Reinventing the Millennium

Things are not going well for Du Ji.

From the middle of last year to the third quarter of this year, the mood within the company has undergone significant changes. At first, there were bold words, in the middle, there was nonsense, and in the end, there was silence.

Make a light application, light application will not work, upgrade to a direct number, direct number will not work.

Investing in Bumblebee, Bumblebee will not work, acquiring Duji Taxi, but Duji Taxi will not work.

When it comes to cloud computing, Yike is too far ahead and its profits are slim.

Entering the group buying market, Mi Tuan is a bit strong and local promotions are too crazy.

The most demoralizing thing is that since entering the third quarter of this year, the share of both PC and mobile terminals has declined significantly. Before that, Douji still had the upper hand in the stalemate with its competitors.

According to CTR data, as of early August, Duji's PC side dropped sharply from 55% in June to 48%, falling below 50% for the first time in these years. This drop is almost the same as the drop in the entire year of 2013. .

"7%" and "less than 50%", these two performances in the core PC search business made even the middle and senior management of Duji tremble.

what happened?

It shouldn't be. If you say boiling a frog in warm water, it shouldn't have such a cliff-like performance!

Just before another high-level meeting was held, Li Yanhong even suspected that the internal data had been falsified before. Now he was unable to stop the fire, but after a thorough investigation, no problem was found...

This seems even more chilling...

There are various signs that the competitive strategy led by Yike YMS is gradually taking effect and has stabbed Duji's vitals. If this continues, Duji can only become a second-rate company.

The question is, what to do?

This has been an issue that has been raised frequently at conferences over the past year.

One of the more euphemistic expressions is the investment in new businesses. From Bumblebee Burn to Duji Taxi, from October last year to July this year, Duji’s money burn did not achieve the desired results, and the other three competitors did not relax at all. Meaning, and with the differences in YBAT itself, it is divided into levels.

Yike has Yixin and Yipay, ranking first, while Alibaba has Alipay and is still catching up.

Penguin has QQ, which is one level lower than the previous two.

Although Duji has search, the traffic conversion effect is very poor, and it is one level lower than Penguin.

In the national mobile taxi market, Yike accounts for over 35%, Alibaba accounts for over 30%, Penguin accounts for 20%, and Duji only hovers around 10%.

10%!

This is not even comparable to the previous Bumblebee operated by Li Yongjin’s team!

More money has been invested than before, and the people are internal elites drawn from it. Why is the effect getting worse and worse?

Logically speaking, Duji's traffic is very strong. Is it a problem with the nature of the traffic, or is it a problem with the operations team?

In May of this year, Duji had an internal dispute over the taxi-hailing issue, and finally a person in charge was changed. However, there was no significant improvement in June and July. According to the new person in charge, this was The stubborn problems left over from the past...

On the one hand, the Yike department continues to attack, and on the other hand, it is the decline of its core business and various internal problems.

One year is so short yet seems so long. Li Yanhong just feels so tired.

When this high-level meeting was held, he said very frankly that he wanted to hear more real opinions from everyone, more real business observations, and more real responses to competition.

However, he did not expect that he would immediately head in the direction of cutting off Duji's taxi business, and behind this was a strong questioning of his wife's decision-making.

The more I invest, the more I invest. Can I still invest?

It’s getting worse and worse. Can I still do it?

If you don't do this, will you be responsible for the costs of previous decisions?

Who will take responsibility?

Li Yanhong's face was expressionless. At the moment when PC searches were declining, he increasingly felt that he needed to look at various issues more objectively.

"Duji Taxi has brought more than 100 million users to our Duji wallet. This growth rate is the company's second-fastest project." Ma Dongmin waited for a while but did not wait for others to defend "Duji Taxi". I had to say it myself, "In recent years, only Tieba has grown faster than Duji Wallet. If this kind of driving role can be regarded as a failure, I don't know what success is."

She looked at Vice President Guo Shihuang, who had just spoken, and asked, "Are we just looking at the market of this business and not the overall role it plays?"

"The idea is good, the strategic concept is good, and the plan is good. Duji Taxi will drive Duji Wallet, activate mobile payment, and then conduct business linkage with Duji Group Buying, but, but!" Guo Shihuang is really unhappy. "But, have we seen the effect of the linkage?"

He said directly: "It's very poor! It's very poor! What's the use of this kind of Duji wallet data brought by subsidies? If we want to pursue such data, why don't we directly set up a local promotion team, and then directly send money to users to grow The speed may be even faster! Can its growth be the same as Tieba?”

Duji planned one link after another, but there were difficulties in each link. The cumulative result was a completely substandard strategic execution.

Guo Shihuang said again: "Duji Wallet has more than 100 million payment accounts. What about Alipay? What about Yipay? What about Penguin Wallet? Are they fewer and slower than us? Are we still confused by data?"

He stood up directly and said loudly: "The problem now is that we are still unwilling to face the problem head-on. On the PC side, there are Sogou and 360. They do not engage in negative optimization. We do. If their share is high, we will have less negative optimization. , their share is high, but if it is smaller, why can’t they resolutely focus on customer experience? Why did the data in July collapse?”

"The sun arches one pawn, the sun arches one pawn, why doesn't it collapse?"

"If this continues, there really will be no future."

After Guo Shihuang said this, he did not sit down and said: "Sorry, I am very emotional. I will go out and calm down."

He turned around and left the conference room, not intending to argue with the boss's wife, leaving the others behind with heavy hearts.

For a long time, no one said anything.

Li Yanhong asked slowly: "What do you think?"

Xiang Hailong, one of the decision-makers, glanced at the proprietress with his peripheral vision, hesitated for a few seconds, and said: "The decline of the PC side is very dangerous. If there is no PC side market, whether it is taxi-hailing or group buying, it will become passive water. It’s not that we have a choice, it’s that we have to, it’s that we must give priority to preserving the PC market.”

Li Yanhong looked over directly: "What do you mean?"

Xiang Hailong avoided Robin's gaze and said without waiting for the other people's voices: "Uber is coming in. The competitive environment faced by Duji Taxi will continue, and it may only achieve limited success."

Limited success, to put it mildly.

But Li Yanhong understood it and noticed that many senior executives were looking at him after hearing this. The underlying meaning was obvious.

He turned to look at his wife, who had been vigorously promoting investment and acquisitions. Her expression was extremely ugly, her brows were furrowed tightly, her eyes were a little out of focus, and she looked like she might be broken.

However, I don't have time to put her broken heart back together now, because the first priority now is to put the broken company back together first.

Li Yanhong closed his eyes, then opened them and looked around. Some of the people present were in a trance, some were confused, some were cautious, some were careless...

This is not easy to put together...

One yuan brings new beginnings, everything is renewed, I wish everyone a happy family and all the best~

In my hometown these days, I try to keep updating as much as possible, and things will be back to normal on the fourth day of the Lunar New Year~