If 10 years ago, new media was just a spark, then the industry today has become a prairie fire. China is experiencing an unprecedented new media revolution. New media not only subverts our living habits and ways of thinking with its super gene that transcends time and space and allows for interactive sharing, it is also rapidly emerging as a new industry. The American "Wired" magazine defines new media as "communication by everyone to everyone." Its ubiquity and indulgent expression have changed the order of the media.
Browse the Huasheng Online homepage at the Samsung Multimedia Center in Seoul, South Korea
System changes, forging a sword in eight years
In response to the changing situation, media groups across the country have launched new media. The Hunan Daily Newspaper Group could not restrain its passion and happily stepped forward to welcome him and dance with him. In 2001, he founded the Hunan Online News website and started experimenting with new media.
In April 2006, the Party Committee of Hunan Daily Newspaper Group issued 4 resolutions totaling 18 articles to support the development of Hunan Online. Decided to implement corporate operations, use system and mechanism innovation to attract talents and stimulate creativity, and based on the outstanding talent team, realize content innovation and marketing innovation, form a sustainable profit model supported by the Huasheng brand, and strive to establish a company within 2 to 3 years Huasheng New Media Group further realizes the ideal of listing and financing, and boldly explores the marketization of provincial party newspaper websites.
Market-oriented operation means stopping bleeding, staying close to the market, meeting challenges, participating in competition, and expanding at low cost. This sense of crisis stemming from survival instinct and development responsibility unleashed the creativity of Hunan Online. A complete performance appraisal system was established that year, with positions being promoted and demoted, and incomes being high or low. Those who are capable are promoted, those who are mediocre are given way, and those who are mediocre are demoted.
“We not only sell advertising and content, but also add value to content and market media, and we must also use marketing power and market share to measure our industrialization practices.” The journey of transformation from a news information provider to a comprehensive information service provider has begun with difficulty.
Once the market-oriented system was established, Hunan Online was eager to test the capital market. In June 2006, Huasheng Online News Aggregation Website was founded in Beijing as the bridgehead of its national and global strategies. This was the first of its kind among its peers in the country. Soon after, he used the method of operating equity swap to raise millions of founding funds for his "Hua Sheng" magazine.
With the advantages of institutional innovation and the favor of the capital market, Hunan Online has introduced a group of experts and professionals in media operations, marketing and technology with an annual salary of hundreds of thousands of yuan. The practical experience, experience, vision, and integration capabilities of franchise talents have greatly promoted and enhanced technological innovation, content innovation, and marketing innovation. The results of marketization are beginning to show.
In 2008, Huasheng Online integrated with Hunan Online and changed its name to Huasheng Online, which means "Hua Zhang overflows with color, reputation first wins people" and "spreads the voice of China". With Hunan as the base and Beijing as the operation center, it has set up a European office in Helsinki, with the goal of becoming stronger and bigger, and comprehensively accelerating the marketization strategy. In 2009, from "newspaper-network interaction" to "newspaper-network integration", it integrated its subsidiaries Huasheng Online, Sanxiang Metropolis Daily and Hunan's largest outdoor media company, Daily Communication Network, to build a network covering newspapers, the Internet, magazines, mobile phones, An all-media information service platform for video and outdoor advertising.
Through market-oriented actual combat, Huasheng Online has cultivated a team with strong politics, professional proficiency, positive style, and understanding of marketing, and has initially formed a "Spartacus Phalanx" for career development. In terms of content innovation, Huasheng Online, together with its Huasheng Forum, Huasheng Elite Blog, Huasheng Entertainment and other major sections, has played an important role in promoting and marketing Hunan. Every year, there are reports and plans that are well-known in the industry. Award-winning content. In terms of marketing innovation, Huasheng Online's all-media marketing has expanded against the trend, signing more and more listed companies and growing enterprises. Huasheng Online also took advantage of the world financial crisis to open up overseas markets with lower costs, entered the European market, and became a service provider of Chinese marketing solutions for many European companies. For three consecutive years, Huasheng Online’s revenue and profits have grown at double-digit rates. In terms of technological innovation, Huasheng Online New Media Technology Research Institute has launched a series of industry-leading practical technology products, which effectively guarantees content development and marketing needs.
As the only online media in China with the qualification of "high-tech enterprise", the development of Huasheng Online has attracted widespread attention. On more than one occasion, investors were willing to invest millions of dollars to purchase the registered trademark and English domain name ( www.voc.com.cn ) of Huasheng Online. Huasheng Online also won the 2006 Innovative Media Award, the website with the most investment value in 2007, the top ten websites of China's outstanding newspapers in 2008, the top ten brands of China's Internet portals in 2008, and the top ten Chinese communities in Google search in 2008. This year, he won the National Outstanding Brand Award for Local Website Innovation and Development, and was elected as the rotating chairman of the National Network Communication Alliance Council.
Looking back at the eight-year growth trajectory of Huasheng Online, institutional innovation is like a red thread, stringing together pearls such as content innovation, technological innovation, marketing innovation, and talent innovation, creating a valuable necklace. Witnessed the process of Huasheng Online growing from small to large, developing its all-media marketing business from scratch, and connecting with the capital market step by step. The system is agile because of the Chinese voice, and the Chinese voice is beautiful because of the system. Eight years ago, we were alone. Now, our flag is flying high.
Consolidate positions and gain influence
Whoever has the ability to operate in the market can take the initiative in the competition. Due to insufficient investment and lack of awareness of market competition, most news websites cannot break out of the mode of content cutters, let alone influence. Based on the standard of "marketing power determines communication power, communication power determines influence", Huasheng Online introduces the project management system into position construction, decomposes communication power into dozens of indicators, assigns dedicated personnel to the work, provides regular feedback, checks, summaries and improvements, and provides timely rewards and punishments. The content management committee directly under the board of directors is fully responsible for editorial policies, public opinion guidance, platform planning, information security, daily topic selection and emergency incident handling, etc., and comprehensively monitors and guides traffic changes in modules such as news, videos, forums and blogs, and implements Communication effect. Only when you are strong can you have real influence, exert your leadership, and shoulder the social responsibility of new media.
As a news portal in Hunan Province, Huasheng Online thinks most about how to make good use of its right to speak and expand its influence based on the characteristics of the Internet. As the vanguard of the Hunan Daily Newspaper Group's all-media strategy, Huasheng Online has always placed strengthening its position building on its responsibility to defend its territory. From the beginning of its establishment, Huasheng Online has not stayed in the online version of the parent newspaper. Instead, it has placed content construction at the core of the new media industry chain. It has been exploring ways to guide online public opinion and strengthen influence, and actively exerts "influence" Hunan" and "Hunan influence" serve as two windows.
"Influencing Hunan" is Huasheng Online's prescribed action. The "Complaint Express" column launched by Huasheng Online has received a total of more than 60,000 complaints from netizens in the past five years. Basically, everything has been answered and everything has been resolved, winning the trust of the majority of netizens. Third-party data shows that more than 70% of global netizens learn about Hunan through Huasheng Online or through other websites that forward Huasheng Online’s news, indicating that Huasheng Online has become the first window for netizens to know about Hunan. Integrating the authority of the party newspaper of "Hunan Daily", the depth and interest of "Sanxiang Metropolis Daily", and the convenience and timeliness of mobile newspaper groups, Huasheng Online has realized the integration of content products of different levels and different expressions on the network platform, making Hunan a success New heights for news websites.
Based on "influencing Hunan", Huasheng Online has already begun to expand its "Hunan influence" to influence China and the world. From Huasheng’s volunteer “fish fillet” assistance to searching for veterans of the Anti-Japanese War, from netizens supervising the “Tian Xia No. 1 Examination” civil servant recruitment to the immediate release of the news of the Wenchuan earthquake, from analyzing official image design “Thousands of Shows” to planning “Cartoon City” "long" to promote country music festivals, Huasheng Online's original news has become a blockbuster many times. In January 2008, Huasheng Online launched the special topic "Smile Melts Ice and Snow". Within a few days, tens of thousands of netizens uploaded their own photos. In the face of disaster, smiles defeat loneliness, and warmth melts the ruthlessness of ice and snow. The subsequent special topic "The Prime Minister's Entrustment, Hunan's Responsibility" triggered hundreds of reports from more than 80 domestic and foreign media, and inspired overseas Chinese to actively donate funds for disaster relief. "Responsibility" was written as the 2008 Hunan Anti-Ice Spirit, which was highly praised by the competent authorities. In the Pingjiang South China tiger video incident, 7 investigative reports pointed out the truth of the incident, and the fake tiger was restored to its original shape within 5 days. Huasheng Online is making its "Hunan influence" real through exploration of specialization, normalization and branding.
With more than 2 million registered people, the Huasheng Forum has more than 500 moderators and netizens in more than 70 countries and regions. It has become a forum integrating entertainment, life, information, making friends and interaction, and has become a forum with a good atmosphere and high popularity. Large Chinese community. Netizens are here to convey love, travel together, show off their talents, and care about people's livelihood. Netizens broke the news, and rescue stories that were verified by editors and reported to the Internet for interaction were often staged and became a traditional highlight of Huasheng Forum.
Huasheng Online Blog expands tourism base and settles in South Korea
Huasheng Online's elite blogging platform is the initiator and leader of real-name blogging in China, and its standardized operation and management methods have been affirmed and praised by central leaders. It adopts the model of opening through website application, expert recommendation or personal application after review, and currently has more than 30,000 registered bloggers. Through Elite Blog, Li Guozhong appealed and with the support of netizens, he successfully treated Miao girl Xiao Dongxiang and Dr. Hu Weimin for several years to spread medical science knowledge. NPC representative Zhai Feng tried to use blog to promote the work of NPC. Elite Blog gradually became a gathering place for social responsibility and mutual aid. A friendly network home.
At the "First China Blog Development Summit", Huasheng Online and 15 well-known BSPs jointly issued a joint statement on adhering to the correct political direction and public opinion guidance, promoting social morality and the excellent traditional virtues of the Chinese nation, spreading advanced culture, shaping beautiful minds, and promoting social integrity. , an initiative to jointly build a harmonious blog community environment, "People's Daily" made a special report on this. In 2006, Huasheng Online Elite Blog was awarded the first prize for Good News (Internet) by the Hunan Journalists Association, which was the first time in the domestic news industry. Among the 20 "Social Responsibility Bloggers" selected by the China Internet Society and "People's Daily Online", Huasheng Online Elite Blogger occupies 4 seats. In the first China Blog Competition in 2009, four bloggers recommended by Huasheng Online won the top ten blogs in China.
Throughout the construction of Huasheng Online's public opinion position, we can clearly interpret the dialectical relationship between marketization and influence, intuitively appreciate the benign transformation of economic benefits and social benefits, and truly feel the perfect combination of institutional power and communication effects. Because Huasheng Online uses a competitive and creative mechanism to serve content innovation, public opinion guidance, position building and information security with an all-media industry chain of the Internet, newspapers, magazines, videos and mobile newspapers, there is no confusion about insufficient investment. , everyone has the responsibility to protect their own territory. Through the interaction between news and forums, the interaction between mainstream and grassroots, the interaction between newspapers and periodicals and the Internet, and the interaction between online and offline, a new space for diversified cooperation between emerging media and traditional media has been opened up, and a new space for diversified cooperation between emerging media and traditional media has been formed. A corporate culture of responsibility, innovation, practicality and effectiveness. Huasheng Online has now become the provincial news website with the largest traffic volume and the highest international third-party ranking.
We still have a long way to go, but we are looking forward to the future.
In order to strengthen and expand key news websites and enhance their ability to guide online public opinion, the central government decided to establish and improve the institutional mechanisms of key news websites that are consistent with the laws of Internet development and take the path of development and innovation. On the recently determined pilot list for the restructuring and listing of key national news websites, Huasheng Online has become the only representative from the central region.
Not long ago, Zhou Qiang, the governor of Hunan Province, said during a survey of the province's cultural industry that "Huasheng Online's innovations in communication models and profit models have created experience for the development of new media in our province." He also said that Huasheng Online should "seize the opportunity to seize the development of new media." the commanding heights.”
The pilot work of converting key news websites into enterprises is a highly political, wide-ranging, complex operation that is pioneering and demonstrative. Compared with other local news websites, although Huasheng Online has been in corporate operation for a long time and has a certain degree of market competitiveness, and has initially formed an all-media marketing pattern, it is inconsistent with "guided by the scientific outlook on development, constantly innovating content and innovative methods" Compared with the requirements of "innovating new methods and continuously improving the authority, credibility and influence of public opinion guidance", there is still a long way to go. In the future, focusing on restructuring and listing, consolidating its position and strengthening the positioning of comprehensive information services, Huasheng Online will focus on the following aspects:
1. Under the leadership of the newspaper group, make various supporting preparations for the listing pilot in accordance with the timetable and roadmap for enterprise restructuring.
2. Strengthen all-media marketing business. Continuously integrate news information and human resources, increase the development of government agencies and corporate users, and increase the number of individual customer contracts, so that this business with an income of 10 million yuan will continue to expand rapidly.
3. Create Huasheng mobile phone reporting group. Integrate the existing Hunan Daily mobile newspaper, Sanxiang mobile newspaper, Huasheng mobile newspaper, Wencui mobile newspaper and Public Health News mobile newspaper. Embrace the 3G era, track and follow up all-media interactive functions such as text, images, audio and video, community services, and telecom value-added, rapidly grow in strength, and enhance the ability to guide online public opinion.
4. Build an outdoor all-media broadcast platform. It is planned to carry out LED transformation of the party newspaper reading areas, and transform more than 3,000 party newspaper reading areas spread across 14 cities and states in Hunan in stages into a three-screen integrated all-media outdoor news broadcast platform of "computer screen, mobile phone screen and outdoor screen" and communication platform.
5. Reserve talents in advance. Improve the assessment and incentive mechanism, improve the special talent introduction mechanism, and cultivate a team of comprehensive talents who understand politics, news, marketing, and technology to serve position construction, marketing, and technological innovation.
When he hits the water in the middle of the current, the waves stop the boat from flying. 80 years ago, the strong Huxiang spirit led China forward. 80 years later, Huasheng Online, which dares to be the first, will boldly explore the development path of news websites. The road is getting wider and wider, and the fragrance is getting stronger and stronger. We are waiting for the coming day, the flowers will bloom tomorrow