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class="zhengwen"><a href="/Information/Industry/News/3326/332645.htm">正文</a></li> <li class="this" id="commentBar"><a href="/Comment_332645.html" style="text-decoration: none">我来说两?span>(已有<span class="fcred commentNum">0</span>人参?/span><span class="nrfl">)</span></a></li> </ul> </div> <div class="sub4textexpl"> <ul class="nrfl"> <li class="nrfl">2019/5/24 11:39:48</li> <li class="nrfl">cdQ原?/li> <li class="nrfl">来源Q?span>电脑?/span></li> <li class="nrfl">报纸~辑Q?a id="editor" href="/EditorArticle/40/" style="text-decoration: underline; color: blue;">电脑?/a></li> <li class="nrfl">作者:</li> </ul> </div> <div class="sub4summary"> 【电脑报在线】蘑菇街在“直?电商”模式上玩出了新花样??0日,蘑菇街(MOGU.USQ宣布正式启动蘑菇街全球妆供应链池Q拟Z播和品牌方与供应商提供双选机会,同时也可让用户从源头看到更加透明的商品信息。但q一丑֊能拯救其日日C的股价吗Q? </div> <div class="sub4text"> <p><span style="font-family:宋体;">蘑菇街在</span>“直?电商”模式上玩出了新花样??0日,蘑菇街(MOGU.USQ宣布正式启动蘑菇街全球妆供应链池Q拟Z播和品牌方与供应商提供双选机会,同时也可让用户从源头看到更加透明的商品信息。但q一丑֊能拯救其日日C的股价吗Q?/p><p align="center"> <img src="//www.tvwpno.com.cn/pic/LXJX/2019/528.jpg" alt="" /></p><p><strong class="nrfl">短暂利益背后Q花大力气投w直播实际却是跑偏了</strong></p><p><span style="font-family:宋体;">q日Q蘑菇街Q?/span>MOGU.USQ对外宣布,正式启动蘑菇街全球美妆供应链池,该D动也被广泛解Mؓq是业界W一个专为直播打造的供货pȝ?/p><p>据介l,该供应链池主要ؓL提供货品库,qؓ其提供选品指导。因其还能在后台查看货品详情、历史销量、h格Q动等数据信息Q对于蘑菇街的品牌方和供应商来说Q也可通过q一新功能挑选适合推广自己品牌的主播,助力其与L更加快捷有效的达成合作?/p><p><span style="font-family:宋体;">据悉Q?/span>2019q蘑菇街全球妆供应链池新?000个品牌。未来服装类目的品牌与供应商也将U_蘑菇街供应链体系Q构建更强的供应链池?/p><p><span style="font-family:宋体;">可以预见的是Q现阶段及未来的很长一D|间内Q蘑菇街都将会把直播业务作ؓ战略重点Qƈ企图以此带动用户、商户及</span>GMV的增加,从而提升变现能力,最lؓq_带来盈利?/p><p><span style="font-family:宋体;">管在直播取得了不错的成l,?/span>2018q四季度蘑菇街的z跃买家数量?450万,比去q同期的3390万仅增长1.8%。也是_直播虽然l蘑菇街带来了可观的收益Q却q在引流斚w有所H破Q而后者才是购物^台赖以生存的根基所在?/p><p>因此Q仅在直播业务上持箋发力q将之视为未来主要发展方向的蘑菇街实际ƈ未找C务真正的H破点,一意孤行大力投入直播甚臌能越跑越偏。那么到底其真正的问题是什?/p><p><strong class="nrfl"><span style="font-family:宋体;">品质是硬伤:消协抽样调查不达标率高达</span>100% </strong></p><p>不论是早期的图文模式q是如今的直播模式,呈现l消费者的内容重点始终都要回归货品本n。若是货品质量不佻I即便营销方式玩出花来恐怕也无用戯与之p?/p><p><span style="font-family:宋体;">据北京阳光消费大数据研究院统计,北京市消?/span>2018q发布的比较试验涉及日用百货、家用电器、服装鞋帽、食品饮料、徏材装?cd品,共测试商品样?64个。在试的所有线上^CQ蘑菇街?个样品全部不达标Q不达标率高?00%?/p><p align="center"><img src="//www.tvwpno.com.cn/pic/LXJX/2019/529.jpg" alt="" /> </p><p align="center"><span style="font-family:宋体;">蘑菇街样品不达标率高?/span>100%</p><p align="center"> </p><p>“我?019q??号在蘑菇街宝品国际运动专营店购买了一双耐克开拓者,到货之后商品有一股异呻I质量也奇差,鞋盼是vl늚Q还有线_鞋盒也没有钢华ͼ也没有发,所以我觉得买到了假货,我又L上鉴定一下,鉴定l果也是假的Q我去扑֮服,客服说他们是专柜正品Q我问他要发,他也说没有。”网友“money宇”找客服投诉无果后,无奈求助于黑猫投诉^台。而在该^CQ蘑菇街接到的投诉绝大部分都因用h购买的货品存在质量问题?/p><p> </p><p><strong class="nrfl">模式有局限:用户体单一Q品种cL?/strong></p><p><span style="font-family:宋体;">蘑菇街上U于</span>2011q_彼时它还是依托于淘宝的一个以C֌为基的导购^台?014q_凭借精准的x市场定位,蘑菇街关闭社区入口正式{型ؓ一家垂直电商^台。而后Q伴随着“网U经”的集体爆发Q蘑菇街重启C交Q将自己定位为社交电商,q最l于2018q?2?日在U交所成功上市?/p><p>业内人士分析认ؓQ从蘑菇街上市后募集资金的主要用途来看,其未来主要动态ؓQ开发更多优质内容以提升引流能力、改q技术和法以提升内容及商品和用L匚w效率、深化和商户与品牌的合作?/p><p><span style="font-family:宋体;">如今再看Q蘑菇街虽然从通过用户自己上传的内容(</span>UGCQ和蘑菇街自有团队生产的内容QPGCQ来引流衍变为更加依赖由KOLLL的直播生产优质内Ҏ吸引来多的消费者,q试图以打造供应链池的方式主播和品牌方与供应商更加紧密的联合在一P助力其生产优质内容引。但q些举措都是在营销方式上做文章Q未能打破自w发展壁垒。上市至今,蘑菇街仍处于亏损状态?/p><p align="center"> <img src="//www.tvwpno.com.cn/pic/LXJX/2019/530.jpg" alt="" /></p><p align="center"><span style="font-family:宋体;">蘑菇街股仯</span>2019q?月开始持l走?/p><p> </p><p><span style="font-family:宋体;">相关财报昄Q蘑菇街的收入主要来自广告营销服务收入Q商品搜索竞h名、广告位展示{)、䄦金收入和金融服务{其他收入?/span>FY2019H1三块收入分别占比39%?4%?7%。截?018q?2?1日的12个月期间Q蘑菇街q_GMV?169.78亿元Q其中的一大动力来自于蘑菇街的直播业务?/p><p><span style="font-family:宋体;">零售行业专家、商性学院院长庄帅认为,</span>“相较于蘑菇街的其他业务来说Q蘑菇街的视频直播业务增速还是非常喜人,q且q种增长可能臛_会持l?019q一q。但受限于蘑菇街整体的体量,蘑菇街的直播业务发展瓉也比较明显。?/p><p><span style="font-family:宋体;">ҎQ电子商务研I中心主L表C,</span>“主打女性消费市场的蘑菇街,固然获得了大量时女性的青睐。但用户体单一Q品种cL限,使得蘑菇街早早的触碰到营收天花板。”这也是蘑菇街如今面临发展困境的Ҏ原因?/p><p><strong class="nrfl">锌刻度观察:跳不出模式的锢Q还能走多远</strong></p><p><span style="font-family:宋体;">q年来,不光淘宝、京东等购物q_开始搭乘直播的东风Q抖韟뀁快手等直播q_也纷U水电商,</span>“直?电商”的模式早已成ؓ业内企业必备的常规手D,消费者因此有了更多选择。且在一样以直播电商的商业模式上市的如涵控股QRUHN.USQ上市之后,投资者同样也有了更多的选择?/p><p>直播带来的实际效益毋庸置疑,但是对于如今的蘑菇街来说Q不论是Z惌得更多用戯是吸引更多投资者考虑Q找到适合自己的发展方向,扭亏为盈才是最重要的。而在此之前,首先需要挽回的是因劣质商品而蹦的口碑?/p><p><span style="font-family:宋体;">在蘑菇街最新发布的关于新增《品cM质供应链商家评选规则》的公告中,提Z一些较为有力的措施。具体表CؓQ^台将从用戯C验、货品质量、供应链实力、运营思\{多斚w考察后评选出品类优质供应铑֕Ӟ目前仅评选女装牛仔相兛_cȝ优质供应铑֕ӞQƈҎ式生效入选商家在</span>2019q??9日该规则正式生效后进行有力的扶持?/p><p>通过此D或可帮助q_为其用户_N出一批优质商品供应商Qƈ因此挽回部分口碑Q但q一举措q短期p见效Q而且能否得到用户认可也视正式推行之后的实际效果而定。在当下Q还是需要^台对商家q行更有力的监管Q从源头上降低用戯买到劣质商品的可能性,增加用户使用q_的信心?/p><p>另外Q针对以x用户发家的蘑菇街而言Q打破用L体单一的界限也是未来发展的必由之\。在q_现有的项目品cMQ除奌、鞋包等d外,q有男友、家居、母婴、食品等分类Q可见蘑菇街也在逐步试跨越限制Q向l合c购物^台发展?/p><p align="center"> </p><p align="center"> <img src="//www.tvwpno.com.cn/pic/LXJX/2019/531.jpg" alt="" /></p><p align="center"><span style="font-family:宋体;">查询C务需打开</span>“更多商城分cZ?/p><p>但这些新业务Q与d业务相比Q在行业内外却ƈ未擦出太大的火花。一是其q未获得q_太多宣传与推q资源,用户鲜少x。二是这些新业务始终q是Zx视角在q行设计Qƈ不能Ҏ用户产生切实有效的吸引力?/p><p><span style="font-family:宋体;">如此一来,q迟不能H破模式限制的蘑菇街又怎么可能如其期盼的那P?/span>“流血上市”之后l“结痂生镎쀝呢Q?/p> </div> <div class="invest" id="vote" style="display: none"> </div> <div class="s4pg martop10"> <div class="pager"> </div> </div> <div class="sub4frht"> 本文2019-05-20出版的《电脑报?019q第19?A.新闻周刊</br> (|站~辑Qzoey)</br> </br> </br> </div> </div> <div class="share"> <table> <tr> <td> <div class="bdsharebuttonbox"> <a href="#" class="bds_kaixin001" data-cmd="kaixin001" title="分n到开心网" style="float: right; padding-left: 25px;"></a> <a href="#" class="bds_renren" data-cmd="renren" title="分nCh人网" style="float: right; padding-left: 25px;"></a> <a href="#" class="bds_qzone" data-cmd="qzone" title="分n到QQI间" style="float: right; padding-left: 25px;"></a> <a href="#" class="bds_tsina" data-cmd="tsina" title="分n到新微? style="float: right; padding-left: 25px;"></a> <a href="#" class="bds_tqq" data-cmd="tqq" title="分n到腾讯微? style="float: right; padding-left: 25px;"></a> <a href="#" class="bds_weixin" data-cmd="weixin" title="分n到微? 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