Vertical Electricity Providers Are In Trouble, No One Dares To Accept The Offer.

Starting from the myth of fan Kai Cheng's annual revenue of several billion yuan, the vertical electricity supplier in China began to go downhill. Some enterprises are always worried about the capital chain next month. In order to survive, they even want to sell their own businesses.

"Vertical businesses like" red children "who get $66 million from Suning to achieve" Redemption "are only few and far between. Even the red children may be the last lucky ones," the industry said.

Vertical electricity providers are in trouble: capital constrained by development

"There will be a big change in the electricity industry this year to next year. Now the retail market is bad under the online and offline markets. The cooling of the capital market will lead to a rapid cooling down of the industry. This is a great test for practitioners." Xu Lei, chief marketing officer of the best purchase network, admits that in the past one or two years, the electricity supplier is a life and death year.

Of course, the downward trend of the entire electricity supplier will definitely affect the vertical electricity supplier.

According to incomplete statistics from reporters, nearly 40 vertical electric providers received more than 56 billion yuan last year, including tea, wine, health care products, mother and baby, underwear, home textiles and footwear.

However, in the first half of this year, vertical electricity providers won

Only 60% of the same period last year, only 10 vertical electricity providers received 1 billion 830 million yuan financing.

But on the whole, the vertical electricity supplier is the biggest reason for its being in a predicament. When the websites are small, capital wants to bet on the vertical electricity supplier listing. It simply asks the enterprises to pursue the scale, attract investors with the scale, attract users at low prices, and ignore the pursuit of profit for the enterprises.

Now, seeing that the situation is not good, we have to tighten our pockets and stop the blood pfusion.

"At this time, it will be a long way to go for meticulous operation," vice president of Le Tao.

Say frankly.

"But even if capital is not enough to run fast, I think the capital is not cold enough in winter. Now that some enterprises are still doing their work, it is a terrible thing."

Xu Leiru said, "at present, no matter whether there is capital support, vertical electricity providers can not blindly pursue sales, but from the website location, product efficiency, gross margin and sales volume and other comprehensive considerations, I think this is a good purchase."

Reporters learned from people familiar with the matter that a year and a half of the clothing vertical business operators said that their current operation is in good condition, but they do not consider the new round of financing. They are actually facing the difficulties of the initial team disbanding, huge inventory pressure and tight capital chain. Even though many discussions have been made about the pursuit of investment, no result has been achieved. No one is willing to pursue the investment. "According to their current situation, the capital market is not good enough next year, but the investment side is also tight."

Seeking help from traditional enterprises: unable to accept deficit development

"Alive or dead? That's a problem."

For vertical electric providers, Shakespeare asked this question in a voice.

"If anyone intends to buy us, I will sell it," the founder of a vertical electric business answered without hesitation. "We must live first. We are our own brand. The living brand is in the future. It is not the chance to turn around."

However, the mood of the vertical electricity supplier's urgent sale failed to impress buyers.

People familiar with the matter told reporters that privately speaking talks about the acquisition of enterprises are still quite numerous, but basically no results, he further said, "some time ago has been pmitting suing to receive Marceau, in fact, Martha Marceau is talking with Suning industry fund, want to take money purely, but did not talk about it, and later contacted with" strong power ". The strong boss stressed the operation team of Martha Marceau, but because Marceau did not make profits, he broke it later.

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Reporters learned that, in fact, such as the traditional enterprises such as power and so on.

They are very interested, especially for the mature operation system of pure electric business, but they do not accept losses. The traditional enterprise's idea is that we can buy you at a high price, but after buying it, I can't throw money into it every year, even if you are small in size, as long as you do not lose.

However, the loss is a common problem of electricity providers, and not to say vertical electricity providers, the entire electricity supplier industry has not been able to get rid of the loss of trouble.

In this regard, Xu Lei said, to successfully complete the acquisition of vertical businesses by traditional enterprises, first of all, the main business of traditional enterprises should be stable, while the determination of their pformation providers should be very firm, and the most important thing is that traditional enterprises must agree with the value of Internet enterprises, that is to say, they can accept the fact that the electricity supplier may lose money within a certain time.

In fact, in addition to not being recognized by traditional enterprises, vertical electricity providers will also face the dilemma of declining valuation. "For some vertical electric providers, if they can't find buyers now, the valuation of the future will definitely be reduced. For them, time is pressing, and it may be a price per day," Xu Leiru said.

Help Internet companies: buying you is better than giving you the platform.

Although the industry generally believes that getting the protection of traditional enterprises is a good outlet for vertical electricity providers, but in order not to hang on a tree, they have to ask Internet companies for help.

However, in the view of Chen Hu, there may not be a few Internet companies willing to launch. On this point, Xu Lei agrees that "mergers and acquisitions need real gold and silver, and the whole industry is depressed, even if there are landlords."

"Now it seems that the Internet giant is likely to be the Alibaba, Jingdong, suning.com, the three platform business providers," insiders told reporters. "While standing on the platform business perspective, instead of spending money on a losing class, it is better to recruit it to its own platform.

The acquisition of a vertical electricity supplier is almost equivalent to opening an online shop on the platform. The magnitude difference is too big to be worthwhile.

At the same time, Chen Hu also believes that "now that the makers want to buy vertical electricity providers, it depends on whether the industry is left with only one leader, obviously the vertical electricity supplier status quo, the ranking of each subdivision is not yet determined."

In addition, according to his disclosure, "in fact, even if the Internet giant bought a certain enterprise, it would not be possible for him to get much care from the giant. Taking Alibaba as an example, although they voted for a shoe store, we are also entering the business of Tmall. In the various promotional activities of the mall, we have no difference from the resources acquired by the shoe store."

Of course, not all of the platform business providers, like Alibaba, have done monetization of resources. On Tencent's e-commerce platform, there are still differences between "family" and "outsiders", but reporters learned from people familiar with the matter that at present, apart from vigorously supporting Yi news, Tencent has not received any special attention from other providers.

It is worth noting that not all vertical businesses are allowed to buy this road. Xu Lei said he would not sell himself. He believed that with the support of BELLE, BELLE has maintained its pace of development since its launch. In addition, the liquor vertical electric business can be described as "alien". In September this year, the US wine network announced that it had won the B round of 100 million yuan financing. Its LV Yide told reporters that "our future is definitely an independent development, seeking listing, and there will be no need to choose to be bought". However, according to the reporter, in general, alcoholic vertical businesses have the support of offline businesses, which largely support their development.