Happy net unhappy: happiness SNS encounter industry unspoken rules

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The thin Cheng sits in front of the reporter, the intonation is calm, the eye reveals helplessly.

As the most popular SNS Web site (kaixin001.com) CEO, Cheng recently some worry: in mid-October last year, the Oak Interactive Group of the same name with the business of the Web site (kaixin.com), after the on-line, constantly erode the market, This makes many happy net fans are not clear true and false.

In late May, happy Net formally filed a lawsuit against the second Intermediate People's Court in Beijing, suing the Thousand Oak Interactive Unfair competition, the request thousand oak to stop using approximate website name, public apology, and compensation 10 million yuan. At present, the case has been formally accepted.

Happy Net's troubles originated last September. In the introduction of kaixin.com before, Thousand oak interaction with happy net secret contact, hope to 100 million RMB plus 100 million shares of thousand oak to buy happy net. After the refusal of happy net, Thousand oak in last October 10 announced high prices to buy kaixin.com domain name. Thousands of rubber version of the online immediately.

The number of users of happy net was close to 7.5 million. Cheng then thought: happy Net has a happier future.

A programmer's happy dream

Founded in March 2008, a happy net, less than half a year to usher in a large buyer of 100 million yuan, which is a difficult to resist the temptation of an entrepreneur, Cheng but resolutely said no, "I founded the original goal is to create a happier platform for more people, now is still the case." ”

December 1998, Cheng from China Atomic Energy Research Institute came to Sina, from Software Senior engineer, search engine production director, deputy general Manager of wireless technology, has been the deputy general manager of Enterprise Services, responsible for the development of Sina search engine "love ask". At this stage, Cheng ushered in the impact of his entrepreneurial career after the transition.

April 2004, Cheng officially responsible for Sina search engine department. Although Baidu was already dominant in the Chinese market, he still hopes to create miracles and has developed China's first community search for "love questions" through the user's question-and-answer solution. In the 2006, Sina said it was hard to catch up with Baidu, and stopped the search business.

This is a great setback for Cheng. When the search could be stopped, he decided to do his best to spell, which led to his body problems, one to the office heartbeat up to 100 times/minute and chest tightness, coupled with excessive looking at the computer, got serious dry eye disease, sometimes suddenly see no word.

This nightmare experience let Cheng start to reflect on his work, he changed his mind and even outlook on life. "There are too many things in life that can't be mastered, and when we put our lives in the pursuit of a goal, can we really be happy?" He said.

Cheng to "Kung Fu Panda" in the words of the master Oogway very agree: Now is the best gift (A is a), "This is the" live in the present "concept coincides with, we should also cherish the present happy state. ”

Cheng decided to leave Sina, he put most of his savings into his childhood like the Technology development and website, March 2008, Happy Net was established. "Hope that through my efforts to help more people happy little, this is the origin of Kaixin." ”

Then, the number of net users grew rapidly-April "buy and sell Friends" component online, users up to 10,000 people, June "parking" components on the line, the user rose to 100,000; in the following 3 months, users soared to 5 million, and by April this year, registered users over 25 million, page traffic reached 700 million, during which Among millions of white-collar workers in China, a happy storm has been blowing.

Happy net quickly jump to red, thanks to two o'clock, one is specifically for white-collar people, one is focused on "fun" game. Prior to the majority of SNS focused on student users, the need to make friends is the most intense. "Cheng that the current generation of white-collar most of the growth in the dramatic transition period, we are working desperately, everyone has multiple pressure, busy life so that they have no time to communicate with their friends, this is the important factor of happy net popular."

"The core of their behavior is to promote friendship," he said, "When users are happy selling slaves and parking spaces.

The value of being happy

When happy net becomes white-collar's daily life part, each person's happiness will become the huge productivity, this causes the net in the commercial exploration to appear the breakthrough. Last May, there are advertisers contact happy net. At that time, happy Net has not designed the advertising model. By December, the first reign car ad was online.

"When users are happy to play the ads, advertisers can achieve satisfactory results, when we make money." This is different from the traditional banner ads. Cheng said that the current network's core operating income is advertising, including implantable advertising, component advertising and marketing campaign ads.

The pattern of implantable advertising is that advertisers combine products seamlessly into the various game behaviors on the net, such as Neu Junwei car is used in the popular grab parking game, the car became the user can choose the first car, and will have parking to inform; similar includes the Motorola's mobile phone, Lancome cosmetics, etc. are made into virtual gifts, Become friends with each other to give away the choice; In addition, Vanke is currently the brand of their own house integrated into the community of happy net.

Component advertising refers to the development of functional modules that are fully integrated with the product for a particular user, such as happy Net has launched a "very courteous" component, to Cofco, Unilever, and brands and other companies to do directional development, and road snow under the name of a dream Dragon ice cream on this in some places have sold out of stock. The user by virtue of the Dream Dragon Ice cream Bar on the password, you can rely on the password in the happy net to get some bonus points, receiving dishes, such as better play the game experience.

In the marketing campaign ads, happy net once organized a Lancome powder collar beauty activities, triggered a happy net more than 5000 people enrolled, the campaign will vote for a certain number of female users, they can get lancome make-up gift box.

With the current domestic Internet mainstream banner advertising, search engine advertising, virtual goods sales, such as net game embedded marketing advertising seems to be a way out.

"At present our advertising model is in the exploration, the customer is not heavy." "Cheng is cautious about advertising expansion, and the biggest concern is the fear of affecting the customer's experience, so they are cautious when pushing ads."

There have been the industry to reporters that the model of happy net is not optimistic, because the sticky game is always short, when users are tired of these games, there will be a large number of loss of the phenomenon. Cheng also has a knowledge of this, "so we will continue to explore the introduction of user-like features, so that users stay warm." ”

"Theft" promotion

Happy SNS Market business model is gradually maturing, and customers at the same time to maintain rapid growth, which is actually the root cause of the name of Kaixin, because this market can be excavated in the future space is very large.

Venture capital was the first to smell the market. At the end of July 2008, the Northern Lights to happy net into the first round of 3 million U.S. dollars in financing and 2 million of dollars in loans, at present, happy Net's second round of financing is also in intensive talks.

However, in order to locate happy SNS to continue benign development in China, in addition to the recent net name caused by "unfair competition" litigation and disputes, there are still many obstacles in the reality need to be cleared away.

SNS is largely the rise of word-of-mouth (or viral marketing) Happy SNS is no exception, in the initial struggle for users, is relying on the user's word of mouth started, when the original users want to get a better experience, you can rely on friends to win points, which allows users to find more friends on the line of power.

However, this pattern is distorted in reality. Many SNS website started "The theft type" the dissemination of the spam and the message.

This model early originated in Shenzhen, a social networking site called China, and then by some SNS or even online imitation, they cracked the MSN software Business Agreement, steal the user's account, to the user's Friends mass website promotion information. This kind of rogue promotion disturbs the whole SNS order. Some companies have since even caught the attention of the Ministry of Culture and been investigated.

"Why is there a lot of MSN stolen, and QQ is stolen very little, this is because Tencent more understand the domestic local kidnapping spread, so in software defense spent a great deal of gas." An insider told reporters.

In addition, many domestic SNS companies in the domain name protection also lacks experience.

Respected Rice network CEO Wang Kuan to reporters that last year he had to happy net to remind the Kaixin.com domain name protection problem, but has not been paid attention until the high price of thousands of oak, "visible site operators are not strong awareness of protection."

In this respect, Cheng again expressed helplessness, the early establishment of the company, the domain name has been registered, at that time to buy a large amount of money, a start-up company can not bear the cost, and when the happy net bigger, found that the domain name has also gone up, the price becomes high outrageous.

Still, Cheng seems to have confidence in his small team of just 60 people, "as long as there is a benign market environment, we are not afraid to compete." ”