批判盛大不如“见贤思齐”

 

批判盛大不如“见贤思齐”

 

文/王易见(欢迎翻译和约稿等合作)
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我记得在某一期的赢在中国中看到谈论商业理性和道德底线的冲突问题，至于故事情节这里就不再叙述，其实，在二者出现冲突的时候其实没必要死心眼儿。今天看了盛大07年第四季度财报，净利润达4010万美元，不免感叹，那些对盛大恨之入骨的家长恐怕又要失望了。不过一个总裁若能管理好一个盛大，那么一个家长按照管理盛大的大体思路去管理孩子就绰绰有余了。所以，当我们的家长对盛大的游戏忿忿不平时，如果能“见贤思齐”，学习盛大的思想，并以其人之道还治其人之身，这将是对盛大最好的惩罚。

 

一，学习盛大“未雨绸缪”

 

3年前，当盛大巨亏五亿的时候，很多人说盛大就要死了，如今，盛大不但没死，反而越活越滋润。盛大亏损的主要原因是开展家庭娱乐战略，我有很多朋友说虽然觉得家庭娱乐这个概念还是太超前，但不得不佩服陈天桥眼光和魄力。

 

今天看到一篇文章说盛大是利润为王，其实在网游界，和盛大不分伯仲的还有网易，网易的利润也非常高，但网易的丁磊在战略眼光上却不及陈天桥，以致很多人批评网易不过是拥有几十亿现金的守财奴，看不到未来。而盛大的家庭娱乐显然是具备前瞻性眼光的一步棋，因为盛大明白，网游不是长久之计，而盛大要成为常青树，则必须领先于业界发展。

 

二，学习盛大“创新意识”

 

头脑风暴有一期谈到过陈天桥，其中软银首席合伙人阎焱和今日资本总裁徐新展开了唇枪舌战，就免费网游对市场的影响做了一番辩论。从当初盛大刚开始实行免费网游到今天，没人能否认这一战略的成功。虽然盛大走到今天，更多人说是幸运，因为盛大每走的一步都如履薄冰。

 

在07年，盛大的创新还有很多可圈可点的地方，包括收购彭海涛及风云计划，鼓励内部创业的计划等。这些策略都为盛大节约了开支，降低了风险，丰富了产品。这些都堪称经典，其实，大家都注意到盛大似乎每次都能在关键时刻临门一脚，包括当大家对网游行业失去信心的时候，盛大总能唤起资本市场的热情。

 

三，学习盛大“稳扎稳打”

 

网游界有三个公司很有特色，一是巨人，一是网易，再一个就是盛大。在旁人看来，巨人很像暴发户，这和史玉柱的个人特色有莫大关系；而网易则太过保守，在互联网界几次尝鲜却被后来者赶超的历史使得丁磊不再愿意第一个去吃螃蟹；盛大不同，盛大介于二者之间。

 

激进的一方面就不说了，从第一第二点可看出来，盛大也有稳扎稳打的地方，按照陈天桥的意思，一个完整的游戏平台应该基于内容，社区等统一的产品线。这里我们又联系到盛大收购数位红，起点中文等看似不相关的网站，都能为其游戏平台甚至是家庭娱乐的构建服务。

 

所以，我个人觉得没必要对盛大嗤之以鼻，包括那些痛恨网游的家长们，任何一件事物都是有正反两面的，就看你个人如何看了，商业理性和道德底线之间也不一定完全冲突，就像有人玩游戏是为了研究如何做游戏一样。总之，我觉得批判盛大不如“见贤思齐”，盛大的成功经验，对每个人包括家长来说也适合。

 

It’s better to study from SNDA than tocriticize it

 

I remember that I enjoyed one programnamed “Win in China”. One time, the topic was on the relationshipbetween business rationality and moral underline. I think there isno conclusion between such topics. Today I read the financialreport of SNDA. In the last quarter, the retained profits reach4010 dollars. There must be many parents will be disappointedbecause they hate SNDA so much. However, I think if our parents canlearn how to control our children just as TianQiao Chen controlsthe enterprise, there will be fewer children fall in love withSNDA.

 

Take precautions before itrains

 

Three years ago, when SNDA had a deficitof more than 500 million, many people said that SNDA would die. Buttoday, SNDA is not dead but more and more powerful. The reason forthe deficit is the strategy of Home Entertainment. My friends tellme that although the conception of Home Entertainment is tooadvanced but they have to admire the vision and force of TianQiaoChen.

 

The profit is not only significant forSNDA but also for NetEase. NetEase has a strong ability to gainprofit but the strategy of NetEase falls behind SNDA. So manypeople criticize that NetEase is just one moneygrubber who ownseveral billions. No future for no invests. But for SNDA, that isone strategy full of perspective. Chen knows that the On-line gameswon’t be the product for ever. SNDA must transform to other kindof enterprise。

 

The innovation idea of SNDA

 

In one program named Brains Storm, theprogram mentioned TianQiao Chen. Yan Yan who is the primary partnerof SoftBank Saif argued over SNDA with Xin Xu who is the CEO ofCapital Today. The topic is whether the free On-line game affectedthe whole market. Today, we know SNDA is successful to take thestrategy of free On-line Game. It is successful but lucky. Everystep of SNDA is dangerous.

 

There are many highlights in 2007 forSNDA. It purchased the company of Haitao Peng. It encourages thestart up of the workers. The strategy saved a lot of money for SNDAand lowered the risk and enriched the products. We take not of thatSNDA can perform well in every crucial moment. When we have noconfident on On-line game, SNDA can call up the passion of CapitalMarket.

 

Be steady in every field

 

Giant, NetEase and SNDA are the mostwonderful companies in the field of On-line Games. We know Giant ismore like one upstart. There are close relationship between thecompany and YuZhu Shi. NetEase is so conservative that Ding won’ttry to open up the new market. SNDA is between them.

 

SNDA is very radical but SNDA is steady.From the plan, SNDA will construct one platform for On-line Games.The platform is based on Content, Community and other products.SNDA has purchased several companies, that contributes to theservice of On-line game.

 

So I think we shouldn’t criticize SNDA.Everything has positive and passive impact. The businessrationality and moral underline can’t be contrary to each otherfor ever. I think we should learn something from SNDA but not tocriticize it, everyone of us, include ourparents.