Online retailing, selling all kinds of groceries. Founded/KLOC-went public 0/8 months later, and the IPO raised $375 million, which expanded from the San Francisco Bay Area to eight cities and established a huge organization. The company has a maximum market value of1200 million US dollars (or $30 per share) and claims to expand to 26 cities. However, the marginal profit of the grocery industry is too thin, and the company has not attracted enough users. In July of 200 1 year, the company closed and 2000 employees lost their jobs.
Second, Pets.com (2000)
Online retail, specializing in pet products.
The website invested by Amazon went public in February 2000, raising $82.5 million, and closed down nine months later.
One of the company's dolls was a great success, and the company once spent millions of dollars advertising in the "Super Bowl" competition. However, customers usually have to wait for several days to receive the goods, and the delivery cost has not been reduced, so the company cannot attract enough customers.
Iii. Kozmo.com (1998-2001)
Online retail, operating department stores (everything from movies to snacks), ensuring delivery to the door within one hour, free of delivery fees.
Free delivery fee was its selling point, and later it became its weakness. After expanding to seven cities, it finally found that the delivery fee for sending a DVD or a pack of chewing gum to your door is quite expensive. After that, it starts charging: at least 10 dollars. This move failed to save its fate. In March of 200 1 year, the company closed down and 1 100 employees lost their jobs.
It failed to go public, although there are plans to go public. However, the company raised a total of $280 million and signed a promotion contract with Starbucks of $1.50 million.
Iv. Flooz.com (1998-2001)
Wu Pi, a black actress who starred in Nuns Are Crazy? The website invested by Whoopi Goldberg in Goldberg intends to replace the status of credit cards and operate online currency. Buy a certain amount of online currency here, and you can use it to shop in the retail stores you join. This is like a merchant's gift card, but the gift card is tangible, and it is not issued by a third party. Why do people give up their credit cards and use online money?
This bad idea didn't stop it from raising $35 million. In August of 200 1 2000, it closed down with its competitor Beenz.com.
V. eToys.com (1997-2001)
/kloc-0 went public in May, 1999, with financing of 166 million USD. In a short period of16 months, the share price dropped from 84 USD in199 10 to 9 cents in February, 20001year. Closed in March of 200 1 year.
Its story is similar to that of Pets.com. A lot has been invested in advertising, marketing and technology, but the income can't match it.
VI. Boo.com (1998-2000)
The British company proved that the Internet bubble was not limited to America.
This online store specializes in clothes, but something was wrong from the beginning. Its web pages are full of Java scripts and Flash. In that era of dial-up internet access, the speed of opening web pages was very slow. It is marketed on a global scale, and as a result, it has to face complicated language, pricing and tax issues. Moreover, it also announced that it would bear the postage for customers' return. What's more, its sales revenue has never reached expectations.
It burned1.60 billion dollars and closed down in May 2000.
VII. MVP.com (1999-2000)
Like Flooz.com, this website proves that celebrity support is of little value in the long run.
After football stars John Elway, Michael? With the support of Jordan, ice hockey star Wayne Gretzky and $65 million, MVP is engaged in online sporting goods sales. /kloc-0, the MVP website founded in 1999, signed a four-year $85 million agreement with CBS a few months later. A year later, because MVP failed to pay $10 million per year, CBS cancelled the agreement, and MVP went out of business soon. The domain name is now in the hands of SportsLine.com, a subsidiary of CBS.
Eight, Go.com (1998-2001)
Disney Company 1998 integrated its online business with Infoseek and established this portal. The original competitor was Yahoo. However, this website has its own special policies, for example, it doesn't involve content that is not suitable for children (www.dyceo.com, the first manager). In 200 1 year 1 month, Disney closed the website with a book loss of $790 million.
IX. Kibu.com (1999-2000)
Online community for teenage girls. Unlike other losers of the internet bubble, it closed down before burning the $22 million it raised. In 2000 10, although the website has greatly improved in attracting the target population, the company managers admitted that the website was born at an inopportune time, so they decided to close it. Its closure sounded the alarm for the Internet bubble.
X. GovWorks.com (1999-2000)
1999, this website was founded to help citizens to deal with municipal authorities, or more clearly, to help the government set up online tax payment and fine payment systems. There are two founders, one is a salesman and the other is a technician. They are childhood playmates. At first, both of them were very happy. Not only were they each worth millions, but they often dealt with politicians. Unfortunately, the good times didn't last long. First, another partner left, then the technology was stolen, and the company's software never met the expected requirements. In the end, two childhood friends turned against each other and the company was taken over by competitors.
So what caused their failure? We don't want to analyze the reasons, and have given some guidance and suggestions to friends who are going to conduct online marketing.
1, online marketing and offline marketing are separated.
Network marketing is a part of the overall marketing strategy, and it is an important trick to complete the sales and profit of enterprises. Online and offline marketing linkage is needed to achieve results. Many enterprises think that the Internet is just a medium. Enterprises promote enterprises and products through the Internet, and improve brand awareness and corporate image even if they complete online marketing. Network marketing is divided into enterprise administration or customer service department to stop, and the marketing department and the network marketing function department are in a state of separated relationship. This is an imperfect understanding of network marketing. Network marketing without offline participation is not real network marketing, and it is difficult to achieve the ultimate goal of "marketing" and "sales".
In fact, the role of network marketing goes far beyond these, and foreign trade-oriented consumer enterprises in Jiangsu and Zhejiang may have a deeper understanding. They either use their own websites as platforms, or make full use of industry B2B platforms (such as China Chemical Network, China Clothing Network, etc.) and comprehensive B2B platforms (such as Alibaba, HC, etc.), stop collecting sales leads and exploring potential customers, then link offline and online, and finally reach a deal to create profits for enterprises.
2. The website emphasizes design over application.
Establishing corporate websites is a very important part of developing online marketing. But in fact, most corporate websites have not played their due role in online marketing. This is inseparable from the understanding of the website established by enterprises. Most enterprises think that the website is the online facade of the enterprise, and the more beautiful the better. Art design, Flash animation and corporate image have become the most concerned centers of enterprises. Whether the website can meet the needs of network marketing and facilitate the future function increase or adjustment is not considered. Some website establishment service providers also blindly cater to the preferences of enterprises, and make great efforts in the way of expression to raise the cost of website establishment, but do not delve into the internal function and marketing application.
It must be understood that the establishment of a website serves the needs of online marketing. Website establishment should pay equal attention to design and application. We should not only pay attention to the image display of enterprises, but also understand the functions and processes of online marketing services of websites, and pay attention to the establishment of products or services display, user interaction, information retrieval and customer experience, so as to make websites more applicable and effective.
3. Online marketing was launched without planning.
Many enterprises did not have a clear understanding of online marketing at first. Most business owners or managers realize that they should stop online marketing and expand their business and sales through the Internet through the media propaganda such as newspapers and television, the introduction of friends, or the encouragement of buyers. So immediately arrange personnel to contact the manufacturing website, release information, and put it into the network for implementation. The whole network marketing process was launched without a plan. Once the network marketing had no effect in three months, it was declared a failure, and it lost self-confidence and interest in network marketing.
As everyone knows, network marketing is a systematic project, which touches many aspects. Only by stopping demand analysis and making a careful and scientific plan can we succeed. From website establishment and enterprise information release, to formulating implementation budget, selecting online marketing methods and products, and arranging online marketing full-time sales and customer service, all the work is arranged in place and persevered, so that the enterprise's online marketing process can be smooth, and only in this way can the ideal online marketing effect be finally achieved.
4, online marketing products follow suit.
At present, there are many kinds of online marketing products, and the buyers are eloquent, so enterprises have great confusion in product selection. We can often find a phenomenon, that is, once several enterprises in a certain industry use a certain online marketing product, other enterprises in the same industry will have numerous purchases.
Many online marketing service providers have grasped the enterprise's psychology of following the trend and comparing with others. After meeting with industry customers, giving full play to the skills of "customer witness" and "referral", enterprises weaken their own judgment, follow others' choices, or compete with others and blindly buy. Theory indicates that a product that suits you is a good product; The network marketing products that follow the trend are often not only not the most suitable, but the network marketing effect is getting worse and worse because of overuse.
5. Bidding for products with search engines, waiting for them.
At present, Google, Yahoo, Baidu and other search engine bidding products are the mainstream products of online marketing, and more and more enterprises choose search engine bidding products. Most enterprises do not know that there is such a thing as maintenance after buying competitive products, but just wait for customers to come to their doors. After doing it for a while, I found that it had some effect at first, and then the effect became worse and worse.
The reason for this situation is that the maintenance of its bidding products has not been suspended. The effect of search engine bidding is composed of many factors, and the daily consumption budget, the number of keywords and report analysis directly affect the effect of search engine bidding products. For example, Google Adwords, many people don't understand why Google authorized agents to sell Google Adwords products. On the one hand, this is in line with the current situation that domestic online marketing products are mainly sold through channels; on the other hand, due to the low level of network application in China enterprises, Google needs to do a good job of customer service with the help of channels to improve sales performance. When our enterprises use competitive products, they should not wait for them, but choose powerful service providers to stop product maintenance and improve the effect of online marketing. Shanghai Rush, for example, is a service provider officially authorized by Google, and has rich experience in the sales and service of search bidding products, which is trustworthy.
6. Blindly stop junk mail marketing and mass information sending.
Many enterprises are at a loss in the face of online marketing. Many enterprises choose to send junk mail or stop sending messages to various BBS, BLOG and guest books. Although in the short term, enterprises can receive some network marketing effects, such as the increase of website visits and the success of some customers, in the long run, the damage suffered by enterprises is far greater than the network marketing effects achieved.
The first is that the corporate image has been damaged. The junk mail is deeply hated by netizens. Most of the junk mail is wrapped in the image of some shell companies, lacking integrity and poor quality, which is malicious, cunning and illegal products. Once an enterprise associates with junk mail, its image will be greatly reduced in the eyes of consumers.
Secondly, once an enterprise is used to this low-cost and self-destructive online marketing method, blindly pursuing abnormal online marketing products with low pay and high return, and lacking a correct understanding of the return on investment, it will be difficult for it to accept truly healthy and beneficial online marketing services and products, and miss the opportunities of online marketing and enterprise development.