大疆恐難飛：北美團隊被曝裁員1/3 ，核心高管離職，內鬥嚴重

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"無人機巨頭的困境。"}]}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"大疆北美業務大裁員"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"中國無人機巨頭大疆在美國市場一騎絕塵，“消滅”了幾乎所有競爭對手。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/87\/8793e9fce5497ce76f786f02ae45bcbe.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"加拿大蒙特利爾，在通過手機應用註冊並登記用戶信息之後，這架來自中國廠商大疆的無人機輕盈地飛向空中。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但根據對20多位前任及責任員工的採訪，最近幾個月、特別是幾周以來，大疆公司的北美業務受到沉重打擊，甚至被迫進行了一輪殘酷的裁員。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"根據其中4位受訪者的介紹，大疆的本輪裁員還遣散了多位核心管理人員（其中一部分已經加入競爭對手陣營）。面對美國政府對中國企業的打壓，大疆公司在美國市場上的主導地位受到一定影響。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據3位前任及現任員工稱，大疆公司之前在美國擁有約200名員工，但去年帕洛阿爾託、伯班克及紐約辦事處已經有三分之一員工遭到解僱或主動辭職。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年2月，大疆美國研發部門負責人離職，其位於加利福尼亞州帕洛阿爾託的美國旗艦研究中心也解僱了最後10位研發人員。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"大疆公司創始者兼掌門人、億萬富翁汪滔表示，裁員無疑是個艱難的決定。但爲了體現該公司“不斷變化的發展需求”，必須削減帕洛阿爾托地區的員工。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"該公司表示，“我們感激員工們的卓越貢獻，也將繼續努力服務我們的客戶及合作伙伴。”大疆方面還補充稱，其北美地區的銷售額仍然保持強勁增長。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“儘管有競爭對手發佈誤導性聲明，但我們的企業客戶可以證明，大疆產品能夠提供強大的數據安全保障。而且面對種種不實傳聞，大疆承諾將繼續致力於服務北美市場。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"該公司並沒有對此次前任及現任員工證實的美國裁員事件發表評論，但大疆曾在去年的採訪中表示，其全球運營結構正變得“越來越難以管理”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"自2006年成立以來，大疆公司已經成爲中國企業中的創新代表，也因此與華爲及字節跳動一樣被列入中美貿易戰期間美方列出的管控公司清單當中。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"員工及競爭對手錶示，從品牌影響力、技術儲備、製造能力以及銷售渠道等因素來看，大疆公司在總值數十億美元的美國乃至全球民用無人機市場上仍佔據着絕對優勢。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但據3位前任高管及2位競爭對手的說法，由於去年12月被列入美國商務部公佈的“實體清單”、再加上剛剛關閉位於加利福尼亞州的研發部門，大疆公司滿足美國客戶需求的能力很可能有所削弱。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"根據針對大疆公司的“高科技監管”等約束性條款，美國商務部通過清單明確禁止大疆採購或使用美國本土提供的技術或組件。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"就在同月，大疆公司美國公共安全負責人Romeo Durscher辭去職務。這位高管曾在幫助大疆拓展美國業務方面發揮核心作用，包括爲美國政府部門及多家機構提供無人機技術。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Durscher爲美國宇航局（NASA）前項目主管，在無人機行業頗具影響力。目前，他已經轉投大疆的競爭對手、瑞士Auterion公司。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"他提到，之所以離開大疆，是因爲他對此次裁員、以及大疆美國分部與中國總部之間的內部權力鬥爭感到厭惡和沮喪。他補充道，美國分部的重組致使應對中美緊張局勢以及拿下美國政府訂單變得越來越困難。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"於2014年加入大疆的Durscher提到，“成長爲這樣一家全面領先的市場統治者絕非易事。但目前的內部鬥爭消耗了人們的精力，而且情況到2020年變得更加糟糕……大疆失去了很多有才華的員工，真的很遺憾。”"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"美國的安全焦慮"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"由於並未上市，大疆公司一直沒有公佈自己的銷售數據。但美國國防部估計，過去一年全美民用無人機市場總值約爲42億美元。諮詢服務企業DroneAnalyst則表示，大疆控制了北美近90%的民用市場以及超過七成的工業市場。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"大疆企業團隊高管、DroneAnalyst研究負責人David Benowitz認爲，美國商務部去年12月提出的美國技術及組件採購禁令，很可能會對大疆公司的移動應用、Web服務器、電池及部分影像產品造成影響。這位前工業客戶合作伙伴已經於去年夏天辭去在大疆的職務。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"大疆公司在去年12月表示，這項禁令不會對美國客戶的採購與使用體驗造成影響。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但更多打擊還在後面。去年10月，美國內政部表示將僅從國防部認證的企業手中購買無人機。國防部則於去年8月向聯邦政府公佈了首批5家認證無人機供應商——4家美國公司，1家法國公司。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"大疆表示，“美國政府並沒有針對大疆無人機發布廣泛的購買禁令。”“國會去年曾經考慮採用這類全面禁令，但目前美國衆多企業及政府機構對無人機有着硬性需求，因此這種禁令缺乏廣泛可行性。”“我們纔剛剛起步”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Benowitz認爲，中美之間持續存在的緊張局勢以及華盛頓政府的出手干預，很可能給大疆競爭對手帶來利好，同時壓低大疆在北美地區的市場份額。他補充道，雖然聯邦政府業務只在大疆創新業務中的很小一部分，但禁令很可能產生“寒蟬效應”，導致其他買家擔心美國未來對大疆實施更嚴格的管控措施。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“就目前來看，大疆的主導優勢帶來了大量難以消化的市場機會。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但他也承認，目前市面上的所有替代性產品都還遠遠不能與大疆相抗衡。儘管去年美國政府對大疆的打壓給其他廠商帶來了發展空間，目前也出現了法國Parrot以及總部位於加利福尼亞的Skydio等相對出色的競爭對手，但雙方的實力還未處於同一量級。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Parrot公司美國分部CEO Chris Roberts在2020年提到，對他們來說這無疑是重要的一年。該公司被國防部指定爲認證無人機供應商，也從應急服務與安全機構手中拿下不少訂單。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Skydio公司曾於上週公佈了1.7億美元的D輪融資，並表示其估值已經超過10億美元。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Skydio公司CEO Adam Bry在採訪中表示，“大疆的硬件水平確實很高，而我們還處於早期發展階段。與最終發展目標相比，我們目前的產品還相當原始。”"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"PHANTOM系列無人機"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2014年Durscher剛剛加入時，大疆的Phantom系列產品正努力把無人機從小衆娛樂工具轉化爲主流工具。他提到，當時可以說是將無人機設備引入消防及救援部門的黃金時間窗口。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但去年各家競爭對手的快速發展已經吸引到美國部分公共安全機構的注意，他們顯然傾向於採購指定廠商的產品以迴避數據安全問題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"他還提到，最早採購的那批無人機設備也差不多臨近使用年限，相關政府機構及企業很可能會把握機會、轉而選擇其他品牌。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Benowitz提到，一批無人機基本上使用三到四年就需要整體更換。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Durscher及其他幾位員工，甚至把大疆內部各項目組間的鬥爭形容爲“權力的遊戲”。深圳總部的領導層簡直如走馬燈般地更換，在6年的任職期間，他先後向12位高管彙報過工作。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Durscher在離開大疆之前，已經有多位北美核心高管成員選擇退出，其中包括業務發展總監Cynthia Huang。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前與Durscher共同在Auterion供職的Huang提到，她發現大疆已經越來越跟不上企業市場的需求增長。她還提到，過去一年的裁員事件成爲離職的最終導火線。根據去年8月的報道，繼裁撤全球銷售與市場營銷團隊之後，大疆又遣散了帕洛阿爾託、伯班克及紐約的團隊成員。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2018年加入大疆、受命建立北美企業業務的Huang慨嘆道，“這些莫名其妙的裁員讓我們失去了很多人才。這種持續不斷的損失真的讓人難以接受。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic"},{"type":"size","attrs":{"size":10}}],"text":"原文鏈接："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/www.reuters.com\/article\/idUSL1N2L6019","title":"","type":null},"content":[{"type":"text","marks":[{"type":"italic"}],"text":"https:\/\/www.reuters.com\/article\/idUSL1N2L6019"}],"marks":[{"type":"italic"},{"type":"size","attrs":{"size":10}}]}]}]}