What happened to the American regiment in the 2014?

Absrtact: Just entered 2015, group buying company American Regiment again was blown material, according to anecdotal rumors, the current United States Regiment monthly net income less than 100 million, the capital chain has been faced with great pressure. And the 2014-year inventory of the United States is negative, aside from the first 700 million financing of the Oolong incident

Just entered the 2015, group buying company group was again blown up, according to anecdotal rumors, the current monthly net income of the United States Regiment less than 100 million, the capital chain has faced great pressure. And take a look at the U.S. Regiment 2014 years is negative, aside from the first 700 million financing of the Oolong incident does not mention, the current online spread of negative news has let the United States regiment internal staff panic. Recently, and the United States Group of a fresh turnover in the deep talk with the author analysis, the United States within the group suffered a decline in market share, capital chain crisis, staff turnover, such as the five difficulties, "the United States to go on like this really want to ' big event ', but the top as if still busy infighting, there is no need to explain the meaning."

To say that the U.S. Regiment this year's key words, estimates can be used to cut wages, infighting, market share decline, etc. to sum up. "said the person. "The core of the group-group purchase business in this year's growth and market share continued to fall sharply, in the past, the United States group to take pride in the three or four-line city group buy market share also faced by opponents to overtake the situation; second, the huge loss of the United States Regiment a quarterly loss of more than 1 billion, the tight financial chain under the plight of only the business advance in the difficult to maintain , once the merchant asked to restore the 5-day account period, the United States Regiment fragile capital chain will immediately collapse; third, the high pipe bucket, recently followed the United States Regiment for many years sales Vice President Yang left, the core of the middle-level large number of leaving to join competitors ...

Problems ensued, I can't help but ask, the United States Regiment what happened?

Business: Group buying growth, market share continued to fall sharply

In the first half of 2013 and 2014, the group still had an advantage in group buying, but by 2014, the group had fallen to the top of the parabola and quickly fell. Data show that in the last 3 months, the United States Group group buying market share fell, the decline of more than 10%, and in the U.S. regiment in the past strong, but also the main source of profit in the three or four-line city, group buying growth slowed sharply, group purchase growth slowed by nearly 3 times times the competitor.

With the fall of the U.S. market share and the slowdown in growth, the competitor's market share significantly increased, the United States and the original signed the "exclusive agreement" is also facing the expiration of the United States Regiment for the merchant's "control" greatly reduced, it is estimated that more merchants will choose "multi-channel" cooperation next year. In order to scramble for merchant resources, the strategy of the US regiment is to invest heavily to subsidize the business, but the tragedy is not to get the expected return.

It is understood that the United States this year to throw 1.2 billion yuan per month subsidized businesses, many "head" customer underwriting. Take the hot pot brand "Xiao Hui elder brother", the U.S. regiment signed a small-FAI hot pot in September, one-time dozen 60 million yuan, 14 million yuan to sign the restaurant "very happy to meet you", 15 million yuan to sign the South beauty.

The money is spent. The sale result of the merchant gives the negative answer. The most typical is the "Nice meeting You" restaurant, the United States Regiment from "very happy to meet you" 90 percent from the goods, the original price sales, the worst one months only sold 7, then the United States regiment to take every single supplement the way sales, but the water per month is only about 100,000 yuan. In addition, Beijing's big pear, gold million, youth restaurants, too familiar with the four chain merchants are in the United States Group underwriting the list, but the same sales force. "These high-end brand shops and the U.S. mission user attributes are not matched enough." ”

Merchant Huge "underwriting" sales bleak, three or four of the city's gross margin from 10% to less than 5%, from "blood supply" into a "cost" unit, group buying as the main battlefield of the United States faces major challenges. Not only that, in order to maintain market share, the United States regiment to increase a large number of sales staff, the cost of human resources to the United States Regiment is worse.

Fund chain: Rely on business advance to survive, a quarter of 1 billion capital chain on the verge of breaking

For the U.S. regiment, in addition to group buying business decline, another more intractable immediate problem is the capital chain problem. The full range of attacks this year is a huge expense. Mao Yan estimate the account, the United States Regiment a quarterly loss of nearly 1 billion, "so calculate, this year March 300 million dollars should have spent almost, now can do is to delay the merchant's account of the deposit of the funds collected." "It is understood that the United States to the merchant's account period from the general industry practice of 5 days to extend to 2 weeks." In this way, if according to the United States Regiment alleged one months 4 billion group purchase turnover calculation, the merchant's precipitation capital about 2 billion. Then once the merchant requests to restore the account period to 5 days, the United States Regiment capital chain will immediately face the risk of breakage.