Tianya Online Chairman Xing: 10 years to adhere to the forum true colors

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Xing: The human track of Tianya temperament

The first bucket of gold stocks to become a multimillionaire

"I just like to talk about stocks on the Internet, and we're all in the same group, because we like it," he said. ”

In the 90 's Xing, for the internet is just a fan, his day-to-day work is in the Hainan Province Government Information Center, "I became the first generation of Chinese netizens in 1995." And Xing at that time more friends are familiar with the identity of the stock is expert, that cattle shares in the era of the so-called "Hainan out of mad cow", and Xing earned is not only enough money to make a fortune. In 1999, his long-term attention to a few Hainan local stocks let him profit, accounts from the initial hundreds of thousands of breakthrough 20 million, Xing used it to founder Tianya.

I do not know if this is China's internet industry, the most exotic source of start-up funds, it is not often in the Internet entrepreneurial myth in the "venture capital", Xing also use their experience to write down another entrepreneurial path. He is not a returnee, and it is only in the last two years that he has been nurtured in Silicon Valley. In 1999, Xing, a graduate of the Chinese department at Sun Yat-sen University, decided to put his personal gains into an industry that was still unknown at the time, and his similarities with other entrepreneurs were just like.

1999, Xing decided to build a forum, "I just like to talk with people on the Internet to discuss the stock, and then added a chat and computer technology Forum two sections, I do not know how these forum plate is increased, maybe we are gathered together is the same group of people, we are all because like. ”

Xing recalls that, in fact, the development of the entire Tianya is based on the hobby, this foundation makes the Tianya never have to worry about their content update-this all comes from the netizen, also never need to worry about the website promotion-Each forum will own organizes the activity, even does not have to worry about the content management-the moderator also from the Netizen spontaneous generation.

As the operator of the Xing, its biggest role is to maintain such a balance, one is 10 years.

Poor business

Sina Sohu has refused to buy

"Can maintain some kind of ' lofty ' attitude, may be because the horizon has not lacked the money." ”

10 years of the Tianya has kept a low profile, it low-key adherence, but also low-key look at a number of peer community sites to withdraw from the historical arena, and its only way to respond to is "unchanged."

Xing believes that the end of the earth is able to adhere to the last, because it did not prematurely commercialized it, but maintained a very natural state of development. "The domestic internet has experienced a very painful period of looking for profit, when the network advertising has not been up, we use a variety of methods to increase income, such as crazy to do ringtones and MMS downloads," but these have not become the focus of the end of the earth.

"Can maintain some kind of ' lofty ' attitude, may be because the horizon has not lacked the money." Xing replied, "Because the beginning of the earth is only a column of Hainan online, the cost is relatively low, only two or three people maintain management." "This kind of state has been reluctantly known as" Low-cost, low profit ", but Xing that a community cohesion, it should be used long enough to precipitate.

2004, Xing encountered a not small temptation, at that time, Sina and Sohu are in contact with him, want to buy Tianya, for a community site has not significantly profitable, to the door seems to be a very good choice, "they are to mergers and acquisitions, do not accept shares, but I can not pay all the horizon." ”

So, the horizon continues to wait quietly. 2005, blog and WEB2.0 concept rise, Tianya and the investment of the Qing branch, the end of 2006, Tianya again get Lenovo, Google and the founder of Jiangnan Spring of the joint investment, until this time, Ming Cai feel, it is the times from years of savings in the mining business value, with adequate funding support, This expansion can be done without damaging the "Tianya feeling".

The temperament of netizens

The Basic Law of a community

"These people, these things do not erupt suddenly, but this mechanism produces the explosive power." ”

"Tianya feel" is the company's core competitiveness of Xing, in order to stabilize this competitiveness, Tianya in the past 10 years to treat any changes are cautious, it almost did not change the version, and users are still not abandon.

"There is a thing behind the horizon," Xing said, "It is difficult to say clearly, if you understand our Community Basic Law, you may know the temperament of the Tianya." The so-called "Basic Law" hidden in countless posts behind, hidden in the user will often ignore the place, but unknowingly affected by it. "It includes our many adjustments to the user agreement, but also including many years of accumulated users to create their own countless version of the rules." ”

At the end of the world, the original temperament from the beginning of the Chinese Internet "opinion leader", the end of the world soon after the establishment of the four-pass Li Fang Forum of the Masters of collective Exodus, representing the characters "small black", "small Li Knife" into the world, bringing professional, serious atmosphere. and the continuity of temperament from the system, such as it gives each edition of the moderator enough autonomy, let the netizen feel is oneself in the dominant content, it absolutely rejects advertisement and "disturbing" advertisement, the system environment Netizen Quality Foundation attracts more similar user's join, they come to the Tianya is not purely for playing, they are earnest in discussing the question , seriously began "Second Life".

Today, Xing has been countless days to create a number of hot words, "These people, these things are not a sudden outbreak, but this mechanism has produced an explosive force, resulting in the community web site has continued influence, network topics will be more and more." Xing said, because the horizon has been "on the road."

An idealist who faces reality

Xing is a 1991 graduate of the Chinese Department of college students, he said that era is full of idealism and romantic color of the era, with the Times, then the university students are "the world Rise and Fall, affair" spirit. That generation, no matter how things change, has always been more or less idealistic, theoretical first, "We are popular in the university is to look at Kant and Li." ”

Follow Xing for the passion of the memory, the reporter's interview topic from Tianya "temperament" began. We reviewed the early "opinion leaders" of the domestic Internet forum, and Xing is willing to talk about his "Community Basic Law" and what users have done for Tianya. He said, as a manager, only need to be careful to maintain the atmosphere of the forum, as long as the user can guarantee the right to speak freely, "the other content you do not have to pipe, users will be autonomous completion, so that sounds not too ideal?" ”

This kind of management is almost like "inaction", but it has become a reality in the world, and has been held for 10 years. I don't know if Xing himself. "Non-Silicon Valley", "non-technical background" to promote this moderate management direction, but it is this gentle, giving the domestic largest network community quiet growth time.

During the interview, Xing does not mind being described as "idealized", but he will emphasize that the theory may not be a realistic explanation, especially when talking about the current profit issue, he will appear more like a CEO.

"You listen to me for half a day on the internet ' Second Life ', the ideal country on the Internet, these are indeed the world's label, but also I would like to say something." Xing said, but he also admits that facing investors, you need to change a more realistic language. "We've been doing a lot of research on business models over the past year, including community advertising, and we've seen a lot of our peers in the community, and we're advertising," he said. But many have come to the traditional such a portal of an advertising model, obviously is not go. ”

"The key to this is that you do not have the ads to destroy the user experience." Because the community and portal site is not the same, the portal is compiled by editors, how I embed ads, you are willing to look at, do not want to see it. But the community is a bit like a family, a circle, this is my personal home, a home here, you are interfering with some of my experience. So, we have done some advertising before, the user is very disgusted, then we removed these ads, and even sacrificed some advertising revenue. In fact, the community is the same, you can also make it into a certain category of people, because the typical community is people-centered, and is a group of birds of a feather, can become a community with a certain type of advertising, and do not destroy his experience, become what he needs, then there will be a new advertising model appears. ”

"I would say that the virtual network life is a game concept, business in the community of precision marketing is the concept of e-commerce, coupled with the concept of advertising, I believe investors will understand, such a saying, you will not say that I am idealistic?" Xing smiled and asked.

From the view of business:

Tianya will give netizens a sense of home.

Tianya has a natural growth of unstoppable force.

Select investors do have to choose a more long-term perspective, not to rush.

The end of the earth is to adhere to the community, not to make a portal or do other things, this is our long-term strategy.

The pressure from the capital is not big for us, because it is our own investment, there are no hasty ideas.

I think a very important reason for the success of the Tianya, is that the Tianya gathered a gang of high-quality people, and formed a strong color of humanistic care.

A lot of venture capital feel incredible, Tianya such a network company unexpectedly to now have no one to meddle!

Core competence is a profound humanistic temperament

Word-of-mouth Marketing to eliminate advertising posts

2009, when happy Net and network for "community website" mode play a trick, has been in the industry to fight 10 years of Xing suddenly found that their operating Tianya in fact already walked in front of the trend, Tianya insisted for many years of "user-made content" and "make friends" positioning is now called "Web2.0" and "SNS" (social networking) is the most fashionable word he has done right.

It's just that all the community sites are still facing the same problem: How is the user base, and how does it generate business value? And the Tianya situation is more confusing, it has 10 years of user accumulation, more than 25 million registered users, the use of deep-rooted habits, how to not damage the premise of loyalty can also be profitable?

The value of human touch

"Are you afraid of Tencent?" ”

"It is impossible to say not nervous, but Tianya has its own core competitiveness." ”

2006, when the internet company Tencent proposed online life strategy, to the QQ users into a large community, the community site practitioners feel two things, the first is the community Web site business value is affirmed, followed by the threat, after all, Tencent has a huge user base, These users of the habit of using QQ will not betray the previous community forum, and Tencent also has a lot of economic strength.

"If I say that the core competitiveness of the Tianya is some kind of humanistic temperament, or a human touch, you will not think I speak too empty?" "Xing very seriously asked, he thought this is a very real problem, he said," often on Sina and Sohu to see the information users will not call themselves ' sina ' or ' Sohu people ', but the Tianya has been a temperament site. "This temperament makes users often say," I'm a mixed-end. ”

In Xing's view, whether Sina, Sohu or Tencent, its initial positioning is some kind of "tool" for reading information or communication information, and the end of the Earth from the initial set on the platform to gather popularity, and 10 years of time to grow their own character, this seemingly empty cultural ties is the most core competitiveness.

But does a human touch produce commercial value?

Xing reminded reporters that the end of the world has developed for 10 years, so far only have more than 20 content editing, but the content produced in the end of the world is continuously emerging and for the entire Internet supply talk, they all come from the user itself, indeed, the end of the world in the early development did not come up with But it also did not spend what cost, is the user autonomy to promote the development of the Earth, how can human feelings have no value?

Beyond this, there are more value to be excavated, "on the basis of cohesion, users will continue to present a variety of different needs in the horizon, they have shopping needs, there is game demand," at present, the end of the world is beginning to these business needs accurate classification, and attract the corresponding advertising information.

False and true of virtual community

"Are you nervous about net and net?" ”

"No, our paths are entirely different. ”

However, more than Tianya a community site has been aware of the importance of "personality traits", the new social networking site network and the emergence of a menacing network, but Xing is not a bit nervous.

"The direction is completely different, many websites encourage the user real name, and Tianya is a kind of ID (online identity) culture," Xing said, "Sometimes the more virtual environment, reflecting the business needs are more authentic." ”

Xing with a dialectical attitude to reporters about the true and false online, "in the entire Chinese community, we found that the same characteristics, when you are in a different capacity to speak on the Internet, but easier to tell the truth, so I do not believe that only the real-name community has marketing value." ”

In the Internet environment, with 10 years of time, Tianya thousands of IDs out of the virtual and true trajectory, Xing think this is a Chinese version of "Second Life" game, "people with the most real attitude, in the end of the most real life, there are the most real business needs, For example, the majority of users recommend a product easier to be identified. ”

In Xing's view, it is precisely because of the attribute of the "second kind of society", the marketing of the community website is not to put a few ads on the Web page so simple, "in order to protect the user experience, also not so many places to put ads", on the contrary, the enterprise in the website promotion is not only show, but "buy their own territory, In the virtual society to do real business ", establish and user sincere interaction" zone.

Practice: Integrated Posting Company

"How does the advertising revenue of community websites rise?" To help enterprises to do Word-of-mouth marketing? ”

"Word-of-mouth marketing to do, but never to host advertising posts." ”

The use of human temperament to ensure that users and Web site content sources, and then subdivide these solid user groups to do accurate Word-of-mouth marketing, this is the end of the Internet to identify the direction of marketing, the next is the specific implementation of the problem.

The problem, however, is that the current "Word-of-mouth marketing" is becoming a negative word, those hidden in the network behind the "post Company" to "human flesh posting" as the main business, its employees posted or in the reply in the distribution of corporate advertising content, "every income even less than 5 cents," Xing said, "also called Word-of-mouth marketing." ”

Xing that advertising posts can greatly affect the way users feel about using their communities, "boring, also do not have any advertising effect," in the end of the Earth, "the policy of" refused advertising "is being firmly implemented by the forum moderators, Xing want to establish an ecological horizon," including users, communities, enterprises, advertising agencies, including the huge ecosystem. "

Tianya Marketing vice President Yulijuan added: "The so-called ecological marketing concept, the most popular word, to the needs of the greatest help to the people do not need the least interruption." ”

Does this mean that Tianya is ready to reorganize the size of the post company? "We're just lobbying," Xing said, "Our professional team has visited a lot of posting companies, telling everyone that the end of the advertising system, want to turn them into our partners, become Professional advertising agency Alliance, which is more valuable than a few advertising posts." ”

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