Wen Heyou denied large-scale layoffs: normal personnel changes

Wen Heyou denied large-scale layoffs: normal personnel changes. Many employees of Wen Heyou said that the company started a round of large-scale layoffs years ago, and a new round of layoffs continued after the year. Wen Heyou denied large-scale layoffs: normal personnel changes. Wen Heyou denied large-scale layoffs: normal personnel changes 1 < P > On February 7, the news of Wen Heyou's large-scale layoffs was further fermented, and the market was hotly debated.

It is understood that a few days ago, many employees of Wenheyou told Fast Consumer that Wenheyou had started a round of large-scale layoffs years ago, and the number of people laid off in some departments exceeded 61%. Most of the employees involved in this layoff are employed after July 2121, mainly involving the immersive theater project planned by Wenheyou Changsha and the Nanjing Wenheyou project.

In response to this news, Blue Whale Finance reporter contacted the core management of Wenheyou for verification, and the other party said: "We have not laid off employees." However, subsequently, the relevant person in charge of Wenheyou brand responded to the reporter's statement: "Layoffs are normal personnel changes caused by the company's business adjustment. In fact, many positions in the company are still recruiting people, and new people will join the company one after another after the year. The company's projects are now in the process, and new projects and formats will come out one after another. "

When the peak falls, Wen Heyou is out of the province.

It is understood that Wenheyou brand was first born in 2111. At that time, it was just a stall selling fried pork ribs in the hands of founder Wenbin. In the following five years, Wenbin successively expanded Wenheyou Lao Changsha Lobster Restaurant, Wenheyou Sausage, Wenheyou Stinky Tofu, etc., intending to reach the peak of Changsha local specialty snack business.

Until May 2118, "Super Wenheyou" appeared in Hisense Plaza in Changsha, and Wenheyou ushered in an advanced version. "It restored an old Changsha community in the 1981 s in a space of 7 floors and 21,111 square meters." For this super literary friend, there is an article describing it.

Not to be disappointed, Changsha's "Super Wenheyou" once caused a sensation after it was put on the market. There were countless achievements such as "the daily average passenger flow exceeded 11,111", "the highest daily turnover rate was 11 times/table" and "the platform broadcast volume exceeded 611 million". It was its success that made the brand famous and the founder Wenbin determined to go out.

In fact, before this, Wenheyou's crayfish and snack bars had already been laid out all over the country, with thousands of them. However, Super Wenheyou didn't officially leave the province until 2121. At that time, with the blessing of nearly 111 million yuan of financing, Wen Heyou walked out of Changsha with great ambition, went south to Guangzhou, and entered Shenzhen again the following year.

At first, the response from Guangzhou and Shenzhen was good, especially Shenzhen, which created a grand occasion of "41,111+number arrangement" at the beginning of its opening, which made the market see the possibility of copying Wenheyou in different places. However, after the heat, Wenheyou began to face the dilemma of sudden drop in people flow and merchants withdrawing their stores.

At the beginning of October this year, according to the Beijing News, compared with when it was just opened in the spring of 2121, the number of people visiting Wenhe Friends in Shenzhen dropped sharply, many shops in the venue were closed, and a store specializing in retro style in the 1981s was in a state of withdrawal. In addition, Guangzhou Wenheyou has also been exposed that many local businesses have withdrawn, some dining areas are closed, and the front door is deserted.

in combination with the recent layoffs in new projects in Nanjing, many people think that Wen Heyou is facing a situation of acclimatization.

What can Wenheyou export to be a Disney in the food world?

once highly sought after, and even boasted that he wanted to be a literary friend of "Disney in China food industry", why didn't he continue his glory? In the discussion on the topic "How to evaluate Guangzhou's literary friends" on the Zhihu platform, we may be able to see clues.

In the message at the bottom of the topic, a local netizen in Guangzhou said: "I can't agree with the function of Guangzhou Wenheyou to preserve the memory of the city. As a Guangzhou native who has never left except for traveling, I will never recommend Wen Heyou to any friends who come to Guangzhou to travel. In terms of architectural environment, except for some detailed elements piled up, there is no local characteristics on the whole, which is not much different from Changsha store, and the locals have no * * * sound. Even if you take 11,111 steps back, even if it is an imitation of the characteristics of the village in the city, I can't understand why you should pay special attention to the village in the city in Guangzhou. "

In fact, there are quite a few such comments.

It is understood that in recent years, Wenheyou has gradually developed from "focusing on Changsha's feelings" to "one city, one product", intending to integrate into the local culture. For example, WeChat official account, the official of Guangzhou Wenheyou, introduced: Wenheyou who belongs to Guangzhou people; Another example is that Shenzhen Wenheyou changed its name to "Laojie Oyster Market", claiming to be the first independent IP with regional characteristics and a brand-new field based on Shenzhen. Unfortunately, this series of attempts has brought consumers' "incomprehension" and a sharp decline in passenger flow. . .

In this regard, Shen Meng, executive director of chansons Capital, said that the characteristic of Wenheyou is the night culture in Changsha. If it is changed to the local characteristics of the target market, Wenheyou will not be good at it, nor will it be able to give full play to its advantages. It will be quite difficult for an outsider to go to the local area to make local characteristics. Therefore, instead of going to one city for one product, it is better to give full play to the characteristics of Changsha and Wenheyou, do what you are good at, but attract tourists with marketing methods acceptable to local people.

However, he also pointed out that Changsha's nightlife culture is both leading and unique in China, including the wave of domestic variety shows set off by the original TV Hunan Army, which is not only supported by the professionalism of employees, but also supported by the market atmosphere. However, the cultures of other cities may be very different, and Changsha's mature night culture cannot be integrated into the local area.

Therefore, how to solve this problem better, or the direction that Wenheyou should consider more in the next development. "Where is the positioning? Output what? How to output? After thinking about these three questions, the prospects of Wenheyou are still considerable. " Insiders said.

According to previous media reports, Wen Heyou has been preparing for an IPO since 2121 and is expected to land in Hong Kong stocks in 2124. Before that, was Wenheyou frustrated and faded out of the market? Or will it break through the predicament and realize listing? Wen Heyou denied large-scale layoffs: normal personnel changes 2

Following the tide of layoffs on the Internet, some companies in the new consumer industry followed suit.

On February 6th, according to the report of "Fast Consumer", many employees of Wenheyou said that the company started a round of large-scale layoffs years ago, and the number of people laid off in some departments exceeded 61%. Years later, a new round of layoffs continues.

In this regard, the person in charge of Wenheyou's public relations responded to the news on the interface, saying that layoffs are normal personnel changes caused by the company's business adjustment, and many positions in the company are also recruiting people. At the same time, various projects are now in the process, and new projects and formats will come out one after another.

According to the data, Wen Heyou, who was born in 2111, started from a stall selling fried pork ribs in the hands of its founder Wen Bin, and successively expanded the categories of lobster, sausage and stinky tofu in several years, thus creating the popularity of super Wen Heyou. After the C-round financing of several hundred million yuan in June 2121, Wenheyou's valuation reached 11 billion yuan, making it one of the new consumer catering culture companies with the highest valuation in China.

Driven by capital, Wen Heyou walked out of Changsha with great ambition, went south to Guangzhou, and then marched into Shenzhen and Nanjing. However, Wen Heyou, who left, was not acclimatized. Some analysts pointed out that layoffs are only a part of the "declining trend" of Wenheyou, and the "top stream" of this catering industry has long since disappeared.

It was exposed that people were laid off and their wages were deducted

According to the employee who broke the news, Wen Heyou was laid off in expect the unexpected.

A week before the Spring Festival this year, Wen Jiake (pseudonym), who joined an immersive theater project in Changsha Wenheyou, was told that the project had been stopped and received a notice of layoffs from the company. When it was "optimized", Wen Jiake had been employed for less than three months and had not passed the probation period.

It is reported that the project involving layoffs is a charging project similar to a float parade that Wen Heyou landed to realize the vision of "Dining Disney".

According to public information, Wen Bin, the founder of Wenheyou, has repeatedly said that Wenheyou should be "Disney in the catering industry". "We are catering, but we are not just catering, but we should also explore the local market culture. If it is only positioned in catering, there will be business limitations. "

Wen Jiake said in the news that Changsha Wenheyou built the immersive theater project just to emulate Disney. The project has to cover the six floors of Wenyouhe in Changsha, and the workload is not small, but the progress is not smooth.

First of all, the personnel have not been fully equipped, and Wen Jiake has to bite the bullet when he encounters a game field that he is not familiar with; Secondly, the setting of IP theme has changed. In more than two months, the script scheme has undergone seven or eight major adjustments, and the top management has never reached a unified opinion on the project subject.

Until the whole project was stopped, Wen Jiake and other colleagues who did content planning and design received the notice of layoffs.

At present, Wenheyou has "Super Wenheyou" in Changsha, Guangzhou and Shenzhen, and Nanjing is the fourth city where Wenheyou is going to land.

In February, 2121, Wen Heyou announced that he would enter Nanjing, and planned to locate at No.132 Changle Road, Qinhuai District, Nanjing, with the development orientation of Nanjing culture, theme entertainment and fashion theme, with a total investment of 511 million yuan, and it is expected to be completed and opened by the end of 2121.

And this layoff also affected Nanjing Wenheyou. According to Hong Yu (a pseudonym), a laid-off employee of the project, what he did for Nanjing Wenheyou was Ming Dynasty culture.

In February, 2121, Hong Yu and other members of the team were suddenly told that the culture of Ming Dynasty would be replaced by the culture of Six Dynasties. After being recalled from Nanjing, Hong Yu received a notice of layoffs from the company on the same grounds that "the project should be suspended and the personnel should be optimized".

As Nanjing is a new project, the number of people to be "optimized" far exceeds that of Changsha project. "From more than 61 people in its heyday, it has been cut to about 21 people, and it is said that it will be cut."

It is reported that this round of layoffs involves many departments other than Wenheyou Catering, and some departments are "optimized" as high as 61%.

In addition to layoffs, the employees who stay behind also face salary deduction. Wenheyou's employees' salary will not be paid in full every month, and 11% performance salary will be paid as the year-end bonus at the end of the year, while all employees will have no year-end bonus in 2121.

Wen Heyou responded that layoffs are normal personnel changes caused by the company's business adjustment. At present, many positions in the company are still recruiting people, and new people will join the company after the year, and all the projects of the company are advancing, and new projects will come out.

Expansion outside Changsha is blocked

Changsha, which has always had a strong cultural and entertainment background, has given birth to many online celebrity brands, among which Wenheyou is one of the most concerned.

With regard to Wen Heyou's entrepreneurial history, a report in cheung kong graduate school of business introduced that at the age of 22, Wen Bin resigned from the sales job of an automobile company and set up a stall on the streets of Changsha with a start-up capital of 5,111 yuan, mainly promoting fried pork ribs.

except for the necessary expenses such as buying a cart and purchasing goods, 4111 yuan was spent, and the remaining 1111 yuan was all smashed on the signboard. In Wen Bin's words, this is called "brand awareness".

The signboard started, and Wenbin's "sharp ribs" gradually became explosive snacks, and more and more people lined up.

At that time, Yang Ganjun, the co-founder of Wenheyou, was a sausage supplier, and Wenbin was his customer. The two became familiar with each other and opened an "Old Changsha Frying Club" together, and the brand of Wenheyou was formally established.

Since then, with the booming business, from 2112 to 2116, Wenheyou brand has added Wenheyou Lobster Restaurant, Wenheyou Changsha Sausage, Wenheyou Stinky Tofu, Toast at Six o'clock, Zhuoyi Pasta and other sub-brands.

According to statistics, by 2115, Wenheyou had eight stores in Changsha, with accumulated revenue of over 111 million yuan and gross profit of over 41 million yuan.

In 2117, Wen Heyou, located in Jiangge, Du Fu, had to be demolished due to the transformation of the old city. Seemingly an ordinary relocation, Wen Bin seized this opportunity and further grafted the marketing gimmick of "street culture" into the snack business.

in 2118, after receiving a strategic investment of not less than 71 million yuan from Tang Renshen Group, Wenheyou Changsha Hisense Plaza Store, which cost nearly 1 billion yuan, opened. Different from previous stores, more than 1,111 merchants were introduced by Wenheyou this time, mainly focusing on Changsha folk snacks, and Wenheyou was upgraded to a "super Wenheyou" with a floor area of 21,111 square meters and a height of 7 floors.

at the time of opening, the culture of punching cards and planting grass was prevalent on social media. Through community planting and short video marketing, Wenhe Friends became a holy place for punching cards in online celebrity, and the limelight was the same.

In addition, the barbershop, billiards room, homestay and art gallery are all integrated into it, and this grounding method quickly opened the traffic entrance for Wenheyou. On March, 2119, Changsha Wenheyou Lobster Restaurant queued for over 7,111 tables, releasing 6,111 numbers a day, setting a new record for the catering industry.

The success of Changsha Wenheyou quickly attracted the attention of capital. According to Tianyancha, in February 2121, Wenheyou received nearly 111 million yuan of Series A financing from Jiahua Capital; In April 2121, Wenheyou's round B investors were Sequoia China Fund, IDG and Huaping Capital, with an amount of 511 million yuan, with a post-investment valuation of over 11 billion yuan.

With the blessing of capital, it not only strengthened Wenbin's ambition to become a Disney in the catering industry, but also provided support for its expansion outside Changsha. As for the expansion plan, according to Feng Bin, CEO of Wenheyou, it is planned to open about 21 urban Wenheyou in the next five years.

The first stop of "Super Wenheyou" was in Guangzhou. In July, 2121, Super Wenheyou, with an investment of 211 million yuan and an area of 5,111 square meters, landed in Guangzhou, located next to taikoo hui Shopping Mall in Tianhe District of CBD.

in the early days of opening, the ranking of Guangzhou Wenheyou once reached more than 2,511, and the average queuing time reached 4 hours. However, the good times did not last long. Some media reported that many well-known businesses, such as Fengtonghui barbecue, pork chop and a hot and sour rice noodle, left Guangzhou Wenheyou one after another because of the drop in passenger flow.

according to media reports, one year later, Guangzhou Wenheyou changed "Super Wenheyou" to "Guangzhou Wenheyou". In addition, many products in the store were also changed. Crayfish, which used to be the main dish, was replaced by seafood.

In April 2121, Shenzhen Wenheyou opened its business, with an area four times that of Guangzhou. However, even with the introduction of well-known old shops such as "Bright Pigeon" and "Shajing Oyster", Shenzhen Wenheyou, like Guangzhou, became "cold in the door" after experiencing the explosion in the early days of its opening.

In September, 2121, Shenzhen Wenhe Youyuan signboard was taken down and replaced by a new signboard "Laojie Oyster Market". Wu Xian, general manager of Shenzhen Wenheyou, said that after the adjustment and transformation, Shenzhen Wenheyou will present a Cyberpunk-style future market, including seafood market, vegetable market and bazaar.