Social-networking sites have been squeezed out of business by market makers

Pinterest (photo visual social and sharing site) swept and brought the beauty of China, mushroom Street trend, more than 30 imitators everywhere. But with the originator of different positioning, the vast majority of Chinese-type Pinterest Web sites are dependent on the electricity quotient, the share of goods more than 90% from the platform. Electric business fire, also let these Pinterest website looks like the future brocade.

But the electric business platform unwilling only to do the commodity provider, the reporter recently discovered, the electric business enterprise oneself also constructs the shopping guide to share the website, this causes the independent Pinterest website traffic to drop up to 30%, for the anxious seek self-help way out, even does not hesitate to sell to the internet giant. However, analysts say that even if it is funded by the Giants, Pinterest Chinese imitators who do not get rid of their attachment to the electric platform as soon as possible will be resistant to rapid decline.

Class Pinterest encounters Waterloo

PV decreased by 23.9% in the last three months

In order to understand the current situation of Chinese Pinterest websites, the reporter tries to obtain the analysis data from the domestic third party consulting organization, but the result is not satisfactory.

"We've stopped data research on such sites, starting with a class of Pinterest sites, we've only had two studies, and these two are just a few words of analysis of this kind of web site in the study of social electronics, with only one registered user data," said the person.

The reporter then consulted the Alexa website rankings. In the last three months, the beauty of the average ranked 926, down 263, Mushroom Street, the average ranking also fell 370, currently only 1450. Another person familiar with the matter disclosed that Mushroom Street nearly three months of PV flow decline as high as 23.95%, beautiful said nearly three months of PV growth of only 5.95%. Over the same period last year, two Web sites of the monthly PV growth of more than 50%.

And the user's enthusiasm for this kind of website also reduced a lot. Often online shopping miss Wang complained to reporters, "recently suddenly no interest in Mushroom street, feel that the share of goods are similar, updates do not update as if nothing changes, before watching the site is everywhere there are surprises, now it is difficult to have a surprise feeling."

Reporter from four drill taobao shopkeeper Zhang (alias) to learn, "since May this year to do beautiful said, Mushroom Street promotion, whether you buy my family things, as long as you in the beautiful said or Mushroom Street to share my home merchandise is included, every item I give him 50 yuan, I in Wang Wang issued this promotion, At the beginning of the day at least 5 people to ask, nearly a period of almost a day one or two people to ask, but also just understand, not really help me push, we seem to share the aesthetic fatigue.

In fact, there are still classes of Pinterest websites, but for these new Jin, Mushroom Street CMO Lee Bead is not optimistic, he admits, "if it is positioning in the Women's Shopping Guide website, I think the opportunity is not big, if want to have development, I suggest they do men's or mother category commodity navigation."

The dealer "launched" from the stove

The Pinterest are being destroyed.

In fact, in addition to online shopping and Taobao owners feel that the class Pinterest site has appeared to the Non-mainstream signs, but also let this kind of Web site is worried about its survival of the electric business platform to start their own fencing.

Electric business giant crocodile Taobao recently said that it will fully promote the development of the recalcitrant rabbit community, not only the contents of the Tao pictorial into the recalcitrant rabbit community, and the community has opened shopping guide function. People familiar with the matter also disclosed to the media, as early as this May, Alibaba Group Chairman Ma Yun on the Electric business navigation site published his own view: "Do not support the upstream shopping site to continue to expand, Ali's flow of the entrance should be grassland rather than forest." "Although the statement has not been officially confirmed by Alibaba, but Beauty said, Mushroom Street such sites inevitably Khanyi."

The reporter also learned from the industry, from last year Taobao began to beautiful said and Mushroom street and other sites to charge 10% of the technical service fees, disguised as a reduction to pay such a site's share. And in Ma Yun before and after the speech, Taobao Alliance also adjusted part of the policy, one is not allowed to third party Taobao guest site in the station to provide users with Taobao product search function. The outside world will see this as Taobao began to crack the signal of the electric business Shopping guide.

Unfortunately, in the case of being squeezed by the market makers, beauty and Mushroom Street at this stage is unable to change the status of relying on the power platform to profit. It is understood that after deducting the cost of technical services, Mushroom Street from the Taobao Alliance each month to get the income of about 4 million yuan, and beauty said that such income probably accounted for its total income of about 60%-70%. This income is the main revenue of two websites.

Although beautiful said that this kind of data has not been disclosed, but this number is similar, the industry personage close to beautiful said to the reporter discloses. At the same time, Lee beads also to reporters frank, "Now mushrooms on the street to share more than 90% of the merchandise from Taobao, of course, the corresponding income above also occupy a very high proportion."

However, even if Taobao goods now almost become its only source of goods, Lee beads do not think that Mushroom street too rely on Taobao, he told reporters, "We share the site is indeed the vast majority of the goods from Taobao, but this is actually the same as the distribution of women on the line is the same, very normal, And Taobao is also the hope that there can be drainage of the electrical business system.

In addition, Beauty said insiders also told reporters do not think that relying on Taobao will make it into a passive, he told reporters, "as if Baidu also want to buy traffic, from a lot of places can be seen Taobao also need to buy high-quality traffic, which is not passive, is a coexistence relationship."

Full self-help to find the line of revenue

At the expense of a giant.

The industry has a mushroom street and beauty said too much reliance on the platform of the power of the question, although the two sides unanimously said not to worry, but there are actions. According to the reporter understand, in order to make their respective revenue sources more diversified, two of sites are secretly looking for non-Taobao type of revenue.

Lee Bead revealed that, in addition to Taobao, Mushroom Street and other electric business platform is also in contact, such as the first moment, where guests, Masomaso and seven such as private brands, and so on, the current revenue is divided into two areas, Taobao Alliance, brand advertising. He told reporters that since May or June this year, Mushroom Street has begun to contact with major brands, the current cooperation of the brand has 20-30.

"In addition to the above two types of revenue, we are still trying to give electric dealers innovative marketing channels, for example, we will do new products to try cosmetics, or to help clothing sellers to do clothes, although some of the activities of the organization is free, but there are some we can profit tens of thousands of yuan", Yan bead is still trying, But it is clear that this million-level income is a drop in the bucket for a 100-member enterprise.

As with Mushroom street, beautiful said also secretly consider how to expand the non-Taobao income accounted for. Reporters from the beautiful said insiders there, "in the future, you may be able to see beauty in the Middle page (the search engine and the traditional industry in the middle of the state to provide services to others) attempts, simply like O2O (offline business opportunities with the Internet)," he said, "for example," For example, under the line of wedding photography and so on may become our customers.

It is noteworthy that, in order to be able to try more business models, in the flow of the decline in the situation continues to develop, some types of Pinterest Web site to attract the Internet big platform. The former founder of the shopping-sharing website, the white Jay, had a blast in Weibo. Tencent received beautiful said this thing I only know Ma has agreed, whether the signature is not known, and recently reporters from the people who know that beauty has officially received from Tencent's D-round financing, the amount of money is unknown. In addition, the industry told reporters that its rival Mushroom Street has also completed the C round of financing, investment side for the qiming venture and IDG.

In this respect, analysts point out that the above Mushroom street and beauty said self-help attempt is to reduce the electricity quotient, at least a single platform to rely on. In fact, the question of how to earn money, beauty and Mushroom Street Such a website originator Pinterest also did not think clearly. The reporter learned that the current Pinterest has about 23 million users, and the company so far does not generate any revenue. Commercial newspaper reporter Wei/wen Song Yuanhua/comics