Finance Associated Press|New consumption**December 11th (researcher Liang Youyun),Recently, Simba's Xinxuan Group issued an internal notice showing thatGuan Qian no longer serves as the CEO of the group, and Song Tieniu (Blue Mountain) is appointed as the new CEO of the groupHe is fully responsible for the day-to-day management of the group. The move aims to further consolidate resources and improve the efficiency and quality of business operations.
In the process of Guan Qian's hurried appointment and hastily leaving Xinxuan, the internal struggle between the old and new factions and the future development direction of Xinxuan Group have become the focus of attention of all parties.
Tear face!"New Forces" vs "Veteran Anchors".
According to netizens, on October 30, he issued a declaration of "quitting the network" on his account, and said that "I have not been cyberbullied, I have not been hidden, but I don't want to be put on the hot search". But when asked whether she would leave the job, Guan Qian gave a negative reply.
On December 3, Guan Qian suddenly changed the name of her Kuaishou account ID to "Regret :)" and changed the account signature to "Goodbye hustle and bustle, return to the ordinary world to be yourself, and continue to love life", and emptied all the content under the account.
This move made the rumors of Guan Qian's resignation resurge. However, judging from the many work dynamics of Guan Qian, until the end of November, she was still attending the "Second Global Digital ** Expo" on behalf of Xinxuan Group to assist in dealing with issues such as the Xinxuan anchor ** turmoil, and there was no sign of power.
With the official announcement of Guan Qian's resignation as CEO of the appointment and dismissal notice of Xinxuan Group, Guan Qian's discord with Xinxuan's anchor team and e-commerce team was quickly put on the table.
According to the ** news broke by netizens, before and after Guan Qian's resignation, the head anchor of Xinxuan Group, "Dandan", publicly mocked Guan Qian in the internal WeChat group and circle of friendsHe also said that "Guan always resigned publicly today", "finally got out of the group", and "chose a piece of pure land".
In his speech, Dandan counted that Guan Qian had spent hundreds of millions of yuan to recruit her descendants less than a year after joining the company, and spent money on activities at will, but it was not for the welfare of employees. In the process of telling, Dandan's language was excited, and even burst into foul language.
According to the data, Guan Qian has served as the head of functional departments such as operation and planning since 2009, and has successively served as senior executives in Tencent, LeTV and Alibaba. In April 2023, Simba revealed in the live broadcast that he had stepped down as the CEO of Xinxuan Group and handed over to the newly hired CEO to take care of the company's daily affairs. And this new CEO is Guan Qian, who jumped from Alibaba.
This time, the fierce rhetoric of Dan Dan is the "big **" in Simba's "four apprentices", and he is one of the most influential female anchors under Xinxuan Group. According to public information, as a post-95 Dandan, he has been bringing goods for Xinxuan since 2019, and in 2020, it is commonplace for Dandan's single live broadcast GMV to exceed 100 million yuan, and he quickly became one of the top anchors in Kuaishou.
Third-party statistics show that Dandan's GMV during many big promotions and marketing activities in 2021 is second only to Li Jiaqi and Wei Ya, and higher than Luo Yonghao and Yu Dagongzi in the same period. In the ranking of female anchors with goods on the Kuaishou platform, Dandan ranks first steadily, so it is also known as the "first sister of Kuaishou". With its own efforts and persistence, Dandan's advantage in live streaming has been maintained to this day, and it is the second largest anchor of Xinxuan Group in addition to Simba, with more than 90.31 million Kuaishou fans.
New consumption** observed that a few months after Guan Qian joined the company, Dandan briefly revealed his dislike of the new CEO in the live broadcast room, but in the end he covered it up with a joke and did not make the contradiction public. In Dandan's Kuaishou account, CEO Guan Qian's praise and praise for Dandan's work attitude and dedication are still retained**.
Before deleting all the works, on November 30, Guan Qian, who "retired from the network", successively released remarks such as "I wish you well" and "I hope you don't become messengers of online justice", and hoped to ease the fierce internal confrontation with a stable attitude and an upward attitude. Judging from the final result, the treatment of weakening the sense of presence could not prevent it from leaving the Xinxuan Group.
Xinxuan Group is looking for a new growth curve, and the experience of large factories is incompatible
After the two sides completely tore their faces this time, some analysts believe that Xinxuan Group has been dissatisfied with the various actions of the new CEO Guan Qian for a long time, and behind it is the mismatch between Guan Qian's ability and Xinxuan's development needs.
In leading the transformation and development of Xinxuan Group, Guan Qian chose to invest heavily in agriculture, from the investigation of genetically modified breeding technology, to the "second growth curve" with "new agriculture" as the main direction after the 618 promotion, and then to successively participate in the Rural Revitalization Live Training Center, promote smart agriculture projects, release agricultural assistance plans, and participate in the celebration of the Food and Agriculture Organization of the United Nations.
Since Guan Qian joined the company, the scale of the activities he has presided over has become larger and larger, and the influence of the activities has become more and more extensive, but most of them are money-burning projects, which cannot bring revenue conversion and net profit improvement to Xinxuan Group in a short period of time. In addition to her poor ability to generate income, Guan Qian was unable to effectively deal with and arrange this when several big anchors under Xinxuan frequently had emotional disputes that affected the live broadcast work.
There is speculation that under the accumulation of various unfavorable factors, Guan Qian, who has not been "airborne" for a short time, has become the focus of internal contradictions in Xin Xuan. When the "new forces" and the "veteran anchors" clashed, Guan Qian's defeat may be inevitable. In addition, Guan Qian's Xi management style, thinking dimension, and acting style may also make him underestimate the difficulty of working in the "start-up company" Xinxuan Group.
However, it must be noted that since the end of this year's Double 11 Xinxuan Group, Dandan has been caught in a contract renewal and accidental injury and hospitalizationSimba's "Big Four", "Cat Sister", is rumored to have resigned because of an emotional dispute with Xinxuan's other anchor "Da Shao". Previously, Zhao Mengche, one of the top male anchors under Xinxuan, also refused to link up with the anchor because of an emotional dispute with another female anchor of the company, and was once rumored to be transforming into a behind-the-scenes work.
Behind the above-mentioned chaotic anchor relationship, it is also the "master-apprentice" system and nepotistic attribute atmosphere led by Simba since the establishment of Xinxuan Group, so that although the anchors are unified in the "company" management, they have more acquaintances and "family" attributes that surpass colleagues and partners.
Feigua Double 11 data shows that Simba's GMV with goods will increase from 37 in 20222.9 billion yuan to 249.6 billion yuan;The GMV of Dandan's goods has also increased from 28 in 2022$2.6 billion to $21 in 20234.1 billion yuan;The beautiful GMV of the time is also from 7 in 20229.1 billion yuan decreased to 76.4 billion yuan;The cat sister brings the goods GMV from 3 in 20226.4 billion yuan fell rapidly to 1. in 20239.2 billion yuan.
During Kuaishou's Double 11 period, only a few anchors under Xinxuan, such as Zhao Mengche and Xu Jie, achieved growth in the scale of bringing goods. Although there are also factors such as the adjustment of the platform recommendation mechanism behind this, the influence of the head anchor is becoming less and less than before, which has become a major development trend of live broadcasting.
In addition to live streaming, ** chain, and self-operated brands, Xinxuan Group still needs to find a new development direction.
According to the data, Song Tieniu (Blue Mountain), who is currently the new CEO of Xinxuan Group, is one of the four co-founders of the company, and has accumulated more in the retail chain, brand operation and revenue generation methods. In March, Simba had announced that its partners would "go their separate ways" to go their separate ways.
Liang Youyun).