24 Voucher: 83 Days of surprise change how to attack success

"China Entrepreneur Network" after the capital, people, media and advertising in the intensive bombing, 2012 volume of more than 20 billion of the purchase industry, as well as its impact on more than 150 cities, a year to do No. 2.5 million group buying business, then changed too much.

For a long time, the status of the group buying industry can be described as "the same pond fish too much, we all lack of oxygen." The fall of 24 coupons is just a microcosm of the growing embarrassment of the group buying industry, according to the latest data from Regiment 800, as of the end of November 2012, of the sample of more than 1000 group buying sites, only 317 sites in one months of product updates, which means that more than 70% of the group purchase site to survive the worrying.

83 days

The former "group buy big guy" 24 coupons closed to group buying industry finally accumulated a little "warmth" poured a basin of cold water. January 11, 24 coupons website of group buying site.

"Because of the major adjustment of the company's business, the company decided to temporarily enter a period of" long holiday "from the perspective of business, users and employees ' long-term interests. Therefore, we will not be able to serve you in the next few weeks. We will resume our service for you after the recent adjustment. ”

On the network with "24 coupons" as a keyword search, still able to see the end of October 2012 issued the "holiday" statement. However, the statement, signed as "all 24 coupons", was eventually not honoured.

In September 2012, Du Yinan and investors accused each other of the intention to set out of the company's mail exposure, the two sides contradictions for the first time public. At that time, Du Yinan had unilaterally waived the investor's authority in 24 coupons. October again accused the investor, said the investment party to take away the company 2.4 million of dollars of funds, decided to stop the way to the investment side "Force Palace."

But the returnee entrepreneur who dropped out of Harvard in 2009 failed to play the role of Savior, and in the last 83 days, Du Yinan has worked with the investors to find possible solutions, but the 24 coupons that rely on investment eventually passed the word. In fact, the share of Du Yinan and management teams has shrunk from 40% to 3% as early as before.

Last December, investors asked the Du Yinan to "leave the company, give up the CEO position, hand over control and exit the shareholder status." In exchange for a part of the economic value of the team and the founding shareholder. Du Yinan said in an interview, "the team has no control at all, even the basic equal bargaining capacity is not." ”

According to public information, 24 coupons from the establishment of the total has been six total amount of 50 million U.S. dollars of huge financing, investment side including the United States Wei up, Ding Fai, Vov and so on.

According to the Beijing News it channel, at the peak period, 24 coupons employees More than 6000 people, more than 200 local stations, and before the business, 24 coupon staff has been reduced to 300 people, liabilities 60 million yuan, the monthly loss of 2 million yuan. For the founders, as long as 24 coupons survive a day, they can only be led by the investors to walk the day.

Off, just sooner or later.

Group Buy network closed to normal

Data show that as of last December, the number of domestic group buying sites plummeted to around 2,800, compared to the peak of more than 5,000 reduced by nearly 44%. Group 800 founder Hu Chen believes that the current group purchase site many in the half of the state, that is, its updates and online local service groups to buy a very low frequency. According to the group's 800 recent survey of 24 popular cities in 1085 group buying sites, there are 768 websites with abnormal access, suspension operations, and transformed sites; there are 17 websites with group buying products for sale but no updates for one months or more, and only 300 websites with group purchase products update in the last one months. Even if the latter two categories are counted as active sites, the ratio is only 29.2%, down 14.3% from last May.

Just closed the 24 coupons, it has accumulated financing of 50 million U.S. dollars, except for the tens of millions of yuan previously owed the supplier account, 24 coupons monthly loss of hundreds of thousands of. Because of the constant burning of money and the contradictions between the company's management and the investor, Du Yinan has accused the investors of wooing the management team and illegally taking out the company's money. Coupled with the debt of 1.69 million yuan of creditors in the company to the court to apply for compulsory claims, 24 coupons can only be closed.

Du Yinan Introspection: There is no geographical and

group buy like a ring, whether it is to stay or out of the game, are the fearless practitioners on the ring. Out, although scarred, are tough guys, stay, face is more unprecedented challenges, waiting for their life is the test and sublimation. Even if the world disdain to pay attention to the experience of the knockout, perhaps these experiences, can cheer for the people who stay.

24 Coupons on the "location" of the lack of understanding, reflected in the lack of early recognition of group buying is a "long-term debt" business model, not early awareness of "accounts payable" real-time monitoring and assessment, as well as "net profit" and not only cash flow dependence, vital to survival. 24 Coupons on the "timing" of the lack of understanding, reflected in not fully aware of the "short-term characteristics of group buying industry." In the sales management, 24 coupons in personnel training continued "long-term investment" but did not pay enough attention to "short-term" of the elimination and assessment; 24 coupon planning is "to do 101 years of Enterprise", to create a "long-term" corporate culture, but neglected to buy the industry itself "short-term fittest" and "short-term capital-driven" large market atmosphere, From the strategy and "timing" does not coincide.

Since October 2011, the 4500 to 600 people who have suffered from the capital market slump and the shortage of funds, after only 4 months of massive layoffs, have continued to communicate with their employees, extending the life of 24 coupons, giving the company the opportunity to continue to repay and stop, and for half a year from October 11 to April 12, Because of the tight cash flow caused by redundancy compensation and accumulated debt repayment, in the last six months of continuous deficit in the situation to maintain the normal operation of three hundred or four hundred people, those days, is the continuous communication with the staff and the Board of directors, the continuation of the life of 24 coupons, giving the company to find hope and a way out of the opportunity. In October 2011, March 2012, with the June 2012 three points of time, continuous communication with the shareholders continued the life of 24 coupons, but also gave every 24 coupons to continue to insist on the reasons. The personal relationship between the founder and the shareholder of the 24 coupon was still very close to June 2012 ago, but in this final step, emotion transcends rationality and we do not go well. Before this last crisis, "parents" watched the child die. I have an unshirkable responsibility for this.

The electric merchant Alligator joins the regiment

According to the group 800 released the "2012 China Group Purchase Market Statistics Report", the first three in 2011, the United States Regiment, Litters Regiment, has become 2012 years of the United States, the public comments and litters Regiment of the new pattern, the previous ten list of 24 coupons have been announced closed. 2012 ranked the top five of the group purchase site turnover of more than 2 billion yuan, of which the United States and the public comment is more than 3 billion yuan, 2012 years ago five group purchase site total accounted for up to 74.5%, far higher than the 2011 55.8%.

Handle Nets IPO failure, net, love help net, such as Give up self-purchase, 24 coupons closed, high peer Nets, F Group, QQ Group merged this month ... Rage Group Purchase mode 2012 into the "Frozen period", showing a serious polarization. However, two "big fish" litters group and the United States Group Network recently announced a profit. The United States network last December sales breakthrough 800 million yuan, the annual sales of more than 5.5 billion yuan, claiming to achieve profitability. Group 800 founder Hu Chen believes that the data to achieve profitability is possible, may be due to the end of last year, film tickets and restaurant group Rush Peak, if the seasonal profit is not a sign, but also need follow-up observation.

Electric dealers and traditional retail giants also joined the group. Jingdong Mall Group Purchase Business independent of the marketing system as a single body. Gome last year at the end of the line group buy channel, commodity category cover 3 C, department stores, mother and child, luxury goods, virtual, leisure and entertainment. At the end of last year in the App Store China free list T0P10, "group purchase Application" accounted for nearly half.

Look forward to mobile buy good "money"

On the subway suddenly thought to invite people to eat, just mobile phone online in the subway to take two-dimensional code, can be anywhere to take discounts, group dinner. Since 2012, mobile group buying is "reverse attack" growth. From the trading volume on Alipay, last year's mobile-service group-buying deals (excluding the cost) surged 27 times times year-on-year, with mobile operations accounting for more than 15% of total transactions.

Among them, the United States, the public comments, litters group group, such as several groups of mobile group purchase business growth Most fierce, the second half of last year's growth year-on-year in the same period over 35 times times. Industry insiders generally believe that this is mainly because the second half of 2012, each group of mobile phone clients have implemented mobile positioning applications, which allows users to get around at any time to buy information and with the underground list, on the other hand, has accounted for 75% share of the payment market shares Alipay payment tools, Also further optimizes the wireless payment process, simultaneously lets the two-dimensional code payment, the sound wave payment and so on the new technology to be commercial.

There is no doubt that mobile group will become the 2013 group buying industry competition focus, the industry is expected to deal with this type of purchase volume is expected to reach 30% of the total market, the proportion of European and American regions. And in previous years, every Spring festival is the off-season, so there are one months less than the Spring Festival, will be the test of major group purchase site in the mobile group to the ability of the first Test, but also will test the entire group buying industry this year through the mobile phone "roll over."

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