Five Ask Peanuts Diary To Restore A Social Business Black Horse

1 and a half years, 55 million users, GMV nearly 4 billion yuan, DAU breakthrough 5 million - this is a new transcript of the peanut diary. The pride of founder Yang Xianqiang is that "since its establishment, the peanut diary has never invested in advertising fees in the market, which means that the cost of the platform is close to zero."

One side is the market input which is approaching to zero. On the one hand, it is the envy of the industry players. In recent days, a hundred million power and Yang Xianqiang held a dialogue, set aside the frequent discussion mode, from the user operation, social concept, and so on, to understand a "different" peanut diary.

　　 Is social networking good?

In the eyes of founder Yang Xianqiang, a good business model has an important criterion to create value for the society, and social networking is one of them.

"The value of social networking is that it changes the way people link to goods, reduces links between people and goods, and shortens the distance between them." He very much agrees with the social value created by social electricity providers. "It not only allows consumers to buy better products at a lower price, but also allows consumers to feel the convenience of consumers through more social networking."

　　 What does mature electricity consumer want?

Unlike the members' social networking platform such as gathering and bedian, the users of peanuts diary are not professional social business players, but "mature electricity supplier users". Apart from the shelf style of the preferential search platform, the peanut diary has more user operations.

According to the introduction, the users of peanut diaries are mainly distributed in two or three line cities, of which 80% are women and Bao ma. Therefore, mother and baby, home, food and so on have naturally become the dominant categories on the platform.

Yang Xianqiang told the billion power that social service providers' service drivers were divided into two stages: interest driven and value driven. Part of the platform is a way of profit driven by collecting membership fees, and in the value driven stage, the platform needs to create an environment of value delivery, enabling users to grow and learn in depth, and gradually agree with the values of the platform, and the peanut diary has entered this stage. "We will organize Bao Ma to spend a certain amount of time every day to read parent-child, and positive positive value guidance will continue to consolidate user loyalty."

　　 Where does the loyalty of small B come from?

Yang Xianqiang is well aware that in today's social business battlefield, the cost of small B migration is very low, while the peanut diary is the way to cultivate user loyalty. One is to cultivate users' recognition of platform values, the two is to effectively solve their pain points.

He pointed out that there were two pain spots for all small B platforms: (1) they felt that they had not made enough money; (2) it was difficult to choose products. In order to solve these pain points, peanut diary is in depth operation of the layout products, and set up a system based on big data analysis to provide a scientific selection system for small B. At present, the product has entered the testing stage.

"Mature e-commerce users will eventually be washed away by Ali, and become a traffic black hole." Unlike the social brand that has sprung up like mushrooms, the peanut diary has always maintained the image of concession, shopping guide and social networking. This is precisely due to Yang Xianqiang's insight into the mature electricity supplier users, "consumers never consume electricity supplier mode, they only consume efficiency and low price."

"In the traditional electricity supplier period, once the consumer recognizes a platform, it will not care whether the warehouse is delivered or the merchant delivers the goods. They only care about what time they arrive, what the quality is and what the price is. In the era of social networking, it is more obvious that consumers do not even care about which platform the KOL is behind, but they will buy it because they trust KOL. Yang Xianqiang pointed out that most of the social e-commerce platforms in the industry have a very high overlap in the structure of goods and the electricity providers in Ali, and the process of seeking differentiation is very difficult.

　　 What else can I do besides shopping guide?

Relying on the traditional shopping guide of integrated e-commerce platform, there is no restriction on the desire of peanut diary innovation.

Last August, the peanut diary entered the line with "peanut shop". The specific way to play is to build a League of peanut stores in the community by integrating the different communities in the community. On the one hand, through the peanut diary App precise diversion users to the peanut shop, on the other hand, the peanut shop can also recommend to the store users to use the peanut diary App, copy the online social gameplay to the offline.

According to the disclosure, the peanut diary's community buying business is also being tested. In order to better build the community group buying business, the peanut diary is building a full range of e-commerce capabilities, including building sorting bin, pre storage and so on. The peanuts shop, which has already been laid out before, can also provide a basis for community buying businesses that are highly dependent on geographical location and mature salesmen.

In addition to new business exploration, the peanut diary also has new moves for the core competitiveness of the social e-commerce industry.

Previously, the App home page of the peanut diary had appeared in the self catering business entrance, but this entry as a small attempt for S2B business has not lasted so far. "It's hard to say whether the future will start again." Yang Xianqiang revealed that the peanut diary is exploring a similar supply chain of millet products. In his view, the characteristics of social networking providers are strong single product explosion, which means that the reverse custom supply chain model is full of imagination.

Reverse customization requires a lot of data to pile up. Apart from the scale effect, other differentiation is of little significance. For example, he said, "for example, a product developed specifically for social networking channels may have a life cycle of only one year. Because selling new products in a social environment is consuming users' trust in small B, setting up premium with trust, and making money. He stressed that the new development of social networking channels is only a short-term dividend, after all, once the price parity habit, it shows that the user has become a senior electricity supplier users, and will return to the Ali platform.

　　 What will the peanut diary be like in the future?

According to the introduction, the peanut diary now has nearly 4 billion GMV each month, which represents the ability of peanut diary in data accumulation, and will also become the advantage of peanut diary in reverse customization. "We are now experimenting, starting with two heads of home and makeup." Yang Xianqiang said.

He said that at present, the number of employees of social networking business has reached 60 million, the compound growth rate is over 50%, and the total number of employees of social networking providers in 2020 is expected to reach 1 hundred million. In such a huge market, the peanut diary has three values: (1) shortening the retail circulation; (2) reducing the cost of acquiring customers. (3) create 100 thousand job opportunities.

According to the plan, peanut diary will become a multi channel shopping platform in the future. At present, the cooperation between peanut diary and Jingdong has been tested in small programs. Yang Xianqiang revealed that the commercial goal of peanut diary in 2019 was GMV breakthrough 80 billion, and the user scale reached 150 million.