Image source: Tuworm Creative
Blue Whale TMT Channel on February 21, today, Ele.me sent an internal letter to all employees by email. The letter concluded that the 87-day "winter campaign" exceeded the set target, and the internal letter also stated that it would launch a "promotion season" and "increase the total investment of incentives" to achieve "responsibility, results-oriented, immediate incentives, and diversified development".
On February 20, it was reported that recently, Ele.me's in-store business (formerly "word-of-mouth") under Alibaba's life service segment will merge with AutoNavi, and Zhang Liang, the former head of in-store business, will report from Yu Yongfu, CEO of Alibaba's local life service company, to Liu Zhenfei, CEO of AutoNavi . With the merger of word of mouth into AutoNavi, according to people familiar with the matter, Ali's local life will carry out a new round of layoffs.
The internal letter, sent in the name of the "local class committee" (i.e. Ele.me's core decision-making level), affirmed the business achievements and progress in the past year. There were rumors that Ele.me could merge with AutoNavi. However, some industry insiders believe that because the two belong to the Ali life service sector, and have already clearly undertaken the import responsibilities of "home" and "destination" respectively, the logic of the merger of the two parties at the business level is not valid. The internal letter also proves from the side that Ele.me also has no motivation to passively seek a merger.
A number of insiders close to Ele.me said that in the past six months, Ele.me has won successive battles at several important marketing nodes, and its internal morale has been further improved compared with a year ago. Therefore, while indicating that it would "reward meritorious deeds", the e-mail also continued to release the will of war with the end of "golden iron horse, blowing horn company battalion".