The hit model of the social shopping mall represented by the beauty of Mushroom Street

According to the data before, at the end of 2010, at one point there were more than 60 social shopping-oriented electronic business platform. However, the business model of the electric trader attached to the electric business platform is too subtle, too small to be meaningless, and the giant will not sit and see it become bigger. Now, 3 years later, the left and the size of the Mushroom street and the beauty of the two, and these two also in the past few months to actively seek a transformation.

The transformation of Mushroom street and Beauty said last year was one of the focuses of the industry. The reason is widely concerned because of the mushroom street and beautiful said the transition is the last resort, is the giant Ali cut off the entrance of the helpless. So, once and the shopping guide website of the relationship ambiguous Ali and why want to ban it?

Blocked background: Couch on the side of the people do not let others snore sleep

According to official information, Beauty said and Mushroom Street was founded in early 2010 and early 2011, in its early development, has been from the Arrey aspects of support.

In a similar period of social shopping in the boom, Taobao executives, such a shopping mall is not its own social attributes of Taobao's beneficial supplement. According to industry rumors, shopping for the heyday of the development of electric dealers, beautiful said that the top of the Mushroom street and Taobao senior executives will meet almost every week to discuss the future development strategy. At this point in time, shopping for Taobao can bring a large amount of traffic, and shopping for the purchase of electricity dealers have also been quite a considerable share.

However, with the further development of the shopping Guide website, gradually become not attached to the Taobao system of a power, became the Ali side of the vigilance of the Amoy force.

In fact, as early as in 2012, the industry has been informed that Ma Yun has issued instructions in the interior: first, Ali can not continue to support Mushroom Street, said the beautiful growth; The news was not final, but Ali's side was the best footnote to the rumour.

From the point of view of time, Ali began to close the shopping portal is in April last year, after the 586 million dollar strategic investment Sina Weibo. From the timing of the arrangement can see Ali side of the strategic intent:

1, Shopping Guide Web site can become a large flow source, it is because it does not have the social properties of Taobao, and with Sina Weibo, Ali Department of Social will greatly improve, so that can be built from the beauty of Mushroom street system conditions;

2, as we all know, the flow is the lifeline of electric business, in the premise of a substantial increase in flow costs, upstream of the flow on the lower reaches of the downstream can almost "sit on the price" of bargaining power, therefore, the increasingly strong shopping guide site will become the heart of the Ali system. And in the upper reaches of the shopping guide website, is Sina Weibo QQ space and other social network platform, Ali through strategic investment Sina Weibo to Mushroom street, beautiful said such as the upstream of the flow of traffic is very clever.

3, Shopping Guide website in the process of development and expansion, gradually separated from the Taobao system, and accepted the capital of Ali outside the entry, in addition to the regular VC, Baidu, Tencent has started to actively seek for such a site's access to capital opportunities. Public information shows that beauty in the D round of financing, then introduced the investment from Tencent. This is really let Ali uneasy fact, so important upstream flow, incredibly control in the hands of the enemy? The so-called "couch on the side of others snoring sleep," Ali closed the entrance, this situation becomes easy to understand.

Farewell to the Taobao system, shopping guide website have gone through what?

Famous It reporter Shongqing today, "Beauty said the Tao Kee" article, the article so tells the beautiful said after leaving Taobao story:

Last October, a female fashion shopping site was first Taobao blocked Taobao Guest Alliance, and then soon blocked all the outside of Taobao chain. If it is another site, it is estimated that the rest of the food, but the site has survived, but also completed a major and successful transformation, the site is beautiful said.

So, how does beauty say successful transformation?

As early as December 23 last year, at the school's annual meeting, as a guest of Beauty said CEO Xu Yijong on the scene of nearly a few of the CEO of Electric business and mobile shopping in the community of the keynote speech, sharing a lot of his views on community electric and mobile business development, when it is also beautiful said to be blocked soon, In his speech he also revealed some of the beauty of the future strategic direction.

According to Shongqing This article describes, beauty said the transformation process adjustment includes:

One, own a set of advertising system, side breakout business

For all the beautiful said already have been prepared. Prior to this they have developed a complete set of commercial advertising system, can help them to cooperate with Taobao sellers in the beautiful said direct advertising, so as to get rid of the full reliance on Taobao. This has begun to bear fruit, in horse company annual Meeting, Xu Yijong announced to all staff, 2013 beautiful said to achieve 250 million yuan income and 40% net profit margin, which from Taobao's share of income accounted for only a small proportion of the overall income, most of the income from businesses in the beautiful said platform on advertising and promotional spending.

Second, from the shopping guide to the Consumer-to-consumer of the Electronic Business

Taobao after the total ban, beautiful said quickly in half a month time to develop a business trading system. At that time in the beautiful said on the long-term advertising cooperation Taobao merchants have tens of thousands, beautiful said that the advertising team directly transformed into business operations team, is responsible for the selection of the best quality of thousands of high-quality merchants, to help them in the beautiful said open shop.

Beautiful said the official website investment Information show, Beauty said the first year of all the Commission exemption; every time outside the chain click only 3 cents, and the merchants in the chain click Price is directly to 3 cents. Far less than Taobao flow costs.

Third, retain the user: Do not let the user feel the change

Beautiful said the site's users are beautiful said the most direct source of traffic, is also the only beautiful said wealth, so, retain the user is beautiful said the focus of work. Beauty says the strategy of retaining the user is simple, that is--not disturbing the user as much as possible and not letting the user feel the change. In a series of background adjustment, even if it is often beautiful said users, in this switch process also almost feel not how much change, the only change is no longer need to go shopping taobao.

Iv. Accelerate and micro-letter cooperation and online group buying business

It is based on the background of Tencent investment, beauty and micro-letter cooperation can almost be said to be downwind.

This March, the beautiful said will be completed with the micro-letter technology docking, and appeared in the micro-letter "my bank card" inside. Through this entrance into the beautiful said customers who buy the goods will use micro-letter payment to complete the purchase process. Last week, the beautiful said that their group buying channel is also officially online. Two combination boxing attack effect is very obvious, at present beautiful said Day order quantity unexpectedly from the past 20,000 single jumped to 50,000 single.

According to Shongqing, the beautiful said inside seems to be confident of the current transition results, Xu Yijong announced at the company's monthly birthday party last week that this year to achieve 3 billion yuan of sales (GMV), next year to achieve 7.5 billion yuan, 10% of the net profit, the company's market value will reach 5 billion U.S. dollars.

Beautiful said that the successful transformation in the end can give us a reflection of what information?

Last year, because of the Ali system platform on the change of attitude to the shopping guide site, Mushroom Street and beautiful said indeed experienced a relatively long period of time flow, now through the adjustment through the trough, is welcome to a good prospect. Although it is still too early to judge beauty by taking root in Taobao and micro-trust, beauty says it is a successful transition in stress, or it can bring us many inspirations.

First of all, the social shopping for the electric business model has ceased to exist. Under the game of giants and the intervention of capital, the independent social shopping platform model has ceased to exist. The giants of the game must attract capital intervention, so that the acquisition or investment in the form of the best way out, so the way out is: either unable to scale up or die, or be invested or acquired attached to the electric giants, or transformation.

Second, Ali a single big situation is gradually broken. As early as the 2013 year-end market point (sent on behalf of the large inventory ()--2014 10 trend), "Ali a single big situation will be broken" is one of them. The case of beauty is an excellent corroboration. It is the benefit of this situation is gradually broken, beautiful say Amoy, but can seize the opportunity outside Ali. And this for the vast number of online shopping participants, whether sellers, buyers and brands are a great boon, for brand-name business, a single big break means that the probability of being forced to "choose two" will be greatly reduced; for ordinary sellers, this means that there is an opportunity for the outside, and for consumers, Reasonable competition from multiple platforms means better service and more affordable goods.

And all this is happening.