[Summary] Tianya’s sixteen-year journey of product operation!

Many friends may know that Xing Ming is one of the earliest Internet people in China, and Tianya Community is one of the earliest Internet companies in China. They also know that the founding team of Tianya has many successful projects.

Such as: celebrity wardrobe, Chen Yong’s venture capital fund, reading APP Poison, etc. However, people may not be very clear about how Tianya Community went from striving for an A-share listing to being forced to settle for a new third board. This is a story that still carries our emotions. Today I would like to share with you some memories of how Tianya Community grew from a single page to an independent community with hundreds of main sections and over 100 million daily visits. There were no profound principles or wise decisions, only efforts to survive. From 1997 to 1998, like many early Internet users, I used dial-up Internet, hung out in various BBSs and chat rooms, and paid a hefty phone bill every month just for those virtual IDs on the Internet, including friends and enemies. Later, due to regulatory reasons, many chat rooms and forums were closed one after another, and some like-minded friends got together and conspired to open up a private plot for everyone to entertain themselves. At that time, 968 (Xing Ming, Chairman of Tianya Community) was already a stock god-level figure, so naturally he provided the funds and was also the boss. A group of friends flew to Haikou and started working. In the embryonic stage in 1999, in March 1999, after the founding team's hard work in Haikou (the current chief scientist of Tianya Community, Zhuo Rui, a coast guard soldier who had not yet retired at the time, worked on it for several days in his spare time), the Tianya BBS page was launched. The technical architecture and ASP underlying layer of 1999 are still in use at Tianya today. When I think about it now, I still miss the scenes at technical conferences where both internal staff and partners hated Tianya's technical architecture with all their might but could do nothing about it. The slowness in adapting to new technologies also directly led to several failures in Tianya's development history, but that is a story for another time. At that time, there were only columns such as Stock Forum, Tianya Chat, Computer Technology, Emotional World, Art and Literature Essays (later renamed Literary Essays), News Commentary, Sports Focus, Bookworm Teahouse (later renamed Leisure Book Talk), Travel and Leisure, Hainan Development, and Tianya Mutual Aid. The main members come from the Sitonglifang forum and chat rooms; Bihaiyinsha; Angel's Home; Mop; Longkong; NetEase; Xici Hutong. On November 10, 1999, Ning Caishen published "Tianya, This Rotten Place" on Tianya Chat, which expressed his deep affection for Tianya by saying the opposite of what he meant. On November 27, 1999, Guantian Teahouse officially opened. The first moderator was Lao Leng, a scholar from Peking University. The name of Guantian Teahouse came from Chen Yinke's seven-character poem "Mourning Mr. Wang Jing'an": "What we have learned is related to the will of heaven, and we know each other's truth." At that time, there were only a few hundred people online in Tianya Community at the same time. It was rated as China's "most humane community" by Computer News at the end of 1999 entirely because the media guys were all over Tianya, and they could learn from them in terms of topic selection and content. 1. Product : At that time, Mop was our goal. Mop did a great job on the product of Mop. Both its function and stability far surpassed the simple page of Tianya Community. The text-based online games of those days, the character attributes of community members, and community props are still up-to-date from today's perspective. However, due to limited conditions, the design of Tianyacheng, a product that combines online life, social networking and gaming attributes, was shelved until 2007. 2. Operation : There was no dedicated operation team at that time, and everyone was focused on content and...well, online dating. 968 There is a famous saying: Those who have never had an online relationship have no sense of the Internet. 3. Users : The user base at that time was not as large as it is now, and was relatively high-end, so there was no need to worry about management issues. Moreover, with good content, the natural growth through the traditional media that was still quite prosperous at the time was very good, and soon our server bandwidth was not enough. At that time, the bandwidth from Hainan Island to Guangdong was only 2MB. 4. Goal : To be honest, there is no commercial goal. 968 is a literati at heart. He is not sensitive to business and even somewhat rejects it. This is the reason why Tianya Community survived, but also the main reason why it has not made a profit so far. The company's genes were already fixed by then. 5. Content : When there is no operational goal, there is no guidance on the content, and everyone is allowed to play with their own ideas. As a result, well-known writers such as Ning Caishen, CD Salesman, Xiao Li Feidao's Master, Nalan Rongruo, and Feng Chui Peilan have emerged. Unsuccessful enlightenment period 2000~2004 In January 2000, IKEA published "The Last Debate of the Century: China's Liberal Left versus Liberal Right" and "The Thought Debate at the End of the Century: What Are the New Left and Liberalism Fighting About?" at Guantian Teahouse. 》The CD seller published "Online Literature: Take a Break!" 》 sparked discussion. In August 2000, Tianya Community officially began brand cooperation with Tianya, a well-known domestic humanities and thought magazine. "Tianya Zongheng", a humanities and thought forum integrating the relevant resources of Tianya magazine, officially appeared in the Tianya community. Its moderator is the famous scholar Li Tuo. This cooperation enabled Tianya Community to quickly establish its brand position in the field of humanities and thoughts and become a landmark website in this field. In November 2000, scholar Cheng Xiaonong published "Intellectuals and 'Activists'" at Guantian Teahouse, sparking controversy among netizens. On November 28, 2000, Ximen Daguanren became a rising star on Tianya with his long-running serial "You Say You Are Sensitive Everywhere". In April 2001, Wang Yi published his masterpiece "Traitors of the 20th Century (Part 1)" in Guantian Teahouse, which attracted many netizens to post comments and had a huge impact. During this period, thanks to the efforts of Wang Yi and Pu Su, Guantian Teahouse became very popular. Tong Tianyi, Lei Ligang, Qiu Bai Shuzhai (real name Liu Dasheng), Li Xianyuan (net name Xin Nahan), Moro (net name 3699), Ye Shuming (net name Yiting), Yi Daqi (Kong Jiesheng), Wang Xiaohua, Gu Qingsheng and others became active netizens of Guantian. The China Internet Yearbook (2002) described Guantian Teahouse as follows: "The articles on Guantian Teahouse are known for their ideological and academic nature. Due to its popularity, the discussion atmosphere is also good. It is particularly worth mentioning that there are many well-known domestic writers and scholars who come here. Some of them participate in the discussion anonymously, while others directly reveal their real names, which invisibly enhances the influence of the forum." In April 2002, netizen Murong Xuecun serialized the online novel "Chengdu, Please Forget Me Tonight" on Tianya, which was quickly read more than 200,000 times, creating a miracle in the history of online literature. At the end of 2003, the trial version of Tianya Blog was launched, becoming the first website in China to combine the BBS public community with personal blogs. In January 2004, a netizen named Shi Nian Kan Chai published the series "Leisurely Reading Water Margin" in Guantian Teahouse. It was later published as a book and became a popular book of the year. In March 2004, the Internet Laboratory released a research report that 60 of the world's top 500 websites were from mainland China, and Tianya Community was the only comprehensive community website on the list. In June 2004, the first SMS Literature Competition co-organized with China Mobile "opened up a new era of SMS literature" (mainstream media comments). In December 2004, it was rated first in the overall ranking of "Top 100 Chinese BBS Communities" and first in the "Top 10 Chinese BBS Communities with the Most Investment Value" in the evaluation organized by the World IT Laboratory. In December 2004, the results of CCTV's "2004 China Touching Person of the Year" were announced, and Xu Benyu, the protagonist of Tianya Community's "Two Rural Primary Schools and a Volunteer Teacher", stood out and "went from touching Tianya to touching China", becoming one of the top ten people who touched China in 2004. 1. Product: In 2000, we discussed many times how to make profits, consumed a lot of seafood and liquor and beer, and made a decision that made me run away from home for the first time and not do anything related to games. There are three questions that still ring in my ears: Who will spend money to play games? Who plays games online? Who spends money to play games online? These three problems directly led to Tianya Community's first missed opportunity with online games; at the same time, this year's discussions also denied the direction of relying on advertising to drive revenue. 2. Operation: With the improvement of Tianya's basic laws and the rapid increase in the number of users, the operation system of Tianya Community was divided into two parts: community operation and station management. Its station management system has become the reference standard for almost all online communities in the following years. 3. Users : In 2004, the number of users had grown to tens of millions. With the increase in the number of users of online photo albums and blogs, more and more cutting-edge writers continued to emerge, and the herd effect became more prominent. 4. Goal: From 2000 to 2004, the financial pressure was already very great. Salaries often went unpaid for several months. Netizens were even discussing donating to Tianya, which is now called crowdfunding. It was then that I clearly had a need for income and set a goal of earning 10 million yuan per year. 5. Content: In the five years since Tianya was founded, good content has emerged in an endless stream, the number of physical books published has reached three digits, and its influence has been rising all the way, but Tianya has not earned even a penny from it. In April 2005, the picture movie "12th Floor" directed and acted by netizens premiered on Tianya, attracting the attention of many mainstream media including CCTV, and triggering a nationwide picture movie fashion trend. In May and June 2005, as the only "community + blog" website among the mainstream online media invited by government departments, Tianya participated in a series of field trips in Shanghai and Shenzhen, such as "See Henan Online" and "Charming Chongqing Online", marking that Tianya has become a mainstream online media in China. Since May 2005, Tianya community has successively seen the emergence of Internet figures such as Liumang Yan and Sister Furong, and has attracted widespread attention from domestic and foreign media. In September 2005, the incident of a female college student in Chongqing selling herself to save her mother once again attracted widespread attention from major domestic mainstream media. In December 2005, the work "Wulin Waijia" by Tianya writer Ning Caishen was broadcast on CCTV. On January 6, 2006, Lianpeng Ghost Story Banzhu (Bu Feiyan) accepted an exclusive interview with Phoenix TV and talked about martial arts and life. In January 2006, "Selected Works of Xianxian Book Talk from Tianya Community" (three volumes in total), which was jointly published by Xianxian Book Talk netizens, was published by Shanghai Century Group. The book "2005 China's Annual Online Literature" selected by Tianya Community was published by Lijiang Publishing House. On January 6, 2006, Tianya Forum focused on "God is jealous of beauty - attention to the thallium poisoning incident of Tsinghua female student Zhu Ling", which attracted the attention of netizens and the media. In 2006, Tianya published a post with a million hits and tens of thousands of replies - "Things about the Ming Dynasty". After being printed into a book, this post became a best-seller and has now sold nearly a million copies. Tianya was the first place to publish it. Logically, this should have been a good thing for the Tianya community, but unfortunately Mei Yi turned it into a big storm. Eventually Dangnian Mingyue left Sina, and King Helian Bobo (Mei Yi) took over the discussion of history over wine again, publishing a new post titled "The Age of Indulgence - An Alternative History of the Ming Dynasty". In the battle between the new and old generations of writers, Tianya Community became the biggest victim. The same local chronicles as above can still be found in Tianya community. The ones I have compiled and recorded are all here. There are a lot of gaps, which is related to my memory... If you are interested, you can go to Tianya to dig up the past... 1. Product : The new product continued to use the ASP architecture, which laid deep hidden dangers for the future. 2. Operation : The disadvantages of the separation of powers became more and more prominent, and the power of moderators became increasingly powerful. There was even a phenomenon that the annual income of moderators exceeded the profit of Tianya Community. The year 2006 marked a turning point for Tianya, as it made up its mind to go public and began to pursue profitability. In 2007, Tianya launched a number of high-profile products, including the ADTOPIC advertising system based on user reading habits and a corporate section similar to Baidu's zone. At the same time, it began to lobby the entrepreneurial team members who had run away from home to return. There is a gap here when I am writing and sharing. In the process of going public, there are still some things that cannot be said so far. We can only skip those two years and start from 2009 when Weibo appeared. As everyone knows, Tianya Community, as the only remaining independent online community, has always stood at the top of the online community contempt chain. As a Chinese community with highly active netizens, Tianya has always been an important source of high-quality content and public opinion in the era when there were no Weibo or WeChat. From famous figures such as Ning Caishen, King Helian Bobo, Dangnian Mingyue, Sister Furong, Xu Benyu, etc. to the melamine incident, the naked death of Daiyu in the New Dream of Red Mansions, the Tang Jun academic fraud incident and the pornographic photo scandal, etc., they all started out as a hit on Tianya and eventually evolved into almost national events. However, today, when Weibo and WeChat have become communication platforms that netizens rely on, although Tianya still stands at the top of the contempt chain, major revelations and incidents are rarely triggered by Tianya, which has become a strong proof of the decline of the community in the media's mouth. People generally regard the decline of Tianya as the starting point from the emergence of Weibo. How did we view the community and Weibo at that time? In the past, Tianya had a huge disagreement on product and business direction in high-level meetings due to the emergence of Weibo. One faction was that the community would soon die out and should be transformed into Weibo immediately. The other faction was represented by two people headed by me... Well, it was a little less, but it was still a faction. Our view was that Weibo and the community were complementary, and what we had to do was to evolve our products to catch up with the progress of our users. The final decision of the meeting was: to create a Tianya Weibo to strike a heavy blow to the opponent. As a result, in the process of making wrong decisions and waiting for the product, the conflict between the new party and the old party finally broke out in 20012. A large number of old employees left to start their own businesses or seek better jobs, and the new employees were unable to integrate into the Tianya culture. This resulted in a decline in traffic, a failed attempt to enter the Growth Enterprise Market, indecision in new business, and a serious loss of orders for existing business, leading to a serious vicious cycle. Tianya's decline is becoming more and more obvious. In contrast, Star Wardrobe, which was founded by its former employees, completed a $50 million Series C financing in 2014. The Weibo + community-based gaming website Zhumi.com also completed a RMB 130 million Series B financing in 2014. Both of these projects were canceled by Tianya. In fact, if we look at it from another angle, it is not that the content represented by Tianya Community has declined or is about to be replaced, but that the ways and habits of users discussing and communicating on the Internet have become more segmented. For quick dissemination and quick reading, there are Weibo, WeChat Moments and vertical information apps, but for in-depth communication, people will still return to the community or read media columns. It is difficult for us to see content that is not timely and requires depth on Weibo; Rapid and widespread dissemination is something that was difficult to achieve in the previous form of community. But can this be solved through APP? I think it is actually possible, but Tianya has no chance to go back and verify it. But we can get a positive answer from many vertically segmented community apps, such as parenting, beauty, medical care and entertainment. According to the latest data from Tianya Community, there are over 100 million page views every day, of which mobile devices account for a little over 60%, which is also due to the efforts of Tianya Community's mobile department over the past 7 years. Traditional communities and communication methods such as Weibo are complementary, and one does not replace the other. The only correct thing Tianya Community did in recent years was to turn the former Tianya Focus into a media. This approach learned from Weibo but was different from Weibo, yet it also had the same inevitable shortcomings. After Tianya Focus was transformed into a media, its content section not only integrates the recommended content of the staff, but also includes the content update part with the participation of users. It gradually guides users from browsing to reading, and finally to participating in the valuable interaction link, from attracting attention to attracting thoughts. At this point, Tianya Community has finally achieved effective dissemination and discussion of high-end content among users, breaking the narrow and screened reading style of Weibo and WeChat Moments, which is "all I care about is the whole world." Rapid dissemination and community content-based attention will be the future of Tianya, and traffic monetization will be achieved by users with similar interests. The combination of media and community Media: dynamic, community: essence and attracting, community: profound accumulation of resources: media looks at culture; manufacturers: content looks at interests. Tianya has experimented with many models and tried almost all Internet businesses, but none of them succeeded or was limited by the early models. This is due to the fact that the headquarters staff prefer Hainan, the sentiments of the founding team, and the decision-making problems of the management team. Therefore, Tianya is currently caught in a vicious circle, that is, it dares not subvert but is eager to innovate. Please note that we want to...and due to income and long-term employment habits, we are unable to retain talent, so we can only barely maintain it. The models that Tianya Community has tried are generally self-denial and then restarted after seeing the success of other companies. This is something we need to learn from: regarding the joint operation of online games, in 2000, it signed a contract with Hainan's Wisdom Star Network to operate the Three Kingdoms online game, but this was rejected at an internal meeting. With Shanda's online game Legend making huge profits, they hastily launched game joint operations, which was an unsuccessful first attempt. In 2009, after I led my friends in Guangzhou to operate web games in our spare time and achieved an average monthly profit of 300,000 yuan, Tianya hurriedly launched a web game joint operation platform and brought in a team of 60 people from outside to carry out the project. Without understanding the external team's situation and the external team not understanding the community users, there was a dilemma where only one person was online at the same time. At this time, internal decision-makers were hesitant and the project relied on transfusions to survive, resulting in millions of unnecessary losses every year. It is not worth it to just create momentum for the goal of going public. Tianya finally realized this three years later. This was a problem caused by the decision-making of the new project. Subsequently, Tianya Travel, Tianya Literature, Tianya Video, and Tianya Weibo almost all repeated the same mistake. Without truly understanding and analyzing the market and themselves, blindly launching projects or arbitrarily stopping them makes the already limited resources even more scarce. Weibo is still in its growth phase. If it can adjust its strategy in time, do some subtraction, and streamline redundant personnel, it may be possible to stop the decline. However, due to Tianya's tradition, the sinking speed became even faster. There are several fatal things in Tianya's genes: 1. It is very humane, but very blindly humane. It will not fire employees no matter how big a mistake they make. 2. No one makes the final decision, no one takes responsibility, and no one executes. When a project is making critical decisions, no one will say whether to do it or not; when the project is risky, no one will say, I am responsible for this; when the project is being executed, no one will say, I will do this. 3. The core personnel have been sitting in Haikou for a long time and have no understanding of the industry or the outside world. 4. Blind airdrop without any personnel reserve. When facing attacks from competitors, Tianya often considers poaching people and bringing their products and teams to Tianya. Not considering the fit between the product and the team, and blindly offering high salaries, artificially created a rift between new and old employees. In this regard, Alibaba once made the same mistake as Tianya Community. But the approaches of these two companies are completely different. Alibaba's approach is to cultivate and promote internal personnel and train themselves; Tianya is constantly in need of external assistance and is constantly consuming scarce resources through trial and error. Long-term team instability and high-frequency turnover of mid- and senior-level personnel directly lead to product delays and project ineffectiveness. This was extremely fatal for Tianya from 2009 to 2012. Tianya spent a lot of money to recruit architects from Baidu, many important people from Google China, and the CTO of the research institute from IBM, but they were completely unable to integrate. Instead, the financial situation continued to deteriorate and the product was still delayed. In 2011, in order to launch a new project, we invited a team from IBM, who spent about RMB 6 million to provide us with a solution. At this time, the ASP architecture that has been used since 1999 played an extraordinary role. IBM's friends said: Let's start over again, call your shareholder Google, and use their technology to rebuild the Tianya community. So we went to Google every day to hold meetings with people from Discuz. Let me make it clear that we are really not doing this for Google's sumptuous buffet. After discussion, we found that although the forum structure of Discuz has many functions and flexible management, it cannot support the billions of daily traffic of Tianya Community. We still need to figure it out on our own. Facts have proved that whoever digs the hole must fill it. So the architect Zhuo Rui was re-employed to reconstruct the underlying technology. But refactoring is easier said than done. (It hasn’t been completed yet) So projects such as the graphics community, game community, and 3D shopping street that had been partially realized at the time were all abandoned. Due to the suspension and collapse of high-valuation projects, the goal of listing has shifted to the ChiNext. We are fortunate that we still have the homepage entrance of Google China: Tianya Q&A and Tianya Come Here. The traffic brought to us by these two products seemed to be comparable to that of Weibo at the time, but unfortunately, our ancestors always let us down. He always says that misfortunes never come alone. Google was going to withdraw from China, not only requiring Tianya Community to repurchase shares, but also we would lose an important traffic entrance. Not only that, at that time, the operating costs of the two products, Tianya Q&A and Tianya Come Home, were all borne by Google. The colleagues in the operating team immediately calmly... resigned! However, people in Tianya community have long been accustomed to this kind of thing. We began to revisit the concept of tourism and build the Tianyake travel community. Unfortunately, the good times did not last long. Not long after, the project was sold for 8 million due to funding issues. Money, for paying salaries…unpleasant things, end here. Tianya has not collapsed after experiencing so many blows, all thanks to the obsession of 968 (Xing Ming). Although the literati in his bones makes him destined to be a bad leader and not do business well, on the other hand, his obsession and natural aversion to commercialization are also the basis that has supported the Tianya community to this day. Everything has two sides, and this is when the turning point began. Tianya Community invited back our old partner, Yang Xiaomin. At this time, Yang Xiaomin finally reached a decision-making position and became the CEO. Comrade Xing Ming handed over all power. This was the reaction of one of our resignation groups after hearing the news. Yang Xiaomin is an MBA from CEIBS. She used to be the CEO of an entrepreneur and later started a successful fresh food e-commerce business . He enjoys a high reputation among the old employees of Tianya Community and is able to win the support of others in both his personal conduct and his work. Therefore, both current and former colleagues regard Yang Xiaomin as the hope of this revival. The company's story ends here. I would like to talk to you about what Tianya is going to do and how to do it in the future. This is also permitted communication. Can Weibo and communities be combined? Can an IP or traffic be monetized in a diversified and multiple way? Judging from the entrepreneurial projects I started after leaving Tianya and the projects invested by other partners, the answer is yes. But how to do it requires specific analysis based on different projects. Weibo is a media communication platform, a circle centered on people; the community is a media content platform, a circle centered on content. Their commonality is that they solve problems together, and their difference is the way they solve them. 1. Negative venting - Weibo: I’m unhappy, so I post it and let everyone be unhappy with me/Community: I’m unhappy, so I post it and let everyone help me figure out how to be happy. For a while, everyone was complaining that there was too much negative energy and a lack of positive energy on Weibo. Indeed, within the circle of friends, the possibility of becoming the target of angry reactions is much greater than that of disgust, happiness and depression. On social networks, negative emotions are always easier to create and spread. Due to the nature of Weibo, negative energy continues to ferment without settling and affects people around it. In the community, since there is no word limit and no wide and unlimited dissemination, other people who pay attention to similar content can help you calm down your negative emotions. 2. Identification and screening of information - The problem we face is not too little information, but too much useless information taking up time. After Weibo launched the "smart sorting" feature, it was criticized by many users. That's because of the nature of communication media, they have to serve manufacturers. When it comes to information screening, users do not trust the work done by machines at all, so the difference between Weibo and community content is the content push based on interests and user interests. At this time, vertical category e-commerce with interest-based purchasing direction has opportunities. As an extension of the second point, we once did a project analysis. In the future there will be a truly large community that has never appeared in China before, and that is e-commerce reviews, a community based on content from real users. It will effectively improve ROI and repurchase rate. 3. The pleasure of voyeurism - I want to see others but don't want to be seen I just want to see who has looked at me recently, but at the same time I can look at others without being noticed by them. This is the need of many people. Tianya allows anonymous access to most information. 4. The pleasure of watching - Curiosity and watching are my online life Watching changes China, the slogan of the Tianya Tour Group is still used today. Weibo and online communities can both provide a great viewing experience, the difference is that it is difficult to find content on Weibo that can be viewed for a long time. 5. Vanity - Seeking recognition and satisfaction In fact, when we seek recognition and satisfaction, more pleasure comes from strangers rather than people around us. Then it is clear which one can better satisfy everyone: Weibo, which is a circle based on people, or a community based on content + people. 6. Advertising cleanliness: Don’t let those ads bother me From this point of view, Tianya’s cleanliness obsession has been synchronized with its users since its inception. On this point, Tianya has no income if the water is too clear, and Weibo has been criticized for being too profit-oriented. The right direction is to make e-commerce or advertising content interactive, learning from WeChat Moments. 7. Limited vision - I focus on the whole world The Internet is an extension of real life. People in the real world will also join small groups and pay attention to topics and news that they care about. This feature is further enhanced on the Internet. Content circles + people circles can make it easier for users to find good content, good friends and enemies... If Tianya can achieve the above 6 points in the future, it may be able to be reborn. Otherwise, it will really become a bridgehead and serve XXX (please forgive me for hiding the names of several government departments here) for ten thousand years. For the Internet as a tool , there is no fixed form, and I am not optimistic about tool-based products. Social products in the future will still have to follow a rule, which is to create plaza-type products rather than street passage-type products that can accumulate traffic in order to do more. Just like I don't know how to start, I don't know how to end. When I talk about things on Tianya, my thoughts start to fly and become disorganized. Just think of it as my ramblings, chatting with neighbors about daily life. Question and Answer Session Q1. I also came from chat rooms and forums, and I have experienced the changes of the times. I often remind myself to look forward and look back on the past when I am old. These 10 years have been truly a complete upheaval; they have gone by so fast. If you could go back 10 years, what would you most like to do? Answer: I got to know Xing Ming’s wife in advance, became good friends with her, and let her persuade me. From that time on, Tianya changed. But, will the changed Tianya still be Tianya? Maybe I will not make any changes, just like 51.com and Kaixin.com, which have now become platforms for directing traffic to online games and can never go back to the community they once were. Maybe that pretentious Tianya, who lives and insists on being himself, is pitied or despised by others, and doesn't know that he is not happy, exists in everyone's heart. Q2. The spirit of the Internet is openness, sharing, and win-win, but in fact human nature is selfish. How do you view this conflict? Answer: Altruism brings self-interest, which is actually not a conflict. After all, everyone needs different things. This is why pure circle social networking and pure content social networking have obvious limitations, so the organic combination of the two is the foreseeable direction of future social networking. You can't see anything further away. Q3. The three-way split in the world may be broken soon, right? I would like to ask in which fields disruptive changes are most likely to occur in the future, thank you Answer: We just talked about the possibility of user reviews in the e-commerce field becoming the largest and most practical community. This is a direction worthy of serious consideration. However, this direction is irreversible. The shift from content to e-commerce will result in half the effort and twice the results. Tianya Community’s commercial street and 55BBS are examples of previous experience. I didn't understand wrongly, right? The world is divided into three parts, right? It refers to the Weibo and WeChat communities... This is how I, with a low IQ, understand it. Q4. As an extension of the second point, we once did a project analysis. In the future there will be a truly large community that has never appeared in China before, and that is e-commerce reviews, a community based on content from real users. It will effectively improve ROI and repurchase rate. We have discussed this before. Have you started doing it? We call it the review economy Answer: We haven’t started yet, but a friend’s company called Black Stone Reef tried it out. But then the project was terminated. In this attempt, there are several issues that need attention or are critical but difficult to resolve. 1. How to distinguish real and fake customers. People who post fake reviews and fake orders are often disgusting. 2. How to push information that users really need or that can influence their purchasing behavior to them without affecting their shopping and browsing. 3. In the absence of complete front-end and back-end product information, we had no way to effectively solve the problem of related recommendations at the time. It is still not possible to recommend cufflinks, belts, etc. to customers after they buy a shirt. It is still the case that we recommend shirts to customers after they buy a shirt. However, it seems that this problem can be solved now. Q5. What do you think about the social consumption model? trend? The key elements? Sustainability? answer. The socialized consumption model is definitely a one-stop service. Joy City has done a great job in this regard and we can learn from it. But if social consumption is turned into selling goods in the circle of friends, then we can only continue to sell super A LV products... Q6. As a game developer, could you please briefly talk about your vision for the future of the game industry and the direction of product content? Answer: Haha, I originally wanted to share my entrepreneurial experience in making games in an organized way to answer this question. But since you asked, I'll just briefly explain that the blueprint for future games in my mind is VR+AR. The boundaries between hardcore games and social games are no longer clear-cut. This is brought about by the evolution of gaming tools. As for the essence of the game, it can be summed up in two words: fun! If it is a startup project, then my advice to you is to do whatever it takes to make money. Don't do anything heavy or innovative. Just follow and do minimally invasive work. Survive first and then think about other things. For current domestic games, especially mobile games, small teams cannot afford to make major innovations, and the requirements of distribution platforms are becoming increasingly stringent, so the first thing to do is to survive and then go overseas. Q7. Douban has also gone public. Do you think the model is promising? In addition, if there is a difference between Deepin Community and Weibo, is there community value in the children’s market segment? Answer: Douban is listed? Wait, I'm a little confused. Didn't he acknowledge me as his godfather? Although Abei has always wanted to go public, his profitability does not allow it. There is community value in the children's market segment. What needs to be paid attention to is how to coordinate parents from different classes (although it sounds unpleasant, it is a reality) to discuss children's issues harmoniously. We have encountered this problem at Babytree and Tianya Maternity and Baby . There is a clear conflict of views between different income groups on children's issues. Aibai’s mother did a great job in this regard, you can refer to it. Q8.How to form an effective team and effectively ensure the stability of the team? A: There are no fixed rules for forming an effective team. Relying on character, money, ideals, rules and so on, I really don’t have an effective answer to this question. I'm so sorry. When it comes to team management, I think the formulaic answer is totally unreliable and requires specific analysis. Q9. Baidu Tieba became popular again last year. The slogan was - to find an organization, go to Baidu Tieba. What does Tianya think of Baidu Tieba? Will they be your competitors? Answer: Tieba has undergone many revisions but has not completed its evolution into a community. Currently, the largest community is QZONE. In fact, Tianya has never had any competitors, because he never wants to compete for anything, he just wants to be himself. Q10. How can we run a community well in the Internet era and maintain the enthusiasm of community members to participate? Answer: There are topics, friends, and enemies... I just ignored the issue of the size of the community. If it is a large community, then the most important thing is the rules. With rules for people to follow and loopholes for people to exploit, with people and topics, there will be friends and enemies, and naturally there will be enthusiasm to participate.

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