A few days ago, tecent issued its dazzling 2017 year company money signs up for first quarter, among them total battalion receives humanness civilian money 49.6 billion yuan (7.2 billion dollar) , grow 55% compared to the same period; Net profit is a RMB 14.5 billion yuan of RMB (2.1 billion dollar) , grow 57% compared to the same period; Net profit margin is 29% , with the corresponding period kept balance last year.
For the small property company that controls dimensions system capacity to had exceeded dimensions of 150 billion RMB to a battalion (Tecent 2016 year annual total battalion receives humanness civilian money 151.9 billion yuan of RMB, namely 21.9 billion dollar, grow 48% compared to the same period) , battalion closes and profit all exceeds 50% compared to the same period, such growth rate is in domestic Internet enterprise not only be the champion, scan widely whole world, also said going up is the person that above average (Facebook annual battalion closed 2016 for 27.6 billion dollar, grow 54% compared to the same period) .
(the person that get channel, get the world. In the Chinese the most commonly used 10 big Internet use a tool, tecent be the champion held 4 seat: Browser of Tecent video and small letter, QQ, QQ)
In so called JAT (Beijing east, Alibaba and Tecent) in the first battle array, what Tecent outstanding achievement grows is dovish, can give its without a company right. Does the growth secret of this company where? Be because what Zhang Xiaolong says,really " give out person " does the user experience?
The mystery that Tecent grows: "Give out person " and stay not to go
Will see Tecent first 2017 high speed grows the partial mystery in first quarter.
The person that get channel gets the world, seek advice from a of company Newzoo newest report according to the market, all over the world 25 the biggest appear on the market in game company, tecent is ranked again the first. According to this one report, tecent had surmounted Suo Ni and Microsoft, held global game market the portion of 13% . In going two years, the battalion that Tecent comes from game closes to be mixed for 8.7 billion dollar respectively 10.2 billion dollar.
In mobile Internet times, tecent because of small letter in the Wang Zhe position of game domain such content issues monopoly position, be able to consolidate further and strengthen. 2017 first quarter, tecent battalion closes in the income of appreciation service business with the largest contribution grows 41% compared to the same period (35.1 billion yuan of RMBs, close for quarterly total battalion about 70% ) , among them, network game income grew 34% (22.8 billion yuan of RMBs) , the game of popular mobile phone that resembles Tecent " Wang Zherong boasts " , had been to look the user on preexistence bound enclothes the hand with top rate to swim one of.
Game besides public praise effect, how killing dull time aspect, the convenient sex of game, the user is enclothed rate (the young associate beside you is to playing what game) , tecent of mobile Internet times acceded as before the channel advantage of PC times QQ, the range of channel is OK conquer user to game quality (deepness and pleasure are contented degree) requirement. Another paradigmatic it is the Tecent high speed growth in respect of gregarious network income (grow 56% compared to the same period, add up to RMB 12.3 billion yuan of RMBs) . Digital content serves (include digital music, video and literary service) domain of this one business although at present cardinal number is small, but the star business that is expected to become Tecent in the future, bring more the cash of high quality flows.
In January 2016 " the father of small letter " in publicizing a speech of Zhang Xiaolong first, the viewpoint of value of 4 big core that this bashful programmer first time spoke of user of the attention in Wu of small be convinced experiencing (everything is with user value according to return, the product that makes creation play value, good should make an user gone go namely, let commercialize consist in aeriform in) . This among them, small letter " give out person " the concept is quite rich new idea, caused attention.
Zhang Xiaolong " give out person " the carelessness of the concept, a good product should avoid to pester an user to always perhaps annoy an user, should make an user gone go namely. Any products are a tool only, and good tool should help an user efficient after the task that finish, leave as soon as possible. Design even if think of small letter how more efficient help user finishs the job, is not to let an user keep amid, as if to have the thing that does not handle forever.
(the limits economy graph of Google, also be a hope besides the most successful search business, can the time of user of utmost ground tarry)
Zhang Xiaolong admits return cite the lets user search be over to go namely concept that Google offers in those days, come him evidence credo. Look in him, small letter does not encourage an user to add too much good friend, need tries to discriminate through test and verify etc (another kind of means is batch guides address book or QQ good friend) ; Include to be opposite revulsive the intercept that share, and public date can send a message one day to wait a moment only, it is to be in optimize user experience, encourage an user " give out person " .
This catchword the first look very beautiful, teach with what we get daily (how to save the user more for long online on, namely alleged pursuit Spending Time) run in the opposite direction of purpose it seems that. But go up in particular trade time, unavoidable appear idealism having a place is argumentative perhaps, actually, the practice of Tecent rather, to all Internet companies same, the product below its banner (especially small letter) the one or two pieces making up the front of a Chinese jacket that hate always cannot drag an user closely, so certain that stay, must not go!
Zhang Xiaolong misunderstood Google the concept that that alleged search is over to go namely. After saying with its Google encourages user search to be over, go doing rapidly other valuable business, still be inferior to saying, google understands PC times to search engine to be in more trade the biggest soft costal region -- the purpose sex that is an user then is very strong, once the search is finished, you want to drag also do not drag. because such, google since the search after one action delicacy takes the world, there are range and depth more in him construction all the time " limits economy " , arrive from socialization electric business, carry to the mobile phone from PC, is Zun Chong right dash forward be still for tarry user?
In fact, in " give out person " and " stay not to go " between, just is a kind of trade lasting contradiction: How to avoid one-time shearing, and frequency of the more in encouraging an user to apply setting in what differ second use product. Small letter from at the outset mobile phone mail, evolution arrives gregarious network, derive contributive dispatch, recreation and business affairs stage by stage again (pay with small letter for the delegate) Trinitarian function, small letter in those days of this simple tool evolve into orbit to resemble " Swiss sabre " same, the function is more and more complex, body amount is huger and huger, content is jumblier and jumblier, the time that keeps in Tecent series product as the user is longer and longer, will naturally lay a finger on experiences the effect to the user this red line.
(in small letter " chicken broth is flush " , it is how small letter uses machine algorithm to promote high grade content proportional issue next, the content with current and rather than does not divide actor bad " caldron is boiled " mode. In promotion the user experiences a respect, the test that small letter faces is not just grow when the user, the deepness value that how promotes this one tool however)
In speaking of small letter content like Zhang Xiaolong " chicken broth 4 excessive " the question is same, in attention the user experiences and intensify accelerating " reap " (commercial interest) between, tecent has small letter such " forestall class " when the product, necessary inside collect and exercise restraint, it is a kind of attitude that faces an user not just, operation of more lasting effect, assure its " base course of study is evergreen " a kind of goodness perhaps says cleverer commerce chooses.
Small letter enters " reap season in the round " : Expect the next stars the countryman uses a tool
From two years before small letter of the beginning of the year began to be encircled in the friend 2015 embedded advertisement of the first trade begins, came two many years in the past, tecent is strengthening small letter all the time of product of socialization of shift of this one ace reap strength. The end of the year began to roll out 2016 appetent of the service business company that replaces APP " small order " , hold water to April 2017 again " search application ministry " and emphasize particularly on of operation of small letter game " appreciation business department " , of small letter " reap season in the round " had come.
Basis the money newspaper first quarter announced Tecent 2017, active account number is as high as the amalgamative month of small letter and WeChat 938 million, than last year the corresponding period grows 23% . If cast aside,go an abroad user number of 100 million, this indicates number has been close to the user of a small letter to exceed QQ user amount even, covered 70 years old of the following China major population almost.
This also can see clue from inside the quarterly money newspaper of Tecent. Tecent is in the channel preponderance with gregarious network very domain, for its the business with below one overall level reaps offerred optimal opportunity: 2017 first quarter, tecent comes from income of gregarious etc advertisement (the income that basically includes shop of gregarious platform, application, browser and advertisement alliance to arise) grew 67% (4.4 billion yuan of RMBs) , the rapid growth of this part income " basically suffer come from small letter the advertisement income of shop of date of Zhang of public of friend circle, small letter, application and mobile phone browser grows place to drive " .
And be compared and character, the brand advertisement that Tecent comes from a tradition (basically be Tecent news and Tecent video) increase rate of media advertisement income is 20% (2.5 billion yuan of RMB) , appear should middle and gently a lot of. Right, the more of dot of media business exert oneself of Tecent future can be put in " the friend is encircled " effect advertisement respect, tecent president Liu Chi is smooth first quarter money signs up for a phone express on the conference, the advertisement that friend of the step up below the situation that prospective Tecent is not affecting an user to experience encircles is measured, it is especially on position of fixed position user and the base that give an user the picture, put more situation and interest limits joint on the advertisement of small letter user, strive to be in " income growth and user experience " between achieve a balance.
(after Tecent is abandoning Wu of self-supporting cable business actively, small letter pays the small letter red bag that development comes out product of such new-style and gregarious banking, and add up to Zong Lianheng with other report business, the Xiaoshang in extends layout line, make its were obtained more active than paying treasure more trade setting)
The small letter that another point of observation is Tecent pays the rapid growth that serves with the commerce such as cloud computation. What pay treasure to differ with the competitor is, small letter is in the position of Wang Zhe advantage of gregarious domain, make small letter paid development to give small letter red package such gregarious banking product, and below line of base oneself upon in Xiaoshang door and with user of numerous cable business (Beijing east, beautiful group, masses is commented on, 58, rub do obeisance to, drop drop) add up to Zong Lianheng, more small letter paid open up to go out broader " field of World War II " . This makes Tecent comes from the business income that serves with the cloud at paying growth is the rapiddest (grow 224% compared to the same period) , entered three-figure " put a satellite " times.
Rely heavily on sb's service is in at Tecent the synergism between the ace product small letter of mobile and gregarious domain and media, recreation, business affairs, the 2nd golden age after Tecent will draw storm of PC times QQ -- small letter reaps season in the round come ahead of schedule, mean Tecent to will continue to run quickly madly all the way in territory of extensive recreation empire, dominant position of its channel capacity, capital and overlay of distinctive programmer management culture are together, the development in returning future of possible ecbolic Tecent to wait for recreational industry condition in nearsightedness frequency goes new generation to resemble QQ, small letter such star countryman tool comes.