news

on the 19th, zhang dayi disclosed on her personal weibo that she would close her taobao store "my happy wardrobe" which had been open for 10 years, and all new products would be transferred to the taobao "black label store" with higher prices and quality.

zhang dayi said that she also went through a stage where she "could not and did not dare to switch platforms". "in fact, as we have seen, many influencers switched to other platforms and seemed to be doing well, but they were just struggling to survive. the meager gross profit margin of the clothing category could not support various operating costs, so switching platforms would result in losses, and the return rate was higher than that of taobao."

the reporter confirmed with the customer service of zhang dayi's taobao store "my happy wardrobe" that september 24 was the last time the store would stock new products. the customer service revealed that the subsequent black label store "the vever" will continue to serve consumers. it is understood that the black label store "the vever" is also a taobao women's clothing store of zhang dayi's team, but with a higher price positioning.

the reporter noticed that when the store closure was announced on weibo on september 19, "my happy wardrobe" still had 12.41 million followers and monthly sales of over 90,000 items.

netizens: "i woke up after lunch break and was shocked!" "her styles have been getting worse and worse in recent years"...

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 taobao successes. when she was at her peak, she was reported to have an annual revenue of 300 million yuan.

the reporter learned from public information that in 2011, feng min and chen sijia founded the taobao women's clothing store "libelin" and invited zhang dayi to be the store model. in 2014, feng min tried the internet celebrity economy and established ruhan holdings. he cooperated with zhang dayi, who already had 300,000 fans at the time, and launched the taobao women's clothing store "my happy wardrobe".

with the rise of zhang dayi's new sales model of "internet celebrity + incubator + supply chain", zhang dayi's store became the only internet celebrity store to be included in the women's clothing list during the double 11 shopping festival in 2015. in 2016, the operating income of "my happy wardrobe" store exceeded 200 million yuan, and it has more than 12 million fans.

benefiting from the zhang dayi effect, feng min pushed ruhan holdings to be listed on the nasdaq in april 2019, becoming the first stock in the internet celebrity economy. as the second largest shareholder, zhang dayi holds 13.5% of the shares and has a net worth of nearly 600 million yuan.

however, ruhnn holdings, which relied too much on zhang dayi's internet celebrity effect, also suffered heavy losses due to zhang dayi missing the opportunity of live streaming e-commerce and the subsequent negative news events.

in april 2021, less than two years after ringing the bell on nasdaq, ruhnn holdings announced its privatization and delisting in the u.s. the reporter noticed that during the privatization process, the buyer group consisted of the three founders of ruhnn holdings, including feng min, who holds 25.3% of the shares, sun lei, who holds 12.6% of the shares, and shen chao, who holds 5.5% of the shares. zhang dayi, the co-founder and second largest shareholder of ruhnn holdings, was not among them.

source: southern metropolis daily, metropolis express