CEO and founder Liu Nan: The golden period of vertical e-commerce has passed. In the future, an anchor will be anchored at the age of 0-12 years old.

Cover reporter Wu Yujia

In the past six months, vertical e -commerce has continued to fluctuate, and it is not uncommon for bankruptcy and liquidation and dismissal. In July, Honey buds chose to take the initiative to shut down the APP and transfer to WeChat mini -program operation. But this move has attracted a lot of attention.

Why choose to shut down at this time? Does the shutdown APP mean that vertical e -commerce is defeated by comprehensive e -commerce? How will honey buds transform in the future? On August 2nd, Liu Nan, the founder and CEO of Honey bud, accepted an interview with the cover news and answered them one by one.

Liu Nan said that the golden era of vertical e -commerce has passed, and the Honey Bud APP has completed its historical mission. "The vertical e -commerce era has ended. The platform party should actively transform when the cash flow is abundant, and is responsible for users, merchants, employees and shareholders. "

Liu Nan believes that the era of vertical e -commerce has ended, so he stopped burning money early, turned to the brand management business and achieved overall profit. "With the acceleration of the development of the rabbit's mother brand, it is time to draw a end to the APP." According to the requirements of the compliance, Mi Na issued an announcement 2 months in advance to pay off the borrowing with each cooperative merchant, and make the performance of each order. Essence

Regarding the comprehensive defeat of vertical e -commerce, Liu Nan said that it was not defeated by comprehensive e -commerce as the outside world said, but was defeated by the algorithm. After the algorithm came out, consumers no longer needed vertical e -commerce. Comprehensive e -commerce can push the products needed by consumers through algorithms, and eventually lead to vertical e -commerce withdrawal from the stage of history. "Although vertical e -commerce fails, it is not without contribution. If there is no vertical e -commerce from beginning to end, maybe China's e -commerce industry is not so lush."

Why choose to focus on children's division -old cleaning market? Data show that the compound growth rate of the infant and child washing market in 2016-2020 is 13.6%, which is a category of two digits of double digits. Liu Nan said: "Our children have grown up without professional washing brands, and lack of professional children's skin care brands on the market."

Talking about the unprocessed plan, Liu Nan told reporters that the mother of the rabbit head mother will continue to invest in the direction of industry, university and research in the next three years. At present, the skin care product efficacy laboratory cooperated with Jiangnan University and the new ingredients of Zhejiang University in cooperation with Jiangnan University. And its own formula laboratory is running.

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