E-Commerce Enterprises Face Layoffs

Reporters yesterday learned that domestic well-known casual wear.

Reporters yesterday learned that, before advertising to hit the city's bus station B2C e-commerce site, all customers recently made a decision to lay off 5%.

It is understood that in March this year, the scale of the staff of all customers reached about 6000, according to 5%, will cut about 300 people.

Reporters on the matter to all customers to verify, but repeatedly call the public relations chief of the phone, the other party did not answer.

In February this year, a joint venture buying website was set up in Shanghai.

It is known that Gao Peng had more than 500 employees in Shanghai, and the number of layoffs was about 150.

At the same time, Gao Peng network also removed its sub stations in cities such as Qinhuangdao, Yantai and Nanning, and layoffs in Wuhan, Hangzhou and other urban branches.

In addition, happy net "happy group buys" also come out the news that adjusts.

According to people familiar with the matter, Kaixin has contracted the group buying team of the two or three tier cities in China, concentrating on the key cities such as Beijing, Shanghai and Guangzhou.

Insiders say that the layoffs of these e-commerce websites may be a sign of a sharp downturn in the booming e-commerce industry.

Excessive promotion is not yet profitable.

What are the reasons for layoffs and adjustments of e-commerce sites such as fan and Gao Peng?

Despite yesterday's analysis, all customers were different from other layoffs. The five round of financing for all customers was pretty good, and reduced the net Commission Cooperation Commission. All this is to cut costs and optimize the financial statements for the fourth quarter of 2011, IPO.

But still can not escape the essence of cost cutting.

It is understood that e-commerce websites online and offline investment advertising, and advertising costs skyrocketing, but slow to make money, so that e-commerce companies feel the pressure, layoffs is an important way for enterprises to think about reducing costs.

Because some emerging e-commerce websites in recent two years need to earn money.

In the past few months, it is not difficult for the public to feel that e-commerce sites, group buying websites and other advertisements are all online and offline.

Take Vic as an example. Its advertising in 2010 was about 400 million yuan. At the beginning of this year, Vic CEO declared that in 2011, the marketing expenses would reach 1 billion yuan.

Perhaps it is this kind of crazy launch that makes e-commerce enterprises go on a road of no return.

An anonymous business enterprise owner introduced the business enterprise and navigation website 123 cooperation as an example, before the company needs to pay 700 thousand yuan per month, with the group buying website rush into, the price was directly raised to 2 million 700 thousand yuan / month.

In addition, the advertising price of the navigation bar is also increasing at a speed of doubling every quarter. By the third quarter of this year, the price of the navigation bar has been 8 times that of the first quarter.

Jingdong mall CEO Liu Qiangdong, who attended the "360 open Convention" three months ago, said that many e-commerce businesses paid 90% of the money to Baidu, Tencent, and 360 Internet advertising companies. He therefore judged that e-commerce had a bubble and was about to burst.

According to reports, Jingdong mall first realized profits also need to wait until 2012.

Dangdang, which has been listed, has a net loss of $4 million 400 thousand in the second quarter of this year, an increase of 60% over the same period last year.

Investors turn to mobile Internet

The frenzy of e-commerce over the past two years is inseparable from the surge of capital.

According to the China Electronic Commerce Research Center, in 2011 1~6, there were 44 investment and financing projects in the field of e-commerce (excluding group buying websites), of which 42 were venture capital, totaling more than 1 billion 830 million dollars; 2 from the domestic gem IPO, a total of 837 million yuan was raised.

Venture capitalists revealed that last year, who seemed to have failed to invest in e-commerce, who would miss the next star, but now investors are turning more to the wireless Internet.

In fact, Liu Qiangdong once predicted that in the fourth quarter of this year, there will be many financial breakage of e-commerce enterprises.

However, Alibaba, a domestic e-commerce giant, does not see this way.

Public relations personage of Alibaba group introduces, according to the data of its shopping search and search network, at present, the upsurge of e-commerce is still continuing, every day there are new B2C websites emerging, some e-commerce enterprises are declining, but this is the reason of enterprises themselves, and belongs to the normal survival of the fittest, and has little relationship with the industry.