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Compared to other startups in the field of social e-commerce, micro-selection is lucky in the beginning stage. WeChat was a joint venture established by JD.com and Meili United Group in January last year. It was initially positioned on the WeChat social ecological e-commerce platform. In March of that year, WeChat was launched on the WeChat shopping portal.

However, after less than a year of operation, micro-elections have been strategically downgraded. In February of this year, the micro-selection was lowered at the entrance of JD Shopping Mini Program, and replaced by JD ’s own social e-commerce platform. On September 10th, the main business of micro-selection was adjusted to community group purchase, and the name was also changed to be rare.

Twenty days later, another social e-commerce platform Taoji has ushered in a similar fate. On December 9th, Taoji Ji ’s official Weibo issued a bankruptcy announcement, “Sorry, because the funds failed to arrive on time, we had to declare that Taoji Ji ’s current merger and reorganization failed, and the company will then seek bankruptcy or liquidation. Reorganize. “

On the day when the announcement was issued, dozens of merchants gathered on the 26th floor where Taojiji headquarters was located to continue to demand the payment owed by Taojiji.

In the morning, an official representative of the self-proclaimed Tao Jiji took a big horn to communicate with the merchant. After the merchant asked the founder Zhang Zhengping to come forward, the staff member said, “I can only explain to you, After explaining the dissatisfaction and doubt, someone will answer it here, there is a lawyer next to you. After reading the announcement, you will not say it, but others will not understand it. If you have not read the announcement, read it for you. You can read the announcement yourself I simply read it to youHurry home at night. “Seeing this, we also have to give up, no matter how noisy, it is impossible to get money.”

At the time, Taojiji had more than 700 employees. According to the alphabetical list, by the end of November, the company had less than 600 employees. Some of the resigned employees left on their own initiative and were also laid off. According to the labor contract signed by employees when they joined the company, wages are composed of basic wages, subsidies, and performance. However, in October, the company directly cut off performance wages that accounted for about 20-30% of wages. From beginning to end, the company did not communicate with employees, but just sent a notice saying that the performance pay was cut for the company’s current cash flow considerations, which will resume in November.

Zhuo Jing told the alphabetical list that the last working day of each month is the payday of Taojiji. The salary was delayed one day in October, and the payday is approaching November. The leader will temporarily notify on the afternoon of November 29. I was about to issue a salary and found that there was a problem with the account. It would not be issued next Wednesday (December 4), but so far, employees have still not received the November salary.

The bankruptcy announcement mentioned the treatment plan for November wages, “November wages are reserved, but due to the frozen account on November 28, they cannot be used. If the company is normally bankrupted and liquidated, it will have legal priority Settle your salary. “

Social e-commerce that fell off the cliff is not just micro-selection and Tao Jiji.

In January of this year, the listed company Kunlun Wanwei launched a social e-commerce platform, idle goods, but only a few months, there was no sound; during the Double Eleven, Hangzhou social e-commerce company, after The global catcher who had incubated Zebra members was passed away.The company later clarified that the chief financial officer had transferred the company’s assets, and the indictment alleges that “Zhou, during his tenure as the chief financial officer of a company in Hangzhou, used his position to fully manage the company’s funds and financial work Therefore, it has repeatedly occupied the company’s funds totaling more than 260 million yuan for personal gambling. “

Social e-commerce “Head sheep” listed companies gathered in micro-shops, and their development was not smooth. The latest third quarter 2019 financial report released by Yunji shows that its total GMV was 9.2 billion yuan, an increase of 69.8% year-on-year, and a net loss of 51.3 million yuan, a narrowing of 4.3% year-on-year. However, this quarter’s total revenue showed a year-on-year decline of 10.1% to 2.7713 billion yuan.

Qiu Wei, a former employee of Yunji, told the alphabetical list that Yunji’s quarterly and half-year results did not meet expectations in the first half of this year, and the personal KPI was directly linked to the company’s GMV completion, which immediately affected the monthly HR mentioned in the recruitment process. Awards, quarterly awards, and salary shares.

Previously, “Zhejiang Business Reference” reported that Yunji was conducting large-scale layoffs, and the number of layoffs was around 20% -30%. A staff member from Yunji told Alphabetical List that recently R & D department in Shenzhen has been carrying out personnel optimization.

Responding to the letter list in terms of gathering, the optimization and adjustment of normal personnel of enterprises is a common phenomenon of various companies, and it is also a positive phenomenon.Regular personnel flow. Recently, Yunji conducted a talent inventory based on employee performance, in order to provide better development space for outstanding employees, and at the same time made adjustments to non-compliant positions. “We will continue to increase investment in talent.”

“After Yunji went public, the financial requirements became more stringent, and many barbaric and extensive gameplays were not done.” Qiu Wei said, for example, if the salesman’s reward is continued if the previous extensive operation is continued, The investee questioned the flow of expenses.

Qiu Wei analysis. In the past, the core business logic of Yunji was to promote single products and explosion models through a top-down community. This year, Yunji made several adjustments at the strategic level. In the first half of the year, Yunji wanted to copy a Tmall, launch the Yunji Mall, introduce many merchants and brands, and expand the product pool, but the model of the popular push models that Yunji used to be unable to keep up with this pace; meanwhile, the company was also deploying a supermarket Business, launched a gathering of supermarkets.

However, Yunji’s implementation of this strategy is not very firm. After promoting for a period of time, it proactively weakened the supermarket and POP business and streamlined its suppliers. In the first half of this year, Yunji also tried to enter the community group purchase and launched the Yunji shop, but because it was late, it was not too loud.

Yunji said to the letter list that at the beginning of 2019, Yunji upgraded the organizational structure of commodity operations, opened the platform to third parties, launched a mall model, and further strengthened the supply chain through cooperation with more well-known brands. Diversity and improved operational efficiency.

Yunji is also trying to shift its focus to fresh products, especially fruits. An employee from Yunji told the Alphabet Board that in the first half of this year, the company paid special attention to the fruit category. “This year should be a year of stability. Fruit is a high-frequency consumer product. Although it is easy to lose money in fresh produce, customers will not only buy fruit. If they continue to buy cosmetics in the future, it will form a closed loop.”

Compared to Yunji, Taojiji has completely lost the opportunity to adjust trial and error. From the track black horse to the crash, Taojiji’s life cycle is only over one year. A former employee of Taojiji told the Alphabet List that the company’s predecessor, Lightning Price Reduction, was established in 2015, following the path of smashing advertisements.

Now you can search for relevant information about Lightning Price Reduction, you can still find, “The online shopping APP, which is mainly based on low-price discounts, is madly advertising on Weibo, Today’s Headline, Tencent Video, UC and other mainstream platforms. In 2018, the company launched Taojiji, a new project, and 90% of its employees went to Taojiji.

Taojiji’s marketing strategy continues the consistent operation of Lightning price reduction. Zhang Zhengping mentioned in his apology letter in October, “Taojiji currently has more than 130 million registered users. It is not cheap to get a registered user in the market. Everyone knows that Taojiji does not charge commissions, and the losses are actually in the loss. Get customers. “

According to “Finance” magazine report, from the beginning of this year to mid-October, Taojiji has lost nearly 1.2 billion yuan, a net loss of 600 million in the first half of the year, and a net asset of negative 600 million And a monthly loss of over 200 million yuan.

“I can feel that most of the company’s energy at that time was focused on pulling new, but not too much attention to repurchase. There is also a saying in the company, ‘As long as the data is good, money is not a problem.'” said the former employee. .

Social e-commerce companies are collectively plunged into a crisis of operation and growth. This is because of the reasons for problems in their respective company strategies, and it cannot escape the changes in the overall competitive landscape and operating background.

In October of this year, WeChat announced the upgrade of the “WeChat External Link Content Management Specification”. On the 28th of the month, the first day of the formal implementation of the specification, WeChat announced a list of blocked links. The banned content included: Induced downloads / jumps, bargaining groups, paid voting, various forms of friend assistance, bean / chicken / pet breeding games, etc.

From this list, e-commerce platforms, especially social e-commerce, have become the hardest hit areas for WeChat’s external chain operations. Bao Sheng, a social e-commerce practitioner, told the Alphabet List that he has not seen much impact of this specification on the industry at present, and the chain is still being sent in the community. However, the emergence of this specification has undoubtedly increased the operational difficulty of the extensive WeChat marketing of social e-commerce platforms in the past.

At present, the two e-commerce portals of Pinduoduo and Jingxi still occupy important portals on WeChat wallets and WeChat discovery pages. The new Sanctions on WeChat’s external chain are obviously not the target of sanctions.

Some social e-commerce companies without thighs are not so lucky. According to Lieyun.com, on July 1, 2019, the social marketplace e-commerce mobile terminal APP was officially launched in the future market, proclaiming “self-purchase to save money and share money”, but its operating model was questioned for suspected MLM behavior. Less than 10 days after going online, its official WeChat public platform was blocked by Tencent for alleged illegal distribution.

Bao Sheng believes that, in general, the end of social e-commerce projects can be divided into three situations: major national policy adjustments, broken capital chains, and unsatisfactory operating conditions. This year, the entire industry’s outbreak is still very fast. A lot of related and irrelevant funds are pouring in, and new projects are admitted every month. Because of the large amount of capital and the entry of project parties, the industry’s competition is rapidly increasing.

“Multiple platforms and multiple team leaders around me have feedback to me. The project is much more difficult than last year. Some are platforms from the previous two years. It is more and more difficult to bring feedback to existing teams. It is difficult to keep existing team members. With the increase, the difficulty of newly expanding the market is also increasing; some are new projects, and the growth rate of customer acquisition points is lower than, or even lower than expected, “Bao Sheng said.

Analysis of Qiu Weixiang’s alphabet list, the competitiveness of Gathering is a top-down distribution system.