Meituan Youxuan is reported to be laying off employees substantially

Meituan Youxuan is reported to be laying off employees substantially. Recently, it has been revealed that Meituan Youxuan has started to lay off employees. The "Ten Hui Tuan", which has a longer history than the "Mei Tuan Optimization", is also suspected of being shut down recently, and there are no commodities for sale in small programs. Meituan is said to have laid off a lot of staff. Meituan Youhao is reported to be laying off a large number of employees. Recently, according to the news of Meituan Youhao's internal staff, Meituan Youhao has also started to lay off employees. There are substantial layoffs on the agent side and the direct generation side, and the R&D post is still unclear. The net economic society first asked the relevant person in charge of the public relations of the US Mission for verification, and the deadline for publication has not yet responded. What is the prospect of Meituan's community group buying strategy?

It was reported that the person in charge of the massive layoffs left the front line of business

As early as October 31th, according to media reports, Chen Liang, the person in charge of Meituan Optimization Division, left the front line of business and focused on organizational construction and strategic research. Chen Liang's original overall management of Meituan Optimization, Kuaidonkey and Meituan's grocery shopping business will be handed over to Guo Wanhuai, vice president of Meituan.

It is worth noting that Chen Liang is a junior and senior high school classmate of Wang Xing, the co-founder, chairman and CEO of Meituan, and joined Meituan in 2111. After joining Meituan, Chen Liang and Wang Huiwen accompanied Wang Xing to lead Meituan through many important battles, and it was Chen Liang who promoted Meituan's wine travel business to the second place in the industry. Now, more than a year after Wang Huiwen left the US Mission, Chen Liang also began to retreat from the front line.

and it's not peaceful for us to choose the best outside. In the three-tier warehouse network structure, most of the central warehouses selected by Meituan are in the form of leasing and self-operation, and the supply chain logistics service providers provide transportation services. According to reports from relevant sources, the US Mission preferred the large warehouses in Ningxia, Shanghai and other regional centers to be ordered to rectify by the relevant fire departments due to illegal storage of liquor, edible oil and other products. It is reported that liquor, edible oil and other products are Class C products, while the warehouse is Class C warehouse, which is suitable for storing combustible solid items, but not suitable for storing Class C items such as alcohol and oil items. At the same time, the warehouse still has illegal construction of cold sheds, and the fire department has issued a notice of rectification within a time limit to the US Mission, requiring it to be demolished before the fifteenth day of the first month.

Now, it's less than two years since Meituan Youxuan was established. At that time, it's embarrassing that its ambition has been exposed to massive layoffs.

Zhuang Shuai, a special researcher at the research center of e-commerce of NetEconomy and Social Security and the founder of Bailian Consulting, went further. This time, it should be the optimization and adjustment of personnel by Meituan according to the business development stage. In the initial stage of community group buying business, the development team leader is the mainstay, and the construction of operation management and supply chain system is emphasized in the middle and late stage. If the layoffs selected by Meituan are true, it should be that the business has entered a new stage of development from the perspective of the types of layoffs.

the strategic prospect of "Meituan" group buying in the community

On July 7, 2121, Meituan announced that it would set up a "Optimization Division" to enter the community group buying track, which was headed by Chen Liang, senior vice president of Meituan and a member of S-team. The "Optimization Division" launched the community group buying business "Meituan Optimization", which was first tested in Jinan. At the same time, the original Elephant Division was renamed as the "Shopping Division" and continued to accelerate the development of the food shopping business of the US Mission. The person in charge was Xin Chongyang and reported to Chen Liang. At that time, Meituan designated community group buying as a first-class strategic project, which became a new growth curve besides the two main businesses of food and beverage take-out, shop arrival and wine travel.

In October of the same year, Meituan Optimization Division made a new round of organizational structure adjustment, and newly added the position of regional head, in charge of five regions in East China, West China, South China, North China and Central China. At the highlight moment, the size of the US Mission's preferred team exceeded 3,111, including about 1,111 outsourcing teams.

In the second quarter earnings conference call of Meituan in 2121, Wang Xing also expressed confidence that fresh retail is a new business of strategic importance for Meituan, and Meituan will firmly invest enough resources in the field of fresh retail and is very determined to win the market. However, the reality is cruel.

according to the financial report data, in the third quarter of 2121, Meituan's new business (including Meituan's optimization, Meituan's grocery shopping, Meituan's flash shopping, etc.) and other income was 13.723 billion yuan, up 66.7% year-on-year; The loss amounted to 11.916 billion yuan, which was the highest loss in a single quarter since Meituan entered the community group purchase, with a year-on-year increase of 437.5%. Starting from the third quarter of 2121, the cumulative loss of new business of Meituan, including optimization, has exceeded 36 billion yuan.

Mo Daiqing, director and senior analyst of the online retail department of the E-commerce Research Center of NetEconomy & Society, believes that the community group buying track has become a "capital game" of "sky-high money burning", not billions, but tens of billions. The current predicament of Meituan Optimization is related to its burning money for scale and losing money for traffic. Relying on subsidies, the product has no core competitiveness except low price advantage, and the platform lacks "hematopoietic" ability, although it lacks "hematopoietic" ability. Under this circumstance, it is also expected that the US delegation will choose to "survive by breaking the tail".

community group buying was once wildly favored by capital, but it failed to meet the supervision of policies. At the end of 2121, the State Administration of Market Supervision pointed out that "nine no's" should be achieved: no low-price dumping and unfair competition. Subsequently, in March 2121, the State Administration of Market Supervision imposed a fine of 1.5 million yuan on four community group-buying enterprises, namely, Orange Heart Optimization, Buy More Vegetables, Meituan Optimization and Shihui Group. After that, veteran players, such as Tongcheng Life and Food Enjoyment Club, successively declared bankruptcy, and the Tenth Club was exposed to layoffs and debts. Behind the barbaric growth was "mourning everywhere".

According to the domestic online consumer dispute mediation platform "Dianv Bao", in 2121, Meituan Youxuan received complaints from users, mainly focusing on the issues of return and refund, product quality, order problems, false promotion, poor after-sales service and online fraud.

Bao yuezhong, a special researcher at the research center of e-commerce of NEWSS and chairman of Baum enterprise management consulting co., ltd., pointed out that Meituan preferred to be a small-program e-commerce, but its biggest problem now is the whole supply, and the ability to build it is relatively lacking. Meituan's supply chain system is its weakness, so the whole model is very difficult to operate and basically in a state of loss, so the final layoffs are a certain problem. Simply relying on community group buying, it lacks supply chain ability and user operation ability, so it is difficult to "run through" such a relatively single business model. If Meituan can make full use of its comprehensive advantages of platformization, it may have prospects. If it is simply to do community group buying, it is meaningless.

Zhuang Shuai suggested that the prospect of Meituan's community group buying business is clear at present, and it can form a good synergy with Meituan's flash shopping and Meituan's grocery shopping to serve users with different needs and different regions.

The community group-buying market will be divided up by the giants

In 2121, a large amount of capital will flood into the community group-buying market, using the advantages of capital, flow and data to dump goods at a price lower than the cost, which will rapidly expand, "scramble for land", seize the market and compete in disorder. This kind of behavior destroys the market price order, damages the market environment of fair competition, impacts the offline community economy, harms the interests of small and medium-sized enterprises and individual industrial and commercial households that operate in compliance with the law, and will also harm the interests of consumers in the long run.

Nowadays, the barbaric growth period of community group buying has passed. Mo Daiqing believes that the collapse of Tongcheng Life seems to have triggered a "domino effect", and the food enjoyment club then closed down, and the Tenth Club fell into a storm of layoffs and debts, and the prosperity and optimization were also under pressure. At present, the main players in community group buying are all e-commerce giants: Pinduoduo, JD.COM, Ali and Meituan. However, the US Mission Optimization and Orange Heart Optimization can be described as "he is my brother". In the future, the community group buying market will be divided by giants such as Ali, Pinduoduo and JD.COM, and the living space of startups will be greatly reduced. It is said that Meituan's optimization will greatly reduce the number of employees. 2

The days of seemingly unlimited scenery in community group buying may really come to an end.

Recently, it was revealed that "Meituan Youxuan" has started to lay off employees. The "Ten Hui Tuan", which has a longer history than the "Mei Tuan Optimization", is also suspected of being shut down recently, and there are no commodities for sale in small programs.

Community group buying, which started in 2116, was unknown in the first two or three years, and was neither concerned by consumers nor favored by capital. However, the COVID-19 epidemic in early 2121 changed people's consumption habits. The mode of "pre-sale+self-promotion" ushered in an outbreak of community group buying. Consumers learned what community group buying was in a very short time, accepted it, and let many investment institutions participate in the game with cheques.

However, the disorderly development caused by low-price competition soon eliminated a number of participating enterprises in community group buying. In the first half of 2121, with the strengthening of supervision, the capital chain of "Tongcheng Life" broke, and a large number of suppliers blocked debt collection. On July 6, 2121, "Tongcheng Life" announced that it had changed its name to "Fresh Orange Technology", but on the same day it announced that it had filed for bankruptcy again.

At the end of July, 2121, people from Wuhan headquarters of the "Food Enjoyment Club" went to the empty building, and the payment for its suppliers had not been settled, and the wages of its employees were also in arrears, and the website and WeChat applet could not be opened normally.

at the end of July 2121, the strategic adjustment of "orange heart optimization" was fully contracted. Since October, 2121, "Orange Heart Optimization" decided to shift its focus to wholesale business, and quickly hatched a platform for retail terminals and wholesalers to trade. "Orange Heart Optimization" quietly went offline from Didi taxi access.

Just after the Lunar New Year in the Year of the Tiger, negative news came from the "First Choice Group" and the "Tenth Group" one after another. Is it true that a new round of elimination of community group buying has already started, and the industry has ushered in a new round of reshuffle?

when a large amount of capital is involved in community group buying, community group buying has become a "capital game" of "sky-high burning money", and its scale is not in the order of one billion yuan or several billion yuan, but in the order of tens of billions of yuan. The current difficulties of community group buying companies that have been "killed" or are still struggling are all related to their burning money for scale and losing money for traffic. Under the sky-high subsidy, community group buying has no core competitiveness except low product prices.

Although some participating enterprises in community group buying have realized that the rapid expansion leads to insufficient stamina, and they have to face the reality of being squeezed by giants at the same time, they can only struggle to support them. Even if the parent company like "Meituan Priority" is riding in a certain field, it still can't show its advantages in the field of community group buying.

Bao yuezhong, a special researcher at the research center of e-commerce of the network economy and society and chairman of Baum enterprise management consulting co., ltd., said that if Meituan can make full use of its comprehensive advantages of platform, it may have prospects. If it is simply to do community group buying, this is meaningless. Meituan preferably wants to be a small program e-commerce, but the biggest problem now is that the supply chain system is its weakness.

Zhuang Shuai, a special researcher at the research center of e-commerce of NEWSS and founder of Bailian Consulting, said that after the community group-buying track entered the era of giants in an all-round way, it became normal to fight for prices and head rebates, and no one could realize positive benefits in a short period of time, while the service innovation and experience innovation at the user end came to a standstill, and the internal consumption of the whole industry was serious. Polarization will be the future trend of community group buying. Giants such as "Buy more vegetables" have advantages in capital and flow, and Internet thinking and play are more prominent, and they continue to make large-scale purchases nationwide at the expense of profits. Group buying platforms below the waist will focus on their original advantageous areas, improve cold chain logistics and ensure fresh products; Enrich the variety of dishes and provide one-stop purchase service. Meituan Youxuan is reported to be laying off a lot of staff. 3

Recently, Meituan Youxuan suddenly reported that it was an internal employee of Meituan Youxuan who disclosed the news, and said that there were layoffs on both the agent side and the direct generation side. At present, the US Mission has not responded to this rumor. It is worth noting that Meituan Youxuan has recently made a major personnel adjustment. Chen Liang, senior vice president of Meituan Youxuan Business Department, was announced to leave the front line of business on October 29 this year and become a company consultant. He will focus on organizational construction and strategic research in the future.

Internet giants have entered the market one after another, and the horns of various wars such as traffic and subsidies have also sounded, and the popularity is comparable to that of the "Thousand Regiments War" ten years ago.

On July 7th, 2121, Meituan announced the establishment of "Optimization Division" to launch Meituan Optimization, and officially entered the community group buying track, aiming at the sinking market.

on October 31th, 2122, "LatePost" reported that Chen Liang, the head of "Meituan Optimization Division", left the front line of business and focused on organizational construction and strategic research. Moreover, Chen Liang's original overall management of the US Mission Optimization, Fast Donkey and US Mission's grocery shopping business will be handed over to Guo Wanhuai, vice president of the US Mission.

Guo Wanhuai, who succeeded Chen Liang in charge of Meituan's selection, is the wife of Meituan's Wang Xing, which does not prohibit the outside world from questioning the structure of Meituan's right pyramid again: Can a listed company with a "mom-and-pop shop" be responsible for capital and shareholders?

According to Dianv Bao, in 2121, Meituan Youxuan received complaints from users, mainly focusing on the issues of return and refund, product quality, orders, false promotion, poor after-sales service and online fraud.

Mo Daiqing, an analyst at NetEconomy & Social, believes that the community group buying track has become a "capital game" of "sky-high money burning", not billions, but tens of billions. The current predicament of Meituan's optimization is related to its burning money for scale, losing money for traffic, relying on subsidies, its products have no core competitiveness except low price advantage, and the platform lacks the ability of "hematopoietic", although it has realized that the rapid expansion leads to insufficient stamina. Under this circumstance, it is also expected that the US delegation will choose to "survive by breaking the tail".