A comprehensive analysis of Tencent's corporate culture

A comprehensive analysis of Tencent's corporate culture

Speaking of Tencent, I believe everyone is familiar with it. Why is Tencent so successful? This is probably inseparable from Tencent's corporate culture. Below I have compiled a complete analysis of Tencent's corporate culture for you. Welcome to read the reference!

First, Tencent's internal satisfaction survey: culture is the core indicator.

I joined Tencent in 2004 and have been in charge of corporate culture within Tencent for more than ten years now. This is everyone's overall impression of Tencent culture, which is a bit subjective. The office environment of the company is very good, with 2000 yuan of office tables and chairs and rich spare time. There are many gimmicks at the annual meeting, and everyone says that this company is very attractive. We always want to do something innovative. New things are more interesting and make colleagues who do this job feel more fulfilled.

Tencent conducts a satisfaction survey every year. Culture has always been the core of all indicators, and it can get more than 80 points, which is the highest score, far higher than the average score of other 60 points. Everyone's recognition of Tencent culture, as well as the recognition of Tencent culture by all employees and management cadres, is very high.

Externally, Tencent has many former employees, and we have deep feelings inside. People who leave Tencent rarely speak ill of this company. Tencent will do some research on employees who have left their jobs. Many people talk about Tencent's success. Apart from paying attention to users and having good internal management methods, it is also very important that Tencent attaches great importance to personnel training and cultural construction.

Tencent is a very inclusive company, like my clothes, especially like artists. In fact, I work in HR and corporate culture, and I am responsible for managing professional engagement, employee behavior and some biased labor relations. In Tencent, people won't think you dress strangely. Your clothes don't mean that you have a necessary connection with this person.

Some people say that Tencent is very low-key, which is related to Ma, one of the founders of the company, who doesn't like to show off. Low-key has the advantage of low-key, everyone is pragmatic, as long as the work is done well, there is no need to brag. The bad thing is that culture is a mouthpiece, and it is difficult to find a boss to talk to if you want to say it. Tencent culture is always forming the proposition and challenge of "the boss doesn't like to talk, how to do a good job".

Second, culture is not how to publicize on paper, but how to think about how to do things.

Now let's introduce how Tencent people work in such an environment and why they create such a culture. First of all, we should have a common understanding: what is culture? To borrow Steve Jobs' expression: Culture is not how to publicize on paper, but what to believe, how to think and how to do things.

In short, culture is what a group of people do in an enterprise, how they do things and what kind of thoughts determine the characteristics of this enterprise culture. This is our agreement, the default * * * has an idea, * * * peers, this is the culture of our enterprise.

Associated with Tencent culture, the first thing I have to mention is the general office team, known as Presbyterian church, which is composed of founders and all men. Sometimes we call it ocean's fourteen. The five founders of Tencent are relatively stable, including Ma, Zhang Zhidong, Xu and Chen Yidan. Now only Ceng Liqing has set up investment companies and invested in some enterprises, including Taomi. He has a famous saying: "Tencent's entrepreneurial employees can find him."

The general manager's team is a truly balanced team, and everyone makes decisions together. We often go to the general manager's meeting to make many reports. For example, there will be a Christmas party at the end of the year, and the general manager team will perform on stage. When deciding what they want to play, it is not acceptable to say that for one person, such as a horse, others will be green leaves.

Everyone asks himself to be handsome, and he will revise a bad line. When making many decisions, they are all discussing with each other. It's not that one person can decide one thing, but this group of people determines that this company can keep moving forward steadily.

Moreover, these bosses are very hard, and they are all overtime dogs. Tencent is so old, they are still trying to see some very fine things. Many people have retired to this extent. For example, I sent emails to several bosses last night, and there was a system to be revised. I sent an email to Ma, Ma and Ma at one o'clock in the morning, and Ma replied at four o'clock in the morning. This effort is terrible.

On WeChat, Zhang Xiaolong was in the company at four or five in the afternoon and left at four or five in the morning. When we communicate with the WeChat team, we usually can't find anyone during the day, so we can only communicate with them in the afternoon and evening. At this time, you have to leave work again, which is very painful. Tencent employees are a bit like taking this company as their own business, not just a job. Many employees have this feeling, love this company very much and want to do things well.

Sometimes we also envy some enterprises, such as Ali, Huawei and so on. Their boss can stand up and send some articles to talk about specific ideas and ideas. Our bosses in Tencent really invite them several times a year. So Tencent's so-called mystery is because it doesn't want to say it.

Third, to be a culture, we must find the points that employees care about.

Tencent employees may have high academic qualifications, and many internal engineers and technical geeks look for something and complain to the end if they are unhappy. For example, Beijing has heating in winter, so the office area is hot. One employee felt hot, and later added a fan, but it was still hot. As soon as the heating is hot, he sticks it inside.

He put the thermometer on the table. He handed it out once a week without saying anything. He just photographed the thermometer and put it on it, doing such a very persistent thing. I have been expressing my attitude in this silent way. Here are a bunch of his replies. In this atmosphere, the company is very interesting and fun. After many years, you will always remember this man. He didn't make a fuss. He complained that one thing has the characteristics of an engineer.

After 80, 80 accounted for more than 45% of Tencent. People engaged in business management should pay attention to this group of people. They are completely different from us. We are slowly learning how to access the Internet. They were born with the internet. These people may not know what they want, but they must know what not to want. Very independent. They work here, and they leave their jobs not because they are unhappy, but because there may be nothing cool. You will find that they will show such characteristics.

What kind of personality a person is determines how well a company or culture is doing. When we spread many company projects, we found that we have entered an era of information surplus, and the push of information will be ineffective. At this time, you have to tell employees what to do with a very important thing. Daily push is useless, more in the form of face to face. Finally, it is most effective to engage in some offline activities. This is some characteristics of people in this era.

To be a culture, we must find out what employees care about and what they like very much. In one training, we asked all employees to draw a picture of Tencent people, and they drew a completely slovenly image of a technical otaku. Because many of Tencent's male colleagues are all shorts T-shirts, and T-shirts sometimes wear lace, because the collars of clothes are washed and deformed.

Slippers are slippers in the bathroom, with messy hair and no care. They wear company clothes and carry company bags. They don't care about their appearance at all. But when you say there are beautiful women, they will flock to you. Moreover, their electronic equipment must be the best. All the apples are out. There are dolls everywhere, and the image of Tencent people is basically like this.

Tencent has a professional division of labor, development, products, design and operation. It is like a zoo. Our name is Cheng, product dog and design lion. These are the professional characteristics of Tencent people and also determine the form of culture. For example, there must be a program at the party every year: A Cheng Xu Yuan's girlfriend broke up with him because he worked overtime, and finally how to make up.

Fourth, the biggest embodiment of Tencent culture is "fast"

In the Internet industry, when Tencent competes with many companies, the biggest manifestation is "fast". In the face of the success of WeChat, Lei Jun once concluded that the reason why Mi Chat failed at that time was that WeChat could update one or two versions a week and Mi Chat could update one version a month. This is not the model of the internet, so it is impossible to succeed.

QQ, a big product, is not as small and beautiful as WeChat, and contains many functions. Now it still keeps updating two or three versions every month. Tencent people are really entangled. In addition to this kind of spelling, it is because everyone wants to do their best.

The second embodiment is the ultimate user experience. Internet industry games are the most profitable. If Tencent Entertainment BG is compared to a company, it is the most profitable entertainment company in the world. You can think of some film and television companies, such as DreamWorks and Disney. Now Tencent has completely surpassed them, and tencent games accounts for more than 60% of Tencent's revenue.

Look at the game rankings in the app store. On the first page, there are only two China companies, Tencent and Netease. Only by making the product to the extreme can we stay on the list. As we all know, only the top 50 can make money, and the top 10 can make big money, so we should do our best. Including many cultural things we do, we must do them quickly.

Only interesting and useful things will be accepted by employees.

When we do a lot of cultural work, we will do CE (User Survey). A system may be reversed. What do employees think of this system? What do employees think when doing many activities? Tencent will have such competition and cooperation, equality and transparency. Including saying that when discussing WeChat at that time, many BG were doing similar things.

Tencent has BBS and Lewen, which are very famous platforms. We keep a principle that as long as you don't say anything that the country doesn't allow, including politics and pornography, we will never delete it. Very hot posts often pop up.

Some time ago, a colleague was talking about Tenpay. He wants to buy a photo frame of WeChat and pay with Tenpay. At that time, he expressed a series of very bad feelings with screenshots and jokes. He said that Tenpay's product experience was too bad. After it is issued, many employees will discuss the problem of this product, and everyone will not mind pointing out an internal product or management problem.

After this problem was pointed out, Ma Hua Teng replied: Tenpay is terrible. At that time, everyone ran to Ma to reply: The boss really lived in this forum and signed it as a souvenir.

In the Internet age, there are many apps like Tianya, Colleague and Secret. It's impossible to block anything now. How do you know what employees really think? It is better to let them say internally that everyone can express it openly and unreservedly. This is also what we pay special attention to when doing internal culture: enterprises should immediately understand what employees are thinking.

In addition, one point of our internet work is that the way must be fun. What will employees accept? One is that this thing is useful, and the other is interesting. With these two points, employees will feel the content you spread.

Six, different departments, different stages, different cultures.

Different departments and cultures. Every business of Tencent is completely closed loop. Wechat is a business group and games are a business group. Now the feeling of each business group is completely different. Wechat feels a special literary atmosphere. Wechat puts forward WeChat life and pursues simplicity and beauty.

SNG is a social network, and QQ is completely old Tencent, which is pragmatic and low-key and very practical. Nowadays, many people say that QQ is no longer needed, but in third-and fourth-tier cities, QQ has a great influence on young people, and its activity is increasing year by year. QQ found the scenes they used bit by bit, and the spirit of hard work was particularly prominent.

Different stages, different cultures. Over the years, Tencent culture has gone through several stages. At first, it was naturally formed, then it gradually developed, gradually formed some systems, and finally upgraded and evolved. The culture at each stage was completely different.

We will closely integrate with the strategy at every stage. 20 1 1, Tencent put forward the strategy of open cooperation, and we will make changes in content output through cooperation in values, including cooperation in mission. Tell employees that the previous cooperation was cross-departmental cooperation, and now it is a new stage of cooperation. We must look at the whole industrial chain with our partners instead of playing with ourselves, and we need an overall vision. Every time a new strategy is proposed, it will adapt to the optimization and upgrading of culture.

Culture must have evolved. People are getting younger and more individual. With the change of this organization or management mode, what will your culture do when the old things no longer apply? I read some papers some time ago and talked about what CEO statistics are most concerned about. Under the new situation, the first problem is how to support the company's culture to develop in a better direction.

In fact, every industry has its own culture, and Tencent culture may not be suitable for your industry. Every enterprise and every industry has its own things that go deep into the bone marrow. When you look at culture, you may learn from the industry or the enterprises around you. If you think some changes are good, change them. In fact, the most fundamental thing in culture is to be a man.

Seven, several aspects of cultural landing: sometimes the masses can be mobilized to struggle with the masses.

Sometimes talking about culture is empty. You find that there are several aspects of culture landing because there is no way to land, including strategy, management, products, public welfare and employee activities. Strategy is a very important aspect. An important part of Tencent culture is to tell employees how to interpret Tencent's strategy.

1 Write culture into the Constitution

Culture has many grasping hands and foothold, and the company plan is the most important one. Culture should be written in the "articles of association" of the company, and it cannot be changed after it is put forward. Tencent's cultural program is vision, mission, values, business philosophy and management philosophy. When it comes to Tencent's culture anywhere, it must be these things.

On the right are Tencent's four beasts, giraffe (honesty), Haiyan (enterprising), rhinoceros, rhinoceros bird (cooperation) and Nautilus (innovation). People develop submarines according to bionics, and we engage in these four kinds of animals.

Cultural shirts are issued every year, which cost more than 50 yuan, and all employees wear them every year. 165438+1October 1 1 Let's put a photo on that day. The concept expressed at that time was that everyone had the same values in their hearts, which were also reflected in their appearance and unified in the same clothes. Starting from the first set of cultural shirts in 2005, it was found that T-shirts with round neck were especially suitable for Internet practitioners. No matter how fat or thin, it looks good. People who surf the Internet often sit for a long time with a bulging stomach. It's good to wear this.

Later, T-shirts became Tencent's favorite thing to wear. You will find that everyone will wear them at any time. Even when traveling abroad, T-shirts are often encountered. T-shirts have become a secret code for people to know each other even if they don't know each other, which is particularly warm. There is a little story. Once it rained, a car stopped there and said, Are you from Tencent? I took you there because you are wearing a t-shirt.

2 Culture and product mix

Tencent put forward the boutique strategy on 20 13. At this time, we did a series of things. First of all, we made a product inventory in the company and asked all employees to vote. Which product do you think is the best? At that time, we chose three products. Then interviewed the person in charge of these three products. What is the concept of quality products in their minds? When it comes to quality products, many employees will know what quality products are.

WeChat red envelope product is an extension of Tencent culture. Tencent has the advantage of starting work, giving out red envelopes in the New Year. On the eighth day, all the employees were idle, but they lined up to receive red envelopes. The horse and his bosses are standing at the door. There may be tens of thousands of red envelopes behind them. All the employees lined up for hours. On that day, they will wear flat shoes, bring a charging treasure and queue for a long time. They lined up on the first floor to brush the boss's red envelope.

In 20 14, wechat began to make wechat red envelopes, which was considered by wechat colleagues at that time. Why can't Tencent send red envelopes online? Everybody grab it together. This is a very established thing. Ever since, such a point has formed a very important scene when people use WeChat in their lives. The piece that Tencent is paying for has finally been greatly improved because of this function.

We will often do things like taking stock of products and let all employees participate in the company's product optimization. Everyone is a product manager. You must use the company's products. All the products of the company came out, and the first users were Tencent employees.

3 the combination of culture and management

CE (User Research) is everywhere in Tencent. When we make any documents, systems and products, we will first ask our employees: What do you think of this thing? What do you suggest? What do you think of this system? Many of these studies are for employees. But research is the best publicity for your work. When you actually implement it, everyone already knows what you want to do, and employees think so at first glance, and it is easy to accept.

When we do HR, the most painful thing is to send things, and the employees don't read them. How to make employees accept management methods better should pay attention to the sense of participation. So management behavior must be combined with your culture.

4 mobilize the masses to fight the masses

20 1 1 gradually entered the era of mobile internet from the PC era. We found that the company's requirements for employees have changed. At this time, the attitude I gave you is not enough. We need a more positive spirit. We should upgrade the values of "conscientious" to "enterprising". First, it was decided through discussion by management cadres, which involved a problem, that is, the endorsement of animals should change from ants, so we held a mass discussion for everyone to vote on what animals can endorse and make progress.

At that time, the company had 65,438+08,000 employees, and more than 90% of the employees participated in this activity. What animal is best for the forum? Horses, sharks, monkeys, carp, bees and hairy crabs. Finally, as organizers, we don't care what animals we choose. Our only consideration is how to understand this word. After everyone finished speaking, we chose the one with the highest number of votes. Finally, we commented on Haiyan and Gorky's words, which were of great enlightenment significance to them and they were very moved. So I decided to choose Haiyan.

Now doing a lot of cultural things, the participation of employees is very important. If he doesn't participate, it is really hard for him to accept this thing. When we are doing a lot of activities, all the employees are involved. For a party, Tencent has about 20,000 people. There are parties everywhere, and I am in charge of the party. Shenzhen, Guangzhou, Beijing, Shanghai, Chengdu, Xi 'an, Hong Kong and Wuhan all have sub-venues, and each place has its own party as long as there are enough people.

There are more than 10,000 people at the Shenzhen party, and there are about 600 actors attending the party. Each program has a huge lineup, with forty or fifty people scrambling to perform. The staff of the party are all their own employees. Including props, about 150 people, everyone likes to participate in the company's ceremony activities.

Now, we have begun to recruit volunteers for the party. Many people will write some interesting words. Some people say how many meters I run at school. I move a lot and have great strength. You can ask me to be a prop group. The logic behind letting employees participate in the company's activities is: if they don't participate, they may see that when the activities are good, it is a kind of content identification, and my participation is a kind of role or identity identification. Because of the participation of employees, when they say that they are not good, they actually deny their previous choices. At this time, it is very easy for you to do many things.

5 the combination of culture and public welfare

In addition, we must do something very fashionable and loving, which has won a lot of praise in the company. Especially when we launched Tencent's famous 404, on the PC side at that time, many people found that when we entered QQ.COM or QQ space, we couldn't find a page. We just wonder if we can put some other things together with non-profit organizations. It happened that news of lost children often appeared in Shenzhen, so we combined. If you can't find your website, you can help the family find the child and verify the information of the lost child.

This is about 20 1 1 or 20 12. Up to now, more than 20 children have been recovered. After this matter was said, everyone was very excited and felt honored.

Many former employees, including Tencent, may have gone to other companies or left for some reason. When they encounter some problems, all their colleagues will lend a helping hand. Such a thing will unite everyone's hearts. Everyone thinks that Tencent is a very loving and warm company, and this kind of recognition is very high, so we must do this really touching thing.

Eight, cultural management should be both soft and hard.

Tencent has many publicity platforms, made many paper publications, internal forums, videos, Tencent TV, face-to-face general manager, WeChat account and so on. Every year, you organize and edit some stories about employees and the company. These are products. Through this, let everyone understand what Tencent's culture looks like.

Tencent also has hard things, such as employee behavior management, such as sunshine, Xue Rui and honor. Sunshine is related to punishment, and nothing is allowed in Tencent. The boss is also very concerned about this. The sunshine code of conduct is very important in both strategic management meetings and peacetime.

And "Xue Rui". There must be an interval between good and bad. This area is the way you want it to be promoted. It may not be a system or thing to be managed in a company's labor contract, but it will have a great impact on your organization or the whole company atmosphere. We call it "Xue Rui", because after the snow, the earth is white, bad behaviors are deleted, and it will take care of some very small things.

For example, in Tencent, everyone loves to line up. Shuttle buses, elevators and canteens naturally line up. Some time ago, we went to a desert island for survival and expansion. In the case that everyone has no food to eat, drilling wood to make a fire, and each person has a bowl of porridge, everyone consciously queues up. Including not occupying seats, not eating by bus, not taking the elevator backwards, not being late for meetings, not occupying conference rooms, etc., may not be reflected in the system, but it has a great impact on the company's atmosphere. Our name is Xue Rui.

At Tencent, everyone is talking about Xue Rui. People often discuss in the forum who is snowing, who doesn't flush the toilet, who smokes in the toilet and who has two parking spaces. Everything is snowing. Just like people in China say who is good and who is bad, it's hard to say no to snow, which seems less direct.

Nine, let culture become a "folk story"

Tencent has many "folk stories" that are closely related to everyone. Zhang Zhidong, one of our founders, is now in Tencent College. We call him big brother. He has always cared about the inheritance of culture and the development of employees. He is the one who cares most about user value or employees among all Tencent bosses.

Even if I step down from the position of CTO, every Teacher's Day or many occasions, I will be invited to tell us an old story about Tencent and tell us what Tencent used to be like. This is a very legendary figure. The other is Colin. No game he plays is unpopular. No matter how cool he ran, how fast he rode, or whether the seven men were fighting for hegemony at that time, he was the god of the company.

One year when I was doing a party, it was past midnight and we watched the whole process. He ran to the scene and said he wanted to watch the video again, because he was in charge of mutual entertainment programs, and he was worried about the performance the next day. At a certain point in the video, he said, wait a minute, one frame is missing. We may have experience in making videos, but we don't feel that we have lost a frame. He immediately told the director next to him to go back and correct it, and sent it that night. There are also suppliers and directors on the scene who are crazy and demanding. Why are all his games popular? Because he embodies Tencent's extreme requirements for products.

A colleague named Duan started as a security guard in the company and now works as a product manager in the company. He was a security guard. It was fun. He is in charge of a floor in Beijing. Every time an employee comes, he says good morning with great passion and wakes everyone up immediately. He often reads books about programs. At that time, a product manager in the floor office said that the young man was very diligent. One day, he asked him if he would like to work here, so he started to operate products and later became a product manager.

Tencent has a game called "National Assault", which ranks well in the world. Top ten. The universal education of that game is only in primary schools. He played a gunfight game at that time and won the ranking in the world competition. Ask him about his academic qualifications when he joins the company. He said that elementary school, such people, are obsessed with gun games. Later, he developed this game. He got some office chairs and rolled on the ground with a gun, which might monitor his heartbeat. The aim of the gun swayed up and down, very carefully. Later, this game became an explosion.

In fact, there are many such people in the company, and we will use them as spokespersons for advertising. At that time, it was the anniversary of QQ Space 10, and Sister Pengfei also advertised as a spokesperson. The culture of a company sometimes depends on what kind of people or stories are put in the company We will think that nothing is impossible in Tencent. As long as your strength is good enough, you can definitely come out.

X. The most important thing in doing culture is transparency and equality.

Finally, the most important thing about culture is that it must be very transparent and equal. There is nothing to hide in this internet age, so let everyone know the truth soon. Secondly, what you do must have a sense of participation, including senior management and employees, and everyone should participate, so that the recognition of information will become the recognition of decision-making. Third, what you do must be interesting and useful. In this way, what you do will be accepted by employees and truly let the culture land.

Expanding knowledge: Tencent's corporate culture includes:

Vision: the most respected Internet enterprise;

Mission: to improve the quality of human life through internet services;

Management philosophy: care about employee growth;

Business philosophy: everything is based on user value;

Values: integrity+enterprising+cooperation+innovation.

;