Why do social applications end up as electrical dealers?

A reporter in the circle of friends said "Yantan finally sold a step," after the listing of the MO not only took off the "about P" hat, but also began the pace of expansion: the same city service, gift Mall successively on-line, "sell this step" is the Gift mall. In a large number of social apps to do electric business in the big environment, the MO in a follow posture but the logic is vastly different way to start selling things, social app circle after the sale of goods has become inevitable. However, in the author's opinion, MO This is not in the electric business, the essence or social, success is not easy.

Why do social applications end up as electrical dealers?

In the street before the introduction of the Gift mall, social apps have been "sold a step."

Micro-letter in addition to the integration of Jingdong Mall, there are open micro-business platform, friends Circle has become a mask, beauty makeup products such as the distribution center. Micro-letter to do their own electricity, others sell goods are also trying to micro-letter to obtain orders, the reason is very simple: micro-poly people, some people have the gas of the place to buy and sell, open the shopping malls, the general stall in the crowded place is this truth.

QQ has launched QQ Wallet, and integrated Jingdong to the shopping channel. and literary social application of watercress is launched "things" channel to do a shopping guide, the original shopping community, such as Beauty said, Mushroom Street has transformed the vertical electric business. Poly people after the sale has become a mobile internet popular play, for social platforms, gathered the popularity and flow, advertising is to change, value-added is to change, the shopping guide is to become a cash, their own sell is also a change. And more "flow funnel" model, the more to the back, the higher the value of the flow of liquidity. It's more tempting to sell your own than just to get someone else to pay for the ad.

The core logic of the Gift Mall: Assistant Social

Mo Mo Gift Mall appears to be a vertical electric business platform, the main selling suitable for the stranger social scene and user needs gifts, now have flowers, home, beauty makeup, digital accessories and jewelry These several categories, home is mostly CK, Chanel, Hermes perfume and so on, the unit price of 100-1000 yuan. It is understood that these products are suitable for men to send women, or women to send men (the former more), is to "support social". From the relevant copy can be seen, MO Street Gift Mall is not self-employed, but the cooperation of the merchant shipments, the MO will be responsible for the selection, after-sale monitoring, etc., but there is no shop this concept, users only know is in the MO to buy things, the whole of the MO is responsible for.

If a friend likes a gift, or a birthday holiday, the user will receive a gift reminder. There is also a special menu is "I received the gift", "I sent the gift", should be able to share in the future "message board" (equivalent to the circle of Friends), to meet the user's vanity. These play is not unfamiliar, because the QQ and Mo past support to send virtual gifts, such as members, QQ show, virtual expression and virtual flowers, etc., 9158, NetEase Bobo Network show the core business model is also a virtual gift. Now everyone is starting to upgrade the virtual gifts to physical gifts, because the social itself is also from the Internet virtual to social life, QQ friends and relatives, the world offline local social.

Mo mo users in the social process will produce demand for gifts, such as sending sister paper flowers for their favor, such as birthday send flowers rigid demand. The stranger can pinpoint these needs to recommend. In the past, MO recommended virtual gifts, now upgraded to in-kind gifts. Mo do gift Mall's core logic or in doing electricity quotient, and social scene and social relations have been through.

Another point to note: Now that the electricity business is further perpendicular, no longer just from the category of vertical (beauty makeup, home electric business this wave perpendicular to the past few years), no longer just from the pattern of vertical (group purchase, flash purchase, special sale, C2B, pre-order is also the rise of the past), but the scene of the vertical, For example, for the elderly, electric dealers, social-oriented electric dealers. Gift electric Business is emerging, the gift said app in July to get Sequoia Capital a round of 3 million U.S. dollars financing, digital Community digital Tail launched a "big wave ceremony", Mo mo Do "gift mall" to keep up with the trend.

What kind of challenge does the gift shop face?

1, whether or not to overestimate the demand for gifts between unfamiliar friends?

Although the stranger to the strange relationship can become acquaintances friends, but the nature of the Mo is still a stranger social. The fact that its gift shop to solve the problem is still a gift from strangers. He seems to be aware of this, so you give gifts to others, the other side of the address for you is hidden, Mo mo may be to protect the privacy of users, but also can see its disguised identity is to solve the "stranger Gifts" needs.

The question is, is there really such a strong demand for gifts from strangers? Send a few dozens of pieces of virtual gifts I think the demand is exuberant, people in order to help social networking, improve the success of friends, dozens of is not a matter of what. But Mo Street gift shop Unit Price 100-1000, many are more than 500, so expensive gift feeling has been to the male and female friends, lovers of the level of gift. It is unknown whether a stranger can accept such an expensive gift.

It turns out that the demand for gifts from strangers is also very strong. For example, 9158 of these online shows, said tens of thousands of of the Ferrari-virtual! Be！ Of！ , or tyrants will give the female anchor. But this is the way to catch stars, female anchors are stars, gifts of a group of people rushing back to have the comparison and auction feeling. It is not known whether the stranger can perform the gift-giving spectacle again.

2. The experience hidden trouble caused by the third party cooperation mode

Mo Mo Gift Mall is still in the early days, orders are less when nature can stare very tight, but later may encounter all the third party platform facing the experience of the war. Jingdong Electric business experience is far better than pop platform, better than Taobao and the cat, the platform to explain the electricity quotient is congenitally deficient. Although the platform can do less things mode lighter, but in logistics, after-sale many aspects of the control capacity is not as self. The current is with the third party gift business cooperation, the issue is the third party is responsible for, the user experience to a large extent by the third party decided, the MO must strict strict control, tube experience, control quality. This MO has not much experience, to Ali and other mature big electric power to dig people can play a multiplier effect, but early estimates there are some detours to go, tuition to pay.

The electric dealer profit should not be so fast, but it will soon bring water, raise the Mo Mo income, therefore very likely will be in MO 2015 Q1 earnings, the latest Q2 earnings "income" this index to form the big influence. Yantan "Sell This step", to the MO is still a big step: this for the Mo in the game, value-added and local life service, bring the fourth business model, naturally will bring new imagination space.