AndyGong的个人主页 - 老虎社区

AndyGong

AndyGong

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IP属地：上海

21关注

4粉丝

1主题

0勋章

2021-07-23

$每日优鲜(MF)$中签后不走是这样的

2022-07-29

$每日优鲜(MF)$快清零了

2022-11-18

$腾讯控股ADR(TCEHY)$ 买了美股腾讯，有分配美团吗？

2021-07-06

$每日优鲜(MF)$中签没走的是这样的[愤怒]

2021-06-26

$每日优鲜(MF)$什么玩意儿，中120股，一觉醒来亏成这样，从此不再每日优鲜[白眼]

2021-06-25

$每日优鲜(MF)$希望能有个10%

2021-12-10

$C3.ai, Inc.(AI)$盘后啥情况？

2021-03-30

$C3.ai, Inc.(AI)$我要求不高，不要每天创新低就好[捂脸]

2021-08-11

$兆科眼科-B(06622)$港股打新已死炒新也死

2021-09-14

$每日优鲜(MF)$无所谓了，等着你退市

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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n每日优鲜是如何一步步走到现在的？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2022-08-04 19:36 北京时间&nbsp;&nbsp;&nbsp;<a href=https://mp.weixin.qq.com/s/UjicPUjS1M7r42joGIeZxw><strong>财经十一人</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>7月28日，每日优鲜关停“极速达”业务，这项业务占每日优鲜整体营收85%，这在事实上宣告了这个明星生鲜电商的遗憾命运。每日优鲜曾经是“生鲜电商第一股”，在过去几年一度是资本市场宠儿，累计融资额超过110亿元。每日优鲜关闭主营业务的直接原因，是缺钱。每日优鲜至今未能实现盈利，最新的财报是去年三季度，那时每日优鲜就已经出现了资金压力——账上的现金是21.7亿元，短期债务和应付账款是24亿元。7月14日...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/UjicPUjS1M7r42joGIeZxw\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/254ceb108e364dda7176f6d5b7cc16f5","relate_stocks":{},"source_url":"https://mp.weixin.qq.com/s/UjicPUjS1M7r42joGIeZxw","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1195375368","content_text":"7月28日，每日优鲜关停“极速达”业务，这项业务占每日优鲜整体营收85%，这在事实上宣告了这个明星生鲜电商的遗憾命运。每日优鲜曾经是“生鲜电商第一股”，在过去几年一度是资本市场宠儿，累计融资额超过110亿元。每日优鲜关闭主营业务的直接原因，是缺钱。每日优鲜至今未能实现盈利，最新的财报是去年三季度，那时每日优鲜就已经出现了资金压力——账上的现金是21.7亿元，短期债务和应付账款是24亿元。7月14日，每日优鲜发布公告称，与山西东辉集团达成股权战略投资合作协议，东辉集团计划向每日优鲜进行价值2亿元的股权投资。这笔钱能够短暂解决每日优鲜的燃眉之急，但截至目前，这笔钱并未到账。每日优鲜创始人兼CEO徐正从未在公司内部公开谈论过现金流问题，直到今年三四月，各业务线陆续裁员，常有供应商在公司楼下拉横幅要钱，员工们才意识到公司可能出现了问题。一位近期离职的每日优鲜核心高管告诉《财经十一人》，徐正一直在四处找新的融资，但不顺利。他提到，大约1个月前，顺丰计划投资每日优鲜零售云5000万元，并且已经完成了高管访谈、用户调研。但因为每日优鲜母公司的不确定性加剧，顺丰叫停了这次投资。再往前，今年3月，每日优鲜宣布与美国投资机构Yorkville Advisors签署股权认购协议，Yorkville Advisors承诺将于未来3年内，认购总价值3亿美元的每日优鲜股票。前述每日优鲜高管说，其中1000万美元已经到账。但对于当时的每日优鲜来说，1000万美元杯水车薪。上市之前，每日优鲜在一级市场的估值就已经达到30亿美元，8月4日，每日优鲜的市值是2700万美元，市值缩水超过99%。因为长期股价低于1美元且迟迟未发布年报，面临退市危机。8月4日美股盘前交易，每日优鲜股价最高涨170%以上，市值一度反弹到7300万美元。前述前每日优鲜高管认为，之所以走到当前的境地，主因是大环境的变化——中概股遇冷、资本出手审慎等；至于内因，则在于每日优鲜前期融资总体顺利，导致管理层对资金流上的风险预判产生失误。一个例子是，叮咚买菜也在亏损，但其以疫情保障供应链的名义，获得了30余亿元的银行短期贷款；而每日优鲜始终在找融资，没有走贷款这条路。有人说每日优鲜是“成也资本，败也资本”，上述高管认为这句话有道理，但不是全部。他说，资本只是企业发展的助力，企业能够发展壮大，或是陷入困境，都不能仅从资本上找原因。资本宠儿每日优鲜成立于2014年，从2014年至2020年，6年间每日优鲜共完成了11轮融资，其中腾讯参与了5轮融资，也是每日优鲜第二大外部股东。此外，每日优鲜的投资方还包括中金资本、联想创投、高盛集团、老虎环球基金、华创资本等知名投资机构。其中一家投资机构在2019年考察了每日优鲜的前置仓业务，该机构投资人告诉《财经十一人》，当时他们测算的结果是，每日优鲜很难盈利。当时不少投资人都对每日优鲜持类似看法，但他们依然选择入场。原因主要是两点，一是生鲜行业足够大，非常有机会孕育出新的上市公司；二是生鲜行业当时的电商渗透率非常低，每日优鲜用互联网模式进入生鲜行业的故事，让一些看重更长远未来趋势的投资人心动。腾讯从2015年开始投资每日优鲜，此后又跟进了4轮。2016年10月，阿里巴巴创始人马云提出“新零售”的概念，自此新零售变成了新的风口。腾讯也在持续布局新零售，主要通过对外投资的方式，腾讯不仅多轮投资每日优鲜，还在2017年投资了每日优鲜孵化的无人货柜公司“每日优鲜便利购”。2020年之后，腾讯再未跟进每日优鲜的融资。有腾讯投资人士告诉《财经十一人》，因为“烧了这么多钱，还没看到盈利。”但与此同时，2020年，每日优鲜合伙人兼CFO王珺对外表示，每日优鲜已经实现了盈利性增长。2019年12月时，王珺曾接受《财经十一人》采访，当时他提到，每日优鲜已经在北京实现盈利。不过他也提到，这个核算并没有包括总部的研发、管理成本。也就是说，这个盈利，和投资人认为的盈利，不是一个概念。2016年每日优鲜还处于发展初期，当时采取的是“高报价高折扣”的方式获客，就是把商品价格标得比较高，同时发放大额优惠券。这种方式可以短期内快速获客，但很难留住用户。到2017年底，每日优鲜将商品价格逐步恢复到正常水平，也在陆续减少优惠券的发放。王珺当时提到，在2018年的时候，每日优鲜已经有正向现金流了。但事实上，每日优鲜财报显示，每日优鲜从2018年起，从未有过正向经营现金流，2018年经营现金流是-17.24亿元。正向现金流的来源是融资的输血。每日优鲜一直在努力往盈利走，但事实上这件事一直没做通。到了2019年，每日优鲜遇到了最大的竞争对手叮咚买菜，前置仓行业掀起价格战。这对每日优鲜来说，无异于前有埋伏、后有追兵。每日优鲜决定正面迎击叮咚买菜的挑战，叮咚买菜的大本营在上海，2019年初，徐正搬到上海办公，领导华东业务，提出口号“让华东人民吃上更便宜的菜”，宣布在华东市场投入10亿元，推出“0元购”等系列活动。但当时每日优鲜并非只有叮咚买菜一家对手。叮咚买菜之外，当时还出现了华南市场的朴朴超市，华中地区的吉及鲜。在每日优鲜大本营北京，也有美团买菜、永辉买菜和盒马超市等竞争对手。经过2019年的价格战后，每日优鲜的资产负债率从2018年的49.5%扩大到130.4%。巨大的竞争压力迫使每日优鲜加快融资节奏。2019年底到2020年，每日优鲜完成了3轮融资，其中包括常熟市政府提供50亿元银团授信+专项基金支持，青岛国信、阳光创投、青岛市政府引导基金共同投资的20亿元。2020年生鲜电商行业的一个新变量是新冠疫情。疫情让不少消费者改变了部分消费习惯，包括每日优鲜在内的生鲜电商平台订单量都有明显上升。2020年，王珺对外表示，“每日优鲜在‘成本侧’已经实现了全国范围的盈利性增长。”但这样的利好环境没有换来每日优鲜的转折点。2021年6月，每日优鲜登陆美股，上市时发行价13美元/股，市值约31亿美元，较上市前的估值有一定程度的缩水。上市当天，股价下跌26%，此后股价从未达到过发行价，自今年4月18日起，一直低于1美元。资本的慷慨投喂造就了每日优鲜，但也为它后面的经历埋下了伏笔。资本和多元化，鸡和蛋资本让每日优鲜可以从容去做多元化的业务发展，每日优鲜也需要通过一个又一个新故事去不断吸引新的资本。这些年来，除了主营的极速达业务，每日优鲜一直在持续不断发展新业务。2017年，每日优鲜成立无人零售货架公司便利购。每日优鲜副总裁李漾担任CEO，独立融资。徐正曾经提到，他在每日优鲜办公室里看到了其他公司的无人零售柜，认为这应该是每日优鲜做的业务。便利购成立不久，李娟（化名）加入担任研发人员。她告诉《财经十一人》，当时无人零售行业突然火了，行业里已经有不少竞品公司，每日优鲜开始四处挖人，且不断抬高这个业务的优先级，加大投入。智能零售柜在前期主要是硬件开发工作，需要反复打磨产品。对于习惯在资本助力下快速奔跑的每日优鲜来说，它不习惯，也不擅长做这件事。李娟还记得，当时团队工作强度非常大，虽然持续不断在招人，主动离职的也很多，身边的同事几乎3个月就完全换了一批。不断换人对于一项新业务来说会带来挑战，她所在的部门多次换领导，每换一次就要把过去的方案推倒重来，她感觉经常在做无用功。在产品研发期间，李娟希望工程师团队可以在技术研发的同时，申请相关专利。但因为每日优鲜希望可以尽快将这个业务落地，没有多余的精力去申请。李娟说，“到最后，产品做出来了，发现竞争对手已经申请专利了。”不止每日优鲜，整个无人零售行业很快沉寂。李娟说，无人货柜的模式对于每日优鲜来说不太成立，因为一个柜子能装的SKU数量太少，补货成本又很高。同时，办公室这类场景的用户数量是固定的，无法通过营销等方法增加流量和订单量。2018年，每日优鲜上线“每日一淘”，主要瞄准的是下沉市场。前置仓模式对于客单价要求相对较高，比较适合于一二线城市。而每日一淘主打的是社交电商，通过推荐新用户返佣金的方式获客，打造了一套分销体系。使用类似方式获客的App不在少数，这类方式确实能够有效获客，但如何长期留住客户靠的不是返钱，而是有物美价廉的商品。2018年至2021年，每日一淘共完成4轮融资。但后来的实践证明，对于下沉市场的用户们来说，买菜首选依然是菜市场和超市。2020年，每日一淘用户活跃度下滑明显。每日优鲜做的另外一件事，是数字化技术。每日优鲜想要养成用户的消费习惯，就必须大规模铺设前置仓点位，但是每个点位所在区域的情况不一样，传统的线下门店非常考验店长的经验，每日优鲜希望可以通过数字化技术，优化模型，准确预测订单量和补货量，由系统代替店长来做决策。每日优鲜不满足于将数字化技术仅用于优化自己的业务流程，2021年3月，每日优鲜宣布要为社区零售板块商超、菜场和小店数字化赋能，发力成为“中国最大的社区零售数字化平台”。每日优鲜与菜市场签订为期10年至20年的长期经营合同，对其进行数字化改造，并通过向个体商户收取租金、SaaS产品年费、抽佣来获得收入。每日优鲜财报显示，至2021年三季度末，每日优鲜在18个城市签约73家菜场，其中52家已经开始运营，与11家客户签订了零售云业务合作协议。每日优鲜并未公布零售云业务的具体业务表现，但每日优鲜的一位知情人士向《财经十一人》透露，零售云的GMV在日均10万元左右，他还提到，智慧菜场和零售云业务目前正常运行。两者都有裁员，但因相对独立，且已经拥有固定客户，不至于陷入停滞。从这个数据来看，零售云是每日优鲜造血能力相对较好的业务，但它的规模太小，暂时无法成为每日优鲜的拳头产品，更难在短期内力挽狂澜。2019年，每日优鲜还上线了次日达业务。生鲜品次日达不是新模式，包括阿里、京东、美团等都有类似的业务。一位生鲜电商行业人士告诉《财经十一人》，目前次日达整体的履约成本约为订单额的20%，“因为次日达的商品体积相对都比较大，而且配送的效率也受到订单密度的影响，如果某个区域订单量很小，配送成本就很高。”此外，每日优鲜的次日达业务也出现了财务数据问题。7月1日，每日优鲜在其官网披露了财务数据审查情况，提到次日达业务在上一财年的交易中存在“可疑交易”。供应商和客户之间存在未披露的关系。不同客户、供应商的联系方式相同，某些交易还缺少物流信息。每日优鲜相关负责人向《财经十一人》表示，虽然调整极速达业务，但次日达、智慧菜场、零售云等业务不受影响。一位关注生鲜领域的投资人告诉《财经十一人》，零售云和智慧菜场业务也很难做起来，“你自己都亏损，凭什么让客户相信你能帮助他们降本增效呢？”另外，他还提到，现在整体线下零售业态都有资金压力，短期内不太会增加对技术服务的投入。多位关注每日优鲜的投资人都提到，业务多元化发展是每日优鲜增加新融资的方法之一，如果能做到不断有新故事出来，就能吸引新的投资人。不过，这些故事大多只能在短期内帮助每日优鲜获得新的弹药，长期亏损问题并不能只靠融资解决。陷入困境北京某每日优鲜前置仓门店店长告诉《财经十一人》，去年，公司曾开展全国范围内的“百店战千单”活动，各个区域会选择日均订单量高的门店参与。在公司派出的拉新团队帮助下，几批日均订单量超一千的门店陆续诞生，其店长在一个全国性的庆典中受到嘉奖。那是他们的“鼎盛时期”。而今年春节之后，门店的订单量一直不理想。以往，每天从大仓发来门店的货品有6000个品，后来，到货量越来越少，再往后，每两天才到货一次。供货量的变化对订单量产生影响，前段时间，门店日均订单仅剩100来单了。7月28日，他突然接到公司通知，要求第二天开始闭店，包括他在内的店内人员均被辞退，还被拖欠了两个月的工资和社保。每日优鲜员工们组成维权群，前往劳动局仲裁。作为基层员工，他觉得每日优鲜没什么企业文化，很难说坚持什么，什么都是说变就变。比如考核标准，内容几乎每月都有变化，发布时间也不确定，本应上月底发布，公司会拖到当月10号乃至15号；发文件说要给骑手寒暑补贴，日期都写明了，但说没就没；保质期超过28天的长保品损坏，若是报损，店长就得买赔，有的店长一买就是好几千。去年上半年，他和北京的每日优鲜公司签了合同，确定工资，结果不出一个月，公司又让所有的北京店长跟青岛公司签合同，他的底薪也降低了一半，剩下的变成绩效。对此，公司没给出任何解释。大木桥店是每日优鲜在上海相对比较大的前置仓门店，在今年4月以前，日均订单量约1500单，4月和5月两个月，受疫情影响，每日订单量超过2000单，“当时每日优鲜大仓发不出货，都是从附近城市调货，一上架就立刻被抢空。”店内工作人员告诉《财经十一人》。到了6月，情况急转直下。该工作人员称，过去正常情况下，一天会从大仓运两车货来，一辆货车大概能装300箱货，6月时，每天只送10箱左右的货，不到以前的十分之一。由于严重缺货，订单量锐减，“最高的时候一天也只有200单”。他不明白为什么大仓送货量突然变少，他询问了店长，并未得到答案。有每日优鲜的供应商告诉《财经十一人》，这是因为每日优鲜此前拖欠供应商货款，导致不少供应商选择停止合作，愿意合作的供应商则大幅提高了进货价。一位给每日优鲜送货的司机称，今年年初，每日优鲜曾经拖欠他3个月的货运费。这个说法很快被坐实。今年5月，每日优鲜因拖欠供应商款项，被朝阳区人民法院强制执行532万元。前述大木桥门店工作人员目前的岗位是配送员，他说，大木桥仓里一共有10个配送员，过去每个人每个月的收入在9000元左右，订单量下滑后，他的6月收入只有不到5000元。他还没决定接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