3 6 Ke·2025-12-17 12:16Core Viewpoint - The article discusses the turmoil faced by the cross-border e-commerce company "有棵树" (Youkeshu), highlighting its dramatic revenue drop and internal power struggles following a significant shift in ownership and management control [1][2]. Group 1: Company Overview - "有棵树" was once a leading cross-border e-commerce company with annual sales exceeding 5 billion yuan, but it is now experiencing an 81.33% decline in revenue, with a reported revenue of only 42.57 million yuan [2]. - The company underwent a major restructuring in September 2024, leading to the dilution of founder Xiao Siqing's shares to 3.28%, while new investor Wang Wei became the largest shareholder with 18% [2]. - The internal conflict has resulted in operational disruptions, including the failure to timely disclose the Q3 2025 earnings report [2]. Group 2: Industry Context - The rise and fall of "有棵树" reflect the broader fate of many cross-border e-commerce giants, which often experience rapid growth fueled by capital but face significant risks due to unsustainable business practices [3][11]. - The initial success of cross-border e-commerce companies was largely due to low-cost domestic supply chains, but the influx of capital shifted focus from sustainable growth to rapid expansion, leading to operational inefficiencies [11][12]. - The article notes a shift in the industry where sellers are now prioritizing profitability and efficient capital use over mere sales volume, indicating a maturation of the market [13]. Group 3: Financial Performance and Challenges - "有棵树" has struggled to meet performance targets set during its merger with Tianze Information, with a commitment to achieve net profits of 2.6 billion, 3.3 billion, and 4.1 billion yuan from 2018 to 2020, but only reported 1.08 billion yuan in 2017 [6]. - Other companies like 环球易购 (Global Easy Buy) faced similar challenges, ultimately leading to bankruptcy despite meeting profit targets, highlighting the risks associated with aggressive expansion strategies [7][10]. - The article emphasizes that many companies failed to complete their profit commitments, resulting in severe financial penalties and operational failures, as seen with 价之链 (Price Chain) [10]. Group 4: Future Outlook - The article suggests that the end of the "big seller" era is not the conclusion of the industry but rather a new beginning, as companies are now focusing on brand building, supply chain depth, compliance, and long-term value creation [12][13]. - The market is witnessing a transition where sellers are moving away from the unsustainable growth model driven by capital to a more stable and value-oriented approach [13].