Sina CEO - "Strong" Cao Guowei: Part 3

Justifiably

In June 2004, Sina sales day become "difficult" together. Prior to this, as in the content of Sina strong, Sina advertising sales staff in the same industry is "most likely" the work, as long as the unit answer the call, customers can receive the completed work. Even in the sales goals issued, the hands of the accumulation of orders can mandate has been completed ahead of schedule.

Now, accustomed to waiting for the advertising sales staff, we must seriously address the issue lightly down to every level of sales targets of several million dollars every day to work overtime to 8, 9:00 bell to them is very normal thing. While these changes are due to Cao Guowei initially started as co-COO.

Cao Guowei said then succeeding to COO post is a "hot potato." As Sina's wireless personnel turbulence, and the business was occupied at that time Sina's revenue over 70 percent, then the CEO Wang Yan will be fully responsible for the wireless business; COO Lin Xinhe responsible for the search and games business; Cao Guowei from the CFO post as co-COO, responsible for the troubled Sina website operators and advertising sales.

Cao Guowei said: "It is not the failure of Sina most business is facing the most difficult business." At that time, Sina's advertising revenues while still growth, but market share is in constant decline, which means that, far more than the growth of competitors Sina.

The first quarter of 2004, Sina advertising revenue for the 13.1 million US dollars, second quarter advertising revenue growth to 15.5 million US dollars while the same period Sohu first quarter advertising revenue for the 11 million US dollars, but rose as high as 146%, while the second quarter of 13.4 million US dollars, an increase of 97%, and Sina only 1.9 million US dollars gap.

Professional background and made news a few years television reporter Cao Guowei believe in the content and Sina strong compared to sales efforts is far from enough to enhance the combat effectiveness of advertising sales team is very important. As Cao Guowei stressed that the figures speak with cold, the original sales team have left many unable to meet staff, and Cao Guowei spent six to 12 months time, to form a new sales team, the establishment of ad sales involving all the systems.

"Sina's advertising system, management system, shown in the same system may be the most complex industry." Cao Guowei said that the Internet advertising, compared to other forms of advertising to put a lot of complexity, and the mode of China's Internet advertising more diverse, more complex, unlike Yahoo, Google can be as relatively standardized.

In 2005, Sina has been advertising in the leading case, the first time in more than three years the growth rate main rival Sohu, lead to further widening. At the same time, Sina wireless business with the industry trend of decline, other new business mostly short-lived attempt, Cao Guowei outshine others in charge of advertising sales, Wang Yan called the "save the situation."

So, Cao Guowei in Sina's position has been constantly strengthened. In September 2005, Wang Yan, president no longer concurrently by Cao Guowei as president. "From COO to president, in fact there is no change, just to talk about the business more convenient." Cao Guowei, who has been CFO since many of his clients or as CFO, talking about cooperation on advertising contracts is not so perfectly justifiable.

In fact, as early as in 2004 as COO, responsible for the content of operating departments, including senior vice president Chen Tong, then vice president and sales director Du Hong and then vice president and marketing director Shen Jianming, and so are a large number of senior Sina Cao Guowei has to report. "Sina, only Wang Yan not in control of the local, of no less than Charles place." A senior Sina joked.

In May 2006, he was promoted to Sina CEO Cao Guowei, although the industry Sina coach "enthusiasm unabated," but because of previous core business by Cao Guowei responsible, Cao Guowei nature of the work as well as working methods, and not because of changes in positions too much change.

Sina 2007 first quarter revenue of 51.3 million US dollars, revenue from online advertising for 31.8 million US dollars, up 43 percent. Cao Guowei that online advertising is the main reason why growth in 2004 lay a foundation. "Without this at the time established a strong combat effectiveness of the sales team, even to the World Cup also no use, and set up such a system were erected in the structure will take time."

In 2006, Sina business in online advertising revenue more than 1 billion yuan. In 2007, a growth of more than 50 percent on sales of over 1.5 billion yuan plan to sell down to every level has been on the staff. Sina many people do not like Cao Guowei "high pressure" and the "digital words," but he had to admit, Cao Guowei, under the leadership of Sina's performance is strong growth.

As Cao Guowei as Sina current president, is the only access to the management members of the Board of Trustees, Sina also did not have a COO candidate, Cao Guowei in Sina company is more important: "The only change is that the greater the pressure, before Wang Yan is with a team that he assume responsibility, greater pressure, I do some sharing, now that all the responsibilities and pressures in their possession. " 　

Link:
Sina CEO - "Strong" Cao Guowei: Part 1
Sina CEO - "Strong" Cao Guowei: Part 2
Sina CEO - "Strong" Cao Guowei: Part 3
Sina CEO - "Strong" Cao Guowei: Part 4
Sina CEO - "Strong" Cao Guowei: Part 5