2017 e-commerce death list!

　　2017 is coming to an end, and countless entrepreneurs have injected amazing vitality into China's economy. However, we must not only cherish the results, but also reflect on failure. 2017 is not only a wave of entrepreneurship and a wave of corporate bankruptcy. So let’s take a look at the failure cases of famous e-commerce companies and see what are the areas worth our e-commerce people’s reflections.

　　1. NetEase wins treasure in one yuan

　　1 Yuan Treasure Hunt is a treasure hunting platform produced by NetEase. Each user has the chance to win a prize for only 1 yuan at least.

　　This game that costs thousands of iPhones, tens of thousands of digital cameras, and even hundreds of thousands of cars is popular because everyone wants to use money lower than the value of the product, which is human greed.

　　Moreover, many people, once they enter, couldn't stop. They always wanted to continue to spend money and draw. In the end, they spent more and more money, and they fell deeper and deeper. Among them, there were also some people who lost all their money.

　　Just on the eve of the anti-counterfeiting of 315 this year, NetEase quietly closed the one-yuan treasure hunting project. The well-known loophole of the "One Yuan Treasure Hunt" game is that the lottery process is opaque and there is no corresponding regulatory agency. We don't know the "trick" in it.

　　2. Xu Xian.com

　　Xuxian.com is a failed case of fresh food e-commerce in 2017!

　　Xuxian.com was established in 2014 and is positioned as an O2O e-commerce platform focusing on fresh fruits. After two years of development, it has become a leading fresh food pre-sale platform in China. Users of this platform model can go to the store the next day to collect fresh fruits, fresh food produced on the same day or wait for delivery to their doorstep by booking in advance.

　　Within less than two years of development, Xuxian.com has more than 300 direct and joint stores in four cities: Beijing, Shanghai, Wuhan and Hangzhou, and has more than 1.5 million registered users. However, due to its supply chain, market positioning, corporate gene solidification, blind expansion and other reasons, it cannot continue to operate.

　　The bloody storm of fresh food e-commerce is not the pressure given by the market and competitors, but comes from the internal nuclear energy (supply chain, market positioning, enterprise gene solidification, blind expansion). Whether these nuclear energy (supply chain, market positioning, enterprise gene solidification, blind expansion) can promote its own transformation and upgrading becomes the key.

　　3. The other side

　　"Bi'an" was established in 2013. It is a funeral e-commerce company that provides sales of funeral supplies such as shrouds and urns and provides funeral services such as funerals and cemeteries. It adopts a combination of "online drainage and offline experience". In the same year, he received angel investment from angel investor Xu Xiaoping.

　　Factors such as high marketing costs on the other side, insufficient consumer acceptance, and unpopularity in the capital market are the main reasons for the "other side" closure.

　　Traditional souvenir shops have extremely limited channels to acquire customers, and they cannot do marketing or branding. The way to acquire customers is basically based on hospitals and morgues. This channel commission may be as high as 45% to 50%. The middlemen’s profits are well-known, but companies like Bifang who have really implemented the profits are not much room for profit. The well-known change in intervening in the Internet model is to reduce channel costs, but the other side has not done so.

　　4. JD Cool Sales

　　JD.com’s second-hand cool sales website has announced its closure. Jack Ma: He has been imitated and has never been surpassed!

　　Jack Ma has Alibaba and Liu Qiangdong has JD.com, both of them have their own advantages. Putting JD.com and Jack Ma together will definitely start a war. No matter who fights whom or who ignores whom, being together is definitely a big topic.

　　Coolmaid announced on its official website that due to the transformation of its business model, its second-hand e-commerce Coolmaid will temporarily close its e-commerce platform services. Cool Shop once emphasized that "the products it sells do not apply to the 7-day no-reason return regulations, nor does it support JD 211 limited-time delivery service." The real-name registration system for invitation codes is adopted to ensure transaction integrity.

　　The second-hand website Coupai.com, which JD.com just opened, went bankrupt in just four months. Many people have to come forward and blame them when talking about imitation. Although JD.com has a good original intention, unfortunately the experience of this failure is not so convincing.

　　5. Youku Quick Purchase

　　Shenzhen Youku Sugou E-Commerce Co., Ltd., an e-commerce company in Shenzhen has left the company with online pyramid schemes after less than three months of being established. At present, the website, app, and official WeChat are no longer accessible.

　　Searching "Youku Speed ​​Shopping" on Baidu can no longer find the entrance to the website, but instead posts that criticize and question the Youku Speed ​​Shopping scam.

　　Under the names of so-called "micro-business", "e-commerce", "multi-layer distribution", "consumption investment", and "love and mutual assistance", we use high returns as bait to develop personnel to form upstream and downline relationships, promote products and services, and engage in pyramid schemes frequently. No matter how pyramid scheme organizations change their methods to disguise themselves, as long as they have the three characteristics of paying entry fees, attracting people, and paying dividends at all levels, they are suspected of pyramid schemes. Consumers must have a sense of risk prevention and do not believe in the lies of getting rich overnight and having high returns on small investments. For those who do not have any profit points, "consumption rebates" are mostly illegal merchants who use the rebate concept to design consumption traps, so they need to be vigilant.

　　6. Have a model

　　"Youfan" is an APP launched by Metersbonwe on the occasion of its 20th anniversary. It is a low-cost, zero-risk intelligent entrepreneurial tool and fashionable matching experience platform.

　　In 2014, MeBank named the first season of "The Debater" for 50 million yuan. The two seasons of "The Debater" had over 1 billion views, but did not bring the expected promotion results to the "Youfan" App. Although the traffic of "The Debater" is very huge, the conversion rate of fans in "The Debater" traffic into e-commerce consumption is relatively low, so investing in such an entertainment column is undoubtedly a failure to connect with "Fantasy" App.

　　In addition, insufficient supply of capital chain and low conversion rate have also led to the end of the model.

　　7. Booking treasure

　　Zhifangbao is a mobile hotel reservation application based on hotel end orders, which has enabled the time-sharing reservation model.

　　The way to book a room treasure is to enter from the tail room. It mainly focuses on the spare rooms that have not been booked after 18 o'clock in the high-star hotel. It uses cost-effective time-sharing reservations as the selling point, and is mainly aimed at temporary and part-time hotel guests.

　　However, the low-frequency pain points in the market are difficult to solve. The house booking treasure, which is uncommon, sees new hope in the crowd, but unfortunately it has failed to break through the siege. The idea is very good, but unfortunately it was eventually defeated by the market.

　　8. Cars come and go

　　Cars and Cheshang is a second-hand car trading and service platform in China.

　　On September 30 this year, Xie Lei, CEO of the second-hand car trading platform Chelaichezhuang, posted an internal email last night, announcing that the company could not operate due to a broken capital chain and would enter the bankruptcy liquidation process.

　　Due to the serious losses in operation of Chelaiche and Chelian, the capital chain was broken and he could not continue to operate. He had to close the company, declare bankruptcy, and enter the liquidation process.

　　9. Green Box

　　Green Box is a children's clothing company integrating design, development, production and sales. It is one of Disney's strategic partners in China.

　　These intimidating labels enveloped the former "No. 1 online children's clothing brand" - Green Box. Rumors that "Green Box went bankrupt, and beautiful CEO Wu Fangfang transferred his property and ran away" have also been rampant for some time.

　　The development of Green Box in recent years has been like a roller coaster, and has faced bankruptcy many times and is forced to give up. In 2015, Green Box held Disney authorization in hand, trying to reverse the decline. Disney’s strategic partners in China are more than just Green Box? In addition, traditional children's clothing brands have begun to touch the Internet, and the e-commerce traffic dividends have gradually disappeared, resulting in Green Box being unable to get on the right track and finally ending.

　　Conclusion

　　Looking at the above nine e-commerce companies that have gone bankrupt, most of them face the following problems: 1. The capital chain is broken; 2. The profit is far away; 3. The brand public relations are crazy; 4. The large amount of money is burned; 5. The team is poorly managed; 6. The company's strategy is biased; 7. Creating false prosperity, etc. No matter how brilliant it was, if you take a wrong step, you will never look back. In the jungle law of the business world, only by being careful in searching and bold innovating can one stand firm.

　　In terms of success or failure, life is heroic, and at worst, you can start over again. This is a wave of e-commerce entrepreneurship, and it is also a wave of e-commerce bankruptcy. I hope that latecomers will learn from it and reflect on it to continue to create value on the e-commerce journey.

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