Rebate Network will promote O2O service CEO saying verticalization is the direction

Ge Yongchang, CEO of the e-commerce shopping guide website with online shopping rebate model, said in an exclusive interview with Tencent Technology that the e-commerce shopping guide industry has undergone great changes. "In the past, our shopping guide was a platform-oriented shopping guide. For example, we guide users to different platforms, such as Taobao, JD.com, and No. 1 store. This year, we began to guide users to brand stores to help users discover better stores and better products.Card. ”

Ge Yongchang believes that at present, the focus of shopping guides has shifted from the platform to store shopping guides. Although the platform is becoming more and more mature, there are more and more stores, and it is becoming increasingly difficult to obtain customer access traffic. If these stores opened on the platform do not have a good traffic diversion ability and user acquisition ability, their business will be very difficult to do.

The entire e-commerce wave in 2012 is not as popular as it is now. The capital market’s optimism about the shopping guide industry is actually stronger than in 2012. Ge Yongchang emphasized this.

Ge Yongchang judged that in the future, shopping guide e-commerce will become more and more segmented. To do shopping guides, you must first choose the people. To be a woman or a family user. I think in the future, shopping guides will develop towards professionalism and verticality, and will continue to develop towards more vertical and better experiences.

According to Ge Yongchang, in the second half of this year, Rebate Network will do offline rebate business and develop its O2O services through the offline market.

The following is the transcript of the interview:

Host: Hello, Tencent netizens. Today we are very happy to interview Ge Yongchang, CEO of Rebate Network. Please say hello to Tencent netizens.

Ge Yongchang: Hello, Tencent netizens, I am the CEO of Rebate Network.

Host: We know that the e-commerce shopping guide industry is very hot. Mogujie received US$200 million in financing some time ago, and you also received 20 million in financing this year. In fact, they are all very large amounts. What is the difference between this year and last year?

Ge Yongchang: E-commerce shopping guides have changed a lot since last year. The main ones are shopping guides represented by rebate networks with cost-effectiveness as the selling point. We are actually constantly upgrading. For example, in the past, our shopping guides were platform-oriented shopping guides, such as we guide users to different platforms, such as Taobao, JD.com, and No. 1 store. This year, we began to guide users to brand stores to help users discover better stores and better brands.

Host: Specifically, what is the difference between Rebate Network and Mogujie’s well-known name compared to Meilishu?

Ge Yongchang: Meilishu and Mogujie are helping young female users discover more fashionable clothes. Its positioning is the positioning of young women. Our positioning is that men, women, young and old can actually be our users. What we provide is value, not to help you find good-looking clothes, but to help you find something better cost-effective.

Host: I see many e-commerce shopping guides transforming. Taobao does not support e-commerce shopping guides very much. What do you think about the phenomenon that rebate network is not very supportive of large platforms?

Ge Yongchang: That's right. There is nothing to say about WeChat. Because WeChat does not have e-commerce at all, Taobao's attitude towards shopping guides is not to say it does not support it. It should be said that it hopes that this industry will develop healthily. This year, it has introduced many supporting policies for us, and has a deeper understanding of many businesses. Taobao does not support shopping guides as understood by the outside world. I think it is just the situation for some customers, which does not represent the policy for the entire industry.

Host: Overall, the e-commerce industry has become more and more mature in the past two years. Compared with the previous enthusiasm for e-commerce shopping guides is not as popular as in previous years.

Ge Yongchang: You said it was a big change. At present, the focus of shopping guides is crossing the platform to shop shopping guides. Although the platform is becoming more and more mature, there are more and more stores, and it is becoming more and more difficult to obtain customers' access traffic. If these stores opened on the platform do not have a good traffic diversion and user acquisition ability, their business will be very difficult to do. Therefore, these stores are still very popular with shopping guides such as traffic, platform, and effect payment.

Host: We see that the US capital market is generally getting better and better in China's e-commerce websites. This year, both Jumei and Vipshop have more and more market value. What are the chain reactions of the favorable capital market to e-commerce shopping guides?

Ge Yongchang: This is of course a positive reflection. He is optimistic about the entire e-commerce market in China. E-commerce shopping guides are a part of the e-commerce market. The entire ecological chain has better development, and enterprises in the ecosystem will have better development. In the first half of the year, the financing of shopping guide companies has also continued to increase.

Host: Compared with 2012 and 2013, and in 2014, what do you think is the difference between the capital market and the well-known shopping guide website?

Ge Yongchang: It should be like this. The entire e-commerce wave in 2012 is not as popular as it is now, especially in the past one or two years, e-commerce has received a great return. Because these investment companies and these VCs have received very large returns from e-commerce companies, they will continue to invest their entire funds in front-line startups. So from my opinion, the current capital market's optimism about the shopping guide industry is actually stronger than in 2012.

Host: How many members do you currently have? What are the standards for the rebate amount?

Ge Yongchang: Currently, we have 50 million users, with the highest rebate reaching more than 30%, and the lowest rebate is around 5%.

Host: How do you cooperate with merchants in detail?

Ge Yongchang: It means that the merchant puts his products on my platform to promote them. My users can get more cost-effective products, merchants can get users, and also get an order, so the entire chain is like this.

Host: What do you think of the long-term development of e-commerce shopping guide websites?

Ge Yongchang: It will become more and more segmented. When doing shopping guides, you must first choose the population. Be a woman or a family user. I think shopping guides will develop towards professionalism and verticality in the future. I think shopping guide business will continue to develop in a more vertical and better experience.

Host: What actions will you do on the rebate network in the second half of this year? What actions will you do on the mobile terminal?

Ge Yongchang: Our focus in the second half of the year is the first part of brand shopping guides to continue to develop. In the second part, we will do offline rebate business. Offline is also the market we are most optimistic about. We will develop our O2O services through offline markets.

Host: What is offline rebate like?

Ge Yongchang: We will cooperate with major department stores of Carrefour, Walmart, and PetroChina. This area should be very smooth.

Host: Overall, he already has a large user flow in this area.

Ge Yongchang: Now users are constantly running online, but offline customers are more eager for customers. For them, how to gain more users and make users more loyal to them? They hope to cooperate with us to get a better exploration. We hope to provide users with a rebate online and offline.

Host: Can you disclose the data on the mobile terminal?

Ge Yongchang: Our mobile revenue currently accounts for 70%. Our business is mainly one, one is a main APP with rebates, one is a super rebate for brand sales, and another is a product made by 9.9. The 9.9 product is developing very fast now.

Host: Do you have any products for the brand sale you refer to?

Ge Yongchang: We cooperate with brands. He provides products here. If you click, you will jump to his various brand stores to buy. We are a shopping guide and we don’t do transactions ourselves.

Host: How do you make specific different products?

Ge Yongchang: It depends on its gross profit. On average, I can get 30% to 40% of the rebates to users. The brands covered are covered from Apple to some snacks and cosmetics, including Nike and Adidas. We all cooperate with brand licensees, and the quality is still guaranteed. Why can they give us such a large rebate? The reason is that the cost of obtaining the entire traffic is very high now, and it is very effective to cooperate with us to ensure the fees he pays.

Host: You just said that many offline manufacturers cooperate with you, but there is a problem that a large part of them is the young user group that has been converted into offline, and the old part remains offline, and the old part is not very sensitive to the Internet. How do you impress this group of users?

Ge Yongchang: With the popularity of mobile Internet, the number of people using smartphones is becoming more and more diverse. Now people in their 30s are also using smartphones. Young people are not only buying things online. In fact, if you look at a person’s consumption, most of the consumption is completed offline. I think that in the future, online and offline reaching a balance point does not mean that no one is spending offline. We are still optimistic about the offline market.

Host: OK, thank you very much for your wonderful sharing.



Ge Yongchang: Thank you, thank you.



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