Happy Net Cheng: Play is not a game is social

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Kaixin founder Cheng

It is generally believed that this has become a piece of the Red Sea, you can through the serious analysis of the market to find their own blue sea, which is the reason for the success of happy net.

In the official release of happy Net, many people in the industry said to me: SNS is not good, there is no way to do. They tell me that even if they have to do, they can only start from the student market, because the students are the most time, the most demand, and white-collar workers do not have time, there is no demand.

But I don't see it that way. I worked in Sina for nearly ten years, hands-on experience is that white-collar workers are actually facing greater work pressure, the lack of sincere communication with friends opportunities, so I judged that there should be a relatively large market.

At first, happy Net is the development of users by human descendants. No advertising, actually we don't have advertising budget. I believe that: all Internet products, the most important promotion is word-of-mouth dissemination, then how to achieve word-of-mouth effect? It must be the product to make users feel good, they will naturally recommend to friends, user experience is a good friend he recommended to the most power.

In the early days, net users were hundreds of Sina employees. Many of my old colleagues are very familiar with us. Later, they brought many friends from other industries, when the main users were from Beijing, and many people asked me whether it was too restrictive to do such a website specifically for Beijing users. Later, the Olympic Games came, happy net again to Shanghai, and users soon surpassed Beijing, the next spread is like a snowball, more and more people are joining in.

Broken window effect

I do not know if you have ever heard of a theory called "broken Window effect", if someone broke the window glass of a building, and the window is not timely maintenance, others may be some hint of connivance to break more windows. But if it is repaired soon after it is broken, there will be no more people to break it. If we compare this with the community atmosphere, I have to thank the initial Sina employees to help set up a good community atmosphere. These employees are both friends and colleagues, and at the very beginning they formed a very good atmosphere. The newcomers will be better able to follow the community atmosphere. They are critical to the growth of happy net.

Happy NET is a social and interactive platform with the circle of acquaintances, and its biggest feature is a very relaxing way to have a better experience of socializing.

Happy net of fun from the feelings of friends, like our first social game is a friend trading, in fact, his pleasure is that I buy you as a slave because I like you, and the second social-game parking stick, thoroughly, is the delight of friends, the parking of friends as a greeting, and the reprint function, which uses birds of a feather, The characteristics of a flock of messages. We also have explicit social interactions, such as records, albums, diaries, reviews, and so on, which opens up a new way of communicating.

To apply an Internet buzzword, we're not really playing games, we're socializing. Its performance is a game, but in fact it implies the fun of interpersonal interaction. The fun of online games is to upgrade, but the fun of happy from interpersonal interaction, no one will be too concerned about the level. For example, white-collar workers have to buy a car to buy a house pressure, but we let him on the network in a more relaxed, humorous way to express. Combining the virtual with the real is a lot of fun, but online virtual socializing has different things to do with real-life socializing.

I have been to a large company, his boss told me that he wanted to talk to young people more, but everyone dared to talk to him, but after happy net, many young people add him as good friends, and then tell him some opinions about the company, even some strong dissatisfaction. In real life, due to job, age gap, we will have a sense of distance, but on the internet everyone's sense of distance is diluted, blurred.

Early Internet sites focused on practical needs, such as the need for information, search, and according to Maslow's hierarchy of needs, social networking is clearly the demand, users need to social, psychological more satisfied, relaxed. According to a Massachusetts Institute of Technology Survey, many people now work in fact rely heavily on getting the latest and fastest information, and the wider the social network, the better the person's performance.

Kaixin is not a Chinese version of Facebook

Many people divide the internet into three times, the first is the portal era, the second is the search age, and the third is the age of social networking.

The social network, which began as a Friendster site in 2003, has received widespread attention in the United States but has not really caught on, but has become a mainstream social networking site in Malaysia, followed by MySpace, whose main function is to emphasize music and communication, attracting a lot of young people ; Google Orkut, in Brazil, Argentina and so have a lot of users; Mixi is Japan's largest social networking site and, of course, Facebook, now the world's best-known social networking site. Happy NET is probably the youngest of all the mainstream social networking sites.

A very interesting phenomenon, most countries are popular with Facebook, MySpace and other American social networking sites. But only in China, Japan, Korea, Russia, these 4 countries or regions are the local social networking site leader. The CEO of Vkontakte.ru, Russia's biggest social networking site, came to China to talk to me. He is proud to say that in other countries, the United States is the dominant site, such as search is Google, social networking sites are Facebook, the portal is Yahoo, and Russia's dominant site, are their own local sites. He made a remark, too, in China.

This is a very worthwhile research topic, why in China, these multinational internet companies have not competed in China's domestic enterprises?

On the social networking site, I think there is a big difference between Facebook and net in specific directions. I used to talk to Facebook, the head of international affairs, and he thinks it's different.

Happy NET is a social network of Chinese people, Chinese cultural psychology and Westerners are very different. Westerners have a more open personality and are very fond of making friends, while Chinese characters are more introverted and reserved. We have noticed that in real life, some people are very shy, do not like to talk to people, very shy, but on happy net, they are extremely active. This huge contrast, we used to call it a stuffy, actually, it may be related to our cultural traditions and psychological characteristics, we are relatively not good at social. So happy NET is based on the circle of acquaintances, and provides some very interesting means to promote interaction, so that people who are not good at social networking more easily social, long-term social people have more fun.

Facebook is a social tool that connects people, lets people go to the sun, get to know more people, and manage the web, and Americans pay attention and love to it. Facebook has a more open view of internal privacy, encouraging users to communicate with strangers and to form good friends. But the net is very conservative in the open of the user's privacy, and will help the user to isolate the stranger consciously. In addition, Facebook pays more attention to human communication, there is a more serious atmosphere, and happy Net is built in the circle of acquaintances to provide a more relaxed interaction.

I redefined fashion.

If it comes to the huge impact of social networking, Obama's election to the U.S. president would be a good example. The Obama campaign's success was largely an excellent use of the Internet and the success of social networking, and the most important advisor to his campaign was the early founder of Facebook.

Happy net of the spread of two ways, one is the circle of acquaintances, information in the spread between friends; In addition, it will actively introduce some foreign information, such as the organization homepage, now Happy Network on the Shanghai Wen Guang group, such as more than 200 media organizations and public interest organisations.

These institutions in the existence of happy net is not "chicken ribs", on the contrary, whether it is to the organization itself or netizens have great value. For example, Oriental TV in Happy net live total solar eclipse, the host to experts said, I am too excited, immediately see total solar eclipse. The moderator then asked the expert excited? Experts say not excited, after watching for so many years have been accustomed to, if you like me also not excited. Then, the host said to the signal cut to Chongqing, this time the screen is black, he thought that Chongqing has been a total solar eclipse, experts in the side said I see signal failure. Happy NET users will be broadcast when some of the special interesting situation summed up to the Internet, and then, Oriental TV also published a diary in the network, almost every user's query has done an explanation, users in this diary has given a very positive comment. Through happy NET, the media and users have a very friendly, very full interaction.

This reflects two problems. First, the same user on different sites on the performance is not the same, such as most users on other sites may only see not speak, in the happy net he will be very active to interact. This is a very interesting behavior pattern. Second, such as Oriental TV, these more traditional media, to the happy net, but also with the user very pleasant interaction.

There is a happy net user spontaneous organization of activities let me very impressed. Wenchuan the first anniversary of the earthquake, there is a user in the happy net to launch a commemorative event, called on all the "vegetable" on the plant chrysanthemum. This activity is entirely user-initiated, through the spread of friends, I remember at that time probably have 70%~80% users are involved in this activity.

From this, you will find happy with the traditional internet site is very different. Traditional internet advertising is actually grabbing attention, users want to see information, must jump out of an ad to compete for user attention. We want to change this pattern, the combination of advertising and user experience, that is, the combination of advertising and product features, so that our users in the process of entertainment to accept ads, and through a friend relationship spread amplification advertising effect.

In the three times of the Internet, the forms of communication are different. Portal era is large-scale transmission, the search era is the keyword opportunity Search, in the SNS era is the user Word-of-mouth spread. Happy Net's advertising is mainly a kind of word-of-mouth transmission, more typical is the implantation of advertising, for example, I could have sent flowers, birthday cakes, now I can send you a Sony Ericsson mobile phone, which we have done a great impact of activities; We and COFCO Group has held a Yuet live planting competition, is a kind of yuet live plants, knot Yuet live fruit, If you give your best friend a live juice, you'll get a real juice. This activity has tens of millions of users to participate, and then Yue Live told us that their product sales increased by at least 30%; Happy Net has a component, which has a link, if you want to play better on the need for Mengniu ice cream bar password, then Mengniu people very happy to call us, incredibly see Taobao someone selling Mengniu's popsicle; We give Lancome to do the Powder collar beauty contest, through friends to canvass and spread the brand; The brand home page of Pizza Hut, 270,000 people have seen Pizza Hut, Pizza Hut through this with the user to maintain long-term relationship ...

At present, the main profit net is still advertising, and did not consider too much money, because our main focus is still on how to better meet the needs of users. For the future, we have actually thought of a lot of ideas, such as through the sharing of tourism information, the need to solve the needs of internet users of residential tourism.

In the past year, happy Net has won a lot of honors, including the most popular students of the community and so on, and I do not look very fashionable people incredibly also be rated as a fashion mister. After hearing the news, my colleagues, family and relatives were shocked, and after a painful thought, they thought they finally figured out why I was named Mr. Fashion: because I redefined fashion.

(This anthology is compiled from Cheng's speech at Peking University)