蘑菇街 / Mogujie

Mogujie is the women’s fashion discovery and social-commerce case in No.200 电商三国之群雄逐鹿：腰挂公章、持剑拒签，以及 108 种死法. The episode says Mogujie once sent substantial traffic to Taobao, then had to shift toward its own ecommerce platform after Alibaba blocked guide links, later relying heavily on livestream GMV and platform operation services.

Connections

• 美丽说 / Meilishuo — peer and later merger counterpart.
• Taobao and Alibaba — upstream platform whose rule changes reshaped Mogujie.
• Platform Dependency Risk — central concept illustrated by the case.