Furniture e-commerce dreams broke the cow's nest network with hate

It is also a story that has to be said between the capital party and the founder of the company.

At 9:00 pm on October 22, Liu Yang, founder and CEO of Niuwo.com, wrote on his certified Weibo: The project is suspended and the investors have recovered all of the company's assets.

This is a positive response to the reason why the website can not be opened. Liu Yang told the reporter of the "First Financial Daily" that "the total investment is tens of millions, and the first phase is 6 million," the news that "the cow's nest net lost three hundred million yuan in three months". In the second period, the investor decided to suspend the project.

From the establishment of this year in June, until the end of October, the project was suspended, and the cattle network was only operated for four months. Regarding the future plan of Niuwo.com, Liu Yang only said one sentence: "The cow's nest is just a name, and the person who created it will never give up."

Some insiders said that the current domestic home building materials e-commerce, there is no real success story, home e-commerce still needs time to do market training.

Capital party suddenly withdraws capital

On October 8, the website of Niuwo.com was no longer accessible. On the same day, Liu Yang said on Weibo: There will always be a statement about the cause and effect of the cattle network, and we are waiting for the investor's final response.

Earlier media reports said that Niuwo.com had been funded by Ouyada. For the identity of the investor, the cattle network is not willing to disclose more information.

However, it is not difficult to find out from the microblog published by Liu Yang recently that there has been a conflict between the entrepreneurial team of Niuwo.com and the capital side. "Today, we are still recovering the social security, provident fund, employee payment, and the last few unpaid employees' wages and compensations for all employees through the labor bureau, public security, and lawyers."

Regarding the amount of investment that Niuwo.com has obtained, the outside world also has different voices.

Some media said that Niuwo.com received financing of hundreds of millions of yuan. The information released by Niuwo.com on the recruitment website shows that the domestic large-scale industry consortium funds support, in 2013, the investment in the first phase was 100 million yuan, and in 2014, 200 million yuan.

However, according to the information on the website of the Shanghai Industrial and Commercial Bureau, the actual registered capital of Shanghai Zhuniu E-Commerce Co., Ltd., the parent company of Niuwo.com, is 6 million yuan.

Prior to this, Niuwo.com painted a very grand blueprint for the outside world. Its goal is to become the first platform for Chinese furniture and home e-commerce within 2 years. It will become the top 5 of China's e-commerce platform within 3 years and become China within 5 years. The core e-commerce leader has become the top 3 integrated Chinese e-commerce company in 10 years.

And with the investors suspending the project, the original dream of Niuwo.com was also broken.

According to the description of the former staff of Niuwo.com, the dissolution of the Niuwo team is probably in late September, and in early September, on social networking sites such as Weibo, we can also see the company dynamic information sent by the employees of Niuwo.

It is understood that Liu Yang and his entrepreneurial team had negotiated with the investor one week before the suspension of the Niuwo network project. According to Liu Yang, the investor said, "The big deal is bankrupt," let him make a decision to understand.

Online dilemma for home businesses

Niuwo.com was incorporated in Shanghai in June 2013. Guo Tao, the founder and vice president of the company, told the media that Niuwo.com uses the B2S2C home e-commerce platform developed by itself. Through the “Distributor Authorization System Platform”, it can achieve consumer online selection and offline experience. , service and after-sales.

The main selling point of the Niuwo network model is to solve the problem that the home e-commerce can not be integrated online and offline based on its e-commerce platform. On the platform of Niuwo.com, the company's enterprise management account and dealer distribution sub-account are provided at the same time, which has reached the goal of factory management and distributors.

At present, the home e-commerce platform is roughly divided into several categories: one is similar to the brand entry mode of Jingdong, the other is similar to Qijia.com, the mode of convening dealers to do group purchase, and the other is the e-commerce platform made by traditional channels. For example, Hongmei Shopping Mall and Jinhaima Mall.

“At this stage, portals and traditional channel providers have not explored successful business models in home e-commerce.” A person in charge of a well-known domestic brand said that it is a home brand of Qumei, Shangpin, and Sophia. Based on the e-commerce platform, the information channel has been opened up and the business development has been done well.

The heads of many home building materials companies told this reporter that e-commerce is the future trend, but for now, they are mostly on the sidelines of e-commerce for home building materials. "E-commerce, we are still in the exploration stage."

In short, most home building materials companies are neither refusing nor enthusiastic about e-commerce.

A person in charge of a well-known building materials brand told reporters that in the current business environment, home e-commerce still faces many problems. First of all, "compared with clothing, shoes and socks, household building materials are semi-finished products, offline distribution and service. There is a high degree of dependence." Especially for cabinets, wardrobes and other products, pay attention to the design according to the size of the house and the living environment. In addition, the traditional channels of home building materials are still relatively dynamic, and the transition to e-commerce channels is not urgent; the on-site experience of home building materials is very important, leading to consumption habits to offline purchases.

Therefore, it takes time to train consumers to purchase home building materials online.

“The talents who have done it know that furniture e-commerce is a blank.” Liu Yang believes that the revolution in the furniture industry is just like the era when e-commerce was just 10 years ago. The offline channels are too complicated. But he believes that the furniture channel will not change for a long time.

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