2024-09-19
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at noon today, zhang dayi’s microblog account @milksmelllbest posted a long article saying that the launch of new products in my happy wardrobe, skirt jun, and jupevendue stores will be delayed indefinitely, which is considered to be closing the stores in order to adapt to the market and find the next target.
the long text is as follows (excerpt):
this year, my happy wardrobe is 10 years old. the lack of 10th anniversary atmosphere should have made old fans feel it.
this is the longest time i have persisted in doing something since i was a child.
this is also the time when i was most focused.
……
after the 2019 listing, i felt that my energy was used up in advance and i was quite exhausted. i am also a little older than most internet celebrities. i feel that my physical strength has dropped off a cliff after the age of 33...
so i got married and had kids.
since 2014, my personality is to focus on one thing and do it to the extreme.
……
with the development of the internet and the competition for traffic, we have also been caught in the middle. we cannot and dare not switch platforms. we really want to switch, but we don’t have the courage to do so. we are afraid of picking up sesame seeds and losing watermelons.
……
so i plan to postpone the release of my favorite wardrobe skirt jupevendue indefinitely
well, it's a store closure.
it is really impossible to satisfy everyone, so just let him stop at this moment.
but i really want to confess to my old fans
i really haven't changed
hasn't changed
but i have to adapt to the market and ensure that the people around me, my company, and my employees continue to live well.
find the next goal together
……
this afternoon, zhang dayi’s weibo account was still releasing new content about autumn and winter clothing.
currently, zhang dayi’s taobao store “my happy wardrobe” shows that it has 12.41 million fans, five gold crowns, and sells more than 90,000 items per month.
netizen: i woke up after lunch break and was shocked! indeed, the competition has been fierce in recent years and it is not so easy to make money.
x小甜樱桃x: her styles have been getting worse in recent years. i have been buying from her for 7 years, but i have almost stopped buying from her in the past three years. she doesn't choose the styles and doesn't control the quality. sigh...
i love dayi’s milk-flavored pig the most: i can’t bear to let go. from junior high school to high school, i can always think of the time when i had to go to the bathroom to grab clothes when new ones came out!
the story of how i turned things around: i have made a lot of money, but it is true that the competition has been fierce in recent years and it is not so easy to make money.
xia mu - xiao mu mu ya: when i got up from lunch break and went to work, i was shocked!
longlong, who loves eating durian: oh, tears in my eyes! as a jv store that i have been following for 10 years and a platinum card member of wuhuanxi, i also want to say goodbye to it at this moment.
i have the most beautiful dream every day: the old fans who grew up with you have indeed grown up, hahaha. i respect your choice, and i do understand that you are unable to cope with so many stores.
from a model to a sales queen, zhang dayi has achieved many great results on taobao.
in 2014, zhang dayi and feng min, the founder of ruhnn holdings, launched the taobao store "my happy wardrobe". in the first year of its opening, the store ranked among the "top taobao women's clothing merchants" with sales of over 100 million yuan.in 2015, this store became the only women's clothing online store to be included in taobao's popular store sales list.
the following years from 2016 to 2018 were the peak of zhang dayi's career.when she was at the peak of her popularity, she revealed that she earned 300 million yuan a year.
on november 11, 2016, her online store became the first women's clothing store on taobao to achieve sales of over 100 million yuan.since then, zhang dayi has been known as “the no. 1 taobao influencer”.
at that time, li jiaqi and wei ya were still trying out taobao live streaming as amateurs, but zhang dayi had already taken off and made ruhnn holdings taste the sweetness. in october 2016, ruhnn holdings received hundreds of millions of yuan in investment from alibaba and was listed on the new third board.
in 2018, ruhnn holdings delisted from the new third board and "transferred" to the nasdaq of the u.s. stock market. on singles' day of the same year, zhang dayi's online store sales once again exceeded 100 million in a short period of time.
in april 2019, ruhan holdings was listed on the us stock market. zhang dayi held a 15% stake in ruhan through an investment company, becoming the second largest shareholder. on the day of the listing, zhang dayi wore a white suit, standing out among many dark suits, and thus became the first chinese internet celebrity to ring the bell at nasdaq.
but behind the excitement, the capital market was not buying it. on the first day of trading, ruhnn holdings suffered a drop in its ipo price.
ruhan, represented by zhang dayi, does not quite believe that live streaming with goods extended from short videos will become a new development opportunity for the e-commerce industry.ruhnn holdings’ glory as the “first internet celebrity stock” is gradually disappearing, and zhang dayi, once known as the “queen of sales”, is gradually being abandoned in the live-streaming e-commerce wave led by li jiaqi and viya.
on april 22, 2021, ruhnn holdings issued an announcement stating that the company had completed the privatization transaction and would be delisted from nasdaq effective immediately.
comprehensive report by chen yi, a reporter from chengshi interactive
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