At The Age Of 9, Shang Pin Net Is Still Closed.

In July 31st, it was found that the homepage of the Shang pin App and the Shang pin net were all announced to suspend business, and that it was unable to continue to provide services for the vast majority of users because of the poor financing and reorganization, and the operation was blocked. The time for the inscription was July 30th.

This means that the 9 year old luxury goods supplier -- Shang pin net eventually collapsed.

However, what is interesting is that the official website of Shang pin net did not show a notice of "suspension of business". The prominence of the home page still shows a large advertising promotion of 499 yuan for the Royal shoes.

In order to understand the current state of Shang pin network, the reporter tried to contact Shang pin net, but the official website telephone was always in the state of no answer.

　　 Three layoffs storm

Shang Ping net official website shows that the company was founded in 2010, is the first domestic "membership + sharing" luxury electric business, relying on a strong global luxury supply chain, reconstructing the new business model. Through the unique membership system, we will offer 10 gold medal privileges such as sharing cash back, respecting discount, discount, freight tax and subsidy.

However, the development path of this luxury electric business is not smooth, and many times because of layoffs is pushed to the cusp of public opinion.

At the beginning of 2012, Shang Ping net was exposed to massive layoffs. At that time, the industry generally believed that the layoffs or financing were not in place. To eliminate the impact, the company quickly announced that the company's organizational structure and business layout have been adjusted and optimized accordingly. These initiatives are part of the company's normal management behavior, with the aim of making the enterprise more efficient.

In early 2015, there were media reports that Shang pin was in a layoff storm. It is said that not only half of the staff have been laid off, but some of the office buildings have begun to rent outside. At that time, Shang pin net urgently clarified that there were more than 450 employees in the Shang pin network, which did not match the content of the "reduction to more than 100 people" in the report.

In January 2018, Shang pin signed a selling agreement and sold 90% of its shares to Herme group at a price not exceeding 250 million yuan. According to the trading agreement, the Shang Shang net operation entity, Beijing Shang pin Bai Agel Ecommerce Ltd (referred to as "Beijing Shang pin") parent company Beijing Xin Shang pin Technology Development Co., Ltd. (referred to as "new Shang pin") signed a betting agreement with Herme group: the new product and the real controller Zhao Shicheng promised that the first year, the next year and the last gambling year for the three natural years from the entry into force of the transaction, the sales of Shang Shang products in Beijing should be no less than 400 million yuan, 600 million yuan, and 900 million yuan, and the return rate should not exceed 24%. In addition, the agreement stipulates that Zhao Shicheng should abide by the competition agreement and shall not hold any post in the competition with the Shang pin network.

In addition, Herme group also acquired 100% stake in Xin Yu Zi Xin (Hongkong) Co., Ltd. for 150 million yuan.

However, in June of this year, the news came out again. The media quoted the insiders of the Shang pin network as saying that the company is laying off workers in large numbers and arrears of wages. But this time, Shang pin did not issue any clarification statement until July 30th, when the announcement of "suspension of business" was released.

Luxury business development difficulties

"The reason why Shang Ping is in such a position is mainly because its internal debt problem has dragged down the company." In an interview with the international finance daily, Zhou Ting, President of the Research Institute, pointed out that Shang pin has been burning money through financing, but the debt burden is too serious.

In addition to the debt burden, Zhou Ting said there are other reasons, including the vertical luxury business model, too traditional and lack of innovation, and being squeezed by social traffic platform.

In the Shang Ping net official website, the International Financial Daily reporter noted that Shang pin net has invested $70 million in the 12 months from 2010 to 2011, and has become the leading enterprise of luxury e-business in China. Its steady style, continuous exploration and innovation have greatly enhanced investor confidence and attracted the attention of the Internet business at home and abroad. The investors of Shang pin net include angel investors Lei Jun, investment, Si Wei investment and Xing Xing venture capital.

According to the reporter, Shang pin net is getting the above investment when the electricity supplier develops rapidly.

However, the development of luxury electric business is not smooth sailing. In 2012, products gathering network, NetEase Shang pin, Sina luxury goods were hard to escape the fate of closure. Since then, with luxury networks such as luxury electric business has also been closed down, there are few enterprises in the industry to obtain high financing.

"Luxury electric business is really not easy." Wang Penghui, an American businessman, told CEO about the international financial daily.

A senior person who declined to be named told the International Financial Daily that when the luxury electric business was developing fastest, there were many problems. In addition to the fact that there was no guarantee that the goods could be guaranteed, there was no cost advantage, and the user experience was not good enough. Once there was no money to burn down, the luxury electric business could only end in bankruptcy.

However, not all the luxury electric providers will fail. The vertical luxury electric business Temple database will be "successful" and will be listed successfully. Wang Penghui said that the temple library is moving from the bottom line to the line, solving the basic trust problem, but the pure online luxury electric business, it is difficult to solve this problem. "The price of category customers is high, consumers generally do not dare to start, but before the Temple store opened a lot of offline stores, to give consumers a sense of security."

According to Zhou Ting, in the field of luxury goods, platform based electricity providers still have opportunities.