Chen Ou and his Jumeiyou products are in trouble. what do you think?

The contradiction between "Chen Ou, a network celebrity" and senior executives

At the end of 20 14, faced with the criticism of counterfeit goods and the plummeting stock price, Chen Ou sent a sentimental Weibo, "You never know what Chen Ou is doing in the past six months". In Weibo, Chen Ou responded with great sincerity to the queries of relevant law firms and the rumors of fake goods.

In the following two trading days, Jumeiyou's share price stopped falling and rebounded, falling by 7.96% and 1 1.5% respectively. Investors who trust Chen Ou joked that "a Weibo saved Jumeiyou's market value of 654.38+0 billion yuan."

This is not the first time that Chen Ou has discovered the power of social media and group brands.

As for e-commerce, the huge cost of obtaining traffic is a big pit that cannot be bypassed during the growth process. In the early days of Jumeiyoupin's establishment, idol stars were also invited to speak for the products, and the endorsement fee was tens of millions or even hundreds of millions. But in the beginning, Hejumeiyou chose to package itself and made frequent appearances in CCTV's Limited Innovation, Tianjin Satellite TV's You, Hunan Satellite TV's super girls and other programs.

Later, Chen Ou starred in an advertisement that lasted less than two minutes. In the film, he smashed the glass with his fist, wrapped his bleeding hand, and expressed with deep affection and confidence: "Even if it is a fragment, you must live beautifully. I am Chen Ou, and I speak for myself. " This made it an instant hit, and his group's Weibo fans plummeted to more than 40 million (now 45.52 million), twice that of Ma Yun (Weibo) (22.35 million) and more than ten times that of Liu Weibo (3.5 million).

This has opened a grand traffic portal for Jumeiyou products, and the daily visit of the website has dropped from 6.5438+0 million to 4 million. Chen Ou recovered a Weibo, and this Weibo even brought millions of sales for Jumeiyou products. In Weibo, Chen Ou withdrew the propaganda that "Japanese duty-free diapers are ready to go" and sold two or three million in a few minutes. According to news from outside Jumei, even though Jumei's excellent products declined, at the end of last year, a Weibo in Chen Ou still brought millions of sales and millions of readings.

However, this also enabled Chen Ou to open the network celebrity effect of science itself. Selling goods in Weibo has even become the normal promotion skill of Jumeiyou products. Some media ridiculed this: "A good CEO lives like a V-quotient."

It is reported that Jumeiyoupin spends more than 1 100 million yuan on advertising and promotion in Weibo every year, which has aroused the dissatisfaction of the senior management team that adheres to the traditional promotion road and has also become the fuse for many senior managers to leave in the future.

At present, the reputation of Chen Ou Group has reached its peak, but the top management team that once conquered the world hand in hand has left.

Jumeiyoupin 20 10 was founded by Chen Ou, Dai Yusen and Liu Hui in March. In the senior management team of Jumeiyoupin, Dai Yusen, founder and co-founder, Betrox, chief strategy officer, and Zheng, chief financial officer, all graduated from Stanford University and met at school. Then Liu Huipu, who plays an important role in Jumeiyou sales team, comes from the recruitment program "It's You".

The decline of Jumei's share price after listing deepened the contradiction of the senior management team. According to a middle-level official of Jumeiyoupin, the expenses of Jumeiyoupin executives are generally low. After privatization, the stocks cannot be realized, which makes the financial situation of some executives worse.

Chen Ou once said that the cost control of wholesale enterprises is very important: "Before the company made a profit, it gave me 5,000 yuan, but now it only gives 20,000 yuan. You can't stay in a hotel higher than 300 yuan. " In the above article, Jumeiyoupin Middle Level told Tencent Technology that Chen Ou's monthly salary of 20,000 yuan was not true at all, and the monthly salary of the senior management team was lower than that of Chen Ou except Liu Huipu, who was hired by the outside world with a high salary.

At present, Jumei is unilaterally "Weibo-oriented", and Chen Ou's operation strategy has also encountered resistance from the start-up team. It is reported that in 20 15, every external meeting of Jumei was attended by Chen Ou's group, and sometimes no other senior executives spoke at the two-hour meeting.

On April 2, 20 16, Gao Meng and Zheng resigned as joint financial directors; In addition, according to Tencent Technology, at the end of last year, Dai Yusen and Liu Huipu had separated Jumeiyoupin, Dai Yusen went to an investment company, and Liu Huipu could choose to start a business, only when Jumeiyoupin's financial report was released.

Find a new way out

The motto of Stanford University, Chen Ou's alma mater, is to "change the world", but in Jumeiyoupin, Chen Ou did change it many times. However, internal and external troubles have forced Jumeiyou to think about more other ways out.

On June 5438+ 10 last year, Jumei Film and Television was established, focusing on the whole industrial chain layout of investment and financing, IP incubation, content manufacturing, film distribution and ticketing operation in the downstream of film and television ecology. At Jumei Annual Meeting, Chen Ou put forward the concept of "China's most influential Yan value economic company" within three years, which opened a new form of Jumei's "fashion entertainment e-commerce".

According to the director of Jumei Film and Television, Jumei Film and Television will combine ticket sales with Jumei live broadcast and e-commerce to deal with the box office dilemma in a brand-new way. Through the live broadcast of film and television activities by Star Net Red, traffic is introduced. In the process of live broadcast, ticket sales are indirectly driven by traffic, and e-commerce is realized, so that film and television, live broadcast and e-commerce become inorganic.

Jumei film and television, which has been established for more than a year, has not yet handed over a single performance. It is worth noting that in June last year, his pioneering work "Warm String" officially confirmed the supporting roles of actors and actresses, and it has been more than a year since the announcement of shooting.

This is the first attempt to diversify Jumeiyou products, but no clear effect has been seen yet.

Recently, Chen Ou's entry into * * * charging treasure once again caused widespread controversy. However, according to Tencent Technology, Chen Ou's layout of hardware products was understood earlier than people.

A person familiar with Jumeiyou told Tencent Technology that the earliest hardware manufacturing in Chen Ou started around the time of listing, with the aim of charging other mobile phones with the most sought-after smartphones in advance, but after investing tens of millions of dollars, the project failed. Now it seems that Chen Ou has long planned to try to enter the charging industry.

This person said that after the failure of the mobile phone project, the team did not dissolve, and Chen Ou immediately invested in a drone company, and the mobile phone project team merged with the original team of the company to develop drones. On 20 15 12/23, Chen Ou exposed the unmanned aerial vehicle in the Weibo. According to an insider, this drone is ODIN, a four-axis aerial drone under the Skyrise brand. Its biggest feature is super anti-shake and high-definition aerial image stabilization technology. However, this kind of drone can hardly be called success. Tencent technology has never seen any e-commerce platform for sale at most.

In the first half of last year, Chen Ou announced an updated category: smart home category. The purpose is air pollution, but also to create a self-developed brand "Reemake Reiz". Of course, this category can also be regarded as the outlet of electrical appliances in recent years, and the market size experts estimate that it will reach more than 300 billion yuan. However, we should know that in the category of air polluters, competition has become the Red Sea. Jumeiyoupin has not accumulated any resources in the upstream and downstream industrial chain at all, but it faces top companies such as Philips, Yuanda, Midea, Xiaomi, Honeywell, Bruyal, Sharp and Panasonic.

This seems to be in line with the traditional style of Chen Ou, chasing hot industries that are most likely to show profits.

Chen Ou's latest project is * * * charging treasure. Just as it was announced that it would acquire the equity of Shenzhen Jiedian Technology Co., Ltd. for 300 million yuan (cash), Wang Sicong, the "national husband", angrily supported * * * to enjoy the charging treasure project, saying that * * * could not enjoy the charging treasure, and even posted a post to prove that "he is very popular".

After Chen Ou became the chairman of Street Power, Street Power was plunged into personnel turmoil. Chen Liang, the head of the software development team, expressed his dissatisfaction by announcing a slogan on social media, accusing Haiyi of introducing a new shareholder Jumeiyou without knowing about the introduction of the major shareholder.

When the news of the personnel unrest stopped, Chen Ou seldom called reporters for an interview. In the interview, Chen Ou, who hasn't faced the media for a long time, was very impulsive and said that he would focus most of his energy on street electricity, and that in a few months, enjoying the charging treasure would have a completely different story.

However, can this doubtful industry really support Chen Ou to create another "Jumeiyoupin"? More importantly, where will Jumeiyou, once an "online celebrity store", be in the future? Chen Ou didn't give an answer.