The entrance war of the Electric Business Shopping Guide website: The risk of being blocked and marginalized

Original title: Electronic Business Shopping guide website entrance war

Shopping Guide website This year from Taobao was divided into more than 600 million yuan; Ma Yun adjustment strategy, "Do not support" shopping guide site, and vertical web site cooperation

When an industry is big enough, it will give rise to some "tertiary industry" attached to it. Shopping Guide, is attached to the rapid development momentum of the electric business industry, an "industry."

Many people love online shopping, all know beautiful said, Mushroom Street site. Some data show that "attached to" the electric Dealer's shopping guide website currently has hundreds of many.

Shopping Guide Web site for the dependence of the electrical quotient, both the advantages of a good shade of the tree, but also by the power of the risk and uncertainty of marginalization.

Electric Business big man Ma Yun early this year in May has begun to watch out for shopping websites, worry about access to Taobao, the cat's "entrance" by several large shopping guide website "control."

Six months later, the cat quietly to the vertical information type Web site to extend the olive branch.

December 15, Shanghai, a "fashion Festival" scene, the cat officially launched with the Pacific (601099, shares bar) female network marriage, one of the content is: in beauty, clothing information, will closely follow the relevant merchandise cat shop link.

According to the release of the Data Taobao Alliance, in 2012, 3 billion yuan into the amount of Mushroom street, Beauty said, such as shopping guide site accounted for 21%, from Taobao into more than 600 million yuan.

If the electricity merchant in this way large-scale and vertical website cooperation, will enter the electricity merchant website "The entrance" disperses, the Simple shopping Guide website, also has the future?

Beijing News reporter Liu Xia

Electric Dealer "Parasite"

The shopping Guide website is actually the electricity merchant website Shopping Guide. It is attached to the website of the electric dealer, and it is divided into profits by the electric dealer.

As a derivative of the shopping Network, the popularity of shopping guide products has become more and more familiar with the "8.15", "11.11", "12.12" and the "price wars" of large and small.

An electric dealer website is the ocean of a commodity. Consumers face such a huge amount of merchandise information, how to choose, what entrance into the key to consumption decisions.

Shopping-guide website came into being, like the map of this commodity ocean. It tells the consumer how to go, how to choose. It is in fact the shopping mall in the shopper, to a certain extent, the choice of consumers.

The shopping Guide website attaches to the electricity merchant website, through and the electricity merchant divides to obtain the profit, by helps the store "soliciting" to realize own value. Therefore, in the place where it appears, the electric dealer to the shopping guide website This parasitic person, is "undefended".

November 11, 2012, by the day cat led the 50 percent banner of "11.11 Shopping Carnival" again "man-made festival" success. The day Alipay total turnover of 19.1 billion, of which the cat 13.2 billion, doubled twice times.

But the glory of the moment behind, but is operating, logistics pressure, the advent of downtime, out of stock, false promotions and other bad shopping experience, consumers in the excessive publicity has been tolerated, enthusiasm has cooled.

In addition, the major electric business platform on the small and medium-sized businesses also began to dissatisfaction, the proposal to cancel "11.11". A cat seller complained to reporters, "the actual effect is limited, in addition to (11.11) the same day, but the 20 days of sales are saved in that day." ”

When the business to stimulate consumers to immediately pay the tricks become ineffective, the daily attraction of active purchase is particularly important.

The parasite's power is growing.

Shopping Guide Site 9 points excellent product analysis of the article said, the Electric business Shopping guide is along the development of the context of the electricity business site: Shopping Guide mode from the initial promotion of Taobao many low-priced low-priced goods, the development to the quality of the products to the main discount merchandise, and at the same time, the net price, return to the net because of "prices war" hot up those, and then to the future highlight "stroll", Combine the use of scenes to stimulate purchase desire.

Ali Vigilance Shopping website

In the internal meeting said, "Do not support the upstream shopping site to continue to be bigger." "Then Taobao to the product port invoke rules adjustment, resulting in a large number of shopping guide Web site can not get new products."

According to the release of the Data Taobao Alliance, in 2012, 3 billion yuan into the amount of Mushroom street, Beauty said, such as shopping guide site accounted for 21%, from Taobao into more than 600 million yuan. This has sparked Alibaba's vigilance.

According to media reports, this May, Alibaba founder Ma Yun has published in the internal meeting for the electric buyers, rebate of the principles of the site, one of which is: "Do not support the upstream shopping site to continue to be big, Ali's flow of the entrance should be grassland rather than forest." "This remark, then triggered the shopping guide website panic."

This July, Taobao on the product port to make calls rules adjustment, resulting in a large number of shopping guide Web site can not get new goods, turnover is greatly affected.

In addition, Taobao also to guide the number of calls to the site of the limit, the number of calls to the lower the shopping site, not only the number of goods are limited, the price of goods can not be synchronized with Taobao.

"Obviously the goods have been reduced, but the shopping guide website still shows the original price, affecting the user conversion rate." And this adjustment is mostly one-sided, Taobao almost will not advance notice, often make us unprepared. "A business manager at a shopping guide complained.

Close to Alibaba's cat, the source told reporters, as Ma Yun Mouth "grassland plan" part of the cat is carrying out a similar plan, support a group of beautiful said, Mushroom Street, an industry first selected one or two key support, and then "Prairie". The implication, Alibaba can not sit idly by a few shopping guide website bigger.

December 15, Shanghai, the "Fashion Festival" scene, the cat officially announced the alliance with the Pacific Network, to its Cat Beauty Museum and Pclady (Pacific Women's Network) for the pilot, jointly released the annual beauty list, to explore the media guide road. The latter cooperation content is: Pclady in the cosmetology, the Clothing channel Information article page, as well as the Product Storehouse Terminal page, will pass through a call "the beauty to take" the shopping guide product, for the day cat's shop to import the accurate consumer user.

It is revealed that the cat has begun frequent contact with vertical information Web sites, in order to achieve "media information guide" cooperation. Among them, the most important is the cooperative attempt with pclady.

Why does Alibaba choose to cooperate with information type website? According to Pclady in charge, before the two sides decided to cooperate, had the two types of users of the purchase conversion rate of the monitoring and comparison found that through the professional information site to import users, purchase conversion rate far higher than the general shopping guide site.

In addition to clothing and cosmetics, will be to the car, mother and child, 3C and other areas of extension. Pacific Network's six vertical web site features, and the cat strategic layout more consistent.

It is reported that the above cooperation mode will include the information site and the cat docking, in the product introduction page, brand area, planning topics in the display of CAT merchandise information and purchase links. In the "Stroll" information, check product information process, to facilitate the jump to buy.

Is there any future for the shopping guide website?

After the electric Dealer website Shuffle, if only then one or two big platform, the monopoly will naturally produce. At this time, the existence of shopping guide site is still necessary?

The whole E-commerce market is developing rapidly, in 2011 Chinese netizens online shopping volume reached 784.93 billion yuan, an increase of 66% compared with 2010, while the total growth rate of social retail goods was only 17.1%. As more and more ordinary people become online shoppers, they need help and advice.

However, since the shopping guide products are in the context of the electrical business site, the arrival of the e-commerce in the winter period is also to guide the development of the site to bring a hint of chill.

The Domestic electric Dealer website is going through a shuffle. According to Dangdang CEO's point of view, after 3 years, after fierce competition, the domestic stage will only have 3 platform electric dealer. Therefore, he also chose to conservative winter, in the "11.11" before the Dangdang book, daily necessities such as the flagship store in the form of the cat.

Unlike the special advantages of Web site navigation Station, Hao123 's success is difficult to replicate in the field of electrical business. When the strength of the exit, some of the strength of the settled, if only one or two large platform after the monopoly of natural generation, shopping for the existence of the site is still necessary?

This is the shopping guide website unavoidable question. However, the vertical segment of the shopping guide or has its own advantages, we provide professional information, users have developed the use of habits, than the integrated platform more credibility. "Pacific Women's Network related responsible person told the reporter.

"Shopping Guide website's main function is helps the user to select the commodity, provides the professional opinion." The professional degree of vertical media is more trustworthy than the information of integrated media. We once put in a test, put a wave-point shirt on a ' high circular wave point shirt to attend an event ' information page. The clothes that were sold that day were the sum of the last three months. "The user who browses the professional information and takes the initiative to get the goods is an accurate user," said a consumer website leader.

NetEase Youdao Operation Vice President Jinlei also said that the future will be more focused and subdivision of the crowd, targeted to meet the actual needs of precision people. "NetEase youdao Large data mining and processing capabilities for the Huihui network to provide relevant technical support, which is our advantage." ”

"The electric business shuffle is creating a negative closed loop: A few electric dealers monopolize user resources to provide users with a declining consumer shopping experience and a user churn rate that reduces the user's cost of increasing the order conversion rate. Yin Ruje, founder of the Silicon Valley shopping search, said, so at present, although the shopping Guide website "Love and Hate", the electric business still need to rely on its earn yell.

Ma Yun's "grassland plan" has yet to be tested.