Late Exclusive丨Yu Yongfu calls on employees to think about the “origin” problem; Xingsheng has a COO; Yuanqi Forest develops offline channels

Original link: https://www.latepost.com/news/dj_detail?id=1177

war present

Yu Yongfu called on employees to think about the “origin” problem

Taking over Ali’s local life business for nearly a year, Yu Yongfu began to think about its mission, vision and culture.

On May 10, he sent a sincere internal letter to all the staff, encouraging everyone to join him in thinking about what is the driving force behind the development of local life, and first answer some “origin” questions, including: Who are we? Why are we able to fight together for so long?

In the past, only an independent company had a mission and vision. However, Ali’s business is huge and complex, and businesses of different natures, stages, and capabilities cannot be managed uniformly with the same standard values ​​and cultural system. Under Ali’s new “diversified governance” strategy , each business segment must not only have a separate business methodology and establish different organizational capabilities, but also means that in the past, Ali, which was strongly value-oriented, must rediscover its own business. own culture.

More than one employee of the local life business told us that they felt that Yu Yongfu always emphasized that local life has never been a marginal business of Ali, but a business sector that has self-awareness and should be responsible for its own behavior.

Yu Yongfu said that the business quality and scale of local life have improved significantly, “so the strategic planning and budget of local life this year are ‘one-off’ in Ali Group.” Local life also has its own intranet – “local and foreign “.

He also tried to correct some of the wrong ideas of executives, telling everyone “how to think correctly.” At the end of May, he said at the Ali local life managers conference that he had been an entrepreneur for 16 years, and after several companies, everyone liked to ask “what is strategy?” He told the team that strategy is not a sentence. What can be summed up is to be realized step by step based on things.

Yu Yongfu became the CEO of Ali’s local life service company in August last year, and he made a series of adjustments to the organization of more than 20,000 people without stopping. He focused his business on four tracks: home, real-time logistics, in-store and innovation, shrinking the word-of-mouth business, handing over the Ele.me enterprise version to Alipay, and divesting the catering SaaS platform Keruyun; in addition, he also set up nine These core cities serve as the main positions for food delivery, including Shanghai, Hangzhou, Wenzhou, Ningbo, Changsha, Suzhou, Wuxi, Wuhan and Xiamen.

Ali Local Life adjusted the organizational structure of Biao Meituan. Taking the local retail sector as an example, it cancelled the original standard supermarket business department, user experience design department, pan-retail business department, and convenience supermarket business department; instead, it divided departments according to commodity categories, and added a franchised and monopoly business group (casual snacks). , beauty makeup, baby pets, etc.), flower business department, Shangchao Ribai business department, merchant platform operation department – this is similar to the logic of the division of business departments of Meituan Flash Shopping.

Yu Yongfu once said that local life is a “not fierce (there are not many players) but very cruel” competition. But in less than half a year, local life ushered in a multi-party melee. “LatePost” recently exclusively reported that JD.com will launch a takeaway business, and Douyin is also increasing its investment in local life business. Douyin’s local life business had a GMV of more than 10 billion last year, and this year’s goal is 50 billion.

For any organization, lack of mission vision and organizational culture will not go far. However, the situation is changing rapidly, and the mission, vision and organizational culture are only the starting point in the current war. (Text, edited by Ma Kexin, Guan Yiwen)

Prosperity selects the first time to introduce core executives from outside

Former Dingdong Vice President Xiong Wei as COO

“LatePost” exclusively learned that Xiong Wei, the former vice president of Dingdong grocery shopping, joined Xingsheng Select in May 2022 as COO. Xiong Wei has now arrived in Changsha.

Xingsheng Select was founded in Changsha, Hunan in 2017. This is the first time that it has introduced core executives from outside. In the past, the executives of the headquarters and the heads of the 17 provinces and regions were all from Hunan. They were business partners and loyal subordinates whom the founder Yue Lihua met in his early years.

People familiar with the matter told LatePost that Xiong Wei’s short-term job after taking office was to be in charge of the new department “Panshi” established in September last year. As the name suggests, the main task of this department is to revitalize offline stores and group points and improve group efficiency.

For example, Panshi promoters form a team of three, and the team can get 9,000 yuan under the condition that the group site can survive for 3 months, the number of people placing orders per day is not less than 5, and the average daily order volume is not less than 25 orders. award. According to the average number of 12 orders in Hubei mission, the promoters need to ensure that the number of orders is doubled within three months.

Xiong Wei previously worked for Meituan and Dingdong Shopping. He served as a senior director at Meituan and participated in Meituan Wine Travel’s attack on Ctrip Hotels. In 2021, he joined Dingdong Maicai to be responsible for user growth and client operations.

According to the descriptions of those who have worked with him, Xiong Wei has a calm personality but likes to challenge the unknown. His business hobby is climbing snow-capped mountains, and he once climbed the eighth highest peak in the world, Mount Manaslu.

Prosperity’s current situation is not optimistic. It abandoned the Northeast Kaicheng plan at the end of last year, and began to shut down and merge some grid warehouses in the first quarter of this year. The internal slogan has been changed from “User Experience, Dangerous Rush” to “User Experience, Cost Reduction and Efficiency Improvement, Deep and Thorough”.

Xingsheng was once studied by Duoduocai and Meituan. However, after competitors quickly laid out the network and built warehouse distribution logistics, Xingsheng’s dominant position was shaken.

Xingsheng currently has a total of 17 provinces. The four provinces of Hubei, Hunan, Jiangxi and Guangdong achieved profitability in the first quarter of this year, but the daily order volume in Hunan is only 800,000 orders, and the daily order volume in Hubei is only 600,000 orders – these are the two provinces with the highest order volume at present.

Compared with Meituan Optimal, its national daily order volume exceeds 30 million, and the number of orders in Xingsheng Hubei is comparable to that of Meituan Optimal Harbin. The daily order volume in Harbin has reached 500,000 orders by the end of March this year.

An employee in Hubei province said that after Duoduo Shopping and Meituan Selected completed coverage in Hubei in the third quarter of last year, the number of orders in Xingsheng Hubei began to continue to decline, and the number of orders in some cities fell by nearly 40%. In 2021, Prosperity Hubei had set a target of 20 billion GMV, and finally completed about 16 billion. At present, its grid warehouses in Hubei region have decreased by about 30%, and other regions have closed more.

Two of the “Old Three Groups” (Same City Life, Shihui Group, and Xingsheng Choice) of community group purchases have withdrawn, and only Xingsheng Choice is left. Yue Lihua once said at a meeting that he knew how much money he still had in his account, how much he lost every month, and how long he could lose. (Text, edited by Shen Fangwei and Chen Jing, Guan Yiwen)

Vitality Forest vigorously penetrates offline channels

Former Convenience Bee executive Chen Xiaoxin joins

“LatePost” exclusively learned that Yuanqi Forest recently established a retail business center, and vigorously entered offline channels through the smart retail cabinet business. The person in charge is Chen Xiaoxin, who joined in May this year and reported to Tang Binsen, founder and CEO of Yuanqi Forest.

Chen Xiaoxin joined Youbao in the first year of its founding, the head operator of automatic retail counters, as a founding team member. In 2018, he joined Convenience Bee as the project leader of automatic retail cabinets. A person from Yuanqi Forest said that Chen has rich experience in operating retail cabinets such as husband-and-wife stores and commercial institutions, and has managed franchisees, which is the talent that Yuanqi Forest needs most at this stage.

“LatePost” learned that the overall online channel of Yuanqi Forest is still losing money because of the high cost of beverage transportation. In 2021, Yuanqi Forest’s sales of 7.3 billion yuan will only account for one-tenth of the online sales.

Beginning in 2021, Yuanqi Forest will shift its channel focus to offline, and install retail cabinets in convenience stores, hypermarkets and other channels. In March this year, the 5th self-built factory of Yuanqi Forest started trial production. After all 5 factories were put into operation, the total production capacity in one year exceeded 5 billion bottles. The above channels are no longer enough to consume such a large production capacity. Vitality Forest has to penetrate into offline channels like capillaries.

At present, there are two types of retail cabinets in Yuanqi Forest. One is similar to traditional freezers, which are mainly placed in convenience stores, mom-and-pop stores, and traditional supermarkets, with more than 1 million installed. However, compared with the top beverage brands, there are still not many. In 2020, the number of retail outlets of Master Kong and Red Bull will exceed 4 million. “Compared with the giants in the channel, we are still elementary school students.” said a person from Yuanqi Forest.

The other is smart retail cabinets, which are mainly placed in offices, apartment buildings, etc. A beverage industry source said that Coca-Cola has more than 500,000 offline retail counters in China, but he learned that there are only 20,000 smart terminals that can collect and feed back data.

Yuanqi Forest Smart Retail Cabinet hopes to help offline channel merchants increase beverage revenue through commodity transaction data. Changing the beverage category and display method will affect sales, and the average retail store owner does not have this data analysis ability.

We have reported that last year, Yuanqi Forest set the goal of laying 100,000 smart retail cabinets nationwide this year, and formed a number of teams to try the project internally, and each team needs to be responsible for its own profits and losses.

“LatePost” learned that near the middle of the year, only more than 10,000 smart retail cabinets have been laid in the country, and insiders estimate that only 50,000 points can be completed by the end of the year, because due to the impact of the epidemic in some cities, it is also related to recent sales. The team controls costs and suspends recruitment. (Text, edited by Chen Jing, Guan Yiwen)

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