The confrontation between Hatsune and Sohu in the field of online games and video has gradually become clear.

As the wheel of history in 2005 gradually rolled to the end, Chuyin Video's dominance in the field of self-media and original communication video has been established.

Looking back, the revenue brought by the game division exceeded 200 million yuan, and the market of various open mods not only ignited purchasing power, but also ignited creativity, forming a high-quality platform structure with both supply and demand.

The video business department, with the establishment of its dominant position, has also been fully accounted for in advertising expenses.

Counting the income from subsidies for bad films in the animation field, direct sales of engine licenses, etc. In the second half of 2005, the company easily reached a total revenue of six or seven billion. Not only did it fill the company's hardware funding gap, but it also had a slight surplus that would be enough to implement larger expansion plans in the coming year.

A week before Christmas, Hatsune held a small executive summary meeting within Hatsune. At the meeting, in addition to the routine speech, Lu Wenjun's speech seemed to make everyone deeply touched.

"The planning and operation of any Internet product should be implemented by talents who love the product in order to achieve the optimal user experience.

Why has the once-powerful Japanese game company seen a collective decline in the 21st century? Why do leaders like Blizzard keep soaring? Is it because the Japanese programmers are not good at their skills? No, it's because in addition to the grass-fed scum house, the Japanese are only hard-working people who advocate overwork and death. However, the American open game company represented by Blizzard is encouraging its employees to play games, love games, and play tricks.

Enter the Age of Experience. As an experience service provider, there is no way out by working hard. If an operation officer holds a shelf, he thinks that the players of Hatsune Singer are stupid and easy to be cheated of money. She can't run this game well. A precipitous person who thinks that the IQ of Xiaobai readers is low, even if he forces himself to write Xiaobaiwen, he will not be able to become a famous online literary artist.

Only by deceiving yourself, reducing your IQ to the level of Xiaobai, and sincerely serving Xiaobai from the bottom of your heart, can you achieve the best user experience. If we can't do that, we should inquisition - or at least learn to leave the work of concrete planning to someone who can do it. Above. It is the lesson we have learned from Chen Xiaowei's failure, thank you. ”

"Whoa~" Yishui'er gave face-saving applause to Lu Wenjun, who had just finished his study report.

As the operating officer of the company's entertainment business. Lu Wenjun has been vigilant recently, always vigilant. The failure of her peers made her feel a sense of crisis.

Waiting for everyone's applause to end, Lu Wenjun bowed again. cast an inquiring look at Gu Mojie. Seeing Gu Mojie nodding slightly, she announced a decision:

"After the company's discussion, the product operation department will be reorganized in the near future. In the future, all planning changes at the specific product experience level will be completely delegated to the product department of each product, and the company headquarters will no longer interfere in any way. We only look at the big picture when it comes to the overall rollout strategy. I hope that this more flat and relaxed environment will allow everyone to better play their hobbies. ”

Of course, this decision was discussed by Gu Mojie and Ye Weilun, but it was said through Lu Wenjun's mouth.

throughout 2005. In the process of Hatsune's operation, the role of the will of the chief is obvious. Especially in the first half of the year, when I fought against Zhou Hongyi. Gu Mojie repeatedly reprimanded the specific project managers represented by Zou Sheng for lacking a global view and not knowing how to integrate all the company's products into consideration. As a result, they also interfered in operational details such as "Hatsune Computer Manager Background Cleanup" and "Blocking of Hatsune Download Competing Software".

At the time, the effect of that interference was immediate. However, in the long run, it is better to define the operation planning authority between the headquarters and various project departments and business divisions more clearly. Otherwise, the layman's interference at the headquarters will one day be abused.

This can be regarded as a corrective measure for Hatsune Network to learn from its peers. Although Gu Mojie does not have a pig teammate like Chen Xiaowei at present, it is difficult to guarantee that there will be no one in the future.

The leader expressed his delegation of power, and the people in the specific business department must of course also take a stand. It is said that at this time, it is time for Zou Sheng to stand up and take office as a new official, showing the vitality that erupted after he was delegated by the leadership.

Zou Sheng really stood up and thanked Lu Wenjun and Gu Mojie: "Thank you to Mr. Gu for your trust and Mr. Gu's advanced management philosophy. The idea of 'letting people who love products run their products' is so precious that our video division will make the most of this good news to create a better user experience for the company."

To this end, we have indeed drawn up a product improvement plan today, and we hope to take this opportunity to put forward it for everyone to use as a model for discussion. ”

Gu Mojie motioned to Zou Sheng to say, but Zou Sheng refused.

"In order to fully implement the operating concept of 'let people who love products operate products', I don't think it's appropriate for me to announce this improvement today, and it is better to let Mr. Chen Shijun, our product technical director, report it, because he is the enthusiast who loves the video website the most."

Chen Shijun cleared his throat without giving in, stood up and said: "Since the leadership has given me this opportunity, I will speak freely about my suggestion - I suggest that in the new year, change the video roll ads on Hatsune's website to a mode that users can choose to turn off!"

AS YOU ALL KNOW, WHEN I FIRST STARTED YOUTUBE IN THE UNITED STATES, I ALWAYS TRIED TO STICK TO THE NON-PROFIT MODEL AND INSISTED ON NOT ATTACHING PATCH ADS TO YOUTUBE VIDEOS. ALTHOUGH OUR INSISTENCE WAS NOT EVEN THREE MONTHS BEFORE YOUTUBE WAS ACQUIRED AND REORGANIZED, OUR PHILOSOPHY HAS NOT CHANGED.

Now, the company's online video business has entered a period of rapid development, and video advertising has also brought huge profits to the company. But at the same time, we must also see that the number of Chinese netizens is also growing rapidly, and there is still a vast blank market waiting for us to occupy. And peers have begun to bloom everywhere. Temporary advantages don't translate into lasting victories, and we must respect the user experience as the first choice and voluntarily forgo a portion of the ad duration. Consolidate the company's position in the industry for its products. ”

Everyone was very face-saving, and no one interrupted Chen Shijun's remarks, and it was not until he finished speaking that he began to discuss this shocking remark that clearly stated that "he would change his own life".

The company's video advertising revenue in half a year is now hundreds of millions, and the net profit of this business is one or two hundred million. Any suggestion to cut back on advertising is a direct move to the boss's cheese.

Gu Mojie didn't speak, and no one dared to open his mouth on this question.

On this kind of issue. Naturally, you can't just make a decision. Gu Mojie turned his head and asked Ye Weilun: "In addition to Sohu, have any new rookies in the industry jumped out recently?" ”

Ye Weilun looked through the homework he had at hand, and then carefully searched for his memories. It's safe to say, "Probably not." In addition to Sohu and their partners, white glove companies. At present, there are only two or three video websites on the market with very poor resource buffering technology, and even dragging a progress bar will be stuck, called Tudou or something, which cannot pose a threat to us at all.

However, after I heard that Chen Xiaowei's file came out. There are many people in Sohu who are dissatisfied with Zhang Chaoyang's management. Some professional managers are angry that Zhang Chaoyang has broken a good hand. A while ago, he resigned angrily and was ready to find another venture capital to start his own video business. Among them, the most powerful should be Gu Yongjiang, COO of Sohu Company.

Gu Yong has always been dissatisfied with Chen Xiaowei as the operation director of a specific business department, and directly influenced Zhang Chaoyang's opinions over him as COO, and submitted his resignation a few days ago, and it is said that after leaving office, he is ready to plan a video company called Youku on his own. Based on my observations, maybe he will do better than his old club in the future. ”

The ancient brave general mentioned by Ye Weilun is in the history of another parallel time and space. It also happened that at the end of 05 and the beginning of 06, he planned to resign from Sohu Network, and finally established his own career at the end of 06 - Youku Video.

Now. Chen Xiaowei, a-stirring stick, returned to Sohu ahead of schedule, and happened to enter the entertainment division in charge of video and games, which exacerbated the contradictions within Sohu. Gu Yong will be constrained because of the resignation progress is a little faster than the same period in history, so that now it is only the end of 05, he has successfully completed the handover and runaway, and released the rumor that he is going to prepare for Youku video.

Gu Mojie didn't need to know this. He listened to Ye Weilun's analysis, and just tapped his slender fingers on the table in a rhythmic manner.

He can foresee that with the maturity of technology, the network video market in 2006 will definitely see explosive growth.

The current achievements are not to be feared in the new competitive environment - perhaps by the end of next year, the number of people watching videos online will be three or five times as high as they are today? In this case, no matter how big the current advantage in the number of users is, we can't expect to rely on lying on the credit book to eat the old book.

At that time, the market will not be like the current pattern of the two strong showdowns. Instead, it will enter a state of disorderly scuffle among countless peers. Although Hatsune Video must be the most outstanding among them, it cannot ignore the danger of ants biting elephants to death.

It seems that it is necessary to appropriately tighten some advertising policies and give profits to ordinary users.

"If you do what you say, how much do you think the company will lose in advertising dollars?" After Gu Mojie had a plan in his heart, he raised one last question to Chen Shijun. If the loss is not too much, he can still consider it.

"I don't think the reduction in revenue from video ads is minimal." Chen Shijun replied confidently.

This answer was greatly unexpected by everyone.

"How is that possible? The video ad was clicked off and skipped after only a few seconds, but our advertisers pay by the number of seconds! Several executives whispered.

"Don't make trouble, we have to give confidence to the planners at the executive level - listen to Chen Shijun!" Gu Mojie made a decision and let everyone be quiet.

Chen Shijun was deeply encouraged and talked eloquently: "Our planning is like this: at present, the company's video roll ads are between 15~30 seconds, and the length of the ads is determined according to the length of the video feature film. In the future, we can set the ad to be such that each 15-second ad can be closed by clicking the cross icon in the upper right corner of the window after the first 5 seconds of playing, and skip to the next one. At the same time, the next ad can also be closed after 5 seconds of playing.

In this way, we can also increase the number of ads in front of each feature film, and if it is a movie of more than an hour, we can insert a full 1-minute ad in the opening credits, for a total of 4. If the user closes after reading each one for 5 seconds, then he actually only watches the ad for 20 seconds, which is still shorter than the current 30 seconds, and the user experience will naturally be better.

IN ADDITION, IN TERMS OF AD SCREENING, WE SHOULD LEARN FROM GOOGLE'S MATURE ADSENSE PLATFORM PUSH ALGORITHM, SO THAT OUR IN-ROLL AD PUSH PRINCIPLES ARE MORE CLOSELY RELATED AND CONSISTENT WITH VIDEO CONTENT. These are all effective measures to reduce users' aversion to ads. ”

Gu Mojie squinted, he felt that the effect of Chen Shijun's move seemed to be more than that. (To be continued.) )