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From the point of sales data, LAN pavilion set potential than ordinary electric business and marketing costs, unusually high. Earnings, according to data from the 2010, 2011, 2011 annual lanting collection of potential sales and marketing costs (or marketing), respectively, for $22.6 million, $38.46 million, $53.41 million, accounts for the same period the proportion of net revenue of 38.5%, 33.1% and 26.7% respectively. Also is the electricity enterprise, amazon marketing expenses 3.9% in 2012, only to 4.7%, compared with LAN pavilion set potential of the high cost of marketing a bit scary.
U.S. stocks commentary pointed out that electronic business mainly through new users and repeat purchase, achieve scale operation, thus on the basis of the scale variable to rece costs, generate sustainable cash flow, support and input, form the ecological cycle. Amazon, for example, the marketing costs accounted for only 3.9%, has achieved 73% of its 1999 repeat purchase rate.
But rather set the potential of word of mouth and brand is relatively weak, lead to repeated low consumption rate, growth to buy flow driven by constantly. In the first quarter this year, lanting preface from repeat purchase on revenue of $21.67 million, accounts for the proportion of total revenue is only 29%, it is still a lack of its own customers, users of low viscosity. The "short board" and directly contacted with the company's performance, in the short term is difficult to change.
In addition, lanting collection of potential also cargo customs clearance, business development problems, up recovery questions and tax standardization, etc
