CEO was blackened by Dong Yuhui, and was questioned by "campus loan"!Fun Store contracted prefabricated vegetable business: layoffs, clear inventory

"Fun Store will become a company selling vegetables in the future", the founder and CEO Luo Min of the Qundian Group and CEO at the "Quota Pre -Making Cuisine" brand strategic conference on July 17 shouted the ALL in slogan at a high profile; Later, the founder's announcement was still in the ear. The new prefabricated vegetable project on this station seemed to be difficult to escape the "one year curse" of the store. Essence

In the second quarterly report announced on September 6, Qudian (QD.US, a stock price of 0.835 US dollars, a market value of US $ 211 million) said that after evaluating the current market conditions, the company decided to streamline the prefabricated store business and will lay off layoffs. , Tongzhi suppliers to terminate cooperation and clear inventory and other measures.

At the same time, the financial report shows that the total revenue of Qudian Q2 was 105 million yuan, and the revenue of the same period last year was 412 million yuan, a year -on -year decrease of 74.4%, a new low of 74.4%.

On the other hand, due to the investment in the new business of prefabricated dishes, the operating cost of Q2 Q2 was as high as 136 million yuan, an increase of 53%year -on -year; sales and marketing costs also increased significantly by 82.6%to 53.2 million yuan.

In fact, the shrinkage of Qudian's prefabrication business has long been a sign. In August of this year, some netizens reported that Qudian's prefabricated products were sold out on major e -commerce platforms, and suspected projects were suspected. In response, Qudian replied at the end of August that the prefabricated vegetable project was not suspended, but it was optimizing the two aspects of the content of the dishes and the market coverage. It is expected that new dishes will be re -launched this week.

"Daily Economic News" reporter found that as of now, the official Douyin account and its applets in the "Fun Store Fresh Flagship Store" also have prefabricated vegetable products in their small programs, "Fun Store Fresh Flagship Store" and "Fun Fun" The last Douyin live broadcast of the prefabricated dishes is August 28.

In less than two months, from high -profile appearance to low -key contraction, Fun Store prefabricated dishes have gone through a short -lived life cycle as exposed.

Q2 revenue drops more than 74%

Prefabricated vegetable project low -key contraction

Prefabricated dishes were once regarded by the outside world as a new engine for the next development of fun shops.

After a live broadcast of hundreds of millions of dishes that was said to be hundreds of millions of dishes, the opening of the store on July 18 rose 60%, and the market rose more than 80%for a time, and the closing increase was still as high as 40%. Even its partners and the leading company in the meat industry, Delis (SZ002330, the stock price of 6.79 yuan, and a market value of 4.324 billion yuan) also closed at the daily limit on the same day.

Video screenshot

The rise of this stock price is undoubtedly boosted by the interesting shops of the downturn of performance and the two -consecutive delisting warnings this year.

However, the timeliness of the "banknote capacity" of fun shop is extremely limited.

Before the US stock market on September 6, Qubian announced the second quarter of 2022. The time for this financial report to be announced is less than two months away from the "Fun Store Prefabricated" brand strategy conference, but from the perspective of financial report data, prefabricated dishes are not only as powerful as Luo Min's imagination, but instead make it allow The cash flow problem worsen.

The financial report shows that the total revenue of Qudian Q2 was 105 million yuan, and the revenue of the same period last year was 412 million yuan, a year -on -year decrease of 74.4%, a new low of 74.4%.

From this financial report, it can be seen that the prefabricated business is a major factor in reaching the freezing point. Data show that the operating cost of Qudian Q2 is as high as 136 million yuan, an increase of 53%year -on -year; sales and marketing costs have also increased significantly by 82.6%to 53.2 million yuan.

Although Luo Min once said that "there is no upper limit" and "a short -term no profit plan" for the prefabricated vegetable business, when the money is burned, but the "back money" is not seen, Luo Min and the Qudian still chose to take the "altruistic career's career "Small.

Fun Store Pre -production Brand Conference Luo Min Picture Source: Corporate Photo Confession

The financial report mentioned that after evaluating the current market conditions, the company decided to streamline the prefabricated store business. With the streamlined prefabricated vegetable business, the company is expected to income employees 'dismissal fees, and business partners' dismissal fees and inventory cancellation may have adversely affected their financial conditions and operating results.

In response, a person close to the fun shop told the "Daily Economic News" reporter on WeChat that the business streamlined business mentioned in the financial report belongs to strategic adjustments and is currently exploring the operation of offline stores in Xiamen and Shenzhen.

The reporter paid attention to that as early as August, Luo Min emptied the content of Weibo and Douyin. The Douyin was renamed "Fun Store Luo" to "Fun Store Pre -production", and his avatar was changed from his photos to his own photos to The cartoon image of Qubian.

According to the screenshot of the Douyin fan group, on the afternoon of August 1st, Luo Min announced his account renamed in the group, and said that "maybe some time will not be broadcast live in front of the camera."

At present, there are only 3 short videos released in August in the Douyin of the "Fun Store Pre -Made", and another official account "Famous Store Fresh Flagship Store" has more short video content of the anchor to promote dishes. Finally A Douyin live broadcast was displayed on August 28.

In addition, the reporter found that on the recruitment platforms such as Zhilian Recruitment and BOSS direct hires, there are still related positions such as warehouse managers and supply chain directors such as Xiamen and Guangshen, and recruitment of offline store waiters with a monthly salary of 4,600 yuan The information has been removed.

Standing on the prefabrication

Why is the "one year curse"?

Luo Min has always been regarded as "the person chasing the wind."

In recent years, he has led Fun Store to frequently transform, from cash loans to Internet finance, as well as "Dabai Automobile" on car purchase leasing platform, "Wanli Mu" on cross -border luxury e -commerce platforms, Wanli Music Children's Quality Education Project, and so on. However, every transition is a lot of tasting. Public information shows that the average life cycle of the above projects is about 1 year, which is nicknamed the "one year curse" of the fun shop. This time, the prefabricated vegetable projects that made a shiny debut on Da Zhang were not spared.

For the shrinkage of the Fun Store prefabricated vegetable business, Zhuang Shuai, an expert in the retail e -commerce industry and the founder of Bailian Consulting, analyzed the "Daily Economic News" reporter that Luo Min had the opportunity and potential of "super anchor", but he was in the East The storms in the selection of live broadcast rooms have a great impact on it.

Source: Internet video screenshot

In fact, since Luo Min exposed the live broadcast room selected by the East on the evening of the 18th, after being gloated by Dong Yuhui, he borrowed speculation in the selected speculation of the East, the past that started by "campus loan", and questioned the prefabricated dishes to join ... Negative public opinion came one after another, and many netizens began to self -resist the prefabricated dishes.

In addition, Zhuang Shuai mentioned that in the consumer market, most of the players in the prefabrication track are also concentrated in To B, which is supplied to restaurants, hotels, etc. "and" and now the field of To C is still in the cultivation stage, which belongs to a very good one. Primary education market stage. "

He believes that the Lianlian store of the prefabricated vegetable brand "tongue hero" founded by Lu Zhengyao is the lesson of the front car.

It is reported that in August this year, the tongue heroes have continuously closed stores in offline stores in Beijing, Zhengzhou, Chengdu and other places. Among them, some franchisees said in an interview with the media that since opening the store, there are few customers, low turnover, and low repurchase rates.

"Whether it is online promotion or the expansion of offline stores, large -scale investment in prefabricated dishes is full of uncertainty, especially for companies such as fun shops, in terms of organization and corporate culture It will have a great impact, so the expansion of business needs to be cautious, "he said.

Luo Min previously introduced to the reporter of "Daily Economic News" that as of mid -July, Qudian prefabricated dishes have established 15 factories in cities such as Xiamen, Beijing, Hangzhou, Dongguan. The cold storage can serve nearly 30 people. It is expected that there will be more than 30 large warehouses in the country in the future, covering most cities.

At the same time, Zhuang Shuai also pointed out that the weak growth of the main business has also brought challenges to the expansion of Xinxing business.

It is reported that Qudian has announced in April this year that the credit business will slowly fade out. The financial report shows that the second quarter of the cash loan business revenue was 6.6 million yuan, a year -on -year decrease of 47.6%; the total transaction value was 1.5 billion yuan, and the first quarter was 2.1 billion yuan.

Luo Min once said, "I have completely tied myself and the prefabricated dishes of Qundian -I did not use the live broadcast room live broadcast in the pre -made dishes, but I used it." Judging from the media on the media, Luo Min is slowly unbound with this new business.

However, Luo Min may have been used to the gust -like entrepreneurial cycle. Before the story of prefabricated dishes is finished, a "Easter Egg" was buried in the financial report - "Fun Store must continue to explore new business opportunities and protect long -term value for shareholders." Where will the next gust of wind be blown? Maybe Luo Min and the Fun Store have no answers.

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Reporter | Yang Xinyi

Edit | Liu Xuemei He Xiaotao Dubo

School pair | Duan Lian

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