Happy Net Cheng: The management reflection of the wild Way

"Lead" in the most black horse of the period of time, because of Sina's relationship, I have a lot of exchanges with Cheng, in addition to the interview will help him in the public relations market to do some reference, then it is true and false happy play the most fierce, for the process is often too "justice" idea, I have said he is not like Chen is a businessman, So it's hard to make a businessman good. 5 years later, everyone although the stock price is bleak but the halo of a listed company, Cheng now said to me, you are right, I did not do a good job. Since 2008, probably every six or a year, has the opportunity to chat with Cheng for a few hours, but the other interview is not the same place, these are more like aimless chat, such as weight loss, child education, the importance of teeth and so on. This is a very life of the CEO, very serious, self-confidence and with some technical staff of the paranoid, the pursuit of good life and rest, such as every day around 10 points will sleep, looks like the internet tide in restless entrepreneurial atmosphere out of tune. The good thing about this is that happy net rarely aggressive and speculation, and the product of the idea of a steady development, the disadvantages are also obvious, in the early development of more conservative, in finance, sales and promotion on the speed are relatively slow, coupled with SNS in China's overall trend is declining, happy net is no longer the darling of the market. For Cheng personally, the ups and downs of the past few years and the expansion of the 2012 business and transformation, but also let him from the pure product technology ideas, in turn, how to manage, operate a company. "The management of the early happy net was not done well. Cheng also earnestly carried on the reflection. Although in 2012 years ago about 2 years, the outside world to see happy net seems to stagnate, but Cheng that from the inside, happy net has been growing, after all, there is no way to do the CEO of the crash course, the best experience is often from practice. Reflection Cheng was born in the suburbs of Beijing, did not read the university, all the way in Sina to do technology management layer, these experiences gave him a very good psychological quality and self-confidence, but he also has a lot of technology-oriented talent entrepreneurship is the most likely to make a mistake, is too focused on product technology itself, but neglected other important links. In the early days of happy net, Rob parking and trading slaves fiery mess, this is enough to make a team of product managers and engineers happy for a while, and then their logic is to continue to make better products according to their own ideas, but they don't pay attention or even interest in other aspects, such as marketing, advertising, business, marketing or even finance. With Cheng own words, the early happy Net team, more like a product studio, because the product quickly gain market recognition, so all the enthusiasm into more efforts to do products above. For example, for a long time, happy Net's finance has been outsourced to the accounting company to record, almost 2 years after the company was founded in 2009, the company only recruited a finance manager. This lack of attention, in the first two years of the development of happy net, and did not expose too many problems, the most important of the originalBecause of the rapid development of products, almost cover up the company's other problems and needs. In fact, early in the early 2009, the hottest phase of net, there are a variety of brand advertising door-to-door to talk about marketing, but because of sales team, the lack of marketing team, so that happy net lost many opportunities. Beginning in 2010, the Chinese Internet began to enter a new round of downturn, SNS halo dispersed, no matter happy net, everyone began to go downhill, all kinds of vertical type of SNS fall is countless. Since the previous happy net planning and development are around products and technology to do, all kinds of other weaknesses are also beginning to expose. Like finance. Cheng that the previous financial unprofessional caused great losses to the company, although he did not cite specific examples, but said it will affect the income, financing various aspects, this unprofessional also affected the company's internal financial control, resulting in a long period of time the funds are not ideal. Learning this has to do with the character of Cheng, as previously said, he is not a "businessman". In 2009, when the true and false net war, Cheng Chen a boat is very angry, said to Sina technology, Chen is a boat is a speculator, busy stocks short rather than products, "how can you help such people to report?" 4 years later, Sina Science and technology to Cheng mentioned this matter, he has not too remember, also continuously cross-examine, "at that time did I really say that?" That was really unprofessional, and their behavior was really newsworthy to the media. "This is also Cheng these years to reflect the important point is that they do not know everything, professional things or need to find professional people to do." Happy to become a dark horse, SNS is China's most fire concept, many people want to join happy net. and from the business development angle, such as sales, business, market, and so on, happy net also urgently need to introduce talent and start in one field another field tough. But this scene did not appear, because with Cheng thought, is he in one field to understand later, only then will begin to do. "I used to stay in Sina for so many years, and sales dozen so many dealings, I always thought I quite understand sales, in fact, do not understand." "Cheng believes that the early days of happy NET is the product and technology, not too understand other areas, but more serious is," I did not realize that I do not understand, I always think I understand. "So the outside of the net conservative, slow reaction rate of evaluation, more or less related to the above reasons." "Now I really feel that I do not understand anything, these years have been working hard to learn and progress in the process." Cheng said he will be more open to more professionals to join, more ideas to the professionals to decide, and he has more to observe is whether these people are professional. However, Cheng still has his insistence, for example, may not be like an Internet businessman, such as still sleep around 10 o'clock every day to keep healthy. "Do happy net at the beginning is to feel fun, then made a business, I have to do a good job, this is a large extent is also a responsibility to employees, customers and investors responsible." "Cheng said. ToIn how to learn to be the CEO of a business rather than the head of a product studio, Cheng says there are no shortcuts, "practice is the best teacher". The transformation of the 2012 to happy NET is a very important year, the company began to comb the business, and began to make a strategic response to future trends, and began to emphasize open and rapid response to both internal and external. "I know you need dramatic stories, but it's not." Cheng said, these within the happy net is a gradual process of improvement, to the time to make decisions, coupled with the hope of a more professional change of thinking, change nature. Specific adjustment for: happy NET business structure into three levels: the first is the original net SNS business, because it has precipitated the next batch of relatively stable business, users, and the income level is also relatively stable, no longer to the positive and micro-bo, micro-letter competition, to maintain a stable operation. The second is to develop the mobile game market. Third, the establishment of independent innovation studio, development and happy NET does not relate to the business. In fact, happy Net has never left the game, according to Cheng introduction, the Early classic social games "stealing food" in the net has 800,000 active users. The current happy net set up the Austrian God, open Teng two game studios, last year, 4 mobile games, which "demon treasure" has been able to make money, and this June launched the three-year strategy of the game "eminence" online one-month income of more than 1 million. At present, happy Net also has "the fairy", "The Violent Walk Big search", "The Great God Biography" and so on series hand swims in the seal test, is expected this year altogether releases 10 hand tour products. According to Cheng revealed that in the next year, happy Net will also invest at least 1.2 billion yuan, for the team and talent reserves. In the innovation studio, happy Net launched an acquaintance of second-hand goods exchange of the app "Rice", hoping to explore the social electrical quotient. Of course, this is not happy net these two years of development of all products, in fact, the early happy net also did similar micro-letter products "Fly beans", and rice chat belong to colleagues, and the release of the product similar to the path of "The United States," based on the Web group products, the United States and the product "fun Collection", and micro-bo similar products, etc. But most of these products are in a "stagnant" state. Cheng said that the company has a product management system, once the concept of rapid action to become a product, and with the minimum time cost of repeated testing and testing, if the user experience and effects are not up to the model calculation requirements, often this project will immediately stop or change direction. "The data is not good before we will not carry out large-scale promotion of the money, now happy net to achieve break-even state, there is not much financial pressure, or should seize the opportunity to develop mobile Internet, to invest in new projects." Cheng said, "The market left us only 3 years to live, the tide has passed." Cheng said, happy net past these two years of work, will slowly be reflected in the performance. "If the company gets a big boost next year, it must be doing well this year," he said. "Of course mobile Internet competition has been white-hot, and even a bubble, Cheng is cautious and optimistic about the future, and he hopes that Kaixin will become a mobile internet company that revolves around social products.