10 big mistakes made by American-style websites in China

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When our college textbooks are still putting ebay, Amazon, Yahoo, Google and so on as a success story, when you go to the bookstore to buy a small number of poor from the United States translation of the Internet books, it is also filled with these American internet sites how humane, how advanced technology and other legendary successful experience. But the reality we see in China is the opposite, the development of U.S. websites in China is not very good, in China is basically a typical failure, it can be said that the development of its Chinese competitors ' website is completely abandoned the experience of these U.S. sites to succeed, and even the U.S. website to "do it backwards" to succeed.

Although Chinese newspapers and magazines are beginning to question the widespread failure of these US websites in China, it is because of the reasons behind the failure of these American websites to develop, the analysis of these journalists is only general, nowhere near and not in place. I have some contacts with some Internet parties and the extension staff of the American website, add their own observation, that the U.S. website in China has failed mainly in the concept of doing things, they have good strategy in China, the smartest people, the most money, the best products, the best technology, but do not change the concept of doing things, the way, It is not yet possible to produce even a successful website in China.

I would rather have the grass of white-collar petty bourgeoisie, and not the seedlings of the general public! Vs the White collar is not only the Miao, but also to the general public grass!

This is the Achilles heel of the American website in China, these American sites, no one has yet learned this, because the people who operate these American websites, the high level is the Hong Kong and Taiwan people, the staff are Shanghai Senior Office white-collar workers, they know that China will always only Shanghai office this place, so all their practices include product design, The website style, the promotion target object All is takes the Shanghai office senior white-collar and the 500 strong enterprise as the reference object, will never consider the populace demand and the small and medium-sized enterprises.

Their upbringing, their interests, their horizons, cause their hearts to be excluded from the public, the children of Internet cafes, the Internet population of tens of thousands of small towns in China (note that these 2 people have accounted for more than half of the Chinese Internet population), the people of these American websites are deeply not to be seen, including the interest of these people. Super girls "and so on, the U.S. website, senior white-collar workers not only dislike, but also from the heart is deeply disgusted.

They only know Gmail, do not know 163 mailbox, only with MSN, never use QQ, to declare their elegance. From the bottom of their hearts, they feel that our site would rather go bankrupt than do a tasteless website that caters to the needs of the public.

To do the mainstream of China's Internet sites, not to meet the needs of the public is doomed to failure.

Better to be forgotten than to be hated VS. Be hated, not to be forgotten.

The former is the philosophy of the American website, the latter is the philosophy of Ma Yun and Zhou Hongyi.

U.S. website for fear of a little bit of negative news, and the Chinese site for fear of no negative news, thousands of people "hate" is the internet to promote one of the highest realm.

People in the United States have 10 times times higher wages than their competitors in China, and they are afraid of losing their jobs, preferring not to make any mistakes, and to take any risks. They are low-key, conservative, cautious, everyone polite, educated, but never the mentality of war, the results of the fresh, hit the nail on the head of the Chinese rival website.

Three, protracted war thought vs Chanping thought

The United States website always has a long-term planning, always a lot of money for a variety of useless paper market research, planning how many years to do, to do strategy, budget, did not easily adjust. Anyway, they started to have some money, some senior talent, slowly planning, slowly develop, but the site is no more than other industries, people relish the development of the 10 deficit in China to develop a strategy in the Internet industry is not feasible, now ebay and Yahoo has admitted in China's total failure. At the end of the year, instead of taking it slow, you might as well start out.

And competitors of China's web site forever, do the idea of the site is "Chanping", Ma Yun do Taobao can organize Suicide Squad closed office, everything to fast for the purpose, emphasis on small steps to run, side make the wrong side adjustment. And the United States site to do a lot of perfect planning and budget, American companies even if the batch of a garbage basket if not in the budget for one months will not be able to grant, the change of anything to be approved by the United States headquarters to do things that are doomed to failure.

Four, means is to have the so-called, the purpose is not all vs means is indifferent, the purpose is all

It is said that Ma Yun's management style is the river-Lake style, set an indicator, such as the pursuit of traffic this year, the pursuit of registration next year, regardless of what method the team used, as long as the war-type of everyone to the goal of struggle to achieve the goal of everyone to "eat meat" and "spoils", so the team what rogue means are dared to use: Yellow Gambling virus website promotion and so on. Chinese-style Web sites believe that "means is indifferent, the purpose is everything", the only prerequisite is not to commit crimes.

And the United States site assessment indicators are many, the rules are many, to maintain the high-end brand "virtual" image, to maintain the face of multinational companies, but also have noble moral sentiments and so on, under these conditions to pursue dozens of of many different long-term short-term business indicators.

V. Be the Savior of the user vs. user needs

Perhaps the only place in China to learn from the U.S. Web site is that they pay more attention to the user experience, but this user experience has often done the head, for netizens think too much, too humane but bound their own development. Chinese users often do not need you to be too good for them, and do not need you to think for them too much, they will choose, rather than you choose for them.

Know that the United States ICQ exit the Chinese market, development failure of the fatal, the Americans are very careful to protect user privacy, they launched in China's Instant messaging products, you use on a computer with ICQ, another computer can not remember the memory of the previous data, which is the greatest degree of protection of the user's privacy, That is, only in their own home a computer to use the safest, the result is not suitable for Chinese netizens to use, they retreated out of China also did not understand why. Ma as the technical counterpart of ICQ in China partner company, stealing the art of instant communication technology, know Chinese Internet users internet cafes (American site employees never understand how the Internet café is going on) after the habit, only to improve this point, that is, do not consider only senior white-collar will care about the so-called privacy issues, will be driven out of China's ICQ.

Six, applause is not the draw vs draw not applauded

American-style web site in China is always applauded not to draw, they do the marketing idea of the same amazing: that is, please 4 a company design a beautiful flat advertising, and then to the subway, waiting for the booth, and then design a set of white collar taste of the network advertising, the large price in 3 major portal sites, At a very expensive price to buy Google Keywords (note that they do not buy Baidu, the United States on the site's eyes only Google and MSN). Their ads are applauded by everyone, but there is no one online station, even if someone on, input-output cost is too high, is basically put 1000 yuan to let a person online, they also find themselves excuses, although no increase in traffic, but we have established a brand image, always take brand awareness or reputation as a shield.