Because of the hard rubbing of Jobs's "hades marketing", he was scolded on the hot search. However, black and red are also red, especially for the transfer of serious traffic decline.
As a full-category second-hand trading platform that was once as famous as Idle Fish, after experiencing many strategic transformations, it has never found its own difference points and core competitiveness, at the same time, its business itself is deeply involved in data fraud, falsehood, replacement of parts and other users.
Behind the marketing rollover of this hard traffic, it is precisely exposed that the rapid fall of the turn is exposed.
Text/Not to be spoken
1 Traffic anxiety triggers unlimited marketing
At a group of commemorative activities to commemorate the 10th anniversary of Jobs's death, the so-called "Call Joe's Gang Lord" campaign was launched, which caused public anger.
In the turn APP activity page can be seen, in the dim background, a highlight illuminates the back of Jobs's emaciated back, next to the carefully typeset text, looking full of feelings, but also can not cover up the purpose of rubbing traffic with goods, forwarding and sharing on social platforms, the discomfort of consumer deceased caused by the consumer is further amplified.
The campaign deliberately replaced Jobs with Joe's helper, and only showed his back to avoid legal issues, which also brought him more moral criticism.
Netizens sneered: What kind of situation can make merchants come up with such a hades marketing plan?
For the turn, for the sake of traffic, they may really be able to do anything. Especially at the moment when users continue to lose and popularity is seriously declining, someone is finally discussing the turnaround, in the Internet where traffic is king, there is no crisis that can be more terrible than annihilation.
According to the latest Aurora "2021 Q2 Mobile Internet - Industry Data Research Report", in 2021 Q2 second-hand e-commerce industry monthly active users of nearly 150 million, from the monthly active ranking, idle fish continue to lead, the number of monthly active users rose to 130 million, turning is only 14.486 million, the gap is nearly ten times.
Among them, the number of new users in the second quarter soared, with 86.824 million new users; the number of new users transferred was 21.716 million, and among its active users, 58% were new users, and Idle Fish was 26.1%.
In contrast, it can be seen that MAU mainly relies on new users to drive, exposing the problem of the loss of old users and poor user stickiness, if the number of new users is insufficient, there may be a cliff of active users.
This kind of thing has indeed happened.
According to analysys Qianfan data, the monthly active life in December 2020 was 15.075 million, compared with 34.74 million in 2019, a decline of more than 56%, compared with the current monthly active, there is no increase. If there is another similar encounter, it is tantamount to a devastating blow.
The turn around from the incubation of 58.com has no e-commerce business, supply chain support, and lack of fan and user accumulation, and can only rely on the rough way of massive investment in advertising to obtain traffic in the early stage. But buying traffic with advertising is like a black hole, and no matter how rich the family is, it is not enough to swallow it. Therefore, when advertising investment is reduced, the problem of weak growth and even rapid decline is exposed.
In the case of unsustainable external procurement traffic, the unlimited marketing methods of rubbing traffic and consuming the deceased are just helpless tricks dominated by the desire to survive.
However, after the early advertising investment at any cost, the late rubbing traffic without a lower limit of marketing, and the exhaustion of various means, it is still impossible to change the reality of turning around and falling behind.
2 Failure of the C-side scramble
The battle for traffic is ultimately a race for users.
In 2014, Alibaba took the lead in entering the track to create idle fish, in 2015, 58 City and Tencent established a turnaround, and in the same period, there was also love recovery that accepted Jingdong investment cooperation, which initially formed a "three-legged standing" pattern of idle fish, turn around, and love recycling, but the three took different models, of which love recycling did C2B, idle fish did C2C, and turned to C2B2C.
It can also be seen from this that no matter which model, it is very dependent on the C-end, and in the C-end user competition, traffic is only the entrance, and more importantly, it is necessary to cultivate user habits and increase platform stickiness.
Since 2015, Tencent was pulled from 58.com to transfer the second-hand trading platform to the front desk, and it began to benchmark with idle fish.
In the past six years, the transfer has carried out many transformations, tried many new businesses, launched Cheke, pickers, opened offline stores, acquired beautiful machines, etc., all hoping to compete for more C-end users, but the reality is not optimistic.
Tide shoes, books, play, mobile phones and other fields continue to bet, conversion, in the eyes of consumers can not form a clear label, when the whole category has idle fish, vertical track has love recycling, poison, temple library and other platforms, why do you need to turn around?
It is precisely because of seeing this, after the acquisition of the beautiful machine, the focus of the business turned to the second-hand 3C products, and this is tantamount to a big gamble, betting on the 3C field, which means that the early investment in the whole category strategy has been adrift, if the search for the beautiful machine after that can not help it form core competitiveness, then the user transaction frequency can not be improved, the stickiness will be worse.
At present, the annual GMV of Idle Fish has already exceeded 200 billion yuan, and Love Recycling also has an annual transaction volume of 20 billion + yuan, an annual transaction volume of 22 million, and has never released its overall transaction scale data.
According to the public war report of last year's Double Eleven, the auction of the B2C business under the main B2C business of All Things New Life (Love Recycling), the transaction amount of the whole category payment exceeded 700 million yuan, and it was known that the B2C field ranked first in the industry, and the total transaction volume was 431 million yuan, far less than the auction.
The second-hand 3C field has its own particularities, which is a track that pays more attention to professionalism and service capabilities. The turn that was defeated in the PK of idle fish also does not have an advantage in the second-hand 3C field, in addition to facing the pressure of competitors, the turn is facing its own and industry challenges.
In January this year, the Jiangsu Consumer Protection Commission conducted collective and public interviews with 12 second-hand trading platforms such as idle fish and transfer on issues such as selling fake goods and publishing information in violation of regulations. Although major platforms have launched subsequent initiatives to solve related problems, they still cannot prevent the emergence of problems.
In the C2C model, it is difficult for the second-hand trading platform to determine the real listed goods, compared with the C2B2C model, although the C2B2C model can eliminate the problem of selling counterfeits to a certain extent, but the subjective judgment of the quality of the goods on the platform can easily lead to conflicts between the platform and consumers.
The C2B2C model after the transfer of the acquisition of the beautiful machine has also triggered the question of "low-price recycling and high-price resale routine". The transfer acquires products from the user at a lower price, and the transfer is sold to the consumer at a high premium by the beautiful machine, of which whether there is a deliberate price reduction behavior, which is questioned by the user, and even more, it corresponds to false traffic.
Some users complained that the products on the shelves were transferred, although the exposure displayed was thousands, the real browsing was less than 1%, in addition to the continuous push of door-to-door recycling advertisements in the transfer, there were almost no other users to ask. Therefore, users question that through false traffic exposure, the transfer can be recovered at a lower price, and then sell at a high price to earn the corresponding profit.
Among the black cat complaints, the number of complaints about transfer has reached 39,000, as a comparison, the market share is higher for idle fish is 27,000, and love recycling is 1,100. This shows that even if you do C2B2C business, the transfer still cannot solve the trust problem in the transaction, and even bring more serious trust crisis to it.
The business has no moat, the service is not superior, in this case, the failure of the transfer in the C-end user competition has become inevitable.
3 Want to learn to love to recycle and survive by financing?
At this time, the rotation has been completely left behind by the idle fish, the three-legged standing that was once idle fish, turning around, and loving recycling has long been seriously unbalanced, and if you want to continue to live, you must continue to burn money, where does the money come from?
In June 2020, the love recovery of the new life of all things was successfully bell-rung on the New York Stock Exchange. Different operating models, as well as focusing on the 3C track, coupled with offline store operations, allow Love Recycling to avoid direct competition with idle fish, and now it can also survive by listing. This may also have just awakened the turn of the constant strategic adjustment at that time.
Almost at the same time as the love of recycling to seek listing, the transfer completed the merger with the beautiful machine, from the second-hand transaction of all categories to the core of the second-hand 3C transaction.
I have also learned to love recycling to open stores offline, but the offline of all categories is much higher than the cost of 3C and cannot be standardized, and finally it has not been steadily promoted. On the other hand, according to public data, Love Recycling has established more than 700 stores in hundreds of cities across the country, and the ratio of online and offline traffic has reached 4:6.
Although through the merger to find a beautiful machine, to make up for its own traffic and supply chain of a link, to enter the second-hand mobile phone track, but compared with love recycling, whether it is the C2B part of the supply chain, or offline store operations, there is no advantage in turning around.
Of course, as a second-hand e-commerce platform incubated by 58.com, there is naturally a capital player Yao Jinbo's operation behind the turnaround. Although 58 Tongcheng has declined, after a series of operations, Yao Jinbo has dismantled several companies from 58 Tongcheng, Swan to Home, Fast Dog Taxi, and Anjuke have all embarked on the road to IPO, and the next one is likely to be a turnaround.
According to the Financial Associated Press, the transfer is considering an IPO as soon as next year, and wants to carry out the latest round of financing before that, raising about $400 million. In April this year, the transfer has just completed a financing of 390 million yuan, and it is now valued at US$3.12 billion.
Chen Xuefeng, founder of Love Recycling, has made it clear that a valuation of $4 billion to $5 billion will be the basic line for companies to conduct IPOs. It seems that the turn is also moving towards this goal.
However, whether it is Fast Dog, Settlers or Swan home, Yao Jinbo's dismantling game is not smooth, and the IPO road of the three companies is extremely difficult, either suspended or semi-suspended. The reason is that I want to do everything, but I can't do anything well.
The competition in the second-hand 3C market is not so easy, in addition to turning, love recycling, active players also have recycling treasure, flash recycling, love changing machine, le recycling and easy machine network. Under the increasingly crowded track, there seems to be no good solution to the problem of making money, turning around at present.
Profitability is hopeless in the short term, the business has no "moat", even if it is listed, the capital will not be too optimistic. Emulate Love Recycling and Survive by IPO Financing? It is still just another wave of Yao Jinbo's capital operations.