"Newman, I was wondering if we could put QQ on our phones?
In other words, qq is built into matrix, which is mobile qq. Mobile qq can communicate with qq messages on the computer, and users on the mobile phone can also interact with merchants on the computer.
In this way, it can promote consumers' impulsive consumption. When he receives promotional news from the supermarket on his mobile phone, or receives a voucher from the supermarket, and there happens to be a supermarket nearby, he is very likely to make a purchase. Impulsive consumption.
Consumption behavior that would not otherwise have occurred has occurred. "
Pony Ma quickly thought of a better solution. After consumers use computers to receive promotional information, it takes time to convert it into real-world consumption. If the content is received through text messages on mobile phones, the chain will be shorter.
The longer the chain, the longer consumers have to think rationally, and the less likely they are to make impulsive consumption decisions.
Pony undoubtedly has a clear understanding of this point.
When Tencent promoted QQ Show offline, it conducted in-depth research on the scenarios in which users purchase QQ Show.
They found that after users had the idea of recharging, the probability of going to an Internet cafe to buy point cards was much higher than the probability of going to a newsstand to buy point cards, at least twice as high.
It’s not just about going to the newsstand to buy, there’s also the process of searching for it, and after you find the newsstand, the newsstand may not have Tencent point cards for sale, but in an Internet cafe, you only need to yell at the service staff to get the answer immediately.
In the process of going to the newsstand, users will also think about whether to actually buy virtual products.
It is necessary to shorten the time for consumers to think as much as possible. Why the commercialization of Bilibili is much more difficult than Douyin in the future is definitely not the reason of Bilibili friends, because there are no barriers between APPs, and there is no reason why users only use Bilibili and not Douyin. sound.
Most of Bilibili's videos are long videos. Long videos determine that users need to think about the video content. The same is true for product advertisements. B friends will consider the cost-effectiveness, the quality of the product, and whether I really need this item. Think about various aspects such as commodities. The more you think about it, the less necessary it becomes and you will not be brainwashed by consumerism.
The short videos on Douyin are only about ten seconds long and do not give you time to think at all. You must make an immediate decision whether to buy. With this kind of instant thinking and perceptual thinking taking over, the probability of a transaction is far higher than that of Bilibili.
Blaming the user group is the most slanderous behavior. The product model determines the low conversion rate of goods on station B, which further determines that the unit price of advertising is much lower than that of Douyin.
This is why bringing goods is not suitable for Zhihu at all. It also requires users to think for too long, and text content requires users to think even more.
After seeing the Matrix prototype, he seemed to have countless inspirations in his mind.
If Mobile QQ were taken out now and made into this form, it would no longer be Mobile QQ, but WeChat.
Zhou Xin was thinking about how to tell Pony about mobile qq being built into the Matrix.
"Mobile QQ can be built-in. Originally we were also developing an instant messaging product on mobile phones, but if Tencent wants to do this, I need to expand my shareholding in Tencent.
I can guarantee that I will not interfere with Tencent's daily operations, but I need a controlling stake. "
After Zhou Xin finished speaking, Pony Ma fell into deep thought, because Zhou Xin's current shareholding is already 40%, and if it is slightly expanded, it will be a relative controlling share.
Even with the current shareholding ratio, the five people in Tencent's founder team need to be consistent to achieve control of Tencent.
If anyone sides with Zhou Xin, the actual control of Tencent will change hands.
Now Zhou Xin directly expressed such demands, Pony Ma asked: "From the very beginning when you were willing to invest in Tencent, we have discussed internally what the value of Tencent is.
QQ has a large user base, but we can't find its way to make money. When you told me that you know Tencent's way of making money, we internally thought about whether we could think of ways to make money on our own.
The time we gave ourselves was half an hour because we had to sign the contract that day.
It is a pity that we did not think of profit models such as QQ Show and Enterprise QQ. Even if we could think of Enterprise QQ, we did not expect that Enterprise QQ could achieve the level you described.
From the bottom of my heart, I really admire your sense of product. I can also understand why the Silicon Valley media said that you should be described as the best product manager on the planet instead of the most successful product manager in Silicon Valley.
You mentioned that if QQ is implanted into Matrix mobile phone, you will have to gain control of Tencent. You have never mentioned this before, which means that you attach great importance to QQ mobile phone. "
Pony Ma looked at Zhou Xin with bright eyes, hoping to get the answer from Zhou Xin.
Zhou Xin changed the topic: "Online and offline interaction has always been one of the key topics of concern to researchers in the Internet academic community.
There are endless papers on how virtual communities affect real life, how computer networks can be used to build interpersonal relationships, and the hidden power of computer-mediated communication.
Internet companies are also concerned about this issue. During the peak period of the Nasdaq bubble, many Internet companies made similar attempts. They were not limited to holding events in virtual communities. They also moved events offline, trying to Users' online relationships are replicated offline in an attempt to enrich the Internet services they provide. "
Pony is no stranger to this. In the process of doing personal QQ, he has chatted with countless QQ users. There are many cases where QQ users chat well and then meet offline netizens.
However, judging from past cases, offline events led by Internet companies must have a host to maintain the operation of the event and provide event funds.
Spontaneous offline meetings between users are the actions of the users themselves, and Internet companies cannot obtain direct benefits from them.
"What we just mentioned is the use of enterprise QQ to conduct community operations, a win-win mechanism for all parties. The connection between online merchants and consumers can promote consumers' offline purchasing behavior, and consumers can interact with merchants online. can obtain substantial benefits.
In fact, we have found a profitable way to interact online and offline. Zhou Xin said.
This mechanism, which took six years to figure out from the birth of WeChat to its complete maturity, coupled with the popularity of supporting mobile electronic payments and QR codes, was placed on Amerikan in 2000, and it was like a move by an antelope hanging its horns. .
After hearing this, Pony Ma really couldn't imagine how Zhou Xin came up with this plan.
Pony Ma, who is also a product manager, prides himself on being an excellent product manager. In the process of building QQ, he boasts that QQ has a better product experience and better code than ICQ.
The better code here means that the size of ICQ is about 5mb, while the first version of qq is only 220kb. Judging from the Internet speed in 1998, it only took five minutes to download qq. This was at that time market is crucial.
Zhou Xin continued: "Pony, you just said that I am the best product manager. I think you are equally good and can quickly realize the missing link in this community operation mechanism.
Yes, the missing link is mobile communication software.
Mobile communication software and mobile electronic payment are the two core points in this mechanism. These two points have been successfully built. This community operation mechanism is only the most basic profit model.
They will create countless more profit models than this.
You can think about it carefully. If Tencent is willing to accept my further investment, which means that I control Tencent, then we will complete this matter together. If Tencent is not willing, then I will set up another company to do mobile instant messaging. , this will not affect our original cooperation.
I will also continue to help you promote Amerikan through Enterprise QQ. "
Pony Ma came away with a lot of gains from this trip. He realized that if Enterprise QQ was built into the form Zhou Xin mentioned, I dare not say that it would be able to monopolize the entire market, but there would be no problem in occupying the vast majority of the market.
At the same time, he was also full of doubts. He was extremely curious about what form mobile instant messaging could take.
Because he thought, to put it bluntly, isn’t mobile instant messaging just the current text messaging function? I haven’t seen the text messaging function being played around with too much.
In December this year, China Mobile will launch Monternet, which is an Internet information service based on SMS. To put it bluntly, this set of services is the original and crude version of the mobile Internet.
After Pony Ma returned to the apartment rented by Tencent in North America, he told Zhang Zhidong about today's conversation with Zhou Xin.
Tencent has not yet gone public, and even if it has achieved profits this year, it still does not have much cash on its books. In addition, he does not have high pursuit of quality of life. He shares an apartment with Zhang Zhidong in Silicon Valley.
Among the five founders of Tencent, in terms of closeness of relationship, Pony definitely has the best relationship with Zhang Zhidong.
The clues can also be seen from the share distribution of Tencent when it was founded. Pony Ma held 47.5% of the shares, Zhang Zhidong held 20%, Zeng Liqing held 12.5%, and Chen Yidan and Xu Chenye each held 10%.
"It's amazing. Newman's mechanism is set up perfectly. If we can really cooperate with Walmart, even without NewPay for offline electronic payments, it will be more advanced than most manufacturers.
For consumer companies, message push alone has a very large number of users.
Relying on discount information to attract customers, the customers who will join the group are all price-sensitive customers, which means that these customers will always open QQ and pay attention to the news in the QQ group.
With NewPay for offline payment and the coupon function, this mechanism can be said to be perfect.
We chose Newman to invest in Tencent and it was indeed the right choice. If we changed it to IDG or Yingke Capital, we still can't find a profit model for QQ.
Then came the second round of financing and our stake was further diluted.
The biggest advantage of looking for Newman is that Newman can help us find ways for the company to achieve profitability, which is what he mentioned at the Internet Conference, giving us greater initiative in the subsequent financing process. "
However, after the earth-shaking changes in Tencent in the past six months, there is no one in Tencent's founder team who is not convinced by Zhou Xin. Everyone realizes that choosing Zhou Xin instead of IDG or Yingke Capital is the right choice.
Pony was not as happy as Zhang Zhidong. He said, "What if I told you that there is a more perfect model?"
Zhang Zhidong focused on technology and was not keen on products. After thinking for a moment, he couldn't figure out: "What model can be more perfect than this set of community operations?"
Pony said: "QQ on mobile phone."
He briefly talked to Zhang Zhidong on mobile qq. Zhang Zhidong was not keen on products. It did not mean that Pony had already talked to this extent, and he would not realize the power of mobile qq.
Pony said: "If we make mobile QQ and want to pre-install it on Matrix, Newman will ask for a controlling stake in Tencent, which means he will invest another amount of money to expand his shareholding."
Zhang Zhidong said: "Without Newman, wouldn't we be able to do mobile QQ?
We can also do mobile QQ. "
Pony said: "This is an exchange of resources. If Tencent makes mobile QQ, Newman will make another mobile communication software to compete with mobile QQ in the market.
In addition, current mobile phones do not support pre-installed applications. This function is too complicated. Tencent is too small and has no reputation in Western countries. We cannot become a function on mobile phones.
Newman can do it, he has the resources, and the mobile phone he is making is somewhat similar to a handheld computer, moving some computer applications to the mobile phone.
Except for the mobile phone Newman is making, I have not seen other mobile phones making similar forms. "
The chips currently used in mobile phones are far inferior to computers, and the requirements for chips are extremely low.
It wasn't until 2002, the year the MMS function came out, that mobile phone chips would see a major improvement.
Not to mention that companies like Matrix use the most advanced process technology to design mobile phone chips.
"I can understand what Newman means. The benefits of Mobile QQ are so great that I need to accept the handover of control of the company to Newman before he will completely hand over this business to Tencent." Pony said.
Zhang Zhidong asked: "What do you think?
Because there are five of us and you are the major shareholder and you have the final say. I want to know what you think. "
Pony said: “After Newman obtained 40% of Tencent shares, my shareholding ratio was lower than his, and it was only because the five of us were aligned that I was able to maintain control.
In addition, Newman had little interest in controlling Tencent. We were in the honeymoon period of our cooperation. Everyone wanted to make good products and run the company well. Newman gave us a lot of valuable advice.
Before meeting Newman, we always felt that creativity was worthless. The person who thought of the same idea first might not do it best.
Executors, operations teams, and development teams, these are far more important than ideas. This was our previous idea. During the six months of contact with Newman, my ideas have changed. The value of creativity is immeasurable.
The previous ideas were not valuable because they were superficial and only met the single needs of users and were not a complete business solution. Zhou Xin's creativity is a complete idea, from meeting user needs to how to achieve profitability, and even how to optimize in the future. It expands on this basis to help users discover needs that do not exist before.
So my attitude is wavering. I don't want Newman to take control because Tencent is the company we founded, but I also want to see what kind of situation Newman can take Tencent to after taking control. "
Pony was really hesitant.
The difference from Robin is that in order to keep QQ alive, Pony is willing to sell Tencent to a company that can afford QQ. If it were Robin, he would rather Baidu go bankrupt than give up control of the company.
Zhang Zhidong said directly: "I don't think there is much difference. Even if Newman controls Tencent, will he personally manage Tencent?
With so many companies under his control, he does not have the energy to manage Tencent specifically. The actual CEO is still you. And didn’t you just say that Newman promised you that he would not interfere with the specific operations of QQ?
And I heard that when you were having dinner yesterday, Newman didn't interfere with Baidu's daily operations. He didn't even interfere with major decisions related to the company's listing.
I think Newman's words are credible.
In addition, Newman now owns 40% of the shares. If he really wanted to, couldn't he bring over part of our founder team? He only needs to recruit two people from me, Zeng Liqing, Chen Yidan and Xu Chenye to occupy more than half of the voting rights.
If you disagree with Newman on some key decisions, to put it bluntly, even I will seriously consider Newman's opinion.
So I don’t think there’s much difference, and I think this condition is completely acceptable.
Moreover, after Tencent acquires Newman's controlling stake, we can use this name when discussing corporate QQ cooperation in China. Isn't this more effective than Newman being an investor in Tencent? "
Zhang Zhidong was originally a small shareholder, and Tencent was the product of their business, but his relationship was far less profound than that of Pony, so he had no psychological burden at all about transferring the controlling stake in Tencent to Newman, and the controlling stake was not originally in his hands.
However, his words woke up Pony. He did not have the controlling rights. Their founder team joined forces to have the controlling rights of Tencent.
Therefore, after Pony and Zhang Zhidong reached an agreement, and after discussing with the three-person domestic team, they finally decided to accept Zhou Xin's financing. Zeng Liqing, the only dissenter, could not find any reason to refute, and the original major shareholder Pony accepted the result.
Xinxing Investment's shareholding in Tencent has expanded to 51%, achieving relative control of Tencent.
After Wu Shiqiang, as the representative of emerging investments, signed the contract with Tencent, Pony came to Zhou Xin's office again.
Pony was a little surprised this time because he saw a Chinese beauty in Zhou Xin's office, but he was no stranger to this face.
"Pony, to celebrate that we have reached a deeper cooperation, this is my girlfriend, Li Jingyi, you can just call her Jingyi." Zhou Xin said, and then introduced to Li Jingyi: "This is Pony, he is the QQ you usually use. Made by its affiliated companies.
We are very good partners. This time Pony comes to Amerikan, we are going to subvert some traditional business models. "
Li Jingyi graduated from college in July. She returned to her hometown and stayed for a few days before boarding a flight to San Francisco.
Zhou Xin took her with him when he went to Shenhai, which led to her appearing in many Chinese media as Zhou Xin's girlfriend.
In the last half of her senior year, Li Jingyi experienced a lot of discussion at school because of this incident, and you can see posts discussing her on various online forums. Countless netizens are curious about what kind of woman can win Zhou Xin.
Judging from the public information that was revealed about Li Jingyi, she is very good, but she is still a bit far behind Zhou Xin.
It is precisely because Li Jingyi is well-known that Pony is no stranger to her appearance. "Jingyi, I'm glad to meet you. Although Newman and I have only worked together for half a year, what I have gained in this half year is more than what I have gained in the past ten years." Years of work experience are even greater.”
After Li Jingyi said hello, she sat on the sofa and kept quiet.
"Pony, Tencent is your hard work, and this will not change. I want a controlling stake in Tencent because the interests involved are too great. I don't want to cultivate an opponent that I cannot control.
In my opinion, if mobile QQ is ready, the value of Tencent can be comparable to that of Microsoft. "
This evaluation is too high. Microsoft's peak market value exceeded US$600 billion, and even if Tencent achieved profitability in the first half of this year, the Chinese investment community only valued it at US$100 million. Li Jingyi was shocked. Is Tencent so valuable? Because Zhou Xin said this, she believed in Zhou Xin's judgment.
Pony was curious as to where Zhou Xin's confidence came from: "Although I have great confidence in QQ, I don't have the slightest confidence in catching up with Microsoft.
Is mobile QQ really so powerful? "
Zhou Xin nodded: "Yes, it is really so powerful.
What do you think of Internet advertising? "
Pony said: “The main means of making money for most Internet companies.
Tencent has also thought about making money through advertising. What we want to do is to build a portal website, use QQ users to attract traffic to it, and then find advertisers to place ads on it to make money.
When I came to Americen and saw the advertising models of Google and Baidu, I realized that there was a big problem with the idea at that time.
That is, the efficiency is too low, and the price advertisers are willing to pay cannot be compared with that of search engines.
I searched for clothes in the search engine, and ads from clothing brands appeared on the left. I searched for more details, such as a dress, and next to it was an ad for women's clothing.
Compared with targeted advertising like search engines, traditional portals are far behind.
Search engines can use users to search for content and directly know what users want, but portals cannot do this. "
The advertising distribution system built by Baidu is already in the form of Google's advertising distribution system after 2008. This advertising distribution system has won praise from a large number of advertising advertisers because the conversion efficiency is so high. The same advertising unit price can bring one million US dollars in sales on Baidu, but only 300,000 US dollars on Yahoo. .
Google later directly imitated Baidu's advertising distribution system at the pixel level. Yahoo's market value plummeted, which was inseparable from Google and Baidu.
Because everyone realizes that they are all about advertising, and portals and comprehensive service platforms like Yahoo are simply not as good as second-generation search engines.
This has also led to Yahoo also developing its own search engine.
"As for enterprise QQ, mobile QQ and personal QQ on PC, this combination can do better than the search engine advertising model."
(End of chapter)
