Chuan Amoy will be sold, CEO Bi Sheng has led the original Lok Amoy team out of business

Absrtact: Amoy CEO Bi Sheng (Weibo) Footwear Vertical consumer Web site Le Tao has been in the industry for a long time. Recently a rumor let disappear already long Amoy again appear in the industry field of vision, said Amoy will be sold, Lok Amoy CEO Bi Sheng has led the original Lok Amoy team out to start a business. Anecdotal reports

Amoy CEO Bi Sheng (Weibo)

Footwear Vertical Consumer website Le Tao has been in the industry for a long time. Recently a rumor let disappear already long Amoy again appear in the industry field of vision, said Amoy will be sold, Lok Amoy CEO Bi Sheng has led the original Lok Amoy team out to start a business.

Anecdotal rumors, the acquisition of Lok Amoy is the former Lok Amoy employees-the original director of the operation of the vice president, Micro-trust friends circle more jokes, "a company to go bankrupt, beauty reluctant to leave colleagues, reluctant to leave the company, let her father took the company." ”

As a former leader in the field of vertical business, Amoy from peak to trough the fate of people sigh unceasingly, this Le Tao fate trend of the rumors more affect the industry nerves. However, Bi Sheng accepted Tencent Technology connection, said that these are entertainment gossip.

Bi Sheng recently in foreign vacations, but he to the Tencent technology to confirm some of the current situation, said Lok Amoy headquarters in Beijing, still in normal operation, and also as the CEO, but I do not want to face the media, some rumors are boring.

Bi Sheng also does not disguise the possibility of seeking a sale, saying the relevant matters are in progress. If the rumors about the sale of Lok Tao are true, selling itself is a good thing today, when vertical companies are in trouble.

Bi Sheng also said that in the lotto outside their own early investment projects, has always been the two, but he declined to disclose the energy distribution, only said Amoy is still looking for new directions.

In fact, the fate of Amoy is just the epitome of countless vertical-business-to-consumer fortunes. In the PC Internet dividend disappears, the sky cat, such as the big business, such as the rise of the background, when, where customers of these electrical sites are very difficult, smaller vertical or dead or be merged, Red children have disappeared, good music to buy is no longer brilliant. Many of the Business-to-consumer websites have become a passer-by.

Fate is like a roller coaster.

Compared with today's rumors of selling, the original Amoy is a scene, and another shoe companies are competing for a good buy financing. Amoy in 2010 to 2011 to obtain a number of rounds of investment, the introduction of the United States Tiger Fund, the source of joint ventures.

But at the end of 2011 Lok Amoy situation. The current situation caused by the electric dealer Bi Sheng a big, blunt electric business is a scam, hear e-commerce four words on nausea, all electric companies in the hands of cut meat, smiling face welcome users.

Bi Sheng in the 2011 and 2008 financial crisis in contrast, said the 2008 crisis is the ball on the cement ground quickly bounce up, 2011 is the ball in the swamp can not bounce. The comments sparked a huge response from the electric business sector.

Bi Sheng's "hoax theory" not only blows down employee morale, but also becomes "Public Enemy" in the electric Business circle. Lok Amoy Network Vice President Chen See speech anger, scold Bi Sheng "Fuck You Don't tell me, on the outside cause such a big thing!" What do I say to employees? ”

A person familiar with the matter said, an electric business owner drank wine, letters him on Weibo, in letters to Bi Sheng, said he destroyed the entire electric business industry, also destroyed their company, some employees saw this speech, immediately resigned.

Bi Sheng This "electric dealer is a scam" the background of the speech is that the electric business enterprise generally serious losses, the year to Amoy as an example, logistics Fijian Amoy Gross profit margin of 1%, operating costs accounted for 8%, return cost accounted for 2%, packaging costs accounted for 1%. The bigger cost is that the advertising fee is too high, the large price increase of advertising makes the electricity business become a huge red sea.

In the electric business enterprise crazy burning money era, Amoy obtains the financing to burn up quickly, the flow obtains the cost to increase greatly, had to give up the platform strategy, the transformation shoe brand, but also quickly suffered the transformation pain.

Peak period, Amoy in Beijing wangfujing Business Circle of the bustling area, rented the Macau Center two floors Office building, the number of more than 400 people. After just a year, the company's current size from 400 to 40 people, and its Hangzhou team from nearly 20 people to less than 10 people.

2013 Lok Amoy further suffered a heavy blow, Vice President Chen, Operations Vice President Li Zhenguang successively leave, CTO Li Yong inadvertently fighting. Chen, Li Yong is the Amoy start-up staff, but also the company's shareholders, turnover on the impact of the great Amoy. Among them, Chen is Taobao early employees, follow Bi Sheng entrepreneurial years, and finally out, and Taobao but big, frustrated let Chen already reluctant to talk about the past.

In the October 2013, Amoy a series of negative rumors back into the industry's view. First Amoy official website is unable to visit normally, outside rumor it is facing collapse crisis. Since then, the food online supermarket tuo Tuo Amoy, General manager du recently revealed in Weibo, the original business will stop operation, new development direction has been determined, the product is also the basic research and development end, and may have new funds to enter.

According to Tencent Science and technology at that time from all sides understand, le Amoy new development Direction is "custom platform". Amoy previously identified the road of its own brand has been unsustainable, but also means that Le Tao 5 years 3 times the transformation has failed.

Once "young frivolous" Bi Sheng frankly was too "radical"

Amoy once had a good hand, but lost the chess game. Former Lok Tao people have disclosed to Tencent technology, the original Taobao Mall (CAT predecessor) just started to invite the company, Taobao vice President rate team visit Amoy and Bi Sheng to negotiate, Taobao out preferential conditions, as long as the Lok Amoy settled to 1 million yuan advertising resources to promote, the prerequisite is, Lok Amoy use Alipay for settlement.

Just then the momentum is fierce, Bi Sheng attitude relative arrogance, claiming to be happy Amoy settled also can, pay treasure settlement page to jump to Le Tao. This condition makes Taobao unacceptable, the negotiations finally broke down.

Until Le Amoy transformation to make a full day cat, the time is late, the cat no longer to Amoy the original demand for its advertising resources to promote support, Amoy also need to pay a fortune to open shop fee. And Amoy opened more than 10 days cat shop, delivered millions of dollars.

From the platform to the brand transformation, as a symbol of transformation, Amoy to launch the Chance Chance (cha), Lavis Lavie (Levi), imosii (Mo-Greek), Manwill (Maiwei), c+ (Gamma) five own brands.

But this transition is not seen by outsiders. One is the relative concentration of footwear brands, the traditional brand more powerful, only hundred Li occupies more than 20% of the line under the market share, people on the brand of shoes more than the awareness of clothing. Second, the comfort of shoes more difficult to control, the last type, the size of high requirements. And the traditional background has higher requirements, buy hands, production, supply chain capacity is indispensable.

Amoy Shoes NET Former deputy manager Lin Cheng Industry has pointed out, do a brand is very difficult, at the same time do five brands is whimsical, and its energy, ability, staffing does not match. Although Belle has many brands, but through 20 years of continuous exploration, integration, acquisition, only to achieve today's scale. It's hard to focus on a brand by dispersing the firepower to too many points.

Lin Chengyu that the original Angry bird shoe success, on the one hand is based on the game of the hot, the Times to create a hero, on the other hand, is based on a large number of promotional advertising, platform flow value. In addition, Angry Birds are the internet concept, and Le Tao Internet gene also more fit. Now, lack of carrier support, brand support, women's shoes more complex than canvas shoes.

A former Lok Amoy middle-level Tencent Technology said, Amoy had wanted to borrow the cat double 11 to recover a innings, equipped with tens of millions of of the source, but the reality is quite brutal, only millions of of the goods sold. The loan backlog became the last straw to crush the Lok Tao.

Over the past few years, Amoy has been in the dilemma left-right Chong, but for Bi Sheng, all is not a bad thing, Bi Sheng in the reflection, regret the first rushed too fierce, and realize that the essence of electricity or retail, is selling goods, do not easy. Compared with the arrogance of the past, Bi Sheng has also become more pragmatic, the character has changed greatly, become soft, and began to make friends with people.

Amoy's experience is not only caused by its own cause, more importantly, the whole electric business environment has undergone profound changes. An electric trader has pointed out that Amoy has done quite well in marketing, including "Angry Birds", "Fruit Ninja" cooperation is very successful, but the capital market changes too fast, not to Le Tao enough time, the fate of Amoy people feel pity.

Amoy's former rivals are happy to buy now. At the beginning of this year, most of the employees at the Beijing Operations center were dismissed after being compensated for 3 months ' salary, leaving only a few people to deal with the aftermarket business. Previous good Lok Buy has been many rounds of layoffs.

According to a shoe electric trader Personage discloses, the good Lok buys also had repeatedly spread sale rumor. After a good buy to remove the Beijing Operations Center, the country has only one warehouse delivery, must be affected in the distribution. There is no follow-up funds in the case, a good happy to buy the home page has been revised, home SKU significantly reduced, navigation and other inputs basically into a stagnant state.