Mogujie.Com Beauty Said Behind The Merger: Forced By The Capital Cold Winter

If we give the next definition of China's Internet in 2015, the merger must be an unavoidable key.

The latest news about merger is that the world of beauty, mogujie.com and Hai Tao platform are about to merge, and the merger is likely to be convertible + cash.

In China

Li Mei and mogujie.com are a unique existence.

They were once very similar, just like you and "inside" inside and outside the mirror; they once suffered the same hardships. In 2013, Taobao began to severely block the shopping guide platform, so that they were almost pushed to a desperate situation. After the tribulation, the two shopping websites that once used to rely on big trees to enjoy the cool weather had to grow independently and frequent pformation.

Mei said that it was founded in 2009 and completed 5 rounds of financing. The total amount of financing is 250 million US dollars. Its peak value is more than 3 billion US dollars. Its current valuation is close to 6 billion yuan. In 2011, mogujie.com was established and completed 5 rounds of financing. The total amount of financing was 250 million US dollars, and its peak value was more than 2 billion US dollars. At present, the valuation is close to ten billion RMB.

According to people close to the merger, founder Xu Yirong and some teams will quit after the merger. Mogujie.com founder June will be the CEO of the new company after the merger.

But by the end of the press release, mogujie.com and Mei have not identified the relevant rumors.

Rumours have long been heard.

Before 2013, the hottest shopping guide website was beautiful and mogujie.com.

Data show that in 2012, nearly 10% of Taobao's traffic came from the shopping guide represented by beauty and mogujie.com. The year's Guide website was divided from Taobao to over 600 million yuan.

Taobao is a comprehensive online shopping website, and beauty says that mogujie.com and other shopping guide websites are aimed at young female users, which belong to the relatively vertical field.

They are characterized by helping users select the right products and provide services such as collocation, community and so on.

This is the most comfortable year for shopping guide websites, but this mode soon triggered Ali's vigilance.

Ma Yun internally issued "do not support the upstream shopping website continues to grow, Ali's traffic entrance should be grassland instead of forest, do not support rebate website" and other instructions.

Then Taobao quickly adjusted Taobao rules.

In August 2013, Taobao launched the strictest ban policy in the history, stipulates that the low price drainage for the third party platform will not be included in the main search sort and display the sales volume.

At the same time, Mei said and mogujie.com's products could not be connected to Taobao merchants. At the end of 2013, Taobao began to ban mogujie.com from using Alipay.

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Beauty said, mogujie.com had to turn to the road of self built e-commerce platform, relying on the accumulation of popularity and traffic in the e-commerce shopping industry, mogujie.com online excellent shop, beautiful said on-line good shop.

According to Tencent technology, at the beginning of last year, a proposal for merger was proposed to the two sides in the area of high leverage capital, but Xu Yirong and June resisted the merger.

But similar to a few mergers that have happened before, capital is in the cold winter. It is very difficult for IPO and mogujie.com to carry out a new round of financing.

At this point, the two sides merge, hold together to warm up, so that IPO cash is the only choice.

So at the end of last year, the negotiations were restarted and made rapid progress.

Multiple pformation

Before the merger rumors, the two e-commerce shopping platform has been pformed many times.

In 2010, June founded mogujie.com and jumped out of Taobao to become a member of Taobao's customers. At first, mogujie.com was positioned in the social business, but at that time the opportunity was not ripe, then the main shopping guide community mode was introduced to Taobao.

After leaving Taobao, mogujie.com pformed women fashion in October 2013.

We should establish closed loop pactions, set up excellent shop and superior quality system, and recommend buyer's "best choice".

At the end of 2014, mogujie.com again turned its direction to social business. Mogujie.com co-founder Yue Xuqiang told Tencent technology that mogujie.com had gone far in the direction of pure electricity supplier in 2014, and weakened many social contacts. In 2015, it made efforts to layout social interaction: "on the surface, mogujie.com has been in pition, but in essence it has been around" social networking + e-commerce "continuous optimization and upgrading, because the entire chain of e-commerce is very long, initially as a start-up company, mogujie.com can not mask.

The beauty of mogujie.com, which was born two years earlier than that, said that its members mostly came from the media and fashion areas besides the technical team, so the beauty was easier to be regarded as the attribute of carrying the media.

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After leaving Taobao, the first step for beauty to make its own way is to pform into C2C vertical electricity supplier.

Before being banned by Taobao, the number of Taobao businessmen who had long been advertising cooperation with beauty has reached tens of thousands. In the early stage of pformation, beauty said that thousands of Taobao sellers have been screened out from cooperative merchants, so that they have opened shops on their own platforms.

After that, he rejected the olive branch from Ali, but instead threw himself into the embrace of Tencent. Besides cash, he said that he received the strong support from Tencent.

In May 29, 2014, WeChat formally launched the "WeChat store". As the first batch of WeChat service numbers to participate in the internal testing, it was officially opened after being tested and connected to the mobile phone QQ.

Subsequently, the beautiful said further, become a Jingdong, drop taxi, public comment, another WeChat heavyweight interface.

Where will Xu Yirong go?

After the merger, the trend of the founders of both sides was also concerned. The initial news was that the founder Xu Yirong and mogujie.com founder June would become the joint CEO of the new company after the merger, and then Xu Yirong would fade away.

Updated news shows that Xu Yirong and part of the beautiful said that the management team will leave the company, and June will directly act as the CEO of the new company after the merger.

According to a former employee who said shortly after leaving beauty, it may be because Xu Yirong had already thought about the next step: "in the beautiful talk and the initial merger rumors of mogujie.com, beauty began to develop higo business, and there were rumors in the interior that higo is the next key goal of Xu Yirong in the future."

An investor close to mogujie.com and mogujie.com said to Tencent Technology: "in the negotiations, higo business is not in the target of merger."

According to Tencent science and technology, beauty says higo is a fashionable sea scouring platform which was beautifully said to start hatching in late 2014. The famous actress Angelababy became beautiful HIGO in September last year.

Image spokesman, and became the chief fashion officer of HIGO.

A beauty insider said to Tencent technology that last year, beauty said that it had won the naming right to run the third season in the high price, but it was the beautiful higo platform.

In addition, Mei said that at the beginning of last year, the "beautiful 100.Nanda" plan was launched, that is, to realize zero inventory through reverse customization of C2B, and to shorten the design and production cycle to 10 days through flexible supply chain. At the same time, the beautiful said it will invest 400 million yuan to support the operation of the supply chain system.

A related person told Tencent technology that the project is known as "beautiful manufacturing" inside the beautiful interior, which is another possible way for Xu Yi Rong to make a difference in the future.