Hungry? Respond to rumors of layoffs

Hungry? In response to rumors of layoffs, 65438+10.4, according to the interface news, Ali local life is about to start a round of large-scale layoffs, which involve almost all business lines, including regional branch personnel, excluding third-party riders. Hungry? Respond to rumors of layoffs.

Hungry? Respond to the rumors of layoffs 1 1.4. Regarding the issue of online layoffs, if you are hungry, respond to the reporter: "The news is not true. We have neither a so-called layoff plan nor a clear next development plan. "

Earlier in the day, some media reported that due to the "war" gap between Hungry and the US Mission in local life, Ali's local life is about to start a round of large-scale layoffs, which involve almost all business lines.

Market prospect of take-away industry

With the increase of Internet penetration rate and the rapid development of residents' economy, the role of food and beverage take-out in national consumption is further highlighted, and the demand for foreign sales is increasing. The overall development trend of food and beverage take-out industry is good, and there is still great growth potential. As the downstream industry of the new tea industry, the rapid increase in the penetration rate of the food and beverage take-away industry has also brought growth points to the terminal demand of new tea. At present, food and beverage outlets are welcoming more sinking market users and post-60 s and post-70 s users. The number of food and beverage take-out users in fourth-tier cities is the fastest growing, and the food and beverage take-out is significantly higher than that in first, second and third-tier cities. Among the fourth-tier cities, users grew fastest after 95 and 60. In addition, the average monthly order volume of users in first-tier cities after 70 years has exceeded 5 orders, making them truly "highly sticky" users.

According to the financial report data of the catering takeaway giant Meituan, in the first quarter of 20021,Meituan's income from shops, hotels and tourism was 6.6 billion yuan, up1/2.7% year-on-year. The operating profit of food and beverage take-out increased from 680.2 million yuan in the first quarter of 2020 to 2.7 billion yuan in the first quarter of 2002/kloc-0, and the operating profit of food and beverage take-out increased from 22% to 4 1.7%. In the first quarter, the transaction amount of food and beverage take-away business was 654.38+042.7 billion yuan, a year-on-year increase of 99.6%; The average daily transaction number of food and beverage takeout increased by 1 13.5% to 32.3 million.

At present, there are 446,000 catering take-out enterprises in China, whose names or business scope include "take-out", and their status is in operation, surviving, moving in and moving out. Among them, individual industrial and commercial households account for more than 90%. In addition, more than 380,000 such enterprises were established in 2020, accounting for 86% of the total number of catering take-away enterprises. Up to now, based on industrial and commercial registration, there are more than 380,000 new take-away related enterprises in China this year, with a year-on-year increase of 1.364%.

By 2020, the number of online catering take-out users in China has reached 456 million, an increase of nearly 7.3 times compared with 20 1 1. 20021China average take-out times survey showed that although 18.5% of consumers said that they had never ordered take-out, 1-5 times was the choice of many consumers in China, accounting for 35.2%. In addition, 27.0% of food and beverage take-out consumers take out 6- 10 times a month; What is even more exaggerated is that 5.0% of food and beverage take-out consumers actually take out more than 20 times a month.

Hungry? Respond to rumors of layoffs? Hungry? Standing at the crossroads again.

65438+10.4, according to the interface news, Ali local life is about to start a round of large-scale layoffs, involving almost all business lines, including regional branch personnel, excluding third-party riders.

According to a person who is close to being hungry, the layoffs are mainly due to being hungry, and the war gap with the US Mission in the local life field is gradually widening. From September, 20021year, Hungry's local market share in Shanghai began to fall below 50%. Shanghai is the headquarters of Hungry. This change may indicate that if you are hungry, you are gradually losing your dominance in key areas of the base camp.

It is reported that an employee who is hungry said that business adjustment was already underway at the end of the month. In addition, according to a local regional manager who lives in Ali, the reduction of word-of-mouth business has also begun in some areas. "Some people with word of mouth have been laid off, some have been left behind, and some have been transferred to hungry, but the main implementation is estimated to be years later."

In response to this rumor, hungry said: the news is not true. The company has neither a so-called layoff plan nor a clear plan for the next development plan.

Word of mouth has not responded to this matter for the time being.

Hungry? In the third quarter, the revenue was less than half of that of Meituan.

Although I am hungry and deny the rumors of layoffs, it is an indisputable fact that Ali's local life service income is growing slowly and its performance is under pressure.

According to the third quarterly report of Ali, the local living service revenue of Ali in this period was 9.5./kloc-0.30 billion yuan (about 6.5438+0.476 billion US dollars), an increase of 7.6% compared with 8.839 billion yuan in the same period of last year, and the proportion of the total revenue dropped to 5%. This part of the income mainly comes from the platform commission, service fees charged for providing distribution services and other service fees. The increase in income is mainly due to the increase in GMV, which is partly offset by the increase in subsidies regarded as income offset.

In the same period, the transaction amount of food and beverage take-out business of Meituan in the third quarter was 197 1 100 million yuan, a year-on-year increase of 29.5%; The revenue from food and beverage take-away business was 26.5 billion yuan, up 28.0% year-on-year.

The above data shows that the revenue of Meituan in the food and beverage take-out business is nearly three times that of Alibaba's local life service business.

At present, among the takeaway platforms, Meituan has the largest market share. According to the data compiled by Forward-looking Industry Research Institute, in the first quarter of 20021,Meituan take-out accounted for 67.3% of the main take-out platforms, and hungry accounted for 26.9%.

Although the state has gradually strengthened the punishment for "two-in-one" unfair competition since 20021,under the strict control of compliance, the income growth trend of Meituan is still better than that of Hungry.

Hungry, will it shrink?

Earlier, Li Yonghe, CEO of Ali Local Life Company, also resigned because his subordinates were suspected of "scandal". The newly appointed Yu Yongfu became the fourth newly appointed CEO of a local life company in the past two months.

In response to the adjustment of word-of-mouth business, 2 1 Century Business Herald reporters observed on social platforms that some certified employees of Ali Group claimed that the layoffs in some positions of word-of-mouth were true, and said that they had just transferred from word-of-mouth and were hungry. Years ago, someone broke the news that Ali's local life was hungry and Xianxian enjoyed the integration of retail three-terminal BD posts.

Since 202 1, the local living service in Ali has been restless.

On April 30th, Hungry, its B2B food distribution platform "Youcai" announced that due to business adjustment, the platform will officially stop operating on May 20th, and stop trading services from May 10, and will no longer support the generation of new orders. Hungry? Youcai was established in June, 20 15, formerly known as Youcai Team.

In May of the same year, Gao De was informed that personal information was illegally collected and used; In September, the Intermediate People's Court of Chuzhou City, Anhui Province decided to compensate the US Mission for its unfair competition and economic losses of 80,000 yuan. 10 June 12, Alipay announced that the middle entrance at the bottom of Alipay APP was changed from word of mouth to life, and word of mouth was placed in the box of Alipay homepage, allowing users to sort or delete it by themselves. 165438+1On October 20th, the Municipal General Administration of Supervision imposed an administrative penalty on the case of violation of the anti-monopoly law in the acquisition of small life.

On February 8, 65438, Yu Yongfu, CEO of Ali Local Life, issued an internal letter, saying that although the number of local life racers is small and the competition is not fierce, it is cruel. No one can win, and it is a long-term boxing match, so the basic ability is construction. In the next three years, Ali local life will adhere to the strategic direction of "four horizontals and four verticals".

On the other hand, Ali himself can hardly say that he is giving up the entrance to local life.

Meituan's performance guideline shows that the single volume growth rate of Q4 has dropped to 15%~ 17%, and the revenue growth rate has dropped to 18%~20%. On the one hand, the decline of single quantity is the influence of the overall consumption environment; On the other hand, it is the change of control policy under the epidemic situation. In many areas, there are no restrictions on store consumption, but it will restrict the courier brother from entering the community, thus reducing the consumption utility brought by ordering take-out, thus reducing the growth rate of single quantity to a certain extent.

Increase subsidies if you are hungry.

Hungry? Respond to rumors of layoffs? 3 At the end of each year, employees of big factories are "laid off" by public opinion.

On the first working day of the new year, the interface news released exclusive news: Hungry, Word of Mouth will start mass layoffs. Less than 1 hour, hungry, the official response "The news is untrue, there is no layoff plan", and Lu Jiu Finance confirmed the reply to Ali. After that, the above exclusive news was deleted.

In the exclusive news that was deleted, the interface news said that it had checked with the employees who were hungry, and quoted the insider who was hungry as saying that "the layoffs were due to the growing gap between hungry and the US Mission in the local life field". Although the news of this layoff is false, but hungry "can't win" and "will be laid off sooner or later" also represents many people's views. It is reported that Ali's internal voice of dissatisfaction with hunger has existed for a long time, saying that "a good hand is not played well."

But over the years, he has insisted on investing heavily in local life and has always insisted on high-profile. Will Ali really give up because he can't beat the New Year's Eve? Yu Yongfu mentioned in his internal letter that "it is the responsibility to lead the team to develop this business well". How to achieve this through layoffs?

Lu Jiu Finance communicated with many industry observers and analysts, and got a new view: Hungry is really at a disadvantage in the take-away and in-store business. But in 2022, the high probability of "compliance" is still one of the main themes. The enclosure expansion of local life may do more harm than good to Ali. At this time, it is a good choice to shrink the loss-making business and concentrate on breaking through the high-quality business.

"Takeaway is only a small piece of local life, but it is developing too fast. Now the vision of local life is too narrow, so this piece is magnified in people's minds, even equivalent to local life. No one thinks from a daily perspective, and the authorities are fascinated. So quit and be awake. "

This layoff is fake, but sooner or later it may be true.

"At the end of each year, there will be a round of 27 1 (similar to the assessment standard of Internet companies with 20% excellent, 70% ordinary and 10% tail). Have you made a mistake? " When asked how to treat the massive layoffs, Wang Li (pseudonym), who has been an executive in many Internet companies for many years, first reacted with fake news.

Sure enough, as he expected, about 1 hour after the news about layoffs was released, Sina Technology released a message saying: "In response to the rumors of layoffs, the news is not true if you are hungry, and there is no so-called layoff plan."

At the end of each year, many employees of large factories have to be "laid off" by public opinion, but this year's situation is somewhat special. First of all, the interface message indicates that the message has been verified with the hungry employee; Secondly, layoffs seem to be the * * * nature of major enterprises from the end of 2002 to the beginning of this year. Even if Ali does lay off employees, it's not special. What's more, in the internal letter issued on February 8, 65438 last year, Yu Yongfu has vaguely revealed some signals of active change.

On the occasion of joining local life for 100 days, Yu Yongfu sent an internal letter as the "squad leader", expressing his personal views from five aspects: the development direction of three years, the problems currently encountered, talent management, organizational agility and how to act. He has repeatedly mentioned topics related to reform, such as "the head and foot of the organization have not grown from' single business capability and single business organization' to' advanced large-scale business capability and advanced large-scale organization'", "optimization will be completed next year", "large groups are also on the road to system reform" and "these misunderstandings are also the fundamental reasons why large-scale organizations do not simplify/dare to make decisions".

The opinions in the internal letter should not be just "casual talk", but convey that Ali wants system reform, and the local life business sector should improve organizational agility and enhance organizational ability. To this end, the local life team will have to "accept imperfections", including choosing goals and iterating in stages. Not all colleagues are happy.

If the system reform mentioned by Yu Yongfu comes, it means that Ali will enter a new stage of development, so in this process, the flow of personnel is inevitable and normal. It's only a matter of time before layoffs. There are not even large-scale layoffs, and small-scale layoffs are already under way.

Ali's local life business is almost all acquired companies with different backgrounds. According to people close to Ali, this is "the most chaotic in the whole ecological layout of Ali" and it is difficult to manage. Ali will send Yu Yongfu as a member in the future, and he should have made up his mind to completely smooth this important business sector. Yu Yongfu was "not in the planned form" and became the "squad leader" of local life. He needs to establish prestige and lay off employees in his own form, which is a powerful form and will almost certainly be considered.

Layoff = throw in the towel?

If the reform is really on the way, why are you hungry and related businesses are likely to adjust? The interface news quoted an insider who was hungry as saying that "layoffs are due to hunger and the gap between the US Mission and the local life is getting bigger and bigger", which is also one of the mainstream views.

The "Q2 2020 China Takeaway Industry Development Analysis Report" released by Trustdata shows that by the first half of 2020, the market share of Meituan Takeaway has reached 68.2%, while the proportion of hungry is only 25.4%. The data of other consulting institutions mostly stay at 20 19. At that time, the market share of Meituan and Hungry was around 60% and 30% respectively. Hungry? The market share has been slowly declining for many years, and the "can't win" group is almost a real hammer.

But Ali lives in the local area, especially the word-of-mouth of layoffs is hungry. Being suppressed by the US Mission is not a recent event. Over the years, Ali has been making high-profile announcements about his efforts in local life and has been investing heavily. Why is he suddenly willing to "throw in the towel" after a year? Or, layoffs ≦ "admit defeat"?

Even if the news of word-of-mouth layoffs is true, it is more like an active strategic adjustment. Emperor Wen of Sui, an industry observer, said: "In terms of business, it is a good choice to shrink the loss-making business and concentrate on making breakthroughs."

Emperor Wen of Sui further analyzed that Internet companies have entered a consolidation period, and the key word in 2022 is "compliance". Although local life is a good extension of Ali's core business, the gameplay before local life is a bit like using the advantages of capital to "enclosure". Now this practice is very dangerous. If Ali temporarily shrinks in the local life field, then strategic shift and avoiding potential risks are one of the reasons.

Kay Xiao Sheng (pseudonym), an investment bank analyst, believes that the competition between Ali and Meituan in traditional take-out and store-in-store business has basically settled, and it is not worth killing in a site where others have formed a trend advantage. "But it is definitely wrong to say that Ali lost in the field of local life." Local life involves too many businesses. For example, everything is home now, the service field is still in the exploratory stage, and there are more things we haven't seen yet. We must develop with the development of society. "

"Takeaway is only a small piece of local life, but it is developing too fast. Now the vision of local life is too narrow, so this piece is magnified in people's minds, even equivalent to local life. No one thinks from a daily perspective, and the authorities are fascinated. So quit and be awake. " Yang Jian concluded.

Yu Yongfu's plan

Ali official has given a clear response: "The news is not true. We have neither a so-called layoff plan nor a clear next development plan. " Therefore, instead of focusing on layoffs, it is better to think about what plans Yu Yongfu has made for local life.

First of all, it is obvious that Ali has definitely not given up his local life business. In his internal letter, Yu Yongfu clearly put forward the strategic direction of local life in the next three years, that is, focusing on "four horizontals and four verticals", precipitating "business assets" and building "operational capabilities". Among them, the "four horizons" are closely related to scientific research and development. Combined with the "20 years of global digitalization" and "basic capacity building is the core" mentioned in the letter, should Ali's local life business develop more into infrastructure, that is, to B business?

Secondly, it can be clearly seen that the organizational structure adjustment of local life business is coming soon. Combined with rumors, Ali's local life will gradually give up the store business, and it is also possible to reduce the investment in the takeaway business and invest human and financial resources in other businesses with more room for development.

You Weiya (pseudonym), a private equity analyst who has long been concerned about the trajectory of local life, said: "Local life should be everything in daily life, and everything you don't want to do or won't do should be included. Now you will find a trend that skills are becoming more and more single or single. Forty or fifty years ago, the father at home was synonymous with omnipotence. Building houses, playing equipment and repairing various daily necessities are commonplace. Now you see, many of them are made by people. This trend will become more and more obvious, and opportunities for local life should also be aimed in this direction.

"Under the strategic retreat in the inferior vertical field, it is also possible to find other points in local life and make new efforts. The key is to see whether the business point is accurate and whether it can be done well. The most important thing is to pay equal attention to technology and service. In Yu Yongfu's internal letter,' service' is still relatively rare. If you still want to do C-end business, you must evolve from' capable service' to' good service', and respond at any time according to consumption levels and social changes, providing special services and in-depth services. "

Yang Jian believes that we can start from local life, think further, and have a global view: "Local services are not only consumption, but also create new formats and new occupations. For example, the rider is a new occupation of local life takeaway service, and the policy level still supports the direction of flexible employment. If we can create new flexible employment methods while opening up our local life and business, we will not overtake in corners when the policy is stable and smooth. "

So, it really doesn't matter whether you are hungry or not. What is important is that the transformation and reform of Ali's local life has indeed begun.