Mogujie.Com Beauty Says Merger Is The Best Choice.

Mogujie.com formally announced merger with beauty, which is also the first case of Internet enterprise merger in 2016.

After the merger, the two brands will operate independently, and the entire paction will be completed in the form of full swap. Mogujie.com and Mei said that the total business valuation of the new company was nearly 3 billion dollars at 2: 1.

The new company is in charge of mogujie.com CEO June, who says that CEO CEO will lead the core team to focus on HIGO business.

As an existing shareholder of beauty, Tencent will add additional investment to the merged new company.

"This is the end of the era of simply selling an electronic business, and simply being a media to deliver fashion content to users. This era is passing by."

June's speech at the D round of financing conference last November not only summarizes what mogujie.com wants to do, but also tells us the concept of a social business.

CEO Xu Yirong said in an internal mail: "inadvertently, we completely subverted the old fashions of fashion media.

We abandoned the old understanding that "media is the media, the electricity supplier is the electricity supplier". For the first time, we have penetrated the media and electricity providers to guide users' consumption seriously.

Mogujie.com, founded in 2011, and the beautiful shopping website, which was founded in 2009, said that these two Taobao sellers once backed up by Taobao, had to endure the pain after Taobao's awakening.

Fortunately, at the end of 2013, this pair of "brothers and sisters" had accumulated considerable traffic and popularity.

After leaving the Taobao department, mogujie.com and beauty said they went their separate ways.

Although mogujie.com has been constantly pforming, it has always been around "

The mode is constantly optimized and upgraded.

In October 2013, mogujie.com pformed its female fashion vertical e-commerce platform, built a closed loop trading system, set up an excellent shop + superior product system, a buyer team's "best choice" recommendation, and began to pform social networking business at the end of 2014.

Beautiful said that after leaving Taobao, the pformation of C2C vertical electricity supplier, under the pressure of Xu Yirong, quickly developed a female fashion vertical e-commerce trading system, set up its own e-commerce trading platform, and obtained Tencent's investment and WeChat heavyweight interface.

At the end of 2014, HIGO began to hatch inside, and there were rumors that this was the next key goal for Xu Yirong in the future.

At the beginning of last year, the "beautiful manufacturing" launched by Mei can not only undertake orders from merchants, but also allow users to reverse customize and realize the consumer driven C2B mode.

In June's words, sitting together is just a beautiful future.

In the future, there will be less competition, less cost, faster coverage of more female customers, the rapid elimination of many competitors, the promotion of suppliers and brands' premium capability, and more importantly, in the female media and women's consumption fields, it has become a new type of encircling service ecotype group for girls.

At the same time, the merger also enables Hangzhou's supply chain advantages to be effectively combined with Beijing's social advantages.

People interviewed by reporters said that on the product, mogujie.com and Mei said they had their own fashion e-commerce platform, but in the user side, the two parties surveyed each other's user data before the merger, and found that there was only about 20% coincidence degree.

"Generally speaking, mogujie.com will tend to be more young people, such as the young people with students as the main force. The beauty is more inclined to white-collar workers with a higher consumption power, and the two brands are more clearly defined.

Specifically, how to make the two brands more precise positioning will re adjust the whole of the new company.

It will take some time. "

People familiar with the matter said.

It is worth noting that the merger does not involve shareholders' cash withdrawal. Mogujie.com said it was the best choice for both founder and management team to take into consideration the wishes and interests of all investors and shareholders.

The capital management center, which was optimistic about mogujie.com at the beginning, was also the investor of mogujie.com D round financing. The style of the fund was the determination of success. Its partner Zhang Haiyan also expressed support for the merger and thought that the merger increased the certainty of success.

He said to this reporter: "we look at the business mode of this kind of social business, especially for women's clothing and accessories. The purchase may be a discovery purchase. For such a category, it is more effective to do shopping guide through social networking than traditional electricity providers.

Now the two companies (mogujie.com and beauty) have made the best choice for themselves. The market is like this. There are opportunities and risks. Everyone follows his own choice. The wise founder finds the best choice for himself in the process, and is also the best choice for shareholders to repay.

Many things are not simply a warm embrace, every industry, every company has its own corresponding choice, not a word can be clearly stated.