At 00 a.m. on January 17 (yesterday), the user of Xiaomi Youpin Youyu received a shutdown announcement message, saying that "Xiaomi Youpin Youyu will terminate its operation at 10 a.m. on March 17, 2022". The full version of this information is also displayed on the Youpin Youyu applet and the home page of the app. Here, a team of promoters who have long followed the practice of having fish and products said to Jianshi that it was not unexpected for the outage. In 2021, the team had perceived it in advance and entered a state of gradual decline. They believe that the revenue is not ideal, which is the most direct reason for the outage. From left to right: Xiaomi has products and fish shutdown SMS, applet and app home page shutdown announcement 01 account balance can still be withdrawn The outage announcement released said that the members with products and fish still within the validity period will receive "Xiaomi up members" free of charge and continue to enjoy the member services provided by Xiaomi products, which will take effect from January 17. Among them, users with a valid period of less than 1 year will get a 1-year Xiaomi up member under a unified account; Members with products and fish for more than 1 year but less than 2 years will receive Xiaomi products and up members for 2 years. At the same time, there are virtual properties such as coupons, growth value and points in the Youpin Youyu member account, as well as corresponding solutions. The balance in the account can be withdrawn according to the platform rules before 10:00 on March 17. The official information shows: 1. At 10:00 on January 17, 2022: stop the check-in service and growth value exchange member service, get off the shelves of "fish products" and "fish selection" commodities, and you will not be able to obtain growth value when purchasing commodities; 2. At 10:00 on February 14, 2022: stop the Renewal Service of fish members; 3. At 10:00 on February 17, 2022: stop commodity sales services, growth value exchange points services and points exchange coupons services; 4. At 10:00 on March 17, 2022: stop the withdrawal service and shut down the server. At that time and in the future, you will not be able to access Youpin Youyu app and applet. 02 a pushing team said "great impact" Youpin Youyu is a social e-commerce business launched by Xiaomi Youpin in 2019. It can become a member at a cost of 396 yuan. Members can enjoy a higher proportion of promotion service fees by promoting goods to other users. According to the push team of Youpin Youyu, it was perceived that the platform revenue was not ideal earlier. This may be the most direct cause of platform outage. According to the team, the profit of Youpin Youyu is higher than that of other social e-commerce platforms, and the push finally gets a lower commission, which is contrary to the original intention of the industry of "sharing money and self purchase to save money", resulting in the decline of push enthusiasm and the decline of platform performance. On the other hand, Xiaomi products have high cost performance and low repurchase rate, and the profit points that can be obtained by pushing hands cannot be improved. There was a dialogue when the product and fish were officially launched. At that time, it was concluded that the most handy thing for the product and fish was the "explosive game", mainly commodities of about 100 yuan. However, a promoter team joked that "we have been waiting for the platform to launch more high repurchase and high commission products since 2021, and we haven't waited until the shutdown". Under these conditions, some pushing teams told the truth that they entered a gradual decline as early as 2021. As for today's situation where there are products and fish, they think they have some regrets. After receiving a formal notice yesterday, the push team will move to other social e-commerce platforms while maintaining the original level. For the C-end users, they can choose to move to the product to continue to exercise their rights and interests, while for the push team, most of the previously established social relationship chain will collapse. The pushing team mentioned earlier said that it had a "great impact". The team has tens of thousands of pushing hands at the highest, and the total number of consumer users is several times this value, but only 10000 + consumer users can be contacted at present. 03 social e-commerce is still available Youpin Youyu was previously positioned as Xiaomi Youpin's membership mall, and according to official information, the Xiaomi premium up member mentioned above was launched in October 2021. The withdrawal of Youpin Youyu, or the strategic transformation of Xiaomi Youpin in its membership strategy, the rights and interests update mentioned in its outage announcement also more or less reveals signs of guiding users to Youpin up members. Details of Xiaomi Youpin up membership interests Since 2021, social e-commerce is no longer easy to do or has become an industry consensus. In the past, some Beidian stores suffered a break in the capital chain, and then there was a sharp decline in their performance. Now there are products and fish. However, in the field of private e-commerce, the team of core promoters (leader, small B, official shopping guide, super user, etc.) who play a key role in social e-commerce still plays a huge role - although we believe that private e-commerce is the latest form of social e-commerce, to some extent, the differences between the two are very difficult to explain, and more are the corresponding stage differences. In the new private e-commerce stage, it is a trilateral market centered on small B, which connects the supply chain and C-end users respectively. Obviously, it is also in the early stage. Among them, how to turn ordinary people into efficient small B is the core competitiveness of the private e-commerce platform (refer to the white paper "outbreak of private e-commerce" and send the keyword "white paper" to Jianshi company). In the past few years, private domain water has increased at a rate of 100% every year. According to the data released by wechat in the wechat open class on January 6, more than 30% of applet transactions in 2021 came from stores and shopping guides. For example, after consumers arrive at the applet, they will assign special shopping guides to guide and provide professional services, and the distribution will be provided by offline stores to nearby consumers. These, or imply some changes or trends: Small B shopping guide (service), online and offline data connection, online transaction and small B revenue linkage, focus on the application and improvement of store resources and service experience, and focus on optimizing terminal and sales structure. (Xinhua News Agency)