Fashion famous selling high street network announced close

Absrtact: Recently, the fashionable famous sale website High Street Network announces because the company business direction adjustment, immediately stops the operation. Since its establishment only more than 2 years of time, hurriedly say good-bye. At present, the High street network can only apply for the balance of the account from the present, other content can not play

Recently, the fashion famous selling website High Street network announced because of the company's business direction adjustment, now stop operation. Since its establishment only more than 2 years of time, hurriedly said "good-bye." At present, the High street network can only apply from the account balance in the present, the other content can not be opened.

High Street Network was established in September 2011 by the Yoka Former executive vice President Li quit the founder. High Street network positioning in the service of urban white-collar women, sales of high-end fashion brand discount merchandise. Early start-up, High Street network cost six digits from Cai hand to buy domain name gaojie.com.

At the beginning of the line and a number of well-known VC to negotiate a round of financing issues of the high Street network, how just two years to go bankrupt?

Homogeneous, pan-fashion website

High Street online at the beginning of the line that the domestic fashion mature white-collar female consumption of mainstream demand is not luxury, but a harmonious and unified collocation. So, in the commodity display up and down a kung fu, invited the well-known fashion magazine editors to the merchandise with and photographed, as far as possible without the collocation of merchants.

Although this approach can give users a fresh sense of fashion, but greatly increase the operating costs. As a start-up capital base is not so strong sale of the site, the cooperation of all the goods to regroup, not only delay the update time, but also the cost of consumption. In the end, the move did not make the high street network unique, instead of the market and other famous special selling sites do not have the essential difference, homogeneity, pan-fashion phenomenon is serious.

High Street Network in the field of electric business has no chance

Review in the past two years, the only products will be listed, Poly-Mei excellent products listed, Jingdong listing. Many listed in the big guy, and High street network almost have conflict, just on the line of High Street network is difficult from the big guys built a siege of the fore.

The main clothing, cosmetics and only products, poly-United States excellent products have a great overlap, brand is not as influential as these sites gathered, it is difficult to attract the attention of businessmen, and no business attention makes the category scarce, and it is difficult to attract consumer favor. So reciprocating, this is basically an insurmountable vicious circle.

The first launch of the "matching explosion" gradually fade out of the main direction of the High Street network. In the face of such "ants Shake the Tree" power disparity, facing the power of the giant's sweeping offensive, High street network has obviously been powerless.

A brief build-up sadly withdrew

Baidu News Search "High Street Network", ranked top ten on the High Street Network news, is already in 2011 when its online release of the news report.

The promotion of High Street network is far from enough, in the information explosion of the Internet environment, High Street network did not successfully for their own momentum, so many people do not know that there is a high street network such a site once existed.

Lack of core team structure

Li founder of the High Street network, has up to 10 years of fashion media experience, the core team is the Internet industry, this is a group of media, the formation of the Internet team. And only the founder of the product is a traditional businessman, the core team is the fashion buyers and internet professionals, so it seems that the traditional industry and the Internet combination of attack, is a good way to punch the market.

Coincidentally, on the same day, the electrical business website Days Goods network also said that due to business transformation needs, immediately closed the site, has been confirmed to be beautiful said acquisition. The return of the High Street network may give us some inspiration, look for directions out of the personalized road may have the opportunity to survive.