What would you think if Capital Today, Sequoia Capital, and IDG all invested in a startup at the same time? What would you think if, in addition to these three top VCs, Lu Han, a popular star with tens of millions of fans, also invested in this company?
All this happened fortunately on the “Darling” APP.
With exposure and registered users, you still have to find ways to retain users, which is a test of the e-commerce operation capabilities.
Darling has two main operating methods:
First, Darling Coin. Users can get corresponding Darling Coins after purchasing goods, and can be exchanged for RMB for consumption. This is actually a traditional shopping mall points model, with little innovation.
Second, Darling Gang. This is the fan economy operation model launched by Darling, which attracts users to post orders or publish various high-quality topics through level incentives, thereby activating the “Darling Gang” community and increasing user stickiness. Therefore, in this community, we can see some V-ed experts who constitute the opinion leaders of the community and become Darling’s “promoters.” From this perspective, for a new e-commerce company, Darling Gang’s operation is very successful, and the opinion leader model it has created is in sharp contrast to the “decentralized” community model of Xiaohongshu.
In addition to Darling Coin and Darling Gang, Darling also adopts “new products at 8 am”, “flash sales at 8 pm” and various promotions in terms of product operation. Overall, as a new e-commerce company, Darling still has many highlights in operation.
From “creative gifts” to “global good products”, Darling has undergone a major transformation in categories and models, but it has always grasped the fragmented “wandering” shopping scene on the mobile terminal. At the same time, Darling has also entered the fiercely competitive import cross-border e-commerce market.
When peers have launched various “communities”, “new products”, and “limited-time flash sales” to meet users’ “wandering” shopping needs, Darling faces huge competitive pressure. Perhaps, the ultimate way for Darling to survive is to deeply integrate the “Darling Gang” with Lu Han’s fan club and use the fan economy to promote this cross-border business.