Many people including my Chinese classmate in
Business 104 class said that Tencent’s biggest failure is lack of innovation. Such
as its chatting tool, online games and the searching tool. I agree with it. If Tencent
still want to be the boss in the online world, it needs innovation. Sina.com is
one of the biggest competitors of Tencent. However, we need to admit that
Tencent is successful on its products, even though it copies other companies’
ideas.
Many netizens criticized Tencent plagiarism
practices. But the CEO of Tencent replies that innovation is not necessarily to
create an unprecedented product. Innovation can be improved existing products,
and offer a better experience to customers. That’s a way of success. Wechat
becomes a main product of Tencent, it also imitated the foreign voice application
KIKI. But no one can deny Wechat’s success. Wechat’s registers has over two
hundred million, the user average monthly growth is 10 million. The hottest
word in China is micro-innovation, it means incremental innovation. We can easily
find the micro-innovation from Apps update. For example, Wechat1.0, voice chat
is the basic feature; Wechat 2.0 then we can join a group chat; 3.0 we can add
a stranger for chatting; 4.0 Wechat offered an open platform; 4.3 version with
a public account that we can receive any messages sending from famous stars.
Wechat changes from a mere communication tool to a public mobileplatform.
Even though “Add Friends" is one of the core function point of Wechat, the new function “Shake” is much more attractive. “Shake” is a function you can search strangers by shaking your phone. It is like a magical adventure. You never know who are you going to chat with and where he or she from. I tried “Shake” today, and there were people from Australia, Thailand, Spain, even Switzerland. No one ever expect that a function seems stupid but can bring 100 million times of shaking per day.
Tencent manages its product by listening to
customers. Each time of product updates is not perfect; Tencent believes they
still can make it better. Listen to customer’s feedback is the most effective
way to improve their products. There is a website especially for customers’
feedback. Customers can call, chat online with Tencent’s employees or e-mail
them the problems they face. In addition, blog, micro-blog or Wechat are the
platforms customers would like to express their complaints to new products. So in
the development of a new product, Tenccent would establish a special group to
follow customer’s micro-blog or Wechat, listen and check how customers feel
about the new product and its functions. So that Tencent can know their problem and improve
it in a short time. The CEO of Tencent said that this method is stupid, but it
works.
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