Moral selection Hua: "Moral integrity" is a cultural symbol of the

Editor's note: This article from the "Tencent Product Home Salon" (Chanpingjia public number) (micro-credit) Hua of the collection of CEO, Tencent authorized 36 Krypton release. Tencent organized the event, mainly to remind the world, including Tencent itself, a new era has come, to learn from the third generation of entrepreneurs, better understanding of the 00.

August 8, "Tencent Product Home Salon:" A special Entrepreneur Special "held in Shenzhen, this article is the moral selection of CEO Hua share content. Hua was born in 1988 and featured CEO, focusing on the entertainment center and the entrance. Since the end of 2013, the user has reached millions of.

Hello everybody, my name is Hua, can't remember words can call me "elder sister". This is the name source, this year, I give our micro-letter fans a mass of red envelopes, by these small partners found identity. Our users are the first, younger than me, the beginning of someone jokingly called me "elder sister", then called the habit. Bear children give me the express sex goods, flowers, underwear, and no matter how big my size is sent to me.

Our products are called "Moral selection", update the fun content every day. We joked about it. "Soul Leisure Health", nothing you can also in the inside and everyone in the moral integrity of the fun to play.

Why do I have to start a business

I came here today to tell you three stories about myself.

First story, why do I have to start a business?

Four years ago now, almost this time, when I decided I want to start a business. I had just graduated from the Media University, walked the graduate student, the interactive device art of the graduation work shortlisted for SIGGRAPH, the global graphic image world a top international conference. The work is about to be exhibited in Los Angeles, I am particularly pleased that I am about to achieve my "American Dream", to the peak of life.

At the moment of happy, there was a turning point in fate. I was very impressed, the day I was preparing to go to the U.S. Embassy visa, morning began to bleed, completely stop, really is a big basin. I felt like I was going to die, and then I went to the hospital and the doctor said I had a blood vessel cracked and stuffed a large group of cotton. I've never felt like I could cram so much cotton into my nostrils.

Then I was on the top of the nostrils stuffed with cotton, a bad cold, no makeup, particularly wretched appearance, to the U.S. Embassy visa. The visa officer might have thought I was a drug addict and refused to sign me. Refused to sign even if, the result cold more and more serious, so that have chronic disease, although not hospitalization, but nothing can do. At that time I was a person in Beijing, no one to take care of, had to go back to Fuzhou home recuperation.

It was a very strange time. The city of Beijing, when you are proud, you feel that the whole world is yours. This is the center of the universe, everything can happen. But when you are sick, there is nothing, you will feel that these lights, these bustling seems not belong to you. At that time I took a taxi through ITC, has been staring out the window, watching those lights slowly away from me. I feel that when you have nothing, you only know what is a cloud.

I studied digital media art, digital film and television direction, new media related to everything to learn, from design to C + +, to screenwriter, photography, editing, three-dimensional animation, the project is easy to do, micro-film, stage party background, TV program packaging, international projects, do device art, but also in large companies, to make money fast but still confused , do not know what to do after all. Fuzhou is a relatively comfortable, relaxed small city. Back to Fuzhou, I have nothing to do, had to read every day. I also began to think about my life, what I want to do in my life? ' You're going to do what you love to do, ' Mr. Jobs said. But what do I like?

When I was sick, I read a book called "Work 4 hours a week". This book has a big impact on me, it asks you: Suppose you have 100 million dollars, you are not bad money, at the same time you are smarter than the whole world 10 times times, what can be done, will not fail, what do you want to do this time? Then he will give you the calculation method and find that your ideal life is actually not so expensive. Particularly interesting point is that, after a few years, when I looked back at the time of reading notes, I found that actually wrote a I want to open a company, when I was sick at home, do not know what is called entrepreneurship. When Facebook was so hot, I thought, "Zuckerberg is not just a college student, why I can't, I can do what he can do."

At that time oneself is very two, what call front end, what call server, do not understand, think "front desk" is the front desk of the hotel, often be ridiculed by people. After a good illness back to Beijing on their own to learn how to do products, how to do interactive, how to do the prototype, looking for all possible and the technology circle of people to give me literacy.

My first angel investor was found on LinkedIn. At that time the it circle almost nobody knows, see Micro bo on Wang Lijie do Preangel Angel investment is very active, I am very forced to use English to send him a friend application, said I am doing what project, have a chance to chat. Then the first meeting in Beijing Starbucks, I at that time nothing, no money, no team, no resources, "three without" products.

I took my own flash to do with the high fidelity of the interactive prototype to see him, did not think he did not give me cold water, also did not feel I special two force, give me the introduction of resources, references. Although he did not vote at that time, but I am very grateful. Then I do "sound", a line of code has not been written, he only saw an interactive video, voted us. Then Xiaoping teacher, Wang Yu teacher also voted us, gave a lot of help, we also slowly do the better.

The story is that, although you may be a small white, although the entrepreneurial process will continue to pour you cold water, but if you really find the things you like to do, or very happy. I didn't know what I liked to do before, but when we started making products, I thought there was nothing more wonderful in the world. You can see thousands of users using your product, and this product is like a container where the user blossoms. "Entrepreneurial abuse I times, I was a start-up like first love," Today I still feel this way.

Sometimes I think we all live too well, with electricity, a net, Wi-Fi, everything, and never thinking about what it feels like. Now I look back, especially thanks to the time I was sick, the trough of the day when I felt most close to God, I really had a time to stop and think about what I wanted.

There is a saying that although it sounds corny, anyone you choose a road will encounter a lot of difficulties, but if this road is your favorite, then I think at least can walk a little longer. Like "big Aunt?" CEO Rauschecker QQ Signature-"Entrepreneurial like Super girl, laugh to the end is pure man".

Ii. observing the world and understanding human nature

The second story is about observing the world and understanding humanity.

I am particularly interested in the story of people and the story behind everyone. One time to practice English with a Cambridge graduate buddies chat, he seems to be the leader of the translation of the country, somehow to go to the United States to do the toilet paper business. I think this life how so wonderful, as if everyone behind have a very magical worldview, very different story.

Then I started to think, since everyone has a different story, it is not everyone and I have the same needs, to meet interesting people, with interesting people to make friends. I told the investors that I want to do such a product, so that interesting understanding, making friends. He said "make friends" Ah, "about cannon" I understand, but ordinary people have so much time to make friends ah? There is no vote. Later, "Mo Mo" came out, one night seems all over China are doing strangers socializing, I think I also but others, or transformation bar.

Because I am a girl, I am particularly sensitive to sound, because a person's voice like or hate a person. I think a lot of people are like this, such as people, and sometimes sound like their people. So we made a transition to a voice social product "sound", you can ask questions, and then we use the voice to answer.

We have feelings, we hope that users can speak their inner voice, always guide users to answer "what is happy", "what is youth" such issues. As a result, we found that users just like to hear "Why did Superman wear his underwear outside?" Because of the central ", or" your best ex--my college art department, is to give my predecessor to draw a portrait of the content of this tease. We found that the original user is like this, and we think completely different.

At that time very painful, do not know whether you have seen 36 krypton an article, called "How to cross entrepreneurial bipolar disorder?" 》。 At that time feel like this picture, product line before the ignorance of optimism, feel very good, Zackerberg, I can do. Feel that the product on the line must burst fire, but also stare at the list waiting to rise. The results of the online discovery seems not so good, became informed pessimism, began to doubt. To the "sound" the third point, it is really at the bottom, the value of the crisis.

I couldn't sleep all night, and I didn't know how to explain to the staff during the day. It was almost a breakdown until the interns were gone. Seems to think of the way all over, how can not do it, the data are not good-looking. At that time I was advised to give up, said you go to a large company to stay, and then hone a few years. If I give up at that time, the company will go bankrupt.

At that time, I felt that giving up was too humiliating, and I felt that there was still some money left, and I tried to try again. Later we decided to transform, users like what that gives them what, they like to tease, grounding gas, I gave him these content, only to do the "moral selection."

To tell the truth, "moral selection" just on the line I do not know will not fire, did not expect the data on the line is very good. Our own summary, now the tone of the favorite is to stay, stupid, Meng, cheap, plus a little bit of positive energy. They would say, wow, this noble leng-pin girl, the original heart is also very soft, this will poke into the depths of your inner things let people stop (laughter).

We do not laugh at the energy of things, we have just begun to think that young people should be very chic, like jokes, embarrassing things, will not see the soul of chicken soup. But for our data, chicken soup is always the highest forwarding rate. For example seven you can not miss the life principle, ten sleep to constructed skill and so on. We see the next day to retain the integrity of more than 50%, 80% of the user is a, we feel that there is a chance, it is worth doing a good job.

A lot of people will ask me what is moral integrity? I make a metaphor, today we say no moral integrity, like that you have no character, not to say that you are immoral, but with a ridicule, from black, black, spit the way to express themselves. For example, you can say that your base friend has no moral integrity, you can also say that my integrity is broken you want to eat. "Moral integrity" in a way is like a cultural symbol of the third, can represent their style. Although today's not too willing to admit that he is a, not too willing to say that their culture is subculture.

From the "sound" to the moral integrity of the story tells us, you have to correctly understand the needs of users, even if the user is not the same as you think. There is a classic joke, said a girl asked the Zen Master said: "Zen master, I look very beautiful, why I do not have a boyfriend?" "Do you know why boys like the rough sea rather than the calm lake?" said Jackson. "The girl said:" Is not because of the rough sea boys have a great sense of conquest ah? "Because the sea is big," Jackson said. "The joke made me realize that two: first, it's why I don't have a boyfriend right now. Second, it is really important to understand the needs of users and understand human nature. We used to do the same thing, the copywriting, the raffle, the iphone, but the iphone was the only thing the user remembers.

Iii. breaking the rules and the courage to try

The third story, the courage to break the rules and try.

2009 I was in the Spring Festival evening Production department Internship, when the leader said you do a watch background. Watch the background is the host string words behind the figure, is generally a red paper-cut or something. I've never done a stage background design for a party before, I made a black background with a feeling, it is a firework, the following is the door. The director of the meeting, said this particularly good, to the whole production department to see, said you see you have done so many years Spring Festival gala, never dare to large area with black, but you see a black sense of the three-dimensional came out. He estimated that I was very creative, did not think that a year to the Tiger team background video, is the Spring Festival evening finale of the program, handed to me to do.

I was in the school team, studied the past several years of the Spring Festival Gala, the results of a plan is not a plan. Finally, dance director to call me, said Hua or you do not do, you do to do with the dynamic material like, the box floated, I find another team. I was in a hurry, how can I live up to the general Director and the School of my high expectations, too bad face. At that time only one or two weeks away from the live, I think we have to try again, when the school can not stay up late, I pulled the team ran to McDonald's all night, over and over again listen to the Tiger team song, heard now I heard the small tigers on the collapse.

Then we thought, take this as a big-screen MV to do it. We want to be creative, while back to school to do the design, animation, most of the room is in the rendering. Not easy to suppress a thing, trembling to send it to the production department, the results of the director of the dance said no need to see, we find another team finished, Taiwan long also finished, this is impossible. I listen to cry, crying to all I can call the production department colleagues, said can ask you to look at, we stayed up for a few night, if you see it is not appropriate to forget, can not look at AH.

After a few days, dance director to call me, said that feel OK, or the last rehearsal with you this try it. That year Spring Festival gala, finally really used our background animation. There is a shot of inspiration from Michael Jackson's MV, behind a lot of Replicator matrix dance, that year is the tiger, we made a pile of tiger matrix and the Tigers jump together. That year Spring Festival Gala we with the small tigers, from the early stage to the late production of the program group, took the first place, I also have a certificate of this, this award has still been placed in our school.

This gives me a special big feeling is that if I follow the traditional thinking to do the duty background, there may not even be a chance to do this video, or an intern; if I was animated by a traditional party background, I would probably get shot, but if I didn't go for it again, I would ask the leaders to take a look at it, Then I have no chance to experience my work, my name, the pleasure and the sense of accomplishment in front of hundreds of millions of of people.

This thing to me is very big, the original work also not necessarily have so many rules and regulations, Facebook has a saying that "Break the rut, action Agile", plainly is "Wild way".

After the "moral selection" line, we found that many users are particularly interested in interacting with the comments. We think that users have to comment, and then go to the text, it is particularly troublesome, so back and forth, experience is not good. So we thought, what can be done more interesting, let them play a little more high?

I do not know if you have seen the video of the "Bomb screen", that is, the slot subtitles like bullets full screen floating past, but and content corresponding. We feel that any form of media can be used to play the screen, but some people do not. Video can do the screen, graphics and text can not do the barrage? Before doing a lot of people spit out how this is possible, this much affect reading AH. Our team stayed up for a few weeks to do the online version, but also specially did a channel test, the results did not increase the data did not drop, there are a few users spit slot. We were very tangled at that time, whether or not to release, and then think, anyway, the start-up company Stoding, try. So we go online first look at the user's response, begging you guys (users) don't put us all uninstall.

After the launch of the screen, only two days of interaction volume turned 1 time times. The interesting thing about the screen is that it inspires the user, who has a great interest in interaction, and we inspire his social and interactive potential.

First, the image of the leader acts as a trigger. Users particularly want to have a sense of existence, he saw his head appear in front of everyone, users are more willing to comment, more willing to interact;

Second, there is no need to break the ice. Say, "Belle, what are you doing?" When do you go home? They have the same topic, spit together, can talk directly.

Third, the cost of UGC is greatly reduced. It's hard to make jokes for the user, but it's much easier to spit, or to spit on the groove.

Today's generation is the internet entertainment storm eye, they have a lot of characteristics is very interesting, a lot of fashion culture are they create, such as open, free, spit, spoof, subversion, and so on, they are very strong social groups. These said tall is the cultural context, saying that the popular point is forced lattice. Force lattice similar, naturally it is easy to play together, forcing lattice is not the same, you let him fill in more information background head, or can not be happy to play.

Another very obvious trend, I think there will be no online and not the concept of the line, you will always be online, you can be at any time with a story pushed to wake up, will open the phone to see. Now users are Shing 160-170 times a day, so we feel that in the further future, young people's entertainment and socializing will have a fresher and more playful way and opportunity in the mobile end.

Above is the moral selection and my three stories, thank you!