Only goods will build Guette sell again "Hand" Oriental popular

The only product known as the "demon Stock" of the electric trader will be a group of investment and acquisitions in the beginning of 2014. A week ago, the company announced the acquisition of 75% per cent of the Oriental's popular Lok Bee network.

Last Friday, the VIPS. NYSE) announced the acquisition of 55.8 million U.S. dollars in the Oriental popular group 23% stake, linked to the eastern popular its own brand and media business.

The only product known as the "demon Stock" of the electric trader will be a group of investment and acquisitions in the beginning of 2014. A week ago, the only product would announce the acquisition of 75% per cent of the Oriental's popular Lok Bee network subsidiary.

At this point, the only product will hold the second largest cosmetics vertical electric dealers, while involved in cosmetics own brands and related media business. This means that the original main clothing, shoes and hats only products will be vigorously enter the field of cosmetics.

"In 2014, we wanted cosmetics to be sold a few times more than in 2013," he said. Tang Tanji, senior vice president of the Commodities Council, said yesterday in an interview with the "first financial daily" that if there are other private brands that meet the requirements, the product will also consider investing.

And for the Oriental popular, will be one of the main business agent channel for sale, for its own brand to find a strong club, perhaps the best way out.

Why do you trade two times?

Oriental Popular Group has its own cosmetics brand and media business. According to this transaction estimates, Oriental popular group's own cosmetics brand and media business valuation of 243 million U.S. dollars.

Through this transaction, the only product will be with the Oriental Fashion group to reach a full range of strategic cooperation-to get through the front end of the fashionable electric sales platform and back-end fashion products manufacturing and fashion content manufacturing platform, further improve the "from production to sales, from content manufacturing to brand building" fashion eco-industrial chain

This is a short week, the only product will be with the Oriental Fashion Group's second "hand".

Previously, only the goods will be announced to buy 112.5 million U.S. dollars in the oriental popularity of the Lok Bee Network subsidiaries 75% shares. According to the estimate, the Lok Bee Net is valued at 150 million dollars.

Lok Bee Network, the static Jia Talent's own brand, the media business is the Oriental popular group of the three major business, why two times to carry out the transaction?

Independent Electric business analyst Li Chengdong to the "First financial daily" reporter, Li (Oriental Popular chairman and founder) is a media person, she does the purpose of the Lok Bee Network is to make strategic own brand, rather than do professional cosmetics channels. When the cosmetics channels into the homogenization of competition, low gross profit stage, the Oriental popular choice will channel sales, retain its own brand and media business.

The oriental popularity was initially founded by Li as a media company with multiple television programs. After acquiring a round of investment in Sequoia Capital, the oriental popularity expanded from the media business to the private brand and the electric business domain, and created the music bee net.

At the beginning of the promotion, Le Bee Network mainly agent mode, through the well-known brand drainage, in the amount of users reached a certain scale, and then the main push their own brands.

But the agent channel model easy to fall into the Red Sea, Le Bee Network has been an Up-and-comer-poly-Mei excellent products. Le Bee network official data show that as of August 1, 2013 noon 12 o'clock, Lok Bee net five anniversary of the first day of sales breakthrough 122 million yuan, for weekday sales of 15 times times, according to estimates, Le Bee net 2013 years of sales in 3 billion yuan. and Poly Mei Excellent product CEO Chen Au previously disclosed that the United States is expected to 2013 sales of 6 billion ~100 billion.

A person close to the Lok Bee network to the "First financial daily" reporter disclosed that the oriental popular high level for the agency channel operation has been felt very tired, and the margin and the threshold of higher private brand and media business will become the next step in the development of the focus.

For the only product will, its fancy is also the channel value of the Lok Bee network. Tang Tanji to this reporter said, le Bee network in the cosmetics field has many years of hard work and rich operating experience, can be reinforced only the short plate. In addition, the Lok Bee Network and the only product will be highly coincident user groups, to expand the user has a great help.

However, the Oriental popular brand and media resources for the only product will also have considerable appeal. Only product will chairman and CEO Shenya has shown to the Oriental popular own brand appreciation, that as consumers of personalized brands, personalized consumption of increasing demand, the Oriental Popular group's talent brand will be more popular. But after all, this is the core resources of the Oriental popular, it is impossible to sell, only goods will only be a share of the way to a piece.

On the one hand, the oriental popular want to sell agent channels, only goods will want to quickly through the acquisition of strong access to the cosmetics sector, on the other hand, the Oriental popular to retain its own brand, but also for its more powerful channel support, and its own brand and media business for the only product will also have a certain value-added, which constitutes two transactions- That is, the first acquisition and the second investment.

The only product will be the expansion of defense

The only product will be two shots, can be summed up to five words-expansion of defense.

The company, founded in 2008, is an earlier set of companies involved in the mode of flash purchase, that is, the form of special selling time limit, regularly introduced internationally well-known brands of goods, sales price is only 10 percent-50 percent of the original prices. At present, only goods will be products including clothing, shoes, bags, household items, cosmetics, luxury and so on.

It is also by virtue of the Flash purchase mode, the only goods will be in the fourth quarter of 2012 to continue to profit for four consecutive quarters. Earnings showed that only in the third quarter of 2013, the total net revenue of 383.7 million U.S. dollars, the same period grew 146.1%, net profit of 12 million U.S. dollars, the same period in 2012 net loss of 1.5 million U.S. dollars.

In the case of the general loss of the electric business enterprise, the performance of the continuous profit continuously helps push the stock price of the goods to rise. March 2012, the only goods will be listed in the United States NYSE 6.5 U.S. dollars, the closing price of 5.5 U.S. dollars, below the IPO price. By the year 2013, only the stock price soared, from the beginning of 2013, 16 dollars crazy up 6 times times, a breakthrough of 100 U.S. dollars. As of the press, only the stock price of the goods will be as high as 110 U.S. dollars, the market value of more than 6 billion U.S. dollars, multiples of 157.14 times times.

According to the current market value, only goods will be Dangdang 7.3 times times, the Orchid Pavilion set potential 11.2 times times, 127 times times the MAI test forest.

However, behind the spiralling stock price, only goods are facing the pressure of business expansion and the challenges of embattled.

Last year, including the days of Cats, Dangdang, Poly-Mei excellent products such as electric companies have dabbled in the business of flashing, which makes the original goods will be a single big selling market quickly from the blue Sea to the Red Sea. Although only by virtue of the first advantage, and a large number of brands signed an exclusive sales agreement, but with the cat, Dangdang and other large-scale business platform, the entry of some brands may be diverted.

"With the Beijing-East IPO, the goods will also need to show some performance to hold investors." "AI Media Consulting CEO Zhang said, the only product will be the domestic earlier to do the mode of the electricity dealers, it needs to invest or buy and other ways to build a wall, to consolidate the position of the boss.

Only products will be one of the measures to invest in expanding the category, expand the user base, high gross margin of cosmetics to become an alternative category.

Shenya said: "The growth of China's cosmetics online shopping space is huge, the 2015 cosmetics online shopping transaction scale will exceed 120 billion yuan." Only product will strategic stake in the Lok Bee this electricity business platform, not only will help enrich our product supply, expand customer groups, will continue to consolidate our build China's largest fashion shopping platform advantages. ”

Tang Tanji said that cosmetics is the only product will be the key category in 2014, I hope 2014 cosmetics sales accounted for more than a few times over last year. If there are other private brands that meet the requirements, the product will also consider investment, but there is no specific target.

According to the Goldman Sachs report, cosmetics accounted for 11% of sales in 2012.

As for whether it will expand to other categories, Tang Tanji to the "First financial daily" reporter said, only the product will be the core of this year's goal or clothing, shoes and hats well, in the acquisition and holding has no clear road map.