Community-Based "Female Shopping Entry"

With the rapid development of e-commerce, online shopping has penetrated into thousands of households. The professional service website derived from it has also been sought after by many Taobao people. Mogujie.com is one of them. Here, the online shopping people no longer simply search and buy, but show their enthusiasm and appreciation for clothes. In this community online shopping discussion, you can also directly link Taobao and other e-commerce websites to purchase. So profits came into being.

　　 "No sale of goods." Female sex Shopping entrance "

As a post-80s entrepreneur, June chose to integrate social networking and e-commerce, which directly stems from his seven years of Taobao career and his wife's interest.

June's wife is the founder of "beautiful Chinese products". The women's forum mainly talks about cosmetics, while June helps his wife work on Web technology. "How to make this popular discussion directly promote the sale of commodities?" June thought of "integration", integrating the user resources of the community and the commodity resources of the electronic business through technical means, and gaining the profit as an intermediary by promoting the sale of the electricity supplier.

From the idea of rising to leaving from Taobao, June spent only two weeks. In February 2010, June and Zhejiang University, Wei Yi Bo jointly started business. The two young men had more frantic moves to sell their houses. June sold a house in Hangzhou, 1 million yuan, Wei Yi Bo sold a set of Shenzhen's house, so 500 thousand yuan to make up 1 million 500 thousand yuan to start the capital. In order to start a business, June also gave up Taobao's options. As a senior Taobao employee, June's option at that time was worth about 10000000 yuan.

After many setbacks, June and his entrepreneurial team finally established mogujie.com's profit path, positioning as a "female shopping portal", which integrates the social characteristics of SNS (Social Networking) to enable women to complete shopping while sharing. In June's view, mogujie.com is now a women's community website with the theme of "fashion" and "shopping". Every day millions of female consumers share shopping experiences, dry clothes, talk about experiences, or chat and enjoy the fun. However, mogujie.com is a shopping community, but it does not sell goods to users, "it is neither B2C nor C2C".

Mogujie.com recommends goods to users, links sales addresses by practical means to facilitate sales of goods in the online stores, thereby achieving mogujie.com's own conversion rate, and ultimately receives a commission through the Taobao alliance's open platform mechanism.

　　 With the help network Open platform and expand fans team

　　 Mogujie.com To a large extent, publicity and promotion also rely on the power of the Internet. "If we still use traditional forms of advertising to get users, the cost will be very high." June said. At the beginning of mogujie.com's opening, it made good use of sina micro-blog, Tencent micro-blog and QQ open platform. June's idea is to provide content to the open platform of the network.

In the first half of 2010, Sina micro-blog has just started and is in the stage of rapid development. "When it comes to content, we need some accounts to provide them with some interesting content, and they are continuous and interesting content." Therefore, from mogujie.com's point of view, we need to see what Sina micro-blog needs, and what mogujie.com will provide. June thought: "for the operation of open platforms, we must see what the platform needs at the present stage and the next stage. If we see what we are going to provide, we will naturally be pushed along the trend."

Now, mogujie.com has 3 million and about 10000000 fans in the official accounts of sina micro-blog and Tencent space. Such a strong fan team has a great impact on the operation of the open network platform.

According to June, at present, the conversion rate of mogujie.com has reached 8%, that is to say, when mogujie.com sends 100 people to Taobao, there will be 8 orders, far higher than other similar websites.

"Conservative estimate, mogujie.com average daily for Taobao take 60 thousand single, spring passenger price 80 yuan -90 yuan, that is, for Taobao daily bring nearly 6 million yuan trading volume. According to the rebate ratio of about 5%, mogujie.com has a daily income of about 130 thousand yuan.

In addition, mogujie.com also collaborate with Dangdang, Jingdong, fan and other websites to expand its own community network platform.

In a short span of a year, mogujie.com has made remarkable achievements with a total capital raising of nearly US $20 million. As of the beginning of April this year, the number of registered users of mogujie.com has exceeded 9 million 500 thousand. June said.

dialogue

"We are guided by e-commerce."

Reporter: many people say that mogujie.com is copying Pinterest abroad.

June: Pinterest is a photo collection website, emphasizing that users collect and share content. And we will be stronger in shopping guide. There are only about 1% users who share the content on mogujie.com. Most of them come from Taobao sellers. What we need to do is to let the best quality and fastest conversion content quickly absorb users in "shopping".

Reporter: mogujie.com's main profits come from Taobao. Do you think Taobao is too dependent?

June: we thought very clearly from the very beginning. Mogujie.com is a community-based shopping guide website. For Taobao, the seller operation and commodity operation are very strong. Taobao is a large platform. We are based on this open ecosystem and are more of a participant in this ecosystem. The openness and construction of this ecosystem is very constructive for the Chinese Internet.

Reporter: Taobao now also has "love shopping", the pattern is similar to mogujie.com, has any impact on mogujie.com?

June: so far, objectively speaking, it has not affected us. The total amount and speed of mogujie.com's users has not been reduced. Second, as mentioned above, we are different from Taobao. When starting a business in China, whatever you do, as long as you have millions of user visits per day, you will bump into larger websites, such as Tencent, Baidu and Taobao, so it is very important for entrepreneurs to figure out what your value is. We are doing shopping guide based on e-commerce. At this level, we should do more to improve our internal skills, enhance user experience and improve conversion rate. This is what we need to focus on.

"Users know fashion better than we do, and know Shopping better."

Reporter: now there are quite a lot of entrepreneurs in the Internet field. Do you think this kind of business is becoming more and more difficult or relatively easy?

June: compared with the environment of the first batch of pioneering elites in China in 2000, the environment of entrepreneurship has changed greatly, and the requirements for starting funds and team comprehensive quality are higher than before. But on the other hand, the base of Internet users is bigger now, and the depth of Internet usage is also stronger.

My suggestions are: first, do not neglect the decisive role of a very good team and start-up capital in the first step of the venture; second, we must cooperate well with the current open platform.

Reporter: how can a small start-up company set up an excellent team?

June: from my own experience, at the beginning, I will find a very strong technical leader, because engineers (especially some new engineers) very much hope that the company has a technical atmosphere, good teachers can teach him, and this atmosphere comes from the importance of technology, and spend a lot of money to find a technical leader. A good technical leader can naturally attract some engineers who are willing to grow and develop to join a small company.

Reporter: how can the online community create a bustling shopping atmosphere?

June: the work of mogujie.com Xiaobian is totally different from the traditional editors. Their main task is to guide the community on the macro level, and the more humane and detailed style and atmosphere are decided by the users. We believe that the "mushroom cool" people who visit mogujie.com will know fashion better and understand Shopping better than we do. Since most of them choose something they like, then the possibility of purchase will be greatly improved.

In the early days, we will spend a lot of manpower to screen and recommend, what kind of things will be recommended on a website, and what kind of users will be sent to the front page to display, so I will also send something like this. Every day's operation, recommendation of every content and screening of every commodity are very important. Ultimately, a group of very similar user groups is left behind, so that the atmosphere of the community is on the rise.

　　 Similar terms

Looking for people who are similar to their own styles.

Almost simultaneously with mogujie.com, there is "beauty theory", which is known for its "pushing people". That is to say, from the sharing, we can learn the dressing styles of people who are concerned, so as to find people who are similar to their own styles.

As of April 2012, the number of registered users was more than 15 million, with more than 164 million page visits per day and more than 7 million 200 thousand mobile clients installed.

In addition, Alibaba has developed 5 shopping mall products, including shopping, wow, circle, rabbit and discovery.

　　 link

　　 Pinterest origin

Pinterest is a social directory website based on visual image sharing. It was launched in California in early 2010. Pinterest=pin+interest, the English pin is "nail" meaning, such as pinboard refers to a board hanging on the wall, you can put all kinds of ideas, to-do and so on note paper, and then nail on the board. Pinterest is the idea to nail pictures of interest to this website.

It is said that the original Pinterest was only a tool website written by American founders to facilitate the choice of wedding rings by their fiancee. After that, the pictures collected from their wedding process were also compiled by Pinterest. Since then, this simple tool has become an amazing social group.