New Sunny Way

Author: Chen Tong, written by Chen Tong and Zeng Xiangxue
Publisher:
Publish Date: 2005-01-01
Features:
Chen Tong, the former Editor-in-Chief of Sina.com, discusses: "The Way of Sina!" After a decade of development, online news has become an increasingly important element in the lives of Chinese people. Sina has created a myth with real-world impact in the virtual world, its influence extending far beyond national borders. Sina has become a globally renowned portal, and the secrets behind its success are something many wish to uncover. As a leading figure in successful media and one of the pioneers of China's online news industry, Chen Tong shares his experiences and insights in exploring the laws of online news communication. He provides an in-depth analysis of Sina News' operational philosophy and methods, offering valuable insights for both today and tomorrow. The establishment of a successful media's industry position, its expanding social influence, and its sustained economic growth are closely tied to the wisdom, decisions, and even style of its leading figures. When discussing Chinese online media, it is impossible not to mention Sina; when discussing the pioneers of website news operations, it is impossible not to mention Chen Tong. It can be said that the rapid rise of Sina created Chen Tong, and in turn, Chen Tong contributed to the immense influence of Sina News. To maintain Sina's leading position in fierce competition, Chen Tong has spent years navigating the operational challenges, tasting both sweetness and bitterness. Today, he shares his experiences and insights into the laws of online news communication in the form of this book, offering it to the industry and the general public—a truly commendable achievement.
In past media reports, Chen Tong has been described with many accolades, such as "China's most influential online news figure" and "a guardian of the spirit of online news." However, Chen Tong takes pride in being "one of Sina's editors, perhaps even the first editor of a commercial portal site." Regardless, Chen Tong has evolved from a Sina editor to a senior executive at the company. His growth and maturity are undoubtedly a result of his diligence, eagerness to learn, dedication, and professionalism. Since 1998, approximately 80 books on online media have been written by domestic authors, most of them by scholars engaged in teaching and researching in the field of news communication. The value of Chen Tong's monograph lies in its being a "practitioner's discourse," as he himself says, "Online news, as a new phenomenon, has a broad social and economic background. Therefore, to analyze the reasons behind Sina News' success, it is necessary to observe and study from multiple perspectives, including communication studies, economics, sociology, management, and strategic studies." Chen Tong's research is grounded in his observations of Sina News' daily operations, attempting to summarize and interpret the characteristics, connotations, and significance of the laws of online communication from a new perspective. He addresses the questions: "Why has Sina News stood out? What competitive strategies have enabled its success? What are the main factors influencing its development?" This forms the unique value of his monograph.
"More content can be found at Sina's special topic page."
Online news communication has become the most important news dissemination model of the 21st century, playing an increasingly significant role in Chinese society and the international community. If the internet has changed the world and Yahoo has transformed American lifestyles, then Sina, Sohu, and NetEase—the three major portal sites—have changed the lives of Chinese people. In 2003, the role of Chinese online media in driving events became particularly evident. For instance, after the "Sun Zhigang incident" was widely reported online, tens of thousands of comments emerged, a phenomenon unprecedented in traditional media. The growing influence of online news is undeniable. Even high-ranking officials, including party leaders, have recognized the internet as an important channel for understanding public sentiment. For example, during the SARS outbreak in 2003, General Secretary Hu Jintao, while visiting medical representatives on the front lines in Guangzhou, said to one doctor, "Your suggestions are excellent. I have already seen them online." Additionally, the dialogue between the mayor of Shenzhen and a netizen writer caused quite a stir.
On the afternoon of November 16, 2002, a netizen named "I Am Crazy for You" posted a nearly 20,000-character essay titled "Shenzhen, Who Abandoned You?" on People's Daily Online's "Forum for a Stronger China" and Xinhua News Agency's "Forum for Development." The essay attracted widespread attention from online media, with Sina, Sohu, and NetEase all highlighting it in special features. Two months after its publication, on January 19, 2003, Mayor Yu Youjun of Shenzhen engaged in a dialogue with the essay's author, "I Am Crazy for You" (real name: Luo Zhongxiao). Yu Youjun said during the conversation, "I saw the article the day it was posted online and downloaded it to read it twice or three times—it was very thought-provoking!" Later, on July 29, 2003, a government research team arrived in Shenzhen, specifically inviting "I Am Crazy for You" to participate in a discussion on Shenzhen's issues. It can be said that the power of online communication propelled the dissemination of the essay to greater depth. The essay "Shenzhen, Who Abandoned You?" also became a classic case in the history of China's internet development.
Sina's Achievements Among China's Portal Sites, Sina News is widely recognized as the best, with the common saying being, "For news, go to Sina." In a poll conducted by Southern Weekly at the end of 2003, Sina was named "Media of the Year in Chinese Language." The success of Sina News has built the core competitiveness of the entire Sina website, making it a leader among China's portal sites. Sina News and Sina.com have created a legend in the history of Chinese media. In some sense, when studying the development of China's online media, its communication patterns, and the factors influencing its growth, Sina cannot be overlooked as a key subject of examination. Sina News has pioneered a new form of online media, exerting a significant impact on the entire industry. Over the past six or seven years, the three major portal sites—Sina, Sohu, and NetEase—have not only successfully listed on the Nasdaq stock market but have also achieved a total market value of over $3 billion (as of the closing price on September 29, 2004: Sina $1.29 billion, Sohu $0.61 billion, and NetEase $1.019 billion). Starting in late 2002, the three major portal sites announced profitability, marking the success of a new online business model in the context of the new economy. Among them, Ding Lei, founder of NetEase, was ranked as the richest person in mainland China in 2003's Forbes China Rich List, becoming an inspirational figure for young entrepreneurs in modern China.
Entering 2004, the Chinese internet continued to achieve remarkable accomplishments. According to independent third-party statistics, Sina had become the world's third-largest portal site, while the other two major Chinese portals—NetEase and Sohu—had also entered the global top 10. More importantly, as typical representatives of new media in China, the three major portals are playing an increasingly significant role in social development and people's daily lives.