Will The Shopping Guide Business Era End? Beautiful Said Mogujie.Com IPO Rumors Gradually

Close to 2014, according to various signs, the coming year will be new vertical. Online retailers The peak of listing. Beautiful, mogujie.com, star wardrobe three business companies, with the last round of financing funds in place, as well as the completion of the strategic layout of spanformation, the three seem to feel the time is ripe, have planned to launch overseas listing in the second half of the Ming Dynasty, and who will become the new type of electricity supplier's first share, is crucial for the industry itself in the industry competition, and may even affect the whole industry pattern.

According to the current market analysis, most of the new vertical e-commerce websites are supported by venture capital, and profit targets are not likely to be realized in the short term. Although listing is not the only way out, listing can not only reduce risks, but also enhance cash flow. As the only way for Internet Co to become bigger and stronger, the three representatives of the shopping guide business spanformation will face three challenges before launching the listing.

Behind the rapid development, stable and efficient internal is the cornerstone of listing.

Thinking about the controversy over Youku and potatoes listed on the eve of Tudou's landing on Nasdaq, Wang Wei was forced to postpone for several months because of the internal problems and the backyard fire. The IPO was forced to postpone for several months, and finally missed the best time to market, so that the old rival could get ahead of the market and become the first independent video platform to be listed, thus gradually surpassing potatoes as the first big video platform in China. During the period of potato listing, the internal management became more chaotic and the top management changed frequently. In less than two years, only CTO changed the 3,4 position, which led investors to lose confidence in Wang Wei and potatoes. Finally, it is difficult to escape the fate of the second child purchase. Therefore, for a listed company, the importance of internal management can be seen.

　　 Beauty theory And mogujie.com as the industry's giant, the speed of growth is amazing, and the recent development of star wardrobe is also a bit of an eye drop. But behind the rapid development, it will inevitably produce a series of internal risks. At the beginning of the company, the company has fewer personnel and communication management is simple and direct. But with the continuous development and expansion, if the management level and operation mechanism can not be improved, it will be very difficult for all departments to maintain their original fluency, which is extremely potential for hidden dangers. Before that, the news came out of the confusion of internal management and some scandals. Now using search engines to search for keywords can still see many surprising revelations. Among them, employees are tucking on the Internet. They think that in the process of rapid development, the level of internal management has not gone up, and the way of managing their company by Xu Yirong, founder, has also made many internal staff criticisms. Although these messages are hard to distinguish between real and fake, they also reflect some management problems that may arise in the internal business of several electricity suppliers in the era of the latter.

As a leading industry leader in China's e-commerce industry, competition has become increasingly intense after the spanformation pains. How to deal with some potential risks brought by the company in the development and spanformation period and strengthen the stability and efficiency of the team are all a severe test for the three families that are about to launch the IPO plan. And the brand image of an enterprise with internal management problems will be hard to trust. In the process of solving these problems, who will fail and who will be out of the game ahead of time.

　　 In the industry red sea, tell a good story. brand Value is crucial

The electricity supplier shopping mall seems to be a red sea at present. In a highly capitalized environment, telling a good story becomes one of the driving forces of high premium. Whether it is the first two of the beauty of sitting tight, mogujie.com is still a rising star wardrobe, who will be the first to be listed. This is a very important story for a brand. As Youku is in potatoes, Youku is listed as the first independent video platform to take the initiative in the competition of industry leaders. This story brings them not only the upgrading of brand image, but also a great impetus to the status of the industry. Before listing, how to create a story brand is also very important. Good brand image can be paved the way for listing.

Compared to mogujie.com star wardrobe, beauty is more prominent in brand marketing ability. It is the largest among three companies in the year. But with the three plans to launch the listing, a brand war is unavoidable. Beauty says it is worth looking forward to in the new round of brand war. Although the brand story can not be separated from marketing, the genetic attribute of the product itself will directly determine the existence value of a brand.

As a brand of shopping guide, beauty said that after spanformation, it was positioned as a necessary vertical e-commerce platform for women shopping, vigorously developing business occupancy. Currently, it has been said that tens of thousands of merchants have been admitted to the business, but with the large number of merchants entering, beauty feels more and more like "little Taobao". So the question is, there is a Taobao in the world. Do we need second more? The story is not very good. Even mediocre. And it seems that beauty also realizes these problems, and begins to launch its own brand MUA, trying to improve the beauty that the brand is becoming more and more mediocre. But before the listing is launched, whether the mediocrity of the brand can be solved remains to be seen.

After the spanformation, mogujie.com seems to be different from the location of beauty. Although it is also an invitation for shopkeepers to move in, they have positioned their brand as a fashionable buyer's street, trying to create a fashionable shop with a slightly higher trend, so that every user can buy fashionable fashion products. But this strategy is also facing a big problem: whether it is beautiful or mogujie.com, all shops are basically invited from Taobao stores. As shopkeepers, they are for profit or for compellability. The answer is clear: all open shop activities that are not profit oriented are philanthropists. So, how to control and change the products sold by Taobao shopkeepers in line with mogujie.com's tonality will be the top priority. Otherwise, the brand story of mogujie.com's "buyer Street" will only make people feel just a concept.

The star wardrobe is quite different from the two industry leaders. The brand story tells me what the definition is, and directly from what I can do for the users, the main point is to teach girls to match, take the content guide + shopping route, and create a mass fashion shopping platform, trying to label the brand story with "all women need me". Similarly, the star wardrobe, which is also a shopping guide, has not gone through the mode of inviting businesses to open stores after spanformation. Instead, it is the main brand self marketing and the establishment of B2C's own mall. Although it is not like the beauty and mogujie.com is labeled as "little Taobao", it is obscure somewhat similar to the early Jingdong. The brand of the star wardrobe is relatively weak for the beautiful mogujie.com, and its brand building is relatively late. How to quickly form a strong brand story and win the advantages of the three listed companies will face a great challenge.

Making money is more important than burning money, and liquidity is a test of its business model.

If an Internet company can be listed, its liquidity in its business mode will be the key. Strong micro-blog such a huge flow platform, because of its weak liquidity, leading to the business model has been stagnant in the exploration, after several setbacks, although the final listing is successful, but did not save its development trend of slowing down. And electric business enterprise, the ability of flow realisation is its life gate.

Beauty said that after the spanformation last year, the number of sellers has been expanding, and more than 10000 businesses have been settled. At the same time, according to recent actions, it does not intend to develop towards Taobao's business model. At present, beauty has begun to build its own product supply chain, and even to create the rhetoric of online ZARA. This C2C+B2C business mode, although the way of profit is relatively mature, but this is Jingdong + Taobao replica, if this business mode, will directly face Jingdong Taobao giants of the positive competition, burning more powerful at the same time, making money will also be difficult.

Mogujie.com still has some similarities with beauty in terms of business models. However, they have slightly increased the entry threshold in the presence of merchants, so the current settled businesses are far from being beautiful, and the data are huge, with only more than 3000. And now it starts to look a little different from beauty, gradually forming its own unique buyer model. Its recent actions to cut down the community, it is to explain that the existing market will be refined, completely abandon the core mode of social business, and take the road of vertical electric business. Therefore, compared to beauty, mogujie.com has stronger liquidity in business mode, but the cost is to give up more traffic potential, and the growth prospects are no longer feasible. It is hard to imagine that mogujie.com's lack of ambition will bring dawn to its business model.

Star wardrobe was only a shopping guide vertical electric company a year ago. After nearly a year of frequent efforts, it gradually found more voice in the industry. This seems to give some hope to other shopping guide business providers, resulting in the shopping guide business is still very vitality of the illusion. However, with the star wardrobe announcing the spanformation of self built B2C mall, and the introduction of its own brand in the near future, the entire e-commerce industry has almost no representative enterprises, and has entered the cold winter. The reason behind the spanformation of star wardrobe is the exploration of new business models and preparations for launching the market. Compared to the flow potential of beauty and the intensive farming market of mogujie.com, star wardrobe has been very active in the exploration of business mode recently. However, because of its slow start, its liquidity capacity needs to be tested by the market.

No matter who starts the IPO first and the first three, it will represent the era of shopping guide for e-commerce. This is the end of an era, and also the beginning of a new era. In the era of post electricity supplier shopping, who can break through the test and end the era will be a qualitative leap for itself. It is too much to call it a Phoenix Nirvana. If you want to become the terminator of the age of shopping guide, you will not only face these three problems, but they will all stand the test of difficulties in all aspects. I am looking forward to, as a new power emerging from the electricity supplier industry, what kind of surprise will the industry bring?