Jiang said that the rumor of layoffs 1000 people is not true: there are not so many details. Jiang said in an interview that layoffs may involve one or two hundred people, but at the same time they are still recruiting people. Jiang said that the rumors of thousands of layoffs are not true: there are not so many details.
Jiang said that the rumor of layoffs of 1000 people is not true: specifically, there are not so many liquor brands of 1. Recently, Jiang was exposed on the Internet that he would lay off nearly 65,438+10,000 people. Jiang also responded to this. They confirmed that the company is in a painful period recently, shrinking its non-core business in an orderly manner, and has begun to organize and optimize non-brewing related business positions. But at the same time, they stressed that they will continue to supplement and strengthen the talent echelon in the future.
For Jiang's 3,000-person company to lay off 65,438+10,000 people, or as high as 30% of the layoffs, Jiang said that "the data is not true, not so much."
According to an eye-catching survey, in 2022, Chongqing jiangjin district Bian Jiang Brewing Co., Ltd. and Chongqing Jiang Ji Brewing Co., Ltd., affiliated to Chongqing Jiang Xiao Liquor Co., Ltd., were sued by two people for labor disputes. The cases were heard on April 14 and July 7 this year respectively.
Ginger's alcoholic products are closely related to the operating environment of the offline catering market. The impact of this year's epidemic has forced Jiang to make personnel and business adjustments.
So far, Jiang Company has been established 1 1 year. 20 1 1, the former executive of Jinliufu Liquor Industry founded Jiang, a liquor brand focusing on the youth market. They were once popular because of mass propaganda. According to public information, Jiang's revenue in 20 12 reached 50 million yuan, and in 20 14, 20 17, 20 18 and 20 19, the revenue reached 10 billion respectively.
In 20 19 and 2020, Jiang also launched two sub-brands, and Fruit Cube.
However, it is reported that since 2020, the income of ginger has declined, and the impact of the epidemic on its performance is enormous. In March of 20021year, the founder of Jiang wrote "10 year, it is not easy to survive" to respond to the rumors that Jiang was laid off at that time.
At that time, he wrote: "Even in the tenth year of entrepreneurship, Jiang's share in the liquor industry was only less than 0.5%. In a highly discrete market, the competition problems faced by startups are more about competing with themselves. "
He said that during Jiang's entrepreneurial career in 10, the most obvious feature was his desire for survival, trembling and walking on thin ice. In my opinion, the company has never stepped onto the altar and it is not easy to survive.
On the capital level, Jiang also stayed in September 2020, when they got the C round of financing led by Huaxing New Economic Fund, followed by Zheng Xingu Capital, CMB International and Gaoyao Capital, with a valuation of 654.38+03 billion yuan. Some media also compared this valuation with liquor companies listed at that time, and Jiangneng ranked 654.38+03.
Prior to this, Jiang also received investments from well-known institutions such as Capital, Tiantu Capital, Gaoyou Capital, Black Ant Capital and Sequoia Capital China.
However, for Jiang, everything seems to stay in 2020 before the epidemic. This kind of organizational optimization also shows that they have reached the stage where they have to take action.
Jiang said that the rumors of thousands of layoffs are not true: there are not so many details. 2 "I am Jiang, and my life is very simple." Jiang, known as the youth wine, is experiencing pains.
Recently, Jiang, a liquor brand that focuses on the youth market, has fallen into a wave of layoffs. According to reports, a number of netizens who claimed to be employees in front of Jiang broke the news on social media, saying that 1000 people were laid off and Hangzhou Branch laid off 40%.
The newspaper reported on May 28th that Jiang said in an interview that the layoffs may involve one or two hundred people, but they are still hiring. There are nearly 2800 people (in the company) now, which is not as reported by the outside world.
Relevant persons said that in the current environment, the consumption scenes of "gathering and drinking snacks" in small and medium-sized restaurants have decreased, and now it is indeed a painful moment for enterprises. This adjustment is also an opportunity to rediscover the "little white spirit".
Detailed public information shows that on 20 12, New Blueprint Company cooperated with Jiangjin Winery to develop "Jiang Xiaobai". 20 12 March, Jiang officially launched the sorghum liquor "I am Jiang".
At that time, Jiang cut into a relatively blank liquor market segment-the scene of young people gathering to drink.
Relying on emotional copywriting, unique packaging and social marketing platform, Jiang quickly attracted a large group of young consumers. Through the offline deep distribution system, the performance has achieved rapid growth.
20 17 annual revenue 10 billion yuan; The income from 20 18 is 2 billion yuan; 20 19 revenue exceeded 3 billion yuan. At one time, its share in the small bottle wine market exceeded 20%.
Have you ever drunk Jiang?
Jiang said that the rumor of layoffs 1000 people is not true: there are not so many details. Recently, the layoffs caused by former employee Jiang are not small. According to its news, the news that "3000 Jiang will lay off 65438+ 10,000 people" spread like wildfire.
If Jiang really laid off 65,438+10,000 people, which is nearly 30% of the layoffs, it would be shocking.
In this regard, Jiang's response is: I admit layoffs, but I don't admit layoffs of 30%.
Jiang's "second time" was laid off.
In March of 20021year, Jiang Ye was caught in a storm of public opinion because of layoffs!
At that time, an insider revealed that after the Spring Festival this year, Jiang dismissed the entire public relations team in Beijing, leaving only 1 person to handle public relations affairs.
Subsequently, Tao Shiquan, CEO of Jiang, responded in his personal account, denying the rumor that "Jiang abolished the whole Beijing team".
At the same time, Jiang said that there are no plans to abolish any business departments and departments this year. At present, there are more than 2,000 employees, and the organization will increase by about 15% this year.
In May 2022, when Jiang was laid off for the second time, he admitted it!
Jiang said that in view of the judgment of internal and external environment, the company contracted its non-core business in an orderly manner, and the corresponding situation was normal business and organizational optimization and adjustment.
The reduction ratio mentioned by the outside world is not in line with the actual situation, and the company will continue to supplement and strengthen the talent echelon.
In addition, Jiang admits that the pain is real, but they believe that a healthy organization will bring long-term returns to all peers and users.
Some insiders bluntly said that Jiang's response to layoffs actually didn't have much valuable content! Denied the proportion of layoffs, but did not give a realistic proportion of layoffs; Admit that enterprises are facing pain now, but emphasize the future with "tomorrow will be better"
Of course, more people in the industry believe that no enterprise will regard layoffs as a glorious thing. Who is not secretly laying off employees?
It's not easy for Jiang to generously admit that layoffs are not easy. It is normal to hide some key information and say some beautiful words like "Tomorrow will be better".
What everyone should pay attention to is why Jiang laid off employees, and what is the pain he said?
Behind Jiang's layoffs: the performance has fallen too fast!
20 1 1 year, Tao Shiquan, an employee of Jinliufu, founded "Jiang Xiaobai" and launched various fancy marketing methods under the banner of "Young People's Wine". A few years later, he made a breakthrough in the liquor market.
From 20 17 to 20 19, Jiang's annual revenue exceeded 10 billion yuan, 2 billion yuan and 3 billion yuan respectively, and its share in the small bottle wine market once exceeded 20%.
But everything came to an abrupt end in 2020. At that time, in an interview with the media, Jiang was greatly affected by the epidemic. In February 2020, sales reached a record low.
According to the Insight Report on Young People's Alcohol Consumption in 2020 released by the First Financial Business Data Center, the share of ginger in the small bottle wine market dropped from 20% to 0.5%.
Since 2020, Jiang has been working hard. First, efforts should be made to improve the quality and change the market bad review of "Jiang Gou doesn't drink"; Second, continue to adhere to the "network celebrity" marketing, Tao Shiquan personally took to the streets to shoot videos and make publicity.
However, judging from the results of layoffs, Jiang's efforts for more than two years have not actually had a very obvious effect, and neither the quality reputation nor the corporate image has gone up.
In this regard, the industry's view is that Jiang has too many opponents and his market strategy is not firm enough!
In the offline market, there are dozens of competing products, such as hot crooked liquor owned by Wuliangye, Yang Xiaoer and small black bottle from Yanghe, Lu Xiaoer from LU ZHOU LAO JIAO CO.,LTD Co., Ltd., and traditional liquors such as "Little Niu Er", "Red Star Bian Xiao" and "Xiao Lang Liquor", which have always occupied the market at a fair price.
Online, emerging brands such as Gu, Guan Yun and Kaishan have also made great achievements. Among them, some brands either get a lot of financing or rely on Xiaomi ecology, and the development momentum is fierce.
On the other hand, Jiang, liquor and blended liquor "go into battle together", and the two categories operate at the same time, which means that everyone wants to make money.
In addition, although I have always wanted to get rid of the label of "copywriting liquor, online celebrity product", Jiang still has a strong online atmosphere in the process of brand upgrading.
Jiang's pain doesn't seem easy to carry over!