Chapter 53 Ma Huateng smiles proudly at the gate of the Jianghu, the road is long and long

In addition to traffic, Tencent seems to have a long way to go in terms of influence and portal value.For Tencent, turning qq.com traffic into revenue is not an easy task. "qq.com has very good physical attributes in the direction of media. I think this is the advantage of qq.com in the future." Chief editor Chen Juhong has enough confidence in qq.com. Editor, joined Tencent in July 2006. The physical attributes that Chen Juhong mentioned are the pop-up windows and mini homepages unique to Tencent.In this regard, Chen Juhong seems quite proud. She once explained this advantage in this way. During the World Cup, the communication network did not win any official rights, but the traffic growth was not slower than that of competitors.She believes that this difference is ultimately about researching users, and continuously researching what users like. Tencent has a natural advantage in this.However, if Tencent, as an online media, wants to really win, it still has to face tough content. Chen Juhong has also experienced this point. "Our current content development strategy is based on the barrel theory. In the future, we will use news, sports, and finance as our more important breakthrough channels. But other channels should not become short boards, otherwise it will also affect the growth of the entire media platform. It is still a long way for QQ.com and its editor-in-chief, Chen Juhong, to compete head-to-head with powerful content channels such as news, sports, and finance on Sina and Sohu.

Ma Huateng is trying to change this status quo.At present, the value of pure portal websites such as Sina and Sohu has gradually been recognized, but Tencent, a hybrid platform that spans IM, portals and communities, has not been accurately positioned. The current portal websites have formed a form of advertising value ranges that are simply divided according to business models.Advertising prices on a single portal like Sina are the highest, and advertisements for high-end brands such as real estate and finance are relatively common, but large-scale pure community websites such as 51.com and Xiaonei rarely advertise well-known brands, and most of them are based on "gold content". "Lower product advertisements.Therefore, the value of the Tencent portal that exists in a mixed mode is underestimated by the community and IM.

Ma Huateng, who has a technical background, admits that he is not an expert in the advertising industry. Therefore, Tencent began to introduce external talents to solve the problem. In 2006, Liu Shengyi joined Tencent as a vice president, responsible for expanding online media and online advertising business. This professional advertiser who has served as a senior executive in China in many multinational advertising companies such as Publicis and Tianlian, besides using his experience in advertising In addition to helping Tencent win many big orders with contacts in the industry, the biggest contribution is to help Tencent establish a set of "methodology" that can win the recognition of the advertising industry - "Tencent Wisdom" (measurable effect, interactive experience, precise navigation, difference positioning).

Under the framework of this methodology, Liu Shengyi combined Tencent's actual situation and led the team to develop a variety of solutions and effect measurement tools.Among them, a product called "Digital Media Contact Solution" shows Tencent's new strategic positioning in the online advertising business: "Focus in the virtual world". Ma Huateng believes that people's online life paths can be tracked, and digital touchpoints with different attributes can also be blocked by advertisements with different needs. However, we have the most cross-platform products, and the coverage of users is Tencent's strength.In the past, I only knew how to sell traffic foolishly, but I didn't know the ins and outs of traffic.But now, Ma Huateng seems to be able to clearly understand a user's Internet needs.Behind Ma Huateng's words is the leap of Tencent's entire customer system.Now, Tencent's user data has been reorganized, and the previously disordered user information is classified into "boxes" with various labels for retrieval and analysis by various marketing tools, and is packaged into various "advertisements". Audience" package, and then recommend it to different advertisers...

Ma Huateng believes that the intelligent use of traffic has brought obvious changes to Tencent's advertising. For example, through online marketing, Tencent helped Mengniu sell 770,000 bottles of QQ pet yogurt; 15 million bottles were sold. "We have improved the delivery plans of many customers, resulting in an improvement of about 20% to 30%." Ma Huateng said, "Through the reorganization of user resources at a low cost, such a large percentage has been increased. I believe that the new model will There is still a lot of potential.” After entering 2007, Tencent's online advertising revenue began to show continuous and rapid growth. In each quarter of 2007, the year-on-year growth rate was more than 80%. In 2007, the online advertising business revenue was 493 million yuan, a year-on-year increase of 84.9%.Ma Huateng's expectations are also very high. It is estimated that within 1 to 2 years, online advertising business will replace SP business as the second largest income pillar. In the next 5 to 10 years, online advertising business revenue will account for more than 50% of the company's total revenue. In 2007, online advertising revenue accounted for only 12.9% of Tencent's total revenue.

However, the opponents in the field of online advertising are also extremely powerful. Sina’s position as the No. 1 portal seems to be unshakable, while Sohu has used the Olympic Games to become the most profitable online advertising platform. To achieve its goal, Tencent must make great efforts in both innovation and marketing. .Relatively speaking, at present, the advertising market share of pure portal websites such as Sina continues to decline, while the advertising share of IM, search and community websites and the demand for online integrated marketing are rising. This is where Tencent's opportunity lies.