Will the cat and dog fights be rewritten?
Editor’s note: This article is from the WeChat public account “Whalewhistle” (ID: xiguancha01) , author: Mia.
Recently, the e-commerce field has witnessed a continuous increase.
On the one hand, mutual gold players regained the e-commerce dream: when “ten billion subsidies” has become the standard for e-commerce platforms, Qudian took this big killer to enter the luxury e-commerce field for the first time in March and newly launched Positioned as a “million miles” of cross-border luxury e-commerce platform, claiming “fake one loses ten, 100% authentic”, but is the “ten billion subsidy” really a panacea?
On the one hand, Ali launched a lot of sniper attacks in C2M mode: two years ago, the special edition of Taobao launched internal testing. On March 26, the special edition of Taobao officially launched on a high profile. Taobao, Alipay, Hema, Feizhu and other collectively forwarded “stemming” as their platform: “The guy who ranked first in the app store today is not a cottage, but my brother.”
In the field of e-commerce where the traffic dividend is drying up, in the name of tapping the incremental market, both rising and sinking occur simultaneously. In November last year, Shangpin.com announced its closure and small and medium players accelerated their departure from the luxury e-commerce battlefield. The “2020 China Luxury Products Report” released by Rohde & Reiner Public Relations shows: “Mainland consumers prefer the Tmall platform, and about 60% of consumers said that they have used the platform to purchase luxury goods. The brand ’s official website shopping ratio has also increased significantly, and the number of users has reached 48. %. JD.com is in third place. “Under this situation, have Qudian and Wanlimu been defeated? And after Ali frequently launches in the low-line market, will the situation of “cat and dog fight” in the three kingdoms be rewritten?
The market value has shrunk by 96%, and “high luxury fight a lot” is the last struggle of Qudian on the edge of delisting?
“The market value is less than 100 billion U.S. dollars, and no salary or bonus will be collected from the company.” Founder of Fun Store (NYSE: QD)This ambition issued by Luo Min two years ago is now more like an air tower.
According to the financial report of the fourth quarter and full year of 2019 released by Fun Store on March 18, the total transaction size in the fourth quarter was 17.4 billion yuan, a decrease of 29% from the previous month; total revenue was 1.932 billion yuan (US $ 277 million), It was down 25.4% month-on-month, and adjusted net profit was 157 million yuan (US $ 23 million), a decline of up to 85.2%. Its stock price fell by more than 20% before the market, at 1.35 US dollars, hovering on the brink of delisting. At the same time as the financial report, the CFO announced his resignation. As of press time, its market value was 471 million US dollars, which was more than 10 billion US dollars when it was listed. 96%.
Backed by the big tree of Ant Financial, with Alipay’s diversion entrance and risk control support, the fun store started with cash loans once became a consumer finance giant. Since then, negative turbulences such as “naked loans” and “suicides” in the entire cash loan industry have continued. Under the pressure of narrowing business lines and monitoring risk, in August 2018 Ant Financial, the most important strategic partner of Fun Store, officially announced that, and Fun Store After the expiry of the cooperation agreement, it will not be renewed, and the stock price of Qudian has plummeted, and then Ant Financial has emptied its shares in Qudian.
Luo Min, who has tried to distribute leaflets and “100 failed 99 startups and only 1 successful”, has a typical style of speculation, pursues fast and fierce, frequently changes the track, and is in the main business of Internet finance. In addition, more than ten new projects have been launched: including auto finance product “Dabai Automobile Staging”, housekeeping platform “Weipujia”, alumni social platform “Same”, and 1-to-1 online video education platform “Fun Learning”, etc. .
Miles is more like a short-term attempt at a new circuit. Opportunities do not disappear completely: Many luxury brands that insist on “forcing” are forced to transform into digital because of the epidemic. Chanel publicly issued a statement announcing that it will temporarily close all production bases in France, Switzerland, and Italy in accordance with the latest French government instructions. The restoration date is to be determined. Its holiday series show will be re-enacted in the Advanced Craft Workshop series to be held in London on June 4. Both the big show and the Beijing big show have been closed.Hermès has decided to close 42 production bases in France, after Italian luxury brand Gucci has closed 6 factories and all stores in Italy.
Many luxury brands are under pressure from offline sales, and they are frequently undertaking online sales: Since the beginning of the year, Cartier, kenzo, Prada, Miu Miu have settled in Tmall, Gucci, Dior, and Hermes live shows, and Chanel is also the first time Reached a cooperation with Tencent Video to broadcast the big show. LV opened the first live show in Xiaohongshu and was accused of being “overturned.” Burberry performed a “cloud shopping” live broadcast on Taobao flagship store. “Bain 2019 Luxury Industry Report” pointed out that the global luxury market sales in 2018 increased by 6% year-on-year to 260 billion euros, Chinese consumers contributed more than a third of sales, and Gen Z has become a new growth engine. After the epidemic, domestic retaliatory consumption may break out.
From the pioneers of overseas luxury e-commerce, such as Net-a-porter, Mytheresa, LuisaViaRoma, Farfetch, etc., settled in China, and around 2008-2010, luxury e-commerce outlets broke out. Charm Hui, the catwalk network, etc. have been established one after another, but today, as a vertical e-commerce platform for small and medium-sized luxury goods, there are very few left, and those who have survived have also extended their tentacles to other areas. In 2017, Ali launched LuxuryPavilion, a luxury channel on Tmall. Currently, more than 150 brands have settled in. JD.com becomes Farfetch’s largest shareholder. After the entry of the giants and the reshuffle of the industry, the industry has become very mature and concentrated to the head. In addition, 92% of luxury brands entering China have opened official service numbers, maintaining their scarcity and high-end sense directly through social media such as WeChat, Xiaohongshu, and Douyin.
There is indeed an advantage from the actual price of Miles: The same Gucci Marmont nude crossbody bag costs 14318 yuan on Farfetch and 16720 yuan on temple library. New customers after subsidizing on Miles The price is only 12,999 yuan.
