The near future, the bake O2O brand that ever achieved day of order to spend 10 thousand records is popular because capital catenary ruptures,send biscuit doubt suspend operation, those who stay is hundreds user still is waited for return store 300 thousand yuan of value gold, chummage that default a month, 1.8 million yuan employee wages and all sorts of external debt.
2015, be called " biscuit bound 21Cake " sweet send biscuit to hold water in Beijing, try to depend on central kitchen + the door inn hire with the O2O mode exalted leave out that content shedding matchs to send, promote product quality and client the experience then. Brilliant when, sweet send Ceng Yong to 14 deserve to send the dimensions of site, 500 thousand user, month order of 90% increase rate, plan to introduce capital general professional work outspread to other city.
After moving nearly 3 years however, sweet send however irresistibility research and development, ground is pushed, deserve to send the pressure that waits for high cost to bring, make another poineering item that dies in O2O illusion.
Sweet send biscuit already the person goes the building is empty. New capital signs up for reporter Guo Tie to photograph
The person goes headquarters office the building is empty
"We will not continue to serve for everybody again. " late on May 25, sweet the message that sends biscuit to halt use is in sweet in sending the friend of the user the ring, circulate, write: among them? The? that boil two years of much operation, we encountered a lot of bank. . . . . . This we had not been maintained really " , "About stopping the follow-up matters concerned that carry brings, can special group is handled. Can special group is handled..
"On May 26 somebody illicit letter I, I just know sweet send closed down. " sweet send a member to tell new capital newspaper reporter, at present its store there still are 425 yuan of remaining sums to was not returned inside value card, the ticket of 2 pieces of cake that when handling card, gives also have more than is needed. On May 29, she according to sweet the refund mailbox that sends small letter fair number to give sends mail, still have no a person to contact processing up to now.
In sweet send originally below the official small gain of cold and cheerless, the consumer that asks to withdraw fund also appears thick and fast since May 26. Somebody leaves a message say sweet send " do not send statement, do not withdraw fund, still accept the order, any customer service are not contacted on " , return somebody to speak " closed down to connect a statement to be done not have, it is the cake that gives friend fortunately, awkwardness is otherwise dead " .
The Chen Wei that Ceng Zaixiang sends some area to turn the job responsibly (alias) Xiang Xinjing signs up for a reporter to divulge, what at present its build is sweet send an user " Wei Quanqun " in already had 300 much people, wait for refund amount to add up to 559 yuan. And another sweet those who send an user initiative organization " Wei Quanqun " in already had 400 more than person.
Industrial and commercial information shows, beijing is sweet send limited company of electronic business affairs to already was faced south by Beijing on May 31 this year industrial and commercial substation includes " manage unusual directory " , the reason is " pass the abode that register or manage a place to cannot get in touch " .
On June 4, beijing rising sun is industrial and commercial Li Jianquan of assistant director of industrial and commercial institute is accepting substation Hua Wei when media is interviewed, express, door of The Ministry of Commerce and Industry already accumulative total receives 81 about sweet send biscuit complain, involve amount to differ to 1000 yuan in 100 yuan.
New capital signs up for a reporter to notice, sweet send platform of official small letter to already was released " suspensive battalion carries " announcement, the member that asks to deal with refund reachs full name phone the more than forelock inside card to send to appoint mailbox, "Can staff member arrangement is dealt with " . Nevertheless up to distribute news dispatches, sweet send 400 customer service phone and business telephone call all nobody are received listen, sweet send a member to also mirror refund be related to still do not have any progress.
On June 14, hold office at court is in relief Ou Anqu road office building of 32C of base of property of picture of Beijing of 3 contest garden, reporter of new capital newspaper sees sweet send biscuit headquarters already the person goes the building is empty, LOGO of the brand before its door already was excised, only remnant is sweet loom of network address of net sending an official.
The garden that occupy contest enrols business to introduce on behalf of white gentleman, at present sweet remand defaults garden area 300 thousand yuan of hire, both sides already negotiated term of good form money. If sweet send a respect beak a contract, contest garden respect will adopt legal measure dimension to counterpoise.
Capital catenary insecurity has sign early
Public data shows, sweet send biscuit to held water in August 2015, 5 author such as You Wanglei, Yang Song are contributive 10 million yuan found. The Wang Lei that has experience of hold post of old bit Buck ever accepted media often to interview conduct propaganda 2016 sweet sent O2O bake mode.
According to Wang Lei state publicly, sweet send take central kitchen + content shedding deserves to send mode, but the shop below the line of leave out 40%-60% and facility cost, product price but more hypostatic inn is congener the product is low 30% above. At first, sweet remand has group of a luxurious research and development, there is 1 person to come from France, 3 people to come from Taiwan, 2 people to come from Japan in 14 baker, invite Zhuang Hongming of author of soft Europe biscuit to hold the position of adviser at the same time, only one year the product of research and development is close to) of unit of measurement of turnover of 2000 SKU(stock.
Up to in March 2016, sweet send already established 14 to deserve to send a site inside Beijing, shed implementation through tripartite content " line fluctuation is odd, one hour deserves to send " . When those, sweet send so-called 140 people group, 120 thousand user is had in Beijing, lunar order increase rate is amounted to 90% , answer buy rate amount to 40% above, day sales volume is highest cut 10 thousand sheet. To May 2016, its day order already was broken through 20 thousand, user dimensions is achieved 500 thousand the left and right sides, when deserving to send, grow cut also amount to to half hours.
After such high speed runs more than two years, sweet send biscuit to show sign of insecurity of contributive gold chain after the Spring Festival passed 2018. On June 14, contest garden enrols business to represent white gentleman to sign up for a reporter to say to new capital, before this sweet send management state to do not have a problem all the time, with garden area conventional half an year pays rent. Rose in January from this year however, sweet send begin to default hire, "When the Spring Festival when coming back to discover a problem already late. "When the Spring Festival when coming back to discover a problem already late..
Occupy Chen Wei additionally to recollect, sweet send this year to ever planned to will deserve to send limits in March from the city 6 annulus systole comes inside 5 annulus, half hours are amounted to also changed half days to amount to. As a result of with piece the client inside the area gets along well, chen Wei ever suggested the company returns the remaining sum of client of the part outside 5 annulus at that time, also suggest the client is seasonable at the same time refund, send because of restoring to match after and end up with nothing definite.
During this, sweet sent user experience begins to drop. On January 17, a netizen complains on sina small gain sweet send biscuit " worse and worse " , "Sort does not say lesser and lesser, 30 minutes deserve to send limits inside order basically in the morning ability delivers midday. " on May 18, another netizen is in sweet send the government small gain next leaving a message say, "Biscuit rose in price to also stop stealthily, how does the service drop instead? Can choose so deserve to send time, can send afternoon only actually now. Can send afternoon only actually now..
The ground is pushed + content shedding pushs expensive operation cost
"The boss is to become a tradition before this industrial, congress of every months of sale can follow us talk about ideal, but the hole of Internet is not thinkable of traditional business employer. " look in Chen Wei, sweet send the biggest " hole " depend on the ground is pushed and deserving to send brought high cost, and the foreground of whole O2O industry also is not valued.
Sweet send biscuit to combine father Wang Lei to ever disclosed to media 2016, sweet see a visitor out unit price can deserve freely 29 yuan to send completely (hind promotion comes 39 yuan of) , and the main measure that its get new user relies on in the enterprise to conduct foretaste activity namely. Below the overlay of the cost such as research and development, content shedding, wang Lei admits at that time sweet send not gain.
According to Introduction Chen Wei, he was joined in June 2017 sweet send the ground to push a group, every do 600 yuan store value card can send 3 two biscuit freely, still give 156 yuan sometimes - 198 yuan of cake that differ, base pay is 3500 yuan / lunar left and right sides. Company leader ever disclosed, sweet send odd-numbered days ground to push cost to be in 10 thousand yuan of above.
Outside pushing cost except the ground, sweet send every to avoid those who mail sheet to deserve to send cost to be controlled in 5 yuan, use temporarily to realize service half hours " shine send " the service starts valence is in 12 yuan of above.
Chen Wei says frankly, even if is such, sweet send the ground to push 3 years to had arrived " nowhere can be pushed " degree, "This client that does card had done. " in handling calorie of user, most client just is bought 9 weeks, "Some 10 days half month is not bought " .
In sweet send early days halting use, its staff is small believe group of midstream to passing a paragraph of doubt to be like father Yang Song to write " leave letter " . Write in the letter, its individual already was in sweet send many yuan 7000 are thrown on the project. To sweet send close down till, default employee in all many yuan of 180 salary, still have a lot of external debt and user additionally store the value gets stuck " , we also are seeking a means of settlement (a few enterprises are opposite sweet send be interested on the line, the) in negotiating! The) in negotiating!!
Occupy Chen Wei to understand, sweet a variety of means ever also had tried to save oneself before sending this, if follow the advantage below the line inn collaboration, extend B to carry the enterprise user, dealership that leaves the line the product to contract go out to wait, but hinder at the brand famous spend chip of insufficient, negotiation to wait for an element not by force, these way all did not go. Be in early in March 2016, wang Lei ever had disclosed sweet sent A annulus financing plan, also do not have later development.
10 thousand prop up Lu Zhenwang of observer of business of advisory CEO, cable to think, sweet sent biscuit to take error of a cost. In fact, hypostatic inn wants inn location to be chosen so that have steady passenger flow very much only, relative cost is not high; and below O2O mode, biscuit guest unit price is inferior, answer buy rate difference, the ground is pushed and deserve to send eat off a lot of profit again, cause moving hardship. "This kind of traditional business does bake very completely not to need financing, if return need capital to break money, in front of chart does not lean like Internet meal of a few years, show its trade pattern not gain, also cannot move capital market. Also cannot move capital market..
Interview and write / Guo Tie of reporter of new capital newspaper
Editor / big west wind
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