The fate of the electric dealer parasite: The "Minions" who were blocked

As a typical parasitic economy, "beautiful" in the "host" of the fledgling need to find another way out, and mobile electric business is "beautiful say" the next breakthrough.

Wen/Zhang Shule

This article is published in the "Sales and Marketing" magazine review edition 3721.html ">2014 year 07

A few days ago, the domestic famous shopping guide website beautiful said the announcement, stopped paying treasure to pay. And the domestic another shopping guide website Mushroom Street already early and Alipay break. The domestic two main shopping guide website successively with Alibaba's payment treasure separate, originates from the Taobao to control the flow source and to its commission entrance cut off, the Taobao strategy almost causes two website Duanliang. And now, Taobao has further increased the pressure on the shopping guide site, so that "beautiful" can only be another livelihood. To beautiful said, Mushroom Street as the representative of the former Taobao valet, the future of the road how to go?

Taobao don't want to be a valet now.

Once, beautiful said and Mushroom Street and Taobao relationship is good to let people envy. Shopping Guide website is a typical parasitic economy, taobao a single big background, shopping guide has no choice, must rely on Taobao environment to survive. In the past, Alibaba also need third-party shopping guide support, Taobao must also borrow power shopping site, Taobao itself does not have social attributes, and Mushroom street, beautiful said to make up for this flaw Taobao, so, shopping guide network to stand out, not to live up to expectations, by virtue of their own massive users, greatly stimulated the trading volume of Taobao.

But such a good thing will not last long. Taobao will not always "let the benefit of the people." In Ma Yun Internal published "Do not support the upstream shopping site to continue to do big, Alibaba's flow entrance should be grassland rather than forest, not supporting the return of the site" view, Alibaba Taobao guest policy has been adjusted. Taobao closed the "faucet", the third party shopping website Day started bad.

In addition, Taobao shares in Sina Weibo after the more do not need to find a site. Ali shares a stake in Sina Weibo in April 2013, and a huge flow of social networks opened. To make the window a quick force, Alibaba contributed 49.13 million dollars to Sina Weibo in 2013.

And according to the March 2014 Sina Weibo submitted to the U.S. initial public offering (IPO) application showed that the number of microblogging monthly active users (MAU) and the number of active users (DAU) reached 129.1 million and 61.4 million respectively, the abundant popularity is gradually converted into the purchasing power of Alibaba, plus the excellent station, Search engine power, the Iron triangle formation is enough to let Taobao no longer "beautiful said."

Besides, Beauty says, Mushroom Street in rely on Taobao grow up, also have no past so obedient. Data show, 2013, Beauty said to Taobao brought the turnover of more than 3 billion yuan, and from Taobao to get the commission into only tens of millions of yuan. The great difference of this kind of divide, unavoidably let the valet produce ambidexterity. With the continuous tightening of Taobao entrance, beautiful said they also began to plan early retreat.

Instead of draining it as self-sufficient

"Beautiful say" The retreat is from the shopping guide site to the platform of the electrical business transformation. October 25, 2014, the Mushroom Street line has its own electric business platform excellent store. embarked on the road of vertical electric business platform. Its profit model also from the past to Taobao shopping guide into a business to charge 5% of the turnover Commission. And beautiful said also in the active operation of their own electric business platform.

This actually reflects the old shopping guide site's core appeal, has a solid flow and shopping environment, so why to lead to Taobao, as long as they set up their own electric business platform, to attract businesses to open shop, then they can become the second "Taobao." Open two Web sites and find a large portion of the merchandise that leads to your own store. Mushroom Street As an example, the current guidance of the recommendation of the store accounted for 60%. February 2014, Mushroom Street turnover of more than 120 million yuan, gradually approaching its early 2012 to stay in Taobao when the turnover of 160 million yuan.

But this is more like a distant dream, especially in the background of Taobao's 70% share in the online shopping market. Beautiful said, Mushroom Street Line electric business platform, meaning to become the cat, Taobao and other large electric platform of direct competitors, Alibaba's strangulation war is bound to be more violent.

A problem that can not be neglected is that beauty and Mushroom Street are currently taking the pattern of Taobao, attracting businesses to open their stores, most of these shops were born out of Taobao shop, if these shops can not quickly profit or profit less than expected after what? Once Taobao out of the harsh terms, let store two choose one of the time?

Beauty and Mushroom Street is the self-debate is to go vertical, fine route, but its own social shopping guide positioning is highly overlapping Taobao's best-selling category, and even if similar to the music bee nets, poly-beauty products such as a single category of vertical route, trade may also be easier, to convert the social status has formed consumer tastes and habits, then goodbye.

More importantly, Alibaba has also been caught by the introduction of social marketing of the flow of "beautiful say" neck. Unconfirmed data suggest that Sina Weibo is one of the two main users of Mushroom street, the beauty of the site, and the monthly investment in Sina Weibo in Mushroom Street ranges from hundreds of thousands of to millions of. And beauty said on Sina Weibo investment is tens. And Alibaba and Sina Weibo today's relationship is well-known, blocking keywords and related links to suppress competitors, is not a very complex technical problems.

It seems silly and naïve to use the social shopping model for self-sufficiency.

He left Taobao and was a valet.

There is a way out, continue to do valet, beautiful said and Mushroom Street has actually been done. and Alipay off the relationship, two sites have found the same friend-micro-letter payment. From February 2014 onwards, Beauty said that push micro letter to pay daily first redeployed minus 10 yuan activities, at the same time, Beauty said also will be in the micro-letter opened shopping entrance. and Mushroom Street defected to the micro-letter earlier, the results have been highlighted, in its three anniversary in February 2014, the number of orders completed through micro-letter payment, the amount of orders accounted for more than 50%.

This once again shows the super charm of the valet. As Tencent to expand its electric business ecological circle Vanguard, it pays for the micro-letter pay the big price, let people eye-popping. At the beginning of 2014, in order to invite the people of the country to take the taxi war, and pay treasure Rush mobile payment, with red envelopes entertainment national hundreds of millions of micro-letter users of the Spring Festival customs, a short period of time quickly grow into a comparable payment with Alipay Third-party payment platform, and still in the mobile scene.

Beauty and Mushroom Street, just let Tencent out of the olive branch showed greater temptation. Leave Taobao on their own, beautiful said and Mushroom street hand there is a trump card, that is, multi-year shopping guide accumulated taobao user stickiness, a large amount of Taobao users have formed in the shopping guide site search habits, this viscous short time is not easy to fade, once the micro-letter payment replacement Alipay, it is obvious to help Tencent pry into the corner of Alipay.

Only this valet, for beautiful said and Mushroom Street, is not a long-term solution, such as micro-letter payment fruition, their use of value is not.

Only to seize the time, while and Tencent's honeymoon period, the rapid realization of the mobile electric business breakthrough, but this for most of the traffic from the PC side of the shopping network, and immediately move to the end is still very difficult, and in Tencent's investment in the east of the current, the original window period is also greatly reduced, leaving the beautiful said, Mushroom Street time is not much.

"Social shopper" chooses the attachment state at the outset, let it lose its host, will be difficult to survive, since the establishment of the platform is powerless, the final outlet can only become a continuing for other Taobao opponents diversion platform, continue to do it social shopping guide this career, become more electric business giant Auxiliary Corps, Not a full-time mercenary. "Author: Zhang Shule micro-signal: zsl13973399819"