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- Chief Business Intelligence
- Chief Business Intelligence
Introduction: What's going on this year? Another well-known e-commerce company has fallen, and even female celebrities have no refunds.
Male consumers may be unfamiliar with this e-commerce platform, but female consumers will know better. Beaver Home is like "Didi in the beauty industry", and there are various beauty industries on this platform, such as nail art, eyelash art, skin management, etc.
Since its establishment, Beaver has been a high-profile star enterprise, not to mention that the founder Meng Xing has successfully crossed 5 fields, and his carving of beef brisket and Afu essential oil has long been famous.
Source: Hexun News
In April this year, the Beaver family had already announced its IPO plan. Unexpectedly, in less than half a year, it was revealed that wages were in arrears, merchant income, and consumer refunds were fruitless.
The beaver family, who was also questioned about illegal fundraising and order swiping, is estimated to be a little difficult to go public.
Alleged illegal fundraising
The craftsman said that he paid for work
Recently, many consumers complained about Beaver's family on social platforms, saying that after placing an order on the platform, they wanted a refund but found that they couldn't get it back, and the money was pressed on the platform. Even actress Ye Xuan questioned the beaver family under her official Weibo.
This situation also happened to the craftsmen of the beaver family, saying that the platform has owed the craftsmen half a year's wages, and the craftsmen have to go to work every month.
In addition, there are also voices of merchants crusading against the platform, "The beaver family seized the income, ranging from thousands to hundreds of thousands." ”
What makes merchants even more speechless is that the platform also uses the method of traffic incentives to induce craftsmen to invest money in the company, in exchange for higher traffic exposure, there will be rebates.
Today's beaver family has been surrounded and suppressed by three parties and has lost trust. On September 6th, someone directly approached the company headquarters of the Beaver family and conducted a live broadcast, and then the Beaver family gave a "Historical Handicraft Promotion Fee Settlement Plan Agreement".
The agreement said that the beavers would return the arrears from September to April next year. Despite this, the merchant did not buy it, believing that it was just a way for the company to not want to be seen as a cheater, and after stabilizing the business, it continued to cheat.
There are also people who believe that the beaver family is suspected of illegal fundraising and swiping orders. Illegal fundraising is what I mentioned above, using the method of traffic incentives, and as a result, now the merchants can't get back the money they charge to the platform.
The other is the "Full Moon Win Card Program" for consumers, but this plan can also be used by craftsmen, after charging money into the card, you can swipe orders for your store, and the platform will also share commissions according to the proportion, but now it can't be withdrawn.
For various questions, the beaver family also officially responded: the company does have false trading orders, but illegal fundraising and swiping orders are rumors, and they are just some normal promotional activities.
But since it's a normal promotion, why can't the money in it be withdrawn? In the end, it's just a way to cut leeks. As for the arrears of wages and refunds, the beaver family has not responded so far.
Now, no matter what the beaver family does, no one will buy it. Merchants, artisans and consumers just want their money back to get out of this quagmire.
Ali angrily smashed hundreds of millions of yuan
I didn't expect to press the wrong treasure
In 2014, Meng Xing founded the Beaver Family, which has received great attention both in the industry and outside the industry. A large part of the reason is that Meng Xing has already achieved a lot of success in other fields, and Beaver Home is the largest O2O platform in the beauty industry in China.
In addition to the beaver family, Meng Xing's Afu essential oil and Diaoye beef brisket can be said to be the template for entrepreneurial success. Meng Xing himself used to be a lecturer at Padai Business School and knows a lot about e-commerce.
Afu essential oil not only has 19 contract estates around the world, but also directly supplies raw materials. It has also been declared a corporate member by the IFA, which also means that Afu essential oil has been recognized by the international market.
Diao Ye Beef Brisket once spent 5 million yuan to buy the exclusive secret recipe of Hong Kong Food God Dai Long, in order to break the differentiation and highlight the uniqueness, each pair of chopsticks in the Eagle Ye Beef Brisket is customized. But in 2019, the carving brisket had already been sold.
Therefore, when I heard that Meng Xing was going to establish the Beaver Family, the outside world had great expectations for the Beaver Family. And the beaver family, who was born with a golden key, was also very bright in the initial results.
Source: Tianyancha
In 2014, the beaver family got 20 million yuan of financing from IDG, and so far, a total of 4 rounds of financing have been completed. One of the most noteworthy things is that in 2020, the Beaver family received hundreds of millions of yuan of investment from Alibaba, which is really Ali's "father".
At the same time, Beaver has also won the title of "China's Top 500 Invisible Unicorns" for four consecutive years, with a company valuation of 5 billion yuan and a platform of more than 8 million users.
is different from Afu and Diao Ye brisket, even Boss Meng, who has played with traffic marketing, has also expressed that he is afraid that he will not be able to control the beaver family, and even said that the beaver family loses tens of millions of yuan every month.
Now the Beaver family has covered many cities, and announced its IPO plan in April, but it didn't expect that the good times would last long, and they fell into a storm of unpaid wages.
Source: Black Cat Complaint
In fact, since last year, some businesses have continued to come to collect debts, until this year, when things are getting bigger and bigger, and more and more people feel that something is wrong, so they gradually expose the matter.
Now, the beaver family is in a precarious situation, I don't know when there will be a refund and the follow-up of the arrears, since the company has refuted the rumors of running away, it can only take time to confirm the company's statement.
However, neither the market nor the consumers have much time left for the beaver family.
E-commerce platforms are in the midst of a wave of closures
There are few survivors
In the past two years, I don't know what happened to the e-commerce companies, and they have been lining up for bankruptcy and thunderstorms. The beaver family is relatively lucky among them, and other companies either run away, or the company's headquarters is empty.
Source: Weibo
In March this year, the Internet celebrity baking brand "Panda Don't Go" suddenly posted a Weibo, saying that the founder Yang Zhenhua had run away, leaving thousands of yuan of employees, and the salary had been owed for three or four months.
In desperation, the employees responsible for managing Weibo can only speak out through the Internet. At that time, there were still many employees delivering cakes, and the news was undoubtedly a bolt from the blue for them.
In the past, "Panda Don't Go" was also deeply loved by consumers, and the staff who delivered the cake not only danced but also played games with the children, which was full of emotional value.
In the first few years of Panda Bugo's establishment, it attracted many consumers in this unique way, and this way also allowed consumers to take photos and post them on the Internet, giving Panda Bugo wave after wave of publicity.
In less than three years, Panda has covered more than 10 cities across the country, sold 6 million cakes, and doubled its sales every five months.
As a result, Panda has also won the favor of a lot of capital, and they have bet on this "newcomer monster" in the baking industry.
Unexpectedly, after completing the B round of financing, Panda began to be haunted by negative news without leaving. First, it was exposed that 6 of the 16 branch addresses were false addresses, and the person in charge said that because they only accepted orders from the platform, they needed "shadow stores" to support the market.
Source: Dvorak Site
Last time, it could be that the panda was lucky not to go, and he successfully fooled him through. But later, the Guangzhou store was revealed to have a false production date, and 7 stores were operating abnormally.
And then this year, the panda didn't go away completely, and it was directly thunderous. The dancing dolls are also becoming less and less distracted.
In addition, in the past few years, the company has been in arrears, and there are problems of rent arrears in many areas, even if the company is profitable, it is difficult to fill these holes.
It can only be said that all thunderstorms are actually traceable. Today's thunderstorm is just the company's own consequences.
It was also thunderous without warning. The scenery of the kelp net back then is compared with that of the beaver family.
However, the difference is that Zhu Baojin, the founder of kelp network, is Ali's "old minister" and has been in Ali for ten years. It can be said that he knows e-commerce well, and he is also confident in creating an e-commerce platform.
As a result, I didn't expect it to be such a quiet thunderstorm. The specific cause of the thunderstorm is unknown, but one or two can be guessed from the "Letter to Customers" of the kelp network circulated on the Internet.
The thunderstorm of kelp network is likely to be due to the decline in performance due to public opinion issues, and many businesses have made trouble and the company has to suspend business.
Source: 1818 GoldenEye
On the merchant side, there are many complaints and complaints. Some merchants said that they were owed 600,000 yuan by the platform, but the platform was only willing to pay at a 3% discount. Don't go too far, after the payment of 600,000 yuan is 3 discount, there is only more than 180,000 left.
Some merchants said that they wanted to return the shops that had fallen ashes, but they couldn't even get back the 50,000 deposit. In this case, it is really not up to the merchant to come to collect debts, and these are not all the fault of the platform.
According to the data compiled by "Dianshubao", a total of 110 e-commerce companies fell last year. Among them, there are many brands that everyone is familiar with.
Source: Dianshubao
It cannot be denied that e-commerce has become more and more difficult to do. Not to mention that the competition in the industry is becoming more and more fierce, and the major e-commerce giants have rolled up a price war, and O2O e-commerce is easy to be "dead".
Write at the end
Now, the battle between e-commerce platforms has reached the second half. The living space of vertical e-commerce has gradually narrowed.
However, the e-commerce platform still has good development prospects, and now the post-95s and post-00s have become the main consumer force, and such people often pursue quality and personalization.
In order to make the platform long-lasting, in addition to accurately analyzing consumer needs and providing personalized services, it is also necessary to actively expand overseas markets, seek new growth points, and improve its competitiveness and influence.
What do you think? Please leave your comments and leave a comment.
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