Is The Fashion Business Electric Field Sugar Net Entering The Pit? Is This The Footsteps Of Step Star Wardrobe?

Star wardrobe and wild sugar Net actually represent two different subdivision trends of clothing APP: the former represents the mobile application while the latter is an e-commerce platform based on independent designer resources.

Su ran, a senior marketing personage and creative co founder, told reporters that the vertical factors such as products, UED, user experience, content and other factors created the dilemma of these vertical media.

The reporter learned from a businessman who had been admitted to the wild sugar net that since March this year, according to incomplete statistics, there are now 110 merchants who are in arrears, a total of 2 million 300 thousand yuan, while the other party says this number is still increasing.

Due to the fragmentation of the capital chain, merchants could not deliver the goods, resulting in some unprocessed customer orders.

Following the news that Star VC, which was founded by Quan Ren and Li Bingbing and so on, was wearing fashionable APP star wardrobe, and broke the news of arrears of wages and business loans, the designer of the IDG millions of angel financing was also involved in the "delinquent door".

According to incomplete statistics, there are 110 merchants who are delinquent at present, a total of 2 million 300 thousand yuan, while the other side says this number is still increasing.

Due to the fragmentation of the capital chain, merchants could not deliver the goods, resulting in some unprocessed customer orders.

"My partner and I are a relatively senior team in the field of independent designers, and I am very grateful for their support. I am particularly ashamed of this."

The reporter contacted Zhang Yan, founder of wild sugar net for the first time. The other side confirmed the arrears and revealed the reason to reporters. Because the anticipated financing is not in place, the solution is being negotiated with the merchants, but the communication has not yet reached the inconvenient details.

Zhu Xiaohu, a well-known investor, has publicly stated that today's capital winter VC is on leave. TS (Term Sheet Sheet) has broken up to 30%.

Zhang Yan said, "the electricity supplier is very burning money, and invested more in 2015, and when the capital market comes in winter, it needs to eliminate a lot of marketing costs, so the refund to merchants will be slower."

Zhang Yanhe's co founder, Guo Zhelin, was originally the founder of the warm Island network. In September 2013, he created a wild sugar network from the team detachment and went online in October 2013.

It is understood that the warm island has been "chairman" and investment of HTC chairman Wang Xuehong, Zhang Yanceng revealed that due to the inability to introduce external funds, equity can not be implemented, so self financing to start business.

In 2015, the island's predecessor, the warm Island network, was once in the "arrears of doors". According to media reports at that time, nearly a hundred brands were not in place for half a year, merchants could only stop delivery, consumers were faced with shortages after receiving orders, and the refund was not accepted.

Now, the wild sugar net also encountered embarrassment.

Zhang Yan told reporters that designers need to know and flow, that is, marketing channels, and wild sugar network initially only get traffic on micro-blog and Daidu people. When it develops faster, it can provide vouchers, activities and subtraction to users.

The star wardrobe, which is owed 3 months' wages and social security, is more exaggerated in burning money.

Actress Bea Hayden was once photographed at the price of 61 million 190 thousand yuan.

The costumes on the program also have the naming right of "supermodel" program.

Although the 5 round of financing, including PRE-D, has been completed, the financing of attracting gold is not a consumer. Under the unclear model, the behavior of the star wardrobe looks very "tyrant".

Star wardrobe mode is a bit like news reading APP today's headlines, based on big data to the user's collocation shopping recommendation, so as to guide consumers to enter their own electric business, and then pformation.

And its logical chain can be understood as wearing a star as an incision, which consumers can see and buy.

"Relatively speaking, the star wardrobe is still packaged in a relatively traditional mode of the same mode of electricity, users can not generate content subscription, in his view, star wardrobe is more to make stars to make gimmicks, let star commercialized search for money to sell, can not form the IP value of the subscription value, users can not develop like the subscription of today's headlines like reading habits, IP value content mechanism has not yet formed,"

It may not be the trend of future shopping.

"Everyone pays attention to the clothes of the stars because they usually wear real clothes, and fans know the real score." Su ran said that although the star wardrobe caught the star's traffic effect, it could not touch the fans of the program, which meant no PGC.

Ordinary consumption level of the audience is not surrounded by powder, consumers with higher level of consumption tend to buy genuine goods, so the flow of burning to the end, but can not bring pformation.

He also mentioned that similar overseas Chao Man Street filming website lookbook can make users spontaneously drying out similar matching of stars, spend the least money and wear "like" star style, and then cause forwarding.

Another appeared in the latest season of my new clothes (the third season of the goddess's new clothes), which is the global designer integration platform D2C of 40 million seed financing. While exploiting the star effect, it is based on designer resources, using WeChat's one to one sales way, seizing users and synchronizing O2O, and its offline integration store has opened 27 cities in Beijing, Shanghai and Shenzhen.

Warm Island net and wild sugar net vertical fashion.

The rise is the rise of the Chinese market for designer brand concerns.

Most of the products on the platform are designer costumes, accessories and so on. Designers receive commission on the other side, while the other side earn profit margin of agency brand.

According to Zhang Yan, the platform generally commits 30% commission to the merchants, but because of the huge investment in marketing flow and the lack of a sustainable mode, it is in crisis.

After winning the IDG's angel wheel, the wild sugar net was awarded a $500 A round of financing in 2014, leading to DCM venture capital.

The star wardrobe won the Pre-D round of 50 million yuan in August 2015, and now it has set up a 3 year valuation of 1 billion 650 million yuan.

But the fate of entrepreneurial projects is that if it does not find its own profit model, behind the huge aura of financing, it means that it is enveloped in a cold shadow.

It is reported that the current team of more than 10 wild sugar network, despite the introduction of the "Pick incubator" new project in March to test the water micro business, but because there is no sufficient financial support to suspend.

And after experiencing the traffic bonus period and establishing the star wardrobe of the differentiated overseas supply chain, it began to test the waterfront stores in Xiamen and expected to set up 30 outlets in the country by the end of the year. However, the recent breakout of the capital chain has made its future unstable.

The capital market is crazy, but to some extent, its patience for the development of entrepreneurial projects is limited.

Zhang Yan told reporters that capital side tends to put pressure on GMV, so whether it is a start-up company or a business service, there is not much time to consider. The default will cost a lot of resources in marketing.

Therefore, in a wave of capital markets, balancing marketing strategy and self management is crucial to the growth of entrepreneurial projects.