Reinventing the Millennium

Fang Zhuo didn't take it to heart that he had communicated with Pony for a long time - it didn't seem like it had been a long time.

Competition is not about treating guests to dinner, and it cannot be so gentle. Who knows if Pony wants to use his defense-breaking to shake his own decision-making?

Fang Zhuo looks at others by himself and feels that this is very possible. The decision-maker is a human being and may be subject to emotional fluctuations. This is also an effective method.

But this method is not good for myself. I stand on the wall and have a clear conscience.

On February 28, which was also the last day of February 2010, many computer and mobile phone users welcomed a wave of red envelopes during the Lantern Festival.

Yixin’s Spring Festival red envelope interaction data is really eye-catching. CCTV has been promoting that the Spring Festival Gala’s ratings have reached a new high in recent years, has been promoting up to 10.5 billion shake interactions, and has been promoting that this time it is close to young people.

The more publicized it is, the more enthusiasm of other manufacturers will be ignited.

Therefore, on the day of the Lantern Festival, various manufacturers tried to conduct a wave of red envelope interactions.

Penguin's communication traffic is mainly on the PC side. It has launched an event where you can randomly drop Yuanxiao/Tangyuan red envelopes when chatting with friends. On the mobile side, users in the YMS camp are lacking. Other brands of mobile phones are limited by hardware foundation and system intelligence. The issue has become much less vocal.

Taobao offers random discounts on Lantern Festival red envelopes, making it festive and lively.

Baidu, because its user characteristics are not very good at red envelope cash, it has not devoted much resources to the transformation of the mobile terminal. It only has a red envelope appearance on the interface, Tieba and other system products, and its main focus is companionship.

360 also joined in the fun. It is a red envelope pop-up window in the lower right corner of the screen. You can get cash by registering for the game, and you also have the opportunity to get a huge red envelope of 9999 yuan!

Yike led the trend of electronic red envelopes this year, and continued its system operations on the Lantern Festival. From Yike mobile phones to Yigou e-commerce, there are similar red envelope discounts.

As for Yixin’s interaction, in addition to cash red envelopes, a new set of panda-themed emoticons were released at 1 p.m., including pandas stuffing red envelopes, pandas cooking glutinous rice balls and other emoticons.

In this way, major manufacturers have more or less used red envelope elements to celebrate the Lantern Festival, but the most popular one among these is Yixin.

The marketing effect of red envelopes during this Spring Festival Gala is extremely popular. Regardless of whether there is Yixin on the mobile phone or whether you have received red envelopes from other companies, when I mention this, I unconsciously think of the mountain monster who can shake and grab the red envelopes.

Many people are curious. Penguin Letter has announced a user scale of 10 million. What is Yixin doing with such a big momentum this time?

No one believes that Yixin will lag behind Laixin, but what is the gap?

On Lantern Festival night, Fang Zhuo had a lively dinner with his whole family. Before he could finish his bowl of glutinous rice balls, he received a call from the secretary of the leader of the Industry and Information Technology.

"Mr. Fang..." Secretary Zhao was a little helpless. How long had it been before it started again?

"Solve the problem as soon as possible." Fang Zhuo promised without waiting for the other party to elaborate, and then talked about the current situation, "It's a big holiday tonight, and I can't urge employees to work overtime to review the materials submitted over there. The fastest tomorrow, We will have a solution by the day after tomorrow at the latest.”

He didn't expect that Pony would keep his word and go straight to the capital.

"Well, we still need to develop harmoniously." Secretary Zhao expressed his euphemistic attitude.

"Don't worry, Pony and I have talked a lot." Fang Zhuo is confident that this matter will be resolved properly. The Lantern Festival has passed, and there is no point in Pony holding on to it. Besides, he will not let go soon. Don't care about this anymore.

Penguin has announced the resumption time and will resume stock market trading at 2:30 pm on the first day of March to verify that the impact of the company's actions on the secondary market in these days has been eliminated.

Pony knows that Yi Ke is determined to block Penguin’s Lantern Festival event in the YMS ecosystem. No matter what the outcome of this upward feedback is, the Lantern Festival has passed. This kind of time-sensitive marketing is like a "letter" that wants to reproduce the Spring Festival Gala. Interaction will have to wait until next year.

Fang Zhuo guessed at his old friend's psychology and was ready to give him a Yixin data response tomorrow.

In addition, he also communicated with Wang Fengyi and exchanged some future investment directions.

At nine o'clock in the evening, Fang Zhuo did not choose the already established circle of friends, but updated a message on Weibo: I wish everyone a happy Lantern Festival.

He only felt the festive atmosphere after returning home and seeing his relatives, and he was inspired to send such a sincere group blessing.

However, being misunderstood is the fate of an expresser, especially since Weibo has a pioneering president named Wang Xing.

On Lantern Festival night, the shake red envelopes on Yike mobile phones and YMS ecological mobile phones are still lively. Wang Xing has been excitedly posting on Weibo since the Chinese New Year and discussing with Penguin executives from a distance. Today, I saw no updates on the "letter" There was movement and some rumors were heard, and the mood became even higher.

Before the boss even updated the news, Wang Xing publicly asked why Penguin’s “letters” didn’t have a red envelope function: Why aren’t letters sent red envelopes in YMS? Don't like it?

Immediately, he noticed his boss’s news and forwarded it immediately and commented: Except for Penguins.

——Wish everyone a happy Lantern Festival, except penguins.

This forced Fang Zhuo, who was happily watching comments from netizens such as "Internet God of Wealth" and "Fang Red Envelope", to return to the circle of friends... I really didn't mean it, and I couldn't just stare at other people's penguins all day long.

While this year's competition with the Penguins is indeed crucial...

This king star is really...

Forget it, I don’t blame him, who made Penguin do it to Mr. Wang in the first year of junior high school? Let’s not do it next time.

The Lantern Festival is over and the time has entered March. The New Year atmosphere full of red envelope elements has completely faded. As a pioneer, Yixin naturally has its president Zhang Xiaolong disclose information on this day and briefly summarize the success of the Spring Festival Gala marketing.

As of March 1, 2010, exactly 6 months after Yixin was launched, the number of registered users has exceeded the 30 million mark.

The Hippo incident was the right time and the right place, and Yixin successfully established itself in the field of mobile instant messaging.

Electronic red envelopes have successfully broken through during the Spring Festival. With its system advantages and multi-channel marketing, Yixin has become one of the most eye-catching project stars in the past six months.

Moreover, Zhang Xiaolong, President of Yixin, faced the media cameras and enthusiastically announced that he was negotiating with the operator China Unicom and was expected to reach a cooperation within the month.

Generally speaking, this kind of clearly disclosed cooperation is probably close to being implemented...

The media at the scene and more people in the industry and outside the industry were amazed by this!

In just half a year, Yixin's user base has reached the level of 30 million, making it a major player in the field of mobile communications.

Going back to Yixin's previous information disclosure, it should have no more than 15 million users in January. In other words, during the 15 days of the Spring Festival, Yixin added at least 15 million mobile users!

Although it has been said that the future is the era of mobile Internet, no matter Baidu, Alibaba or Penguin, the vast majority of the market is still PC. In this case, Yike has almost definitely got the ticket for the next era!

# Marketing textbook #

# Perfect Marketing #

# Mobile Internet #

# Yike is here #

Many online media have reported on Yixin's developments. In addition to discussing mobile Internet and perfect Spring Festival marketing, many people's attention is also focused on the afternoon.

Yesterday, Penguin announced that it would resume trading this afternoon, and Yixin announced impactful data in the morning. So... is Penguin's resumption of trading going to be good again?

A reporter also asked Zhang Xiaolong, President of Yixin, this question at the scene.

"It's a coincidence, it's just a coincidence." Zhang Xiaolong replied with great certainty, "We launched Yixin on September 30. There was no 30th last month, and the last day was the Lantern Festival, so we decided early on that we would be on the The press conference will be held in the new month, which is exactly 6 months before the launch."

Pure coincidence!

But no one believes it...

Who doesn’t know about your two giants?

How could it be a coincidence? Why didn't you say it was the penguin that bumped into your arms?

No matter what, on the one hand, there are many media reports on Yixin’s rapid rise, and on the other hand, everyone is concerned about Penguin’s resumption of trading.

Perhaps due to the impact of the number of Yixin users and the cooperation negotiations between Yixin and China Unicom, at one o'clock in the afternoon, Penguin held an impromptu press conference, focusing on introducing the official reason for the suspension - the adjustment of the group structure.

Penguin has adjusted its business unit system to a business group system and established six major business groups. The most eye-catching one is that the PC and mobile versions of QQ, QQ Space, QQ Music and other products have been included in the SNG social network business group.

The goal of this social network business group is to build a large social platform based on QQ and QQ Space, provide users with comprehensive services of instant messaging and social networks through communication software including QQ and Laixin, expand innovative value-added services, and provide users with Create more value with partners.

Generally speaking, Penguin’s adjustment this time is indeed very big. It has deployed six major businesses: social networking, games, online media, wireless, e-commerce and search, strengthened platform strategy, planned the prototype of the matrix, and emphasized system competition.

This press conference was personally attended by the head of the company, Ma Huateng, and the president, Liu Chiping, who announced the strategic adjustment and took it very seriously.

However, what was most widely reported by the media was not the details of the structural adjustment, but Ma Huateng’s final decisive speech at the press conference: “The future must be the era of mobile Internet.”

"The purpose of Penguin's architectural adjustments is to meet challenges and create higher value for users."

"The wind of the mobile era has become stronger and stronger, and Penguin wants to be All in Mobile."

All in mobile!

Ma Huateng proposed a new strategic focus on behalf of Penguin!

Then, the share price of Penguin, which resumed trading, plummeted again...

Penguin’s stock price evaporated by US$3.629 billion last time, plummeting 12.3%. This time after structural adjustments, letter data, Lantern Festival red envelopes, and All in strategy...

Another $1.86 billion evaporated! Dropped 7.2%!

"It's so embarrassing. It's better not to hold this press conference..."

"If you don't open it, you might not just fall like this!"

"The last time it plummeted, it was all day long. This time, trading resumed at 2:30. If you calculate it this way, it seems to be about the same."

"Mr. Fang, please slow down! This is very important to me! I still have Penguin stocks in my hand!"

"Mr. Fang, Mr. Fang, have you forgotten? You also recommended Penguin stocks!"

Many netizens on Weibo called out Mr. Fang, who posted the news yesterday.

Fang Zhuo naturally had no response to this.

However, he also paid attention to Penguin's structural changes this time. From a general structural perspective, the status of Yixin's direct competitor "Lixin" is still lower than QQ.

This status comparison is not based on the current user scale, but a strategic reflection - since we want to fully focus on the mobile terminal, should we use QQ or Xinxin?

As for Pony's All In, at first glance it sounded like the merging of two horses. When Fang Zhuogang saw the news, he thought it was Ma Ren's slogan for Pony, but after thinking about it, he ruled out this possibility.

Just that night, Penguin's institutional shareholder Shenxin Technology once again issued a shareholding reduction announcement, and will reduce its holdings by 1% of its shares in the next three months through centralized bidding transactions. This is just a few days after the head of Shenxin Technology, Wang Fengyi, was killed by Xiangjiang. The insider trading investigation came to an end less than a month later.

Yixin’s situation was disclosed in the morning, Penguin’s stock price plummeted in the afternoon, and Shenxin Technology was reduced in the evening...

But the action from Shen Xin has even surprised some people - there must be a well-known Chinese investor within five steps of Mr. Fang.

Within a day, the familiar competitive situation between the two giants years ago regained its luster, and it is almost certain that Penguin’s stock price will be difficult to rebound on the second day of resumption of trading.

On the night of March 1st, the Internet public opinion was very lively. When the next morning, Fang Zhuo arrived at Hang Lung normally and met the reporters who had been waiting for a long time. Two of them had "Sina" on their work badges around their necks. Character.

Fang Zhuo stopped helplessly.

The Sina reporter took the lead, and reporters from other media followed tacitly.

"Mr. Fang, how do you evaluate Penguin's corporate structure adjustment and stock price trend? What are your expectations for Yixin's future development? Can it beat QQ?" A Sina reporter asked several questions in one sentence.

"Well..." Fang Zhuo looked at the microphone in front of him and answered decisively, "I am very optimistic about the development of Yixin. I believe it can continue to move forward under the leadership of Mr. Zhang. Anyway, just keep working hard."

"Mr. Fang, what do you think of the 'All in Mobile' initiative proposed by Mr. Ma?" a Sina reporter asked again.

"It's very good, very courageous." Fang Zhuo joked, "Penguin All in mobile, we will All in computer soon."

The reporters were refreshed, and some couldn't help but speculate. With Yi Xin launching an offensive, is Mr. Fang going to go against the trend and defeat the goose?

The Sina reporter quickly asked: "Mr. Fang, Mr. Fang, does Yike have any plans for PC communication?"

Fang Zhuo shook his head and smiled: "I'm just kidding, Pony's statement is okay. Companies always have to come up with different strategies based on the development of the times. He's All good. We at Yike have also gained experience in competition in the industry recently, and we plan to also As for the slogan, what do you think of ‘Technology for the better’?”

The Sina reporter felt that the boss was being arrogant. What kind of competition in the industry was not alluding to the 3Q war? Yike's long-standing "maintain progress" was particularly suitable for the situation. Everyone also appreciated it. How could it suddenly change?

"Okay, okay, that's it, there are more and more people." Fang Zhuo noticed that the crowd was gradually attracting attention, and ended the interview with Sina reporters and other reporters.

The reporters are contented, and it would be great to have Mr. Fang’s positive response.

With timely reports from Sina and other online media, Penguin began to fall again on the second day of resumption of trading. It seems that market sentiment still needs to digest the fact that a truly heavyweight opponent has appeared in the mobile communications field, and it needs to re-establish its confidence in Penguin's future. confidence.

And at noon, someone suddenly discovered that Yike’s official website had updated its corporate purpose from four words to eight words.

——Maintain progress and improve science and technology.

No, Mr. Fang, are you kidding? Did you really add it? Or is the official website also joking?

This... doesn't this also imprint the penguin's imprint?

If Yike wants technology to improve, does that mean that someone’s technology is not improving?

When such speculation appeared on Weibo, Pioneer King Xing gave his answer boldly: Who is talking about, Penguin.

In fact, Fang Zhuo is not too specific about Penguin. He just thinks that Yike, which has become a giant, must have the awareness to play a greater role in the mobile Internet era, whether it is corporate strategy or company culture. He feels that "technology is good" is appropriate. .

Soon, Wang Xing received a call from the boss's secretary, Liu Zonghong, and was gently reminded not to pay too much attention to Mr. Fang's expression.

Being misunderstood is indeed the fate of the expresser, but there is really no need for others to add fuel to the fire.

Wang Xing repeatedly promised on the phone that he would pay attention to his words. However, after hanging up the phone, he felt a little resentful. He had done everything and was still afraid of what others would say.

That Yi Xin, that YMS, that Wang Fengyi, that meeting in Beijing, that public ridicule, were all my doings?

However, he then thought about it, the leader must cherish his feathers, no matter what the industry thinks, and his public image. After all, Mr. Fang _________.

Thanks to the leader of "Release the Female Monkey", well, I still owe a lot in addition to the reward, but I can definitely add it!

I originally wrote some of this chapter yesterday, but my throat hurts and I'm feeling groggy today. I feel like I'm in trouble. Please pay attention to your health.