A Brief Analysis Of The Rise And Fall Of Footwear B2C

< p > as a most ordinary small media practitioner, although there is no focus on the field of footwear business, but there is always a little bit of feeling, here to share.

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"P" over the years, I have heard countless times of music panning Sheng, good to buy Li Shubin, West Street Guo Hongchi.

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Zhu Qigong was still taking care of his cool sports. Remember, on the eve of double eleven, Lao Zhu sent a micro-blog "sleepless tonight, double eleven Eve, where are you p B, where are you reporting?" in another year, Zhu Qigong became a spectator. "For the first time when a double eleven is a spectator, what is the flaw in the whole day?"

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< p > 2007, good luck buy and shoot shoes were established. In 2008, Le Tao, shoes and storehouse shoes were set up. In 2009, the West Street was set up, and the cool campaign was established in 2010.

Just with the pace of establishment, only after 1 years of peaceful spending, in 2012, good music began to lay off employees, and Amoy began to lay off workers. At the end of the year, Le Tao had cancelled the Beijing office and moved to Zhuhai.

In 2013, some footwear B2C was exposed to more than 50% layoffs, while some cool sports products such as cool sports products, which were less than three years old, had been closed down.

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In the process of struggling P, we remember that from the beginning of a single product, the success of "Le Yue" began to be more than a href= "http://www.91se91.com/news/index_c.asp" > category expansion "/a".

But today, I want to talk about it from the media point of view. The force that we made at that time, at the time of "Youth", has brought some bubbles or impetuosity to these enterprises at least. At the time when they are in danger, we do not seem to know what else to do. X

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Less than P, Le Tao got several rounds of financing, so he could get several rounds of financing, and get many rounds of financing for his shoes.

Financing is the news we most like to catch and hype.

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< p > for example, "Chuan Le Tao has won hundreds of millions of scale or lifting the price war in the B round of financing". "Le Tao completed financing is expected to grow 300% over the past two years", "good Le C round financing $50 million has been ready to prepare for the listing", "good fun buy at the end of the year to refinance overseas listing next year".

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"P" and so far, good or good, nor have they listed, but because of some capital forced and paralyzed and early into the "recuperation period".

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< p > remember when it was crazy, Le Tao was only half a year old. After the last round of huge financing, it got another two hundred million yuan of financing. It seemed like a winter.

The most direct feeling is that whoever burns enough money in the shortest time will take the best place.

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< p > in fact, the media also think so, "vertical B2C will only have 2-3, and B2C will start to burn."

Similar views are again overwhelming.

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< p > "two pairs of shoes" is like the biography of the jabbos in the two years when the shoe B2C came into being. "Three pairs of shoes".

Whether it's a direct business operator or a media observer, a pair of "three pairs of shoes" is being pmitted to each other.

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The successful mode of < p > Zappos in the United States is to emulate the domestic a href= "http://www.91se91.com/news/index_c.asp" > B2C < /a >.

In related media manuscripts, even the Zappos international business leader also had a strong interest in local businessmen such as Yue Tao and even made a judgement: according to le Tao, the market value and revenue of Le Tao can reach more than 3 times of Zappos in the future.

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< p > remember at that time, the daily order amount of Le Tao was about 2000, and the media were also promoting the difference and advantage of the "real library sale" and Zappos "real library distribution".

I remember at that time, a large number of media interviewed Li Shubin for good fun, and then published an article entitled "Li Shubin: Zappos mode can not be copied".

Even remember, "IT Longmen" salon, Li Shubin has been talking dry and dry, and the audience is still asking.

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< p > in fact, Zappos, who is a good imitation of Le Yue and Le Tao, has been sold to Amazon for $1 billion 200 million in 2009, even though it has done no better.

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< p > enterprises are most afraid of the two word of media interpretation is "layoffs".

For these business enterprises, layoffs are often accompanied by "capital chain or fracture", "CEO has been built up" and other earthquake level information.

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< p > but from 2012, in the case of < a href= "http://www.91se91.com/news/index_c.asp > > footwear > /a > B2C, the flood that finally could not stop began to pour.

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< p > > "good Le buy is seen to be layoffs 30% brand marketing department revoked", "Chuan Le Tao mass layoffs", "Le Tao pformation pains: supply chain turnover half a year's poor sales", "West Street denied layoff layoffs: technical personnel stability" and so on a lot of news began to spread, the industry's first reaction is: this industry began to have problems, so in micro-blog, the major SNS discussion topics, it is inevitable that there will always be "good Le buy, Le Tao quickly dying" discussion.

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Under the pressure of P, these entrepreneurs have to stand up to the media again: "Li Shubin: vertical electricity providers and platforms should customize what should be done", "Li Shubin: people do not need too many business providers", "reflect on themselves, also warn Chinese Entrepreneurs: slowly and healthily"; and the determination of "win win" in the year of Yue Tao has begun to switch to reflection and disclosure: "the electricity supplier is going to drive fast and fast will hit the tree", "the electricity supplier is the most difficult industry" and "the electricity supplier talent bubble is very serious".

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At the end of 2012, at the end of the year P, the leotao net, which had been rented on two floors in the Macao center of Wangfujing, Beijing, began to withdraw the Beijing department and fight for Zhuhai.

However, no matter the founder or the CEO Li Shubin, he was very vocal.

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< p > < a href= > http://www.91se91.com/news/index_c.asp > footwear > /a > B2C seems to have left for some time from the penholder of the media, because it is really not ready to write.

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< p > but the industry is still slowly changing. Good Lok has been shrinking again after the expansion of the category. Le Tao has abandoned it after its own brand pformation. The west street network has already retired from B2C to the back end of the supply chain, and only some of the companies that follow the financing, such as shoes, Amoy shoes and some other processing and manufacturing bases are still talking about the POP platform.

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< p > as China's good songs sing, "either fly or fall", Le Tao ahead of the crash, was laid off a lot of layoffs and capital chain tension.

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< p > at the time of Le Tao's accident, the people in the industry knew everything, and the operation mode of good Lok was almost the same as that of Le Tao, and the pace was quite consistent from burning money, advertising and personnel expansion.

Fortunately, the good music bought in the instant after the media burst, and then it was saved.

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Less than P. However, after the media failed to speak and punish, these shoes B2C didn't seem to have many opportunities.

A lot of investment institutions have been injected, but relying solely on business to achieve profits, it is very difficult for investors to withdraw. Listing is far from being expected.

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< p > "well, let's stick to it."

Some of those responsible eventually revealed their true feelings.

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