Tencent officially launched a new round of strategic upgrading on September 30, according to a message released on Tencent’s official wechat account. Its organization structure, which has been in use for 6 years, also ushered in a new round of optimization and adjustment, and the original seven business groups will be restructured and integrated.

It mentioned that Tencent would “further explore the integration of social, content and technology that is more suitable for the future on the basis of connecting people, connecting digital content and connecting services, and promote the upgrade from consumer Internet to industrial Internet”. We can get a clearer picture of the convergence of social, content and technology by reviewing the timeline.

From PC to mobile: Tencent has developed a strong ability to reinvent itself in social and content

In fact, the newly established platform and content business group is separated from the former Tencent social network business group, mobile Internet business group and network media business group. The new strategic upgrade is through the organic separation and reorganization of the three original business segments, such as social platform, traffic platform, digital content and core technology. Among them, Tencent can be seen to further refine the social and content business, the pursuit of high quality, valuable content.

Tencent has long been the market leader in social and content, thanks to its ability to reinvent itself.

Originally, Tencent was born in messaging software. Based on the instant messaging products on the market at that time, it innovated and developed QQ, which is more suitable for the Chinese market, and has occupied the memory of several generations of young people ever since. Looking back, from the PC Internet to the mobile Internet era, constant change is the key for QQ to maintain its dominant position in the instant messaging market.

From the very beginning, QQ was a social software for young people to chat and make friends. Qzone was like the prototype of a content production platform, which quickly gathered a lot of young users. Before the rise of wechat, QQ grew into a pillar of Tencent’s business as it changed versions and adapted to the habits of young people. At that time, the core users of instant messaging software were concentrated in the young group, but also had a considerable volume and scale. Among them, there are numerous competitors competing for food, and it is difficult to break the strong relationship chain established by users on QQ, which shows the high viscosity of social products.

Since then, Tencent has been constantly innovating and seeking change, gradually developing a comprehensive and huge digital industry chain from a simple communication software, from games, online communities to media and network security protection. Seeking change in stability has made Tencent grow stronger and stronger. In this new era of social competition in mobile terminals, more middle-aged users have also poured into the big market for instant messaging, and the exponential growth of social user groups has also attracted wolves. However, it is still wechat that stands out in the internal competition of Tencent that finally breaks the ice and takes the lead.

On the one hand, it benefits from the profound and constantly innovative technological force. Technology is the lifeblood of the development of the Internet industry, and whether the technological level can keep pace with The Times matters to the survival of enterprises. On the other hand, it is also about forward-looking market thinking, facing the market in dynamic innovation, so that we can always catch up with the wind, and even lead the wind.

Most importantly, Tencent’s ability to reinvent itself in the transition from the Internet to the mobile Internet has made it what it is today. And at the turning point of the next era, self-innovation ability is also the survival potion of enterprises in the turning period.

New AI, 5G era: Tencent has once again ushered in its own evolution

At that time, the tuyere dividend of the previous mobile terminal is exhausted, and the Internet is about to usher in the comprehensive AI era and 5G era, while Tencent once again set off a wave in the industry: it started a new round of strategic upgrading, triggered a hot discussion in the whole industry, caused a big shock in the Internet industry, and put on a textbook level of “self-evolution”.

First, Tencent reinstated the original seven business groups to reposition the digital content industry. Tencent first evolved its “business system architecture” in 2005, seven years after it was founded, at a time when the social and content industries were growing in parallel and scattered across two different business systems. Entering the mobile Internet track in 2011, Tencent has developed the “business group system”, in which social network business group, mobile Internet business group and network media business group cross fusion, obviously can no longer adapt to this rapidly changing market.

Now, Tencent has retained the original enterprise development business group, interactive entertainment business group, technology engineering business group, and wechat business group, and newly established cloud and smart industry business group, platform and content business group, greatly transformed the social and content industry, recombination and integration of the two together. The original four business groups are still vertical deep cultivation, social networking and content industry has appeared a large integration, indicating Tencent’s clear positioning of the digital content industry.

So, Tencent’s reorganization and integration of social and content industry, what is the gourd selling medicine? The author thinks that Tencent is making full preparation for the coming of the storm, solid social and content industry soil, layer upon layer of upward growth.

On the one hand, the arrival of AI and 5G era means that the form of content industry will be expanded and enriched again, and more intelligent and convenient content production and distribution channels will emerge at the historic moment. On the other hand, content will coexist with social integration, and the social relationship chain of acquaintances and strangers will be extended and consolidated based on content. Therefore, the emergence of “platforms and content businesses” means that social can coexist with content no matter how it changes.

In this way, Tencent looks forward to the new AI and 5G era with a new perspective, reshaping the content industry and providing a new idea for the industry. Tencent’s self-evolution in the social and content industry has not only consolidated its existing business segments and built solid barriers; It also leads a new outlet and prepares for the emergence of new opportunities in content industry.

In the new era: Powerful internal strength will help Tencent lead “social + content” again

In the new era, the “social + content” industry has a broader market. Not only will more innovative forms emerge soon, but the entire social + content industry will be merged and reshaped as users gather. Tencent in audio and video content field layout has been a long time, is bound to usher in a broader space for development.

In the field of video, short video and live broadcasting, Tencent Video, as the leading video streaming media platform in China, has been firmly in the leading position in the industry. Now, Tencent Video has grown into a content matrix that integrates MULTIPLE types of content, including TV series, variety shows, movies, animation and documentaries. Thanks to the investment in high-quality and exclusive content and refined operation, Tencent Video has a strong profitability in paying video members, and is now the largest video payment platform in China.

Moreover, Tencent’s short video platform Weishi has been catching up, with the help of QQ’s large traffic channels to widely cover young users. High-quality and rich digital content resources have become a highlight of weishi’s development. Meanwhile, on the one hand, NOW live broadcasting is closely related to young people’s social life and lifestyle, and on the other hand, it has become an output window for traditional cultural inheritance and social welfare undertakings. The “live broadcasting +” mode is very popular.

In addition, have broad distribution channels Tencent news and daily express, QQ hotspot and other information content products market size is still not underestimated. In addition, Tencent Animation, as the largest original and legal online animation platform in China, now has over 100 million active users and has become a gathering place for a large number of animation fans. As an official game broadcast platform produced by Tencent, Penguin e-sports has rich game resources and is developing towards a one-stop game content community…

At this point, Tencent’s content ecological matrix is comprehensive, rich and three-dimensional, and its long-term layout has gained a sound business foundation. Under the broader “social + content” industry prospect, Tencent has a stable chassis, strong strength and equally broad space for development.

From this point of view, born in the communication software business, from QQ to the establishment of the entire business territory, Tencent cannot leave the characteristics of self-innovation, self-evolution. In the face of the arrival of AI and 5G era, Tencent has launched a new round of strategic upgrading, integrating social and content products and reshaping them to better adapt to the era of intelligent and convenient content.

After restructuring, Tencent’s business map is more clear and deep cultivation in their respective vertical fields. The emergence of platforms and content business groups shows that Tencent will focus on “social + content” and run its own color in the new content era.

Article/Liu Kuang public number, ID: Liukuang110, this article first kuang Venture capital network