Social electric quotient bubble burst Chinese socialized electric trader faces predicament

Http://www.aliyun.com/zixun/aggregation/7928.html "> Social electric quotient bubble is bursting.

Since 2011, the concept of social electric quotient in the domestic rise, for a time, the capital is hot, the internet giant follow-up. In addition to beautiful said, Mushroom Street, know the United States nets, pile sugar and other independent social Electric Network website, Taobao, Dangdang, where customers, happy net and other electrical business sites and social networking sites have also been involved. There are data statistics, the first half of 2012 the main social electric quotient concept of more than 30 sites.

Two years later, the overly-touted social-power trader began to cool down. Due to the limited market capacity, excessive reliance on upstream and other reasons, the social power providers face development bottlenecks, sales, closures, the founder of the case began to leave.

June 14, established in 2008, the cosmetics shopping platform only the Iraq network announced the search for the overall sale; a round of financing has been a network of fans has recently ceased operation; April 24, the modern spread of 7.58 million yuan purchase shopping guide platform LC Style Network; This March, the United States net mass layoffs. In addition to beautiful said, Mushroom Street, the rest of the social electric business site appears tepid.

Social electrical quotient is not without value. Taobao library with different types of classification, beautiful said, Mushroom Street to the style of the way to comb the user has a certain value; people will also produce consumer behavior because of the recommendation of friends. In addition, for small and medium sellers, as the internal flow of electricity more and more expensive, social electric dealers will become their source of external traffic.

Abroad, Pinterest has gained 2.5 billion dollars in valuations. According to comscore, visitors to the Pinterest reached 53.3 million in March this year, with web traffic about one-fold higher than a year ago. But compared to the beautiful, Mushroom Street in the past six months Alexa rankings did not change significantly.

For He Meiri said, Mushroom Street is difficult to become China's Pinterest?

This is related to China's electricity quotient pattern. "There is no problem with the social electric quotient model itself. Foreign Pinterest prove that this is a universal user demand. Pinterest also brings traffic to a lot of electric dealers. But in China, Ali family ate seven or eight of the market. "internet commentator Bo that China's social power provider is difficult to become an independent platform, because once Taobao shut up, will be directly affected."

In the future, where will China's social power providers go?

Social power trader meets ceiling

A social electric business entrepreneur believes that shopping is a good business, but hard to do.

In China, Taobao is the lifeline of social power, 70% of the industry's flow-oriented Taobao. But Beauty said, Mushroom Street early aroused the vigilance of Taobao.

Taobao's series of responses is beyond the expectations of social-networking sites. Last May, Alibaba Group Chairman Ma Yun has published in the internal meeting on the Electric Business Guide, rebate of a number of Web sites, said that do not support the upstream shopping site to continue to expand, Ali's flow entrance should be grassland rather than forest. From January 2013 onwards, no longer support Taobao shopping return Taobao guest mode, but only support the return of points, back to the physical, coupons and other Non-cash way. Recently, Alibaba has bought beautiful said, Mushroom street Baidu keyword, is considered to intercept shopping site traffic.

Beautiful say, Mushroom Street let Taobao create insecurity. "Day cat Taobao realized that the flow is not enough, need to purchase or cooperation to obtain traffic, so with Baidu, 360 cooperation." But it wants these diversion links to pinch in their own hands. But if the merchant itself to diversion volume, Taobao's own advertising bit is worthless. Wei, new media expert.

A shopping guide industry personage said: "Taobao several adjustments, let the income drop greatly." Reduced revenues, shrinking inputs, and reduced access to income once again led to lower incomes. "says a social-electric entrepreneur.

In addition to relying too much on Taobao, another problem for social-power dealers is that the market is small.

The social electric business mainly concentrates in the clothing skin care, mother and child, home and so on vertical field, not all areas are easy to expand. For example, there is much less demand for IT equipment and books to share than clothing. Beautiful said, Mushroom Street mainly for girls, category more single, mainly concentrated in apparel and jewelry, customer unit price is not high.

"Social Power has its part in the value chain, but it's not really that big, so the market can only hold two companies." Wei said.

Perhaps because of this, the social electric dealer "stroll" the founder of the White Jay did not insist on going. The white Jay has withdrawn from the "stroll" and is currently launching other projects, according to people familiar with the matter. "The market has been said to be beautiful and mushroom street occupied by the next year or two will not see too much growth." People familiar with the matter said.