How can mushrooms survive a five-year loss of 4.2 billion yuan?

Since the outbreak , The major Internet enterprises have started to go downhill with the naked eye , In some areas of the epidemic control management 、 Under the influence of normal express delivery , The e-commerce platform has been impacted with the naked eye .

Take JD and Alibaba, two giants of e-commerce platforms , According to financial data ,2021 The annual net loss of JD reached 36 One hundred million yuan , And the fourth fiscal quarter of Alibaba also saw 76.63 Net loss of 100 million yuan , This is also the first quarterly loss of Alibaba since its listing .

Under the difficult circumstances of the industry as a whole , Once the “ The first share of fashion e-commerce ” Mushroom street also accelerated its fall . According to the data , since 2018 Since its launch in , Mushroom street has accumulated losses 42.36 One hundred million yuan ,5 The accumulated net loss for the year exceeds 12 One hundred million yuan . stay 2022 The year-on-year adjusted net loss increased 61.96%, The loss further widened .

The dilemma of mushroom street is becoming more and more obvious , And the embarrassment is , Mushroom street now depends on , It is the biggest pain point .

How can the mushroom street, which is increasingly devoid of a sense of existence, save itself ？

01

Along the way , Missed all the way

“ Get up early in the morning but catch the late episode ”, This sentence is a perfect description of mushroom street , Looking back at the entrepreneurial history of mushroom Street , Although the thought is very advanced , Action can never keep up , I've missed it all the way .

2011 year , Mushroom street is launched as a consumption sharing community , By focusing on women's fashion 、 Lead women to discover trends , Harvest a large number of female fans , Quickly accumulate millions of seed fans , You have made a good start in your business .

As the platform grows larger , Facing female fans who have strong purchasing power , Many top talents in the platform began to cooperate with e-commerce businesses , Recommend brand goodies to fans , Mushroom street begins to transform into a fashion shopping guide platform . From this time on , Mushroom Street began to show its e-commerce attributes .

here we are 2013 year , Rely on the shopping guide business to guide Taobao , Mushroom Street earns a lot of shares from Taobao , The average daily Commission is nearly 60 Ten thousand yuan , The conversion rate is as high as 10%, It is close to the conversion rate of other shopping guide websites 10 times .

Have to say , At that time, mushroom street was so popular , This also makes Taobao afraid that its core users will be robbed by it , Blocked mushroom street . So mushroom street has completely changed from a shopping guide platform to an e-commerce platform , It is also an e-commerce platform without a supply chain , It can only pick up the merchants eliminated by Taobao as resources .

A few years later , Mushroom street has opened a long way to test the water , But unfortunately , Although it does have a lot of good ideas , But they were seized by others because they didn't grasp the opportunity .

After being abandoned by Taobao , The first business that mushroom Street wants to try is overseas shopping , However, the supply chain of Taobao is too complex , This is too big a challenge for mushroom street, which has little experience in e-commerce , So in the end, the overseas online shopping business did not persist .

You can't do overseas shopping , Mushroom street is also considering a brand sale mode , Help the brand to sell the tail goods . However, the brand sale is still not valued , Finally, vipshop became a giant on this track .

As the mushroom street, which is positioned as a fashion shopping guide platform, has its own social attributes , stay 2018 year , Mushroom street is supported by Tencent , We have obtained traffic and resource support from wechat payment and wechat applet .

However , Mushroom Street still hasn't grasped the social traffic bonus brought by wechat , Instead, they are trying to make more use of wechat traffic , Grow rapidly through innovative playing methods , Become a giant in the e-commerce field . The way of social e-commerce , Mushroom street is also completely impassable .

After many attempts but many misses the air outlet , Mushroom street is finally 2019 Years of firm choice and ALL IN Live broadcast e-commerce , And accelerate the establishment of live broadcast ecology . And the live broadcasting business also renewed the life of the confused mushroom Street , stay 2021 The fiscal year , Mushroom street is newly added 1530 Million users , introduce 2300 Several new cooperative brands , Its live broadcast e-commerce business has also maintained a three digit growth during this period .

But it turns out , The live broadcast e-commerce has not pushed mushroom street to the climax of its business , After relying on live e-commerce for a period of time , Mushroom street is falling fast again .

02

Can mushroom Street survive the robbery ？

Can live e-commerce save mushroom Street ？ The answer is clearly no . Although with the help of live broadcast e-commerce , Mushroom street has made real achievements , But it is only a short-term glory , And still failed to change its overall loss status .

stay 2022 The second half of the fiscal year , Mushroom Street live broadcast business GMV Suffered its first decline , Year-on-year decline in 23% to 48.46 One hundred million yuan . meanwhile , Its 2022 The fiscal year loss situation also further expanded , The adjusted net loss increased year on year 61.96%. Many people think that , The growth of live broadcasting business in mushroom street may have peaked .

meanwhile , As losses expand , The stock price of mushroom street also fell to the bottom , By 2022 year 6 month 14 The daily market value is only 1670.6 Thousands of dollars , And when it first came into the market 23 Compared with the market value of $100 million , Drop more than 98%.

in fact , although 2019 Mushroom street in ALL IN Live broadcast e-commerce business , But in fact 2016 It has been live broadcast since , At that time, not many people played live broadcast , It is definitely an advanced move to introduce mushroom Street into the e-commerce shopping guide .

However , The strategic direction is wavering 、 It seems to be the consistent style of mushroom street that every business only tests the water without further study , Although the live e-commerce business was laid out early , However, it has been regarded as a marginal business of the company for a long time . And by the 2019 In, mushroom Street began to focus on the live broadcast e-commerce business , The e-commerce live track also began to rise , The competition is getting fiercer .

As mushroom Street increasingly relies on live e-commerce , The e-commerce live broadcast track is becoming more and more crowded , TaoBao 、 JD.COM 、 The strength of pinduoduo's three e-commerce giants in live broadcasting cannot be underestimated , Tiktok 、 Kwai and some brand owned e-commerce platforms have also gradually developed e-commerce live broadcast . On the other hand , With via 、 Sydney and other popular network anchor tax evasion , The supervision of live broadcast e-commerce platforms is becoming more and more strict , This is not a small test for mushroom Street .

in addition , Mushroom Street focusing on women's fashion , The main business is more inclined to women's clothing and women's products , Compared with other integrated e-commerce platforms , Commodity categories also have certain limitations . meanwhile , From fashion shopping guide platform to e-commerce platform , This is also a cross-border transformation , In this respect , Mushroom street, as an e-commerce, will also be slightly less professional .

Finally, return to the product itself of mushroom street , In recent years, mushroom street has received many questions and complaints , The towel shed hair 、 Whitening product allergy 、 Selling fake goods and other product quality problems are constantly criticized , Many people even complained on the black cat platform that mushroom street did not give refunds 、 Violent collection and other poor after-sales services . These bad user experiences have caused the reputation of mushroom street to plummet .

in general , As a APP, There were two ways to play in mushroom street , One is to build a content platform , One is trading platform . At present, the content platform has little red book , The trading platform has Taobao 、 The suppression of JD and pinduoduo , It is difficult to choose either of these two roads . The essence of live e-commerce is also the logic of the trading platform , From this relationship, mushroom street is more unlikely to turn around with live e-commerce .

03

Redemption of mushroom Street

The decline of public praise caused by product quality and the growing lack of competitiveness , This has led to successive years of losses in mushroom street , And mushroom street is facing an increasingly bleak situation , Have you ever thought about saving your life ？ Of course, there are .

from 2020 year 4 Month begins , Mushroom Street began to lay off workers , The number of redundancies reached 140 people , The proportion of about 14%, The main optimization target department is the technology department .2021 By the end of year , Mushroom street has been exposed to layoffs , The target is still the technical department , Plan cut out 80% Personnel of relevant departments , The overall layoff rate reached 30%. There are reports that , After this layoff , The technical department is left with 30 Many people , The operation and maintenance department has only 3 people , Only... Are left in the product post 2 people .

Although the original intention of mushroom street is to reduce costs through layoffs , Reduce losses , And even make a profit , But through 2022 From the data of the fiscal year , Obviously, it failed to turn the situation around .

Is there any hope for mushroom street in the future ？ How to turn the tide ？

If we want to continue to develop in the field of e-commerce , As mentioned above , At present, there are Taobao 、 The suppression of JD and pinduoduo , It is difficult for mushroom street to achieve a major breakthrough in this field , But if we can find a new breakthrough , Break the homogenization of current e-commerce platforms , At the same time, ensure the quality of products on the platform , Maybe you can create a new development opportunity for yourself .

If you continue to test water in other fields , Mushroom Street still faces the problem of whether to grasp the air outlet , And can mushroom street, which always catches the late set, seize the opportunity ？

in fact , No matter which way you choose to save yourself , Seize the opportunity , Create your own trump card , Is the key to the self rescue of mushroom street .

But at the moment, , Time for mushroom street is running out , In a short time , Can mushroom street be turned over ？