逆袭!质疑到上市,它成为了拼多多后,电商市场又一奇迹!
中国电商市场的造富神话还在继续!
就在很多人以为拼多多的社交电商已经是最后的电商模式时,不满四岁的云集却"奇袭珍珠港",不仅成功挤入电商第一梯队,还将于5月3日在纳斯达克上市。
这个世界就是这样:从来就没有什么绝对优秀的商业模式,也从来就没有什么一成不变的商业格局。
正是因为开辟了天猫、淘宝、京东、拼多多之外的另一种模式
迄今为止,云集进行过3次融资,其中A轮融资2.28亿人民币,B轮融资1.2亿美元,此次赴美IPO将融资超2亿美元。
云集的粘性很大程度源自于它的会员制。
很长一段时间,云集是"S2b2C模式"的典型代表,平台向小型卖家供货,小卖家再下分销,通过多级分销商到C端消费者手中。
在云集平台上,非会员接受现有会员的邀请后,购买398元的会员礼包,即可变成会员。用户在注册成为会员后,既可以以会员价购买平台上的商品,又可以通过社交工具将商品信息分享给其他人,若交易成功,则分享者可获得商品价格5%-20%不等的销售返佣。平台提供现成的推广素材,包括产品描述和评论,方便发表在微信、QQ和微博上。
云集也提到了自己的优势:快速增长的独特会员制社交电子商务平台;社交互动驱动的高效用户获取和高用户参与度;与供应商的双赢关系等。
同时也提到了自己的挑战在于:保持迄今经历的增长率;保持会员忠诚度、会员增长、会员关系,以及保留现有会员;及时预测和满足不断变化的用户需求和偏好,为用户提供质量令人满意的产品等。
在模式慢慢被市场接受之后,云集的考验将是供应链和产品。 他们一直提的一个标准是,极致精选。聚焦、聚焦再聚焦。
比如他们最爆的一个产品单日1.5亿销售,单日销售5万个,一个风筒的梳子上线一天销售20000组销售,贝医生的牙刷单日突破100万,蚕丝被单日是25000套的销售...
未来,云集产品就将覆盖八大品类,SKU总数会减少,但每一个SKU都应该是爆款。
3年时间的发展,让一个名不见经传的电商平台脱颖而出,成为一匹黑马。而对于肖尚略来说,他依赖的只是这两个字:分享。
会员模式中加入分销因素的云集,是否能够将被礼包吸引而来的会员,转化为真实的、能够复购的会员,是云集未来的最大机会,也是最大的挑战。
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