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The author:(作者)hpmailerpublished in(发表于) 2013/12/5 11:12:08 Chen yizhou one last score： renren finally return to campus，
Chen yizhou one last score: renren finally return to everyone on campus, Chen Zhou-IT information Chen yizhou one last score: renren finally return to campus
In 2009, all networks within an employee party all "Oscar", the employees performing the sketch, plot is generally all networks to take dollars NASDAQ-listed in the West, jumped out on the road "00-Monster", was killed by the apprentice pig eight quit a stick, then jumps out "five demons" highway, were also sent.
That year, bought renren and kaixin.com domain name domain name is kaixin001.com "genuine" kaixin, and 51.com jowl. Especially with stealing vegetable games out of "dark horse" happy network, greatly surpass the momentum of everyone. When you see on the stage is "demonizing" competitors were doing, all persons under Executive laughed.
Two years later, the defeated "00 demon" and "five monsters" renren successfully listed "got us." But it never really got a break, micro-blogging and micro-letters.
This time, renren could not copy then beat competitors ' success.
Dang Ma announced Ali shares Sina micro-Bo, and lift with "from" killed to Penguin home, Ding busy with together telecommunications of easy letter tries to tied live micro-letter this horse "Mustang" Shi, caught in the survival of everyone network situation somewhat bad: this a years, executives separation, and sickness, was cooperation game manufacturers beg for arrears, wireless business and game business big range layoffs...... "global first listed of social website" with to everyone network of aura is gradually faded to.
"I was worried, but not afraid. "Today's mobile social fighting, Chen yizhou said. This evaluation was Zhou hongyi "the most intelligent people in Hubei Province" is the latest game: from the mass market for white-collar workers and students return to home base – renren focusing $literal young student market, robbed the mobile Internet "half ticket."
In fact, Chen yizhou not outsiders say is good at investing, friends who all said that after he works every day in all ten points, frequently with staff to discuss product issues, midnight e-mail to discuss company issues.
But for Chen yizhou, campus is the Foundation for all but the last front, this should be a last-ditch, get over this jump, to a bright future, you can't, everyone has or will become another fell on the road ' happy '. ”
Back on campus, it is about the campus complex Chen yizhou. Wants to participate in mobile social networking all of this war, if learning from frontal attack-prone practices, will be the same as their "little wool", prompting everyone to make a detour from his most familiar campus students go in the market.
Everyone cited data, renren over 75% active users now is "$literal". $Literal active users per capita number of friends 253 people far beyond the post active users average of 137 people.
But everyone will focus return to the campus market transition, each CMO Bill for everyone to leave the past few months, Deputy Chief Executive of the CAO Miao in transition took over the business.
Bill and the departure of all ad sales are concerned. 2012 annual online advertising revenues fell by 9.7%; until the first quarter of this year, all companies online advertising revenue of $ 9.8 million, an increase of 4.7%%; but in the third quarter, revenue from online advertising amounts to $ 14.9 million, fell 11.2%.
A everyone has the older employees said to me, more important is, ' were all tall, from on-campus users to white-collar users, that is the forced name change is pushing. Practices on the advertising benefits are clear, if making a student user, ads are better than mailang, Dove, FMCG, games promotion, young professionals are able to absorb the real estate and automotive advertising.
Return to campus for everyone in the market of advertising revenue is not a good thing. User traffic shift from PC to mobile Internet, mobile advertising is difficult to grow in particular, decided to shift from white-collar workers and students on campus for all markets, pressures from advertising revenues will continue to increase in the future. ' The main reason for leaving.
And for everyone to get back to campus this matter may lead to some employees a little bit down. All employees work for more than 4 years looking confused and asked me: "Pocket full circle, everyone went back to seven or eight years ago, xiaonei was founded on campus at the beginning of the market, is more celebrity four years in school, we won't make any difference? ”
Everyone listed on the 2011 has been hailed as "the Facebook of China", comprises four main businesses – renren, glutinous rice network, games for all latitude and longitude grid. Correspond to these four concepts: all networks refer to Facebook, valued at about US $ 85 billion; all games against Zynga, valued at nearly US $ 10 billion; rice network copying Groupon, valued at about US $ 25 billion; graticule: a LinkedIn, valued at $ 3 billion.
But two years later, everyone listed to capital market the story is undoubtedly undergoing changes. In addition to all networks return to campus groups, group business network of glutinous rice for the first camp with the beauty, but the difference between the two become ever larger, and sell a stake in the company, business, social longitude and 56 Web video site has been tepid, all games had just experienced a round of layoffs and reorganizations, and asked after the IPO success largely to natural causes.
Has two a without official confirmed of satin, a is said everyone game crazy brush list during, has one original everyone employees to has who brush list company to everyone game brush list, this pieces thing let Chen yizhou knows has Hou is angry; on glutinous rice and Baidu, is said to have is everyone active found Shang has Baidu, despite Chen yizhou is watch buy, Baidu bid also not high, but other executives has different views, think if now not sold yihou may hit themselves hand in.
Even more important is that everyone always misses the opportunity to grow with the user, from campus to the white-collar development strategy did not work, and when users started quickly migrating to mobile, all have made a core competitiveness of products.
Chen yizhou is not attention to mobile Internet, exchanges with him in the past couple of years, he invariably emphasized the importance of the mobile Internet.
Early last year, his mobile Internet company compared to a storm, "the storm came, the entire territory of the Internet would destroy a mess. "But he also ran into trouble: Mobile Internet is like a" black hole "," in e-commerce, you lose 3 bucks to have a turnover of $ 1, but now the Internet is, you throw 10 bucks, and even the sound is inaudible. ”
Last May, Facebook goes public, Chen yizhou in an internal message to all employees, all already on the market compared to get of Jingzhou, Liu Bei, although supplies sufficient, Jingzhou is easy to attack difficult to keep. Then he said to me, everyone outside analysis company earnings will always have a particular concern about glutinous rice burn millions of dollars each quarter, but the fact is that maximum effort in all company sectors not currently dwell competition group-buying Web site sticky rice, but the mobile Internet.
He has developed a wireless policy for all its all products, and a picture of his daily evaluation of your performance schedule, he has "wireless" as one of your KPI evaluation.
Mobile Internet, wireless for all team developed the "BAM BAM" and "beautiful" and a series of mobile applications, but these products are not set off too big waves in the industry, everyone is still the mobile Internet "ticket" is hard to find; and realisation of mobile services on the issue of input of the advertiser has not quickened.
Time waits for no one. In the eyes of these boats, mobile Internet, maybe everyone is a major opportunity for rapid growth, but it now appears that Tencent micro seize more opportunities. Outside and apart from Tencent's QQ, QQ space, tiny letters during the harvest of all existing and potential users.
That who years in everyone work of staff think, everyone has been missing similar Baidu cloud, and aliyun business, long-term strategy level products, "these business may five years, and ten years earned not to money, but essential, and from past everyone do products of experience view, from everyone operating system business of died, and to and art Dragon joint venture of internal business project windmill network of failed, and follow research series mobile application, but resulted is micro-, more or less a bit ' eager for '. ”
"Though always said to think in the long run, but a meeting, executives question is always: when are you going to make money? ”
And choice of strategic direction issue as important, as well as employee attitude problems.
Last year, the staff housing loans to cancel, work area reduced, down to cancel overtime meal, everyone is cutting. Although the company is still option reward employees for outstanding, but everyone shares, after several repo is still part of about US $ 3, not to force them.
More than one employee and I expressed similar feelings: on the work atmosphere, everyone seems to have lost a few years ago when starting a progressive "spirit sword", Mills went to fight, much more like a "pension" company, it has also prompted some employees to leave.
How to avoid big company disease, stimulate their entrepreneurial passion again? Chen yizhou gave me the answer is that the "passion" is related to business development, if you can keep the victory of all sizes, employees feel is different.
"What you got in a battle this year? "I asked him.
He replied: "this year everyone did not fight, just blow the Horn. ”
All right! Blow the Horn is not a prelude to war. Ultimately, however, he must be very anxious to battle. But this field uphill battle than past any when are more difficult--mobile advertising of ecological system far is not to mature, and University market more like is a "water" of market, variables more, upper and lower bearing pressure, up (white-collar market) faced rival micro-letter, and even from, down (middle school market) faced Tencent QQ especially QQ of crackdown, this a back, everyone can caught and user growth of opportunities again "grew up", has to has fight of key moments.
However, afraid we might not have lost all financial issues. In addition to everyone's cash reserves and CEO high investment in outside talent. According to all internal employees say, Chen Zhou changzhen Shanghai Baoshan's Technology Park building. This year, there's nothing like playing real estate mark Ah!
陈一舟的最后一搏：人人网终于想起回归校园 - 人人,陈一舟 - IT资讯陈一舟的最后一搏：人人网终于想起回归校园
2009年，在人人网内部一个员工的晚会“人人奥斯卡”上，有员工表演了这样一个小品，大体剧情是人人网去西方纳斯达克上市取美金，路上蹦出个“零零妖”，被徒弟猪八戒一棒子打死了，后来又跳出来个“五妖”拦路，也被赶跑了。
那一年，买了kaixin.com域名的人人网正和域名是kaixin001.com的“正牌”开心网，以及51.com打得火热。特别是凭借偷菜游戏杀出的“黑马”开心网，大有盖过人人的势头。当看到台上被“妖魔化”的竞争对手一个个被自己干倒，台下的一众人人高管哈哈大笑。
两年之后，如愿打败了“零零妖”和“五妖”的人人网成功地上市“取到了美金”。但它还没有好好喘口气，微博和微信来了。
这一次，人人网没能复制当年打败竞争对手的成功。
当马云宣布阿里入股新浪微博，又举着“来往”杀到企鹅家，丁磊忙着联手电信的易信试图拴住微信这匹“野马”时，夹缝中生存的人人网处境有点糟：这一年，高管离职、病休，被合作游戏厂商讨要欠款，无线业务和游戏业务大范围裁员……“全球首家上市的社交网站”带给人人网的光环正在渐渐褪去。
“我着急，但不害怕。”面对如今移动社交的激战，陈一舟说。这个曾被周鸿祎评价“最聪明的湖北人”的最新打法是：从针对白领和学生的大众市场重新回归人人网的大本营——聚焦90后的年轻学生市场，抢夺移动互联网的“半张船票”。
事实上，陈一舟也并非外界所说的只是擅长投资，一位人人的朋友说，他每天在人人工作到十点之后，经常和员工一起讨论产品问题，半夜还在发邮件讨论公司问题。
但对陈一舟来说，校园是人人的根基但也是最后的阵线，这应该是最后一搏，迈过这道坎儿，前途一片光明，迈不过去，人人或将成为另一个栽倒在路上的‘开心网’。”
重回校园，这和陈一舟的校园情结有关。想要参与移动社交这场战争的人人，如果学习来往和易信正面迎敌的做法，恐只会像二者一样“雷声大雨点小”，这促使人人绕道迂回，从自己最熟悉的校园学生市场再出发。
人人援引数据显示，目前人人网超过75%的活跃用户是“90后”。90后活跃用户人均好友数为253人远远超越80后活跃用户的平均值137人。
但就在人人将业务重心重新回归校园市场的转折关口，人人CMO江志强要离职，过去几个月，副总裁曹淼在过渡接手销售业务。
江志强的离开应该和人人的广告业绩有关。2012年全年在线广告营收同比下降9.7%；直到今年第一季度，人人公司网络广告营收为980万美元，同比增长4.7%%；但到了第三季度，来自在线广告的营收金额为1490万美元，同比下滑11.2%。
一位人人老员工和我说，更重要的是，江志强曾是人人内部高层中，从校内用户转向白领用户，也就是那次迫不得已改名的力推者。当时的做法对广告的好处显而易见，如果制作学生用户，投放广告大多是比如今麦郎、德芙等快消、游戏推广，年轻白领却可以吸纳房地产、汽车的广告金主。
但回归校园市场对人人的广告营收不是件好事。用户流量从PC转向移动互联网，移动广告本就难以同步增长，特别是人人决定从此前白领和学生用户转向校园市场后，未来来自广告营收的压力将继续增大。这或是江志强离开的主要原因。
而对于人人重回校园这件事，也令一些员工有些沮丧。一个在人人工作超过4年的员工疑惑地问我：“兜了一大圈，人人又回到七八年前校内网创立之初的校园市场，难道从校内更名人人的四年，大家一直在做无用功？”
2011年上市的人人被喻为“中国的Facebook”，当时主体包括四大业务——人人网、糯米网、人人游戏以及经纬网。这四个概念分别对应为：人人网参照Facebook，估值约850亿美元；人人游戏对照Zynga，估值近100亿美元；糯米网模仿Groupon，估值约250亿美元；经纬网对照LinkedIn，估值30亿美元。
但两年时间过去了，人人上市时向资本市场所讲的故事无疑经历变化。除了人人网回归至校园群体外，团购业务糯米网尽管与美团同为第一阵营，但两者的差距越拉越大，并将部分股权卖给百度，商务社交经纬与视频网站56网一直不温不火，人人游戏刚刚经历一轮裁员和整顿，而车问在IPO成功后基本上已经走向自然死亡。
有两个未经官方证实的段子，一个是说人人游戏疯狂刷榜期间，有一位原人人员工去了一家刷榜公司给人人游戏刷榜，这件事让陈一舟知道了后很生气；关于糯米和百度，据说是人人主动找上了百度，尽管陈一舟很看好团购，百度出价也不高，但其他高管有不同意见，认为如果现在不卖以后可能砸自己手里。
更重要的是，人人始终没有抓住与用户成长的机会，从校园向白领的拓展策略并不奏效，而当用户开始快速向移动端迁移，人人并没有做出一款具备核心竞争力产品。
陈一舟并非不重视移动互联网，在过去一两年里和他交流，他无不强调移动互联网的重要性。
去年年初，他在公司内部把移动互联网比作一场风暴，“风暴来了，可能互联网的整个版图都会摧得一塌糊涂。”但他同时也陷入苦恼：移动互联网就像是“黑洞”，“在电子商务里你丢3块钱进去能有1块钱的营业额，但现在的无线互联网是，你丢10块钱进去，连响儿都听不到。”
到了去年5月Facebook上市时，陈一舟曾在给人人员工的一封内部邮件中，把已经上市的人人比作成拿到了荆州的刘备，尽管粮草充足，但荆州却易攻难守。当时的他对我说，外界分析人人公司财报的人总是会特别关注每个季度糯米又烧掉了几百万美元，但事实上，在人人公司最大的投入部门不是目前竞争胶着的团购网站糯米，而是移动互联网。
他早已给人人旗下所有产品都制定了无线策略，而一张他每天评价自己表现的日程表上，他已经把“无线”作为对自己的KPI考核之一。
应对移动互联网，人人无线团队研发了“啵啵”和“美美”等一系列移动应用，但这些产品并未在业界掀起太大波澜，人人依旧移动互联网的“船票”难寻；而移动业务变现问题上，广告主的投入并未加快脚步。
时间不等人。在陈一舟眼里，移动互联网或许是人人快速增长的一个主要机遇，但现在看起来，抓住更多机会的却是腾讯微信。而除了腾讯QQ外，QQ空间、微信都在收割着人人的现有用户和潜在用户。
那位多年在人人工作的员工认为，人人一直缺少类似百度云、阿里云业务等长远战略层级产品，“这些业务或许五年、十年挣不到钱，但必不可少，而从以往人人做产品的经验来看，从人人操作系统业务的夭折、到与艺龙合资的内部创业项目风车网的失败，以及跟风研发一系列移动应用，但收效甚微，多多少少有点‘急功近利’。”
“尽管每次都说思考长远，但是一开会，高管的问题总是：你们什么时候赚钱？”
和战略方向选择问题一样重要的，还有员工的心态问题。
过去一年，大到员工住房无息贷款取消，中到办公区缩减，小到加班餐取消，人人正在开源节流。尽管公司仍对优秀员工有期权奖励，但人人的股价在经历几次回购后，依然在3美金左右，不给力。
不止一个人人员工和我表达过类似的感受：在工作氛围上，人人似乎已经失去了前几年创业时积极进取的“亮剑精神”，磨去了斗志，变得越发像一家“养老”的公司，这也促使一些员工的离开。
怎么避免大公司病，重新激发员工的创业激情？陈一舟给我的答案是，“激情”是和业务发展有关系，如果可以不断地打各种大大小小的胜仗，员工的感受肯定不一样。
“今年你们打了什么胜仗？”我问他。
他回复：“今年人人还没有打仗，只是吹响号角。”
好吧！吹响号角不就是要打仗的前奏么。说到底，不管怎样，他一定非常渴望打一场胜仗。但这场硬仗比以往任何时候都更加艰巨——移动广告的生态系统远未到成熟期，而大学市场更像是个“流水”的市场，变数多，上下承压，向上(白领市场)面临劲敌微信、甚至来往，向下(中学市场)面临腾讯QQ特别是QQ空间的打压，这一回，人人能否抓住与用户成长的机会再次“长大”，已经到了背水一战的关键时刻。
不过，大家或许不用太过担心亏损的人人的资金问题。除了人人的现金储备和CEO高超的投资才华外。据人人内部员工说，陈一舟在上海宝山大场镇的科技园还有栋楼。这年头，玩什么都不如玩房地产靠谱啊！
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