 Sun Hao and his unmanned rack 'ground promotion Tiejun' colleagues, is preparing to take the risk. The trick is to constantly steal all items on the shelves of a competitor or replace them with outdated products, and he also knows that there is a risk that he does not intend to do it himself in case he is caught or photographed. Consider employing Two people, dressed with masks and hats, go again. "Sun Hao said to 36 krypton. 'Companies want us to compete very wolf', said Sun Hao, the company gave incentives and signed an exclusive office, sign a reward of 2000 dollars. Under the temptation to practice in the O2O industry for nearly 3 years He came up with such a solution. High commission, high loss, high 'PK' costs. A kiosk worker said to 36 krypton that an adversary covered the cost of marketing expenses, or even 80% of its sales. Each unmanned shelves companies understand that in the recent six months the rise of this wave of unmanned shelves boom, the first left or decided to leave the fight for 'point' of the war. 'Spelling is the ability to push.' Southeastern co-founder Si Jianhua on 36 krypton, said the first stage of unmanned shelves lies in the point of the dispute. Si Jianghua and founder of Lv Guangyu are all early employees of Alibaba Iron Forces after serving as general public and have extensive experience in pushing the market. Liu Shu, CMO, It was the United States before the general manager of the chain takeaway. In other words, this is a battle of 'pushing the iron army'. The Iron Corps, who grew up from the O2O War, became a scarce resource and was constantly contended. 'Almost all of the unnamed companies that you call your name have come to dig up even me, executives of the same company, Line leader, and the commissioned headhunter Qi battle at the same time contact me. "In the take-away, travel and shared charge Po areas have done push Yang Cong said. Find a person, you can affect a series of daily fresh freshman convenience experience is to find the leader, the leader will be out from the old colleagues in the old men out of a bunch of middle-class team; find a city manager, the city manager Usually comes with a mature team of horses. CMO Liu Shu in an interview with 36 krypton interview said that the convenience of the dog in August last year, starting from 0, the end of January this year, is about to reach 3,000 people, to push the team based, and by this year In March, it is estimated there will be 5000 people. 'Sometimes I suspect that it is almost impossible to name the' United States Mission Review Employee Address Book 'for the contact details of all the start-up companies on these outlets.' A former regional manager of the United States Mission told 36 krypton. In the transition from one outlet to another, the O2O pilots have accumulated more than just the resource of merchants' restaurants, but also how to win offline traffic and severely knock down their opponents to the ground, even though some of them It does not look so brilliant. Unmanned shelves compete for the point of war, according to the industry spread of the argument has been developed to some companies to push staff to the client company's executive branch promised that as long as the removal of competitors shelves, and then loaded on their own, to provide 3000 yuan reward. These are not necessarily in line with competitive ethics, but they work well. Rapid, strong enforcement, but also with some rough and barbaric moral gray areas, O2O to push the Iron Army in the past seven years, has been competing one after another hundreds of billions of markets, one after another achievements of dozens , Tens of billions of dollars valuation company. After another batch of college graduates, young people in small towns and villages enter these vents, unicorns, or dreams of becoming unicorn companies, re-educated and trained to become one of at least hundreds of thousands of troops. This may be China's largest talent education and training base. "Meanwhile, hundreds of thousands of people who have been washed over again continue to change our world. Master's secret Lee still remembers the scene till now: After nearly a year of fooling around in the United States, one afternoon in late 2011, a colleague told him that Qian Jiawei was about to drop the U.S. delegation to the COO. 'At that time, each person who had direct sales had a list of people who wrote the name' Great God '. On my list of names, Agan (Gan Jiawei) has always been there,' Lee told 36 krypton. In the early days of O2O, experienced floor promoters (referred to as BDs in the industry) came mainly from real estate agents, insurance salespeople, and channel distributors in fast-selling industries, which is known in the industry as 'selling the Iron Triangle.' Even so, There is more than enough, but there is no uniform working methods and values, far from the standards of the Iron Army too far, "Lee said. The early days of Group Buying were not optimistic about the ability of the BD team, who were generally in their early twenties and came from townships, with low qualifications. Each city was different, and HR did not even know where the company was How many people push the staff. 'Especially in some small cities,' do community commissary, selling water in small supermarkets, street stalls, I feel like a young man, many people do not know the United States regiment is particularly dry What, what is the Internet is not clear. 'US Mission early employees, former US Mission takeaway kangaroo Institute Dean Guo Nanyang 36 KR said. 'Upload' issued, 'not understanding, action deformation and more.This led to' strong city manager city manager, a city doing well, depends entirely on what kind of person recruited in the local, 'Lee said. After Aqin's inauguration, he and his team met for the first time at a homemade restaurant next to the US delegation's office. A city manager asked on the spot: What would businesses do not want to do with themselves? The city manager first figure out the pain points and needs of businesses. But that city manager still felt that he did not get specific solutions and steps. "Guo Nanyang 36 Krypton recalled, 'Then Agan laughed, the meaning is to go back and say. In this example you know the time City manager business ability in the end how low, but also the company's COO help solve how to talk about business issues. Qian Jiawei had previously worked for Alibaba 's Iron Army for nearly ten years before leaving Alibaba. Among the BAT companies, among Baidu sales agents, Tencent has almost no sales force and Alibaba is the strongest, Its B2B business 'Chinese suppliers' early years is the cash cow business, is to sell Ali small business tens of thousands of the price of an export site account, buy a group to buy a small boss to be even harder situation. In the group purchase, and later, such as taxi, take-away, shared rechargeable treasure and other rapid expansion, the war of the tuyere industry, characterized by: the rapid development of financing and industry, unprecedented competition, expanding the scale of expansion team too fast. To the United States regiment, for example, it was the largest rival network pulled a vote of focus real estate network as the backbone of the old sales team to push backbone, rapid expansion to more than 100 cities within a year.In the competition, the United States also promptly Expanding to about a hundred cities and rapidly expanding in number to nearly a million - now it is a company with more than 30,000. How to make an unusually large low-caliber team with a strong and uniform execution? This has become a key issue for the then U.S. troupe and the various outlets in the Internet world in China. It took about six months for Ahgan to establish an organizational structure that included training mechanisms and values. A number of US-based employees disclosed that in order to foster a sense of competition and cohesion, the company will broadcast some war footage to everyone. The episodes such as "Sword of Sword" and "The Sky of History" have also been repeatedly circulated internally. Li Xian, who has undergone such a baptism, now feels that the word 'BD' is like a button. Once started, it means being struggling to sow the seeds of business in a city. 'You must go all out '. In a year's time, Agan himself did dozens of trainings and introduced a "face-to-face" debriefing system. "You can talk to Agan himself and ask all the questions you want to ask, including competition, As well as the United States when the market listing. "Later, the entry into the United States Mission BD, most of the city was pulled to Beijing headquarters for training. 'Agan's speech is avenue to Jane, and does not speak a lot of details in a long-winded way,' but in training there are some very detailed ways to teach, Lee said, for example, with some small gifts such as candies and Business closer. 'Each training there will be field training, including long-distance walking and air grab bar', which is to train the team's wolf and perseverance. 'Early start, late report', this model began to push the full implementation of the United States regiment. The role of early start is 'playing chicken blood' every morning at seven or eight o'clock, BD from different cities together shouting slogans and games At first, most of the games were played by grabbing chairs and drumming songs, and later BD had to write a book entitled "Game Encyclopedia" in order to add new ideas. There were over 100 games of all kinds. The slogan is also inspired by the excitement, 'Ahgan came with a copy of the scrolls, shouting slogans,' said Li now.36 Krypton see the contents of the scrolls are mostly encouraging + simple and direct action guide: 'The biggest secret of sales is just seeing six bosses every day! Because I can see 120 bosses a month, I'll be able to make a bout! I'll put it in my blood and act now!' Make 20 calls on the road to make sure there are 3 bosses waiting for me tomorrow! At that time, the United States Mission opened a 'mad visit, crazy single' mode. Evening reporting is the role of emotional comfort.After the end of work, all BD once again get together to share the work experience of the day, or in the business there by the grievances. 'Some BD how to say they did not get the business's respect, said a few Minutes of crying, and later a few colleagues around to comfort him, we all cry. 'Lee told 36 krypton. In the first half of the implementation of the new mechanism, BD complained that "employees in some cities work at eight or nine at night and have to go back and share later, so many people can not understand it," said Guo Nanyang until today. There are also some BD In question, the ritual significance of doing these things outweighs the practical significance. "However, in Guo's opinion, these actions can indeed thicken cohesion and sense of competition during Group War. Iron army culture is very different from the general technology company.Ali veteran Feng Quanlin joined easy to COO, found that it is easy to go to the staff to organize to drink, 'do not drink alcohol group? Fighting team is simply an insult.' He began to encourage overtime , Encouraging PK performance among teams and eliminating the afternoon tea afforded to employees, a culture that is very different from the easy-to-founder Zhou Hang. 'Learn from my students, like me dead,' Gan Jiawei's remark so that Li and Guo Nanyang impressive. In short, through this relatively standardized set of things, if the original push team, some people can Do 10 points, some can do 2 points, the average score down to only 5 points, and A dry by setting a set of standards, 'let everyone's ability to maintain at 6 to 7 minutes or so. After the United States delegation made a breakthrough in the field of group buying, the consistent understanding of the internal experiences was: First, the U.S. delegation did not join the offline advertising campaign to ensure the funding chain; on the other hand, it was the push of the United States Mission The team is a rock-bottom, more efficient. "An early staff member told 36 krypton. Fresh daily convenience Lee CEO Li Yang on 36 krypton, said the convenience to buy the iron armies mainly from the United States Mission, the United States and the United States have played a tough battle tough, cost awareness is also very strong, very iron Fan range. In Li and many people's mind, 'Agan' Gan Jiawei, like leading China's O2O push team to the professional ancestors.Although his method seems to be with the insurance industry, the real estate intermediary industry, there are many similar ways However, his long-serving Alzhong Ironworks system has since become an indisputable site for Internet companies to expand their territories and bring sales personnel to the forefront. This effect has lasted so far. After the United States Mission, the Forwarders in the Former Ali became O2Os, as well as an important backbone of all the industries that resold the BD offline team: Cheng Wei founded in 2012, is the most famous and currently one of the highest achievements, and Ali veteran Feng Quanlin in 2016 to join the easy-to-use car as COO, but it is too late; In 2014 to go to the market as COO, after 12 years of Albania Chen Guoruan, strongly promoted the sales of the market doubled, and in 2015 with the market founder Yang Hao Chung do melon seeds used car network, as COO; Ali former sales champion Zhang Qiang joined the United States Mission, Ren Nansi district manager, then joined in 2014 where COO, to help build a direct sales team, former colleagues have been rumored to facilitate bee in 2017 when trying to do unmanned shelves He huddled to push the team to push the team; In 2015, he was also Ali's vice president and joined with Lv Guangyu at the level of Gan Jiawei to join the public to comment on the COO. In the year of 2017, he founded the company's convenience storefront; In addition there are Beaver House Fang Fang Fang, full founder Zhang Hui ... ... the list is very long, difficult to do all. An insider who has said so far drops still retains many activities that can serve as a 'unity of thinking', 'on the road', 'retreat' or 'the light of the soul' Li Xiang, a drop-and-drop executive with Venture Capital, shared the story at such events: When eagles want to rejuvenate in old age, they need to unplug their original nails and feathers and get them regenerated. A used-car company is learning from the experience of Albanian Iron Forces Army. One of the most impressive cases is when a saleswoman is pregnant and she volunteered to visit those hardest-hit clients - Customers do not leave the door at the door, a blank day, tears rippling to say that he is the team's cumbersome, can only be bitter waiting for customers here - this approach time-tested, usually two days to get a hard to chew customer of. In the competition, imitate each other Looking back over the past seven years, the great opportunities in the mobile Internet are concentrated in the field of "online + offline." By the end of 2013, the buy-out of cigarettes has been extinguished, but offline bonuses have been confirmed and new entrepreneurs have poured into the battlefield Home service hot, trickle down, fast and a platform for playing a taxi has been fierce competition for more than six months, more than the era of group buying; beauty group started this year to takeout business, Baidu also follow-up the following year. It is at that stage that the PLA pushed the large-scale expansion. The fierce competition has made recruitment demand so strong. Take the hungry for example. At the time of the most intense expansion, at least hundreds of BDs are waiting in the country every day. Pushed into a fashionable work, 'a large number of small town youth into the city, embarked on the Internet craze.' 'Yang Cong said he was also at that time joined the take-away BD field, he remembers his time for entry fill After a registration form, 'a page of paper records dozens of personal information, household registration that are basically all agricultural accounts, education is also difficult to find undergraduate and graduate.' At this time, the United States Mission has become the talent pool of major O2O companies. Liu Lei, a former member of the U.S. delegation, said that when Baidu started making take-outs in 2014, there was a provision inside that every ten strokes came in, at least three of whom were to be dug from the U.S. delegation. Third-party platform to push also told 36 krypton, around 2014, they are willing to spend more to dig a similar level of beauty regiment to push staff, 'for some time if I want the United States regiment and Ali Iron Army to employees Do training, is to spend 'appearance fee' '. Hungry also have been trying to dig from the United States regiment 'wall', 'the United States regiment to promote the iron army into the hungry it, usually level will rise one level.' 'Lei said. Hungry co-founder Kang Jia told the end of 2016 36 Krypton, they have been trying to introduce high-end market Internet company personnel, including the United States to push the team to push another person informed sources, this section is "from the hungry investor advice." The popularity of the United States regiment even more than the pursuit of the beauty of the imagination of the United States before the Mission Group take-away business development director Shen Peng has told the water droplets founder 36 krypton, at first the United States to take the business does not have a mature approach, relying on a People did not guard the baby's heart, Shen Peng dressed as passers-by to the front-line to push people 'learn', ask them about their daily work processes. But let him feel a little funny is that from the hungry what 'returned after the study, the United States regiment developed within the workflow documentation, and later was hungry' take it 'to do training internally,' we The names of the employees are still not changed above. A new generation of people to push to get started faster. '' In 2013, 14 years to join the major push the team young people to catch up is better when they came in to accept a relatively standardized training ', Liu Lei said, These young people come in and have a master band, and the masters have generally received regular systematic training during the buy-out period. 'They learn everything they can and do little to explore the process alone.' A hungry early push staff said that the day after his induction, the 'master' who taught him taught him how to sign an exclusive deal with a merchant. 'Master' told him that if the merchant was on take-away service Immediately rushed over to ask the merchant to get on and off the line from the US regiment. "If the merchant changed the name and received the order from the US regiment, 'There are some new ways of checking and handling this time.' Is his first job, and his 'master' has undergone a buyout war at other startups. An onsite service company told 36 krypton employees that starting from 2014, the Chinese Internet has started to show various tricks. As long as its competitors use the same tactics, they and their colleagues will immediately follow suit. 'For a while we often found ourselves posting outside posters torn off and replaced with competitors' posters. After some time of observation, we also started to sample things and mobilized our colleagues to tear up their opponents' posters every morning A hungry employee said. Hungry Co-founder Kang Jia had asked hungry What staff posted to the campus in the early morning posters, his strategy is, like the postgraduate exam classes like the poster will cost more than a piece, 0.4 square meters large blue poster covered a whole Facing the wall, 'a look of the past was a blue, very spectacular.' However, Shen Peng, a former head of the United States Mission, felt that this approach did not make sense. It is of the utmost importance that the posters be so expensive and not be torn off. "His approach was to print a few cents a cheap poster, Only in the early middle and late evening when the flow of people to post a big deal.For some key colleges and universities, the United States regiment also hired from the site a number of strong big brother, let them wear camouflage clothing, standing around the poster wall, to prevent sticking In case of ripping off posters by competitors. Public opinion has also been used to stop rivals.The US group employees have to collect what hungry posters, with brothers in the early morning they will be covered with a whole area of private cars, residential owners windows and other public places, the next day Hungry it was some owners accused of microblogging, the name pushed the staff to organize other people forwarding and point 'like' Later, this approach was also hungry imitation. A hungry employee once told 36 krypton that if there was a conflict in a push crew, a staff member of the U.S. delegation would take the next photo to take pictures and then notify the media and disseminate it on various public platforms. 'Later on, we Learn lessons, and begin to immediately send staff members who rush past the United States regiment to 'shoot' at the time of the conflict. " Many practices are spontaneous and bottom-up, but they are subject to some kind of tacit approval or even appreciation. "Every employee in our marketing team is very personal and everyone has their own way of doing things and living habits. They can not be called at all because once the same thing happens, the market loses its vitality. "A takeaway executive once responded to 36 krypton and said why there are not many rules to push team management. 'It is a common wish of many O2O executives to be wise and do not fight. But everyone acknowledges that sometimes it is not a bad thing for employees to be' strong 'in their work. Not only the United States regiment and hungry, the hottest O2O industry before and after 2015, a large number of companies are caught in the war to push a big chaos.Once a hot door manicure company to push staff to tell 36 krypton, many companies' competitors That arrangement undercover, in addition to the first time to know each other to push strategies and concessions plan, it is important to disrupt their team. 'He heard a story that a' undercover 'to persuade each other collective quit, take away A team of nearly 20 people. The background of our business civilization To push this job is a lot of town youth to big cities, the first step toward the Internet world, when they have seen the story of success, many people began to desire themselves to become the protagonist. While young fight, this is Qi Han's idea. Qi Han now, with his just started in 2014, began to push the ground, already not the same. Angel Investment, Incubation, Flow, which is a hot word that Qi and Han frequently meet and chat with friends, came to Beijing and gradually reduced the frequency of chatting with friends at home. 'They like Talk about the house, chatting girls, small city life dull, I like the topic they do not understand, nor interested to know '. After taking off from Baidu in 2016, he started his business with friends for two years with less than half a year after the capital chain broke down and partners split up. After the sharing of bicycles, he joined a small team. In the first half of last year, he shared a rechargeable treasure Rising, he and his former colleagues borrowed a sum of money into the market; no shelves boom before he began to try to customize a number of shelves in the mall selling paper towels. 'Breathing means, do not miss the opportunity,' Qi Han said years of experience to push him to have this awareness, this is an opportunity to change their own destiny, even if he chase the veil of chasing a little clumsy and rude, but 'push is A career that requires momentum and often leads to quick decisions is often instinctual. Entrepreneurship phase, Qi Han began to read about Wang Xing, Ma and Liu Qiang East book, weekend more like to go to venture Avenue to buy a cup of coffee, look at a few road shows. When Liu Lei started his career, he found that when people used to push things well, everyone just started to do well, but now that they start their own business, they should not only know what they are doing but also know why they are so. . In short, when the Iron Army, many people have been unwilling to simply push the push. According to 36 krypton incomplete statistics: Former US Mission take-off Shen Peng, head of national operations in April 2016 left the water dripped to help each other, to do domestic social networking free of charge serious illness; Former US Reggie Review Executive Yu Yi founded Uber at the end of 2016; Zhou Xianjun, the former regional general manager of the U.S. group, left the company in February last year and created the brand "Delicious Life" for smart vending machines. Xu Peifeng, the general manager of the US mass crowdsourcing business, left charging in the first half of last year to set up a charging monster for charging. Former US Mission intelligence restaurant division general manager, East China General Manager Yin Zhihua last May after leaving the establishment of the tomato convenience (after the merger with the fruit of the United States and the United States). In addition, auto finance, timeshare leasing, take-away markets, moving logistics and other fields have continued to push iron teams to the track in the past year or two of companies such as the U.S. Regiment. Beginning of this year, Yang Cong will often receive calls from former colleagues, asking how to view market conditions such as sharing rechargeable treasure and unmanned shelves. As soon as I heard them ask, I knew that these people were considering whether to Doing business in this area '. Lee and Liu also found that old colleagues are constantly moving to a new outlet. "A city manager or manager of a large region from the United States and other large companies to do shared charging treasure or no shelves, may bring a Support their own small team '. It is not just people who flow in the past, but also the means by which competition is forced in the past. "There has been a long journey in this field, with frequent job openings, knowledgeable people, sometimes seeing a competitor's area Manager, know how the number of his way. 'Liu Lei said. In the end competition, we often find ourselves not familiar with the former colleagues who are not familiar, is to find out the former opponents play and routines. Yang Cong, who has left the company for a long time now, remembers one afternoon in July when he was running a business. Suddenly a restaurant owner called and 'it is better to get back as soon as possible.' The restaurant owner has not heard of charging treasure brand employees came to the store, claiming to be their own company and small electric business cooperation, responsible for updating the equipment. Between words, the other moves deftly remove the small electric equipment, and installed Into the prepared box, and then replaced on their own brought a set of rechargeable treasure products. Replaced by the small electric rival's machine. 'These are common means used in the original O2O competition, an endless stream.' As early as the take-away and on-site service to push the war on the fierce period, a similar 'perpetrating a fraud' is very popular.However, the vice president of Pengfei had told 36 krypton, the United States group takeaway sign exclusive restaurant, hungry people Will these shops privately in the hungry on-line, orders, hungry staff then wear the United States and the United States clothing, take meals and give the customer. 'And so the order accumulated to a certain extent, we go to the store to tell the truth, You see your shop in our business so good, why do not we cooperate? Charging treasure competition in the 'perpetrating for the column', in the unmanned convenience of the competition and spent together.Famous box convenience founder Chen Huilu had found that before they point in Zhengzhou, sales have been pretty good, suddenly there are so few days , The backstage data showed that the goods did not sell out.One went to check the results and found that their shelves have been removed.I asked the hall staff that there are competitors claim to be convenient box staff, the shelves directly out of the office area . In addition, some push employees will change each other's two-dimensional code on the shelf. 'When I was taking a take-out push, my colleagues and I were fighting with rivals. Now my colleagues do unmanned shelves or auto finance. They are still fighting fights with rivals, and sometimes they hit the same Approved people, "said a former staff of the United States Mission. Mutual slander is also continuing.An unmanned shelves company to push the staff said that they have received the notice of the regional leaders, to social networking post that competitors have fallen into crisis. 'Team collaboration, one man broke the news this There is a problem with the capital chain of the company. Below, there are also huge problems that our brothers pretend to be the counterparts' staff thread. Investors withdraw their capital, lay off their employees and the quality of their products is huge. The intensity of competition is aggravating. 'Group purchase period, the big conflict is not without, but more or tear competitors rival leaflets, or by various means to bribe businesses, let them off the assembly line from competitors', a done in the group buy business push Of employees said the more later, the more brutal competition. It is not only because after the war has been pushed for a long time, all kinds of competitive means have become highly skilled and popular. In addition, the pace of getting money from business ventures is growing faster and faster. Finished E round financing, ofo and worship more than two years to take over and share charging treasure and unmanned shelves, several head companies are two or three months to complete a round of financing. Due to competition and pressure, in many people who push the push, it seems that if we fail to strive for it, we will obviously be eliminated. 'We obviously did not choose'. How hard is the pressure? One of the practitioners said that an O2O start-up he had worked for would directly refer to a poorly-performing employee as a "wild dog". Not only that, but 'the company really has a dog head decorated Hat and props, the company will allow 'wild dogs' to wear them and post 'a lap' in the office area after the conclusion of each month. Experienced all this, go to start-up to Tiejun, who will be used in what way to compete and win? Full founder Zhang Hui and his team are regarded as the successful one in the background of Albanian Iron Forces Army - as a "shipping version," the amount of financing for public transport is 2.35 billion yuan. According to Said the valuation of over one billion US dollars. But it and its rival truck gang is best known for its story, but it is 'put each other into the bureau': In February 2017, full report to the public security authorities to rival trucks to help illegal computer systems, then, More than a dozen of the founding team of the truck helped to detain the police, and before that, the truck was also reported by the truck: Full of allegations of bombardment software by mobile phone 'Call you to death' harassing and verbally abusing a large number of users of the truck for allegedly constituting Damage to commercial credit.
Seeing full CEO Zhang Hui may be held criminally liable according to law, according to industry sources, by the two sides behind the capital of the external forces forced the two mergers, and finally the two sides shake hands. From Alibaba Iron Army military education factory owner to export to the United States to comment on the education line business online marketing, hungry education restaurant do takeout Ctrip where to educate the hotel to the drip education driver App orders, Transported full truck help Education truck drivers how to take orders, to unmanned shelves Companies put snacks into the office ... ... rely on hard-working, high-intensity work, not only the continuous tens of thousands of people pushing Tiejun, all this happened Soon, our lives change a lot. But in addition to a convenient user experience, high corporate valuation, may also be thinking about our business civilization, what kind of background now? 'Subsidy war bloody, to push people to do the last is also bloody,' said Yang Cong.This may seem like a solitary feeling, those who are modest and not fierce brave company, and finally died. Yang Cong had thought before, if one day to share the charge of treasure war is over, he will not go to do this kind of intense competition in the industry .But charging Bao's wind past, no shelves and soon the arrival of the outlet Who knows what's going to happen next? 'The war can not stop.'
|
