Build China O2O Industry integrated marketing first Brand

"To build China's O2O industry integrated marketing first brand," so the slogan once touched the wind, for O2O Electric Street Library net win two rounds of financing. Now it has turned into "evidence of substandard performance".

Close to the street, the people familiar with the network told reporters, for various reasons, the street library Network B round of financing 200 million yuan investors Huaxia Morgan Equity fund has long withdrawn funds, the street bank capital chain tension inside the company has been open secret, 98% of employees have left.

Street Library Network CEO Pan take evasive approach to deal with, its own micro Bo has renamed, mobile phone number has been replaced, figure difficult to find. The market crazy biography, Pan roll Haifeng investment money, run away. Until the deadline, the street library network has not been to the south to respond to reporters.

Capital Chain Break

Do not want to give the name of the street library network left senior executives told reporters, the street library nearly all staff, 98% of the staff has left, alone CEO Pan still in Beijing company. Pan blamed the crisis on ' their hype ' and ' improper hiring ' but declined to disclose details. South All press deadline, the street storehouse net official "the CEO rolls the money to make a clear statement", the delay has not been issued. Pan's cell phone number has also been replaced.

In fact, "the street network has long been a break in the capital chain, and began to default staff wages." "Huangfan, a person close to the network, explained to reporters in South China that this January, the street network had announced that it had received the B-round financing of the Chinese-Xia Morgan Equity fund, totaling 200 million yuan, valued at 920 million. For a variety of reasons, Huaxia Morgan has withdrawn funds, 200 million of the financing has not been accounted for.

There are really a lot of financing variables here. "It is difficult to deceive investors to limit the behavior, in order to reduce investment, valuation risk, VC will normally be a round of two period of funds, if the start-up companies fail to achieve soar, capital may be Shing." "A well-known U.S. dollar VC manager told the South reporters, usually, after the financing agreement, the dollar VC is the money to the foreign currency account," enterprises to use the funds, but also to the foreign Exchange Bureau and other government departments to apply for approval for at least 2 months. ”

And at this point in time, the Chinese O2O rebate website "Closure of the storm" intensified, before long, there will be hundreds of millions of shopping to Beijing Fengtai District People's Court to submit the application for bankruptcy clearance materials. At present, the Street Library network in Guangzhou, Shenzhen, Chongqing, Wuhan site has closed the trading system, unable to book.

Financing twists

Street Network business model is actually very simple, is to member online order payment, offline entity shop experience consumption, and relying on two-dimensional code recognition technology for all the ground Alliance business, to provide rebate promotional services.

The boat was a crowd of people. As early as last year, hundred Shopping Network, all the league, sesame Seed Network has been exposed "suspected pyramid marketing, leading to a crash", and the above Web site rebate model and "street network" is probably the same. Its "Essence is the future generations of consumption to pay for the return of the former, with the rapid expansion of business, various risks are increasingly apparent." "The electric business personage analysis said, although the rebate website simply cannot equate to" the MLM website ", but the pessimistic sentiment has spread rapidly, the government regulation already tightened.

Hence, "The street storehouse net initiates the transformation strategy, locates in the O2O business community comprehensive platform, provides the omni-directional integrated marketing service for the beer and Skittles domain merchant." Huangfan said, the O2O positioning of the street is very close to the taste of wind, financing progress looks very smooth, "it is to facilitate the financing, rapid expansion, from Guangzhou, a network of the street to move to Beijing. ”

Unfortunately, "the Pan is a traditional business background, not very understanding of the electric business, business development and no plan so smooth." It is said that the street library after the investment, but also transferred 50% of the funds. Senior executives at the above Street Depot network continued to explode.

In this way, the Street Library network financing, transformation process twists, after all, still difficult to escape the fate of the decadent.

The War of O2O mode

This is a O2O Web site of the live case, from the peak of the venture to the bottom, the original only one step away.

Originally, the venture capitalist tightening money has let the entrepreneurial enterprise feel depressed, "and group buy a voucher and other ways, and the middle-end coupon industry," a "is a great threat to the survival of the pure return platform space. "Consumer experts, group 800 co-founder Hu Chen told the south are reporters, online marketing and offline business integration, this requires online and offline resource balance, for enterprises, resource requirements will be very large," mouse + cement "need to be equally strong.

In other words, "O2O marketing site is not the value of ' low price, discount ' as the first appeal, but to provide online, offline a variety of channel consumption, all-round to meet consumer demand for advanced services. and in order to achieve full customer service commitment, O2O operation will cause ' resource redundancy ', advertising marketing costs also high. "Eric Consulting E-commerce Consulting Center General manager Fu Zhiyong told the south are reporters, the true meaning of the O2O mode, operating threshold than you think much higher."

In the larger data, the construction of resource barriers, the official data of the street network showed that up to 2013, the national coverage of the street network has exceeded 30, with 100,000 to 200,000 of the Alliance merchants, the annual consumption amount of 40 billion.

But the doubt floated from another place. South are reporters according to the Street Library network published information, randomly picked the Pearl River New Town in Guangzhou K-box, dongting Soil restaurant and other businesses to verify cooperation information, the latter said, "Never with the street network to reach a cooperation." "We only with the public comment on the network, the United States Group Group purchase site cooperation, not with the street network cooperation."

Future mergers or acquisitions or intensification

This is a signal, "mobile Internet development Group buy concept again upgraded, at the same time there are new development opportunities." Given the value of mobile new portals to the local life market, the domestic internet giant will reassess the commercial value of the O2O Web site, which could lead to mergers and acquisitions or consolidation. "Hu Chen is an analysis.

At the end of 2012, it was O2O. The three big internet giants have laid out O2O strategy, last December, the Sina payment system upgraded to Sina Weibo wallet, trying to combine micro Bo's online community to create closed-loop e-business model, Tencent again play the micro-letter, and cosmetics electric trader "beauty sinks" to cooperate, Through a large number of users for online operators to provide mobile access; Ali was not outdone, using Alipay to achieve the reverse of the payment under the line, its ambition in the O2O payment area is self-evident.

But while the big three and many entrepreneurs are betting on O2O, but many of the troubles associated with O2O are endless, and the biggest problem is how to effectively butt the huge amount of online traffic and online transactions with real-world businesses, and not to mention the huge cost of the task, As far as possible in the shortest time difference to deal with businesses and users became the O2O practitioners of Achilles pain.

"From now on, the entire rebate industry will face a big shuffle." Maybe there's only 3-5 left. "Show when the net CEO Huang as forecast.

Industry view

Rebate Mode into Money game

The CEO of the Street Library net disappears

"2012 China consumption rebate Model investigation report" shows that at present, with network MLM color of the total amount of consumption rebate mode reached nearly 1 trillion yuan, which to the name of consumption rebate and the actual sale of the organization of the amount of money involved is about 200 billion yuan, From speculative speculation into the financial marketing of the consumption rebate business model involved in the amount of about 800 billion yuan, the traditional consumption rebate business model of the amount of less than tens of billions of dollars. The report also pointed out that, "from this can be seen, with network MLM color of the consumption rebate model has highlighted its harmfulness and destructive power, mostly in favor of speculation and speculation, and gradually evolved into an ' air-to-air ' funds game. ”