Sina's structural adjustment, personnel changes finally settled!

Summary: SINA's structure adjustment, personnel change finally settled! The organizational structure, which was divided by functional lines, was broken and replaced by the organizational structure of the portal and microblog business units, which focused on the development of the core business. Sina COO

Sina's structural adjustment, personnel changes finally settled!

Originally by the Functional line division of the organizational structure was broken, replaced by the portal and Micro Bo two business units as the focus of the organizational structure, so as to better focus on the development of the core business; Sina coo du in the original Sina marketing responsibility on the basis, was given to the portal business technology and operational responsibilities, conveyed the sales function in the Sina portal business weight rise; Meanwhile, as Sina Mobile end of the core products, Sina Mobile Internet products, the direction of the micro-blog led gradually clear.

Sina This adjustment is not rigid integration, on the contrary, is a logical change, in line with the future development of Sina's business direction, so that better quality resources to focus on the core business units, and give the core departments greater freedom and initiative.

Portal status dropped, Weibo status rose

Sina Weibo in the establishment of only 3 years, the rapid development of users and brands, micro-BO products accurately and timely grasp the pulse of the 2.0 era, Sina saved in the decline of the portal of the Flames, Sina also became the darling of the capital market, the changes in the market valuation vividly conveyed the investors to Sina Weibo product expectations. The number of registered users of Sina Weibo has exceeded 400 million, the potential commercialization value of social media and mobile Internet portal products is huge, it is necessary to lead high-quality resources to micro-blogging products

However, in the past, the organization structure of the function division of SINA hindered the development efficiency of the micro-blogging business, and the division of business according to the terminal could not adapt to the competition of the mobile era. Chao in the third quarter of SINA conference call made clear that the portal business and micro-blogging business has generated a competition for customers, and admitted that in mobile terminals, micro-letter in the preemption users spend in the time, micro-credit impact on micro-Bo phenomenon has been very obvious. The micro-blogging business of product technology and operational affairs independently, including mobile and PC-side business, will help to enhance the micro-blogging business autonomy, improve the development of micro-blogging business efficiency, but also to avoid micro-blog, the portal business fight. Chao's energy and responsibilities to the microblogging business tilt, but also reflects the microblog has risen to the company's core business position, resource allocation focus also to the block business tilt. The microblogging open platform, as an independent department, highlights the "platform" development ambitions of Weibo.

Du power expands, marketing function weights rise

In this personnel adjustment, Du is given the responsibility of the portal plate, the product technology of the portal business and the work of the Operation Department, need to report directly to Du. Du since 2008 as Sina chief operating officer, mainly responsible for sales. Door-to-door business to sales of the management of the direct responsibility, reflecting the "sales" in the Sina portal in the importance of the weight of the promotion, which also reflects Sina in the current stage needs to generate more cash flow feedback micro-blog, explore the direction of mobile business.

Sina has continued this year with bold attempts to commercialize micro-blogging, including the introduction of interactive precision advertising, corporate microblogging, social gaming value-added services, and the development of Weibo wallets to support the development of micro-blogging. At present, the main commercialization of micro-blog is still advertising, but the characteristics of Weibo itself determines the display of advertising space is very limited, micro-bo monetization path is still not a major breakthrough. However, the value of the microblogging products, especially in the mobile end of the value, decided that Sina must unswervingly continue to invest in the two quarterly earnings call, Chao said Sina Weibo investment this year is expected to reach 160 million U.S. dollars. Then, the importance of "sales" in the portal business is increased, which means to increase the commercialization of the portal business, and thus have the ability to better the micro-blogging business investment to provide financial support.

Microblogging drives Sina mobile Internet strategy clear

Everyone knows the importance of mobile internet, Sina set up a wireless department to find the product direction of mobile Internet. What is the mobile Internet, SP? WAP Station? no! microblogging is the real help Sina to open the mobile Internet portal products. Sina Weibo users from the PC to the mobile end of the trend is obvious, currently about 72% of users from the mobile end of the microblogging, and this trend is still continuing, Micro Bo is already a successful mobile Internet entry level products, when the user spent time gradually shifted to mobile terminals, The potential value of mobile-side microblogging is likely to be far greater than the PC end, then, the original wireless division mobile micro-BO product technical team and the Division of the adjustment of the Department, and then naturally.

The micro-BO product technology and operational responsibilities to the wireless business Vice President Wang Gaofei is responsible for, it reflects the mobile end of the development of Sina Weibo 2013 years of strategic focus. Previously Wang Gaofei responsible for the wireless division of some degree and Peng Shaobin responsible for the microblogging overlap, Weibo web version is responsible for the Bo, Micro Bo mobile phone end in the wireless division, after adjustment, Peng Shaobin was transferred to the Product Innovation Department, and the micro-BO product technology and operational responsibilities of the unified wireless business Vice President Wang Gaofei responsible, This is clearer in the Division of labor.

At present, micro-credit is a micro-blog in Mobile terminal social products, a major competitor, although the product logic of the two is not the same, but the micro-letter in social products gradually add local services, public accounts and other functions, to win more user time, users spend more time on the micro-letter, will inevitably affect the time spent on Weibo. This adjustment has clarified the importance of the microblogging mobile end, the future development of Micro Bo will also shift to the mobile end to better products and services to contend with the micro-letter.