Ali's many years of enemies have been closed completely.

In a group of CCTV documentary, as long as the development of the Chinese Internet market, it is often inseparable from a name. This former China's largest e -commerce company is also Alibaba's many years of enemies. After 23 years of operation, even after being income by the world e -commerce giant eBay, he still closed the door. Many people are asking why the former super giants have fallen to today?

1. Ali many years of enemies, easy to close?

According to the Daily Economic News, the former e -commerce leader Yisu.com issued a closure announcement.

Shanghai Yingshi Information Technology Co., Ltd. announced that due to the company's adjustment of its operating strategy, it decided to stop the operation of Yicu network platform and close the Yiqu website. Before 24:00 on August 12, 2022, Yisu.com will close the transaction functions of all products and shops on the website, and at the same time close the user registration, login, recharge function of Yiqu.com, and close the website server.

In 1999, Shao Yibo and Tan Haiyin, who graduated from Harvard Business College, returned to China and founded the "Chinese version of EBAY" Yixun.com. The number of registered users two months after the establishment of the website increased to 40,000, the online transaction volume exceeded 10 million, and when the establishment of three months, they received a $ 6.5 million investment from three US venture capital companies. Soon after, he got the "Big Brother" that he had been imitating -then the investment of EBAY, the largest international e -commerce platform at the time. After Jiuqiang joined forces, Yicu.com reached its peak in 2003, and became a C2C giant with a market share of 80% at that time.

However, at this time, the founder Shao Yibo made an unexpected decision: selling Yicu.com to EBAY for $ 225 million. Ethical Network has since changed its name to EBAY.

Many people think that this move is actually a turning point in the Chinese e -commerce industry. It is precisely because EBay was acquired by e -commerce giant eBay, which made the small e -commerce company that was established by the famous SoftBank head Sun Zhengyi. There is the story that everyone is familiar with. Jack Ma and Sun Zhengyi talked about it. Alibaba, who got the SoftBank investment, began to sing all the way.

According to data released by CNNIC, the market share of EBAY in 2006 has fallen to 29%. In the same year, Taobao had nearly 70%of the market share. And just a year ago, EBAY Yisun still occupied nearly 60 % of the domestic market.

In 2006, eBay cooperated with Tom online to establish a new joint venture. In April 2012, Yiqu.com became a wholly -owned subsidiary of TOM Group. All business of Yiqu was stripped from eBay and operated independently. According to data released by Iri Consultation, in the C2C online shopping market, Taobao was absolutely leading in the second quarter of 2012 with a 95% share, and the shares of Easy Fun fell to 0.01%, which can be ignored.

At that time, the giant who needed Alibaba to look up at that time was finally in the end of the end of the song. What did the oldest e -commerce in China do wrong?

Second, how did Yi Qun fall to this day?

Seeing the current encounters of Yiqu, people really sighed and sighed. The Chinese e -commerce giants who were looking up at that time have now fallen to the end of the final closure. Many people are asking what kind of fun did such Yixun do wrong?

First of all, the biggest error of Estro -is misjudgment of the Chinese market. In fact, when you see Yi Qun's performance today, everyone is not at all. At that time, Shao Yibo chose to sell Yi Qun to eBay. In fact, it was not a mistake. After all, Shao Yibo is already a famous investor in China. Famous projects such as Steel Network, installment music. Therefore, from the perspective of personal development, Shao Yibo is very successful.

On the other hand, the Easy Fun sold by Shao Yibo, the reason why the hegemon of the Chinese e -commerce platform gradually reduced to the current shutdown company, in fact, the core reason was "the United States is the United States and China is China." In the minds of the early Internet people, the United States was the beginning of the world's Internet. The Internet model there is undoubtedly the most successful. We cannot deny the success of the American Internet model, but just like Mr. Qi Baishi, "learning me. "I died", but the practice of imitating the American model does not necessarily succeed.

For example, the reason why Yi Qun succeeded was because when the entire Internet industry has not yet appeared in the entire Internet industry, no one knows how to go on the Internet? Emm who imitates eBay has undoubtedly become an early -tasting person in the market. As a pioneer company, under the premise that no one has a good business model, Yicu's jumpsuit first helps it to establish the market's advantage in the market.

However, love is moving with affairs. Everything is constantly changing. After the problem of EBAY, the problem of EBAY is overly believed in the success mode of his parent company in the American parent company, but he ignores the that he is not at all. Alibaba, when Alibaba started to seize the market on a large scale in a free model, Yi Qun still adhered to its American -style charging model. Alibaba in the Chinese model succeeded.

Secondly, although they were born in China, they did not understand the Chinese market. Compared to other e -commerce companies, Yi Qun is actually more like a "banana man". Although there is a Chinese face with yellow skin and black hair, its own business model is a thorough American. When no one knows what e -commerce is in China, it is naturally easy to succeed.

However, when some Chinese companies start to really sink to study the Chinese market, they will find that China is still a developing country. Some role, under such circumstances, Alibaba has successfully occupied the Chinese mind and effectively seized the market through the free model. For most merchants, the cost of opening a store on Alibaba is really low, although there are subsequent subsequent there are later available in Alibaba. A higher marketing cost, but this is a long time later. However, it is necessary to spend a large scale at the beginning of the opening of the store. For most Chinese companies, I do n’t even know if I can make money, but I need to spend money at the beginning. Is this really a one? Acceptable patterns.

In 2006, Yico finally found a problem, began to choose to dock with Bibao, provide a convenient and fast payment model, and exempt all service fees from 2006, but "the world's martial arts are not broken", Alibaba has already seized enough markets for the market The share, Yi Qun can be described as a step in one step.

In the future, although Yixun thought about the sword to go tilted and used overseas markets to make up for the shortcomings of the domestic market, although the overseas market EBAY has an advantage, it may not be able to completely bless it to Yicu. In addition The company is more difficult to get more support, and Eventually, Easy Fun lost to do not understand the Chinese market.

Third, what exactly is the enlightenment that Easy Fun gives us? Yi Qun can be said to be a model with a golden spoonful of birth. From the perspective of market development, the success of Yisu is because of the development of the development of the Chinese e -commerce market, but its failure is because it does not understand the development of the Chinese e -commerce market. trend.

In the final analysis, the failure of Yisu is caused by the joint accumulation of EBAY and TOM Group's wrong command posts. For a company, it is not necessarily lucky and unfortunate to have overseas giants as support. If the company only provides funds and resources but let you let you do it, there will often be a good performance, such as Yumsum China, TIMS China, and so on.

However, if overseas parent companies still use their own logic to command Chinese companies, they will often have water and water dissatisfaction. In fact, it is not the first one.

Faced with Easy Fun, in fact, while we sigh and sigh, we may really need to reflect on, what is the underlying logic of the Chinese market, how do companies learn and make good use of Chinese logic?

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