Poly United States 3 billion dollar valuation Virtual high guest unit price too low affect subsequent expansion

Absrtact: April 12, the establishment of only four years of the United States and the United States makeup products to the Securities and Exchange Commission submitted a prospectus. In the past few years, a series of Chinese companies have successfully listed in the United States. During the year, there were also Beijing-east, micro-blog, passers-by and other cattle have submitted a prospectus. Its

April 12, the establishment of only four years of the United States and the United States makeup products to the Securities and Exchange Commission submitted a prospectus. In the past few years, a series of Chinese companies have successfully listed in the United States. During the year, there were also Beijing-east, micro-blog, passers-by and other cattle have submitted a prospectus. Among them, Weibo has successfully landed on Nasdaq.

2014, the Chinese internet company's U.S. stock year. high-spirited Chinese Internet upstarts are lining up for the moment when the US NYSE or NASDAQ bells are ringing.

American institutional investors tend to love and hate the Chinese-funded concept stocks. Love is the rapid development of Chinese companies, there is always a steady stream of stories and imagination. For example, China's Facebook, China's Google, China's Amazon. Hate is that the Chinese-funded concept stocks are also false concentration camps, scandals.

In the near future, no company's prospectus has attracted so much discussion, including some doubts, like the poly-Mei product. Financial Weekly reporter Read Poly beauty excellent product prospectus, and uncover beautiful good products under the trick.

The next only thing will be? 49% Mobile end of the data blowing pretty

Only the product will go to the United States IPO Prospectus page is very simple, only one word: China's leading brand discount electricity.

BoE's prospectus lists active users, SKUs, orders, warehouses, logistics centers, couriers, as many as 6 proud competitiveness indicators.

And Poly-Mei excellent products have 4 selling points: China's first beauty makeup electric business, 10.5 million active users (about 1/3), 89% of the repeat purchase rate, 49% of the GMV from the mobile end. The data is amazingly beautiful.

This will be from the United States excellent product sales model. Poly-Mei Excellent products in the prospectus, the current use of the sales model has three kinds: special selling, shopping malls, flash shopping. Special selling through the recommended selection of brand beauty products, and at a tempting low price limit for sale, so as to attract users ' eyeballs, build user base. Mall as a special supplement to sell, long-term sales of more varieties of beauty makeup products, strengthen the user stickiness. The appearance of the Flash purchase is to provide users with more category options to improve the user experience, clothing and other daily necessities for sale.

This arrangement, the logic is very clear. However, Poly-Mei excellent products on the website, in fact, there is no flash purchase this thing, replaced by clothing special sale, shoe powertex sell, home sale three plates, the prospectus on the flash purchase is to be with the beauty products for the special sale of the distinction.

Buy a good thing in the special sale, by the way to the mall, in order to snap, and then install a mobile end, it seems logical. This is how active users, repeat purchase rates, and mobile-side sales rates come in.

But the data that is too beautiful has attracted the industry's doubts. "Mobile end accounted for 49%, industry data is more than 20, only goods will not be so high." "Oriental Kay Yu Communications company CEO, China Electronic Commerce Association senior expert Zhong told the Financial weekly reporter."

In this regard, Poly-Mei excellent products, said that for 49% of the GMV from the mobile end of this data, is the company through the relevant calculation formula. Financial Weekly reporter Further inquiries about its formula algorithm, as of press, Poly-Mei excellent products do not respond.

Since the United States to the U.S. IPO prospectus, has been taken to the NYSE two years ago on the listing and good performance of the only goods will be compared.

Also by the sale of the first, only two months ago, the purchase of another American Electric Business Lok Bee Network 75% of the equity, Poly-Mei excellent products have also been introduced in September 2011 by the introduction of Third-party merchants will be the category from the United States to expand apparel and clothing products. The two are more justified. From the prospectus, poly-Mei products also intentionally molded themselves into a second-only product that will tell Wall Street a good story.

Zhong analysis, only goods will be listed on the NYSE instead of NASDAQ, two exchanges like the domestic SSE and Shenzhen, is a competitive relationship, only the high price of goods will attract money to the NYSE, the Nasdaq, the technology innovation is naturally also want to have their own "only product will." So the best products in the public opinion on the goods will rely on, can better persuade Nasdaq let it go public.

Low guest price affects subsequent expansion

Poly-Mei Products do have a story-telling capital. The first sentence of the prospectus points out that he is China's first beauty electric dealer, 2013 market share of 22.1%. How did you get that number?

According to the industry Report by Frost & Sullivan Frost Shaliven, a global business growth consultancy, 2013 China's U.S. makeup industry sales of 36.5 billion U.S. dollars, of which the company's manufacturers sales accounted for 10.2%, 3.7 billion U.S. dollars. Poly Beauty Products 2013 GMV for 817 million U.S. dollars, so get 22.1% (817 million USD/3.7 billion U.S. dollars) of the market share of the United States makeup.

The report cleverly conceals a data and concept. With these data, we can also conclude that poly-beauty products in the entire beauty industry market share of only 2.2% (817 million U.S. dollars/36.5 billion U.S. dollars). In the prospectus, Poly-Mei excellent products to its competitors divided into 3 categories: traditional beauty retailer, such as Watson, silk orchid, beauty makeup electric dealer, such as Lok Bee Network, electric business platform, such as Taobao and Cat Mall, Amazon Net, Jingdong Mall, Dangdang. Can young Poly-Mei products stand out in the highly competitive electric and retail sectors?