Chen revealed that Mushroom Street in early 2014 to determine the annual 3 billion yuan turnover target, this year to complete this goal is no problem. In the first half of 2014, the GMV (total annual turnover) at the mobile end of Mushroom Street increased to 65% from 35% at the beginning of the year.

Chen to tell a new story for Mushroom, an electric business Shopping guide website Transformation story.

Business Support Program

What kind of street is Mushroom Street? Mushroom Street brand director Fan Yiming, in an interview with the 21st century Economic report, summed it up as "fashion shopping street", like Chinatown, Wall Street, as a distinctive street.

At present, Mushroom Street users in two types of typical user groups, one is 16-22-year-old youth, and the second is 23-28-year-old urban white-collar workers. The former features love fashion, advocating the trend, the latter has a higher consumption capacity, the pursuit of fashion without losing elegance.

On the same day, Mushroom Street also launched a new app:top. Chen explained: T stands for trend (trend), O stands for observant (good at observation), p for Perfectionsim (perfectionism). Top app tries to form a buying-hand mobile community by gathering professional buyers and buyers, including professional buyers, fashion markers, and matching talent.

Chen said that "top" and "Mushroom Street" two app will be the Mushroom street layout of female fashion consumer areas of the core products.

At the same time, Mushroom Street also issued a business system support program, the plan for the company into the Mushroom street, from the flow support, brand modeling, cash coupons issued, business rebate, integrated services for the electrical operators to provide a full range of incentive strategies.

COO of the Mushroom Street in the 21st century Economic report revealed: Mushroom Street will provide businesses with 500 million yuan of support, including cash coupons to support the strength reached 100 million yuan. For business sales, Mushroom Street will also provide the highest 5% of the business return point, and will open a branch in the country, expand the service breadth and depth of business services team.

On this basis, Mushroom Street also announced three new products and services, first, the new special sale channel, the special sale channel to the original beauty of Mushroom Street sale form to upgrade to the limited time special sale; the second is the release of self-developed new fast payment system, and with Ping An bank reached a strategic cooperation; third, released a new instant communication tools, Provide communication services to sellers and buyers through data analysis.

"Fashion buy Hand Street" is a story of electricity quotient, this story is far more complex than a shopping site: In the past, whether the brand, fashion community or payment system, real-time communication, etc., is not a diversion site to consider, but now, Mushroom Street is to be considered in the scope.

And Taobao million of the turnover, compared to Mushroom street is still very small, but in the latter view, Taobao some, mushroom Street can not be less.

Mushroom "Out Amoy" remember

After leaving Taobao, how will mushroom street survive? Taobao last year after the big ban, shopping guide network was forced to the desperate, but in the constant attempt, shopping guide site out of a new road-this new direction even than the shopping guide has a bigger story to tell.

For many buyers, in the online selection of the right commodity too arduous, because there are Taobao, when, Jingdong, and other electric platform, each platform has thousands of sellers, each seller's source of goods are different.

This time, consumers need a kind of guidance. 2011, the early location of Mushroom Street is "shopping Guide", its present to the user is a bunch of other users selected goods, and these products show no doubt make online shopping more simple.

Mushroom Street model is from the hands of Sina Weibo to obtain traffic, and then earn a commission from Taobao hand. At the outset, up to 8% conversion rate, far higher than other shopping site 1% of the level, so that Mushroom Street in the peer stand out. Mushroom Street provides a digital display: its registered users up to 80 million, mobile phone end of the month active users over 35 million.

At the beginning of 2013, this kind of shopping-guide website was very popular. According to Iris Consulting statistics, most of the time there are different categories of 65 waterfall flow form of the shopping guide site. Taobao at this time began to all kinds of shopping guide site ban, shopping guide the fate of the site.

In June this year, Mushroom Street completed a new round of more than 200 million dollars in financing, investors valued as high as 1 billion U.S. dollars. "The reason for the refinancing of Mushroom Street is that investors are bullish on the transition from the early shopping to the social-electronic platform," Chen said. ”

Mushroom Street has 3 rounds of funding totaling more than 20 million dollars. 2011 Financing two rounds, a round of investors to Bertelsmann, B-round investment is qiming venture. October 2012 to complete the B + round financing by IDG, 2012, the media said Mushroom street valuation of 200 million U.S. dollars.

And Mushroom Street is not only a competitor, but also the beauty of Freemasonry said, then developed a complete commercial advertising system, to help them to cooperate with their Taobao sellers in the beautiful said direct ads, from the profit income from the dependence on Taobao.