Century Jia Yuan CEO Gong marketing encounter setback and stick professional manager

A "Put down", was dubbed "Network Matchmaker First" Gong officially retired from the domestic marriage website century Jia Edge CEO position, farewell nine years of marriage career.

24th night more than six, gong voluntarily resigned from the CEO position, transferred to the company's co-chairs, and the current chairman of Qian Yongqiang Joint Leadership Board. The joint CEO Wulin, who was airborne this March, was appointed director and continued to be responsible for the day-to-day management and operation of the company.

Gong's curtain call, triggering outside speculation. In this respect, Gong said: "In the field of love and marriage, I have achieved the peak." It's hard for me to go to the next floor. "The transformation reflects both the challenges of the traditional business model of marriage Web sites in the era of mobile interconnection, and the subtle changes in the transfer of power between founders and professional managers."

CEO Marketing setback

CEO marketing is the Internet in recent years a trend, it refers to rely on the CEO of the network relationship and personality, enhance the brand value of enterprises, such as Liu's personal micro-blog sales, poly-Mei Excellent product CEO Chen Au himself as an advertising spokesperson.

Similarly, in the Gong Sina Weibo, a series of "Century Jia Yuan Little Dragon Girl" to the Netizen letter reply, soothe the city's lonely heart, become the Century good edge and user communication means one.

Gong, a graduate of the Chinese Department of Peking University and a master's degree from the School of Journalism at Fudan University, founded the Century Jiayuan dating site in 2003, with the original aim of finding the right object for himself. 2004 she and her husband through the first meeting of the century Jia Yuan success flash.

In the view of a century-long employee, Gong is the best "image spokesperson" for the company for a considerable period of time, and his personal experience is the best example of a marriage network, and she is also very good at using her identity as "the first person of network matchmaker". "She participates in" Boston "," Day up "and other well-known variety shows, once for enterprises to obtain a large number of marketing resources and visibility. ”

At this stage, Gong was a very successful CEO. In the blog, Gong wrote, "I've had a lot of ideas in the past 9 years, including my successful launch of a massive online dating service, the revenue model for the effect fee, and the TV dating show, but one day I suddenly realized that I hadn't had a good idea for a while and it was hard to break through." ”

The internal staff disclosed that the turning point of the enterprise personnel adjustment at the beginning of this year, even in the first 2011 years of listing has been planted foreshadowing. From the earnings data, after experiencing the establishment of the rapid growth period, from the beginning of 2012 century good margin of income growth has not been. In the three quarter of this year, its net profit of RMB 15.9 million is down 35.9% year-on-year.

Cross-stick professional manager

Over the past year, the merits of the century have not been satisfactory, and the performance pressure from shareholders has been increasing since the IPO. Gong's resignation means that Jiayuan is transitioning from a founder-led Enterprise to a company run by a professional manager.

March 19 This year, Air network Vice President Wulin Light airborne century Jia Edge as the company's joint CEO, and Gong at the same time as joint CEO. Later, Century Jiayuan experienced a series of personnel structure adjustment. This May, the century Jiayuan CTO Shaobin separation, familiar with the technology of the Wulin light to take over its responsibilities, July COO Fangqingyuan after the separation of its business also adoptive to Wulin light.

Insiders disclosed that, before Gong resigned, its responsible business scope has been reduced to the market PR part, while the Wulin light is related to sales, operations, technology and most of the mainstream business.

But Gong said the change was an "unsolicited resignation, not an investment-driven palace". In her view, Wulin light "very clever, also very dedicated, and energetic, I also observed for so long, feel relieved, just let go".

And in fact, Wulin light into the century, in the business innovation is indeed a positive layout, including the introduction of wireless Client "Love Treasure", "Security Personals Handbook", desktop client good margin good letter.

According to the analysis of I stocks, century Jiayuan income is mainly derived from the virtual currency "stamps" for the first time to communicate "read the letter" pay and purchase ranking in advance, home display and other value-added services (accounting for revenue 84%), as well as offline dating activities and VIP hunting services (accounting for revenue 15%). Industry experts believe that, with the advent of the mobile internet era, the century Jia edge in addition to face from the traditional marriage website of lily nets, cherish the impact of the network, all kinds of SNS mobile app will also push users to compete into a white-hot competitive state. "In this process, has been the air network mobile phone game division general manager of the Wulin Light, its technical background compared to Uvenko origin of the gong, more conducive to the century good margin to make a reasonable strategic layout." ”