The first phase of the Penguin mission has been completed.

On August 31, it was learned from insiders of Tencent that the Penguin, which is the content of Tencent’s content, had just undergone a round of business and organizational adjustments. The new position of “Penguin” is a content service platform that provides data, technology, tools and settlement support; the original work with the content producers will be moved to the content side of Tencent, but all the content is still deposited in the Penguin Platform sharing.

Product upgrades are also accompanied by personnel adjustments. It was learned that the new Penguin team was still directly responsible for Hou Xiaonan, the former Penguin leader, but the reporting line turned from Lin Songtao, vice president of Tencent, who is responsible for short video, to Zeng Yu, vice president of PCG technology.

Zeng Yu joined Tencent in 2002. He is a senior technical expert in Tencent. His career is a relatively pure background in technology research and development. After Tencent established the Platform and Content Business Group (PCG) last year, Zeng Yu has been the head of PCG Technology.

At present, PCG internally believes that Penguin has completed the initial accumulation of content categories and scales, and in the future it will be guided by data and technology. After this adjustment, Zeng Yu will lead the construction of the two major middle and middle stations of PCG technology in China and Taiwan. Due to Zeng Yu’s resume and background, technology will obviously become the core of China-Taiwan construction.

In the Penguin internal communication meeting, Zeng Yu said to the team: “I am very concerned about efficiency. PCG’s mid-rise construction is actually about efficiency. The future mission of Penguin is to enhance the content market. Supply and demand efficiency.”

Zeng Yu proposed three working directions for Penguin: 1. The content platform directly interfaces with content creators to reduce links and speed up the pace. The Penguin is responsible for maintaining and improving the supply and demand rules of the content market, combating violations and providing protection for the healthy development of the ecology; 2. Focusing on the content supply chain, content production tools and optimizing the construction of various content pipelines, greatly improving the platforms. The efficiency of the supply of popular content. 3. Penguin is linked to other middle stations in the horizontal direction and has become an incubator for innovative products in the content field.

In other words, the next Penguin should be more data- and technology-driven, focusing on flexibility and efficiency, and creating efficient system tools and self-service platforms. Front-end content platforms, such as information flow, micro-vision, Tencent news, Tencent video, etc., can each decide the content of their own platform and directly connect with the content creators of the corresponding categories. In Zeng Yu’s view, there are many advantages. “One is to reduce communication links, and the other is to expand the resources of classmates to get more resources. The development space in each platform ecology is relatively large.”

Content is a wide variety of tracks, including graphics, short videos, anime, film and television dramas, and more. Penguin as Tencent content in Taiwan, from the November 2017 “big content open strategy”Upgraded. At that time, Penguin’s main selling point was “one-point access, full-platform distribution”. Content creators can submit their content in the background of Penguin, and they can be graded by the system and automatically distributed to Tencent’s content platform.

This form of content organization and distribution has indeed had an impact on the content industry. In March 2018, today’s headlines announced the completion of the headline number upgrade, also the main one-click distribution.

In a 2017 letter to a partner, Ma Huateng emphasized that “only content is “big” to match the “full user” demand. Up to now, Tencent has owned more than ten content platforms in different forms such as news, film and television, information flow, short video and animation. However, Ma Huateng also pointed out that “for a large amount of long tail content, we need to use more machines to complete the integration and distribution of ‘big content’.”

Now, the Penguin has completed the first phase of its mission to rapidly accumulate content for Tencent. It will move from a “top-age era” that requires a rapid increase in content volume to an industrialization that focuses more on technology and refined content operations. Times, technology, data and efficiency will become the key words of Tencent’s new phase of content strategy.