German online shopping giant Neckermann bankruptcy internal outside difficulties

BCC, Beijing, July 20 (Xinhua) According to China's voice, "Global Chinese Broadcasting Network" reported that the German online shopping, mail-order giant Neckermann this week announced bankruptcy, news of the company's employees are not only a big surprise, but also to the industry shocked.　　Not so long ago, there was a high expectation for the established German company. In fact, many of Germany's most famous companies announced bankruptcy this year, which not only has emerging High-tech enterprises, but also old-brand enterprises. Just a few weeks ago, one of Germany's biggest commodity retail chains, Schlecker, just closed.　　In the depths of Europe's debt crisis today, Neckermann became another fallen domino. The reason why Neckermann can "overnight" came tumbling down is of course manifold.　　Neckermann 80% of the turnover from the net purchase, and very early established their own shop, but as the saying goes "boat small fear of wind and waves, ship disaster turn", in the face of springing light, business model more flexible and diverse competitors, Neckermann began to appear "clumsy bloated." The enterprise has 2,500 employees, which is a very large number in Germany, and the reason why the success of online shop is not so large size and so many artificial, so that can save a lot of marketing costs.　　The new business situation should have been streamlined, but because of the strong position of Germany's trade unions and the regulations of the labor law, there is no way to reduce the burden of enterprises by undertaking mass layoffs. Neckermann was founded in 1950 in the German Logistics and Aviation Center of Frankfurt, when Germany was in the post-war reconstruction development stage, the material is still scarce, and people's demand for material is very big, Neckermann in a very novel shopping model-mail order rapid rise,　　To become Germany and even the largest mail-order sellers in Europe, has achieved great commercial success.　　Even after the emergence of several strong competitors, Neckermann still with strong strength, excellent quality of goods and thoughtful service in the industry has maintained a leading position difficult to shake.　　By the 90 's, when the network began to rise, Neckermann keenly sniffed the business opportunities, in 1994 set up its own network store, offering up to 700,000 kinds of goods, 80% of the turnover from the net purchase, and its customer base is 90% customers. For more than half a century, the road Neckermann has been very brilliant, whether it is the market philosophy, business model and the response to the business can be said to be very good, until a few years ago the company is still a towering mail-order and online shopping giants. Overall Neckermann's business strategy has not gone awry, so its collapse is thought-provoking. (Shi Chengjun, German observer, Global Mandarin Broadcasting Network) second, a wave of intensified Western economic crisis since 2009And the euro-European debt crisis is clearly outpacing its resilience.　　Since companies have been in financial trouble, all parties have tried to save the classic German company that represents an era, but the external conditions of its past advantages have changed radically.　　In addition to the fierce competition, the market demand is not as big as before, especially in the economic crisis is not the end of today, people to their own pockets more tightly, want to cast brilliance is obviously not realistic.　　In the end, the internal of the U.S. investors in the plight of the United States has undoubtedly become the last straw to overwhelm Neckermann, the troubled Neckermann failed to reach a compromise with US investors on the corporate overhaul plan, had to declare bankruptcy.　　In fact, the business in Germany is very large, so its bankruptcy and the recent bankruptcy of German companies caused by the chain reaction, is now the focus of Germany's streets and lanes. In the final analysis, Neckermann's successful rise is the product of the Times, and its decline and ruin is also the choice of the Times. Only this year, a number of well-known German enterprises announced bankruptcy, not only q-sells such a new High-tech enterprises, but also old and traditional enterprises. Just a few weeks ago, Schlecker, one of Germany's biggest commodity retail chains, just declared bankruptcy. Shopping malls such as battlefield, no matter how powerful a company, in today's rapidly changing and competitive information age, even a small mistake may come crashing down. (Shi Chengjun, German observer, Global Mandarin Broadcasting Network)