Disappearing old Gould: how Yu to transform

Wen/Chen

The former Gould may only be retained in memory.

After a strategic conference called "High de", Yu handed the journalist a new business card with a gold logo on it, and he said he had a new identity since then--the Yongfu.

This is Yu's first public appearance as the general manager of the Internet Business Department. Prior to this, the title for UC excellent as chairman and CEO of the Yu, has been appointed Alibaba Group strategy committee members, Ali UC Mobile group president.

Yu's growing identity is a complex relationship between three companies--this February, Alibaba Group issued a wholly-owned acquisition of the offer of gold, two months later, Gold received a wholly-owned acquisition; in June, Alibaba Group and UC excellent view jointly announced that UC gifted wholly-owned enterprises into the Alibaba Group, and the formation of Ali UC Mobile Group, After that, UC integration of the news on the spread of gold; in July, he completed the privatization process and began a comprehensive business integration with Alibaba Group.

At the moment, the new Gould is undergoing an obvious "old High German" transition: a turnover of employees, O2O, and "vanishing" commercialization goals and independence.

The disappearing "former Gould employees"

The changes in the staff of the German administration have begun since the recent management adjustment. In July this year, that is, when the gold has just finished returning to the city, Ali announced that Alibaba Group CEO Lu will also be the CEO of Gold, while the former High German CEO from Wuzze Gairen, the CEO of the Special Advisor. In the industry, Cheng from Wu just leave a sympathizers to stabilize the heart of the old staff.

At the same time, the original German president and COO Qin as the new High de COO, and Ali UC Mobile group President Yu as the general manager of the Internet division, both to CEO Lu report.

After that, some management, including former Gao de CMO Jin Jun, as well as some of the technical staff of the non-tech department are leaving.

"Stay, will be labeled ' former German staff ' label, after all, make people uncomfortable." "Not long ago, just from the departure of Li Ming (alias), this was the cut of the German staff mainly from three kinds of departments: Ali strategy does not need to coincide with UC, UC feel less need and more cost of the department."

Li Ming was one months ago from the technical Department of the non-tech, and soon found his own. When it comes to integration, there are generally four kinds of people: do not want to go, afraid to find work, want to go, also be cut, very comfortable, want to go, not be cut, difficult to suffer; not been cut, gone, all indifferent. Li Ming said, the initiative to leave the people, mainly based on the confidence of the new job, from his departure to find a basic base is not difficult.

Li Ming said most of the departing colleagues followed the lead, and some colleagues did not like the new style, "to find a stable, rather than rumors flying in the environment."

For the outside of the "gold turnover," The word Yu disagree. He explained that New Gaod will increase the proportion of investment in product development, the future ratio will increase to 80%. With this in mind, while some of the employees in the non-tech sector are leaving, Gould is recruiting and recruiting researchers.

According to the new High German strategy, this adjustment is to solve the retention problem after the user has reached. "For Baidu, the two TOP2 company, the traffic only solves the problem that the user arrives, but cannot solve the retention problem." So we think that if we burn the money to the market, it is buns, and if we put it on research and development, it is value added. "Yu said," The bundle of traffic is not the last win, the end will be left only a better use of the product. ”

Making these changes is not easy for airborne Yu, and he may not be able to avoid internal and external pressure. "I am neither the name nor the profit, nor the place to rob, nor the money to be divided." My motivation is that this business is an incremental business of mobile Internet, and our consensus is to do better with our products. "Yu that the integration between the gold and Ali, UC does not exist in the nature of the conflict, the adjustment is mainly to see whether the team to create value for the Gould."

"This process does not exist who integrate who the problem, because UC originally did not lbs business, and the advantage of integration is that WHO needs what kind of resources can send corresponding technical experts to support." Yu stressed.

It is understood that the future of the combination of gold and UC will be more, including talent, experience, resources, channels and so can be supported. and the integration of the company with the Alibaba Group, more in the business and resources, such as Ali's cloud computing capabilities, large data, these are essential to the gold assets.

Vanishing commercialization objectives and independence

In the formal become Ali wholly owned subsidiary, into the Ali UC Mobile career Group, the changes in the company is not only the change of personnel, the greater is that it can no longer carry the performance of listed companies pressure.

In the next three years, according to Yu, Gould has no commercial goals.

This is different from the original German strategy: Before the retreat, he needs to balance the different needs of commercial products and user products, to consider the issue of earning money, but now, the merger of the gold of Ali not to consider these issues.

"Today's Gould is in fact a very good product to do a state and stage." "Yu that after the privatization, become a wholly owned subsidiary of Alibaba Group, the company will no longer bear the listed companies need quarterly performance pressure, operating pressure, sales pressure."

"In the next three years, Gould will focus on the needs of users, will focus on the best map navigation products, will focus on map navigation products, basic research and development, simply, is focused on the user, focus on the product, focus on the trigger." "Yu stressed," because I have such an advantage, so I stood talking not waist pain, the next three years, high Tak only one goal-do their own user products, no business goals. ”

Yu's "advantage", in fact, is from Alibaba's financial support-for Alibaba Group, the gold is not a simple map and navigation products, but "lbs ability", this ability for the current second-largest internet company in the world after Google, Alibaba, is very meaningful.

This "advantage" behind also means that the gold will increasingly lose their independence, but more in Alibaba's huge system development.

But there is no commercial target for three years, and it is also a sign that Gould (or Ali's gold) is looking for bigger moves in the future. After all, travel this matter is involved in a wide range of users every day to travel, and in lbs can do the ultimate product is not much.

Disappearing O2O

Without the pressure of performance, it seems that the product can be made more purely. So, without the business burden of new high Germany began with the pattern of Baidu map--do not do O2O.

"Do Internet products for so many years, I am very annoying one thing, is free products there is always a lot of ads, which is a great harm to the user experience, especially in the map products inside so many group buy ads." Yu said that in order to allow users to use the High German map navigation products will not have so much advertising harassment, the entire high-German map navigation will resolutely abandon group buying navigation.

In Yu's view, lbs is everyone's demand, but not everyone needs O2O. "Everyone needs to travel, and the frequency is getting higher, so Gould will focus on the lbs business." Yu stressed, "The future of the map is not O2O, so Gould needs to focus on lbs." ”

Under this strategy, there is a problem surface----------------------O2O, Alibaba Group O2O by who? Yu that the Alibaba Group has a lot of business can involve O2O, including air travel, catering, sellers and so on, compared to the New Gaod line of business needs to do a good job of lbs, to solve the needs of users travel.

This has some discrepancies with the previous industry's pre-award. Insiders have analyzed that Alibaba needs more space to imagine the business, such as O2O, and the acquisition of high Tak can be for Alibaba's O2O overweight. In fact, in the first half of this year, Gould is also openly emphasizing the O2O services that are hosted on the gold map.

In Yu's view, lbs is an incremental market that is still very early in the entire mobile internet world, with 90% of things to do, and O2O is not what all users need at the moment, it is more a service business than a service user, and its business color is more intense.

"We cannot disturb more users for 1 per thousand of the user's needs, so we decided not to do group buying navigation." Yu said, "If the future user's demand is exuberant, such as from 1 per thousand to 20%, 30%, the product can also be on the other 80% users to avoid interference, so the product is willing to do." But today's demand for O2O is very small, and for that point to disturb more users is not worth it, unless you are listed companies, there is income pressure, I have no pressure. ”