All Customers Deficit 700 Million: Electricity Providers "Puffiness" Disease

As the chairman and CEO of VCG (Beijing) Technology Co., Ltd., the sales target of $10 billion was established in 2011. Now this goal has made him a big hit.

In December 8th, close to the top of the van.

On the previous day, Chen scored a passing mark to everyone in 2011, but he had to face the embarrassing reality: in November 5th, everyone submitted a IPO listing plan to the SFC, but the final result showed that everyone postponed the plan.

"There are two kinds of situations, one is the problem of financial data, the other is the submission of the company's withdrawal of the listing request," said the person familiar with the matter.

At the end of November, Wu Wu, former vice president of all customers, announced

Since its establishment in October 2007, customers have been in the leading industry for 4 years.

And from IPO delay, executives turnover to annual sales far lower than expected, more than 1 months time, everyone from the cloud and

Financial black hole

He has done many years of cultural commentary, and is still known as "literati temperament" in commercial operation.

According to previous media reports, he made the following development plans for all customers: the sales target in 2011 was 10 billion yuan, and if sales in 2012 reached 30 billion yuan, it would be considered to be listed in the second half of the year or the second half of 2013.

Even customers can achieve sales of 150 billion yuan in 5 years.

However, in 2010, all customers announced

According to a former van guest insider, in fact, sales in 2010 were less than 1 billion 700 million yuan.

This data is not much different from the data provided by the insider who is close to the top customer. He said that the sales data of all customers in 2010 were less than 1 billion 800 million yuan.

According to the person familiar with the matter, the company that maintains the growth rate of more than 50% is normal, and the growth rate of 400% is impossible at all.

In fact, no visitor has gone further.

According to the person familiar with the matter, according to the completed sales data, the sales forecast for 2011 is 3 billion 500 million yuan.

Another source gave the expected sales revenue of 3 billion 200 million yuan.

In addition to sales target, customers are still carrying high costs.

According to our reporter, the total gross profit margin of customers deducting the purchase cost of products is about 30%, while logistics costs account for about 20% of sales, and marketing expenses account for over 10% of turnover and human cost accounts for about 20% of sales.

In terms of logistics input, public information shows that in 2011, all customers plan to open 28 cities, and the total number of stations will reach more than 400, and the proportion of self built logistics will account for 60%-70% of the total distribution.

At the same time, customers will build a 24 hour distribution circle, with Beijing, Shanghai, Guangzhou and other customer logistics centers as the core, and open 24 hours distribution service within 300 kilometers.

This has made van customers carry heavy logistics costs.

At the cost level of employment, the data revealed in the old age show that there are 3000 people distributing personnel, 3000 warehousing staff, 1200 customer service personnel and 2000 other departments.

"The cost of labor in this part is more than 600 million yuan."

Former van guest insiders said.

The most important aspect of advertising in marketing is

According to the above data, if the sales volume of all customers in 2011 was 3 billion 500 million yuan, the company's deficit in 2011 was about 700 million yuan.

Prior to this, insiders estimated that the deficit in the past 4 years by the end of 2011 was about 2 billion yuan.

"These data and my understanding of the situation,

The familiar guest

In the process of rapid development of customers, hidden dangers have been buried.

Wang Luodan, Han Han, Li Yuchun and other 4 fashion stars as spokesmen, with the "object" propaganda, all customers in the past 4 years, such as "virus" is generally accepted by consumers.

According to the rankings of Internet Click ranking website www.alexa.com, after 4 years of marketing, the total visitor volume of visitors is 23 million UV (UV is an independent visitor).

In 2010, the advertising of van guest was 200 million yuan, about 10% of revenue.

In 2011, the expected expenditure on advertising was 1 billion yuan, or about 10% of the total annual projected sales.

The same e-commerce business Dangdang when the listing of the market share of the total cost of marketing 3.6%.

At the same time, the product line and logistics layout of van guest are also expanding.

From clothing to shoes and hats to daily products, customers have been in the past 4 years.

In addition, the convenience built by customers.

Van customer is not the pioneer of clothing business.

Before 2008, PPG, a domestic direct selling agent, was also on the path of crazy expansion.

At that time, PPG had won $100 million in venture capital.

The insider, who is close to van top, said, "customers have been made from many e-commerce enterprises. If management is not blind expansion, do too many" trial and error "products, while reducing market promotion.

The development path of everyone is not alone.

In November this year, Le Tao CEO Bi Sheng frankly, the domestic e-commerce may be a "scam", many electricity providers are losing money.

Yue Tao last year gross profit 30%, this year only 17%.

For a time, the collective voice of the electricity supplier began to spread.

The foregoing insider said that it was a common phenomenon that the electricity supplier industry misstated business data, even now.

The reason is that investors and entrepreneurs want to describe an industry by partnership.