Shopping Guide Outlet: Beauty said left fold 800 right

Taobao electric business has been the development of 11 years, the year around the Taobao system was born countless third-party platforms and services, the electric Business Shopping guide is one.

The rise and change of electronic business shopping platform

About the beginning of 08, big and small shopping malls springing up like mushrooms, there are two reasons: First, Taobao Shanghai volume of products and the quality of the good and bad to make shopping efficiency is very inefficient; second, the fierce competition Taobao merchants to increase the cost of marketing. In this context, the third party shopping guide platform should be, its performance for the use of social networks to the electric platform to transport users, the electric business Shopping guide to the conversion of up to 10%, far higher than the 3% Taobao department.

Guide the ceiling is the downstream platform business, once the platform face, immediately lose the living space. With the third party shopping entrance flow of the larger, Taobao began to change its face. Shopping Guide has to change the platform, which is the most representative of the beauty of the said and fold 800.

Beautiful say left: Change body vertical Platform electric Dealer

Founded in 09, Beauty has always been based on social interests of the vertical shopping platform for the representative, two years later, the Mushroom Street, the two platform for a day to import 3.005 billion of the UV, to become a guide to the Star representative. They and the platform has also had a honeymoon period, but the rapid growth of shopping-type platform to let Taobao's exclusive flow of the entrance is affected, this is the direct benefit of the touch, and 08 to kill Baidu is the same: to safety and market order as the reason, cut off the external flow of the entrance, to ensure

It is said that Ali in the ban before the acquisition of the two shopping guide website intention, but finally beautiful said to accept Tencent investment, Mushroom Street has been selected independent development of financial resources. That can not be used for me, it can only be blocked.

But may let Ali be disappointed: the ban did not put the other side to death, but let the other party quickly grow and divert the original belong to their own user base. Beautiful said and Mushroom Street have been transformed.

Amoy to reduce the commission, blocked the chain of the process, beauty and Mushroom Street are quickly transformed, and soon on the line of their own advertising system and shopping platform, according to two published figures, the current platform of the monthly turnover has reached billion of the scale. Xu Yijong announced in February the company's monthly birthday party, to achieve 3 billion yuan in sales this year (GMV), 7.5 billion yuan next year, 10% of the net profit, the company's market value will reach 5 billion U.S. dollars. If just like, then the beauty and Mushroom Street as the representative of the social based on the interests of the shopping platform is found a way out.

Fold 800 to the right: changing the alternative mode of selling

If the beautiful said Mushroom street and other shopping guide station users belong to white-collar small money, then to fold 800 as the representative of the low price discount site can only be called poor Dick Silk, and in fact, this group of great amazing.

Folding 800 faces the same dilemma as once beautiful: the ban on downstream platforms. (Can Baidu "fold 800 back should Taobao blocked: please give third party a little chance" view related news). Taobao blocked fold 800 reasons: to disrupt the normal sort of Taobao. August 2013, Taobao issued a new regulation, to participate in folding 800, Regiment 800 package of products sold excluding the ranking. And before this situation is: Taobao (including cat) Men's category for example: Daily sales of the top 50 of the single product, 60% of the price of 50 yuan below. Although the low price on the user has a huge appeal, but Taobao (cat) do not want to let themselves become a low-cost platform, so for folding 800 of this low-cost comprehensive shopping guide-type platform must also be shot!

If fold 800 learn to walk beautiful said transformation road, so low customer unit price is unable to support platform profit space, so must make another shortcut. Thus, a concept of the special selling model that complements the only product will emerge.

A few days ago, the vice president of 800 put forward a bottom-up brand penetration, as shown above.

About writing the success of the article has been a long, there is no more words. Only products will be adopted from the Top-down brand penetration, high low dozen, to occupy the one or two-line market. But the white card at the bottom of the pyramid and the three or four-line brand have greater space and market demand.

Only the stock of stocks from the beginning of 2013, after the background is: the 2012 clothing industry encounter Winter, closing the sound of Yahuo, one or two line brand of mass inventory for the only product will provide the basis for the outbreak. Similarly, the three or four-line brand and even the white product inventory is larger, the current field has not yet another only product will, and 800 of the fancy is the market.

The advantage of folding 800 is that it has a strong brand penetration ability, low price is the greatest attraction. But the problem is: one, because the market overall brand premium is relatively low, so the overall commodity prices lower while the margin will be lower, which requires a sufficient number of users. Second, the brand from the bottom up, so the future will certainly and only in the third category will have a fierce competition, and this is exactly the overall number of users and gross margin evaluation of the most valuable interval. If you can walk through these two threshold, we must look at the competitive ability of 800.

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The future of Guide station

The rise of the shopping guide, threatening the entrance to Taobao, without an exclusive entrance, lost the foundation of profit, the same year, the search is also this logic. Need you, but do not allow you to become larger, this is the attitude of Taobao shopping guide. Simple shopping platform If you want to big, sooner or later to meet the ceiling Taobao, to want to not be subject to people, must find another way out.

Although not every shopping guide platform has the opportunity to become beautiful said or fold 800, but the dream still have to have, this era, anyone can become subversive.