Guangdong
"Girl Kayla" was exposed to have closed the store and ran away
Delinquent payment
35 million in payment, this Hanfu Taobao store was exposed to be closed The store ran away.
Recently, many consumers and suppliers broke the news that
Taobao
5.5 million fans, hardware The top merchant "Girl Kayla" has closed her shop and run away. It is understood that the girl Keira currently owes as much as 35 million in arrears, involving more than 300 suppliers
, which has aroused widespread attention and heated discussion in the market.
Kaila, a young girl, runs a Taobao store called Hardware Crown. The store has more than 5 million fans
and mainly sells Hanfu. The prices of the products in the store range from About ten yuan. The store has more than 1 million repeat customers within a year, sells more than 900,000 items per month, and received more than 900,000 positive reviews in half a year.
It ranks among the top three sexy Hanfu stores on Taobao
.
Girl Kayla’s store picture source: Taobao
It is understood that in May this year
On the 12th, the girl Kayla’s store was still live broadcasting normally. However, by May 13, the store's warehouse had been emptied and the office location was closed.
The office location of the girl Kayla
Now, when searching for the girl Kayla on Taobao and filtering the stores, the girl can no longer be found. Any information about Kayla. Judging from the timeline, it can be said that the store of the girl Keira "disappeared" almost overnight
>.
Image source: Taobao
It is worth mentioning that,
the girl Keira’s affiliated company announced two months ago Logout.
Tianyancha shows that
Guangzhou Gain E-Commerce Co., Ltd., an affiliate of "Girl Kayla", was established inIn September 2022, the legal representative is Li Jiezhou, with a registered capital of 500,000 yuan. Its business scope includes clothing wholesale, sales of knitted textiles and raw materials, sales of knitted textiles, Internet sales, enterprise management, etc., led by Li Jiezhou, Li Jiehao, Li Jie
Bing jointly holds shares
,
has ended in March 2024
It was canceled on the 4th of March.
Guangzhou Zeng E-Commerce Co., Ltd. Picture source: Tianyancha
In addition, the above
3 shareholders are also jointly associated with Guangzhou City Yundian E-Commerce Co., Ltd. was canceled in January last year. Intellectual property information shows that both companies have applied for the "Girl Kayla" trademark. The international classification is clothing, shoes and hats, and advertising sales. Both trademarks have been successfully registered.
The cancellation of the affiliated company triggered a series of speculations. Some suppliers suspected that the girl Kayla's escape was premeditated.
However, it is not clear whether the company's cancellation is directly related to the closure of the online store.
As of now, the girl Kayla still has outstanding payments from more than 300 suppliers, mainly involving clothing wholesale stalls in Shahe, Guangzhou. The amount is about 35 million, and the amount owed by each stall is mostly around 100,000-200,000. Multiple suppliers revealed that they could no longer contact Li Jiezhou. After the incident was exposed, the affected suppliers have formed a rights protection group
.
Some media reported that the case
has been opened for investigation by the police
.
In addition to the suppliers who have been charged, the interests of consumers are also harmed, especially those who have placed orders but have not yet received the goods.
Some netizens posted on social media that they received a message from Taobao’s official customer service,
“Dear, I’m very sorry, the seller corresponding to your order has been supervised by the platform due to poor management. The store is closed. There is a risk that this order cannot be shipped. For the safety of your funds, it is recommended that you click Apply for a Refund to initiate a refund quickly. ”
Picture source: Little Red Book
For the girl Keira Regarding the running away incident, Taobao customer service said that it has received feedback from many people and that the platform attaches great importance to this matter and is checking and handling it. It is recommended that consumers refund money promptly if they do not receive the goods to avoid losing money and goods.
Regarding this incident,
many netizens expressed disbelief
,
“I love it so much. The store I bought from has a high return rate, but you can still find good things if you buy a few more items at once. Yesterday it was fine, but today I saw that this big store with millions of fans is actually full of people
The building is empty." "Isn't this business very good?I need to run away. ”
Picture source: Xiaohongshu
So, how did the supplier get default on payment?
It is understood that when cooperating with the girl Keira, most suppliers adopt the
acquisition model
, has been going on for years. After getting the goods, the girl Keira often sells these products at a price lower than the purchase price, and sells them at a loss to attract fans
.
On the surface, the store is large-scale, has high sales volume and high reputation, reaching the hardware crown level, but
in fact, the profit is meager, and it even operates at a loss.
For example, the product cost may be
30, but the selling price is only 25. However, low price is always a weapon to attract consumers. In this way, sales can increase and scale up step by step. But obviously
This model will not last long
Even if the sales volume increases, it will not be able to sell at a high price. If it does this, it may still be smashed. The store's signboard attracted
"backlash".
In order to maintain operations, stores conduct capital turnover by defaulting on payment to suppliers. Once something goes wrong and the capital chain is broken, the supplier's interests will be sacrificed in the end.
Some suppliers said that the payment speed of the girl Kayla is very slow. Normally, it is one payment per month, but this store
It only takes 3-4 months to settle.
It is understood that
adopts
"selling goods at a loss" to attract followers and increase volume. There are quite a few online stores
, the checkout speed is also very slow, and the prices are cheaper than wholesale costs. Most of them are this way.
If the supplier cannot recover the payment, it faces the risk of the capital chain being broken. Once the payment cycle is long, it will be difficult for some small suppliers to continue operating, forming a vicious circle, which is not conducive to the long-term development of the industry.
A supplier said,
“It is difficult to do business in the clothing wholesale industry now. The return rate of e-commerce has skyrocketed, especially for Hanfu. Coupled with freight insurance, it is difficult for those stores to make money. Since they can’t make money from consumers, they can only make money from suppliers.”
It seems inevitable that online stores operating through the credit model will eventually run away.
In addition, this model also has huge
transaction risks
. In this incident, most suppliers accepted this debt payment model by default. During the transaction, both partiesThere may be no contract signed and no evidence left, and the transaction model is not standardized enough. After an accident, it is more difficult for victims to defend their rights.
Market analysts analyzed that this exposed huge loopholes in the irregular transaction model and risk prevention between suppliers and e-commerce companies. To this end, relevant contracts must be signed when the two parties cooperate so that rights can be safeguarded in a timely manner if problems arise.
In the incident where the girl Keira ran away, the title of the Hardware Crown Store was quite eye-catching. For many consumers, it is really difficult to imagine a reason for a hardware crown merchant with more than 5 million fans to run away.
What is the concept of Hardware Crown Store? In Taobao, Crown is the reputation level of Taobao stores. For every successful transaction using Alipay on Taobao, Taobao members can make a credit evaluation of the transaction object. One point will be added for a good review, no points will be added for a neutral review, and one point will be deducted for a negative review.
In Taobao, it is not easy to reach the hardware crown level of reputation.
The five golden crowns of Taobao reputation are the highest level, and the corresponding score is more than 200,01 points.
Behind the hardware crown are high sales and high ratings, it can be said that it has a certain gold content.
In addition, the crown is also an important indicator for Taobao to measure store transaction volume. In the eyes of consumers, the crown also represents the store’s reputation to a certain extent. Authority and strength. Generally speaking, if there are
5 crown logos after the store name, it means that the store has very high sales, high reputation, good reviews, and is relatively safe. Of course, this does not completely mean that all Crown stores are absolutely reliable. The young girl Keira is a clear example.
It is worth mentioning that
This is not the first time that the Golden Crown store runaway incident has occurred.
In July 2022, a Taobao hardware crown store was hit by a thunderstorm and owed more than 70 million yuan to its suppliers, which once attracted the attention of the market. This store is called "Fitting Room SYJ" and has more than 8 million fans. At the same time, like the fitting room SYJ, another Taobao Hardware Crown store "SuperMall" also ran away. The number of fans of this store exceeded 7 million.
The incident of young girl Kayla running away has come to an end here. What will happen next, and whether the supplier can successfully safeguard its rights, has yet to be officially disclosed.
In general, the incident of young girl Kayla running away has once again sounded the alarm for the e-commerce industry.
Whether it is an online store seller, Both suppliers and consumers can get inspiration from it.
For store sellers, they must choose a healthy business model. Low prices and profit sharing are not a long-term solution. For suppliers, it is necessary to keep an eye open when selecting partners and ensure thatEnsure that your trading model is legally protected. For consumers, they should also choose carefully and make multiple comparisons to avoid economic losses caused by online stores running away.
Author
| Li Ying
