Vertical consumer is to be a "remnant" rather than cannon fodder.

The Chinese market for business is a double day of ice and fire. Macaulay Forest, when the successful listing, so many people see the e-commerce market hot. And the death and the linger of the vertical website such as rice net makes many people feel the cold of the electronic commerce market again.

A few days ago, a friend of the clothing company Vertical website asked me: Our site is now only the independent brand of clothing more stable, and other clothing brands in the process of negotiations have encountered problems, because we are relatively small, so bargaining chips are not enough. The friend, who is said to be the consumer of the garment, has been hung up because of the withdrawal of the investor, and this time it has gained a little investment from the Japanese investor and continues to operate.

Chinese company listed = cloud?

and the cosmetics business website is also because the investor opinion is not a result of capital operation and closed. The industry has become a very high threshold of Internet products, is no longer suitable for entrepreneurs to enter, and even group buying network has faced higher funding threshold. and Taobao transformation, Jingdong Mall, Dangdang, Excellence, van, Amoy and other enterprises such as enterprise crazy expansion also let some vertical companies feel pressure.

But for the current Chinese companies flocking to the market, I personally believe that "Chinese companies listed = Cloud". This view is held mainly because of the following:

First, there is no large-scale profit. Whether it is Macaulay, or Dangdang, they are listed, but still not achieve large-scale profits. Macaulay's earnings were more than 50 million, but it was sued after the listing and two lawsuits a day because of its excessive packaging. Dangdang burned 9 years of money, has been in the loss, a quarter before the listing to achieve a little profit. Unprofitable companies, shareholders are optimistic about the prospects for development, but if still unable to continue to profit, the estimated share price will collapse.

Second, the wind is also the wind cast. Rice nets because no wind cast and Hung, many of the Web site for no wind and half dead, VCs is the fundamental survival of China's electricity, no VCs will immediately die. But having a VC doesn't mean you can live well. A lot of VCs, naked profit purposes, regardless of the company's illegal operation, at the expense of enterprise development prospects, enthusiasm, excessive packaging for its listing, and then draw money to profit, the enterprise became a skin, Macaulay is the best example.

Again, no good profit, competition increasingly fierce situation, the listing will get heart. Not listed, you can not disclose the revenue, the loss of no one knows. But once listed every quarter will be rich newspaper, on the current situation of China's electric business, estimated to be reported before the time listed company bosses will be like the days of the year, racking their brains to look good, stable stock prices, but sometimes too serious, hole too big blocked.

So I said that the current several companies listed are floating clouds, in the end is more advantages than harm, or more harm than good, only their own psychological clear.

Vertical consumer is to be a "remnant" rather than cannon fodder.

Some people ask whether there is a chance for some of the vertical business-to-consumer to face the frenzied expansion of several major web sites and the extension of the product line. How does it work next?

At present, vertical consumer mainly concentrated in clothing, shoes and hats and other department stores, such as apparel consumer Walk show nets, footwear, such as the network. The scale of these vertical operators is relatively small compared to the number of major electric dealers. However, in their respective categories, but have a high reputation and user reputation, these users will be the consumer Web site is the impact of large-scale customer expansion?

We see when, Beijing and east are engaged in open platform, are doing expansion, and even tentacles to the clothing and footwear market. But that does not mean that professional footwear such as the Amoy Web will be marginalized. Because we see Carrefour, Wal-Mart, and some big department stores also sell shoes, but these big shopping malls selling shoes are brand monopoly, and the market also has a lot of special operating shoes shop. As with physical commerce, large businesses like the mode of shopping malls, still can not have all, must have primary and secondary, Jing Dong or focus on 3C, when or focus on books.

In addition, vertical business-to-consumer must follow several principles: less burning money, night city, do enough innovation, accumulate brand. The aim is to be a "remnant" rather than cannon fodder. The business enterprise carelessly becomes cannon fodder, because the profit is low, the operation relies on the money which the wind throws, once the large-scale burning money expands, when the fund is poor, will inevitably die. So less to burn money, I think now le Amoy network is not how to advertise, at most, some CPS divided into class ads, this sound strategy is desirable.

At night, some of the VCs are eager to recoup their investment, fatten the company to go public, and then take the money away, which is actually killing a company artificially. So the vertical class to be listed late, rather than urgent listing, after all, in the absence of sufficient profitability and scale, the listing is a cloud.

It is necessary to innovate and do the full service. Vertical consumer because the product is a special category, as long as the service is enough to attract consumers can resist the expansion of large enterprises. For example, how do you let buyers not worry about the wrong size and return the goods that make the footwear consumer? How to let buyers become repeat customers, every time to buy shoes are on the net.

Although not a large amount of money will reduce the growth rate of enterprises, not crazy expansion of the risk of being squeezed, but the current Chinese industry still needs to be stable first, the development of the second. Because in the next few years, China's business enterprise will die 90%, only 10%, only 1% of the enterprise can be bigger, for vertical business you have to make sure you can become that 10%, and not because of paranoia become the 1% and early as "cannon fodder."