Explore its main O2O business model and its survival trajectory found

Recently, Pan, the chief executive of the network, who absconded with his money, said in an interview with the China Business Daily that he had paid most of his employees ' wages for June, and that he was now in the field, and would return to Beijing in 8 months 9. He also said that the follow-up problem of the street network needs the company's real shareholders to solve, and he is not the real owner of the Street Library network. "I signed a contract, which also poses a risk to me," he said. "Pan said.

Reporter investigation found: in the street library network capital chain nervous, thin body self-help process, even more surprising is that the shareholders of the Street Library network is next a larger chess, which sells raw stocks or for its real profit-making tools.

O2O Profit model nominal

To the coupon mode for businesses to do integrated marketing services, first need to have a large flow, but large flow needs to pay a large price to play as a promotional platform, otherwise no effect, businesses are not willing to pay.

Street Library Network was founded in July 2011, known as "based on the local consumer market, committed to the concept of business circle to build China's first commercial model for the use of O2O Internet and mobile internet Business Services platform."

Prior to this, the street network of foreign claims, the May 2012 won two PE a total of 100 million Yuan capital injection, in February 2013, b round refinancing 200 million yuan. However, it is such a "capital-favored" O2O concept enterprises are caught in the mire of funds.

"The current situation of the street network, like all internet companies do not go on, that is, there is no money to burn." "Pan that the commercial model of the street network is not a problem, it is mainly about money."

Comb the street network of foreign claims to obtain investment news found that in November 2011, it introduced investors Ding letter group, investment is not known; the above 100 million yuan in May 2012 only more than 10 million yuan to account, and this February of 200 million yuan investment has not been accounted for, the lack of money is certain. Its financial strain has been on the line in March and has since started laying off workers in April and shrinking some of the city's businesses.

The commercial model of the street network is not without problems. In fact, the street network has not found a profitable business model, has been groping. Street network staff told reporters that the company's shareholders and Pan and other management have no Internet experience, they do not understand O2O.

Previously, Pan has explained the business model of the Street Library network: to members online order payment, offline entity shop experience consumption, and rely on two-dimensional code recognition technology for all the ground Alliance business, and provide rebate promotional services.

At first, the street network did try a two-dimensional code to create an electronic membership card model, since then, this model has added coupons and "Wireless point Dambao" products, try new business model. However, these products and models are facing great challenges.

Specifically, membership mode is the most ideal model for all O2O enterprises, if you can do a good job in the business member management, will live very well.

From the public comments network to micro-letter platform, in fact, are groping membership mode. However, because of the need to lay a large number of two-dimensional code machines in the shops, the cost of the network has become a major drawback.

And with coupons for businesses to do integrated marketing services, first need to have a large flow, but large flow needs to pay a large price to play as a platform for promotion, otherwise no effect, businesses are not willing to pay. As for "Wireless Dot Dambao", to the merchant charges, need a talk, push the pace is very slow also difficult.

Huang, research director of product network, said that the street library network model of products and services need to heap out money, not a large amount of capital investment, it is difficult to achieve the desired effect. More make O2O enterprise embarrassed is, to the merchant collects the expense is very difficult, some businesses if shamelessly does not recognize the effect, O2O Enterprise not to have the method, this "commercial chain's closed loop has not been able to circle".

Although the Street library network through its two-dimensional code system can control the consumption of members, but if some businesses to avoid this system, directly to the user discounts, then, the Street Library network is also no way.

In April this year, Pan has said that the street network to the Business Alliance as the core of commercial integration marketing to replace the traditional O2O model, from the focus on the development of online membership, to pay attention to the service line merchants change. However, the network did not have much time to try this new transformation, and fell into the situation of funding.

In addition, the structure of the shareholder of the street network is also very "strange". Reporter learned: Although Pan as a legal representative, in the industrial and commercial information in the majority of the equity, but he said he is not a real street library net boss. "I signed a contract, which also poses a risk to me," he said. "Pan said.

Inside the network, Pan also in the embarrassing situation, the company's management and shareholders began to infighting. Because the employee who did not get the salary began to defend the rights, and the management of the shareholders moved out behind, said chairman Huang Jinlong, director Shei Yuda, Supervisors Chi Jiayu and other shareholders have indicated the attitude: the status of the street library network and employees do not do any treatment measures.

Selling the truth of "original stock"

"To attract investment in PE as a gimmick, the company aims to attract individual investors to buy its original shares." ”

The street Vault net is not inflow in the O2O circle. An Internet industry researcher told reporters, "We do the Internet research do not know that there is such a company doing O2O." ”

A former employee of the street storehouse net has poured out the riddle, the shareholder cares not the street storehouse net this piece of business, but behind pulls a person to buy and sell a stake. In July this year, someone reported on the internet that "the street network itself is losing money and its business is making money by pulling people to buy shares." ”

Reporters from the internet to find a "small and medium-sized investors sit for a large PE long-term project-subscribe to the original equity-street network (now 0.10 yuan per share)" material. The reporter and the material of Mr. Yang, he said: "Now there is no street stock net original shares sold." ”

Certified as a friend of the Zhu Yinbo, the director of Customer interaction, commented on Weibo that the street Library network is a project from a network company in Guangzhou, they have several projects, are to circle money and capital for the purpose. and Daily Hui general Manager Yong in micro-blog more direct comments: "From the beginning is a scam, a lot of people do not believe that money laundering." ”

"To attract investment in PE as a gimmick, the company aims to attract individual investors to buy its original shares." One employee told reporters.

November 2011, there have been media reports that the Hong Kong-funded background of the international PE giant Ding Letter group and Crown Investment Co., Ltd. was announced in Guangzhou, and the first O2O mode of mobile internet Platform Canton Street Network Technology Co., Ltd. reached strategic cooperation. It is understood that this so-called international PE giant Ding Letter group is actually a few months before the establishment. Information shows that two Malaysians and one Singaporean were registered in Hong Kong 2011 months April 21, and these three are the real shareholders behind the network. This is also known as "own vote themselves, is only in the name of PE."

January 26, 2013, the Street Library network in Beijing Pangu Seven star Hotel held "Street Library 2012 annual Meeting and Value Assessment banquet", and announced: The company and China-Xiamen Morgan Equity Fund Management Co., Ltd. formally signed an investment agreement, involving a capital of 200 million yuan.

And this mansion Morgan Company is also newly established company, December 26, 2012 registers in Guangxi Fangchenggang, the registered capital is 10 million yuan. In fact, the so-called $200 million is not accounted for at all. However, because there is a Chinese-Xia Morgan Company to invest 200 million yuan background, the street library network was valued 920 million yuan.

The street network staff told reporters that in the early January, the first street network access to investment in the press conference, they do business when the material is prepared to invest 100 million yuan, and the investors have temporarily changed their mind, the external announcement is 200 million yuan. The net is valued at 920 million yuan, which is more attractive to customers who want to buy raw stocks.

It is not difficult to see that the street library net is actually just Ding letter group in order to sell its original shares and invest in the establishment of a business, the company's specific business is not important, it is important to make the enterprise a catch. Reporter inquires the public data found that the street library network did a lot of publicity, Pan in many media interviews are talking about the business model and prospects of the network, also sponsored the Chinese Golden Melody Award and other entertainment projects.

From start to finish, claiming to get the so-called huge investment in the street library network is only ding letter Group A pawn. According to the information received by the reporter, Ding letter group of foreign sales of the original share of the PPT, the street network as the first project has been invested, and the commitment to use its listed companies before November 1, 2013, the original stock exchange investors of the ding-Xin equity, in case Ding letter has no company listed in the original stock and investors exchange, Ding letter will be the original price of investors to invest in the ding-letter equity to give 100% of the original price repurchase.

It is understood that Shenzhen, Changsha, Fujian and other place some investors spent 300,000 to 10 million yuan to buy Ding letter group original shares. Some investors said, is its relatives and friends bought the Hong Kong Ding letter Group original stocks, and its development into the line, also was pulled bought Ding letter of the original stock, the agreement is even through the courier completed, and did not go to the field visit.

Reporter on the "Street Library network operation is to attract people to buy their original stocks?" Why do employees peddle raw stocks on the Internet? "Such questions to Pan, he said:" I only responsible for the business level, the shareholders of the money how to come, there is no sale of equity, he is not clear. Subsequently, the reporter to shareholders Huang Jinlong, Shei Yuda and so on to verify the same problem. However, as of press time, Huang Jinlong, Shei Yuda did not answer the phone, and did not reply to any text messages.

This newspaper will continue to focus on the latest developments in the street library network.

No integrity go far

Han Yanming

A newly established start-up company, packaging into a giant PE investment, this is the first is a dishonest behavior. Dishonest enterprises are difficult to go far, the street is such a network of enterprises.

In the O2O mode, the dishonest behavior of the merchant will also lead to the formation of the whole business ecological circle very difficult. It was really through the O2O electric business platform to bring customers are not recognized, this is a lot of O2O site often encountered also difficult to evade the problem, and solve this problem to form a closed loop is difficult. For example, through technical means to track consumers, if the merchant took out a small part of the O2O platform to lure consumers, businesses and consumers can completely cheat O2O enterprises. In other words, the business in the store offers higher than its O2O discount, then O2O platform value will be reduced.

These businesses in order to evade the costs should be paid, damage is not only the interests of O2O platform enterprises, and ultimately hurt themselves.

If most businesses are like this, O2O enterprises must not survive, through this platform to bring customers will be reduced a lot, this business model will not play.

Today, O2O Enterprises are making great efforts to solve this problem, hope through the process reengineering, technology and other means of locking to achieve traceability. These technical means may be useful, but only companies keep their promises is the root of the law.

If the street library net is only Ding letter group of a chess piece, then hit the O2O concept of the street library network door is not surprising, because there is no integrity of enterprises can not go farther.