Author | Yu Bin
Beautiful group is in the actual strength on Zhang face still " powerful " , market prise is become in capital market of one billion two hundred and fifteen million seven hundred and fifty-two thousand one hundred and ninety-two level alone horny animal company, advocate the market sells outside battalion have rate more than 60% , field of of all kinds and burgeoning business is extensive receive. . . . . . But under the A face of scene, the B face of deficit of a huge sum of beautiful round in successive years is being exposed as capital cold winter ceaselessly come out. Why to beautiful group is gain so difficult? Why does its deficit compare a year one year bigger? Why does beautiful group anticipate the desire that realized gain 2018 does not have implementation finally originally? Under multiple predicament, beautiful group " flimsy " behave the ground at the same time incisively and vividly.
This year March, beautiful group published newspaper of the first after it appears on the market formal money, money newspaper shows beautiful group to closed to had attained the scale of 65.2 billion yuan of RMBs in the total battalion last year, photograph comparing broke up one time almost at the year before last year. Nevertheless, close than battalion more " dazzling " is the deficit data that it publishs at the same time: 2018 money year deficit of beautiful round annual achieves one hundred and fifteen billion five hundred and ninety-three million yuan, although those who contained 104.6 billion yuan is wrap to be able to be changed inside this but redemptive and preferential evenhanded value is fluctuant, but its annual management deficit also attained 11 billion yuan scale, net loss caustic 8.517 billion yuan.
What need points out is, beautiful group is in in nearly 4 years continuously the condition of deficit of a huge sum, and year after year of deficit specified number increases, 2015, 2016, 2017, the beauty in 4 year's round 2018 abidance deficit total already near 23 billion yuan of RMB -- this almost figure of as total as the annual of the 500 strong companies of world with a good profit profit considers. Look from this deficit data, the rate that beautiful round profit increases did not catch up with its battalion to receive the rate of growth far, under fast dilate its gain ability not only cannot cash continuously, it is leap of loss year after year instead.
In new retail and flying run quickly madly, domain of this locality life becomes each big tycoon competition to stand for war the mobile Internet the second half of field, such expression invites beautiful group the person must suspect whether it has enough competition ability continue in future " lead " the market. Nevertheless the market is " merciless " , intense competitive posture is keeping magnifying the situation of deficit of a huge sum of beautiful group indefinitely momently: Advocate business sells the field outside battalion, what the Ba Baqi in A falls became hungry the mad snipe that starting pair of beautiful groups, each data will see hunger from outside defeating beautiful group thoroughly, sell also remnant time problem, besides suddenly development also is opposite the bitter fleabane of each new retail link below the Ba Baqi in A of beautiful group outside sell business to spread out multidimensional spend " fall dimension is hit " ; In include to share bicycle, take a taxi business of a travel, unripe bright cable the burgeoning business domain that waits inside, beautiful group is facing the competition of each giant with each passing day already tycoons likewise, not only such, all sorts of dilemma that face in development of beautiful round oneself also are in show ceaselessly.
The beautiful group below long-term deficit faces all fronts crisis
Be based on money signed up for data 2018 we can see, besides beautiful round tradition 3 big advocate sell outside beautiful group of business Wu domain, besides the loss that brings to inn and wine travel business, the number that there is close in part in its annual deficit results from its dilate in domain of of all kinds and burgeoning business, do not value generally with industry among them to rub do obeisance to bicycle buy for very.
Beautiful group is right rub do obeisance to buy result from April 2018, beautiful at that time group with 35% beautiful round equity, 65% cash aggregate total prices the cost of 2.7 billion dollar is wholy-owned bought rub do obeisance to. What fasten as big beautiful group is important one annulus, beautiful group places a hope at rub do obeisance to can bring tremendous this locality to go out for beautiful round APP a discharge and trade support, this is beautiful group at the same time sortie takes a taxi the core reason of the domain, also be it decides to abandon later " rub do obeisance to " brand asset, and its incognito for " beautiful round bicycle " serious consideration. The purpose of beautiful group is very clear, domain of hope general beauty's round business of this locality life undertakes all-around dilate, all discharge with " great beauty is round " the exit of APP is shown external, the form that implements catenary of beautiful round whole modes of life and relation to their environment finally builds the promotion with its oneself consequence.
Regrettablly after a year today, beautiful group is bought rub the act that do obeisance to more and more be considered as failure by industry buy deed. On one hand, those who share economy is fast drop in temperature to had been in weak point let in time of a year rub do obeisance to bicycle to arrive from the cosset be reduced to poverty of capital of the industry " abandon child " , this nods what can look from the development of OFO bicycle after this to come out, yan has egg under Fu mew, more what is more,the rather that rub do obeisance to bicycle itself to be immersed in overall management difficult position, gain not within the foreseeable future. The depreciation cost that outstanding achievement glides and raises ceaselessly considerably is being worn in ceaseless nibble rub do obeisance to bicycle, make its tardy cannot requicken. On the user drainage that expresses great expectations in beautiful group at the same time, rub do obeisance to current show not hopeful also, the growth posture that it is immersed in arrearage can not be beautiful group to offer those who make it satisfactory to play new effect, as to the user that promotes beautiful group through Mabailaidi agglutinant more did not carry, because rub do obeisance to oneself to still be in the user that facing hardship is agglutinant test.
On the other hand, rub do obeisance to the hind leg that mode of persistent deficit type operation also is pulling beautiful group. Beautiful group the net loss caustic of 8.5 billion is medium last year, rub do obeisance to hold half of country, and the dimensions that its income has ten yuan of RMBs only however. Rub the normal evolution that the predicament that do obeisance to had affected its oneself apparently, besides bicycle market is shared to continue in home the travel before hardship, the in the international market dilate that its plan originally also is immersed in backwater, the closest period of time rub do obeisance to by rife already " cut abroad into parts all market operation stronghold, prepare comprehensive focusing home market " . Apparent, the mode that shares bicycle passes these of year of market " contention of a hundred schools of thought " level has returned to reason gradually, capital market also flows into this one domain without a large number of hot money again, investigate its reason, the commercial pattern that still depends on sharing bicycle is facing serious challenge: The means that through the capital of a huge sum that gives priority to with cash pledge precipitation realizes Internet finance gain has been proved the risk is huge, and the equipment that the low that shares bicycle to be formed for outspread market leases car battalion to close to be able to not help platform enclothe a huge sum, operation, maintain cost. This lets with rub the shares bicycle platform to be immersed in user of race to control of the allowance that burn money vicious circle that does obeisance to bicycle to be a delegate, expectation is achieving the market alone big hind will solve gain dilemma again. But once capital takes the lead in losing confidence to its, the future that shares bicycle trade develops also by take a drastic measure to deal with a situation.
Rub that high quality that doing obeisance to is not beautiful round expectation any more enters the mouth, become gradually however more and more the encumbrance of the travel before beauty of be a burden on is round, and this " burdensome " brings a bitter pill to swallow is " enrage gaily " beautiful group must want those who go down to eat.
Of course, besides rub do obeisance to bicycle besides, the burgeoning business that beautiful group tries external still has a lot of. The ministry of small elephant career that faces what C carries to be given priority to in order to give birth to bright cable business for instance, taxi business that develops competition with drop drop, shine send business to wait; The supply of the system of management of beautiful round dining-room that still has B end, B2B catenary solution " fast ass replenish onr's stock " wait. Nevertheless, these burgeoning business are in the beauty growth is narrow while the group brings heavy cost burden, what also sufferring each competitor is comprehensive " grind pressure " , not only beautiful group is without method inside short time advocate business Wu blood transfusion, still cannot bring persistent profit for it.
Under long-term deficit, lack cash namely of course. And the beautiful group after be short of Qian Zhi joins capital cold winter very quickly also " main forces cutting down the member of persons employed " in, beautiful group of the end of the year began to come out last year " big range " message cutting down the member of persons employed with respect to evidence this. It is the member that there are a large number of beautiful groups on the network first labour out exposing to the sun oneself " be papered cutter " , complain the unfair treatment that informs against oneself to be faced in process of no longer hold the post, although later response of beautiful round government says " the net is passed large-scale cut down the member of persons employed for disloyal message. The fact is, it is normal business is adjusted this, suffer influence employee to be less than employee sum total 0.5% " , but media presses beautiful group the base of the total staff amount of nearly 600 thousand undertakes estimation discovers, even if have 0.5% only really, beautiful group goes of annual bottom cut down the member of persons employed this the dimensions that the beautiful round employee that tide involves also has 3000 people at least. Be in subsequently this month, beautiful group is exposed to the sun to go out to undertaking by media again " large-scale cut down the member of persons employed " message, in the light of this round respect of beauty cutting down the member of persons employed still does not have outgiving, but OK and affirmative is, successional large-scale confirm cutting down the member of persons employed the corner of aggravate of be thwarted of development of beautiful round business, deficit, its are being adjusted what be faced with business in the round with systole.
Burgeoning business is overall deficit, contractive besides, of beautiful group 3 big advocate business Wu also is not plain sailing. Arrive in beautiful group for instance on inn and hotel business, although its order gross held whole market near the portion of the half, but its business domain spreads out in small line market more, guest unit price and benefit moistening with water make the same score can care, return random hair elephantine frequency, the gain level in the industry makes a person denounce very. According to statistic, home to industry of business of inn, hotel the profit of nearly 70% is carried Cheng department is held, beautiful group takes whole market only in the profit of this respect very one of left and right sideses. Apparent, 3 big advocate the does not have method to help beautiful group break away from long-term deficit to business of inn, hotel predicament in business Wu.
So beautiful group can continue to place a hope only at business selling outside core. According to beautiful group money signed up for us to also can see 2018 outside selling business still is the big head that whole beauty round battalion receives, its last year 38.14 billion yuan outside those who sold business income to hold its annual gross earnings is close 6 into.
Nevertheless, representing supreme headquarters of business of beautiful round core outside sell business, be in as much facing tremendous development dilemma, the subsidise that of be the first to be affected is industry bonus and add fast glide. Data shows, from 2018 money year begin, sell outside beautiful group add fast had begun relatively reduce substantially at in former years, the sign that this kind of development sees a top to be being depended on badly at present outside for the beautiful group that sells business very not hopeful.
corresponding, sell outside more beautiful group in user and businessman level double public praise is mixed approbate spend glide, "Escape beautiful group " , " uninstall beautiful group " becoming a kind gradually " the politics of have no alternative is correct " . From with " extensive Islamic changes controversy " , " controversy sending eat " the user boycott that is a delegate, to " the businessman smokes commission scale to rise " and a large number of caused businessmen are malcontent, must sell outside the beautiful group that open reaps mode going on contrary with businessman and user gradually, at least from at present the United States answers a circumstance roundly to look, what it handles is bad, this kind " the group that turn over the United States " public opinion trend is flooding beautiful group gradually so old the industry dominant position that will be built, among them a bitter pill to swallow only the United States is round oneself personal experience is most deep.
Rub do obeisance to, unripe delicacy, piece travel, shine send wait for burgeoning business progress is limited, cannot be blood transfusion of beautiful round platform; Be carried to inn and hotel business Cheng " the second is killed " , gain foreground a darkness; Actual strength of business Zhang face sells to look outside core be like good-looking, facing huge growth and operation pressure however. These ability are real beautiful group, nearly 4 years of deficit two, had lasted deficit if beautiful group of 8 years wheres add fast put dilate of delay, burgeoning business " does all fronts suffer a defeat " gain of the implementation below predicament? This will be the biggest test that it was faced with.
hungry the force with which sth breaks out is roaring, the bureau that beautiful round defect defeats surely
More bad is, it is under deficit plight, beautiful group still was facing old rival starvation strong competition.
In Alibaba the group opens up endowment one billion four hundred and ten million and sixty-five thousand four hundred and eight into advocate hungry later, with hunger what the service of this locality life that is main thoroughfare becomes Alibaba to did not develop for a long time is important one annulus, what overlap completely with beautiful round professional work almost became hungry with public praise together, the ode of all commercial modes of life and relation to their environment below the Ba Baqi in associated A can be formed to beautiful group together " encircle and suppress " situation, aggravate of posture of this kind of competition the angst that beautiful group develops to future, the United States is then round must passive all sides is answered, as a result lasts at its deficit situation pressure of exasperate, gain is greater and greater.
If say the beautiful group that the market sells 6 component specified amount outside holding still continues,carry the sentence of this kind of deficit situation that worsens continuously, so face starvation outside sell business round to the United States ceaseless nibble, the gain pressure that the beautiful group that regards main gain as origin sells to be faced in future beyond will more tremendous.
And in fact, beautiful group wants to keep current and outer the dominant position that sells the market is very difficult also, because of hunger the trend that exceeds beautiful group instead is becoming reality gradually.
Center of DCCI Internet data released March this year " service market sells to develop research to report outside the network " show, the share that selling the market domestic and internationally sold to achieve outside beautiful group 64.1% , hungry market share is 33.7% , hungry the body amount that the in part sells outside beautiful group only it seems that; But in a data, we see hunger the market that selling outside beautiful group of strong race to control: Seek advice according to intermediary of this lunar moxa release " 2018-2019 China is online outside sell an industry to study a report " , hungry achieve in the portion of market of line of Chinese just a little 50% , this basic declare hunger be opposite in city of line of just a little the snipe that sells outside beautiful group is successful, and in the 34 lines market in current and bilateral main difference, the Alibaba of come to one's senses and hungry the increment that thinking all method to dig small line market, its include outside sell, new retail inside of all kinds data is in high speed growth.
Compete as what the market sells outside line of just a little gradually Anacreontic change, no matter be beautiful group or hunger continue very hard to dig a bigger increment market, and as China 34 lines of city life level raise what be used to with consumption to upgrade, sink the market has become decision future who is outside the core element that sells an industry the first an ancient folding chair. The industry analysed data to also prove this, since 2018, domestic just a little sells user scale to gliding outside line city, the scale that this glides is to reflect of course in 34 lines city outside sell user growth to go up, apparent, the competition of the industry sells to stepping market of 34 lines small line outside " the second half " in contention.
hungry what kind of rate to have in the mining of market of 34 lines city? In March 2019, hungry hand in hand public praise go up together line " go and work in the countryside and mountain areas " plan, annals is in " city of 100 when wait for province to Zhejiang, Guangdong, Ningxia, Yunnan 34 lines drives digitlization of service industry of this locality life to upgrade " , will help the hunger before showing this actually with this those who put forward " 3 1 million " digitlization ode can plan. In April 2019, hungry CEO also is Alibaba at the same time outward bound announced the Wang Lei of president of company of service of this locality life hungry " develop 34 lines town quickly " whole is politic, "Race to control 50% outside sell the market share " became whole hunger the military orders shape that makes a pledge external and catchword.
hungry these big movements also obtained very good result, the market sells outside the 34 lines city that includes new rural area of Fosan of Yunnan Dali, Guangdong, Henan to wait inside, hungry market share has exceeded beautiful group instead and break through 50% , other the market sells outside 34 lines city add fast very considerable also, hungry the market sells to be being greeted outside sink exceed expectant growth; In addition, hungry in the fractionize setting user of 34 lines city the one side that also behaved its Taoist priest, in home market of 34 lines city is not order shows the mainstream to rise considerably besides dot eat period of time below the setting of the trend, hungry the user number growth that left in breakfast, afternoon tea and setting of food taken late at night 2018 was achieved respectively 68% , 38% , 56% , this number is euqally special and sizable. Be in additionally 2018 all the year round in time, hungry the amplitude that is in baby of beauty makeup mother and pet supermarket is very tremendous more, of two category trade growth is achieved respectively 3861% with 678% , in flower and medical category trade growth is achieved respectively 108% with 1722% , hungry new retail trade the forehead carried swift growth state as much.
In the supreme headquarters that sells outside beautiful group, hungry the tough stance that serving with this locality life is fast nibble its market, to now from the competition of inchoate pure discharge digitlization upgrades, the businessman is endowed with can, the user is endowed with can competition, hungry had gone in front of beautiful group apparently, the data that market of line of just a little chases market of successful, 34 lines to send force quickly proved hunger be opposite for some time recently sell outside beautiful group " snipe " be a success, from add fast on in light of, have more than is needed sells market share first how long domestic and internationally laurel will easy advocate to hunger on the head.
Write finally
Beautiful of course group faces starvation " exalted and paratactic " , " low force grab " also answer in passivity, for instance before it is risking tremendous controversy and scale of business door commission is moved on the choice, commission proportion must be reduced again under care foreign aggression inside however, in an attempt to sells the market outside stable core. Nevertheless, in aggravate of deficit of be thwarted of all fronts of burgeoning business dilate, in successive years when the mouth, beautiful group still needs apparently abstracted go to those who center energy to solve system of oneself zoology catenary building the problem with deficit of a huge sum, and with respect to these two problems already enough group inviting the beauty is terribly defeated, we have reason to believe it also is in what mature already without method outside sell the movement that what plays to update on the market. Watching these issues instead still is not a competitor the issue that Alibaba needs to worry.
But outside sell market or else to beg change, supreme headquarters of business of beautiful round core also wanted to face starvation surmounted. Apparent, now this moment has been beautiful round development is BAT almost besides Chinese Internet the 4th extremely the hardest hour on road. In this kind of moment, or beautiful group is flat the zoology ambition that abandons oneself, withdraw into passive defence comes single professional work the line continues deep ploughing, in order to make sure oneself are in some is specific the advantage of the domain, if be being done so nevertheless, beautiful group is equal to direct declare it serves platform in this locality life in competition go out in the round bureau, according to Wang Xing's disposition, beautiful group the possibility that makes this kind of choice is very small.
The beautiful group that is immersed in deficit of long-term a huge sum then is faced with contest to taste in core business overtake, burgeoning business is ground the setting that press to fall by the tycoon, still must hold to the course that hits out on four sides, forcing oneself " but " the condition that the ground is in ceaseless trial and error, ceaseless deficit, ceaseless vicious circle, according to this kind of trend, beautiful group was defeated hunger finally also be time problem only.
