"Lei Jun" The Most Tragic Investment In E-Commerce

Lei Jun investment direction from the electricity supplier to real estate, from

Community to mobile Internet, the result of multiple cross-border is bound to be lost.

In this article, the most tragic investment in the "Lei Jun Department" is 530 million yuan, which is now at the brink of collapse, and $70 million for Le Tao is $10 million.

In 2015, the establishment of millet was 5th anniversary, to all kinds of media, small circle of friends, Lei Jun and millet have been working on the screen, valuations from 10 billion to 100 billion, Lei Jun led Millet's merits and demerits are not mentioned temporarily (rice flour too much, Xiaobian dare not offend).

Today Xiaobian only focuses on Lei Jun, an angel investor, who has to mention the three principles of Lei Jun's investment.

1. not familiar with: do not invest in familiar areas or familiar people.

2. investors: business direction or business mode are likely to change. A good entrepreneur can not succeed at a time. The second time is very big.

3., invest without help: the best investors are investors who try not to manage.

The diversification of investment direction, from electricity supplier to real estate, from Internet community to mobile Internet, the result of cross boundary is bound to be lost.

YY, thunderbolt, cheetah mobile and so on are all made in the "Lei Jun Department", which is full of money and success.

This article is the most tragic of the "Lei Jun system".

Investment, among which the $75 million sale of excellent network to Amazon has been regarded as the most successful example of Lei Jun in the field of electricity supplier investment. Several other investments are basically useless, even for money, such as "RB", which is extremely painful.

Everyone: from "the most successful investment" to "the worst thing in life".

Once the fans are brilliant for a while, they claim to be second in the vertical electricity supplier field. No one will dare to call it the first, and the founder is ambitious.

After 7 rounds of financing, all customers are over $530 million, including investors, including LIAN strategy, IDG capital, Sai Fu investment fund, Qiming venture capital, CITIC industry fund, Temasek, etc., with a maximum valuation of US $5 billion. Unfortunately, after the setbacks such as blind expansion, inventory crisis, capital chain breakage, listing and halting, and so on, we have never been able to recover from the setbacks. To say the product's influence, "every object" has been on the top of all media headlines, flooding in the streets and lanes, and even went to the remote cities and countryside to brush walls. The huge marketing cost has also built up the false prosperity of the customers, but the final product has already passed the shelf life, and the customer is still a T-shirt, which is yesterday's yellow flower. To say money, under the operation of Lei Jun and Chen Chen,

To say, people are at the top of the overgrowth, tens of thousands of employees, and the board is luxurious and powerful (Lei Jun, Feng Bo, Lin Dongliang, Tong Shihao, Yangdong, Chen Xiaohong, and so on, almost half of this TMT investment).

So thick and smooth, everyone seems to have everything ready, but the listing of Dongfeng has not yet arrived. Under all kinds of negative rumors, the former "unsuccessful" can seem to be sick.

The founder of van guest Chen (real name Wang Wei) and Lei Jun are 15 years old friends who have been together for a long time. They are also teachers and friends.

Since the founding of the excellent network in 2000, that time can only be regarded as Lei Jun's work, but the foundation of cooperation and trust is already there. In April 2005, after completing the merger and delivery of Amazon to excellent network, Chen and Lei Jun started a business together, and I had a network (a similar 5173 game prop exchange platform), because the old age was not enthusiastic about the game industry, and eventually I had no net work. In October 2007, VANCL opened, and Vic was walking around the river. As an angel of Lei Jun, it served as an old age for all customers and old age.

From 2008 to 2014, all customers experienced numerous crises such as business pformation, expansion of burning money, inventory crisis, capital disruption, electricity supplier's bloody battle and broken arm's survival. The beautiful bubble of capital has burst, from brand to platform to brand, there are too many detours.

Nowadays, all customers dream of waking up, and the capital of the mercenary abandonment of everyone's pursuit. Even if Lei Jun's help is made, it is hard to reshape all customers.

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Yue Tao net: five years, four times pformation can not escape the fate of selling cheap, Lei Jun helpless under the "abandoned son"

Founded in June 2008, Le Tao was awarded an investment of $2 million by Lei Jun at the beginning of the platform.

在雷军建议卖玩具的情况下，乐淘网最初的定位是销售玩具，彼时毕胜不懂电商也不懂零售，乐淘发展的也不顺利，于是毕胜和团队开始研究卖别的东西;2009年9月，乐淘开始了第一次凶险的转型，从卖玩具改为卖鞋，从虚库代销到实库代销，毕胜一手建立了乐淘鞋类电商供应链体系;一切发展都是顺风顺水，乐淘也获得了资本市场认可和青睐，先后获得3笔共7000万美元融资，投资方包括联创策源、老虎基金、德同资本、晨兴创投等，此时毕胜开始将乐淘带上了“狂飙突进”的扩张道路，在当时电商烧钱砸流量的大环境下，乐淘也狂砸广告费、成立子公司积极扩张，销售额增长的背后是越做越亏。

At the end of 2011, Bi Sheng threw out the theory of "vertical purchase and sale of electronic commerce is a hoax". In 2012, Yue Tao began to pform into a private brand of footwear. Then, five brands, Cha Wei, Mo Xi, Mai Wei and Si Jia, were launched to cut off their original consignment business. However, in the past few months, the inventory crisis of tens of thousands of yuan has come out. At that time, customers are also in the stock crisis, and the final result is Lei Jun helping everyone and abandoning Le Tao.

In 2013, the development direction of Le Tao is "customized platform", which means that the road of private brand has been difficult to continue.

In May 2014, Le Tao sold (the legendary selling price of 10 million yuan), and then the plate man was Guangdong Guan Peng shoes chain store Co., Ltd., including the original shareholders of the company, including Bi Sheng.

Bi Sheng, founder of Le Tao, is 41 years old. He worked in Huicong international and Baidu. In 2014, he went to join the C2M custom platform.

Bi Sheng has a lot of mentors and friends in the Internet circle, and Robin Li, Lei Jun and Chen are friends who can be brothers. He once said in a media interview: "the first thing to do business is that it is a kind of impulse. Because Robin Li said that people can't idle away, Lei Jun said that he should learn to be full of enthusiasm.

In my career, the biggest influence on me is Robin Li, Lei Jun is the first teacher of Le Tao. Chen is not a competitor but a brother. He once wanted to be his investor.

At the peak of Le Tao in 2011, the number of visits and sales of the website ranked first in the domestic footwear business. At that time, no one believed that Le Tao would die. If Le Tao did not run out of control and insisted on its vertical selling strategy, it might not be forced to sell at a low end, but life was not.

In fact, hundreds of millions of yuan of investment has been wasted. The most unfortunate is not only the founders, but also the investors.

Shang pin: luxury electronics business in the cold winter to correct the pformation, Lei Jun's e-commerce investment to rely on this.

Shang pin net, founded in July 2010, was originally a luxury electronic business "flash buying" route, focusing on the sale and service of world-class luxury goods and fashion products.

In the early stage of development, the growth rate was fast. The average customer price exceeded 2000 yuan, and maintained a 200% growth rate every quarter. In 2011, Shang Ping net revenue exceeded 200 million yuan and registered users exceeded 2 million. Lei Jun Zeng micro-blog commented: "the performance of Shang pin net has exceeded my expectation in the past year."

Unfortunately, it didn't last long. In 2012, the luxury electric business entered the cold winter. The collapse of the shopping website was accompanied by the tide of mergers and acquisitions. Although Shang pin became one of the survivors, as the first group of luxury electric providers, they experienced the painful process of continuous trial and error correction.

Today, Shang Ping net is an online multi brand retailer selling various designers and modern fashion luxury brands.

So far, Shang Ping network has received 3 rounds of financing, with a total scale exceeding US $60 million. Investors are from angel investors, Lei Jun, Xing Xing venture, Si Wei investment and capital.

Zhao Shicheng, the founder of Shang pin network, went to the United States for further education. He served as a senior executive in many famous listed companies such as HP and IBM. During the period of the US, he led and promoted the innovation and implementation of several large-scale e-commerce platforms. In 2005, he returned home to start his own business, took e-commerce as the main business of the company, and took over the operation of e-commerce in many large domestic banks.

I wonder if such a resume is one of the reasons for Lei Jun's investment in Shang pin net. Anyway, this is more consistent with Lei Jun's principle of investment. Zhao Shicheng is not an old friend of Lei Jun. It is introduced by acquaintances.

Lei Jun taught Zhao Shicheng two principles: the principle of making sure and the principle of not closing down, in fact, it can be explained as a disguised form of decompression for entrepreneurs. Zhao Shicheng has indeed failed to live up to Lei Jun's expectations.

At present, there are also some negative news such as layoffs and lack of financing, but the success of introducing TOPSHOP into China is still a reassurance for investors.

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Tai Mei: once a star of the Internet shoe industry, he had no choice but to invest hundreds of millions of dollars.

Too beautiful, is an electric shoe business, unknown, but its strength and can not be underestimated: Founder YAN Dan for investment in the Internet veteran, investors are Lei Jun, Liu Qin, Xu Xiaoping, and so forth, financing close to 300 million yuan (investors include: Shun capital, Xing Xing venture capital, SIG, etc.), it also almost led a new "shoe revolution"...

Dan Dan, the founder of Tai Mei, was born in 1967. He was an investor. He invested in the IT, Internet, e-commerce and other fields. He has invested in 8848, 17173, excellent network and other projects, and is closely related to Lei Jun.

After throwing over a number of electricity supplier companies, YAN Dan converted his identity and became a direct entrepreneur by investors. In 2007, YAN Dan and Lu Liang and Lu Peng started the road of entrepreneurship.

After finding the road of search engine for entrepreneurial shopping, there was a later "Tai Mei" shoe industry. Its brands first had "Shoooes" and UFO (global footwear industry customization), which made Tai Mei rise to fame in Tmall mall.

In January 2009, the UFO Tmall flagship store opened and the Shoooes of the trial operation stopped operation; UFO opened the market in the form of photo presale, so that users could put on the most popular design in the shortest time. In the short term, there was a large number of fans and joined the top 100 Internet traders.

The first part ran too fast, so that the backend supply could not keep up, so in January 2010 -2011 March, Tai Mei and the first tier foundry veteran manufacturing company Bo Li diagram began a long cooperation negotiations, and finally because the control problem cooperation failed, so the United States also missed a 50 million US dollar financing.

In August 2010, UFO Tmall store stopped operation, and the independent B2C website was no longer updated.

In the back-end supply chain building and front-end operation and deployment are relatively mature, in June 2012, the new brand TITAI, which was reborn and launched in the United States, was officially unveiled in Tmall, which operated for 3 months. TITAI was flat. In November 2012, the United States once again ceased operation of TITAI, and a generation of Internet connected shoe stars fell down, and thereafter no news was heard.

An angel investor, a company that has invested in Lei Jun as a capital founder,

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And so on.