\”\” The gathered ‘member e-commerce \”story is hard to say, the road to the transformation is not easy.\”
Author: Insight the cat
About 2000 words this article, it is recommended to read 3 minutes
Double eleven, major e-commerce platforms have been opened.
However, the gathering is very low. Open the app, there is no more flavor of the fire.
At the beginning of September, the cloud set opener and related companies were implemented by the local courts, and the case is currently being tried.
The disaster is not single, and the Gray in September received a warning letter issued by Nasdaq and faced the risk.
Once the top of the \”member e-commerce first share\” is listed, what is the gathering of these years? How do it get next?
Now, the sales of the cat will \”swindle the six years\” for you. Perhaps, we can see the fate of this business.
2015, Xiao Shang, a background of micro business, founded a cloud gathering micro. In May, the \”Yunji Microcide\” app on the line, providing the micro-commerce seller to provide beauty, maternal and child, healthy food and other supplies.
At the time, the cloud collection mic store used social distribution operation mode.
Become a platform for the owner to pay 365 yuan platform service annual fees, and set the tutor, partner level according to the number of recommended owners. The profit is divided into, each additional new store owner, corresponding partner, the instructor can receive 70 yuan, 170 yuan of training fees.
The effect of the new mode is immediate. In less than a year, the cloud collection microcar attracted 31.67 million store owners to join. Only the platform service fee income was 11.3 billion yuan.
But this \”Owner-Tutor-Partner\” multi-level distribution model has triggered a number of controversies in the outside world.
In May 2017, because \”Exciting Door\”, \”La Tie\” and \”Team Relative\” and other pilot behavior, Yunji micro store was punished by the supervisory department of 95.841 million yuan, model dispute Dust land. The original WeChat public account, the service number is also closed by WeChat official.
Subsequently, the cloud gathering micro store is rectified, renamed the gathered.
Although it was punished in China, it did not hinder the rapid development of the gather.In 2018, the annual number of clouds received more than 1.3 billion yuan, only from the perspective of the revenue, enough to compare with the same time.
On 3 May 2019, the four-year gathered in Nasdaq, Nasdaq, has 11 US dollars, and the amount raised by more than $ 120 million. The valuation is once reached 30 US dollars, officially became the \”China Member E-Commerce First Share\”.
Gray in Nasdaq
After being punished, the gathering begins to gradually Weakened distribution, using members e-commerce models. In the new member system, there is only two-level models for membership and outsourcing service managers.
Because of the rectification of commission levels, its member business quickly caught in the bottleneck. In the fourth quarter of 2019, the membership business revenue of the cloud is 146 million yuan, a year-on-year reduction of 84.3%; 2019 year, its member business revenue is 777 million yuan, a year-on-year decline by 49.4%.
The upgraded gathering, the performance in profitability is not satisfactory.
Data show that the cloud set is 50.3 billion yuan, a year-on-year decline in 52.62%. In 2020, the net loss is 151.7 billion yuan, and the net loss in 2019 is 1.238 billion yuan, the loss continues to expand.
In the face of the case where the proportion of member income continues to decline, the gather launches free opening activities in January 2020, which continuously reduces the member threshold to attract users. In April 2021, the gather announced the shuttle member service.
In addition, the gathering actively generates live broadcasts, except for their own live broadcast, and cooperate with Luo Yonghao to fight for outline.
On May 17, 2021, in the 6th anniversary of the gathering, the founder Xiao Shang said, the gathering \”deep-moving member e-commerce + force specialization retail\”, do \”exquisite Selected \”(do a boutique explosion),\” differentiated supply chain \”(key layout self-owned brand),\” Specialized Retail \”(strengthen the training and education of the team).
Xiao Shangli announced the 10-year vision
In the second quarter of 2021, the total revenue of the gather was 570.7 billion yuan, down 60% year-on-year, but achieved 16 million Operating profits. The above measures have enhanced the profitability of the gathering, but the business scale of the gathering is constantly shrinking.
or will be refunded
On September 28, the gathering announcement said that it has received Nasdaq alarm: companyWithin 30 consecutive trading days, the ADS closing quotation is lower than $ 1 per share, and does not comply with the minimum price requirements set out in Nasdaq.
This means that in the next 180 working days, the closing price of the gather requires at least one dollar or more per share within ten consecutive business days, otherwise it will face the risk of delisting.
As of the paper, the stock price of the cloud is $ 1.08, slightly, with only more than 200 million US dollars left.
But the road of e-commerce is obviously being, the narrower it is.