Hundred Fields: A child business with 30 million can do the project well

Hundred fields and rice rice are the pioneers of the internet market for Chinese children, rice rice than in the early start, earlier financing, and early listing, but 2013 years of revenue is 1.5 times times the rice, the current market capitalisation is twice times more than rice.　　What the hell is this? The establishment of the hundred fields than the late rice, the product launch time than the rice late, to build the company's brand time than the rice late, financing time than the rice late, the market time than the rice late. But in 2013, Rice had a revenue of $48.4 million trillion, which grew by only 3 million dollars in 2011, while the annual revenue of the field grew from about 13 million dollars in 2011 to about 73 million dollars. In April 2014, the company listed in Hong Kong, the market value of about twice times the rice. Why? In July 2007, Disney bought the Penguin club Penguin 700 million dollars. This is a virtual community, similar to the Web game, by selling children furniture, clothing, pets and other virtual items, received about 50 million dollars in annual income. News from the United States has stimulated two Chinese, one is in Guangzhou Communication Technology Co., Ltd. as executive Director and marketing deputy director of Wu Lili, the other is the director of the QQ Pet project Wanghai. They know that Chinese children still go to the old websites when they surf the internet, and the children need a Chinese penguin club. Wang Haibing intends to seize the market before the market matures. He pulled up with Tencent's Cheng, Wei in September 2007 founded the Shanghai Rice Rice Network Technology Co. Rice first to 3-6-year-old children to make a "fruit doll" community game, but its education taste too strong, the target user group size is too small. In turn, Wanghai aimed at 6-14-year-old children and began to develop the famous Moore Manor later. It was less than 2008 years ago. Wu Lili is in the state of verifying whether the reality of the United States will occur in China after a few years. He asked his children what they usually do with their computers and drove in many cities in Guangdong to ask other parents and children the same questions. He then concluded that children do often surf the internet for entertainment, search for information, and spend more than 1 hours a week online. In January 2008, Wu Lili to the Al-Gen Board of Directors: the market for children's Internet can be done. No one in China does, we may be the first. I can do the project well within 30 million yuan. "June 2009, this project" became Guangzhou hundred Fields Information Technology Co., Ltd. On the same time point of the different movements of two people, Wu Lili to the "entrepreneur" regrets: in China, no matter what you do, you will not be alone. Until April 2008, Wu Cai first knew about the existence of rice, and he heard that Tencent was also doing the children's Internet. About 1 months later, Rice was introduced to Moore Manor. No, we're not the only ones looking at the market, we're not the first company to launch the product. The more we get at night, the worse the line. "In Wu Lili's plan, the first production of the Hundred fieldsThe product will be released in 2009. If you are inexperienced entrepreneurs, you may be able to significantly compress the development cycle of established products. It's a torment to the entrepreneur to see the rice-washing company that spends every day there. The founder would be tempted to rob a user, even if he knew his product was not perfect. But Wu Lili had partnered with Al-Dai Jian to start a business many times, experienced competition, growth, failure and success, so there is no rush, and only hundred field product development plan ahead of 3 months. Wu believes that imperfect products can not be completed to rob the user's mission, we first or to ensure the quality of products, can not take an imperfect thing to go out to spell time. "In hindsight, the founder's absence of panic was the first step in the field to overtake Rice," he said. In Wu Lili's view, the founder's mind is out of control and the whole state is out of control. We have a strong ability to control our psychology, and we are middle-aged and have nothing to do with our experience. If my first venture is 40 years old, I'm not sure I can be that cool. "Wu Lili also sees the positive side from the presence of Wanghai, which once again proves that the market for children's internet is good." Tencent's similar products, "Luo kingdom" on the line, Wu is even more happy. Many VC said that there is a child internet market this thing? (now) See what those people say. However, after all, the rice is to seize the opportunity, hundred field long-term in the state of catch-up. September 2009, the rice Rice released the main adventure of the "Purcell", hundred fields of similar products "star" was published in July 2010. Qiming invested $5 million in rice rice in June 2009, and in April 2010 Sequoia had invested 3.25 million dollars in the hundred fields. Rice had been profitable in 2009, and the field had been profitable for two years. At the beginning of 2010, the rapid rise of Rice's brand awareness to the operation has been a bit overwhelmed "(Wang Haibing language), and the Hundred field exposure can be largely ignored." At this time, the hundred fields have begun to lay the groundwork for overtaking rice in future. Both the fields and the rice rice are consulted at every stage of the product development, with a similar product matrix. Two companies know that children are not allowed to play games for a long time, then design a system to prevent addiction, and strict control of content updates. Both of them play like cartoons each week to update content, trying to rely on this to stick to the child, but the hundred fields in almost every aspect of the more ruthless. First, hundred fields based on large data, into the system design products. Instead of sampling users, Wu Lili says, they monitor all users, with 1 million users recording 1 million people. "This lowers the company's reliance on personal talent and ensures that the quality of the product is maintained at a high level." Second, it's better to turn children's opinions into product content. If anyone's comments are accepted, we'll reward him with something, and we've also set up a lot of places in the game that are easy for kids to feed back. "Wu Lili told the entrepreneur," the children each week to the Hundred field feedback amount of more than tens of thousands. Third, the research and development mechanism brings the reverseshould be speed. Hundred field product development process is, some people first quickly make the product infrastructure, and then let the product online and user interaction, product development staff with the increase in user feedback. This process ensures that the contents of the game can be changed rapidly and on a large scale. Wang Haibing has not been interviewed by this newspaper, but from the results, the number of follow-up research and development staff is small, the game is also relatively light revision. Four, the execution is strong. Planning, art, programming, testing team together for seven days, and then release the new version of the game. 52 weeks a year, 6 consecutive years, we have never postponed. And there are no concurrent capacity, server bandwidth and so on. "Wu Lili is very proud of the execution of the hundred fields, you try it yourself, not necessarily." Someone has tried, can't go on. Hundred fields and many well-known large companies than executive power, is also not weak. "Wu Lili believe that in the hundred field competitiveness compared to the rice, Tencent has no obvious advantages, the number of users can continue to grow, the most direct driving reason is that the content of the release of better results." Along with "Dragon Warrior", "Oya Light", "Ozzie legend" and other games successively on-line, hundred field market share also gradually climbs. At the beginning of 2011, Wu Lili from all over the country point card agents to detect a phenomenon: Rice rice sales growth than the hundred fields slow, hundred field users may exceed the rice. By June 2011, the rice Rice had published its own number of users. Wu's speculate proved that we have done our best. "But for a long time, the main competitor in Wang Haibing's eyes was Tencent. In Wang Haibing's view, 2011 is the process of washing rice from a pure virtual community brand to the cartoon brand, "this year, rice not only first listed, but also began large-scale implementation of the Disney-style business logic, from the computer screen radiation to the television, film and other screens, Basically completed the cartoon brand as the core of the children's industry layout. "The layout of rice rice is mainly under its brand authorized business, this is Wang in the early start to accept the" entrepreneurial "interview is placed in high hopes. But the division's share of annual revenue from rice washing has never been more than 20% per cent, and it is still hard to come by. In the summer of 2013, Wang Haibing admitted that the company's development in the past two years more twists and turns, because the online and offline diversification of the loss of a relatively clear focus, "he thought that Rice will be divided into the business of rice washing games and rice animation is a very clear response." But the loss of rice has not only shown the weight of the online line, but the company's core revenue sector, the rice-washing game, also loses its focus. A person familiar with the investment community told the entrepreneur Rice, an investor thinks the company's operating performance is low (the market value of about 200 million U.S. dollars, the annual revenue of about 45 million U.S. dollars) and child users can not contribute too high ARPU value related, so urged the rice to ARPU high value of adults to the game transformation. Wang Haibing also believes that the 10-14-Year-old children's game "is rapidly adult." Rice rice with the launch of the "Kung Fu Faction", "the creation of the Army", "God of WarAlliance for the 10 to 18 years old user group game. Unfortunately, the performance of the games, such as the "Creative Corps", is also not obvious. and children's preferences with the age of change is very large, in the children's game market is not focused, the consequences are serious. Baidu Search Index shows that 2013 China's most popular children's online games in the top 5, hundred fields already have 3, rice only 1. The first game of the Hundred Fields "Obi" released in the 3rd place for many years, the first game of Rice rice, "Moore Manor" slipped to 7th place. In 2013, Rice had a revenue of 48.4 million dollars, which grew by only 3 million dollars in 2011. The annual revenue from the field grew from about $13 million trillion in 2011 to about $73 million trillion in 2013 years. In the April 2014, I did not expect it to be listed in the previously anonymous investor population. The hundred fields listed in Hong Kong, the market value is basically kept about twice times as much as rice. It turns out that the market for 6-14-year-old children is enough to support a company to grow in scale. The company's performance stalled and rice-washing executives were also unstable. Since July 2013, the vice President Qiang Tiefeng from Qiming, who came from Disney's executive vice President Zhu Chenghua, co-founder and CTO Wei, and CFO Jiang Xiansen have left the rice. Wu Lili In addition to thanking each other for competition, learning from each other, what day does not have a user "to promote the company's progress, has begun to conceive than the game company more far-reaching future, hundred fields is not a simple children's page tour company, we are a variety of elements, accompanied by children's growth platform." In the short term we still have to rely on the income of the virtual world, we have not promised that I will soon become Disney, with a lot of offline income, but the Disney model is our long-term pursuit of the goal, we will go to develop learning content, animation content. "Becoming a Disney-style company has always been a Wang Haibing goal for Rice," he said. How to turn a fast-changing uncertainty into a product content? Oral/Hundred Tian CEO Wu Li Children's thinking contrary to ours, they do not have the logic of life. Originally "Obi" Room did not design toilets, art paintings the bathtub, the planning group said not to install. The art group says that you can put it in the store, he won't buy it. As a result that week, the highest sales were the bathtub. The child thinks the bathtub is beautiful and playful, and buys it back and puts it on the bed. In the 2008, we experienced a lot of similar product development, realized a truth: we think that understanding children, actually do not understand, or understand very superficial. When we face the user and we are not the same person, we must believe that they are stupid, to listen to children. So how do you know the kids and let them guide us to do the right thing? We train our employees to reach out to the children and nurture the perceptual things. But it's a bit of a contingency to rely on a designer with a particular childlike innocence to think about all the things a child would like. How do you build a research and development system that allows you to get a real, full, thorough understanding of a child's needs and design what he will like?is the product more and more sure? From the 2008 "Obi" On the line began, we monitor the user's every behavior. From his registration to become active users or lost, what he did, where to do not go down ... We pooled these data for analysis and slowly formed a number of analytical models based on large data. A lot of companies do that, but maybe not as hard as we do. Hundred field is not a sample of statistical users, but to monitor all users, 1 million users on the record of 1 million people. We stored a large amount of data, that year a child is now in high school, not playing "Obi", his data we have not deleted. Only statistical analysis can not fully grasp the user's true preferences. The company's analysis of a more than 20-year-old Internet user has concluded that 35 years is no problem. But a 7-year-old child, two years later became another person, we analyzed the conclusion only for a short while. With large data, it is impossible to rely on the minds of these people for 6 years, think of countless fun stories, plots, play, art style and so on. Fortunately, children like to express, he jumped out to criticize you or praise your desire is very strong. He will say a lot of things you didn't do, like we designed a forest, many children say why these trees are not made of chocolate, then I can play side and eat them. So our most important product design concept is: Let the user fully express. We have designed a lot of easy user feedback in the game, children can be in the virtual world to send us a lot of ideas. We have also set up a lot of incentives. For example, if the advice was adopted, we gave him some honors and they were very happy. Hundred fields have a user feedback analysis every week. This is not an analysis of the data we have recorded, but to the user's tens of thousands of statements, the categorization of the past. We do a weekly data analysis and user feedback analysis. This work is hard, but it ensures that we continue to be inspired by our users and continue to optimize our product offerings. Generally a certain number of feedback to reach tens of thousands, we will do a relevant research to adjust the product. What we do is not good, we can change it in time. Children like to play an adult, we set up hospitals, post offices, banks. During the Spring Festival, we designed a time and space change scene to let the child back to the past dozen years of strange, after the year we removed this setting. But when the children put their opinions, we made a memorial. To extend the retention time of the user on our platform, in addition to attracting his content, but also to subdivide the user base. Through a large number of data analysis and feedback, we believe that the use of a product to meet the needs of all children, does not meet the characteristics of child growth and development. We subdivide products from three dimensions of age, sex and game style. When children are younger than 9 years old, boys can play the same story as girls. By the time they are 11 years old, they will be very difficult to play together. Girls like fashionable and beautiful content, dress, dress as the main play. Boys need adventures, challenges, and action-type content. 14 years old., they may be leaving the field elsewhere because the location of the hundred fields is children under 14 years of age. We also found that the same age, the same sex of users, their habits, hobbies also have a difference. For example, instant combat, and some people like to fight, and some like the turn system. Regional differences are also different. BEIJING, Shenzhen, Guangzhou and other first-tier cities in the 8-year-old boys like things, and three or four-line city of 10-year-old boys. In other words, children in developed cities are more precocious. He can play a lot of things, the longer the time to accept the advanced game. When we find that new requirements cannot be added to existing products, we will make a new product. Compared with the previous research and development of traditional internet companies, we have little investment in the development of each virtual world before online. We first spend 6-12 months to do the game's infrastructure, is a sufficient scene, the basic logic system and a certain amount of content, and then let it online. This version, the simple point, 35 people can make, complex point needs nearly 20 people. After the launch of the product line, hundred field research and development staff will be more and more. We are releasing new content every week to interact with the user, the kids are here, and we're going to use the data analysis and user feedback to decide whether to adjust the content for the next few weeks. As the user volume increases, more and more content needs to be added and modified. We now have the highest-earning products for about 60 developers. It looks like our products are about the same as our peers. But each of our products on the line after the relatively successful, long life cycle, the number of users has been increasing. This is not because we have any special resources, or the market is more ruthless, the most direct driving reason is that we release the content of good results. This is because of our understanding of children's preferences, product development system and means are more profound. However, the truth is a window paper, stabbed broken, and so on. Why can hundred fields be more successful? Many experts know our company and say that you can do things that many people simply can't do. Why not? The execution is more difficult. Hundred fields more than the conventional company is particularly good executive power, we and many large companies than executive power, is not weak. Others can learn from us, but can it do it every week and every year? Do the content every day, do 52 weeks a year, and do it for 6 consecutive years. The user wants to like, the concurrent capacity, the server bandwidth and so on hardware problem also to solve. Do you have a try? Our products have never been postponed since we were founded.