Every day, the electrical business in the winter to survive means everything

5% of layoffs have just passed, at the end of November, where the former vice president Shengchang separation. Another wave of fierce material and will point to Van, an anonymous netizen on the blog published named "Fank How Long" series of Bowen, "estimated (Fank) has not lasted long, internal and internal problems, crisis." "Bowen is directed at everyone who is living beyond his means and burning money.

Every guest from the beginning of its birth, is the capital of the fast running, is considered to be China's customer symbol. Funds round the round to follow, from October 2007 until now, the wind cast "ferocious", a total of financing six, about 420 million U.S. dollars. Investors include Lei, IDG, joint venture, Qiming Venture, partner of the rich, Tiger capital and Temasek.

2010, Han and Dan endorsement of "where the object" has also been fire across the river.

December 6, aged to our correspondent said, "(the blog) is not true." The Internet is free and open, and anyone can write a blog. "But age does not mean that," as a new model of the trial, with four years to grow up, we have doubts, the doubt is normal. ”

Even if the customer is still in the loss, aging used to compare is, "excellent use of six years of time over billion, where the customer only spent a year." ”

More than just the guests, most of the electric dealers feel the chill. "Now the situation is that before the electric dealer overheating, burning too much money, the result is now the money burned almost, there is no other way, can only wait to freeze to death." The real wood heating also want to save. "said Mintie, CEO of the wing Business Network.

"Hang on, it means everything." "Aged.

Secrets you can't tell.

In response to the layoffs and senior executives ' resignation, "the flow of people is normal, not to explain is a protection." The president has more than 30 members, each of whom has done the right thing at every stage. Is there anything unusual about a co-worker who has other choices for personal reasons?

But for old age, IPOs are not a secret, even if the rumors have spread all over the sky. "First of all, no confirmation of this information, until today will not confirm that the interpretation of this issue is not responsible." "he said.

Two months ago, rumours of a public offering to the US were rife, and even the five investment banks that traded their IPOs were CICC, Citigroup, Credit Suisse, Goldman Sachs and Morgan Stanley, which financed up to $1 billion trillion. Then, November 10, Silver Thai network CEO Liao Bin also said, where customers have been submitted to the listing on November 5 application. But no public information was found on the SEC's website.

However, the client is silent about the IPO. Shengchang, who has already left, has been coy about delaying the IPO or because the current environment is not too rosy.

In fact, aged in early 2011 said the IPO will not be considered for two years. However, less than a year, the U.S. listing rumors will be four, time is from the earliest 2013 to the end of 2012.

The IPO rumours have spread widely, with speculation that investors are putting pressure on them.

For such speculation, Aging argued, "at present, every customer has gone through 6 rounds of financing, you can see that investors have confidence in every customer, I do not feel the slightest pressure." Aged to "not listed companies" as the basis, refused to disclose the cost and inventory issues.

In the view of a senior electric trader, this is a precursor to an imminent IPO. "This may be a period of silence that we have experienced before we went public," he said. ”

Difficult to reduce costs

Van Gogh announced that 2011 will meet the tens of billions of sales targets. And 2010, where the customer sales performance of 2 billion yuan. It grew to 30 billion yuan by 2012. Aged for the 5-year development plan for every guest is the sales scale rushed to 150 billion yuan.

But the top executives said the current listing is not a good time. "The Chinese concept stocks are not being looked at now, and Macaulay has tumbled, and the handle has withdrawn its IPO." Listing at this time can only indicate a lack of money. ”

Whether the customer is short of money? A series of moves this year show that the cost is shrinking.

July, where customers to reduce cooperation with the Network Commission, the proportion from 16% to 10%, and the move can at least give the customers save 20 million yuan. In addition to its own savings, the previous layoffs were also seen as a cost-cutting plan for the IPO. The human cost is also one of the post attacking points.

Aging did not disclose its cost and inventory. But in the above attention to all customers of the high level of the electrical quotient, where the customer inventory is not low. "SKU (single) category over million, only a few shoes sales exuberant."

Today's online shoppers are not buying cheap but taking advantage. You've got the cheapest one in the front, and who's going to be looking for something cheaper?

About whether the SKU is too much, aging is a response simply, "If it is four years ago, I still tangle is not too many categories." Every guest is a brand created by the shopping experience, we only see whether the user accepts the guest. We started with 2 SKUs, and now we are trying to come out. What should be sold and what should not be sold, now is not a struggle, we only provide consumers with more products they can accept. ”

However, the pressure of cost is indeed the life and death of the electric dealer. 2010, Han and Dan endorsement "where the object", the 2010 advertising costs also paid a very expensive price. Aging has said that 2009, where the amount of ads for 200 million yuan, and 2011, will invest 1 billion yuan advertising fees.

Another electric trader said that after the rush from group buying sites, the cost of Web site navigation, keyword search and display of portal sites doubled, or even up to 5. "Where the main customer is online sales, the cost is actually a lot higher." ”

Aged once said, 1 billion advertising costs, is expected to sell 100 million pieces of clothing. Electric business insiders analysis, which means that a piece of clothing allocation of 10 yuan advertising costs, plus logistics costs, a 29 yuan to get a T-shirt almost no profit. And where the sixth round of financing of the 230 million U.S. dollars, is mainly invested in 28 places warehousing and advertising costs.

Jingdong Mall announced that the amount of less than 39 yuan orders charged 5 yuan freight, when the merchant to share the "promotional fees", Lok Amoy cut off 80% of the marketing costs.

After the Lok Amoy Network CEO Bi Sheng feeling into the wrong line, "a loss to make a yell of electricity dealers abound." ”

Macaulay related responsible person to this reporter said, "The sale of money is absolutely not done", the third quarter of this year's losses due to network growth is not satisfactory, so will temporarily reduce the investment in Internet business. Its CEO, Beichun, is now personally in charge of the Internet business, meaning the importance to the electricity business.

"If winter comes, every day is winter for every electric dealer," he said. "Old said," whether Taobao, Fank or Jingdong, for Internet users to create value, in the process we are trying, we are doing their own adjustment, no matter how it is the normal behavior of enterprises. ”

For the recent explosion of materials, aging summary, "I only care about two times the user growth and two purchase behavior." This is the biggest support for me, supporting the growth of the enterprise is its own growth and good products, not others. ”

"Hold on, it means everything," he said. This is useful when you are confused, even when rumors are being harassed. ”