24 Coupons to live the road: Demand Low-cost marketing arrears has not been fully resolved

"Apart from finding new low-cost marketing models, there is no other way," said 24-coupon CEO Du Yinan. ”

August 10 News, once crazy expansion of the staff reached 4500 group purchase site 24 coupons, currently only nearly 200 employees, and its Beijing office has moved from the three Li Tun Soho to the Beijing letter building.

Recently, a source said, 24 coupons COO and venture partner Penre left, 24 coupons CEO Du Yinan in an interview with NetEase technology, Penre because of family reasons to leave the management team, is still in 24 vouchers responsible for some of the business innovation work.

The problem of arrears has not been resolved completely

According to the Regiment 800 monthly statistics show that from October 2011 ago, 24 coupons monthly sales are always ranked in the top 10 of domestic group buying site, once close to 100 million yuan of sales water.

November 2011, 24 coupons suffered a broken capital chain, business emergency. Internally, 24 coupons for the month of employees more than 4000 yuan in the part of the group is issued in the form of the team currency, disguised layoffs to reduce costs. Outside, the contract due to the knot of the merchant almost at the same time to collect debt, a number of local stations suffered abolition.

In accordance with the group buying website and cooperative business settlement cycle, the merchant in the release of the purchase service, will be awarded the contract part of the Commission, in the user after the purchase of services and buy after the expiration of two points of time, the merchant will be divided into the remaining parts.

As a result of the large-scale tightening of the group buying business, 24 coupon revenue has shrunk sharply, and the accounts need to be settled to the merchant have not been reduced. Until April this year, a number of businesses complained 24 coupons, said 24 coupons and cooperation between the merchants signed a treaty, only to pay half the merchant contract.

Du Yinan said that 24 coupons have been negotiated with the merchant in arrears, the solution is to pay half of the arrears immediately or deferred payment of the entire payment. Du Yinan said that up to now, 24 coupons have been paid for most of the arrears, still a part of the arrears has not been resolved.

At this point, 24 coupons 102 local stations abolished to the current 12, 4,500 employees reduced to the current 200.

24 Coupons to Live: reducing costs, shrinking scale, seeking mergers and acquisitions

"There is no other way than finding a new low-cost marketing model." Du Yinan in the interview admits 24 coupons Survival road.

It is reported that, in addition to human costs, 24 coupons Most of the cost spent in the marketing model. "Most of the time, the marketing cost of 2 million dollars per month, now less than 1 million yuan." "Du Yinan said.

"24 Coupons now loss per month is hundreds of thousands of, in the group buying site is less loss." Compound gross profit margin of 20%, we want to profit. Du Yinan declined to disclose the company's monthly revenue. He also said, "Local services are not efficient, high marketing costs, easy to lose money." ”

The high cost of local services has forced the 24-coupon reform. According to 24 coupons inside staff, 24 coupons at present mainly through group buying products to stop bleeding. Du Yinan said that 24 coupons and Taobao, Beijing-east, poly-cost, such as commodity group purchase cooperation, the use of multiple platforms to sell merchandise buy.

Public data show that 2012 the entire group buying industry financing is zero. Starting point Investment founder Charlie said, "domestic group buying industry can not get financing." ”

"At present the company close to the period of several rounds of internal financing support. "Du Yinan said. "We do not like net in addition to group buying have other main business, we are group buying started, the only way is to find Low-cost marketing model." According to the information previously disclosed, 24 coupons were financed three rounds in February 2011, July and November respectively.

And for the 24-coupon future, Du Yinan said, "It's impossible to go public, and if it's a merger, it needs to wait for opportunities." ”