Social electrical business will enter hand-to-hand combat

In the "monthly to Taobao 700 million yuan turnover", "conversion rate as high as 6%-10%", such as the temptation of these figures, Tencent and Sina are also ready to enter the field of social electrical business, follow the Pinterest model female fashion market. CMO Li Huizhu, a mushroom street, said the next social-electric business would enter a fierce war, with only 5 social-networking sites in the next 1-2 years for women's fashion.

Pinterest mode is very hot.

What is the Pinterest model? Pinterest, this is a social services Web site that provides users with online collections and shared images.

According to the information, in Pinterest's latest round of 27 million dollars in financing, the capital market to the founder of the site for less than a year to 200 million U.S. dollar valuation. The huge valuations not only excited Pinterest, but also made Chinese internet entrepreneurs on the other side of the ocean smell business.

According to statistics, in 2011, there are about 30 similar Pinterest sites, including Mushroom Street, Beautiful said, petals, heap sugar and so on. In addition to a large number of new sites using this model, the reporter found that social veteran Douban in the recent revision, but also gradually to Pinterest closer.

It is worth mentioning that the Pinterest of Chinese clones in the image collection and sharing direction more emphasis on apparel category, pictures can be directly connected to all types of electrical business website, this model of improvement in the CNNIC report has been approaching 200 million yuan in the size of the online shopping is easy to be explained.

For their own model, beautiful said CEO Xu Yijong think, "We just borrowed from the Pinterest show form, but do things different, our customers are electric business enterprises, Taobao open founding data show that every month we give the entire Taobao to 700 million of the turnover."

This figure is enough to attract investors eyes, it is reported that from the end of the beautiful said the third round of 20 million U.S. dollar financing, while the flower petal net to get the first round of millions of U.S. dollars investment, to the middle of January this year Mushroom Street B round of financing. Industry insiders said that these financing information in the face of the current situation of the electric dealers, such as its definition as a vision, it is better to say it is a breach.

What does a social power trader win?

"A year ago, I was particularly fascinated by my love shopping net, there are not only a lot of discount information, the main is to share with the sisters, discuss the spoils of war, feeling like a group of people in the online shopping, very high," a white-collar Miss Zhao said excitedly to reporters, "but now I moved to Beautiful said, Mushroom Street, Open the page can see so many model beauty map, can chat can be directly connected to the site, I am surrounded by most people on the beautiful said, Mushroom Street.

It is understood that there are a number of users similar to Miss Zhao mentality. A consumer psychology test in the United States shows that consumers see hard and friends in the network between the impact of the effect of the driving force is 12 times times different, at the same time, DCCI data statistics also said that 75% of people are willing to buy a friend's recommendation.

According to Women's shopping psychology, "show off", "communication", "Together", "model effect" and so on are on the social power website. In simple terms, women are more likely to look at what others are wearing when they shop. "To create this atmosphere of sharing and discussion, we don't even allow men to register," Xu Yijong told reporters.

However, even if the male users are excluded, the network of various social networks in the user accumulation speed is also quite alarming. According to Mushroom Street, since last Valentine's Day online so far, the site registered users have more than 6 million, and Xu Yijong also told reporters, as of February this year, the number of users has exceeded 9.6 million. Public data show that the social networking site Douban, which was online as early as March 2005, registered users just 1 million in November 2007.

According to the "2011 China Social e-commerce report" published by Eric, the number of people reading on Mushroom Street was 24.351 million last year, while 17.615 million were beautiful. The number of Yan beads even said it was a bit hard to believe, "we were a little surprised that a Web site for more than a year to achieve this level."

Giant Explosive layout Armies

The internet giants have been unable to satisfy their coveted choice of private armies when the social-power companies that have taken the top off from users, visits, and financing are frequently mentioned.

People familiar with the matter said Tencent female channel is expected to be in six months after the launch of a similar "beautiful, mushroom Street" social networking products, currently only a few years of experience in the fashion industry content editing team has more than 30 people, the current staff of Mushroom Street nearly half of the overall scale. For the promotion of the new product Tencent confidence, the relevant people said, "We only need a QQ window to go out, it can be extended to the country."

"Not to say that it has 800 million of QQ users and a variety of promotional channels, Tencent only 7 months to launch micro-letter seconds to kill rice chat, it is enough to be seen in the social field status." said the industry.

At the same time, the major portals have shown interest in the market, and Sina insiders have made it clear to reporters, "We also want to be social power companies." In addition to the above two, "Every guest's talent" and "Taobao Wow" has stepped into the social power of the threshold. According to every guest CEO aging (micro-blog) introduced, "now has become the most important part of every guest, now has accumulated more than 200,000 users, every month to the customer contribution of nearly 10 million yuan sales."

In fact, Dcci's data report has confirmed from the side the coveted interest in this area: Global social commerce is expected to reach $3 billion trillion in the next 5 years.

Faced with the huge armies of the big Cake and the Giants, Xu Yijong said, "The entry of big companies further affirms the judgment before beauty." Yan beads are not afraid, he told reporters, "The big guys will certainly have an impact on the industry pattern, but I think the impact is not big."

However, leisurely network CEO, e-commerce expert Li Daishan think this view is too optimistic, "Tencent and Sina's social gene is very heavy, users belong to strong relationship chain, their entry will greatly squeeze the survival space of such sites, after all, users to move to another social networking site requires a certain amount of time, If the existing relationship chain to provide them with relevant content, the user's original relationship chain Stickiness will reduce the chance of diversion.

Yan beads do not agree with this view, he said that although Tencent's social circle is very wide, but in the electrical business has not made a big contribution to the power to convert the target site is not very supportive.

Hand-to-hand combat will eliminate 90%

"In fact, no matter whether the Giants are interested in the market or when they enter the market, this year will be a melee period for social power companies," he said. Li Huizhu said, "the current number of such sites across the industry more than 30, in the next 1-2 years, including the Giants will be online social power companies, the industry will only save 5 of similar sites, which is similar to the survival of the internet industry."

For the coming fierce fighting, Yan beads confidence. He admits this comes from the user and Taobao shop, "Taobao insider told me, Mushroom Street one day can give a Taobao shop to bring 8000-10000 UV, conversion rate of 6%-10%, while other navigation site average conversion rate is basically at 5%-6% level." and Mushroom Street, beautiful said the user's active degree is also very high, Xu Yijong Introduction, the current beauty said that users share about 150,000 of the number of babies, of which 80% from Taobao.

Analysts said that Taobao's products have become the main content of the existing social power network, however, because of the Tencent Pat Mall and Taobao competition, whether the two sides can produce cooperation is not known.

It is worth mentioning that in order to enhance competitiveness in hand-to-hand combat, mushroom street and Beauty said that the merchandise has been expanded from the line to the offline. Xu Yijong said, "Now we in addition to increase the United States excellent products, good music to buy and other business platform cooperation, there have been many brands in cooperation with us, including Procter and Gamble, Clinique even Lenovo and so on, at the same time, Yan Beads also told reporters, and Asus and Procter and Gamble and other brands in the cooperative negotiations. In this connection, analysts suggested that the online shopping malls brand stores may also be a social power to seek a breakthrough in the market, this demand for funds and offline promotion and other resources, in fact, more suitable for the internet giant open Xinjiang.