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美的再现组织架构重大调整:市场体系定位转变,取消智小运营中心,全国29个运总兼任新职
Sou Hu Cai Jing· 2025-09-12 14:03
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]
独家|美的再现组织架构重大调整:市场体系定位转变,取消智小运营中心,全国29个运总兼任新职
Sou Hu Cai Jing· 2025-09-12 13:50
Core Viewpoint - Midea has undergone significant organizational restructuring, focusing on transforming its market system from a support-oriented model to a professional one, emphasizing user operation and traffic acquisition [3][4]. Organizational Changes - The internal document outlines a reorganization of the market system, with the user and market department renamed to the traffic and user operation department, which will take over responsibilities related to marketing activities and user acquisition [3]. - The terminal experience module has been abolished, with responsibilities transferred to regional business units, including standardization and training for stores [3]. - Responsibilities related to offline business promotion have been integrated into the brand and user operation department, aligning with the new traffic and user operation department [4]. Personnel Appointments - Midea aims to ensure a simple and agile organization, with operational managers directly responsible for business outcomes [5]. - The first batch of appointments includes part-time general managers for kitchen and heating products, indicating potential layoffs for existing product managers [6]. - A total of 15 city operation center general managers have been reassigned to oversee air conditioning and kitchen product management [6]. Previous Restructuring Efforts - This marks the third adjustment of the operation center within the year, following earlier announcements in February about the reduction of provincial sales companies from 35 to 29, resulting in approximately 900 job cuts [7][8][9]. - Midea has consolidated its regional operation centers into six core marketing platforms, merging several centers across different cities [10]. 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% [10]. - The smart home business generated revenue of 167.20 billion yuan, reflecting a growth of 13.31% [10]. - Despite revenue growth, the gross margin for the smart home business declined to 28.52%, down 0.84 percentage points year-on-year [12]. Market Context - The domestic air conditioning market saw retail sales of 126.3 billion yuan in the first half of the year, a growth of 12.4%, with increased competition leading to price reductions and a shift in consumer purchasing behavior [11].