Big little day: the Royal box of war-Grand, Chen Tianqiao-IT information

Earlier, the so-called warring States period desktop Internet, refers to are: Tencent, Baidu, Ali Sina, Sohu, NetEase and Shanda and, later, the list changes, at least, the firm has not included in the seven, take the place, qihoo 360 is probably one (in fact, millet is very strong now, but looks like millet hardware a very large proportion and therefore don't count in seven. New is now ATM,M is millet). As Chen Tian Qiao had been the richest man in that year a hand-controlled Royal, today, should not in the first camp. Grand and later by Shanda literature in charge of Internet culture in China wield today had been whispering in the wind and rain.

Grand in the Bill only 500,000 pay case only for a month, bet networks

Complex games legend, an dingding, and become the leader of online games. But Chen has hearts Disney virtual world in China, not only by gaming companies. This may be related to he graduated from Fudan University: there are some feelings in the world, and online games, it is not burdened by a disputed small "electronic heroin" in the name.

For Disney in the virtual world of empire building, a Grand assault several times, including one of the largest hand, is the Royal box: upgrading the TV network Terminal, enabling users to enjoy interactive entertainment and information through television. This thing, millet and DuPont pair of Internet TV in full swing today, nothing. But you know, Royal box, it was in 2005.

Ten years ago, the Grand was in the ascendant. After the listing, has successfully issued $ 200 million of bonds, confident in Chen. In February, SINA Grand RAID, attempting to become the largest shareholder of Sina, bought the largest portal in China, a move that later failed due to SINA's careful layout of the poison pill. After the $ 450 million acquisition of winger, Hao-party game companies, trying to integrate online gaming industry (but a few years later, winger Hao would be great with a $ 3.3 billion was sold to Zhejiang daily).

Chen plans to use a piece of hardware to complete the Grand is just a gaming company called transformation, he hopes "living room". 03 years earlier, Chen Tianqiao has developed a "home entertainment" strategy, he hopes to consolidate the nine business modules: PC, TV, mobile, movies, music, games, advertising, prepaid and electronic commerce, the core is the "box".

This strategy and the millet is very much like today, but, the latter choice is: mobile. Furthermore, Lei was ushered in a wave of mobile Internet, with the success of Apple, phone, also was a big success.

But Chen did not have the time, even though he very good strategic vision: the combination of soft and hard, a piece of hardware as the core, building ecology, it is strategy of today's high-tech companies. His lack of timing is that the box, with no content.

Youku, founded in June 2006; potatoes, was founded in April 2005; music video network, was established in November 2004; aiqi art, it is 2010. These video sites, or when he has yet to appear, or budding. The video industry, basically controlled in the hands of traditional television. The State-owned media, both institutional reasons or economic reasons, and a Grand collaboration, say "wait and see", said bluntly, are not interested.

Today is the so-called fake boxes, and boxes with Internet license, there is one operating system, use of Android in General. A good operating system, you can have more developers gathered, users will be able to get more applications to be used. But the Royal box is not only the lack of video content partners, and even operating systems are lacking, there's no discussion partners.

So grand is not ecological, but where individual combat alone. With video sites boom early counterfeit software, users more reason to purchase a Grand box, what the living room entertainment. Royal box more and showed it lost, eventually died down.

Write small defeat bosses in this column, this is already the fifth review, top four mentioned Google glasses, Baidu, Tencent microblogging, social, Ali merchant, was a failure, but had a limited effect on the body. But the failure of the Royal box, is one of the important reasons for the decline of Grand.

Reasons for, failure in a box, should not affect the Grand main gaming business. But Chen that decisively regardless of her subordinates and like all in practice (on the legend of the game, he bet successfully developed his habit), after the failure of a strategy, the management authority may be subject to impact.

Even today, the stock of traditional TV but Internet TV box, dare not say could become a classic raised vent hardware, not to mention the Royal box a decade ago.

Indeed, the idea too far ahead, in fact, is one of the root causes of failure. Great lesson, I think, was transformed by Lei that widespread saying: pigs on the outlet. Conversely, not in the air, pigs to be honest and crawl, fly (massive industry consolidation Rockefeller), is impossible.

大佬的小败局：盛大盒子之殇 - 盛大,陈天桥 - IT资讯

早年，所谓桌面互联网战国七雄，指的是：腾讯阿里百度新浪搜狐网易和盛大，后来，这个名单有所变化，至少，盛大已经不在七雄之列，接替这个位置的，大概奇虎360算一个（其实小米现在非常强，不过貌似小米硬件比例十分大故而没算在七雄里面。现在新的说法是ATM，M指的就是小米）。作为当年也曾经首富过的陈天桥一手掌控的盛大，在今天，应该已经不在一线阵营。盛大后来一度靠着盛大文学执掌中国互联网网络文化之牛耳，今天也已经雨打风吹花落去了。

盛大在账上只有五十万仅够一月薪资的情况下，豪赌网

络游戏传奇，一战定鼎天下，成为网游之翘楚。但陈天桥一直心心念念于中国虚拟世界中的迪斯尼，而不是一个仅仅靠游戏的公司。这可能和他毕业于复旦大学有关：总有些家国天下的情怀，而网络游戏，实在是背负着争议不小的“电子海洛因”之名。

对于虚拟世界中的迪斯尼帝国的打造，盛大突击了多次，其中最大的手笔之一，就是盛大盒子：将电视升级为网络终端，使用户能通过电视享受互动娱乐和资讯。这件事，在乐视小米双雄争霸的互联网电视如火如荼的今天，不算什么。但要知道，盛大盒子，那可是2005年。

十年前，盛大如日中天。上市之后，还成功发行了2亿美元债券，陈天桥一时里信心满满。2月份，盛大突袭新浪，试图成为新浪第一大股东，买下这个中国最大的门户，此举在后来由于新浪精心布局的毒丸计划而失败。后又以4.5亿美元收购了边锋、浩方游戏公司，力图整合网络游戏业（但数年后，边锋浩方被盛大以33亿人民币卖给了浙江日报）。

陈天桥打算用一个硬件来完成盛大只是一个游戏公司的所谓大转型，他寄希望于“客厅”。更早的时候也就是03年，陈天桥就制定过一个“家庭娱乐战略”，他希望能整合九个业务模块：个人电脑、电视、手机、电影、音乐、游戏、广告、预付费和电子商务，核心，就是“盒子”。

这个战略其实和今天的小米非常像，只是，后者选择的是：手机。而且，雷军正好迎来了移动互联网的风潮，借助苹果的大获成功，小米手机，同样大获成功。

但陈天桥没有这个天时，虽然他真的战略眼光非常好：软硬合一、某个硬件为核心，构建生态，这都是今天高科技公司的方略。他所欠缺的天时就是：这个盒子，没有内容。

优酷网，成立于2006年6月；土豆网，成立于2005年4月；乐视网，成立于2004年11月；爱奇艺，那则是2010年的事了。这些视频网站，要么就是彼时尚未出现，要么就是刚刚萌芽。整个视频行业，基本上把控在传统的电视台手中。这些国有媒体，无论是体制上的原因，还是经济上的原因，都对和盛大合作，说好听叫“观望”，说难听点，就是压根不感兴趣。

今天无论是所谓山寨盒子，还是有互联网牌照的盒子，都有一个操作系统，大体上用的都是安卓系统。一个好的操作系统，可以让更多的开发者云集，用户就能得到更多的应用去使用。但盛大盒子不仅欠缺视频内容合作者，连操作系统都欠奉，那就不用谈应用合作者了。

于是，盛大其实并没有做生态，而是孤独地在那里单兵作战。随着视频网站兴盛，早期盗版横行，用户就越发没有理由去购置盛大盒子，搞什么客厅娱乐。盛大盒子越来越露出了它的败相，最终偃旗息鼓。

本专栏写大佬的小败局，这已经是第五篇，前四篇所提及的谷歌眼镜、腾讯微博、阿里社交、百度电商，虽然都是失败之作，但到底对主体影响有限。但盛大盒子的失败，是盛大衰落的重要原因之一。

照道理来说，一个盒子的失败，应该不影响盛大主营的游戏业务。但陈天桥那种斩钉截铁不顾下属意见且喜欢all in的做法（他在传奇这款游戏上豪赌成功可能养成了他的习惯），当一个战略意图失败后，管理权威可能会受到不小的冲击。

即便到了今天，将存量的传统电视机转变成可联网电视机的盒子，都不敢说能成为一款经典的能引发风口的硬件，更何况十年前的盛大盒子。

的确，过于超前的想法，其实是失败的根源之一。盛大的教训，我个人觉得，被雷军转化了那句流传甚广的名言：风口上的猪都会。反过来讲，不在风口，猪还是要老老实实慢慢爬，想飞（巨大的产业整合手笔），是不可能的。