Sales fraud?

Following this month's 26th Media burst Group purchase website American network job cut more than 500 people in the national news, today, there are insiders through micro-Bo said, the United States Regiment of the water is a lot of brush out, many American businessmen to the shop rate of less than 60%, and most of the outstanding group purchase site to the shop rate of more than 90%. The personage also posted out the United States network merchants backstage to the shop rate data. Prior to the April, the United States Regiment employees have burst material, the United States regiment more than 300 million yuan of sales are brushed out, a single percentage of up to 33%. However, the news was subsequently denied by the United States network official.

Group buying website Brush the flow of the report has been a large number of reports. There are industry insiders, in group buying circle, brush performance is group buying industry unspoken rules, many group buying sites have data fraud, in order to increase sales, give investors a good performance list, so that a better financing valuation.

Group Network analyst in the July national group buying report pointed out that through the domestic major group purchase site traffic monitoring, found that the United States Group network, handle nets and other well-known group purchase site traffic continues to decline, but the same period group buy volume but not reduce the increase, and common sense does not match. And the United States Group network Alexa Traffic Trend also shows that its traffic has plunged more than a year since. In addition, this May, the United States Regiment suspended the regiment 800 advertising, its performance instead rose more than 20%, breakthrough 500 million, also perverse.

It is understood that group buying site brush water phenomenon occurs, there are many possible, the first is the merchant to buy the station brush, the second is the sale and the collusion of the brush, the third is the site to buy their own brush, as the group buying site and business settlement and sales commission to the actual rate to the shop to calculate, so the above three kinds of cases, The first two cases are rare, and the third is mostly.

However, while the brush water does not produce actual sales, it is beneficial to stimulating consumption, group buying site can also be in some third-party market share rankings to obtain a more forward position, for example, such as the network of Third-party agencies such as the market share is to capture the page of the list price and the number of buyers on the page to set the market rankings.

The larger motive for brushing water comes from the capital level. As most of the current group buying sites are not profitable, investors in the consideration of whether or not to a group buying enterprise investment, sales figures are the main reference. Higher sales mean higher valuations. As a result, some group buying sites even to flat out of the loss of money way to increase sales, the wind of burning money prevails. And after the capital burned, in order to further finance smoothly and obtain higher valuations, but also need to further virtual increase sales, so lead to a vicious circle. Previously, the United States network in some orders to flat out for "sales travel" reports are also common.

American network If there is brush running phenomenon, its motives and capital tense related? Analysts here have accounted for the United States Group net account: The United States Regiment in the first two rounds of total financing of about 380 million yuan, last year at least 270 million losses, to the end of last year, its book funds left 110 million. In 2012, more than half of the year, in the market, personnel, and other costs did not reduce the situation, the United States Network of the book funds should have been burned almost, must carry out the C round financing.

Analysts tend to think that if there is a brush performance, the United States should be more to obtain financing as soon as possible, and a higher valuation. E-commerce Observer Ruzenwang also said, "The last time the U.S. group can quickly finance, must have too high valuation, in fact, now as long as there is cash can be winter, unfortunately." "More people in the industry pointed out that the current purchase site traffic fraud, gross margin fraud and the prevalence of cost fraud, is the interest-driven, the purpose is to kidnap investors to profit." But the difficulty is, now the capital market began to more fancy electric business enterprise and group purchase Enterprise's gross profit and profit ability. To obtain a lasting competitive edge, we must pay more attention to how to improve the order and gross profit margin, as soon as possible to establish their own differentiated competitive advantage, rather than in the sales of the fuss, it will inevitably be eliminated in the brutal market shuffle.