Cheng: Will not stay on the game components domestic SNS too serious

Article | "Chinese entrepreneur," Lin Tao, the fastest-growing Internet company in the past year, must now play a good job of keeping users in the days before the visit, Happy Net (www.kaixin001.com) just moved from a humble office building into the new offices, in 500 square meters office area, Only the treasurer has an independent office, and even the founder and CEO Cheng of the company will be squeezed into the cubicle with other employees.　　Rare is, in the narrow area there is also a lounge, which has an internet company will have a table football table, the tea room to provide free drinks, but these days the machine out of some trouble, from the drink machine out of milk tea is tasteless. In this environment, founded in March 2008, happy Net created one of the most prominent wonders of China's internet history. Relying on 3 million yuan to start the fund, the site's original users are only Cheng and dozens of of his former colleagues in Sina, however, by June 2009, Happy net registered users have more than 35 million, the daily user more than 10 million, the average registered user growth of 300,000 per day, Page browsing volume of more than 1 billion, Alexa flow of China ranked in the 10th place.　　This is the user behavior data that advertisers are dreaming of.　　Playing "Greasy" happy? However, the industry has been hugely controversial about the value of the rocket-propelled Web site.　　Some people say, happy net is just a web game company, and many others think it will be a flash in the pan, like mop and Chinaren, the best outcome is the merger. An important example is that the commercial value of SNS (social networking sites) has not been fully proven in the world. In 2007, Microsoft made a stake in facebook1.6%, the world's largest SNS website, with 240 million dollars, when it valued Facebook at around $15 billion trillion. This May, Facebook gained 200 million dollar equity investment from Russia's digital Sky technologies, with valuations plunging to $10 billion trillion.　　And Facebook's ability to suck money is far less than its ability to develop new users, a site that has been hard to make ends meet in 2008 years.　　However, profitability is not the first consideration of happy NET, there are more important test in waiting for Cheng and his team: how to avoid the advent of users come fast to the situation, break through the threshold of happy net. Don't forget, China has not yet emerged as a successful online community. Whether early alumni, or later hit 51.com, they are always in the oath after a quick fall to silence. NET must try to continue to absorb new users, but also avoid being discarded by old users. "I am surrounded by a lot of friends on happy net, but has not been updated for a long time."　　"said Mr. Koo, the marketing director of a financial institution. This has a lot to do with the game characteristics of happy products. The game has aFixed life cycle, the life cycle of large online games can reach several years, the life cycle of small games are mostly in a few months, and the game is always tired of the day.　　Moreover, more and more companies will staff working time to play web games as a big enemy, and the net has taken shielding measures.　　Experienced in the third quarter of 2008 after the flow of crazy, happy net of Alexa traffic growth from the quarter after the obvious slowdown, and even began to appear sharp fluctuations, taking into account the average of 300,000 new users to enter every day, it can be speculated that the site's active degree of old users have been a considerable decline. "(happy net) must bring the user to other than the game application." "Northern Lights venture partner Harper believes.　　July 2008, the Northern Lights to happy net injected the first round of nearly 5 million U.S. dollars in investment, and in the recent happy net of the second round of nearly 20 million U.S. dollars in the financing of the following. A year of soaring cheats in the past year, happy Net founder Cheng fully demonstrated good judgment and compressive ability. At the beginning of 2008, Cheng left Sina Agent CTO Post founded Happy Net, many people advised him to give up, "SNS pattern has been set." At that time, the position of the School of the Thousand Oak group in the campus is already ingrained, it is logically like Facebook as vigorously to expand to other people, and the Oak also accepted son under the soft silver of about 40 billion yen investment. Cheng insists that the market still has room, "I think it is a great space for people to be happy, and no one has done this through the Internet." "During the Beijing Olympic Games, the telecommunication company sealed the net for 2 months, and no server and other hardware equipment could enter and leave the room." Cheng decided to buy 200 servers in advance placed in the operator room, which makes many colleagues think Cheng "crazy", when the company's liquidity has been depleted, and happy net before only less than 30 servers. But it turned out that Cheng's judgment was unusually accurate. During the Olympic Games, happy net traffic soaring, the purchase of servers are in use.　　The Northern Lights offered a loan to Cheng, who had been prepared to use his house as collateral to secure funds. Superhuman restraint is another surprising trait of Cheng. It is hard to imagine, with tens of millions of active users of the happy net currently only 2 advertising sales staff, which led to many advertisers in the net line. Why not recruit more sales? Cheng's explanation was somewhat unexpected, "I'm going to walk slowly and not expand too much." "Cheng, who joined Sina 10 years ago, has seen the frenzied expansion of many internet companies," the expansion will have a very bad effect in the long run, so we are in no hurry.　　"he said. Admittedly, Cheng has done quite well so far. At home, together with other sites earlier than or with happy net launched SNS service, but the result is far apart. When the happy net relies on the slave trade and the parking and so on the game which originates from the Facebook to stand out, has commented that happy netWork is on Facebook "the most sincere, most humble, most in place" plagiarism.　　The real reason is clearly not so superficial. No matter how the journalist induced it, Cheng refused to talk about SNS instead of search engine as the grand future of the Information Integration Center like Facebook founder Zuckerberg, "I don't really like to think about it that way." "In his view, if Facebook takes a gradual, realistic approach, it's not difficult to make a profit," Facebook is too windy. Be sure to do a more than Google platform, do one after another. "Unfortunately, Facebook's followers in China are generally" sincere, humble and in place "to inherit Zuckerberg's" pull ", and they all breathe a breath to make the next" big guy "on the internet, without exception, to build a similar information aggregation platform with Facebook,　　Then wait for Chinese users to be able to interact as actively as Facebook's American users.　　Chinese users have let them down, the Chinese white-collar dating model and the United States vary widely, the domestic face of a serious SNS community to make them daunting.　　Cheng has made two key judgments: first, white-collar workers face every day is the work, they lack of communication with friends, so a large degree will have this (friend Exchange) demand; second, the communication between people must be through the easy mode of the beginning. Based on these two points, he chose to enter the market with interesting games.　　As a result, these seemingly simple games let life monotonous, work depressed Chinese white-collar workers found an unprecedented pleasure, and eventually led to a happy net in the office of the crazy virus-like spread. At the same time, Cheng technical team to grasp the product has won the unanimous praise including competitors. "They are really a good team and do things that are pure, rhythmic and quality."　　Sohu Vice President Fang generous praise. In reference to Facebook's products, Cheng also made a number of it in line with the national conditions of the transformation. "What we do is an evolutionary innovation. "Many of the links are different from Facebook, and we have done a lot of outreach and are an innovation in localization in China," he said. "When the domestic SNS Web site in the last year to imitate Facebook open platform to attract outside vendors to provide products, the company did not follow this trend, because in order to ensure the consistency of product style," once opened, we can not guarantee that this style can continue, we have no choice to open.　　"Happy Net Vice President Liu Hu said. Cheng's core technical team, like him mainly from Sina, Cheng followed the "happy" purpose, these employees usually rarely work overtime, "our efficiency is very high." "Cheng said.　　The next happy net to retain users of the battle, will be filled with the fighting team to complete.　　Can you be happier? Perhaps, happy net has been to abandon rely on those sticky people but short-lived game.　　"The way we cut in from this (game component) doesn't mean we stay in that way." "Cheng said.　　Harper agreed that "social networking is ultimately about what kind of people, what culture is in this circle, not what kind of games I have." In addition to continuing to develop the user-generated game components, today's tech team is working to expand components that have no obvious lifecycle. The poster board is one of the practical components.　　NET users can publish goods transactions, job search and other information, and Word-of-mouth communication is an important way for Chinese enterprises to recruit. Others told Cheng that they had learned about big events, such as the collapse of buildings in Shanghai. "Will we introduce more information?" This is also very possible. Cheng responded with action. June 16, the Xinhua News agency television became happy Net's first organization user. Users can see Xinhua news agency published in Happy Net. Just more than 10 days later, more than 200,000 people added "news agency TV" as friends.　　Since then, the Shanghai media also settled happy net. Reprint is a newly booming component of happy net, where users can recommend text, pictures, and videos they see to other friends. "The reprint of the day is enough to make a wonderful portal." Reprint is a very good friend interaction and the content of a wide range of functions, and its short message features also support many people to discuss.　　"said Gray, an interactive marketing expert. "These things have no periodicity of so-called games. "Cheng said he is also bullish on wireless internet and E-commerce." At the beginning of June, Sony Ericsson and Happy NET, launched four built-in kaixin mobile phone. For E-commerce, Cheng Frankly, "I did not think so clearly."　　However, he believes that "will provide users with a complete user experience."　　When Cheng in the final form of the Chinese SNS in the border, a group of internet powers are looking around the side. "Happy net is our ' sharpening stone '." Sohu vice President Fang said. Fang is also the Sohu network is about to launch SNS products "white society" in charge. The role of the so-called "grindstone" is to find a product or service for the entire industry the ultimate form. Tencent after years of groping to define the final form of IM (instant messaging), now happy Net's situation with Tencent close. Once happy net really found the form of SNS or its own mistakes, the opportunity of the old powers of the Internet, Sina, the case of Lightning comeback blog net still Fresh Memory, "(then) raise the threshold, and then put the quality up, and reasonable development rhythm, will be our advantage and strategy."　　"Fang said. In addition to new product development, the profit model is also happy to continue groping without a definite answer to the question. "It doesn't have to be profitable today, but companies need to be able to prove profitability."　　"Harper said. Cheng is trying to avoid the mistakes of the Facebook2007 years. At the time, Facebook launched aBeacon components, through this program, users can see other people's network access trajectory, including each other's E-commerce site on the shopping information, which is clearly a highly commercial value of products, Word-of-mouth marketing between users is the most important to the SNS application.　　But Facebook's move came under intense protest from users, and lawsuits were filed against the company, which eventually had to make a public apology to the user, while cancelling some of the functionality in the component, while companies such as Coca-Cola, which had been interested in the component, also suspended support for the technology.　　How can you allow users to receive business promotion without interruption? "User's blog, photo albums and other areas is a private space, you in people's private space to do an ad, this feeling is very bad." Cheng thinks, "Happy NET uses own way to solve this problem." This year, in addition to the home sales of traditional display ads, happy on the emergence of a series of applause of the implanted ads.　　The Cofco group's Yuet-live juice is a case in which millions of people are involved in a game-interesting implant in the happy farm, through the planting of vegetables and the lottery. Harper once introduced 10 advertisers to Cheng, but 9 of them were eventually rejected by Cheng. This may be limited by the pleasure of developing the ability to implant advertising.　　In terms of customer advertising and the deep embedded model of happy net, usually a product advertising to officially online, advertisers, happy net market personnel and product engineers need 2-3 months of development time to come up with a product that does not allow users to resent. Cheng does not want to sell fast to cash income, even if advertisers are queuing anxiously. "Why am I in such a hurry to earn this money?" The money is mine sooner or later.　　"Cheng said.　　"Expert, persistent", is Cheng in the happy net friends to his appraisal. (Our correspondent Zhang also contributed to this article)