This article From WeChat public account: Internet Colosseum (ID: Internet-war), author : Tie Lin, Liu Fatty
Strictly speaking, Ma Hongbin is far from being the No. 3 in the fast.
CTO Chen Dingjia’s technology line, Xu Xin, vice president of the product line for many years, and Yan Qiang, vice president of commercialization, are all people who joined the fast hand earlier than Ma Hongbin. But Kuaishou has always lacked the leading figures in operation. He has dug a few high-level executives with unsatisfactory results. As a result, Ma Hongbin, who was from a consulting company,Strategic analysis entered, and gradually integrated the issues related to fast operation.
Ma Hongbin has several iconic features, such as a tall one-meter nine, a round face, a pair of black-framed glasses, and a gentle and organized voice. Currently, he is the senior vice president of Kuaishou, responsible for strategic analysis, user growth, market brand, and related operations in MCN and vertical fields.
It is understood that Ma Hongbin is also in charge of the operation part of the live streaming service of the quick game.
In summary, what he is doing today may be infinitely close to what a company’s COO should do.
Meanwhile, in the past year, Ma Hongbin has become the top public executive of Kuaishou Technology, with at least 8 public reports. In contrast, CEO Su Hua only participated in about 3 important activities, and founder Cheng Yixiao continued to keep a low profile.
However, 7 years ago, Ma Hongbin, an elite who just returned to China after completing an MBA from “Fujian” Columbia University, might not have thought that one day he would join such a grounded Internet company and do such a grounded business.
One, the pre-Internet era of the elite
Ma Hongbin graduated from the Department of Electrical Engineering of Tsinghua University in 2008 and is also considered an alumnus of Su Hua. However, unlike Suhua, who took the technical course of engineering, Ma Hongbin chose a tall financial industry after graduation and entered the well-known Boston consulting firm (BCG) , became an elite in a secular sense.
Hard work, but also very decent. At that time, Ma Hongbin often needed to give advice to various large multinational companies. He worked as a project manager from an ordinary consultant, and he managed and managed people. The growth was rapid, with occasional twists and turns, but Most of the time is smooth sailing.
Not counting the two years of studying for an MBA, Ma Hongbin also has nearly six years of work experience at BCG. It can be said that the first half of his career was defined and shaped by the experience of consulting companies.
It’s just that after consulting for a long time, many things are easy to separate from the masses.
BCG is good at strategic consulting. Although it provides business planning and various suggestions, the consultant itself will not participate in any actual work. This is why it is easy for people who have been engaged in consulting for many years to leave people unconnected and give advice.In the fierce battle of the Spring Festival, Meituan Takeaway surpassed Baidu in the first-line white-collar market.
Meituan’s experience let Ma Hongbin know what kind of experience it is to work in an Internet company. He began to get used to the face-to-face competition, move fast, and pay attention to landing.
It is also because of this experience that he has shaped his “durable” character. He later said: “This kind of competition between vibrato and fast hands is compared with the PK of Meituan and Hungry. , The intensity is still far behind. “
Ma Hongbin, a fast newcomer
Unfortunately, Ma Hongbin did not accompany Meituan and Meituan takeaway to continue.
Early in 2017, the US Mission broke out news that executives had left. Before and after it included Zhang Qiang, the former general manager of the four southern regions of the United States Mission, Lu Yinfeng, the former director of sales support for the United States Mission, and Qu Zhiyuan, the head of sales training for the United States Mission, followed by Ma Hongbin, and Yin Zhihua, the former general manager of the Intelligent Restaurant Division of the United States Mission.
There are many speculations, and of course they have never been verified.
Ma Hongbin will mention his past comrades at some moments, including Shen Peng, who left a year before him and is the founder of the US group ’s takeaway business.
He wrote an epilogue for his first two work experiences: “ Life is a coherent and colorful story, why do you have to make him an accident? I am willing to participate from the bottom of my heart, I always feel that I have not left the Meituan takeaway too far, and every time I leave to see everyone ’s blessings, I feel that I have not been fooled in these years. Two career transitions, so many good friends and good Colleagues, it is a greater gain. “
Quick Hand became Ma Hongbin’s third stop.
Fast starters in early 2017, with less than 50 million daily livelihoods, described by Ma Hongbin as “a smaller, more start-up company.”
Before he joined Kuaishou in 2016, a “Cruel Story at the Bottom” pulled the low-key Kuaishou for years under the scrutiny of mainstream media and the public. CEO Su Hua was forced to be interviewed frequently to explain the values behind this product.
Since its establishment in 2011, this company has kept a low profile, and the public relations market staff has gradually been in place after 2017, and has become a more systematic construction.You have to wait until 2018.
Ma Hongbin, a newcomer to the fast-handed, started his old business—strategic analysis. He is responsible for building a team of business analysts and providing advice to various business parties internally.
But at the beginning, Ma Hongbin’s importance to quick hands has not been fully reflected.
Some early employees of Kuaishou mentioned that Cheng Yixiao and Su Hua have always restrained the improvement of the product level. Kuaishou has been a minor repairer for so many years. After “Mr. Ma” came, he put forward a lot of business development suggestions, such as making camera products to cooperate with fast video products. The proposal was accepted at that time, but the bosses were not determined enough, and the resources were not kept up to date, resulting in unsightly product data.
In 2017, almost at the same time as Ma Hongbin, Zeng Guangming joined the fast hand as a partner and chief content officer, mainly responsible for external affairs and content-related affairs.
But in 2018, just over a year later, Zeng Guangming left the company. His departure was accompanied by a major overhaul of Internet content supervision that year, and apps including Quickstart were either rectified, changed, or taken off the shelves. Zhang Yiming and Su Hua also issued letters of apology.
And 2018 is also a watershed for fast players.
Since then, Kuaishou has strengthened its work in the areas of auditing, operations and commercialization that emphasize human resources and control, and no longer dominated by complete technology, algorithms and products. The total number of employees has increased tenfold, and there have been more than ten new products on the shelves, and the content of recommendations has also changed significantly.
Of course, the more urgent pressure comes from the outside. In mid-2018, Douyin surpassed the fast hand with 150 million days.
The quicker at this time, We must not only go through the crisis of public opinion quickly, build a good social image, but also face the vibrato .
However, in the Zeng Guangming period, the fast-handed brand communication strategy has been criticized for many times, and the user growth has not formed a systematic play. After Zeng Guangming’s departure, Ma Hongbin’s business scope within the company began to change-he began to take over user growth and operations, and strategic business analysis gradually no longer became the focus of Ma Hongbin’s work. Some colleagues in the Strategy Department also transferred to the front-line business department.
Many high-level executives joined Ma Hongbin at the same time. Many of them were personally chatted by Su Hua. Su Hua, who has a technical background, spent a lot of energy at that time looking for talents suitable for fast starters, filling fast starters in operations, commercialization, strategic investment, and markets.