Luo Min, the founder of Qudian, sells prefabricated dishes.

Reporter Li Haoyue

Miracles have been continuously staged in the field of live e -commerce, and gradually become a new landing point for many commercial elites.

On June 15th, the founder of Qudian Luo Min started live broadcast in Douyin, mainly promoting the company's prefabricated dishes. At 8 pm that day, after entering the live broadcast, the reporter saw that the golden characters with "Listed Companies CEOs are broadcasting" on the screen. Luo Min introduced the dishes skillfully, conducted cultural sciences on the development history of famous dishes, and introduced himself to strange netizens, saying that "he is doing business transformation like Mr. Yu in New Oriental."

At present, Luo Min has only 68,000 fans in Douyin's account "Fun Store Luo". In addition to introducing the listing in the United States in 2017, the introduction also introduced the second entrepreneurial initiative in the prefabricated vegetable industry in 2021.

In the first quarter of the 2022 financial report announced on June 13th, during the reporting period, Moian achieved total revenue of 201.8 million yuan, a decrease of 60.9%from 515.7 billion yuan in the same period in 2021. As of June 15, Qudian's stock price was less than $ 1.

Will the miracle of counterattacks on the live broadcast also happen to Qubian?

The market value of hundreds of billions of dollars is empty

In 2017, Qudian landed on the New York Stock Exchange. On the day of listing, the stock price rose to $ 34.35, an increase of more than 43%, and the market value once reached 11.3 billion US dollars. Luo Min's Douyin account updated a video on June 3 this year. The content was the situation when he stood at the New York Stock Exchange in 2017. In the video, he told reporters: "This is just the beginning."

However, the good times did not last long. In the position of 10 billion US dollars, it did not stay for a few days. The stock price of Qudian was stabbing all the way, and it fell to $ 10 in half a year. Today, the stock price of Qudian has been hovering under $ 1 for a long time. In February 2022, he received a delisting warning.

The company's financial report in the first quarter of this year is not optimistic, and the main financial business has shrunk further. During the reporting period, Qudian achieved a total revenue of 201.8 million yuan, shrinking by 60.9%over the same period in 2021. Among them, financing revenue totaled 177.9 billion yuan, a decrease of 50.8%compared with 361.8 billion yuan in the same period last year; loan facilitation revenue and other related income decreased by 96.1%to 500,000 yuan, and 1221 in the first quarter of 2021 were 12.2 million yuan.

In addition, transaction service fees and other related income fell from 50.6 million yuan in 2021 to 2 million yuan in the first quarter of 2022. The company attributed it to the transaction service business liquidation.

Luo Min has said that since January 1, 2018, before the market value of the Qudian Group reached 100 billion US dollars, he no longer receives salaries and bonuses from the company. Four years have passed, and the company's market value has not reached 100 billion US dollars, but even the market value of 10 billion US dollars has not been held. As of June 15 this year, only 250 million US dollars remaining in the market value of Qudian, which has shrunk by 98%compared with the $ 11.3 billion market value on the first day of listing.

Fun Store started from the "campus loan" in the early days. As the domestic supervision became tight, the "campus loan" business of Xundian turned off. However, it has achieved strategic cooperation with Alipay and Sesame Credit to provide services for the white -collar workers in the workplace and also has a huge traffic. Therefore, even due to the negative impact of some policies, the company's revenue and net profit from 2017 to 2019 still showed an increase year by year, with 4.775 billion yuan, 7.692 billion yuan, and 8.84 billion yuan, respectively. 100 million yuan, 3.264 billion yuan.

But since 2020, the business income of Qudian has begun to decline. In 2020 and 2021, revenue achieved revenue of 3.688 billion yuan and 1.654 billion yuan, respectively, and net profit was 959 million yuan, respectively, 589.1 million yuan, respectively.

Zhang Yi, CEO and chief analyst of Ai Media Consultation, told a reporter from the Securities Daily, "The early selection of Internet finance in Fun Store was right at the time. The development of the financial industry has a greater impact. These are not changed by individual companies. Since the introduction of relevant domestic regulatory policies in 2017, Qudian has tried to transform, but it has not succeeded. "

Repeated defeats in many transformations

Since 2017, Luo Min, the founder of Qudian, has tried to transform into multiple fields, and three of them have done. New car retail in 2017 and launched Dabai Automobile, but stopped in 2019. In 2020, the company launched the luxury e -commerce platform "Wanli Mu", which claims to give "10 billion yuan subsidy". It also invited a lot of stars such as Huang Xiaoming and Jia Nailiang to promote it. Subsequently, the company entered the field of K12 education, but in March 2022, Luo Min issued a message in the circle of friends to bid farewell to the Wanli Mu Children's Education Project.

The latest financial report shows that the children's project not only failed, but also caused the company's expenses to increase. Data show that in the first quarter of this year, the company's general and administrative expenses increased by 77.6%, mainly due to the increase in milestones related to the construction contract signed in 2021. The company is currently reducing the scale of the business of thousands of miles.

Earlier attempts on the new field ended in failure, can Luo Min's entry into the prefabricated dishes can improve the performance of fun shops?

In May this year, Luo Min updated his first video in Douyin and will be broadcast on a regular basis. Different from other celebrities' live sales of different manufacturers, most of Luo Min's live broadcasts are around their own prefabricated products. According to data released by iimedia Research (Ai Media Consultation), the size of the prefabricated vegetable market in 2021 was 345.9 billion yuan, a year -on -year increase of 19.8%. It is expected that the Chinese prefabricated market will maintain a high growth rate in the future. 100 million yuan.

"From the perspective of industry data, the prefabricated vegetable market is very promising. But it is not easy to break through from it." Zhang Yi said that the major lock -in catering brands are layout, and the market share of the company's market share of prefabricated dishes such as Zhixiang and Anjing is not as good as the market share of prefabricated dishes. 1%. Fun Store is prepared for prefabricated dishes and sold on the live broadcast. If you want to achieve breakout, I think we must first achieve three points: First, the determination of the company can see the determination to see the transformation of Qudian from the founder; In terms of marketing channels and user portraits, whether the company can grasp the accuracy, this requires a lot of investment; the third is to have a full understanding of consumer psychology. Qudian has entered many industries before, but in the end it was scribbled. Why? For prefabricated dishes, if you cannot accurately grasp market users, it is definitely not possible to rely on motivation alone. "

When a reporter from the Securities Daily contacted the relevant person in charge of Qudian and asked whether the future sales sales were the focus of the business of the business, the other party only expressed "thank you for attention" and did not answer related issues.

A financial analyst told a reporter from the Securities Daily: "Looking back on the growth of the fun shop and constantly chasing the wind, but the degree of understanding of any business is limited, and the probability of failure is high. It is necessary to show its own advantages in the competition, but it is not yet possible to see what is obvious differentiated advantages in the prefabricated vegetable industry. "

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