Mushroom Street: willful been transformed runway[Note] i world network operators and the beautiful mushroom Street said that the two have occupied 10 percent of Taobao shopping guide inlet flow channels on the user to locate and explore the shopping guide mode has been very similar to that in the overall development path are in a \u0026 ldquo ; magnet \u0026 rdquo; effect, the former pursuers. Text / world network operators Movies / Li early December 2014, the tension in the electric double 11 district has not dispersed, mushrooms street identity platform settled invited businessmen to participate will thank the company. After the meeting, Chen Qi, founder of mushroom Street found that, compared with last year, he details a glimpse of the two sellers of qualitative change: First, businesses are no longer colorful hair \u0026 ldquo; kill Matt \u0026 rdquo; style; secondly in the face of nearly 10-fold increase in daily single-volume, businesses are no longer enough hands-free measures. Two variations seem unrelated, but show the development status one year after the mushroom Street operating platform. Mushroom Street at this time, it has gone through four transformation. And whether internal or external, mushroom Street shopping guide changes are mapped in the electricity business district development path, is the typical microcosm. Transformational external factors jointly promote mushroom Street is consistent stance. 2010, Chen Qi Wei and university students a stroke each sell a house, the founder of the Help Forum traffic realized electricity supplier search tools \u0026 ldquo; \u0026 rdquo ;, volume beans network laid the gene of mushroom Street shopping guide. A year later, Chen Qi and got Alibaba former colleague Yuexu Jiang as CTO, founder of mushroom Street. This is Chen Qi and his team is the first change, the transition from electricity providers search tool to consumer communities. In this case, the source of profit from mushroom Street dispersed in online forums and communities, into Taobao stationed in the core area of the seller. During mushroom Street and from the consumer shopping guide platform transition Nike KD VI Elite into the community. Taobao's policy shift suddenly, but also altogether. In 2013, began to adjust the rules Taobao shopping guide upstream business, Taobao shopping guide website ecosystem edge facing new choices. An impact from the outside, accelerate business mushroom Street shopping guide to the fork. At the same time, turnover has been between the user and the mushroom Street Taobao sellers, play is to share and guide the consumer's role, because they do not have a real transaction, the transaction data is not available. In addition, when commodity problems, weak binding platform for the business. Shopping guide mode these emerging issues, let mushroom Street in the service and profitability seem passive. \u0026 Ldquo; there is no way for the user in terms of shopping guide provides a deeper value. For consumers, the first step is to know what to Cheap Nike Free Outlet buy, and the second is how to buy. We have been resolved is the question of what to buy. If you want a better consumer experience, so the transition is inevitable, just a matter of time points. \u0026 Rdquo; Yuexu Jiang on the Nike Air Jordan Flight 45 'world network operators \u0026 middot; manager' told reporters that the internal value-oriented, has been urging the mushroom Street will cut into their trading ecology. Superposition of internal and external factors. October 2013, in his capacity as female mushroom Street vertical electric business platform debut, relying Nike Air Jordan Flight 45 50,000,000 5,000,000 subscribers and average daily active users, will insist on the full stop shopping guide service for three years. But before electronic business platform on the line, the first on the line mushroom Street \u0026 ldquo; excellent shop \u0026 rdquo; test the water business, an invitation to have a relationship with each mushroom Street merchants, the follow-up platform to pave the way for market expansion. Currently, the business has reached excellent store more than 6,000 transactions in 2014 amounted to 3.6 billion yuan. Contrast moment, mushroom Street in the transition to electronic business platform later, after a year of operations and platform to build, users has reached 90 million, an average of 60 million monthly active users. Starting in 2014, the Directional mushroom Street to business investment, aimed more in line with the characteristics of mushrooms Street users or store brands, are not limited to electricity providers form. Meanwhile, the team is also putting more effort gradually shifted from the business side to the rear end of the platform and ecological structures. Thus, by the shopping guide websites mushroom Street throes of transition into a vertical electric business platform Nike Air Max Lebron 10 Low going past. 2013, for the shopping guide industry is a critical year. Keep pace with mushroom Street beautiful before shopping guide website that also this year made a crisp transition. It's the transition path with mushroom Street substantially similar. In the beginning of transition, he said the beautiful has said since Nike Air Max Nike Lebron X Elite 2010 on the line, they have mastered the consumer habits of large amounts of data, compared to Taobao, they are able to maintain the user through a more vertical product categories and recommended way. Thus, said the beautiful advertising cooperation from tens of thousands of Taobao business, the selected users locate businesses in line with the introduction of platform to build a basic C2C mode. Currently, businesses have settled in pretty close to say 16,000. At the same time, based on accurate user data, said the beautiful developed a commercial ad delivery system, to support businesses in the beautiful said Taobao advertising, rather than directly to guide traffic. In fact, said mushroom Street and the beautiful two once occupied 10 percent of Taobao shopping guide inlet flow channels on the user to locate and explore the shopping guide mode has been very similar to that in the overall development path are in a \u0026 ldquo; magnet \u0026 rdquo; effect After former pursuers. In many years of Taobao dependent adjustment rules, said mushroom Street and beautiful like two lit fireworks, have opted for self-built platform, but their height and spread of fancy, are hidden in the details of change. Mobile entrance into focus in 2015 spring mushroom Street is undergoing the fourth transition, the transition from female vertical electric business into B2C + C2C business electricity supplier socialization. Similarly, the beautiful saying in the transition process will be \u0026 ldquo; socialization \u0026 rdquo; as keywords. Such a choice is not a coincidence, both the platform will focus on the development of the mobile terminal. Currently, the beautiful mushroom Street said both Jordan CP3.VI AE turnover and 80% of the mobile terminal has been occupied. Social marketing scenarios and beautiful mushroom Street is said to embed their mobile terminal entrance, but the two platform specific mode of operation is no longer the same. Mushroom Street mobile terminal business is divided into four sections, namely \u0026 ldquo; attention \u0026 rdquo; \u0026 ldquo; buy buy buy \u0026 rdquo; \u0026 ldquo; news \u0026 rdquo; and \u0026 ldquo; I \u0026 rdquo ;. Wherein, \u0026 ldquo; attention \u0026 rdquo; and \u0026 ldquo; buy buy buy \u0026 rdquo; are responsible for the social sector and the mall business. Mushroom Street continued its good social marketing, established for the purpose of \u0026 ldquo; attention \u0026 rdquo; plates, but beautiful to say socialization through the mall entrance implanted micro-channel to achieve. \u0026 Ldquo; user habits and the PC end of the movable end is clearly different on the phone reading efficiency requirements higher commodity sorting accuracy and content delivery requirements will be higher. \u0026 Rdquo; Yuexu Jiang told the 'world network operators \u0026 middot; managers' picture information Reporter, a waterfall flows equally suitable for mobile terminals, but on the PC side, the average user browsing 2000 picture is the next order, and Nike Air Max 2011 in the mobile end user time showing fragmentation, subject to the phone screen size, you can not reach Nike Air Max 2011 Men the PC side views, so the user purchase decision cost will rise. Obviously, mushrooms Street users to reduce the cost of the purchase decision, and not a direct continuation of the flow of the waterfall display mode, and edit content requires the platform to do media filtering and sorting of information, reduce the cost of purchasing decisions of users. Therefore, mushroom Street will cascade pictures on display in the form of retention in \u0026 ldquo; buy buy buy \u0026 rdquo; distribution channel category below, complement the search Nike Air Jordan 12 function. Social property both mushroom Street after a transition continue shopping guide users precipitated gene is an important manifestation of mushroom Street shopping guide the transition from the platform. In shopping guide age, content output mushroom Street community belonging UGC form, users can upload directly like commodities, along with purchase links. Allowing users to have a sense of participation, after gathering user generated interaction between users, which is one of the strongest links between the mushroom Street relations with the user. In this community, the role of mushroom Street is to guide these UGC generated by the content editing platform at community Neijiaruda and produce, manufacture user interactive atmosphere to encourage more high-quality content generation. Currently, the mushroom Street PC side community has been closed, all users UGC content output are migrated to the mobile terminal \u0026 ldquo; attention \u0026 rdquo; channel, adopt a PGC-based output forms, purchase link is no longer on Taobao, Jingdong external platform open. User basis, added up and the buyers of content, in order to promote the community atmosphere, contribute to the mall traffic. Such an approach can reduce mushroom Street Taobao and other platforms rely to the maximum extent while also helping to develop its own mall. It is worth mentioning that, in \u0026 ldquo; attention \u0026 rdquo; in the channel, some of the contents from the merchants. Shopping guide different era public boycott businesses use content over marketing practices, mushrooms Street side entrance to encourage businesses to move in \u0026 ldquo; attention \u0026 rdquo; this community to interact directly with the user. In \u0026 ldquo; attention \u0026 rdquo; within communities, consumers and businesses can focus on each other, if the user is a single \u0026 ldquo; attention \u0026 rdquo; fans in the business, can be exempt from the commission of the transaction. Mushroom Street to support businesses through such policies to encourage businesses and users of social interaction, weakening shopping guide properties. In \u0026 ldquo; attention \u0026 rdquo;, the business users can take the initiative to remind the new time, update and store images related to private life according shopping guide properties are broken down into a similar microblogging circle of friends, micro Amoy function. \u0026 Ldquo; attention \u0026 rdquo; there \u0026 ldquo; personal shop \u0026 rdquo; function, similar to the micro shop. After users log in, send each image can be set pricing information, which means that \u0026 ldquo; attention \u0026 rdquo;, no shop can Nike Kobe 9 EM sell individual commodities. At present, the business did not bring benefits to the Mushroom Street on significant transactions, only increased entertainment experience marketing. In fact, \u0026 ldquo; attention \u0026 rdquo; end plate is a continuation of the original PC, but adding more social elements, mobile end users have more fragmented time, adding social elements to help users pass the time, and enhance stickiness. While giving businesses define their identity, user attention is not only a shop, but also a style, contribute to the flow of accurate judgment, also virtually triggered a buy. In terms of social marketing, said the beautiful dimensions for different users understand, do different from social positioning mushroom Street. In the mobile terminal, said the beautiful and not implanted social element to the waterfall at home continues the form of streams, but settled in micro-channel entrance. Beautiful is not to say Social implanted in their platform, but the entrance to borrow micro-channel to seize idle time when user chat. May 2014, the micro-channel line \u0026 ldquo; micro-channel shop \u0026 rdquo; function, beauty said following the September 2013 to be implanted into the entrance of the mobile phone QQ, become \u0026 ldquo; micro-channel shop \u0026 rdquo; the first beta applications. In the end, he said the beautiful entrance is placed \u0026 ldquo; just above; micro letter red \u0026 rdquo. Beautiful said micro channel aid to promote \u0026 ldquo; micro-channel shop \u0026 rdquo; and a micro-channel pay to boost mall development. Beautiful said based on their \u0026 ldquo; Chinese version of Zara \u0026 rdquo; the platform location, emphasizing fast fashion, launched \u0026 ldquo; MUA \u0026 rdquo; and \u0026 ldquo; Seoul Station \u0026 rdquo; two characteristics of the channel, and in accordance with product quality dimensions to distinguish, increase user choice space. Meanwhile, investment in the industrial chain factories, cultivate their fashion team, opened OEM, ODM OEM and supplier channels. Build a platform for service businesses to establish different entrances, the platform itself is self-regulation to adapt to the trend of fashion. Taobao adjust policies to accelerate the transformation of mushroom Street, prompting it in a short time to respond quickly to market changes and play their own advantages directional decisions. Change from channel identity into a go-between platforms, and the beautiful mushroom Street said the transition not only to overcome their lack of acclimatization, but also need to be considered together with the accompanying internet users and businesses to run, how to identity transformation, how to deal with new options and needs. Consider starting with user. In shopping guide era, the relationship with users mushroom Street is attracted to attract and relationships, did not produce the transaction, but the real value of the platform for the user has generated. And after the transition, the user is no longer a purpose mushroom Street shopping, mushroom Street merchants and customers need to converge. At this point, mushrooms street expressed hope of more to do with business contacts, introduced preferential policies, through the service business, the indirect service users. From the original shopping guide business, as electronic business platform, mushroom Street need to re-build the platform management system, trading system and payment system, and these are doing the shopping guide does not reach its contents. October 2013, the mushroom Street line electronic business platform, only more than 500 stores settled. \u0026 Ldquo; on-line soon usher in the first dual 11. These businesses rely on support from the 20 million yuan of turnover in a single day, is usually ten times, which is we have not thought of, shore up the system, the business end crashes. \u0026 Rdquo; Yuexu Jiang to 'world network operators \u0026 middot; managers' reporter recalls. After a year of efforts to double turnover in 2014 compared to 11 in 2013 grew nearly tenfold, businesses has become more calm. And this calm, from the platform to focus on business. For businesses, the transition mushroom Street the most obvious is the content and services has changed. \u0026 Ldquo; While businesses feel the demand for the platform is dominant, but you come here for businesses to advertise, and to enable them to shop here are different needs. \u0026 Rdquo; Yuexu Jiang admitted that the rapid transformation runways, platforms need to Nike Lunar Hyperdunk Low constantly adjust their own pace, the need to bring together the business run. This process, businesses need to invest more effort to adapt to rules mushroom Street, not just a simple ad spending and drainage. Mushroom Street practice, first settled in and willing to grow with the business and platform support and bringing about their sales growth, the formation of benchmark effect, and then the ability to attract some merchants settled. And other platforms, mushroom Street hopes to \u0026 ldquo; professional buyers \u0026 rdquo; positioning melted into the business of commodity options, it made a similar microscopic molecules form a complete style. But it is a measure of emotional dimension, can not be quantified. To ensure a consistent overall style platform, mushroom Street established customer service department to review the background of the pictures uploaded to the business meets the platform requirements. In the early days, the picture through rate is very low, after a period of running, the average pass rate rose to 60%. \u0026 Ldquo; This shows that this is helpful, businesses have a platform in the end need to know what kind of style. \u0026 Rdquo; 岳旭强 to the 'world network operators \u0026 middot; manager' told reporters, after a year of running, mushroom Street image for verification mechanism has basically been relaxed, but also changed the investment in the form of targeted investment. Currently, the mushroom Street profit model is to extract the business turnover 5% commission, profit model for the future of other mushrooms Street represents temporarily not considered. Beautiful and transition mushroom Street said, because the bottleneck shopping guide business development needs to break itself, use shopping guide marketing, higher conversion rates, reduce the cost of consumer decision-making, is the shopping guide existence. In June 2014, complete mushroom Street's C $ 200 million round of financing, rented a building in Hangzhou, Zhejiang building of the entire office building, while its Air Jordan Outlet branch in Guangzhou also successfully settled. Yuexu Jiang said mushroom Street next time the transformation has been put on the agenda, Nike Air Griffey Max but was unable to disclose the specific content. In February 2015, said the beautiful announced to open a new round of financing, and the 2015 turnover target set at 15 billion yuan. Obviously, the story continues. (Edit / world network operators E \u0026 mdash; Linda, This article first appeared in the 'world network operators \u0026 middot; managers' April issue, please indicate the author and source.