Chao's New Deal: Everything has to be the boss's expectations unrealistic

Cao Chao, for example: "Just like you can not ask NetEase in the content also do the internet eldest brother, to Sina this everything must do boss's expectation is unrealistic, is also unreasonable." The surgery industry has specialized, each enterprise has its core ability, also has its shortcoming. It is important that we do our best in our core areas. "Sina may be like its name, always undulating, it seems to have not subsided this year." First COO Lin and co-chairman Jiang Fungnan both left, then May 8 Yan resigned as CEO to vice chairman, the CEO authority transferred to Sina original number second characters-before the company's president and the CFO of Chao. But this volatility is different from any previous one. C Xu New Deal and fade out of the line of Yan, Cao Chao entered Sina to a little later, but he is definitely the internet elderly. 1999 to 2000, Chao as vice president of finance to join Sina, charge Sina's U.S. listing, while the CEO Zhidong and President Yan is responsible for the domestic part of the listing preparation work. In the meantime, to circumvent policy barriers, the proposal by Cao Chao, Sina designed a once popular and pervasive Chinese Internet companies overseas listing structure, obstinately using a series of agreements, the lack of shares of the Beijing Sina and the United States listed companies Sina Network tied together. Chao later recalled that, to this end, he had a lot of negotiations with the U.S. SEC, and finally did the work. The following year, Cao began to take over Sina CFO. Although the CFO, but his personnel, administration, sales, capital-basically no matter, already quite a successor posture. In the meantime, in Yan and Chao's joint promotion, Sina will advertise the sale way from the original American CPM pattern, changed to accord with the Chinese advertisement main demand the time period, the whole flow pattern, this pattern has been used so far. June 2004, Cao concurrently Sina joint operation Long, thus fully involved in Web site management, advertising sales and market operations. The scope of work has gone far beyond the responsibility of a CFO to become Sina's top ranking second only to Yan "number second." From then on, Chao and Yan, Lin between the beginning of a division of labor, Cao Director of the website advertising and sales, Yan charge technology, wireless, Lin wo charge Enterprise Services. The so-called division of labor, in fact, only each has a focus, the CFO and COO ultimately to the CEO report work. During the CFO, Chao presided over the completion of a number of mergers and acquisitions, of which 2003 mergers and acquisitions mobile value-added service provider-Guangzhou Dragon, the 2004 acquisition of Shenzhen Network Hing, crillion, not only made Sina quickly make up the short plate, but also brought considerable wireless business benefits. 2005, Chao, in view of Sina's backwardness in the community and other fields, began to push forward the blog development Plan, improve the forum platform, in order to form a community viscosity, to attract personalized classified ads. At the same time, including fixed rankings and bidding rankings, such as search ads, mail ads, such as out of hibernation, step-by-Step into the technology research and marketing procedures. Compared to the Sina brand advertising in the city, the results paid for the search ads toand by identifying the identity of the mail ads, there is no doubt there is still a larger potential and rising space. Analysts look forward to the future and zhidong separation, whether it is Mao Daolin, ginger or Yan, the handover of power appear placid, all the way gentle, highlighting the growing maturity of Sina board management wisdom. by Heart, Yan three years in office, should be the best period of Sina's history, performance and share prices, strategic and tactical rhythmic, primary and secondary trenchant. In search, games, wireless and other services Sina compared to Baidu, NetEase, Tom Online and other points, but this is the day, time, people, the role of force, but also Sina as a media company's own limitations caused. The new CEO Cao Chao, for example: "Just like you can not ask NetEase in the content also do the internet eldest brother, to Sina this everything must do eldest brother's expectation is unrealistic, is also unreasonable." The surgery industry has specialized, each enterprise has its core ability, also has its shortcoming. It is important that we do our best in our core areas. "In the first quarter of 2006, Sina's advertising revenue reached $22.2 million trillion, up 33% from the same period last year, and it was hard to do this in the off-season," he said. As for the same period of non-advertising revenue fell year-on-year, in addition to the short message business and large environment, search, IM, community products, broadband and other strategic product development cost increases, is also a major reason. This is not a beautiful earnings, but in the next two trading days, Sina stock price trend is smooth, almost do not see the impact of the release results. And on the first day after the earnings announcement, the Shenper of Sina stock from "SELL" to "HOLD". When the five carriages were asked about the new "policy agenda", Chao said "it takes a while to consider", and he also said, "I am not a professional manager airborne, I have been in Sina for seven years, Sina now business thinking, direction, layout are I participate in the formulation of the So don't expect me to have the earth-shattering reform measures. I should be the best Sina successor. "It may be said that the first business of the New Deal, Chao-Xu, should not lead Sina immediately to achieve a rebound in performance, but to speed up the integration of Sina's existing services, to innovative models and branding, platform for the operation, integration of more web2.0 applied to Sina, to complement the weaknesses of Sina innovation. Previously, the launch of Sina Blog, can be seen as its web2.0 in the field of tentative measures. In the blog business, although Sina is also after the understanding, but also to 1.0 of the mode to do 2.0, but Sina strong in traffic and the number of users, so Youboy, a little shot, on its own pattern, so that small and medium-sized BSP are looking "waves" sigh. The reason for this is that Chao has raised his blog to a strategic level, and sees it as the most important strategy for 2005 years. Cao was born in the media, has a very deep understanding of the media industry. Cao has always believed that the current business model of Internet media is not a real internet model, because in the content of traditional mediaExcessive reliance on the body. and the blog just solved the original content of the problem, reflecting the Internet more-many interactive and personalized, although the current blog business model is not clear, but in the long run blog is the direction of the Internet. Another priority of Tsao's new deal is the emerging 3G business. Cao is confident about Sina in the 3G era. He believes that the content of the 3G era of the importance of no doubt, and Sina's strength is in the content, once the mobile value-added services to 3G, mobile Internet will immediately become a reality. By then, many Sina Web content and application can be translated up to different carriers and user interface to expand the boundaries of the portal business. Tsao The New deal is now ready to start another thing, is the integration of various business modules. Sina's existing business group is about five pieces: the Internet news and content Services Sina Network (sina.com), the provision of mobile value-added services Sina Wireless, the provision of community and gaming Services Sina Hotline (Sina Online), To provide search and Enterprise Services Sina Enterprise Services (sina.net), as well as the provision of online shopping services Sina e-commerce (Sina Commerce). Within five business groups and between each other, there will be plenty of resources for integration and integration. Many analysts believe that, although Sina's additional investment in the non-advertising business, to a certain extent drag its performance, but this is precisely the future of Sina in a number of important areas to benefit from the necessary cushion.