Renren returns to the back of campus

2009, in Renren, an employee's party, "Oscar for Everyone," there are employees performing such a sketch, the general plot is renren to the West Nasdaq listing to take US dollars, the road jumped out a "00 Demon", the Disciple Pig eight quit a stick killed, and then jumped out a "five demon" highway, also was driven away.

That year, bought kaixin.com domain name of Renren and domain name is kaixin001.com "genuine" happy net, and 51.com. Especially by virtue of stealing food game to kill the "dark horse" happy net, a great cover for everyone's momentum. When seen on the stage by the "demonizing" of the competitors were their own dry down, a crowd of people under the table laughed.

Two years later, to defeat the "00 Demon" and "Five Demon" of Renren successfully listed "Take the U.S. dollar." But it has not been a good breath, Weibo and micro-letter.

This time, Renren failed to replicate the success of defeating rivals.

When Ma Yun announced that Ali shares Sina Weibo, and held "Contacts" to kill Penguin home, Ding lei busy with the letter of telecommunications to try to tethered to the micro-letter This "wild horse", the gap between the people living in the net situation is a bit bad: this year, senior executives leave, sick, by the cooperative game manufacturers to beg arrears, wireless business and game business wide range of layoffs ... The world's first public-listed social networking site, "The halo that brings Renren is fading."

"I'm anxious, but not afraid. "In the face of today's mobile social battles, Chen said. The latest play by Zhou, the smartest person in Hubei, has been to return to Renren's stronghold of the popular market for white-collar workers and students-focusing on the young student market, robbing the mobile internet of "half a ticket."

In fact, Chen is not only good at investment, a friend of everyone said, he every day after everyone worked until 10, often with the staff to discuss product issues, and in the middle of the night to discuss company issues.

But for Chen, the campus is everyone's foundation but also the last front, this should be the last one, walked through this karez, the future of a bright, not past, everyone or will become another on the road of ' happy net '. ”

Return to the campus, this and Chen campus complex. People who want to participate in the war of social mobility, if they learn to go with each other and shun the positive approach to the enemy, it will only be like the two "wool", which prompted everyone to detour, from their most familiar campus student market again.

According to the data quoted by everyone, the current active users of more than 75% of Renren are "a". The average number of active users of the 253-person friends is far more than the active users of the mean 137 people.

But at the turning point in everyone's return to the school market, everyone CMO bill to leave, and in the past few months vice President Cao has taken over the sales business.

Bill's departure should be related to the advertising performance of everyone. 2012-year online advertising revenue fell 9.7% per cent year-on-year, until the first quarter of this year, Renren's network advertising revenue of 9.8 million U.S. dollars, an increase of 4.7%, but in the third quarter, the revenue from online advertising is 14.9 million U.S. dollars, down 11.2% year-on-year.

An old man and I said, more importantly, Bill was a senior in everyone, from the school users to white-collar users, that is, the force of the forced change of name. At that time, the benefits of advertising is obvious, if the production of student users, advertising is mostly more than today Mairong, dove, such as fast elimination, game promotion, young white-collar can absorb real estate, car advertising gold Lord.

But the return to the campus market for everyone's advertising revenue is not a good thing. User traffic from the PC to mobile Internet, mobile advertising can not be synchronized growth, especially everyone decided from the previous white-collar and student users to the campus market, the future from advertising revenue pressure will continue to increase. This is the main reason why Bill left.

And for everyone to return to school this matter, also make some employees a little frustrated. An employee who has worked for more than 4 years is puzzled to ask me: "In a big circle, everyone went back to the campus market which was founded by the net seven or eight years ago. ”

In 2011, everyone was hailed as "China's Facebook", when the main body consisted of four business-renren, glutinous rice net, everyone's game and Jingwei network. The four concepts correspond to: Renren, which is valued at about 85 billion dollars in reference to Facebook, is valued at nearly 10 billion dollars against Zynga, and the glutinous rice net, which mimics Groupon, valued about 25 billion dollars, and the Jingwei network, which is valued at $3 billion, compared with LinkedIn.

But two years have passed and the story of everyone on the market to the capital markets has undoubtedly undergone change. In addition to the return of Renren to the campus Group, group purchase business glutinous Rice Network, although with the United States group as the first camp, but the gap between the two pull the larger, and will be part of the stake sold to Baidu, business social network and video site 56 has been tepid, everyone games just experienced a round of layoffs And the car asks after the IPO success basically has gone toward the natural death.

There are two unofficial jokes, one is to say that everyone plays the game wildly during the championship, a former employee went to a brush list company to everyone game Brush list, this thing let Chen know after very angry; about glutinous rice and Baidu, it is said that everyone actively find Baidu, although Chen very optimistic about group buying, Baidu bid is not high, But other executives disagree that if they do not sell now they may hit themselves.

More importantly, everyone has not grasped the opportunity to grow with the user, from the campus to white-collar development strategy does not work, and when the user began to move quickly to the mobile end, everyone did not make a core competitive products.

Chen, who has not paid much attention to the mobile Internet, has been talking to him in the past year or two, stressing the importance of mobile Internet.

Earlier last year, he likened the mobile internet to a storm in the company, "The storm is coming, and the entire territory of the Internet is likely to be devastated." "But he is also in trouble: Mobile internet is like a" black hole "," in E-commerce you lose 3 dollars to go in to have 1 dollars of turnover, but now the wireless internet is, you lose 10 yuan to go in, even the ring son can not hear. ”

By the time Facebook went public last May, Chen had made an internal email to everyone, comparing everyone who had already been on the market to Liu Bei, who had been listed in Jingzhou, although the supply was plentiful, but Jingzhou was easy to defend. At that time, he said to me, the external analysis of the company's earnings will always pay special attention to each quarter of glutinous rice and burned millions of of dollars, but in fact, the largest investment department in the company is not the current competition for the stalemate of the group buying site Glutinous rice, but mobile internet.

He has already made a wireless strategy for everyone's products, and a daily assessment of his performance on the calendar, he has "wireless" as one of his own KPI assessment.

Responding to mobile Internet, everyone wireless team developed a "kiss" and "Meimei" and a series of mobile applications, but these products did not set off too much in the industry waves, everyone still mobile internet "ticket" is difficult to find, and the mobile business to become the problem, advertisers have not accelerated the pace of investment.

Time waits for no man. In Chen's eyes, the mobile internet may be a major opportunity for everyone to grow rapidly, but now it seems that Tencent's micro-letter is the one to take more chances. In addition to Tencent QQ, QQ space, micro-letter are harvesting everyone's existing users and potential users.

The employee who has worked for many years believes that everyone has been missing a long-term strategic level product such as Baidu Cloud and Aliyun business, "These businesses may not make money for five or ten years, but they are essential, and from the experience of everyone in the past, the operation of the operating system from everyone, To the joint venture with the Art of Internal Entrepreneurship Project Windmill Network failure, as well as the development of a series of mobile applications, but the results are very little, more or less a bit of ' quick success '. ”

"Despite thinking about the long term every time, when a meeting is held, the problem for the executive is always: When do you make money?" ”

As important as the strategic direction of choice, there is the mentality of employees.

In the past year, large to employee housing interest-free loan cancellation, middle to office area reduction, small to overtime meal cancellation, everyone is cutting income and expenditure. Although the company still has an option reward for outstanding employees, everyone's share price is still around 3 dollars after several buybacks.

More than one employee and I have expressed a similar feeling: in the work atmosphere, everyone seems to have lost a few years ago, enterprising "Bright sword spirit", grinding to the morale, become more like a "pension" company, which also prompted some employees to leave.

How to avoid the big company sickness, stimulates the employee's entrepreneurial enthusiasm again? Chen gave me the answer is that "passion" is related to business development, if you can continue to play a variety of big and small victories, the feelings of employees certainly different.

"What victories have you fought this year?" I asked him.

He replied: "This year, everyone has not fought, but only sounded the horn." ”

All right! Blowing the horn is not the prelude to war. At the end of the matter, he must be very eager to win a battle. But the battle is tougher than ever--the ecosystem of mobile advertising is far from mature, and the university market is more like a "running water" market, variables, up and down Under pressure, upward (white-collar market) facing the enemy micro-letter, or even, downward (middle school market) facing Tencent QQ, especially the QQ space of the suppression, this time, Everyone can seize the opportunity to grow up with the user again "grow up", has arrived at the critical moment of bite.

However, you may not have to worry too much about the money of everyone who loses. In addition to everyone's cash reserves and CEO's superb investment talent. According to everyone inside staff said, Chen a boat in Shanghai Baoshan Town, the science and Technology Park has a building. These days, playing anything is not as good as playing real estate!

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