What Made The Former Taobao Children'S Wear Brand Sales Champion Go Bankrupt?

From facing

During the bonus period, the scenery was limitless, and the shortage of funds brought to B2C and O2O led to the hard work of the green box.

The eighth winter after the net.

According to the world clothing and shoe net, Shanghai green box Network Technology Co., Ltd. (hereinafter referred to as "green box") suppliers concentrated on the company to recover the money and appeal, resulting in the double Alipay eleven days in 2016, the green box's account was frozen.

In mid December, customers found that the green box shop was not found on Taobao.

The incident continues to ferment. The green box official has never responded positively, and the news of "CEO run" has spread like wildfire.

In December 28th, Wu Fangfang, a green box CEO, responded by micro-blog: "one did not run, two did not think about shirking responsibility, and three did not pay a penny".

At present, she has commissioned a lawyer to apply for bankruptcy reorganization of the court, expressed the hope to consult with suppliers, rational solution, and suppliers do not buy it, continue to collect debts.

What is the reason for this once Taobao?

The brand sales champion went bankrupt? How can the Amoy brand turn over under the restraining factors such as the rising traffic cost and the lack of traditional brand influence?

Blind expansion of sales champion

In fact, this is not the first time the green box is facing bankruptcy crisis.

In 2003, the green box started from eBay, and it took only a year to become the champion of eBay children's clothing sales.

Two years later, with the decline of eBay, the green box moved to the next line.

According to the world clothing and shoe net, the green box launched its first brand "MissdeMode" in 2006, and a large number of franchisees have been recruited.

According to the world clothing and shoe net, in 2008, the green box was only one decision away from bankruptcy.

China Electronic Commerce Research Center disclosed that at that time a lot of stock was backlog, but the book was only 200 thousand yuan in cash.

Between announcing bankruptcy and debt management, Wu Fangfang chose the latter.

There is no way out for people. Wu Fangfang has seen the rise of Taobao.

Wu Fangfang, with the last thought, rejoined e-commerce from offline chain to catch up with the best opportunities for business opportunities.

However, the franchisee on the line is not happy about this.

At the green box order meeting in 2009, more than 70 franchisees and Wu Fangfang challenged the e-commerce business.

At that time, more than 70 franchisees under the "Miss modern" line created about 10000000 turnover every year, while online sales amounted to only a few hundred thousand.

After repeated consideration, Wu Fangfang decided to give up more than 100 children's clothing stores nationwide and go to Taobao.

The green box develops events.

Relying on Wu Fangfang's professional designer's skills, team's innovative operation mode and commodity size, with the help of Taobao's traffic bonus, the green box has become a "brand name" in the blank market of mother and baby market.

From 2009 to 2010, sales of green boxes doubled and grew by four times in 2011.

As the first brand of children's clothing sold by Taobao, the green box was once chased by investors.

In September and December of 2010, the green box received two rounds of financing of 120 million yuan, becoming the largest financing brand at that time.

"During the rush hour, there will be three (investors) visiting one day."

Wu Fangfang said in an interview.

In those days, Wu Fangfang was a young and fashionable young woman who led 60 designers and 200 garment factory workers.

Unfortunately, it didn't last long. The green box soon encountered second corners.

Financing has brought the capital of big brand to green box, at the same time, the confidence of blind expansion has begun to grow.

According to TechWeb, the green box set up its own official website of B2C in 2011 and invested 8-10 times the cost of Taobao to absorb new customers, but as of July 2016, 80% of its sales still came from Taobao.

After going through a roundabout way, Wu Fangfang said with emotion in an interview: "the green box's rapid development in 2011 is irrational.

This kind of thermal environment is difficult to make people rational. Many business people feel that they are omnipotent and make the same mistake. They blindly recruit people, spread advertisements on a large scale, and look at the scenery outside, but the interior is not really ready for growth. "

After the adjustment in 2012 and 2013, the green box went back to the right track in 2014.

According to China Economic Net, the sales volume of green box in 2014 reached 250 million yuan, among which, Disney's children's clothing (online part) operated by green box was in the category of Tmall mother and infant TOP10, and the total sales volume of double eleven was over 60 million yuan.

Sales grew steadily in 2015, and rushed to the second sales of vip.com mother and baby category.

The investment proposal issued by a well-known fund to green box shows that in 2015, the green box company valued 350 million yuan.

Twists and turns

Since 2015, the green box has fallen into third crises.

This time, it seemed unable to return to the sky.

According to the world clothing and shoe net, under the request of investors, the green box accelerated the layout of online stores in 2015.

Unfortunately, at the end of August 2015, the chairman of the well-known fund, who was willing to take part in the C round of financing, fled abroad, which led to the fact that there was little left behind in 2016.

In July 6, 2016, the green box Xuhui branch was listed by the Xuhui District market supervision and Administration Bureau of Shanghai Municipality as an unusual directory of the business sector. The reason was that the annual report was not published according to the time limit stipulated in the Provisional Regulations on enterprise information publicity.

At present, Taobao, Jingdong, Dangdang and other shopping sites search for "green box children's wear" keyword has not appeared green box shop results.

Ms. Gu, a customer of green box, recalled to reporters that she had bought something in the green box in the double eleven promotion activities, and that two or two of them had not seen any promotions in the shop. During the month, there was no new product in the shop.

It was found that the micro-blog account for "green box children's wear" was last updated in November 3, 2016.

In December 13th, fans began to comment on the micro-blog, and asked if they could not find the green box shop. More buyers asked, "how to buy things not shipped?" however, the green box did not respond.

The exception of Taobao store in green box causes fans to leave messages.

In December 22nd, some suppliers submitted petitions to the Xuhui District people's government, the people's Procuratorate and the Economic Investigation Detachment of the Xuhui branch of the Public Security Bureau in Shanghai, indicating that the green box was in arrears with 94 enterprises and a total of 94 million yuan of debts could not be liquidated.

In December 30th, Wu Fangfang told China Economic Net: "I am actively dealing with this matter, and I am actively negotiating with suppliers, hoping to run the company and slowly return the supplier's money."

At present, some large suppliers have agreed to accept bankruptcy reorganization plan, but small suppliers are basically reluctant to give the company more time to solve the problem.

Wu Fangfang responded through micro-blog to "CEO running".

Bellisa-ye, a micro-blog user claiming to be a green box supplier, questioned Wu Fangfang's response: from the paralysis of green box operation to (December 29th), Wu Fangfang never showed up, did not attend the consultative meeting, nor did he answer the phone, and had no funds for public accounts.

Another micro-blog user, who claimed to be a distributor, forwarded Wu Fangfang's statement. Micro-blog said that the green box was in arrears with the deposit and payment that she was paying, hoping to solve it as soon as possible.

Trying to contact these users through micro-blog to verify, but as of press release, the other side has not yet been interviewed.

Liu Yu, a lawyer at Hongyi law firm in Hunan, analyzed that the supplier rejected the proposed restructuring plan by Wu Fangfang, which showed that creditors had no confidence in the scheme, preferring to choose bankruptcy and derogation.

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The epitome of "Amoy brand" pformation

The ups and downs of the green box is a miniature of the Amoy brand.

Relying on the growth of Taobao mall, the Amoy brand has taken a ride, enjoying the rich performance accompanying the flow bonus.

Among them, some Amoy brands, like green boxes, have been popular among investors, and have been growing rapidly in the years of rapid development of e-commerce.

In 2016, double eleven, green box Tmall shop engaged in promotional activities.

However, as early as 2011, the brand Nono women's CEO Yang Guoliang realized that "the brand" was not the real brand.

He told reporters that in the two to three years after 2011, if the Amoy brand failed to win the brand, it would always be "a seller".

In addition, CEO Wu Zhichao, an Amoy brand "male male", also said in an interview with reporters: "at that time, the success of the brand was directly related to the weak awareness of the early brand of the traditional brand under the line.

When the traditional brand is uncertain, it leaves the space for the rapid development of the brand.

When the flow bonus period has passed, traditional brands have been in touch with the net, and the Amoy brand that had grown up in Taobao's "greenhouse" picked up the word "Amoy".

Yang Guoliang's prediction has been verified.

In 2016, Tmall double eleven set a sales of 120 billion 700 million yuan, but rarely seen the brand of Amoy brand.

Take women's clothing category as an example. In the top ten stores of double eleven sales in 2013, the brand accounted for half of the sales, and in 2014, it reached 6 for the first time. Both Yin men and Han dresses were ranked the top two eleven women's wear sales in the past two years. This figure slipped from 4 to 4 in 2015, and the Amoy brand also lost the top spot.

In 2016, the sales of the top ten of women's clothing sales was only third, and the sales volume was third yuan, which was 730 thousand yuan.

In the past 4 years, the ranking of the top ten brands of Tmall women's clothing category double eleven sales has been ranked.

The bankruptcy of the green box has also become a typical example of the decline of the brand.

In 2016, the taxing brands that felt the bottleneck began to pform.

In July 29th, Han Du Yi house was allowed to officially launch the new three boards, becoming the first brand of Amoy brand.

Previously, three brands of squirrels, iraman, rip and silk were also preparing for the IPO plan.

As the online living space becomes smaller, many Amoy brands are offline.

Yao Jianfang, an analyst at the China Electronic Commerce Research Center, said in an interview that setting up a O2O entity store is a reflection of the Amoy brand, and an important measure to build the brand. The store will display the brand image and enhance brand awareness and cohesion.

But the physical store is far less than the sales force on the line, whether it can support high cost, and how to avoid the old way of "green box" in "go out" is worth pondering.

Yao Jianfang also mentioned that Amoy brands need to be clear about their positioning and make corresponding pformation. The "small and beautiful" brand is favored by loyal consumers, and can also create good results.

Therefore, Amoy brands should first do well in quality, service and brand, and then think about how to expand rather than blindly follow suit.

More interesting reports, please pay attention to the world clothing shoes and hats net.