The obstruction alternate 】 【 Tencent

the mother of success is failure, Tencent bottleneck maybe from its pride tradition of experience.
of: Cheng Ling Feng was loosened in :2011-3-5 from: IT Manager of the World

the leading business, specializes in minimally Tencent no problem; but in the face of a new business at first the competition, need to revolutionary innovation, minimally regardless of the rivers and lakes with
Tencent never a lack of thinking, the negate is nothing more than Now the anonymity of an investment bank critic Tencent gives Reason he would like to publicly point of view, is because, first, Tencent Bo in e-commerce and micro-businesses and other new face of unprecedented resistance. The chief market expectations of profit growth from Tencent. Second, small businesses more authentic understanding of Tencent, the more promising to create their own.
Cheng Ling Feng: Why Tencent staff to communicate via a point of view? The careful reader will first ask this.
Analysts: bounty. Tencent said that the problem of who ought be looking for Tencent. You will be cautiously identified, will not grant me to talk rubbish. And you have a public personality, the ability to zoom. In this way, and non Tencent Tencent people can contrast these ideas seriously, and periodically by others than himself in the mirror clasp system base it easier to face some of the bad. The industry is die, a stir on the confusion; still meantime the air blows the tree, talking to particular consideration.
Cheng Ling Feng: Tencent bottleneck it?
Analysts: Everyone knows that failure is the mother of success. Learn from your errors and often modify the route to success. In fact, vice versa: the mother of success is failure. Past success often does not apply to current products or industries. The more successful the quondam, more experience, the more difficult subvert their own, fashionable business is cozy to fail. Search is to Microsoft, social networks are so in Google.
Cheng Ling Feng: New products and new industries specifically refer to?
analysts: There are several large and small. 1. QQ platform's success is already out of appointment? Ability to quickly transition to Web2.0 platform. 2. Pages and APP respective to the client's more rapid growth and change, such as micro-blog, SNS. 3. QQ platform based on the formation of the products and quick profits piled customaries, whether as a platform for business transformation, general account, considered a long account. 4. E-commerce and quest, Tencent in the end understand it or not. Easy to time shift the world, political reform should carry on. Companies like Tencent, not a disaster is very difficult to self-denial.
Cheng Ling Feng: stop Tencent experience to adjust to new environment, or bottlenecks, where?
Analyst: In the leading business, specializes in minimally Tencent no problem; but in the face of a new business before of the rivalry,Zhang Wu of the, you need to revolutionary innovations, mini innovations regardless of use. For example, there is the experience phoned Tencent fast iteration, small run, many people trust that this ensures Tencent in the game, send and other products, the success of the industry engage. I understand that, and constantly improve the product based on user response, not guesswork and the viewpoint of users and markets to make the Great Leap Forward-style development. But this idea does not necessarily apply to entire sub-sectors. E-commerce, the Department of Taobao is a typical As a result, Taobao very successful, but several times as large as before the development of opportunities, tap did not arrest.
Cheng Ling Feng: Specifically, the next and why?
Analysts: Tencent product zones are versed with closed-loop system, which is 100% control of the consumer experience, chat, games, mailboxes are true. However, C2C e-commerce is one open system, the platform can merely control the first half of the end user experience, tin not certify such as half-side distribution and marketing of merchandise in a timely means. If you do no have ample resources to leveraging coupler force, it is complicated to ensure that the entire chain of the user experience. To this end, Taobao in the efficacy of the lack of ample grasp of the situation in the next up to kick melodrama on the one hundred million yuan CCTV advertising, proposed to motivate in the short term reassurance and resources of third parties.
Cheng Ling Feng: This product concept with the traditional Internet discord it?
Analysts: This with the rapid iteration, small run is not agreeable. Taobao an ad up on the yuan, is not small. In the case of the unknown effects of the input, and rapid iteration embodied the idea of ​​crossing the river by sensibility the different file. For example, the chief government to poll 4 trillion yuan stimulate the economic. Government expects the economic as a whole because it 4 trillion yuan C2C is the same wheel, stimulate the prevalence needed to wreck through the critical point of a one-time large investment.
Cheng Ling Feng: Tencent to see the thing would be compliant to post a big investment.
Analyst: But some habits or procedures, hamper the following risks will have views of the new pass up and put into train. The EVP small number of decision-making over, a great number of transactions processed per day, working capability, no stamina to know the details of every business line. As a result, executives can watch some opportunities, but not verified, prefer than enhance a muscular hazard; and decision-making because of its position, the first time to penetrate a lot of things can not understand that decision lag is unavoidable.
Cheng Ling Feng: Do you think how to relieve?
analyst: One way to more open decision-making, to say in more elaborate the business, decrease the time cost of information transmission. But this will create new problems. When the decision-making to interfere too small, has led to the execution level play space is compressed, when the executives more than their hands to work with the head itself is difficult to run things out of color. So this is a side effect of large prescription-type symptoms.
Cheng Ling Feng: So is not feasible?
Analyst: Yes. There is a different situation unattended is a emergency. At this point, the accident ambition be deeply touched the result of decision-making idea, determination makers have the opportunity, there is power, there is a thorough reconsideration of the context, thus generating more minds and mechanisms to cultivate the implementation of the executives have long adored the time merely can not assisted to attain a digit of ideas, so results may be significantly increased. However,Group B 30p Expo Night, the organization of a self-learning aptitude, not just while the crisis epiphany. Usual to have gradual enlightenment, some commerce evolution may be better than the present.
Cheng Ling Feng: This style of business relationship with the company's traditional big?
analysts: this idea of ​​contrast is indeed closely related with the business basis. Tencent said by some people as But This led to two corporate cultural differences. A more worrying: If your competitor away oasis, how can I? Another more cared about: If losing the trust of associate or partners, how can I?
Cheng Ling Feng: The traditional neatness there are other bottlenecks do you muse?
Analysts: Tencent There are dozens of business elements, central general director (GM), the equivalent of this sector CEO. GM has a 2 alternatively three Assistant General Manager (AGM) adjuvant. But as distant as I understand, Tencent GM are the substantial display space is relatively small, a lot of time in areas such as assessment, approval, business plans and other governmental materials, said CAO (Chief Administrative Officer) is more fitting than the CEO. AGM is really guiding the specific business, say their business than GM big, and whether the inconsistency with the GM, GM can not be closed, need to ascend to a higher level.
Cheng Ling Feng: This will lead to what?
Analysts: GM would like to mediate if a bit deeper, AGM or related ministry governor may have different views, then they need to introduce EVP, make them a deeper involvement. So many departmental decision-making will be to EVP level. Coordination costs are not small. Tencent's decision-makers that I've seen since the listed companies hired the most hard-working, most dedicated gang. But they are people not dine, nap 24 hours a day, in the decision-making things they can, the number is not endless, the quality is not 100% absolute. I want to say is: a lot of Tencent business line, the status quo is nice, stable business. But as new business, increasing decision-making, time-consuming too long, not to fully motivate the business backbone.
Cheng Ling Feng: Performance assessment is to be, this does not motivate the backbone of it?
Analysts: it will cost too many to promote active war. Suppose a new fight advertising business is such a thing, we should be production a month or two e-mail dispute, displeasure is inevitable. Time window electric providers will in 2023. In fact, several opener is to know how to dry, take the information just attempting to GM should be the best, stand up and say to do so, and dry all of the worker, dry wrong on me. But the reality is that the present organizational structure, the terms for the business, GM is the CEO, EVP should be considered as investments, but investors appear to be CEO, not the pipe company.
Cheng Ling Feng: What namely your proposal?
Analysts: New Business new approach. Tencent said tradition is one to ten, Taobao style is said to make a ten. Tencent is to verify before you speak, talk first, then explore Taobao. Tencent said open is This is the first, and second, be provided in the investment. Tencent risk-sensitive, so soon have forcible, and considered out of operation. However, Taobao in the case do not know what hit 100 million yuan advertising, ROI is naught. Taobao learn from. In the cultural heritage on the root of Tencent, but also to ascertain a direction to let decision-makers to fast and lightly , not clear to put off the first.
Cheng Ling Feng: You said Taobao, Baidu that it?
Analysts: Baidu interesting. Baidu treatment manufacture was felt not very strong, the company is a big division, new business development is not up. So to recognize the reality, lamb, money, resources and people out of joint, the other from a pool of individual practice. Resources to assist also counted the money. Tencent is different, each line of business is taking the If the formation of a corporate headquarters out of resources and subsidiaries in their own way, the use of resources to do the headquarters of a subsidiary's business, may be more effectively manage and motivate.
Cheng Ling Feng: Are there whichever have to 要一分为二, tradition and innovation in the business separately?
Analysts: can not be denied, Tencent is now a virtual team, cross-sectoral co-operation cross the business system model is very effective for many businesses. But relatively new, or done more difficult at the headquarters, jump more or higher-cost business collaboration,Chen Zhou approximately success and the 3 elements Stick , humility and vigilan, Tencent may wish to consider this mode of action. Premise is to first identify the ecology of these two clear business, which is the mainland, which is the special economy districts.
Cheng Ling Feng: It seems that Tencent is also interested to do the correction of organizational structure.
Analyst: I listened that team to the Cisco Learning Management System, a cross-departmental decision-making teams, decentralized decision-making. Cisco's big wastage in 2001, Chambers re-organization, the ladder-type building broken up, the establishment of the Council. Its members are senior executives of various departments, disburse more relying on the degree of success in their respective Council, not individual rendition of the sector good or wrong. Thoughts from the company's overall scope of this problem. But I see it, is a sign of actual change, the existing members of the Executive floor can really play some present only in the Council can play a character in decision-making level.
Cheng Ling Feng: What do you think Tencent aware of these
Analyst: Sure. Tencent in China, made the first micro-Bo - surging, along to the idea of ​​the community do not blaze. Sina was to learn, according to media cerebral to do. Chinese New Year begun advertising. Adjust the calculate in a timely manner. This is important: the media is big business, not small businesses. The so-called small businesses, ROI is to be considered remove enough,Lacoste Camden Trainers, the corresponding input and output is very direct. But big business is one to one correspondence among input and output is not strong. You can not say more than purchasing a TV today, tomorrow will be skillful to bring the number of ads. Is the brand-driven advertising, mark need a fussy point. The critical point of a one-time investment.
Cheng Ling Feng: Tencent traditional business is big business or small business?
Analysts: Besides pearly, the media is charged to the Business, and Tencent's business is used to charge the Customer. The former is big business, which is a small business. Big business is to think big to depend on big plans, sometimes even by the sense, rather than using formulas to enumerate it. Companies should manner a quick This is not just Bo on the micro-adjustment, that Tencent will realize that alteration. However, in the Pan-commerce, but also expect a big move.
Cheng Ling Feng: Do you think the bottleneck is the tactical and strategic level? Why necrosis?
analyst: a strategic level, but not disgustful. Reason for this judge, or the identity basis Tencent side: crew ability, resolve to fight big respiration. Founding crew is still very intact, and spiritual tradition. They are surely not for the money or the work of a general sense, but a sense of task. These people, sooner or later to establish a true learning organization quickly. But will inevitably make mistakes and the corresponding costs.
Cheng Ling Feng: You these outlooks, Mr. Ma has reply?
Analyst: No direct communication with the pony also. In fact, we are Mangrenmoxiang outsiders, with the magistrate the impression and experience, to the proposal. Ma's most universal information only to master yourself. Man of his altitude, only to fulfil on their own. To a very lonesome place, stimulating indeed.
(On the Web columnist for the FT Tencent Chinese Science and Technology Center Director)