Han introduced app: between literature and the Internet

Han has added a title to the CEO of an internet company, not a writer, a racer, or a troubled man, who for the first time showed his business sensitivities, he said, without losing his business. Will you invest in Han?

Han's first house in Shanghai is now his and his team's office, which we call the "Korean team" for convenience. This office is located in Songjiang, is a set of three rooms and two halls of the house, the basement is stacked with the Korean team for the publication of the magazine "Solo Regiment" and buy books; living room wall, leaving Han Han graffiti: "Any year, May 1 before the warm, prepare 10 sets of pajamas!" in every place you can see! " It is said that this is because Han is fond of barefoot, outside the balcony is a small garden, due to neglect of pruning, grass is almost half tall, the grass lying in a few sun Wildcats. As a bird fell into the balcony, and with reporters, he looked around the circle, slightly self-deprecating said: "You probably never seen such an office?"

Well, to tell you the truth, this office is really not very much, not because of the chaos and the shabby, but because it has a unique temperament: several members of the Korean team wearing slippers walked around, everyone looked relaxed to lazy, young girls tease the cat in the bushes, a room with several computers by the South Korean team members of the small rice called Internet cafes- They spent more time playing games here than they did at work. Perhaps literary youth and it youth really have some kind of connection, this is called "personalized", "humanization", or simply called "freedom" temperament, in Microsoft, Google, Facebook office also sniff.

This office is really connected to the Internet. An app product has been born here-"one", by Han's editor, the Korean team based on mobile internet reading applications, on October 8, 2012 in the Apple App Store online. This app is actually a daily update of the literature and art platform, the content and design are fairly streamlined, the first issue of "one One" published in the Works is an article, called "Debris", similar to the volume of the first language, which explains the "one a" how to do so simple: "Everything is too much, everything is too short." Let's make it simple. So there is the one you see. Every day there is only one picture, one text, one question and his answer. But it's only a fragment. ”

However, it is also a carefully selected fragment. Han's friend and publisher Lu that the app embodies Han's keen business instincts. "In an era of endless fragmentation, the most important thing is not to do much, but to do less, to have a person or a business organization do the selection." Lu said Han is doing Baidu, Sogou does not do things-with his brand, vision and influence, to provide users with "the best article on the internet today."

From the line up to now, "one a" article more for the novel, there are some non-fiction works. In addition to the road in the "History of the past," the home of the mad man, more than 20,000 words, other works are not long. Han made the user stay in "one One" time set to half an hour. Royalties Han Handing at 2000-3000 Yuan. The idea and design of "one one" draw on some existing media products. Horse A wood, the former "Solo Regiment" executive editor, now "one a" executive editor told reporters, Hong Kong has a called "black paper" media, each month only a piece of paper, a dollar, in the convenience store sale. Domestic "New weekly" also launched a similar concept of products, but not very successful. Han cold for the information explosion of boredom and minimalism hit, determined the concept, the Korean team in the "one" and "one" two of the names between the choice of the latter.

This is not the first product called "one". Its predecessor, or sister product, was born in June this year. In the invitation of Tencent, Han Han has first entered the Internet field, launched the Internet Information products. This is a "hanhan.qq.com" for the domain name Tencent level two channel. Korean team to provide content, Tencent to provide funds and platform. At that time, Tencent hopes to use Han's personal influence, to create a Han-han personal channel, to include Han's own works and all kinds of information around him.

But Han is clearly not satisfied with this, he hopes to use Tencent platform, to do a literary and artistic products. Mr. Han told Chinese entrepreneurs that if it were only Han, it would become a fan magazine, and it would be hard to get to the bigger world, and that would be almost impossible if the iphone were called Jobs ' mobile phone. ”

In the end, both sides made compromises. Tencent's "One a", on the left is an electronic magazine, providing daily "a report, a comment, a literary and artistic"; the right is the Han-Han channel, which provides the car information, photos, videos and serials of the Korean cold.

After the web version of "one a" online, the Korean team accelerated the launch of the app version of the speed. Because most of the team members are literary and artistic youth, the biggest difficulty lies in the technology, the executive deputy editor of Small Rice in the friend recommended, find four-leaf new media for technical cooperation. The equivalent of technology outsourcing, although the cost is high, but relatively fast speed of propulsion. But even so, the first issue of the line has been postponed five or six times, mainly because the editor-in-chief is too busy, Han that a while still in the battle of the Chinese Car Championship, so the manuscript a drag and drop. Until the evening of October 8, Han was dragged to the office, under the supervision of team members, with a slow-moving desktop, a word of the word hit "debris."

Online less than 24 hours, "one a" more than n more popular games and applications, rushed to the app Store in China, the first place in the free total. Moreover, as a literary and artistic reading app, "one" also pulled the Nike ads. Nike is not the only customer who wants to advertise in "one", according to Han.

The result of such a bright eye, obviously not because of the value of "debris", but should be attributed to Han's personal influence. For Han, to obtain such a result is not difficult, in early 2010, his first real name debut Sina Weibo, only a sentence without any content of the "HI", it caused the crazy comments and forwarding netizens, there are more than 700,000 of people immediately concerned about him. Korea's team does not mince the current dissemination of this product is the most powerful weapon is Han's personal brand. On the icon of "one a", Han's name and surname Pinyin Han were designed to be the same size as "one".

However, for Han Hanlai said, "One a" is actually the advent of reluctantly. Originally he just wanted to do the traditional paper literary publications, but the "solo Regiment" eventually died, he may not take this step, "a lot of things look like you are very wise, but in fact there is no way."

The founder of the "solo Regiment" is not Han's idea, but from the poly-Star-Hua Culture Communication Co., Ltd. (hereinafter referred to as "poly Xing Tian Hua") boss Liu Wei. 4 years ago, Liu Wei hopes to jointly organize a literature and art magazine, he provided 5 million start-up funds, hope Han Korean operation.

Han was not interested in the beginning, but can not afford to Liu Wei repeatedly, when the latter sent "you see the people who write the hard work, their fees are very low, the market of literary and commercial magazine is declining." Do you want to do something else? After such a tall hat, Han is "hit", "for a retired driver, if a person with a yacht to tempt you, may not impress you, but to you that the team needs your help, it is difficult to refuse." ”

At that time, the two sides developed a harsh mechanism: before the cost of recovery, Liu Wei and Han 9:1 divided into 1:9 after the cost of recovery. Han said the mechanism was proposed by himself, at that time, he felt that it would not cost much to do a magazine, as long as he received the manuscript at home, for the general new magazine, to enter the market need to spend a lot of money for advertising, such as bus body advertising, street signs, magazines advertising, but for him is not necessary.

In early 2009, Han announced the preparation of the solo regiment and announced the standard of royalties that the industry could call sky-high at the time. However, in 2009, the end of Poly-Star-Hua was a grand literature acquisition, after a year Han has been for publishing issues and rushing. After several delays, until July 6, 2010, the "solo Regiment" was officially listed.

But this is the swan song of the solo regiment. After Christmas in 2010, in a hot pot shop under the Shanghai Yan ' an elevated tower, Han said that the solo regiment was discontinued by his team members. The room was quickly surrounded by a sad stagnant atmosphere, Han in the room to walk around, small rice to take the lead to sing "changting outside, the ancient road side", everyone in unison together.

Although the final death, but the "solo Regiment" in addition to let Han cold over the editor addiction, but also let his business talent sharpness. The first issue of the "solo Regiment" was very good, when a magazine priced 16 yuan, each could make 3 dollars, issued nearly 2 million volumes, 5 million of the start-up funds used only hundreds of thousands of, and soon to recover the cost of profits.

"Solo Regiment" There is no advertising, many people think it is out of cultural cleanliness, but Han told reporters, the reason is actually in business, because the "solo regiment" paper does not reach the requirements of advertisers. Han's account: "If I receive 100,000 of an ad, already is a very high price in the industry, which means that I a piece of paper cost is 8 cents; printed 100多万册 words, the paper cost of a single page advertising has been to 150,000, but advertisers only give me 100,000 yuan, inside and out of my loss of 50,000, But I can not ask you to put 150,000 of advertising paper to me, such an advertisement will be sold to 250,000, in fact, in the cost is not close. I don't want to advertise any more. ”

Han was very confident about the commercial prospects of the solo regiment. The first phase rushed to nearly 2 million volumes, and some of his friends were "more impulsive" and felt that the second and third phases would be more. But Han has not been carried away, he points out, many times people buy only because of curiosity, the second phase may fall to 1 million volumes, sales may eventually stabilize in 500,000 volumes. Even so, the solo regiment can still earn a profit of 1 million or 2 million yuan per period, a net profit of one year will reach 10 million or 20 million, and no advertising. Han said he was satisfied with it, "you can send a very high fee, you give all employees the Mercedes-Benz is no problem." ”

As you know, the horse-wood and the little Rice didn't get the Mercedes-Benz Keys. But they did not receive a severance notice. Most of the team members were left behind, not to split up, "Although the magazine can not do, but always feel that things have not been done." "South Korean team member Caile said.

Han and he spent the winter in the office now. They often play a game called Call of duty in the office. In the name of the Internet café, it was at that time.

On the most frustrating days, the team's weekly meeting was to play "ninja jumps" on the ipad. The average person hits 50,000 to break up will be sour, the horse one wood hits to more than 500,000 points, has a period of time, the Shanghai "ninja jumps" The result ranked top three are the Korean team member. They laugh that the second detailed report of the company is the score sheet.

Horse a wood to their own and Korean team members described as Han cold "Menke", "In fact, Menke in ancient times very good, a person's blank, in fact, a person's future is very important, in the rest of the time, you and the world's sense of distance is very important. Ma Yimu said that he is not Han's fans, until this year for Taiwan's "joint literature" to read the Han's three works. The former "Mr. Fashion" special director has done three interviews with Han Han, later Han to set up their own team, through the middleman to him, he gave up the "fashion Mr." relatively generous salary, became the first member of the Korean squad, and now most of the team members, are horse a wood recruit.

Until now, the horse's salary has not returned to the level from "Mr. Fashion" before job-hopping. To attract him to stay with Han, is Korean Han "body always has a new force, this strength is very strong, will definitely break some kind of rule." Horse a wood aware, Han cold "can grasp the needs of the public, the way to look at the world is not the same as everyone else," he believed, and Han, together, will be able to do something.

Of course, there is one point is the literary youth like-minded. Ma Yimu, Han, and other members of the Korean team, have a calm and slightly cynical temperament. Uncertainty or insecurity seems incapable of disturbing them. After the closure of the solo regiment, one of the editorial department's ideas for the future was to organize a band. Musical instrument bought, invited a "very good teacher" called Freshfields, Rehearsal place in the basement of the office. Although only touched one or two times before the guitar, but horse a wood "brazen" when the band's guitarist, "Once someone tried to throw a guitar to Hebei three farmers, they one months all the chords will be." Because the ear will teach you, it is not particularly difficult. ”

Now horse Wood began to explore another possibility-to write novels, he blatantly show off with us, said: "I am a novel to be" Harvest "published, created their fastest trial record, three days full trial. "In this newsroom-or quasi-internet companies, not writing novels is heterogeneous," one a "has published several editorial colleagues work.

As "My Lord," Han thought, he has a sense of responsibility for the members of the Korean team. Han said that the company was originally registered to give the team members a salary to run insurance. Although not a Mercedes-Benz, but the standard of menke at least eat fish out of the car. To some extent, the members of the Korean team are pushing Han to go forward.

A sense of responsibility? Such a always and "mature", "stable" with the words, used in Han's body, always feel a bit Shong. But experienced and Ark of the article on the authenticity of the controversy, the height of the door and other problems after the Han Han was tired of angry green posture to win the applause of the public. He declared: "I don't want to repeat common sense again and again." He wants to influence people, not opinions, with works and products, because the latter is the easiest and least profound. The recent scandal had made him decide to hide himself. In a post called "September 25, 2012", Han wrote: "I just have to be worthy of the people I care about, do not need to be worthy of everyone's curiosity." Everything stays in the novel. "In the last six months, Han has written fewer blogs than the previous one-month period," he said.

He wanted to get something to keep. As one of the Korean team's products, "one" will become "the one"?

At least in Ma Yimu's view, "one a" has become the Korean team to pry the fulcrum of the Earth. Just before Han's arrival, in the midday sun and Sweet, Ma Mu and several colleagues and friends are discussing the boss's new title. The central member of the Korean team held a newspaper in his hand, "I did not say that he would become CEO," Ma Yimu said, "that the one editorial will be transformed into an internet company and Han will become the CEO of an internet company," says one, an article that reported online. He can also be chairman of the board! " One retorted: "When the chairman is more troublesome, all sorts of trivial things will annoy him." ”

They also discussed enthusiastically the introduction of investment, two of friends in the publishing business--perhaps potential partners--warned horses, don't worry about the introduction of capital, and so the company has enough profits to say. "With 20 million or 30 million profits, you're much more active." ”

Han, however, has to be calmer and more cautious. He doesn't want to be CEO or chairman. Even the idea of internet companies, he said, is now a bit illusory, "a small application may later develop into a lot of applications, but in the final analysis is only the application, it and the Internet company concept (very far)." Han said. About the title, he just said, he was interested in being a product manager, because he was familiar with digital products, Apple, Android, Nokia and other mobile phones, he claimed a few years ago, he had an inspiration, and his wife and colleagues said, the results of a few years after Samsung installed and his vision of the same application.

Prudence, which is one of the lesser known virtues of Han-han. Many people see him singled out the world side, in fact, in many cases, he is a typical Shanghai man.

"One a" before the line, Han, Ma Yimu, small rice Three people have made a bet on the app download volume. Han's forecasts are the most conservative, and they have not even made any public announcements about the app before the product is marketed. Up to 2 hours after the line, Han Hancai made the first "soft"-"all" (one enough) on his microblog.

In business, Han will always choose the safest and most secure way, according to his own words, is "the stupidest way." For example, to do "solo Regiment", Han took the "stupidest" way, did not want an advertisement, purely by distribution to make money.

But when he was doing "one one", he advertised, but that's because of the free download mode, "I think people have a higher demand for something to charge for, and literature is a thing without judgment, and when you charge it, people will feel that your article doesn't reach his requirements," He worries that fees will affect the user experience and install. Han's abacus is very accurate, he believes, as long as there is enough installed capacity, advertising can quickly recover costs.

Ma Yun once said: "See 10 rabbits, you go to catch which one?" Some people catch the rabbit for a while, then catch the rabbit, and one can not catch it. The chief task of the CEO is not to look for opportunities but to say no to them. Opportunity too much, can only catch one, grasping many, will lose anything. ”

Although he did not recognize himself as CEO, Han did reject many opportunities. Before the team members suggested to do mobile phones, he vetoed, "to do mobile phone sales, but first have to consume my own name, then it is good ah, or each after the problem of the mobile phone is the damage to me." ”

Han is very careful with feathers, he knows the value of his name, and will not easily do anything to damage the brand. Baidu Encyclopedia "Han" on the entry said he received a total of 8 ads, Han cold big call wronged, in fact he only received 3, Subaru is sponsoring the team, where the customer is to agree with their concept, want to grow together with this brand, only Nestle is pure commercial advertising, and is the international famous brand, the image only add points have no effect.

He tried to avoid giving the public the impression that his reputation was Xianchan, and although he did the magazine and app, Han refused to add the three words "entrepreneur" to his "writer, race driver" title. He claimed not to be a qualified businessman, also completely did not want to be an entrepreneur, "the risk is too big," on the one hand face like "The solo Regiment" encounter misfortune, on the other hand, "I this person old nonsense, I today if the people like that no matter, then tomorrow I said people do not like it?" Your product, Your business will be affected. Han and the entrepreneur circle have little dealings except old age. Because of the endorsement of every guest's sake, Han and old exchanges many times, found that both sides in the character of some common place. In addition, Han's friends are mostly primary and secondary school students.

He set a strict border on his business behavior, only to do what he believes to be sure of the project, in fact, is two: one is literature, one is the car. Literature and Art, "Solo Regiment" Curtain Call, "one a" on-line; also, the Scoop-Han revealed that a "China's best" car magazine, which he had been editor-in-chief of, was about to start, and the investors had already settled on it. In his two areas of expertise, Han is very confident. He is not a very active person, "solo Regiment" is someone else to find him, lobbied many times, "one" is also under the impetus of team members. But Han is not shot is already, a shot will scratch to itch. Many writers are afraid to talk about money, but Han has no obstacles to the investment, in his opinion, looking for someone to invest in the other is in fact give each other a chance to make money, because the investment Han cold steady earn not compensate. "I do have a goal of cultural products, the first down on the profit, but I lack the start of the money," Han said, "the so-called investment is that we first use your money, and soon you will be able to earn back, the return on investment is very fast, and then high." Han said he would invest in himself if he had money.

So far, Han said, he has not lost.

Even so, for just launched the "one a", Han has not placed high expectations, just "no loss" only. "One One" costs about 2 million yuan a year. He said his goal is only one, that this thing exists, a certain number of readers and audiences like, that's all.

There is no doubt that there is some contradiction and tension between the fan leader, the gold-brand Han and the writer Han. Hans Han enjoys loneliness, likes a person to write quietly, away from the madding crowd, his emotions are hidden, with works and readers to communicate, and as a public figure, with a large fan of idols, Han has to maintain the exposure rate, to maintain the right to speak. His botched response to the Ark controversy showed that he cared about the public's attitude to himself. And in the height gate, he was measured in height. After the photo was passed on Weibo, even his most loyal fans felt Xiufen, and did not understand how the idol would accept such an insult. "One a" online so far, Han's microblog fans rose 400,000.

The two identity of the tear, also reflected in Han's attitude towards the Hanzhi team: On the one hand, he is responsible for team members, to work with them to do something, on the other hand, that can make the team enough to live without worry. He did not want to be kidnapped by any one thing, "I have to play, to write a book, has not written a novel for more than two years."

However, Han is not only a person, but also represents the interests of a group of people. Horse a Wood hope in Han this pole fluttering the possibility of exploring life, realize their life value, if only food and clothing, he can stay in "Mr. Fashion". The same is true of other people.

Han's good friend, Lu, a partner, has made clear that Han is trying to give one more title to his adventures, that is, entrepreneurs. Lu's evidence is "the interior recently he also recruit a few people, in the construction of the team", but also gave Han to do business clear direction-"to become a media company." "Lu said," Don't take Han Han to understand as a writer, also don't take Han Han as a race car driver, also do not understand him as any label, Han is very complicated. ”

On the contrary, Lu explanation for the low-key, he and Han has recently collaborated on a set of large-scale scientific literature album, set the name of the series, write the recommendation, the figurehead editor, as curators, these things are Han did. "One day we called to discuss, Han said he must make perfect products, said we have too much media resources, to keep a low profile." ”

Lu is a businessman, in business words, may not be able to represent Han's true ideas-according to Han, "a lot of rumors is from Jinbo this big mouth there out to"-but to Lu and Han cold proximity, the two people's argument so very different, it is evident that Han Han's dilemma.

In the face of such a dilemma, Han Han is trying to find a way to both worlds. Now he can think of the way, is "to Han cold", the "Han Han" this label from the Korean team's products slowly torn off. Han learned that only "one" truly becomes a cultural product, in order to attract advertisers, generate profitability, "No big company will go to cast a Star fan publications, official website, he cast must be a product." "For Han Hanlai, there is one good thing about making pure cultural products: it is relatively safe to not touch politics or red lines. Horse A wood also agree to "go to Han Cold", he pointed out that the existence of Han's personal brand, the product to bring great convenience and concern, but if not produce a good product, or affect the industry's products, then the brand is wasted. He felt that Han's ultimate role would be "president, not in fact".