Female Electric Providers Have Made A Big Change. Do Female Consumers "Change Their Minds"?

The Internet circle once had a joke that Ma Yun could succeed and thank the women who had failed.

Though it is a joke, it is

In the process of rising, women who are keen on online shopping really support the half of the electricity supplier. They also let vip.com, jumei.com and other groups of vertical electric providers focus on female consumer goods to be listed.

But that was three or four years ago.

According to the world clothing shoes and hats net, recently, women's electricity providers mentioned in the industry recently.

More talk about "three years share price fell 90%", "selling holiday storm", "trust crisis", "traffic recession"...

Recently, Hai Tao's electricity supplier is walking the show net, because CEO Ji Wenhong smuggled 321 million yuan goods, returns to the public view.

Founded in 2009, it has been the first generation of Hai Tao electricity supplier authorized to be a luxury brand Salvatore Ferragamo.

In 2011, the company completed its $20 million A round of financing and $100 million in B round financing. It was the potential stock at that time, but then disappeared.

The walking network, which has long been forgotten by consumers, reflects more or less the current situation of female electricity providers: large platforms are losing traffic, and small platforms have been forgotten.

Whether the market value, growth rate, or consumer word-of-mouth, capital fever and so on, the female vertical electricity supplier seems to be losing its past glory.

Are women consumers "changing their minds"?

Building collapse

Female electricity providers focus on providing related products and services for female users, including

Shoes, hats, skin care products, make-up, jewelry, luxury goods, etc., are mainly divided into four categories: clothing (such as vip.com, beauty, mogujie.com, etc.), cosmetics (jumei.com, Lok bee net, etc.), maternal and child products (red children, Beibei nets, etc.) and Hai Tao (Ocean wharf, Xiaohong book, etc.).

Around 2010, it was the golden age for the development of female electricity providers.

In 2008, vip.com and jumei.com, the beautiful words and ocean wharf established in 2009, and mogujie.com and honey bud, which were founded in 2011, have been doubling their growth performance.

2014 can be said to be the peak of female business development.

Vip.com's share price soared 30 times in two years, and jumei.com's stock price surged 24% in the first day of May 16th when it was launched in May 16th. It said that in June, the number of mobile terminals exceeded 75 million, forcing the number of 96 million 600 thousand active users of the second largest e-commerce provider.

Lei Xiaoshan, the founder of China market research group, commented: "the success of e-commerce in China is concerned with women's consumers."

According to the script given by the analysts, the female electricity supplier will take the 345 place in the electricity business, and even break out one or two new Internet giants, but the story does not develop according to the imagination.

By the end of 2015, vip.com was caught in the "fake Moutai storm". The incident continued to ferment. Finally, vip.com issued a statement to confirm that the platform sold fake Moutai.

Coincidentally, jumei.com was criticized by public opinion and consumers in July 2014 and January 2015 for suspected selling and misleading behavior.

Since then, the "fake" has become a female electricity supplier industry lingering haze.

In the increasingly prosperous sea platform, genuine "guarantee" has always been a pain in the hearts of consumers.

In May, consumers complained about the difference between the packaging of goods sold on the wharf and the official website.

Then, in July, there was a loophole in the platform C2C mode of a reporter's undersea docks: 400 yuan of counterfeit goods turned overseas into a luxury price of up to 7000 yuan, and the platform was powerless.

Even the mother and baby business related to personal health can not be spared.

Beibei, founded in 2014, has been repeatedly sold by consumers for sale since 2015. It was repeatedly named by the China Electronic Commerce complaint research center.

The new draught which was once favored by the outside world suddenly fell into a low ebb.

Waterloo in various positions

In the wake of repeated attacks on fake goods, women's electricity providers finally made a big hit.

Take jumei.com as an example, the first half year's earnings report before the launch of privatization showed that jumei.com's net revenue was 3 billion 500 million yuan, although it increased by 1.7% over the same period last year, but net profit fell by 29.8% compared with the same period last year, only 141 million 200 thousand yuan in 2016.

The market value of the company also dropped from 5 billion 780 million US dollars at the peak of 2014 to 400 million US dollars today.

According to the world clothing and shoe net, in June 17, 2016, jumei.com, whose market value shrank by 90%, submitted its application for privatization. It proposed to privatize every US depository stock at a price of US $7, which is not as high as 1/3 of its IPO price of 22 US dollars.

Privatization itself also suffers from the opposition of small and medium-sized shareholders and the resignation of executives.

Another beauty shop, the electric bee network, has been in a state of loss. In February 2014, vip.com bought a 75% stake in the company for $112 million 500 thousand.

In those days, vip.com CFO Yang Donghao had Tucao Lok bee net "dragged" vip.com's operating profit in that year.

Since then, Le bee network has gradually disappeared in the public view, no matter what strategy or revenue is rarely mentioned by vip.com.

The beauty of the electricity supplier into the cold winter, clothing business environment is also not optimistic.

Beauty says that after merging with mogujie.com, traffic will not rise or fall.

According to Analysys data, in 3 months, the active users of mogujie.com and beauty fell by 45% and 41% respectively.

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Regarding this, mogujie.com's public relations director Ding Jiale responded that mogujie.com and Mei said that they had undergone many pformation and upgrading, and that they had adequate psychological preparation for both sides of the data fluctuation in the pition period, and indirectly recognized the decline of traffic volume.

However, the response is somewhat thin in the face of performance.

When it merged with beauty in January 2016, mogujie.com CEO June said publicly that the two pactions in 2015 amounted to 20 billion yuan.

But in May this year, the China chain operators association released the "2016 China online retail top 100" report, beautiful said that the total paction volume in 2016 was 4 billion yuan, compared with the performance of the previous year was a drop in the water.

The beauty and mogujie.com executives did not openly talk about their performance after the merger.

In the sea business, the "oligopoly" effect is gradually manifests: Tmall international, NetEase koala, Jingdong global purchase and other integrated e-commerce differentiation of the sea scouring platform, is occupying more than 70% of the industry share, and the Amoy world, honey Tao and other vertical electric providers have died.

Compared with the large female electricity providers who are still struggling, more small business operators are like the show network. Unless the scandal is concerned, they will gradually die out.

Where is the way?

When he saw the tall building, he saw that he was a guest.

This sentence may be the voice of consumers who witness women's electricity providers from nothing to prosperity to recession.

At one time, female electricity providers were competing against different models.

Although they are all online women's consumption platforms, there is a big difference between female business providers.

Jumei.com cut in on group buying, mainly selling standardized products, while beauty said it attracted students by cheap imitation, while ocean wharf and little red book attracted a number of high-end users by sea search.

At that time, the selling points of these styles were very different.

But now, women's license, Hai Tao...

These models have been absorbed and carried forward by Alibaba, Jingdong and other integrated e-commerce platforms.

After the cooperation of various brands, the standardized products sold by the integrated electricity suppliers are more comprehensive and have genuine product protection, plus the huge discount of all kinds of shopping festivals, which is far more attractive to consumers than the jumei.com group buying mode. Besides the platform, Taobao has been strengthening its own content production and community effects in the past two years through the content of "Ali V task" and "Da Ren platform", which has made it more difficult to pform the beauty to the "community + content + e-commerce"; while the ocean terminal has once been proud of the "sea purchase" mode, now there is Jingdong's "global purchase", and then there is Ali's "Tmall international", both of which not only bring huge traffic volume, but also the price of the brand negotiation is more sufficient, and the pressure of the foreign terminal can be imagined. Self flagship at Tmall flagship store and Jingdong

In addition to giant encirclement and suppression, the background of China's economic development is also changing with the rise of women's electricity providers three or four years ago. With the improvement of economic development level, consumption upgrading has become the most significant market feature in the past three years. Consumers' consumption concept, values and energy consumption have been greatly changed. They have been upgrading from satisfying daily needs to quality oriented new era.

For female electricity providers, this means the foundation and advantage of survival and development. Brand discount and cost-effective consumption have been unable to meet the needs of users.

In the face of new economic development and consumption trends, Ali, Jingdong, Suning and other electricity giants are breaking the boundaries of the online and offline industries, creating their new retail territory through logistics, payment systems and offline stores.

Such layout speed and resource integration capability are far from being caught up by women vertical providers in the short run.

After the disturbance of fake commodities, many female e-commerce platforms have also adopted some pformation strategies.

In the past two years, jumei.com first built up its own film and television industry, and entered the film and television industry. Then, it followed one after another hot spot.

Although cross-border many fields, but to solve the problem of electricity supplier main business obviously not much gain.

After the merger of beauty and mogujie.com, pformation has become a common problem for both sides.

The investors of both sides hoped to reduce the cost of manpower and brand by merging, so as to increase the scale of revenue, thus forming a joint effort to impact IPO.

However, the opposite is true.

In 2015, beauty said it gained high attention by naming the variety show "running brothers" and signing Lu Han's endorsement. Meanwhile, it increased revenue.

But after the merger, the group stopped the endorsement contract with Lu Han and named the "Ben brother".

Save a lot of expenses, at the same time, brought about the decline in revenue data.

Since then, mogujie.com has tried net red live, business back, and even open shop business, but because the scale is too small can not turn the tide.

Among the many female electricity providers, only vip.com has chosen the right pformation: it will restrict the sale mode of SKU to a whole category platform and get more customers.

Vip.com, which has got rid of the title of female electricity supplier, has now stabilized in the third place in the comprehensive electricity supplier ranking.

As for the mode of female electricity supplier itself, the future choice is also limited. The mode of selling women card depends on the price. The business tycoon is also doing it. There is no advantage in continuing; expanding the category, not only doing the female industry, but also homogenization with the giant; doing social business, and no social tools such as WeChat micro-blog.

Under the problem of strategy and mode, female business people seem to be tied up by their own crux, if they can not cure the sinking, wait for the female business, or be abandoned by the market, or be incorporated by the business tycoon.

More interesting reports, please pay attention to the world clothing shoes and hats net.