Mogujie: China’s Biggest Pinterest Clone is a Social Commerce Money Machine
The founder of China’s most popular Pinterest-like startup, Mogujie, has penned a blog post explaining his perceived formula for social media success on the web. Before hearing his idea, it’s worth noting that it sure is working out for Chen Qi (pictured below) himself, whose Mogujie site was revealed to be earning over 100,000 RMB ($15,900) per day in ad referral clicks to Taobao, China’s largest e-commerce site.
中国で最も人気のある、Pinterestのような新規事業であるMogujieの創設者がウェブ上でのソーシャルメディアの成功のための彼の考える公式を説明したブログを投稿した。彼の考えを読む前に、状況は確実にChen Qi(下の写真の人物)彼自身にうまく運んでいることは注目すべきであろう。彼のサイトであるMongujieは、中国の最も大きな電子取引サイトであるTaobaoへの広告収入によって一日あたり100，000元（＄15，900）以上収益を得ていることを明らかにしている。
Mogujie.com, according to its own stats, has quickly grown to have 9.5 million registered users by the end of last month, of whom 2.2 million are active daily visitors who browse about 750,000 items on Taobao every day, and end up buying 60,000 of those. Yes, 60,000 actual online orders each day from its users. That’s some serious social commerce right there.
The social pinboard site focuses on female users, with frontpage categories for women’s clothing, shoes, handbags, home furnishings, and the like. A great deal of all the pinned items head to Alibaba’s C2C e-commerce portal.
そう、Mogujieのユーザがオンラインで1日6万件もの実オーダーを出すのである。これはかなり本格的なソーシャルコマースなのだ。
ソーシャル・ピンボード・サイトは女性ユーザをメインターゲットとし、フロントページのカテゴリにはレディースウェア、靴、ハンドバッグ、家庭用雑貨などが並ぶ。「ピン」されたアイテムのうちの多くは、AlibabaのC2C e-commerceポータルにリンクされている。
このソーシャルピンボードサイトはフロントページのカテゴリーに女性用の服、靴、ハンドバッグ、家庭用家具などを置いており、女性ユーザーをターゲットとしている。大量のピン付けされたアイテムは全て、AlibabaのC2C電子取引ポータルへと向かうこととなる。
So what is Chen Qi’s formula for success at this point in time, in the age of Pinterest and Instagram? In his post on Zhihu, which is like a Chinese iteration of Quora, Mr. Chen explains that since mid-2011 he has concocted “a very simple model of judgment” to determine the potential success of a new web product. “This model,” he says, “is composed of three characteristics” and are encapsulated in the abbreviation FOR, which means: Fragments, Organize, Re-organize. He explains:
The main content is the product, and it’s inevitably fragmented, and the debris is isomorphic. Like Twitter, where the whole thing is composed of 140 characters, or Sina Weibo where it’s 140 characters plus a photo, or Pinterest’s fragments of ‘beautiful artifacts’ photos plus a short description plus a URL. And on Mogujie it’s a case of ‘items for a beautiful woman’ plus a photo and a description plus an e-commerce destination.
And that’s just the first of three parts. Thereafter, Chen Qi expounds how the organisation of all those fragments needs a kind of organisation that allows trends to emerge and for it all to be easily browsed. Then comes the more interactive element of reorganization whereby users can play with all those neatly bundled elements in the form of retweeting, repinning, ‘liking’ and all the rest. That all comes together to make ‘FOR’ in his view.
Of course, it’s just an evolution of what was happening earlier on the web – like with BBS, which are still quite popular in China. But those boards lack that final aspect of the formula: “BBSes don’t allow users to organize information (posts)” and so are inherently limited.
The Mogujie founder then ends his post by rating Twitter, Sina Weibo, Pinterest, and his own creation by his own FOR formula. He rates Twitter as F: 4.5, O: 4, R: 3, indicating it lacks a good mode of reorganization. Sina Weibo fares slightly better with F: 5, O: 4, R: 3.5. We’d certainly agree that Weibo makes reorganization of content by users much easier, having a better implementation of retweeting as well as the option of using comments. Chen modestly gives his own site lower scores than he assigns to Pinterest, admitting that his startup has issues that he’s “making efforts to resolve.”
Mogujie, despite working with Alibaba on its eTao Discover site, is already facing stronger competition, even from its own partner. Just last week, Taobao launched its own Pinterest clone, which will help keep a whole bunch of ad referral clicks in-house. Also, other Chinese web companies are weighing in with their own social commerce-minded ventures, such as Renren’s (NYSE:RENN) Plaza pinboard site.
合成・再合成と書きましたが、後の文を読む限りでは、合体・再合体と書いたほうが合うように思います。
何度もすみません、構成・再構成の方がしっくりきそうです。
了解しました。ありがとうございます。