Taobao Blocked Social Shopping Guide Website Beauty And Other Websites Busy Transformation Breakthrough

Recently, Baidu has searched for some key words of mogujie.com and mogujie.com. In the industry view, this is another sign of Taobao's "blocking" social e-commerce shopping guide website.

In June 3rd, reporters interviewed a number of social e-commerce shopping guide websites. They all did not comment on Taobao's purchase keywords, and indicated that their traffic sources were diversified, with Baidu, Sina micro-blog, Tencent, and their official website, and so on. Its recent traffic has not declined.

According to the ranking of Alexa China website, it is found that the large shopping website has not been affected much by traffic volume. In the past week, beauty has ranked 42, ranking 774. Mogujie.com rose 195 and is currently ranked 1264. Rebate online rose 90, currently ranked 1398.

Although the flow has not been greatly affected, Taobao, as the biggest rocker of these socialized electricity providers, has already contended with Qian Shu. In 2010, the creation of an Amoy network and the "ban" on rebate websites at the end of 2012 were intended.

The "social shopping guide website" is just a supplement to Taobao ecosystem, which enriches Taobao's service to sellers on its platform, buyers' user experience, and sustains Taobao's ecological chain. Ge Yongchang CEO, a rebate network, said that the scale of the social shopping website is only a fraction of the amount of electricity supplier, and it is never possible to compete with Taobao.

　　 Taobao contraction policy

Although the source of the flow of social networking sites such as beauty and mogujie.com is not dependent on Taobao one way or another, what worries them is that most of the traffic is directed at Taobao, and Taobao is their rocking Qian Shu.

At present, more than 50% of the flow of beauty is directed at Taobao, mogujie.com 70% traffic is directed toward Taobao, and 50% of the rebate network traffic is also directed at Taobao. "Now, the electricity supplier shopping industry, on average, 70% of the flow is directed at the Taobao department." CEO, an e-commerce shopping guide, told reporters that because most users are women, this determines their fate -- relying on Taobao one way.

According to the China Electronic Commerce Research Center, the number of female users accounts for about 60% of the total department stores, while the number of female users accounts for 90%. According to Ge Yongchang, at present, the users of the rebate network 70% are women, with an average age of 27 years.

With the growth of the electricity supplier, the social shopping market is growing rapidly. According to the statistics of China Electronic Commerce Research Center, the market size of social guided shopping has doubled over the past two years, and it is estimated that by 2015, the market will reach 5 billion yuan.

Take beauty as an example, CEO Xu Yirong said publicly that at present, sales of 700 million yuan per month are calculated by the ratio of 5% Commission on the market. Monthly income is 35 million, and 420 million yuan a year.

CEO, who once started the business in the e-commerce shopping industry, told reporters that in the next one or two years, the listing of Alibaba needs profits from all aspects. Although the market size of e-commerce shopping guide is not large, but for Taobao, this is the money that can be picked up with closed eyes. As a channel business e-commerce shopping guide website, the days will not be better. After feeling hopeless, the CEO gave up the Nuggets in the shopping guide.

In fact, in cooperation with the e-commerce purchasing website, Ali will adjust the openness of the third party shopping website at any time. According to an e-commerce shopping website CEO, told reporters before, in the shopping guide website, you can directly search for goods on Taobao website from the station. Later, users need to jump to Taobao to search for objects. The official explanation given by Ali is that "putting product search in the shopping guide website will affect the user experience".

Prior to this, Taobao has been "on the hands of these social networking sites". According to media reports, in May 2012, Ma made a few instructions for the website of e-commerce shopping guide and rebate class: first, it did not support the upstream shopping website and continued to expand, and did not support rebate websites. The industry chain can cooperate with other industries and try not to cooperate with the same industry.

By November 2012, the Taobao Alliance said that since January 2013, it has no longer supported Taobao's Taobao shopping mode, but only supports non cash methods such as returning points, returning goods and returning coupons.

According to a CEO who once started in the e-commerce shopping industry, told reporters that after the policy came out for many months, many e-commerce purchasing websites began to transform, because they could not play with Taobao games. Most of the rebate websites would transfer more preferences to consumers and would not attract users.

"Taobao is a rulemaking maker. If the shopping guide business is done relatively large, it will be subject to many restrictions." CEO, a former entrepreneur in the e-commerce shopping industry, told reporters that there are many specific methods of operation, such as the website alliance, which can be deducted and has a longer account period. The API interface of the back end will limit the openness. These are all ways to control the shopping guide of e-commerce.

　　 Transformation and transformation

After one dimensional dependence on Taobao, these websites are also seeking changes to find more opportunities.

Currently, beauty is transforming into a female community. Currently, beauty says that there are 32 million of the female users, most of whom are 18 to 25 years old. According to a beautiful employee introduction, around women, in the form of products, you can teach women to dress and dress, make fashion interface, so that the user stickiness is stronger. At the user level, beauty hopes to attract more white-collar users, so that the unit price will be higher and attract more B2C. In the way of Fu Fei, beauty said that on the basis of CPS (by effect Fu Fei), CPC (click Fu Fei) was gradually increased.

It is understood that the current beauty and some clothing Brand and cosmetic brands begin to cooperate through the form of "welfare agency" and brand product display. The beautiful employee told reporters, "although the brand name is only a little advertising investment, it is also a recognition for you as a valuable community."

It is understood that mogujie.com is doing its best to make mobile terminals, and the current active users reach 20 million. On the one hand, the growth of PC traffic is slowing down. On the other hand, the growth of mobile client traffic is far beyond expectations.

For the rebate network CEO Ge Yongchang, if there are users and traffic, a diversified attempt is feasible. "We now have 50% revenue from Taobao, 30% from other B2C shopping centers, and 20% from group buying, Ctrip and elong. Ge Yongchang said that in 2011, the rebate network was connected to elong, and in 2012 it was connected to Ctrip and group buying website.

But for smaller scale social shopping websites, transformation is not so easy. CEO, a socialized shopping guide, told reporters that his website has tens of millions of sales per month, almost all rely on Taobao. And because its customer unit price is not high, the user group is also mostly students. If we turn to a higher consumption ability group, he can not do anything now.

"Ali is the rulemaking maker of the shopping guide website. In the future, what we can do is to do some supplementary business in its ecosphere." Ge Yongchang thinks, socialization electric business website realizes this point, ability is adjusted mentality does business.

At the same time, he also said, "Taobao has also left the third party shopping guide website." From the demand side, there are many businessmen on Taobao, basically the long tail businesses. Taobao has fewer ads and more money. These businesses are hard to get good marketing resources from Taobao. The traffic from outside is good for the business of these businesses. At the same time, Taobao also needs to provide more services to businesses in its ecosphere.

Moreover, social marketing has become the trend of the times, after the emergence of social media. Moreover, the conversion rate of socialized e-commerce shopping guide is much higher than that of previous marketing methods.

In fact, Ali is also looking for more traffic. In April 30th this year, when Alibaba purchased 18% Sina micro-blog for $586 million, it also indicated that it would bring micro-blog $380 million in marketing and socialized business income in the next 3 years. This is to import Sina micro-blog's huge traffic into Taobao.

A socialized CEO predicts that after the listing of Alibaba, it may be possible that the "Exploitation" of the social shopping website will drop. At that time, there may be new opportunities for social networking sites.