Once popular in the campus of Renren after years of development

Once popular in the campus of Renren after years of development, have to return to the original point of product positioning-focus on young people. This is the biggest strategic adjustment of the company in recent years.

Ynse:renn, chairman and CEO of Chen, said November 26 that Renren's 8-year-old group of young people continued to create many unique cultural impressions on the social networking platform.

In Chen's words, the company's new ads are flooding the cinema line, and the company has invested tens of millions of of dollars in national hospital lines and video coverage, trying to attract more attention and solidify them on its newest mobile client.

If anyone can "quietly into the village"-the internet industry is afraid that only the Chen of the company's boat. This is almost the earliest Chinese internet entrepreneur, is now adjusting the strategic direction of the company, trying to return from a mass market to the company's base "students"-Young user groups.

But Chen is obviously unwilling to describe its own users as "students" because "it is too restrictive"-and young people can be more flattering to those who are older urban white-collar, "I am also a young man!" Chen explains his new position.

In fact, the new image packaging does not generalize what everyone is doing now. Everyone launched their own new client-everyone 7.0. If someone who is familiar with IM (instant messaging) opens this client, it will find that it covers almost the functions of micro-letter, easy-letter and communication, and even free expression--"The barefoot is not afraid of shoes," Chen said, so we can play with them.

But it is unknown whether everyone who has missed the mobile social revolution can rise again.

Return to young users

Users of all companies can communicate with each other on this platform, share information and create content, play online games, shop, and enjoy a range of other services. And in order to improve their service system, everyone in addition to the establishment of Renren, but also set up a game subsidiary, the acquisition of the original 56 nets, and the three parts have their own independent division. As of September 30, 2013, Renren has 200 million registered users.

In fact, Renren's predecessor was "Network", and later, for various reasons, everyone has enabled the early acquisition of the domain name "Everyone" for a long time, Renren users do not seem to be "college" as the main goal, the class of its users more extensive-and this time, Chen stressed that Renren is "young people."

Perhaps everyone's real idea is to make their own user base more accurate, and to college students before the middle school, high school infiltration. Such user relationships are more cohesive and malleable after graduating from college-helping Renren to extend the user's active life span.

Chen a boat himself does not want to simply look at this problem, he is only willing to explain: "Young means vitality and not afraid to lose, curiosity and exploration of the future is precisely the promotion of the Internet industry innovation and historical progress." ”

In his mind, Renren needs to be "more focused on their own core", "to play their own in the young market accumulation and advantages, with better products and services to support and inspire their unlimited creativity." ”

Chen revealed that at present, everyone company's monthly independent landing users up to 54 million, of which more than 75% of the active users are "the". Along with the generation of the generations into the social arena, how to better understand their views and attitude to life through the network has become an increasingly important issue in front of everyone.

This group of young people who are naturally active on the Internet is quite different from the previous generation.

For example, in 2013, the audience spit on the Thunder drama "New Smile Proud" but became the 2013 years of the most favorite TV series, 4 consecutive months to become the first of all hot words mentioned rate.

Everyone company even came to the conclusion: for the affected by comics and online games, martial arts is no longer righteously and stirring, but dare to love to hate the romance idol drama, is able to participate in an image of the network game, they are not afraid of the inherent concept and judgment, without any taboo to express their preferences.

In the eyes of Chen and his colleagues, the more active users like making friends, the average number of friends is 253 people far more than the average of active users of 137 people.

This is obviously Chen a boat must seize the group, even in the previous Tencent QQ has been eyeing the market.

Focus behind

On November 28, Renren's third-quarter financial report, as at September 30, 2013, showed that the company's net operating income for the third quarter was $47.6 million, down 5.6% from a year earlier, and a net loss of $24.6 million trillion, compared with a net loss of $15.4 million over the same period last year.

The decline in operating performance has also been interpreted by the industry as one of the reasons for the return of all people. In everyone's business, net operating income was $41.1 million, down 9.9% from a year earlier. Among them, Q3 's online gaming revenue was $20.1 million, down 16.9% from a year earlier. The main reason for the decline is that the previous game has entered a mature stage and the new game has not yet been able to contribute to revenue. The same slide also included online advertising, which earned $14.9 million this quarter, down 11.2% from a year earlier. According to the company's explanation, the decline is due to increased competition in the industry and user traffic from the PC to the mobile end of the continuous transfer.

Of course, the Q3 this quarter also has a bright spot: Other Internet value-added services revenue of 6.1 million U.S. dollars, compared with the same period last year, an increase of 32.1%. Among them, the increase of Internet value-added services revenue is mainly due to the 56 network of my Show video live program revenue increases. The net operating income of glutinous Rice net was 6.5 million U.S. dollars, which grew 36% from the same period last year. In the third quarter of 2013, the sticky rice net paid subscribers to 3.8 million, up 21.9% from 3.1 million in the same period last year.

The cumulative activation user of Renren increased from 172 million from September 30, 2012 to 200 million in September 30, 2013, and the monthly subscribers increased from 48 million in September 2012 to 50 million in September 2013.

Revenue is falling, users are growing, ads and games are falling, group buying and video are growing, and what is the hard transition for everyone?

Everybody plays Penguin.

It seems that everyone is challenging a problem that has not yet been successful: and Tencent is robbing users-both of whom are looking at the school's low-age student community. But Chen Yi-Zhou does not think this thing unattainable. In his opinion, the most popular mobile phone is not QQ, but micro-letter, but most students are not and social communication, only with the social communication students to use micro-letter.

And that's the chance for everyone. Everyone's team has to cross a chasm: "The hardest part is how you move from a PC gene to a cell phone and a communication gene." "Chen said.

Therefore, the strategy of the company in 2014 focused on "focus", "change" and "persistence".

According to everyone company, to "focus" on the wireless, because the company currently 80% of users are wireless, and young people to maintain a better viscosity, the core is how to develop more people, and continuously orderly expansion. "Change" is innovation + change, I think innovation can be controlled, change can be done. ”

And Chen for everyone in the mobile phone profit model also probably has the mentality: games, O2O, VIP value-added services can bring income. If the previous company is focused on the main SNS, a large part of the income from advertising and games. Then on the phone is also the same, the most important is still advertising, the next version of everyone will be found in the client's game, such as "Everyone dozen peas", "everyone dozen penguins."

In fact, Chen a boat did not know to get a place in IM, must face Tencent's strong battle. So Chen a boat at first actually put forward a concept called "social communication", different from the main communication function mainly QQ and micro-letter.

Chen's plan is to make "sharing" one of the most powerful functions. The first is "new News", and the second major is chatting. "The biggest difference between us and micro-letters is in which page you can post things, this is unique to SNS, and this most core service on the first page." We think the future is very important service is the communication, group chat. Also include nearby people, Public homepage, friends. Our version is not the same as Facebook, where Facebook has no rivals. "Chen said.

In everyone's view, wireless im for everyone's future is critical-"You see Ma Yun, Ding lei more worried, also afraid." Chen said, "I am also anxious, but I am not afraid." Because the timing is right, most smartphones are up. Including most of our user base has also changed the smartphone, and if you do a client to 100 million than a few 10 million customer orders more valuable, when the number of users more than one times, the barrier is almost four times times higher, so I do a particularly large on it. If I have 100 million months active, it's much more likely that you'll have a position on your screen. Everyone is big enough now, two or three times times bigger is enough. ”