Happy net new trend to lead more netizens

Income of course is getting better, but the Alexa data show is not so optimistic. Opening up the application of third parties in advance, enhancing stickiness and innovation is a new approach, but the problem it faces is that it is no longer a dark horse.

Happy NET has some new action in the middle of May, they first introduced a third-party development of components, in addition to the X World, Texas Poker and other games, but also include air tickets, driving test theory, group purchase and other life-class applications.

Surprisingly, just last November, Cheng, founder of Happy Net, also made clear that he would not consider opening a third party application within a year, and that he had changed his mind only six months earlier.

Some people speculate, this is happy net anxious to ease the income pressure. "In fact, on the contrary, we are not bad money." Guo, deputy general manager of the market and external relations, said, "To do these things require a lot of cost, server, bandwidth, human costs and so on." ”

The company may not be very short of money, it is already the first profitable SNS website in China. Industry rumors, Happy net 2010 years of advertising sales target is 200 million yuan. "It's all misinformation, and we don't really have any sales targets inside." Yuanliping, PR manager, said, "but the income is actually more than that." ”

The figure is likely to dwarf rivals. According to "The First financial weekly" understand, the current MySpace network of the net income is still very small, 51.com the last year's income of about 30 million yuan. In addition, the Thousand Oak Group's network of people more special, it and mop net ads together bundled sales, the two combined advertising revenue in 100 million yuan.

The happy NET, which began operating in March 2008, basically achieved break-even at the end of last year, largely thanks to its initial user base: the company. With competition for parking spaces, the slave trade so "do not have to move brain idiot game", tired and boring company can easily kill time, happy net quickly superior. And the company is the most popular advertisers are welcome to the crowd, these small games have become the main advertising target.

In a large number of net advertising revenue, the majority of "implanted + brand account + hard wide" form of packaging sales. The first two 2/3, the remaining 1/3 from the hard wide. Implanted ads are most popular with advertisers, especially in the reprint and gardens, pastures and happy restaurants that are currently the hottest. Brand account is to let some brands become institutional users, ordinary users become brand fans, you can keep informed about the dynamic information, happy NET on these brands quarterly charges.

In fact, Cheng is still not in advertising sales of how much cost. October 2008, the first advertising sales staff into the happy net, May 2009 increased to two, and now, its advertising sales department still only more than 10 people, of which only five or six real sales, and seven or eight are advertising planners, and even the advertising sales department head Nan's job title is the director of planning.

Such personnel settings and happy net of advertising attitude is closely related. Because most of the ads are implanted, how cleverly implanted into the brand to achieve the advertising effect, without hurting the user experience, is the biggest problem-rampant and blunt advertising to destroy the user experience, resulting in the loss of users, this is Cheng most worried about. Because of this, happy net especially pay attention to the form of advertising planning, sales staff in the talk with customers, all need to be finalized by the product department.

In addition, Cheng also rules, a game can only implant a brand, and must wait for the game's user base after solid. Of course, with the "very courteous" cooperation with the Dream Dragon, this is entirely brand-promotion for the purpose of the game components except. Even the hard, Guo also stressed, "our advertising environment is particularly good, each page has only one ad bit, does not affect the user experience." ”

The development of users, improve the user experience, this is a year ago when advertising revenue just beginning to Cheng for happy Net set the focus.

A year later, the task of developing users has become less urgent. Almost at the same time as the introduction of Third-party components, happy Net announced that more than 80 million registered users. This number was 25 million last May, August was 40 million, and soared to 70 million in November, then "last December to this year May is 80 million." "Guo said. But he stressed the importance of more active users, now is about 20 million, very stable. "This was achieved when the total number of users grew to 60 million or 70 million, which is still the number," he said. ”

But the reality may not be as rosy as they claim. Alexa data show that the latest six months of traffic shows a significant downward trend, the last 3 months, the number of users, page visits were down 25% and 40%, per capita page visits also from the Spring Festival 40 fell to about 25.

As the main users of Happy NET, the company's people to compete for parking spaces, slave trading, stealing food enthusiasm is fading. Some people's attention shifts to new games like Happy restaurants, where more people just look at reprint, write records and post photos. Some of them have been written off directly.

Early introduction of Third-party components may be an attempt to prevent users from losing, although happy Net said this is the company's predetermined direction of development. "It's just enough money to start doing it," he said. Guo says the next step is to see a burst of growth in the number of components.

Happy NET does not want to be a "web game company". Cheng is now more ambitious than a year ago to "make a Web site for people to enjoy friendship"-to be a good social networking site. A good social networking site should be "the third revolutionary Web site that people can use to realize most of their needs on the Internet." -From information, games, and sharing until more direct life needs. Such a happy net will be an integration and optimization of portals, search engines, blogs, micro-blog, E-commerce, all the functions of a huge web site.

Such ambitions look somewhat similar to Facebook's recent high-profile "Open Atlas" (Open-graph). According to Mark Zuckerberg, Facebook's chief executive, different websites and apps on the internet have been successful in building "social maps" of different things, such as the website Yelp, which created a map of local businesses, The online music web site Pandora created a map of the relationship between the songs, while Facebook created an atlas of relationships between people, but because the users ' data were "isolated" from each other, users were unable to share the "relationship map" built on different sites, And Facebook is about to make it possible--in the face of the "Open Atlas", it may not be wishful thinking to unified the Internet's ambitions.

The news that Facebook is ready to enter China has been circulating for some time. If the global SNS website's eldest brother with "The Open Atlas" comes in, happy net now launches these components to appear a little bit piece of cake.

For this, happy net I am afraid I also know. The company, which has been rigorously controlling the number of employees, is hiring all the time. In the last 5 months, the number of happy net employees soared more than 100, more than doubled on New Year's Day. Among the more than 180 employees, the product and technology departments have the largest number of people, accounting for 1/3. Guo also admits that "the competition for social networking sites is ultimately about products and technology." ”