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Mcglaughlin Was Questioned For Marketing.

2010/10/28 10:33:00 118

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Mcglaughlin, a direct selling company, plans to announce the listing.

It is reported that it has submitted IPO application documents to the NASDAQ of the United States, and the scale of financing is up to US $100 million. If approved, Mcglaughlin will become the first e-commerce enterprise in the us to list in China.

It is such an ambitious big stride to go to the IPO business, but it has been burst out recently.

Hard injury

There is a continuous surge of doubt. The road to listing has become imminent and the cracks behind the glossy appearance have gradually emerged.

"Listing", "turbulence" and "bruising" are Mcglaughlin's latest images.

Offline expansion mode has been questioned the risk of listing on the road.

"In the next two or three years, Mcglaughlin's stores will grow from more than 200 to 2000."

Lofty aspirations have not yet dispersed, but Wang Hongzheng has resigned in a low profile.

The brilliance of Mei Bang's dress has not been repeated on Mcglaughlin's body. The grand layout of the 2000 stores has long been a dream of yellow rice. After more than a year, the number of Mcglaughlin's real stores is more than 470.

The large number of digital differences, so that the entity store mode under the line began to be questioned by all parties, whether the road of listing can go smoothly, how many valuations there will be, whether the resources can be survived under the superposition line of online resources, Mcglaughlin's bruising and internal injuries are all in sight.

"Offline stores, I am not optimistic about the online part of the resources and offline resources can not be superimposed.

The cost of the house is rising every year. Where is the profit? "Jingdong merchants development platform manager Fan Xinke said this.

Not optimistic about offline stores, Fan Xinke thought it was nothing more than two reasons: "favorable areas have already been preempted by enterprises that have first entered, this is one of them; the cost of rent is high, and the proportion on the offline line is seriously unbalanced."

The problem of cost can not be underestimated. The management of enterprise logistics is also the key. Fan Xinke makes a figurative metaphor: "moreover, Mcglaughlin has not yet formed a strong brand. In my view, it is nothing more than hanging on the Internet with the name of a traditional enterprise and listing it on the market."

Chen Hu, vice president of Le Tao net, describes Mcglaughlin in his eyes with his own experience.

"I visited the Mcglaughlin store in Xidan's Joy City, the shop assistant's manner was indifferent, the clothes were not fashionable, and the intuitive feeling for the people was that the lack of professional people was doing this.

You know, selling online and making offline sales are two completely different concepts.

Mcglaughlin is the most mature DM shopper, so he really can't talk about it online.

DM valuation? E-business valuation Mcglaughlin marketing for listing?

"Mcglaughlin started DM, and DM's products must not be mainstream brand names.

Thus, achieving a certain scale is a bottleneck and can not be done. "

Liu Shuang, chief executive officer of Jingdong mall, said in an interview with reporters at speed road network.

According to Liu Shuang, Mcglaughlin's offline stores are worse off than other brands, and they will have no advantage. The resistance will not be very small.

"Mcglaughlin's e-commerce system is a puffy system.

Its report has been modified, and the part of DM is also classified into e-commerce, because it knows that DM valuation is completely different from e-commerce.

DM estimates 7, 8 times, and e-commerce can be estimated to be more than 30 times.

For Mcglaughlin's valuation, Liu Shuang said that although Mcglaughlin's report looks good, it includes the DM part.

"30 times below, I think it is a reasonable valuation."

Mcglaughlin is in urgent need of expansion and rushing to develop offline business. There is a voice in the industry that Mcglaughlin's action is a foreshadowing for the smooth listing of the company.

Huang Shaolin, an e-commerce expert and Jia Feng capital investment partner, agrees with this and proposes that the development of multi-channel mode requires several prerequisites: "first, as far as I know, Mcglaughlin has no own brand, that is to say, after sales profit is very thin, and a lot of cash is needed.

brace

。

Second, the needs of users promote the development of e-commerce enterprises. This is a supplement. Taking Jingdong as an example, the maintenance of 3C products is a supplement to their services and a supplement to sales. "

"Mcglaughlin development line business, perhaps for marketing and marketing."

Huang Shaolin finally said in a clear and concise way.