Lok Tao trapped in "prostitution" Rumors: Footwear manufacturers encounter survival dilemma

Chen See speech anger, scold Bi Sheng You don't tell me, just in the outside cause such a big thing! What do I say to employees? "A person familiar with the matter said that an electric business owner drank wine, letters him on Weibo, letters in the Bi Sheng, said he destroyed the entire electric business industry, also destroyed their company, some employees saw this speech, immediately resigned. Bi Sheng This is a scam "the background of the speech is that the electric business enterprises generally serious losses, the year to Amoy as an example, logistics Fijian Amoy Gross profit margin of 1%, operating costs accounted for 8%, return cost accounted for 2%, packaging costs accounted for 1%. The bigger cost is that the advertising fee is too high, the large price increase of advertising makes the electricity business become a huge red sea. In the electric business enterprise crazy burning money era, Amoy obtains the financing to burn up quickly, the flow obtains the cost to increase greatly, had to give up the platform strategy, the transformation shoe brand, but also quickly suffered the transformation pain. Peak period, Amoy in Beijing wangfujing Business Circle of the bustling area, rented the Macau Center two floors Office building, the number of more than 400 people. After just a year, the company's current size from 400 to 40 people, and its Hangzhou team from nearly 20 people to less than 10 people. 2013 Lok Amoy further suffered a heavy blow, Vice President Chen, Operations Vice President Li Zhenguang successively leave, CTO Li Yong inadvertently fighting. Chen, Li Yong is the Amoy start-up staff, but also the company's shareholders, turnover on the impact of the great Amoy. Among them, Chen is Taobao early employees, follow Bi Sheng entrepreneurial years, and finally out, and Taobao but big, frustrated let Chen already reluctant to talk about the past. In the October 2013, Amoy a series of negative rumors back into the industry's view. First Amoy official website is unable to visit normally, outside rumor it is facing collapse crisis. Since then, the food online supermarket tuo Tuo Amoy, General manager du recently revealed in Weibo, the original business will stop operation, new development direction has been determined, the product is also the basic research and development end, and may have new funds to enter. According to Tencent Science and technology at that time from all sides understand, the new development direction of Lok Tao is a custom platform. Amoy previously identified the road of its own brand has been unsustainable, but also means that Le Tao 5 years 3 times the transformation has failed. Once young frivolous "Bi Sheng frankly was too radical" Amoy once had a good hand, but the pain lost chess. Former Lok Tao people have disclosed to Tencent technology, the original Taobao Mall (CAT predecessor) just started to invite the company, Taobao vice President rate team visit Amoy and Bi Sheng to negotiate, Taobao out preferential conditions, as long as the Lok Amoy settled to 1 million yuan advertising resources to promote, the prerequisite is, Lok Amoy use Alipay for settlement. Just then the momentum is fierce, Bi Sheng attitude relative arrogance, claiming to be happy Amoy settled also can, pay treasure settlement page to jump to Le Tao. This condition makes Taobao unacceptable, the negotiations finally broke down. Until Le Amoy transformation to make a full day cat, the time is late, the cat no longer to Amoy the original demand for its advertising resources to promote support, Amoy also need to pay a fortune to open shop fee. And Amoy opened more than 10 days cat shop, delivered millions of dollars. Transition from platform to brand, as a sign of transformation, Amoy a sigh of relief to launch Chance Chance (cha), Lavis Lavie (Levi), imosii (MO), Manwill (Maiwei), c+ (Gamma) five own brands. But this transition is not seen by outsiders. One is the relative concentration of footwear brands, the traditional brand more powerful, only hundred Li occupies more than 20% of the line under the market share, people on the brand of shoes more than the awareness of clothing. Second, the comfort of shoes more difficult to control, the last type, the size of high requirements. And the traditional background has higher requirements, buy hands, production, supply chain capacity is indispensable. Amoy Shoes NET Former deputy manager Lin Cheng Industry has pointed out, do a brand is very difficult, at the same time do five brands is whimsical, and its energy, ability, staffing does not match. Although Belle has many brands, but through 20 years of continuous exploration, integration, acquisition, only to achieve today's scale. It's hard to focus on a brand by dispersing the firepower to too many points. Lin Chengyu that the original Angry bird shoe success, on the one hand is based on the game of the hot, the Times to create a hero, on the other hand, is based on a large number of promotional advertising, platform flow value. In addition, Angry Birds are the internet concept, and Le Tao Internet gene also more fit. Now, lack of carrier support, brand support, women's shoes more complex than canvas shoes. A former Lok Amoy middle-level Tencent Technology said, Amoy had wanted to borrow the cat double 11 to recover a innings, equipped with tens of millions of of the source, but the reality is quite brutal, only millions of of the goods sold. The loan backlog became the last straw to crush the Lok Tao. Over the past few years, Amoy has been in the dilemma left-right Chong, but for Bi Sheng, all is not a bad thing, Bi Sheng in the reflection, regret the first rushed too fierce, and realize that the essence of electricity or retail, is selling goods, do not easy. Compared with the arrogance of the past, Bi Sheng has also become more pragmatic, the character has changed greatly, become soft, and began to make friends with people. Amoy's experience is not only caused by its own cause, more importantly, the whole electric business environment has undergone profound changes. An electric trader has pointed out that Amoy has done quite well in marketing, including "Angry Birds", "Fruit Ninja" cooperation is very successful, but the capital market changes too fast, not to Le Tao enough time, the fate of Amoy people feel pity. Amoy's former rivals are happy to buy now. At the beginning of this year, most of the employees at the Beijing Operations center were dismissed after being compensated for 3 months ' salary, leaving only a few people to deal with the aftermarket business. Previous good Lok Buy has been many rounds of layoffs. According to a shoe electric trader Personage discloses, the good Lok buys also had repeatedly spread sale rumor. After a good buy to remove the Beijing Operations Center, the country has only one warehouse delivery, must be affected in the distribution. There is no follow-up funds in the case, a good happy to buy the home page has been revised, home SKU significantly reduced, navigation and other inputs basically into a stagnant state.