Emma: The three major predisposing direction

The new decade, Yima positioning removed the "network" and "marketing", to some extent this is a bold act to break the original boundary, seeking a room for regeneration. This is related to our corporate culture, doing things low-key, but the vision is lofty.

- billion Mac Ko fine

In the billion Ma company, no one called President Ko Hsiao-Hsing Ko, but the name of his net "land." Although the space for the newly relocated office space was so outrageous, the land was "not willing" to give itself a separate office, leaving only a piece of office space to stand in the corner of the platform.

In fact, business has been ten years, Yima's position in the industry has been unshakable, the land already has all the material foundation of a rich and handsome should have, but he stubbornly retained the entrepreneurial unique reticular temperament. This is neither comic nor outrageous. Ten years ago, with a gut feeling, the earth guessed like a prophet on the Internet industry for the next ten years. Ten years later, he looked up to the stars again and the next ten years are well established .

Start-up: the three major predisposing direction

Innovative endless, entrepreneurial path. This is the microblogging signature of the land. During the interview, he also mentioned several times that the importance of this remark in his ten-year career as a pioneer.

After graduating from the French MBA in 1999, the site remained at the fimadex company, an online financial company in France, and became one of the first people in the country to have access to internet finance (securities trading) and mobile internet (WAP). That time coincided with the first wave of the domestic internet industry.

A year later, the Internet bubble burst in China, but the land was returned to China. He joined Hexun.com and became the only executive vice president of Hexun.com six months later and led the business model change after Hexun.com.

Chaoyang industry, high positions, a thick salary, seemingly perfect career path to attract many people. But these do not bind a restless heart. Surging in the tide of the Internet for several years, the land gradually has its own judgments on the market.

"First of all, I think the Internet will go into the early stages of industrialization, which means that many entrepreneurs will be born if the entrepreneur has the chance to live without VC." As the original prophecy of the land, many Internet companies that are now or in the midst of IPO are all emerging from that era.

"Secondly, I think Internet traffic will move toward diversification and will no longer be the gateway to several major portals, and diversification means the emergence of an aggregation power." that's the truth. In 2000, several major portals accounted for 80% of the domestic Internet traffic, but in 2005, this proportion has dropped to about 40%, and now lower.

"Thirdly, I think that the commercial chain of Internet will be from non-intermediary to re-intermediary. That is to say, the players in the vertical industry chain will become more professional and subdivided. Each link of the industrial chain will be maximized in value and the largest one The phenomenon of controlling each link in the industry chain from bottom to top will gradually change. The prevalence of e-commerce open platforms and Internet advertisements has begun to prove this. " From the development path of other industries, we can see that the result of industrialization and diversification must be the prosperity of the intermediary platform. Land that the so-called Internet intermediary platform will be extended in two directions: E-commerce and advertising.

"I did not choose the electricity supplier, but I chose to advertise the electricity supplier." Based on the above judgment, the land departure. In 2004, with a new personal judgment of the industry, he took all the family belongings and worked hard to achieve success.

Leap: Ten years once again starting towering

It should be said that as a professional online marketing platform that helps clients to accurately advertise, Yima has been able to enjoy good weather in the past ten years, which is closely linked with the land itself. As accurate grasp of the direction of the industry, MBA origin of the land is always a habit of strategy and business is divided into pieces.

The so-called advertisers demand, but to see how much you can spend a certain amount of time to help customers how much revenue. From this perspective, the land will be transformed into customer needs demand effect, and measured in three dimensions, "First, the effect, that is, input-output ratio; the second is efficiency, how long to achieve results beyond the time limit will not talk about efficiency And the third is the efficiency, ie, the amount of revenue. So far, all the efforts and innovations of Emma have been revolved around these three dimensions. "

This year, YEMA has made its first 11 years of development. However, the land does not like this double-digit statement. It always stresses that "this year is the first year of the second decade and a new beginning."

Just at the end of 2013, Emma released its new 10-year strategy and under the vision of "Wisdom Your Business Future," Emma will upgrade from an effectiveness marketing strategy to a big data marketing campaign and become a leader in China's big data marketing platform By.

Today, the concept of big data rampant rivers and lakes, Yima own data accumulated over ten years martial arts.

It is revealed that after a decade of data accumulation, Emma is the only independent third party with complete transaction data platform. Currently has more than 300,000 media content online shopping user browsing behavior data, and with the current TOP500 electricity supplier has a long-term relationship with nearly 200000000 online shopping user behavior data, accurate marketing technology through big data, you can accumulate massive Internet users Online shopping behavior data for real-time analysis and processing, accurate judgment and real-time to find advertisers want to be precise match people. Yima's Big Data not only gives advertisers an important reference for advertising strategy, but also plays a huge role in the selection and pricing decisions.

But obviously, the accumulation of its own advantages alone is not enough to support the completion of the new strategy. Ten years of campaigning, the land has a new judgments on the industry trends: First, the Internet industry and industrial Internet. Internet industry and traditional industries are intertwined, the boundaries of online and offline will gradually disappear; Second, there is no business electricity supplier. All user transactions are likely to be generated online, which is the inevitable trend of mobile Internet development; Finally, all data. Hundreds of millions of data have been accumulated during the Internet's development, and the data in turn serve the Internet, meaning that all network activity can be quantified, captured and predicted.

"Judgment ten years ago prompted me to create a billion Ma, the judgment now is to allow billion Ma to a higher level, of course, the last decade of the right does not mean that the next ten years will inevitably be correct." About the future , How many self-confidence in the land?

Transformation: nanny into a big housekeeper

This transformation, in addition to Yima's strategic upgrade, more means that the role of the land itself changes.

Ten years, billion Ma on the land like a child, the land on the billion Ma like a nanny, if not always kisses, but also exhaustive. At the moment, Emma is gradually transforming itself from a start-up company to a mature company that operates effectively through the mechanism. The transformation of the land itself has also taken place over the same period.

"I used to have a lot of control, I was the largest product manager, in addition to not written code, the other basic have done." Talked about the role of the former nurse, the land smile a bit ridicule, and now he is gradually becoming a Big housekeeper.

"I'm currently less involved in specific businesses. At present, I pay more attention to the cornerstone of building the next decade. For example, how to transform top-down innovation into bottom-up innovation, construction of a strategic system and efficient implementation of culture The formation of a sound financial operation and so on. "

Land introduction, just as BAT (industry for Baidu, Alibaba, Tencent three companies referred to) have the same internal innovation mechanism, Emma also set up an innovation fund, each employee as a member of the company think tank, encourage each Employees work on innovation. At the same time also set up an incubator within the enterprise, staff innovation and business can enjoy the profit sharing.

"From a certain perspective, gradually diminishing the impact of the entrepreneurial individual on the enterprise, making it a billionaire for all." I often tell employees that regardless of whether Emma is listed or not, Emma is a public company, of which The only difference is the extent of the public area. "Land laugh.

Capital: pocket food, mind not panic

Since its establishment in 2004, Ernst & Young has completed three rounds of financing A, B and C, among which Walden International, as a loyal fan, has followed closely the A round.

"Each financing helped us to complete the business model upgrade. Before 2006, we are a wireless advertising alliance, A round of financing after the upgrade to effect alliance; 2008 after the completion of round B financing upgrade to effect integrated marketing platform; 2011 After the completion of the C round of financing, we started to transition to a big data marketing platform. " In the view of the land, capital is a very good booster for the growth of start-up companies. As the saying goes, "there is food in the pocket, and there is no panic in mind." Ample capital helps enterprises achieve their vision.

After the C round of financing was completed in 2011, EGM has no longer any new financing, can not help but think that this is "the final round of financing before the completion of the IPO", and in 2013 the US Internet precision advertising technology company Rocket Fuel listing more Is to let everyone on the domestic Internet advertising company full of expectations.

"Yima has always been the leader in the field of domestic online advertising effectiveness advertisements, and its market share in the 100-million-owned network alliance has been ranked as the independent third-party boss in China. E-commerce based on mobile marketing is growing rapidly. Meanwhile, based on big data Precise marketing of DSP business has begun to show its head .From these perspectives, Yima is currently in the financing is not in a hurry. "In the face of speculation, the land with confidence.

In 2012, Yima's rival, Easy Media, submitted its IPO application to the SEC. After the unwillingness to make any attempt, it tried its best in both Hong Kong and the United States market. At that time, China's shares were severely undervalued in the international capital market, Forcibly listed is not necessarily the best choice, as easy media eventually choose to withdraw the listing application, Emma also decided to recuperate, instead focus on the transformation of the new decade. "Now billionma's big data marketing strategy will be settled, the company's development is the last word, the listing will not be the ultimate goal, we are ready at any time, but a clear start-up plan depends on many factors."

"There is no domestic Internet marketing company listed so far. Apart from BAT's own cruelty, there must be some problems in the industry. However, there is always a company that will break this pattern. One hundred percent sure, but we have this confidence to be challengers. " The other hand, the market, the conservative land and revealed the confidence of industry leaders.