Dismantling the US Mission: How does the organizational structure serve the strategic evolution?

Ma Yun said: "After making a strategy, the first thing is to quickly adjust the organization."

A good organization should be able to support and continuously support its strategic development. Therefore, the strategy of the organization is iterative, and the organization should be iterative.

Since the development of 20 10, Meituan started as a group buying business and gradually became a local O2O giant covering food and beverage takeout, hotel tourism and community group buying.

Its organizational ecology has also gone through different stages of evolution, and the following article has dismantled it in detail, hoping to inspire you.

..... (Don't look)

Meituan. Com was founded by Wang Xing, Mu Rongjun, Wang Huiwen and others on 20 10, with founder Wang Xing as the core.

The three were classmates and alumni during Tsinghua University's time, and they are still the three most important executives of Meituan.

Before the establishment of Meituan, several people had jointly established Internet social networking sites such as Duoduoyou, Intranet, Fanfan and Hainei.

After several rounds of entrepreneurial experience, the founding team has a keen insight into the Internet and rich experience in operation and maintenance.

Team Wang Xing pays attention to efficiency and "three highs and three lows"-high quality, high efficiency, high technology, low cost, low price and low gross profit.

▲ Information on the founding and management team of Meituan

As an O2O company, the entrepreneurial experience of the founding team with Wang Xing as the core is mainly online entrepreneurship, and there is no experience in managing large-scale offline teams, while offline business requires Meituan to have strong organizational skills.

Alibaba sales veteran Gan Yu joined Meituan in October 20111year1October, and helped Meituan establish an organizational management system and a local marketing system, which has been passed down to this day.

Gan Tu Ba Diao has established a quantifiable, measurable, traceable and controllable operation and management system for the offline team of Meituan.

For example, in business management, the goal is anchored, the implementation is detailed, and the SOP mode of standard workflow is widely used for management. The original whole sales process is divided into four steps, and the result E is controlled by controlling the process;

At the same time, improve the incentive system, so that employee incentives are highly linked to the company's goals, and employees have a strong grasp of business processes.

Gan Tu Ba Diao pays attention to team management and construction at the level of "borrowing the virtual to determine the true", that is, taking data, indicators and results as "virtual" and taking the development and promotion of talents and organizations as "true", thus forming the consistency of members' behavior and thoughts in the whole organization.

In this way, even after Gan 20 16 left his post, the organizational management system and local marketing system have continued to this day, and the team's combat effectiveness has not been affected.

In terms of talent reserve, Meituan reserves excellent BD as a candidate for city manager and excellent city manager as a candidate for regional manager at the grassroots level;

Start the "Leadership Echelon Training Plan" at the top, carry out job rotation exercise, succession planning, talent inventory and other work, and establish a complete talent echelon from the grassroots to the top.

Meituan has experienced several rounds of business expansion since it was launched in March, 20 10, and its organizational structure has been continuously expanded with the reform of O2O business.

When establishing an independent department for new business, Meituan will quickly adjust the structure, establish an independent business department, and appoint a founding team member as the direct person in charge of the business department to ensure that the overall culture and concept are adhered to in the process of promoting new business.

Among them, Wang Huiwen and Justin Chen have played such a role many times.

Taking the internal members of the founding team as the heads of new business and handing them over to other senior executives after maturity has made the consistent entrepreneurial culture of Meituan get a good inheritance and played a role in opening up new business.

▲ Business changes of Meituan

20 15 Tencent invested in Meituan, and after Meituan and Dianping merged to form "Xinmeida", it gave full play to the business synergy.

In the early days, the main business of Meituan gradually faded out, and it really got rid of the early positioning of "Groupon in China" and began to transform into a new economic platform of "internet plus".

The business structure has been established as three major business groups: take-away distribution, hotel tourism and shop-arrival business group, which has laid the core business of Meituan so far.

▲ The business organization structure of Meituan during the "Xinmeida" period

On 20 16, Meituan acquired Qianbaobao, a full-license payment company, laid out digital finance and online payment services, and implemented key links of closed-loop business of O2O, laying the foundation of financial center for business ecological construction.

In the same year, Meituan established the world's first talent training platform "Internet Plus University" (IPU) to promote talent training within Meituan enterprises.

Since 20 17, Meituan's O2O business has expanded substantially, and the three major business groups have been re-integrated:

▲ The business organization structure of Meituan during its rapid expansion period.

After Meituan took a taxi on 20 17, Meituan set up a travel department, and then completed the acquisition of mobike, further enriching Meituan's consumer data collection channels and traffic conversion channels.

Subsequently, Meituan further integrated its business structure and integrated the original Meituan platform with the public comment platform:

▲ After the launch of the travel business, the business organization structure of Meituan

20 18, 10 10 on October 30th, the company was listed on the Hong Kong Stock Exchange, and its organizational structure was upgraded according to the strategy of "food+platform".

In the following two years, several business divisions were optimized, but the basic organizational framework was adopted after the adjustment of 20 18.

With the continuous development of new business, Meituan integrates its business on one platform, and the organizational structure of the company serves the strategic direction. Its core business focuses on two major business groups, namely, store-to-store business group and home-to-home business group, and then enhances the coordination and efficiency of local business through Meituan platform and intelligent transportation platform.

Meituan takes' eating' as its core.

Create a catering service chain from catering, IT system to distribution marketing, focusing on creating various catering service chain products such as fast donkey, American group meal, and US group optimization, assisted by other business lines.

From the changes in the organization structure of the US Mission, it can be found that the US Mission business group, which was originally divided by business, has been divided into scenes to increase the collaboration between different businesses and the same scene, which is conducive to the vertical deepening of business.

The user platform will raise the overall user traffic to the company level for operation and management.

The user platform is the entrance of Meituan Ecology. The platform accesses the traffic, and then introduces the traffic into the business departments and business groups with "eating" as the core, and builds a multi-level scientific and technological service platform for the life service industry from the demand side to the supply side.

▲ The business organization structure of Meituan under the strategy of "Gourmet+Platform"

The rapid growth of Meituan from 20 15 to 20 19 mainly comes from the expansion of business in various cities, the optimization and upgrading of online marketing and the improvement of distribution network.

Now that Meituan has entered a mature stage, the key development space lies in giving full play to the advantages of data and expanding the network effect of the ecosystem, such as empowering small and medium-sized merchants in the ecosystem and stimulating the synergy between different business departments.

20 17 Wang Xing realized that to B was an opportunity for the future.

The traffic bonus period in the first half of the Internet economy has ended, and the direction in the second half is to focus on the innovation of supply chain and to B industry. By improving efficiency and reducing costs, the supply side of the whole China industry will realize the digitalization of the Internet and finally return to the road of sustained growth.

..... (Don't look)