Yue Tao Got A Lot Of Financing &Nbsp, And The Prospect Of Food And Grass Was Very Good.

Famous footwear

"With this financing, Le Tao can survive for three or four years even if it is not profitable."

Chen Hu, vice president of Le Tao, said the financing was made.

In fact, the footwear B2C industry in 2012 is still in a big uncertainty. The purchase of BELLE's excellent purchase has made the competition between the two strong players, who are originally happy and happy, become the romance of the Three Kingdoms.

If you add a shoe store that is loud and loud on Taobao, the war will be more intense.

Forage forage

If we get tens of millions of dollars in financing, if we control the cost of marketing in the second half of 2011, even if we do not make profits, we will survive for three or four years.

Chen Hu said.

Since November 2011, CEO has been looking for a new round of financing.

Although there are still a lot of cash on the ledger account, it is not as bad as the "happy" purchase of Tencent, and the superior purchase of BELLE.

This is the fourth round of financing of Le Tao.

According to Chen Hu, the former three rounds of investors, such as policy source fund, Tak Tong capital, Tiger Fund and so on, all have been following up with the investors.

The financing was finalized before Christmas last year.

The whole business environment is not good enough, it is not easy to get the financing process.

In the past two months, Le Tao CEO has been telling investors constantly that Le Tao will "profit" to shoes.

At present, the whole footwear B2C has not been profitable, and the cost is still high.

The gross profit margin of footwear B2C is about 20%-30%, of which the logistics cost accounts for 10% of the total price of the B2C footwear of the whole footwear, and the marketing cost accounts for 30% of the customer price (crazy even 50%).

After deducting the high cost of marketing, warehousing and logistics, and then manpower costs, and 10% of the logistics costs, each shoe B2C is selling blood.

"Investors did not require us to make profits in 2012, but in 2012, Le Tao made a budget for profitability and carried out a structural pformation of its business."

Chen Hu said that all footwear B2C arrived at this time.

"In the past two years of competition, we found that the whole industry did not touch the scale profit point of footwear B2C, and with the promotion of marketing and manpower costs, the scale of profit will be higher and higher."

Chen Hu feels that in China's fiercely competitive electricity supplier environment, vertical B2C manufacturers blindly pursue scale will undoubtedly let themselves die faster.

In fact, since the second half of 2011, footwear B2C has begun to tighten its marketing budgets, which has led to a gradual decline in their UV traffic and a gradual decline in their rankings.

The profit expectation of Le Tao

Although Le Tao has reduced the budget of marketing promotion, logistics and procurement costs will not be reduced.

Whether we can make profits on the whole depends on whether the gross profit margin goes up or not. "Li Chengdong, an analyst at the Dai Dai network, thinks that in 2012, the competition of footwear B2C will not slow down, and it will be difficult to make profits.

"Profitability is not difficult for us."

Chen Hu said that in 2012, Le Tao will break through the way of reducing advertising costs, increasing market cooperation and expanding the gross profit of private brands, and at the same time, it will increase market input to mobile terminals, and make business pformation through increasing traffic from mobile terminals.

According to the information of many journalists, at present, the gross profit margin of manufacturer's brand shoes is close to 30% in the whole footwear B2C, and the gross profit margin of its own brand is above 50%.

"This is not only a gross margin of 20%, but also a private brand with pricing power."

Chen Hu told reporters that Le Tao tasted a lot of sweeteners from the previously sold little bird shoes.

At present, Le Tao's own brand accounts for about 10% of the total footwear and will gradually increase its proportion in the future.

In 2012, the competition of footwear B2C began to split. On the basis of seeking profits and scale, the three enterprises began to turn to different junctions. At present, good Lok buy, excellent purchase or pursuit of large-scale production, Le Tao began to "shoes".

Just six months after entering the market, the excellent purchase is still in the stage of attack.

"In 2012, we will not be affected by the capital environment and competitors."

Xu Lei, CMO, told reporters that in 2011, it was the trial operation stage of the excellent purchase.

In 2012, excellent purchase will be fully developed in terms of goods, supply chain, logistics and promotion.

Good Lok not only does large-scale work, but also makes great efforts to build logistics.

Unlike Jingdong and van guest's platform mode, good Lok buy is not based on mature logistics, but is a way to help business sales from building logistics.

"At present, the logistics input is relatively large, the effect has not yet appeared."

Jia Penglei thinks.

"In 2012, we will return to retail enterprises, focusing on" doing goods ".

Chen Hu told reporters that Le Tao will strengthen cooperation with brands and expand more sources of supply.

"In fact, there are many open market channels that can be used at low cost."

Chen tiger, for example, can exchange places and resources with all major electricity suppliers, cooperate in the same industry, and cooperate with software, banks, operators and other enterprises.

For example, software vendors want to charge for certain revenue, but users often do not have the habit of paying, while the users of electricity providers are paid users, and both sides have something in common.

Taobao mall and other platforms are also seen by Le Tao.

In September 2011, 38 independent B2C such as Yue Tao entered Taobao mall.

At present, the system of Le Tao was completed in December last year. Sales in that month amounted to several hundred thousand yuan. Although this figure is only "drizzle" in the overall sales volume of Le Tao, in the eyes of Chen Hu, these big platforms can bring great traffic and good prospects.