Why the company failed

Absrtact: "Deng Xiaoping changed China" recently, after Mao Zedong's death and Deng Xiaoping's comeback, some people suggested that the previous mistakes should be pushed to Mao Zedong, but Deng Xiaoping said that many of the past decisions I had participated in, so all

"Deng Xiaoping changed China" recently (translated by the Chinese "Deng Xiaoping era"), after the death of Mao Zedong and the comeback of Deng Xiaoping, some people suggested that the previous mistakes should be pushed to Mao Zedong, but Deng Xiaoping said that many of the past decisions I took part in, so all the mistakes we have. The closure of 24 coupons, nor is it Du Yinan a person's responsibility, all the body in which, especially in high places, all need to assume responsibility, which for everyone's future personal development also helps.

I am a 24-coupon old employee, from my point of view to briefly analyze the reasons for the failure of the company:

1, the competitive environment: initially the company in accordance with the percent of gross margin to discuss cooperation with businessmen. But gradually, a lot of competitors began malicious competition, 24 coupons to talk about 10% of the gross profit, the next days, the competitor used to say, "We only 5% of gross margin, our website first", when 24 coupons also reduced to 5% margin requirements, Competitor again said, "We can not make money, just go running water, expand the flow of it", the fierce competition so that businesses and consumers have enjoyed the benefits, but let the group buying site has become not to make money only make a yell "live Lei Feng."

2, Strategic direction: April 2011 onwards, the strategic direction of 24 coupons to give up the idea of sound expansion, adjusted for "rapid expansion", the station opened to 104 cities, the staff grew to 4500 people, in this state of expansion, in order to quickly recruit in place, the wages of each post are very high, on average four thousand or five thousand yuan, but in fact, High-paid also failed to find high man, the team, some even rival companies come over the "undercover", talk about good business priority in the competitor's group purchase site alone, after only in 24 coupons on a single, this strategy is the investor and the company jointly formulated, both sides really should reflect, and as CEO, Du Yinan should be responsible.

3, Management system: 24 voucher management is not enough to support the organizational structure of 4500 people, lack of "summary" and "responsibility", to the company caused much loss, do not need to bear a penny of the responsibility. For example, in the "volume group purchase", 24 coupons to a large number of merchants to pay a total of nearly 20 million yuan margin, but no one is responsible for the purchase after the end of the security deposit, so later when the salesman left, business closed, a large part of the margin has been unable to recover; Again, the company has no normal communication and management system. , many times, when communicating between departments and departments, not direct communication, but all through the CEO, COO to communicate, so, at that time the company's one big landscape is, every day the CEO and COO office in front of the long line, waiting for instructions to work, wait for Coordination department communication, waiting to sign, waiting to reflect the problem, Later, the CEO and COO were specially equipped with secretaries or assistants, arranging appointments, but still unable to solve the problem from the root, the CEO, COO even lunch box time to be used for this kind of communication; the company 4500 people, every day a variety of problems, but I never heard of a person who is responsible for the mistake, Or be deducted a penny salary.

4, incentive system: In kind Group buying team in accordance with sales buffers to the sales staff Commission, but some well-known brands of goods may be only 5% of gross profit, which means that the company in the loss of money to do water, some just graduated a few months of sales staff, a moonlight commission to get 230,000 yuan, such a company how can not lose?

5, cost control: To tell the truth, in 24 coupons, I feel only "cost", never "control." No matter what posts are unified by the headquarters of the computer, 4500 computer procurement, so that 24 coupons in Zhongguancun have a name, one of my subordinates to another site interview, the other side said, you 24 coupons unique money it? Zhongguancun sells computers know how to make a good relationship with your administrative staff. In the expansion period, in 104 cities leasing offices, but also to reserve 20–40% office space for the future to increase the number of more than 20% people to prepare, some branch station owners do not have the entrepreneurial spirit, their own office, are more than 24 coupons CEO office Big 4-5 Times, Buying a boss table is also more beautiful than Du Yinan's desk, which is thousands of yuan. Overtime company to provide lunch box, so every night there are a lot of people working overtime, but after lunch, most people do not see the trail. The company rented four floors in three Li Tun Soho, cost, input and output has never been mentioned, in the company's operating conditions are difficult, the company recruited a CFO, and began to do the monthly budget, but only done two times, the CFO after the departure of the budget work is basically nothing, instead of the department heads directly to the CEO, COO budget , but this budget is more descriptive, as long as the department director has a certain eloquence, most of the budget can be audited. Finally, for example, 24 coupons worship Alibaba, so the recruitment of some Alibaba people to do training, each month to the national staff of different positions to the headquarters of the training, train, aircraft, hotels near the company, but also very wasteful, if the training has a role, this waste is worthwhile, but unfortunately, Training content is more like the direct sales industry brainwashing, looks lively, but the actual work of the staff, guidance is not significant.

5. Cash control: I don't know much about it. So just one example: a staff father was sick, then wrote a loan, to work under the name of 80,000 yuan, more than six months, financial reminders, but later also nothing, 24 coupons closed, I do not know if this part of the money has been recovered?

6, Crisis management: 24 Coupons encountered many crisis PR scene, but in addition to the release of soft text, there is no proactive solution, this way lost the trust of consumers, and in the cash flow tense, through the sale of Sinopec refueling Card, the rapid pooling of funds, is tantamount to borrowing money from consumers, and then refund to consumers, After media coverage, the trust was spent. In the early 2012 to deal with merchant loans, 24 coupons a department and an external company, dedicated to the reception of the business, they are through various means to reduce the amount of business borrowing, but also some black sheep to the merchant to obtain kickbacks, who is willing to pay kickbacks, who will be able to prioritize the payment, Merchants ' confidence in 24 coupons is also gradually lowered, while the entire process has not taken any crisis PR action, sales fell to the original 10% below.

7, Corporate Culture: 24 Coupons Starting early, a lot of people crowded together to live every night overtime, we like a family, Kuzhongzuoyue. But the development to a certain scale, some people are not suitable, and some management methods are no longer applicable, when someone to COO, the CEO reflects the problem of such staff, the answer will be, "he is a pioneering veteran, very dedicated, and now still live in the company's conference room." "And the real thing is, the guy sleeps in the corporate boardroom at night, but the day is basically outside, because he has created his own another company, through some formalities, the merchant's products, services transferred to their own company name, and then turn the hand to sell 24 coupons, which is invisible to improve the price of group buying, Also destroyed the team morale, many people in the face of such behavior dare not speak, the ability of strong people because of this unfair phenomenon directly leave.

In October 2011, Ding Hui was represented in the "Strategic focus meeting" of the month, at the meeting to each branch station Stationmaster and each department director's monthly sale strategy carries on the question, many stationmaster and the director has been asked to pieces, because they do not have the so-called strategy, just is working for the work, or for the salary and work. After the meeting, the company summoned the director and above staff to meet, announced that the Ding Hui may suspend investment, nearly 30 million yuan per month of wage costs, as well as to the business and other projects will affect the cash flow of the company, in order to continue to live, I hope the director of the above staff wages to 3000 yuan, the policy to front-line staff and merchants tilt, Give priority to ordinary employees to pay, priority to the merchant settlement payment, everyone in the meeting to declare support, and even the old employees can not receive wages, but after the meeting, some managers have left. Before the Spring Festival, the director of the above employees were notified to the company to receive a gift, to the company downstairs, to avoid the debt collection business line of sight, at a certain level of the corner, like an underground joint pick up a paper bag, open to, there is a piece of Dove chocolate, and 24 yuan in cash As well as Du Yinan's handwritten letter: 24 Yuan represents the confidence of 24 coupons, chocolate represents Forrest Gump spirit.