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Lu Qi's knife, Baidu third reorganized cabinet

via:博客园     time:2018/5/8 11:34:39     readed:371


The article turns from: "finance and economics", reporter: Zhang Jun.

In January 17, 2017, Lu Qi came. A year later, Baidu came to the most intensive personnel changes so far.

In March 2018, Li Dongmin, general manager of Baidu's post bar department, Hu Yue, general manager of Baidu map business department, and Li Jing (Li Jiaoshou), vice president of the post-90s generation, went out in one month.

And a Baidu turnover list in the workplace social software shows that there are possible left managers: Senior Vice President and search company president Xiang Hailong, search company CTO Zheng Zibin, vice president Liang Zhixiang, Tu Jing, general manager of the content service platform, Chen Lei of customized advertising, and senior search advertising director Lu Pengjun, assistant director of mobile assistant, Zhu Ying et al. According to "finance and economics" reporter understands, Chen Lei, Tu Jing resignation is true, others remain in the rumor stage.

In 2016, through the news of hemophilia and Wei Zexi, when Baidu was in the downturn, Lu Qi joined Baidu at the invitation of Robin Li to serve as the group president and COO. Robin Li gave Lu Qi a unique power. All business groups were responsible for reporting to Lu Qi by his per capita, and then he reported to Robin Li.

Today, Baidu's strategy, business and organization have been combed, and internal morale has been lifted. But a person close to Baidu's highest decision-making level believes that this also means that Lu Qi's change will enter the deep water area.

Baidu's (BIDU) finances began to pick up after two consecutive quarters of decline in revenue in the second half of 2016. The four quarter of 2017 increased by 6.8%, 14.3%, 29% and 29% over the same period, and Q1 grew by 31% in 2018. Baidu, whose market value fell to $50 billion, broke through the $90 billion level in October 2017.

By May 4, 2018, Baidu had a market value of $88 billion 600 million, disparting from $52 billion 900 million of fourth Jingdong, but still far behind Alibaba's $466 billion 900 million and Tencent's $463 billion 400 million.

Baidu today is at such a turning point that it has to forget to organize memory, but like Lu Qi's learning to ride a bicycle to hurt the leg, Baidu also has to bear the pain and cost.

Cruelty four quadrant


This matter has a certain impact on the choice of executives. For example, Li Dongmin, general manager of Baidu map and Hu Yue, general manager of Baidu post office, left this year.

On the same day, Baidu map business division is also facing major adjustments. Baidu map division transferred to AI technology platform system (AIG). Former general manager Li Dongmin resigned for personal reasons, and senior director Li Ying took over. A Baidu map personage told the "finance and economics" reporter that the map was only a moat business. At this time, the map entered the main channel, and the sense of belonging was completely different from the AIG.

It seems that maps and autopilot are more matched and can be incorporated into the intelligent driving group, but autopilot can not determine future revenue, or even exclude the possibility of split independence. If independence needs to streamline costs, the map is known to be a money and loss business. In the case of species, resources will be reduced. Relatively speaking, AIG is more basic than the underlying research and development, without having to bear the pressure of revenue. This is a better place for the map team.

In fact, the main channel business is facing a crisis of reduction. In 3 month of 2018, a Baidu Nuomi employee told the finance and economics reporter that the rating results of glutinous rice had been published, and the Department had changed a lot.

In March 2018, employees broke the news that the Baidu map needed to be laid off, and the four quadrant business needed to be laid off. Baidu has officially denied it. According to the "finance and economics" reporter, Baidu map layoffs are not true, but will strictly freeze recruitment, in this process, there are people outflow but not new people, but also a kind of disguised contraction.

Total systole

From strategy, organization to personnel, Baidu entered the systolic period in all directions.

In addition to disarmament and dismantling, Lu Qi integrated existing resources and departments to set up three career groups: in March 1, 2017, intelligent driving groups were set up (originally Lu Qi was personally hung up, but vice president Li Zhenyu took over in August 2017); in March 24th, the Baidu AI technology platform system was established; a year later March 2018 6 On Sunday, intelligent life groups were set up.



The first round of shuffling began at the end of 2006, when Baidu just went through the NASDAQ listing in August 2005. Within a year, CTO Liu Jianguo, COO Zhu Hongbo and vice president Liang Dong left together.

At the same time the loss of personnel, Robin Li continued to appoint new people. The second round of shuffling is that, after the two departure of COO and CTO, Robin Li emptied the two posts and replaced them with a large number of vice president. Wang Jin, Liu Hui, Liang Zhixiang, Ceng Liang, Jin Yu, Liu Jun and so on were introduced to the outside world, while Zhu Guang, Wang Zhan, Wang Zhan and Qi were promoted.

Unlike the previous period, the responsibilities are clear, and the functional division of sales, operations, and products, the diversity of their background directly determines the strategic trend of Baidu. Among the executives, Jin Yu and Liu Jun were active advocates of Baidu's O2O strategy. Ceng Liang had been Baidu Nuomi CEO; Wang Jin, Yu Kai, Wang Haifeng were in the AI team; Li Mingyuan led Baidu's mobile service. Under such a personnel background, Baidu's organization is relatively bloated, and its strategy is wandering between mobile search, O2O and AI.

In contrast, today's third power reorganization, marked by Lu Qi, and beyond Baidu's strategy and organization, the top level external recruitment has also entered the contraction period. After Lu Qi came to office, Baidu rarely recruited executives from outside. According to information disclosed, in addition to CFO Yu Zhengjun and vice president Yang Tao from the outside, other executives are promoted internally. Up to now, there are a total of four director level promotion vice presidents.

One was Shen Shen, who joined Baidu in 2012 and was promoted to vice president in May last year, and then took charge of Feed and division. The Division currently enjoys a high priority in Baidu, and Shen Chao is one of Baidu's top executives. Although it belongs to the search company, which belongs to Hailong, Shen Shen can report directly to Lu Qi, and Robin Li will also ask himself. The two is Wu Haifeng. Baidu has worked for 12 years, and vice president of Baidu is responsible for Baidu search in 2017.

The other two executives are unfamiliar to the outside world. The finance and economics reporter learned that they were Zhao Cheng, who was in charge of government relations, and Wei Fang, who was responsible for financial affairs. He was promoted to vice president at the end of last year.


Change the deep water area

At the general manager meeting in 2017, Lu Qi forced his book onto the table. He was angrily angry.

This means that if Mr Lu wants to increase investment in core business in resource allocation, it depends largely on Robin Li's will, Lu Qi is one of the parties to the discussion, but it can't be clap directly; in personnel, it may be easy to sort out the structure and organization to really touch the foundations of the business of the reshuffle and the reengineering of the existing interests. It is no easy task for a professional manager to carry out smoothly.

These close to the highest decision makers told the "finance and economics" reporter, although Cui returned time is not long, but the recent departure and conclusion of Baidu personnel, she has a certain impact on the back.

At this time, the return of a female founder may play a binding role, but the uncertainty is that she left Baidu for 8 years. It is not known whether she can help Baidu get through the period of concussion and reshape the corporate culture.

Unlike Baidu, the transformation of artificial intelligence is much earlier than YAHOO's mobile transformation, and it is not like Meijer's attempt to avoid the complexity and contradictions within the company through the acquisition, and the attitude is more active and active. However, if Lu can break the potential energy, this is not what he can decide, especially when the change enters the hard time, the relationship between the highest decision-making level, the unity of their will, the seemingly retreated Robin Li's real idea and determination, is the key to the chess game.

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