Market segment exclusive blue ocean
Hurun Rich List
Just a while ago, the Hurun Rich List in 2017 was officially released. What was surprising is that this would create the "world's largest annual meeting". Then, the Jack Ma , which would build a "Damo Academy", lost to An Anjingjing and silent Ma Huateng , and the biggest reason for Ma Huateng's assets soared is to create the social phenomenon game "Honor of Kings". The number of users of this game exceeds 200 million, and its annual revenue of 6 billion exceeds the total of 3,079 A-share companies. The performance of this game alone has caused the stock price of Tencent to rise by 60% this year.
Engine Heart
On March 7 this year, "Honor of Kings" released a skin called "Engine Heart" for the hero Zhao Yun , priced at 888 points (88.8 yuan), and the sales in one day were as high as 150 million yuan. In addition to skins, Honor of Kings also has paid methods such as purchasing heroes, inscriptions, and coupons. However, this mobile game, known as the "Tencent Banknote Harvester", is no longer just a game. Its derivative live broadcast, video, e-sports, media, peripherals, etc. has become an industrial chain with sufficient market value and profit space. The Honor of Kings Professional League, which represents the confrontation between the top players, has a total prize of up to 1.85 million yuan, setting a new record for mobile e-sports events.
Teacher Liu Jun
Why are there so many mobile games on the market, and only "Honor of Kings" has such influence? Teacher Liu Jun once said: "The core of the boss's strategy lies in positioning." The quality of positioning determines the level of product achievements. Why does "Honor of Kings" add social functions? Because "Honor of Kings" was initially positioned as a MOBA (multi-player online tactical competition) mobile game, but there were too many similar products on the market at that time, so the performance was mediocre. When Tencent combines its own advantages of "socialization" into it, it becomes a kind of micro-innovation. This micro-innovation has also made "Honor of Kings" a pioneer in the social MOBA mobile game segment, enjoying the rich rewards of opening up the blue ocean.
Both fame and fortune are gained, talents are returned to their hearts
Many people believe that the birth of this game is Tencent’s third product that influenced society and the world after QQ and WeChat . This confirms the success of "Honor of Kings" to a certain extent, but in fact, in addition to luck and the bonus brought by the platform, it is more about the efforts of the project team.
If you work hard and have achievements, you will naturally get rewards. Ma Huateng never treats such a meritorious minister unfairly. Last year, there was a lot of news: the annual bonus of the "Honor of Kings" team in 2016 was 1.4 million yuan, with a minimum dividend of 600,000 yuan, and the core employees even received 2.9 million yuan. The "father of "Glory of Kings"" Yao Xiaoguang has even received a performance reward of up to 200 million yuan in 2016. This is not the first time Ma Huateng has rewarded employees like this. As early as 2014, there were rumors that Tencent's League of Legends team had paid year-end bonuses with a salary of up to 60 months. Employees with a monthly salary of 20,000 yuan can get 1.36 million yuan in the year-end bonus.
Netizen comments
Not long ago, it was reported on Maimai that the year-end bonus of the "Honor of Kings" project team this year is 120 months of monthly salary. Although it was quickly clarified by the official on the grounds that "the time has not arrived", many people still think that the rumors this time are not surprising even if they are true. Because as early as mid-June this year, there was news that the Honor of Kings team received an 82-month year-end bonus. Even in the same month, some Hong Kong media reported that Yao Xiaoguang bought a 2,064-square-foot (about 193 square meters) mansion in Hong Kong for HK$98 million, which became the target of gossip in the industry.
Why does Tianmei L1 Studio, which produces "Honor of Kings", choose to work for Tencent instead of independent of itself? Why are talents like Yao Xiaoguang willing to stay in Tencent?
Teacher Liu Jun
The answer is obvious. employees go to the company to work for nothing but for "fame" and "profit" . Tencent has done a good job in this regard.By designing a very complete employee hierarchy system, employees can meet their needs in terms of "name". Employees can choose professional routes or management routes to improve their level, and they have two opportunities for assessments every year. In terms of "profit", Tencent provides very competitive salary and benefits in the industry, and there are various other rewards. In addition to the year-end bonus mentioned above, there is also the "Mingpintang" award. In addition to commending at the annual meeting, the winning team will also receive a reward of RMB 100 million.
Establishing mechanism to stimulate vitality
Ma Huateng once held an entrepreneurial speech at the University of Hong Kong, in which a secret was told: Before the birth of WeChat, there were three teams in Tencent doing this project at the same time. The main competitors were Zhang Xiaolong 's e-mail team and mobile QQ team. These teams are developing mobile-based communication software at the same time. Each team has different design concepts and implementation methods. In the end, WeChat was favored by more users, so Zhang Xiaolong became the biggest contributor.
Zhang Xiaolong
This is exactly Ma Huateng's business wisdom: when many companies make products, they often directly define the attributes of the product, such as black or white, but he found that the definition of Internet products is determined by user voting. So at the beginning, Tencent will not define whether the product is black or white, but will have a grayscale cycle. In this grayscale cycle, lets the user's reputation determine whether it is life or death, whether it is white or black. So there are three teams who produce a project separately. The products produced by different project groups must be very different. By putting these three products internally for testing, internal employees will judge the final winner.
Ma Huateng
Tencent does not think this approach is a waste of resources, because there is no competition, it means the death of innovation . And even if some teams fail in the competition in the end, it is still a source of inspiration for successful people. After WeChat won internal victory, the advantages of several other similar projects were also absorbed, making WeChat stronger and better.
Business wisdom Upgrade thinking
High-tech enterprises like Tencent need mechanisms to stimulate internal rigidity, let alone those companies that have existed for 40 years and 50 years? Teacher Liu Jun once said: "There is no traditional enterprise, only traditional thinking." The quality of an enterprise is closely related to the manager's thinking. The times are changing and the trend is changing, but the manager's thinking remains unchanged. This will only lead to the company being eliminated by the times and abandoned by the trend.
teacher Liu Jun
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