原标题：腾讯PCG重大调整！ 视频，QQ和新闻都已更改。 它的含义是什么？
概括
[TencentPCGmajoradjustment!WhatisthemeaningbehindthechangesinvideoQQandnews?】AllorganizationaladjustmentsareforthemostefficientdevelopmentofthebusinessTodayTencentPCGisfacingfiercemarketcompetitionespeciallyinthevideobusinesstheriseofthebytesystemandthedevelopmentofinternalWeChatvideoaccountsAllputPCGunderalotofpressureAfterstraighteningouttheorganizationalrelationshipthenextstepmaybetotesttheeffectivenessofthebusiness
On April 15, Tencent’s platform and content business group (PCG) announced a new round of organizational restructuring.This is also the biggest change since the establishment of the business group on September 30, 2018.
In that “930 adjustment”, Tencent retained the original corporate development business group (CDG), interactive entertainment business group (IEG), and technical engineering business group (TEG) on the basis of the original seven business groups (BG). , WeChat Business Group (WXG); At the same time, the Cloud and Smart Industry Business Group (CSIG) and Platform and Content Business Group (PCG) were newly established.
Among them, the platform and content business group (PCG) is a combination of the original social network business group, the original mobile Internet business group, and the original network media business group. It is highly related and highly integrated with social platforms, traffic platforms, digital content, and core technologies. Sex section, split andReorganization。
But this time, PCG made adjustments mainly around the video business, QQ business and Tencent news business.
Integrated video business
First is the video business, which is also the core of this adjustment. PCG newly established “On-line Video Business Unit (OVB)”, which is integrated by Tencent Video, Weishi, and AppBao. Sun Zhonghuai, vice president of Tencent, serves as the CEO of the BU, in charge of content, operation and membership system; Lin Songtao, vice president of Tencent, serves as the president of the BU, in charge of the product system and technology.
In fact, with regard to this adjustment, Ren Yuxin, the COO of Tencent Group and the president of PCG, had already revealed the signal in an interview with 21Tech reporters a year and a half ago.At that time, Ren Yuxin said that on the topic of short video, a consensus has been formed within PCG, namelyIf you do content, short videos must be done. This is the development trend of content consumption.
In 2018, the rise of Douyin accelerated the development of the short video industry, and the “resurrection” microvision was considered a remedy for Tencent in the short video business. But in Ren Yuxin’s view, Weishi is just one of Tencent’s products in the short video field, and it has not risen to a strategic position that determines the success or failure of PCG in the short video field. Because in addition to short video apps like Weishi, PCG’s original content platforms such as Tencent Video and Tencent News are also making short videos.
Ren Yuxin said, “We are making adjustments to the construction of short video content as a very important part. All content products basically need to introduce short video content in this direction.” According to him, in early 2019, he and the Tencent Video team As discussed, short video is a long-term trend, and Tencent Video should not be positioned as a long video platform, but a comprehensive platform.
This actually paved the way for PCG’s adjustment today.
Not only that, in June 2020, PCG also adjusted the organizational structure of Tencent’s video business separately. At that time, in addition to the newly established video data science department, it also announced the withdrawal of the short video platform product department. At that time, the outside world still misunderstood that Tencent was abandoning the short video business, but it was actually just an adjustment of the short video business of Tencent Video. Looking at it now, this can be regarded as opening the way for today’s integration.
In the latest division of labor, it can be seen that Sun Zhonghuai, head of Tencent Video, is mainly responsible for content and operations, while Lin Songtao, head of Weishi and Appbao, is mainly responsible for products and technology. Before taking over Weishi, Lin Songtao was in charge of Tencent’s mobile application distribution platform-Appbao. This product won the Tencent “Famous Hall” award in 2016, which is also Tencent’s highest internal product honor.
However, App Store is a typical tool product, and Lin Songtao’s past achievements on it cannot be simply copied to Microvision. Sun Zhonghuai has always been responsible for the content, so judging from the current division of labor, it is a more reasonable configuration.
Strengthen content ecological linkage
In addition to the video business, PCG announced that Yao Xiaoguang, the vice president of Tencent and the president of the Interactive Entertainment Group (IEG) Tianmei Studio Group, is also the head of the platform and content business group (PCG) social platform business and is in charge of QQ; the original business head Liang Zhu No longer in charge, and another important business appointment.
Yao Xiaoguang joined Tencent in 2006. The Tianmei studio he led has successively developed products such as “Everyday Love Elimination”, “Everyday Parkour” and “King of Glory”. Yao Xiaoguang contributed a lot to the shift of Tencent’s game business to the mobile terminal. .
Taking charge of QQ this time is also a new attempt for it, and the positions spanning two BGs are not common in Tencent. However, Ren Yuxin is also the president of both IEG and PCG business groups, so this The adjustment has also become a matter of course.
As for Liang Zhu, the former head of QQ, the reporterTencent MusicEntertainment Group (TME) learned that today, TME alsoannouncementA major personnel adjustment was announced. Among them, the current chairman of TME Tang Daosheng will resign as chairman, chairman of the remuneration committee of the board of directors and other positions related to the board of directors and the company. The former CEO of TME Peng Jiaxin will become the company’s executive chairman and Liang Zhu will become the new CEO of TME.
It is reported that Liang Zhu will be responsible for the management of TME’s QQ Music, Kugou Music, Kuwo Music, National K Songs, and long audio business lines. According to data, Liang Zhu joined the Tencent Group in 2003. In 2016, Liang Zhu became the vice president of Tencent Group and took charge of social platforms including QQ and Qzone. In addition, from 2014 to 2016, Liang Zhu also Served as the general manager of QQ Music.
Tang Daosheng is now the president of Tencent CSIG. Through this series of adjustments, it can be seen that Tencent intends to further strengthen the cooperation between the content ecology, including TME, which has been listed independently, and the future cooperation with the entire PCG will become closer.
PCG first practice internal skills
In addition, PCG also announced that Chen Juhong, vice president of Tencent, will no longer be in charge of Tencent’s news business, and will be transferred to other BGs, as well as important business appointments. The head of Tencent News has been appointed otherwise.
For the management of PCG, Ren Yuxin hopes to emphasize collaboration.At the beginning of PCG’s establishment, Ren Yuxin establishedExecutivesIn the partnership system, there are 8 VPs besides him. Ren Yuxin said, “In the past, the company’s requirement for VPs was to do their own responsible business, and the assessment mechanism was also based on their ownPerformanceUnder the partnership system, the company’s assessment unit is no longer an individual but the entire management team. This also means that everyone has to share the responsibility of PCG. Any business failure is the failure of the entire management team. “
Corresponding to it is business collaboration. In the past, Tencent emphasized business closed-loop, that is, each team can develop in its own closed-loop. However, after the establishment of PCG, Ren Yuxin began to build content and technology platforms, emphasizing the use of ecological thinking for internal business and team management. Under Ren Yuxin’s plan, all content will be precipitated in Zhongtai, different content services can be coordinated on the content platform, and the technology platform can be used to achieve the sharing of technical results.
For example, the data science department established by Tencent Video last year implemented a two-line report. The solid line is to continue to report to Tencent Video, and the dotted line is to report to Zeng Yu, who is in charge of technology at PCG. At that time, a PCG person told reporters, “According to Mark (Ren Yuxin)’s vision, all PCG products will use the same technology in the future, so in the future, it is not ruled out that the algorithm team of Weishi will also perform like Tencent Video. Adjustment.”
Of course, all organizational adjustments are for the most efficient development of the business.Such asToday, Tencent PCG faces fierce market competition, especially in the video business.The rise of the byte system and the power of the internal WeChat video account have put PCG under great pressure.After straightening out the organizational relationship, the next step may be to test the effectiveness of the business.
Related reports:
Tencent PCG ushered in major adjustments to focus on content business lines
Is Tencent’s PCG adjustment another mess?
(Source: 21st Century Business Herald)
(Editor in charge: DF537)
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