Why did the byte commercialization team withdraw from the market and lay off employees? Now many internet companies have made adjustments and changes, and the organizational structure and personnel structure of the company have also been adjusted behind the strategic changes. So, why did the byte commercialization team withdraw from the market and lay off employees?

Why did the byte commercialization team withdraw from the market and lay off employees? 1 There is a news on the Internet claiming to be a byte employee, and the company has laid off a large number of employees. "All major direct selling centers and telephones have to lay off 30%-70%." In this regard, some media interviewed hr of ByteDance Company, and admitted that the information of layoffs was true, saying that it was a business team's withdrawal from the market to lay off employees.

10 June 19, some media reported that since the end of last year, ByteDance has made a series of organizational structure and business scope adjustments to the commercialization team.

A ByteDance employee posted a message on the workplace APP platform that the company's commercialization team was being adjusted, "Wenzhou has laid off employees", and a ByteDance employee said that "major direct selling centers and telephones will lay off 30%-70%".

On the same day, the relevant person in charge of human resources in ByteDance told the newspaper that the information of layoffs was true and it was a normal business adjustment of the company.

According to employee feedback on the workplace APP, a large number of employees, including recent graduates, were laid off.

Media reports mentioned that since the end of last year, ByteDance has made a series of organizational structure and business scope adjustments to the commercialization team. Among them, the most profitable e-commerce business of Wenzhou local direct selling center was taken away and handed over to the mass consumer business line, which led to a decline in the performance of the local direct selling center and eventually led to the withdrawal of the market and layoffs.

It is understood that the commercialization department of ByteDance is a comprehensive digital marketing service platform under ByteDance, which is mainly responsible for traffic expansion and cash flow, covering many cities.

According to the paper media reporter's inquiry, not only ByteDance's commercialization team, but also business lines such as Byte Education and Byte Games were exposed to layoffs on the workplace platform APP, and all employees indicated that there were layoffs.

Why did the byte commercialization team withdraw from the market and lay off employees? In the past, it was a struggle for scale, but now it is "increasing fat and thinning, reducing costs and increasing efficiency".

Internet companies are adjusting and changing, and the organizational structure and personnel structure behind strategic changes are also adjusting.

A few days ago, ByteDance employees broke the news on the workplace APP platform, and the company's commercialization team is adjusting. "Wenzhou has all been laid off", and a byte employee said that "all major direct selling centers and telephones should be laid off by 30%-70%".

According to "Leopard Change", the commercialization team in ByteDance is indeed withdrawing from the market and laying off employees. Before and after the National Day, the direct selling center in Luoyang, Henan Province has been withdrawn first. 10 June 12, Wenzhou local direct selling center withdrew from the market, becoming the first region in Zhejiang to withdraw from the market. Except for local life business teams with more than 100 employees, more than100 employees were ordered to complete resignation procedures within 2 days. It is estimated that by the end of 10, the Byte Jinhua commercial team will also complete layoffs.

Local direct selling centers are commercial organizations established in economically developed provinces and cities in ByteDance in the past few years. It is mainly responsible for advertising and selling popular byte-based apps such as local Tik Tok and headlines, targeting local SMEs. Before the cancellation, ByteDance had more than 20 direct selling centers in North China, East China and South China. In addition to advertising sales, the direct sales center also undertakes the function of developing some byte business innovation business.

Since the end of last year, ByteDance has made a series of organizational structure and business scope adjustments to the commercialization team. "Leopard Change" said that the most profitable e-commerce business of Wenzhou local direct selling center was taken away and handed over to the mass consumer business line, which led to the decline in the performance of local direct selling centers and eventually led to the withdrawal of the market and layoffs.

1, in a hurry to withdraw from the market and lay off employees.

Some employees found something unusual the night before they were told to lay off employees.

10 10 in the evening, ByteDance, the general manager of Wenzhou, informed the company that 1 1 held a shareholders' meeting in the morning, and no leave was allowed. In the past, this kind of notice was generally issued by the staff responsible for organizing the meeting, and it was rare for the city leaders to personally issue the notice of the meeting.

65438+1October 1 1, just arrived at the company, I saw many strange faces coming in and out of the conference room. Later, she learned that they are the top leaders of byte commercialization in Zhejiang, HR leaders, and HR people transferred from other places to support Wenzhou's withdrawal from the market.

After simple preparation, the meeting entered a formal topic-the person in charge of ——Bytes Zhejiang HR announced the plan to withdraw the market of Wenzhou local direct selling center: 10. The employees will be compensated by N+ 1, and the legal annual leave will be settled by double salary.

Yu Xia recalled that employees were quite calm after the plan was announced. "This year, 100 people have left one after another, and almost every day people leave. Maybe everyone has psychological expectations. "

On June 5438+ 10 this year, ByteDance merged the original three business lines of KA (national key customers), LA (local key customers) and SMB (small and medium-sized customers) in the commercial sales system, and divided seven new business lines according to the specific industries where byte advertisers are located, namely: mass consumption business, vertical business, content consumption business, investment consumption business and local direct sales business.

In the adjustment, the most profitable e-commerce business in the local direct selling center was removed and handed over to the mass consumer business line. It is difficult for local direct business lines to support past performance. After that, the business volume of many direct sales centers has shrunk seriously, and some of them are less than one tenth of the past.

After the dismissal meeting, HR employees were divided into several conference rooms, and the procedures for employees to resign were streamlined. Yu Xia revealed that it used to take a day or two to complete, but now it only takes an hour or two. In fact, most people only get the compensation of N+ 1, which is less than the compensation scheme of N+2 for layoffs in the previous education line. Because the company defaults to statutory annual leave when employees take time off, many employees' rest days are welfare leave and cannot be discounted.

The final time limit announced at the meeting was 65438+1October 22, but under the strong urging of HR, most people completed the resignation procedures on 65438+1October 12.

Yu Xia said with a smile, it is worthy of being an Internet giant, and even layoffs are so efficient. Coincidentally, at this time, the ByteDance Alumni Association announced its establishment, positioning itself as a fraternity of former employees. Yu Xia's colleague said, "I still want to manage us after I leave my job".

With the continuous turmoil, the performance of small cities is not good.

In the ByteDance system that firmly believes in embracing change, "change" is considered to be very common, but this round of adjustment may reflect the deep changes in the commercialization of ByteDance.

Previously, many products of Tik Tok and today's headlines were sold in the form of cash on delivery and would not jump to the details page. This model called "Luban" was first explored by these direct selling centers.

Wenzhou is famous for leather shoes, clothing and leather goods. Relying on Luban's business, in 2020, the direct sales center in Wenzhou will have an advertising revenue of 40 to 50 million a month, which can support a team of more than 200 people.

Ran Xu, an employee of ByteDance, revealed that relying on Luban, e-commerce business is more profitable for Wenzhou local commercialization team, but it accounts for a small proportion in national direct sales centers, and most of them are contributed by head customers.

Among local customers in Wenzhou, although the "Luban" business is large and the single income is not high, it leads to many customer complaints and low input-output ratio. This has also become the main reason why some employees speculate that the company will hand over the e-commerce business to the mass consumer business line.

At present, the mode of mass consumption business line has become mainly cooperation with agents, employees are only responsible for sales and account opening, and the rest of the operation work is handed over to agents, which reduces the labor cost a lot. Ran Xu revealed that after the split at the beginning of the year, more than 30 employees of the mass consumer business line took over most of the business, but then, the employees of the mass consumer line also left their jobs one after another, reducing to more than 10.

In order to recover the decline of local direct selling centers after losing their e-commerce business, some changes have been made in the commercialization of ByteDance, but the results have been minimal.

With the adjustment of top-level business groups, local personnel have also undergone major changes.

According to the above-mentioned workplace APP, the management of Wenzhou Direct Selling Center has been criticized for its lack of wolf. In this round of changes, the original middle managers of Wenzhou business were basically "killed" and collectively replaced by the airborne management of Hangzhou, hoping to ignite Wenzhou's combat effectiveness with Hangzhou Tiejun. However, contrary to expectations, this move not only failed to change the downward trend, but also caused a wider range of involution. Many middle-level and backbone cadres can't see the hope of promotion, and they either quit their jobs or leave their jobs, which leads to a further decline in urban performance.

Results On the eve of withdrawal, Wenzhou Direct Selling Center ranked at the bottom of the national performance and took the lead in withdrawing from the market.

3. The local life career falls by the wayside.

The local life business was originally regarded as the last straw to save the commercial local direct selling center in ByteDance. However, this straw is probably unreliable.

The so-called local life business is to focus on eating, drinking and having fun, and to benchmark the business line of Meituan. Based on Tik Tok's interest recommendation mechanism, this kind of content can easily become an explosion in Tik Tok, and the corresponding stores will be punched by more consumers, so it is also regarded as the next journey of byte commercialization.

Since the end of last year, All in, more than 20 direct selling centers in ByteDance have been living in the local area, and all their resources are inclined to local life. A large number of people have been recruited from peer companies, and a local life team has been set up soon, and a lot of traffic, manpower and material resources have been invested to help businesses willing to eat crabs for free.

"Very busy, Tik Tok has many businesses willing to promote, but they all help businesses for free, and the company does not make money." Employee Xiaohong said.

Therefore, the innovative exploration of local life was suspended in the second quarter of this year, and only five cities, including Shanghai, Chengdu and Beijing, were retained as pilots, hoping to promote it nationwide after the model is mature.

After pressing the pause button, the local direct sales center was in a short period of chaos, but it didn't take long for the local life business to restart. After the restart, customers are required to invest part of the advertising promotion budget while receiving promotion support, so as to alleviate the operating pressure of direct selling centers around the country. In addition, we also cultivate local service providers, hoping to use their anchors, equipment, venues and other resources to reduce the manpower pressure of local direct selling centers.

"In the past, many local businesses sold live group coupons, all of which were broadcast live by employees of the direct sales center. Very tired, some employees will brush the bill and hang the live broadcast in order to catch up with the performance. But if you change to a service provider, some effects may not be as good as ours. " Xiaohong said. "Now it is necessary for merchants to cooperate with the delivery of traffic, and also to give preferential prices to packages and service providers. Some businesses are more resistant and unwilling to do it. "

Xiaohong revealed that other cities didn't pay attention to local life before, and Wenzhou's performance was still in the forefront of the country for several months. But then other cities made efforts, and Wenzhou's business ranking dropped sharply. I thought the local life team could keep more people. After all, it is the direction of the future. Who would have thought that only a few months later, they were fired.

It is reported that the local life business of the direct selling center has been cut simultaneously, which may be related to the adjustment of ByteDance's top management. Originally, the development of byte local life business was the responsibility of commercialization line, but now it may be co-ordinated by product side. After all, many Tik Tok executives used to be product-oriented. The way of thinking has changed, and the subsequent gameplay will also change. It will focus more on producing high-quality content, and commercialization will be handed over to service providers.

The demographic dividend of the Internet has disappeared, and the external regulatory environment has become stricter. Perhaps, the climate of the Internet has really changed. The ebb and flow of the tide, under the tide of reducing costs and increasing efficiency, reducing fat and gaining weight, the consideration of human efficiency has become more cruel, and a group of Internet practitioners may be overwhelmed.