In the past two days, the media broke out that Heytea will carry out large-scale layoffs, involving 30% of employees, and some departments have been fully laid off, although Heytea responded at the first time, saying that the rumors are untrue, but it still caused a great market reaction.
Although milk tea is the favorite of young people in the past two years, whether it is Xicha or Naixue, or even other brands that have been on the hot search some time ago, it reflects the current loss dilemma. On the one hand, the profit is getting smaller and smaller, and even the loss is expanding, on the other hand, the actions of big names, especially the actions of international big names, have made these Internet celebrity companies that shouted against the benchmark XX sharply increase their anxiety.
A friend who started an business sighed in the middle of the night: it is too difficult for small and medium-sized enterprises to counterattack, large enterprises rely on their own brand effect, supply chain system, financial strength, talent reserves, etc., they are like lions that suddenly rush into the wolf pack to catch small enterprises by surprise, anxiety increased sharply...
In the past, talking about marketing was actually burning money to violently expand, and now everyone talks about hematopoietic ability is actually to return to the product management itself. But investors who are accustomed to making quick money can adapt to this kind of slow operation is difficult to say. When the freshness passes, or the big brand reacts, whether it is in the face of customer pickiness, or the big brand's financial advantages, resource advantages, supply chain advantages, it is a test of the new brand's ability to withstand pressure. Although Internet companies like to fight price wars, in the face of more big names, it is clear that this is not enough.
There's always been a formula circulating on the Internet, making a word, and then finding a bunch of KOLs, and then putting it on a platform... In the past, we felt that as long as we burned money, as long as consumers liked it, we could quickly create a new brand. Almost all Domestic Internet companies are famous in this way, but in fact, this opportunity is scarce, and even with high risks, it may not be able to catch up.
In the future, there will be very few opportunities to rely solely on marketing to drive sales. How to rely on professional mining in the stock market to subdivide the field and continuously improve their own efficiency is the focus.
There is a famous saying in literary and artistic works, meet the right person, and benefit for life. Also in the business field, constantly seeking the right talent is the future competitiveness of the enterprise. If you are reluctant to share the money, can't find more talents, or don't grasp the layout, you may not wait for the market to abandon you and send yourself away.