The orange heart had better be exposed and closed as a whole.

The orange heart had better be exposed and closed as a whole.

Orange Heart Optimization was shut down as a whole, and Didi employees posted on social platforms that orange heart optimization has been shut down, and all business, production and scientific research employees have been laid off. In fact, there have been rumors about the optimal shutdown of orange heart before. The orange heart had better be exposed and closed as a whole.

The orange heart optimization was exposed and has been shut down as a whole. 1 Recently, some netizens broke the news on social platforms, saying that Didi's orange heart was optimized. Meituan's community group buying business has been shut down as a whole, and all related production and R&D personnel have been laid off.

On March 2, an insider of Didi revealed to the Red Star Capital Bureau: "The production and research team of Orange Heart Optimization Hangzhou has all been laid off, and the laid-off trade union has been compensated by N+ 1." According to this source, since the end of last year, Orange Heart has been gradually laying off employees. "Before the Spring Festival, Orange Heart's preferred business and market positions were cut, and this time it began to cut the core positions of production and research." The source also introduced that Didi is a year-end award issued at the end of February, including laid-off employees.

Since the second half of last year, news of shrinking business has been coming out. At the beginning of 20021September, it was reported that Orange Heart preferred to reduce the previous 9 regions 3 1 province to 3 regions 9 provinces. In 65438+February, the orange heart that was originally placed on the Didi APP page had better be removed. Another former employee of Orange Heart Choice told Red Star Capital Bureau: "In June 5438+February last year, the national C-end business of Orange Heart Choice community group purchase was shut down, leaving only a part of Sichuan."

As for whether the orange heart optimization business has been shut down as a whole, the Red Star Capital Bureau has asked Didi for verification. As of press time, there is no relevant response.

Orange heart optimization service contraction

At the end of last year, it was removed from the Didi APP page.

Recently, some netizens posted that Didi's community group buying business orange heart optimization has been shut down as a whole, and all related production and R&D personnel have been laid off. A former employee of Orange Heart Choice told the Red Star Capital Bureau: "In June last year, 65438+February, the national C-end business of Orange Heart Choice community group purchase was shut down, leaving only a part of Sichuan."

In fact, since the second half of last year, the news of business contraction and staff abolition has been constantly coming out.

From 202 1 September, orange cores are preferably exposed and sealed in multiple central warehouses and lattice warehouses. As a transfer station connecting the main warehouse of Orange Heart Optimization and the self-raising point of offline stores, the lattice warehouse undertakes the important task of sorting and distribution at the end of the platform sinking market, and is also an important link different from the traditional e-commerce logistics form.

This is not a positive signal. At that time, it was interpreted by the market as: orange heart had better shrink in a large area. Later, LatePost reported that Orange Heart preferred to reduce the previous 9 regions from 3 1 province to 3 regions and 9 provinces.

In the interview at that time, the Red Star Capital Bureau learned that on September 8, 20021year, Orange Heart Optimization in Changzhou, Jiangsu Province had closed the group's integral system and announced that it would stop its business operation in Changzhou. The local operator explained to the head of the delegation that "the operation was stopped because of optimization and adjustment". At the same time, the orange-heart optimized grid warehouse located in eight counties, including qingyuan county, Luxi and Tonggu, Jiangxi Province, announced the closure of the warehouse. The relevant person in charge said in the working group that September 8 will be the last night to perform the contract.

Image from Tik Tok APP

According to public information, in Shandong, Orange Heart closed its business in Jining on September 7, and closed its business in Linyi on September 13, followed by Jinan and Qingdao. There are also Jilin Province, Hainan Province, Guangdong Province, Guangxi Province, Ningxia and other places, and orange heart optimization is gradually withdrawing.

At that time, a person familiar with the matter told the Red Star Capital Bureau that Orange Heart would contract in batches, which was based on the dimension of urban warehouses. Fourth-tier cities are the first batch, third-tier cities are the second batch, and then the third batch are provincial capital cities and first-tier cities. Finally, keep the Sichuan-Chongqing market.

According to the interface news report, Orange Heart has made a contraction plan as early as June, 20021year, and besides structural adjustment, there are inevitable layoffs. According to a person close to Didi, Orange Heart has about 8,000 employees nationwide. They can choose to stay in orange heart or transfer to other departments. If they don't want to, they will be compensated according to N+ 1

In the third quarter of 20021,the loss of orange heart optimization reached 20.8 billion yuan. At the same time, Orange Heart will focus on wholesale business, incubating the trading platform between retail terminals and wholesalers-"Orange Wholesale".

The new business has not brought a turning point to orange heart optimization. The Red Star Capital Bureau learned that in late February of 2002 1,1,the orange heart originally placed on the Didi APP page was removed, which also meant that the core diversion entrance of the orange heart was closed.

Previously, the' orange heart preferred entrance' in Didi APP

Now it has been removed from the Didi APP.

In the past three months, the daily turnover has exceeded 2.8 million.

It took only a year and a half from prosperity to decline.

Before 202 1 June, the optimization of orange heart was still advancing by leaps and bounds.

It took less than three months from the launch in June 2020 to the announcement of winning the first place in Sichuan and Chongqing.

In September 2020, the expansion speed of the orange heart was further accelerated, and the opening speed doubled. According to China News Network, at the end of September, the daily order volume of Orange Heart Optimization exceeded 2.8 million.

According to Southern Metropolis Daily, in the fifth month after its launch, at the Didi staff meeting on June 3, 2020, 165438+, CEO Cheng Wei of Didi became more confident and made up his mind on the spot: "Didi has no upper limit on the investment in orange heart optimization and strives to be the first in the market." On the day of "double 1 1", Orange Heart preferred the national daily order breakthrough of100000.

Since then, Orange Heart prefers to subsidize users with high salaries, recruiting people with high salaries and opening stores in Kaesong, running all the way.

The change occurred in March, 20021year, and Didi reported that the community group purchase was split and listed separately. Later, the prospectus also showed that Orange Heart preferred to carry out A 1 and A2 rounds of financing and convertible bonds in March, and the latest valuation reached1800 million US dollars.

After financing, orange heart optimization changed the market strategy, from loss subsidy to profit pursuit. In May, 20021year, Orange Heart preferred to stop the full discount, and the quantity dropped sharply. At the end of June, 20265438+0, public information showed that Orange Heart preferred to cancel 20% wartime subsidies.

According to the research and analysis of market investment institutions, the daily order volume of Orange Heart by the end of 2020 is about130,000. After the subsidy was stopped in June, 2026, the daily order volume dropped to 8 million-10/00000 at 5438+0, and the daily order volume of Meituan's choice and multi-eating was about twice that of Orange Heart's choice.

At the end of July, Orange Heart preferred to move its headquarters from Chengdu to Beijing and Hangzhou. Then in early September, it was reported that Orange Heart preferred to reduce the previous 9 regions from 3 1 province to 3 regions and 9 provinces.

The Red Star Capital Bureau learned in the interview that the business of orange heart optimization has changed rapidly. A third-party labor service company in Yulin, Shaanxi Province, which is responsible for the recruitment of employees in orange heart optimized lattice warehouse, told Red Star Capital Bureau that the recruitment information of vegetable sorters was still released normally on July 24, 20021year, and only two months later, the news that the lattice warehouse was withdrawn was received.

On March 2nd, according to the "Chief Insider" of Weibo, Didi employees posted on the social platform that the whole line of Orange Heart Optimization was shut down, and all employees in business, production and research institutes were laid off.

In fact, there have been rumors about the optimal shutdown of orange heart before. In September, 20021year, Orange Heart laid off employees on a large scale, and its business scope was reduced from 3 1 province in 9 regions to 9 provinces in 3 regions.

In February 2022, the enterprise status of Orange Heart Preferred Shenzhen Company was changed to cancellation. The company was founded less than a year ago.

In this sudden change, it is not only the optimization of orange heart that can't be sustained, Pandora's box has been opened, and community group buying platforms such as Tongcheng Life, Food Enjoyment, Meiyijia Selection and Squirrel Fight have also closed down.

Many of these closed enterprises have developed rapidly, but they have also been carried away by dividends and neglected their own supply chain and capital restrictions, leading to the closure of the whole line.

The trend of community group buying has changed, and the tide has receded.

It's best to turn it off and hide the mystery.

Before the outbreak, families in China used to "shop at home" and go to the vegetable market to buy enough fresh food for the whole family.

However, the epidemic control has made people no longer go out as freely as before. Internet giants such as Alibaba, Meituan and Pinduoduo are also at the bottleneck of development, and they are in urgent need of fresh traffic injection. Driven by various forces, community group buying has become popular.

On June 5, 2020/kloc-0, the orange heart optimization business was launched on Didi.

"Didi has no upper limit on the investment in orange heart optimization and strives to be the first in the market." The words of Cheng Wei, chairman of Didi, are still in my ears. In just one year, he can't hold on any longer.

Counting the short life of the orange heart can sum up some experiences and provide some vigilance for the "peers" who can continue.

First of all, orange heart is developed by Didi, and the way to get rich is to use its own financial advantages to focus on the spike products below the market price and let the opponents despair.

With the injection of billions of funds, orange heart optimization also had a brilliant time, winning 7 million orders nationwide.

The essence of community group buying cannot escape retail, and the key to retail lies in the supply chain, which cannot be established overnight.

In the early stage, the optimization of orange heart really won huge traffic by low price, but how to digest the sudden influx of traffic under the immature structural model. Without the chassis to undertake, these money-making users will be lost in vain.

It is obviously different for Buy More and Meituan to optimize this platform born out of e-commerce giants. They also spend money to attract traffic. Buying more food and optimizing the US Mission can support each other with the main business and absorb it perfectly.

In the final analysis, Didi has no fresh foundation and no inheritance genes, which is the key to the failure of orange heart optimization.

If Didi's brand-new community group buying business is an adventure, changes in external conditions such as policy control over the industry will be a fatal blow to Orange Heart.

In March, 20021year, the General Administration of Market Supervision imposed an administrative penalty of RMB 65,438+RMB 5,000 on low-price subsidies of Orange Heart and disturbing the market price order.

The orange heart, forced to adjust its strategy, is more inclined to raise prices. Originally dissatisfied with the low quality of products caused by price reduction, a large number of users began to lose.

As the solar terms get warmer, consumers are more willing to go offline to buy fresh goods directly, and they are more assured to choose by themselves, which is even worse for the optimization of orange heart.

Finally, the levee of a thousand miles collapsed in the ant nest, and the drip of becoming a monk halfway, lack of manpower and qualifications, chaotic management, failed to take care of the interests of suppliers and consumers.

It is reported that it is difficult for most orange heart suppliers to make money because of factors such as inflexible mechanism, frequent returns and poor convergence of rules.

In addition, because non-professionals are responsible for professional affairs, mistakes are prone to occur in the transaction process, which leads to complaints from consumers. On the black cat complaint platform, there are nearly 6,000 complaints about orange heart optimization, which is more than twice that of Ding Dong, which has been established for a long time.

Recently, an insider of Didi revealed to the Red Star Capital Bureau that "Orange Heart preferred to start mass layoffs from the end of last year. This time, the core positions of production and research will be laid off, and all the laid-off employees will receive the compensation of N+ 1 as stipulated in the labor law. Didi issued a year-end award at the end of February, and the laid-off employees who are preferred by Orange Heart are also among them. " Visually, orange heart has been optimized or shut down all the way, and all related production and R&D personnel will be laid off.

Since the second half of 20021,news of shrinking business has been coming out. In February, 2002165438+,the orange heart originally placed on the Didi APP page was taken off the shelf, which also means that the diversion entrance of the orange heart core was shut down, and the orange heart was preferred or shut down all the way.

In fact, since the second half of last year, the news of business contraction and staff abolition has been constantly coming out.

At that time, the optimization of orange heart did shrink, and it was closed in batches according to the dimension of urban warehouse. Fourth-tier cities are the first batch, third-tier cities are the second batch, provincial capital cities and first-tier cities are the third batch, and finally the Sichuan-Chongqing market is retained.

Orange heart would rather shrink its business and lay off employees on a large scale because of serious losses. As can be seen from Didi's financial report, in the third quarter of 20021,Orange Heart's preferred loss reached 20.8 billion yuan.

The loss is so huge that no one would have thought that at that time, there was also a moment when the orange heart was optimized. In the fifth month after the launch of orange heart optimization, at the shareholders' meeting of Didi on June 3, 2020, 165438+, CEO Cheng Wei of Didi became more confident and made up his mind on the spot: "Didi has no upper limit on the investment in orange heart optimization and strives to be the first in the market." After that, on the day of "double 1 1", Orange Heart preferred the national daily order to exceed100000. Since then, Orange Heart prefers to subsidize users with high salaries, recruiting people with high salaries and opening stores in Kaesong, running all the way.

In 2020, 12, relevant departments began to pay attention to the chaos of community group buying, and then the new regulations of "nine no" for community group buying were introduced one after another. It is forbidden to dump at low prices and not kill big data, so the optimization of orange heart has begun to decline.