High-peer violence, layoffs? Buy a cold winter?

Recently, Chen Yongdong respectively received the Voice of China Radio China and the Youth newspaper interview, on the high peer net layoffs and the development of group buying industry to talk about their own views. One of the youth newspaper after the interview by Tao Li wrote "High-peer net layoffs group buying industry into the knockout" (Original address: http://www.why.com.cn/epublish/node4/node38956/node38968/ userobject7ai282925.html), its text uses "the violence to lay off nearly 500 people" the title, "The Violence" the word this startled me.

Although I don't want to be an afterthought, but it is true that the development of the group buying industry has put forward their own concerns, whether in the voice of China Radio to the telephone line interview, or to accept the call of the Youth newspaper interview, I have analyzed the issue of group buying and future trends: the overall will not disappear, but will further the fittest, and the formation of differentiated services, at the same time began to enter the spelling characteristics, service quality, fight channel and industrial chain era. Following is the "Youth Daily" interview Chen Yongdong and other people wrote the article:

"Gao Peng net layoffs group buying industry into the knockout"

In March this year, the United States group buy giant Groupon and Tencent joint venture to create a network of Groupon, online just three months, the high peer network in nearly 40 cities nationwide, its rapid expansion of the industry in an uproar, and even at one time, some people believe that group buying industry wolf. However, faced with the plight of the "Thousand-Regiment War", Gao Peng last week, but had to carry out mass layoffs.

Violence cuts nearly 500 people

Despite the birth of a "golden spoon", Gao Peng did not break the fate of overseas internet giants not agreeing with the Chinese market.

Last week, high-net insiders said that senior friends in Shanghai began a large-scale layoffs. The original Gao Peng Shanghai employs more than 500 people, and the layoffs involved 30%, about 150 people. Initially, Shanghai employees received only half a month's salary compensation, but after negotiations, they eventually received two months ' salary compensation. It is reported that Wuhan, Hangzhou, Tianjin and other nearly 30 cities in the stations have also carried out large-scale layoffs, however, these employees did not get the same treatment as Shanghai, even overtime, meal fees, transportation subsidies are not paid.

It is reported that the high peer network of about 3,000 employees, the cut off about 500 people, and completely abolished Qinhuangdao, Yantai, Nanning and other 13 cities.

High-peer network of the staff of the deputy lawyer, China Network Law network, the chief legal Adviser Zhao occupation to this newspaper said, according to the "Labor contract law" 41st, a one-time layoff of more than 20 people are economic layoffs. Therefore, the senior friend of the layoffs under the labor contract law under the economic redundancy, should be in accordance with N (n refers to the working life) standard to pay economic compensation, he will continue to the remaining 100 employees, to obtain two months of salary compensation.

With regard to redundancy and the closure of the substation, Gao Peng Network COO (Chief Operating Officer) Ouyangyun, in the recently held China Internet Conference to the media, said that the high peer network has recently done some organizational structure optimization and overall strategic adjustment, high friends want to optimize the allocation of resources, to put more resources, Configured in large and medium sized cities.

But for employees who have just entered the group buying industry, dreams are beginning to burst. As of August 16, 2011, high-PEER network has opened 128 branches nationwide, set up less than half a year's high peer network has recruited more than 3,000 employees, even at the expense of the peer to dig horns, even the ordinary sales staff, but also mostly through headhunting.

GAO Peng Nanning Branch station of an employee Xiao Wang told this newspaper, he previously engaged in industrial sales in Shenzhen occupation, the annual salary of about 70,000 yuan, although the salary is not too high but also stable, but this situation was quickly broken.

This April, Xiao Wang received the search company's telephone, the other side to him described the good vision of the network, and hope he to Nanning Branch station as sales, basic salary for 3000 yuan, each commission at 150 yuan to 250 yuan. "Considering the high peer network is Tencent and the United States the largest group purchase joint venture, I think there should be a future, as long as the 10 per month to make a single, you can earn more than 5000 yuan, I am fully confident to do, and the company committed to increase the Commission." ”

So, Xiao Wang gave up the work of Shenzhen, all the miles to Nanning. When he entered the post in May, he found that reality was not as good as he had imagined. Throughout June, he only made a single group purchase, only to get 250 yuan Commission, July 28, the South China regional human resources leader came to Nanning, layoffs 16 people. So far, there are only 3 people left in Nanning station.

Another employee who wants to be activist through legal procedures is also frustrated. She said that the high net in the downsizing of the attitude is very tough, and signed an agreement with the staff, if the media disclosed the company's relevant information, the company has the right to refuse compensation. "I originally wanted to get justice for myself by law, hoping to compensate me for at least 2 months ' salary, but considering that the internet is so small, I have to find other jobs and I don't want to be in this business." ”

Buy Mode Demand Change

Public data show that the second quarter of the high net in China's similar sites ranked eighth, monthly independent user visits 15 million people, not to handle the net 30%. From the lottery fraud, sales of fakes to the outgoing information about layoffs, fully explain the model of the Great Leap Forward group buying site is not workable.

The huge cost of human costs and marketing costs caused by blind expansion has overwhelmed many websites. Previously, there will be happy net group buying and litters group layoffs precedent. Handle network related personnel to the newspaper disclosed that its current in the country has more than 5000 people's team, in accordance with each employee 10,000 yuan per month cost, the monthly manpower expenditure of more than 20 million yuan.

According to the advertising industry, the handle nets, litters Regiment, Poly-Mei excellent products, such as group purchase sites, the monthly input to the subway bus, buildings, Internet and other items of the cost of more than 1 million.

Because of the current major group buying site has no public earnings, so only from the company's glutinous rice network in the results of some of the results. Everyone company Q2 earnings show that the average monthly loss of glutinous rice net nearly 10 million yuan. The total number of employees less than 500 of the glutinous rice net is so, other group purchase site to burn the money to the extent imaginable.

Associate Professor, Shanghai Theatre Academy E-commerce expert Chen Yongdong to this newspaper, said that the timing of high peer network to enter China is not good, before the handle network, the United States Network, glutinous Rice network, such as a large number of competitors, so the investment of high peer network is naturally accompanied by risks, and for employees, but also opportunities and risks coexist

He analyzed, the group buying industry in China did not form a standardized, the entire industry threshold is lower, forming more than 5,000 group buying website, oversupply situation. Coupled with high-level group buy products and did not receive support from the upstream, compared to the public comments network, Poly-Mei excellent products and other sites, and did not form their own competitiveness. "From the high peer network currently operating products to see, more like a small taobao." ”

In addition, the Internet veteran xingdong that, high-net and domestic group purchase site The biggest difference, is that the domestic site is basically independent entrepreneurial, founder can lead the development of the company, and high peer network is a typical manager-led company. "This is also the experience of most overseas internet companies in China, where managers are subject to the capital behind them in terms of corporate strategy and layout, and capital has a powerful voice." Therefore, in the face of problems, can not adjust the direction in time. ”

Industry knockout start

In response to the layoffs of the high net, handle network, the public comment group said it is inconvenient to express their views. Li Chengdong, a network analyst, sees this as the industry's "vane". He said, "high-peer network has strong financial support, but also face difficulties, has a large representation, indicating that the capital is not particularly optimistic about the group buying market." The original group buying site still has 20% gross profit, but now 10% is not. Even if these companies shrink marketing spending, the cost of people and operations is very high. ”

Xingdong said, "High peer redundancy will certainly ring a bell in the industry, the credibility of the industry to form a very big impact." Other sites will certainly reflect, buy industry large-scale burning money phenomenon will be curbed, market competition will gradually tend to rational. ”

He believes that the group buying industry will start a knockout. In the next two or three years, will be eliminated a large number of irregular group purchase sites, the real survival of the site, will be less than 10.

Chen Yongdong also holds the same view, he believes that there is no feature of the group buying site will be eliminated, can maintain a healthy development of the site would take the road of differentiation, large sites tend to do a comprehensive group purchase, small site is inclined to do a good job of vertical, in some specific areas, to form their own characteristics.