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There are not many opportunities for trial and error
Written/Starry Night
Editor/Chen Dengxin
In just three years, Idle Fish ushered in the fourth helmsman. After the change of coach, Liu Bo, vice president of Alibaba Group, Tmall platform operation division, and head of the restarted DajuHuasuan, is directly responsible.
In the second-hand trading market, idle fish has been quite talked about with a market penetration rate of more than 70%. At the same time, the sale of contraband, counterfeit and shoddy products and other situations have appeared repeatedly, which has made idle fish continue to fall into a rectification cycle.
Nowadays, the rotation continues to exert efforts in the 3C vertical field, Jingdong, Douyin, and Kuaishou have also set their sights on the cake of second-hand e-commerce, and the second-hand trading market is becoming more and more prosperous, which also means that there are not many trial and error opportunities left for idle fish.
From Chen Weiye to Chen Lei, to Jin Ke, and finally to Liu Bo, who has just taken over the baton, in addition to continuing to deliver traffic to Taobao, what other cards can it shine?
In the melee, there is only one way to change the coach?
"From the emergence of mutual assistance models in idle transactions to the popularization of the concept of circular consumption, Idle Fish has always insisted on user value and social value first. In our view, the social value of enterprises worth trillions of dollars must be greater than the commercial value. In May 2019, Chen Weiye, then CEO of Idle Fish, said as the opening guest of the geek park Rebuild 2019 Technology Business Summit theme acting.
Chen Weiye's expectation for idle fish is not only to reach the scale of trillions, but also to create trillion-level value. However, during his tenure, although Chen Weiye handed over the answer sheet with a transaction volume of more than 100 billion yuan and more than 300 million users, the idle fish at that time were filled with all kinds of contraband that could be easily obtained by using fuzzy search methods.
In the face of overwhelming doubts, Idle Fish issued the "Idle Fish Community Information Release Specification" in 2019, which clearly mentioned the prohibition of publishing pornography, vulgarity, aphrodisiacs and other products. It is said that the official will continue to increase the intensity of the crackdown in the later stage, and it is also hoped that the majority of users will click on the report at the first time after discovering the illegal goods, and the official will deal with it in a timely manner.
However, the binding effect that this norm can play is still not enough. In the same year, the "2019 China E-commerce User Experience and Complaint Monitoring Report" released by the third-party e-commerce complaint platform "E-mail Bao" showed that "Idle Fish" had problems such as online counterfeiting, online fraud, refund problems, product quality, overlord clauses, and customer service problems, and was rated as "not recommended to place an order".
In July, Chen Lei took over the burden of managing the Idle Fish Division from Chen Weiye and reported directly to Jiang Fan, then president of Taobao Tmall.
Chen Lei, who was directly interviewed by Peng Lei, the 005 boss, is Alibaba's No. 422 employee, who has led the development of important products including Taobao Gold Coin, Taojianghu, Tao girl and even Taobao Live. Come to think of it, Alibaba ordered him to take charge of idle fish, which was expected in return. Chen Lei himself was publicly interviewed on the sixth anniversary of the establishment of Idle Fish, saying, "In Alibaba's system, Idle Fish is positioned as a traffic generator, not a consumer. By doing a good job in the community, the opportunity for idle fish to achieve a scale of 1 trillion is very large."
But it wasn't until September, a year later, that vision was not realized, and Mr. Chen left for unspecified reasons. The unresolved platform sale of contraband incidents in the past is not only still a big problem, but also under the protection of the fish pond carrying community functions, the gray transaction on idle fish has gone to a more secret place.
Soon after, the Zhejiang Cyberspace Administration issued a message saying that it would supervise idle fish to carry out "100-day special activities" and comprehensively increase special rectification work. After some evaluation, Idle Fish took the initiative to shut down the fish pond plate business.
For Idle Fish, this move means that the community function that Chen Lei has vigorously developed in the past can only stagnate, and the future development needs to be through more thorough rectification and re-exploration of the business model.
At this time node, Jin Ke, an old employee of Ali, who has served as the head of Taobao special price edition and the general manager of the industrial belt operation of Taobao C2M Business Unit, officially took over idle fish. In order to reverse the reputation of idle fish, Jin Ke drastically cut out the products that were prone to gray areas in the past, such as the "idle fish market" offline, and turned around and began to support the official goods certified by idle fish.
What report card did Jin Ke come up with in his reforms? The data shows that in the first six months of Jin Ke's tenure, the average monthly DAU of Idle Fish increased by about 7 million, and exceeded 30 million in June 2021.
But this does not seem to have been recognized by Ali CEO Daniel Zhang, according to Lei Feng, there are idle fish insiders to reveal to it, Jin Ke increased the intensity of advertising after taking office, only in 2021 618 promotion period spent more than 900 million yuan in advertising costs. Therefore Daniel Zhang criticized its "indiscriminate spending, when spending money, the DAU rises, and the money falls in response to a stop." ”
Facts have proved that Daniel Zhang's judgment is correct, after the end of the 618 promotion, the DAU of idle fish has fallen back to the 20 million level, and it is difficult to have a breakthrough so far.
Jin Ke, whose method did not work, has now been transferred to AliExpress, and Ali vice president Liu Bo has become the fourth helmsman of Idle Fish in the past three years.
Alibaba Vice President Liu Bo
As one of the core business management personnel selected by Qinxuan 7 years ago Daniel Zhang, Liu Bo went all the way from the director of the Juhuasuan Business Department to the general manager of the Ali Marketing Platform Division, to the general manager of the Tmall Platform Operation Division, the general manager of the Tmall Consumer Platform Business Unit, and later promoted from Daniel Zhang to the vice president of Alibaba Group, and Ali's recognition of Liu Bo is beyond doubt.
After Liu Bo, who is familiar with the core business in the Ali system, takes over the idle fish, what innovation card can he play for the idle fish, and what kind of long-tail supply can he continue to bring to the Ali system? It will take time to answer everything.
Old diseases are difficult to cure? Idle fish can copy eBay's homework
Frequent changes in coaching, resulting in the business has not been precipitated, long-standing problems are difficult to get cured, which is plaguing the development of idle fish.
According to iResearch consulting data, since the idle fish opened the prelude to the change of coach, it has been facing the problem of a decline in the number of monthly independent equipment. Although it has been sitting firmly in the top position of second-hand e-commerce platforms, problems such as high cost of traffic pulling and difficulty in user conversion are still inevitable.
For the C2C model, the management of commodity transactions and the construction of the credit system by the platform also affect the upper limit that the platform can go to. Chen Weiye, who has never done anything about idle fish, is well versed in his heart, he once said: "The credit system is like hydropower and coal for the development of the sharing economy, if this basic environment is not built well, there will be no good user experience, the operation efficiency of the platform will be greatly reduced, and the scale will be difficult to do." ”
However, the current situation of idle fish is insufficient platform management, resulting in a deteriorating consumer reputation. Zinc Scale learned from the black cat complaint platform that there are many consumer complaints about shoddy and fake goods on the idle fish platform, and the idle fish has repeatedly appeared on the "black list" of black cat complaints.
As can be seen from the above, the successive idle fish at the helm are not unwilling to solve the problem, but perhaps they have not found the right direction, or perhaps the rectification is not enough, so the chaos on the idle fish has always been endless, and now the idle fish has almost become a gray gathering place in the hearts of consumers.
In this regard, idle fish may refer to eBay's past remediation methods.
In order to build a platform with a good atmosphere so that even novice consumers will not easily fall into the scam, eBay has done several drastic rectifications. Back in 2014, in order to promote the fight against piracy, eBay partnered with the CFDA (Association of Fashion Designers of America) to launch an exclusive designer tote bag collection, and then cooperated again on the initiative of "YOU CAN'T FAKE FASHION". In the end, the design collaboration handbag sold out quickly within a few hours, and the ideas promoted at the event were widely recognized.
In 2019, eBay began to vigorously carry out special governance activities for false overseas warehouses, and targeted the implementation of severe punishment measures for the zero quota of a number of false overseas warehouse accounts. Later, eBay also introduced overseas warehouse service standards, which made strict requirements for sellers' outbound records, collection, tracking, and real timeliness.
eBay remediation ash production is powerful
Like Idle Fish, the eBay platform also gathers a variety of overseas circle enthusiasts, in order to help consumers verify whether the products purchased in eBay are counterfeit, eBay transformed a gas station into an "identity authentication station", hired professional certification experts, and conducted national review and verification of items, especially sports shoes and watches.
According to the data, eBay's later genuine verification program for Australia has led to a 51% increase in sales of sneakers on its platform.
Although the situation is not completely consistent, the measures taken by eBay have already yielded good results, and for idle fish, it may be worth learning. After all, in the case of the market penetration share ranking first, idle fish should polish itself in the future and create corresponding value. A big shuffle of "dust removal" is inevitable.
There are not many opportunities for trial and error
After several years of cold winter, second-hand e-commerce has indeed opened a new chapter of development by riding the east wind of "circular economy". Generation Z, who is keen on advanced consumption and circle culture, and is also a loyal fan of second-hand trading, continues to buy and buy while returning blood, which has become their consumption characteristic. As Generation Z takes over the banner of the main force of consumption, second-hand e-commerce has also been injected with new vitality.
According to the "2021 China New Consumer Brand Growth White Paper" data show that second-hand e-commerce has been listed in one of the top ten trends in the consumer market, the current domestic second-hand e-commerce overall penetration rate of less than 8%, but looking at the world, second-hand e-commerce penetration rate reached 20%.
At the same time, data from Ai Media Consulting and the "2021 China Idle Second-hand Trading Carbon Emission Reduction Report" show that from 2015 to 2020, the scale of second-hand e-commerce transactions in the mainland increased from 4.59 billion yuan to 374.5 billion yuan. In 2020, the transaction scale of second-hand idle goods has exceeded one trillion yuan, and this figure will reach 3 trillion yuan in 2025.
That is to say, domestic second-hand e-commerce still has a lot of room for development in the long run. Although Idle Fish is currently at the top of the list with a market penetration rate of more than 70%, many competitors behind it have begun to rush to this cake and want to break into its hinterland.
In addition to old players such as Turnaround, Love Recycling, and Red Brin, JD.com launched its second-hand e-commerce platform "Whale Place" last year. Whale mainly provides resale services for JD users. In addition to the traditional one-click resale function, JD.com also provides functions such as high-priced help to buy and rapid recycling to help users sell idle goods.
The main categories and models of major second-hand e-commerce companies on the market (Source: Ginkgo Finance)
Short video platforms such as Douyin and Kuaishou have also joined the melee. At the end of 2020, Kuaishou launched the second-hand e-commerce business and invited professional second-hand platforms and institutions such as Paipai and Feiyu to settle in. For this layout, Zou Ji'an, head of operations of Kuaishou Home Improvement and second-hand industry, once told the media, "This is the result of user promotion, before the business was opened, Kuaishou e-commerce has already appeared a lot of second-hand transactions." ”
Douyin has also recently added a new category of "second-hand good things" to the mall channel, and played the slogan of "good goods at good prices, professional appraisals, strict quality guarantees, and super value at the bottom price". From the current point of view, Douyin will be brand-name bags, high-end digital products as the main category. At the same time, it also set up sub-columns such as "digging treasure and picking leaks", "will live", "reaching people to plant grass", "follow the purchase" and so on, to strengthen the energy of the anchor with goods.
The multi-faceted pinch has brought unprecedented pressure to the veteran player of Idle Fish. Compared with new players building a trust system and supply chain control from scratch, Idle Fish needs to rebuild the platform style and enhance user trust and retention. Otherwise, under the sharing of short video traffic, the new problems faced by idle fish may face greater challenges.
In addition, although douyin and kuaishou currently pay more attention to some vertical areas, it is also possible to gradually cover all categories as they continue to test the waters. At that time, the second-hand e-commerce track will become more and more crowded at the same time, but also more test the development potential of the business model, the newly appointed Liu Bo, may need to come up with a more powerful way to seize the consumer's mind.
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