Why Is Zhang Dayi Holding Up An Embarrassing Situation?

In the 206 year, Zhang Dayi, head net red, worked with him to establish the Hangzhou Daye Agel Ecommerce Ltd. At that time, Taobao store sold 300 million of its sales, and produced a beautiful performance. She also became a hot "Queen of goods" from a debut model.

In April 3rd, the news of "the first share of net red business", such as Han holdings, successfully landed on the NASDAQ news of the United States once again jumped to the top of the list, pushing Zhang Da Yi to the spotlight.

It is understood that Zhang Da Yi stopped in March from the end of the year. In April 3rd, it was broadcast live in April 3rd, and the bell rang in Wall Street.

Source: Zhang Dayi micro-blog

Previously, Zhang Dayi had expressed the hope that together with the "net red" and "economy", the empowerment through the Internet would become a new economic mode in the era of Z.

Although she had created a sales record of Taobao shop in half an hour, she was not optimistic about the capital market. It broke down on the first trading day, and its closing price of $7.85 /ADS was 37.2% lower than the 2.5 dollar / share issue price.

The reason is not that it is a loss, but that investors are not optimistic about its logic.

It is understood that three top KOL, including Zhang Dayi and Daikin, contributed 55% of GMV, which makes them too dependent on them.

Top KOL, as a distinct personal brand, still has a high bargaining power under the full range of electricity supplier services such as fan operation, shop opening, supply chain, logistics and so on. The high share (49%) share has become an important reason for the loss.

On the other hand, net red, which relies on micro-blog and Taobao live broadcasting, is facing the dilemma of traffic being divided.

Little red book, jitter and other social software give net red more publicity channels, such as KOL and so on, such as Li Jiaqi and so on.

As far as net red is concerned, opening up new battlefields such as beauty, underwear and other high profits has brought a lot of fans to pay, so this mode relies too much on individual elements, resulting in strong ability to absorb gold from net red, but the return of investors is not satisfactory.

Between April 3rd and April 9th, the collapse of the first day of listing was even more rare than the 37.2% plunge.

By the end of April 9th, the total market value of shares such as Han holdings was only $503 million, which was about $50%, which has evaporated at the beginning of the year.

There are also some people who hold a neutral attitude towards the disadvantage of the "stock market". They think that it is too early to negate the net marketing mode. Especially as a new industry, everyone is going to cross the river by feeling the stones. If the cult takes the lead in entering the capital market, this road may not be blocked.

Cheng Weixiong, founder of textile and clothing brand store operator and founder of Shanghai Liang Qi Brand Management Co., Ltd., in an interview with China apparel network, said: "enterprises like the head net red Zhang Dayi are hard to form universal training, and there are only a few successful cases. For example, there are uncertainties in spending large amount of cost and financial resources to hatch the head net red. However, enterprises have hundreds of low-level nets with low capacity to carry goods. Therefore, the waist net red is the key to hatching objects."

In particular, in the future, the first generation of network red light ring fading, such as Han is the choice of "inheritance" or "pformation" related to the ability to turn over the market.

Such losses included 4 million 30 thousand yuan, 89 million 950 thousand yuan and 57 million 500 thousand yuan in the 207 fiscal year, the 208 fiscal year and the three quarter of fiscal 209, respectively.

In particular, the company currently has 3 top KOL, 7 growth KOL and 03 new KOL. According to Feng Min's previous plan, the number of net red will be over 200 this year.

There are limitations in the live broadcast network, which is cheap, cheap and easy to carry. But the price is high and the carrying capacity is a problem. From a certain point of view, the profit margin is low.

It also needs to prove the replication of its mode, clarify the direction of operation, and let investors pay more time to prove it.