text | Jinwei
Recently, Vipshop will fall into a fake storm.
has a consumer at a price of 2549 yuan to buy a Gucci GUCCCI belt. After receiving the goods, the size does not match the size, and then sent it to the obtaining APP for appraisal. 8 days later, the obtained app gave the appraisal certificate, saying that the ancient 腰 belt was a fake.
This is a group buying activity at the Vipshop. After the Vipshop's Gucci belt was sold, many netizens complained on the Black Cat platform.
As early as March 26, some netizens initiated a collective complaint on the Black Cat platform that the 20 Gacchia belts purchased on Vipshop were fakes, and Vipshop could not provide commodity authorization or related certificates. acquisition has reached cooperation with the China Inspection, and there is no problem with the qualifications of appraisal. In addition to the black cat complaints,
is more and more buyers joined the rights protection group until it has attracted the attention of the media. The Vipshop, which has not been returned before, softened, indicating that consumers will be returned.
HTML On April 7, Vipshop officially responded that in order to ensure the user's shopping experience, it will be returned to users with returns. At the same time, the China Inspection and Certification Group will be entrusted to identify these products to dispel users' concerns. In the statement,said that Vipshop said that the batch of Gucci belts were directly mixed overseas by Vipshop, and the purchase chain was clearly reliable and legitimate to ensure genuine products. The batch of goods was also performed by the China Inspection and Certification Group and passed the identification.
, in addition, each Gucci belt is equipped with a genuine anti -counterfeiting buckle on Vipshop, which can avoid other uncontrollable risks.
has not yet responded, but the brand involved Fang Gucci has not responded. However, GUCCI has no Vipshop platform in China ’s purchasing channel, and Gucci customer service suggested that consumers can buy works on the official website or direct stores. The other part of the
incident is also an e -commerce platform, the mystery of the true and false, the Vipshop will be the word of each of the object, it seems that the bullet may still need to fly. In the past year,
has continued to storm. In February this year, it was fined 3 million due to improper competition investigation. In March, the stock price of Vipshop encountered a black swan and shrunk by over 10 billion US dollars in a few days. The rise is shaking the status of Vipshop.
Who is Vipshop?
Vipshop was established in 2008. The main business is Internet online sales discount products. Famous discounts and time -limited buying is the main business model of Vipshop.
on March 23, 2012, Vipshop was listed on , the New York Stock Exchange in the United States. As of the closing on April 6 this year, Vipshop closed at $ 31.5/share, with a total market value of US $ 21.3 billion, about 139.3 billion yuan Essence Compared with Ali JD ,
is mainly based on the "Special Sale" route. With the price advantage, it once became the third largest e -commerce platform after Ali and JD.com. However, the scale of the Vipshop was far behind Tmall and JD, and now it is only fourth.
has been constantly in the Vipshop this year. At the end of
2020, Vipshop was fined 500,000 because of false promotions and induction transactions after the "Double Eleven" activities. At the beginning of the New Year, on January 14, the General Administration of Market Supervision issued an announcement saying that according to the report, the Vipshop was suspected of implementing improper competition in accordance with the law.
HTML On February 8th, the State Administration of Market Supervision issued a survey results: Vipshop developed and used inspection systems to obtain information on brand operators sold at the company and other companies at the same time, using various technical means to reduce the consumption of brand operators. Pay attention to, traffic and trading opportunities, restrict the sales channels of brand operators, disrupt the fair competition market order, and violate the provisions of the anti -unfair competition law.
In the end, the General Administration of Market Supervision made a 3 million administrative penalty penalty for Vipshop, a penalty of 3.5 million in two months, and a new high fine for e -commerce platforms.
's 3 millionth ticket this time is mainly because Vipshop is suspected of improper competition. In September 2020,
, a company called "Love Inventory" from four national departments to Vipshop forced merchants to "choose one".The report letter said that Vipshop would clearly require merchants not to cooperate with love inventory.
"After being selected in one choice, from August to December 2020, more than 500 affected merchants affected by love inventory, more than 7,000 affected activities, and lost more than 2 billion yuan in transaction amounts. The problem of the second choice exists in the field of e -commerce. On February 7, the State Council's Anti -Monopoly Committee officially issued and implemented the "Antitrust Guide to the Platform Economy field" to prevent and stop the monopoly behavior of the platform's economy and promote the orderly innovation and healthy development of the platform. The key care enterprise in the context of the national anti -monopoly, even the Xinhua News Agency published a comment article "Vipshop 'on the list': in the face of the rules, the size is equal." Various scientific and technological methods have implemented unfair competition, or are related to their own pressure. It is facing more and more opponents, and the advantage of "limited time sale of clear inventory" is also weakening. Grabbing "to attract users. But now there are more and more competitors in this market. In order to maintain the market position, Vipshop will obtain competitive advantages and trading opportunities through high -tech methods such as inspection systems, which violates the bottom line of supervision. The revenue crisis of the meeting
was in 2020. The Vipshop achieved revenue of 101.86 billion yuan throughout the year, an increase of 9.53%year -on -year, and 93 billion yuan in 2019. The growth rate is the lowest in the past ten years. It is also the first year to achieve the growth rate of only single -digit revenue. Yuan and 92.99 billion yuan, a year -on -year increase of 73.8%, 40.8%, 28.8%, 15.9%, and 10%. The profit was 5.9 billion yuan (about 905.3 billion US dollars). The same period last year was 4 billion yuan, an increase of 47.1%year -on -year, and the profit was relatively considerable. Increase. In the fourth quarter of 2020, it benefited from the "Double Eleven". The company achieved product sales revenue of 34.11 billion yuan, an increase of 21.6%year -on -year.
Vipshop will maintain sales growth cannot be separated from a large number of advertisements. In the past two years, Vipshop will become the resident of popular film and television dramas, which can be called a hot drama harvester.
in 2020, Vipshop will implant or name the hit drama or variety show includes "Thirty", "My Girl", " Sister ", etc. TV series, which directly pushes the company's marketing expenditure.
According to the financial report disclosed by Vipshop, in 2020, Vipshop's market, sales, and management costs reached 8 billion, of which the marketing expenditure of Vipshop in the fourth quarter was 1.7 billion yuan. The rate rose from 3.2%to 4.8%; a large number of money was smashed to maintain the number of Vipshop users. In the fourth quarter, the total number of active users of Vipshop reached 53 million, an increase of 37%year -on -year.
02020 Vipshop reached 212.29 billion yuan, an increase of 2.9%year -on -year from 20.7 billion yuan in the same period in 2019, but the gross profit margin decreased by 1.3 percentage points year -on -year, from 22.2%to 20.9%. In other words, the cost that Vipshop continues to rise is eroding profits. From the perspective of the past financial report data of
, the growth of marketing costs of Vipshop and the growth of active users is very significant. If the marketing costs continue to grow high, it will also weaken the profitability of Vipshop. In recent years in
, Vipshop will continue to decline in B2C market share. According to reports released by Observatory: In the fourth quarter of 2020, the scale of China's online retail B2C market transaction was 2183.24 billion yuan, Vipshop accounted for 2.6%, and the number in the previous quarter was 4.1%.Although
is still ranked fourth in Vipshop, the three market share in front of it has increased, with 63.8%Tmall, 25.9%of JD.com, and 5.4%of Suning Tesco. Essence
is mainly due to a number of emerging e -commerce platforms on the Vipshop's B2C track. In particular, Pinduoduo (social e -commerce), Xiaohongshu (community e -commerce), Kuaishou shop (live e -commerce) and other rising rapidly, to a certain extent, they are competing for users of the B2C e -commerce platform. In order to stabilize the market position, Vipshop even has the act of "two selections" forced merchants, but it is punished by the supervision.
, in addition, Gaoma Capital also cleared the Vipshop. In August 2020, the US stock holder's holding of US stocks disclosed in the second quarter of 2020 showed that it reduced its holdings of 1.5677 million stories. In the third quarter of the year, Gao Ying Capital sold all the shares of the Vipshop.
受多重利空影响，今年3月24日，唯品会股价大跌21%，随后三个交易日继续下挫，至3月29日，四个交易日唯品会股价已大幅下跌37%，缩水It has reached $ 12.2 billion.
HTML On March 31st, Vipshop announced an urgent announcement of a share repurchase plan, saying that the company may repurchase at most 500 million US dollars of ordinary shares in 24 months, and the stock price will stabilize.this time, Vipshop's fake storms may continue to affect the company. But what really needs to be concerned is that the rise of various emerging e -commerce platforms is challenging Vipshop status. Vipshop will try to maintain its market position by smashing money for advertising, "two -choice one", but this is not a long -term score, especially the country's fines twice for it, indicating that it touches the bottom line of regulatory. This fake storm will also give Vipshop to remind, respect the market rules and consolidate the moat, in order to go further and more stable.
