Chapter 181 Brand and Positioning
After Xie Wen arrived at the company in the morning, his secretary quickly greeted him.
"Mr. Xie, Mr. Xu just called and asked you to go to his office after work."
Xie Wen nodded.
"Did Mr. Xu tell me the reason?"
"No."
"I understand, please put my package in the office."
After the secretary took it, Xie Wen walked quickly towards Xu Liang's office.
Come to the door.
Lv Hui, who was working outside, quickly stood up to say hello.
"Good morning, Mr. Xie."
"Morning, is Mr. Xu inside?"
"Yes."
Xie Wen nodded with a smile and knocked on the door. .
“Come in.”
After the clear voice came, Xie Wen opened the door and walked in.
In addition to Xu Liang, there was also Zhou Kun, the director of Hongmeng website and Pangu browser, sitting in the room.
"Lao Xie, I've been waiting for you, come and sit."
"Mr. Xie."
Zhou Kun greeted quickly.
Xie Wen nodded to him and sat down with a smile.
Xu Liang made a cup of tea for him.
“You called me here early in the morning, just to drink tea, right?” Xie Wen said with a smile.
"Haha, if there is nothing important, I don't want to waste your time."
After saying this, Xu Liang looked solemn.
"I want to sell the Hongmeng website collection."
Xie Wen's face changed slightly. He knew that Xu Liang must have something big to ask him, but he didn't expect it to be so big.
Hongmeng website directory is the first profitable business of Hongmeng company after its establishment. Before the game business started, it strongly supported the early development of Hongmeng company.
Up to now, the monthly revenue of Hongmeng website has exceeded 14 million Huaxia coins, and it has maintained a monthly growth of 12%.
It can be said to be Hongmeng’s trump card business after gaming.
Now Xu Liang actually plans to sell it? !
"Mr. Xu, I want to know the reason?"
"The reason is very simple. We already have Pangu browser." Xu Liang said.
After a pause, the conversation changed.
“Zhou Kun, let me tell you.”
Zhou Kun nodded.
“Mr. But if it is browser-based, Microsoft's IE core technology is too old and too many plug-ins are installed, and the website will become bloated. Under the existing network speed, the website opening speed will be slower, affecting the user experience. "
Microsoft's IE browser is very simple, but the kernel update is very slow.
Because Google could not bear the backwardness of IE kernel technology, it chose to develop Google Chrome with its own kernel.
"...In addition, the main profit of the website directory comes from the two options of 'frequently used websites' and classified websites. We can also put these two options on the browser.
Furthermore, it can also Install more plug-ins for the browser, such as information functions, history functions, clipping functions, download functions, etc.
It has richer functions, a more friendly design language, and is more suitable as a homepage.
< br>Pangu browser is developed based on the latest technology and is constantly iterating.
Even if it integrates many plug-ins, the client only has 40 M, which is the smallest among all domestic browsers at present. >
Therefore, Pangu Browser can completely replace the website directory. "
After listening to Zhou Kun's conclusion, Xie Wen thought for a moment and said.
"Although Pangu Browser has many advantages, people's Internet habits are difficult to change in a short time. It will take a long time for us to let Pangu Browser replace the website directory.
During this period of time, without the website directory, it will have a very negative impact on our business development. "
"Lao Xie, I have already asked Lao Shen about your concerns.
He said that through Hongmeng Internet cafe management software, we can remotely control all Internet cafe computers, download the Pangu browser client directly to the desktop, and set it as the homepage of IE browser.
In this way, the number of users of Pangu Browser will grow rapidly and quickly form a certain scale.
It may not be able to compare with the website encyclopedia in a short period of time, but over time, users will naturally vote with their feet and gradually move closer to us.
Of course, it will definitely affect our revenue.
But the website directory has developed to the peak it can reach now, and it must be sold while it is still valuable. Otherwise, when Pangu Browser is promoted, it will fall into our hands. ”
Xu Liang is very clear about the future development of the Internet.
Websites like this are only popular in the past few years at the beginning of the century. From then on, they will be dominated by browsers.
And even in the mobile era, browsers are not left behind.
Xie Wen nodded after thinking for a moment.
“Who are you going to sell your website to?”
Xu Liang smiled and said: "Sina, or Yahoo."
"Sina and Yahoo?"
Xu Liang nodded and continued.
“Let’s talk about Sina first.
First, it has enough cash flow. Second, as the number one portal in China, it will help us to get more equity. When it comes to times like the last Baidu incident, there is a strong voice channel.”
Although the future of the Internet is the era of search, e-commerce and social networking, in the past few years at the beginning of the century, portals were the leader.
What's more, Sina also has a Weibo, which has great potential.
“Finally, Sina’s equity is relatively dispersed, and shareholders have a strong desire to exit after raising the price. We have a greater chance of obtaining controlling shares and directly controlling Sina.”
This statement As soon as it came out, Xie Wen and Zhou Kun were a little shocked.
"You want to control Sina?"
Xu Liang smiled, "Of course I have to try it if I have the chance."
In the past, he was used to looking at this era from the perspective of future generations, so Disdain for portals.
But after a long time, I discovered that the influence of portal websites is really great.
Especially in terms of public opinion.
In this chaotic and complex world, it is really important to have a strong voice channel.
“Let’s talk about Yahoo.
There is only one reason why I chose Yahoo, it is rich enough. We need enough funds for our international expansion.”
Xu Liang The main purpose of selling a complete website is money.
Sina's equity is only a secondary purpose.
If the price offered by Yahoo is much higher than that of Sina, he will still choose Yahoo.
9/11 is in the second half of the year. It seems that there is plenty of time, but it is only a few months away. Before then, he must raise enough bullets.
“Yahoo has a lot of money, no need to say more.
But Sina is weak. Once they acquire us, there is a high probability that they will exchange shares. It is certain that we will become a major shareholder. Their board of directors Not necessarily." Xie Wen said.
“Try it and forget it if you don’t want to.” Xu Liang said.
There are many opportunities to acquire Sina.
Now the most important thing is to monetize the entire website.
"Mr. Xu, what if Sina doesn't accept the website directory?" Zhou Kun said suddenly.
"Of course this possibility cannot be ruled out. Therefore, we need to make some preparations in advance."
Xu Liang pondered for a while.
"I'll make a private appointment with Wang Zhidong. Lao Xie, please contact Yahoo secretly and find out what they are saying first."
"Yes."
"Okay, let's do this. Let’s discuss it for now. Go back and remember to have a meeting later.”
“Understood.”
——
Nine o'clock in the morning.
Hongmeng Company’s large conference room.
More than a hundred of the company’s middle-level and above leaders are gathered here.
Xu Liang stood on the rostrum in the center. Wearing a white round-neck T-shirt, black casual trousers and white travel shoes, he did not feel like a professional elite at all, but more like an ordinary working man. College student.
Facing everyone's gaze, he did not feel nervous despite his two lifetimes of experience.
Organized the language.
“I think everyone knows these days that the company’s business department will be reorganized.
It is divided into three subsidiaries: Yihaodian, Bing, and Pangu, including games, literature, music, and comics. Four business departments, as well as hardware management, network security and other logistics departments.
Many people think that frequent changes in the company's system, or even subsidiaries, are not conducive to the company's development.
However, this is not conducive to the company's development. is what we must do.
Why?
I once talked about the concept of ‘positioning’ with Mr. Xie and Mr. Yu.
An enterprise must have a clear positioning to define its development direction and business scope, and to clarify what we should and cannot do. "
After a pause and giving everyone time to digest and absorb, Xu Liang continued.
"Why do companies need positioning?
In my opinion, this is a marketing concept.
We live in a noisy world, a complicated world, and we cannot let people remember us too much.
No one person or company can do this.
So, we must be very clear, what do we want the public to know and remember about us?
In other words, what is the first thing that people think of when they think of Hongmeng?
I think it should be games, novels, animation, movies and television.
I summarize these as 'pan-entertainment'.
Pan entertainment is where we plan to let the public remember us, Hongmeng.
We must continue to strengthen the concept of ‘pan-entertainment = Hongmeng’ to everyone, so that more and more people will think of Hongmeng when they think of entertainment.
Come to our company website to play games, watch movies and listen to music.
This is my positioning of Hongmeng.
All Internet search, software, and e-commerce that are inconsistent with these businesses must be stripped out.
This is the fundamental purpose of this business adjustment.
This is also the reason for subsequent business adjustments.
At the same time, I also want to emphasize.
Bing's positioning is Internet search, and any business that has nothing to do with search must also be divested.
Yihaodian is positioned as e-commerce and entertainment peripheral product sales.
Pangu’s positioning is software development and services.
Every brand has a clear positioning, and every business has a clear direction.
Only in this way can we straighten out the boundaries between management and development, avoid the problems of large companies, and at the same time maintain the company's rapid and healthy development. ”……
This meeting on ‘brand and positioning’ lasted for half a morning. Xu Liang did his best to convey his understanding of Hongmeng’s future operating strategy and development direction, as well as his understanding of corporate values, to every participant.
While subtly influencing the backbone of these companies, it is also shaping Hongmeng’s corporate culture.
(End of this chapter)