Talk about shopping Guide (ii): Shopping Guide now alive and well

Recently on the Internet crazy biography of Beauty, Mushroom Street Alexa graph, let some industry outsiders have such a judgment: Beautiful said, mushroom Street flow decline, shopping guide mode just through the spring and experience winter.

I do not agree with this, we can start from the beginning.

What kind of shopping guide can do

All electric dealers have to consider two questions, one is you are to do the electrical business of what link, your cut into the category is what.

Talking about the link of the electric quotient ecological chain, this is very simple, the shopping guide actually is in the Cheari ecological chain's most front end.

On the category, we can from the demand to the quality of the user dimension, the electrical quotient of the category can first consider 3C, user quality is very high, the demand is also very large, this is the reason that Jingdong can jump so high, because he did the most valuable users and the largest demand category. What can you do if you cut the front end of the category?

Anyone who buys 3C is such a model: 80% Price, 20% service. Other things are not important, because it is too standardized, so jingdong must play a price war, no 3 C do not fight price war. If you sell things the same, can you persuade consumers to pay 100 more to buy your products? It is impossible for anyone who buys cheaply. Therefore, 3C if do shopping guide, only one mode, is parity.

Parity is nothing viscous, do parity also need to have two conditions, one is a large flow, two you have ready-made user behavior, so, a Amoy can do, Baidu, 360 can do. It is impossible for us entrepreneurs to enter this field and die.

The next election is clothing, its sales are very high, GMV still accounted for 20%-25%, even if the data to remove distribution, should play a 70 percent, but the category of clothing still have to do. When the little girls buy clothes and costumes, what is the psychological model? Nice, cheap, that's it! Although the user quality is not high, but also young, but user demand is very concentrated, so beautiful said, Mushroom Street must be cut to the category. If I am the first to do the shopping guide, I will definitely cut this field. Because the best thing about the Internet is that you can find out where and where the users are, and the demand is clear and exuberant, and you can do it quickly.

Further down the number, is the cosmetics shopping guide, although the quality of consumers is not high, but the demand for cosmetics is exuberant. The problem is that cosmetics fake too much, so cosmetics shopping guide can do small pieces, such as nail polish, do soft, do large hard to do.

Further down, snacks, home, mother and child. This kind of behavior pattern is safe, practical, brand and price. There are some things to do in this field, but there are some illusions. This is guang.com just started cutting the field, but now I found that the wrong, people are not concentrated, scattered in every corner of the Internet. The demand is too dispersed and the pattern takes a long time. This is where people don't know where to spread and what they do is particularly complicated, so it's very slow. There is another illusion of mother and infant, everyone may think that mother and child demand is very large, may also think that a mom also want to buy cosmetics, household items, buy snacks, but the experiment tells us that a woman in the children to buy things and their own when the mentality is not the same, just like two people. So you mix these things together to make a website, this site is neither fish nor fowl.

Further down, the category is too small, not easy to cut.

This is to do the shopping guide can cut to the category analysis, clothing and clothing as the focus, the second is cosmetics, home, food for the focus.

Category corresponding to consumer groups

And how the crowd is distributed. There are three standard groups of people in the net,

1, three low crowd. The total population is about 3 to 400 million, they are mainly concerned about Yang and other popular stars on Weibo, qqzone like forwarding constellation, inspirational information, is usually three or four line city to one or two line city workers, or from two or three line city, monthly in Taobao consumption around 300, they do not spread, Also no ability to spread, but they follow suit, will listen to the guidance of opinion leaders, the main consumer goods are cheap clothing, shoes, bags, cosmetics, this crowd is very large, money is also good to earn, but also the main cut Mushroom street crowd.

Follow the strong, this is also beautiful said and Mushroom Street why one to desperately lose another reason. If they don't keep up, the other one will be dumped soon. This is why I do not dare to do, not optimistic about any one now start to do this crowd and the category of shopping guide. Because this consumer group is too follow, this model is like a magnet, if say one has 5 million UV, a only 1 million UV, what you do is in the training for competitors in the user, will soon be all sucked away.

In addition, the shopping guide website needs to have the community atmosphere inside, the person is too few to be deserted, the popularity also quickly was attracted to go, the Internet is without boundary. Just start not up, now less than 1 million UV Shopping Guide website, you do not have to look at all, if the incremental market is still odd big situation can be said, but now the incremental market has not so big, the front runner also did not make mistakes, it is difficult to catch up.

2, Wenqing. The total number of people is about 150 million, they will pay attention to Luo on Weibo, Han such people, will use micro-blog, write blog, taobao consumption of about 800 per month, like the spread, the ability to spread, most people want to do a minority, their consumer goods category is mainly discounted brand clothing, shoes, consumption is rational, it is difficult to earn their money.

For such people, the focus is not on their ability to consume, but on the power of communication.

3. Petty bourgeoisie. The total number of people is less than 100 million, few, they will pay attention to Yang Lan, Li these people, not how to write a blog, go to the forum, read the magazine, income in more than 1w, monthly Taobao can consume three thousand or four thousand, consumption ability is very strong, do not like to spread, only like in the small circle Almost no Taobao to buy clothes, bags, buy household items, snacks, fun things.

identified the category and the crowd, you can bring to each other, if they do not match, this model is difficult to do, such as to do the three low crowd of home, a small crowd of clothing, are able to make people tired and not flattering business. Mushroom Street and beautiful said in doing three low crowd of clothing, while guang.com in the small-capital crowd of home and quality products; Mushroom Street and Beauty said the value to be provided is rich, good-looking, cheap, stroll in the provision of value is quality, quality.

The current guide: better than Taobao conversion rate

In a word, integrate the traffic of the social website, reorganize the commodity with the dimension of the consumer needs. From the quality, all the shopping guide site to do the same thing, including Beautiful said, Mushroom Street, heap sugar, etc., because consumers are many, we do different categories, with different technical solutions, so we organize the dimensions of the commodity is different, because the consumer needs of the dimension is different. Is the most front-end of e-commerce ecological chain, do the same thing.

The real value of traffic, not from the navigation site to buy, but to work with vertical web site and in micro-blog, Qqzone included in some vertical website to do marketing advertising, these traffic is the most needed traffic. The essence of most websites is that you buy the flow to go out the cost, there is a price difference, or you buy once, can use n times, I can sell n times, such as I bought a UV 2 yuan, I a UV only sell 5 cents, but I can sell 50 times, the external is to see the cost and viscosity. Looking at cost today, the cost of navigation site is not cost-effective, because the electrical business can also go directly to the navigation site, from the cost of calculation, your business is not cost-effective, you need to spend on the viscosity, you will focus on this type of Web site.

The previous sentence is about the source of the human being, and the last sentence says what kind of service is provided to these people. This is the essence of all our shopping guide website.

All of us will not be separated from things, the first is the different dimensions of the organization of goods. Even if all is UGC mode, also should consider how to guide, consider how to divide the column, the second is personalized, community, without it there is no deep viscosity. You can't expect consumers to have nothing to do shopping website to turn, that is Taobao, if the buyer only buy things when you think of a turn, you will not. If he has similar needs, he will think of you, or he will come to you when he is all right. Community things can help you to make your information more effective. The third is to consolidate and filter information to make it more reliable.

Shopping Guide website is what, first of all from the surface layer of business to see the shopping guide in doing such things, in the satisfaction of such a demand. Again from the commercial, do not consider the socialization factor, to a certain extent Taobao is a balance on both sides, one side is the foundation of the water and electricity coal, Taobao spent four years to make it into an ecological circle, plus marketing platform. This is the commercial nature of Taobao.

You shop for free, but do not have orders to do, you need to advertise on Taobao. If the seller can take the order from the outside, he can use Taobao for free.

What is the shopping guide website doing? It does not do the basis of hydropower coal, around the front of Taobao, directly cut to Taobao's posterior, do marketing platform. This is one of the reasons why Taobao finally worries. In essence, the shopping Guide website is a marketing platform, it stands in the consumer's angle of doing things, his strength and stickiness more obvious.

Finally, there is a rumor: The shopping guide website is still alive and well

In these two pictures, this year Q2 began to beautiful said and Mushroom street traffic began to decline, this four or five months down very badly. The curve is drawn to August, and I believe it will rise later.

We can compare the network shopping market flow trend, during the spring festival was lower, after the spring festival, the flow began to decline in June, the end of August, the beginning of September warmer, soaring to December.

This and beautiful said Mushroom street flow direction is generally consistent, only in 5-July there are some deviations. There is a reason for this deviation.

In fact, the beautiful said, Mushroom Street, the two major competitors have been addressing the above "magnet" problem, the two must be very tight, otherwise significantly behind the user will be sucked away.

That is, in May-July, Beautiful said a lot of advertising, for the is to put Mushroom street far behind. This period, beauty said the most fierce one day in Tencent Qzone 500,000 ads, the effect is not obvious, but smashed very right.

A want to dump, a want to bite, so there will be such a large space, if it is flattened, it will find the electric quotient of the same curve. Layman See will say how they kept down, compared to the electric quotient of the curve, in fact, the electricity business is also down, so they are not the middle of the gap is 5-July ads smashed.

The shopping guide is now alive and well, and will live better next time.

PS: Perhaps you will say this kind of shopping guide website biggest benefit point and the threat all come from Taobao, if Taobao does not do, they still can live very well? This is a good question and we will answer that question in the next article.