Major manufacturers have started to lay off employees, and the scale of Internet companies is almost positively related to the proportion of layoffs, that is, the larger the enterprise, the more inclined it is to lay off employees. Nearly 30% of laid-off employees are under one year old. Major manufacturers have begun to lay off employees.
In fact, the news of layoffs in large factories was leaked as early as the end of June of 10.
10 10 18, hot search on the topic of "byte layoffs". At that time, the focus of its layoffs was the game business, mainly focusing on Ohayoo and individual R&D projects under the Oasis plan.
According to Gamelook, on June 65438+1October 65438+September, ByteDance responded that the layoffs were true, saying that layoffs were normal business adjustments of the company.
165438+1October 24th, @ Late Lastpost reported that many businesses under Byte Education, such as Guagualong, Qingbei Online School and Xuelang, have started the "layoff mode". According to incomplete statistics, nearly 2000 people have been laid off.
If the "layoffs" in the game and education industries are measures that big manufacturers have to take because of the tightening of game policies, then a series of other layoffs can really show that landlords are really "frugal" ...
1On the evening of October 30th, ByteDance's real estate trading platform 165438+ Happiness reported on the Internet that "some salespeople of new houses in Beijing were told to lay off employees", and the employees who left the company could get one month's salary as compensation.
In this regard, happiness responded that the direct sales teams of new houses in some cities have recently been adjusted due to "business needs".
Subsequently, on February 7th, 65438, some netizens continued to report that ByteDance would cancel its "talent development center".
In this regard, many users said, "I didn't expect this wave of layoffs to be cut to the end, even HR was cut."
In fact, the layoffs in ByteDance seem to be just the beginning of this wave of layoffs at the end of the year. After entering 65438+February, the news of layoffs of big Internet companies has never stopped.
65438+February 1, iQiyi rushed the news of layoffs to Weibo for hot search. According to netizens, the proportion of layoffs of iQiyi reaches 20%-40%, and the scope of layoffs involves multiple business lines: short videos, literature, animation, games and intelligent hardware all have layoffs.
Subsequently, the news of the layoffs of iQiyi was quickly confirmed by many parties, but the official explanation for this was "accelerating the pace of profitability, focusing on content and technology, and refining cost management".
According to Sina Technology, most middle-level (director-level), older, older and higher-paying users have been laid off.
Like Iqiyi, Aauto Quicker also laid off employees from the "middle level".
On February 7, 65438, it was revealed that Aauto Quicker would lay off 30% of its staff. "International business has started, and most of the laid-off employees are middle and high-level employees with annual salary above 100w," the source said.
Many netizens added that apart from middle and senior employees, Aauto Quicker will also optimize employees with performance of C. ..
It is understood that Aauto Quicker divides the performance into four grades: S, A, B and C, and C is the lowest performance.
Up to now, Aauto Quicker has not made any official response, but on February 23rd, 12, a number of users "aired" the news they received from the company, saying that they had unilaterally contacted the labor contract, and the company required these users to cooperate to complete the resignation handover procedures before February 24th, 65438.
The tide of development has fallen, and the big factories have ushered in a deceleration period.
Large-scale layoffs reflect the survival dilemma of internet companies in the big environment-weak growth.
Many people regard the past decade as the golden age of Internet companies.
On the one hand, for the "big factories" at that time, the daily and monthly activities had not yet reached their peak. As long as you circle enough traffic, you can make a lot of money by "selling traffic";
On the other hand, the internet track was not fully developed at that time, and any industry that seemed to have a "fixed pattern" had the possibility of "breaking through the subdivided track". As long as the company cuts in accurately, it can get a super high rate of return in a short time.
For example, in 20 15, domestic e-commerce was divided between Taobao and JD.COM, but no one would have thought that Pinduoduo, founded in that year, could challenge Taobao and JD.COM by sinking the market and top social games three years later.
To take a step back, in this excellent environment, even if it is temporarily unprofitable, Internet companies can rely on favorable external conditions to give investors confidence, and then complete financing and achieve sustained expansion.
The most typical example is the "Apple Orchard Project" of iQiyi.
Gong Yu, the founder of Aiqiyi, showed an apple tree to users at the Aiqiyi World Congress in April 38+June, 2065. Each apple on the tree represents a subdivision of iQiyi business, including movies, online novels, live broadcasts and games.
It can be said that this "cake" painted by Aiqiyi has given the capital infinite reverie, so even if it loses money all the way after listing, Aiqiyi still carries out further business expansion by issuing bonds to raise nearly 3 billion US dollars.
According to reports, at the 20 19 Iqiyi World Congress, Gong Yu released its 2 1 product matrix in one breath, covering VR, short video, literature, animation, live broadcast, sports, games and other fields.
At that time, the number of employees of iQiyi had reached 8,889, an increase of 85.42% compared with 4,794 three years ago (20 16).
However, judging from the current environment, such a golden age seems to have passed.
According to the public data of the Network Information Office, as of 65438+February 2020, the number of netizens in China has reached 989 million, and the Internet penetration rate has reached 70.4%, only 5.9 percentage points higher than that in March 2020.
It can be seen that the traffic touches the ceiling, and most internet tracks enter the "red sea state", which will inevitably lead to the deceleration period of the development of major manufacturers.
In this regard, the latest financial reports of the big manufacturers are also vividly reflected: everyone's net profit is either declining or the loss is expanding.
First of all, the profits of listed internet companies that have already made profits have declined.
For example, Alibaba's net profit in the third quarter was 28.524 billion, down 39% year-on-year, making it the company with the largest profit decline among head manufacturers;
For another example, Tencent's net profit dropped by 2%. Although this figure is much better than Alibaba's, it is the first time that Tencent's net profit has fallen in ten years.
In addition, although Pinduoduo ranks among the "profit factories", the "growth story" is not so touching:
According to the calculation of dolphin investment research, in the third quarter, Pinduoduo's revenue was 210.50 billion, far below the market expectation of 25.6 billion; GMV increased by 30% year-on-year, far below the market expectation of about 45%.
Secondly, the loss scope of unprofitable listed Internet companies continues to expand.
For example, in the third quarter, although the revenue reached 52 1 billion yuan, up 6 1% year-on-year, the loss continued to expand, with a net loss of 26.9%, up 67% year-on-year, which was significantly higher than the revenue growth rate.
Another example is Aauto, which is faster. According to the quarterly report, in the first three quarters of 20021,the adjusted net loss of Aauto Quicker was 145. 1 1 billion yuan, which was 7.244 billion yuan in the same period last year, up by 100.3% year-on-year.
Finally, although the specific revenue of unlisted internet companies is unknown to the outside world, it is not difficult to find its difficulties from the overall market situation.
According to shanghai securities news, in the past six months, ByteDance's domestic advertising revenue stopped growing, which is the first time since its 20 13 was commercialized.
Under the slowdown of growth, the capital market also gave a timely response: compared with the peak period, Tencent's share price fell by 20%, Alibaba fell by 40%, Pinduoduo fell by 60%, and Aauto fell by 80% even faster.
Iqiyi's share price, which has suffered losses for years, fell by 83%, which can be described as "ankle chop".
Layoff is a helpless move for big factories to "reduce costs and increase efficiency"
When the tide of internet development comes, big manufacturers can continue to burn money and engage in an "arms race"; However, when "the incremental space is limited and the benefits are obviously reduced", it is actually expected to streamline personnel.
Cheng, CEO of a auto quickers, said: "a auto quickers has always been determined to reduce costs and improve efficiency, and has put it into action since the third quarter."
According to the data report of Lagou Recruitment Data Research Institute, "Since June 1 1, the talent demand index of major Internet companies has dropped by 26% as a whole. Compared with the upward trend that started in the middle of last year 10, this year's recruitment demand showed a turning point and began to decline. "
Obviously, the recruitment of big factories has become more cautious.
In addition, many people in the industry said that this wave of layoffs is not only related to "employee redundancy", but also affected by the adjustment of organizational structure of large factories.
"In the face of revenue pressure, those' marginal strategic businesses' will inevitably be abolished, and employees will naturally become victims of structural adjustment." A related practitioner told the operating agency.
"Marginal strategic business" often refers to those businesses that do not make money or even burn money now, but may be the way out in the future. Faced with this kind of business, in the era of expansion, many big manufacturers choose to "enter the market first and occupy the position even if they don't make money".
For example, Aauto Quicker's "Maritime Business". Because of Aauto Quicker's large-scale "burning money for innovation" overseas, its marketing cost remains high. According to @ LatePost, after burning 5.5 billion yuan in half a year, Aauto Quicker had to shrink its strategy in the following aspects: merging the original three overseas apps and shifting its focus from acquiring new users to retaining old users.
Another example is the game business of ByteDance and Baidu. Although the game business is recognized as a money-making business, the competitive pressure is also extremely fierce, and it is the world of Tencent and Netease, so it has become a burden for big manufacturers to burn a lot of money, but it is difficult to reap profits in the short term.
Therefore, in June 5438+10, ByteDance laid off employees in its game department Ohayoo and individual projects under the Oasis Plan.
In addition, it is also reported that Baidu's game department has laid off 80%-90% of its staff, but at present Baidu has not given a positive response.
Although most companies respond to the outside world, this is a normal "structural adjustment", but under the current "limited space for traffic increment", it is obviously the general trend to slow down the development speed.
According to Addiction Finance, in the Q3 earnings conference call, Ma said when looking forward to the future: "Our employees will grow by more than 30% and 40% every year, at least in 2022, which will be moderate." The relevant person in charge of a auto faster directly stated that there is no plan to significantly increase the number of people next year.
04 conclusion
When the dividend of an industry is fading, the cost of obtaining customers is increasing, and the core income is shrinking, many enterprises can only constantly adjust and try to find new breakthroughs.
After every adjustment and trial and error, layoffs are inevitable.
Since 20 10, China has experienced four layoffs: 20 12 global electronic and financial layoffs, 2065 438+06 O2O layoffs, 20 19 internet layoffs, and layoffs in 2020.
Although every layoff means that many users have to "re-employ", there are often new hopes behind layoffs.
For example, after layoffs in 2020, the offline economy shrank, but the east wind in the private sector took advantage of the situation.
This layoff may also become a new watershed, allowing Internet giants to move from the past "staking the land" to "reducing costs and increasing efficiency", and then explore a new "high-quality development road".
After all, although the revenue of Internet "big manufacturers" fluctuates, fortunately, their cash flow is still abundant.
Major manufacturers have begun to lay off employees. 2 Zhaopin released the 20021Internet Industry Liquidity Survey Report (hereinafter referred to as the Report) on the 29th. According to the report, 49.9% of the respondents said that their company had laid off employees, and the three major areas of education, real estate and e-commerce were seriously affected. As for the reasons for layoffs, over 40% of enterprises call it "operational difficulties".
Nearly half of the respondents said that their company had laid off employees.
According to Zhaopin's recruitment data, 49.9% of the respondents said that their company had laid off employees, and the proportion of respondents who had experienced layoffs in 20021year reached 25. 1%.
The scale of internet companies is almost positively related to the proportion of layoffs, that is, the larger the company, the more inclined it is to take layoffs. 58.6% of the respondents of enterprises with more than 10,000 employees said that their enterprises laid off employees; For large enterprises with the number of enterprises ranging from 1 1,000 to 9,999, 50.3% of the respondents reported layoffs on 202 1, which was much higher than other enterprises in the same industry.
Source: 202 1 survey report on personnel flow in internet industry.
From the business field, the respondents who are engaged in education have the highest proportion of layoffs, reaching 69.1%; The proportion of laid-off employees in real estate and e-commerce is also higher than other business areas, accounting for 50% and 47.8% respectively.
The report shows that nearly 30% of the laid-off employees are under one year old. According to the data, 28.6% of the laid-off employees said that they were dissatisfied with their work 1 year, 36.2% worked 1-2 years, and 23.2% worked for 3-5 years.
"operational difficulties" have become the main reason for layoffs.
According to the report, although more than 90% of enterprises will compensate employees when laying off employees, as many as 66.7% of laid-off employees expressed dissatisfaction with the compensation methods of enterprises, and 30% were "very dissatisfied". In terms of compensation methods, 33% of laid-off workers said that they received "N+ 1" compensation, while 25.7% did not receive any material compensation.
Source: 202 1 survey report on personnel flow in internet industry.
In addition, Zhaopin's recruitment data shows that only 43.8% of the laid-off employees said that the company had fully communicated with them, 19.9% said that the communication was "sufficient" and 25% said that the company had not communicated with the laid-off employees.
As for the reasons for layoffs, Zhaopin's recruitment survey data shows that 43.4% of the laid-off employees reflect that the reason given by the company is "serious difficulties in production and operation"; Followed by "enterprises adjust organizational structure and optimize personnel", accounting for 37%. Among all the interviewees, 6 1.3% thought that the reason of mass layoffs was "Internet industry traffic peaked", which was much higher than other options such as "poor enterprise efficiency" (38.8%) and "enterprises want to recruit young employees" (25.2%).
Among the practitioners interviewed, 55% said they had lost confidence in the industry. However, 57.8% of the practitioners are willing to continue to engage in the Internet industry, for reasons such as "certain accumulation" and "optimistic about the industry prospects". 25.4% indicated their intention to change careers, and the highest proportion wanted to enter the entertainment media industry, accounting for 2 1.2%. Another 16.8% of the respondents held a "wait-and-see" attitude on whether to continue to engage in the Internet industry.
Major manufacturers 10 4 have started to lay off 365438 employees. According to the interface news report, Ali local life is about to start a round of large-scale layoffs. This layoff involves almost all business lines, including the staff of regional branches, excluding third-party riders.
654381On the afternoon of October 4th, Ali replied to the Red Star Capital Bureau that "the news is not true. We don't have a so-called layoff plan, but we have a clear plan for the next step. "
The main business of Ali's local life is hungry and word of mouth. In 20 15, Alibaba and Ant Financial each invested 3 billion yuan to establish a word-of-mouth company. 2065438+April 2008, Ali's wholly-owned acquisition was $9.5 billion hungry. In June 5438+10, I was hungry and merged with Word of Mouth to establish Ali Local Life Service Company.
It is worth mentioning that as early as last year, 10 and 12, Alipay released a word-of-mouth moving announcement in the APP, announcing 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 on Alipay's home page, allowing users to sort or delete it themselves. According to market analysis, the change of word-of-mouth from "C position" also means being downgraded.
In July, 20021year, Ali announced a new round of organizational restructuring, which consisted of three major businesses, namely, Gaode, local life and flying pig, which were managed by Yu Yongfu on behalf of the Group and reported to Zhang Yong.
Alibaba Group (09988. Hong kong; Baba. US) The latest financial report shows that in the three months ending September 30, 2002/KLOC-0, the revenue of Ali's local living service was 95130,000 yuan (about 654,380,476 US dollars), an increase of 7.6% compared with 8.839 billion yuan in the same period in 2020, 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.