How Do Mogujie.Com Understand And Handle Traffic?

According to the world clothing and shoe net, it is possible to understand and handle traffic flow and combine with industry.

Next point of view.

After the rapid growth period around 2014, vertical

The days are no longer so beautiful.

The more expensive way to get traffic is the big background, such as Jingdong, NetEase, Taobao and other oligopoly to expand the field of subdivision is also a pressure that can not be ignored.

Under such circumstances, a series of vertical e-commerce platforms such as vip.com, jumei.com, Xiao Hong and so on will inevitably encounter growth bottlenecks.

In early 2016, the mogujie.com merger with beauty said that it was not so good.

Since the merger, two companies that belong to the beautiful united group have been using double.

Independent operation mode, but the loss of personnel, sales and other rumors were once noisy.

Although these messages have never been officially recognized, the problems posed in front of mogujie.com are almost the same as those faced by all vertical providers. There is no demographic dividend in the pition period of the initial mobile Internet and Internet users' consumption habits. If the outbreak is no longer appropriate, then what is the next step for mogujie.com?

From traffic thinking to data thinking, the electricity supplier should have a new try.

Compared with Taobao and Jingdong, the market gap of vertical electricity providers is rooted in deeper and deeper understanding of vertical industries.

In the words of mogujie.com CEO June, compared with other electricity providers, mogujie.com is born closer to consumers than the other consumers.

In order to strengthen this, mogujie.com did not give up.

Mogujie.com, a vertical product for young women's clothing, has undergone many pformations since its establishment in 2009.

The initial shopping platform can be said to accurately locate the demand for young women's choice, but the traffic surge caused by diversion has hit Taobao's cake, and then pformed into B2C. By 2015, mogujie.com returned to the social business, and relied on the rise of the net red economy, launched a series of businesses such as live broadcasting, and also made the social attributes of the platform stronger.

But since 2016, converting traffic into buying behavior and even promoting re purchase has become a costly operation.

Taking mogujie.com as an example, the decision to introduce small meat Li Yifeng endorsement in 2015 has brought tens of millions of new users to the platform, but correspondingly, the actual conversion rate of purchase can hardly cover the cost of endorsement advertising in a short time.

Therefore, how to make more efficient operation and efficient use of traffic has become the slogan of the whole industry.

Now, it is obvious that after the technological breakthrough has reached a certain extent, artificial intelligence, which is able to do picture analysis and semantic analysis, has become an outlet for understanding this problem.

So in the traditional fashion industry, which is very valued in September, mogujie.com, which defines itself as a fashion business, also released a popular report on autumn and winter in 2017, but this report is not entirely provided by the practitioners of fashion industry, but is provided by AI through the research and analysis of massive fashion data.

At the same time, mogujie.com has set up a collocation Institute, and the AI is used as a support, more efficient matching trends, and helping consumers to match their clothing.

On the face of it, this action is only a tool to assist consumers in efficient shopping, but in fact, the data system that accumulates and matches the history, users browse the purchase records, content and social dimensions can do more than that.

At present, the AI system based on image recognition, semantic recognition and other technologies has entered all aspects of mogujie.com. Zhang Xin, director of mogujie.com fashion merchandise, said that from the specific business, the mogujie.com platform had never applied the relevant algorithm fields, and had achieved the 30%-50% efficiency improvement.

More importantly, the system can be extended to the industrial chain and become a service plan to help businesses solve the efficiency of supply chain.

In the traditional fashion industry, a very important issue is how to design the forecast of the fashion trend and produce the most efficient production, selection and inventory turnover plan.

Such demand is also important in the second half of the e-commerce platform.

In fact, before that, most of the starting point of e-commerce operation is "traffic thinking", but the data and the value they can generate are ignored.

According to Zhang Xin's statement, "we didn't get the data of these flows in the past, but we did not see them. Now that we have made some improvements, these data will be included in our line of vision, showing some effective things to guide our work.

These "things" contain multiple dimensions, such as the understanding of user collocation habits and the understanding of social data.

In the mogujie.com team, the change from flow thinking to data thinking began in 2016. Probably at the same time, mogujie.com began to form AI team, and made technical changes in the way of internal data's precipitation and access channels.

The goal is to export all the data including the volume of sales volume and the dimensions of product styles.

In fact, the inevitable trend of vertical electricity providers is deeper rooted in the industry.

Only by entering the core of the industry can we get a deeper understanding of the industry.

Zhang Xin said that mogujie.com's operation began to learn from the traditional fashion industry: "traditional fashion brands have done a very deep research on the products themselves, and they have explored the details of commodities, including color and style, so that they can accurately predict the fashion trend and help the production end to make flexible production, not just about the flow efficiency.

"

From the so-called "subversion of traditional industries" to learning from traditional industries, the process has been going on for about five years.

At the same time, the exploration under the direction of MI Jia and Jingdong has shown that no matter from the acquisition cost or the conversion rate of traffic, the so-called traffic volume is no longer the difference between the cable and the offline.

Moreover, for the electronic business platform, how to contact consumers more closely, offline stores are not a very difficult way.

Zhang Xin said that although there are no specific plans yet, mogujie.com has been watching the progress and situation of new retailers and offline stores.

So in the future, it is not possible to exclude the possibility of people coming into contact with the "fashion brand store" mogujie.com online.

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Deal with traffic increment and stock, but efficiency is the key.

However, for mogujie.com, online traffic is not stagnant.

As a trial partner for small business to expand the electricity supplier, since the launch in June of this year, mogujie.com launched a small sale of women's clothing has won 300% user growth, and new users have more than 3 million.

Relying on WeChat's strong social relationship chain, the small program once launched the social reduction function in July. Users can share cash coupons after buying them in small programs.

The small program intends to enhance its social attributes, while mogujie.com itself has strong social attributes and content attributes. At the same time, Tencent itself is a shareholder of mogujie.com group and beautiful joint group.

Ceng Xianjie, vice president of beautiful joint group, said that WeChat has always maintained a very open attitude in the development of small programs, and mogujie.com's technology team has been exploring the "play" in the field of electronic commerce with the small program team.

In addition, the channel of mogujie.com's contact with consumers is widening further.

Ceng Xianjie said that in addition to the mobile terminal, the PC terminal, which was almost abandoned, was also re emphasized by the team.

"We find that PC traffic is not without progress, but the key is not where traffic comes from, but rather more efficient understanding of these flows.

"Ceng Xianjie said.

But in general, no matter the new opportunities brought by small programs or the re emphasis on the PC side, the new traffic increments, no matter from speed or scale, are no longer comparable to the peak period before and after mogujie.com 2012.

According to the data at that time, the average daily PV of mogujie.com was over 100 million. In March alone, the average UV growth rate reached 38%. Even in the mobile terminal, the single user's browsing volume was even more than 125 pages.

So, as Ceng Xianjie said, under the circumstances where the increment is not so great, how to revitalize and meticulous operation of the existing stock is definitely the next phase of mogujie.com's major exam.

Let traffic become data, and have the ability to understand these data with AI is only one aspect, perhaps behind this, a deeper problem is how to pform operational ideas.

In fact, this is even a problem in the first half of the company that once relied on demographic dividend to attack the city.

In the past few years, "which company's products have traffic volume can make money", which is basically a commercial iron rule.

But now the iron rule is no longer perfect.

CEO, who holds 90 million days of activity, once said, "the data behind the flow is blood like existence", but "some traffic can get deep data, but some can not."

You can understand that traffic is like a stream of water. Once it flows, it will soon lead to other places. It may not reflect the data left by every user.

So traffic can only bring business, but not necessarily one hundred percent can produce "effective" data.

However, due to different businesses, the soil data accumulated by many companies are different for many years.

If we go back to the vertical e-commerce platform itself, their user groups will overlap with the traditional electricity providers, and the purchase rate and the repeat purchase rate can not match the big platform. So how to re understand and handle the traffic volume and combine with the industry in the second half of the scale and speed is no longer the next thing for mogujie.com.

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