Go Crazy burn money road: Stop bleeding or bleed good

650) this.width=650; "class=" AlignCenter size-full wp-image-5813 "alt=" Picture 1 "src=" http://www.kjxfx.com/wp-content/ Uploads/2015/08/2015-08-1118.png "width=" 550 "height=" 337 "style=" height:auto;vertical-align:middle;border:0px; margin:0px auto; "/> In the country, whether the internet giants or entrepreneurs, many of the field as the next gold mine. For many projects, the market size, user base, development potential and other traditional indicators are still used as a hard indicator. In order to rob users, many of the projects are only crazy to burn money, on the one hand to maintain their own development, on the other hand to thwart competitors.

However, many of the projects that burn money and bleed are blind, and project performers do not have a complete plan for the future operation and development model. Or, under the pressure of strong competition, to blindly survive, in addition to burning money, there is no better competition and leading edge. Thus, the burning of money will become an inevitable choice of projects. Besides, there seems to be no other way. Is there no way to stop the bleeding in addition to running farther away on the road of burning money?

Burn and Burn! The money-burning frenzy in the field of technology is constantly emerging

In just two years, Didi and fast crazy burn money billions of, finally to achieve, not only fit success, but also get $2 billion of follow-up financing. For a while, become an object of admiration for the practitioners. But the United States regiment behind no big gold master, but after the crazy expansion, the successful financing of $700 million, staged rich myth, and even recently burst out new financing of $1 billion news.

The madness of burning money has always been staged, the mentality of practitioners seems to be simple: financing, burning money, refinancing, eventually become the dominant segment of the field, grab sneaking high profits. And investors seem to be willing to try money in the field of power, latitude and longitude Ventures, KPCB, IDG, Sequoia Capital, Ding FAI venture, such as constantly exerting force, holding the money baton waving around. For example, Jingwei Ventures in its 2014-year open letter, "Damn is awesome!" Said, "Jingwei in this year's total investment project is 120, subdivide some of the words, of which 17% took place in the field. ”

In such a situation, the Internet giants are also unable to sit. Baidu prepared for its glutinous rice Group purchase site Investment 20 billion to compete for the market, Baidu is exposed to the exposure will be completed $200 million of financing ... Coupled with the many running in the field of small and medium-sized enterprises and start-up teams, the field of money burning more and more fierce.

And then the egg! Burn money ≠ become unicorn

However, pure burning money does not seem to have any egg to use. The ability to successfully burn money to become a unicorn in the industry is a rare, if not unique, item in the industry. The vast majority of trendy, off-the-market projects are due to the lack of novelty, or too much competition, or poor operation that leads to close.

In late July, Homejoy, who was considered the originator of Home economics, announced the closure of the service. Its operating model is the same as most of the projects: relying on burning money to bring high-speed growth, and then seek profit opportunities. However, the collapse of Homejoy shows that the high growth caused by the burning of money is only a bubble and unsustainable. Once the money is burned down and the subsidy is lowered, the user will quickly leave and the viscosity is very low.

The closure of the Homejoy to domestic projects sounded alarm bells, lucky or very few. More projects will fall on the road of burning money, will not reach the other side of success. At the beginning of this year, walking dog travel, refuse home nets, find good fun, jelly travel, such as online and offline integrated tourism as the picture direction of the project, suddenly collapsed. Education and the project is not optimistic, care nets, 36th classrooms, help test and so on has been "shot dead on the beach." As for the real estate O2O2 project, it is due to the domestic property industry's depression, become affiliated frustrated, Yi Yan Tang, housing Network, Cheng Network, such as the exit.

It can be seen that burning money does not mean everything. Drip Taxi high-level recently mentioned that the success of the drip can not be copied, it is the right and the best. Want to be a unicorn? The money really is not omnipotent ...

Hemostatic! Return to user experience beginner's mind

There is no denying that the model is the most perfect way to connect online in the future. Traditional enterprises can use the model to complete the "net", as far as possible to tap their own potential, from the line to the offline drainage, promote their own development. For online enterprises, it is possible to complete the platform architecture, improve the positioning of their platform business role, from the development of the market share.

But the burning of money is not the way the model must go, it is only the current fierce competition under the circumstances of the helpless lift. Burn money to bleed, just kill 1000, self-loss 800 outrageous means, and no innovation, value can be said. To truly win the Battle of the war, to become a winner, to do a good user experience is the right path. To burn out for the user's money, in the promotion of product experience, staff quality, open channels and so on, but can get unexpected results. If you don't have a diamond, don't take a porcelain job. If you burn money to burn yourself flustered, or early let go. (New discoveries of science and Technology, Constantine/Wen)

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Go Crazy burn money road: Stop bleeding or bleed good