Tencent is how to do the analysis of corporate culture (2)

Different stages, different cultures. Over the years, Tencent culture has such several stages, the beginning of the natural formation, and then gradually develop, slowly will form some system, and finally upgrade evolution, each stage of culture is also completely different.

We will do a very close combination of each stage and strategy, in 2011, Tencent put forward the strategy of open cooperation, we put the values of cooperation, including the mission, etc., will carry out a change in the content output. Tell employees, before the cooperation is cross-sectoral cooperation, now is a new stage of cooperation, must be with partners, look at the whole industry chain, no longer play themselves, need a big picture vision. Every time a new strategy is proposed, we will optimize and upgrade our culture accordingly.

Culture must be evolutionary, people are getting younger and younger, more and more individuality, with the change of this organization or management mode, the old ones are no longer applicable, how do you do your culture? Some time ago, I read some papers that talked about what CEO statistics are most concerned about, and in a new situation, how the culture of a company can support the development of this company in a better direction is at the top of the list.

In fact, each industry has its own culture, Tencent culture is not necessarily appropriate in your industry. Each enterprise in each industry has its own special deep marrow of things. When looking at the culture, may be this industry, or you around the enterprise, draw on which one, if you think some of your own change is very good, you go to change, in fact, the most fundamental culture is to do people.

Several aspects of culture landing

Sometimes you can mobilize the masses to fight the masses

Sometimes talking about culture is very false, you find that because there is no way to land, culture landing there are several aspects of landing, including strategy, management, products, public welfare, and employee activities, etc., the strategy is one of the very important aspects. Tencent do culture an important part is to tell employees, Tencent strategy how to interpret.

1. Write culture into the ? Constitution?

Culture has many grips and landing points, the company program is one of the most important, culture should be written into the company? Constitution? Inside, after the proposed can not be changed. Tencent's cultural program is the vision, mission, values, business philosophy, management philosophy, in any place to talk about Tencent's culture, must be these things.

On the right is Tencent's four sacred animals, giraffe (integrity), petrels (enterprising), rhinoceros, rhinoceros bird (cooperation) and nautilus (innovation), people based on biomimicry developed submarine is based on the nautilus, we engaged in these four animals.

We send out culture shirts every year, more than 50 dollars a piece, every year the whole staff will wear, November 11 this day we all wear together to take a group photo. The concept expressed at the time was that we all have the same values inside, and they are also reflected on the outside, with the same clothes and the same heart. Starting from the first set of culture shirts in 2005, we found that the round-necked T-shirts were especially suitable for the temperament of Internet employees. Regardless of fat and thin wear are very good, Internet people often sedentary, stomach are convex, wear this good.

Later, the culture shirt became a kind of Tencent especially love things, you will find that everyone will wear when. Even traveling to foreign countries are often encountered, culture shirt into everyone even if they do not know each other, but also know the code word, especially warm. There is a little story, once it rained, a car stopped there and said: you are Tencent, right, I take you there, just because you wear a culture shirt.

2, culture and product combination

2013 Tencent put forward the boutique strategy, this time we did a series of things, first of all, in the company to do a product inventory, let all the employees vote, you think which product is a boutique, at that time, the three selected. Then the person in charge of these three products were interviewed, what is the concept of boutique in their minds? Many employees will know that we talk about boutique, what exactly is boutique.

The WeChat Red Envelope product is entirely an extension of Tencent's culture. Tencent has a start of work, the New Year issued red packets, all employees on the eighth day of the day nothing to do, is to line up to receive red packets. Ma Huateng their several BOSS standing at the door, behind the back of the possible tens of thousands of red envelopes, all employees row a few hours, that day to wear flat shoes, bring the charging treasure, row for a long time, the first floor row up, brush the BOSS red envelopes.

In 2014, WeChat began to do WeChat red packets, which was then WeChat colleagues consider, Tencent red packets why can not send online? We all grab together. This is very consistent with the custom of a thing, the results of such a point, the formation of people's lives now in the use of WeChat is very important to a scene. The Tencent in the payment of this piece, but also because of this function, finally have a relatively big improvement.

We will often do inventory products such as some things, so that all employees involved in the company's product optimization, everyone is a product manager, you must use the company's things, all the company's products out of the first batch of users is the Tencent employees.

3, the combination of culture and management

CE (user research) is ubiquitous in Tencent, we do any issuance, system, product, will first ask the staff: what do you think of this thing? What do you suggest? What do you think about this system? A lot of this research to the staff. But research is the best publicity for the work you do, when you really implement, we already know exactly what you want to do, and the staff look at us probably think so, they are very easy to accept.

We do HR, the most painful is to send a thing, the staff do not see. How to make employees better accept the management tools, to emphasize the sense of participation. So management actions must be done with your culture to combine.

4, mobilize the masses to fight the masses

In 2011, gradually from the PC era into the mobile Internet era. We found that the company's requirements for employees have changed, this time I give you the work, do a good job attitude is not enough, the need for a more proactive spirit, we want to put the values of ? We want to upgrade the value of "Do your best" to "Do your best". We want to upgrade our values from "responsible" to "aggressive". Enterprising? First of all, through the management of the discussion of the cadres set, involving a problem, the spokesman for the animal from the ants to change, so we did a mass discussion, so that we can vote, what animal can advocate enterprising.

At that time, the company 18,000 people, more than 90% of the employees involved in this activity, the forum to send what animal is most appropriate, horses, sharks, monkeys, as well as carp, bees, hairy crabs. Finally what animal to choose, as organizers, we do not care, our only thought is how to understand the word, and finally all finished, and then chose the highest vote a few, and finally assessed the sea oats, Gorky's passage has a very great enlightenment for them, they are very touched. So it's Haiyan.

Now when we do a lot of cultural things, staff participation is very important, if he does not participate, he is really hard to accept this thing. We are doing a lot of activities, all employees involved. To do a party, Tencent about more than 20,000 people, each place to engage in the party, I am the party in charge of the following Shenzhen, Guangzhou, Beijing, Shanghai, Chengdu, Xi'an, Hong Kong, Wuhan branch, each place to engage in their own party, as long as the number of people is large enough.

Shenzhen party site more than 10,000 people, involved in the party inside the program actors about 600 people, each program is a huge lineup, 40 or 50 people rushed up to perform. The staff of the party are all their own employees. Including the lift props, about 150 people, people very much like to participate in the company's ceremonial activities.

Now has begun to recruit evening party volunteers, many people will write some very interesting words, someone said I was in school inside the 100 meters to run how many meters; often moving, a lot of strength, so you can find me when the props team. Let employees participate in the company's activities, the logic behind it is: if not involved, he may see this activity is good when it is a kind of content recognition, I participate in it is the role or identity of the identity. Because of the participation of employees, so they are saying bad time, in fact, is to say that they negate the previous choice, this time you do a lot of things is very good to do.

5, the combination of culture and public welfare

In addition to be sure to do some very upstream, very loving things, this in the company's favorable comments in particular. Especially in our launch of Tencent's very famous 404, at that time in the PC, many people found us in the entry QQ.COM, or QZone, a page can not be found, we want to think is not possible to put some other things, and public welfare organizations to join forces, it happens to be Shenzhen side of the frequent loss of children's news, and they do a combination of, if you can not find the page, but you You can help the family to get the child back, put the verified lost children's information on it.

This was launched in 2011 or 2012, and now more than 20 children have been recovered. This is a very exciting and honorable thing to say.

Including Tencent has a lot of ex-employees who may have gone to other companies or left for whatever reason, and when they encountered some problems, all of their colleagues would lend a helping hand, and things like this would bring everyone's hearts together. Everyone thinks that Tencent is a very loving and warm company, and this kind of recognition is very high, so we must do this kind of thing that really touches people's hearts.

Cultural management is both hard and soft

Tencent has many publicity platforms, including paper publications, internal forums, videos, Tencent TV, face-to-face meetings with the head office, and WeChat accounts. Every year, you organize and edit some of the stories of your employees and the company, and these are all products through which people can read what Tencent's culture is like.

Tencent also has things that will be hard, employee behavioral management of this kind, for example, there are three brands: sunshine, Ruixue, and honor. Sunshine and punishment related, what is not allowed to do in Tencent, the boss is also very concerned about this, whether it is the strategic management conference, or usually will say, sunshine code of conduct is very important.

There is also ? Rui Xue? We call it? RuiXue? because? The snow is a sign of a good year. After the snow, the color of the earth white, the bad behavior removed, it will manage some particularly small things.

For example, queuing, in Tencent we love to queue, shuttle buses, elevators, cafeteria places naturally queue, some time ago we ran to a deserted island to do a survival outreach, in the case of people do not have to eat, drilling wood fire, everyone a bowl of gruel, we also consciously queue. Including can not occupy a seat, can not shuttle bus to eat, can not reverse the elevator, the meeting can not be late, can not occupy the conference room so some things, may not be able to reflect the system inside, but the atmosphere of the company has a great impact, we call Ruixue.

In Tencent everyone will talk about Ruixue. Often people talk about who Ruixue on the forum, do not flush the toilet, smoking in the toilet, parking space accounted for two, all things are not Ruixue. It's as if Chinese people say who is good, or who is not good, the face is difficult to tear open, say not Ruixue, as if it is not so direct.

Let culture become ? The first time I've seen this, I've seen it in a lot of different ways.

Tencent has a lot of ?

Tencent has a lot of folklore. And everyone has a stake in it. One of our founders, Zhidong, is now at Tencent Academy, and we call him Big Brother. He has always been concerned about cultural heritage and employee development, and is one of the bosses of Tencent who cares the most about user value, or the most about employees.

Even from the CTO position retired, every Teachers' Day or many occasions, will be invited to tell us the old Tencent story, before the Tencent look, is a very legendary figure. The other one is called colin, he did not do a game is not hot, whether it is cool running, flying car, or at that time, the seven wars, is the company a man of God.

One year when I was doing the party, it was the middle of the night, and we went through the whole process, and he came to the scene and said he wanted to rewatch the video, because he was responsible for the Hootsuite program, and he was very worried about the next day's performance. Video to a certain point, he said wait a minute, here missed a frame, we do video may have experience, missed a frame actually do not have any feeling, he immediately and the director next to say go back to change, the same night to send it over, the scene I also have suppliers, the director's team are crazy, especially demanding. Why did he do the game can fire up, because he embodied the Tencent for the product extreme requirements.

There is a colleague called Duan Xiaolei, who was a security guard at the beginning of the company and is now a product manager. He was a very interesting security guard at that time. He was in charge of a floor in Beijing, and every time an employee came, he said good morning very passionately, which woke everyone up at once. He often read some books on programs, and a product manager in the floor office at that time said that this young man was very hardworking, and one day asked him if he would like to come to work for us, and he started to do product operations, and later became a product manager.

Tencent has a game called ?

Tencent has a game called "National Assault". Later research and development of this game, he got a few office chairs, the ground to take a gun rolling, may monitor their own heartbeat, the gun's center of gravity up and down jitter, very detailed, and then the game became a hit.

In fact, there are a lot of such people in the company, we will take them as spokesmen to play advertising. The company's 10th anniversary of QZone, Pengfei sister is also as the spokesman advertising. How is the culture of a company, sometimes it depends on what kind of characters are put inside the company, or what kind of some stories. We would think that nothing is impossible in Tencent, as long as your strength is good enough, you can definitely come out.

The most important thing about culture is transparency and equality

Finally, the most important thing about culture is that it must be very transparent and equal. In this Internet era can not hide anything, to very quickly let everyone know the truth of everything. Second, do something must have a sense of participation, including senior management and staff, everyone must be involved, in order to go from the identification of information to the identification of decision-making. Third, what you do must be very interesting and useful. That way what you do will be accepted by employees and really get the culture off the ground.

A minute look at Tencent and Ali's corporate culture

Send the start of the work is good

CEO personally send VS software system send

Tencent the first day of the first day of work (the eighth) does not go to work, the company through the WeChat and QQ to each employee were sent to the 200 yuan in cash red packets, Xiaoma in front of the CEO's office for the queue to ask for the lucky employees to send the red packets in person. Most of them are 8.8 yuan sunshine prize.

Tencent has been around since its founding in 1998?

Since Tencent was founded in 1998, there has been a tradition of opening a new business.