Tiger sniffing is curious about those maverick differences.

In the fashion of The Godfather, Tiger sniffing is curious about the unusual numbers, especially when they are still doing well.

Last year, Tencent High-profile cast its bid for the beautiful hand of the front and back feet, Mushroom Street also one after another with the internet big guys have chatted a lap. But every love is cut, it blows the clothes.

"So far we have no godfather, we do not intend to find godfather." "That's the founder Chen. "The electric dealer is all the Giants are doing. And the clothing of this category you do electric business is not around. That's serious. I would ask, what about the internal competition? And we also see Beautiful said took Tencent's money, but also did not see what Tencent's entry-level support. ”

Do not find the father of the emboldened from income. At the end of last year, Taobao cut off account login beauty said with the function of Mushroom street before and after the foot, Mushroom street is to the vertical platform of the transformation: pegged to the 20-year-old, customer unit price of 120 yuan of this group of girls users, to promote their trade with clothing retailers on their own platform.

In the November month of the transition, its monthly turnover was close to 120 million yuan, and by March this year, the figure had exceeded 200 million yuan. At the beginning of 2012, the Mushroom Street also honest Taobao to do the diversion, the monthly turnover can be completed only 160 million yuan.

The more detailed figures are worth showing off: The return rate is less than 5% and the repurchase rate is 50%. Chen at the beginning of this year to the company set the 3 billion-yuan turnover of the KPI, the visual is less than 11 can be completed, this year, 3.6 billion yuan without pressure. According to the ratio of 6%, the company's income can achieve 220 million yuan.

Figures prove not so strong a necessity to find the Godfather. At the end of April, Chen sat opposite the tiger sniffing, further demonstrating the nature of the transition.

Internal, rather than under the pressure of Ali's transformation

"The shopping guide is too thin to do anything." "This is the founder of the different number of shopping guide said," We like to see Taobao as the lake and the enemy, in fact, is not, the biggest reason for our own transformation is that they think we can do more and less things. ”

Switch to Mushroom Street perspective is not difficult to understand: to do shopping, users only in the Mushroom Street look at Taobao to buy. A complete electrical business transaction, only one step in Mushroom street, the remaining five steps in Taobao. The real deal still takes place on Taobao, where Mushroom Street cannot close. The community did, the shopping guide did, the anti-cheating mechanism after doing, if you want to continue to contact, management business, do not take refuge in Taobao sincerely do not go on.

But as the opening said, the independence of the business requirements to take refuge in Taobao can not go on. "When we want to do a little bit more on the customer experience, we find that if you don't manage the transaction, you're not doing well, which is one of the most important reasons for our transformation." ”

Mushroom Street The logic of a simple shopping guide comes from an invented dumbbell model:

Chen's initial belief is that the community or the entertainment of the Internet products, must be combined with the electrical business. So he first made a roll bean net, to the general community to provide connection to the electrical business site handle. But he soon felt that the community and entertainment do not know the electric quotient, his connection handle white did.

So the first transformation, Mushroom Street to do their own electrical business community, the previous roll beans made by the connection tool used in their own community inside. "Our first venture was to make a stick in the middle of a dumbbell and find it impossible to start a ball on one end." The other end of the ball is electricity quotient, we think, whether it is Taobao, Jingdong or who, as long as you sell things, I will flow to you. ”

"But at that time I had a vague feeling that this is a dumbbell well, dry this end of the other side must be done sooner or later." ”

"Vertical small ecology is the trend"

The original Taobao upstream to Taobao diversion, will encounter the test of the ban, then the transformation to do with Taobao on an equal footing of the platform, do not worry about being Big Brother play dead?

Admitted that the existence of eldest brother in the River Lake position, Mushroom Street exploration is to do differentiation. "Now it is easy to define Mushroom street, think it is a mini Taobao, but in our own mind is not at all." You will see us in 5 years, when my platform is pull, we can do something completely different. ”

1 do vertical, different from doing whole category.

Mushroom Street only do female fashion consumption, clothing, jewelry, bags. Only about 120 yuan per customer unit price. There are only 1 to 20,000 sellers on the platform.

Because enough subdivision, and Taobao is still not afraid of competition. The reason for Chen is that Taobao's sales of clothing are estimated at million levels, perhaps hundreds of people in management. and Mushroom Street Three hundred or four hundred people, proud to serve and manage more than 10,000 sellers, can do things more in-depth, more detailed.

He used merchandise sampling examples: "Now we (sampling) is 20%, to the end may be 70, 80%, in addition to sampling, we also pretend to buy buyers, the station is also immediately receive the buyer's return, if the sample and actual sales, we will have very strict punishment." But such things as Taobao can not do, it is a whole category, too big. ”

What about the BoE? Consumers in Beijing East buy things are believed to buy with Jingdong, so the Beijing-east platform on the call supplier. To Mushroom Street, to Taobao is to buy with merchants, these platforms on the business called retailers. Supplier ecology is to a large extent how to select goods, how to manage inventory, how to across the profit margin of management. The retailer is just like the hamster, who is going to focus on who to solve the problem.

2 Make a shopping departure, different from doing shopping destinations.

Taobao's omnipotent lies, whether it is overseas, whether it is a drag board or a diamond, no matter what you want to buy, must be able to buy in it. Users have a general purpose of shopping when they go shopping.

As a shopping origin, Mushroom Street want to impress is the classroom boring, want to casually stroll the street of the little girl. "I don't want to buy anything, but I might pull out of Mushroom Street to see what's going on recently," he said. "So the thing to do is to make the street as enjoyable as possible, to provide social elements, entertainment elements, the picture PS like a magazine."

"Girls often see good-looking can not stand, I in this process will desperately improve conversion rate, and strive to ensure that you buy when the experience is good." ”

3 product preference, differentiated from operational priority.

Ali Bao's play is the operation of priority, product coordination, organizational structure protection. When a company pushes a KPI, it invokes all resources to push it. So do you, and so does the intercourse.

Mushroom Street also made an IM tool for the exchange of trading home. But Chen says the approach is a product priority. "I'm not going to push ads, but we'll analyze what they say, such as finding out the size and the frequency of the express, which can prove that either your customer service is not well trained or your product is not well described." The account manager may have to keep up with the data to find the seller, analyze the problem and improve the service. This is the product priority, operation cooperation. ”

The way to not be acquired is to be an infinitely improved product.

"The vertical electric dealer frankly two years thing, one, the consumer has not in you this obtains the more differentiated experience, two, the Enterprise merchant in you here has not at the lower cost higher efficiency to make the more money." "Chen said.

Compared to the Godfather, Chen recently focused on the Mushroom street to do the C round financing. He revealed that the scale of the valuation was already equivalent to a small to medium IPO. Before the tiger sniff Bhangari to Mushroom Street valuation is 300 million U.S. dollars, and Mushroom Street itself valuation is 600 million, the acquisition intention is suspended. Chen not confirmed. He only said that after the financing, hands will get a few billion.

"There are some products, such as Tonight Hotel specials, farmer Spring, is limited to improve the type, or they can not be independent of the whole to do, or the product itself to improve the space is not small." If you do the Internet product is limited to improve the product, that was acquired is a better choice. Mushroom Street If not transformation and then do Shopping guide, then we are a good acquisition of the object. ”

"What if we do an infinitely improved product?" Just like Uniqlo, it sells basic clothes, it seems to be improved very leisurely, but still innovative, sold as the richest man in Japan. So even if we used to be a limited improvement of the shopping guide products, the team as long as the heart of innovation, we can still change. ”

Chen believe that from the shopping guide to the transformation of the electric business is to the infinite improvement. Compared with more than 200 people at the end of 2012, the team did not know what to do, the current 400 people's work is too much to bear. "Things do not have the brain to think, demand naturally crashed out, because the electric business is a very long chain of industry, there are so many businesses, so many transactions, so much money, each link has a lot of things." For example Alipay that thing, I have here 5, 6 people, can only reluctantly say can give money to pay, but you say how many business here to do. "You listen, he also hinted that it would be a small alipay.

"We can melt a lot of money, holding a few billion, our whole team is still very steadfast in doing things, every day in the hope that consumers are cool?" Has the merchant made any money? . My mentor is Taobao's first CEO Sun Tong Yu, he often told me that the so-called layout, from the other side to see you are not confident of the main business, so to get a hole in another place. So we put the consumer service good, the business service is good, the thing that I earn is certain.