The development prospect of domestic type Pinterest Shanzhai website

Social-networking Facebook has become a shining flower in the history of the Internet, and Pinterest is becoming a rookie, and this has led to a new era of development for the community of dealers. So what's the general picture of this field? For the vast number of entrepreneurs, as well as large companies, the opportunity and risk of entry?

A series of articles have been introduced, hoping to answer the above questions. This article is the first: pay attention to the domestic Pinterest model of the development of the website.

Some have used the analogy of the Internet industry: one has opened a gas station somewhere, and business is booming. In Europe and the United States, the second pioneer will open a supermarket here, and the successor to continue to improve the relevant ancillary services, thus creating a whole region of prosperity. But the usual domestic situation is that the second, third, fourth, or even more, will squeeze in to open a gas station, thereby starting a competition for the Red Sea.

From the 2008 network video to the 2011 group purchase, similar examples in the domestic Internet field constantly staged. Now, it spreads to Pinterest mode.

Pinterest was founded in 2010 in the United States, is to allow users to home decoration, clothing and other aspects of collection, collation and sharing of the photo site.

According to foreign Public information, only 18 months after the establishment, Pinterest per capita online time than Twitter, the number of users to date the fastest growth of the site. As of last December, it valued more than 200 million dollars.

The rapid development of Pinterest on the other side of the ocean has stimulated domestic internet entrepreneurs. According to Tencent Science and technology consulting statistics, in the past six months, the domestic Pinterest model of the copycat to squeeze in nearly 10 home.

One side is the seductive development of such models, and the other is the homogenization of competition is becoming more and more fierce.

Interest SNS prospects can be a potential sales channel

In addition to the early pile of sugar nets, nearly half a year, including petals nets, know the United States network, fans still net, spell fan nets, code map, love mining map, cloth pocket, found, and so on, copy Pinterest's website in China.

At the same time, the former has done the Pinterest of the network has also transformed to the Internet, the early this year, 360 companies also launched similar sites-"I like."

If the integration into the Pinterest elements of the shopping community, such as Beautiful said, Mushroom Street, Taobao Wow, everyone under the people of all shopping and every guest under the customer's talent, and so on, at present, the domestic class Pinterest mode has reached nearly 30 home.

Why is this kind of picture community site in such a short period of time, by the founders unanimously optimistic?

Pinterest takes the form of reading, which is more pure, lighter, more attentive and more appealing to the user than the original text microblogging. With the advent of the reading age, or will detonate the next industrial point.

And some online albums, Pinterest lower the threshold to collect information, the domestic sites through micro-bo, everyone, QQ and other accounts directly login, support users to upload pictures, input image URL and browser plug-in collection page, directly like the picture stored in their own account.

It is worth mentioning that these users easily collected pictures have classification, and can be shared to micro-BO, QQ space and other social platforms, the formation of accurate circle of interaction, the core competitiveness of the picture is linked to social networking, the essential element for SNS.

"The social model of Facebook and Twitter has led to a shallow exchange of interpersonal relationships, with uneven quality of information and a greater degree of interference," said an analyst at Tencent Technology. Pinterest is based on a personal interest map, allowing users to contribute to the quality of content, more user viscosity, like-minded social relations and more lasting. ”

From the point of view of the media value, Pinterest's greatest charm lies in the pictures, prices and links of the relevant websites are the natural advertising hotbeds, but also can import high-quality flow for the electric dealers, directly contribute to the final transaction.

In addition, the pattern comes at a time when users are beginning to feel tired and tired of Facebook-represented social models, and to capture the hearts of users.

At present, the Pinterest flow is still soaring, although not directly to obtain income, but according to foreign media reports, Pinterest has become a number of retailers, the fifth largest flow referral services.

Homogenization of serious user scope and content sources as bottlenecks

"Now the domestic Pinterest website is too many, all fast rotten street." "A user to the Tencent technology so described."

Although the prospect of Pinterest is favored by many insiders, but the search for an investment analyst said that the homogenization of the competition, the Chinese Pinterest model there are several major bottlenecks in development.

First, Pinterest focus on social networking, home Pinterest Web site users to Taobao, Baidu, Weibo and social networking sites. Watercress albums, micro-Bo, everyone can use the original SNS user homeopathic launch, this to the independent category Pinterest site to form a certain degree of diversion.

Second, Pinterest based on the common interests of the social model, the development of its driving force from the user's inner and spiritual temperament of a certain commonality, and this feature determines the Pinterest model of the site's audience groups narrower.

The original Renren (school) in charge, the current DOT network CEO Xu Chang (Micro Bo) to Tencent Technology said: "Pinterest in foreign countries are mainly housewives in use, the user scope has limitations." ”

Third, from the independent Pinterest Web site itself, the necessary conditions for its foreign popular UGC platform is hot, thus protecting the quality of the content of the source, and the current domestic sharing habits of about 3% users, this condition is far from mature. How to ensure that content sources become the biggest constraint.

One practitioner says there are two key factors determining the viability of such sites: first, accurate crowd positioning and matching content and mechanisms to rally a large enough group and stimulate their activity. The second comes from efficient commercial operations.

Many swarming people, if not solve the above two problems, may gradually come to business difficult, even unsustainable situation.

However, know the U.S. net product leader Venus said: "At present, such as petals, found that the real Pinterest mode, the family has just cut, still in competition user flow growth stage, absolute market leader has not yet appeared." The content mainly relies on the user to upload spontaneously, similar to the micro-blogging mechanism, want to flow to the present, is premature. ”

US venture capital agency Y Combinator partner, a well-known angel investor Paul Graham, has also written that such image/video sharing services may be divided into 30 or so child services, about half of which are yet to be developed.

Domestic "mutant" profit formation business closed-loop

Although, petals and other independent Pinterest mode Web site just stepped into this field, foreign Pinterest site itself has not been profitable, but the domestic variant mode, such as beauty, Mushroom Street positioning in the field of vertical female fashion, in the business model is at the forefront.

According to Mushroom Street co-founder Yan Beads revealed that at present, Mushroom Street Monthly income of 3 million yuan, mainly from the split Taobao. And the industry and Taobao shopping guide divided into 5% or so. Beautiful said flow and Mushroom Street difference is small, the forum has netizens according to Amoy customers average commission estimates, its monthly to Taobao bring turnover of nearly 80 million yuan, from Taobao to get the month into nearly 4.005 billion yuan.

In fact, Beauty said, Mushroom Street is not a real Pinterest model, essentially only the integration of the Pinterest element of the shopping community, is a kind of the community derivative of the electricity quotient, the specific play on similar microblogging, but Pinterest can be a small part of the current e-commerce.

Some observers said that the beautiful, Mushroom Street Pinterest variant mode, upstream through the interest of images to share the formation of accurate female shopping community, downstream direct link Taobao, and then through Taobao transactions, forming a complete business closed-loop.

This approach, prior to the founder of Lok Bee Li also used this set of roads: initially through the creation of cosmetics community atmosphere, and then the homeopathic launch of the website Lotto Network, the formation of trading chain.

Tencent technology in the survey also found that more than 70% of the industry believes that beautiful said the reason can be rapid development, is because of grasping Taobao merchants this tree. "Taobao is like a big supermarket, the beauty of the supermarket is the selection of filtering into a boutique house." Users have simplified access to effective information, Taobao access to traffic and trading, beautiful said to get divided. ”

Xu Chang Forecast, this year many completely copy Pinterest mode, do not link Taobao site, because did not form a trading chain, will be difficult to survive, is bound to beautiful said mode transition. According to the latest news, the grand push he also brewing to the shopping share of the beautiful said model transformation.

Independent mode of growth will fall beautiful said model difficult to spread?

Because see beautiful said small have become, in the mother and child field, home area, food field and so on has appeared the vertical fine classification of baby help, building blocks nets and here nets and so on "class beautiful say" mode.

But not all applications can emulate this model, after all, Taobao and other e-commerce sites not all products can be screened two times as "boutique House", some standard products are not suitable to do. Beauty said the model in other areas can be implemented, mainly to see whether the market is large enough, whether there is sufficient user demand.

Two years ago, the watercress through with when, excellent and so on cooperation, the book Shopping Guide to share, but finally did not like the beautiful said the same fire up, because the book class user demand is far below the clothing skin care category.

Fu Zhihua, deputy general manager of Dcci, said on Tencent Weibo: "There is no Pinterest in China." Pinterest is the real social electric quotient, Mushroom Street is only the electric quotient of the community, the former open the latter closed: Pinterest the first major source of visitors and whereabouts are Facebook, and Mushroom Street, the first major source and whereabouts are Taobao. It means that pinteres is a people-centered, dependent on SNS community, it is more likely to form social effect, while the latter form relative closed-loop with electric quotient, it is difficult to form diffusion effect. "Alluding to beauty, Mushroom street, such models are difficult to spread in the wider population."

However, beautiful said CEO Xu Yijong (Weibo) that these domestic class Pinterest model as long as the scale, will have their own commercial value.

In the future, the Pinterest pattern in the melee is not conclusive. But perhaps such as Dcci Internet Data Center founder, general manager yanping (Micro Bo) said: "Pinterest is a typical subsystem, short-term growth is higher, long-term direction lies in with integrated social network, mobile Internet blend development." And the independent Pinterest model of the late growth rate is bound to decline. ”