Every day Jianbao "thunderstorm", is Wenwan e -commerce still a good business?

Baoyou, this does not roll money to run

Within a year, 5 rounds of financing have been completed, and the heads of headwriting with a cumulative financing amount of 40 million US dollars have recently been "running". A few days ago, many "Internet celebrities" appraisers of Tiantian Bao publicly issued a statement saying that they had left Tiantian Bao and were arrears of salary. They were not actors, but professionals who have been in the industry for many years. They will continue to learn the treasure for everyone.

Not only the appraiser, many employees and businesses broke the news that the amount of salary and payment of Tiantian Jianbao was up to tens of millions. In May of this year, Tiantian Bao APP, applets and related organizations all stopped operation. Employees and merchants revealed that Tiantian Bao's Beijing Office has "went to the building."

According to public data, the scale of the entire e -commerce market in 2023 is expected to exceed 500 billion yuan, and the user scale will exceed 100 million. When Wenwan gradually broke the circle, people couldn't help thinking, how should Wenwan e -commerce develop develop? Every day Jianbao's "thunderstorm" incident undoubtedly sounded the alarm.

The fall of "Wenwan traffic master"

Public data shows that the size of the Chinese Wenwen e -commerce market has increased from 23.3 billion yuan in 2017 to 166.2 billion yuan in 2021, with a compound annual growth rate of 63.4%.

In March 2019, the development of Tiantian Bao was in full swing after the launch. Many appraisers told China News Weekly that at that time, I felt that the development of offline identification was limited. Tiantian Jianbao selected the track and found the traffic password. It was distributed to the drainage of various content platforms through entertaining Jianbao videos. The poisonous and ruthless appraisers all became "Internet celebrities". In just one year, Time platform users reach 20 million.

After the short video platform became popular, Tiantian Jianbao added horsepower on the content driving and burn money to promote it. Wang Gang, the veteran of Jianbaojie, was also invited to the live broadcast room of Tiantian Bao and became his spokesperson.

Deng Peng, a merchant from the Sihui of Guangdong, came to Tiantian Jianbao for sale. "At that time, every day Jianbao's publicity was very strong, and Wang Gang was endorsed, and he rushed out like a dark horse." Deng Peng told China News Weekly that it was difficult to enter the platform in the early stage. The lap effect is relatively strong.

At that time, Deng Peng made a "live broadcast", that is, through the sources of the Sihui, he was sold in the live broadcast room with the goods of the jade boss, so as to draw a 10%purchasing fee. In the first year, Deng Peng's live broadcast room transaction could reach 20 million, and the operation was very good.

Fang Liang, an employee who followed Tiantian Jianbao all the way, revealed that many businesses of Tiantian Jianbao were drained through advertisements or content. People smelled the "meat fragrance" and came to get a share.

In the spring of 2021, Deng Peng noticed that the traffic and transaction volume of Tiantian Jianbao declined a little. After half a year, he found that "the goods were issued, but the money could not get the account." Late. "The boss came to our live room and helped them sell the goods. We had to give the boss money first, but the platform could not be settled. We can only borrow eastward and fill the holes through credit cards and online loans."

Fang Liang said that the operation of the platform has indeed started in the first half of last year, and the daily life of around May has dropped rapidly, from tens of thousands to more than 10,000, and the daily turnover has been cut directly from more than 10 million. "At that time, the downhill road was quite obvious. In June, the advertiser owed more than 20 million promotion fees. In August, the director level had no salary. It is estimated to be tens of millions. "

During 315 this year, a merchant in Jiangsu Province had publicly complained that he sold 4 orders in Tiantian Bao, totaling 33,149 yuan. The platform has not been settled. So far he has not received a penny payment, and he needs to use money in urgent money. During the period, he urged the payment again and again. The platform ignored it.

Fang Liang revealed that according to incomplete statistics, there were about thousands of suppliers during the peak of the development of Tiantian Jianbao. At present, about hundreds of merchants are in arrears. Last winter, some merchants came to Beijing for money and followed the founder Wang Yi every day. It took several days to follow hundreds of thousands.

"Last winter, I kept stabilizing the merchants after the arrears of Jianbao in the winter, so that everyone can persist, and continue to live the funds slowly. Who knows, now it is completely 'collapse'." Bao's people, when the live broadcast, there will be staff to communicate and solve the problem. In the later period, the response is getting slower and slower. Waiting for the live broadcast in May, no one cares about the merchant.

For the commission, I lost my original intention

At the end of 2021, Wang Yi, the founder of Tiantian Jianbao, publicly released an email saying that the environmental trend trend and the impact of the epidemic situation were blocked. In addition, the company's financing was folded, the company was forced to lay off the layoff New round of financing. Earlier, Wang Yi also mentioned that there were some problems with the company's capital chain. Originally planned to start financing in May, but the funds did not get the account.

In fact, in addition to the problem of the capital chain, Tiantian Jianbao has a lot of problems in the operation. In Fang Liang's view, during the peak of development, Tiantian Jianbao did not steadily hit the live broadcast identification and cargo on the platform. Instead, it expanded new projects, such as the mall and C2C model. , I can't get up.

Tang Ling, who was once the appraiser of Tiantian Bao Baoyu, told China News Weekly that Tiantian Bao was actually used by the appraisal to identify the consumer and move the traditional offline appraisal to the online display. However, from September last year, the responsibilities of the appraiser were no longer just appraisal, but also included goods. At that time, the account number began to open the entire network, especially Douyin and fast hands, instead of leading the traffic to their own platform. At the same time, the quality no longer needs to be controlled by the appraiser. The price is much high, let everyone sell it hard. Another Wenwan appraiser Yang Maze pointed out that the senior management "lost his original intention" and only wanted to make fast money and no longer fine in management. At present, on the black cat complaint platform, Tiantian Bao's complaints have reached nearly a thousand, and consumers have clearly proposed their false propaganda, incorrect goods and returns.

Zhang Ye, a partner of Wan Shang Tianqin Law Firm, told China News Weekly that after Tiantian Jianbao obtained traffic, consumer disputes such as incompetence, false promotions, and difficulties in returns appeared frequently, which means that in business, it continues to infringe consumer rights and interests. And suppliers' rights and interests can be resolved by mature legal channels. It is just that the platform may now be in trouble and may not be able to take responsibility. From the perspective of business methods, if there is indeed false propaganda, false identification, etc., it may constitute fraud, and there may be illegal operations according to the specific circumstances.

In the Wenwan e -commerce track, Weibai Hall is another head company. It is currently impacting the Hong Kong stock IPO. The prospectus shows that it has a close 1 billion yuan in the past two years. However, in the Micro Shooting Hall, there are also many chaos.

In June 2021, due to the misleading and false advertising in the promotional activity, several merchants on the platform sold counterfeit, unauthorized or infringing products on the platform, failed to protect the rights and interests of customers, failed to fulfill the information obligations of registered merchants, etc. The Hangzhou Branch of the State Administration of Market Supervision made a fine of 1.35 million yuan. Earlier, Wei Patang has been exposed to fakes by a number of media such as CCTV.

Zhang Yi, the founder and CEO of Ai Media Consultation, told China News Weekly that the nature of the Wenwan e -commerce platform is not much different. The difference may be mainly due to the differences in upstream resources and user groups. The importance of integrity. "Some platforms are even involved in fake sales. This is not a small number. Basically, Wenwan e -commerce is basically relying on commissions and differences to make money. If the platform helps in the circulation of fake goods, it will be easy for consumers to be in description and publicity. Put the order at ease, so that the profit can be increased. "

He added that the control of the goods was not strict, and the funds and operations were not fine, which eventually led to the distrust of buyers and sellers. This is a taboo.

Wenwan e -commerce "consumption" the public?

At that time, the co -founder of Tiantian Jianbao and COO Yang Jun publicly introduced that the Wenwan industry has gone through three stages. The first stage is 2014. Traditional practitioners represented by Weishang as a small -scale network sales period; the second stage Since 2017, the business model represented by various e -commerce platforms has risen; the third stage is 2018. Players like Tiantian Baobao have entered the market one after another, and the content and services have become its differentiated layout.

Gao Si, a merchant from Anhui, runs an ancient coin business on Tiantian Jianbao. During the peak, he could trade 5,000 ancient coins per day. Now that the business is getting bigger and bigger online, the transaction price is generally not too high, and dozens of dollars and hundreds of dollars. "

"Traditional and played e -commerce companies are relatively closed, mainly focusing on transactions with non -standard products with a certain traditional cultural atmosphere. The key categories covered were jade green jewelry, purple sand ceramics, coin stamps, etc. The trend of transformation has continued to increase the category, including cultural and creative, artwork, etc. "In this context, Zhang Yi believes that the epidemic is a catalyst and plays a role in promoting.

In the investigation, Zhang Yi found 70 % of the users of Wenwan E -commerce for investing, and 30 % was interest. In addition, playing e -commerce online can cross time and space, improve transaction efficiency, and enrich trading products. More importantly, these users gather together and expand social networking. These are promoting market development. "The entire market is growing, and better governance rules are needed."

In the opinion of Zhang Shule, a senior Internet observer, Wenwan e -commerce can break the circle and "reduce dimension" in essence. Collection. Real antique products have limited quantity and high value. At present, everyone does not know how much costs are, how much value is, and the premium space is great, so the risk is relatively large.

"Especially on the short video platform, the eyesight of professionals such as appraisers and other professionals. This thing cannot be said to be completely reliable. The price is very large. Most of them are attractive. This is the performance of the platform using the user's urgency to retrieve the return. If you really smash hundreds of dollars, it will not be so heartache. "Zhang Shule added.

Taking the category of jewelry and jade, this category is the largest category of transaction volume in Wenwan e -commerce, and relevant persons have revealed that they can reach 80 %. Tang Ling mentioned that this category does not have standards and pricing, some platforms have high prices, and some platform prices are low. This problem has always existed and it is difficult to solve.

"This is a highly non -standardized industry, and the pricing system will be more complicated. For example, when you see people getting vegetables, when you encounter knowledge, you will have a normal price. When you encounter Xiaobai, the premium will be 30%at once."Yang Mao believes that the market will differentiate in the future, and the platform for selling high net worth products is relatively rare. The platform with low net worth products and famous products will expand the market share.Zhang Shule said, "As a non -standard product, this industry lacks certain standards, so credibility is not enough to convince the public. In the future, similar industry alliances should be established for pricing. Relevant departments should strengthen supervision and formulate more detailed norms to promote the healthy development of the industry.As a consumer, you need to be cautious in entering the game. "

Author: Meng Qian ([email protected])

Edit: Li Zhiquan

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