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Footwear B2C Electric Business Amoy Caught In Selling Rumors

2014/5/2 12:08:00 45

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anecdotal rumours that the acquisition of Le Tao is a former vice president of operations, a vice president of the original management. WeChat's friends circle is more duer. "A company is going to go bankrupt," she said. "A beautiful woman can't bear to leave her colleagues. She can't bear to leave the company."

as the leading enterprise in the field of vertical a href= "http://www.91se91.com/news/index_c.asp" > B2C < /a >, the fate of Yue Tao from peak to low valley is exclamatory. This hearsay of the fate of Yue Tao touches the nerve of the industry.

However, when Bi Sheng accepted the Tencent technology link, they were all entertainment gossip.

Less than P, he took a vacation abroad. But he confirmed to Tencent technology that some of the recent developments in Le Tao were in Beijing. They were still in normal operation. They also served as Le Tao CEO, but they no longer wanted to face the media again. Some rumors outside were boring.

"P", Bi Sheng did not hide that Le Tao might seek to sell, saying that related matters are in progress.

If the rumors about the sale of Le Tao are true, the sale of the vertical B2C enterprises is also a good thing today.

Bi Sheng also said that he had already invested in projects outside Le Tao, but he refused to disclose the distribution of energy. He said he was still looking for new directions.

in fact, the fate of Le Tao is just the epitome of countless vertical B2C destiny.

With the disappearance of the PC Internet dividend and the rise of Tmall B2C and other large B2C, the websites of Dangdang and Vanke are all very difficult. The smaller vertical B2C is either vanished or merged, and the red children have disappeared.

Many B2C websites have become passers-by.

fate is like a roller coaster, which has been controversial because of "deception" /strong < .

compared to today's sale rumors, Yue Tao has been on the scene for a while and is competing with another Footwear Company to get financing.

Yue Tao had won several rounds of investment from 2010 to 2011, including the Tiger Fund and LIAN CE source.

, but at the end of 2011, the situation of Le Tao was sharply reduced.

The current situation of the loss of money by electricity providers has led to an outspoken statement by Bi Sheng. It is a sham to say that the electricity supplier is a hoax. If you hear the four word of electronic commerce, you will be nauseated. All electric business companies are cutting meat under your hands, and you will welcome your customers with a smile on your face.

Compared with the financial crisis in 2011 and 2008, Bi Sheng said that the crisis in 2008 was that the racket was shot up quickly on the cement floor, and that the racket in the 2011 was unable to play on the swamp.

This comment triggered a huge response from the electricity supplier industry.

"P" Bi Sheng's "hoax theory" not only combating staff morale, but also become a "public enemy" in the electricity business circle.

Chen Hu, vice president of Le Tao net, saw the anger in his speech and scolded Bi Sheng. "Damn you, you didn't tell me, and you made such a big thing out there! What do I say to the staff?"!

a person familiar with the matter said that an electric business owner drank a drink and trusted him on micro-blog. He swore at Bi Sheng in a private letter. He said he destroyed the entire electricity supplier industry and destroyed his company. Some employees saw the speech and quit immediately.

Less than P, the background of the "electricity supplier is a hoax" speech is that the business enterprises generally suffer heavy losses. In those days, the case of Le Tao was taken as an example. The logistics cost accounted for 1% of gross profit margin, the operating cost accounted for 8% of gross profit, the cost of return accounted for 2%, and the packaging cost accounted for 1%.

The bigger cost is the high cost of advertising, and the sharp rise in advertising makes the business of e-commerce become a huge red sea.

in the era of frenzy of burning money by electric business enterprises, the financing of Yue Tao was quickly burned down, and the cost of obtaining traffic increased greatly. So we had to abandon the platform strategy and pform the footwear brand, but soon suffered the pformation pains.

During the P peak period, Yue Tao rented the two storey office building of the Macao center in the downtown area of Beijing's Wangfujing commercial circle, with a total number of over 400 people.

After a short span of a year, the size of Le Tao Beijing company has dropped from 400 to more than 40, and its team in Hangzhou has been reduced from nearly 20 to less than 10.

in 2013, Le Tao was hit hard. Vice president Chen Hu and vice president of operations Li Zhenguang resigned, and CTO Li Yongwu was in love.

Chen Hu and Li Yong are new employees of Le Tao, and are also shareholders of the company.

Among them, Chen Hu was an early employee of Taobao, who followed the business of Bi Sheng for several years, and finally went out. But Taobao was bigger and frustrated, so that Chen Hu did not want to talk about the past.

October 2013, Le Tao was reentered into the industry because of a series of negative rumors.

First, Le Tao official website was unable to visit regularly, and rumors that it was facing a crisis of closure.

Since then, the general manager of tuotuotuo, a food online supermarket, has recently revealed to micro-blog that Le Tao's original business will stop operation, the new development direction has been determined, the product is also basically developed, and there may be new funds to enter.

according to Tencent technology, from all sides, the new development direction of Le Tao is "customized platform".

Le Tao has identified the road of its own brand has been difficult to continue, it means that the 5 years of the 3 years of pformation failed.

has been "young and frivolous" < a href= "http://www.91se91.com/news/index_c.asp" > Bi Sheng /a > "frankly" too radical "/strong" /p.

Yue Tao had a good hand but lost the game.

Former Lok Tak people once revealed to Tencent technology that when Taobao Mall (Tmall predecessor) initially invited B2C enterprises to enter, Taobao vice president led the team to visit Le Tao and Bi Sheng, and Taobao offered preferential conditions. As long as Yue Tao was settled, the advertising resources of 1 million yuan were promoted.

, but at that time, the trend of Yue Tao was fierce. Bi Sheng's attitude was relatively arrogant, claiming that it would be possible for Alipay to settle down.

This condition was unacceptable to Taobao and the negotiations finally broke down.

> when it comes to the completion of Tmall's pformation, it will be too late. Tmall will no longer give Le Tao its original support for advertising resources, and Le Tao still needs to pay a high price for its opening shop.

And he opened more than 10 Tmall stores and delivered millions of dollars.

from platform to brand pformation, as a symbol of pformation, Le Tao launched Chance Chance (right), Lavis Lavie (Le Wei), Imosii (Mo Xi), MANWILL (Mai Wei), C+ (Si Ga) five private brands.

but this pformation is not optimistic by the outside world.

First, the relative concentration of footwear brands, the stronger traditional brands, BELLE alone occupy more than 20% market share of the line, people's awareness of shoes brand is deeper than clothing.

Two, the comfort of shoes is more difficult to control, last type and size requirements.

And the traditional background has higher requirements, buyers, production, supply chain capabilities are indispensable.

the former deputy general manager of the shoe net, Lin Cheng ye, has pointed out that making a brand has been very difficult. Making five brands at the same time is whimsical and inconsistent with its energy, capability and staffing.

Although BELLE has many brands, it has been through twenty years of continuous exploration, integration and acquisition to achieve today's scale.

It's hard to focus on a brand by spreading too many firepower.

Lin Chengye believes that the success of angry birds at first is based on the popularity of the game and the heroes of the time. On the other hand, it is based on the large number of advertising promotion at that time, the value of platform traffic.

In addition, angry birds are the concept of Internet, and are compatible with the genes of Le Tao's Internet.

Now, lack of carrier support and brand support, women's shoes are more complicated than canvas shoes.

a former Le Tao middle level told Tencent science and technology that Le Tao once wanted to pull back a bureau by Tmall double 11, equipped with tens of millions of supply sources, but the reality was rather cruel, and only sold millions of goods.

The backlog of these goods has become the last straw to crush Le Tao.

over the past few years, Le Tao has been in the difficult position of the left and right, but for Bi Sheng, everything is not a bad thing. Bi Sheng is in reflection, regretting the rush at the beginning, and realizing that the essence of the electricity supplier is still retailing, which is selling goods, and it is not easy to do it.

Compared with the arrogance of the past, Bi Sheng has become a lot more pragmatic and has changed greatly in character, becoming softer and making friends with others.

Le Tao's experience is not only caused by its own reasons, but more importantly, the profound changes have taken place in the whole business environment.

An electricity supplier has pointed out that Le Tao has done a good job in marketing, including cooperation with angry birds and fruit ninjas. Unfortunately, the capital market has changed so fast that it hasn't given enough time to le Tao. The fate of Le Tao is a pity.

> a href= "http://www.91se91.com/news/index_c.asp" > Yue Tao "/a".

At the beginning of this year, most of the employees of Beijing good operation center were dismissed after being compensated for 3 months' salary, leaving only a few people to deal with after sales business.

There had been many rounds of layoffs.

according to an electric shoe supplier, good Lok has also been sold for several times.

After the purchase of the Beijing operation center, the store has only one warehouse in the country, which is bound to be affected by distribution.

Without the follow-up funds, the home page of good Le has been revised, the home page SKU has been greatly reduced, and the investment in navigation has basically been in a state of stagnation.