Beside &Nbsp, It Is Difficult To Turn Around.

　　 Recently, Yan Lili, who lives in the city, found that the magazines that had been received frequently last year were significantly reduced this year.

In fact, this is only a microcosm of this year's strategic transformation. CEO Gu Beichun believes that in the next year, the strategic focus of the company will be biased towards online marketing. As an important driving force for the transformation, the two heavyweight partners will be introduced into China.

Worries about multiple channels of expansion

"Many vendors, including Vic and other vendors, can directly see free magazines in the mailbox. In Yan Lili's eyes, these free direct magazine is actually a kind of "shopping experience" to some extent, but this kind of experience is at home, and the medium is a magazine. Of course, the same information can be searched online.

The reporter noted that since the establishment of the company in 1996, as the first foreign-funded enterprise engaged in mail order business approved by the government, the mail order business has been thrived. Before and after 2000, the company began to test the water business and opened the B2C fashion department store, wheat net. But at that time, the development of e-commerce environment in China was still in its infancy. The double track system of "telephone mail order + network" was not effective for a long time. Until 2006, the first one came out. Retail store With its rapid expansion in the whole country, its business seemed to return to life. In 2010, it successfully landed on NASDAQ.

At present, the domestic online shopping market has developed to a certain level, which coincides with Gu's ten years ago. Although the stock price fell sharply during the period and was subject to class action from investors, it did not affect the strategic development goal of the company, that is, to insist on the three legged walk of "telephone mail order + Network + shop" and to transform to multi-channel retailers.

However, judging from the driving force of transformation, it seems that the power behind the capital of Sequoia is far from enough. The introduction of strategic investment partners is perhaps the best way out.

Introduction of two strategic partners

"For the strategic partners we have introduced, we are really concerned about the huge effect that the platform can bring to us." In the interview with Nanfang Daily reporters, CEO Gu Gu Chun Chun did not hide the good looks of the products.

Public information shows that in March 3rd, China formally introduced the two strategic partners of China and China. Among them, China and the US invested nearly $100 million to acquire about 29% of the stock of Sequoia Capital. So far, the proportion of shares held by Sequoia Capital has dropped to 33.8%, but it is still the largest shareholder.

According to the share purchase agreement, Buy The 76 million 986 thousand common shares are about 19% of the shares issued and outgoing shares, while the Chinese trend will buy 40 million 519 thousand common stocks, about 10% of which have been issued and outflows, and the purchase price of each side is 0.8571 US dollars per share.

"We are very pleased to be able to invest in China through investment. Electronic Commerce Market. " This is CEO's comment on the investment. In the eyes of the industry, this move is also a new attempt in the field of e-commerce. The latest data from the disclosure show that the number of users has exceeded 100 million.

The founder of snowball finance, Fang San Wen, commented in an interview with reporters that there were two main reasons for the sale of 29% of the shares. One is that it hopes to provide more sources of supply for the company by means of the upstream (China trend), and the two is to promote its sales platform by means of the Chinese market.

Obviously, the new attempt of E - commerce has nothing in common with its development ideas. Not only that, through cooperation with China's trend, it can also get a corresponding tilt in upstream resources and expand its business scope. Statistics show that China is currently the world's most famous Kappa and Robe DiKappa brand holders in China, Japan and Japan.

Seek business transformation with its own characteristics

"In last year's overall sales performance, the share of online sales has reached nearly 50%, and this proportion is still expanding." Gu Beichun told reporters that despite the rapid expansion of the number of entities in the past few years, but faced with the current trend of e-commerce, it will not focus on the expansion of physical stores this year.

Data released by Analysys think tank show that last year the online shopping scale reached 520 billion yuan, an increase of 106% compared to 2009. The scale growth is still dominated by clothing and 3C. During the fourth quarter of last year, the scale of China's online retail market reached 172 billion 800 million yuan, an increase of 29%.

However, as we seek to make a magnificent turn, competitors from the online shopping industry have to be cautious. During the past three years, the new clothing e-commerce website has been developing rapidly, and has opened up an online shopping platform, V+, which focuses on fashion products. {page_break}

"Although we will not set up a mass shop with sales function in the near future, we will not exclude the need to consider brand building and online shopping experience in the future, and set up brand experience stores in big cities for consumers to experience and try on." Van customer told reporters that in the past year, sales of only customer service has reached 2 billion yuan, which does not include products on the V+ platform.

Facing the brutal competition in the market, Gu Fu Chun emphasized that the next step will be to spare no effort to promote the development of enterprises with their own characteristics. "At present, there are not many websites similar to those offered by wheat net in China. After all, we have both private brand and third party brand. This is our characteristic and our biggest advantage at present."