Can Mogujie.Com Still Have A Chance?

The United Group of beautiful mushrooms has extended its tentacles to the content business.

It is learned that in recent times, the beauty union group has hatched the content shopping platform "MOGU" with the media attribute inside, with fashion information as the carrier and through the way of "PGC+UGC".

Official website and others

Platform, offline brand stores and other channels for diversion, such as D2C official website, Tmall international, Jingdong international and so on.

It is reported that the earliest content of the electricity supplier's mode is based on Xiaohong book and darling, which is a text recommendation for single product, but the difference between MOGU is to drive the sale of related products through the theme of the scene, and the core consumer group is positioned as a white-collar worker. The recommended single price is higher.

Brand, Japan and South Korea and the high-end brands in Europe and America.

In line with the mode of under line diversion, MOGU has made a special design, using the brand introduction and GPS positioning function in the brand channel, so that users can search for nearby stores online, such as Dior, Adidas, Chanel, Burberry and so on, and extend this mode to many international fashion cities in London, New York, Paris and Milan.

But in China, only part of the stores in Beijing have access to this function.

Luxury goods, literature and art, small refreshing, star gossip and travel exclusive white-collar labels become MOGU's flow cards to white-collar workers.

Under the environment of consumption upgrading, the beautiful united group wants to use this wave of flood as the platform to "open source".

Which is strong in content business?

It is reported that in the initial content of the content of the electricity supplier, there are three main types of matrix, one is live broadcast, video output content functional platform, one is the MOGU, Camellia as the representative of the information platform, the other is Wu Xiaobo, MI Meng and other strong IP led self media platform.

From the perspective of liquidation, at present, the latter two types have explored suitable ways, especially Wu Xiaobo's strong IP has gone deep into the upstream supply chain. According to the billion power network, Wu Xiaobo channel has worked with upstream suppliers to develop "own brand" products such as "Liao Chang long" camellia oil and Wu liquor.

In October of 2015, the Wu Xiaobo channel sold more than 22000 bottles of Wu wine in 3 days.

Information fashion platform Camellia cut into pactions in April this year, WeChat public number more than 300 thousand fans, through content guidance, in 1 months to sell the total value of 510 thousand yuan of women's clothing.

Song Moxin, the founder of Camellia, has revealed that camellia can get 10% of the return of the electronic business platform outside the advertising revenue, and the other part of the contract signed with the brand is only 30%~40% of the profit.

However, compared to the Wu Xiaobo channel, MOGU and camellia flower play the role of shopping guide service providers, and have not really intervened in the supply chain.

According to insiders, the success of Wu Xiaobo's pformation is related to the brand influence of the individual. He has the advantage that other media do not have in integrating the industry resources and precision marketing, and then realizes the premium of personal brand by grasping the core pricing power of the product.

In addition, the Wu Xiaobo channel has set a limit on risk control. If a gross margin of a product falls below 35%, it will be regarded as a failure.

Can mogujie.com still have a chance?

CEO June, a beauty group, has publicly revealed that mogujie.com has more than 200 million users, and 75% of the users have a monthly household income of around 20 thousand yuan.

According to June's idea, it is an opportunity to stretch the user's consumption from the pursuit of price to price to the high white-collar.

In this regard, mogujie.com has also made a lot of efforts, such as inviting Japanese super star Mizuhara Kiko, domestic pop star Li Yifeng and Di Ali Gerba as spokesmen, and plans to invest 300 million yuan to support the net red brokerage platform uni, and then launched the MOGU to the market.

However, some high-end brands say that mogujie.com wants to follow the fashion line, which only increases the space for storytelling. However, its own lack of fashionable genes makes it difficult for users to jump to high-end consumption at once.

The trend facing mogujie.com is that the life cycle of the whole shopping platform has been in recession.

In addition, mogujie.com beauty says that it is all the way of small Taobao, and there is no advantage in the supply chain.

From the perspective of high-end brands, the annual sales volume is only about 10 billion, and the volume is still small. The dependence of high-end brands on them is negligible.

The final test is whether mogujie.com can continue the fashion media or the market.

It is understood that the beauty of mogujie.com in recent years, the amount of financing has been close to 1 billion U.S. dollars, but the valuation has shrunk dramatically, the return to the capital market is lower than expected, and this year is the beautiful union group IPO's sprint year, mogujie.com also needs to continue to rally in the market.

At the same time, similar competitors, such as Xiao Hong Shu and darling, are catching up with the vogue of the fashion business. If mogujie.com can not find the channel of cash quickly, it will surely be caught on the beach by a more popular platform.

Who is good at content business?

A senior fashion editor commented that the standard of measuring the content of electricity providers depends on the user's attention and scope of dissemination. From these two aspects, Durex's influence in content marketing is worth learning.

According to Durex's classic case, Durex made a "Durex shoe" on its official micro-blog to prevent it from getting wet in the heavy rain event in 2011 in Beijing.

At the time of 24 on the day of the deadline, micro-blog forwarded more than 58 thousand, and within 3 days, the highest number of forwarding exceeded 90 thousand.

Another reference case, such as the secret of Vitoria.

In 2014, using the scenario content, the secret of Vitoria achieved 110 thousand person forwarding and nearly 120 thousand independent user visits within 12 hours.

To realize the frenzy of underwear consumption more than 500 yuan at the mobile phone end.

This case also includes car brand Tesla.

According to media analysis, it is easier and easier for fashion professionals to make fashion content providers. On the one hand, this group of people has gathered a large number of users who are aware of fashion and aesthetics, and can achieve precise matching between products and users.

On the other hand, in the fashion industry, many years of experience accumulated, and are better at digging the topic, for example, the WeChat public number with "40 men dead powder" "men's clothing" can get a share in the content business.