Shulou(Shulou.com)11/24 Report--

Today, Leifeng learned that Peng Jiazhi, a business assistant of former Kuaishou CEO Suhua, had left. At the same time, Li Yongbao, head of business algorithm strategy, has also resigned and the reason for his departure is unknown. It is reported that the two have not joined other companies for the time being, nor have they registered to start a new business.

1 there is no suitable position? According to public information, Peng joined 58 Group in 2018 and served as Vice President of 58 Group, responsible for the management of Group Human Resources Enterprise Group (HRG) operation and sales. Peng Jiayu joined Kuaishou in May 2020 as a business assistant for then Kuaishou CEO Cehua.

It is reported that Peng Jia pupil joined Kuaishou to do online education, but did not do it. Since then, Kuaishou and Baidu investment Zhihu, Peng Jiazhi as a representative of Kuaishou as Zhihu non-executive director.

During this period, at the end of last year, there was the biggest shock in the history of Kuaishou executives-on October 29, Kuaishou Technology announced that Su Hua, the 39-year-old co-founder of Kuaishou, resigned as CEO and was replaced by co-founder Cheng Yichao.

So far, there are different opinions on the reasons for leaving, and the most well-known saying is that "one mountain cannot be two tigers". Before that, Yan Qiang, the former head of the operation department and senior vice president of Kuaishou, also left on October 24, which was called "the direct line of Suhua" by the outside world.

After Suhua resigned from CEO, Peng Jiazhi, an assistant to CEO for a year and a half, continued to stay in the CEO office.

Peng Jiazhi's departure has been foreseen for a long time.

In May, Zhihu announced on the Hong Kong Stock Exchange that Peng Jiaxi had resigned as a non-executive director and that Chen Dingjia, CTO of Kuaishou, had been appointed as a non-executive director with effect from May 16, 2022.

At that time, the official reason was that Peng Jiazhi needed to devote more energy to other business and resigned as a non-executive director of the company.

Three months later, Leifeng received the news that Peng Jiachi had offered to leave. It was said that after Suhua left office, the CEO office did not have a suitable position, and it was also said that Peng was no longer optimistic about the development of Kuaishou.

2 Kuaishou troubled years? Kuaishou commercial four swordsmen, including several Leader in technology direction: Li Yongbao, algorithm strategy expert Kong Dongying, Gao Xiaoping, head of data research and development team, and Bai Xiaohang, head of Kuaishou commercial engine architecture, they are the core participants of Kuaishou commercial technology system from 0-1.

Among them, Li Yongbao is the core person in charge of building Kuaishou commercial cash algorithm strategy system from 0-1. He joined Kuaishou in 2016. At that time, Kuaishou had not yet formed a systematic commercial product and delivery capability, and the original algorithm team mainly did recommendation systems.

After Kuaishou was officially commercialized in 2018, Li Yongbao was sent to build the system. "at that time, there were only three people in the commercialized algorithm strategy group, but everyone was in a 'war' state."

Today, Kuaishou has successfully built its own commercial cash building and won the "first share of short video".

On May 24, Kuaishou released its results for the first quarter of 2022. The company's revenue in the first quarter was 21.1 billion yuan, up 23.8% from a year earlier, exceeding Bloomberg's consensus estimate of 20.6 billion yuan. Online marketing services, live streaming and other services (including e-commerce) accounted for 53.9%, 37.2% and 8.9% of revenue, respectively. Adjusted net profit loss of 3.72 billion yuan.

Online marketing service, that is, advertising business, is still Kuaishou's largest source of income. In the first quarter of this year, the advertising business contributed 11.351 billion yuan in revenue, an increase of 32.6% over the same period last year-a wide gap in the growth rate of 161.5% compared with the same period last year.

But for Kuaishou, the real problem is that it is hopeless to catch up with Douyin, and the video number is speeding up to "encroach on" short videos. According to the data of Video Lighting Research Institute, the video number DAU exceeded 500 million at the end of 2021, surpassing Kuaishou. What can't be ignored is that the video account is also fed by Wechat, which has 1.2 billion users.

At the same time, Kuaishou internal turmoil, many people can not stand Kuaishou reform changes to leave, the withdrawal of these two senior executives is just a microcosm.

Cheng Yixiao has been a CEO for 277 days in this troubled time, Cheng Yixiao can be said to be stressful.

It has been 277 days since Cheng Yixiao took over as CEO on October 31 last year.

During this period, his task is very clear, that is, to adjust the rhythm of Kuaishou in order to make a profit. What we can see are mainly these three moves:

The first move is to reduce the cost. The main means are:

Layoffs-online rumors of 20% layoffs, although Kuaishou quickly denied this proportion, but from all kinds of news, the rumors are still very referential. (in fact, layoffs are not a bad thing. Legendary President Gerstner accepted IBM. The first thing he wants to do to save the company is layoffs. )

Lower benefits and strengthen approvals-Kuaishou's first-quarter results show that it has left $100 million in costs by cutting benefits.

The second move is to increase efficiency. Efficiency is mainly to increase the realization efficiency of public domain traffic. Kuaishou's magnetic Taurus system, which is built by scalar huge engines, has been raised to a more important position.

It is worth noting here that Magnetic Taurus not only supports external purchases, but also supports brands and anchors who do live broadcasts inside Kuaishou, which is what Cheng Yixiao called "internal circular advertising."

The third move is to increase control.

This is also the most crucial point. For a long time in the past, Kuaishou felt free, or loose and out of control.

However, in the past half a year, Kuaishou has indeed changed a feeling. Specifically, many things that have been done but have not been done seriously are now suddenly taken seriously, such as doing a lot of guilds, such as doing channels to do fast brands.

At present, there is great internal and external pressure, and Kuaishou is forced to make changes. After Suhua resigned from CEO, Cheng Yichao carried out reforms, which was a time of chaos.

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