"Honey Bud Winging" reveals the power supply chain dilemma

Channel dealer illegal shipments into honey Bud baby trolley incident fuse; Honey Bud said the incident is only a case

Less than half a year, the unknown mother and infant electric business honey Bud baby quickly favored by investors, and completed 20 million of dollars in financing.

But after Margeroland brand children's car sales, the "goofy" of the nascent company suffered the biggest crisis since birth.

Recently, the mother and child electric dealer was exposed to the media of its sales of Margeroland brand children's carts for fakes, some media began to question Honey Bud baby Other products supply channels, many mothers full of anxiety. In this regard, Honey Bud Baby recently three announcements to clarify the Margeroland trolley incident, and the purchase of trolleys three times times compensation measures for their negligence apology. The statement said the trolley incident is only a case, does not mean that honey Bud baby sales of other products have problems.

Honey Bud said the dealer cheated

Margeroland Trolley Incident After exposure, the honey Bud statement that they "were cheated by dealers." "and said, may be due to the Margeroland cart upstream supply channel confusion cause honey Bud suffered" the blame.

It is understood that many electrical business enterprises in order to be able to order sales, often through the industry capable and all kinds of powerful dealers to coordinate, these behaviors are often branded as a serial goods or illegal shipments, and to combat.

According to public information, Margeroland Global factory in Dongguan. 2012 Margeroland in Europe and the United States after the decline in sales, the abolition of China's general agent, and take the withdrawal of the Chinese market strategy.

According to people close to Margeroland, the strategic change led to the backlog of tens of thousands of trolleys produced by Margeroland's factory in Dongguan and a series of labor disputes. People familiar with the matter said that the factory from the salesman to the top of a large number of persons are in the inventory sales to cash. Currently on the market, including a number of offline entity stores, a large proportion of Margeroland carts are shipped in this form. There is analysis that the brand announced Honey Bud sales leave, the actual purpose is to combat all factory shipments.

According to the people who do not want to be named, the letter of authorization issued by Honey Bud Baby, is a high-end retail chain in China's Baby stroller Department of a management staff to help out, the authorization was Margeroland official micro-blog for the characterization of forgery.

Honey Bud Baby in the micro-blog statement that this batch of carts in the actual situation: the relevant stakeholders in the factory to violate the illegal shipments and forged the authorization. "It is because the factory illegal shipments, so the brand will not recognize this batch of goods, Honey Bud will not accept factory shipments this mode." ”

Honey Bud recently through micro-blog to Margeroland Hong Kong company shouted: "We do not intend to be involved in any complex channels of irregularities." will continue to contact the brand side, to solve the channel problem. "In this respect, Margeroland Hong Kong did not respond."

Honey Bud Milk powder from licensed and direct mail

Honey Bud said that the direct mail milk powder by the local team procurement and delivery according to daily orders, each order has the only international logistics number.

Industry pointed out that in order to purchase imported milk powder under the line channel for example, usually through the brand of China's general agent, the city agents and channel agents and many other links, each link will at least get 3%-5% Commission, the whole down, will be more than from the factory directly take the price of goods 10%-15%. "The advantage of mother and infant electric power is that through compressing channel cost, reducing cost, finally let the consumer, thus enlarge market share." ”

"Some brands are not developing online shopping channels for brand protection and do not release authorization," said Liu Menglei, an analyst at Yi-ku. "For brands that accept online sales, the power of the Electronic business platform determines its voice in negotiations." ”

About Honey Bud Baby imported milk powder channel suspected of false suspicion, honey Bud Baby said, currently on the Honey Bud platform sales of powdered milk including licensed Connaught Excellent and direct mail milk powder. Direct mail milk powder is procured by local team and shipped according to daily order, each order has unique international logistic number, which can be traced back. This model of direct-mail milk powder from overseas has been widely flowering in the electric business sector this year.

Why is there such a large amount of milk powder restriction in some countries? Honey Bud Baby explained, mainly through local companies from large supermarkets to buy bulk. Some users of the purchase of small tickets with a copy of doubt, Honey Bud explained that in order to make each order has a small ticket, so make a copy, the real small ticket local team all save file storage.

Nicknamed "Little Black elder brother" a New Zealand milk Powder Direct mail Taobao shopkeeper said, some big people are directly from the supermarket through the supermarket workers to buy large orders, so not subject to the amount of restrictions.

The development of mother and infant electric business is difficult

There are analysis that the fundamental way to solve the problem, one is that the electrical business enterprises should be active and brand-side communication and negotiation, the second is the brand enterprises also need to give a new understanding and positioning of the electric business channel.

Industry experts said, to break through the power supply chain, the electricity business only to expand their own, with more direct cooperation of the brand, direct agent. The introduction of Cross-border electricity dealers is also the state to encourage the development of electricity merchants, patrons of the policy.

Reporter noted that in the face of consumer concerns, starting from August 25 Swiss virtues music, French wonderful music, the United States small green shoots, the United States Plum, the French Sufi deer, the United States babyganics, billions of European, French Beaba, Japanese king diapers, Italian Okbaby and other brands, as well as China's exclusive agent have through the official micro-bo vocal power very sweet bud, proof honey Bud Baby Platform sold products for authorized authentic.

Media reports show that this month, Honey Bud Treasure Ningbo bonded Area Cross-border Shopping zone has been officially online. This will allow Honey Bud baby operating overseas mother and child products from Ningbo Cross-border electric power delivery to the whole country.

"Honey Bud from the inception of the beginning to now, which difficult to imagine hard work." Quality and Fidelity has always been the bottom line of Honey bud, how could I have ruined my years of work for a child stroller? "Yesterday the reporter contacted has been low-key Honey Bud Baby CEO Liu." "We are determined to do the mother and infant electricity first, will not take their own survival baseline jokes." ”

Honey Bud Baby's predecessor is a four crown Taobao shop, founded in 2011 by Liu in Beijing. Honey Bud Baby in the March 6 this year on-line, positioning for the import of Mother and infant brand special sale. Online month turnover on the breakthrough of 10 million. July this year just won the Sequoia Capital, the money and the perilous venture huaxing Hua Xing with the investment of the 20 million U.S. dollar B-round financing.

Suning Chairman Jindong In this year's two proposals on the mother and child products called for, on the one hand, the retailer's legal liability to the quality of goods should be clarified. On the other hand, dealers should bear the responsibility of paying first, protect the rights and interests of consumers in time, and then trace back to the producers or service providers to ensure that consumers can buy the safe mother and child products.