Who Has Been Extinguished By Vip.Com'S Flashy Myth?

For three and a half years, vip.com has been enjoying the eyes of the US capital market through its high gloss performance.

However, China's stock market has returned to A shares this year, but has become vip.com's "crossing robbery" year by accident.

Like many predecessors of the Chinese stock market, in May this year, vip.com ushered in the "rite of passage" organized by the US shorting agency.

In the second half of the year, China's stock market has been stirring up sensitive nerves in the capital market, while vip.com has used another gesture to explain what is truly eventful.

In November 13th, vip.com issued a performance warning: in the third quarter of 2015, revenues from 8 billion 600 million to 8 billion 700 million yuan increased by 61% to 63%, compared with the expected growth of 71% to 74% a year.

On that day, vip.com's share price fell.

Data show that in November 13th, vip.com closed at 13.60 US dollars, or 26.96%.

In November 14th, vip.com's stock fell 8.09% again, closing at $12.50, and the lowest price of nearly 12.02 years in the last 3 years. Its share price, which is 22.31 dollars (the highest price in November 4th), has only gone through 9 trading days.

In other words, on the 9 trading day, vip.com's market value evaporated about $5 billion 700 million (about 37 billion yuan).

"The decrease in revenue compared with expectations is due to the warmer temperatures this year, which has led to a reduction in the prices of clothing purchased in autumn and winter."

For the steep fall in share prices, vip.com explained this.

The double eleven Shopping Festival, which has been heated by domestic electric business, has just ended.

According to normal logic, vip.com's three quarterly report should not be so embarrassed.

Therefore, this explanation of vip.com has also been hit by the Jingdong.

Jingdong mall CEO Shen Haoyu said, "sales of clothing category are not affected by weather."

In November 19th,

Officially released the three quarter results announcement, indeed as early warning said, revenue of $1 billion 363 million, an increase of 54% over the same period last year, continue to continue the previous quarter growth trend of decline.

If vip.com's share price collapse is the "culprit", it will be more accurate to predict "warming" on the other side of the ocean.

Like many stocks, vip.com did not escape the fate of being short.

In May of this year, MFR issued a headline entitled vip.com: what you sent

We don't buy it, "the report confirms the problem of vip.com's financial data from the method of revenue recognition.

Subsequently, more than five lawyers initiated a class action lawsuit against vip.com's financial data.

As for vip.com, why is it going to be a big market?

The view of the US capital market is that the recession of the economic environment and the considerable shrinkage of consumption seem to be the main reason why vip.com is empty.

The reaction in the domestic market is also very revealing.

"Products manufactured by suppliers are not natural inventories.

Vip.com's rapid growth period, most of the inventory has been digested. "

An industry researcher told China economic net reporter that vip.com should recognize this reality.

After vip.com successfully cut away a large piece of cake from the flash buying mode, competitors such as Tmall and Jingdong began to buy flashlight.

The industry researchers said that with Tmall, Jingdong's huge user base and more mature customer experience, the diversion of buyers has also hindered vip.com's growth in leaps and bounds; therefore, vip.com's use of people and traffic has also failed to become a strong support for vip.com's performance.

Compared with the macro perspective,

Perhaps more telling.

From the first quarter of 2012 to the four quarter of 2014, vip.com's active users surged from 1 million to 12 million 200 thousand, and the number of subscribers increased from 3 million 100 thousand to 35 million 300 thousand. Since the fourth quarter of last year, the ceiling effect of vip.com has increased on the growth of active users and orders.

Take the three quarter of this year as an example, the number of orders for active users has dropped by 100 thousand on the base of 200 thousand active users.

In addition, the counterfeit crisis that has plagued the electronic business platform has also helped vip.com in troubled times.

In November 25th, media reports said vip.com was suspected of selling counterfeit luxury accessories.

This even led to a discussion of whether vip.com will be reduced to the next jumei.com.

After that, vip.com responded strongly, "false reporting will start legal process rights".

Which is the last straw for vip.com, which is short selling by the organization, slowing down in performance, large market value, and selling fake products? Is climate warming? Should late cold air be paid for vip.com's sudden death?