Pioneering state: The Chinese boss on Facebook

On Facebook, Asia's biggest social-gaming company is not from Japan, not from South Korea, but from China. Interview/Fanghao Zhengjiangpowen/Zhengjiangpo The company's name is Le element, by virtue of a fish culture game "Happy Aquarium Box" fame. Today, the game remains in 9th place on Facebook's total toll list, with 2.4 million people online every day, and Zynga, the world's largest social gaming company, has been in the game, but failed.　　Le elements in the first quarter of this year's turnover exceeded last year's total, said this year's income will exceed 10 million dollars. "You 30,000 dollars registered capital to do what company Ah, sell the jelly is also similar."　　"Wang recalled two years ago when the elements of the music was suffering from the cold and sigh unceasingly, at that time they heard to do a business license of the minimum registered capital of 30,000 yuan, so he did a, the rest of the money used to pay wages, but did not expect this 30,000 dollars but to the start-up of small companies brought a lot of trouble. "At that time, the bank felt that our registered funds are too small, do not give us an account, there are overseas funds remitted to us not to exchange settlement, suspected that we are money laundering."　　"It was 2009 of March and Wang just resigned from Renren," he said. Social game Entrepreneurship "Three Strands of wind" "I was Chen a boat recruit the first college students." "2000 Wang just graduated from Wuhan University was the same as Wu graduated Chen a boat into the still in the prehistoric period of China's Internet."　　Chen a boat at that time still doing chinaren, Wang and Dot dot net founder Xu Chang became the chinaren of the earliest employees. "You will find that miracles can be created, as long as you find a good group of people, have ideals and catch the right time, you can make changes in human life." "The seed of entrepreneurship has been rooted in Wang's heart, after leaving Sohu Wang began the life of foreign executives, he in IBM, ICP and other companies to do 7 years of marketing work," That kind of well-organized day is really not suitable for me, I still prefer to be full of countless possible internet. "　　"So 7 years later Wang back to the Chen, the passage of time, the original chinaren has been replaced by Renren, that is, in Renren, Wang for the first time contact with social games." Wang in Renren as the director of value-added services, when Renren did not focus on how to make money, the entire team has only more than 20 people, in the accumulation of user phase. 2008 Renren has made rapid development and started to do the open platform, social games is an important part of social networking sites, and China's social games are very immature, the people engaged in this industry is very good, everyone online there are only a few small flash games, for the development of the platform,　　Wang himself with people to do more than 10 social games, some good response, some very failed. "I remember that we have a Triad boss of the game, but also by the ' Focus Interview ' report, was fined by the Ministry of Culture." "ThisThings so far also let Wang laugh and cry. Social games in China really fire up also to benefit from the "Happy Farm", this is a lot of people crazy game, the middle of the night to grow vegetables, stealing vegetables in a period of time has become a lot of human life as a part of.　　The Wang in the industry saw the huge business opportunities of social games, which also contributed to Wang the second time to leave Chen a boat, and this time to leave, he chose to make a new beginning, he took the original departure summed up by the "three wind" of the promotion. The first wave comes from the global popularity of social networking sites. With the birth of Facebook, Mark Zuckerberg's social empire has allowed more than 500 million people to successfully connect and draw social relationships, creating a new system for exchanging information and changing lifestyles. In the June 2011, people in North America spent 1/3 of their total online time on social networking sites, knowing that Facebook was just being used as a tool for picking up chicks, a showcase for personal information. Slowly, this platform's function is more and more complete, has the sharing and the connection function, then becomes a real friend network, many video website's traffic all comes from the social networking website reprint clicks.　　Small applications and games are more catalytic the industry, people are starting to enjoy the convenience of social networking sites, the habit of playing games and friends to exchange feelings and achievements, and slowly on Facebook is also the emergence of such as Zynga's upcoming social gaming companies. The second wind comes from the popular trend of social games. Suddenly, as the spring breeze comes, people all over the country began to steal food, this simple, vivid game so that people can not stop, the most attractive place is its social nature, to those who just contact the internet, just learned to login QQ and Sina, even typing are not skilled people to play the game opportunities. The game of stealing food has been in operation for two years. Still, there are 160 million Internet users in the country stealing vegetables, which is mostly middle-aged women, they are not obsessed with the "World of Warcraft" type of large game of high-end players, nor the kind of Internet thinking arm to the foot of the IT elite, they are the most people in China,　　This market is also the largest market. The third wind is driven by an open platform. Platform openness is an irreversible trend because no one company is capable of doing real business. Platform and application developers are interdependent and mutually beneficial relationships, and Facebook has made Zynga, without tens of thousands of social gaming companies like Zynga, and Facebook will not have the scale of today's development. At home, the wind of the open platform is also blowing violently, Tencent and Baidu have announced the opening, the trend of the platform to the social gaming companies to survive and develop the soil.　　Wang see these trends in Renren. "Although there are many opportunities for entrepreneurship in life, there are times when there are opportunities that belong to you, and some opportunities belong to others." Your chance when no one else knowsIt's a chance when you know that you know the challenges, the risks and the benefits that the industry has for you when people don't know the industry. Why not do it when you happen to know the industry, the right team, and the right resources?　　"Wang so understood" opportunists ". "If I had not immediately come out to start a business and choose to continue to stay in Renren, wait until everyone online after the market to do also have time, but then this opportunity is not my one chance, is the opportunity for all, I lost the advantage of the first hair."　　"Wang said. CEO, product manager, HR "There are many people in the office who like to fish, there are many people to fish as their own screensaver, since there are so many people in the office to raise fish, this behavior can become on the social networking site content?" "Wang said.　　The internet is the reflection of real life, and the best theme of social games is to move the things that people enjoy in their lives online. "Happy Aquarium" This game is based on such a simple idea to make. Game mode is very simple, there are only two ways to play: feed their friends fish and their own fish, the initial profit model is also very simple: sell fish. Le elements have sold 5 million fish on Facebook, each selling at 10 cents to 1 dollars. Slowly they add more props, including the hippocampus, which can feed the fish automatically, and the fish food that allows the fish to grow fast and so on.　　Just 3 months on Facebook, the team optimized the game almost every day to make it easier for users to get into fish farming games. Now the update and maintenance of the game has become the most important part of the music element team daily, music element has a slogan: We do is the service, not the product. Wang often likened his game to opening a restaurant, he said: "If you are open a restaurant, 2.4 million people a day to eat in your restaurant, and your dishes have not changed throughout the year, this restaurant can operate well?" "So the service industry has become a new location for the Wang Company, and he regards his social games as a TV series, with a new plot for each episode, and as a" no sincerity and no interference ", each period has different male guests.　　In this product thinking driven by the past two years, "Happy Aquarium" released about 250 versions, basically three days will have a new play or functional improvements. In the beginning, "Happy aquarium" this game is simply to raise fish and feed fish, as the game continues to update, not only appeared more props, but also produced a similar treasure Exchange system and see small applications and other new functions, these are constantly glow with this "old" game vitality, a series of changes, now the "Happy Aquarium" has been quite different from what it was two years ago, and it has become an extremely rich and highly accessible game. "By constantly stimulating and playing updates, our game sold 10 million of dollars of virtual goods in two years, with high sustainability is what we choseChoose this product and adhere to the important reasons for operation.　　"Wang said. In the "Happy Aquarium" before, the music elements of the social game is not a smooth road, they have failed to work, no one, the revenue bleak. "After a two-month period, when the retention rate and the number of active people are not up to expectations, they should give up decisively."　　"Wang didn't have any luck with the hard work, because he knew that an entrepreneurial team could not afford it, especially on a highly competitive platform like Facebook, where the chances of turning around were almost nil. if a game did not fire right away. "Two years ago, our peers made social games, a team of 20 people to do four products, but now look at the survival of the average 20 people are voted into a product company."　　"Wang that social games focus, a good product must be intensive, the resulting value is far more than a multi-pronged, this point from his" happy aquarium "can see the leopard, the game two years later still in operation, every day there are new changes to the user new feelings. "The cost of Chinese skilled personnel is lower, more experience, the music element of a game in 12 countries around the world, each country to make a point to ensure that the company's profits, and Japan's games in Vietnam will not necessarily make money, which is the advantage of the cost structure of Chinese companies." "Wang is very good at using the advantages of existing resources, relying on high-quality games and low-cost operating costs, le element entrepreneurial first year experienced a burst of growth, 3 months to achieve the profit, a year after 25 people's team can make a net profit of a hundred thousand of dollars per month,　　But in order to make more high-quality games, it is necessary to invest more money and expand the size of the team, so they ushered in the first investment at the beginning of the venture: only through two weeks of negotiations, DCM has invested 5 million dollars in music elements. The current music elements to market already has 5 games, the latest game is a mobile phone social games, from a period of time acquired by a Japanese game company is responsible for the operation, the game online two months, each month can earn 150,000 of dollars. Le element now the market is mainly concentrated in Taiwan, Japan, Korea, and now began to work with the domestic open platform for cooperation, the new game My Kingdom May 3 in the QQ space launched very popular, in happy net also quickly rushed to the first position. In order to meet the different requirements of interface and payment means in different regions and different platforms, le element cost 300,000 has made a set of game release platform. "It's like an intermediary that can get our game automatically to the world's platform, complete 15 countries a update, this only our company can do."　　"Wang said.　　In fact, Wang's real identity is not just a CEO or product manager, but also a title: HR. "30 of the top 50 people in the company were recruited by me personally. "Wang sometimes doesn't look like a CEO, but more like an HR. Le element just set up when only 6 people, which6 people in two months of time to make a "happy aquarium" game, the first month of the release of the game in Russia to make 20,000 dollars, they have some of the former CTO of MySpace, some people net backstage game development technology backbone. "I think it's right," Mr. Jobs said, "The first 10 people in the company decided the company's development." "A guy who just left MySpace took a lot of offer from a big company, later he chose the music element, because Wang gave him a list, the list clearly wrote the game in the next year's revenue forecast, how many people can hire, how much money, how much cost, cable how much cost, electricity how much cost, How much water costs. "If the guests of the seabed are caught by a table, then our employees are arrested," he said.　　"Wang in order to beg just also did similar to cottage thing, he once three times to ask a well-known website engineer to eat, hope he can go to the music element work, finally wait until the person agreed to join the Mail, the whole company staff cheering." The elements of the initial team are the backbone of Renren and MySpace, and they are the world's one by one social gaming companies with deep social networking backgrounds, a group of industry elites who have come together to become the biggest drivers of the music element. It's like a person who cooks meals in a restaurant, understand how dishes are made out of the same reason, music elements to understand social networking sites, from the back of the operation to the front desk news, notifications and other specific applications are at their fingertips, this is the early start of their differences from other social gaming companies, they will be more concerned about the user's behavior on the social network , the commitment to social networking, including some features of the social networking site itself. They use social thinking to think about what kind of interaction people like, what kind of interactive behavior, and then think of the specific game play, it can be said that the first social has a game. Share to: