Chapter 409: QQ Show

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"Boss, you should sit in the middle...!"

After waving his hand to interrupt Ma Huateng, "You are the person at the helm of Tencent, and no one knows it better than you." In contrast, my knowledge of Tencent is limited to paper, so don't be blind. … As the saying goes, if you are a bystander, stay out of the way, maybe I can give you some different opinions. ”

Ma Huateng is not Zeng Liqing, he is calm and wise, and he is not very good at ushering in send-offs and politeness. After Guo Shouyun finished speaking, and he also felt that there was no problem, he sat on the main seat of the conference room.

The two big bosses made such a happy decision, and the others didn't say much. Soon, the huge conference room became quiet. With the projector turned on, everything was ready.

"Ladies and gentlemen, 2002 is a thing of the past. Although we achieved 254 million Huaxia dollars in revenue and 87 million Huaxia dollars in profits from advertising, digital reading and wireless value-added services last year, QQ also exceeded 240 million registered users. But we should see that the crisis under rapid development. ”

"Unlimited value-added services account for 92.7% of the company's revenue, which is a dangerous ratio. It means that once there is any change in 'Monternet', it will directly affect Tencent's revenue and even survival. Therefore, in 2003, our main task is to find new profit growth points for the company while determining the continuous growth of QQ users and wireless value-added services. ”

"Based on this consideration, I think it is necessary to convene a plenary meeting to focus on the 'Avatar Plan' submitted by the Marketing Department. … Now I would like to invite Xu Liang, the person in charge of the 'Avatar Project', to introduce it to you. ”

After Ma Huateng finished speaking, a young man of about twenty-six or seventeen years old with a board head stood up. Maybe it was the first time that he was noticed by so many company bigwigs, and he seemed a little nervous. Fortunately, the plan had been made in advance, and the content of the entire 'Avatar Project' was almost engraved in his mind, so despite the nervousness, the explanation that followed was always smooth.

"Ladies and gentlemen, the origin of the Avatar Project is a Korean community website. In 2000, the site developed a feature called 'Avatar'. Users can change the look of the avatar according to their preferences, such as hairstyles, expressions, costumes, and scenes, and these 'goods' need to be purchased for a fee. Since its launch, this service has become very popular among young Koreans. According to our research, in 2000, there were 60,000 paying users who purchased virtual props, and a year later it skyrocketed to 1.5 million, and the average monthly expenditure per user was equivalent to 4.94 yuan, which is very profitable. ”

Under the leadership of popularity, the top five chat and community websites in South Korea have been 'avatarized', and online avatars are widely used in chat rooms, BBS, mobile phones, E-mail, virtual communities and other online services that highlight online communication. This is very consistent with our Tencent content, and from the data of South Korea, among the netizens who buy 'Avatar', young people aged 18 to 25 are the mainstream group, of which half are under the age of 20, and the ratio of men to women is 2:1, which is very consistent with the characteristics of Chinese users who use QQ. ”

"We have a similar culture in Korea, and the avatarized virtual goods have the basis for becoming popular in China. In addition, a dating website called 'Youlian' in China has launched an 'Avatar' brand 'i show' in June last year, but the user base of Youlian is insufficient, and it has not really made 'i show' popular. Unlike Tencent, we have more than 200 million registered users, which has an innate advantage that no other community company or IM company in China has. If we combine this advantage with 'avatar-based virtual goods', then the entire Tencent community will be re-integrated, and eventually the Tencent community will become a large-scale online virtual community or virtual game platform that simulates reality." ”

"Based on this consideration, we developed the first feature of Tencent's 'Avatarization', 'QQ Show', and officially launched it on January 24. Through the distribution of Q coins to members and other means, in the past month since its launch, the number of QQ Show users has exceeded 1.5 million, and the growth rate is very fast. Therefore, our plan is to wait until the end of March, when the virtual items such as fairy clothing, professional clothing, sunglasses, and necklaces are further enriched, and the fees will officially start to be charged. The initial selling price is between 0.5 yuan and 1 yuan. ”

"According to our planning, all virtual items can be replaced at any time according to their needs, and they can also be given as gifts to their QQ friends. In addition to being displayed on QQ avatars, this avatar will also appear in services such as QQ Chat Rooms, Tencent Community, and QQ Dating. In other words, QQ Show allows a netizen to reconstruct a virtual self and a way to express emotions in the virtual world.... ”

Looking at Xu Liang, who was talking eloquently, Guo Shouyun couldn't help but sigh in his heart. Unexpectedly, he personally witnessed the birth process of the popular QQ show today.

It should be said that Tencent's QQ show is a remarkable innovation. Since then, QQ is no longer just a simple, temperatureless communication tool, but has transformed into a virtual world with virtual personality, its own values and ethnic norms.

Therefore, in the next few years, almost all major Internet companies at home and abroad have launched their own instant messaging tools and launched a war against QQ, but Tencent won very easily. The reason for this: all competitors are based on the technical level, and none of them are emotionally tempting users. When people have completed self-identification in a world (both visible and virtual), the 'migration' instructor is a very difficult task.

“… Also, about payment. We have signed a cooperation agreement with PayPal, and users can purchase Q coins through their PayPal accounts, and the income will be split between Tencent and PayPal. In addition, we will also cooperate with more than 10,000 Internet cafes across the country to establish offline sales channels. ”

“… That's probably the case about the origin, development process and future evaluation of the 'Avatar Project' and 'QQ Show'. ”

After Ma Huateng nodded, he turned his inquiring gaze to Guo Shouyun.

With memories of his previous life, he naturally knows very well what the QQ show is all about, and naturally has a plan to make this application, which seems to be very primitive now, more interesting.

Under the attention of everyone, after a moment of silence and a moment of language, "It should be said that the QQ show is a great innovation, and I have no doubt that it will become Tencent's second largest profit growth point in addition to wireless value-added services." But in my opinion, the 'QQ Show' could have done better. Especially when it comes to the membership system. ”

"I noticed that Tencent's membership system is simply a 'member', with no 'privilege' design and no difference in rank. We should recognize that everyone has the need to be recognized, so we should meet the needs of every QQ person in this regard. ”

"For example, for ordinary users, we can establish a three-level system of 'stars, moon and sun', users can get one star for 5 days online, a second star for 12 days, and a third star for 24. After 32 days, three stars can be converted into one moon. By analogy, the stars, moon and sun will be displayed directly in a prominent position on your QQ profile. ”

"And for each level of promotion, add a little benefit. For example, a ringtone is included, or 5 or 10 text messages are free, etc. Through this kind of mini-game similar to cultivation, you can increase the playability and loyalty of QQ users. ”

As he spoke, Guo Shouyun remembered his experience of opening QQ and hanging on the Internet as soon as he arrived at the Internet café.

"For QQ members, we can launch a higher level of 'Red Diamond Aristocrats' service. QQ members who purchase red diamonds can enjoy the 'monthly subscription service' on QQ Show. Users can enjoy a number of privileges by paying 10 yuan per month, including: getting the red diamond logo, getting 5 flowers for free every day, setting up automatic dressing every day, and giving friends QQ show without spending money, etc. ”

After a pause, "I've thought of this for the time being, you can try it on a small scale." ”

"Bang Bang...!"

Under the leadership of Zeng Liqing, there was loud applause in the conference room.

Guo Shouyun smiled and waved his hand, and after a pause in applause, "I am 100% supportive of the QQ show, and I believe that the members of the 'Avatar Group' should be expanded as soon as possible, more artists and programmers should be introduced, and the variety and scope of virtual goods should be enriched, and it should be developed as a key business of Tencent." ”

“… In addition, I heard that there is a controversy within the company about whether to set up a comprehensive news portal?" Guo Shouyun continued, waving his hand to Xu Liang to sit down.

"Yes... Li Qing They believe that QQ users are all young people aged 18~25, and they are not the mainstream consumer groups in society, even if they make achievements, it is difficult to get the trust of advertisers and cannot achieve satisfactory returns. In addition, Sina, Sohu, NetEase, and China.com have established their own credibility and user loyalty, and with the popular '28 theorem' in the Internet industry, it is difficult for the backward Tencent to surpass them in this regard. Moreover, journalism needs credibility. Tencent, whose users are mostly young people, is difficult to be recognized in this regard. Ma Huateng said.

Guo Shouyun nodded, "You all think so?"

Zeng Liqing and the others looked at each other for a few times and nodded.

"Actually, we tried to monetize advertising very early on. However, compared with portals such as Sina, Tencent's advertising prices are very low, often only one-fifth of the former, although the exposure rate is high, but because QQ users are young, the purchasing power of goods is doubtful, so the promotion of advertising is not smooth. The main way to make money for portals is online advertising. The issue of profitability is the main reason for our opposition. Chen Yidan said.

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