B2C Xiao Xiong Yi Xun net fall path

About 4 months ago, Tencent announced that it would acquire about 215 million U.S. dollars in Jingdong, acquire a 15% stake in Jingdong, and a 5% stake in the company. Jingdong will acquire Tencent's QQ online shopping and pat network and easy Xun net minority rights and the right to buy the remaining shares of Xun Xun. Jingdong and Yi Xun due to business overlap, consolidation or adjustment is inevitable, but the speed of developments seems to exceed everyone's expectations.

Recently, Yi Xun was reported internal turmoil, the site more than one category of goods clearance, was accused of orders canceled for no reason is due to various reasons can not be served, and in major social networking sites, complaints against Yi Xun is even more And to, and its founder has also left. Insiders pointed out that easy Xun seems difficult to exist as an independent brand.

But what puzzles people is that a company that dared to go down with Jingdong and Lynx at the end of last year would collapse in half a year?

Difficult and smooth transition

An once ambitious B2C e-commerce, but now it has come to an end.

On July 7, Yi Xun's website published an announcement saying, "Thank you for your continued support of Yi Xun, which will focus on communications, IT digital (including smart home and wearable devices), home appliances , Automotive supplies and other fields, to provide you with more professional services and experience, we will gradually change the revision in the near future.

Although 3C proprietary business was originally the core of Easy Xun Network, but Yi Xun had held the banner of integrated e-commerce, trying to capture the daily necessities, video snacks and other categories of e-commerce market. However, this announcement not only declared that the expansion of Yi Xun's comprehensive e-commerce failed, but also means that after moving to Jingdong, Yi Xun may no longer hope to continue to exist as an independent brand.

On the surface, Yi Xun aims to revert to simplicity and return to the original professional vertical e-commerce platform on the way to play the advantages accumulated in self-service, focusing on telecommunications, home appliances, IT digital, automotive and other categories.

However, insiders believe that Jingdong in the digital 3C, appliances and other categories in the e-commerce industry has an absolute advantage, Yi Xun after the revision, the market is even more overlap with Jingdong. On the one hand, suppliers may be more focused on the Jingdong; on the other hand, Jingdong or Tencent, certainly will not flow and other resources scattered to the two platforms, otherwise there may be problems with each other right hand . In other words, Yi Xun brand no longer exists, the need to shrink the category and then closed may be the final result.

In fact, Yi Xun not only for the daily necessities and other brands clearance, there are many consumers to reflect its digital 3C and other core categories also have a substantial sales price cuts and a serious shortage of goods. For example, a Kingston 32GB memory card, easy Xun hit a 69 yuan low, but shows "not to sell," while the Jingdong price of 95 yuan, several large warehouses are available. In addition, it is worth noting that there have been a large number of complaints against Yi Xun on Weibo. Among them, the main focus on the slow delivery speed, some products orders are canceled or not for no reason.

Insiders told the Times Weekly reporter, easy Xun and Jingdong integration process has been in full swing but very difficult, staff placement, warehouse delivery adjustments are faced with many problems, and the founder Bu Guangqi has left from Yi Xun, which will exacerbate Yi Xun Internal turmoil. However, Xun Xun did not appear before some of the electricity supplier to close the chaos when the clearance, in the process of integration with Jingdong, to maintain the current relatively stable situation is not easy.

"Playing Cats and Dog Command Center" fall

In May 2012, Tencent completed its acquisition of Easy Xun at a consideration of RMB500 million and accessed the internal resource utilization efficiency evaluation system of Tencent to enjoy the resources provided by Tencent together with other Tencent departments. The news at that time had triggered a sensation. There have been comments that, with the flow of Tencent entrance advantages, Jingdong will be at a disadvantage.

In fact, with the support of Tencent, Yi Xun indeed once also get hold of the emboldened Jingdong, both close-ups and even close combat and difficult outcome, but why Yi Xun will come to this step?

If you go back to Jingdong and Yi Xun's fortune, both at a starting line.

It is understood that Yi Xun was founded in 2006 by the resignation of a very new employee at the time of the establishment of the new egg, and compared to the Jingdong hair fortune from Zhongguancun, can be said to be famous. From the amount of orders, Jingdong around 2005, the order is only five or six hundred, not very strong, easy to set up when the e-commerce is still a blue ocean. The industry said that until Tencent Yi Xun when the shares began in 2010, Jingdong Mall day orders but also 20,000 - 300 single-scale, but not unchallengeable, especially in the case of financial support.

Relevant statistics show that in 2012 Xun Yi has sales up to 6 billion yuan, compared with 2 billion yuan in 2011, achieved a 300% annual growth rate. Since then, Yi Xun after long-term preparation, began a strong publicity campaign. In some major cities, Yi Xun advertising filled the bus subway. Advertising is the most prominent than "lightning to send." In Shenzhen, Shanghai and other places, easy to Xun logistics can be done "on the 1st 3 to send", which has become its signature services.

At the time, Bu Guangqi revealed his ambition in an interview with the media and hoped to have XIE Xun's sales of 15 billion to 20 billion yuan by the end of 2013.

Obviously, in the eyes of Bu, logistics is easy Xun against Jingdong killer. Tencent is also actively cooperate. Not only to provide easy Xun strong traffic support. Tencent's investment, but also almost all of Yi Lun for several areas of logistics and warehousing. Light opened in Qingpu, Shanghai, an area of ​​230,000 square meters base, up to 1 billion yuan investment.

In 2013 "double eleven", Yi Xun's offensive reached its peak. A senior e-commerce sources revealed that there is a slogan in Shanghai headquarters of Easy Xun is very eye-catching - "cats and dogs challenge billion order" - in order to double 11 and Lynx, Jingdong (brand image is "dog"), easy Xun even set up a "dog and cat command center."

However, it is regrettable that after six months, Jingdong agreed to acquire shares of Tencent. Tencent's e-commerce platforms, including Easy Xun, were run by Jingdong. The "command center for playing cats and dogs" completely fell. In addition, Yi Xun in logistics, operation center of huge investment may also be abandoned, because Jingdong in Guangzhou has set up several warehousing centers, a few years ago has basically achieved several major provinces, "211", while the easy storage It seems dispensable.

Jingdong Tencent wishful thinking

Now, Jingdong swept away Yi Xun, in the field of B2C, the only competitor that can compete with Jingdong may leave Lynx and Amazon. But insiders believe that Jingdong agreed Tencent shares, the purpose is simply not to clear the competitor Yi Xun, the two have long been out of a layer. Jingdong fancy should be married to Jingdong Tencent pat, QQ online shopping, which can inject Jingdong C2C concept, in addition, Tencent entrance can also bring some traffic to enhance its overall IPO to enhance the valuation of Jingdong .

E-commerce analyst Lu Zhenwang recently pointed out that "pat micro-channel e-commerce development project 'micro-store' is now also responsible for the Jingdong POP to build C2C and B2C system for WeChat Ali listed, the most recognized capital markets Taobao Non-day cats, so Jingdong want to get a high valuation, we must do C2C, pat + micro-shop enough to fill the gaps in this area on the PC side and mobile. "

The e-commerce platform will help hand over Tencent seemed very helpless. In fact, in 2005 Tencent began to engage in e-commerce, but no matter is the main attack C2C pat network, similar to Lynx QQ online shopping mall, B2C platform easy fast network, as well as the vertical electricity supplier Kelan diamonds and good music to buy, and Gaopeng Group buy, eventually failed to catch up with competitors, but did not become the profit growth point of Tencent.

Well-known Internet researcher Wei Wu Shi said on the blog, Tencent really is not likely to play electricity supplier, whether it is virtual real estate, or Kuha Ha sellers there, Tencent can be considered to make the best trick. Yi Xun and Jingdong extremely fierce competition in the logistics and distribution - because to pay this a cash flow approach, Ali firmly in control. Yi Xun even in some first-tier cities to do the morning orders the extent of afternoon delivery. Rao is the case, still can not stop the momentum of Jingdong rapid rise, let alone talk to go beyond.

However, it is worth noting that on May 29, Tencent formally launched the function of "Wechat Store" and logged in the service number on WeChat to obtain a template for opening a store, managing shelves and maintaining customers. This seems to mean that, Tencent electricity supplier dream never died.