Shopping Guide site collective turn electric quotient gene is difficult to change

June, Shopping guide site collective outbreak, in Mushroom Street announced 200 million dollars in financing, Amoy powder bar followed by the announcement of 100 million yuan financing. And in the last day of June, focus on women's shopping platform beauty said that confirmed the merger of the class-only product will be the day product network and class of public comment on the food god Shake. Shopping Guide site Collective exerting force behind is last year that and Taobao break out of the storm, after the break they have a collective exerting force point---self build electricity quotient.

In the official statement of the Amoy meal, it is clear that after obtaining financing, it will begin to try some interesting electric business direction. And the beauty of the two big shopping mall and Mushroom Street as early as last year began their own electric business platform to build.

According to the data provided by Mushroom street, the U-store system has been online for several months and has achieved more than 300 million RMB monthly sales. And beautiful said in March of this year's 7-day promotion period, through the accumulated transactions from the trading platform billion.

This, mushroom Street 200 million dollar financing will certainly increase the input of the electric business platform, and Beautiful said the acquisition of God Shake and day goods network has clearly released the same signal.

The break behind

Their collective transformation also from Taobao blocked shopping site after talking about, have to admit that a fact is: first Taobao shopping guide industry is supporting, according to a friend of the data, in 2012, Taobao nearly 6 million of the sellers, the daily new buyers to million calculation, of course, every day the collapse is calculated.

In the face of such a large plate, Taobao does not have the ability to provide all the resources, then the need for external resources to build the ecological system Taobao, so that Ma Yun's mouth "1 million annual turnover million shop" dream quickly realized.

Taobao welfare Big broadcast, bred a large number of shopping guide website, started a batch, poured a batch, left two. Finally to Mushroom street, beautiful said as the representative of the oligarch formed, when the problem appeared again, these shopping guide website began to become a control of the flow of existence, rather than balance flow. This and Taobao at first to support the shopping guide wants the result is opposite.

According to the data released by the alliance of Taobao, in 2012 3 billion yuan in the amount of, Mushroom street, Beauty said, such as shopping guide site accounted for 21%, from Taobao into more than 600 million yuan. In the face of this trend Taobao had to take a crackdown on the policy, MA Yun Internal published "Do not support the upstream shopping site to continue to expand, Ali's flow to the entrance should be grassland rather than forest, do not support the rebate site" view.

"The Electric business Shopping guide This profession's ' ceiling ' is very obvious, this is one mainly relies on the Taobao environment to survive the business state." As long as the valve is closed, this mode of collective layoffs. Huang Jo, a investment adviser at Warburg Pincus, once said so.

With the increasingly stringent Taobao policy, and then to a complete break, shopping guide website's future is worrying. Beautiful said, Mushroom Street is like a broken grain and fodder general, had to find another way out, from a simple shopping guide to transform the electricity business.

Last October, the Mushroom Street line of the excellent shop, a class of Taobao-type Consumer-to-consumer platform, merchants into the standard reference Taobao, apply for the business not only need to reach the credit level of 3 drilling or above, the monthly sales reached more than 100 single, the rate of praise reached 97% or more.

According to Mushroom Street PR director Xuda told friends, "In addition, in the Mushroom street, all pay margin 2~5 million."

At the same time, according to his disclosure, last November, December, Mushroom Street monthly sales have reached 120 million yuan.

In the transformation of the same time, Mushroom Street did not give up the shopping guide business, which is obviously a retention of the user experience, after all, most users of the location of Mushroom Street is still in Taobao "shopping guide."

But in the future, it is possible to abandon the shopping guide completely, "If the future development is in line with expectations, it may give up this ring," Xuda said.

In fact, like Mushroom Street development of the road, the industry has two voices, one thinks, Mushroom Street has a precise and huge user base, and have a team of electric quotient gene, transformation problem is not big.

But the other one thinks, the shopping guide and the real Electric dealer difference is very big, Mushroom Street's experience does not necessarily have how big use, "for example after the sale is very bad".

But no matter what kind of sound, can not change is that Mushroom street and beautiful said that the natural existence of a problem---positioning.

Positioning determines success or failure

Positioning determines success or failure, foreign chain brand small Caesar once was the boss of the pizza industry, it put the "buy one Get One" promotion concept to positioning strategy, make it quickly become the fastest growing pizza chain. The following day, Little Caesar abandoned the strategy, and then he was down. This example shows the power of positioning, and it's hard to change it from the opposite.

Beauty said the positioning can be said to be stereotyped, and then change will face difficulties. As many traditional companies face the Internet: change is difficult, do not change will die. Beautiful said is still changing, the recent launch of the "Beautiful 100" program, focusing on supporting 100 daily sales of high-quality businesses million, to create a new eco-circle of women's fashion electric.

This with every customer originally built v mall behavior is exactly the same, where customers want to create a fashion brand gathered online mall, beautiful said also want to build such a high-quality products of the ecology. Once the V to push up the total number of customers SKU, from the classic T-shirts, canvas shoes to household items. But this did not bring to every customer new revenue, the expansion of excessive but caused by the end of 2011 inventory reached 1.445 billion yuan, the total loss of nearly 600 million yuan.

The V plan failed, according to the internal explosion, the single v plan makes every guest losses nearly 200 million yuan.

Every guest's transformation is actually a kind of beautiful desire, but the reality is cruel. Because every customer's product positioning is low price, consumer psychology price is 29 yuan T-shirts, as well as other hundred of the following canvas shoes, shirts.

And V is a relatively high-end open platform, with the brand, the price will naturally be higher than the consumer's psychological price.

At first, the business model of the low customer price impulse was set up to be a hindrance to every guest. It's easy to go from high to low, just like when you buy a car, buy a 100,000 car, buy a thousands of-dollar accessory, just don't feel it, but it's hard to go from low to high, "said Zhang Zhouping, an analyst at China's Electricity business Center." The advantage of Jingdong is this, and every guest's disadvantage lies in this.

and beauty and Mushroom Street at the beginning of the positioning is oriented to college students, or just graduated from the career of women, purchasing power is relatively weak. This positioning determines the beauty of the road has been to go all the way, and from it to support the movement of 100 of high-quality businesses can be seen, beautiful said want to walk every passenger v mall line, and the result is likely to be the same as the V Mall.

Therefore, even if the purchase of the day product network, it is difficult to change its initial low price image. From the two genes, it is also difficult to combine and achieve the best results. Day products online There are Ni-ying, Widen Paul, thething, Audifin, Tian Silkworm, Speedo and other brands, and Beauty said that most of them are not well-known or even no brand of merchandise.

It is conceivable that the future of beauty is not beautiful. From the shopping Guide website develops to the electric business platform, whether is the operation, the technology or the management aspect will face a series of problems. And the original positioning problem will become hanging on the head of the Sword of Damocles, at any time will fall.