Amoy was bought rumors, where should the vertical electric business go?

"The latest news about Amoy has a tabloid flavour. "Lok Tao CEO Bi Sheng said on the phone. In Sina technology first call, he replied: "Leave pinch." Take the child, and then coax to sleep the electricity hello? He declined to comment on rumours that the media had been exposed.

Around the current situation and whereabouts of Lok Tao, the media on several guesses and analysis, most of the singing in the decline of vertical electric quotient, especially the direction of the footwear. If you choose again, will Amoy make shoes? Bi Sheng said that the important thing is to play the problem, and then the strategy will be different.

Vertical electric business is the same as the ice fire double days: On the one hand, the situation of the footwear consumer, on the other hand, cosmetics products are ready to be listed on the market, do the only products will also be bright eye performance. Where should the vertical electric dealer go?

Lok Tao Rumors behind

Bi Sheng did not talk too much about the rumors of a rumored Tesco takeover. And whether it is a category problem, leading to many times in the transformation of Lok Tao failed, he received Sina technology interview, said: "Not a category of problems, but the problem of playing." If you do it again, your strategy will be different.

What's the best way to play it? "The traditional electric business is important or the combination of the line under the O2O, and he is on vacation constantly thinking about the mode of the electric business." "And Bi Sheng is now groping which direction, he has not begun to talk about, but plan to accept Sina technology after the holiday interview."

Although Amoy's rumors without his own confirmation, but a number of indications that the company is now normal operation, but the business did not change, while from making toys to footwear agents, and then to do their own brands, the company has been a transition pains.

Bi Sheng individuals in the entrepreneurial, but also engaged in investment industry. Li Guoxing, chairman of the US-Asia board of Directors, said that Bi Sheng investment companies make money, while their own companies do not make money, "is not to say that your investment vision is very good, but the operational capacity of the problem." He replied to the mantra, "Your uncle," and said that he was willing to accept the challenge.

And he also said in the Readme: "From Baidu Professional manager to Amoy, my biggest karez is strategic innovation." A friend of mine used to tell me that Bi Sheng you are strategically poor and tactically strong. Why is everyone saying I'm not strategic?

It may not be known how Amoy is now, what Bi Sheng and his team are doing. However, Bi Sheng has identified the crux of the Lok Tao Business, is thinking about the opportunities and new strategies.

Footwear consumer Dilemma

Lok Amoy Network in July 2008 on the line, has received from the joint venture source, Tiger fund, Germany and capital, such as investors in the four rounds of million-dollar financing. When the vertical electric business model by the industry bullish, is a hot investment area. Lok Amoy hit, the office has moved to Beijing Wangfujing bustling business circle.

Amoy, who started out as a toy, achieved a three-month break-even, but has since encountered growth bottlenecks. As a result, Amoy 2009 began to transform the footwear consumer. On the one hand, the Footwear consumer Web site Zappos by Amazon to buy 800 million of dollars, Bi Sheng optimistic about the footwear in the warehousing logistics relatively easy, on the other hand, where the goods mainly to do clothing, he thought that footwear is a blank market.

Although the 2011 Amoy has been a leader in footwear, he admits he is not profitable and is again transforming into a footwear brand. Lok Tao abandoned the previous establishment of the underwriting model and strong bargaining power, down again, the rapid establishment of five private brands.

At the end of 2011, Bi Sheng The "Electric quotient is a hoax" speech, because the footwear business profits of about 20%, but the marketing costs are high, accounting for 30%-50%. By 2013, Amoy vice President Chen left, the staff was greatly reduced and the office moved away from Wangfujing. Later National Day, Lok Amoy Network once downtime can not be accessed. At the same time, self-owned brand products have accumulated a large number of unsold inventory.

According to the Tiger sniffing network, a former top executives believe that the 2011 transformation so that Le Tao lost its original vitality. If Lok Tao can be in the transformation process to grasp the rhythm, slowly reduce the purchase and sale of goods, promote their own brand, the road of transformation will be more smooth.

And the same is to do the footwear consumer, once and Amoy common wind of good buy, also was out of Beijing Operations Center was withdrawn, home SKU significantly reduce the message. Sina technology to call a good buy founder, former chairman of Luming and former operations director personnel, have not received a reply.

Hundred Li's excellent purchase network also faces the bottleneck of traffic growth, online sales of the Belle brand footwear products less than 10%, at the same time has been in the hundred-Li, accelerated to clothing, bags and other categories of expansion, trying to get rid of footwear labels, become a comprehensive platform of the electric business.

Vertical Electric Business Outlet

Although the survival of the footwear business is difficult, but clothing, cosmetics and some other vertical electric operators are still in a highly active state, vertical electric business is still far from the end of life. However, electric business analyst Ruzenwang has said that the vertical electric operators have no chance, or that entrepreneurs think it difficult to break the bureau.

The vertical electric dealer presents the ice Fire double Day Condition: The above footwear business encounters the predicament, but such as the only product meeting, gathers the beauty excellent product and so on in respective subdivision domain occupies the big market share.

In early April, for example, the company submitted its first public offering to the US stock exchange. The IPO document shows that it has gained 22.1% per cent market share in the domestic online beauty retail market, about twice times the size of the silk orchid. And do the only product of Flash mode, sales, market share growth year after year, in the stock market after a sharp rise in market capitalisation has exceeded 8 billion U.S. dollars.

But to make such as on the scale of the vertical electricity quotient is not many, more or by the rapid iteration of the Internet quickly thrown away, and even appeared winding up. So what are the outlets for these vertical electric dealers?

One is to transform into a comprehensive platform of electric operators, such as Amazon, Beijing and east. Amazon, which started out with books and the 3C product, has gone from being vertically to a comprehensive platform. But this road is facing the supply chain management, capital and flow pressure problems, the latter is difficult to successfully transition.

The second is to do their own brand, such as Lok Tao has tried to change the direction. TMT analyst Shanhai that the brand does not have to consider the cost of the flow, the electricity quotient is a distribution channel, can be at the same time in a number of electronic business Platform open shop. The focus of consideration is to build brand culture, improve product research and development efficiency, control turnover efficiency and other commercial issues.

Third, combining the advantages of mobile Internet, layout o2o closed loop, as Bi Sheng said. For example, Vertical electric business start-up company Jiuxian Network, will use a new round of financing layout O2O business, do to push the business and the line of tobacco and wine firm to help its mobile end users find nearby wine line.

Moreover, it is not a bad thing for a vertical electric trader to be acquired. Amazon acquired by the footwear consumer shop Zappos, after the merger management independent operation, category from the footwear gradually expanded to beauty products, handbags and home supplies field. Recently, Zappos's annual turnover has exceeded 1 billion dollars.