Recently, LED lighting e-commerce company Foshan Pinyi Lighting Co., Ltd. (hereinafter referred to as Pinyi Lighting) was exposed to the court for tens of thousands of yuan in arrears from suppliers, and the company and executive property were frozen by the government.
According to public information, Pinyi Lighting entered the e-commerce business at the end of 2012. On November 11, 2015, it achieved a single-day sales performance of 12.17 million yuan. The annual sales exceeded 100 million yuan, which made it the leader of LED electric business.
The sudden closure of the product-one lighting led to many speculations from industry insiders. Liang Ronghua, executive director of Pinyi Lighting, publicly responded that Pinyi Lighting chose to close the store on its own. At present, the company's capital chain has already had serious problems and is preparing to file for bankruptcy liquidation.
On the afternoon of July 13, "Daily Economic News" called a person close to Pinyi Lighting and Liang Ronghua. The person said that he called Liang Ronghua on July 12, and the latter said that he was in the police station. "He may have some payment disputes to deal with, and it is not convenient for the media to interview."
Company: The capital chain has a problem
A civil ruling circulating on the Internet shows that the People's Court of Shunde District, Foshan City, Guangdong Province has ruled that the frozen products, lighting, and lighting of Shunde Branch, Xie Ronghua and Liang Ronghua (Xie Rong two people are the lighting shareholders) in the bank deposits 1.5 million yuan or seized and seized the property of its corresponding value.
On July 12, Liang Ronghua publicly responded that the company is currently preparing to file for bankruptcy liquidation. He also said that the company's capital chain did have problems. "The impact of the logistics problem during the Spring Festival on February 26 this year" resulted in a refund rate of 0.9% higher than the refund rate of the current budget. Therefore, it is impossible to continue to report the cost-effectiveness. Platform activities, single product groups, independent groups, home improvement festivals and other activities can not open the group. However, Pinyi Lighting has prepared stocks worth nearly 20 million yuan in advance, which caused economic losses of about 15 million yuan to the company, causing problems in the capital chain.
The above-mentioned person close to the product lighting said that the real problem of the product lighting or the product quality and after-sales service, "the product has a high rate of complaints about intelligent lighting products. Intelligent products are more important after-sales service, should There is a corresponding offline counseling, but the product-lighting after-sales service is not done well."
It is puzzling that Liang Ronghua said that the lighting of the product is to choose to close the store under the normal operating conditions of Tmall activities, which will undoubtedly lead to the stagnation of the company's business activities.
"After turning off the Alibaba (Tmall) store, the product has no revenue, and the funds cannot be turned over and cannot pay the supplier's payment." The above-mentioned person said that he also revealed that the product was in arrears with the supplier's payment. It should be around two or three thousand yuan.
According to Liang Ronghua's public response, Zhongshan Henglan Town Jishangji Hardware Products Factory and Zhongshan Xiangjiu Lighting Appliance Co., Ltd. belong to Pinyi Lighting Supplier. On the afternoon of the 13th, the reporters of "Daily Economic News" called the two companies separately. The office operator of Jishangji said that the lighting of the product did not owe the company's payment, and he would convey the willingness of the interview to his boss, but hang up the second call that the reporter called. The phone that Xiangjiu Lighting left on the official website could not be connected.
LED e-commerce can not make money
As the industry leader, the bankruptcy liquidation of Pinyi Lighting has triggered the industry's thinking about whether LED sellers need to expand the e-commerce channel.
Responding to the lighting and closing of the store, Liang Ronghua said, "How much can the lighting fixtures really make money on the Tmall platform? I believe it will not be 5%. (LED e-commerce) "Closing tide" will continue to be staged. Going on, online and offline will be hurt."
In this regard, he calculated an account, "labor 11%, Tmall deduction 5.5%, promotion cost 15%, express 12%, after-sales 2%, financial costs 2%, water and electricity rent 2%, sales on the platform If there is no gross profit margin of more than 50%, there is no way for e-commerce to continue to operate."
However, some industry people hold the opposite view and believe that the closure of the product is not enough to represent the survival mode of the entire industry. “The closure of Pinyi Lighting is more likely to be related to the company’s own operations,†said Guo Xiu, secretary general of the Guangdong Semiconductor Lighting Professional Committee. “Many companies in the industry are greedy, retaining a variety of products, and have more inventory. It is a test of the company's own strength and business strategy."
An important feature of the LED industry is that the product types are changing rapidly, and the price is also falling rapidly. This has undoubtedly high requirements for the inventory turnover rate. The low turnover rate and high inventory volume bring almost complete disaster to the company.
Wu Yulin, president of Foshan Lighting Association, believes that LED can be used as an e-commerce. The key is whether offline services can keep up with the sales of online products. "For example, if a product is sold out, there is no after-sales service to solve this problem. This is the key."
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