The Shopping Guide Website Develops To The Electronic Business Platform: Operation Technology Management Will Face A Series Of Problems.

Recently, Shopping guide website After the announcement of mogujie.com's $200 million financing, it was announced that it would get $100 million in financing. On the last day of June, the beauty shop, which focused on shopping for women, said that it had confirmed the acquisition of vip.com's heavenly goods network and the public comments on the gods. Behind the collective efforts of the shopping guide website is the breakup of last year's game with Taobao. After the break, they all have a collective effort to build their own electricity supplier.

In the official statement of Amoy powder, it is clear that after obtaining financing, some interesting business directions will begin to try. And beauty and mogujie.com's two leading shopping giants began their own business platform as early as last year.

According to the data provided by mogujie.com, the U shop system has been online for several months, and has achieved over 300 million RMB monthly sales. And the beauty said that during the 7 day of March this year, the total turnover of the transaction platform was over 100 million yuan.

This time, mogujie.com's $200 million financing will certainly increase the investment of the electronic business platform, while beauty says that the acquisition of the God of food and the heavenly goods network has clearly released the same signal.

　 To break behind

The collective transformation of the shopping guide website has to start with the fact that Taobao has blocked the shopping guide website. It is a fact that Taobao has to support the shopping guide industry. According to a data remembered by our old friends, in 2012, nearly 6 million of the sellers were on Taobao, and the number of new buyers per day was ten thousand yuan, and of course, the daily turnover was also calculated by 10000.

In the face of such a large plate, Taobao has no ability to provide resources with all kinds of resources. At the same time, external resources are needed to build Taobao's ecosystem, so that the dream of "one million million annual sales of millions of shops" can be realized quickly.

A large number of shopping guide websites have been bred out by Taobao's welfare big launch. There are a lot of shopping websites, but two of them are left behind. Finally, the oligarchs represented by mogujie.com and beauty were formed, and then the problems appeared again. These shopping websites began to become a traffic control rather than a balanced traffic. This is the opposite of what Taobao initially wanted to buy.

According to the data released by Taobao alliance, in 2012 the share of 3 billion yuan, mogujie.com, beauty and other shopping websites accounted for 21%, from Taobao to more than 600 million yuan. In the face of this trend, Taobao had to take a repressive policy. Ma Yun's internal publication "do not support the upstream shopping website continues to grow. Ali's traffic entrance should be the grassland instead of the forest, not supporting the rebate website".

The "ceiling" of the industry is very obvious. This is a format that mainly depends on the survival of Taobao environment. As long as the valve is closed, the format is laid off. Huaping investment adviser Huang Ruo once said so.

With the increasingly stringent policies of Taobao and the complete break, the future of the shopping website is worrying. Beautiful, mogujie.com is like breaking the grass and grass, so we have to find another way to transform the electricity supplier from a simple shopping guide.

In October last year, mogujie.com launched an excellent shop, a Taobao based C2C platform, and merchants entered the standard reference Taobao. The merchants who applied to enter the business needed not only the credit rating to reach 3 or more, but the monthly sales volume reached 100 or more, with a favorable rate of 97% or more.

According to Xu Da, director of public relations of mogujie.com, told Friends, "in addition, when we enter mogujie.com, we have to pay 20 thousand to 50 thousand margin."

At the same time, according to his disclosure, in November and December last year, mogujie.com's monthly sales volume had reached 120 million yuan.

At the same time of transformation, mogujie.com did not give up the shopping guide business. This is obviously a retention of user experience. After all, most users are still in Taobao's "shopping guide" for mogujie.com.

however Future It is very likely to abandon the shopping guide completely. "If the future development meets expectations, it may abandon this link," Xu Da said.

In fact, similar to mogujie.com's development of the electricity supplier Road, there are two voices in the industry, one is that mogujie.com has an accurate and large user base, and there are a team of e-commerce genes, transformation is not big.

But another view is that the shopping guide and the real electricity supplier is very different. Mogujie.com's experience does not necessarily have much use, "for example, after sale is very bad."

But no matter what kind of voice can not be changed, mogujie.com and the beauty of the natural existence of a problem --- positioning.

Positioning determines success or failure.

Positioning decides success or failure. Foreign chain brand Julius Caesar used to be the boss of pizza industry. It promoted the promotion concept of "buy one to send one" as a positioning strategy, making it quickly become the fastest growing pizza chain store. In the next few days, little Kaiser gave up the strategy and never recovered. This example shows the power of positioning, and shows that it will be extremely difficult to change it after setting up a position.

The positioning of beauty can be said to have been stereotyped, and changes will be faced with many difficulties. It is true that many traditional enterprises face the Internet's attitude: change is very difficult, and no change will die. The beauty is still changing. Recently, the "beautiful 100" plan will be launched to support 100 high-quality retailers with over a million sales per day, and create a new eco circle for women's fashion business.

This is exactly the same as that of anyone who built V+ mall. Everyone wants to build an online shopping mall which is popular with fashion brands. V+ used to push up the total number of SKU, from T-shirts, canvas shoes to household products. But this did not bring any new revenue to customers. Excessive expansion resulted in a total inventory loss of 1 billion 445 million yuan at the end of 2011 and a total loss of nearly 600 million yuan.

The V+ plan ended in failure. According to the internal revelations, the single V+ plan resulted in a loss of nearly 200 million yuan per customer.

The transformation of fan is actually a beautiful desire, but the reality is cruel. Because everyone's product positioning is low price, the price of consumer psychology is 29 yuan T-shirt, and other hundred yuan below canvas shoes, shirts.

V+ is a relatively high-end open platform. With the brand entering, the price will naturally be higher than the consumer's psychological price.

At first, the business mode of low passenger price impulse has become the handicap of customers. "It is very easy to walk from high to low. Just like when you buy a car, you can buy a 100 thousand car and buy a few thousand yuan accessories without feeling at all. But in turn, it is very difficult to go from low to high." Zhang Zhouping, an analyst with China electric business center, thinks that "the advantage of Jingdong lies in this, and the disadvantage of everyone is also here".

And the beginning of beauty and mogujie.com's positioning is for college students, or just graduated from the workplace women, purchasing power is relatively weak. This positioning determines the beautiful people have been walking before the route, and from it to support the action of 100 high-quality businesses can be seen, beautiful said that people want to walk the route of V+ mall, and the result is likely to be the same as the V+ mall.

Therefore, even if the merger of Tian pin net, it is difficult to change its initial low price image. From the perspective of the two genes, it is also difficult to combine and achieve the best results. There are Nie Ying, Wei Deng Paul, THETHING, Ordifen, tin silkworm, SPEEDO and other brands on Tian pin online, but most of them are unnamed or even no brands.

It can be imagined that the future of beauty is not beautiful. From the shopping guide website to the electronic business platform, whether it is operation, technology or management will face a series of problems. The original positioning problem will become the hanging sword of Damour, which will fall at any time.