Happy net two start is return SNS camp or game developer

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Either reshaping the image back to the social networking camp, or turning it into a game developer, is the biggest test of a two-time start on the market. Recently, Cheng deliberately increased the frequency of exposure in media circles. As the founder of Happy Net, in the site Alexa rankings quickly slipped to 100 outside, he had to start facing the domestic mainstream media reporter's Flash. Cheng I have several times by the happy net responsible for marketing colleagues blame "do not support the promotion of work", there is no voice, "there is no media willing to be happy as news headlines."

For Cheng and happy net, this is an obvious irony. But Cheng understand, from applause to figure lonely psychological gap is far from all the trouble, all just started.

Listing line

"You can't step into the same river two times. "From Ancient Greek proverb, now in happy net body a language into prophecy."

The one night rise of happy net began in 2008. The site, later known as the social networking faucet, builds up 6000多万名 users within 1.5 hours. It is not the first social networking site, but with two simple game plug-ins to come from behind-although the "simple way to attract users for the first time" approach now seems to be nothing new, but at the time of the social network is rare.

At that time, Cheng, known as the "most boring CEO" of China's internet industry, had not been willing to meet with the media. In the media eyes, Cheng and the Chinese Internet mainstream maintained a good distance, not aggressive, like low temperature spread, often hanging on his lips is happy net "not anxious to make money."

This style has been kept Cheng until April this year, Cheng's peers in the United States first sounded the alarm. In an event held in San Francisco April 20, the leaders of the digital social gaming community say that social gaming users and incomes have been trending downward since last year. "We have seen signs of a decline in social-game growth as early as the last quarter," says Vihimachighani, the chief operating officer of the American social-game leader, Zynga. ”

Bad news is much more than that. A survey showed that the new registered users of happy net growth slowed rapidly, inactive users continue to increase, players out of the game fatigue response, began to flee collectively.

According to the Alexa monitoring, the PV value of happy net in February after a steep climb continued to decline, currently hovering in 0.2. No one seems to understand why the number of users from soaring to falling back, the user experience from happy to unhappy between the conversion so quickly.

Conversion speed is also fast enough, there are happy Net founder Cheng style.

From May onwards, Cheng began to actively contact the media, the main argument is "happy net not bad money"-"happy net in addition to more than 20 million of dollars in financing, has achieved profitability, the funds are no longer pressure." In the near future, happy net will choose to go public, but not listed for listing. ”

Cheng understood that it was time for him to speak. From deliberately avoid the media to high-profile publicity, Cheng attitude of the 180-degree turn, reflecting the embarrassment of happy net.

Dead on the beach.

Many familiar with the innovation of the Internet industry model, the crux of the network is blamed on its pioneering phase of the release of inaccurate signals. Until now, the Facebook's most successful replicator has given its users the image of a web game. Happy NET and Facebook registered users can not really connect the image of the two, the latter is the real social network originator.

In addition, a minority of users do not know what social network, also do not want to spend the mind to experience the real value of happy Net-the early stage of the game to become a heavy reliance on the burden of today.

A senior Internet analyst said, happy Net's overnight leap red to a large extent "overdraft the user's interest."

Imperfect stories have their own flaws. Happy Net Foundation play is not strong, but in the user stickiness for the king of the internet era, the management and Cheng I do not fully aware of this.

In advertising strategy, happy Net also appears too self-confident. Happy NET has never spent a penny on advertising, this will be "shortcut" growth of the image of the new Web site can not play any role, but can make things worse. Rao is Sina, Baidu, Tencent, until now also has not seen relaxed in the new Product Promotion Initiative investment.

The underlying crux of the problem seems to lie in the specious fatalism of the internet community. Every time the Internet industry model upgrades, it will ruin some innovative companies. In addition to the very solid foundation of the portal site, the other few spared. Just a year ago, the most touching story on the Internet was social networking, and now the most beautiful story has become Weibo. With the joint public, blog China, Tudou similar fate, happy net face potential such as flood of the Internet new model of the impact of almost helpless.

Internet researcher Xie does not deny the power of social networks, but in the previous interview also admitted that: the Internet a new model, you sing my debut, most of the "back waves" can only die on the beach. The golden age of blogs, search, video sites, and social networks is only about a year old.

Two times started

Two years after the past, happy net for the first time with a "wait, slow" idea.

The number of users is about to break billion, monthly profit can break through tens of millions of dollars, the net is obviously "not bad money", but then how to play, the listing can solve what problems, how to complete the first climb after the start, but no one can give the correct answer for Cheng.

August 20 this year, the annual Internet conference, Qihoo chairman Zhou in the speech did not preach his company, but not without sincere suggestions Cheng simply turned around to do the game. "I would like to say to Cheng:" To do Zynga rather than Facebook, it may be better than it is now. ”

Zynga is a purely social gaming developer with a population of 230 million users. Of the top 10 games on Facebook, 6 are from Zynga.

Unlike Facebook, Zynga has failed to confront its opponents head-on in the innovation of social networks, but has built a formidable social-gaming empire with the advantage of social networking. After the savage growth of Facebook, Zynga began to try to leave the former alone and become the world's largest developer of social-networking games.

That's why focused companies are more likely to succeed. But it is clear that it is not easy to persuade Kaixin to abandon its existing model and turn it into an upstream service provider for a social networking site. In bias's rather serious Chinese internet circle, persuading rivals to pay cash to happy net sounds a bit unreliable.

But in the interview process, most Internet veteran commentators believe that the next hardest thing is to do subtraction-either to reshape the image back to the social networking camp or to become a game developer. This is listed as a sign of happy net two times to start the biggest test. "You know, it doesn't have the strength of Sohu and Tencent, and there's no chance that the portal will try to be wrong." ”

Of course, happy Net is far from the need to answer this hamlet-style choice question, after all, there are nearly 100 million users are in the hands of happy net. This still makes happy net in with Renren, the network of the same type Web site confrontation with the winner.

Boring economic End

And the media has a similar point, happy Net is called the Internet is a model of the boring economy.

The popular happy NET will own core user group has made such summary: The office young family, the age probably between 23~30岁, generally all faces the strong social competition, needs to face buys the house to buy the car and so on the reality request, is more apt to appear the negative sentiment.

The network community contains the management of life, buy a car to buy a house and so on to some extent, just can meet the psychological needs of this part of the people. The psychological level of satisfaction so that young people such as happy NET, QQ farms such as the internet community flocking.

But coins always have tails. On the internet, the boring economy does not have the core competitiveness, and QQ can meet the needs of communication products compared to the loyalty of net users is far from enough. There are also internet commentators said that the network's replication threshold is very low, but also easy to be replicas of the counter constraints.

In fact, in 2008, when the sharp, happy net this industrial model of the innovator became a "cottage" object, Renren, QQ Farm and other social networks at one time by virtue of the existing advantages in traffic and happy net rival. This makes happy net overnight build up of empire gradually lost core competitiveness.

This is not the worst news, more importantly, happy net on the survival of the "boring economy" has gradually lost the creative source. After the launch of the Happy restaurant in February this year, Kaixin was no longer a masterpiece.

To be sure, no one is willing to succumb to fate. From the industrial environment, social networking has reached its twilight, and the innovation baton has been handed over to the next generation of Internet innovations, represented by Weibo. Happy NET listing has no timetable, suspense can only stay in the end: There will be a winding story? This article by the http://www.wgzhongjia.com webmaster friendship feeds!