Two More Mall Tries To Develop In The Direction Of "Video +" E-Commerce.

It seems that it has not been updated for a long time.

Some people around have been chasing for more than two years, but they never know that two has electricity business.

According to the world clothing and shoe net, as early as last September 23rd, two formally signed a strategic cooperation agreement with Taobao China. The two sides announced that they will work together to create a new PGC cooperation mode.

Make a new attempt in the direction.

Two more CEO Li Ming elaborated the strategic significance of cooperation with Taobao, said: "Taobao is China's popular online shopping platform, and this cooperation with Taobao made in China is exactly the same.

The current development strategy of content can combine video content marketing with e-commerce platform. It is a new way of experiencing and user communication.

In fact, two is not starting from that day to start content business.

In July 19th last year, a public number named "more things" was quietly launched. The first article was entitled "having something, quality, flavor, and more things".

On the second day, the mobile phone shell designed by the more valuable and infinite creation was released in the more public address, and announced the opening of the "better property home" of the more goods mall.

Until April 12th this year, there was no sign of stopping. Even more things had been running for 265 days.

Now, when you enter a more home, you only see the two products on the front page: "no steel ring breathable bra strap" and "long cotton bottomless trousers".

In order to verify whether it can be purchased, the author tried to contact the customer service of the more material home, and waited for 24 hours without responding.

When the editor who did not lose heart tried to find customer service directly through the public address, he received a very "Internet" reply.

There are indications that two of the more electricity providers try to "more things to the home" has stopped, and two of the electricity business seems to have completely stopped.

In sorting out two more past interviews, I found that in addition to Taobao's cooperation with Taobao's two floor project, two seems to be less enthusiastic about doing business.

Two more executive president Lin Chao said in a media interview at the beginning of the year that "more things" is just an attempt of two more electricity supplier mode, in order to improve the user stickiness of another public number "two more canteen" under the two service system.

At present, the proportion of female users in two canteens is 70%, which is very sticky.

Two, we will continue to explore some Internet products, such as user demand oriented online payment content.

But when other profit models are not yet ripe, they still focus on advertising mode.

CEO Li Ming once summed up more than two major ways of realisation in knowledge, including: 1) hard advertising; soft advertisement implantation; 2) B content (release); 3) through the new media platform, the business logic of short video is very simple, so long as the cost of shooting is added to the broadcast cost and less than the cost of advertising or e-commerce, profits can be realized.

Judging from business logic alone, it is not difficult for short video platforms to achieve profitability.

According to the world clothing and shoe net, the two revenue in 2016 was about 100 million yuan, mainly from the whole network advertising traffic split and commercial customized advertising.

Two more founders Ding Feng once said: "in the next few years, advertising will be a two major way of making money.

The ceiling didn't appear. It's still a blue ocean. "

In his view, at least tens of millions of fans need to accumulate in the way of business based pformation.

At present, two is not able to accomplish such a pformation.

In the future, two is more likely to explore the direction of producing payment content for C terminals and building IP.

At the same time, another top head short video IP is on the way to the electricity supplier.

According to a cooperative plan, when the brand partners cooperate, they can choose to put advertisements on the same page and pay for advertising expenses. They can also enter the commodities into a mall, and cooperate through the way of sales distribution.

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Since the 5 month of last year, a new product has been launched every day for more than half a month. The sales volume of the electricity supplier has broken through 10 million easily. In less than two months, hundreds of thousands of buyers have been accumulated.

A founder Xu Husheng once said that a current electricity supplier mode is very simple: select high-quality independent brands and designer products in mainland China, Taiwan, Japan and Scandinavia, and then recommend it to its users.

One goal is to make Muji on mobile terminals.

Interestingly, as early as last July 1st, two more CEO Li Ming had already expressed his views on a business model. In his view, the "one" model is to attract accurate users, and to form a commercial loop to achieve commercial closed-loop.

He thinks this is in line with the trend of consumption upgrading, but has reservations about the ability of an integrated supply chain.

And 19 days later, two of its own electricity suppliers went online.

From the point of view of the launch, two is more essential than one: two is more suitable for serving the brand, its channels are many, and the whole network hits about twenty million.

It is based on video, playing the same video on different video sites.

There are few channels, only WeChat and micro-blog.

This leads to a suitable business, because they know what their users are like, men and women.

And two will go on the road of advertising, because it's hard for you to know who or who you click on.

According to two more CMO Zhang Wenguang, two is more prepared to be the largest platform type short video content company in the country.

To this end, they have copied two more models to many cities in China, such as Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou and so on, and have begun to layout two more overseas markets.

If you still remember the three major ways of cash in Li Ming mentioned above, the "new business platform through building new business platforms, such as business planning, distribution and marketing" will probably become a two growth point.

"Two, we should accommodate all the short video creators, and build an ecosystem of aggregated C ends. Through two more content ecology and distribution ecology, we will provide users with valuable content around the users and achieve two more commercial value in the whole chain."

Zhang Wenguang said.

With its new media resources and experience, two has been aiming at the traditional video teams like them in the past, hatching their content, providing distribution channels and marketing resources for them.

In September last year, the media's interview with Li Ming showed that in the process of team work with these regions, the video production of two of the Department accounted for only 20% of the total, 50% of which were made by local branches, and 30% of them were made entirely by partners.

In the increasingly prosperous platform environment, the choice of this time to stop the electricity business, perhaps two of the deeper consideration in its own ecosystem.

A short video practitioner familiar with the author revealed that the power of content providers in the minds of investors is not that heavy.

If a media fan's base and loyalty reach a certain level, further upgrading the advertising service capability is the requirement and goal of almost all investors.

In January 19th this year, two announced the completion of the 150 million yuan B round of financing.

Combined with two more platform strategy, abandoning the electricity supplier may not be a bad choice.

More interesting reports, please pay attention to the world clothing shoes and hats net.