Core Points - Midea has undergone significant organizational restructuring, shifting its market system from a support-oriented model to a professional one, focusing on traffic acquisition and user operations [1] - The internal document outlines changes in the market system's organizational structure and responsibilities, including the renaming of the regional operations center's user and market department to the traffic and user operations department [1] - The smart small appliances organizational structure has been adjusted to fully online operations, merging the smart small appliances operations center into the domestic marketing of the home appliance division [1] Organizational Changes - The regional operations center's responsibilities have been redefined, with the termination of the terminal experience module, which will now be managed by regional business units [1] - Headquarters' offline business promotion responsibilities have been integrated into the brand and user operations department, aligning with the new traffic and user operations department [1] - The first batch of appointments includes part-time general managers for kitchen and heating products, indicating potential layoffs for existing general managers in these categories [3] Personnel Adjustments - This marks the third adjustment of the operations center within the year, following previous announcements to reduce the number of provincial sales companies from 35 to 29 [4] - The consolidation of regional operations centers into six core marketing platforms has resulted in an estimated reduction of around 900 employees [5] - Recent personnel changes include the promotion of key executives within the company, reflecting ongoing leadership adjustments [6] Financial Performance - In the first half of the year, Midea reported a revenue of 251.12 billion yuan, a year-on-year increase of 15.58%, and a net profit of 26.01 billion yuan, up 25.04% [6] - The smart home business generated revenue of 167.20 billion yuan, growing by 13.31% year-on-year, despite a decline in gross margin to 28.52% [6] - The domestic air conditioning market saw a retail value of 126.3 billion yuan, with a year-on-year growth of 12.4%, indicating competitive pricing pressures in the industry [6]

Core Points - The article outlines a comprehensive SOP (Standard Operating Procedure) for short video operations on Douyin, detailing the entire process from planning to execution and maintenance [2][5]. Group 1: Short Video Planning and Release Process - The SOP includes a structured approach to short video planning, which involves defining account positioning, selecting topics, and establishing a monetization model [2]. - The initial phase (0-3 days) focuses on account positioning, identifying benchmark accounts, and determining content themes based on the account's characteristics [2]. - The subsequent phases (4-15 days) emphasize data testing, content creation, and audience engagement strategies to build a follower base and optimize content for better performance [2]. Group 2: Daily Maintenance and Execution - A daily maintenance execution table is provided, detailing actions to take before, during, and after video releases, including monitoring performance metrics and engaging with the audience [2][4]. - The importance of leveraging trending topics and collaborating with larger accounts to enhance visibility and drive traffic is highlighted [2][4]. Group 3: Content Structure and Engagement Strategies - The article presents various content structures for video scripts, emphasizing the need for engaging openings, informative transitions, and compelling conclusions to drive viewer interaction [3][4]. - Different script structures are suggested, such as problem-solving formats and storytelling approaches, to cater to diverse audience preferences [3][4]. Group 4: Data Analysis and Benchmarking - A template for analyzing benchmark accounts is included, focusing on key performance indicators such as viewer retention, conversion rates, and sales data [4][5]. - The analysis aims to identify successful strategies and areas for improvement by comparing performance metrics with competitors [4][5].

Group 1 - The core idea of scaling a business involves understanding product development, traffic acquisition, and monetization strategies [1][9] Group 2 - For product development, it is essential to create a market-recognized product that is replicable and standardized to ensure quality and efficiency during scaling [3] - Identifying target users and utilizing appropriate channels for traffic acquisition is crucial for establishing brand influence and user ecosystem [5] - Monetization strategies should align with user value, ensuring a balance between user satisfaction and business returns, while considering pricing strategies as the business scales [7]