MA: Incorporate all internet business models into Tencent

What if Tencent was asked 4 years ago? You may not hesitate to answer the Qq--im of chat tools (instant messenger); What if Tencent was asked 1 years ago? You might add online games, portals, and what if Tencent was asked 3 months ago? You may have a blank face.

Wu Guangguang, executive vice president of Tencent, has a simple idea of Tencent's business model: putting traditional life on the web and creating online life.

Boasts 550 million registered user name, active username 220 million, and the highest online 20 million. Dr Lei, Tom's online CEO, said with envy, "a pole can blossom."

What kind of flowers do you prescribe? Ma uses it to mimic a bric word: icec,i on behalf of information (information), C for communication (communication), E for entertainment (entertainment), and c for commerce (business). "The goal of diversity is to provide online life, and the community behind online life is that all of these services will be strung out through the community." ”

Ma's appetite is big enough: "Wireless (value-added) has more than 10 billion yuan of plates, we must go in; online games have more than 7 billion of the plate, Tencent can not give up, advertising more than 3 billion of the plate, Tencent can not give up, Tencent can not give up the search, E-commerce. ”

Now, operators are rectifying SP, wireless value-added in negative growth, Tencent is no exception; online games are the future of business, online advertising has just started. Tencent, the largest share of the Wu night Light is responsible for the Internet value-added services. If according to the company's latest earnings data, do not separate online game statistics of the practice, this piece of more than 65% proportion. This makes Wu night light have a kind of gratified, more let him feel the pressure is huge. This introverted character for the first time to the outside world Tencent "one vertical and one horizontal" concept.

The way of vertical and horizontal

Today's Internet basic evolution for several types of fees: Yahoo, Sina's network ads, Google, Baidu's bidding rankings, Shanda, NetEase network games, ebay's transaction fees, Alibaba E-commerce membership fee. And, of course, Amazon, when online shopping, strictly speaking, this is only the transfer of information to the Internet, but also do the role of the network under the Coolie, if so, Dell may be the largest online store, many traditional businesses are doing the same thing, is not really the Internet model.

However, familiar with Tencent will know that its business model is difficult to say a word clearly, membership fees, network advertising, game point card, transaction fees and so on, and the largest piece of Internet value-added services including QQ show, QQ PET, QQ space and so is its source of income. QQ space as an example, in addition to the basic information of the IM transfer, to increase music, photo albums and more expression of individuality, taste these can resonate things. Other such as QQ show, QQ pets, through the expression of their own friends, emotional support to profit. In Wu Guangguang's words, "the ability to expand the chain of relationships". It is this expansion of the chain of relationships, showing a different image, the derivation of more demand, and then reposing emotion, creating a huge demand, this demand is Tencent's value and benefits.

"The future provides a personalized experience of self-expression, moving from tradition to online, low-cost, timely, and making community life easier." "Wu Guangguang thinks.

In fact, many people also see this, efforts to do, but few successful, but let the sale of community software Discuz made a big fortune, it opened the boundaries of BBS and blog, so that every BBS users can have a blog. However, whether it is BBS or blog, in addition to increasing user stickiness, the accumulation of user resources, still do not see the end of the loss. Why is Tencent the only success?

"After analysis, we rely on the IM platform to provide our value-added services." This is the most basic, other through BBS do, blog do, people only see content, not too look at the image. "Wu Night Light Analysis."

It happens to be through the IM platform of the Circle of friends, the relationship chain to provide richer self-expression, sharing through the purchase of economic benefits, while the circle of friends, the relationship chain through the replication extension of IM to create a huge user base. According to Tencent Pat Net E-commerce Department general manager Zhan Wei Superscript introduction, QQ has 10 million groups, each group is a certain type of circle, each circle on average more than 50 people.

"Through the QQ show, QQ PET, QQ space and other horizontal services continue to expand the user in the IM platform of personal attributes and relationship chain, so that more rich application, at the same time, deep excavation more new requirements, provide more personalized services." This extends the platform horizontally and enriches the application vertically. Wu Night light summed it up as Tencent's "one vertical and one horizontal" strategy.

Early Internet users through various types of BBS, news groups, message board, chat room and other ways to participate in the network community, discuss their own concerns, and in the Administrator audit mode to publish text information, at this time, whether it is the information dissemination dimension, or influence, personalized information expression are naïve, only limited to one-way degree of pure text release.

With the continuous infiltration of Internet applications, some express vertical theme of the forum began to enrich, such as alumni, tourism, such as community, photography community, directly to the real life of the same interests of the group migrated to the network, the difference is more across the time space, more carried forward; At the same time, Some excellent comprehensive forums, such as Myspace, MOP, Tianya and so on due to a large number of popular convergence, but also continue to mature development; the development of the Forum has opened up a simple two-way interactive communication environment, netizens gradually initiative, the dialogue subject and information interactive mode more timely, The era of community communication was started.

With MySpace?

"Traditional BBS, blog is only one-way contact, and increased community function, friends, classmates, acquaintances and other relationship chain have moved to the Internet, which is the biggest core competitiveness." "Wu Night Light said." For Tencent, that is, the integration of the platform of IM and the experience of the community, to expand resources. And the community becomes the core, it is precisely because of the support of various new technologies to better meet the needs of people in the current internet age, it is beyond the experience of simple products and services, personalized, emotional, entertainment, leisure as a representative, a reflection of interaction, personality of the internet new community life.

This August, myspace traffic finally surpassed Yahoo, become the world's largest traffic website, this is a landmark event. As a WEB2.0 application, in the midst of a dismal voice in the industry, the success of MySpace is far-reaching, meaning that WEB2.0 is not unable to find a profit model, although MySpace has not come out of the quagmire of losses, but not far off. At current levels, MySpace earns about 200 million dollars a year.

Founded in 2003 by a group of young people in California, and acquired by Rupert Murdoch's News Corp in July 2005, it was a 580 million-dollar acquisition, followed by rapid growth, with global traffic winning. MySpace's functions include making friends, blogs, BBS and so on, MySpace has successfully moved online, summarizing the words: through music, star to the user's attraction, relatively real, rich personal data, a lot of real vivid, eye-catching photos, the way to make friends freely surfing. Making friends, sharing, and gathering online is part of a community life that is inseparable from youth. Its income mainly relies on the network advertisement, the foreground is unanimously favored by the industry. It has also been summed up as a personal integrated portal site.

"Tencent is on the IM platform superimposed on the internet value-added, search, Pat (auction), online games, etc., is based on the entire on-line Life platform competition." "Wu Night Light said."

Tencent and MySpace seem to converge. MySpace extends from experiential to platform, and Tencent expands from platform to experience.

However, when all kinds of WEB2.0 elements and ideas of IM, blogs, SNS (network dating Platform), RSS (simple information aggregation), podcasts, intelligent search, net pick, Peer-to-peer (point-to-point) technology and tools for the wide application, especially by MySpace, Tencent and many other network companies together, The concept of the community has a full meaning of the extension of personalized display and joint participation, each user can create their own as the center of the personal community portal, through a variety of integrated applications, enjoy their own online life. For example, QQ space and other emerging personal spaces products are not only a similar to the blog Information publishing community, but also a can show their virtual image, music, space decoration applications as one of the typical personalized community representative.