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

As the chairman and CEO of VCG (Beijing) Technology Co., Ltd., in 2011, Vic set up 10 billion yuan for all customers.

In December 8th, a person close to the top customer disclosed to our reporter that "according to the estimated sales situation, the final operating income of 2011 is about 3 billion 500 million yuan, which is far from the 10 billion yuan target."

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 generally two situations, one of which is finance," the person familiar with the matter said.

At the end of November, Wu sang, former vice president of VW, announced that he had resigned for personal reasons.

For Wu Sheng's resignation, the person familiar with the matter said, "IPO is an important reason for the delay or the resignation of Wu Sheng. In addition, everyone is a senior executive.

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 fell back to earth.

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, the revenue from all customers announced was only 2 billion yuan, compared with the target of 10 billion yuan in 2011.

If we want to achieve this year's goal, we should achieve a new increment of 4 times.

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.

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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.

In the most important advertising aspect of marketing, according to the data provided by an authoritative advertising agency in China, the total amount of advertisers in TV advertisements is 61 million 9 thousand and 500 yuan (up to November 26th), and the newspaper put 1 million 456 thousand and 300 yuan (up to October 31st), and magazine advertising is 15 million 97 thousand and 200 yuan (up to October 31st), and the network is 126 million yuan (up to December 6th).

In addition, outdoor placement accounts for 30% of the total volume of van tke.

Based on the above data, up to now, the total price of advertising is about 300 million yuan.

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.

"Basically, there is no big discrepancy between these data and what I understand."

Former van guest insiders said.

And fan refused to respond to the data.

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 expanded their products to a broader department store in the past 4 years.

In this regard, Chen said in December 7th, "to say that the difficulties or challenges faced by customers this year are too violent to expand the category, there will be some mistakes.

Such as rice cookers, panels, kitchen knives and so on.

In addition, the fast logistics system built by customers has also been questioned.

Insiders said that the clothing industry did not require 1 days to arrive.

According to foreign practice, even the best companies are only promising 3 days' arrival.

The arrival time is shortened to 1 days, which makes the customers increase a lot of cost and eat about 5% of gross profit.

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 the top customer, said, "customers have been made from many electronic business enterprises. If management is not blindly expanding, making too many" trial and error "products, at the same time, reducing market promotion costs and logistics costs, it is still very easy to make money.

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 hope to describe the "good scenery" of an industry through partnership. This will not only confuse competitors but also fool more investors.