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In the blink of an eye, 2022 has come to an end. In this cold winter with a sudden drop in temperature, the cross-border e-commerce industry is hit by waves of chills. Surrounded by factors such as geopolitical conflicts, high inflation and soaring costs, some of the once-dominant cross-border sellers or industry benchmark e-commerce platforms have inevitably suffered the impact of the turbulent environment and fallen from the clouds. Another cross-border seller announces bankruptcy and liquidation It is learned that on December 14, a well-known Jiangsu retailer issued a notice to its employees, announcing that the company will enter bankruptcy liquidation procedures. The notice mentioned that due to the company's long-term operating difficulties, it can no longer continue to operate. The company decided to end operations and terminate the labor contract on December 15, 2022. The company entered the liquidation procedure. At the same time, it can be seen from the letter to employees that the seller has made arrangements for employee salaries : - Salaries will be settled according to actual attendance, and the five social insurances and one housing fund will be paid uniformly after December 2022;
- Half of the November 2022 salary will be paid before December 31, 2022, and the remaining amount will be paid before February 10, 2023;
- Wages from December 1 to 15, 2022 will be paid before March 10, 2023, and no wages will be paid after that date.
It is learned that the big seller started out as a seller in the early days , operating multiple products vertically. After accumulating operational experience and supporting resources in multiple categories such as home furnishings and 3C, it transformed into a large-scale cross-border e-commerce service provider with a relatively complete product line , and opened up global markets for many domestic companies. It is considered a leading company in the industry. In 2018, Lechuang, a leading brand in the industry, also announced that it intended to acquire the company, but ultimately the acquisition process was terminated because the parties to the transaction failed to reach an agreement on the core transaction terms. For this reason, many sellers are very sad about the company entering the liquidation process. Since 2022, with the increasingly severe global economic situation and increasingly fierce competition, the myth of cross-border e-commerce "digging for gold everywhere" has obviously become outdated. Not only are cross-border sellers constrained by inventory backlogs and rising costs, many factories have to suspend operations due to severe operating conditions, and even cross-border platforms cannot escape the black swan. Home furnishing e-commerce platform enters bankruptcy proceedings It is learned that according to foreign media reports, the well-known home furnishing e-commerce platform Brosa entered Voluntary Administration (a bankruptcy procedure in which a company is voluntarily taken over) on December 14. As of press time, in order to clear out the backlog of inventory, the homepage of its website shows that it is conducting a "bankruptcy sale." It is learned that Brosa was founded in Australia in 2014 by Chinese David Wei and Ivan Lim. Its main products are light luxury furniture. It has received multiple rounds of investment: in 2015 , AirTree Ventures invested 2 million US dollars; in 2017, Bailador Technology Investments, AirTree Ventures and BMY Group led a 5 million US dollar Series B financing. In 2020, riding on the dividends of the epidemic, Brosa achieved explosive growth and tripled in size. By the beginning of 2021, Brosa's e-commerce business had expanded to Melbourne and Sydney and had more than 75 employees. However, after the epidemic restrictions were relaxed and the offline real economy recovered, Brosa's growth began to slow down due to the failure to make timely adjustments to its products and traffic strategies. Faced with severe cash flow pressure , Brosa, which was about to go bankrupt, could only recover its funds through a "clearance sale". According to its manager, the clearance sale may last until Christmas. However, industry insiders have observed that although the Brosa website advertises that the products are at a bankruptcy discount, the overall price has not dropped much , and the so-called "clearance sale" seems to be just a gimmick.
As of now, it is unclear whether Brosa will have other strategies to quickly recover cash flow, and we will continue to pay attention to subsequent developments. Since the beginning of this year, the cross-border e-commerce industry has inevitably slowed down due to factors such as weak market growth and the fading of the epidemic dividend. But hidden behind this "cross-border winter" environment, the cross-border e-commerce industry is actually undergoing an iterative process from the supply of mid- and low-end products to brand supply. As the saying goes: When you are poor, you must change; when you change, you will get through; when you get through, you will last long. Faced with the ever-changing industry situation, both cross-border sellers and e-commerce platforms need to "not be satisfied with the status quo", adapt to the laws of market development, accumulate survival advantages, and wait for the next opportunity for explosive growth. What do you think about this? Welcome to discuss in the comment area~ |
