Yazhen net sales of zero trigger misappropriation guess

Standing on the threshold of the listing IPO sprint home business concentration was "censorship", Ya-Zhen furniture in the industry quite well-known, as the storm one of the most affected companies, not only be required to fill the application documents, prospectus In the declaration will be more than 6,000 yuan to raise funds to enter the electricity supplier was suspect naked money. Beijing Commercial Daily reporter found that Ya Zhen furniture network sales performance is zero, to establish an independent network platform to do electricity providers, the industry believes that "do not fly", but for listing add gimmick nothing.

July 4, the Commission released the "initial public offering of stock suspension censorship and censorship of corporate basic information table" shows that 589 enterprises were included in the "cessation of the review" list, so that the home industry is quite embarrassing, Ya Zhen Fourteen home-based enterprises that submitted their IPO applications were all included in the "Suspension Review" list because furniture, Op lighting, Fuson Beauty, and more loving home textiles were all included in the "Suspension Review" list because of incomplete application documents, which prevented the audit process from continuing.

Although the "stop" does not mean "stop", but it happened in Ya-Zhen furniture has caused a butterfly effect. Insiders note that the prospectus to raise funds to invest in which to do the planning of the electricity supplier has become one of the focus of attention. According to "Ya-Zhen Furniture Co., Ltd. IPO prospectus," shows that this proposed 5474.95 million shares to be publicly traded, to be raised a total of 602 million yuan of funds, of which 416 million yuan for the marketing network expansion project, building e-commerce platform A total investment of 63.02 million yuan, including hardware and software investment, technology development and marketing efforts.

Logically speaking, intended to more than 6000 million heavily invested power Yaner furniture, after the network should have a considerable sales base, with the listing of the machine can flourish. Amazingly, Ya-Zhen furniture has no previous study of net sales, net sales so far to zero. Beijing Commercial Daily reporter query Ya Zhen furniture official website and Lynx, Jingdong and other mainstream integrated e-commerce platform, did not find the traces of Asia Zhen network sales, only in Taobao sellers have sold sub-Zhen furniture products. "I was engaged in e-commerce for so long and never heard of Ya-Zhen furniture doing net sales." Senior e-commerce Pan Shou-ching said that those online shops that sell Yazhen furniture individually are "likely to be out-of-stock items or directly fake goods".

Pan Shouzheng argument has been Ya-Zhen furniture general manager Gao Fei's approval. July 21, fly to the Beijing Commercial Daily reporter admitted that at present no vibration Ya net sales, "Taobao are fake, not our products, our e-commerce has not yet begun, in the planning stage."

The industry believes that zero-net sales of Ya-Yu want to raise huge sums of money to do network marketing, not burning the money panic, is to create a misunderstanding fills nothing more, quite "not fly."

Status: European and American furniture is not suitable for electricity supplier

Ya-Zhen furniture to raise funds to do network marketing, in addition to net sales performance is zero, we must start from scratch, it is difficult to do something other than the other point "do not fly" is that European and American furniture is actually not suitable for electricity supplier .

"Europe and the United States to do more electricity providers painful." Agency specializing in European and American furniture agents to the Beijing Commercial Daily told reporters that European and American furniture has a distinctive attribute, the overall price system is high, hand-made, complex process, experience, "do E-commerce is mainly the advertising effect, the sales of no use, because the customer does not experience, do not look at the material can not purchase, 1 million bed and 100,000 yuan bed, hand craft very different, but do not see any difference between the picture, Therefore, European and American furniture rarely do electricity business. "

Ya-Zhen furniture claim "always adhere to the pursuit of quality of life and the classic European life of high-end consumers," the product category for the all-solid wood and wood for the main material of the integrated furniture, product design using a large number of hand-carved and decorative elements European classical style, including its own brand of Yazhen, Ya Zhen Livia, Ya Zhen Georgia, and the authorized distribution of the Italian top furniture brand Chelini, four brands hit the high-end European furniture terminal consumer market, the product price is not Philippine, for example, a Ya Zhen Athena series (36 type) wine cabinet price reached 3 million yuan, a Ya Zhen Athena series (36 type) wardrobe price even exceeds 40,000 yuan.

The industry believes that as a typical representative of European and American furniture, furniture, Ya-Zhen Ya with fine crafted, elegant and elegant, inheritance of European classic art products into the e-commerce is not timely, because the furniture business is still in price competition era. Last year Lynx "Double 11" furniture category top ten best-selling brands, whether it is Lin Wood, all friends, Gu, Chihuahua, Arran, Oerlikon, and buy, Sui Po, or the dynasty and Disney, no matter Is the sale of mattresses, or the sale of sofas, furniture, priced at less than 10,000 yuan, the best-selling price is two or three thousand dollars of products, such as the current Lin Wood a European-style garden double leather bed together cost only 2799 Yuan, all-you-home Korean bedroom furniture set mattress four-piece berserk price was 3299 yuan. "Do electricity providers, European and American furniture in the price also have no advantage at all." Arche so assertion.

Question: building an independent e-commerce platform is accused of "not fly"

Pan Shouzheng will be the current home electricity supplier development model is divided into four types: First, enterprises do independent official website; the second is in Tmall, Jingdong and other integrated e-commerce platform on the shop; third is the network agent, and professional home electricity supplier platform Cooperation; Fourth, network distribution, buyout network sales. At present, the most suitable model for developing e-commerce in Ya-Zhen Furniture is only the first one, that is, establishing an independent e-commerce platform. Goofy also told Beijing Commercial Daily reporter revealed that for the future e-commerce road, "certainly not into the cats, Jingdong shop, but to build an independent e-commerce platform."

However, Yazhen's idea of ​​building an independent e-commerce platform was questioned and was considered by the industry to be quite "unreliable" for three reasons: First, Yazhen Furniture sells niche products and market adaptability is not strong. In 2013 Operating income of 540 million yuan, while the biggest problem is to do electricity providers to increase traffic, access to the exact cost of furniture, Ya-Zhen furniture will be high, not throw money will be able to get; second, even Lynx furniture sales top ten fresh There are people who make money, not to mention Yazhen furniture net sales to zero, there is no experience, into the electricity business is throwing money earn shouted; Third, as of now, the home industry does not have a single brand to do electricity supplier success precedent, Kind of Internet marketing brands such as Lynx and other online platforms have now faced bottlenecks and have to transition from one furniture brand to a platform to attract other brands to enrich their product categories. Moreover, YaZhen furniture is self-made and more difficult More difficult.

In fact, in the tide of the Internet age, Ya-Zhen furniture has long stick to the rules, did not pay attention to electricity supplier, it touches on community marketing efforts in particular. In Beijing, many communities are sprayed Yakou brand car squatting district sit back and wait. Yazhen from such a traditional marketing to e-commerce transformation, ideas are difficult to reverse alone, not to mention the lack of experienced team, the e-commerce has not yet begun to go has been thorns, even if the final listing, which What happens when the money you hit down is worth watching.