The shopping platform has to make a transition after touching the industry's ceiling

Due to well-known reasons, shopping guide platform in touch with the industry's ceiling after having to make a transition. As for the "ceiling", it is self-evident. One of the reasons is very simple, the controlled is inevitable, small, small, but do strong after the big will inevitably be blocked. However, the flying Henghuo did not let the beautiful said, Mushroom street, but is a "doom and epigenetic" effect.

Beauty said the transformation to do a vertical platform for electricity, and the introduction of a new payment system, mushroom Street around the "buy hands" to rebuild the brand, at the same time into cosmetics special sale. and folding 800 and claiming that "the last layer of the merchant" roll Skin Network is fought, in the transformation efforts. The current overall situation of the shopping guide platform, word-not a transformation is to go on the road of transformation. Nevermore, is, beauty and Mushroom Street transformation experience for other platforms is obviously of great significance for reference.

has been transformed: Beauty said, Mushroom Street into a merchant scramble

Only after the encounter blocked half a month, beautiful said that the line of the new merchant trading system. And Mushroom Street announced a new brand strategy, and said that for well-known reasons, will be online new payment system. Under the same helplessness, the two coping style is the same, not only the rapid establishment of closed-loop trading ecology.

Beauty and Mushroom Street are strikingly similar in terms of product positioning, business models, and encounters, so that businesses cannot differentiate between them. In the business meeting, Beautiful said that the platform positioning "women's exclusive shopping platform, dedicated to using the best Internet technology to subvert the female fashion industry," and Mushroom Street is the expression of "from the perspective of female consumption of fashion to do E-commerce platform."

Even in the industry, the positioning of the two is not much different, which will inevitably lead to overlapping businesses, in fact, indeed. For businesses, whether it is beautiful or mushroom street, is essentially distribution channels, the two do not conflict. Many shops in the beauty of the store also opened a shop in Mushroom Street. But for the platform's brand, is undoubtedly a kind of injury. Nevertheless, the beautiful said and Mushroom Street is one after another launched the same heavy investment market strategy.

Beauty said the launch of the "Beautiful 100" plan, throwing 1 billion yuan to support 100 days of sales of high-quality business million, Mushroom Street also launched in August, 500 million yuan business support program. The data show that more than 10,000 businesses have settled in beauty, and Mushroom Street has more than 6000 businesses. Some of these businesses come from advertisers who have been on the platform for a long time, and some have come from new businesses that have been lured by heavy sums.

Encounter the beauty of the same change and Mushroom Street, chose the same transformation of the vertical electric business platform Road, in the merchant's snatch war, once again boat, but this battle has just begun, the future in the flow of the entrance of the two will inevitably spend heavily.

Transformation: Folding 800 Play special sell, roll leather net engage self

And Beauty said, Mushroom Street is different, fold 800 and roll leather net has been taken by the low price tactics, but there are differences. Fold 800 of the transformation of ideas according to its own words is "bottom-up infiltration model", both the main low-end brand to sell, to attract consumers at low prices, gradually to the first line of brand penetration. This model in addition to inevitably in the infiltration process with the main one or two-line brand electric platform head-on confrontation, but also by the supply and other constraints.

The sale of goods sold more for the brand's tail goods or over the season of goods, operating mode for the platform from the major brand companies, distributors, ground retailers there to find special products to the daily update, the form of the sale of the Web site launched. But the supply of special goods is limited after all, although the goods will have the tail goods at any time, but as each brand company to upgrade their inventory management capabilities, it is difficult to avoid the platform can not continue to the new situation. In addition, the complex source of special products, the quality of goods difficult to control, these are the platform for the brand buried hidden dangers.

Similarly, the low-cost tactics of the roll-skin network has chosen a different transition route, compared to 800, roll leather net in the lower price to do more thorough, the price of the supplier to control the ability is also stronger, platform on the overall price of goods in the market about 15 percent of similar goods, basically is the cost of the source, which is probably " Roll away the last layer of the merchant "one said source." Roll-skin transformation model is to maintain a substantial discount on the basis of doing the self-employed, and tightening commodity categories, category operations, vertical, more focused and accurate market demand, but also retain a part of the quality of third-party businesses. Self-and third-party platform to form a joint effort to firmly stand the low price market.

Despite the rise of luxury-goods dealers in the last two years, it has to be admitted that the dominance of the domestic electricity business is still low priced as the lure of low-end brands and low discount brands. Roll Skin Network Transformation mode In my opinion is very sensible, objectively with the main line of the brand will form a complementary, become a "low-cost version of the only product will", to avoid confrontation with the same time, also let oneself in the market foothold in the low price.

From a simple electric dealer discount website gradually to the comprehensive discount commodity shopping guide Platform transformation, roll skin in the market strategy is to choose differentiated competition, starting from a cost-effective, the average commodity price remained at more than 10 yuan, and cover the high-end market only products will form a differentiated competition, not only to do the special sale, but also to do the self-employed, At the same time, the introduction of Third-party merchants settled in. Medium and low-end commodity market is large enough, but to undertake a platform is not many, in particular, the following section of hundred yuan left a larger market gap. and the roll-skin net just caught the chance.

Like the beautiful and Mushroom street, the model of the roll-skin transformation has also been recognized by the capital market. There are three reasons for the investor to look at the roll-skin: First, the business model value chain integrity, second, the overall strength of the team, third, the low-end consumer market is big enough. "The monthly turnover of the platform has reached hundreds of millions of yuan, and the number of buyers has reached tens of millions of," said Huang, CEO of Rolls-Net in an interview. We are the inventors of this business model and the leader in the country. ”

Electric business giants are busy to support the one or two line brand, while raising the entry threshold of the mall, which makes tens of thousands of small businesses in the country complain, for these businesses, in the rapid transformation of the roll-skin network may be a good way out. Although the profit space is small, the huge market demand and the user base, quick turnover also is the best policy, the most important thing is, the consumer will benefit from it.

Trends: Category operations vertical and flow distribution to Central

Mobile Internet is the future of the Internet, the same, mobile electricity business is the future of the electricity business. With the advent of mobile internet, the existing electric business platform in the next few years will face shrinkage and change, the electricity quotient of two trends is the flow of distribution to the central and category operation of vertical, the most important in the future is not traffic but accurate users.

The transformation of discount shopping platform seems to be a success, at least by the recognition of the capital market. But with the advent of the mobile internet era, the electric quotient mode also took place some changes, the mobile end has not like the PC end to appear the monopoly type flow entrance, the merchant and the electric business platform have used the micro-shop and so on the flow platform to own drainage, gradually forms the flow "to center" the electric quotient mode, the establishment merchant and the consumer direct Maintenance and trading channels, thereby reducing the cost of new users to improve the old user to turn heads.

In the rapid transformation of the roll-skin network has been strengthening the layout of the mobile end, the category of its goods will be more vertical, the operation towards a more refined direction to facilitate the user accurate and rapid retrieval of the desired goods. Compared with the chaos of a wide range of goods accumulation of electric dealers, vertical action and fine operation will be more conducive to the promotion of order conversion, but this is in the context of large data driven, this is the most difficult to roll skin network.

The future development of the electric business platform is necessarily the user-centric, comprehensive data analysis of user browsing, shopping behavior, to find a precise user groups, push the corresponding goods, to fill in the gap between the platform and users of the gully. In addition to the major electric platform discount products for users to purchase, roll leather even send professional buyers to bargain with merchants, so that they participate in the discount activities. Standing on the consumer's point of view, roll-skin mode of operation, with the current fashionable words is called the real implementation of the "Internet thinking."

For the platform, this is not only a process to optimize the user experience, but also the role of the basic functions of the Internet, that is, to remove all information barriers, so that commodity information can be quickly and directly reach the user. For now, though, the net is still in transition, but the appearance of the future electric dealer has surfaced.