30 million yuan! The deposits of more than 100 merchants have been owed, and another e-commerce platform has stormed!

In this year's 618 promotion, the e-commerce industry encountered a situation of ice and fire. On the one hand, major e-commerce platforms such as Taobao, Douyin, JD.com and Pinduoduo tried their best to seize traffic. On the other hand, the leading e-commerce platforms owed merchants' payments and employees' salaries, and eventually the people were gone...

Another e-commerce platform is dying

The Internet celebrity cultural and entertainment e-commerce platform "Treasure Appraisal Every Day" that once used online live broadcasts to identify antiques and cultural relics for netizens, and has become popular on social platforms such as B station and Douyin , has been thunderous!

Some merchants revealed that this top cultural and entertainment e-commerce platform has owed more than 100 merchants since September last year, involving more than 30 million yuan, of which the maximum amount is as high as more than 2 million yuan.

In addition to owing various funds from merchants, Tiantian Baojian also owed hundreds of employees since August last year and used forced layoffs and other means.

At present, the person in charge of Tiantian Treasure Appraisal is in a state of loss of contact. In May this year, Tiantian Treasure Appraisal APP has stopped its services, and the page of the WeChat mini program cannot be displayed normally, and there is no product content. Its Douyin account has also been renamed.

At the same time, the office building of Tiantian Treasure Appraisal in Beijing was also blocked due to the epidemic. It is said that Tiantian Treasure Appraisal had been cancelled as early as May, and the shipping warehouse of Tiantian Treasure Appraisal in Guangdong Sihui was also empty.

Layout online in live broadcast

In the past two years, driven by the live streaming and selling goods model, the trend of cultural and entertainment e-commerce has become increasingly fierce.

Tiantianbaojian, a vertical e-commerce company focusing on the field of cultural and entertainment jewelry, was established in 2018. It once claimed to be the pioneer of the most active cultural and entertainment jade community e-commerce platform and free live broadcast appraisal service in China. Users can identify and purchase cultural and entertainment jade on the Tiantian Treasure App, while merchants can sell cultural and entertainment jewelry and other products on the platform through live broadcast.

In an era when everything can be broadcast live, everyday treasure appraisal is to seize the trend of live e-commerce, and is deeply loved by fans in Douyin accounts.

It is reported that as of October 2021, the number of fans on the Douyin account of Tiantian Baoji has exceeded 50 million. Some fans have even compared Tiantian Baoji to Deyun Club. The total number of related videos with the topic of "Diantian Baoji Deyun Club" has been played 1.19 billion times, which shows that the popularity is not average.

However, the layout of online live broadcasts does not seem to bring lasting dividends to Tiantian’s treasure appraisal.

Failed by capital issues

In fact, the crisis of appraisal of treasures every day appeared in May last year.

It is reported that Tiantian Baojian received five rounds of financing between 2018 and 2020, with a cumulative financing amount of US$40 million. The APP, which relies on capital, once added 20 million new registered users in a year and about 2 million daily active users.

However, the good times did not last long. After 2020, Tiantian Treasure Appraisal never received new financing . It was originally planned to raise funds again in May last year, but the contract was not signed successfully, which led to a break in the capital chain, which was the fuse that led to his owed wages and debts.

Not only that, on major online complaint platforms, there are constant negative news about Tiantian treasure appraisal, and only accept user rights protection cases on the "Tiantian treasure appraisal" platform. "Tiantian treasure appraisal" merchants have problems such as product quality, online sales, false promotions, non-refund of store deposits, difficulty in returning goods, refund issues, and overbearing terms.

Faced with a series of problems such as product quality and service quality, Tiantian treasure appraisal has not solved it, but instead focuses on the capital market , which is more likely to lose the market and people's hearts.

Conclusion

A grain of sand from the times, when it falls on everyone's head, becomes a mountain.

Nowadays, major Internet companies are laying off employees and optimizing their business. In the post-epidemic era, no company can end well. Only by consolidating basic skills can we survive, and the same is true for the e-commerce industry.

Faced with various difficulties, many merchants have been greatly affected in terms of capital, inventory, supply chain, etc., and their business has severely shrunk. How to survive and how to live better has become a question that all merchants are thinking about.

Change will be smooth, and smooth will be long. At this critical moment that tests merchants’ resilience, only by grasping the key to merchants’ core competitiveness by focusing on products, services and supply chains, may be the best way to achieve self-rescue.

This year is destined to be the most difficult year in history. All failures are failures of basic skills . I hope all e-commerce people can actively respond and truly survive.

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