Ching, vice president of New egg Net consumer electronics, took over as president of China

March 1, 2008, the New Egg Network Board core members Liu Chengzhong from the founder Zhang Fajun hand over the group president and vice chairman of the post, August 2010, Cheng, the reasons unknown, the CEO of the post again by Zhang Fajun concurrently.

June 2008, Ching, vice president of New egg Net consumer electronics, took over as president of China and stepped down in November 2010, and the CEO of China New Egg net was replaced by Gu Jianching.

August 31, 2011, China's new Egg net CEO Gu Jianching resigned, just in June of the same year in the COO position of Chi Yong letter temporarily replaced day-to-day operation.

May 11, 2012, China's executive vice President Zhou Zhaowu is the president of China New Egg network. October 2013 quit the post of CEO.

October this year again to change the handsome so far to lay off staff, about 30 employees, a number of senior executives left, and new eggs insiders revealed that the Zhou Zhaowu period to promote the "Overseas direct purchase" direction has been temporarily stranded. New Egg China has four business sectors: China's new Egg Network, Austrian logistics, new egg software, for the U.S. New Egg Technology Support Center (NESC).

For the reasons for frequent change, China's new egg network to give the answer is that the United States headquarters more emphasis on China's new Egg network localization, operations, technology. The other caliber of insiders is "the reason is more complicated, and the American New Egg wants China's new egg net to cut costs as much as possible." ”

U.S. too conservative new eggs "overseas direct purchase" leading to the demise of the project

The development direction of Zhou Zhaowu period is "overseas direct purchase". That is, the new egg China in the site positioning, do not take the road Jingdong mall big platform, but go personalized, differentiated, targeted to a specific customer community. The way to achieve differentiation is two points: first, relying on the new egg group's overseas resources, China's new eggs will be involved in foreign direct purchase, sales of imported products. Second, the product higher end, exquisite, new strange routes, such as the development of DIY products.

But the project is not progressing smoothly, and there are challenges to docking resources. On the United States and the new egg resources docking, or the future and the global New Egg network resources docking, are inseparable from human, material, financial support. But the U.S. headquarters is more conservative and unwilling to invest too much. "Now the overseas direct purchasing department has ceased to exist. "Before the High-profile publicity overseas direct shopping, feeling is now a chicken ribs, just on the site has an entrance." ”

However, China's new Egg network said that the future will continue to promote direct purchase overseas, but also more localized, do refined operations. Such a situation, the sensible can understand is "dying."

In addition to layoffs, China's new Egg network in the advertising investment streamlining, this year, the promotion period will no longer carry out offline advertising. As a result, sales are falling, market share is shrinking, and China's new eggs are facing a crisis of marginalization.

US headquarters stingy to invest in China's new eggs have been measures "savage growth" era

According to Iris Data, 2010, the new egg net in China's independent sales of the market share 5.4%, after Jingdong Mall, when, the Amazon, the fourth position. 2011, the new Egg net market share fell to 1.8%, in eighth place. By 2012, the new egg net had fallen out of the top 10 list of electric dealers.

An important reason is that China's electrical business in the barbaric growth, the major companies to spare no effort, and the new eggs have not been the headquarters of the Chinese market to adopt a conservative strategy, market costs, warehousing logistics, personnel investment are limited.

Originally in the 3C field also has the advantage of China's new eggs, to this July, the only mobile phone market share of straw will be jingdong, Xun and so swallowed.

In addition, China's new egg network frequently change the president, the development direction of frequent adjustment, lack of sustained development goals. "Leaders change, the direction change too fast, keep pace with the change." "is also an important reason for the marginalization of Chinese new eggs.

Will the Chinese new eggs, which are frequently traded for handsome, poorly invested, and with unclear targets, go the way of ebay, China, and cool weather?