Ma Huateng: Don'T Fight The Red Sea &Nbsp; Look For The New Blue Sea.

Editor's note: Recently, Tencent CEO Ma Huateng attended the 2010 China IT Leadership Summit and accepted an exclusive media interview here, explaining Tencent's strategic layout in 2010.

Ma Huateng said that Tencent is currently taking the "two leg walk" way to occupy the commanding heights of online games, wireless value-added services and electronic commerce, but it will not rush back to the latter and ensure the smooth implementation of the strategy with a steady pace.

Speaking of the reasons for the success of Tencent's business represented by online games, Ma Huateng believes that in the hot area, it is necessary to avoid using the same business method and strategy to compete with the "big brother" who first entered the field, because repeated imitation with no advantages and characteristics is difficult to occupy.

Ma Huateng pointed out that with the unique way of finding new blue sea, we can find a precise foothold and lay a solid foundation for enterprises to establish long-term strategy and become the forerunner and "big brother" in the new field.

Ma Huateng also stressed that not competing in the red sea does not mean not to get involved, but to "hide without hair", that is, keep a moderate investment to warm up. When we are familiar with the market and the whole industry chain is clearer, we should consider the force again.

The following is a summary of Ma Huateng's Views:

We have been looking at the whole situation of the Internet industry in 2010, because we have to plan, budget and output internally. We should consider a lot of such problems.

Generally speaking, this year is still a relatively steady development, especially the Internet. As a result, Internet advertising which has been greatly affected last year should have a good growth. Of course, the growth of brand advertising is still slower than search. After all, the search market is also changing, and it is also facing the pattern of washing cards.

Much of what I said just now about the search will not necessarily affect the business, but we have seen many reports about the back-end sales team and talent competition. Many companies have already acted.

To a certain extent, in 2010, it is a very critical year for search revenue and future talent structure. Other industries should be pretty good, especially interactive entertainment.

But we also see that the game industry is already the Red Sea, and the competition is very intense.

The joy is that China's online game exports have increased considerably over the past year. This is symbolic, and it is crucial to move towards global Internet services.

However, the worry is that we see many old games online game products, after seven years, eight years of growth, do not know how long their lifecycle will be, really worried about a little tired, the result is not so, we need to wait and see.

We certainly hope that a product with quality and intellectual property can have a longer life cycle.

The earliest paradise in Korea has been released for ten years or so, but it is still very high.

So these experiences are worth learning from domestic online game companies, learning how to keep and stabilize on the basis of old ones, and developing new online games products at the same time.

From the Tencent's point of view, the online game strategy is to compete for new areas, such as differentiated leisure sports, racing, racing, dancing and other new types of fields.

In the past year and a half to two years of development, we have successfully started from scratch, and in the absence of this part of the market, we have made a way to establish a leading position in the market segmentation. I think this is very important.

We summed up in every field of the past, the online game market is very large. In every subdivision area, the first forerunner will always maintain a high competitive advantage in the next few years. After that, although there are competitive advantages, there will be a backwardness. So the strategy of Tencent is not to compete in the red sea but to find a new blue ocean market.

Tencent is now walking on two legs. Looking back at the original red sea, it is found that the whole pattern has changed a little.

We also want to work hard to squeeze into the field of large-scale online games. There are also many team studios inside the company, which have been working hard for several years, and I hope there will be better results.

For wireless value-added services and e-commerce, I think the prospect is very good and will grow at a high speed. Now everyone is still in the investment period. When it is not rush to harvest and seek repayment, this is a very good investment period. Tencent also hopes to invest more profits into the emerging field. Only in this way can the whole strategy be implemented smoothly in the future.

Tencent's view of the market may be different from the perspective of venture capital. We can see more how we can integrate a technology, an intellectual property right, or an entrepreneurial team into our platform, or protect the long-term stability of our product line's supply chain.

But at the same time, we also see that in the past few years, the hot areas in the past two years, such as SNS and video, should be relatively calm. Indeed, as expected, it is too hot to run out, or which is the only one.

After all the portals have entered the field of SNS, just like once blogs, the original independent SNS websites have been under great pressure.

In the APP application of SNS, the hottest farm is series.

When this is pushed out, we see a more subtle change in the industry.

Because the industry is not as big as the US market, there is a big or two existing situation, there are too many in China, so the result of its division is that everyone's motivation will be weakened.

Because once we had a good look at the foreign models, all venture capital came almost at the same time, so there were seven or eight similar models at once.

Five or six of them get money at the same time, which will lead to a less desirable ending.

When the portal began to exert power, the industry also changed greatly, so blog, SNS and the latest micro-blog will basically become the standard. This is a Chinese characteristic. Some people wrote that this is a rare phenomenon in the world.

This is China's national conditions. As everyone's starting point is more consistent, resulting in less investment, especially video, in recent months, we should see that the pressure on asset rights and content is very large, but it does not mean that one two can only buy the legal issue to solve the problem of the whole industry.

Therefore, in terms of video, Tencent has been hidden, keeping a moderate investment to warm up, familiar with the market and understanding all aspects of the links. We hope to wait until this industry chain becomes clearer.

Before, video technology input is being done, including intervention at various terminals.

I think there are two hot spots now, one is wireless Internet, the other is electronic commerce, especially all kinds of vertical B2C websites.

Traditional C2C has also been pforming B2C, because we feel the pressure of B2C, even if Taobao, we feel that it is also changing and pforming.

At the same time, it has also led to the rise of new businesses such as life, travel and so on. This is a good investment opportunity.

E-commerce is quite unique. If a company is strong in some aspects, other platforms will want to cooperate with you instead of thinking that you will replace it.

Therefore, Tencent also hopes that e-commerce can carry out deep cooperation with many vertical B2C.

In the mobile Internet, this may be a bit earlier, because it is not yet possible to see that the mobile Internet can get users and make profits after being invested like B2C.

However, more and more people will use their mobile phones to access the Internet. About 250 million of the 400 million netizens are already using the Internet.