Lei Jun Began To Do Shoes Two Times Before The Shoe Industry Failed?

Xiaomi launched the rice noodle festival promotion campaign on -9 April 6th, during which time,

Mi Jia officially launched its first intelligent sports shoes, priced at 249 yuan.

This is the first intelligent running shoes that millet independently released after working with Lining last year. It is also the third time that Lei Jun has been involved in shoe industry.

The third time we can succeed, let's look at the first two failures in shoe industry investment.

The first disastrous defeat -- Le Tao net

From 2008 to 2009, Lei Jun had long been a freelance financier. He didn't know how to spend money. At that time, Lei Jun invested in a company called Le Tao net. The founder was Bi Sheng, and Baidu was born. At the beginning of the platform, he was awarded 2 million dollars of angel investment by Lei Jun.

In September 2009, Le Tao started its first dangerous pformation. From selling toys to selling shoes, selling from virtual stores to real storehouses, Bi Sheng established the business system of supply chain of Yue Tao's shoes. All development is smooth sailing, and Yue Tao has won the recognition and favor of the capital market, and has obtained 3 pen financing of 70 million US dollars. Investors include LIAN strategic source, Tiger Fund, Tak Tong capital, and Xing Xing venture capital.

At this point, Bi Sheng began to carry out the "hurricane rush" expansion road. When the electricity supplier burned the money and smashed the flow of traffic, Yue Tao also smashed advertising fees and set up a subsidiary company to expand actively. By the time of the peak of Le Tao in 2011, the number of website visits and sales were ranked first in the domestic footwear business, but behind the sales growth was a huge loss.

Bi Sheng probably lost his head. In 2012, he started selling shoes from other people to selling shoes for himself. In the first few months, there appeared a stock crisis of tens of thousands of yuan. At that time, all customers were in the stock crisis. The final result was Lei Jun who helped all customers, and gave up the music completely. After that, Le Tao was sold to a company in Guangdong at a low price.

The second fiasco -- Tai Mei shoe industry

Soon after investing in Le Tao net, Lei Jun also invested too much beauty.

Tai Mei shoe industry can be said to be the pioneer of Internet shoe industry. Taobao's large and small online shoes store is too beautiful.

In 2010, with its brand UFO, it made a sensational sensation in Taobao Mall (later renamed Tmall). Only 8 months on the line, it stood out at the time of Taobao's 24 thousand women's shoes brand, ranking the first place in sales volume. The daily average number of visitors reached 280 thousand, and its collection was over 300 thousand.

But by August 31, 2010, when the trend was positive, UFO Tmall suddenly stopped operating and shut down completely.

Until two years later, Tai Mei and the new brand TITAI returned to Tmall, but only a few months later, the shop stopped again, and the United States disappeared.

Too beautiful once brought expectation to shoe industry, feel it can use Internet to initiate a revolution in traditional shoe industry, so, "too beautiful" after all what?

Tai Mei project started financing nearly 300 million yuan in Lei Jun and Xu Xiaoping. The founder YAN Dan himself is a senior Internet investor, but this time YAN Dan changed his identity and became a direct entrepreneur by investors.

UFO is the abbreviation of Universal Footwear Ordering, that is, the "global shoe industry customization". The original intention of the UFO brand establishment is to make efforts for "what consumers want", while striving to change the traditional sales pattern.

In YAN Dan's planning, the beautiful role is equivalent to a central kitchen with manufacturing standards and standardized machines. All shoes are processed by the factory.

Different from traditional OEM, the foundries need to use the machines provided by the United States, which are processed according to the standardized operation manuals. Each pair of shoes produced is exactly the same as the design drawings, so as to minimize the errors caused by manual operation. This is the digitized industry.

The idea is not complicated. McDonald's did it, and 7-11 did it, but it was a bit different in the traditional shoe making industry. Not only digital production is far from being expected, but there are still differences in standards between different production lines of a factory.

YAN Dan shut down the original company in Shanghai and came to the hinterland of the world's women's shoes - Dongguan, Guangdong. Here gathered a large number of domestic and foreign foundry enterprises, and the whole shoe manufacturing industry's supporting service providers are quite perfect.

In January 2010, it was too beautiful to start a long cooperation negotiation with the old manufacturer, BLOOMIN, which was also seen as a collision between capital and traditional footwear.

Who controls the control: according to YAN Dan's plan, the factory must strictly enforce its own standard according to its own standard, so as to achieve the digital standard state that it thinks of. In order to achieve the desired state of the digital standard, boeli wants to offer a 10% stake in the stock exchange by means of the cooperation of equity swap. The problem is obvious, but the problem is obvious, but it is not allowed to be completely restricted by the standard of Tai Mei. But even a single production line, it will not sell 10% of the shares to boeltry. This is not in line with the investment rules, and the cooperation between the two sides is broken. So far, the United States has lost a value of $50 million investment. Both sides of the negotiations are very strong, and the focus of negotiations is fixed.

Since then, YAN Dan has taken the lead in making his own factory, building production lines, introducing advanced machines and pipelines that exceed the industry's average level, and excavating many backbone members from the UFO. It is precisely at this time that Tai Mei will be at its peak to withdraw from the Taobao mall and concentrate on building and integrating the supply chain.

The failure of beauty is the failure of a perfectionist.

Lei Jun eliminated the domestic cottage cell phone with millet phone, and now is the third time to set foot in it.

Will there be a storm in the field of running shoes with the opportunity of intelligent running shoes? Let's wait and see.

For more information, please pay attention to the world clothing shoe and hat net information report.