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Produced by | Sanyan Pro Author | DorAemon

After Jiang Xinjie, former vice president of public relations of 360 Group, joined Baidu, the position welcomed a successor.
Today, Zhang Yongsheng, former deputy editor-in-chief of the in-depth investigation department of the Beijing News, has been confirmed to serve as vice president of 360 Group, responsible for marketing and public relations.
It is understood that Zhang Yongsheng has been engaged in investigative reporter for many years. He founded Weiming Interactive in 2012 and then joined Alibaba, where he was responsible for Taobao's anti-counterfeiting and other security work.
Friends who are familiar with the history of China's Internet development and the media public relations industry must know the saying "Alibaba in the South and 360 in the North".
Well, today I will review the past vice presidents of public relations, or the “number one public relations officer” of 360 Company.
Who has ever held the number one position?
Xiao Jie: Joined 360 early, left around 2008
Sanyan Pro learned from 360's old PR personnel that the first person in charge of 360's public relations business was Xiao Jie.
Xiao Jie graduated from Renmin University in 1999. She has worked as a communications manager at Yahoo China and a public relations director at Qihoo 360.
In 2008, Xiao Jie worked as a senior manager in Baidu's corporate marketing department, responsible for market and public relations; in October 2010, he served as vice president of Kingsoft Network, responsible for business development, marketing and commercial product business; in 2014, Kingsoft Network was renamed Cheetah Mobile, and Xiao Jie has since served as senior vice president of Cheetah Mobile.
In the first half of this year, Xiao Jie resigned as a director of Cheetah Mobile. According to Sanyan Pro, she has resigned from Cheetah Mobile.
Liu Jun: Appointed in 2006
In 2006, Liu Jun was appointed as the vice president of Qihoo 360.
Liu Jun graduated from the Law Department of Peking University. In 1997, he served as the editor-in-chief of "Strategy and Management" magazine. In 1999, he served as an editorial board member and director of the commentary department of "Financial Times" and "Finance" magazine. In May 2000, he served as the deputy general manager of content at Sina.com. In December 2003, he served as the editor-in-chief, deputy general manager and director of Hexun.com, responsible for content and web 2.0 community business.
Liu Jun revealed in an interview that he served as vice president of 360 in his early years. After 360 went public, he became a consultant and was also responsible for strategic investment.
After that, Liu Jun became an angel investor. His most well-known investment was in Toutiao, for which he was one of its earliest investors.
Li Liang: Joined 360 in 2010 and left in 2017
It is reported that after graduation, Li Liang worked at IT Manager World magazine, mainly engaged in editing and writing work.
He resigned from the magazine in 2010 and joined 360 as a 360 public relations consultant. He led several "wars" that attracted a lot of attention at the time, and was later promoted to head of 360 public relations.
In 2017, Li Liang left 360 and joined ByteDance. His social media profile was once "Vice President of ByteDance." However, the profile has now been changed to "Internet practitioner."
Qu Bing: joined in 2011, left in 2018
In February 2011, Qu Bing joined 360 as Vice President and Press Spokesperson. Qu Bing is one of the earliest public relations professionals in China and has extensive experience in crisis management. Before joining 360, Qu Bing worked as a host, reporter, and assistant to the president and public relations director of Huiyuan Group.
On December 12, 2018, 360 Company announced that Qu Bing had resigned.
It is believed that Qu Bing joined 360 mainly for 360's listing. According to Phoenix.com Technology, Qu Bing was the key behind-the-scenes promoter of 360's privatization and A-share listing, and she made an indispensable contribution to 360's successful listing.
According to encyclopedia information, Qu Bing has since served as a director of the China Information Technology Association, a director of the China Electronic Commerce Association, a director of the Electronic Information Industry Federation, an executive director of the China Copyright Association, deputy director of the Mobile Working Committee of the China Internet Association, and deputy director of the Anti-Spam Working Committee of the China Internet Association.
Chen Danqing: joined 360 in 2011 and left in 2012
In October 2011, Chen Danqing, former general manager of Lenovo Group's Brand Communication Department, joined 360 Company as vice president.
Chen Danqing graduated from Peking University and served as the brand communications director of Lenovo Group, responsible for brand and product integrated promotion and communication, media public relations and internal communications.
In June 2012, Chen Danqing left 360 and later joined Youku Tudou Group as vice president of marketing, taking full responsibility for Youku's marketing work.
According to Sanyan Pro, Chen Danqing is now retired.
Qu Xiaodong: Joined 360 in 2012
Qu Xiaodong joined 360 in 2012 and served as vice president of several businesses, including 360 brand building, corporate culture, marketing and public relations, etc. In 2014, Qu Xiaodong began to be responsible for 360 enterprise security-related businesses and was one of the main founders of this business.
Qu Xiaodong joined the IT industry in 1994 and served as deputy editor-in-chief and executive editor of media such as "IT Manager World" magazine and "Computer World" newspaper. In 2003, he served as the general manager of information at "Computer World" and is an IT industry expert. He left his job in 2010 to start his own business and then joined 360 in 2012.
His current title is Senior Vice President of Qi'anxin.
Zhao Ming: joined 360 in 2012 and left in 2017
Zhao Ming joined 360 in 2012 as the head of marketing and public relations. He graduated from Peking University with a bachelor's degree in economics, and holds a postgraduate degree from the Chinese Academy of Social Sciences, with an intermediate professional title.
In 1997, Zhao Ming worked as a reporter, editor and editor-in-chief at China Economic Times; in 2010, he joined Youku as director.
In 2017, Zhao Ming resigned from 360 and joined Lexin as the group vice president, responsible for the group's corporate communications business. In 2020, Zhao Ming was promoted to CMO by Lexin.
Chen Xitong: Joined 360 in 2014
In May 2014, Chen Xitong, former spokesperson of the General Administration of Quality Supervision, Inspection and Quarantine, resigned from his public office and officially took up the position of vice president of the marketing department of 360 Company.
Chen Xitong graduated from the Chinese Department of Fudan University in 1991 and has worked in the quality inspection system for a long time.
Guo Aidi: Joined 360 in 2018
There is not much relevant information about Guo Aidi, but according to reports, in May 2018, Guo Aidi, who was the senior public relations director of NetEase, took up the position of vice president of marketing and public relations of 360 Group.
After that, Guo Aidi joined Meituan. The latest available information is that she serves as the vice president of the brand and public communication department of Shuidi Company.
Guo Kaisen: Joined 360 in 2019
Guo Kaisen joined 360 in 2019 as vice president of marketing and communications.
Guo Kaisen graduated from Renmin University with a master's degree in ethics. In October 2000, while still a graduate student, he began reporting on financial news and participated in the early work of 21st Century Business Herald.
In February 2003, Guo Kaisen joined IT Manager World magazine, where he planned, interviewed and organized the writing of a large number of key articles.
From 2005 to 2007, Guo Kaisen served as deputy editor-in-chief of Sina.com's technology channel;
In 2007, he joined Tianji Media Group and served as the general manager of IT Expert Network, responsible for the daily operation of the website.
In 2008, Guo Kaisen founded Xuanniao Media.
In 2016, he became the managing partner of Lanfeng Investment Fund and later joined 360 in 2019.
In 2020, Guo Kaisen founded "Lujiu Finance".
Jiang Xinjie: I may join 360 after 2020
After Guo Kaisen, the person in charge of public relations at 360 Group should be Jiang Xinjie, but there is no clear news on when he will join 360.
However, Jiang Xinjie also comes from a media background.
In 2001, Jiang Xinjie became famous for his perfect college entrance examination essay "The Death of Red Hare". In July 2005, he graduated from Nanjing Normal University and joined China Youth Daily. During his tenure, he attracted attention with his reports on "gutter oil".
In 2016, Jiang Xinjie served as the public relations director of Tmall under Alibaba Group. In 2020, he joined Intime Retail under Alibaba as assistant president.
In addition, Jiang Xinjie has also served as a senior editor of Southern Weekend and a reporter for New Century Weekly.
A few days ago, he joined Baidu as public relations director.
Creating the 360 ​​PR Myth
It can be seen that the above dozen vice presidents of 360 Group who were in charge of marketing and public relations are not only numerous, but most of them are from the media background, especially paper media such as newspapers and magazines.
All of these former 360 public relations managers are industry leaders, which is the basis for creating the "myth" of 360 public relations in the industry.
What made 360 ​​famous in the PR world was none other than the “big battles” in the past:
There was the “3B War” in the search engine business in 2012, and also the “Small 3 War” in the mobile phone business in 2012.
These three well-known "battles" have brought a lot of popularity to 360 products.
These “battles” allow the public relations team to grow and develop, and provide reference cases for the industry.
It is understood that Zhou Hongyi himself attaches great importance to public relations work, so he will select the public relations person in charge based on his personal character and preferences. This has made 360's style of doing things very radical;
However, after entering the mobile Internet era, 360's style has changed drastically, and in recent years it has rarely launched "wars" of the same magnitude as before.
Public relations professionals in the new era also need user thinking
Back to the matter of Zhang Yongsheng serving as the vice president of public relations of 360 today, he still chose a media person from traditional media to do corporate public relations work, and also took his experience at Alibaba into consideration.
For companies in the early days of the Internet, there was a lack of experience in something as new as public relations, so recruiting people from major media newspapers and magazines at the time to do public relations was obviously just the right thing.
However, current Internet companies seem to be "fighting" less, so there is no longer much demand for public relations talents who can fight, but more demand for people who can handle major crisis public relations.
In addition, most of today's public relations crises are initiated from the C-end, such as "killing old customers" and the spontaneous combustion of a certain car. Coupled with the rich communication channels and the evolution of recommendation mechanisms, the experience of public relations battles and previous crisis public relations experience are actually of little use.
As generations of old PR professionals retire from the Internet industry and turn to markets such as new energy vehicles, the demand in the PR market has changed.
But to be honest, the public relations personnel that 360 has cultivated over the years are indeed experienced, so they will also become "hot cakes" in the eyes of other companies. For example, ByteDance "poached" many people from 360 around 2017; now Baidu has probably hired Jiang Xinjie out of recognition of 360's public relations capabilities.
In any case, at this stage, public relations people cannot solve the problem alone. They need to understand the characteristics of various channels (such as short videos) and be proficient in toC communication. They also need the cooperation of legal departments, and the founders also need to take the initiative to spread the word. But the fundamental thing is that the company's values ​​and products must be positive and good.
Public relations professionals in the new era also need to have user thinking, social sentiments, and understand the needs of the media.

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