1. The enterprise has not designed a powerful control system from the beginning. In order to expand rapidly, provincial leaders did not conduct the most basic background and strength investigation, and at the same time, provincial leaders did not conduct any background and strength investigation on franchisees in grass-roots stores when attracting investment, which led many provincial leaders to take the opportunity to leave empty-handed and fall into the predicament of running without money from the beginning. Many stores are irresponsibly misled and do not operate in order to go public. Zombie shops are all over the country. After the short-term store opening frenzy, the whole company fell into an embarrassing state that the headquarters could not manage the store, the provinces could not manage the store, and the execution was not guaranteed.
2. Before the rapid expansion, I didn't fully investigate the market and basically didn't understand the insurance industry all over the country. Auto insurance is the main business of Shangjing in the early stage of its business, and it is an industry strictly regulated by the state. The supervision and policies vary from place to place, and the insurance rates are also different. Local CIRC and insurance companies have different degrees of acceptance of Internet insurance. The headquarters did not fully investigate these problems and do a good job in dealing with them, which led to difficulties after opening the store. In most areas, shops don't even have the most basic insurance agency, so they can't operate legally. Is it that the top management of the headquarters, as employees of the insurance industry, did not anticipate these difficulties, or did it deliberately hide it for the sake of rapid expansion and let the grassroots stores act as cannon fodder? This is unknown.
3. The platform experience is not good. As we all know, the most important task of the headquarters as a platform builder is to build a good mall and app. Now, after nearly two years, the R&D team is small in scale and poor in strength. The experience of shopping malls and apps is still extremely poor. There is no way to compare with any mainstream e-commerce platform. For a long time, there is no sign of improvement, which seriously restricts the promotion of business. This is unimaginable in the Internet age.
4. Unrealistic management of the main business. Since its establishment, the company has registered more than 10 companies, such as communication, advertising, health industry, education services, tourism, logistics, investment, etc. The top leaders have all changed, and there is no development strategy and no financial and human support. Each "company" is only equipped with one or two people, becoming a pile of shell companies worthy of the name, and has not brought any profits. Finally, the advantage of e-commerce platform is light assets, while mobile phone is an industry with heavy assets, high threshold and bleak market competition. Even talents like Lei Jun have devoted all their efforts to Xiaomi. Liu and Ma Yun still don't make mobile phones, and Gree Dong Mingzhu has repeatedly suffered from waterloo on mobile phones. Shangjing is just a small startup company, and several insurance companies fantasize about making mobile phones by pimping. As a result, no one in the headquarters in Beijing has seen the production line of the mobile phone foundry until today, and the configuration and output of mobile phones cannot be guaranteed. How to ensure the quality and after-sales of mobile phones? Without advertisements, celebrity endorsements and channels, can several so-called patents boost mobile phone sales? Is Shang Jing's high-level performance better than Lei Jun and Dong Mingzhu? Let's wait and see.
5. cronyism. As a start-up company, the royal family and the country are flying all over the sky, and the ability is not enough to hold important positions in the comprehensive department of the company, and the brain drain of professionals is serious.
6. The organizational structure is chaotic. What are the functions of the big project department, investment department, strategy department and Shangjing College? It is a mystery to all Shangjing employees. It is not known what some departments have done from establishment to revocation. As a startup company with a scale of 100 people, the human resources department is equipped with five people, and the boss is also equipped with a full-time driver, which is incredible.
7. Low level of human resource management. First of all, middle managers are appointed at will. In less than two years, the head of human resources department has changed six times, the head of investment promotion department has changed X, the general manager of operation department has changed X, and more than one person has changed five or six departments in three months. Frequent and random personnel transfer completely ignores the professionalism and stability of talents, resulting in managers and grass-roots personnel at a loss and unable to work with peace of mind. Secondly, the monthly assessment of the whole company is to draw lots to queue up, which is completely a formality. Third, pay cuts at will, rude and arbitrary means, leading to low morale of the whole company. Fourth, long-term incentives rely on slogans and illusory equity, and employees' most basic travel expenses reimbursement cannot be guaranteed, let alone short-term incentives.
8. Investment promotion policies are constantly changing. As the headquarters, we never have a clear investment strategy without listening to the voice of the market. Instead, I swayed from side to side in the clamor of saving points and stores, patting my head and making decisions. Due to the investment promotion strategy of 25% discount, integral mall is full of inferior goods, lacking large-sized goods, just-needed goods and brand-name goods, and the customer experience in the points area cannot be guaranteed at all. The headquarters also skipped the points area to build a preferential area and built castles in the air. The shopping method of cash+points is not accepted by the market in a short time. Coupled with the low reputation of Shangjing, the goods are not competitive, and the cash area, discount area and preferential area cannot compete with mainstream e-commerce. There is no doubt that the sales volume is bleak. The high-level headquarters turned a blind eye, turned a deaf ear, and still built cars behind closed doors.
9. The core of Shangjing is the mall, and the core of the mall is the quality, price and user experience of goods. As the headquarters, we never face these three problems positively, never solve them effectively, and always find other ways to solve them, even shift the responsibility to the stores: for example, we want the stores to attract their own investment (if the stores are stronger than the headquarters, we can find good products with a 25% discount). Why don't we sell it ourselves and let the headquarters and the province share a piece of it? ); Push Shangjing mobile phone to divert attention (which domestic e-commerce platform succeeded in making its own mobile phone? ); Can the 0 yuan shopping group last long? ); Require stores to pull down advertising business when the quality of landing screen and the number of LED screen docking are well known; How to attract merchants and consumers when goods are not competitive? )
Shang Jing has so many problems, is it hopeless? The author believes that there is still redemption. After all, Shangjing is now famous, and the platform and channels are still valuable. Introducing capital and changing management ideas are two necessary conditions to save Beijing. The importance of funds need not be elaborated. If the headquarters has funds, it will shrink the combat area, control several provincial companies with outstanding performance and large market scale, solve the execution problem within a certain range, and concentrate on conquering several provinces. At the same time, strengthening the strength of R&D, changing the investment strategy and focusing on promoting the products of several first-line brands will not only be beneficial to the promotion of insurance and universal merchants, but also set a benchmark, establish the confidence of manufacturers in shopping malls and restore the confidence of headquarters in stores. Within three months, Beijing will be revived. Of course, a reasonable incentive system is the guarantee for all projects to land.
At present, there are many problems in Shangjing itself, and there are also many companies similar to Shangjing model. It can be said that internal and external affairs are difficult. The internet age is faster than anyone else. If the above problems cannot be solved quickly, the prospect of Shangjing is worrying. The above are the author's immature views on Shang Jing, welcome to discuss.