All the details show that Baidu’s days are really bad.
Editor’s note: This article is from WeChat public account “deep” (ID :deep-echo), author Yimin Aya.
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Baidu today issued a document on the intranet, saying that it should regain the work style of “saving simplicity, simplicity and pragmatism”.
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“Frugality” is a clear signal released by the Supervisory Board from the briefing.
All kinds of details show that Baidu’s days are really bad.
“Deep Ring” was exclusively informed that today, Baidu published an article entitled “Up and Down, Desire, and Thrift” on the intranet. The article proposes that during the climbing period, Baidu should regain the work style of “saving simplicity, simplicity and pragmatism”.
According to the “deep sound”, this clear-cut article was posted on Baidu’s intranet and gave the location of the homepage big picture carousel. Baidu related people said that the position is second only to the full mail. According to the person, the relevant content of the article was written by the intranet content operation team “Intranet Xiaobian”. The team was originally led by Baidu Public Relations Department and was recently transferred to HR Management, which is the vice president of Baidu and the secretary general of Baidu Culture Committee. Cui Shanshan, who is responsible for Baidu’s human resources, and her team are responsible.
Cui Shanshan
The discussion about saving was formed at the director’s meeting, and the intranet article also mentioned that “the director’s meeting will release a clear signal from the briefing.”
This article suggests: some tubesThe cost and awareness of the managers and classmates are diminishing, and wasteful behavior often occurs. It is not uncommon for the non-five-star hotels to stay in the non-business/first class. The non-premium restaurants do not eat. The business is not seen. How to do it well, the problem is not solved, the user is not very satisfied, but when it comes to comfort and enjoyment, it is a leader. The article also lists more details, such as: Clearly a piece of paper can dry the water on the hand, but it is necessary to pull three or five.
The article advocates that Baidu employees should have a master mentality of “careful and careful life”. When they go to executives and directors, go to every ordinary employee, they must examine every unreasonable cost to avoid wasteful behavior. .
A number of Baidu employees said to the “deep response” that the intranet article immediately triggered a lot of internal discussions. Some Baidu employees said to the “deep sound”: “Compared with layoffs, use a few sheets of paper and use less.”
Baidu, which is trying to revitalize in the down channel, has been in a difficult situation in recent times.
In August this year, Baidu’s second-quarter earnings report showed that net profit attributable to Baidu in the second quarter was RMB 2.4 billion (US$351 million), down 62% year-on-year, and total revenue grew by only 1% year-on-year; At the same time as the credit reduction, Baidu’s content cost and traffic acquisition cost are still rising year on year.
Business level, Baidu search touches the growth ceiling, the information flow business is still in the stage of large investment, and it faces strong competition of byte hopping; while the contribution of new business such as smart speaker and smart cloud is still in the revenue not tall. On the team side, in May of this year, Baidu’s senior vice president left Hailong, and then triggered a big change in Baidu’s sales system.
To Hailong
Today, the market value of Baidu has fallen to about 37 billion US dollars. In terms of market value, the BAT pattern of China’s Internet has been replaced by ATM (Alibaba, Tencent, Meituan).
Baidu’s stock price trend in the past year
At this time, Baidu’s call for saving intentions is very obvious, that is, trying to get through the internal throttling.
A similar internal mobilization scenario was staged seven years ago: In November 2012, Li Yanhong, founder, chairman and CEO of Baidu, sent a message on Baidu’s intranet titled “Change, Start with You and Me” Open letter. In his letter, Li Yanhong called for “encouraging wolf sex, eliminating petty bourgeoisie” and advocating willing to disrupt themselves (willing to change oneself, and it is customary to talk about his own life).
Li Yanhong
In the face of difficulties, Baidu has been seeking change.
After the release of the second quarter of this year, Li Yanhong said in an internal letter to all employees that Baidu is still firmly in the core business field and is very motivated. “Some good signs are being presented, and the company’s performance has stabilized and rebounded.” p>
At the same time, he also pointed out that the company promoted a series of subversive changes from top to bottom, involving organizational structure, personnel changes, business consolidation and so on. These changes will bring phased pains, and will bring positive and far-reaching effects, making Baidu more stable and farther.
Promoting internal savings is also a form of change. Although internal throttling seems to have a limited effect compared to business and team-level issues, it is clearly more promising to actively seek change than to sit still.
The following is an excerpt from the Baidu Intranet article:
The director’s meeting released a clear signal from the briefing session. During the climbing period, Baidu had to regain the work style of “saving simplicity, simplicity and pragmatism”. “When you look at the former sages and homes, you will be ruined by extravagance.” If a company wants to stick to its original heart and long-term management, it will be the most important thing for the society, the industry, and the users. It is the most important to save and oppose waste. The ideological guarantee is also the most basic management requirement.
We must be soberly aware that as the industry flourishes and the company continues to grow and develop, the cost and awareness of some managers and classmates are diminishing, wasteful behavior often occurs, and it is not uncommon for many non-five-star hotels. TravelBusiness/First Class does not sit, meals are not high-end restaurants do not eat … business is not necessarily good, the problem is not resolved, the user is not very satisfied, but the pursuit of comfort, paving the way is the first to take the lead.
There is still some waste hidden in the details that are easily overlooked. It is clear that a piece of paper can dry the water on the hand, but it is necessary to draw three or five sheets; obviously people have left the station after work, but they are on the top of the head. Open the long light; obviously you can take the water from the water cup, but you have to use the disposable paper cup provided by the company. One is hot, and the two are set each time… These are all costs, and these behaviors are wasteful.
Ownership is not so simple to say, the company’s real “owner”, first of all, must have a “careful life” master mentality. Up to the executives, directors, down to every ordinary employee, in the daily work, within the scope of responsibility, enhance cost awareness, examine every unreasonable cost, to avoid wasteful behavior. Light car simple food, refuse arrogance; if not necessary, do not increase the entity.
The deep-sounding author Zhao Yu also contributed to this article