Sina Portal Layoffs 10%: Abolition of small channels to promote sales tasks

Sina Portal is stepping up a series of personnel tightening and sales promotion plans after the replacement of 10% executives. Recently, people familiar with the "first financial daily," said Sina's overall job cut 10%, some marginal small channel will be abolished, in addition, according to the content of each channel ads different value, Sina also will be the Portal advertising sales task assigned to each SINA portal content employees. These adjustments were made only after the executives had been replaced. Until now, SINA officials have not commented on the rumours. Sina has now divided its internal channels into three categories, one insider said. First, the commercial channels, such as automobiles, real estate, sports and so on, the second is the integrated channel, such as finance, science and technology, and the third is the news center and other media channels. After division, non-sales-compiled content editors will also be responsible for sales targets. For these three types of channels, Sina for each channel content editing sales requirements are also different. Commercial channels to undertake a larger sales tasks, integrated channel second, media channels are not responsible for sales. And the sales target is in the flow index, the content edits the new index, does not have the substitution of the index. In addition to the advertising mission, Sina has also made adjustments to some marginal channels. In the adjustment plan, the staff reduction accounted for about 10%. A Sina content editor told the first financial daily that the adjustment was made after the change of the portal executives and the revision of the Sina portal. However, he said, although Sina has issued a sales target for most channels, each channel has different coping methods. Not every channel's first-line editor will be saddled with sales metrics. Some channels will be responsible for the sales target of one or two, and some channels are relatively extreme, requiring each editor to carry. Earnings showed that in the fourth quarter of 2012, Sina revenue of 139.1 million U.S. dollars, an increase of 4%, of which, advertising revenue of 110 million U.S. dollars, an increase of 7%. And Tencent's advertising revenue for 150.8 million U.S. dollars, an increase of 58.3% per cent. Sohu and NetEase advertising growth is also above Sina. Due to the impact of micro-Bo expansion, in the fourth quarter of 2012, Sina net profit of only 2.4 million U.S. dollars, the year-on-year decline of 74%. Some insiders believe that with the appointment of new senior executives, Sina's performance growth will become its chief assessment point. Sina chief editor Chen's voice on Sina's portal has also been affected, according to a Sina source. "Last year, Chao (Sina chairman) to Chen set a high index, once not completed, Chen on Sina's earnings and authority will be further edge, and the distribution of the task of the channel will also be directly under the jurisdiction of the Chen of some channels caused the impact of the content," the person said. An industry personage said, Sina has very strong sales imprinting, this from Sina Mbo, and the audience to discuss mergers and acquisitions, and the current introduction of Alibaba to help the commercialization of micro-blogging can be seen. Over the past 10 years, rumors of capital mergers and acquisitions related to Sina have been linked to a strong sales culture company. Sina played a card and lost a card. "The above peopleSaid Sina has spent 3 years on Weibo, including about 1.5 of its commercial exploration of microblogs. In this 1.5 time, Sohu, NetEase, Tencent in the mobile news client on a large amount of input, and Sina because microblogging has been too busy to take into account. In the mobile field is becoming more and more users focus on today, Sina will lose the number one Internet media influence? A company's strategy has a strong gene-deferred effect. Sina began to do micro-blogging, but also by strong media operations began to import, but with the expansion of Sina Weibo users, Sina has to switch the direction of thinking, from the media to social change, but social networking is not Sina's genes. Sohu also does not have the product gene. However, Sina a large number of resources to invest in micro-blog, while Sohu to the news client into the mobile domain. Sohu News Client Ye Jianxiong to the "first financial daily" that the news is not the ultimate form of Sohu News client, Sohu News client, is considering the introduction of user relations, each of the traditional media to the Sohu News client, will be a similar to the micro-Bo one-way relationship account exists. This is actually a reverse product strategy. It is too early to judge. Sina insiders said that each channel with the sales task is only a beginning, this is the big plan behind the future of the various channels of spin-off, autonomous operation. Now the independent vertical media is becoming more and more popular, Sina also has to consider this trend. And each channel's sales bear, just for the future of independent separation of channels to pave the channel. In addition, with Ali's investment in Sina Weibo, it will also have a certain degree of relief or release of the cash flow of Sina. Sina Portal will also focus on the media.