ArcticFox
2023-11-29
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美团当下的困境及破局之道
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无限战争的理念主张</strong>,尤其新业务(优选)等,可能不尊重<span>股东权益</span>。</p><p>最重要的是,以上三个问题,可能是长期化的。</p><p>针对这些问题,其实美团给出了应对策略,分别如下:</p><p>第一个给出的解法是“闪购”+低频外卖用户分层运营。</p><p>第二个解法是提拔李树斌(高级副总裁),打直播、短视频之战,并模仿多多视频。</p><p>第三个问题,是目前做了一定调整,但不改变方向,也不愿意缩减规模。</p><p>目前市场吐槽最多的是无限战争,希望砍掉优选业务。</p><p>上面这三个问题,基本是市场主流共识,构成当下美团的困境,管理层也给出了应对策略。</p><p>上述皆为客观事实。</p><p>战略其实就是权衡与取舍,以及主要矛盾、优先级的处理。</p><p>在我的认知里,1、3其实是一类问题,都是探索打破天花板,而且我也认同管理层策略,不应该直接关掉优选。(不学字节跳动全面放弃游戏)</p><p>优选业务,值得去尝试,但或许应该改变一下规模和策略,小范围尝试,季度亏损控制在10亿以内。</p><p>比较遗憾的是,从公开的公司动态来说,美团管理层可能认为核心矛盾是和抖音的竞争。</p><p>个人看法,<strong>倾向应该优先解决第三个问题,而且应该花最多精力。</strong></p><p>主要逻辑是因为抖音、乃至快手进攻本地生活,确实对现金奶牛有影响,但不至于离谱。</p><p>以当年美团“农村包围城市”,高频打低频,“欺负”携程为例,今天携程依然是OTA领头羊。美团酒旅其实情况更乐观,即便暴增下S&M支出,这块业务净<span>利率</span>依然高达33%。</p><p>此外,进攻方是抖快,主动权不在自己手中,也解决不了战争。</p><p>相反,优先解决流血和天花板问题,是更值得的。</p><p><strong>毕竟杀利润是小问题,而杀“美团从成长股演变为价值股”的逻辑,则更加可怕。同时,发展本身,能解决更多问题。</strong></p><p>美团浪费了太多精力在抖音身上。</p><p>当然,美团有自己的董事会,有强大的公司治理;同时,王老板也不至于离谱,所以,被套牢的大资金们,等待纠偏机制吧。</p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE 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}\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n美团当下的困境及破局之道\n</h2>\n\n<h4 class=\"meta\">\n\n\n2023-11-28 21:30 北京时间 <a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202311282135048213dea9&s=b><strong>虎嗅网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>刚刚,美团发了财报,就说说最新的一些看法和理解吧。相关业绩不再赘述,尤其是和隔壁家拼多多比较起来,简直降维打击。当下市场对美团,已经形成强烈共识,主要涉及以下几个困境:1. 天花板问题,尤其和拼多多拥有良好增长前景的Temu比;2. 长期与抖音竞争,对利润的损害,包括但不限于快手本地生活业务的展开;3. 无限战争的理念主张,尤其新业务(优选)等,可能不尊重股东权益。最重要的是,以上三个问题,可能是...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202311282135048213dea9&s=b\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"83690":"美团-WR","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC","LU0572944931.SGD":"Janus Henderson Horizon China Opportunities A2 SGD","LU0456827905.SGD":"JPMorgan Funds - China A (acc) SGD","BK1583":"高瓴概念","LU0211977185.USD":"EASTSPRING INVESTMENTS GREATER CHINA EQUITY \"A\" ACC","LU0348805143.USD":"ALLIANZ ENHANCED ALL CHINA EQUITY \"A\" (USD) INC","LU0067412154.USD":"UBS (LUX) 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无限战争的理念主张,尤其新业务(优选)等,可能不尊重股东权益。最重要的是,以上三个问题,可能是长期化的。针对这些问题,其实美团给出了应对策略,分别如下:第一个给出的解法是“闪购”+低频外卖用户分层运营。第二个解法是提拔李树斌(高级副总裁),打直播、短视频之战,并模仿多多视频。第三个问题,是目前做了一定调整,但不改变方向,也不愿意缩减规模。目前市场吐槽最多的是无限战争,希望砍掉优选业务。上面这三个问题,基本是市场主流共识,构成当下美团的困境,管理层也给出了应对策略。上述皆为客观事实。战略其实就是权衡与取舍,以及主要矛盾、优先级的处理。在我的认知里,1、3其实是一类问题,都是探索打破天花板,而且我也认同管理层策略,不应该直接关掉优选。(不学字节跳动全面放弃游戏)优选业务,值得去尝试,但或许应该改变一下规模和策略,小范围尝试,季度亏损控制在10亿以内。比较遗憾的是,从公开的公司动态来说,美团管理层可能认为核心矛盾是和抖音的竞争。个人看法,倾向应该优先解决第三个问题,而且应该花最多精力。主要逻辑是因为抖音、乃至快手进攻本地生活,确实对现金奶牛有影响,但不至于离谱。以当年美团“农村包围城市”,高频打低频,“欺负”携程为例,今天携程依然是OTA领头羊。美团酒旅其实情况更乐观,即便暴增下S&M支出,这块业务净利率依然高达33%。此外,进攻方是抖快,主动权不在自己手中,也解决不了战争。相反,优先解决流血和天花板问题,是更值得的。毕竟杀利润是小问题,而杀“美团从成长股演变为价值股”的逻辑,则更加可怕。同时,发展本身,能解决更多问题。美团浪费了太多精力在抖音身上。当然,美团有自己的董事会,有强大的公司治理;同时,王老板也不至于离谱,所以,被套牢的大资金们,等待纠偏机制吧。","news_type":1},"isVote":1,"tweetType":1,"viewCount":462,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"upFlag":false,"length":27,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/246577883697216"}
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