100 Electric Business Status record: Take Money like heaven to Live is the happiest

To live is the most happy thing for the electric trader.

Bubble the most ferocious time, a general manager dare to ask for a monthly salary of 60,000, this money game who can afford to play?

When the glitz faded, God horse flow, conversion rate is a cloud, your hands of cash is God.

Which electric dealers got the money in the last six months? Very few. "Now take the money fiendishly", a VC manager of the "entrepreneur" said, "even if you get the money, the electric business also dare not easily smashed." ”

In order to live, the electricity dealers first compress the cost. When there is no money, life must be calculated, reduce advertising, layoffs, cut off SKU, what can not be cut? But the taste of contraction is bad. Reduce advertising is to save money, and the Chinese network to buy users of the transfer cost is very low, if not strong enough brand marketing support, users will quickly lose. As a result, the electric dealers pay more attention to virus marketing, rely on accurate operation to promote conversion rate.

In addition to throttling, the electric operators are also doing their best to raise revenue, such as many group buying sites to increase the physical mail order business, some electric dealers more attention to the offline means to pull online sales.

While struggling to live, the electric dealers are looking forward to the coming year. "The industry is expected to pick up in the first quarter of next year," says a founder of the electricity business. But will spring really come on time? After the frenzy of group buying and the bursting of bubbles, investors have also been more calm, and funds have begun to return to traditional projects.

If the electric quotient is likened to running, then it is neither a sprint nor a long-distance running, but a long-distance race, a personage in the industry believes that the best state of the electric quotient is "sustained and steady development", rather than "Great leap forward" like high friends, handles and litters regiment.

The main problem is not to make money, before everyone burned money, desperately hit advertising, to do large-scale, the logic behind is "the remainder of the king", to take other people's way, so that others have no way to go.

Endure to warmer day, such survival logic will still be?

The following 100 dealers, all have nearly two years of financing records, we selected them as a survey sample, through the comprehensive investigation of business size, financial data, capital chain situation, and team status, to describe its survival status.

The number of "★" represents different health status, the specific meaning is as follows:

★★★★: The status is good, all aspects of normal operation

★★★: So-So, has certain characteristics, but the short plate is also obvious, still can survive

★: More dangerous, business encountered difficulties, there is greater uncertainty

★: Moribund, business stalled and difficult to pick up, on the verge of bankruptcy

Have died: Say no more, and mourn them.

They're dead.

1, le cool day

Survival index: Dead

Founder: Baidu, Lotte Joint venture

Establishment Date: April 2010

Main business: General department Stores

Financing records: April 2010, Baidu/Lotte, 50 million USD

Le cool day in April this year announced the closure, a total loss of more than 100 million yuan. The company's CEO, COO, CTO are representatives of the Japanese side, internal communication efficiency is not high, it is difficult to reach a unified decision-making. In addition, Baidu's entrance has not formed an efficient transformation, oversized category rather than fashion luxury model is also considered not very good use of Baidu's search value, the final two contradictions deepened, Baidu at the end of last year to stop the flow of cool days to import.

2, the Regiment treasure Net

Survival index: Dead

Founder: Ren Chun

Establishment Date: April 2010

Main business: Local service Group buy

Financing records: a round: April 2010, 2.2 million dollars; B round: February 2011, 200 million yuan

Group Bao Network is the domestic use of Groupon model group buying site, once by the momentum of Groupon into China, in its preparatory period, a large number of ads, a leap into the first camp. However, the group Bao net growth way too radical, in the case of taking money, rashly in the CCTV hit ads, last year, after the cash burned, VC refused to add, business immediately collapsed. As spring Thunder is considered difficult to get along, the industry has many enemies, he registered in Shanghai, the new group Treasure and the original company has no equity relationship.

They're dying.

3, Yao Point 100

Survival index: ★

Founder: Wu Yiming

Establishment Date: January 2009

Main business: Footwear class

Financing records: A round: August 2009, Qiming venture, 40 million dollars; B round: May 2010, Baidu/Daphne, 60 million yuan; C Round: August 2011, Intel, 10 million yuan

From the bankruptcy transfer to the boss to flee, Yao Point for 100 months has been "rumors" constantly. The company was founded in 2009, a total of shoes and clothing electric dealers have experienced, including Daphne, Baidu, including the financing of the rounds, the final exposure to burn 300 million yuan. Its start-ups are from Taiwan, but they do not use the mature model of Taiwan's electric dealers, and the way in which the platform is combined with the consignment, requires a strong integration and control of the supply chain, and it is clearly not enough to rely on a limited number of shoe-service suppliers, such as Daphne. In addition, the emphasis on advertising, light logistics practices have also reduced Yao Point 100 word-of-mouth.

4. Ah ya group

Survival index: ★

Founder: Huang Zhihua

Establishment Date: May 2010

Main business: Local service Group buy

Financing Records: Angel Wheel: May 2010, Union Power Capital, 13.2 million yuan; a round: June 2010, Shanxi Consortium, 110 million yuan

The group is mainly engaged in female apparel, cosmetics group buying business, very few local services, since the second half of 2011 has been basically in the operation of the State, currently only women and other channels in the maintenance. In June 2010, the group received $110 million in financing, the largest of its size. It is said that investors in order to do the YA Regiment, in Beijing three ring bought two-storey office building, after the Lamma loss, but two-storey office building money.

5, high-peer network

Survival index: ★

Establishment Date: February 2011

Main business: Local service Group buy

Financing records: a round: February 2011; Yunfeng Fund/Tencent, the amount is unknown

High-peer network by the United States, the largest group purchase site Groupon and Tencent joint venture, early by smashing money to obtain a lot of users, but operations can not keep up, Tencent and European and American staff of the struggle also caused a lot of internal friction, marketing department VP for the Lottery fraud was killed. High-peer network operating costs are high, all over the construction of the core of the leasing of high-end office buildings, the cost is common group buying site several times. In the early years after the depletion of financing, high peer network business development is still soft, difficult to compete with the local "Wolf group". June 26, Gao Peng announced and the Group F completed the merger and reorganization, proved the foreign-funded background of group buying in China acclimatized.