Reinventing the Millennium

Perhaps because of the overwhelming public opinion, less than a week after Yixin went online, calls came unexpectedly from China Mobile, not just China Mobile. Within two days, Fang Zhuo received calls from different levels of China Unicom and China Telecom.

Yike has cooperation with China's three major operators. China Unicom has the deepest cooperation, followed by China Mobile and Telecom.

However, the mobile SMS service market is the largest, and Fetion is the largest instant mobile communication software, so it has the fastest response.

In other words, it is the easiest to be persuaded.

Fang Zhuo's rhetoric on China Unicom and China Telecom is exactly the same as that of China Mobile.

Where is this?

I co-authored a Fortune 500 company that can’t even make a piece of software?

You really need to be vigilant. You should pay attention to Penguin. It is the overlord of the communication business and it has become a giant by relying on communication traffic!

What kind of company is our Yike company? He's just a mobile phone seller, and he may occasionally be involved in finance, so he really doesn't need to be so sensitive.

Fang Zhuo's response was well-founded and based on reality, he refuted the inquiries from the operators very well.

In turn, China Unicom's vice president Wu Yunjun, after talking to Mr. Fang, made a call to the head of Penguin after some deliberation.

China Unicom has been cooperating very well with Yike since the 3G trial operation last year, but it also cooperated very closely with Penguin a long time ago. If China Unicom had not paid for Penguin's value-added services through phone bills, Penguin's development might have gone in another direction.

When Ma Huateng received a call from China Unicom at this juncture, his first reaction was that it was related to Yike's Yixin.

As a result, the facts were somewhat different from what was imagined.

"Mr. Ma, we took a look at the software made by Yike. It's a bit like Fetion." Wu Yunjun came up to talk about Yixin, "We also tried it, and that's it."

Penguin's lobbying for operators was not done by Ma Huateng. Hearing such straightforward feedback, he felt a little uncomfortable and said: "Mr. Wu, the prospects of this market are great. Yixin can break through the operators." Restricted free text messages will be an important attraction, and combined with the development of the Android system, it cannot be underestimated in the future."

"Yes, the future should not be underestimated." Wu Yunjun mused, "So, Mr. Ma, look at this. Yixin's opponent is Fetion Mobile. It depends on how it can pass the Fetion level."

He persuaded: "We just need to be ourselves. I see that Penguin has indeed encountered problems recently. Let's solve the problem first and focus on our own market. Isn't that better than anything else?"

When Ma Huateng heard these words of persuasion, he felt something different in his heart.

At this juncture, "be yourself" and "focus on your own market"... what do you mean?

He slowly said: "Mr. Wu, the company is paying attention to the relevant situation and is actively working to solve it. Now it has removed the incompatibility with 360 and is trying to have a dialogue with them."

"The leaders of Industry and Information Technology have noticed this between you and 360." Wu Yunjun mentioned and changed the topic, "Mr. Ma, I have expressed my meaning clearly today. As for the market involving SMS, let Fetion and Yixin Let’s go work on those software, we Penguins don’t have to do it.”

Ma Huateng: "..."

Who is responsible for this lobbying work?

Are you only getting a Penguin salary?

He said in a deep voice: "Mr. Wu, I don't understand what you are saying. Why can't Penguin do it? Yike can do it, why can't we do it?"

"Mr. Ma, I should ask you, why is Penguin still doing this? There is already Fetion in this market. Well, you said that Yixin can use the boundaries of operator SMS to compete, then as long as Fetion also makes it free, Yixin Wouldn’t it be impossible to do it?” Wu Yunjun, who had done research, advised, “I don’t think there is any need to overreact. The so-called media hype of Yike’s threat to penguins will be eliminated automatically by then.”

What is the theoretical basis for Yixin to attract users and grow?

Text messages between the three carriers are free.

That's simple. Fetion is now free within mobile. If we sit down together and talk about it later, wouldn't this matter be solved easily?

Don't overdo it, don't overdo it, Yixin is not powerful.

On the contrary, it is Penguin, which is recognized as having huge traffic. If you want to enter the SMS business in one fell swoop, you really have to weigh it carefully.

Wu Yunjun thinks there is no problem with the logic of this matter.

"Mr. Wu, text messages are one thing, and the product itself is another. The mobile version of Fetion, it..." Ma Huateng did not say his evaluation of Fetion, "Yike's Yixin positioning is very clear, and the product is very simple. It’s easy to use, and in the time it takes Fetion to solve the three barriers, Yixin may be able to grow.”

Wu Yunjun smiled and corrected: "It's called simple."

Ma Huateng disagreed: "It's simplicity."

"Okay, okay, concise is concise. Let's not argue about this. What I'm saying is that Penguin doesn't need to get involved." Wu Yunjun calmed down and said, "This is not good."

Ma Huateng insisted without hesitation: "We must make mobile products and face the challenge of Yike."

Wu Yunjun asked: "Are you targeting Yike or the operator?"

This is quite heartbreaking, and the answer is also very idealistic.

Ma Huateng asked back: "Mr. Wu, do you think the 17 billion drop in market value before the Penguin holiday is all due to short-sightedness on the part of investors?"

Although the Hong Kong stock market is closed for the National Day and Mid-Autumn Festival, the stock price still has not recovered.

Wu Yunjun also asked: "Isn't this because you failed to handle public opinion well? Is this just because of Yike?"

This time he said sternly without waiting for the other person's reaction: "Mr. Ma, you said you want to make a mobile product, but that's all I have to ask for, don't match your mobile address book."

If you don't do the matching and importing of address books, what's the point?

Ma Huateng was silent for two seconds and refused: "No, Mr. Wu, we have to do this."

Wu Yunjun said forcefully: "Mr. Ma, I'm not negotiating. This is a red line."

Ma Huateng had many emotions in his heart, and finally he said: "Why can Yike do this?"

"It's made for mobile phones." Wu Yunjun softened his tone, "Well, Mr. Ma, I can tell you here that I can actively talk to China Mobile about Fetion. You don't have to worry about this, right?"

The thoughts in Ma Huateng's mind were ups and downs. After a moment, he gave an ambiguous reply: "Mr. Wu, this matter is not that easy."

Which thing? Are you talking to Fetion? Or is Yike doing Yixin?

Wu Yunjun didn't go into details. He had already drawn the red line today, and he didn't expect to get a very clear reply immediately. Penguin is also a giant company.

He dropped the last word and said, "Mr. Ma, we'd better solve the current problem first."

Ma Huateng put down his phone and frowned tightly.

It is understandable that China Unicom, as an operator, is concerned about Penguin's traffic, but this is unfair.

Either everyone doesn't do it and your operator does it directly, or everyone can do it and there is no reason to treat it differently.

Yike is already a giant, but if he ties one hand to Penguin, how can he still fight?

Ma Huateng sat in front of the computer to digest the "China Unicom red line" issue, and planned to bring it to the General Office meeting for discussion. The red line is not advisable, but Wu Yunjun said that he strongly promotes Fetion. Does this also have the opportunity to curb the development of Yixin?

He thought carefully about the latest information and casually opened his Penguin Weibo on his computer.

Then, Ma Huateng saw the trend spreading from Sina Weibo to Penguin Weibo.

"Hi, I'm Hippo Man. I also tried Yixin today and it feels pretty good."

"Hahaha, everyone is a hippo man!"

Ma Huateng closed the web page expressionlessly.

This is Yike’s marketing in action.

From the hippopotamus joke surnamed Fang, to the hippopotamus incident that stirred up public opinion, to Yixin launching the hippopotamus emoticon package, now there is a new word "Hippo Man" - which means using Yixin to fight against penguins...

Such a string of public opinions is undoubtedly the work of Yike Company.

From a purely marketing perspective, this set of actions is really beautiful, because the effect seems to be very good.

but……

From the perspective of being resisted, it is very disturbing.

After Penguin became one of the four giants of YBAT, and after Penguin's market value continued to rise and was expected to reach 30 billion US dollars, Ma Huateng suddenly felt confused and confused. Why did this happen all of a sudden?

Penguin’s previous vision was to become the water and coal of the Internet. How come it suddenly became so criticized?

…

On the evening of October 7, there was laughter and laughter in the Yike conference room.

"Li Lan, is this your fault again? Why is there another hippopotamus man? Is Yixin going to use hippopotamus as its factory logo in the future?"

Fang Zhuo noticed the detailed changes in public opinion before the meeting, and complained about it when the conversation was almost over.

"Mr. Fang, this is really not true. This is purely a spontaneous creation by netizens." Li Lan, who was named, was innocent.

Although Yike is an independent subsidiary,... since its launch on September 30, Yike has been responsible for its promotion, marketing and other activities, and Li Lan specializes in public relations and marketing.

He then added: "We pushed it after noticing its popularity, and then everyone liked it even more."

Fang Zhuo shook his head slightly, this was almost a carnival.

In other words, it was already a carnival.

He asked again: "Then you came up with this PP code name?"

According to new news from public opinion today, the Yixin software launched by Yike was code-named PP during testing. The reason why it was named this way is because it ranks in front of Q in the alphabet, OPQ...PP, QQ.

Lezi people like this kind of news the most, and this undoubtedly proves the corporate culture of Yike Department, even the software test code names are so tit-for-tat.

Since the birth of the Hippo Incident, there has been new news every day.

This can’t help but make many people sigh, what is a giant?

Look at that 360. When competing with Penguin before, there was often no new news for a week. However, Yixin still has the status of a giant and can come up with new things every day to compete with Penguin.

"This is really not true." Li Lan said this again, shook his head and said, "Mr. Fang, we don't know. Maybe Yixin is online and some test users don't want to keep it secret. After all, it's not just our employees who are Yes, even Mr. Xiong and others know it.”

Anyway, according to the feedback he received, the details of this codename were first revealed by an anonymous person on Zhihu. There was no specific verification as to whether it was the wisdom of a bear.

Fang Zhuo took a sip of water, thinking that the public opinion this time had the help of Wang Xing, the spontaneity of netizens, the promotion of the company, and the suspected leaks of his own employees...

He lamented: "Everyone adds fuel to the fire, and the public opinion is so high..."

The high result is that as of 5 p.m. on October 7, basically one week after Yixin was launched, the number of users has exceeded 5 million.

This is the combined result from the YMS system, Symbian system and active downloads.

How to understand this data?

It is easier to understand with the current competitive product Fetion. The data released by Fetion is that it has close to 150 million registrations and 37.24 million active users.

The data compiled internally by Yixin is the number of user registrations... However, it is almost the number of active users.

Because everyone is very active after registering.

This is very rare, and it may be because the time is too short, and further observation is needed.

Fetion was born in the middle of the year before last. After two years, it became the number one instant messaging software on mobile devices. Yixin was born seven days ago, and its active users already account for 13% of Fetion.

Regarding this growth and trend, one of the key points of discussion in Yike's internal meeting today is... operators are indeed in a hurry.

Whoever is the operator and who is in a hurry will definitely find ways to interfere.

Because Fang Zhuo has clearly received a call of concern, everyone is actively thinking about how to deal with it.

At present, there will definitely be pressure, but the strategy should also be effective.

Putting aside the reasons such as the recent launch of Yixin and the public hype, returning to the essence, there are three operators instead of one, and the competition between these three operators is also great.

China Mobile accounts for the largest proportion of SMS services, so there is a question worth thinking about for the other two companies.

It can also be said that this problem is the same for users. Is text messaging more expensive or data traffic more expensive?

Can the revenue prospects from users’ data usage make up for the company’s losses in SMS business?

If you can't make up for it yourself, should you seize the time and steal users from your friends to continue making up for it?

Because of the proportion of mobile business and the existence of Fetion, the first choice for this strategy is China Unicom, which has good cooperation with the company. As long as China Unicom can follow suit to make the pie bigger, all the methods from operators, not limited to looking for leadership departments, will be self-defeating. .

Fang Zhuo discussed public opinion with the executives and finally said: "I have already considered how to discuss this matter with China Unicom. This is what I want to tell everyone. The mobile Internet is not only an extension of the Internet, but also more It’s still a kind of subversion. It’s very important how you choose, so keep working hard.”

There was a roar of promise in the conference room. Yixin's performance this week has injected great confidence into the construction and development of the company's ecosystem.

Wrapping up the meeting.

Fang Zhuo felt his phone vibrating before he even sat down when he returned to the office. He looked at it and saw that it was a number from Gongxin.

He frowned slightly. In just a few days, did the operators go directly to the competent authorities?

Unexpectedly, the phone call was about outdated competition. Industry Information Technology called Yike to hold a communication meeting, but this was related to 360 and Penguin.

"No, Secretary Zhao, what does the communication meeting between 360 and Penguin have to do with Yike? Are we talking about Yixin?" Fang Zhuo was confused.

The secretary on the other end said clearly: "It has nothing to do with Yixin. It's just the competition between 360 and Penguin a while ago. We have been investigating it."

Fang Zhuo was surprised: "Then why are you calling me?"

"You ask Mr. Zhou to come back first and participate in the meeting." The secretary said.

"I asked him to come back...it's not like..." Fang Zhuo thought, as if he really sent him away, and paused, "You just ask him directly."

"I don't know the number, Mr. Fang. This is how it has been decided. We would also like to hear the opinions of Internet companies on this competition." The secretary talked about the role that Yike was invited to this time.

Fang Zhuo had no choice but to reluctantly agree.

Hmm... During the communication meeting between 360 and Penguin led by Industry and Information Technology, Yike was present, making it seem as if Yike was the mastermind behind 360.

Fang Zhuo thought for a while and called Zhou Hongyi in New York to inform him of the matter.

"Is it safe? Did you trick me into going back? Mr. Fang, who called you?" Zhou Hongyi was very wary.

"Don't worry, it's the leader's secretary that I know." Fang Zhuo replied, "No problem, just come back."

Zhou Hongyi is still vigilant: "The person is right, what if he lies to you? Mr. Fang, how can you be sure whether he has lied to you?"

Fang Zhuo: "..."

He really couldn't be sure.

Zhou Hongyi was frightened and sighed: "Mr. Fang, I didn't expect that I would come out like this before. Don't worry, Mr. Fang, many things are uncertain. I can't go back now if I wait any longer. "

Fang Zhuo was very sure that there was no problem with this meeting, but he could also understand the situation on the other side, so he had to end the call without saying anything more.

One day later, Zhou Hongyi took the initiative to call back.

"Mr. Fang, I'm flying back tonight. Let's meet in Shencheng."

Zhou Hongyi changed her decision and agreed to return to China for a meeting.

The choice wasn't difficult, just another familiar either-or choice.

——"Either go back, or be kidnapped back."

This must be because Mr. Fang's subordinates are rude and careless in doing things. He will never believe what Mr. Fang said. He will never believe it.