Left and right arms have left, do not forget whether the early days of Zhou Hang will continue to protect easy to

Introduction: Easy access to the big brother from the car market was pushed to the fourth by the later, and then quickly returned to the second. I do not know how many people do not know the story behind this: the largest wave of departures, several senior executives jumped, and several business units were forced to disband. After the arrival of LeTV, although the momentum is rapid, but at this time, the easy-to-get things are awkward. The right-hand assistants around Zhou Hang have left, and the remaining LeTV, Alibaba and easy-to-family tripartite forces are playing an internal game. Zhou Hang The real power is gradually flowing into other people's hands...

On the 18th floor of the Zhongguancun Technology Exchange Building , the work of the senior management team has only just begun when the easy-to-reach employees leave the company after 7pm every night. CXO and the general managers of various business divisions gathered in the office of Zhou Hang for discussion, and it was not uncommon to hear arguments at the office one or two in the morning. After nine o'clock in the evening, a large group of easy-to-drivers wandered under the China Technology Exchange Building.

“Every time this time, we will receive a lot of tickets near the China Technology Exchange Building. The taxi drivers are all employees who are easy to complete and finish, but it is difficult to receive orders in other places,” said the owners.

Behind these two scenes is the trouble that comes easily at the time: Shortage of funds, loss of users.

After arriving at the $100 million C round of capital injections led by GIC in September 2014, Yiyi launched a large-scale full reduction campaign, and at the same time established the Innovation Business Department. The work of this department is to try to create different new businesses and new products. To broaden their line of business in this way.

Burning money prematurely and business development too fast

In order to obtain more users and speed up the process of new business development, it is easy to enter into a huge amount of marketing, and at the same time open a large-scale recruitment, a sudden increase of hundreds of employees.

One hundred million dollars in the taxi industry is not worth mentioning. Just as the easy-to-money appetite was almost the same, Uber, who had just inhaled quickly, and Uber officially started to step onto the special car stage and began a violent counterattack. In the dilemma of subsidy, users who are hard-to-find and hard to come in begin to flow into Didi and Uber's pockets.

Persistent Zhou Hang did not start D round of financing. He hoped to win service instead of price.

Combination punches are all empty

However, the game before the car industry about the car industry is not so beautiful as Zhou Hang imagined. In the face of subsidies, users never have feelings, nor do they have any brand loyalty. When Zhou Hang realizes the problem, it solves the problem in two ways:

1. Reversing special vehicles through other services

Zhou Hang attempted to import users for special car services from other new businesses. For this reason, it is easy to launch a driving service, go on-line service, set up a bus business unit, and set up an overseas business unit with business in 30 overseas cities.

2. Focus on excavating corporate customers

Zhou Hang believes that the core users of special car services should be mid-range and middle- and high-end classes, and the subsidies mostly benefit non-target users, so they never compromise on price strategy. At the same time build a brand car business unit, purchase 30 Tesla and more high-end cars for high-end corporate services. Expand the sales team of large customers and try to tap the corporate customers' hills.

Unfortunately, the combination of the two sets of boxing did not seem to be of use in the circumstances.

At the innovative business level, the driver’s market is preceded by e-driving and drip-taking. The number of gamers in the carpool market has reached double digits; the online bus market alone has Harrow’s traffic in Beijing. Pick me up, drop the bus and other opponents. It is extremely difficult to break through in this environment.

Although there are achievements in business customer business development, the efficiency has not reached the expectations of Zhou Hang. On the other hand, the means are more simple and crude. The source said that the startup company, which was the Microsoft Venture Capital Accelerator for the sixth period, presented a four-digit free taxi fare every month. It was negotiated that evening and the fare was paid the next morning. Entering the account, execution is extremely strong.

The previous plan to make high-profile publicity (Haiyi travel) was also forced to shelve.

In mid-May 2015, easy access to various businesses was unfavorable and employees were distracted. The banners on the red and white are full of easy access to the entire office. The exquisite office environment and leisure atmosphere seem to enter the anti-Japanese war overnight. The rest area is affixed with various banners. The banner content is all sales indicators and radical and exhilarating text. .

After Zhang Jian, the general manager of the Ministry of Administration and Enterprise Vehicles Division (combined from the bus business unit and the company's large customer department), left the company, the snowball that left the entire company rolled. Yi Yi and co-founder and CMO Zhu Yueyi took over management of the government-enterprise car business unit, and plans to open 100 routes in four cities within a month. However, the actual distance from the plan is not the slightest, and then the majority of employees in this department quit, not In one month, the bus business of the government-enterprise car business department went offline. "If the sales amount is less than last year's × times, either × × or × × ×," the company's large account department also underwent a very high KPI pressure, under which Xiao Peng, general manager of the company's large account department, left the company...

Then, due to the high operating costs of the Overseas Business Unit, Zeng Fanbo, the general manager of the division, left the company and the overseas business unit was dissolved. In addition, a large number of personnel in various departments moved to the co-founder and CMO Zhu Yueyi also ventured away. From June to October 2015, less than 700 employees were able to arrive and more than 100 people flowed out.

At this time, the market share lags behind the easy-to-go Shenzhou special car. In June, Uber advertisements were blocked. Although the advertisement was criticized by the industry, Shenzhou used it to quickly increase its popularity and expand its popularity. Concessionary activities, the market share of China's rapid increase. As mentioned above, in the face of subsidies, users do not seem to care about brand reputation. Easy to go from the original car market, a brother, fell to the fourth.

It's easy to see how the cake in your hands is split by others, but there is no counter force. In October, a heavy news came and shocked the entire network about the car industry.

On the day before the National Day of 2015, Zhou Hang had his eyes closed on the bed and waited for a phone call that might determine the possibility of death: one told him that it was easy to reach the phone with all of LeTV's agreements.

Yi Xu, Senior Brand Director Hu Xulei recalls: Zhou Hang pulled him into a WeChat group with LeTV's capital advisors and public relations personnel. After several days of preparation, on October 20, the two parties announced that LeTV will obtain an easy 70% equity and become an easy-to-reach controlling shareholder.

Jia Yueting proposes a goal: Can you exceed Uber and return to the second car industry?

At that time, Zhou Zhou’s inner thought was that “giving money is enough, and it is easy to not lack strategies and capabilities.” So in mid-November, Yiyi began to charge 1 point to 50 points, charge 100 points to 100 points and other marketing activities, and lasted for 224 days. 6.5 million people had recharged, and the accumulated amount exceeded RMB 6 billion. Market share once surpassed Uber, ranking second.

Even though the easy-to-injection after being LeTV's capital injections has made great strides, the factions within the company's factions have become increasingly prominent.

In March 2016, former LeEco Holdings CMO Peng Gang Airborne Easy Access Vehicle served as President, former LeEco Deputy Director of Investment Sun Keli as Vice President of Investment, responsible for marketing, sales, operations, users, ecological collaboration, business indicators, personnel and Organization construction, investment and financing work, among which the industry also circulates the notion that “Peng Gang is the easiest person behind the scenes”.

In the same period, Lu Hao, the chief operating officer of the company, resigned. Two months later, Feng Quanlin, general manager of Alibaba’s rural Taobao Midwest Region, joined Yi Yi as the chief operating officer, and also brought together a group of Ali managers who had fought with Feng Quanlin for many years. Now these people have become easy to access. The core member of the operations management team. Broadly speaking, at this time, Easy Access has entered the era when the LeTV system, the Ali system, and the easy-to-access system are in power.

Looking around Zhou Hang, he was no longer the original group of people, and Yin Shouhua, an assistant who had followed Zhou Hang for many years, had already left. Although Zhou Hang leaned toward the title of CEO, the scope of power became “implementation of overall strategic plan, achievement of business indicators, management of personnel and organization” and gradually faded out of daily operations.

In recent days, there are rumors that Zhou Hang has left the company. Although he was rumored by Zhou Hang himself, but with the Zhou Airlines to fight the world have gone away elsewhere, plus music as the right to control the power to the unprecedented increase, I do not know at this time Compared to when the founding was completed six years ago, the early heart has not changed.

“Let everyone share the private car” and “I want to launch a car that is born and shared, use only cars that do not sell, and do not have keys.” This is the heart of Zhou Hang. His heart was not just a commercial success. Wang Jiang, the founder of the flight manager, commented on Zhou Hang:

Zhou Hang has his ideals, not only the ideal of the business structure; he also has feelings and can make this ideal feeling more influential through the design of business architecture. He hopes to have a higher influence on all things and people who can give him more ideas and ideas.

Now, when Zhou Hang’s own dreams have gradually become a pawn in the hands of other people, will Zhou Zhou, who was originally at heart, continue to wait in the same place?

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